The Definitive Guide to Marketing Automation
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    The Definitive Guide to Marketing Automation The Definitive Guide to Marketing Automation Presentation Transcript

    • The Definitive Guide toMarketingAutomation
    • TABLE OF CONTENTS03 Introduction04 Part One: What is Marketing Automation?13 Part Two: Why is Marketing Automation So HoT Right Now?20 Part Three: How is Marketing Automation Different From...?36 Part FOUR: Common Features in Marketing Automation51 Part five: Business Case for Marketing Automation72 Part six: Getting Successful with Marketing Automation – More than Technology80 Part seven: Buying Marketing Automation89 Part eight: Future of Marketing Automation95 Part nine: Marketo’s Marketing Automation97 Conclusion98 appendix: Key Marketing Automation Experts99 About this guide
    • introductionwhy should i read the definitiveguide to marketing automation?Every business has one thing in common: the desire to achieve higher revenue and faster growth.But many companies struggle to align their people, processes, and technology to achieve these goals.Marketing automation is the technology This Definitive Guide to Marketing We’ve also included worksheets that youthat allows companies to streamline, Automation is designed to answer any can use to discern whether your companyautomate, and measure marketing and all questions you have about the is ready for marketing automation and howtasks and workflows so they can topic. It will show you what marketing it will help you increase your revenue andincrease operational efficiency and automation is and how it can help your attain your other business goals.grow revenue faster. company. It will show you how to select the right system, and what investments We hope this guide will be your ticket to a are required for success. It will new world of more effective, efficient, and also explain: lucrative marketing. • Why marketing automation is so hot right now • How marketing automation differs from other technologies such as CRM and email marketing solutions • The common features and advanced functions of marketing automation tools • How to build a business case and convince internal stakeholders to act • The future of marketing automation 3
    • part oneWhat is marketingautomation?
    • part one: What is marketing automation?some contextLet’s do an exercise. Do you have the ability to look at a list of potential customers and prioritize themRaise your hand if your company has the based on fit with your business andability to send marketing emails. likelihood to buy?I mean it. Don’t just read along – really, Can you filter leads by level of engagementraise your hand. This one’s easy. I’ll wait. and interest in your brand?OK. Now, keep it raised if your company Is your hand still up?can easily create new landing pages foreach campaign. Last question. Keep your hand raised if you can measure the revenue contributionIs it still up? of each of your marketing programs.Now keep it raised if your marketing team If your arm is still up, you probably alreadycan set up all the emails for an event before know what marketing automation is andit starts, and let it run ‘lights-out’. No one you are using it effectively.looking. All parts whirring—and working. Congrats! Give yourself a fist pump, andYes, I know—that one’s a little trickier. Just go ahead and skip to the next section toa few more. I know your arm may be learn why marketing automation is so hotgetting tired. right now. Everybody else… read on. 5
    • part one: What is marketing automation?Marketing automation definedLet’s begin with a definition:WHAT: Marketing automation is a category of software.HOW: It streamlines, automates, and measures marketing tasks and workflows.WHY: So companies like yours can increase operational efficiency and grow revenue faster.So WHO uses marketing automation?COMPANY SIZES: Large enterprises INDUSTRIES: Companies across allhave long found value in the technology, industries are using it. The earlybut it’s important to point out that adopters were primarily in “business-to-marketing automation isn’t just for big business” (B2B) industries such as Marketing automation is a key technologycompanies. In fact, Small and Mid- high-tech / software, manufacturing, that enables many modern marketingSized Businesses (SMBs) make up the and business services. But increasingly, practices, including:largest growing segment in the companies across all categories –marketing automation technology including “business-to-consumer” (B2C) • Lead generationspace right now. (That’s any company industries such as healthcare, financial • Segmentationwith between $5 and $500 million in services, media and entertainment, and • Lead nurturing andannual revenue.) And thousands of retail – are adopting marketing lead scoringcompanies even smaller than that use automation for its real-time, relationship- • Relationship marketingmarketing automation as well. oriented approach to maintaining and extending customer relationships. • Cross-sell and up-sell • Retention • Marketing ROI measurement Some of these practices are possible at small volumes without marketing automation, but technology becomes essential with any scale. 6
    • part one: What is marketing automation?Marketing automation definedFeatures of marketing automation platformsFeatures include email marketing, landingpages and forms, campaignmanagement, lead nurturing/scoring, Email Marketinglead lifecycle management, CRMintegration, social marketing capabilities, Landing Pagesand marketing analytics. Campaign ManagementBut hold up. Put that hand down tosteady yourself. We’ll take a deep-diveinto common features in Part Four. Marketing Programs Lead Generation Prediction/Scoring Marketing Lead Management Automation CRM Integration Social Marketing Resource Management Marketing Analytics 7
    • part one: What is marketing automation?Marketing automation definedWhat marketing automation is NOT We’ve talked about what marketingautomation is. Now we need to coverwhat it is not:1. A fancy name for email marketing 2. A way to send spam – Like anything 3. A solution that only benefits 4. A solution that delivers value– Not even close. Like the term suggests, else, marketing automation technology marketing – Yes, the marketing without effort – If only you could just buymarketing automation encompasses delivers results based on how you use it. department benefits from marketing marketing automation technology, then sitmarketing campaigns across all Yes, it can be used for bad marketing, like automation. But high-quality marketing back and watch the results producechannels—from direct mail and phone spam. But it can also be used for automation usage ultimately is about themselves. But no. Marketing automationcampaigns to online and social initiatives. exceptional marketing that truly connects increasing revenue. When you think about is not a panacea by itself. To deliver, itWhat’s more, marketing automation with customers. it, that’s how things should be. requires the support of a comprehensivecombines robust, insight-focused strategy that integrates the rightcapabilities from your CRM, lead processes, people, content, data, andmanagement system, web analytics more. In other words, success is notplatform, and other systems to create guaranteed. Want to know what it takes?something that’s more than the sum of See Part Six.the parts. That means you get insight thatcan knock company revenue out of sight. 8
    • part one: What is marketing automation?What marketing automation doesBeyond the time-saving and efficiency benefits of automation, marketing automation enables modernbusiness processes that are essential to any modern marketing department. For B2B companies, thisincludes lead nurturing, lead scoring, and lead lifecycle management. For B2C companies, it includescross-sell, up-sell, and retention. And for all companies, it includes marketing ROI analytics.Nurture relationships with leads that Retain and extend customeraren’t ready to buy. On average, only relationships. The marketer’s job is far20% of leads are sales-ready when they from finished once someone becomes a “Without marketing automation, you are just guessingfirst come in. This means you need a customer. For most industries, the realdisciplined process – known as lead value comes from retaining and deepening – just hoping that people will take the bait and be readynurturing – to develop qualified leads until the customer relationship over time. This to buy your products. Statistics show that buyers don’tthey are sales-ready. Done well, includes selling more of the same productnurturing can result in 50% more to the customer (up-sell), selling additional do that. They want to learn at their own pace and besales leads at 33% lower cost products to the customer (cross-sell), as reached when they need more information or are readyper lead. well as customer loyalty and retention. Note that relationship marketing means more to buy. A well-constructed marketing automationTo learn all about this important process than sending a monthly newsletter. You strategy makes that a reality.”download Marketo’s need multiple tracks for each buyer personaDefinitive Guide to Lead Nurturing and buying stage that “listen” to how the(www.marketo.com/DG2LN) customer behaves, and adjusts accordingly – just like a real-world relationship. – John McTigue, Kuno Creative 9
