engagement marketing platform - matthew zilli
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MarketoEngagement Marketing
Platform
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• Are you in the right place?
• Get social with #MktgNation14
• On today’s agenda:
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Matt ZilliDirector, Product Marketing@mattzilli
Chris PopeManager, Solutions Consulting
Steven SimoniSolutions Architect
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Marketo Proprietary and Confidential
80%Of a customer’s journey today is self directed2
2900Marketing messages per day vying for your customer’s attention1
87%Of people demand a meaningful experience with a brand3
Today’s Noisy Digital World has Made it Hard
1. SuperProfile 2. Forrester 3. Edelman Research
So what should a marketer do?
Build long-term personalized
relationships with your customers
Engage Customers:
The 7 Principles of
Engagement Marketing
• As individuals
• Based on what they do
• Continuously over time
• Wherever they are
• Always directed towards a goal
• With measurable impact
• At the speed of digital
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As individualsBased on what they doContinuously over time
Engage Customers…
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Relevance Flow Listen
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Average Days to Opp: 327
Customer Engagement Engine
Standard Nurture Triggered Nurture Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
Marketo Results
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Image: fatguymedia.com
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Wherever they are
Engage Customers…
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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Rent vs. Own
Search Engine Optimization Maximizes Your Inbound Marketing Investment
Attract more of the right prospects to your website and content
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Known
Anonymous
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Real-Time Personalization
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Always directed towards a goal
Engage Customers…
GOALSYou gotta start somewhere
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Scoring
• Rank leads to gauge sales readiness
• Rank consumers to gauge offer readiness
• Method for measuring area of interest
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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
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Customer Lifecycle
Screenshot: Marketo Revenue Cycle Analytics
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With measureable impact
Engage Customers…
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Screenshot: Marketo Revenue Cycle Analytics
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
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At the speed of digital
Engage Customers…
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Marketo Financial ManagementPlan and Budget
Increase visibility and spend to plan
Marketing Calendar
Plan, coordinate and communicate everything marketing is doing
Marketing Calendar
Data Feed
Device Access
Embeddable Views
Access your Marketing Calendar anytime, anywhere
Coming 2015
LaunchPoint
300+ solutionsSocial
& Conten
t
Events &
Webinars
Mobile Marketin
g
Data & Analytics
Lifecycle Marketin
g
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Marketing
Sprints
Engage Customers:
Welcome to the Era ofEngagement Marketing
• As individuals
• Based on what they do
• Continuously over time
• Wherever they are
• Always directed towards a goal
• With measurable impact
• At the speed of digital
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New Products Demo
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Q&A
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• What’s next?
• Visit Marketo Central
• Meet our sponsors
• Sign up for the local user group
• Mingle with other customers
• Stay here and learn more about new products
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