Tomorrow's Marketer

WE LIVE IN TRANSFORMATIVE TIMES
Marketo Proprietary | © Marketo, Inc. 2017

Consumers see over 2900
marketing messages a day.
YOUR CUSTOMERS
HAVE CHANGED
Up to 90% of a buyer’s journey
today is self-directed.
Informed Audiences
64% say customer
experience is more
important than price.
Growing Expectations
Offer Overload

RESULTING IN A
CUSTOMER EXPERIENCE DELTA
INCREASING CUSTOMER
EXPECTATIONS
BUSINESS AS USUAL
In 2016, 89% of companies expect
to compete mostly on the basis of
customer experience. –GARTNER
EXCEEDING
EXPECTATIONS
TRANSFORMATION
Gartner "Predicts 2015: Digital Marketers Will Monetize Disruptive Forces", November 3, 2014, G00265814

A NEW ERA HAS DAWNED
THE ENGAGEMENT
ECONOMY
In the Engagement Economy,
everyone and everything is
connected, and organizations
must listen to and engage with
people in a multitude
of ways and places.

THIS REQUIRES DIGITAL TRANSFORMATION
ACROSS THE ORGANIZATION

CEO
CIO CMO
DRIVING LARGER DIGITAL TRANSFORMATION INITIATIVES
CUSTOMER EXPERIENCE

“...by 2016, 89% of companies expect to
compete mostly on the basis of
customer experience.”
“CIOs attach more importance to
developing consistent and relevant
multi-channel experiences”
“67% of B2B marketing leaders say that
competitive advantage comes from a
singular focus on the customer.”
“...Nearly half of respondents say
their CEOs personally sponsor digital
initiatives”
Gartner "Predicts 2015: Digital Marketers Will Monetize
Disruptive Forces" , November 3, 2014, G00265814
Forrester “Evaluate Your B2B Marketing Maturity”
September 2, 2016
Accenture Interactive
Cutting Across the CMO-CIO Divide, 2014
McKinsey Global Survey results
September 2015

MARKETING LEADERS
ARE EXPECTED TO
CREATE EXCEPTIONAL
BRANDED MOMENTS AT
EVERY CUSTOMER
TOUCHPOINT
Gartner Survey, September 29, 2014, G00265875

MARKETINGMUST OWN CUSTOMER ENGAGEMENT

CHIEF MARKETING OFFICER TO
CHIEF EXPERIENCE OFFICER

86%of CMOs and Senior
Marketing Executives
believe they will own the end-to-end customer
experience by 2020.
source: The Path to 2020: Marketers Seize the Customer Experience, April 2016

Panasonic Europe merged its different B2B
companies in 2012 to integrate all their
different customer databases, make it
easier to do business with and target its
sales organizations on larger accounts,
while maintaining its run rate business
with the channel.
CREATING BETTER CUSTOMER EXPERIENCES
PANASONIC EUROPE

CREATING BETTER CUSTOMER EXPERIENCES
PANASONIC EUROPE
With Marketo, they have much greater
visibility into a prospect’s buying patterns
and online behavior and can identify
greater cross-sell opportunities. Their
sales teams are able to frame
conversations with prospects in a much
more focused way.
It’s changing the way they
engage with their customers.

TECHNIQUES
TEAMS AND TALENT
TECHNOLOGY
KEY ELEMENTS TO
SUCCESSFULLY TRANSFORMING
YOUR CUSTOMER EXPERIENCE

TECHNIQUES
KEY ELEMENTS TO

CREATE PERSONALIZED EXPERIENCES
64% of people say the
customer experience is
more important than
price in their choice
of brand.
–GARTNER, 2014
Personalization at every
touchpoint is now a
prerequisite for CMOs
who expect to own the
customer experience.
–J.P. MORGAN CHASE

… BY MOVING FROM
MONOLOGUES TO DIALOGUES
SIGNS YOU’RE
DELIVERING
MONOLOGUES
Batch emails
Cold calls
Random ads
Static websites
Triggered emails
Warm calls
Re-targeted ads
Personalized content
SIGNS YOU’RE
LISTENING &
RESPONDING

SPAN THE ENTIRE
CUSTOMER LIFECYCLE
Today’s buyers control their
journey through the buying cycle
much more than today’s vendors
control the selling cycle. –FORRESTER
Forrester blog "B2B Buyer Journey Mapping Basics”, Lori Wizdo, May 25, 2015

Driving improvements in customer
retention was one of the top areas
where senior management’s
expectation of marketing increased
the most over the last year. –GARTNER
…BY SPREADING BUDGETS
ACROSS ALL STAGES
CUSTOMER LIFECYCLE
MARKETINGSPEND
TOMORROW
TODAY
Gartner “CMO Spend Survey 2015-2016: Digital Marketing Comes of Age”,
October 2015, G00292653

The majority of CMOs believe
revenue impact will be the top
most measured marketing metric
by 2020. –THE ECONOMIST INTELLEGENCE UNIT
MEASURE
WHAT MATTERS
MARKETING MATURITY
LIFETIME VALUE
REVENUE
OUTCOMES
CLICKS
IMPRESSIONS
The Economist Intelligence Unit, The Rise of the Marketer: Driving Engagement,
Experience and Revenue, February 2015

