what b2b marketers know and b2c marketers need to learn | phil fernandez – ceo, marketo
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From Marketing AutomationTo Engagement MarketingPhil Fernandez
Chairman and CEO
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
OPPORTUNITY CUSTOMER
LEAD?
Origins of Marketing Automation
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
AWARENESS FRIEND
SEED NURTURING
KNOWN NAMES
PRO
SPEC
T
LEAD
LEAD NURTURING QUALIFICATION TO CLOSE
The Truth of Buying
CUSTOMEROPPORTUNITY
The Modern Digital / Mobile / Social World
Information:SCARCITY
Purchasing Power:SELLERS
Organizational Power:SALES
Information:ABUNDANCE
Purchasing Power:BUYERS
Organizational Power:MARKETING
THEN NOW
Requires Transformation in Marketing
Demographic Segmentation Behavioral Response
Mass Advertising 1:1 Communication
Point in Time Blasts Continuous Relationships
Few / Isolated Channels Many / Integrated Channels
Intuitive Decision-Making Data-Driven Marketing
THEN NOW
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Together, We call this Engagement Marketing
Personal
Durable
Directed
Individual
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Individual
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Personal
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Durable
Credit Card Mortgage Rates Life Insurance
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Directed
BUYEVALUATELEARNENGAGE
TRUSTENJOYBUY ADVOCATE
RENEWVALUEUSEOWN
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Ad Tech
EngagementMarketing
Thank You!
Phil Fernandezpfernandez@marketo.comTwitter: philf1217
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