The New Rules of Marketing

© 2012 Marketo, Inc. Marketo Proprietary and Confiden9al

The New Rules of Marketing

Liz Smyth EMEA Marketing Director @lizsmyth

@lizsmyth

Page 2 © 2012 Marketo, Inc.

•  Leader in cloud-‐based marke9ng automa9on

•  >3,000 customers in 37 countries

•  >200 ecosystem partners

•  >40,000 Marke9ng Na9on community members

•  Public company (MKTO) – Over 400 employees in U.S., Europe, Australia

Marketo Fast Facts


ABUNDANCE INFORMATION


THEN NOW

Informa9on: SCARCITY

Purchasing Power: SELLERS

Organiza9onal Power: SALES

Informa9on: ABUNDANCE

Purchasing Power: BUYERS

Organiza9onal Power: MARKETING

Unprecedented Changes in Buying


The New Rules of Marketing Engagement


Finding customers Being found

THEN NOW


#1

Page 7 © 2012 Marketo, Inc. Source: Adbusters, 2011


Don’t Find People; Help People Find You

vs

Use brains, not budget.


3,000 tweets

136,000 views

Content Marketing Creates Pull & Affinity


Apply Science to Content



Point in Nme blasts 1:1 Durable relaNonships

THEN NOW


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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?



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


Creating Conversations at Scale




Demographic Behavioral segmentaNon

THEN NOW


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More Targeted Sends are More Engaging

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Engagemen

t Score

Email Delivered Source: Marketo research


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


Trigger & communicate based on behavior


Triggered Nurture Standard Nurture LiU

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%





Few/isolated channels Exploding/integrated channels

THEN NOW


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Reach & Engagem

ent

Social Li^

Social Li^

Social Li^

Social Li^

Social Li^

Landing Pages

Website Facebook Pages

Online Ads Email

Social Li^

Events

Integrate Channels…and Engage the Crowd






THEN NOW


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#4 IntuiNve decision making Owned, big Nme series data #5



Why Measuring Return is Hard

•  MulNple touches. Seven touches needed to convert into a sale

•  MulNple influencers. Typical buying process has 5-‐21 people involved


Accurately Tracking “Investment” vs. Budget


Track All Touches Across People, Over Time


See Direct Program Contribution to Sales

Screenshot: Marketo Revenue Cycle Analytics


The Summary…






THEN NOW

It’s a new world, with new rules…

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#4 IntuiNve decision making Owned, big Nme series data #5


…and new solutions

Customer System of Record REVENUE

EFFECTIVENESS Drive conversion to sale

•  Prospect Priori9za9on •  Offer Priori9za9on •  Social Selling •  Produc9ve Prospec9ng

RELATIONSHIP MARKETING Life9me dialog with customers based on behaviors and interest

•  Nurturing and Scoring •  Email Marke9ng •  Targeted Adver9sing •  Marke9ng Automa9on •  Event Marke9ng •  Customer Engagement

INBOUND MARKETING Ensure poten9al customers can find you

•  Content Marke9ng •  SEO / SEM •  Social Campaigns •  Landing Pages

ANALYTICS & MEASUREMENT Understand impact of marke9ng and op9mize marke9ng investments

•  Budge9ng & Planning •  Spend Analysis •  Cross-‐program Alloca9on •  Opportunity Analysis •  Revenue Acribu9on

MARKETO DIGITAL MARKETING PLATFORM


The Bottom Line: Everyone Can Market Like Amazon

© 2012 Marketo, Inc. Marketo Proprietary and Confiden9al

Thank you!

@lizsmyth


Marketo EMEA Ltd. Cairn House South County Business Park Leopardstown, Dublin 18, Ireland

Direct: +353.1.242 3000 blog.marketo.com www.marketo.com

LIZ SMYTH Director Marketing

[email protected] @lizsmyth

Contact Me