welcome to the era of engagement marketing

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Era of Engagement Marketing Shyna Zhang Sr. Product Marketing Manager Marketo

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Page 1: Welcome to the Era of Engagement Marketing

Era of Engagement Marketing

Shyna Zhang

Sr. Product Marketing ManagerMarketo

Page 2: Welcome to the Era of Engagement Marketing

TOPICS

1. Every Organization’s Quest

2. 7 Principles of Engagement

Marketing

3. The Engagement Marketing Journey

Page 3: Welcome to the Era of Engagement Marketing

Page 3© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

The Quest of Every Organization

YOURCUSTOMERS

Page 4: Welcome to the Era of Engagement Marketing

But Today’s Digital World has Made it Hard

1. SiriusDecisions 2. SuperProfile 3. McKinsey Quarterly

Page 5: Welcome to the Era of Engagement Marketing

Page 5© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

70%Of a customer’s journey today is self directed1

2900Marketing messages per day vying for your customer’s attention2

50%of all purchasing decisions are influenced by third-parties3

But Today’s Digital World has Made it Hard

1. SiriusDecisions 2. SuperProfile 3. McKinsey Quarterly

Page 6: Welcome to the Era of Engagement Marketing

© Copyright 2014. Marketo, Inc. All rights reserved.

New Customer Reality = New Marketing Reality

THEN NOW

Information:SCARCITY

Purchasing Power:SELLERS

Organizational Power:SALES

Information:ABUNDANCE

Purchasing Power:BUYERS

Organizational Power:MARKETING

Page 7: Welcome to the Era of Engagement Marketing

Marketing is transforming itself

to lead the way

Page 8: Welcome to the Era of Engagement Marketing

Page 8© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

Key to Success: A New Marketing Mindset

Talking at people via Advertising

(Mass Marketing)

Winning the transaction up-front

(Transactional Marketing)

Building meaningful, long-term & personalized relationships with people

Page 9: Welcome to the Era of Engagement Marketing

Page 9© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

From talking at people to building meaningful & personalized relationships

FROM TO

Via mass advertising As individuals

Interacting with People

Based on who they are Based on what they do

Using point in time campaigns Continuous conversations

Across few / isolated channels Wherever they are

With unclear objectivesAlways directed towards a

goal

Marketing Transforming the Customer Experience

Page 10: Welcome to the Era of Engagement Marketing

Engage People:

We call this

Engagement Marketing

• As individuals

• Based on what they do

• Continuously over time

• Wherever they are

• Always directed towards a goal

• With measurable impact

• At the speed of digital

Page 11: Welcome to the Era of Engagement Marketing

Engaging People: As Individuals

Page 12: Welcome to the Era of Engagement Marketing

Engaging People: Based on what they do

Page 13: Welcome to the Era of Engagement Marketing

Engaging People: Continuously Over Time

Page 14: Welcome to the Era of Engagement Marketing

Engaging People: Wherever they are

Page 15: Welcome to the Era of Engagement Marketing

Engaging People: Directed Towards a Goal

Page 16: Welcome to the Era of Engagement Marketing

Engaging People: With Measureable Impact

Page 17: Welcome to the Era of Engagement Marketing

Engaging People: At the Speed of Digital

Page 18: Welcome to the Era of Engagement Marketing

The Engagement Marketing Journey

Page 19: Welcome to the Era of Engagement Marketing

Lifecycle Nurturing

Intelligent Campaign Workflow

Behavioral Personalization

Coordinated Planning

Coordinated Management

Multi-Touch Attribution

Lifelong & personalized relationships across channels with proven impact at scale

Behavioral Nurturing

Social Share & Sign-on

Sales insight

Multi-channel Personalization

Personalized conversations across channels with proven impact

Basic Marketing Automation

Database Segmentation

Basic Lead Scoring

Basic Sales Alerts

Continuous conversations across channels

Stra

tegi

c Va

lue

Marketing Maturity

Engagement Marketing Maturity Journey

Email Marketing

Landing Page Creation

Point in time single channel optimization

Page 20: Welcome to the Era of Engagement Marketing
Page 21: Welcome to the Era of Engagement Marketing

Adopting the Lead to Revenue Management (L2RM) Methodology

24

L2RM is…

A set of integrated goals, processes, and metrics

That is designed around the buyer,

Which shape marketing practices, from lead generation to revenue events

That is based on engagement

And, is calibrated to revenue performance across the customer lifecycle.

