MARKETING AUTOMATION
JUSTIN COX, MAGNET 360
JON MILLER, MARKETO
EVAN STANELLE, DELUXE
BECOMING A CUSTOMER COMPANY
MARKETING AUTOMATION JOURNEY
•Coordinated, optimized, multi-channel campaigns
•Sophisticated lead management across revenu...
KEYS TO SUCCESS
Jon Miller, Marketo
How Marketing Automation Helps You
Become a Customer Company
#RevEngine @jonmiller
Hi, I’m Jon Miller
Subscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia
2. Can dislocate my ...
#RevEngine @jonmiller
Today’s Topics
• What is Marketing
Automation?
• Common Features in
Marketing Automation
• Becoming ...
#RevEngine @jonmiller
What Is Marketing
Automation?
#RevEngine @jonmiller
Marketing automation is a
• Technology that
streamlines and
automates marketing
tasks
• so companies...
#RevEngine @jonmiller
What Is “Automation”?
Send Event
Invitation
Wait 3 Days
If Not
Registered, Send
Reminder
Wait Until ...
#RevEngine @jonmiller
Common Features in
Marketing Automation
#RevEngine @jonmiller
Email Marketing
#RevEngine @jonmiller
Landing Pages & Forms
#RevEngine @jonmiller
Behavior Tracking
#RevEngine @jonmiller
Marketing
Database of Record
#RevEngine @jonmiller
Workflow / Automation
#RevEngine @jonmiller
Scoring
#RevEngine @jonmiller
Lead Management
#RevEngine @jonmiller
Lead Generation /
Program Management
#RevEngine @jonmiller
Events
#RevEngine @jonmiller
CRM Integration /
Sales Intelligence
#RevEngine @jonmiller
Social Marketing
#RevEngine @jonmiller
Marketing Analytics
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
Marketing
Automation
#RevEngine @jonmiller
Create marketing
people love with
marketing
automation
#RevEngine @jonmiller
Becoming a Customer Company
Conversations
Relevance
Prioritize Interest
Measure ROI
#RevEngine @jonmiller
Conversations Not
Campaigns
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
OK, why aren’t more
marketers doing this?
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
This #%@& is way too
complicated.
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
THEN NOW
New content = need to
reprogram
Drag-and-drop new content
into Smart Streams
Expired conten...
#RevEngine @jonmiller
Relevance
#RevEngine @jonmillerSource: Adbusters, 2011
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
More Targeted Sends are More Engaging
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
Engagem...
#RevEngine @jonmiller
Example: Topic of Interest Triggers
• Attends event
• Downloads content
• Click email
• Fills out fo...
#RevEngine @jonmiller
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click ...
#RevEngine @jonmiller
Email
Web
Social
Campaigns
CRM
Transactions
#RevEngine @jonmiller
ESPs Only Track Email Behaviors
For sophisticated
targeting rely on
technical
databases and
complex ...
#RevEngine @jonmiller
But I’m a Marketer, not a Programmer!
I can do this
myself! No trips
to see IT – yay!
#RevEngine @jonmiller
Score and Prioritize
Interest
#RevEngine @jonmiller
Scoring Defined
Methodology for ranking potential customers in
terms of readiness to purchase.
Nurtu...
#RevEngine @jonmiller
• Early stage content +3
• Attend webinar: +5
• Visit any webpage /
blog : +1
• Visit careers pages:...
#RevEngine @jonmiller
Stars and Flames show priority
Full list of Interesting Moments
#RevEngine @jonmiller
Measure ROI
#RevEngine @jonmiller
#RevEngine @jonmiller
Accurately Tracking “Investment” vs. Budget
#RevEngine @jonmiller
Why Measuring Return is Hard
• Multiple touches. Seven touches
needed to convert a cold lead into a
...
#RevEngine @jonmiller
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
#RevEngine @jonmiller
What Generates Pipeline for Marketo?
Source: Marketo Revenue Cycle Analytics, July 2013
Program Chan...
#RevEngine @jonmiller
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
#RevEngine @jonmiller
Filter/Drill into
data, e.g. by
Program Type,
Business Unit,
Geography, etc.
Key topic areas:
• Bala...
#RevEngine @jonmiller
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
#RevEngine @jonmiller
#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 Fan
Living in Shoreview, MN
• Returned Peace Corps Volunteer
• Liv...
Deluxe Story Line
History
• ~100 Years Old
• ~5,000 FI Clients
• $1.3 million
personal check sales per day
Situation
• Bee...
