What's Coming This Year: Marketo's 2019 Marketing Predictions
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2019 is here, and so are Marketo's marketing predictions for this year! Watch Mike Madden, Paulo Martins, and Paul Wilson for their webinar, What's Coming This Year: Marketo's 2019 Marketing Predictions, to learn about the trends you should be ready for in 2019.
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What's Coming This Year: Marketo's 2019 Marketing Predictions
- 1. What's ComingThis Year: Marketo's 2019 Marketing Predictions JANUARY 2019
- 2. 2Proprietary and Confidential | © Marketo, Inc. Housekeeping • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Use the chat box and we will get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation
- 3. 3Proprietary and Confidential | © Marketo, Inc. Presenters Paul Wilson Head of Marketing Technology and Innovation Paulo Martins Head of Digital Marketing Mike Madden Head Demand Gen Commercial
- 4. Proprietary and Confidential | © Marketo, Inc. Marketing TechnologyPredictions 2019 Head of Marketing Technology and Innovation
- 5. 5Proprietary and Confidential | © Marketo, Inc. The Experience is theBrand M A R K E T I N G T E C H N O L O G Y Proprietary and Confidential | © Marketo, Inc.
- 6. Proprietary and Confidential | © Marketo, Inc. 6 6 The Experience is the Brand MARKETING TECHNOLOGY Things to stop doing: Hollow messaging & weak personalization Rinse and repeat campaigns Overcommunicate Coercive messaging like “Do You Want to Fail in Your Job? Y or N” Status quo technology Things to do: Context based messaging & careful personalization Experience based campaigns Custom cadences Respectful clear messaging that engages thoughtfully Innovate your experience
- 7. 7Proprietary and Confidential | © Marketo, Inc. PutAway Shiny Things M A R K E T I N G T E C H N O L O G Y Proprietary and Confidential | © Marketo, Inc.
- 8. Proprietary and Confidential | © Marketo, Inc. 8 8 Put Away Shiny Things MARKETING TECHNOLOGY Things to stop doing: Implement technology for technology’s sake Acquire technology that doesn’t integrate Buy now – determine fit later Things to do: Establish a technology evaluation framework including integration testing Get rid of technical debt Remove overlapping technologies Align your infrastructure for outcomes Establish a governance model
- 9. 9Proprietary and Confidential | © Marketo, Inc. DataScience Emerges M A R K E T I N G T E C H N O L O G Y Proprietary and Confidential | © Marketo, Inc.
- 10. Proprietary and Confidential | © Marketo, Inc. 10 10 Data Science Emerges MARKETING TECHNOLOGY In the sea of data what is relevant? Marketers in 2019 will be turning to data scientists to help them interpret the raw materials in that data to make informed choices.
- 11. 11Proprietary and Confidential | © Marketo, Inc. Build Your Own Experience M A R K E T I N G T E C H N O L O G Y Proprietary and Confidential | © Marketo, Inc.
- 12. Proprietary and Confidential | © Marketo, Inc. 12 12 BuildYour Own Experience MARKETING TECHNOLOGY Marketing technology innovators this year will be looking for ways to offer a user selected experience. Imagine enabling your site visitors to decide if they want to experience a more traditional experience with forms, tabs, and buttons or a more interactive experience with machine learning fueled bots to personalize their time on the site.
- 13. 13Proprietary and Confidential | © Marketo, Inc. Consolidation (there, I said it) M A R K E T I N G T E C H N O L O G Y
- 14. 2019ExperienceDrivenInnovation inmarketingtechnology Proprietary and Confidential | © Marketo, Inc.
- 15. Proprietary and Confidential | © Marketo, Inc. Digital Marketing Predictions 2019 Head of Digital Marketing
- 16. 16Proprietary and Confidential | © Marketo, Inc. D I G I T A L M A R K E T I N G Artificial Intelligence Proprietary and Confidential | © Marketo, Inc.