    • part one: What is marketing automation?What marketing automation doesBuild alignment with sales. Prove – and improve – marketing ROI.Many of the so-called “leads” you Marketing automation goes beyondgenerate are not true potential buyers for process automation to help marketing “Marketing automation enables marketers toyour products. You need “demographic executives get much-needed insight into adopt an integrated approach to generating,lead scoring” to find the customers that which marketing programs are working andfit your target profile. You also need which aren’t. It gives CMOs the metrics they nurturing and converting leads into customers“behavioral lead scoring” to find the hot need to speak confidently to the C-suite by automating various marketing techniquesones displaying buying behaviors that about Marketing’s revenue impact.indicate that they are ready to engage and processes to optimize the marketing-with you and make a purchase. And, For more, check out:once you’ve identified a lead as “hot,” The Definitive Guide to sales pipeline. It is rapidly becoming ayou want to make sure Sales follows up Marketing Metrics and ROI. standard practice, with an increasing numberquickly – and in a relevant manner, so (www.marketo.com/DG2MM)you need integration with CRM and of organizations turning to marketingautomation of processes like sales automation to solve problems, such asalerting, lead recycling, and service levelagreements (SLA). According to the diminishing lead quality, proving contributionMarketo Benchmark on Revenue to the sales pipeline, and difficulty evaluatingPerformance, companies thatimplement this kind of lead scoring enjoy a lead’s readiness for sale.”28% better sales productivity and 33%higher revenue growth than companies – Econsultancy Marketing Automationwithout lead scoring. Buyer’s GuideLearn more by downloading ourDefinitive Guide to Lead Scoring.(www.marketo.com/DG2LS) 10
    • part one: What is marketing automation?Worksheet: are you readyfor marketing automation?Use this worksheet to determine if your company is ready to use marketing automation.For each category, select the appropriate Disagree Agree To interpret your results, tally your score. Factornumber. If you strongly disagree, choose 1 2 3 4 5 • If you scored > 35, you’re ready for1. If you strongly agree, choose 5. Thenumbers in between 1 and 5 correspond Our revenue process is complicated. It involves multiple touches from marketing automation.to your level of agreement, neutrality, or Marketing and/or Sales. • If you scored between 20 – 35,disagreement. Tally your score when We target sophisticated buyers who do a lot of research before they you’re moving in that direction. Youyou’re finished, and follow the engage with us. should consider getting started withinstructions at the end. Our company requires more insight into the exact value that our marketing automation very soon. Marketing programs deliver, so we can quantify our investment. • If you scored under 20, you may not Our customer base out-sizes our Sales team (assuming you have be ready for marketing automation one), so we lack direct personal relationships with all of our quite yet. But that doesn’t mean you customers and prospects. can’t keep reading! It would be impossible to personally call every potential customer or new lead that we generate. Regardless of your score, there’s good news: where you are now is exactly where Many of our new leads aren’t yet ready to buy from us. They require nurturing. you need to be in order to get more leads, get better leads, and know how to tell the We would improve our sales results if Marketing played a bigger role good from the bad. in our revenue process, particularly as it applies to nurturing relationships with target early stage prospects. So flip over into Part 2, and let’s get this We already use most, or all, of the capabilities of our current email party started. marketing service provider. Data drives almost every decision that our marketing team makes. Our marketing team is generating (or has specific plans to generate) significant amounts of personalized content for our target prospects. **This evaluation was based on research from Gleanster. 11
    • Thought leader Snapshot:justin gray, CEO leadmdJustin Gray is the CEO of LeadMD. He Just as the combustible engine changed JG: Marketing automation is a journey. If executives experience often. Also, befounded the company in 2009 with the the way we work, then the computer you think it’s at all like a light switch that prepared to admit that you’re notvision of transforming traditional advanced us leagues ahead, and now you can just flip on, you will fail. If you think measuring correctly – or at all – right now.“grassroots” marketing efforts through software is delivered via the cloud – the you don’t need a strategy or can afford tothe use of marketing automation and next revolution of progress lies in just skip over the planning process, you’ll Sounds risky, I know, but hear me out.CRM solutions. connected data. I think we’ll see Marketing also be quick to fail. The reality is that Why admit this? Because you’re not really Resource Management (MRM) emerge marketing automation is bigger than CRM able to measure properly with the archaic,With 13 years of experience in the industry, again as a component of MA – but this and higher on the proverbial food chain of non-integrated tools currently at yourGray has seen the potential for growth in time with ease of use as data. Too many people are treating disposal. Many marketers are looking forthis space and the willingness mid-size a centerpiece. marketing automation as a tool, as if it’s ROI on marketing automation, but thecompanies have to join the SaaS revolution just an email platform, and it’s limiting the kicker is that a vast majority of themas it pertains to their marketing processes. Marketing automation as the mouthpiece growth of the space. As we see the weren’t measuring what they had for forming conversations was step one, ecosystem grow, the respect for it will previously been doing. So, how do youMarketo interview with Justin Gray and now the next step will be to shape this grow as well. And once marketing compare something to nothing? You can’t. platform to listen to, react, and share the automation is treated as a platform forMKTO: What do you think the future of data of other systems in response. The success, it will become precisely that. The first step in selling marketingmarketing automation will look like in the heart of that evolution boils down to automation to your executive team isnext few years? integration. As we expand our skillsets, MKTO: What should you focus on when admitting you have a problem. Then, step best practices, plugins, and apps, we selling marketing automation to your two is using marketing automation toJG: Marketing automation, as it currently develop a true ecosystem – the future of executive team? What are some things establish a benchmark. Wondering wherestands, is software, but it won’t be long marketing automation. This platform will that might resonate with a CEO, CFO, or improvement fits into the process? It’s stepbefore it’s a full platform. I know – that then become much greater than the sum Sales? number three. Too many organizations tryconcept isn’t revolutionary in and of itself, of its parts and will be set apart as the to jump right to improvement, right frombut it’s important to note that skill sets are place where marketers spend their day. JG: Three things comprise the language the beginning. Don’t be that guy (or gal) – itwhat will drive this change. The ecosystem I’m excited. that is spoken by the CEO, CFO, and Head never ends well.that evolves around software takes of Sales – efficiency, scalability, andmarketing automation from being simply MKTO: What are the most important ROI–both tangible and intangible. Leada “tool” into being a real element things you have to keep in mind in order to with these heavy hitters because they’llof change. be successful with marketing automation? translate well to the pain points these 12
    • part twoWhy is marketingautomation so hot right now?
