Roundtable presentation by Alesha Godinho, Enterprise Engagement Manager, Marketo ANZ, at CXO Leaders Summit Melbourne 2019.

1. A LES H A G O DINH O
The Relationship Era –
Don’t Market to Strangers

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S T E V E L U C A S , M A R K E T O C E O
“This is a world where everyone and everything is
connected, fundamentally shifting the relationships
between buyers and sellers. It is a product of the
ongoing digital transformation that businesses feel
so acutely.

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B2B vs B2C
#human2human

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# h u m a n 2 h u m a n
IT’S ABOUT RELATIONSHIPS,
IT’S ABOUT EXPERIENCES

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Understand your buyer’s journey
#human2human
01

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COLLABORATION
SELECTION
PURCHASE
ONBOARD
Deliver /
Initiate
MATURE
Develop /
Participate
RENEW
Retain and
Actualize
EXPANDREFER
ADVOCATE
Grow /
Advocate
AWARENESS
RESEARCH OUTREACH

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CUSTOMER LIFECYCLE
A D E E P E R U N D E R S T A N D I N G O F I M P A C T
PEOPLE MEASUREMENT COMMUNICATIONS SYSTEMS AND DATA
What does a complete lifecycle
look like?
Who interacts with the customer
in each segment of the loop?
How do marketing, sales and call
center work together across the
loop?
Where are the handoffs?
Efficacy of entry points
$ investment pre sales
Conversion
Entry points
Marketing touches
Sales touches
Support interaction
Billing interaction
Customer community touches
What systems provide direct contact
with customers?
Where are customers providing first
time data or data updates?
Where is customer data stored?
What data could be used as triggers
or for personalisation?

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Why wait until I download a
brochure to hit me up with
automated comms?
Why wait until Day
14 to figure out if
I’m sales ready?
Don’t you already
have a lead score?
Why wait if I am ready or
engaging now?
What stage of the
buying cycle is this
content aligned
with?
If you really listened,
you could have sent
me this on Day 1!
Time kills deals.
COMPLETE BROCHURE
FORM
AUTO RESPONSE –
Email 1
WAIT 8 DAYS – Email
2
DAY 14 DAY 21
DAY 14 DAY 21
SALES
READY
NURTURE MUESLI

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Unify Data
#human2human
02

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Alex Olson
Head Of Procurement
Vandelay Industries
Melbourne, VIC
• Married with one child
• Enjoys golfing, fine dining and water
sports
• Holidays 2 times per year
• The organization he works at is a great fit
for our offering.

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12. STILL DON’T HAVE DATA?
CRM
EDW
FINANCE/BI
LLING
WEBSITE
POS
LOYALTY
E-COMMERCE
2nd Party
Data
3rd Party DataMAP

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Personalise
#human2human
03

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I n E p s i l o n ’s s u r v e y o f c o n s u m e rs a g e d 1 8 - 6 4 ,
8 0 % o f r e s p o n d e n t s s a i d t h a t t h e y ’r e m o r e l i ke l y
t o d o b u s i n e s s w i t h a c o m p a n y i f i t o f fe rs
p e rs o n a l i s e d e x p e r i e n c e s . 80%

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2 0 1 9 P E R S O N A L I S A T I O N N O R M S
DATA DRIVEN CAMPAIGNS
01

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2 0 1 9 P E R S O N A L I S A T I O N N O R M S
PERSONALISED CONTENT
?

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CONSISTENT ACROSS CHANNELS
ENT MESSAGING AND CASE STUDIES
2 0 1 9 P E R S O N A L I S A T I O N N O R M S
03

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2 0 1 9 P E R S O N A L I S A T I O N N O R M S
Hi {First Name} is now table stakes…

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The journey never ends
#human2human
05

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“
5-20%
60-70%
T h e p r o b a b i l i t y o f s e l l i n g t o a n
e x i s t i n g c u s t o m e r i s 6 0 - 7 0 % , w h i l s t
t h e p r o b a b i l i t y o f s e l l i n g t o a n e w
p r o s p e c t i s a s l i t t l e a s 5 - 2 0 %
( M a r k e t i n g M e t r i c s )

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A D D V A L U E F R O M T H E S T A R T O F W H A T S H O U L D
B E A L O N G A N D V A L U A B L E R E L A T I O N S H I P
BEGIN WITH THE END IN MIND

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N O T A L L C O N T E N T I S K I N G
CONTENT SEGMENTATION
& THOUGHT LEADERSHIP
Don’t Sell
Exclusive Content
Knowledge is Power

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It’s a new dawn, it’s a new day,
and your email’s feeling good
Turn customers
to advocates

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Understand your buyer’s journey
Unify Data
Personalise
The journey never ends
01
02
03
04

25. EXEC ALIGNMENT
O N E T E A M ,
O N E D R E A M

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CRAWL WALK RUN
Level 1
Level 2
Level 3
Point in Time, Single
Channel Campaigns
Personalized, Automated
Campaigns
Scalable,
Strategic Engagement
Gaining momentum with
prospects & customers. Finding
out what works. Seeing positive
benefits. Building momentum
internally. Measuring & analyzing
campaign performance.
Recognizing inefficiencies of
current state. Primarily email
only, maybe some events. Ad
hoc reporting.
Organization and processes now
aligned supporting targeting &
personalisation. Automated
communication across channels.
Mature reporting includes program
performance. Occasional attribution
of revenue to marketing programs.
Strategic planning occurs across the
organization. 1:1 communication
across a customer’s lifecycle.
Listening & responding to
customers’ needs & desires. Clear
understanding as to program
objectives and outcomes of
marketing generated revenue.
Lifelong Relationships
Across Multiple Channels
A C C E L E R A T I N G Y O U R S U C C E S S
Level 4

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ENGAGEMENT MATURITY
A C C E L E R A T I N G Y O U R S U C C E S S

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“By 2020 customers will manage 85% of their relationship
with a business without talking to a human being.
Gartner

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