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Data-Driven Marketing Roadshow - Marketo
- 1. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
The New Rules of Marketing
Liz Smyth
EMEA Marketing Director
@lizsmyth
- 2. 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
- 5. Page 5
© 2012 Marketo, Inc.
THEN NOW
Information:
SCARCITY
Purchasing Power:
SELLERS
Organizational Power:
SALES
Information:
ABUNDANCE
Purchasing Power:
BUYERS
Organizational Power:
MARKETING
Unprecedented Changes in Buying
- 6. Page 6
© 2012 Marketo, Inc.
The New Rules of Marketing Engagement
- 7. Page 7
© 2012 Marketo, Inc.
Finding customers Being found
THEN NOW
The New Rules of Marketing Engagement
#1
- 9. Page 9
© 2012 Marketo, Inc.
Don’t Find People; Help People Find You
vs
Use brains, not budget.
- 10. Page 10
© 2012 Marketo, Inc.
3,000
tweets
136,000
views
Content Marketing Creates Pull & Affinity
- 12. Page 12
© 2012 Marketo, Inc.
Finding customers Being found
Point in time blasts 1:1 Durable relationships
THEN NOW
The New Rules of Marketing Engagement
#1
#2
- 13. Page 13
© 2012 Marketo, Inc.
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?
- 15. Page 15
© 2012 Marketo, Inc.
Welcome! Here’s what to expect
Check out this article
Here’s a cool video
See our latest offering
Share this with friends
Here’s what others like!
Download our new book
Happy birthday
Hi, are you ready to buy?
More cool content
Join us at our event
You like X, check out Y
Fun ways to learn more
Take this survey
You haven’t bought yet, here’s a 10%
discount
Conversations, not campaigns
- 17. Page 17
© 2012 Marketo, Inc.
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
- 18. Page 18
© 2012 Marketo, Inc.
More Targeted Sends are More Engaging
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
EngagementScore
Email Delivered
Source: Marketo research
- 19. Page 19
© 2012 Marketo, Inc.
“Who I am is less important than what I do”
- 20. Page 20
© 2012 Marketo, Inc.
Trigger & communicate based on behavior
- 21. Page 21
© 2012 Marketo, Inc.
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%
- 22. Page 22
© 2012 Marketo, Inc.
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
- 24. Page 24
© 2012 Marketo, Inc.
Reach&Engagement
SocialLift
SocialLift
SocialLift
SocialLift
SocialLift
Landing
Pages
Website Facebook
Pages
Online Ads Email
SocialLift
Events
Integrate Channels…and Engage the Crowd
- 25. Page 25
© 2012 Marketo, Inc.
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
- 26. Page 26
© 2012 Marketo, Inc.
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
- 28. Page 28
© 2012 Marketo, Inc.
Accurately Tracking “Investment” vs. Budget
- 29. Page 29
© 2012 Marketo, Inc.
Track All Touches Across People, Over Time
- 30. Page 30
© 2012 Marketo, Inc.
See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle Analytics
- 31. Page 31
© 2012 Marketo, Inc.
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
- 32. Page 32
© 2012 Marketo, Inc.
The Bottom Line: Everyone Can Market Like Amazon
- 33. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
@lizsmyth