welcome to the era of the engagement marketing
TRANSCRIPT
The Era of Engagement Marketing
Marketo Company Overview
#1 independent marketing platform:• Innovative digital marketing platform• Fastest growing marketing technology
company• Customer system of record, 1B leads,
220B+ activitiesTop rated by Analysts including Gartner, SiriusDecisions and Forrester
Marketing First• Helping marketers master the art
and science of digital marketing• Unparalleled expertise
4,300 customers across 25 industries in 46 countries
MARKETINGFIRST
THE FUTURE OFMARKETING
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YOURCUSTOMERS
The Quest of Every Marketing Team
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Today’s World2900Marketing
& Sales Messages Per Day
Buyers are Self-Directing Journeys
66% to 90% of a Buyer’s Journey Today is Self-Directed
87% of buyers demand a meaningful experience
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A Transformation in Customer Engagement
MassMarketingFocus on the
message
TransactionalMarketing
Focus on the upfront
transactions
EngagementMarketing
Focus on long-term
relationships
ENGAGEMENTMARKETING
FIVEPRINCIPLES
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Engage People: As Individuals
#1
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Marketo Proprietary and Confidential
Engage People:
Based on WhatThey Do
#2
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Engage People: Continuously Over Time
#3
EvaluatePurchase
Adopt
Grow
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CreditCard
MortgageRates
LifeInsurance
Engage People: Directed Towards An Outcome
#4
Marketers do *not* create journeys…
…customers do
BUYEVALUATELEARNENGAGE
RENEWGROWROIUSE
ADVOCATEREFERSHARETRUST
#5 Engage People: Everywhere They Are
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 basis of competitive advantage.
REVENUE FUNNELOPTIMISATION
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Attract Engage Close
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Attract Engage CloseDrive more
inbound website traffic
Convert web visitors to leads
Right message Right person
Right time
Accelerate the sales cycle
Increase quality leads to sales
Win more deals
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↑ leads in funnel
↓ time leads pass through the funnel
↑ win rate, deal size &
loyalty
↑ productivity,↓ wasted
spend
Optimise Across The Funnel
REVENUE FUNNELOPTIMISATION
…demo