Webinar: 10 Things to Know About B2B Marketing · 28-05-2019 · Intent Data Content Syndication Review Platforms Demand Capture? What is. 23 ... Tech-Talk Webinar Q&A Session Webinar:

© 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


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


Changing Perceptions of Attribution


Lead Gen Optimization

- Master Yoda

“The greatest teacher,failure is.”

#3B2B MARKETERS NEED SCALABLE,ENTERPRISE-CLASS SOLUTIONS


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)


Account-Based Everything

Digital (Search, Social, Retargeting, more)

Marketing, Business Development, Sales, Customer Success

Events

INBOUND

OUTBOUND

Web Personalization

Direct MailEmail

OPPORTUNITIESTARGET ACCOUNTS


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


CHigh Bid Digital Educ. Ads

No Direct MailCall Last

Low Touch Events

Med Bid Digital Educ. AdsNo Direct Mail


Low Bid Digital Educ. AdsNo Direct Mail


#6DELIVER TIMELY, HELPFUL CONTENT WITH NURTURE


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


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


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

EMAIL


WEB

PERSONALIZATION


WHITESPACE COMPLETION

At surging Accounts

SALES PLAYS

#8THE ECOSYSTEM MAKES B2B MARKETERS EVEN MORE POWERFUL


Our Marketo Ecosystem Today

PLAN

ENGAGE

MEASURE

REACH

ENGAGEMENT

ADVOCACY

PLATFORMINNOVATION

#9A HUB FOR DIGITAL MARKETING


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


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


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

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Webinar: 10 Things to Know About B2B Marketing · 28-05-2019 · Intent Data Content Syndication Review Platforms Demand Capture? What is. 23 ... Tech-Talk Webinar Q&A Session Webinar: