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The New Rules of Marketing
- 1. © 2012 Marketo, Inc. Marketo Proprietary and Confiden9al The New Rules of Marketing Liz Smyth EMEA Marketing Director @lizsmyth @lizsmyth
- 2. Page 2 © 2012 Marketo, Inc. • Leader in cloud-‐based marke9ng automa9on • >3,000 customers in 37 countries • >200 ecosystem partners • >40,000 Marke9ng Na9on community members • Public company (MKTO) – Over 400 employees in U.S., Europe, Australia Marketo Fast Facts
- 3. Page 3 © 2012 Marketo, Inc. ABUNDANCE INFORMATION
- 4. Page 4 © 2012 Marketo, Inc. THEN NOW Informa9on: SCARCITY Purchasing Power: SELLERS Organiza9onal Power: SALES Informa9on: ABUNDANCE Purchasing Power: BUYERS Organiza9onal Power: MARKETING Unprecedented Changes in Buying
- 5. Page 5 © 2012 Marketo, Inc. The New Rules of Marketing Engagement
- 6. Page 6 © 2012 Marketo, Inc. Finding customers Being found THEN NOW The New Rules of Marketing Engagement #1
- 7. Page 7 © 2012 Marketo, Inc. Source: Adbusters, 2011
- 8. Page 8 © 2012 Marketo, Inc. Don’t Find People; Help People Find You vs Use brains, not budget.
- 9. Page 9 © 2012 Marketo, Inc. 3,000 tweets 136,000 views Content Marketing Creates Pull & Affinity
- 10. Page 10 © 2012 Marketo, Inc. Apply Science to Content
- 11. Page 11 © 2012 Marketo, Inc. Finding customers Being found Point in Nme blasts 1:1 Durable relaNonships THEN NOW The New Rules of Marketing Engagement #1 #2
- 12. Page 12 © 2012 Marketo, Inc. 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?
- 13. Page 13 © 2012 Marketo, Inc.
- 14. Page 14 © 2012 Marketo, Inc. Welcome! Here’s what to expect Check out this article Here’s a cool video See our latest offering Share this with friends Here’s what others like! Download our new book Happy birthday Hi, are you ready to buy? More cool content Join us at our event You like X, check out Y Fun ways to learn more Take this survey You haven’t bought yet, here’s a 10% discount Conversations, not campaigns
- 15. Page 15 © 2012 Marketo, Inc. Creating Conversations at Scale
- 16. Page 16 © 2012 Marketo, Inc. Finding customers Being found Point in Nme blasts 1:1 Durable relaNonships Demographic Behavioral segmentaNon THEN NOW The New Rules of Marketing Engagement #1 #2 #3
- 17. Page 17 © 2012 Marketo, Inc. More Targeted Sends are More Engaging 0 50 100 150 200 250 300 350 400 100 1000 10000 100000 Engagement Score Email Delivered Source: Marketo research
- 18. Page 18 © 2012 Marketo, Inc. “Who I am is less important than what I do”
- 19. Page 19 © 2012 Marketo, Inc. Trigger & communicate based on behavior
- 20. Page 20 © 2012 Marketo, Inc. Triggered Nurture Standard Nurture LiU 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%
- 21. Page 21 © 2012 Marketo, Inc. Finding customers Being found Point in Nme blasts 1:1 Durable relaNonships Demographic Behavioral segmentaNon Few/isolated channels Exploding/integrated channels THEN NOW The New Rules of Marketing Engagement #1 #2 #3 #4
- 22. Page 22 © 2012 Marketo, Inc.
- 23. Page 23 © 2012 Marketo, Inc. Reach & Engagement 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
- 24. Page 24 © 2012 Marketo, Inc. Finding customers Being found Point in Nme blasts 1:1 Durable relaNonships Demographic Behavioral segmentaNon Few/isolated channels Exploding/integrated channels THEN NOW The New Rules of Marketing Engagement #1 #2 #3 #4 IntuiNve decision making Owned, big Nme series data #5
- 25. Page 25 © 2012 Marketo, Inc.
- 26. Page 26 © 2012 Marketo, Inc. Why Measuring Return is Hard • MulNple touches. Seven touches needed to convert into a sale • MulNple influencers. Typical buying process has 5-‐21 people involved
- 27. Page 27 © 2012 Marketo, Inc. Accurately Tracking “Investment” vs. Budget
- 28. Page 28 © 2012 Marketo, Inc. Track All Touches Across People, Over Time
- 29. Page 29 © 2012 Marketo, Inc. See Direct Program Contribution to Sales Screenshot: Marketo Revenue Cycle Analytics
- 30. Page 30 © 2012 Marketo, Inc. The Summary…
- 31. Page 31 © 2012 Marketo, Inc. Finding customers Being found Point in Nme blasts 1:1 Durable relaNonships Demographic Behavioral segmentaNon Few/isolated channels Exploding/integrated channels THEN NOW It’s a new world, with new rules… #1 #2 #3 #4 IntuiNve decision making Owned, big Nme series data #5
- 32. Page 32 © 2012 Marketo, Inc. …and new solutions Customer System of Record REVENUE EFFECTIVENESS Drive conversion to sale • Prospect Priori9za9on • Offer Priori9za9on • Social Selling • Produc9ve Prospec9ng RELATIONSHIP MARKETING Life9me dialog with customers based on behaviors and interest • Nurturing and Scoring • Email Marke9ng • Targeted Adver9sing • Marke9ng Automa9on • Event Marke9ng • Customer Engagement INBOUND MARKETING Ensure poten9al customers can find you • Content Marke9ng • SEO / SEM • Social Campaigns • Landing Pages ANALYTICS & MEASUREMENT Understand impact of marke9ng and op9mize marke9ng investments • Budge9ng & Planning • Spend Analysis • Cross-‐program Alloca9on • Opportunity Analysis • Revenue Acribu9on MARKETO DIGITAL MARKETING PLATFORM
- 33. Page 33 © 2012 Marketo, Inc. The Bottom Line: Everyone Can Market Like Amazon
- 34. © 2012 Marketo, Inc. Marketo Proprietary and Confiden9al Thank you! @lizsmyth
- 35. Page 35 © 2012 Marketo, Inc. 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 lizs@marketo.com @lizsmyth Contact Me