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Presentation by Marketo's Director of Alliances EMEA Robert Gavin during the DDM Roadshow, March 25-27
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The New Rules of Marketing
Liz Smyth
EMEA Marketing Director
@lizsmyth
Page 2© 2012 Marketo, Inc.
• Leader in cloud-based marketing automation
• >2500 customers in 36 countries
• >150 ecosystem partners
• >30,000 Marketing Nation community members
• Public company (MKTO) – Over 400 employees in U.S., Europe, Australia
Marketo Fast Facts
Page 3© 2012 Marketo, Inc.
The Rise of the Marketing Nation
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ABUNDANCEINFORMATION
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THEN NOW
Information:SCARCITY
Purchasing Power:SELLERS
Organizational Power:SALES
Information:ABUNDANCE
Purchasing Power:BUYERS
Organizational Power:MARKETING
Unprecedented Changes in Buying
Page 6© 2012 Marketo, Inc.
The New Rules of Marketing Engagement
Page 7© 2012 Marketo, Inc.
Finding customers Being found
THEN NOW
The New Rules of Marketing Engagement
#1
Page 8© 2012 Marketo, Inc. Source: Adbusters, 2011
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Don’t Find People; Help People Find You
vs
Use brains, not budget.
Page 10© 2012 Marketo, Inc.
3,000 tweets
136,000 views
Content Marketing Creates Pull & Affinity
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Apply Science to Content
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Finding customers Being found
Point in time blasts 1:1 Durable relationships
THEN NOW
The New Rules of Marketing Engagement
#1
#2
Page 13© 2012 Marketo, Inc.
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?
Page 14© 2012 Marketo, Inc.
Page 15© 2012 Marketo, Inc.
Welcome! Here’s what to expectCheck out this articleHere’s a cool videoSee our latest offeringShare this with friendsHere’s what others like!Download our new bookHappy birthdayHi, are you ready to buy?More cool contentJoin us at our eventYou like X, check out YFun ways to learn moreTake this surveyYou haven’t bought yet, here’s a 10% discount
Conversations, not campaigns
Page 16© 2012 Marketo, Inc.
Creating Conversations at Scale
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Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
Page 18© 2012 Marketo, Inc.
More Targeted Sends are More Engaging
100 1000 10000 1000000
50
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Email Delivered
Enga
gem
ent S
core
Source: Marketo research
Page 19© 2012 Marketo, Inc.
“Who I am is less important than what I do”
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Trigger & communicate based on behavior
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Triggered Nurture Standard Nurture Lift
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%
Page 22© 2012 Marketo, Inc.
Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4
Page 23© 2012 Marketo, Inc.
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Reac
h &
Eng
agem
ent
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al L
ift
Events
Integrate Channels…and Engage the Crowd
Page 25© 2012 Marketo, Inc.
Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4
Intuitive decision making Owned, big time series data#5
Page 26© 2012 Marketo, Inc.
Why Measuring Return is Hard
• Multiple touches. Seven touches needed to convert into a sale
• Multiple influencers. Typical buying process has 5-21 people involved
Page 27© 2012 Marketo, Inc.
Page 28© 2012 Marketo, Inc.
Accurately Tracking “Investment” vs. Budget
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Track All Touches Across People, Over Time
Page 30© 2012 Marketo, Inc.
See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle Analytics
Page 31© 2012 Marketo, Inc.
Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
In Summary: It’s a new world, with new rules…
#1
#2
#3
#4
Intuitive decision making Owned, big time series data#5
Page 32© 2012 Marketo, Inc.
The Bottom Line: Everyone Can Market Like Amazon
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
@lizsmyth
