dreamforce 2013 marketing technology landscape

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

A Perspective on the Marketing Technology Landscape:

Making Sense of the Mayhem

Brian Andersen | LUMA PartnersRobin Bordoli | Marketo

© 2013 Marketo, Inc.

Brian Andersen

Partner at LUMA Partners

@LUMA_Partners


Discussion Agenda

• The (Near) Future of Marketing• The Sales & Marketing Lifecycle• The Marketing LUMAscape Demystified• Happening Now: Real-World Examples• Marketo’s response to the Marketing Mayhem


The (Near) Future of Marketing

DATA DATA

DATA

DATA1. Integration: Data to enable cross-channel and multi-stage marketing



1. Integration: Data to enable cross-channel and multi-stage marketing

2. Personalization: Dynamic, personalized content across touch points



1. Integration: Data to enable cross-channel and multi-stage marketing

2. Personalization: Dynamic, personalized content across touch points

3. Migration/Automation: B2B marketing methodologies migrate to B2C


Support

Upsell

Sales & Marketing Lifecycle: B2BMarketing Planning

Marketing Execution

Busi

ness

In

telli

genc

eD

ashb

oard

Financial SystemsOther

Sales Execution (B2B)


Sales & Marketing Lifecycle: B2B

Upsell

Other


Sales & Marketing Lifecycle: B2C (Online) Marketing Planning

Marketing Execution

Support

Upsell

Website


Sales & Marketing Lifecycle: B2C (Online) Marketing Planning

Marketing Execution

Support

Upsell

Busi

ness

In

telli

genc

eD

ashb

oard

OtherFinancial Systems

Website


Display

DATA

Content Mktg

Email

Mobile

Video

Social

Search

Data is Enabling Cross-Channel Advertising…


… And is Integrating the Customer Touchpoints

Content Mgmt

Advertising

Email

Commerce

Lead Generation

Support

DATA

Loyalty


Integration of the Customer Lifecycle (B2C)

Awareness

Consideration

Intent

Lead

Website

Sale

Retention

Reactivation

Brand Advertising

DR Advertising

Lead Gen

Content Mgmt

Commerce

Support

Email

Retargeting

DA

TA

D

ATA

Loyalty


Integration of the Customer Lifecycle (B2C)

Awareness

Consideration

Intent

Lead

Website

Sale

Retention

Reactivation

Brand Advertising

DR Advertising

Lead Gen

Content Mgmt

Commerce

Support

Email

Retargeting

DA

TA

D

ATA

Loyalty

DMP (cooki

e)

CRM(user)


Integration of the Customer Lifecycle (B2B)

Awareness

Consideration

Intent

Lead

Website

Sale

Retention

Reactivation

Brand Advertising

DR Advertising

Lead Gen

Content Mgmt

Commerce

Support

Email

Retargeting

DA

TA

D

ATA

Loyalty

Mktg Auto

CRM(user)


Integration of the Customer Lifecycle

Awareness

Consideration

Intent

Lead

Website

Sale

Retention

Reactivation

DR Advertising

Lead Gen

Content Mgmt

Commerce

Support

Email

Retargeting

DA

TA

D

ATA

Loyalty


Happening Now: Omni-channel MarketingEmail Desktop

MobileIn–store


Happening Now: Omni-channel Marketing

Email to WebsiteEmail to Website


Happening Now: Omni-channel Marketing Display to Website


Robin Bordoli

VP Partner Ecosystems at Marketo

@Marketo


Presentation Flow

• LUMA “Themes” for Marketing Technology• Data: the enabler for cross-channel and multi-stage marketing• Consumers to experience dynamic, personalized content across all touch points• Technologies developed for B2B to move into B2C marketing

• Integration of the customer lifecycle• Lifecycle: high level• “Funnel slides” – generic• “Funnel slides” with names

• Technology examples of the above• Some case studies that support the above

• Marketo slides• Marketo Launchpoint


3 suggestions…


Presentation Flow






1 Accept buyers are in control


Unprecedented Changes in Buying Process

38

THEN

NOW

Seller Contact

Purchase

Seller Contact

Purchase


think about your own buying experiences..

© 2013 Marketo, Inc. 4

0


1


Showrooming


Showrooming is the practice of

examining merchandise in a physical store

without purchasing it, but then shopping online to find a

lower price for the same item


£500M

walked out of UK retailers

stores in the last weekend before

Christmas 2012


156% growth

in Showrooming


Buyers take different paths


Buyers don’t hang out in just one place


“Here, There and

Everywhere”


[email protected]

www.linkedin.com/in/jdoe@johndoe

1 person or 4 people? How do I have a single conversation?

www.facebook.com/john.doe


Presentation Flow






5

Multi Channel Relationship Platform

Customer System of

Record


2 Measure marketing spend by revenue impact


“Half the money I spend on

advertising is wasted;

the trouble is I don’t know which

half”


8

A healthy CFO to CMO

relationship?



59

THEN

NOW

Seller Contact

Purchase

Seller Contact

Purchase



60

NOWSeller Contact

Purchase


Measuring Revenue Impact

61

NOWSeller Contact

PurchaseX X X X X X $$

MULTI TOUCH ATTRIBUTION

Buyer touches


Presentation Flow






3 Take an ecosystem perspective


Random collection

orconnected?


INTERDEPENDENCE


Everything is connected

through the Carbon Cycle


Carbon Cycle Data Cycle=


Buying signal

Buyer score


Ecosystem of 200+ Marketing Solutions


launchpoint.marketo.com


So to recap..


Presentation Flow






1 Accept buyers are in control


3

Multi Channel Relationship Platform

Customer System of

Record


2 Measure marketing spend by revenue impact


3 Take an ecosystem perspective


Presentation Flow



