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The Rise of the New Marketer: The Economist’s Findings on Key Trends

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Marketo
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Did you know that 80% of all marketers say their organizations will need to undergo dramatic changes in the next 3-5 years in order to keep up with increased technical and consumer demands? Join Jeff Pundyk, GVP at The Economist, and Sanjay Dholakia, CMO at Marketo, to learn more about a recent survey conducted by The Economist Intelligence Unit of over 500 CMOs at blue chip companies including MasterCard, Virgin America, Wells Fargo and Zipcar. We will explore what is top of mind for these marketing executives and key trends including how: • Marketing will take the lead in owning the customer experience • Personalized engagement is becoming paramount to building lifelong relationships • Digital and data technologies will dominate marketing investment • Marketing will increasingly be seen less as a cost and more as a source of revenue

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The Rise of the New Marketer: The Economist’s Findings on Key Trends Jeff Pundyk GVP, Content Solutions The Economist Group Sanjay Dholakia CMO Marketo
The not-so- distant future of marketing.
Be bold.
In the beginning, there was the marketing funnel…
…Now there’s the always-on consumer-led economy.
29% say the need for change is urgent. More than 80% of marketing executives worldwide say they need to restructure marketing.
Be bold. Marketers point to fiveareas of dramatic change.
Be bold. Marketers point to six areasof dramatic change. 1. From cost center to source of revenue Four out of five companies will classify marketing as a revenue driver in 3-5 years.
Marketing expenditures now total $1 trillion globally *Source: McKinsey & Co. Three out of four CEOs agree: marketers “are always asking for more money, but can rarely explain how much incremental business this money will generate.*”
2. Lead the customer experience 75%of marketers say they will be responsible for the customer experience in 3-5 years.
3. A shift in customer engagement 78% relate engagement to sales 22% related engagement to brand
EBAY E-TRADE READINESS INDEX 12 4. Marketers need to retool first Top skills in demand: • Digital engagement • Marketing operations & technology • Strategy and planning
13 5. Digital anddata dominate investment 75% of investments focused on reaching customers through social, mobile and e-mail. 25% focused on analytics to knit together data from different channels.
Remember to be human And a sixth Don’t forget to be human. And I’ll throw in a sixth

More Related Content

The Rise of the New Marketer: The Economist’s Findings on Key Trends

  • 1. The Rise of the New Marketer: The Economist’s Findings on Key Trends Jeff Pundyk GVP, Content Solutions The Economist Group Sanjay Dholakia CMO Marketo
  • 4. In the beginning, there was the marketing funnel…
  • 5. …Now there’s the always-on consumer-led economy.
  • 6. 29% say the need for change is urgent. More than 80% of marketing executives worldwide say they need to restructure marketing.
  • 7. Be bold. Marketers point to fiveareas of dramatic change.
  • 8. Be bold. Marketers point to six areasof dramatic change. 1. From cost center to source of revenue Four out of five companies will classify marketing as a revenue driver in 3-5 years.
  • 9. Marketing expenditures now total $1 trillion globally *Source: McKinsey & Co. Three out of four CEOs agree: marketers “are always asking for more money, but can rarely explain how much incremental business this money will generate.*”
  • 10. 2. Lead the customer experience 75%of marketers say they will be responsible for the customer experience in 3-5 years.
  • 11. 3. A shift in customer engagement 78% relate engagement to sales 22% related engagement to brand
  • 12. EBAY E-TRADE READINESS INDEX 12 4. Marketers need to retool first Top skills in demand: • Digital engagement • Marketing operations & technology • Strategy and planning
  • 13. 13 5. Digital anddata dominate investment 75% of investments focused on reaching customers through social, mobile and e-mail. 25% focused on analytics to knit together data from different channels.
  • 14. Remember to be human And a sixth Don’t forget to be human. And I’ll throw in a sixth