Marketing Automation
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Transcript of Marketing Automation
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
#RevEngine @jonmiller
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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#RevEngine @jonmiller
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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#RevEngine @jonmiller
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