the new rules of marketing - sanjay dholakia

The New Rules of Marketing

Sanjay Dholakia Chief Marketing OfficerMarketo@sdholakia#mktgnation14

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Marketo Company Overview3,500 customers across 20+ industries in 36 countries

#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

© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

70%Of a customer’s journey today is self directed1

2900Marketing 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

© 2014 Marketo, Inc. #mktgnation14 @sdholakia

It’s a Marketing First World

So, what are these new rules?


Find customers Be found

THEN NOW

New Marketing Rule #0


Content Marketing for Attraction & Affinity

Brand awareness

Brand preference

Risk reduction

Blogs Definitive GuidesResource Center VideoWebinars

Reac

h &

Eng

agem

ent

Soci

al

Lift

Soci

al

Lift So

cial

Li

ft Soci

al L

ift

Soci

al

Lift

Landing Pages

Website Facebook Pages

Online Ads Email

Soci

al

Lift

Events

Social Marketing for Amplification & Reach


Demographic Behavioral Targeting

THEN NOW



“Who I am is less important than what I do”


Behavioral Targeting Drives RelevanceTop Tactics to Increase Email Engagement


Mass Advertising 1:1 Communication

THEN NOW



Point in time Blasts Continuous Relationships

THEN NOW


When it comes to marketing, nobody wants to get blasted


2%


Nurturing: Building relationships people over

time through engaging conversation


Few / isolated channels Exploding / integrated channels

THEN NOW



Intuitive decision making Data-driven automation

THEN NOW



Why Measuring Return is Hard

• Multiple touches. 7

• Unclear success. Click

• Multiple influencers. 5-21


Now We Can Track the Journey

Screenshot: Marketo Revenue Cycle Analytics


THEN NOW

It’s a new world, with new rules

#1

#2

#3

#4

#5

Demographic Behavioral Targeting

Mass Advertising 1:1 Communication

Point in time Blasts Continuous Relationships

Few / isolated channels Exploding / integrated channels

Intuitive decision making Data-driven automation

#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

Thank You

Sanjay Dholakia@sdholakia

[email protected]#mktgnation14

the new rules of marketing - sanjay dholakia

Documents

marketo proprietary

marketo customer

marketing software

terms of revenue

marketo company overview3

independent marketing

revenue discus

revenue table