the new era of engagement marketing
TRANSCRIPT
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The New Era of Engagement MarketingFive Principles for Building Lifelong Relationships
Sanjay Dholakia
Chief Marketing Officer
@sdholakia
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Marketo Company Overview
#1 independent marketing platform:
• Innovative digital marketing platform
• Fastest growing marketing technology company
• Customer system of record, 1B leads, 220B+ activities
Top rated by Analysts including Gartner,
Sirius Decisions and Forrester
Marketing First
• Helping marketers master the art and science of digital marketing
• Unparalleled expertise
3,800 customers across 20+ industries in 39 countries
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YOURCUSTOMERS
The Quest of Every Revenue Team
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Todays World
2900Marketing
& Sales Messages Per Day
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A Transformation in Customer Engagement
MassMarketing
Focus on themessage
TransactionalMarketing
Focus on the upfront
transactions
EngagementMarketing
Focus onlong-term
relationships
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Buyers are Self-Directing Journeys
66% to 90% of a Buyer’s Journey Today is Self-Directed (Forrester, 2014)
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Buyer-Driven Seller-Driven
Need CarAsk
FriendsVisit
ShowroomBuying
DecisionBuyCar
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Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 4/2/2015
The New Rules of Engagement
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Engage People: As Individuals
#1
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Engage People: Based On WhatThey Do
#2
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Page 13
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Engage People: Continuously Over Time
#3
Evaluate
Purchase
Adopt
Grow
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Engage People: Directed Towards An Outcome
#4
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#5 Engage People: Everywhere They Are
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Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 4/2/2015
Engagement MarketingBuild personalized and lifelong relationships
Engage People:
• As individuals
• Based on what they do
• Continuously over time
• Directed towards an outcome
• Everywhere they are
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Thank you!
Sanjay Dholakia
Chief Marketing Officer
@sdholakia