What Matters Most: Tips for Selecting Marketing Automation
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Transcript of What Matters Most: Tips for Selecting Marketing Automation
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What Matters Most In Selecting Marketing Automation
David M. Raab PrincipalRaab Associates
Luke StarbuckDirector of Demand GenerationMobify
Courtney McAraMarketing Operations ManagerMarketo
Page 2© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Buyer Satisfaction is Mixed
Page 3© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Why Mixed?
Selecting Too Quickly
Starting Too Small
Considering Too Few
Page 4© 2014 Marketo, Inc. Marketo Proprietary and Confidential
So, What Really Matters?
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What Really Hurts?
Page 6© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Preparation is Key to Success
Page 7© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What Should You Do?
• Take your time
• Do your homework
• Focus on features
• Plan ahead
• Deploy quickly
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• Colleagues outside marketing may not have a grasp on marketing automation vs regular analytics, and email marketing systems
Educating the Organization
!=
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• Colleagues outside marketing need to understand the ‘why’, not the ‘how’
• Focus on the outcomes that are expected - case studies
• Focus on revenue numbers and deep-funnel metrics• Improvement to opportunities• Improvement to win rate• Decrease in cost of sales accepted
opportunities
Educating the Organization
Page 10© 2014 Marketo, Inc. Marketo Proprietary and Confidential
• Need to be able to manage a buyer’s experience with more granular control than email blasts and drip campaigns, or other more simple methods of tracking leads
Educating the Organization
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• Adopt the Sirius Decisions Demand Waterfall v2 - it makes everything simpler.
Practical Tactics for Success
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• VP Sales buy-in - help them see how it will make them more money
Practical tactics for success
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• First step is to complete the pre-work (buyer’s journey, personas, lead stages)
• Don’t rush it - getting the architecture right the first time takes a little longer but saves a lot of time and money in the long run
• Consider getting a coach/implementation consultant if you have more than a few sales/marketing people
• Implementation drives a better understanding of your customer
Practical Tactics for Success
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Questions?
Luke StarbuckDirector of Demand GenerationMobify@LucasStarbuck
Courtney McAraMarketing Operations ManagerMarketo@Courtneyfiona
David M. Raab PrincipalRaab Associates@draab
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!