The New Era of Engagement Marketing
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Transcript of The New Era of Engagement Marketing
The New Era of Engagement MarketingFive Principles for Building Lifelong Relationships
Sanjay Dholakia
Chief Marketing Officer
@sdholakia
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
YOURCUSTOMERS
The Quest of Every Revenue Team
Todays World
2900Marketing
& Sales Messages Per Day
A Transformation in Customer Engagement
MassMarketing
Focus on themessage
TransactionalMarketing
Focus on the upfront
transactions
EngagementMarketing
Focus onlong-term
relationships
Buyers are Self-Directing Journeys
66% to 90% of a Buyer’s Journey Today is Self-Directed (Forrester, 2014)
Buyer-Driven Seller-Driven
Need CarAsk
FriendsVisit
ShowroomBuying
DecisionBuyCar
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 4/2/2015
The New Rules of Engagement
Engage People: As Individuals
#1
Engage People: Based On WhatThey Do
#2
Page 13
Engage People: Continuously Over Time
#3
Evaluate
Purchase
Adopt
Grow
Engage People: Directed Towards An Outcome
#4
#5 Engage People: Everywhere They Are
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
Thank you!
Sanjay Dholakia
Chief Marketing Officer
@sdholakia