    • part two: why is marketing automation so hot right now? trends driving marketing automation Marketing automation is not a new concept. According to the Google Ngram Viewer, the term was first used in 1980, and then started to gain traction in the late 1990s, peaking around 2004. The term then started to decline in usage, reaching a low point in 2007 before it slowly began to rise again. Today, it’s back up near the 2004 peak. Source: Google Ngram View, keyword “marketing automation” Source: Google Trends, keyword “marketing automation”10080604020 2005 2006 2007 2008 2009 2010 2011 2012 14
    • part two: why is marketing automation so hot right now?trends driving marketing automationThe dot-com boom and bust Today: The rise of The first rise and fall of marketing Software-as-a-Service Solutionsautomation was tied to the dot-com The middle of the 2000s marked another shiftboom and bust. The late 1990s brought for marketing automation, when nextan explosion of marketing automation generation vendors like Eloqua (now owned byvendors, including Annuncio, Aprimo, Oracle), InfusionSoft, and Marketo emerged. AtBroadbase, Epiphany, MarketFirst, the same time, marketing automation started toParagren, Prime Response, Revenio, get hot again – much hotter than before. This isRubric, SAS, Siebel, and Unica – just to likely due to three key trends:name a few. 1. Changing buyer behaviors forcedBut then the bust happened. Not one of companies to change how they marketthose companies (with the exception of and sell.privately-held SAS) survived as a 2. The 2008 recession permanently alteredstand-alone vendor. how companies approach revenue generation and measurement.Some of the solutions are still in themarket today. For example, Epiphany is 3. A new software delivery model unlockedpart of Infor Epiphany CRM solutions; many new sales opportunities.Unica is part of IBM; Aprimo is part ofTeradata; and Siebel is part of Oracle.But overall, the bust left marketingautomation with a somewhattarnished reputation. 15
    • part two: why is marketing automation so hot right now?trends driving marketing automationTrend #1. Changing buyer behaviorsforced companies to changehow they market and sell.Before the internet and social networks, But this solution posed a challenge of itsbuyers had limited ways to obtain the own: the problem of scale. Self-empoweredpurchase information they needed, so buyers demand relevant, personalized “In a business of any size – especially onethe seller controlled the buying process. conversations on their own timeframe. If you with an engaging web and social mediaBut then buyers moved into the power don’t provide that experience, they’re likelyposition. They could access the to opt out of your communications. But how presence – buyer interactions can numberinformation they wanted on their own do you manage individual dialogues withonline, anywhere and at any time. And hundreds of thousands, even millions, of in the thousands, millions, or eventhey could delay engaging with selling potential customers? hundreds of millions. Without the rightrepresentatives until they knew as much(or more) than the salesperson did. This is precisely why having a marketing tools to automate the planning, execution,For example, think about how you automation platform became so critical in and measurement, even the hardest-approach buying a car. You don’t go to a the mid-2000s. There literally wasn’t anydealer until you know exactly what model other way to keep up with the demands of working marketer can be overwhelmed byyou want, and how much you want to modern marketing. As Lucille Ball famously the complexity.”pay, right? demonstrated at a candy factory, attempts to implement such massive processesTo address the challenge, Marketing without the right systems quickly create – Phil Fernandez, Revenue Disruptionstarted to play a larger role in the revenue colossal messes and lost opportunities.process. They nurtured relationshipswith early-stage prospects until theybecame ready. 16
    • part two: why is marketing automation so hot right now?trends driving marketing automationTrend #2. The 2008 recessionpermanently altered howcompanies approach revenuegeneration and measurement. No business completely escaped the At the same time, budget cuts made itimpact of the economy in 2008. But while more important than ever to measure thesome organizations hunkered down to effectiveness of their marketingweather the recession, cutting resources investments, even as new highly-and headcount, leading companies measurable digital channels raised therecognized that growth was their ticket not expectation for measurement across allonly to survive – but also thrive. So they channels. Empowered with these newreorganized their processes to increase tools, companies determined what wasrevenue effectiveness. They refused to working and what wasn’t, and thentolerate traditional dysfunctions between scientifically re-allocated their resources tomarketing and sales departments, and operate more strategically. 2008those associated with measurement toolslike spreadsheets. Instead, they invested intechnology that automated andstreamlined critical revenue processes. 17
    • part two: why is marketing automation so hot right now?trends driving marketing automationTrend #3. A new software delivery model unlocked many new sales opportunities. ConclusionUnlike prior generations of marketing These two factors are critical. Marketing Given this history, you can understand “This is the first time in theautomation, today’s leading companies is unfortunately seen as a cost center at why SMBs are the fastest-growingprovide their solutions using “software as most companies. This made it a group of marketing automation history of B2B marketing ina service” (SaaS) – meaning marketers challenge for marketing to get the capital adopters—because only after marketing which marketers arecould access the tools in a browser with investment and IT support needed by automation software was offered as alittle or no IT support. Also, these traditional solutions. But at the same service could it be available and responsible for purchasingsolutions are sold as a recurring time, marketers have large discretionary affordable to them. This shift drove rapid operating budgets that they easily spend growth in the space. As the industry and managing theirsubscription, so marketers can buythem using operating budgets instead on marketing programs such as began to mature, businesses from all own technology.”of making capital investments. tradeshows, online advertising, and sectors began to cross the chasm and agency services. By enabling companies join early adopters from high-technology – Carlos Hidalgo, ANNUITAS to buy marketing software like any of organizations. Soon, even traditionally these services, the SaaS-based conservative and pragmatic companies marketing automation vendors removed started to use marketing automation, the largest impediment to marketing which has resulted in the phenomenal automation adoption. growth we see today. 18
    • Case study:algonquin collegeHighlights Challenges The marketing organization is now in a With campuses in Ottawa, Canada’s position to move from basic nurturing to • Improved lead generation by 28% Capital, and across the Ottawa Valley, what they term “advanced nurturing” - year-over-year and increased Algonquin College has over 19,000 where they use a set of elaborate sales by 18% full-time students and more than 36,000 campaigns and triggers to launch relevant, continuing education students. targeted content at the instant the • Lowered cost of distribution prospect expresses interest. This will allow and marketing To generate student leads, the Algonquin to further refine lead • Enabled precise measurement of organization operated essentially in batch segmentation and ensure they deliver the which campaigns are most valuable email mode, leaving the college in the dark right message at the right time. in terms of closing new business in terms of tracking the effectiveness of its marketing content. In addition, because of Benefits • Able to understand what is required the diverse student base, the sales cycle With marketing automation, Algonquin 28% to move prospective students from could range from just a few days to four College has gained deep, actionable consideration to buying years. It was clear they needed a solution insight to determine the content that has that was flexible enough to provide the most immediate positive impact on • Allows Marketing to measure ROI detailed insight into prospect behavior and lead generation, open rates, conversion and take a leadership role in driving the sales pipeline. rates, and closed sales. higher revenues lead generation Solution As a result, they have improved deal flow Algonquin College considered several and are able to move prospects through year-over-year marketing automation products before the buying cycle faster. In fact, the college 18% they ultimately selected Marketo based on has improved lead generation by 28% its ease-of-use and Salesforce integration, year-over-year and increased sales by which were at the top of the requirement 18%, all while lowering its cost of list. However, the college was particularly distribution and marketing. In addition, impressed with Marketo’s ability to provide their ability to measure ROI has first-hand insight into how customers progress through the website, interact with dramatically improved with Marketo, allowing Marketing to take a leadership increased sales landing pages, and respond to marketing role in driving higher revenues. campaigns in real time. 19
    • part threeHow is marketing automationdifferent from...?
