Innovation in the Nation - The Marketing First World - Sanjay Dholakia - Marketo

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?


Find customers Be found

THEN NOW

New Marketing Rule #0



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


Demographic Behavioral TargeCng

THEN NOW



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

© 2013 Marketo, Inc. Marketo Proprietary and Confiden;al


Behavioral Targeting Drives Relevance Top TacCcs to Increase Email Engagement


Epsilon Q4 2013

North America Email Trend

Results


Mass AdverCsing 1:1 CommunicaCon

THEN NOW




Panasonic Systems Communications Company Europe



For visitors in B2C industries


Point in Cme Blasts ConCnuous RelaConships

THEN NOW


When it comes to markeCng, nobody wants to get blasted



2%


Nurturing:

Building relaConships people over Cme through engaging

conversaCon


Few / isolated channels Exploding / integrated channels

THEN NOW



Source: Pitney Bowes Infographic



IntuiCve decision making Data-‐driven automaCon

THEN NOW


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Why Measuring Return is Hard

•  MulCple touches. 7

•  Unclear success. Click

•  MulCple 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 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

Thank You

Sanjay Dholakia @sdholakia

[email protected] #mktgnation14