on target 2014, liz smyth, marketo

© 2012 Marketo, Inc. Marketo Proprietary and Confiden:al

The New Rules of Marketing

Liz Smyth EMEA Marketing Director @lizsmyth

@lizsmyth


•  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


The Rise of the Marketing Nation


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


The New Rules of Marketing Engagement


Finding customers Being found

THEN NOW


#1


3,000 tweets

136,000 views

Content Marketing Creates Pull & Affinity


Apply Science to Content



Point in Ime blasts 1:1 Durable relaIonships

THEN NOW


#1

#2


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?


Creating Conversations at Scale




Demographic Behavioral segmentaIon

THEN NOW


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#3


More Targeted Sends are More Engaging

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100 1000 10000 100000

Engagemen

t Score

Email Delivered Source: Marketo research


“Who I am is less important than what I do”


Trigger & communicate based on behavior


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%





Few/isolated channels Exploding/integrated channels

THEN NOW


#1

#2

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#4


Reach & Engagem

ent

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






THEN NOW


#1

#2

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#4 IntuiIve decision making Owned, big Ime series data #5


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


Accurately Tracking “Investment” vs. Budget


Track All Touches Across People, Over Time


See Direct Program Contribution to Sales

Screenshot: Marketo Revenue Cycle Analytics


The Summary…






THEN NOW

It’s a new world, with new rules…

#1

#2

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#4 IntuiIve decision making Owned, big Ime series data #5


…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


The Bottom Line: Everyone Can Market Like Amazon


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

[email protected] @lizsmyth

Contact Me