Dreamforce 2013 Marketing Technology Landscape
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In this Dreamforce 2013 session, Brian Anderson of Luma Partners and Robin Bordolli of Marketo explore the near future of marketing and what you need to know to prepare for it.
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Dreamforce 2013 Marketing Technology Landscape
- 1. A Perspective on the Marketing Technology Landscape: Making Sense of the Mayhem Brian Andersen | LUMA Partners Robin Bordoli | Marketo © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 2. Brian Andersen Partner at LUMA Partners @LUMA_Partners Page 2 © 2013 Marketo, Inc.
- 3. Discussion Agenda • • • • • The (Near) Future of Marketing The Sales & Marketing Lifecycle The Marketing LUMAscape Demystified Happening Now: Real-World Examples Marketo’s response to the Marketing Mayhem Page 3 © 2013 Marketo, Inc.
- 4. The (Near) Future of Marketing 1. Integration: Data to enable cross-channel and multi-stage marketing Page 4 © 2013 Marketo, Inc.
- 5. The (Near) Future of Marketing 1. Integration: Data to enable cross-channel and multi-stage marketing 2. Personalization: Dynamic, personalized content across touch points Page 5 © 2013 Marketo, Inc.
- 6. The (Near) Future of Marketing 1. Integration: Data to enable cross-channel and multi-stage marketing 2. Personalization: Dynamic, personalized content across touch points 3. Migration/Automation: B2B marketing methodologies migrate to B2C Page 6 © 2013 Marketo, Inc.
- 7. Sales & Marketing Lifecycle: B2B Marketing Execution Sales Execution (B2B) Dashboard Business Intelligence Marketing Planning Support Upsell Financial Systems Other Page 7 © 2013 Marketo, Inc.
- 8. Sales & Marketing Lifecycle: B2B Upsell Other Page 8 © 2013 Marketo, Inc.
- 9. Sales & Marketing Lifecycle: B2C (Online) Marketing Planning Marketing Execution Website Support Upsell Page 9 © 2013 Marketo, Inc.
- 10. Sales & Marketing Lifecycle: B2C (Online) Marketing Execution Website Dashboard Business Intelligence Marketing Planning Support Upsell Financial Systems Other Page 10 © 2013 Marketo, Inc.
- 11. Data is Enabling Cross-Channel Advertising… Search Display Content Mktg Social DATA Video Email Mobile Page 11 © 2013 Marketo, Inc.
- 12. … And is Integrating the Customer Touchpoints Advertising Lead Generation Email DATA Commerce Loyalty Support Page 12 © 2013 Marketo, Inc. Content Mgmt
- 13. Integration of the Customer Lifecycle (B2C) Brand Advertising Awareness DR Advertising Intent Retargeting Lead DATA Website Sale Lead Gen Content Mgmt Commerce Email Retention Reactivation Page 13 © 2013 Marketo, Inc. Support Loyalty DATA Consideration
- 14. Integration of the Customer Lifecycle (B2C) Brand Advertising Awareness DMP DR Advertising Intent Retargeting Lead DATA Website CRM Sale Email (user) Retention Reactivation Page 14 © 2013 Marketo, Inc. Lead Gen Content Mgmt Commerce Support Loyalty DATA Consideration (cookie)
- 15. Integration of the Customer Lifecycle (B2B) Brand Advertising Awareness DR Advertising Intent Retargeting Lead DATA Website Email CRM Sale (user) Retention Reactivation Page 15 © 2013 Marketo, Inc. Lead Gen Content Mgmt Commerce Support Loyalty DATA Mktg Consideration Auto
- 16. Integration of the Customer Lifecycle Awareness DR Advertising Intent Retargeting Lead DATA Website Sale Lead Gen Content Mgmt Commerce Email Retention Reactivation Page 16 © 2013 Marketo, Inc. Support Loyalty DATA Consideration
- 17. Page 17 © 2013 Marketo, Inc.
- 18. Page 18 © 2013 Marketo, Inc.
- 19. Page 19 © 2013 Marketo, Inc.
- 20. Page 20 © 2013 Marketo, Inc.
- 21. Page 21 © 2013 Marketo, Inc.
- 22. Page 22 © 2013 Marketo, Inc.
- 23. Happening Now: Omni-channel Marketing Desktop Email In–store Page 23 © 2013 Marketo, Inc. Mobile
- 24. Happening Now: Omni-channel Marketing Email to Website Page 24 © 2013 Marketo, Inc. Email to Website
- 25. Happening Now: Omni-channel Marketing Display to Website Page 25 © 2013 Marketo, Inc.
