Engaging Today's Digital Buyer

•

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

Business Actualités & Politique

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

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!

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

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

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

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

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

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?

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

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

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

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

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%

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

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

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

Accurately Tracking “Investment” vs. Budget

Track All Touches Across People, Over Time

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

…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

The Bottom Line: Everyone Can Market Like Amazon

Thank You!
Sanjay Dholakia
@sdholakia
#mktgnation
Questions?

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Insurance IoT is a social good! Because: 🔵 Expected losses can be reduced structured programs with both real-time mitigation actions to solve a specific situation, and behavioral change mechanisms to promote safer behaviors (both in personal and commercial lines) 🔵 Rate can be matched to risks better: - Smaller and more accurate pricing clusters allow a large part of profiles to receive a lower rate - Even with the ability to price the individual probability of loss (cluster of one) the insurance foundation isn’t canceled (The risk of each policy will contribute to the expected losses of the portfolio; The premiums paid by many lucky policyholders will be used to pay the claims of the few unlucky policyholders who had an accident in a period of coverage) 🔵 IoT data can be used to increase the effectiveness and efficiency of the claim process, so improving the combined ratio ceteris paribus ⏩ Large part of the policyholders will pay less (and portfolios currently difficult to insure will become more insurable) Insurance IoT (and telematics) is not about providing a discount Insurance IoT (and telematics) is about creating economic value using the data and sharing part of this value with policyholders (and agents & brokers) An integrated holistic adoption of the IoT paradigm is a game changer for your insurance business and a social good: ◾ it allows to improve the availability and affordability of insurance coverages ◾while allowing the sector to write a profitable business Below you can enjoy a selection of best practices in both personal and commercial lines - written with some of the IoT Insurance Observatory members - that have already started to obtain results from their IoT business transformation journeys

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Engaging Today's Digital Buyer

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

14.

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?

16.

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

21.

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

26.

27.

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

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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…

34.

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?

Engaging Today's Digital Buyer

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