From Marketing AutomationTo Engagement MarketingPhil Fernandez
Chairman and CEO
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OPPORTUNITY CUSTOMER
LEAD?
Origins of Marketing Automation
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AWARENESS FRIEND
SEED NURTURING
KNOWN NAMES
PRO
SPEC
T
LEAD
LEAD NURTURING QUALIFICATION TO CLOSE
The Truth of Buying
CUSTOMEROPPORTUNITY
The Modern Digital / Mobile / Social World
Information:SCARCITY
Purchasing Power:SELLERS
Organizational Power:SALES
Information:ABUNDANCE
Purchasing Power:BUYERS
Organizational Power:MARKETING
THEN NOW
Requires Transformation in Marketing
Demographic Segmentation Behavioral Response
Mass Advertising 1:1 Communication
Point in Time Blasts Continuous Relationships
Few / Isolated Channels Many / Integrated Channels
Intuitive Decision-Making Data-Driven Marketing
THEN NOW
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Together, We call this Engagement Marketing
Personal
Durable
Directed
Individual
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Individual
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Personal
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Durable
Credit Card Mortgage Rates Life Insurance
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Directed
BUYEVALUATELEARNENGAGE
TRUSTENJOYBUY ADVOCATE
RENEWVALUEUSEOWN
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Ad Tech
EngagementMarketing