    • part three: how is marketing automation different from...?contextWe already know that marketing technology is not a new thing. For example, companies already use solutions for emailmarketing and Customer Relationship Management (CRM), so many marketers are confused. What does marketingautomation replace, and what does it complement? Furthermore, how does marketing automation compare to other newtechnologies and marketing trends, such as content marketing, inbound marketing, and social marketing?This section answers those questions. 21
    • part three: how is marketing automation different from...?relationship to crmMany CRM systems already have a module for marketing, which is why marketers wonderwhether they really need marketing automation to run their modern marketing departments.If you dig into the design and capabilities, In the end, marketing automation systems CRM Marketing Automationyou’ll find that while CRM systems provide focus on the needs of the marketingindispensable value to any kind of sales department in a way that CRM simply Business Goal Track opportunities and Develop customer relationships,organization, the reality is that they fall cannot, while CRM provides a must-have pipeline, manage contact automate marketing programs,short for most marketing departments. solution to the sales department (as well as and account information measure marketing ROICRM systems are designed and optimized many others). Most importantly, given the Departmental Primarily sales and Primarily marketing and marketingfor a very different purpose, which is what advanced integration capabilities of Focus sales management, management, some salescreates the whitespace for marketing today’s platforms, the two categories of some marketingautomation vendors. technology are designed to work together in a way that was never possible before. Communication Individual communications Communications to groups and Style (sales rep to buyer) segments (may be personalizedFrom a functional perspective, CRM Both systems are necessary, and it’s and triggered 1:1)systems typically do not provide necessary to understand what each onefunctionality for things like email marketing, does for you – and what it doesn’t. Architecture Database-oriented, Workflow-oriented, highly detailedprospect behavior tracking, and marketing transactional queries behavioral data queriesprogram management. And it’s true thatmany CRM systems can be customized tohandle things like automated campaignflows, lead scoring, and de-duplication.But it’s hard. “When it comes to marketing automation capabilities, using CRM is like building a car from a kit. All the parts are there, but you need the time and skill to put it all together. Using marketing automation is like buying the car you want or need, with all the features you want already installed and some gas in the tank, ready to drive. In either case, you still need to know how to drive and where you want to go.” – Mac McIntosh, Marketing Automation Expert 22
    • part three: how is marketing automation different from...?relationship to email marketingVirtually every company has invested in having the ability to send emails to their customers.In fact, MarketingSherpa’s 2012 B2B In reality, much of the email marketing The answer is to use email solutionsMarketing Benchmark report ranks you see today is pretty terrible. Messages that do more—coordinating withemail marketing as one of the top three are untargeted. Their delivery is ill-timed other tools, delivering more dialogues “A marketing automationmarketing tactics. On average, and poorly formatted. It’s no wonder that that build relationships and engage solution delivers essentially allcompanies with over 100 people allocate engagement—the holy grail of email buyers (not companies) on their9% of their marketing budget to email response rates—is falling along with timetables. That’s where marketing the benefits of an emailalone, and those with fewer than 100 declining open and click rates. automation comes in. marketing solution along withemployees up the ante to 16%. Other traditional marketing tools—such integrated capabilities thatThe fact is, email still works really well. as CRM, landing pages, social media,But the world is changing. The inbox is and web analytics—only compound the would otherwise need to befragmenting like never before. Marketers problem. Because they don’t integrate cobbled together using varioushave to deliver their messages in more with the email solution, email is left in aformats to multiple devices. And their silo. It suffers from limited segmentation, standalone technologies.”messages have to be more relevant, and creates excessive amounts ofdelivered more frequently, and somehow administrative work for marketing teams – Gleanster Researchstill make it into the “most important” who endeavor to connect theirsection of their buyer’s inbox. processes and consolidate reporting manually. Costs quickly escalate for ad hoc solutions that deliver poor ROI, and revenue flounders because companies deliver inconsistent, unpersonalized experiences to their customers. 23
    • part three: how is marketing automation different from...?seven signs you need tograduate from emailSeven Signs You Need to 6.Graduate from Email to 7.Marketing Automation sad sales can’t tell if emailThere are 7 signs that will indicate that yourcompany is ready to graduate from email team is driving pipelineto marketing automation. or revenue 1. Email blasts, not customer dialogues 3. email in a silo 5. trigger insensitivity 2. wasting time on manual campaigns 4. difficult oR imprecise targeting & segmentation 24
    • part three: how is marketing automation different from...?seven signs you need tograduate from email1. You’re sending email blasts rather 2. You’re being inefficient by wasting 3. Your email marketing exists than engaging in customer dialogue. time on manual campaigns. in a silo. Email is divorced from your otherCustomers are savvy. They don’t want to Consider ShipServ, the world’s leading customer interaction channels. It would be “While there’s certainly value inbe blatantly marketed to, and they are marine marketplace. Before they started awkward to walk up to a customer ingetting better and better at screening out using marketing automation, they had a person and start a conversation without using marketing automationmass emails. However, customers are set of marketing tools, but were ineffective referencing the conversation where you solutions to send email, andwilling to engage with relevant content, when it came to nurturing customer left off last time you talked. Yet that isand they’re willing to build relationships relationships. They could see the open rate exactly what happens with most marketing create landing pages andwith companies that they like, who on an email campaign, but they had no emails. In addition, email marketing website forms, it’s a bit likeapproach them in the right way. In order to way to take the next step and respond to platforms are generally divorced from webengage in a relevant customer dialogue, these stats in an automated way. As a site pages. using a supercar to drive Missyou need what we call “multi-step drip result, they were constantly analyzing data Daisy around town.”campaigns” to nurture your relationships manually, creating lists and setting A customer who clicks through to yourwith customers patiently, over time, and calendar notices in order to simulate a company’s web site after receiving anmove them through their purchase journey. personalized marketing experience for email campaign becomes lost. You’re each customer. Needless to say, this leaking opportunity because your emailThe first step in making your email blasts difficult and cumbersome task limited their marketing is unrelated to other marketing.engaging is to map out workflows, but it’s ability to scale their business. Instead ofimportant to note that the workflows must being able to clone and individually tweakbe adaptable — never static. You should similar campaigns, they were stuckalways adjust your email campaigns to the building fresh campaigns from scratchresponses and behaviors of your each time — a huge time-suck.prospective customers. This is wheremarketing automation comes in. Without it,you are limited to “batch and blast” emailcampaigns that are based on your owntimetable — not the buyers’. You’redecreasing your ability to get relevantcontent to your customers on time. 25
    • part three: how is marketing automation different from...?seven signs you need tograduate from email4. Your segmentation and targeting works for. In addition, behavioral filters— 5. You have “trigger insensitivity”are subpar. This is arguably the most which web sites customers visit, what problems. Triggers are the ability toimportant of the seven signs. The ability to keywords they click on, what they say on listen and respond in real-time with a “Marketing automation isprecisely micro-segment your database social networks—are key metrics. If your one-to-one response that goes breaking free of email.”and target your list of leads and contacts email exists in a silo, you’re missing out directly to the customer displaying ais a crucial part of your marketing on the ability to target the right people in particular behavior. Real-time triggers – Eric Wittlake,campaign. An old (and still valid) rule of the right way based on their behaviors. can include:thumb is that 50% of your success in a B2B Marketing Expertcampaign comes from how well and how Jupiter (now part of Forrester) did a study • When a customer visits a web pagespecifically you target your list. The more a few years ago and found that • When a customer fills out a formyou target, the more relevant your companies who target their emails • When a customer’s leadmessage, the better your response based on behavior have up to a 350% score changesrates… and your economics. increase in open rates and a 50% • When an opportunity is updated increase in conversions. That’s a lot. in the CRM systemGood targeting today means bothdemographic and firmographic filters— It’s also important to know where your • When an activity is loggedin other words, who the person is, and if buyer is in their buying cycle. Are they an When any of these activities occurs,necessary what company the person early-stage prospect? An active lead? marketing automation can trigger an email An engaged customer? Without a way to to that customer. It’s relevant and timely. segment your customers according to And timeliness is everything where they are in the buying cycle, you with marketing. can’t send the right message at the right time. According to research done at MIT recently, the difference between following up to a customer hand-raise in 30 minutes versus 5 minutes means the difference between a 100 exchange in the contact rate and a 21 exchange in the likelihood of actually qualifying that lead. 26
