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


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


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


What The Heck is Marketing Automation?


Marketing automation is a• Technology that

streamlines and automates marketing tasks

• so companies can • increase operational

efficiency and • grow revenue faster


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


The power of automation


Common Features in Marketing Automation


Behavior Tracking


Marketing Database of Record


Multi-Channel Program Execution


Email Marketing


Landing Pages & Forms


Social Marketing


Events


Workflow / Automation


Scoring


Lead Management


CRM Integration / Sales Intelligence


Marketing Analytics


When is it Time to Graduate from Email?


MarketingAutomation


Create marketing people love with marketing automation• Behavioral Targeting

for Relevance• Conversations not

Campaigns


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


The Key to Relevance is Behavioral TargetingTactics to Increase Email Engagement


Example: Topic of Interest Triggers

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

Email

Social

Content

Technology


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%


EmailWebsiteSocialCampaignsTransactions


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

From Dumb Lists…


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

… To Smart Databases


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

flow one to the next

• Multi-channel


Convincing Your Boss


The Core Benefits of Marketing Automation

• Streamline the marketer’s world

• Measure and prove marketing ROI

• Automate relationships across the customer lifecycle


Value of Marketing Automation

Nucleus Research Marketo Benchmark on Revenue


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


Factors to Consider when Buying Marketing Automation


“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


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?


Getting Successful with Marketing Automation


The Maturity Journey


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


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”?


Content and Lead Generation

#RevEngine @jonmiller Source: MarketStar


My Most Important Advice

Everything you ever wanted to know (and then

some) about buying and getting

successful with marketing

automation


Next Step:Live Demo

every Week

marketo.com/events

Questions?

Jon Miller@jonmiller

Subscribe to blog.marketo.com

Marketing Automation Clinic

Technology

Transcript of Marketing Automation Clinic