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© 2019 eMarketer Inc.
Webinar: 10 Things to Know About
B2B Marketing
Gurdeep Dhillon
Head of Global
Demand Generation
Marketo
Paul Verna
VP Multimedia
eMarketer
Presented by
PRESENTER MODERATOR
May 28, 2019
Tech-Talk Webinar
G U R D E E P D H I L L O NH E A D O F G L O B A L D E M A N D G E N E R A T I O N , M A R K E T O
10 Things to Know About B2B Marketing and Marketing Automation
Also known as…
CONFESSIONS OF A REFORMED B2B MARKETER
5Proprietary and Confidential | © Adobe, Inc.
The Top 10 Things to Know About B2B Marketing and Marketing Automation
5 AccountBased Marketing
4 Agility321 Reporting& Analytics
Business Impact
Enterprise Class
109876 Marketing NationNurture
Demand Capture
Ecosystem Digital Marketing
#1B2B MARKETERS WHO USE MARKETING AUTOMATION MAKE REAL BUSINESS IMPACT
7Proprietary and Confidential | © Adobe, Inc.
Move the Business Forward
• Unrivaled revenue creation
• Faster sales cycles
• Centers of Excellence power global expansion
• Consistent and meaningful customer experiences
Sales Sourced
Marketing Sourced
AVERAGE DAYS TO CLOSE
MARKETING SOURCED NEW BUSINESS IN 2018
2.5x
#2TRANSFORMING ATTRIBUTION
9Proprietary and Confidential | © Adobe, Inc.
Changing Perceptions of Attribution
10Proprietary and Confidential | © Adobe, Inc.
Lead Gen Optimization
- Master Yoda
“The greatest teacher,failure is.”
#3B2B MARKETERS NEED SCALABLE,ENTERPRISE-CLASS SOLUTIONS
13Proprietary and Confidential | © Adobe, Inc.
5,000+ Customers Across All Major Industries
#4THE MOST AGILE MARKETERS IN THE WORLD
What if… You could spend 10% of your time creating new programs and 90% cloning existing programs from a Center of Excellence?
You could send emails the same day you request them?
You could optimize your audiences and assets instead of modifying campaigns?
You could be constrained only by your creative capacity and not your MarTech?
#5DELIVER INTELLIGENT ACCOUNT-BASED MARKETING (ABM)
17Proprietary and Confidential | © Adobe, Inc.
Account-Based Everything
Digital (Search, Social, Retargeting, more)
Marketing, Business Development, Sales, Customer Success
Events
INBOUND
OUTBOUND
Web Personalization
Direct MailEmail
OPPORTUNITIESTARGET ACCOUNTS
18Proprietary and Confidential | © Adobe, Inc.
ABM Execution MatrixACCOUNT PROFILING
A B C
BEHAVIOR SCORE
AHigh Bid Digital Demo Ads
1st Priority Direct MailCall First
VIP Events
Med Bid Digital Demo Ads2nd Priority Direct Mail
Call NextHigh Touch Events
Low Bid Digital Demo AdsNo Direct Mail
Call LastLow Touch Events
BHigh Bid Digital Demo Ads
2nd Priority Direct MailCall Next
High Touch Events
Med Bid Digital Demo Ads2nd Priority Direct Mail
Call NextHigh Touch Events
Low Bid Digital Educ. AdsNo Direct Mail
Call LastLow Touch Events
CHigh Bid Digital Educ. Ads
No Direct MailCall Last
Low Touch Events
Med Bid Digital Educ. AdsNo Direct Mail
Call LastLow Touch Events
Low Bid Digital Educ. AdsNo Direct Mail
Call LastLow Touch Events
#6DELIVER TIMELY, HELPFUL CONTENT WITH NURTURE
20Proprietary and Confidential | © Adobe, Inc.
Nurture is the Foundation for Meaningful Engagement
Welcome Reactivation Vertical C-Level Default
NURTURE TRACKS AT MARKETO
“Come on in. Make yourself at home.”
“We miss you. Come back!”
“Ohhhh, you’re a banker. Sweet.”
“We know you’re too busy so we’ll only send
you the important stuff.”
“We can’t fit you in one of the other
buckets so you’re in this one.”
#7MAKE IT POSSIBLE TO CAPTURE ALL EXISTING DEMAND
22Proprietary and Confidential | © Adobe, Inc.
A commitment to finding and capturing all existing demand and then dispositioning those leads to sales at the highest possible velocity.
This is a divergent demand motion than lead generation and requires different tactics, content, and follow up.
SOURCESOF DEMANDCAPTURE
SEO
SEM
Analyst Reports
Intent Data
Content Syndication
Review Platforms
Demand Capture?What is
23Proprietary and Confidential | © Adobe, Inc.
How Intent Data Powers a Demand Capture Strategy
SURGE BY CATEGORY:
• Competitive
• Solution oriented
• Product oriented
• Topic Total
MARKETING AIRCOVER
SALES OUTBOUND
CRM UPDATE DIRECT MAIL
DIGITAL
By topic/category surge
By topic/category surge
WEB
PERSONALIZATION
By topic/category surge
WHITESPACE COMPLETION
At surging Accounts
SALES PLAYS
#8THE ECOSYSTEM MAKES B2B MARKETERS EVEN MORE POWERFUL
25Proprietary and Confidential | © Adobe, Inc.
Our Marketo Ecosystem Today
PLAN
ENGAGE
MEASURE
REACH
ENGAGEMENT
ADVOCACY
PLATFORMINNOVATION
#9A HUB FOR DIGITAL MARKETING
27Proprietary and Confidential | © Adobe, Inc.
Digital Marketing with Marketo
• Personalized media execution
• Customer journey mapping
• Bridge the online - offline gap
• Measure success and optimize
Analytics & Big Data
Online Ads & Campaigns
Social Media
Top of the Funnel
Lifecycle MarketingVideo
Marketing
Customer Data
Mobile Marketing
Events & Webinars
Content Marketing
#10THE MARKETING NATION IS A FORCE OF NATURE
29Proprietary and Confidential | © Adobe, Inc.
The Marketing Nation by the Numbers
T H E F E A R L E S S 5 0
MARKETO CHAMPIONS
ADVOCATE NATION
MUGS GLOBALLY
68 470k
110 3,500“Marketo, you’re my ride or
die. I can’t thank you enough for this career I love.
#MKTGNation”
Kimi CorriganHead of Marketing Operations at Cisco
Duo Security
@kimikay
30Proprietary and Confidential | © Adobe, Inc.
The Top 10 Things to Know About Marketo and B2B Marketing
5 AccountBased Marketing
4 Agility321 Reporting& Analytics
Business Impact
Enterprise Class
109876 Marketing NationNurture
Demand Capture
Ecosystem Digital Marketing
© 2019 eMarketer Inc.
Gurdeep Dhillon
Head of Global
Demand Generation
Marketo
Paul Verna
VP, Multimedia
eMarketer
Presented by
PRESENTER MODERATOR
May 28, 2019
Tech-Talk WebinarQ&A Session
Webinar: 10 Things to Know About B2B Marketing
You’ll receive an email to view the slides and full recording from today’s presentation.
You can register for upcoming Tech Talk and Meet the Analyst Webinars at emarketer.com/webinars
➢ May 30 | Location Intelligence: How Marketers Can Adapt to The Evolving Privacy and Data Landscape
Be sure to also check out eMarketer’s “Behind the Numbers” podcast for daily, freewheeling conversations
about the ways digital is transforming media, marketing, business and even life. Visit
emarketer.com/articles/topics/emarketer-podcast
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