what b2b marketers know and b2c marketers need to learn | phil fernandez – ceo, marketo
DESCRIPTION
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!).TRANSCRIPT
From Marketing AutomationTo Engagement MarketingPhil Fernandez
Chairman and CEO
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OPPORTUNITY CUSTOMER
LEAD?
Origins of Marketing Automation
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AWARENESS FRIEND
SEED NURTURING
KNOWN NAMES
PRO
SPEC
T
LEAD
LEAD NURTURING QUALIFICATION TO CLOSE
The Truth of Buying
CUSTOMEROPPORTUNITY
The Modern Digital / Mobile / Social World
Information:SCARCITY
Purchasing Power:SELLERS
Organizational Power:SALES
Information:ABUNDANCE
Purchasing Power:BUYERS
Organizational Power:MARKETING
THEN NOW
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
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Together, We call this Engagement Marketing
Personal
Durable
Directed
Individual
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Individual
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Personal
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Durable
Credit Card Mortgage Rates Life Insurance
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Directed
BUYEVALUATELEARNENGAGE
TRUSTENJOYBUY ADVOCATE
RENEWVALUEUSEOWN
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Ad Tech
EngagementMarketing
Thank You!
Phil [email protected]: philf1217