what b2b marketers know and b2c marketers need to learn | phil fernandez – ceo, marketo

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From Marketing Automation To Engagement Marketing Phil Fernandez Chairman and CEO

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Buying Journeys. Relationships. Conversations. The idea of nurturing a customer from their first click through a purchase and beyond is all in a day’s job for a B2B marketer. So why is this relevant for today’s B2C marketer? Simply put – it’s all about the need for engagement. B2C marketers have spent more than a decade mastering the arts of display advertising, SEM, social activation, and “programmatic”. And maybe it worked; you got the click! But now what? Marketers must learn see that first instant of interaction as the start of a long term engaging conversation, not the successful end point of a traffic acquisition strategy. It turns out that B2B marketers, using today’s generation of marketing automation and engagement marketing applications, have gotten very good at building long-term engaging relationships with buyers spanning the full range of digital, social, and mobile channels. Marketo’s CEO and President Phil Fernandez share his insights on what B2C marketers can learn from their B2B colleagues (and maybe a few things that B2B marketers can learn too!).

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Page 1: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

From Marketing AutomationTo Engagement MarketingPhil Fernandez

Chairman and CEO

Page 2: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023

OPPORTUNITY CUSTOMER

LEAD?

Origins of Marketing Automation

Page 3: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023

AWARENESS FRIEND

SEED NURTURING

KNOWN NAMES

PRO

SPEC

T

LEAD

LEAD NURTURING QUALIFICATION TO CLOSE

The Truth of Buying

CUSTOMEROPPORTUNITY

Page 4: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

The Modern Digital / Mobile / Social World

Information:SCARCITY

Purchasing Power:SELLERS

Organizational Power:SALES

Information:ABUNDANCE

Purchasing Power:BUYERS

Organizational Power:MARKETING

THEN NOW

Page 5: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Requires Transformation in Marketing

Demographic Segmentation Behavioral Response

Mass Advertising 1:1 Communication

Point in Time Blasts Continuous Relationships

Few / Isolated Channels Many / Integrated Channels

Intuitive Decision-Making Data-Driven Marketing

THEN NOW

Page 6: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023

Together, We call this Engagement Marketing

Personal

Durable

Directed

Individual

Page 7: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023

Individual

Page 8: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023

Page 9: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023

Personal

Page 10: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023

Page 11: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023

Durable

Credit Card Mortgage Rates Life Insurance

Page 12: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023

Page 13: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Directed

BUYEVALUATELEARNENGAGE

TRUSTENJOYBUY ADVOCATE

RENEWVALUEUSEOWN

Page 14: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023

Page 15: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023

Ad Tech

EngagementMarketing

Page 16: What B2B Marketers Know and B2C Marketers Need to Learn | Phil Fernandez – CEO, Marketo

Thank You!

Phil [email protected]: philf1217