- 17. Proprietary and Confidential | © Marketo, Inc. 17 17 Artificial Intelligence DIGITAL MARKETING AI ADOBE SENSEI
- 18. Proprietary and Confidential | © Marketo, Inc. 18 18 Artificial Intelligence DIGITAL MARKETING ADOBE SENSEI
- 19. 19Proprietary and Confidential | © Marketo, Inc. YES AND NO! WILL AI REPLACEMARKETERS? Proprietary and Confidential | © Marketo, Inc.
- 20. 20Proprietary and Confidential | © Marketo, Inc. D i g i t a l M a r k e t i n g ACCOUNT BASED MARKETING - ABM Proprietary and Confidential | © Marketo, Inc.
- 21. Proprietary and Confidential | © Marketo, Inc. 21 21 Account Based Marketing DIGITAL MARKETING ABM will bemore present onDigital for B2B in 2019. + LinkedIn Sales Navigator
- 22. 22Proprietary and Confidential | © Marketo, Inc. D i g i t a l M a r k e t i n g Micro-Moments Proprietary and Confidential | © Marketo, Inc.
- 23. Proprietary and Confidential | © Marketo, Inc. 23 23 Micro-Moments DIGITAL MARKETING Anintent-rich moment whena person turnsto a device to act on a need. BE THERE!
- 24. 24Proprietary and Confidential | © Marketo, Inc. D i g i t a l M a r k e t i n g More Predictions Proprietary and Confidential | © Marketo, Inc.
- 25. Proprietary and Confidential | © Marketo, Inc. 25 25 More Predictions DIGITAL MARKETING VOICE SEARCH
- 26. Proprietary and Confidential | © Marketo, Inc. 26 26 More Predictions DIGITAL MARKETING Ai +Google Assistant = Smart Assistant
- 27. 2019YearofOpportunities fordigitalmarketing Proprietary and Confidential | © Marketo, Inc.
- 28. Proprietary and Confidential | © Marketo, Inc. OperationalizingIntent Data Head of Demand Gen Commercial
- 29. Proprietary and Confidential | © Marketo, Inc. 29 W H A T Y O U C A N S E E V S . W H A T Y O U C A N N O T What is Intent? Munchkin Code CanTrack: • Email Engagement • Web Engagement • Form Fills • Asset Downloads • Landing Page Performance What Marketo Can See What Bombora Can See
- 30. Proprietary and Confidential | © Marketo, Inc. 30 E V E R Y T H I N G F R O M D I R E C T H I T S T O R E L A T E D T O P I C S IntentDataTopics & How They Are Created BASELINEDEVELOPMENT People at accounts digest information everyday on various topics – account- based marketing, email marketing, digital, etc. This info is used to develop a baseline for normal activity. Refers to when a company shows unusually high activity on a specific topic or set of topics.This data is powered by Bombora. If a baseline can be measured, a topic can be created.Topics are plentiful and span across industries. Some are direct hits, have some correlation, or slight correlation. COMPANYSURGE TM TOPICS CATEGORIES Topics can roll up into broad categories, allowing the marketer to group data sets and deploy interest-based targeting.
- 31. Proprietary and Confidential | © Marketo, Inc. 31 H O W W E C O N V I N C E D S A L E S T H A T T H I S I S L E G I T Sounds Cool, But Does It ReallyWork?!
- 32. Proprietary and Confidential | © Marketo, Inc. 32 T H E R E C I P E F O R S I M P L I F Y I N G I N T E N T D A T A With AllThatData, How Does Marketo Operationalize It? Surge Topic Importance Topic Count Bombora Weighted Score WHAT WE CAN DO • Immediate account prioritization for sales • ‘Wake the Dead’ campaigns to reactivate sleepy subscribers at highly active accounts • Extremely targeted digital advertising efforts for high intensity accounts • More relevant database emails based on topics • Events based on geolocation of recent intent data
- 33. Proprietary and Confidential | © Marketo, Inc. 33 W E L L … A L M O S T E N D L E S S IntentDataApplications Are Endless MQL Model Most MQL models include components for behavioral scores, demographic scores, and firmographic scores. Add intent to round out the mix! AccountPrioritization Take the top surging accounts and pass them to sales reps for outbound plays, email sequences, phone calls, and even direct mail! Flight Risk Worried your customers might be looking at competitors?Track their intent data with Bombora and alert CSMs of flight risk if they search competitive keywords! InsanelyTargetedDigital Stop wasting money targeting all accounts. Focus your attention on accounts showing Company SurgeTM and build hyper-targeted advertising campaigns by topic category. Cross-sell JustGot Easier Interested in selling your customers products they don’t own?Wait for them to show surge on topics related to products outside of their contract! ReactivateDeadLeads Most marketers have 25-50% of their database considered ‘dead’ leads, or leads that haven’t engaged in a while. If they show surge, it’s the perfect time to reengage them with a timely email!
