Steve Lucas - Engage to Win: A Blueprint for Success in the Engagement Economy

Praise for Engage to Win

To be successful in the Engagement Economy, todays marketer must understand the new digital landscape. This means engaging with todays buyers and prospects with relevance in every interaction with your brand. In Engage to Win, Steve Lucas introduces a brilliant three-step process for modern engagementListen, Learn, and Engage. Engage to Win is a must-read for companies looking to succeed.

Stephen Yeo, Director of Marketing, Panasonic Europe

Urgent, actionable insights from the front lines of our revolution. Marketing is never going to be the same, and Steve Lucas wants to help you see our new future.

Seth Godin, author, Linchpin

Winners in todays digital economy build authentic brands that consistently engage their customers through contextually relevant and authentic experiences. Market success requires an Engagement Economy mindset.

R. Ray Wang, Principal Analyst & Founder, Constellation Research, Inc.

The most successful companies go beyond simply understanding who their customers are to focus on identifying both preferences and priorities. Engage to Win dives deeper into this concept by delivering strategic guidance for how to execute this approach.

Jamie Gutfreund, Global Chief Marketing Officer, Wunderman

Its paradoxical how digitization has simplified so much but also resulted in massive complexity of choice and demands for our finite level of attention. The approach Steve Lucas sets out can help marketers be more impactful by moving from simply being the loudest to being the most relevant and engaging voice.

Glenn Thomas, Chief Marketing Officer, GE Healthcare

Successful, agile marketers are constantly focused on driving meaningful digital engagement with their customers. Engage to Win demonstrates how sharp marketers can engage more deeply across digital channels to ensure customers remain loyal across all micro moments.

Kevin Wordon, Chief Digital Officer, Retail Food Group

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Print ISBN: 978-162634-498-3

eBook ISBN: 978-1-62634-499-0

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First Edition

Dedicated to our customers, partners, the passionate team of marketers at Marketo, and my family, whom I treasure.

CONTENTS

FOREWORD

Ive been a marketer for more than twenty years. In that time, the tools and responsibilities of the marketing role have shifted, but the backbone of our craft has remained the sameto connect consumers with brands. The rise of digital has radically shifted what this looks like. First, there were new channels: new places to reach consumers. Then, there were new technologies: new ways to reach consumers. This shift can be overwhelming, making it imperative that marketers look to partners that can help them navigate this new digital landscape.

One such partner is Marketo. During my time on the companys board, it became clear that Marketo wasnt only thinking about the technology that todays marketers are using, but how marketers and their companies can rethink the idea of connection. And, as Ive learned during my time leading marketing for brands such as KidZania, Nintendo, Yahoo!, and Frito-Lay, connection and true engagement form the basis of successful organizations in this new digital age.

The concept of engagement that Steve lays out in the following pages resonated with me most, because it goes beyond the traditional buyer-seller dynamic. In writing my own book, Fit Matters, I sought to solve the dilemma of fit between employees and organizations. When employees feel disengaged at work, theyre not set up for success. Its about the employees knowing what they need but also about employers understanding how best to engage them. Youll find a similar concept within Engage to Win; marketers and their organizations cannot expect to be successful until they understand the needs of their customers, prospects, partners, and employees.

Thats why this book, and the idea of engagement as a driver of business success, resonates so significantly with me. I commend Steve for tackling this important topic and for emphasizing that engagement isnt just about buyers and sellers; its about everyone. Steve addresses the topic from a unique perspective, having spent more than twenty-five years at enterprise software companies that engage a wide variety of stakeholders.

As you read through the following pages, youre going to be introduced to a new model for how marketers can not only exist but thrive in a new hyper-digital worldone founded on engagement. This digital era demands that marketers understand the science of marketing in order to scale and succeed, which is why Steves direction on technology, metrics, and skill sets should be required reading for todays marketers.

I am thrilled to endorse this book and congratulate you on taking the first step on your own journey to Engage to Win.

Cammie Dunaway, Global CMO, Board Member, and author of Fit Matters: How to Love Your Job

PROLOGUE

This is all we do.

Before reading this book, it is fair of you to ask, So, who is this guy, and why should I believe what he has to say?

There are four reasons. Lets start with me and work outward to discuss Marketo.

Point number one. For the last twenty-plus years, I have become somewhat of an expert in data analysis and analytics. Ive even authored multiple books on the topic. In all that time, what Ive learned most about data analytics is that most people dont focus on data analytics.

The reality is that, as human beings, most of the time, we seek out information that validates our preconceived notions, not information that brings truth to a conversation, because thats often uncomfortable.

That leads us to point number two. Im the CEO of the worlds largest independent marketing automation technology brand, Marketo. Our company is solely focused on creating marketing solutions