Chandar Pattabhiram and Brian Glover from Marketo discuss the amazing capabilities of Marketo's new Customer Engagement Platform and how to achieve better marketing results.
6. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
experiences in the buying
cycle and drive effective
conversions
GROW
RELATIONSHIPS
Build long-term
relationships to create loyal
advocates and grow lifetime
value
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments
7. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
experiences in the buying
cycle and drive effective
conversions
GROW
RELATIONSHIPS
Build long-term
relationships to create loyal
advocates and grow lifetime
value
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments
21. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
experiences in the buying
cycle and drive effective
conversions
GROW
RELATIONSHIPS
Build long-term
relationships to create loyal
advocates and grow lifetime
value
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments
22. Name
Awareness
Friend
Engaged
Target
TOFU
Lead
Nurturing
Database
BOFU
Marketo Buyer’s Journey: A Revenue Cycle
Opportunity Customer
Sales
Lead
MOFU
30. Marketo Results
Standard Nurture
Behavior-based
Nurture
Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
34. No Lead Left Behind: Service Level Agreements
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
35. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
experiences in the buying
cycle and drive effective
conversions
GROW
RELATIONSHIPS
Build long-term
relationships to create loyal
advocates and grow lifetime
value
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments
37. It costs 6–7 times more to acquire a new
customer than retain an existing one
– Bain & Company
The probability of selling to a new prospect is 5-
20%.
– Marketing Metrics
The probability of selling to an existing customer is
60 – 70%.
– Marketing Metrics
40. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
experiences in the buying
cycle and drive effective
conversions
GROW
RELATIONSHIPS
Build long-term
relationships to create loyal
advocates and grow lifetime
value
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments
51. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
customer experiences
mapped to the buyer’s
journey
GROW
RELATIONSHIPS
Drive effective conversion
from new prospect to sale
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments
54. Marketing Calendar
Data Feed
Device
Access
Embeddable
Views
Access your Marketing Calendar anytime, anywhere
Coming 2014-2015
55. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
experiences in the buying
cycle and drive effective
conversions
GROW
RELATIONSHIPS
Build long-term
relationships to create loyal
advocates and grow lifetime
value
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments
65. Listening for Behaviors to Maximize
Relevance
• Attends event
• Downloads content
• Click email
• Fills out form
• Score is changed
Email
Social
Content
Technology