This document outlines the new rules of marketing according to Liz Smyth of Marketo. It discusses how the rise of digital technologies and social media have fundamentally changed the marketing landscape. Specifically, it notes that information is now abundant, purchasing power has shifted to buyers, and marketing now holds organizational power. It then presents five new rules of engagement for marketing: 1) shift from broadcasting to conversations, 2) focus on behavioral segmentation over demographics, 3) integrate multiple expanding channels, 4) leverage big data for decision making, and 5) accurately measure return on investment across all touches. The document argues that marketers must adapt to stay relevant in this new environment defined by these rules.

1. Page
1
©
2012
Marketo,
Inc.

2. ©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
The New Rules of Marketing
Liz Smyth
EMEA Marketing Director
@lizsmyth
@lizsmyth

3. Page
3
©
2012
Marketo,
Inc.
• Leader
in
cloud-­‐based
marke:ng
automa:on
• >3,000
customers
in
37
countries
• >200
ecosystem
partners
• >40,000
Marke:ng
Na:on
community
members
• Public
company
(MKTO)
–
Over
400
employees
in
U.S.,
Europe,
Australia
Marketo Fast Facts

4. Page
4
©
2012
Marketo,
Inc.
The Rise of the Marketing Nation

5. Page
5
©
2012
Marketo,
Inc.
THEN
NOW
Informa:on:
SCARCITY
Purchasing
Power:
SELLERS
Organiza:onal
Power:
SALES
Informa:on:
ABUNDANCE
Purchasing
Power:
BUYERS
Organiza:onal
Power:
MARKETING
Unprecedented Changes in Buying

6. Page
6
©
2012
Marketo,
Inc.
The New Rules of Marketing Engagement

7. Page
7
©
2012
Marketo,
Inc.
Finding
customers
Being
found
THEN
NOW
The New Rules of Marketing Engagement
#1

8. Page
8
©
2012
Marketo,
Inc.
Source: Adbusters, 2011

9. Page
9
©
2012
Marketo,
Inc.
3,000
tweets
136,000
views
Content Marketing Creates Pull & Affinity

10. Page
10
©
2012
Marketo,
Inc.
Apply Science to Content

11. Page
11
©
2012
Marketo,
Inc.
Finding
customers
Being
found
Point
in
Ime
blasts
1:1
Durable
relaIonships
THEN
NOW
The New Rules of Marketing Engagement
#1
#2

12. Page
12
©
2012
Marketo,
Inc.
Hi,
are
you
ready
to
buy?
Hi,
now
are
you
ready
to
buy?
Hi,
how
about
now?
Hi,
you
must
be
ready
to
buy?
Hi
again,
are
you
ready
to
buy?
What
about
now?
Seriously,
not
ready
yet?
Hi,
are
you
ready
to
buy?

13. Page
13
©
2012
Marketo,
Inc.

14. Page
14
©
2012
Marketo,
Inc.
Creating Conversations at Scale

15. Page
15
©
2012
Marketo,
Inc.
Finding
customers
Being
found
Point
in
Ime
blasts
1:1
Durable
relaIonships
Demographic
Behavioral
segmentaIon
THEN
NOW
The New Rules of Marketing Engagement
#1
#2
#3

16. Page
16
©
2012
Marketo,
Inc.
More Targeted Sends are More Engaging
0
50
100
150
200
250
300
350
400
100
1000
10000
100000
Engagement
Score
Email
Delivered
Source:
Marketo
research

17. Page
17
©
2012
Marketo,
Inc.
“Who I am is less important than what I do”

18. Page
18
©
2012
Marketo,
Inc.
Trigger & communicate based on behavior

19. Page
19
©
2012
Marketo,
Inc.
Triggered
Nurture
Standard
Nurture
LiT
Open
%
34.0%
Open
%
21.7%
57%
Click
to
Open
%
37.1%
Click
to
Open
%
23.4%
59%
Click
%
12.6%
Click
%
5.1%
147%

20. Page
20
©
2012
Marketo,
Inc.
Finding
customers
Being
found
Point
in
Ime
blasts
1:1
Durable
relaIonships
Demographic
Behavioral
segmentaIon
Few/isolated
channels
Exploding/integrated
channels
THEN
NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4

21. Page
21
©
2012
Marketo,
Inc.

22. Page
22
©
2012
Marketo,
Inc.
Reach
&
Engagement
Social
Li^
Social
Li^
Social
Li^
Social
Li^
Social
Li^
Landing
Pages
Website
Facebook
Pages
Online
Ads
Email
Social
Li^
Events
Integrate Channels…and Engage the Crowd

23. Page
23
©
2012
Marketo,
Inc.
Finding
customers
Being
found
Point
in
Ime
blasts
1:1
Durable
relaIonships
Demographic
Behavioral
segmentaIon
Few/isolated
channels
Exploding/integrated
channels
THEN
NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4
IntuiIve
decision
making
Owned,
big
Ime
series
data
#5

24. Page
24
©
2012
Marketo,
Inc.

25. Page
25
©
2012
Marketo,
Inc.
Why Measuring Return is Hard
• MulIple
touches.
Seven
touches
needed
to
convert
into
a
sale
• MulIple
influencers.
Typical
buying
process
has
5-­‐21
people
involved

26. Page
26
©
2012
Marketo,
Inc.
Accurately Tracking “Investment” vs. Budget

27. Page
27
©
2012
Marketo,
Inc.
Track All Touches Across People, Over Time

28. Page
28
©
2012
Marketo,
Inc.
See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle
Analytics

29. Page
29
©
2012
Marketo,
Inc.
The Summary…

30. Page
30
©
2012
Marketo,
Inc.
Finding
customers
Being
found
Point
in
Ime
blasts
1:1
Durable
relaIonships
Demographic
Behavioral
segmentaIon
Few/isolated
channels
Exploding/integrated
channels
THEN
NOW
It’s a new world, with new rules…
#1
#2
#3
#4
IntuiIve
decision
making
Owned,
big
Ime
series
data
#5

31. Page
31
©
2012
Marketo,
Inc.
…and new solutions
Customer
System
of
Record
REVENUE
EFFECTIVENESS
Drive
conversion
to
sale
• Prospect
Priori:za:on
• Offer
Priori:za:on
• Social
Selling
• Produc:ve
Prospec:ng
PIPELINE
&
RELATIONSHIP
MARKETING
Life:me
dialog
with
customers
based
on
behaviors
and
interest
• Nurturing
and
Scoring
• Email
Marke:ng
• Targeted
Adver:sing
• Marke:ng
Automa:on
• Event
Marke:ng
• Customer
Engagement
INBOUND
MARKETING
Ensure
poten:al
customers
can
find
you
• Content
Marke:ng
• SEO
/
SEM
• Social
Campaigns
• Landing
Pages
ANALYTICS
&
MEASUREMENT
Understand
impact
of
marke:ng
and
op:mize
marke:ng
investments
• Budge:ng
&
Planning
• Spend
Analysis
• Cross-­‐program
Alloca:on
• Opportunity
Analysis
• Revenue
Acribu:on
MARKETO
DIGITAL
MARKETING
PLATFORM

32. Page
32
©
2012
Marketo,
Inc.
The Bottom Line: Everyone Can Market Like Amazon

33. ©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
Thank
you!
@lizsmyth

34. Page
34
©
2012
Marketo,
Inc.
Marketo EMEA Ltd.
Cairn House
South County Business Park
Leopardstown,
Dublin 18, Ireland
Direct: +353.1.242 3000
blog.marketo.com
www.marketo.com
LIZ SMYTH
Director Marketing
lizs@marketo.com
@lizsmyth
Contact Me