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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Era of Engagement Marketing
Giovanni Cipriani @mktogioci
Page 2
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Company Overview
3,800 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
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
TODAY’S TOPICS
1. Every Organization’s Quest
2. The ABCs of Engagement Marketing
3. Real Time Personalisation and Engagement Engine
Page 4
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
The Quest of Every Marketer
YOUR
CUSTOMERS
Page 5
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Today’s Noisy Digital World
has Made it Hard
Page 6
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Page 7
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Marketing
Build personalized & lifelong relationships with people
Engage People:
• As individuals
• Based on what they do
• Continuously over time
• Directed towards an outcome
• Everywhere they are
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Real-Time Personalization
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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Real Time Personalisation
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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Real Time Personalisation
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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Real Time Personalisation
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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
RTP Use cases
1. Location-Based Event Promotions
2. Vertical-Based Case Studies or Videos
3. Account-Based Marketing
4. Behavior or Product Interest Based Offers
5. Personalized Ad Remarketing
Page 13
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Location-Based Event Promotions
NICE Systems is the worldwide leader of intent-based solutions. An enterprise B2B company running global operations,
executing marketing activities around the world and targeting different verticals with different solutions. In this example,
NICE promoted their US customer conference only to visitor coming from the US.
www.nice.com
Default View Personalized for US Visitors
Page 15
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Vertical-Based Case Studies or Videos
Sysaid, is an IT service management solution with their main website objective being to generate qualified
leads. They used personalization to target their top of the funnel, anonymous prospects based on several
verticals such as Education, IT, Software, Hospitality.
sysaid.com
Default View Personalized for Visitors from the
Education Industry
Page 17
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Account-Based Marketing (ABM)
Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software
development in public, private and hybrid clouds. Their key prospects are enterprise organizations with high revenues and
employee size. They know who their key accounts are and target them using named account lists. In this example, Apprenda
created special landing pages for key enterprise accounts like the Bank of America and Barclays Bank.
Visitors from Bank of America Visitors from Barclays
apprenda.com
Page 18
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Behavioral / Product Interest
Returning Visitors – Special Offer
Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay
offered their 5th night free offer to all those returning visitors that came back to their website.
Default view Returning visitors to the website
turtlebayresort.com
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Engagement Engine
Page 20
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Engagement Engine
Page 21
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Engagement Engine
Page 22
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Summary
How it helps you
• Acquire customers faster and grow their lifetime value
• Maximize marketing efficiencies and impact on revenue
What we do
• Help you build personalized and continuous relationships with people
Why Marketo
• Marketing First:
• Most innovative platform – unique combination of sophistication and speed
• Most comprehensive partner ecosystem
• Vibrant community of 50K+ marketers and deepest expertise driving your long-
term success
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!

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Era of Engagement Marketing / Marketo

  • 1. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Era of Engagement Marketing Giovanni Cipriani @mktogioci
  • 2. Page 2 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Marketo Company Overview 3,800 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
  • 3. © 2015 Marketo, Inc. Marketo Proprietary and Confidential TODAY’S TOPICS 1. Every Organization’s Quest 2. The ABCs of Engagement Marketing 3. Real Time Personalisation and Engagement Engine
  • 4. Page 4 © 2015 Marketo, Inc. Marketo Proprietary and Confidential The Quest of Every Marketer YOUR CUSTOMERS
  • 5. Page 5 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Today’s Noisy Digital World has Made it Hard
  • 6. Page 6 © 2015 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Page 7 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Engagement Marketing Build personalized & lifelong relationships with people Engage People: • As individuals • Based on what they do • Continuously over time • Directed towards an outcome • Everywhere they are
  • 8. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Marketo Real-Time Personalization
  • 9. Page 9 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Real Time Personalisation
  • 10. Page 10 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Real Time Personalisation
  • 11. Page 11 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Real Time Personalisation
  • 12. Page 12 © 2015 Marketo, Inc. Marketo Proprietary and Confidential RTP Use cases 1. Location-Based Event Promotions 2. Vertical-Based Case Studies or Videos 3. Account-Based Marketing 4. Behavior or Product Interest Based Offers 5. Personalized Ad Remarketing
  • 13. Page 13 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Location-Based Event Promotions NICE Systems is the worldwide leader of intent-based solutions. An enterprise B2B company running global operations, executing marketing activities around the world and targeting different verticals with different solutions. In this example, NICE promoted their US customer conference only to visitor coming from the US. www.nice.com Default View Personalized for US Visitors
  • 14. Page 15 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Vertical-Based Case Studies or Videos Sysaid, is an IT service management solution with their main website objective being to generate qualified leads. They used personalization to target their top of the funnel, anonymous prospects based on several verticals such as Education, IT, Software, Hospitality. sysaid.com Default View Personalized for Visitors from the Education Industry
  • 15. Page 17 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Marketing (ABM) Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Their key prospects are enterprise organizations with high revenues and employee size. They know who their key accounts are and target them using named account lists. In this example, Apprenda created special landing pages for key enterprise accounts like the Bank of America and Barclays Bank. Visitors from Bank of America Visitors from Barclays apprenda.com
  • 16. Page 18 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Behavioral / Product Interest Returning Visitors – Special Offer Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered their 5th night free offer to all those returning visitors that came back to their website. Default view Returning visitors to the website turtlebayresort.com
  • 17. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Marketo Engagement Engine
  • 18. Page 20 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Marketo Engagement Engine
  • 19. Page 21 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Marketo Engagement Engine
  • 20. Page 22 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Summary How it helps you • Acquire customers faster and grow their lifetime value • Maximize marketing efficiencies and impact on revenue What we do • Help you build personalized and continuous relationships with people Why Marketo • Marketing First: • Most innovative platform – unique combination of sophistication and speed • Most comprehensive partner ecosystem • Vibrant community of 50K+ marketers and deepest expertise driving your long- term success
  • 21. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Thank you!