TEAMS AND TALENT
KEY ELEMENTS TO

TRADITIONAL
ORGANIZED STRUCTURES
ARE NOT DESIGNED TO CREATE GREAT CUSTOMER EXPERIENCES

TV EVENTS WEBPRINT SOCIAL MOBILEDIGITAL
CHANNEL-BASED SILOS ARE NOT EFFECTIVE IN AN AGE WHERE
CUSTOMERS EASILY FLOW ACROSS CHANNELS
FOR ADS OR BROCHURES TO RESPOND TO
CUSTOMERS AREN’T WAITING
IN ONE CHANNEL

ACQUISITION RETENTION ADVOCACY
SILOED TEAMS MANAGING PARTS OF THE CUSTOMER LIFECYCLE
CAN CREATE INCONSISTENT CUSTOMER EXPERIENCES
THAT BRING TOGETHER MULTIPLE SKILL SETS TO ENGAGE CUSTOMERS WHEREVER THEY ARE
MARKETING MUST DEPLOY
CROSS-FUNCTIONAL TEAMS

TOMORROW’S MARKETER
NEEDS TO CREATE NIMBLE AND FLUID ORGANIZATIONS

YOUR TEAM WILL NEED
TO PROVIDE THE RIGHT INTERFACE WITH THE
CUSTOMER FROM THE FIRST IMPRESSION TO ONGOING
CUSTOMER SUPPORT TO MAINTAIN YOUR BRAND.

IN ADDITION TO BUILDING NEW LEADERSHIP SKILLS
MARKETING ORGANIZATIONS IN A DIGITAL
AGE WILL NEED A NEW BLEND OF TALENT
THINKERS FEELERS
DA VINCI
DATA
ANALYTICS
MODELLING
CUSTOMER BEHAVIOR
INTERACTIONS
DOERS
CONTENT CREATION
PROJECT MANAGEMENT

FIND THE “DA VINCIS”
WHO CAN ORCHESTRATE THE CUSTOMER EXPERIENCE
ACROSS ALL TOUCHPOINTS

FACING STEPPED-UP
COMPETITION FOR
ENTERTAINMENT DOLLARS,
PS&E NEEDED A TECH
UPGRADE TO DEEPEN ITS
CONSUMER INTERACTION
AND GLEAN BETTER
INSIGHTS INTO THE FAN-
BUYING JOURNEY

Using Marketo to segment
communications to different fan
lifestyles, PS&E now has a way
to engage more personally with
ticket holders at the right time
and identify specific indicators
to measure if a fan is a likely
candidate to buy season tickets.

TECHNOLOGY
KEY ELEMENTS TO

TECHNOLOGY
Shift from focusing on disparate inputs and outputs to
holistically engaging across the customer experience.

JONATHAN MARTIN
CMO, PURE STORAGE
My success is dependent on using
technology in the broadest sense
of the word. If I don't understand
technology. If I don't understand
data. If I can't combine analytical
and creative smarts, it's virtually
impossible to be an effective CMO.

HOWEVER
THE TECHNOLOGY LANDSCAPE HAS
EXPANDED SIGNIFICANTLY
150 350
1000
2000
3500
0
500
1000
1500
2000
2500
3000
3500
4000
2011 2012 2014 2015 2016
Marketing Technology Vendors 2011-2016

CEOs and board members are looking for partners to help
them drive growth and manage this transformation.
Tomorrow’s marketers are uniquely positioned
to be that partner.
YOU NEED A FRAMEWORK
TO EVALUATE YOUR DIGITAL NEEDS

Tomorrow’s marketers have a
fundamental understanding of the
levers of growth, have insight on the
relative importance and value of
these levers, and know how to
convert this understanding into
enterprise-wide action that drives
overall performance.

FRAMEWORK

FRAMEWORK
BUSINESS MODEL
B2B vs B2C
Industry Needs
In-House vs Partner
Central vs Subsidiary

FRAMEWORK
GO-TO-MARKET STRATEGY
Customers/Prospects
Campaigns
Channels
Content

FRAMEWORK
ORGANIZATION NEEDS
Scale
Sophistication
Structure
Control/Governance
Services & Support

FRAMEWORK
INTEGRATION NEEDS
Single vs Multiple Vendor(s)
APIs
Data Migration
Data Sync Needs
IT Costs and Support

MUST RELY ON A PLATFORM THAT
Integrates:
• All marketing channels
• Across every customer touchpoint
• Throughout the entire customer
lifecycle

WITH AN ENGAGEMENT PLATFORM
NEVER LEAVE THE SIDE OF YOUR CUSTOMER
ACQUIRE GROW DELIGHT
Marketo
Engagement
Platform
Marketing
Analytics
Sales
Intelligence
Email Events Planning &
Coordination
Predictive
Content
Digital
Ads
Mobile Marketing
Automation
SocialWeb

MARKETING AND IT
NEED TO PARTNER UP TO MAKE KEY TECHNOLOGY DECISIONS

NEEDS TO DELIVER EXCEPTIONAL CUSTOMER EXPERIENCES
AT EVERY TOUCHPOINT
across the customer lifecycle
and align teams and talent around the customer experience
BREAK ORGANIZATIONAL SILOS
to integrate customer experiences across all touchpoints
INVEST IN THE RIGHT TECHNOLOGIES
BUILD PERSONALIZED RELATIONSHIPS

LEARN HOW TO LEAD
IN THE ENGAGEMENT ECONOMY
MARKETING NATION SUMMIT
events.marketo.com/summit/2017

Tomorrow's Marketer

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