Sanjay Dholakia CMO, Marketo

1. #MKTGnation

2. MARKETING
FIRST

3. THE FUTURE OF
MARKETING

4. Page
4Marketo
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and
Confidential
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Marketo,
Inc.
9/23/15
YOUR
CUSTOMERS
The Quest of Every
Revenue Team
The Quest of Every
Revenue Team

5. Source:
Adbusters

6. Page
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Marketo,
Inc.
9/23/15
Today’s World
29002900
Marketing
&
Sales
Messages
Per
Day

7. Buyers are Self-Directing JourneysBuyers are Self-Directing Journeys
66%
to
90%
of
a
Buyer’s
Journey
Today
is
Self-­‐Directed

8. Buyer-Driven Seller-Driven
Need
Car
Ask
Friends
Visit
Showroom
Buying
Decision
Buy
Car

9. Page
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A Transformation in Customer Engagement
Mass
Marketing
Focus
on
the
message
Transactional
Marketing
Focus
on
the
upfront
transactions
Engagement
Marketing
Focus
on
long-­‐term
relationships

10. Page
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9/23/15
The New Rules of Engagement

11. ENGAGEMENT
MARKETING

12. FIVE
PRINCIPLES

13. Page
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9/23/15
Engage People:
As Individuals
Engage People:
As Individuals
#1#1

15. 21
APR
22
APR
23
APR
14
APR
22
APR

16. Visitors
presented
with
personalized
content
convert
5X
more
than
average

17. Marketo
Real-­‐Time
Personalization

18. Page 18© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Engage People:
Based on What
They Do
Engage People:
Based on What
They Do
#2#2

20. Engaging
each
student
based
on
his
or
her
behaviours &
delivering
the
right
message
at
the
right
time

21. Marketo
Ad
Bridge

22. Page
22
Engage People:
Continuously Over Time
Engage People:
Continuously Over Time
#3#3
EvaluateEvaluate
PurchasePurchase
AdoptAdopt
GrowGrow

23. CONNECTING WITH CUSTOMERS
Mass
Advertising
Campaign
Marketing
Engagement
Marketing

24. Page
24
Credit
Card
1998
Mortgage
Rates
2007
Life
Insurance
2015

25. 400%
increase
in
conversion
rate
from
Marketing
Qualified
Leads
to
Sales
Ready
leads
in
1
year

26. Marketo
Customer
Engagement
Engine

27. Engage People:
Directed Towards An Outcome
Engage People:
Directed Towards An Outcome
#4#4

28. Marketers
do
*not*
create
journeys…
…customers
do

29. Page
29

30. BUYEVALUATELEARNENGAGE
RENEWGROWROIUSE
ADVOCATEREFERSHARETRUST

31. Improved
marketing’s
contribution
to
the
company’s
total
revenues
from
under
10%
to
30+%

32. Marketo
Revenue
Cycle
Analytics

33. #5 Engage People: Everywhere They Are

34. 2013 2014 2015E 2016E 2017E 2018E 2019E
5B
10B
15B
20B
25B
30B
35B
Internet
of
Things

38. Engaging
87M
customers
with
1B
activities
to
lose
weight

39. Marketo
Mobile
Engagement

40. ENGAGEMENT MARKETING
Build personalized and lifelong relationships
#1
– As
Individuals
#2
– Based
On
What
They
Do
#3
– Continuously
Over
Time
#4
– Directed
Towards
An
Outcome
#5
– Everywhere
They
Are

43. MARKETING
FIRST
Engagement will
be
the
new
basis
of
competitiveadvantage.