TOMORROWS MARKETER

@Marketo @LizSmyth

Page 2 Marketo Proprietary and Confidential | © Marketo, Inc. 3/10/2016

YOUR CUSTOMERS

The Quest of Every Revenue Team

Source: Adbusters

Buyers are Self-Directing Journeys

66% to 90% of a Buyer’s Journey Today is Self-Directed

Buyer-Driven Seller-Driven

Need Car Ask

Friends Visit

Showroom Buying

Decision Buy Car

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

What does this transformation look like?

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

29%

SAY THE NEED FOR CHANGE IS URGENT.

>80%

of marketing executives worldwide say they need to restructure marketing.

Tomorrow’s Marketer is writing new rules…

#1 area of investment for marketing

executives worldwide is the shift to

digital marketing and engagement

Page 14 Marketo Proprietary and Confidential | © Marketo, Inc. 3/10/2016

Engage People: As Individuals

#1

81% of marketing executives worldwide

say they must use data to drive to better

connect with customers

Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential

Engage People: Based on What They Do

#2

More than 75% of marketing executives

worldwide say they will be expected to

manage the end-to-end customer lifecycle

Page 20

Engage People: Continuously Over Time

#3

Evaluate

Purchase

Adopt

Grow

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.

Engage People: Directed Towards An Outcome

#4

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

#5 Engage People: Everywhere They Are

Tomorrow’s Marketer

Driving Engagement

Engagement will be the new basis of

competitive advantage.

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

Thank YOU

Liz Smyth Area Vice President Marketing

@LizSmyth | lizS@marketo.com