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A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
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A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May

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The presentation recently presented at our Marketing Leaders' Breakfast Briefing on 15th May. …

The presentation recently presented at our Marketing Leaders' Breakfast Briefing on 15th May.

Speakers included:
- Marketo
- eFinancialCareers
- CleverTouch

Published in: Marketing, Business, Technology
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  • Morning everyone, its Phil Jacobs of Marketo and I’d like to spend the next 15 mins or so sharing with you a quick overview of Marketo and the trends we’re seeing
  • We’re a leading cloud based marketing software company, quoted on Nasdaq, with some 3,000 customers using our platform operating out of 36 countries. We have global support operations and are seen by many analysts – such as Gartner as being leaders in our field
  • As you can see,Marketo is applicable to most industry sectors - Here’s a list of some of our better known customers – some use us in one country in one divisions, others use us in multiple divisions for their worldwide operations.
  • The digital era has broughtan unprecedented change in buying and business model. Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from making themselves known to a company’s sales and marketing teams. But now, there is an explosion of readily available information—. If people want to find out about a particular item their first port of call for their research is usually to go to the web - Google, or Bing, or look at informational videos, go into Facebook or LinkedIn discussion forums, read reviews they can access detailed specs, pricing, and reviews – most of which they can do anonymously.In fact, companies like: Forrester Reports that 70% of buying process is completebefore a customer makes themselves known to usor contacts sales. Of course, this varies by type of product or service. If you are B2C then probably its much higher – say 90 % - just think when you last booked a holiday – you looked at where to go, where to stay, flights, car hire, etc without making yourselves known until the last minute. If its made to order, then you’re probably down at around 50%, as there is only so much research you can do before you need to talk to someone about your particular situation/requirements..
  • Here are some other example quotes – like 9 out of 10 business buyers will say when they are ready to buy they will find you….or 75% of buyers want vendors to curb the sales messages…..So should we all pack up and go home? No, absolutely not….As buying has changed forever so how we market and sell also needs to change. Change can be good. The question is how do we embrace it and use it to our advantage.
  • The trend we’re seeing is the shift towards havingco-ordinated experiences across multiple channels, where every channel is personalised and companies are trying to engage in continuous conversations with their audience rather than “one-off campaign blasts”, where people’s behaviours and context are also being taken into account as well as their demographic or firmographic attributes - with more and more use of data driven and predictive automation.
  • The problem is that our current infrastructure and set of tools doesn’t really help us do this. Its silo based – so all of our prospect/customer activity tends to stay trapped in that silo and its hard to communicate and co-ordinate our approach to a specific customer across multiple channelsWe have a CRM system – which is good for lead to close but not much good for the real marketing task we need it to do which is help co-ordinate the awareness to lead. We’ve got a website that people are visiting and engaging with, we’ve got lists of contacts that we are moving in and out of our email systems to do our out-bound marketing, we’ve got conversations going on in social media…its tricky to manage and co-ordinate without a lot of manual steps, its giving us issues with duplicate data, its not helping us align with sales and reporting on meaningful KPI’s and ROI is nigh on impossible.
  • What marketers need is their own single system of record which can link to their CRM and other key systems and that can help drive Inbound Marketing to ensure potential customers can find you, can help wiith Relationship marketing so you can have a lifetime dialog with customers based on their behaviours and interest, something that can help drive Revenue Effectiveness through conversion to sale and something that can help you with the analytics and measurement so you can understand the impact of marketing and optimise your marketing investments. And that is what a marketing automation system like Marketo provides –it’s the marketer’s system of record that pulls everything together for you and helps you then take the appropriate action to drive the results you need.
