What B2B marketers know and B2C marketers need to learn…
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From Marketing Automation to Engagement Marketing Phil Fernandez Chairman and CEO
Transcript of What B2B marketers know and B2C marketers need to learn…
From Marketing Automationto Engagement MarketingPhil FernandezChairman and CEO
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OPPORTUNITY CUSTOMER
LEAD?
Origins of Marketing Automation
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AWARENESS FRIEND
SEED NURTURING
KNOWN NAMES
PRO
SPEC
T
LEAD
LEAD NURTURING QUALIFICATION TO CLOSE
The Truth of Buying
CUSTOMEROPPORTUNITY
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The Modern Digital / Mobile / Social World
Information:SCARCITY
Purchasing Power:SELLERS
Organizational Power:SALES
Information:ABUNDANCE
Purchasing Power:BUYERS
Organizational Power:MARKETING
THEN NOW
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THEN NOW
Requires Transformation in Marketing
Demographic Segmentation Behavioral Response
Mass Advertising 1:1 Communication
Point in Time Blasts Continuous Relationships
Few / Isolated Channels Many / Integrated Channels
Intuitive Decision-Making Data-Driven Marketing
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Together, We call this Engagement Marketing
Personal
Durable
Directed
Individual
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Individual
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Personal
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Durable
Credit Card Mortgage Rates Life Insurance
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BUYEVALUATELEARNENGAGE
Directed
TRUSTENJOYBUY ADVOCATE
RENEWVALUEUSEOWN
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Ad Tech
EngagementMarketing