Editor's Notes

  1. They key for marketing to become successful is to shift from the traditional ways of marketing. Traditionally marketing has been focused on talking at people and on transactional marketing, which is focused on closing the transaction. But as you all know in today’s world, the end of the transaction is the beginning of the relationship with the customer so, as marketers are shifting from talking at people and focusing on transaction, to engaging with people, to build personalized and lifelong relationships with people. We call this engagement marketing and we have 5 simple principles – the ABCs of engagement marketing. Engaging people as: As Individuals- As opposed to mass marketing. Talking to them in a personalized way Based on what they DO- its about talking to people based on how they are talking to us in terms of behavior just as much as demographic or firmographic information. Continuously over time- as opposed to point in time, disconnected puzzle pieces of campaigns. It’s about having continuous conversations over time Directed towards an outcome – the goal is to get them to the next step of their journey. Whether it is towards a purchase or towards converting a lead to an opportunity. 6:45 Everywhere they are. Buyers are interacting in their own channels, with preferences on how and when they want to interact and the ability to do that.   And that’s really what Engagement Marketing is.   If you think about brands like Amazon and Netflix, they practice these principles of engagement marketing every day when they interact with us in a personalized way when we engage with them on their websites. They interact continuously over time, directing towards an outcome of helping us purchase more in that case and across channels.   It’s all about taking these principles and applying them to everything that we do in our interaction as marketers with our prospects and customers.
  2. Company: Solutions to improve customer experience and business results, ensure compliance, & safeguard people/assets. Used by over 25,000 organizations and 80 of top 100 Fortune companies. Situation: Diverse set of products and solutions. Lacked way to get most relevant content to each site visitor. Wanted to target and engage leads based on profile, score and stage. Evaluation Process: Chose Marketo for multi-user compatibility, rich firmographic data & integration with Marketo Lead Mgmt. Solution: Identify strong lead prospects in top tier B2B enterprise orgs. Easily execute vertical or organization-specific campaigns. Run campaigns from multiple users and manage from multiple locations. Analytics provide insight into which campaigns provide best ROI. Results: Visitors presented with personalized content convert 5X more than avg. Average time on site up 193% for visitors who engaged w/ RTP content. 450% increase in video content consumption with RTP.
  3. In the first month of implementation, Fattal Hotel Chains saw more than 3,300 online visitors click on personalized Calls-to-Action (CTAs). These engaged visitors spent an average of 217% more time on the Fattal Hotel site than before and their average visit durations increased by more than 10 minutes. In addition, these visitors viewed almost 300% more pages per visit, up from an average of seven pages to more than twenty-seven. Fattal Hotel Chains also saw a substantial drop in site visitors who abandoned their visits without getting the information they had come for. In one campaign with RTP, Fattal Hotel Chain targeted non-registered buyers at specific site areas with an offer to join their Valued Customer Club. The result was a 300% increase in click-through-rates compared to other methods such as social media and PPC, while driving an impressive 25% conversion rate. The new memberships gained with the single campaign resulted in substantial revenue for the company. Over all, for the first month with Marketo RTP, visitors who were engaged by RTP campaigns on Fattal Hotel Chain’s site showed a 10X uplift in eCommerce conversion rates compared to the average site visitor.
  4. With Marketo’s engagement marketing platform, MyFitnessPal started by dramatically increasing engagement with users via personalized email communications. That included ramping from 4 emails in 2013 to a robust set of emails intended to engage MyFitnessPal’s 15 million marketing-subscribed users. Using robust testing, personalization and segmentation, MyFitnessPal now sends over 100 million emails per month with incredibly low unsubscribe rates. These emails include a weekly newsletter, recipe round-up, and “workout of the week.” “The ability to test emails without engineering involvement has allowed us to create experiences that boost user engagement with our app and our blog,” says Tara-Nicholle Nelson, the Vice President of Marketing at MyFitnessPal. In addition to email as a direct channel, MyFitnessPal has built a sizeable following on their blog, “Hello Healthy.” By enticing users in other channels with blog content, “Hello Healthy” now has over 4 million unique visitors per month, making it the fifth most trafficked healthy living lifestyle blog on the web. Lastly, based on their deep understanding of each user, as well as how often people are interacting with their app, MyFitnessPal has improved retention and engagement. With a set of creative content campaigns targeted at users who have become inactive, MyFitnessPal now reactivates hundreds of thousands of users each week.