The B2B Story
The new buyer has
unleashed a tsunami
Marketing: Art or Science?
74
Deluxe Marketing Automation Journey
75
Business Case
Change Mgmt
Alignment
Buy Cycle
Lead Management
SFDC
Marketo
Right Co...
Strategy & People
76
Does your marketing
process look like this?
Lessons Learned:
1) At first, a case for
productivity gai...
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....
Technology
80
The B2B relationship still exists….
…but the non-verbals of buying interest have
become digital and contribu...
Technology
81
Lessons Learned:
1) Mid-funnel is hardest
to get right
2) Strategy as much as
a tactic
3) Critical mass crit...
Content & Results
82
Is content really king?
“Content isn’t king – it’s
a wild beast.”
-IDC
“The shine will come off
conte...
Content & Results
83
Lessons Learned:
1) Key to managing the
content beast
2) Key to measuring
success
3) Perception will ...
It’s A Revolution Before An Evolution
84
Business Case
Change Mgmt
Alignment
Buy Cycle
Lead Management
SFDC
Marketo
Right ...
THANK YOU!
&
Q&A
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Marketing Automation

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This is the deck from the Marketing Automation breakout session from the Becoming a Customer Company event on July 17th, 2013. For more information, please head to magnet360.com

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  • Marketing Automation

    1. 1. MARKETING AUTOMATION JUSTIN COX, MAGNET 360 JON MILLER, MARKETO EVAN STANELLE, DELUXE
    2. 2. BECOMING A CUSTOMER COMPANY
    3. 3. MARKETING AUTOMATION JOURNEY •Coordinated, optimized, multi-channel campaigns •Sophisticated lead management across revenue cycle •Disciplined multi-touch ROI measurement •More sophisticated segmentation •Lead nurturing and scoring •Integrated Marketing and Sales process •ROI and revenue impact measurement •Manual campaigns •Basic lead management •Sales and Marketing remain in silos •Operational Marketing metrics only •Low targeting •Immature Sales and Marketing alignment •Limited Marketing ROI measurement
    4. 4. KEYS TO SUCCESS
    5. 5. Jon Miller, Marketo
    6. 6. How Marketing Automation Helps You Become a Customer Company
    7. 7. #RevEngine @jonmiller Hi, I’m Jon Miller Subscribe to blog.marketo.com @jonmiller 1. Born in Ethiopia 2. Can dislocate my thumbs at will 3. Studied Physics at Harvard, captain of high- school debate team and newspaper staff 4. My first child was born the same month that we incorporated Marketo
    8. 8. #RevEngine @jonmiller Today’s Topics • What is Marketing Automation? • Common Features in Marketing Automation • Becoming a Customer Company: • Conversations • Relevance • Prioritize Interest • Measure ROI
    9. 9. #RevEngine @jonmiller What Is Marketing Automation?
    10. 10. #RevEngine @jonmiller Marketing automation is a • Technology that streamlines and automates marketing tasks • so companies can • increase operational efficiency and • grow revenue faster
    11. 11. #RevEngine @jonmiller 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
    12. 12. #RevEngine @jonmiller Common Features in Marketing Automation
    13. 13. #RevEngine @jonmiller Email Marketing
    14. 14. #RevEngine @jonmiller Landing Pages & Forms
    15. 15. #RevEngine @jonmiller Behavior Tracking
    16. 16. #RevEngine @jonmiller Marketing Database of Record
    17. 17. #RevEngine @jonmiller Workflow / Automation
    18. 18. #RevEngine @jonmiller Scoring
    19. 19. #RevEngine @jonmiller Lead Management
    20. 20. #RevEngine @jonmiller Lead Generation / Program Management
    21. 21. #RevEngine @jonmiller Events
    22. 22. #RevEngine @jonmiller CRM Integration / Sales Intelligence
    23. 23. #RevEngine @jonmiller Social Marketing
    24. 24. #RevEngine @jonmiller Marketing Analytics
    25. 25. #RevEngine @jonmiller
    26. 26. #RevEngine @jonmiller
    27. 27. #RevEngine @jonmiller Marketing Automation
    28. 28. #RevEngine @jonmiller Create marketing people love with marketing automation
    29. 29. #RevEngine @jonmiller Becoming a Customer Company Conversations Relevance Prioritize Interest Measure ROI
    30. 30. #RevEngine @jonmiller Conversations Not Campaigns
    31. 31. #RevEngine @jonmiller
    32. 32. #RevEngine @jonmiller
    33. 33. #RevEngine @jonmiller
    34. 34. #RevEngine @jonmiller OK, why aren’t more marketers doing this?
