Post on 20-Aug-2015
We will start shortly. Meanwhile, how many words can you find? Each word must contain the central M and no letter can be used twice. The letters do not have to be connected. Proper nouns are not allowed. There is at least one nine letter word.
W I E
H M L
A E N
How to Buy, Implement, and Succeed with Marketing Automation
We will start shortly. Meanwhile, how many words can you find? Each word must contain the central M and no letter can be used twice. The letters do not have to be connected. Proper nouns are not allowed. There is at least one nine letter word.
W I E
H M L
A E N
How to Buy, Implement, and Succeed with Marketing Automation
How to Buy, Implement, and Succeed with Marketing Automation
#RevEngine @jonmiller
Hi, I’m Jon MillerSubscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia2. I have a Top-Secret “Q” Clearance3. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff4. My first child was born the same month that
we incorporated Marketo
#RevEngine @jonmiller
Today’s Topics
• Factors to consider when choosing a marketing automation platform
• The right process for purchasing your ideal solution
• How to maximize the impact of marketing automation
• What the future of marketing automation looks like
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Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides/recording • Twitter hashtag: #DG2MA
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Factors to Consider When Selecting Marketing
Automation
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Marketing automation is a• Technology that
streamlines and automates marketing tasks
• so companies can • increase operational
efficiency and • grow revenue faster
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#RevEngine @jonmiller
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“Plan for growth. No matter how carefully you define your needs, they’ll evolve in ways you don’t expect. You need a vendor that is likely to support future needs, whatever they may be. So look beyond for specific features for flexibility and a history of product improvement.” – David Raab, marketing automation expert
Easy
Powerful
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Other Factors to Consider
Implementation & Ramp-up• How long does it take to get live at a basic level? A medium level? An advanced level? • Do you provide training live or on-demand?• What skills will my users need? Service & Support• What’s your service level agreement for technical support?• How will you help expose our users to new marketing ideas and best practices?• How active is your online community? How quickly will I get answers?• Who are your key service partners? Who provides strategy and process design,
change management, and technical integration support?• What third-party products integrate with your platform? How broad is your partner
ecosystem? Likelihood for Long-Term Success• What kind of ongoing costs and resources should I expect?• Is your company viable in the long run? What funding and capital do you have?
What’s your growth rate?• How well does your product roadmap align with my future needs?
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Buying Marketing Automation
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1. Write down your goals for the project
Credit: Sanitaryum
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3. Evaluate potential vendors against your scenarios
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4. Talk to references
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5. Choose! Focus on value, not cost.
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Getting Successful with Marketing Automation
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Don’t Leave Your Ferrari In the Garage
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Marketing Automation Maturity
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Marketing Automation Maturity
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Marketing Automation Maturity
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Marketing Automation Maturity
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Impact of Maturity on Revenue / ROI
Target revenue plan achieved: last 12 months
Source: Marketo Benchmark on Revenue Performance as of Sept 15, 2012 (N=489)
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Strategy and Process
“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency.
The second is that automation applied to an inefficient operation will magnify the inefficiency.”
- Bill Gates
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Strategy and Process
Sales and Marketing Alignment
Measurement and Metrics
Data Quality
• What defines a sales-ready lead?
• How does your lead qualification team prioritize their time?
• How will nurture leads leads that are not yet ready?
• How will you recycle sales leads that don’t move forward?
• What service level agreements (SLAs) will you have for lead follow-up?
• What key metrics do you report on a weekly, monthly, and quarterly basis?
• How do you measure campaign ROI?
• What key performance indicators (KPIs) will you use to determine if your revenue processes are on track?
• Do you have dirty data full of duplicates and bad records?
• Missing or incomplete data?
• How will your data get cleansed – and maintained – to ensure your marketing automation doesn’t suffer from “garbage in, garbage out”?
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Content and Lead Generation
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People
• Business processes design and implementation
• Analytics• Technical
aptitude
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My Most Important Advice
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The Future of Marketing Automation
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Marketing Automation Will Expand Into More Parts Of The Customer Lifecycle
SEO and PPC
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Social, Local, And Mobile Play An Ever Larger Role In Marketing Automation
Image source: Gregg Hall
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Marketing Resource Management
• Calendar
• Financial Management
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Big Data
• Predictive Analytics
• Dynamic Personalization
Everything you ever wanted to know (and then
some) about buying and getting
successful with marketing
automation
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Questions?
Jon Miller@jonmiller
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