panasonic: perfecting the art and science of engagement marketing
DESCRIPTION
In today’s digital world, the challenge for every marketer has evolved from merely capturing the attention of people, to creating powerful, sustained interactions that result in a loyal customer base. Join us for a webinar with Marketo and Panasonic Corporation to learn how an engagement marketing strategy can serve as a key competitive advantage and drive higher return on marketing investments.TRANSCRIPT
Panasonic: Perfecting the Art and Science of Engagement Marketing
November 11, 2014
Stephen YeoEuropean Marketing DirectorPanasonic
Shyna ZhangHead of Enterprise Product Marketing Marketo
Agenda
Every Marketer’s DilemmaEngagement Marketing Strategies Catalyst for Growth Inspiration in the NationTips and Tricks
4Panasonic Global Business
70% B2B in 2013-14
Appliances company
AVC Networks Company
Eco Solutions Company
Automotive and Industrial Systems
Company
Introducing PanasonicFounded 1918
294K employees
$75B annual revenue
Over 15K products
Ranked #1 patent producer 2013
5
Marketing & sales companies
R&D and other companies
Manufacturing company
Operates in more than 35 countries
HQ in Wiesbaden, Germany and Bracknell, UK
Employs more than 10,000 people in Europe and CIS
European Manufacturing and R&D
Panasonic in Europe
6
Bringing together 15 product ranges:
Multi-functional printers
SIP terminals
PBX telephone switches
Professional scanners
Security products
Access control
Cameramanager
Broadcast products
Industrial medical vision
Professional display
Projectors
Panaboard
Rugged mobile PC and tablets
Mobile printers
EPOS
Fire alarm
Panasonic System Communications
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
State of the Marketing Union
1. Inability to show ROI metrics on marketing performance
2. Needed to make marketing relevant for the larger org
3. Change organization mindset to ‘marketing first’
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Engagement MarketingBuild personalized, meaningful & lifelong relationships
Engage People:• As individuals
• Based on what they do
• Continuously over time
• Directed towards an outcome
• Everywhere they are
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Capturing the Customer Lifecycle
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Combination of Sophistication & Ease of Use
Engagement Sophistication
Speed
High
Slow Fast
Marketing Cloud Suites
Email Service Providers (ESPs)
Point Marketing Solutions
Marketo Engagement Marketing Platform
Low
• Most Personalized Cross-Channel Experience
• Best Revenue Analytics
• Fast Results
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
• Marketo is a Strategic Driver allowing us to taking control of our own destiny
• Business Insight & Increase efficiencies to do more with less
Catalyst for Growth
Build durable relationships that drive
long-term retention, loyalty, and
advocacy
Lifelong relationships
Personalized conversations across channels
Continuous campaigns
Stra
tegi
c Va
lue
Engagement Marketing Maturity
A Partner Through the Complete Journey
Point in time single channel campaigns
Scale marketing efforts
through automation
Quickly execute targeted
campaigns
Communicate with people as
individuals wherever they are
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Transforming Marketing
“If I switched off of Marketo tomorrow,
there would probably be a riot”
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
• Visibility into how all campaigns are contributing to bottom line
• Ability to analyze data and make improved decisions on future campaigns
• Greater cross sell opportunities from lead scoring
• Ability for sales teams to frame more relevant and stimulating conversations with prospects, for long-term, lucrative customer relationships
What Success Looks Like
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
• Improved marketing’s contribution to the company’s total revenues from under 10 percent (7%) to 26 percent, expecting to close at 30+%
• Increased marketing campaign output five-fold without any further investment in budget or resources
• Doubled size of CRM contacts system through inbound inquiries
Results By the Numbers
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
• Increased motivation, innovation and satisfaction within European marketing team
• Highest Employee Satisfaction scores in all of Panasonic Europe
Inspiration in the Marketing Nation
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
• Partner portal for 26,000 channel to deliver greater lead visibility and engagement
• Marketo is now being deployed across Panasonic’s North American B2B business.
What’s Next
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
• Measure Everything • Enables commercial relevancy, no repeat mistakes
• Innovate Constantly • Leading edge of Marketo (ie. cross category lead scoring)
• Have Fun • Enjoy the journey, Marketing is hard work & people are not
always appreciated, have fun!
Tips & Tricks