  • We’re seeing a variety of positive impacts on companies who are taking this approach – such as enhancing the customer experience, driving business benefits, helping marketers operate more efficiently and to facilitate or support changes in business model
  • For example, by taking behavioural and contextual activity into account companies like Toyota in the automotive sector are using Marketo to see how they can enhance the engagement of anonymous visitors to their web-site by monitoring their on-line behaviour and then actively getting forms and specific content in front of them whilst they are on their web-site. This not only has enhanced the customer’s web engagement by helping them find/get the most relevant content but Toyota have also used it to drive up the conversion of anonymous visitors to known, enabling them to market more pro-actively to that group of people over time with a resultant increase in leads and sales.Examples of having a Joined up approach include making sure we don’t email something to someone if they’ve just downloaded it from our web-site or perhaps taking into account a person’s recent behavioural activity as well as their previous purchase history so whilst call-centre staff are on the phone with a customer then can make better predictive next product recommendations.Most companies are looking to have conversations with their audience rather than email blasts. For example, companies like Compuware who are in the IT sector, are using Marketo nurture streams to engage with around 750,000 people in 9 languages gradually moving them along specific conversational nurture paths, steadily informing, enlightening and guiding the potential customer until they are ready to engage.Sometimes less is more – so for example, by taking behavioural activity into account and making the information more targeted and relevant, clients such as Rackspace have reduced their email volumes by a third and increased the conversion to opportunities rate by some 400%.
  • An obvious use of marketing automation for most of our customers is to drive business benefitsFor example, one of our clients in the Health/fitness sector, Curves have used Marketo to improve their web-conversion rates from 1.5% to 3.2%, and double their form completion rates and in so doing have increased the number of customers by 123%It could be you’re looking to improve the quality of your leads. For example a payment processing company like Vantivin the Financial Services sector, have used Marketo to fine tune their lead scoring and marketing qualification process so much that they now know that 3 out of every 4 Marketing Qualified Lead’s they pass to their sales team will close.Maybe you think improvements can be made to your cross-sell or up-sell rates. By meshing Marketo in with their other systems, companies like Pansonic have set-up specific cross-selling, automated marketing campaigns that have increased the amount of marketing influenced sales for a particular line of business from 12% to 17% adding a significant increase to turnoverOr it may be that you’re looking for better Sales and Marketing alignment. For instance, one of our customers Egencia, who are the Corporate travel arm of Expedia now have much better sales insight, alignment and joint accountability. According to one of their VP of Sales its no longer “What is marketing doing for us” but more “How can we ,help marketing, help us better”Or maybe just Internal compliance – some customers use Marketoto track compliance with their internal communication policies – what’s been sent, what’s been opened, what’s been viewed.
  • Marketing automation can help drive a change in your lifestyle. Rather than having to keep moving lists around and being reactive jumping from campaign to campaign, life with marketing automation is more a question of setting up the automated campaign and then leaving it to do the work as it then will execute the steps you want it to - allowing you to deal by exception. Of course, you will still have to do the occasional one-off reactive campaigns but hopefully they will not become the norm.We see a lot of people who are struggling with time and need to run more campaigns with the same team – well the right marketing automation platform should help as companies like Panasonic now say that they are running 6 times more campaigns with the same staff.If you are under pressure to reduce costs it may be that marketing automation can help. So for instance, we have seen some colleges and universities in the Education Sector use Marketo to drive more focused “persona based” digital marketing strategies which have dramatically reduce their print costs and at the same time driven new student lead generation up by 23%.
  • Maybe your market is undergoing a shift - say from B2B to B2C or to B2B2C. That happened to a building products company we met when the housing market collapsed. They needed to switch emphasis from selling to new home builders to selling to people wanting to do extensions/re-modelling. They employed contractors who were given tablets that connected through to Marketo when they were doing a home visit – enabling them to automatically send an email to the homeowner with a link to download relevant content along with some auto- follow up emails a few days later. This helped give them a 70% increase in overall consumer engagement and a healthy increase in sales. Or perhaps like one of our healthcare customers you need to move customer behaviour. This Healthcare customer was getting too many emergency visits from patients – it was no good for the patient and no good for them. They successfully used Marketo to encourage people to take on-line surveys, moving them into specific nurture tracks with the result that many of them would go onto book a preventative appointment so significantly reducing the number of emergency visits.
