Tomorrow's Marketer. Liz Smyth, AVP at Marketo

1. TOMORROWS
MARKETER
@Marketo @LizSmyth

2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 3/10/2016
YOUR
CUSTOMERS
The Quest of Every
Revenue Team

3. Source: Adbusters

5. Buyers are Self-Directing Journeys
66% to 90%
of a Buyer’s Journey
Today is Self-Directed

6. Buyer-Driven Seller-Driven
Need Car
Ask
Friends
Visit
Showroom
Buying
Decision
Buy
Car

7. Tomorrow’s Marketer is Driving a Transformation in
Customer Engagement
Mass
Marketing
Focus on the
message
Transactional
Marketing
Focus on the
upfront
transactions
Engagement
Marketing
Focus on
long-term
relationships

8. What does this
transformation look like?

9. Interviews with leading global
CMOs and Marketing Scholars
Global survey of 500 senior marketing
executives including 140 in Europe
Western Europe survey of 250
client-side marketers
Our Studies

10. 29%
SAY THE NEED FOR CHANGE IS URGENT.
>80%
of marketing executives worldwide say
they need to restructure marketing.

11. Tomorrow’s Marketer is
writing new rules…

13. #1 area of investment for marketing
executives worldwide is the shift to
digital marketing and engagement

14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 3/10/2016
Engage People:
As Individuals
#1

16. 81% of marketing executives worldwide
say they must use data to drive to better
connect with customers

17. Page 17© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Engage People:
Based on What
They Do
#2

19. More than 75% of marketing executives
worldwide say they will be expected to
manage the end-to-end customer lifecycle

20. Page 20
Engage People:
Continuously Over Time
#3
Evaluate
Purchase
Adopt
Grow

22. More than 78% of marketing executives
worldwide say that “engagement” is about
revenue and repeat purchases – not, about brand
awareness and advertising
80%of companies will classify marketing
as a revenue driver instead of a cost centre.

23. Engage People:
Directed Towards An Outcome
#4

25. Abandon channel-centric
silos. Build speed and
flexibility through cross-
functional teams
Reach across
organizational boundaries
to drive the customer
experience
Build teams with new skill
sets that can understand
and engage customers
across all channels

26. #5 Engage People: Everywhere They Are

28. Tomorrow’s Marketer
Driving Engagement
Engagement will be the new basis of
competitive advantage.

29. ENGAGEMENT MARKETING
Build personalized and lifelong relationships
#1 – As Individuals
#2 – Based On What They Do
#3 – Continuously Over Time
#4 – Directed Towards An Outcome
#5 – Everywhere They Are

30. Thank
YOU
Liz Smyth
Area Vice President Marketing
@LizSmyth | lizS@marketo.com