- 26. Robin Bordoli VP Partner Ecosystems at Marketo @Marketo Page 26 © 2013 Marketo, Inc.
- 27. Page 27 © 2013 Marketo, Inc.
- 28. Presentation Flow • LUMA “Themes” for Marketing Technology • • • • Integration of the customer lifecycle • • • • Lifecycle: high level “Funnel slides” – generic “Funnel slides” with names Technology examples of the above • • Data: the enabler for cross-channel and multi-stage marketing Consumers to experience dynamic, personalized content across all touch points Technologies developed for B2B to move into B2C marketing Some case studies that support the above Marketo slides • Page 28 © 2013 Marketo, Inc. Marketo Launchpoint
- 29. Page 29 © 2013 Marketo, Inc.
- 30. Page 30 © 2013 Marketo, Inc.
- 31. Page 31 © 2013 Marketo, Inc.
- 32. Page 32 © 2013 Marketo, Inc.
- 33. Page 33 © 2013 Marketo, Inc.
- 34. 3 suggestions… Page 34 © 2013 Marketo, Inc.
- 35. Presentation Flow • LUMA “Themes” for Marketing Technology • • • • Integration of the customer lifecycle • • • • Lifecycle: high level “Funnel slides” – generic “Funnel slides” with names Technology examples of the above • • Data: the enabler for cross-channel and multi-stage marketing Consumers to experience dynamic, personalized content across all touch points Technologies developed for B2B to move into B2C marketing Some case studies that support the above Marketo slides • Page 35 © 2013 Marketo, Inc. Marketo Launchpoint
- 36. 1 Accept buyers are in control Page 36 © 2013 Marketo, Inc.
- 37. Page 37 © 2013 Marketo, Inc.
- 38. Unprecedented Changes in Buying Process Purchase THEN NOW Seller Contact Purchase Seller Contact Page 38 © 2013 Marketo, Inc. 3
- 39. think about your own buying experiences.. Page 39 © 2013 Marketo, Inc.
- 40. Page 40 © 2013 Marketo, Inc. 4
- 41. Page 41 © 2013 Marketo, Inc. 4
- 42. Showrooming Page 42 © 2013 Marketo, Inc.
- 43. Showrooming is the practice of examining merchandise in a physical store without purchasing it, but then shopping online to find a lower price for the same item Page 43 © 2013 Marketo, Inc.
- 44. Showrooming is the practice of examining merchandise in a physical store without purchasing it, but then shopping online to find a lower price for the same item Page 44 © 2013 Marketo, Inc.
- 45. Showrooming is the practice of examining merchandise in a physical store without purchasing it, but then shopping online to find a lower price for the same item Page 45 © 2013 Marketo, Inc.
- 46. £500M walked out of UK retailers stores in the last weekend before Christmas 2012 Page 46 © 2013 Marketo, Inc.
- 47. 156% growth in Showrooming Page 47 © 2013 Marketo, Inc.
- 48. Page 48 © 2013 Marketo, Inc.
- 49. Page 49 © 2013 Marketo, Inc.
- 50. Buyers take different paths Page 50 © 2013 Marketo, Inc.
- 51. Buyers don’t hang out in just one place Page 51 © 2013 Marketo, Inc.
- 52. “Here, There and Everywhere” Page 52 © 2013 Marketo, Inc.
- 53. john.doe@companyxyz.com www.facebook.com/john.doe www.linkedin.com/in/jdoe @johndoe 1 person or 4 people? How do I have a single conversation? Page 53 © 2013 Marketo, Inc.
- 54. Presentation Flow • LUMA “Themes” for Marketing Technology • • • • Integration of the customer lifecycle • • • • Lifecycle: high level “Funnel slides” – generic “Funnel slides” with names Technology examples of the above • • Data: the enabler for cross-channel and multi-stage marketing Consumers to experience dynamic, personalized content across all touch points Technologies developed for B2B to move into B2C marketing Some case studies that support the above Marketo slides • Page 54 © 2013 Marketo, Inc. Marketo Launchpoint
- 55. Multi Channel Relationship Platform Customer System of Record Page 55 © 2013 Marketo, Inc. 5
- 56. 2 Measure marketing spend by revenue impact Page 56 © 2013 Marketo, Inc.