    • part three: how is marketing automation different from...?seven signs you need tograduate from email6. You can’t tell if your email is 7. You’ve got a “sad Sales team.”driving pipeline or revenue. Email They don’t know which leads are good orplatforms can tell you about open rates who to follow up with, and they can’t send “I can explain a move from an Email Service Providerand click-through rates, but what you their own marketing emails. When youreally need to find out is which activities don’t have Marketing and Sales working (ESP) to a marketing automation platform with anare leading to actual revenue. If you can’t closely together, Sales becomes analogy – still photographs versus video. ESPs are likemake this connection, you can’t frustrated and sees less value indetermine marketing ROI. Marketing. Sales and Marketing must be still photographs – you can get great stats from using closely aligned for success. one, but each campaign is effectively a snapshot in time. Marketing automation platforms are like videos – you can see the behavior of people in multiple campaigns over time, taking all the snapshots and connecting them together to make a “flip movie” or video out of them.” – Joseph Zuccaro, Founder and President of Allinio LLC 27
    • part three: how is marketing automation different from...?relationship to inbound marketingInbound marketing is: The process of helping potential customers find your company – often before they areeven looking to make a purchase – and then turning that early awareness into brand preference, whichultimately creates leads and revenue.Inbound marketers create relevant and • Better brand preference. Where Inbound compelling content to attract and convert Brand preference trumps brand Marketing Falls Short leads—for the purpose of building awareness any day, so inbound Inbound marketing is a highly effectiveaudiences and attracting attention. Their marketing builds preference by strategy, but it will fail for most companiesjob is not to find leads, but to help leads engaging with buyers early, often if executed alone.find them. before they are intending to make a purchase. All other things being Two of the most critical limitations are:Inbound marketing can deliver: equal, people are more likely to buy from a company with whom they 1. It’s hard to target specific 2. Inbound marketing doesn’t • Increased brand awareness. have a relationship. audiences with inbound marketing. motivate people to act. By definition, Buyers must find you before they can Inbound marketing can’t effectively reach inbound marketing waits for buyers to take buy from you. If your company shows • More leads for less investment. a specific set of contacts—for example, action when they’re ready. It’s not a good up high in the search results, you’ll get Inbound marketing has a tendency to decision makers at a list of target solution when you need someone to act “free” brand awareness when build on itself. Great content pays off accounts. To use a military analogy, on a specific timetable, such as signing up customers seek information. Also, you dividends for a long time, multiplying inbound marketing is like an “air war.” It for an event. All good marketers readily earn highly relevant brand exposure as you create more content. allows you to efficiently carpet-bomb acknowledge inertia and recognize that when they share your content. broad areas, but it’s harder to use it to hit people sometimes need a push not a pull, specific targets. In contrast, you need to take action. This is especially true for “ground war” tactics (think Marines and targeting pragmatists and late adopters snipers) to target specific objectives and who don’t actively seek out alternatives hold territory. and new solutions. 28
    • part three: how is marketing automation different from...?relationship to inbound marketingMarketing Automation + Inbound Marketing TogetherBecause of the limitations of inbound Above all, it’s critical to remember that “The best marketers are usingmarketing, a complete marketing inbound marketing is a strategy, not a both inbound marketing andstrategy needs to incorporate a full technology. Many technology solutionsportfolio of approaches, including can help with inbound marketing, including marketing automationevents, webinars, email, and blog software, content management, SEO, together, and they areadvertising—plus inbound tactics. and social media monitoring. These can sit alongside a marketing automation getting great returns.”To extract the maximum value from solution. So, definitely pick the rightinbound marketing, companies need to inbound marketing tools and the right – Greg Head,combine it with relationship marketing, marketing automation platform for yourscoring, and other components of business, but don’t handicap yourself by CMO of InfusionSoftmarketing automation. We call this the thinking of it as an either-or proposition.Inbound Marketing Multiplier. Without it,you simply generate raw names for yourbusiness – without turning those namesinto leads and customers. 29
    • part three: how is marketing automation different from...?relationship to inbound marketingCommon Misconceptions The reality is, marketing automation is a Misconception Responseabout Marketing Automation tool that can be used for good marketingVendors who promote inbound marketing that people love, or bad marketing that Doesn’t build the list Complete marketing automation systems include functionalitytechnology like to pit inbound marketing people hate. It’s not the tool itself but how for lead generation, including online and offline events, pay-per-and marketing automation against each it’s used that matters. In fact, in most click, and tradeshows, as well as organic programs such asother, vilifying marketing automation as a cases, marketing automation provides social and content marketing.source of robotic communications and behavioral segmentation and 1:1 targeting Too narrow, too email While modern marketing automation started with email, manyunwanted spam. But while this “good” vs. capabilities that improve the relevance of focused platforms today provide a single source of truth for everything“evil” debate may make good copy, it communications. you know about a prospect or customer. They combineoversimplifies the problem and favors an information from your CRM system, social activity, your websiteisolated agenda. Here are some of the inaccurate claims and blog, buyer purchase history, and other behavioral made about marketing automation. information. With this complete view of a customer’s needs and interests, you can trigger relevant interactions at the right time, over any channel. Not Social Today’s marketing automation systems directly provide or integrate with social capabilities including social profiles, campaigns, sign-on, and promotions. This means you can trigger marketing actions based on any of these activities, such as making a tweet, sharing a post, and so on. Ignores customers Marketing automation is not just about new business. The same segmentation and nurturing capabilities can and should be used to develop and deepen relationships with customers, not just prospects. 30
    • part three: how is marketing automation different from...?relationship to social andcontent marketingSocial marketing has become an integral part of the marketing mix, and content marketing plays anincreasingly dominant role as well. But while social and content marketing are both hot tactics for buildingawareness and generating leads, they still require marketing automation to convert those leads into revenue.Without marketing automation, you also can’t measure the effectiveness of these programs.Social marketing is the process of Content marketing is the process of The Need for Automationbuilding relationships online on social creating and distributing highly relevant Like inbound marketing, social and “Marketers are beginning toplatforms and influencing buyers even and valuable content to attract, acquire, content marketing are essential ways tobefore they’re identified as potential leads. and engage clearly defined and adapt to and leverage changing buyer realize that the quality of understood target audiences—with dynamics in today’s era of information content is crucial to successA few years ago, everyone was talking the objective of driving profitable overload. Clearly, all three strategies deliverabout the importance of social listening, customer action. results and should be part of any in both lead generation andalong with having a presence on sites like marketing portfolio.Facebook and Twitter. Today, the Content strategies operate on the lead nurturing. Marketingconversation has shifted. Leading belief that buyers will ultimately reward But don’t forget that these three tactics are automation will yield highermarketers recognize that social is more businesses who deliver consistent, also all mostly “Top of the Funnel” (TOFU)than just a channel or tactic; it is a strategy ongoing information with their business strategies. In other words, they build conversion rates and ROIthat should be present in every aspect of and loyalty, so the ROI of your content awareness and can generate new names because campaigns areyour marketing. Leading marketers ask marketing hinges on your ability to for your database. However, the vastthemselves, “How can I entice and communicate with prospects and majority of these leads will not be ready to better targeted towards theengage my audience to share my customers without selling. When content make a purchase—particularly because right persona and utilizemessage and be a brand ambassador? offers relevant and valuable information good content, inbound, and socialHow can I socialize every campaign?” that makes buyers more intelligent, marketing tends to entertain and inform consistently high quality, instead of pitching products or services, broadly, rather than promote specific buyers look forward to receiving it. They products. In other words, while highly relevant content.” also engage with your content, and effective, these three tactics cannot deliver amplify your message by sharing it with revenue on their own. –John McTigue, their networks. Kuno Creative 31
