See the slides from Sanjay Dholakia's keynote presentation during the New Rules of Marketing Virtual Event on Sept. 19, 2013

2. Engaging Today’s Buyer in a Digital
World
Sanjay Dholakia
Chief Marketing Officer
Marketo, Inc.
@sdholakia

3. Hi, I’m Sanjay
Dholakia
@sdholakia
1. Have an 11 year old daughter and 4 year old son
2. 36 stitches in my head alone
3. Have been a consultant, GM of a public company,
CMO, CEO
4. But, am a marketer by DNA...I’m in the Nation!

4. The Rise of the Marketing Nation

5. ABUNDANCE
INFORMATION

6. THEN NOW
Information:
SCARCITY
Purchasing Power:
SELLERS
Organizational Power:
SALES
Information:
ABUNDANCE
Purchasing Power:
BUYERS
Organizational Power:
MARKETING
Unprecedented Changes in Buying

7. The New Rules of Marketing Engagement

8. Finding customers Being found
THEN NOW
The New Rules of Marketing Engagement
#1

9. Source: Adbusters, 2011

10. Don’t Find People; Help People Find You
vs
Use brains, not budget.

11. 3,000
tweets
136,000
views
Content Marketing Creates Pull & Affinity

12. Apply Science to Content

13. Finding customers Being found
Point in time blasts 1:1 Durable relationships
THEN NOW
The New Rules of Marketing Engagement
#1
#2

15. Hi, are you ready to buy?
Hi, now are you ready to buy?
Hi, how about now?
Hi, you must be ready to buy?
Hi again, are you ready to buy?
What about now?
Seriously, not ready yet?
Hi, are you ready to buy?

17. Welcome! Here’s what to expect
Check out this article
Here’s a cool video
See our latest offering
Share this with friends
Here’s what others like!
Download our new book
Happy birthday
Hi, are you ready to buy?
More cool content
Join us at our event
You like X, check out Y
Fun ways to learn more
Take this survey
You haven’t bought yet, here’s a 10%
discount
Conversations, not campaigns

18. Creating Conversations at Scale

19. Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3

20. More Targeted Sends are More Engaging
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
EngagementScore
Email Delivered
Source: Marketo research

22. “Who I am is less important than what I do”

23. Trigger & communicate based on behavior

24. Triggered Nurture Standard Nurture Lift
Open % 34.0% Open % 21.7% 57%
Click to Open % 37.1% Click to Open % 23.4% 59%
Click % 12.6% Click % 5.1% 147%

25. Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4

28. Communicate Across Channels

29. Reach&Engagement
SocialLift
SocialLift
SocialLift
SocialLift
SocialLift
Landing
Pages
Website Facebook
Pages
Online Ads Email
SocialLift
Events
Integrate Channels…and Engage the Crowd

30. Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4
Intuitive decision making Owned, big time series data#5

32. Why Measuring Return is Hard
• Multiple touches. Seven touches
needed to convert into a sale
• Multiple influencers. Typical buying
process has 5-21 people involved

33. But, now we have the technology…

35. Accurately Tracking “Investment” vs. Budget

36. Track All Touches Across People, Over Time

37. See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle Analytics

38. The Summary…

39. Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
It’s a new world, with new rules…
#1
#2
#3
#4
Intuitive decision making Owned, big time series data#5

40. …and new solutions
Customer System
of Record REVENUE
EFFECTIVENESS
Drive conversion to sale
• Prospect Prioritization
• Offer Prioritization
• Social Selling
• Productive Prospecting
RELATIONSHIP
MARKETING
Lifetime dialog with
customers based on
behaviors and interest
• Nurturing and Scoring
• Email Marketing
• Marketing Automation
• Event Marketing
• Customer Engagement
INBOUND
MARKETING
Ensure potential
customers can find you
• Content Marketing
• SEO / SEM
• Social Campaigns
• Landing Pages
ANALYTICS &
MEASUREMENT
Understand impact of
marketing and optimize
marketing investments
• Budgeting & Planning
• Spend Analysis
• Cross-program Allocation
• Opportunity Analysis
• Revenue Attribution
MARKETO DIGITAL MARKETING PLATFORM

41. The Bottom Line: Everyone Can Market Like Amazon

42. Thank You!
Sanjay Dholakia
@sdholakia
#mktgnation
Questions?