avaus event april 2015

© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Era of Engagement Marketing

Giovanni Cipriani @mktogioci


Marketo Company Overview

3,800 customers across

20+ industries in 36 countries

#1 independent marketing platform:

• Marketing software - built for marketers, by marketers

• Fastest growing marketing technology company

• Largest partner solution ecosystem

Top rated by Analysts including Sirius Decisions, Gartner, and Forrester

Marketing First

• Helping marketers master the art and science of digital marketing

• Unparalleled expertise


TODAY’S TOPICS

1. Every Organization’s Quest

2. The ABCs of Engagement Marketing

3. Real Time Personalisation and Engagement Engine


The Quest of Every Marketer

YOURCUSTOMERS


Today’s Noisy Digital World

has Made it Hard


Engagement MarketingBuild personalized & lifelong relationships with people

Engage People:

• As individuals

• Based on what they do

• Continuously over time

• Directed towards an outcome

• Everywhere they are


Marketo Real-Time Personalization


Real Time Personalisation


RTP Use cases

1. Location-Based Event Promotions

2. Vertical-Based Case Studies or Videos

3. Account-Based Marketing

4. Behavior or Product Interest Based Offers

5. Personalized Ad Remarketing


Location-Based Event PromotionsNICE Systems is the worldwide leader of intent-based solutions. An enterprise B2B company running global operations, executing marketing activities around the world and targeting different verticals with different solutions. In this example, NICE promoted their US customer conference only to visitor coming from the US.

www.nice.com

Default View Personalized for US Visitors


Vertical-Based Case Studies or VideosSysaid, is an IT service management solution with their main website objective being to generate qualified leads. They used personalization to target their top of the funnel, anonymous prospects based on several verticals such as Education, IT, Software, Hospitality.

sysaid.com

Default View Personalized for Visitors from the Education Industry


Account-Based Marketing (ABM)Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Their key prospects are enterprise organizations with high revenues and employee size. They know who their key accounts are and target them using named account lists. In this example, Apprendacreated special landing pages for key enterprise accounts like the Bank of America and Barclays Bank.

Visitors from Bank of America Visitors from Barclays

apprenda.com


Behavioral / Product Interest

Returning Visitors – Special Offer

Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered their 5th night free offer to all those returning visitors that came back to their website.

Default view Returning visitors to the website

turtlebayresort.com


Marketo Engagement Engine


Summary

How it helps you

• Acquire customers faster and grow their lifetime value

• Maximize marketing efficiencies and impact on revenue

What we do

• Help you build personalized and continuous relationships with people

Why Marketo

• Marketing First:

• Most innovative platform – unique combination of sophistication and speed

• Most comprehensive partner ecosystem

• Vibrant community of 50K+ marketers and deepest expertise driving your long-term success


Thank you!

avaus event april 2015

Documents

marketo proprietary

marketing software

mass marketing

transactional marketing

principles of engagement

independent marketing

traditional ways of

engaging people