what b2b marketers know and b2c marketers need to learn…
TRANSCRIPT
From Marketing Automationto Engagement MarketingPhil FernandezChairman and CEO
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
OPPORTUNITY CUSTOMER
LEAD?
Origins of Marketing Automation
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
AWARENESS FRIEND
SEED NURTURING
KNOWN NAMES
PRO
SPEC
T
LEAD
LEAD NURTURING QUALIFICATION TO CLOSE
The Truth of Buying
CUSTOMEROPPORTUNITY
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
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 5Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
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
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Together, We call this Engagement Marketing
Personal
Durable
Directed
Individual
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Individual
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Personal
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Durable
Credit Card Mortgage Rates Life Insurance
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
BUYEVALUATELEARNENGAGE
Directed
TRUSTENJOYBUY ADVOCATE
RENEWVALUEUSEOWN
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Ad Tech
EngagementMarketing