marketo - dublin tour 2014
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The New Rules of Marketing
Robert GavinDirector, EMEA Alliances
@rjgavin2000#MKGNationwww.marketo.com/DDMALLIANCE
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• Leader in cloud-based marketing automation
• >3,000 customers in 37 countries
• >200 ecosystem partners
• >40,000 Marketing Nation community members
• Public company (MKTO) – Over 500 employees in U.S., Europe, Australia
• EU DATA Centre, EU Data Aggregator compliant
Marketo Fast Facts
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A Platform for Success
Marketo Platform(Multi-tenant SaaS, globally hosted)
Database Systemof Record
ERP & OtherEnterprise Apps
Customer Systems(CRM, E-Commerce, Call Center, etc.)
Workflow Engine Time-SeriesAnalytics Engine
Enterprise DataIntegration Engine
ExtensibleArchitecture
Prospect and Customer Touch Points
Marketo ApplicationsLaunchPoint
Partner Applications
Marketing Automation
Social Marketing
SalesInsight
Revenue Analytics
LeadData
Search Engine
Marketing
Online Advertising
and more…
MarketingManagement
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THEN NOW
Information:SCARCITY
Purchasing Power:SELLERS
Organizational Power:SALES
Information:ABUNDANCE
Purchasing Power:BUYERS
Organizational Power:MARKETING
Unprecedented Changes in Buying
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Finding customers Being found
THEN NOW
The New Rules of Marketing Engagement
#1
Page 6Source: Adbusters, 2011
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Promotion is key in you CM strategy
• Target account growth and pipeline acceleration
• Reference videos, resources, surveys
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3,000 tweets
136,000 views
Content Marketing Creates Pull & Affinity
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Apply Science to Content
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Generate DemandWebsite and Mobile Personalisation
Personalise web and mobile content, even for anonymous visitors
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Finding customers Being found
Point in time blasts 1:1 Durable relationships
THEN NOW
The New Rules of Marketing Engagement
#1
#2
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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?
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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Creating Conversations at Scale
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Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
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More Targeted Sends are More Engaging
100 1000 10000 1000000
50
100
150
200
250
300
350
400
Email Delivered
Enga
gem
ent S
core
Source: Marketo research
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“Who I am is less important than what I do”
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Generate DemandContent Recommendation Engine
Recommend the best content automatically, based on predictive analytics and machine learning
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DRIVE CONVERSIONSIncrease Win Rates and Reduce Time to Close
Trigger campaigns based on real-time
behaviours
Target messaging at specific accounts
Send win-ready leads to sales, and prioritise follow-up
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BUILD RELATIONSHIPSBoost Sales Productivity
Deliver highly-actionable intelligence to sale reps
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Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4
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Reac
h &
Eng
agem
ent
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al L
ift
Events
Integrate Channels…and Engage the Crowd
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Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4
Intuitive decision making Owned, big time series data#5
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Accurately Tracking “Investment” vs. Budget
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Why Measuring Return is Hard
• Multiple touches. Seven touches needed to convert into a sale
• Multiple influencers. Typical buying process has 5-21 people involved
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Track All Touches Across People, Over Time
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See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle Analytics
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Mission
Transformation of Marketing
Represent the company
Finding customers
Represent the customer
Being found
Customer Intelligence
Mass advertising
Demographic
1:1 Targeting
Behavioural
Mechanics & Tactics
Point in time blasts
Few/isolated channels
Continuous relationships
Exploding/integrated channels
Measurement
3rd party data (Nielsen)
Intuitive decision making
Owned, big data
Fact-based decision making
THEN NOW
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The Bottom Line: Everyone Can Market Like Amazon
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Marketo Customers Across Industries Life Sciences
& Healthcare
Media & Consumer Financial Services EducationCommunications
& Infrastructure
Manufacturing & EnergySoftware & Cloud Business Services
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Marketo Delivers on Key Customer Value Drivers
Increased sales lead-to-opportunity conversion by 100%
HIGHER CONVERSION RATES
Reduced number of emergency room visits
and lowered patient acquisition costs
LOWER COSTS
Enabled teams to track individual program ROI
within 8 months
BETTER REVENUE VISIBILITY
Reduced campaign creation from weeks to
1 day; doubling campaign launch effectiveness
MORE PROSPECTS
Increased sales by 18% and increased lead generation by 28%
INCREASED SALES
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Panasonic Testimonial
http://www.marketo.com/common/embed/youtube/#twT5Os7Ps8E?modestbranding=0&rel=0&vq=hd1080&autoplay=1
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Marketo EMEA Ltd.Cairn HouseSouth County Business ParkLeopardstown, Dublin 18, Ireland
Direct: +353.1.242 3033blog.marketo.comwww.marketo.com
Robert GavinChannels & Alliances
[email protected]@rjgavin2000
Success Kit for DDM Alliance
http://www.marketo.com/DDMALLIANCE
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2012 Marketo, Inc. Marketo Proprietary and Confidential