MARKETING AUTOMATION

JUSTIN COX, MAGNET 360JON MILLER, MARKETOEVAN STANELLE, DELUXE

BECOMING A CUSTOMER COMPANY

MARKETING AUTOMATION JOURNEY

KEYS TO SUCCESS

Jon Miller, Marketo

How Marketing Automation Helps You Become a Customer Company

#RevEngine @jonmiller

Hi, I’m Jon MillerSubscribe to blog.marketo.com

@jonmiller

1. Born in Ethiopia2. Can dislocate my thumbs at will3. 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

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Today’s Topics

• What is Marketing Automation?

• Common Features in Marketing Automation

• Becoming a Customer Company:• Conversations• Relevance• Prioritize Interest• Measure ROI

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What Is 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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What Is “Automation”?

Send Event Invitation

Wait 3 Days

If Not Registered, Send

Reminder

Wait Until 1 Day After Event

Send Different Follow-Up to Attendees vs.

Non-Attendees

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Common Features in Marketing Automation

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Email Marketing

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Landing Pages & Forms

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Behavior Tracking

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Marketing Database of Record

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Workflow / Automation

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Scoring

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Lead Management

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Lead Generation / Program

Management

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Events

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CRM Integration / Sales Intelligence

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Social Marketing

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Marketing Analytics

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MarketingAutomation

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Create marketing people love with marketing automation

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Becoming a Customer CompanyConversationsRelevancePrioritize InterestMeasure ROI

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Conversations Not Campaigns

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OK, why aren’t more marketers doing this?

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This #%@& is way too complicated.

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THEN NOW

New content = need to reprogram

Drag-and-drop new content into Smart Streams

Expired content Content expiration dates

Duplicate content Never send the same content twice

Too many emails Frequency limits

Consumer fall off the end of tracks Exhausted content

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Relevance

#RevEngine @jonmillerSource: Adbusters, 2011

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More Targeted Sends are More Engaging

100 1000 10000 1000000

50

100

150

200

250

300

350

400

Email Delivered

Enga

gem

ent S

core

Source: Marketo research

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Example: Topic of Interest Triggers

• Attends event• Downloads content• Click email• Fills out form• Score is changed

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Standard Nurture Triggered Interests Lift

Open % 21.7% Open % 34.0% 57%

Click to Open % 23.4% Click to Open % 37.1% 59%

Click % 5.1% Click % 12.6% 147%

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EmailWebSocialCampaignsCRMTransactions

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ESPs Only Track Email Behaviors

For sophisticated targeting rely on technical databases and complex queries.

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But I’m a Marketer, not a Programmer!

I can do this myself! No trips to see IT – yay!

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Score and Prioritize Interest

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Scoring Defined

Methodology for ranking potential customers in terms of readiness to purchase.

Nurture Nurture DisqualifyPromotional Offer

Pass to Sales

Fit Interest Buying Intent

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• Early stage content +3• Attend webinar: +5• Visit any webpage /

blog : +1• Visit careers pages: -10• Decay inactivity:

-1, -5, -10

Latent Behaviors (Interest)

• Pricing pages: +10 • Watch demos:

• +5 overview • +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for branded

keyword “Marketo” +8

Active Behaviors(Buying Intent)

Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS

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Stars and Flames show priority

Full list of Interesting Moments

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Measure ROI

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Accurately Tracking “Investment” vs. Budget

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Why Measuring Return is Hard

• Multiple touches. Seven touches needed to convert a cold lead into a sale

• Multiple influencers. Typical buying committee has 5-21 people

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Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

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What Generates Pipeline for Marketo?

Source: Marketo Revenue Cycle Analytics, July 2013

Program Channel Investment(FT)Pipeline

(MT)Pipeline

(MT)Ratio

% > (MT) 5

Paid Email & PPC $2,211,711 $16,418,415 $15,824,538 7.2 52%

Tradeshow $690,891 $5,212,372 $4,255,814 6.2 46%

Webinar $292,074 $4,404,377 $7,684,498 26.3 79%

Micro-Event $291,515 $474,828 $1,651,260 5.7 38%

Roadshow $270,119 $686,697 $941,846 3.5 39%

Content Syndication $217,155 $805,002 $580,268 2.7 29%

Virtual Tradeshow $153,625 $550,672 $814,693 5.3 38%

Sponsorship $53,618 $675,879 $337,153 6.3 67%

Direct Mail $19,825 $- $233,303 11.8 50%

Grand Total $4,292,153 $31,587,162 $32,823,975 7.6 52%

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Revenue Cycle Modeler

Screenshot: Marketo Revenue Cycle Analytics

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Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity Trends over time

Screenshot: Marketo Revenue Cycle Analytics

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Marketing Forecasts

Get The “Definitive Guide to Marketing Metrics & ROI”

http://marketo.com/DG2MM

Everything you ever wanted to know (and then

some) about marketing

automation

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Why Marketo?

• Easy• Powerful• Complete

Questions?

Jon Miller@jonmiller

Subscribe to blog.marketo.com

[TITLE]

Evan Stanelle, Deluxe

Becoming a Customer Company:The Deluxe Marketing Automation Journey

Presented By: Evan Stanelle

July 17, 2013

Evan Stanelle, Analytics Director

71

• Green Bay Packer FanLiving in Shoreview, MN

• Returned Peace Corps Volunteer

• Lived in San Diego, CA for 8 years

• Graduate degrees: Mathematical Statistics

Cognitive Psychology

• Proud parent of four random generators

Deluxe Story Line

History• ~100 Years Old• ~5,000 FI Clients• $1.3 million

personal check sales per day

Situation• Been investing in new growth for last decade• We do not have a choice but to adapt• Cross-sell critical to our future

The B2B Story

The new buyer has unleashed a tsunami

Marketing: Art or Science?

74

Deluxe Marketing Automation Journey

75

Strate

gy &

Peo

ple

Proce

ss

Tech

nolog

y

Conte

nt &

Res

ults

Business CaseChange Mgmt

AlignmentBuy Cycle

Lead Management

SFDCMarketo

Right ContentRight PersonRight Time

Strategy & People

76

Does your marketing process look like this?

Lessons Learned:

1) At first, a case for productivity gains will be easier than a case for ROI

2) Give employees a development opportunity

Process: Alignment & Definitions

77

Marketing Sales

(Note: these groups don’t always get along.)

Process: Alignment & Definitions

78

Process: Alignment & Definitions

79

Lessons Learned:

1) When you invest in marketing automation, you get a method with it.

2) Share accountability – you are an extension of sales since you will be tied to revenue as well.

Technology

80

The B2B relationship still exists….…but the non-verbals of buying interest have

become digital and contribute to 50% or more of the decision making process.

Technology

81

Lessons Learned:

1) Mid-funnel is hardest to get right

2) Strategy as much as a tactic

3) Critical mass critical to change

Content & Results

82

Is content really king?

“Content isn’t king – it’s a wild beast.”

-IDC

“The shine will come off content marketing… because there will be execution problems”

-MLC

Content & Results

83

Lessons Learned:

1) Key to managing the content beast

2) Key to measuring success

3) Perception will still be granted to SFDC

It’s A Revolution Before An Evolution

84

Strate

gy &

Peo

ple

Proce

ss

Tech

nolog

y

Conte

nt &

Res

ults

Business CaseChange Mgmt

AlignmentBuy Cycle

Lead Management

SFDCMarketo

Right ContentRight PersonRight Time

THANK YOU!

&

Q&A