  • So, wherever you’re coming from the net result is that Marketo can help companies drive specific benefits – like increased revenue, increased efficiency, increased productivity
  • But there is also a benefit for Marketers. We’re seeing the rise of the Marketing Nation – a large body of practitioners (some 35,000 or so engaged users) who can successfully bring these positive changes into organisations. We’re also seeing companies start to reach the Holy Grail – where there is a change in the internal view of marketing towards a “Marketing First” approach. For instance, the CMO at GE Healthcare has recently said that in the last 2 years she’s gone from being viewed internally as an cost centre to having “ A seat at the table” and being involved in “leadership” conversations about how best to drive the business forward based on facts & figures. Now wouldn’t that be a nice place for you all to be?
  • Transcript

    • 1. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Thursday 15th May A Marketing Leader’s Marketo breakfast briefing
    • 2. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved 9:00 – 9:30 am Meet and network Reception, registration & coffee 9:30 – 9:45 am Opening Remarks Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast 9:45 – 10:00 am Marketo’s perspective on the wider MA-World 10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead Blur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 10:45 – 11:10 am Break 11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young eFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 11:55 – 12:10 pm CleverTouch Adam discusses what clients are expecting and demanding and the future of effective MA deployments. 12:10 – 12:30 pm Network with your peers 12:30 pm Breakfast briefing close The Agenda
    • 3. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved The Agenda 9:00 – 9:30 am Meet and network Reception, registration & coffee 9:30 – 9:45 am Opening Remarks Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast 9:45 – 10:00 am Marketo’s perspective on the wider MA-World 10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead Blur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 10:45 – 11:10 am Break 11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young eFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 11:55 – 12:10 pm CleverTouch Adam discusses what clients are expecting and demanding and the future of effective MA deployments. 12:10 – 12:30 pm Network with your peers 12:30 pm Breakfast briefing close
    • 4. Page 4 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Easy. Powerful. Complete. Marketo makes Marketing Software that is Phil Jacobs
    • 5. Any discussions regarding Marketo’s product roadmap and product features and functionality are for informational purposes only. This information is current only as of this date; product plans are constantly evolving and thus subject to change. The actual product release content and schedule may differ materially from what is in this presentation. Any purchasing decisions should not be contingent on the delivery of any future functionality or features discussed or otherwise presented. Safe Harbor Statement
    • 6. Page 6 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Marketo Company Snapshot • Leading cloud-based marketing software company • Nasdaq ticker symbol MKTO • 3,250+ customers in 36 countries • Operations in North America, EMEA, APAC • Gartner - “Leader” • CRM Magazine - #1 Marketing Solution – CRM Magazine • Excellent customer adoption, success, renewal rates Marketing Solution Winner 3nd consecutive year #1 Marketing Software Vendor on Inc. 500 #28 Most Promising Company in America Leaders Quadrant (MQ 6 2012)
    • 7. Page 7 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Marketo’s Customers Across Industries Life Sciences & Healthcare Media & Consumer Financial Services EducationCommunications & Infrastructure Manufacturing & EnergySoftware & Cloud Business Services
    • 8. We’re here because the world has changed © 2011 Marketo, Inc.
    • 9. Page 9 © 2011 Marketo, Inc. Marketo Proprietary and Confidential The Digital era has brought an unprecedented change in buying and business model THEN NOW Information: SCARCITY Purchasing Power: SELLERS Organizational Power: SALES Information: ABUNDANCE Purchasing Power: BUYERS Organizational Power: MARKETING
    • 10. Page 11 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Trends - Transformation of Marketing THEN NOW #1 #2 #3 #4 #5 Demographic Behaviours & Context (Real-Time) Mass Advertising Every Channel Personalised Campaigns Continuous Conversations Isolated Channels Coordinated Experiences Intuitive decision making Data-driven automation
    • 11. Page 12 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Digital Marketing Today is silo based Email system CRM System Website Content Web Analytics Social Media Lack of a Centralized Marketing Database • Prospect / Customer activity trapped in silos • Manual merging of lists / activities extremely manual • Data quality issues: incomplete data, duplicate data, data reconciliation • No alignment between sales and marketing • Reporting on KPIs and ROI is difficult to impossible