    • part three: how is marketing automation different from...?relationship to event marketingEvent marketing serves as an important way to connect in person with potential customers. Events also offerthe unique opportunity for prospects and customers to interact with solution providers and get a firsthandsense of the company’s focus, perspective, and personality.Events help: While you can’t automate all aspects of a great event, there are many areas where • Generate leads technology can play a significant role in making that event seamless and • Build brand awareness professional. For this reason, the event • Increase customer and technology category is growing fast. This Marketing automation + Event technology prospect engagement includes webinar platforms, virtual event equals the ability to run dozens or hundreds of providers, and event registration solutions. great events with minimal work. • Educate your market Marketing automation complements and integrates with such event technology solutions, thus eliminating the need to waste time manually importing data from each platform and risk costly errors. It also provides direct event capabilities itself. Examples include email invitations, registration landing pages, reminders and follow-ups, and event reporting and analytics—and the ability to clone previous events to streamline the process and increase productivity and efficiency. 32
    • part three: how is marketing automation different from...?relationship to RevenuePerformance management (rpm)At the end of the day, revenue is every company’s most important objective.Revenue Performance Management (RPM) is a strategy to optimize interactionswith buyers across the revenue cycle to accelerate predictable revenue growth.RPM arose out of marketing automation Revenue Performance Managementas a strategy to optimize interactions with transforms the way Sales and Marketingbuyers across the revenue cycle. work together. In order to achieve this kindMarketing automation itself is not always of transformation, RPM requiresa CXO-level priority, but every company companies to address their organization,has an objective to improve revenue compensation and incentives, job roles, Without marketing automation, performance. RPM bridges this gap by and work practices as well as their Revenue Performance Managementshattering obsolete approaches to technology infrastructure. It’s important to (RPM) can be slow, error-prone, andMarketing and Sales while providing the note that RPM is a business strategy—not inconsistent across an organization.blueprint for building a far more effective a technology. But it requires marketingand efficient revenue process in automation tools for implementation.companies of all sizes. 33
    • part three: how is marketing automation different from...?relationship to RevenuePerformance management (rpm)Six Sigma for RevenueOver the last couple of decades, we’ve Now, we need to apply that same rigor to The sales process needs to start withseen other core business processes the demand chain, which is why we’re marketing, and the same trackingundergo fundamental transformations to seeing the rise of Revenue Performance methods need to be applied to the entireimprove efficiency, quality, and Management. RPM is doing for revenue process, from start (marketing) to finishcontributions to profitability. In the 1980s, what earlier process transformations have (the sale) in a single integrated revenueGeneral Electric, under the leadership of accomplished for other key business model. RPM is creating a new mindsetJack Welch, started a trend by instituting functions. In the 1980s, it was Six Sigma. that maximizes a company’s revenuethe Six Sigma set of practices to improve In the 1990s, it was Supply Chain by merging the Sales andtheir manufacturing processes and Management. In the early years of the Marketing processes.eliminate product defects. Six Sigma 2000s, there was Agile Development. All offocuses on measuring, analyzing, these revolutionary processes have led us To achieve breakout revenue growth,improving, and controlling company- to where we are today: RPM. businesses need to transform everywide business processes. It has created aspect of how they create revenue. Theya lot of opportunities for the supply chain Traditionally, companies have been must re-think the roles, responsibilities,in enterprises because of a continuous focused on the sales cycle. But in a world metrics, and processes that are used byfocus on measurement and improvement where Marketing is taking more and more their departments on the front-line ofof processes. responsibility for revenue, just analyzing revenue creation—specifically Marketing and perfecting the sales cycle is no longer and Sales. enough. A key principle of RPM is aligning Marketing and Sales. From the buyer’s We’ll see more of RPM in Part Five, where perspective, there is only one buying we talk about Marketing Automation cycle, but from a traditional company Maturity. You can also take a side trip to perspective, Marketing and Sales our RPM cheat sheet at cycles have always been separate. www.marketo.com/rpm. 34
    • Thought leader Snapshot:jason kort, editor formarketing automation timesJason Kort is a Senior Consultant at MKTO: What are the most important Process: Having a repeatable business Recently I helped a customer troubleshootakaCRM and one of the forces behind things you have to keep in mind in order to cycle allows for a more predictable their marketing automation solution. TheirMarketing Automation Times, a blog be successful with marketing automation? marketing ROI. internal team tried to fix the issue and wasdedicated to providing the latest news and so frustrated that they hired me as aninformation on the world of marketing JK: You would not build a house without Reporting: Learn much more than who outside resource. Once inside I found thatautomation. Jason is an experienced a blueprint and yet many companies rush clicked what and when. With marketing there were some simple fixes that resolvedonline marketing professional with a history into marketing automation without a automation you can monitor prospect the problem and allowed the customer toof developing personalized, relevant and plan. Marketing automation is a tool behavior throughout the purchase process start using the solution. The marketingtimely communications to help businesses that requires careful planning for it to and target relevant messages that matter. automation company involved alsoclose more sales. be successful. You can also better understand what type agreed to do more end user training of content works as well as messaging. with the customer.Marketo interview with Jason Kort It all starts with great content, so always start with an audit of your marketing The Power of Now: Instant notifications The point of this story is that oftenMKTO: What do you think the future of materials. After that, build customer and lead scoring allow your sales team to technology needs a helping hand from amarketing automation will look like in the personas to understand what your quickly react and reach customers when human being. Make sure your marketingnext few years? customer needs and then match the right they are ready to talk. automation provider can provide you content with those customers. with help.JK: The end user experience will continue MKTO: What are the most importantto improve as each marketing automation Think of marketing automation as the things to look for in a marketingcompany deploys more of the same pipeline for delivery and reporting. automation vendor?design interface that can be found on the Content is the fuel that fills the pipeline.consumer web (i.e. Apple, Google, JK: Like many industries, I think service isAmazon). Passive reports and MKTO: What are some benefits of the most important element in selecting adashboards will be replaced by more marketing automation that you would marketing automation vendor. Theactionable reporting elements as the point out to someone who is considering technology platform is important but theultimate goal is to help Marketers be better switching from their Email Service program that trains and supports yourMarketers. CRM integration will continue to Provider (ESP)? team is equally important.advance and those relationships will growstronger. The customer wants a one-stop JK: Automation: The ability to haveshop for all customer marketing activities. multiple campaigns triggered based on activities is a huge time saver. 35
    • part fourcommon features inMarketing automation