- 34. Proprietary and Confidential | © Marketo, Inc. 34 B O M B O R A - B A C K E D E M A I L S V S . S T A N D A R D E M A I L S Just Add A LittleIntentand EngagementSoars! 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Bombora Emails Marketing Emails Open Rate 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80% 2.00% Bombora Emails Marketing Emails Click-Through Rate
- 35. 2019YearofIntent fordemandgeneration Proprietary and Confidential | © Marketo, Inc.
Editor's Notes
- How do you deliver value? We think the answer for marketing boils down to three simple rules: Listen, Learn and Engage. To win, you need to change your paradigm: Start listening to each individual customer across every touchpoint, Your marketing channels: web, mobile, ads, social email, SMS, events, etc. All your organizational touchpoints: Sales touches, Services touches, Operations like billing or fulfillment, how people are actually using your products Business technologies across your organization that provide insights about your customers Imagine what it would be like to have all of that data in a single hub – where you could have a 360 degree view of your customer. 2. Learn what they want, and When you look at all your customer information, what picture does it paint about your customers? What topics do they care about? What channels do they use? How often do they want to hear from you? 3. Engage them wherever they are, whenever they are ready, with the perfect message for that moment. This is relatively easy to do with 10 customers. But to scale the formula to thousands or even millions, across individual touchpoints and over each customer’s lifetime… you have to have technology. Luckily, technology has evolved to help you keep up with expectations. You have to transform your processes and even your culture to start with the individual customer in mind. And while transformation is a not always easy, you can minimize the complexity with a platform approach to customer engagement that seamlessly brings together the right customer data and touchpoints and content.
- How do you deliver value? We think the answer for marketing boils down to three simple rules: Listen, Learn and Engage. To win, you need to change your paradigm: Start listening to each individual customer across every touchpoint, Your marketing channels: web, mobile, ads, social email, SMS, events, etc. All your organizational touchpoints: Sales touches, Services touches, Operations like billing or fulfillment, how people are actually using your products Business technologies across your organization that provide insights about your customers Imagine what it would be like to have all of that data in a single hub – where you could have a 360 degree view of your customer. 2. Learn what they want, and When you look at all your customer information, what picture does it paint about your customers? What topics do they care about? What channels do they use? How often do they want to hear from you? 3. Engage them wherever they are, whenever they are ready, with the perfect message for that moment. This is relatively easy to do with 10 customers. But to scale the formula to thousands or even millions, across individual touchpoints and over each customer’s lifetime… you have to have technology. Luckily, technology has evolved to help you keep up with expectations. You have to transform your processes and even your culture to start with the individual customer in mind. And while transformation is a not always easy, you can minimize the complexity with a platform approach to customer engagement that seamlessly brings together the right customer data and touchpoints and content.
- How do you deliver value? We think the answer for marketing boils down to three simple rules: Listen, Learn and Engage. To win, you need to change your paradigm: Start listening to each individual customer across every touchpoint, Your marketing channels: web, mobile, ads, social email, SMS, events, etc. All your organizational touchpoints: Sales touches, Services touches, Operations like billing or fulfillment, how people are actually using your products Business technologies across your organization that provide insights about your customers Imagine what it would be like to have all of that data in a single hub – where you could have a 360 degree view of your customer. 2. Learn what they want, and When you look at all your customer information, what picture does it paint about your customers? What topics do they care about? What channels do they use? How often do they want to hear from you? 3. Engage them wherever they are, whenever they are ready, with the perfect message for that moment. This is relatively easy to do with 10 customers. But to scale the formula to thousands or even millions, across individual touchpoints and over each customer’s lifetime… you have to have technology. Luckily, technology has evolved to help you keep up with expectations. You have to transform your processes and even your culture to start with the individual customer in mind. And while transformation is a not always easy, you can minimize the complexity with a platform approach to customer engagement that seamlessly brings together the right customer data and touchpoints and content.
