Every company has the same mission: to maximize their value. But your most valuable asset isn’t your product, or your branding, or even your team – it’s your customers. The most successful companies succeed because they excel during each stage of the customer lifecycle: in acquiring new buyers, in growing their lifetime value, and in converting them into advocates.
And today, it's on marketers to become stewards of the customer journey, and to build bonds with customers wherever they are — whether that means engaging on social media, presenting a unified experience across devices, or personalizing content and communications. That's why Marketo has developed a strategy for you — a strategy that we call "engagement marketing."
Engagement marketing is about connecting with people:
• As individuals
• Based on what they do
• Continuously over time
• Directed towards an outcome
• Everywhere they are
In this ebook, Marketo defines each of those five principles, and show you what an engagement marketing strategy truly looks like.