    • 12. Page 13 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Modern Marketers Need a Complete Solution Marketing’s System of Record REVENUE EFFECTIVENESS Drive conversion to sale • Prospect Prioritization • Offer Prioritization • Social Selling • Productive Prospecting RELATIONSHIP MARKETING Lifetime dialog with customers based on behaviors and interest • Nurturing and Scoring • Email Marketing • Marketing Automation • Event Marketing • Customer Engagement INBOUND MARKETING Ensure potential customers can find you • Content Marketing • SEO / SEM • Social Campaigns • Landing Pages ANALYTICS & MEASUREMENT Understand impact of marketing and optimize marketing investments • Budgeting & Planning • Spend Analysis • Cross-program Allocation • Opportunity Analysis • Revenue Attribution
    • 13. Page 14 © 2011 Marketo, Inc. Marketo Proprietary and Confidential We’re seeing a variety of positive impacts • Enhancing the customer engagement • Driving business benefits • Helping efficiency • Facilitating a change of business model
    • 14. Page 15 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Enhancing the Customer Engagement • By being more relevant to them • Taking behavioural and contextual activity into account • Co-ordinated Experience across all channels • By having continuous conversations rather than email blasts • Nurturing tracks to drive/guide conversations. • Reduction in email volume increasing level of engagement
    • 15. Page 16 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Driving business benefits • Drive business benefits like • More Customers • More leads • Better quality of leads • Increase cross-sell/upsell • Better sales and marketing alignment • Proof of Compliance
    • 16. Page 17 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Helping efficiency • Change in lifestyle – automate and forget • Run more campaigns with the same team • Reduce or shift costs
    • 17. Page 18 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Facilitating a change in business model • B2B to B2C or B2B2C. • Facilitate a shift in customer behaviour
    • 18. Page 19 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Net Result for companies that use Marketo
    • 19. Page 20 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Net Result for Marketers who use Marketo • The rise of the “Marketing Nation” • A change in the internal view of marketing operations • A seat at the table.
    • 20. So how will you adapt to these trends and if not now……when? © 2011 Marketo, Inc.
    • 21. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved The Agenda 9:00 – 9:30 am Meet and network Reception, registration & coffee 9:30 – 9:45 am Opening Remarks Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast 9:45 – 10:00 am Marketo’s perspective on the wider MA-World 10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead Blur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 10:45 – 11:10 am Break 11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young eFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 11:55 – 12:10 pm CleverTouch Adam discusses what clients are expecting and demanding and the future of effective MA deployments. 12:10 – 12:30 pm Network with your peers 12:30 pm Breakfast briefing close
    • 22. Marketing Automation Introducing Marketing Automation Emma Young, Marketing Manager – Global Clients (t) +44 (0)20 7997 7922 (e) eyoung@efinancialcareers.com
    • 23. Background and challenges
    • 24. www.efinancialcareers.com Background 25 Founded in 2000 eFinancialCareers is the world’s leading financial services careers website, and the place to go for financial careers and talent. We’re global… With offices based in London, Frankfurt, Dubai, Singapore, Hong Kong & New York, eFinancialCareers offers local websites in 19 markets across North America, Europe, Asia-Pacific, and the financial centres of the Middle East. We operate in multiple languages. Aug 2013 – we launched Salesforce & Marketo across the business. www.efinancialcareers.com #CTexp14
    • 25. www.efinancialcareers.com Challenges Over a decade of growing globally we developed a few challenges with our B2B marketing communications: • Operating in regional silos • Brand and message consistency in our client marketing communications • Lack of control over client marketing communications • No internal design/html resource for collateral creation • Device compatibility & screen optimisation • Limited technical skill within the team Process review and change 26#CTexp14
    • 26. www.efinancialcareers.com Global consistency The magnitude of the issue… 27#CTexp14
    • 27. www.efinancialcareers.com Global consistency Controlling client communications 28 Before USA Singapore Gulf Germany France UK Hong Kong Australia Now USA Singapore Gulf Germany France UK Hong Kong Australia Global Client Marketin g #CTexp14
    • 28. www.efinancialcareers.com Global consistency Before we could build our consistent communications, we needed to make our branding consistent across the globe! Beginning of 2013, we began a review of our branding and how our company was perceived both internally and externally. • Multiple internal workshops globally – how we are perceived how we want to be seen • Globally external workshops with clients – how they perceive us, why they use us In November we launched a brand which fits with our perceptions and requirements as discovered in the above consultancy process. Branding overhaul 29#CTexp14 Jan-Jun 2013 Brand consultation and overhaul Aug 2013 Marketo & Salesforce launched Nov 2013 New brand launches Jan 2014 Team re-structure Timeline of recent events
