innovation in the nation - the marketing first world - sanjay dholakia - marketo
TRANSCRIPT
The New Rules of Marketing
Sanjay Dholakia Chief Marke+ng Officer Marketo @sdholakia #mktgna+on14
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Marketo Company Overview 3,500 customers across 20+ industries in 36 countries
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#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
Source: Adbusters, 2011
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70% Of a customer’s journey today is self directed1
2900 Marketing messages per day vying for your customer’s attention2
50% of all purchasing decisions are influenced by third-parties3
Today’s Digital World has Made it Hard for Marketers
1. SuperProfile 2. Forrester 3. McKinsey Quarterly
The Rules of Marketing are Being Rewritten
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It’s a Marketing First World
So, what are these new rules?
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Find customers Be found
THEN NOW
New Marketing Rule #0
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Content Marketing for Attraction & Affinity
Brand awareness
Brand preference
Risk reducCon
Blogs DefiniCve Guides Resource Center Video Webinars
Reach & Engagem
ent
Social LiK
Social
LiK Social
LiK Social LiK
Social LiK
Landing Pages
Website Facebook Pages
Online Ads Email
Social LiK
Events
Social Marketing for Amplification & Reach
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Demographic Behavioral TargeCng
THEN NOW
New Marketing Rule #1
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“Who I am is less important than what I do”
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Behavioral Targeting Drives Relevance Top TacCcs to Increase Email Engagement
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Epsilon Q4 2013
North America Email Trend
Results
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Mass AdverCsing 1:1 CommunicaCon
THEN NOW
New Marketing Rule #2
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Panasonic Systems Communications Company Europe
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For visitors in B2C industries
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Point in Cme Blasts ConCnuous RelaConships
THEN NOW
New Marketing Rule #3
When it comes to markeCng, nobody wants to get blasted
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2%
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Nurturing:
Building relaConships people over Cme through engaging
conversaCon
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Few / isolated channels Exploding / integrated channels
THEN NOW
New Marketing Rule #4
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Source: Pitney Bowes Infographic
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IntuiCve decision making Data-‐driven automaCon
THEN NOW
New Marketing Rule #5
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Why Measuring Return is Hard
• MulCple touches. 7
• Unclear success. Click
• MulCple influencers. 5-‐21
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Now We Can Track the Journey
Screenshot: Marketo Revenue Cycle Analytics
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THEN NOW
It’s a new world, with new rules
#1 #2 #3 #4 #5
Demographic Behavioral TargeCng
Mass AdverCsing 1:1 CommunicaCon
Point in Cme Blasts ConCnuous RelaConships
Few / isolated channels Exploding / integrated channels
IntuiCve decision making Data-‐driven automaCon
#0 Find customers Be found
Engage Customers:
This is Engagement Marketing
• As individuals
• Based on what they do
• Continuously over time
• Wherever they are
• Always directed towards a goal
• With measurable impact
• At the speed of digital