#MKTGnation

MARKETINGFIRST

THE FUTURE OFMARKETING

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YOURCUSTOMERS

The Quest of Every Revenue TeamThe Quest of Every Revenue Team

Source:  Adbusters

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Today’s World

29002900Marketing  &  Sales  

Messages  Per  Day

Buyers are Self-Directing JourneysBuyers are Self-Directing Journeys

66%  to  90%  of  a  Buyer’s  Journey  Today  is  Self-­‐Directed  

Buyer-Driven Seller-Driven

Need  Car AskFriends

VisitShowroom

BuyingDecision

BuyCar

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A Transformation in Customer Engagement

MassMarketingFocus  on  themessage

TransactionalMarketingFocus  on  the  

upfront  transactions

EngagementMarketing

Focus  onlong-­‐term  

relationships

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The New Rules of Engagement

ENGAGEMENTMARKETING

FIVEPRINCIPLES

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Engage People: As IndividualsEngage People: As Individuals

#1#1

21APR

22APR

23APR

14APR

22APR

Visitors  presented  with  personalized  contentconvert  5X  more  than  average

Marketo  Real-­‐Time

Personalization

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Engage People: Based on WhatThey Do

Engage People: Based on WhatThey Do

#2#2

Engaging  each  student  based  on  his  or  her  behaviours &  delivering  the  right  message  at  the  right  time

MarketoAd  Bridge

Page  22

Engage People: Continuously Over TimeEngage People: Continuously Over Time

#3#3

EvaluateEvaluatePurchasePurchase

AdoptAdopt

GrowGrow

CONNECTING WITH CUSTOMERS

MassAdvertising

CampaignMarketing

EngagementMarketing

Page  24

CreditCard

1998

MortgageRates

2007

LifeInsurance

2015

400%  increase  in  conversion  rate  from  Marketing  Qualified  Leads  to  Sales  Ready  leads  in  1  year

MarketoCustomer

EngagementEngine

Engage People: Directed Towards An OutcomeEngage People: Directed Towards An Outcome

#4#4

Marketers  do  *not*  create  journeys…

…customers  do

Page  29

BUYEVALUATELEARNENGAGE

RENEWGROWROIUSE

ADVOCATEREFERSHARETRUST

Improved  marketing’s  contribution  to  the  company’s  total  revenues  from  under  10%  to  30+%  

MarketoRevenue  Cycle  

Analytics

#5 Engage People: Everywhere They Are

2013 2014 2015E 2016E 2017E 2018E 2019E

5B

10B

15B

20B

25B

30B

35B

Internetof  Things

Engaging  87M  customers  with  1B  activities  to  lose  weight

MarketoMobile

Engagement

ENGAGEMENT MARKETINGBuild personalized and lifelong relationships

#1  – As  Individuals

#2  – Based  On  What  They  Do

#3  – Continuously  Over  Time

#4  – Directed  Towards  An  Outcome

#5  – Everywhere  They  Are

MARKETINGFIRST

Engagement will  be  the  new  basisof  competitive advantage.