- 57. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half” Page 57 © 2013 Marketo, Inc.
- 58. A healthy CFO to CMO relationship? Page 58 © 2013 Marketo, Inc. 5
- 59. Unprecedented Changes in Buying Process Purchase THEN Seller Contact Purchase NOW Seller Contact Page 59 © 2013 Marketo, Inc. 5
- 60. Unprecedented Changes in Buying Process Purchase NOW Seller Contact Page 60 © 2013 Marketo, Inc. 6
- 61. Measuring Revenue Impact MULTI TOUCH ATTRIBUTION NOW X X X X X X Purchase Seller Contact $$ Buyer touches Page 61 © 2013 Marketo, Inc. 6
- 62. Page 62 © 2013 Marketo, Inc.
- 63. Page 63 © 2013 Marketo, Inc.
- 64. Presentation Flow • LUMA “Themes” for Marketing Technology • • • • Integration of the customer lifecycle • • • • Lifecycle: high level “Funnel slides” – generic “Funnel slides” with names Technology examples of the above • • Data: the enabler for cross-channel and multi-stage marketing Consumers to experience dynamic, personalized content across all touch points Technologies developed for B2B to move into B2C marketing Some case studies that support the above Marketo slides • Page 64 © 2013 Marketo, Inc. Marketo Launchpoint
- 65. 3 Take an ecosystem perspective Page 65 © 2013 Marketo, Inc.
- 66. Random collection or connected? Page 66 © 2013 Marketo, Inc.
- 67. Random collection or connected? Page 67 © 2013 Marketo, Inc.
- 68. INTERDEPENDENCE Page 68 © 2013 Marketo, Inc.
- 69. Everything is connected through the Carbon Cycle Page 69 © 2013 Marketo, Inc.
- 70. Carbon Cycle Page 70 © 2013 Marketo, Inc. = Data Cycle
- 71. Buying signal Buyer score Page 71 © 2013 Marketo, Inc.
- 72. Ecosystem of 200+ Marketing Solutions Page 72 © 2013 Marketo, Inc.
- 73. Ecosystem of 170+ Marketing Solutions Page 73 © 2013 Marketo, Inc.
- 74. Ecosystem of 170+ Marketing Solutions Page 74 © 2013 Marketo, Inc.
- 75. Ecosystem of 170+ Marketing Solutions Page 75 © 2013 Marketo, Inc.
- 76. Ecosystem of 170+ Marketing Solutions Page 76 © 2013 Marketo, Inc.
- 77. launchpoint.marketo.com Page 77 © 2013 Marketo, Inc.
- 78. So to recap.. Page 78 © 2013 Marketo, Inc.
- 79. Page 79 © 2013 Marketo, Inc.
- 80. Page 80 © 2013 Marketo, Inc.
- 81. Presentation Flow • LUMA “Themes” for Marketing Technology • • • • Integration of the customer lifecycle • • • • Lifecycle: high level “Funnel slides” – generic “Funnel slides” with names Technology examples of the above • • Data: the enabler for cross-channel and multi-stage marketing Consumers to experience dynamic, personalized content across all touch points Technologies developed for B2B to move into B2C marketing Some case studies that support the above Marketo slides • Page 81 © 2013 Marketo, Inc. Marketo Launchpoint
- 82. 1 Accept buyers are in control Page 82 © 2013 Marketo, Inc.
- 83. Multi Channel Relationship Platform Customer System of Record Page 83 © 2013 Marketo, Inc. 8
- 84. 2 Measure marketing spend by revenue impact Page 84 © 2013 Marketo, Inc.
- 85. Page 85 © 2013 Marketo, Inc.
- 86. 3 Take an ecosystem perspective Page 86 © 2013 Marketo, Inc.
- 87. Ecosystem of 200+ Marketing Solutions Page 87 © 2013 Marketo, Inc.
- 88. Presentation Flow • LUMA “Themes” for Marketing Technology • • • • Integration of the customer lifecycle • • • • Lifecycle: high level “Funnel slides” – generic “Funnel slides” with names Technology examples of the above • • Data: the enabler for cross-channel and multi-stage marketing Consumers to experience dynamic, personalized content across all touch points Technologies developed for B2B to move into B2C marketing Some case studies that support the above Marketo slides • Page 88 © 2013 Marketo, Inc. Marketo Launchpoint
- 89. Thank you! © 2013 Marketo, Inc. Marketo Proprietary and Confidential