    • 29. www.efinancialcareers.com Templating our communications Now that we have the brand how do we implement it in our communications and keep it consistent? The problem • Limited knowledge of HTML within the team • Small team – production output may become an issue now that we’re centralised • No internal design resource • How do we ensure our communications display well and consistently on all devices, and over time as we roll out new campaigns and messages? The solution • A set of sophisticated email and landing page templates optimised for multiple devices. Back to basics – doing less but doing it well! Resource gap & skills shortage 30#CTexp14
    • 30. Implementing the email and landing page templates
    • 31. www.efinancialcareers.com Email templates The brief • eFinancialCareers approached CleverTouch with the concept of a user-friendly, simplistic, responsive email template creator within Marketo. • There were a number of requirements: – The build of four Marketo templates that would be reusable, responsive and dynamic - selected for use in any order as and when required. – The emails would have to render on a wide range of devices. – They needed to be created and modified by people with no/little HTML knowledge. – Multi-language capability was essential. 32 #CTexp14
    • 32. www.efinancialcareers.com Email templates The solution • CleverTouch devised a way for the emails to contain snippets, which allow the users to easily add and remove elements of an email using the Marketo editor. • These were then duplicated across other languages – French and German. • Overall CleverTouch delivered 33 reusable, responsive ‘modules’ to be used within each template, across all regions, enabling a flexible yet consistent look and structure every time. • These templates could be used by anyone – even without the technical knowledge usually required to build responsive emails. 33 #CTexp14
    • 33. www.efinancialcareers.com Landing pages The brief • eFinancialCareers also required responsive landing page templates within Marketo using a user-friendly drag-and-drop interface. • There were significant technical challenges that arose including: – To enhance the user experience, on submission of a form, the page needed to refresh to display a thank you message, rather than routing to another page. – The creation of responsive landing page templates, snippets and forms that were required to render on multiple devices and to be created by people with no/little HTML knowledge. – Multi-language capability was essential. E.G 1 E.G 2 34 #CTexp14
    • 34. www.efinancialcareers.com Landing pages The solution • The result is an advanced template, which uses JavaScript and jQuery to place elements where the user specifies. It appears as simple drag-and-drop functionality. • There are many other JavaScript solutions coded for this project, including form re-directs, dynamic & responsive image changing, and the complete rebuilding of any form generated to allow it to be fully responsive. • The solution avoids cluttering the Marketo instance with language templates, by handling translations in the same manner. The labels on forms can be translated, without changing the value submitted. • Today, any in-house user at eFinancialCareers can now create professional and responsive marketing landing pages – and without any coding skills. 35 Example desktop page version Example mobile page version #CTexp14
    • 35. Moving forwards
    • 36. www.efinancialcareers.com Successes to date • Integrated our external/website contact points with Marketo/Salesforce • Preference centre • Content download process • Qualification campaign • Campaign briefing process for regional marketers • Email templates • Landing page templates Consistent look and feel – globally! Basics first 37#CTexp14
    • 37. www.efinancialcareers.com Next steps Data syncs Update to our basic sync • Sync purchase data – contract start and end date, products purchased • Sync usage data – low usage, no usage, high usage Why do we want to automate our communication plans? • CRM and marketing platform that can now ‘speak’ to each other • Support our client contact strategy − Interact with all clients, not just higher-value clients • Consistent and intelligent client engagement − Triggered timely messaging that fits with the clients’ lifecycle • Increase revenue! Automation enablement 38#CTexp14
    • 38. www.efinancialcareers.com Lifecycle marketing • Current focus – active clients − Retention & Client loyalty » Engagement and usage campaigns » Renewal campaigns • Phase two – leads − Lead nurture » Nurture Campaigns » Lead Scoring • Phase three – prospects − Awareness » Lead capture » Lead Scoring The future 39#CTexp14
    • 39. Emma Young Marketing Manager, Global Clients (t) 020 7997 7922 (e) eyoung@efinancialcareers.com
    • 40. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved The Agenda 9:00 – 9:30 am Meet and network Reception, registration & coffee 9:30 – 9:45 am Opening Remarks Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast 9:45 – 10:00 am Marketo’s perspective on the wider MA-World 10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead Blur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 10:45 – 11:10 am Break 11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young eFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 11:55 – 12:10 pm CleverTouch Adam discusses what clients are expecting and demanding and the future of effective MA deployments. 12:10 – 12:30 pm Network with your peers 12:30 pm Breakfast briefing close
    • 41. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Why MA? What are our Clients doing now and what are they looking to do in the future?
