Download - Data-Driven Marketing Roadshow - Marketo
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The New Rules of Marketing
Liz Smyth
EMEA Marketing Director
@lizsmyth
Page 2© 2012 Marketo, Inc.
• Leader in cloud-based marketing automation
• >2500 customers in 36 countries
• >150 ecosystem partners
• >30,000 Marketing Nation community members
• Public company (MKTO) – Over 400 employees in U.S., Europe, Australia
Marketo Fast Facts
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The Rise of the Marketing Nation
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ABUNDANCEINFORMATION
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THEN NOW
Information:SCARCITY
Purchasing Power:SELLERS
Organizational Power:SALES
Information:ABUNDANCE
Purchasing Power:BUYERS
Organizational Power:MARKETING
Unprecedented Changes in Buying
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The New Rules of Marketing Engagement
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Finding customers Being found
THEN NOW
The New Rules of Marketing Engagement
#1
Page 8© 2012 Marketo, Inc. Source: Adbusters, 2011
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Don’t Find People; Help People Find You
vs
Use brains, not budget.
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3,000 tweets
136,000 views
Content Marketing Creates Pull & Affinity
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Apply Science to Content
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Finding customers Being found
Point in time blasts 1:1 Durable relationships
THEN NOW
The New Rules of Marketing Engagement
#1
#2
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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?
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Welcome! Here’s what to expectCheck out this articleHere’s a cool videoSee our latest offeringShare this with friendsHere’s what others like!Download our new bookHappy birthdayHi, are you ready to buy?More cool contentJoin us at our eventYou like X, check out YFun ways to learn moreTake this surveyYou haven’t bought yet, here’s a 10% discount
Conversations, not campaigns
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Creating Conversations at Scale
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Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
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More Targeted Sends are More Engaging
100 1000 10000 1000000
50
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Email Delivered
Enga
gem
ent S
core
Source: Marketo research
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“Who I am is less important than what I do”
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Trigger & communicate based on behavior
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Triggered Nurture Standard Nurture Lift
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%
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Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4
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Reac
h &
Eng
agem
ent
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al L
ift
Events
Integrate Channels…and Engage the Crowd
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Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4
Intuitive decision making Owned, big time series data#5
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Why Measuring Return is Hard
• Multiple touches. Seven touches needed to convert into a sale
• Multiple influencers. Typical buying process has 5-21 people involved
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Accurately Tracking “Investment” vs. Budget
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Track All Touches Across People, Over Time
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See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle Analytics
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Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
In Summary: It’s a new world, with new rules…
#1
#2
#3
#4
Intuitive decision making Owned, big time series data#5
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The Bottom Line: Everyone Can Market Like Amazon
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
@lizsmyth