- How do you deliver value? We think the answer for marketing boils down to three simple rules: Listen, Learn and Engage. To win, you need to change your paradigm: Start listening to each individual customer across every touchpoint, Your marketing channels: web, mobile, ads, social email, SMS, events, etc. All your organizational touchpoints: Sales touches, Services touches, Operations like billing or fulfillment, how people are actually using your products Business technologies across your organization that provide insights about your customers Imagine what it would be like to have all of that data in a single hub – where you could have a 360 degree view of your customer. 2. Learn what they want, and When you look at all your customer information, what picture does it paint about your customers? What topics do they care about? What channels do they use? How often do they want to hear from you? 3. Engage them wherever they are, whenever they are ready, with the perfect message for that moment. This is relatively easy to do with 10 customers. But to scale the formula to thousands or even millions, across individual touchpoints and over each customer’s lifetime… you have to have technology. Luckily, technology has evolved to help you keep up with expectations. You have to transform your processes and even your culture to start with the individual customer in mind. And while transformation is a not always easy, you can minimize the complexity with a platform approach to customer engagement that seamlessly brings together the right customer data and touchpoints and content.
- How do you deliver value? We think the answer for marketing boils down to three simple rules: Listen, Learn and Engage. To win, you need to change your paradigm: Start listening to each individual customer across every touchpoint, Your marketing channels: web, mobile, ads, social email, SMS, events, etc. All your organizational touchpoints: Sales touches, Services touches, Operations like billing or fulfillment, how people are actually using your products Business technologies across your organization that provide insights about your customers Imagine what it would be like to have all of that data in a single hub – where you could have a 360 degree view of your customer. 2. Learn what they want, and When you look at all your customer information, what picture does it paint about your customers? What topics do they care about? What channels do they use? How often do they want to hear from you? 3. Engage them wherever they are, whenever they are ready, with the perfect message for that moment. This is relatively easy to do with 10 customers. But to scale the formula to thousands or even millions, across individual touchpoints and over each customer’s lifetime… you have to have technology. Luckily, technology has evolved to help you keep up with expectations. You have to transform your processes and even your culture to start with the individual customer in mind. And while transformation is a not always easy, you can minimize the complexity with a platform approach to customer engagement that seamlessly brings together the right customer data and touchpoints and content.
- How do you deliver value? We think the answer for marketing boils down to three simple rules: Listen, Learn and Engage. To win, you need to change your paradigm: Start listening to each individual customer across every touchpoint, Your marketing channels: web, mobile, ads, social email, SMS, events, etc. All your organizational touchpoints: Sales touches, Services touches, Operations like billing or fulfillment, how people are actually using your products Business technologies across your organization that provide insights about your customers Imagine what it would be like to have all of that data in a single hub – where you could have a 360 degree view of your customer. 2. Learn what they want, and When you look at all your customer information, what picture does it paint about your customers? What topics do they care about? What channels do they use? How often do they want to hear from you? 3. Engage them wherever they are, whenever they are ready, with the perfect message for that moment. This is relatively easy to do with 10 customers. But to scale the formula to thousands or even millions, across individual touchpoints and over each customer’s lifetime… you have to have technology. Luckily, technology has evolved to help you keep up with expectations. You have to transform your processes and even your culture to start with the individual customer in mind. And while transformation is a not always easy, you can minimize the complexity with a platform approach to customer engagement that seamlessly brings together the right customer data and touchpoints and content.