    • 42. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Marketing Automation isn’t easy, or at least it shouldn't be… Don’t buy on the demo or… …in the book
    • 43. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved What percentage of CEO’s rely on Marketing for (data) insight in their decision making? Back to the boardroom…
    • 44. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved What percentage of CEO’s rely on Marketing for (data) insight in their decision making? Answer: a pitiful 8% Back to the boardroom…
    • 45. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved What percentage of CEO’s rely on Marketing for (data) insight in their decision making? Answer: a pitiful 8% If the CEO is a reformed CFO, this drops to just 6% Back to the boardroom…
    • 46. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Increase revenue and the level of customer engagement • Be a radar to the market, anticipate stakeholders • Be a source of innovation (and some personality) • Provide some insight and fresh thinking • Increasingly translate how technology can shape the business Backroom to the boardroom…
    • 47. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Translate what technology can do for the business
    • 48. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Translate what technology can do for the business …Better yet, create new channels or business services from customer insight
    • 49. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved CMOs biggest headaches 1. Lead Gen…(Demand Management) 2. Social & big data….the new marketing arms races 3. Technology – applying it 4. Shifting markets & demographics 5. New devices, multi-channel x multiplies 6. Relationships not transactions 7. Providing value & proving the ROI
    • 50. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved CMO platform of opportunity?
    • 51. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Educate not Sell • Only 1/3rd of clients buy on features. Forrester Research • Content = Thought Leadership • 57% of the buying is done before a company is engaged Google & CEB Marketing is coming of age, led by B2B
    • 52. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Content is a tactic • 80% is never seen • Too many content factories • Far better to focus on positioning, segmentation & targeting first • Then the infrastructure • Then the intelligent engagement Why content isn’t King INNOVATION & INSIGHT CONTENT & CAMPAIGNS INFRASTRUCTURE & MARKETING STRATEGY Typical Point of Activity
    • 53. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Marketing needs a coherent framework… otherwise after the ‘investment’ there is simply nothing to show for it… Except spent energy and wasted budget….
    • 54. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Don’t get distracted along the way…
    • 55. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved In their 2012 CMO study… What percentage of CMO’s calculate their ROI? Big Data or Big Myth?
    • 56. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved In their 2012 CMO study… What percentage of CMO’s calculate their ROI? Answer: a woeful 20% Big Data or Big Myth?