    • part four: common features in marketing automationfeatures overviewMarketing automation platforms provide broad functionality including email marketing, landing pages andforms, campaign management, lead nurturing/scoring, lead lifecycle management, CRM integration, socialmarketing capabilities, and marketing analytics.Each vendor has different strengths andcapabilities across these categories, sowe’ve also indicated how common eachfeature is in the tables below: common Variance sometimes 37
    • part four: common features in marketing automationEmail and online marketing COMMON VARIANCE SOMETIMESEmail marketing is the often the most Real-Time Triggered Emails Testingimportant online marketing channel and is Triggered emails give you the ability to listen for An effective split-testing strategy drills into whateven more powerful when combined in a specific customer behaviors and events and works to maximize response rates, and can raisesingle platform with landing pages and respond with an appropriate real-time email. For your conversions by 48% or more, according toforms. Marketing automation systems can example, when a prospect clicks on a specific MarketingSherpa. You can test emails (subjectusually replace an email service provider link, a sales rep logs a call, or a lead score goes lines, copy, graphics, calls to action, frequency,(ESP), though the depth of email above a certain threshold, you can automatically timing, etc.) as well as landing pages, forms,functionality does vary across vendors. send the right message at the right time. and so on. Personalized, 1:1 emails based on real-time behavioral data can increase open rates by 50% Dynamic Content and conversion rates by 350% Emails and landing pages that have been (Jupiter Research). customized for specific segments drive much higher engagement. Customize text, images, Batch Email Marketing Landing Pages and calls-to-action based on criteria, including Email marketing is the ability to create The landing page is an essential part of many location, industry, job title, and much more. “what-you-see-is-what-you-get” (WYSIWYG) marketing campaigns. By directing clicks to a For example, send different messages to emails and newsletters with easy-to-use design landing page customized for a specific email current active opportunities than to early- tools, send emails to groups of customers and rather than a generic home page, marketers can stage prospects. prospects, and track and report on deliveries, significantly improve their conversion rates. That’s opens, and clicks. It gives you a complete view why many marketing automation systems include Mobile Optimized of email performance. the ability to build WYSIWYG pages with a As mobile devices become increasingly popular graphical interface, without help from IT or the in business, the marketing system must support Email Deliverability and Web department. mobile-optimized emails and landing pages. Reputation Management Simply sending emails cannot impact revenue if Forms Sales Emails the emails do not make it to the recipients’ Registration forms can be placed on landing This is the ability to personalize “from addresses” inboxes. Since marketing automation typically pages, microsites, and corporate websites. When and signatures on behalf of individual sales reps, replaces a stand-alone email service provider a prospect or customer fills out the form, it so that automated emails appear to come from (ESP), your vendor should offer functionality and captures the activity and adds the lead to the the specific sales owner. services to ensure inbox delivery. This can include database (if new). Some systems have opt-in management, bounce handling, “progressive profiling,” which are smart forms that unsubscribe processing, and suppression lists, recognize known visitors and ask different as well as higher-end services such as dedicated questions to build out the profile over time. Some IP addresses and capabilities like email preview, systems also allow for “social sign-on,” letting spam checking, link validation, and users register on landing pages using their delivery monitoring. social credentials. 38
    • part four: common features in marketing automationLead management COMMON VARIANCE SOMETIMESThe bread and butter of marketing Marketing Database Multi-touch Campaigns / Lead Nurturingautomation, most vendors provide at least A marketing database is the system of record for This is the ability to automate “drip marketing”some level of lead management functionality. your most important marketing assets: your campaigns that send relevant messages over leads and contacts. It should include more than time, based on prospect behaviors and pre- the data in your CRM system, providing a rich defined campaign steps. This can include view of all marketing interactions between each automated email marketing flows, but can also person and your company, including website include other channels as well. Often, this visits, email clicks, scoring changes, data capability is used to run lead nurturing workflows updates/history, and so on. that are designed to maintain and deepen relationships with prospects over the long term. Single View of the Customer The more powerful marketing automation Online Behavior Tracking solutions extend the marketing database to This is the ability to track which emails prospects include data from third-party systems, social open and click, what webpages they visit, what networks, in-house applications, and more. They keywords they use, even what they say on social provide a true single view of your customer and networks – all with the goal of understanding prospect. This enables the platform to trigger who they are, what they are interested in, and “right-time, right-message” interactions and where they are in the buying process with extend beyond marketing into broad customer your company. lifecycle management. Lead Scoring and Grading Segmentation With lead scoring, you automatically qualify leads The ability to precisely micro-segment your based on demographics and BANT criteria as database and target the exact right list of leads well as specific prospect behaviors, including and contacts is essential to the success of all recency and frequency. By tracking each of marketing activities. These filters should include these factors and assigning appropriate weights a combination of demographic, household, and to each, you get a comprehensive view of firmographic attributes (title, company size, prospect interest and engagement. More location), as well as behavioral filters and CRM advanced capabilities include reducing scores information. Here are some example lists: based on inactivity, and supporting multiple high-score leads in a particular region who scoring models that separate demographic fit visited your website in the last seven days; from behavioral interest, as well as scores for contacts at active opportunities who registered different products, divisions, etc. for an upcoming webinar; or prospects who received an email offer and did not click through but visited your website anyway. 39
    • part four: common features in marketing automationlead management COMMON VARIANCE SOMETIMESData Quality and Append CRM Integration (Data Sync) Sales IntelligenceCRM data is often full of duplicates and missing Marketing automation solutions have varying Sales intelligence provides account executivesrecords. This isn’t a problem for salespeople who levels of integration with CRM systems. While with easy access to the key interesting momentswork with one record at a time, but it’s hard to some require manual mapping of fields, others and prospect behaviors, so they can focus onuse for Marketing. Data quality is an essential do it automatically and maintain the connection the hottest leads and opportunitiesunderpinning to any successful marketing over time. Some sync information in near —and know what the prospect wants to talkprogram, consisting of de-duplication, cleansing, real-time; others less frequently. Some systems about. Some solutions provide reps with drill-inand appending. De-duplication recognizes leads provide access primarily to lead and contact capabilities to see which emails are opened andand contacts you already have in your database, information; others give access to opportunity clicked, which web pages the prospect visits,prevents duplicates before they enter, and and custom objects as well. This is a particularly and how the lead score changesmerges any duplicates that already exist. complex area with high variance among over time.Cleansing standardizes data, such as titles and solutions, so it’s worth taking the time tocompany names, and removes bad data, such understand your needs and your Sales Campaignsas contacts that are no longer with the company. vendor’s capabilities. Some solutions allow Marketing to createAppending means filling in missing or incomplete campaigns that Sales can add prospects into, ordata by adding additional contacts to an account Lead Lifecycle Workflows even run targeted campaigns of their own.or filling in missing fields, such as phone number This takes marketing automation beyond emailor industry. and web marketing, extending the workflow Revenue Cycle Modeling engine to integrate with the CRM system to This is the ability to define the stages for howAutomated Sales Alerts and Tasks create complete lead management workflows. It leads flow through the revenue cycle, automateThis is the ability to create tasks automatically includes automated data field updates (e.g. the rules for how leads move from stage toand provide real-time sales alerts over email, update lead status based on changes to the lead stage, and to provide an easy-to-understandRSS, or mobile device. It can be important to score); automated list management; and lead framework for the sales and marketing process.ensure that Sales receives and acts on lead routing / territory assignment rules. It also lets It provides the foundation for establishing clearinformation in a timely fashion. you ensure sales follow-up by creating tasks rules governing how leads transition from one directly in the CRM system, reassigning leads if stage to the next and assigning Service Level they don’t follow-up, and converting hot leads to Agreements (SLAs) for lead response opportunities. And it supports lead recycling and disposition. processes, where sales leads are passed back to Marketing for further nurturing. 40
