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Engagement Marketing: Winning in the Digital Age

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Engagement Marketing: Winning in the Digital Age Robin Bordoli GM, Consumer Marketing Marketo October 21st, 2014


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You the Marketer


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Business Marketer vs Consumer Marketer


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Engage < 1m people vs Engage > 1m people


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Practitioner vs Leader


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Acquisition vs Engagement


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1. SuperProfile 2. Forrester 3. Edelman Research


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So what should a marketer do?


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So what should a marketer do?


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Eat food, mostly plants, not too much


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Build long-term personalized relationships with your customers


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Build long-term personalized relationships with your customers


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Campaign X


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Campaign X “The future is already here. It’s just not very evenly distributed. ” - William Gibson


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Market like Amazon


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“Insanity is doing the same thing over and over again and expecting a different result”


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Engage Customers: 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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#1 As individuals


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When it comes to marketing, nobody wants to get blasted


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#2 Based on what they do


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#3 Continuously over time


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#4 Wherever they are


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BUY EVALUATE LEARN ENGAGE #5 Always directed towards a goal TRUST ENJOY BUY ADVOCATE RENEW VALUE USE OWN


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#6 With measurable impact


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#7 At the speed of digital


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Engage Customers: 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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CUSTOMER You need modern innovative technology…


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… but also your “Trusted Guide”


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Marketing First


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Lifecycle Nurturing Intelligent Campaign Workflow Behavioral Personalization Coordinated Planning Coordinated Management Multi-Touch Attribution Lifelong & personalized relationships across channels with proven impact at scale Behavioral Nurturing Social Share & Sign-on Multi-channel Personalization Personalized conversations across channels with proven impact Basic Marketing Automation Database Segmentation Basic Customer Scoring Continuous conversations across channels Strategic Value Marketing Maturity Engagement Marketing Maturity Journey Email Marketing Landing Page Creation Point in time single channel campaign optimation


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50,000 Marketers in the Marketing Nation Best Practices Launchpacks & Marketing Sprints Marketo Certification Learning Passports Unparalleled Thought Leadership Marketo Institute Definitive Guides and award winning blog Marketing Nation Summit Community 50,000 users User groups in 32 cities globally Marketo University Consultants & Experts Global coverage Outstanding Rated by TSIA Agencies & Preferred Service Partners Deepest expertise to drive your long-term success


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Engage Customers: 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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