    • 57. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Only 20% of Marketing Directors even try and attempt to measure ROI* • MA provides opportunity for ‘Moneyball Marketing’ predict future outcomes based on past activity. • Data, history, content, campaigns etc.. *Source: Adobe CMO report 2012. Begin with the end in mind… Move the game from ROI to revenue forecasting
    • 58. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved # x % x ADV TTD The 4 business metrics Marketers really should know
    • 59. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved If your engagement cycles are linear and shorter than your buying cycles, then you are leaving your marketing to chance (cost centre). Average Buying Cycle (9 months) Customers buy from people that take time to understand and serve them better, do it intelligently… Consider this:
    • 60. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Data fetch x10 times per day • 1000s per month automated on the programme • NO MANUAL INTERVENTION • Initially a 2 year programme. Extended another 2 years TIME TO MARKETING
    • 61. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Trend Micro Database Trend Database Silverpop FTP Site CleverTouch Data Transformation Data manipulated ready for silverpop Trend FTP Site Data put on to FTP site daily Silverpop Database Data uploaded to silverpop for scheduled daily import New contacts added to Database POS Segment #1 #4 Welcome Campaign Time Default Customer Communications Regular Monthly Campaigns Post Purchase Survey In Trial Segment #1 #4 Welcome Campaign Post Trial Activation Segment Post Purchase Survey #1 #2 Welcome Campaign Mid Term Survey Renewal Reminders Activate - Y Win Back Campaign Survey Activate - N Ad Hoc Campaigns #1 #2 #8 Extended Trial Period Campaign Segment Highlights- over 4-10k pcm enter this programme, all automated (10 times a day) 5 routes & 9 languages and multi-touch= 250+ scheduled communications Campaign flow-user journeys
    • 62. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved 63 Companies that build journeys and engage clients in a meaningful ways improve performance and client satisfaction by 30-40% (McKinsey) Organisations that engage customers in personalised multi-touch engagements typically outperform a transactional approach by over 50%+ (CleverTouch Marketing) For Marketers, intelligent engagement is the new source of innovation in MA
    • 63. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Intelligent engagement starts like this
    • 64. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved ‘AS IS’ Lead leakage ‘TO BE’ Controlling lead leakage Cutting out the waste… …and in building process and rigour; Marketers are re- defining their business models and re-aligning their SG&A.
    • 65. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • PayPal helping online retailers go mobile. • Educate not sell • Desirable content • Mobile optimization • Open rates 25-35% • 6% of customer base to microsite • Awareness of mobile payment solutions 11% in 2012, 20% in 2013. • 57% positive view of PayPal as an enabler of mobile payments • 8% uplift in use. Great content (and intelligent engagement) are the new sources of innovation
    • 66. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Identical assets (to NA) The difference – NA largely manual – EMEA & ASIA fully automated – (6 months: 19 languages) Automated version personalised delivered much higher results. Some stats – $44:1 ROI – 18 month cycles – $2.5m pipeline from recycled ‘dead leads’ Nurturing provides a significant ROI From transactional to customer engagement and journeys
    • 67. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved 68 Time to do the innovative stuff
    • 68. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved 69 Personalised employee engagement & onboarding Engagement starts AFTER the sale Net Promoter Score programme 70% increase in inbound enquiries inside 4 months It doesn’t have to start and end with an email
    • 69. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved The intelligence base is shifting - company generated to consumer self-generated
    • 70. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Evolution from MA to Marketing Cloud
    • 71. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved …increasingly organisations taking ownership … from an application architectural perspective to an informational architecture perspective
    • 72. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Increase revenue and the level of customer engagement • Be a radar to the market, anticipate stakeholders • Be a source of innovation (and some personality) • Provide some insight and fresh thinking • Increasingly translate how technology can shape the business Back to the boardroom…
    • 73. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Reduce the silos in your business • Build an infrastructure to support continuous campaigns and user generated insight • Move to marketing forecasting and not just ROI • Think beyond campaigns and beyond email marketing • Create time for the innovative stuff Marketing can be a source of opportunity, a driver of change…or nothing
    • 74. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Marketing should be a source of innovation… but before you can think outside the box, you need to BUILD it first. X A final thought…
    • 75. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved The Agenda 9:00 – 9:30 am Meet and network Reception, registration & coffee 9:30 – 9:45 am Opening Remarks Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast 9:45 – 10:00 am Marketo’s perspective on the wider MA-World 10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead Blur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 10:45 – 11:10 am Break 11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young eFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 11:55 – 12:10 pm CleverTouch Adam discusses what clients are expecting and demanding and the future of effective MA deployments. 12:10 – 12:30 pm Network with your peers 12:30 pm Breakfast briefing close
    • 76. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved The Agenda 9:00 – 9:30 am Meet and network Reception, registration & coffee 9:30 – 9:45 am Opening Remarks Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast 9:45 – 10:00 am Marketo’s perspective on the wider MA-World 10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead Blur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 10:45 – 11:10 am Break 11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young eFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 11:55 – 12:10 pm CleverTouch Adam discusses what clients are expecting and demanding and the future of effective MA deployments. 12:10 – 12:30 pm Network with your peers 12:30 pm Breakfast briefing close
    • 77. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved ‹#›

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