Marketing Automation Clinic

#RevEngine @jonmiller

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

@jonmiller

1. My first child was born the same month that we incorporated Marketo

2. Born in Ethiopia3. Studied Physics at Harvard, captain of high-

school debate team and newspaper staff4. I have a Top-Secret “Q” Clearance

#RevEngine @jonmiller

Today’s Topics

• What the heck is marketing automation?

• Common features in marketing automation

• How to know when it’s time to graduate from email

• Convincing your boss• Factors to consider when

buying marketing automation• Getting successful with

marketing automation

#RevEngine @jonmiller

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: #Marketo

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What The Heck 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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Simple Example of “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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The power of automation

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Common Features in Marketing Automation

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Behavior Tracking

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Marketing Database of Record

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Multi-Channel Program Execution

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Email Marketing

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Landing Pages & Forms

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Social Marketing

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Events

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Workflow / Automation

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Scoring

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Lead Management

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CRM Integration / Sales Intelligence

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Marketing Analytics

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When is it Time to Graduate from Email?

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MarketingAutomation

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Create marketing people love with marketing automation• Behavioral Targeting

for Relevance• Conversations not

Campaigns

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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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The Key to Relevance is Behavioral TargetingTactics to Increase Email Engagement

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Example: Topic of Interest Triggers

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

Email

Social

Content

Technology

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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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EmailWebsiteSocialCampaignsTransactions

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For sophisticated targeting, ESPs rely on technical databases and complex queries

From Dumb Lists…

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

… To Smart Databases

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What is an engaging conversation?• Listens and adapts• Communications

flow one to the next

• Multi-channel

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Convincing Your Boss

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The Core Benefits of Marketing Automation

• Streamline the marketer’s world

• Measure and prove marketing ROI

• Automate relationships across the customer lifecycle

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Value of Marketing Automation

Nucleus Research Marketo Benchmark on Revenue

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Selling It Internally: CMO Example

Chief Concerns Connect the Dots• Drive customer intimacy• Measure and prove

marketing ROI• Build alignment with Sales• Improve Marketing

credibility• Manage and leverage

growing complexity

• Ability to measure ROI, show how Marketing impacts revenue

• Key to improving Marketing’s ability to adapt (agility)

• Enabler of bringing Marketing and Sales into better alignment

Rally support from the rest of the executive team to reduce risk

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Factors to Consider when Buying Marketing Automation

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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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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?

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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?

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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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Getting Successful with Marketing Automation

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The Maturity Journey

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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

#RevEngine @jonmiller Source: MarketStar

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My Most Important Advice

Everything you ever wanted to know (and then

some) about buying and getting

successful with marketing

automation

#RevEngine @jonmiller

#RevEngine @jonmiller

Next Step:Live Demo

every Week

marketo.com/events

Questions?

Jon Miller@jonmiller

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