The New Era of Engagement Marketing

The New Era of Engagement MarketingFive Principles for Building Lifelong Relationships

Sanjay Dholakia

Chief Marketing Officer

@sdholakia

Marketo Company Overview

#1 independent marketing platform:

• Innovative digital marketing platform

• Fastest growing marketing technology company

• Customer system of record, 1B leads, 220B+ activities

Top rated by Analysts including Gartner,

Sirius Decisions and Forrester

Marketing First

• Helping marketers master the art and science of digital marketing

• Unparalleled expertise

3,800 customers across 20+ industries in 39 countries

YOURCUSTOMERS

The Quest of Every Revenue Team

Todays World

2900Marketing

& Sales Messages Per Day

A Transformation in Customer Engagement

MassMarketing

Focus on themessage

TransactionalMarketing

Focus on the upfront

transactions

EngagementMarketing

Focus onlong-term

relationships

Buyers are Self-Directing Journeys

66% to 90% of a Buyer’s Journey Today is Self-Directed (Forrester, 2014)

Buyer-Driven Seller-Driven

Need CarAsk

FriendsVisit

ShowroomBuying

DecisionBuyCar

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The New Rules of Engagement

Engage People: As Individuals

#1

Engage People: Based On WhatThey Do

#2

Page 13

Engage People: Continuously Over Time

#3

Evaluate

Purchase

Adopt

Grow

Engage People: Directed Towards An Outcome

#4

#5 Engage People: Everywhere They Are

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Engagement MarketingBuild personalized and lifelong relationships

Engage People:

• As individuals

• Based on what they do

• Continuously over time

• Directed towards an outcome

• Everywhere they are

Thank you!

Sanjay Dholakia

Chief Marketing Officer

@sdholakia