- How do you deliver value? We think the answer for marketing boils down to three simple rules: Listen, Learn and Engage. To win, you need to change your paradigm: Start listening to each individual customer across every touchpoint, Your marketing channels: web, mobile, ads, social email, SMS, events, etc. All your organizational touchpoints: Sales touches, Services touches, Operations like billing or fulfillment, how people are actually using your products Business technologies across your organization that provide insights about your customers Imagine what it would be like to have all of that data in a single hub – where you could have a 360 degree view of your customer. 2. Learn what they want, and When you look at all your customer information, what picture does it paint about your customers? What topics do they care about? What channels do they use? How often do they want to hear from you? 3. Engage them wherever they are, whenever they are ready, with the perfect message for that moment. This is relatively easy to do with 10 customers. But to scale the formula to thousands or even millions, across individual touchpoints and over each customer’s lifetime… you have to have technology. Luckily, technology has evolved to help you keep up with expectations. You have to transform your processes and even your culture to start with the individual customer in mind. And while transformation is a not always easy, you can minimize the complexity with a platform approach to customer engagement that seamlessly brings together the right customer data and touchpoints and content.
- How do you deliver value? We think the answer for marketing boils down to three simple rules: Listen, Learn and Engage. To win, you need to change your paradigm: Start listening to each individual customer across every touchpoint, Your marketing channels: web, mobile, ads, social email, SMS, events, etc. All your organizational touchpoints: Sales touches, Services touches, Operations like billing or fulfillment, how people are actually using your products Business technologies across your organization that provide insights about your customers Imagine what it would be like to have all of that data in a single hub – where you could have a 360 degree view of your customer. 2. Learn what they want, and When you look at all your customer information, what picture does it paint about your customers? What topics do they care about? What channels do they use? How often do they want to hear from you? 3. Engage them wherever they are, whenever they are ready, with the perfect message for that moment. This is relatively easy to do with 10 customers. But to scale the formula to thousands or even millions, across individual touchpoints and over each customer’s lifetime… you have to have technology. Luckily, technology has evolved to help you keep up with expectations. You have to transform your processes and even your culture to start with the individual customer in mind. And while transformation is a not always easy, you can minimize the complexity with a platform approach to customer engagement that seamlessly brings together the right customer data and touchpoints and content.
- How do you deliver value? We think the answer for marketing boils down to three simple rules: Listen, Learn and Engage. To win, you need to change your paradigm: Start listening to each individual customer across every touchpoint, Your marketing channels: web, mobile, ads, social email, SMS, events, etc. All your organizational touchpoints: Sales touches, Services touches, Operations like billing or fulfillment, how people are actually using your products Business technologies across your organization that provide insights about your customers Imagine what it would be like to have all of that data in a single hub – where you could have a 360 degree view of your customer. 2. Learn what they want, and When you look at all your customer information, what picture does it paint about your customers? What topics do they care about? What channels do they use? How often do they want to hear from you? 3. Engage them wherever they are, whenever they are ready, with the perfect message for that moment. This is relatively easy to do with 10 customers. But to scale the formula to thousands or even millions, across individual touchpoints and over each customer’s lifetime… you have to have technology. Luckily, technology has evolved to help you keep up with expectations. You have to transform your processes and even your culture to start with the individual customer in mind. And while transformation is a not always easy, you can minimize the complexity with a platform approach to customer engagement that seamlessly brings together the right customer data and touchpoints and content.
- How do you deliver value? We think the answer for marketing boils down to three simple rules: Listen, Learn and Engage. To win, you need to change your paradigm: Start listening to each individual customer across every touchpoint, Your marketing channels: web, mobile, ads, social email, SMS, events, etc. All your organizational touchpoints: Sales touches, Services touches, Operations like billing or fulfillment, how people are actually using your products Business technologies across your organization that provide insights about your customers Imagine what it would be like to have all of that data in a single hub – where you could have a 360 degree view of your customer. 2. Learn what they want, and When you look at all your customer information, what picture does it paint about your customers? What topics do they care about? What channels do they use? How often do they want to hear from you? 3. Engage them wherever they are, whenever they are ready, with the perfect message for that moment. This is relatively easy to do with 10 customers. But to scale the formula to thousands or even millions, across individual touchpoints and over each customer’s lifetime… you have to have technology. Luckily, technology has evolved to help you keep up with expectations. You have to transform your processes and even your culture to start with the individual customer in mind. And while transformation is a not always easy, you can minimize the complexity with a platform approach to customer engagement that seamlessly brings together the right customer data and touchpoints and content.