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The Era of Engagement Marketing

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The Era of Engagement Marketing


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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, SiriusDecisions and Forrester Marketing First Helping marketers master the art and science of digital marketing Unparalleled expertise 4,300 customers across 25 industries in 46 countries


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MARKETING FIRST


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THE FUTURE OF MARKETING


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The Quest of Every Marketing Team


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Today’s World 2900 Marketing & Sales Messages Per Day


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Buyers are Self-Directing Journeys 66% to 90% of a Buyer’s Journey Today is Self-Directed


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A Transformation in Customer Engagement Mass Marketing Focus on the message Transactional Marketing Focus on the upfront transactions Engagement Marketing Focus on long-term relationships


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ENGAGEMENT MARKETING


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FIVE PRINCIPLES


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Engage People: As Individuals #1


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Engage People: Based on What They Do #2


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Evaluate Purchase Adopt Grow


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Engage People: Directed Towards An Outcome #4


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Marketers do *not* create journeys… …customers do


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BUY RENEW ADVOCATE


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#5 Engage People: Everywhere They Are


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ENGAGEMENT MARKETING Build 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


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MARKETING FIRST Engagement will be the new basis of competitive advantage.


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REVENUE FUNNEL OPTIMISATION


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Attract Engage Close


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Attract Engage Close Drive more inbound website traffic Convert web visitors to leads Right message Right person Right time Accelerate the sales cycle Increase quality leads to sales Win more deals


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Plan, Measure & Optimise Attract Engage Close


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^ leads in funnel v time leads pass through the funnel ^ win rate, deal size & loyalty ^ productivity, v wasted spend ? Optimise Across The Funnel ?


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Attract Engage Close 70% Increase in inbound traffic 2X Lead to opportunity conversion 200% Increase in marketing driven revenue Plan & Measure 2 ? hours saved per day


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REVENUE FUNNEL OPTIMISATION …demo


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