marketing first for business growth
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MARKETINGFIRST
THE FUTURE OFMARKETING
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
YOURCUSTOMERS
The Quest of Every Marketing Team
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Business Growth
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Today’s World2900Marketing
& Sales Messages Per Day
Buyers are Self-Directing Journeys
66% to 90% of a Buyer’s Journey Today is Self-Directed
87% of buyers demand a meaningful experience
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
A Transformation in Customer Engagement
MassMarketingFocus on the
message
TransactionalMarketing
Focus on the upfront
transactions
EngagementMarketing
Focus on long-term
relationships
ENGAGEMENTMARKETING
FIVEPRINCIPLES
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Engage People: As Individuals
#1
Page 19© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Engage People:
Based on WhatThey Do
#2
Page 21
Engage People: Continuously Over Time
#3
EvaluatePurchase
Adopt
Grow
Page 22
CreditCard
MortgageRates
LifeInsurance
Engage People: Directed Towards An Outcome
#4
Marketers do *not* create journeys…
…customers do
BUYEVALUATELEARNENGAGE
RENEWGROWROIUSE
ADVOCATEREFERSHARETRUST
#5 Engage People: Everywhere They Are
ENGAGEMENT MARKETINGBuild personalised 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
MARKETING FIRSTBUSINESS GROWTH
Engagement will be the new basis of competitive advantage.
for
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