Weitere ähnliche Inhalte Ähnlich wie Dreamforce 2013 Marketing Technology Landscape (20) Kürzlich hochgeladen (20) Dreamforce 2013 Marketing Technology Landscape1. 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
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.
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
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
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
38. Unprecedented Changes in Buying Process
Purchase
THEN
NOW
Seller Contact
Purchase
Seller Contact
Page 38
© 2013 Marketo, Inc.
3
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.
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
57. “Half the money I
spend on advertising
is wasted;
the trouble is I don’t
know which half”
Page 57
© 2013 Marketo, Inc.
59. Unprecedented Changes in Buying Process
Purchase
THEN
Seller Contact
Purchase
NOW
Seller Contact
Page 59
© 2013 Marketo, Inc.
5
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.
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
86. 3 Take an ecosystem
perspective
Page 86
© 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