Engagement MarketingThe 5 Principles demonstrated with Marketo's Marketing Automation platform

Tom CoppockDirector EMEA Solution Consulting,Marketo

November 4th 2015

Email

Events/Webinars Apps

ContentPersonalization

Social

SMS

Direct mail

Personalized Video & Ads

Search Display Ads& SEM

ENGAGEMENT MARKETINGBuild personalized and lifelong relationships

#1 – As Individuals

#2 – Based On What They Do

#3 – Continuously Over Time

#4 – Directed Towards An Outcome

#5 – Everywhere They Are

Customer Segments

Named Target Accounts• A small number of strategic target

accounts & existing customers

Enterprises• Big organizations with more than 1,000

employees & revenue >$250M

Small & Medium Size Businesses• Smaller companies with less that 1,000

employees / $250m revenue

Consumers• End consumers & sole traders

Location:

Tier 1 Countries

Tier 2 Countries

Rest of World

Vertical:

Financial Svcs

Healthcare

Education

Other

Funnel Stage:

Anonymous

Known

Prospect

Customer

Acquire Engage Grow

Prospects (Your Web Visitors)

Website Personalisation

Hero Banner (homepage-header)

Landing Page CTA (section1Content)

Content Recommendation (homepage-features-right)

Industry targeted case study (homepage-testimonial)

Home Page Personalisation AreasLanding Page A/B Test for CTA

#1 - As Individuals

Create Segment Target CampaignsConfigure Landing

Page & SEO

Site Visit

Leaves Site

Industry: Financial ServicesRevenue: EnterpriseLocation: London, UKInterest: Lead Gen.

MarketoAd Bridge

Visitor

Facebook Display NetworkSites

Returns to site

Off site remarketing / retargeting

#2 - Based On What They Do

#4 – Directed Towards An Outcome

Remarket on

Segment + Behaviour

Gate content to

capture e-mail

Lead scoring &

interesting moments

#3 - Continuously Over Time

#5 – Everywhere They Are

Salesforce opportunity Multi-channel nurturing

for recycled leadsNew content, events &

nurture prgms

Questions?