welcome to the era of engagement marketing
TRANSCRIPT
Era of Engagement Marketing
Shyna Zhang
Sr. Product Marketing ManagerMarketo
TOPICS
1. Every Organization’s Quest
2. 7 Principles of Engagement
Marketing
3. The Engagement Marketing Journey
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The Quest of Every Organization
YOURCUSTOMERS
But Today’s Digital World has Made it Hard
1. SiriusDecisions 2. SuperProfile 3. McKinsey Quarterly
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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
© 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
Marketing is transforming itself
to lead the way
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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
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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
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
Engaging People: As Individuals
Engaging People: Based on what they do
Engaging People: Continuously Over Time
Engaging People: Wherever they are
Engaging People: Directed Towards a Goal
Engaging People: With Measureable Impact
Engaging People: At the Speed of Digital
The Engagement Marketing Journey
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
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.
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
How Marketo Enables
Engagement Marketing
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Marketo’s Engagement Marketing Platform
CUSTOMER
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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 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
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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
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
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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
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•INNOVATE • Business Case • Engagement Marketing Maturity Assessment
•Launchpacks •Marketing Sprints•Marketo Certification•Marketo University •Definitive Guides
Start Your Engagement Marketing Journey
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 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