    35. 35. #RevEngine @jonmiller
    36. 36. #RevEngine @jonmiller
    37. 37. #RevEngine @jonmiller
    38. 38. #RevEngine @jonmiller This #%@& is way too complicated.
    39. 39. #RevEngine @jonmiller
    40. 40. #RevEngine @jonmiller
    41. 41. #RevEngine @jonmiller 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
    42. 42. #RevEngine @jonmiller Relevance
    43. 43. #RevEngine @jonmillerSource: Adbusters, 2011
    44. 44. #RevEngine @jonmiller
    45. 45. #RevEngine @jonmiller
    46. 46. #RevEngine @jonmiller More Targeted Sends are More Engaging 0 50 100 150 200 250 300 350 400 100 1000 10000 100000 EngagementScore Email Delivered Source: Marketo research
    47. 47. #RevEngine @jonmiller Example: Topic of Interest Triggers • Attends event • Downloads content • Click email • Fills out form • Score is changed
    48. 48. #RevEngine @jonmiller 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%
    49. 49. #RevEngine @jonmiller Email Web Social Campaigns CRM Transactions
    50. 50. #RevEngine @jonmiller ESPs Only Track Email Behaviors For sophisticated targeting rely on technical databases and complex queries.
    51. 51. #RevEngine @jonmiller But I’m a Marketer, not a Programmer! I can do this myself! No trips to see IT – yay!
    52. 52. #RevEngine @jonmiller Score and Prioritize Interest
    53. 53. #RevEngine @jonmiller Scoring Defined Methodology for ranking potential customers in terms of readiness to purchase. Nurture Nurture DisqualifyPromotional Offer Pass to Sales Fit Interest Buying Intent
    54. 54. #RevEngine @jonmiller • Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10 • Decay inactivity: -1, -5, -10 • Pricing pages: +10 • Watch demos: • +5 overview • +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for branded keyword “Marketo” +8 Get The “Definitive Guide to Lead Scoring” http://marketo.com/DG2LS
    55. 55. #RevEngine @jonmiller Stars and Flames show priority Full list of Interesting Moments
    56. 56. #RevEngine @jonmiller Measure ROI
    57. 57. #RevEngine @jonmiller
    58. 58. #RevEngine @jonmiller Accurately Tracking “Investment” vs. Budget
    59. 59. #RevEngine @jonmiller 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
    60. 60. #RevEngine @jonmiller Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
    61. 61. #RevEngine @jonmiller 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%
    62. 62. #RevEngine @jonmiller Revenue Cycle Modeler Screenshot: Marketo Revenue Cycle Analytics
    63. 63. #RevEngine @jonmiller 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
    64. 64. #RevEngine @jonmiller Marketing Forecasts Get The “Definitive Guide to Marketing Metrics & ROI” http://marketo.com/DG2MM
    65. 65. Everything you ever wanted to know (and then some) about marketing automation
    66. 66. #RevEngine @jonmiller
    67. 67. #RevEngine @jonmiller Why Marketo? • Easy • Powerful • Complete
    68. 68. Questions? Jon Miller @jonmiller Subscribe to blog.marketo.com
    69. 69. [TITLE] Evan Stanelle, Deluxe
    70. 70. Becoming a Customer Company: The Deluxe Marketing Automation Journey Presented By: Evan Stanelle July 17, 2013
    71. 71. Evan Stanelle, Analytics Director 71 • Green Bay Packer Fan Living 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
    72. 72. 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
    73. 73. The B2B Story The new buyer has unleashed a tsunami
    74. 74. Marketing: Art or Science? 74
    75. 75. Deluxe Marketing Automation Journey 75 Business Case Change Mgmt Alignment Buy Cycle Lead Management SFDC Marketo Right Content Right Person Right Time
    76. 76. 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
    77. 77. Process: Alignment & Definitions 77 Marketing Sales (Note: these groups don’t always get along.)
    78. 78. Process: Alignment & Definitions 78
    79. 79. 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.
    80. 80. 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.
    81. 81. 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
    82. 82. 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
    83. 83. 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
    84. 84. It’s A Revolution Before An Evolution 84 Business Case Change Mgmt Alignment Buy Cycle Lead Management SFDC Marketo Right Content Right Person Right Time
    85. 85. THANK YOU! & Q&A
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