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Our marketing automation journey   (Marketo summit) 2013
 

Our marketing automation journey (Marketo summit) 2013

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Presentation delivered at the 2013 Marketo customer conference in San Francisco on April 9

Presentation delivered at the 2013 Marketo customer conference in San Francisco on April 9

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    Our marketing automation journey   (Marketo summit) 2013 Our marketing automation journey (Marketo summit) 2013 Presentation Transcript

    • Our marketing automationjourneyMitchell MackeyMobile: +(61) 402 790 723Email: mitchell.mackey@ansell.com
    • Our ongoing Ansell case study
    • Agenda Ansell Our problem The solution journey Lessons learned & next steps
    • A century-old Australian company 11,000 people $1.3bn in revenue Global scope
    • More than condoms
    • Ansell is big in medical and industrial safety
    • Riding the resources industry
    • Agenda Ansell Our problem The solution journey Lessons learned & next steps
    • The usual marketing challenges
    • The inconvenient truth …
    • 11Process, culture & IT issues obscured our view
    • Today’s sales funnel is not linear
    • Agenda Ansell Our problem The solution journey Lessons learned & next steps
    • Bettter data driving more leads
    • TV Print&radioShows&eventsDirectmailEmail Digital RetailCallcentreSupplychainSales ProductCommunicate image Deliver valueMaking promisesKeeping promisesBrand promises + brand actions = brand value
    • 2) Theirgoals3) Helping themaccomplishthose goals1) Ourcustomers,representedby personas16Who are our customer & what are their needs?
    • Who are our customers?
    • TheirgoalsCustomers,representedby personas18Our customer-focused business requirements
    • +Marketing Data Sales DataOur marketing & sales platform
    • Driving the marketing & sales stages Touches Inquiries Marketing Qualified Leads Sales Accepted Leads Sales Qualified Leads Closed-Won deals
    • Enabling our new lead-to-revenue model
    • A journey of 24+ months & continuing
    •  Revenue Cycle Model Lead scoring Lead allocation Lead alerts Lead nurturing Outbound campaigns Testing insightsWhat have we achieved so far Lead recycling Sales alignment Lead conversion reporting Dashboards Data updates Lost revenue identification
    • A customer scenario
    • Anonymous searches for “plumbers gloves”
    • Clicks on link & visits our plumbers’ page
    • Anonymous submits form and becomes “known”
    • Will SmithSafety OfficerWestco Mineswill.smith@westco.com.au(08) 3234 9809“Known” is sent a triggered email
    • Will SmithSafety OfficerWestco Mineswill.smith@westco.com.au(08) 3234 9809Behavioural and demographic data is scored
    • Sales representative clicks on link in alert email
    • Sales rep changes status from open to working
    • Sales rep logs call & creates follow-up task
    • Sales rep converts lead to opportunity
    • Alternatively, the lead is recycled or disqualified
    • The sales representative selects a reason
    • Will SmithSafety OfficerWestco Mineswill.smith@westco.com.au(08) 3234 9809Lead is entered into a recycling campaign
    • Contextually-relevant content is a challengeSafety officers Procurement All “others”
    • Relevant? Open & click-through rates tell us
    • The numbers from our nurturing waves so far Delivery rate: 97.7% Opened: 22.4% Clicked to links: 26.1% Unsubscribed: 0.2%
    • Making events work
    • Our outcome: 182 Sydney Safety Show leadsNo SpecificRequestAsked forCatalogueAsked toContact UsAsked forGlove Samples1252314256 meaningfulleadsidentified$
    • PromotersPassivesDetractors One question:will yourecommendAnsell? A brandsentiment checkSo, what does the market think of us?
    • Tell us what you think in 30 seconds
    • The simple Net Promoter Score email
    • 7-89-10% Promotersminus% DetractorsLikelyUnlikely0-6Calculating our Net Promoter Score
    • Promoters: 50%MinusDetractors: 12%Equals: 38Our Net Promoter Score is +38
    • +50In 12 months ….
    • A sophisticated, cross-organisation process
    • Agenda Ansell Our problem The solution journey Lessons learned
    • Sales & marketing alignment is essential
    • Harvest insights, actions & predictions
    • Marketing SalesDevelop an inside sales capability
    • Hire an unemployed newspaper journo
    • Business TechnologyVsInformation Technology
    • Positive momentum is critical External partners (not vendors) Develop a network of internal allies Senior management support
    • You need all the jigsaw pieces
    • People, process & technologyPeopleBiz TechProcess
    • Fight the F.U.D. Fear, Uncertainty & DoubtRelevanceClarityAnxietyDistractionUrgency
    • Embrace lead-to-revenue management Shift your thinkingfrom one-time eventsand campaigns todeveloping businessrelationships overweeks, months, andyears
    • Business benefits don’t just leap out of the box
    • Start small, learn fast & then go big or go home
    • Ask the best question and win the condoms