Page 22: Welcome to the Era of Engagement Marketing

Lead to Revenue Management Process

• Early Awareness

• Pref. building

Demand Gen.

• Known Names

• 2-way dialogue

Nurture

• Handoff to Sales

• In Rep’s Pipeline

Qualify Revenue

Demand Generation Nurturing Qualification to Close Revenue• Ads• Branding• Social• SEM/SEO• Web• PR• Events

• Email opt-in• Webinars• Invite only events• Direct Mail• Thought Leadership• White Papers

• Phone calls• Demos• Visits• LOI• Sales methodology

kicks in at this phase

• Reports• Dashboards• Win/loss analysis• Reverse engineering

of pipeline by conversion values

Advance when name known

Advance when “Sales Qualified”

Advance when contract signed

Marketing Leads Sales Leads

25

Page 23: Welcome to the Era of Engagement Marketing

How Marketo Enables

Engagement Marketing

Page 24: Welcome to the Era of Engagement Marketing

Page 27© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

Marketo’s Engagement Marketing Platform

CUSTOMER

Page 25: Welcome to the Era of Engagement Marketing

Page 28© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

Marketo’s Engagement Marketing Platform

Engage people in a meaningful, lifelong and personalized way across channels

Measure and maximize impact of marketing investments across channels

Generate awareness and ensure potential customers can find you

Manage, coordinate and plan the marketing activities across your teams

CUSTOMER

Page 26: Welcome to the Era of Engagement Marketing

Page 29© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

Marketo’s Engagement Marketing Platform

Engage people in a meaningful, lifelong and personalized way across channels

Measure and maximize impact of marketing investments across channels

Generate awareness and ensure potential customers can find you

Manage, coordinate and plan the marketing activities across your teams

CUSTOMER

Marketing calendar• Marketing scheduling• Specialized views• Unified campaign panning and

execution

• Email Marketing• Web / Mobile

Personalization• Segmentation• Nurturing and Scoring• Event Marketing• Social Marketing

• Content Marketing• SEO • Social Marketing• Web / Mobile

Personalization (anonymous)

• Landing Pages

• Return on Marketing Investment• Cross-campaign Allocation• Opportunity Analysis• Revenue Attribution

Page 27: Welcome to the Era of Engagement Marketing

Page 30© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

Engagement Marketing Solution

MarketingFirst

CompleteEcosystem

Innovative Platform

DeepExpertise

“Marketo’s view of this world is

correct.”-Gartner

Convergence of B2C & B2B best practices 350+ partners

125 integrations

Page 28: Welcome to the Era of Engagement Marketing

Mobile Marketin

g

Analytics & Big Data

Customer Data

Social Media

Content Marketin

g

Sales Tools

Video Marketing

Online Ads &

Campaigns

Lifecycle Marketin

g

Events & Webinars

Top of the Funnel

Page 29: Welcome to the Era of Engagement Marketing

Page 32© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

50,000 Marketers in the Marketing

Nation

Best Practices

Launchpacks & Marketing Sprints

3,500+ Customers

Program Exchange

Unparalleled Thought

Leadership

Marketo Institute

Definitive Guides and award winning blog

Marketing Nation Summit

Community

50,000 users

Global user groups in 32 cities

Consultants & Experts

Outstanding Rating by Technology Services Industry Association (TSIA)

Global coverage

Agencies & Preferred Service Partners

Deepest expertise to drive your long-term success

Page 30: Welcome to the Era of Engagement Marketing

Page 33© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

•INNOVATE • Business Case • Engagement Marketing Maturity Assessment

•Launchpacks •Marketing Sprints•Marketo Certification•Marketo University •Definitive Guides

Start Your Engagement Marketing Journey

Page 31: Welcome to the Era of Engagement Marketing

Page 34© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

Tweetable Takeaways

Engagement marketing is about creating meaningful interactions with people, based on who they are and

what they do, continuously over time

It’s up to marketers to become the stewards of the customer journey.

Evaluate where you sit on the Engagement Marketing

Journey today.

Page 32: Welcome to the Era of Engagement Marketing

Questions?

[email protected]@shynazhang

Page 33: Welcome to the Era of Engagement Marketing

Page 36© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

Marketo Company Overview

3,500 customers across 20+ industries in 36 countries

#1 independent marketing platform:• Marketing software - built for

marketers, by marketers

• Fastest growing marketing technology company

• Largest partner solution ecosystem

Top rated by Analysts including Sirius Decisions, Gartner, and Forrester

Marketing First• Helping marketers master the art and

science of digital marketing

• Unparalleled expertise