Marketing Automation
Upcoming SlideShare
Loading in...5
×
 

Marketing Automation

on

  • 848 views

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

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

Statistics

Views

Total Views
848
Views on SlideShare
560
Embed Views
288

Actions

Likes
0
Downloads
32
Comments
0

5 Embeds 288

http://www.magnet360.com 219
http://localhost 64
http://64.73.205.98 2
http://dev.techarda.com 2
http://webcache.googleusercontent.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  •   

Marketing Automation Presentation Transcript

  • 1. MARKETING AUTOMATION JUSTIN COX, MAGNET 360 JON MILLER, MARKETO EVAN STANELLE, DELUXE
  • 2. BECOMING A CUSTOMER COMPANY
  • 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. KEYS TO SUCCESS
  • 5. Jon Miller, Marketo
  • 6. How Marketing Automation Helps You Become a Customer Company
  • 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. #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. #RevEngine @jonmiller What Is Marketing Automation?
  • 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. #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. #RevEngine @jonmiller Common Features in Marketing Automation
  • 13. #RevEngine @jonmiller Email Marketing
  • 14. #RevEngine @jonmiller Landing Pages & Forms
  • 15. #RevEngine @jonmiller Behavior Tracking
  • 16. #RevEngine @jonmiller Marketing Database of Record
  • 17. #RevEngine @jonmiller Workflow / Automation
  • 18. #RevEngine @jonmiller Scoring
  • 19. #RevEngine @jonmiller Lead Management
  • 20. #RevEngine @jonmiller Lead Generation / Program Management
  • 21. #RevEngine @jonmiller Events
  • 22. #RevEngine @jonmiller CRM Integration / Sales Intelligence
  • 23. #RevEngine @jonmiller Social Marketing
  • 24. #RevEngine @jonmiller Marketing Analytics
  • 25. #RevEngine @jonmiller
  • 26. #RevEngine @jonmiller
  • 27. #RevEngine @jonmiller Marketing Automation
  • 28. #RevEngine @jonmiller Create marketing people love with marketing automation
  • 29. #RevEngine @jonmiller Becoming a Customer Company Conversations Relevance Prioritize Interest Measure ROI
  • 30. #RevEngine @jonmiller Conversations Not Campaigns
  • 31. #RevEngine @jonmiller
  • 32. #RevEngine @jonmiller
  • 33. #RevEngine @jonmiller
  • 34. #RevEngine @jonmiller OK, why aren’t more marketers doing this?
  • 35. #RevEngine @jonmiller
  • 36. #RevEngine @jonmiller
  • 37. #RevEngine @jonmiller
  • 38. #RevEngine @jonmiller This #%@& is way too complicated.
  • 39. #RevEngine @jonmiller
  • 40. #RevEngine @jonmiller
  • 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. #RevEngine @jonmiller Relevance
  • 43. #RevEngine @jonmillerSource: Adbusters, 2011
  • 44. #RevEngine @jonmiller
  • 45. #RevEngine @jonmiller
  • 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. #RevEngine @jonmiller Example: Topic of Interest Triggers • Attends event • Downloads content • Click email • Fills out form • Score is changed
  • 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. #RevEngine @jonmiller Email Web Social Campaigns CRM Transactions
  • 50. #RevEngine @jonmiller ESPs Only Track Email Behaviors For sophisticated targeting rely on technical databases and complex queries.
  • 51. #RevEngine @jonmiller But I’m a Marketer, not a Programmer! I can do this myself! No trips to see IT – yay!
  • 52. #RevEngine @jonmiller Score and Prioritize Interest
  • 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. #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. #RevEngine @jonmiller Stars and Flames show priority Full list of Interesting Moments
  • 56. #RevEngine @jonmiller Measure ROI
  • 57. #RevEngine @jonmiller
  • 58. #RevEngine @jonmiller Accurately Tracking “Investment” vs. Budget
  • 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. #RevEngine @jonmiller Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
  • 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. #RevEngine @jonmiller Revenue Cycle Modeler Screenshot: Marketo Revenue Cycle Analytics
  • 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. #RevEngine @jonmiller Marketing Forecasts Get The “Definitive Guide to Marketing Metrics & ROI” http://marketo.com/DG2MM
  • 65. Everything you ever wanted to know (and then some) about marketing automation
  • 66. #RevEngine @jonmiller
  • 67. #RevEngine @jonmiller Why Marketo? • Easy • Powerful • Complete
  • 68. Questions? Jon Miller @jonmiller Subscribe to blog.marketo.com
  • 69. [TITLE] Evan Stanelle, Deluxe
  • 70. Becoming a Customer Company: The Deluxe Marketing Automation Journey Presented By: Evan Stanelle July 17, 2013
  • 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. 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. The B2B Story The new buyer has unleashed a tsunami
  • 74. Marketing: Art or Science? 74
  • 75. Deluxe Marketing Automation Journey 75 Business Case Change Mgmt Alignment Buy Cycle Lead Management SFDC Marketo Right Content Right Person Right Time
  • 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. Process: Alignment & Definitions 77 Marketing Sales (Note: these groups don’t always get along.)
  • 78. Process: Alignment & Definitions 78
  • 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. 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. 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. 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. 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. 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. THANK YOU! & Q&A