© 2012 Marketo, Inc. Marketo Proprietary and Confidential

The New Rules of Marketing

Robert GavinDirector, EMEA Alliances

@rjgavin2000#MKGNationwww.marketo.com/DDMALLIANCE

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• Leader in cloud-based marketing automation

• >3,000 customers in 37 countries

• >200 ecosystem partners

• >40,000 Marketing Nation community members

• Public company (MKTO) – Over 500 employees in U.S., Europe, Australia

• EU DATA Centre, EU Data Aggregator compliant

Marketo Fast Facts

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A Platform for Success

Marketo Platform(Multi-tenant SaaS, globally hosted)

Database Systemof Record

ERP & OtherEnterprise Apps

Customer Systems(CRM, E-Commerce, Call Center, etc.)

Workflow Engine Time-SeriesAnalytics Engine

Enterprise DataIntegration Engine

ExtensibleArchitecture

Prospect and Customer Touch Points

Marketo ApplicationsLaunchPoint

Partner Applications

Marketing Automation

Social Marketing

SalesInsight

Revenue Analytics

LeadData

Search Engine

Marketing

Online Advertising

and more…

MarketingManagement

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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

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Finding customers Being found

THEN NOW

The New Rules of Marketing Engagement

#1

Page 6Source: Adbusters, 2011

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Promotion is key in you CM strategy

• Target account growth and pipeline acceleration

• Reference videos, resources, surveys

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3,000 tweets

136,000 views

Content Marketing Creates Pull & Affinity

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Apply Science to Content

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Generate DemandWebsite and Mobile Personalisation

Personalise web and mobile content, even for anonymous visitors

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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

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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?

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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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

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More Targeted Sends are More Engaging

100 1000 10000 1000000

50

100

150

200

250

300

350

400

Email Delivered

Enga

gem

ent S

core

Source: Marketo research

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

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Generate DemandContent Recommendation Engine

Recommend the best content automatically, based on predictive analytics and machine learning

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DRIVE CONVERSIONSIncrease Win Rates and Reduce Time to Close

Trigger campaigns based on real-time

behaviours

Target messaging at specific accounts

Send win-ready leads to sales, and prioritise follow-up

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BUILD RELATIONSHIPSBoost Sales Productivity

Deliver highly-actionable intelligence to sale reps

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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

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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

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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

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Accurately Tracking “Investment” vs. Budget

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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

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Track All Touches Across People, Over Time

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See Direct Program Contribution to Sales

Screenshot: Marketo Revenue Cycle Analytics

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Mission

Transformation of Marketing

Represent the company

Finding customers

Represent the customer

Being found

Customer Intelligence

Mass advertising

Demographic

1:1 Targeting

Behavioural

Mechanics & Tactics

Point in time blasts

Few/isolated channels

Continuous relationships

Exploding/integrated channels

Measurement

3rd party data (Nielsen)

Intuitive decision making

Owned, big data

Fact-based decision making

THEN NOW

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The Bottom Line: Everyone Can Market Like Amazon

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Marketo Customers Across Industries Life Sciences

& Healthcare

Media & Consumer Financial Services EducationCommunications

& Infrastructure

Manufacturing & EnergySoftware & Cloud Business Services

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Marketo Delivers on Key Customer Value Drivers

Increased sales lead-to-opportunity conversion by 100%

HIGHER CONVERSION RATES

Reduced number of emergency room visits

and lowered patient acquisition costs

LOWER COSTS

Enabled teams to track individual program ROI

within 8 months

BETTER REVENUE VISIBILITY

Reduced campaign creation from weeks to

1 day; doubling campaign launch effectiveness

MORE PROSPECTS

Increased sales by 18% and increased lead generation by 28%

INCREASED SALES

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Panasonic Testimonial

http://www.marketo.com/common/embed/youtube/#twT5Os7Ps8E?modestbranding=0&rel=0&vq=hd1080&autoplay=1

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Marketo EMEA Ltd.Cairn HouseSouth County Business ParkLeopardstown, Dublin 18, Ireland

Direct: +353.1.242 3033blog.marketo.comwww.marketo.com

Robert GavinChannels & Alliances

rgavin@marketo.com@rjgavin2000

Success Kit for DDM Alliance

http://www.marketo.com/DDMALLIANCE

 

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

© 2012 Marketo, Inc. Marketo Proprietary and Confidential