    • part four: common features in marketing automationmarketing programs/lead generation COMMON VARIANCE SOMETIMESBelieve it or not, marketing automation did Program Management Cloningnot originally provide capabilities for running Manage marketing campaigns and programs Each marketing program contains multiplebroad marketing programs or generating across multiple channels, including online ads, emails, landing pages, campaigns, and lists,leads. As a result, many platforms do not video campaigns, mobile, virtual events, and but many programs are similar in structure.provide deep functionality in this area. But social media. Create and optimize program The ability to clone an existing program can savesome vendors do, so once again, it’s worth assets such as landing pages, emails, significant time and resources, especially if yourunderstanding your requirements here. campaigns, and lists. Track program objectives, system makes it easy to edit all program results, and costs to assess the parameters in one place and automatically program ROI. update all the underlying assets (e.g. emails). Event Marketing including Webinars Program Import/Export From attracting attendees to registration Some systems provide access to a shared administration to post-event follow up, the event library of pre-built verified programs and the management lifecycle can be laborious. Event ability to exchange marketing programs with marketing capabilities streamline the entire event other users. This means you can take advantage process, including personalized invitations, of their best practices to jump-start your registration, reminders, and post-event follow- implementation and see results faster and with up. They can also provide analytics, so know less effort. how many people have registered, how many attended, and so on. For online events, some marketing automation systems integrate with tools like Cisco WebEx®, Adobe Connect, Citrix GoToWebinar, ON24, and Readytalk to streamline the process further. 41
    • part four: common features in marketing automationsocial marketing COMMON VARIANCE SOMETIMESMarketing automation vendors have been Social Listening and Tracking Social Profilesadding social functionality for the last few Monitor what leads and contacts say on sites Incorporate social profile data to enhanceyears, but each vendor offers a different set such as Facebook, Twitter, YouTube, LinkedIn, segmentation and scoring, including name,of functionalities – so take the time to blogs, and online communities, and use those location, and description – as well as a history ofunderstand what your vendor provides. social insights to segment prospects, trigger social sharing activity. campaigns, change lead scores, and more.Note: For much more on all aspects of social Social Engagement and Promotionmarketing, see the: Social Sharing and Campaigns Social applications such as polls, sweepstakes,Definitive Guide to Social Marketing. Add intelligent share buttons to your campaigns and referral programs can enhance audience and content so your audience can amplify your engagement and encourage people to amplify(www.marketo.com/DG2SM) message to drive broader reach – and then track your message. Some tools let you easily create who shares your content and drives and include such social content on your website, conversions. Most tools let you customize the landing pages, Facebook pages, and emails so default share message and image for each that you can tap into your customers’ and share; some provide triggered capabilities to prospects’ social networks. prompt the share at the right time. Social Analytics Social Campaigns By adding tracking to social sharing applications, Schedule automated posts to one or more social you get insight into who shares your content, accounts. Use or integrate with URL shortening your social conversion rates, how much “social services. Measure likes, comments, replies, lift” you are getting from your campaigns, and retweets, etc. how social impacts your bottom line. 42
    • part four: common features in marketing automationanalytics COMMON VARIANCE SOMETIMESReporting and analytics reside at the Web Analytics Multi-Touch Revenue Attributionintersection of marketing art and marketing This capability tells you why prospects visit your Customers do not purchase your productscience. They give you the ability to prove site, which pages they visit, and how often they because of just one campaign. Rather,the impact of your marketing efforts. All come back. It can even tell you who visits your marketing usually impacts a sale multiple timesvendors provide some level of marketing site when visitors aren’t in your database, thanks across multiple people. Multi-touch attribution ismeasurement and analytics, but the depth to anonymous company lookup, and can send the ability to allocate credit (pipeline, revenue)of functionality – especially in terms of daily alerts to sales reps so they know which among all the marketing activities that havemeasuring impact on revenue and ROI companies are interested. When prospects do successfully touched a sale as it moves through– varies greatly, from extremely basic to register, you also have the complete history of the revenue process. Some systems also their prior web activity as part of their record provide a visual way to see all the marketingextremely deep. and lead score. programs and touches that influence the contacts associated with a sale as it moves SEO/Keyword Analytics through the funnel. Monitor and track how you rank for relevant keywords on major search engines and compare Program ROI Analytics your overall performance to competitors. This is the ability to measure and compare revenue performance by channel or program Basic Reporting along metrics like revenue, pipeline, investment, The ability to access pre-built and build custom ROI, prospects generated, etc. As a result, you reports and dashboards to measure leads by can see which marketing investments generate source/campaign/month, email performance, the greatest return, and get visibility into how the landing page performance, web activity, and so marketing budget should be allocated on. Systems vary in report depth, such as the going forward. ability to use custom metrics and queries. Some systems let you create report subscriptions that Revenue Cycle Metrics automatically send updates to your team These metrics analyze how leads flow through and executives. each stage of the revenue process, from anonymous to customer and beyond, so Marketing and Sales can adjust business processes to increase pipeline and revenue. Key performance metrics for each stage can include balance, flow, conversion rate, and velocity. 43
    • part four: common features in marketing automationresource management COMMON VARIANCE SOMETIMESSome marketing automation systems Budgetinginclude functionality for marketing This can cover all aspects of managing marketingresource management, helping to investments, including assigning top-down budgetscoordinate internal processes and to various groups and divisions, planning marketingincrease marketing efficiency. spend across programs, tracking open-to-spend, ensuring budget compliance, coordinating workflows and permissions, and reconciling plans with actual invoices. Calendaring It can be tedious to maintain a marketing calendar across multiple groups and to communicate the calendar and activities to interested groups, such as Sales. This functionality is about managing the calendar for the entire marketing department, from promotions to content to PR and so on. 44
    • part four: common features in marketing automationinfrastructure COMMON VARIANCE SOMETIMESLarger enterprises and more complex User Roles and Permissions Sandboxorganizations may have needs for additional Assign permissions that align with specific A sandbox is a testing environment that isolatesinfrastructure capabilities such as security pieces of functionality or tasks. Example user untested changes and outright experimentationand integration. roles include a role that gives the ability to create from the production environment. This lets the but not approve landing pages or emails, and a enterprise test out changes to the production role that can create but not activate a campaign. system with less risk. Secure Partitions / Workspaces API/Integrations This is the ability to give users access to only An application programming interface (API) is a specified lead partitions and assets (e.g. specification that tells other systems how to call campaigns, landing pages, emails, reports). This into the marketing automation platform to get lets you create different organizational views that data or perform an action. Other integrations align with how your organization is structured, so allow the marketing automation system to trigger different groups can use the system without risk actions in other systems. In both cases, it allows of interfering with each other – while still the platform to interoperate with the other supporting sharing as appropriate across systems in the enterprise. functions and the demand center. Ecosystem An ecosystem is a complementary set of solutions that amplify the power of the underlying platform. A strong ecosystem can help ensure that your needs will continue to be met even as you require additional capabilities. 45
    • part four: common features in marketing automationAdvanced functionsAs mentioned directly above (and noted by the word “variance”), functionalities for unique marketingautomation categories may vary significantly across vendors. For example, two vendors may have CRMintegration, but differ greatly in the level of depth and quality that they offer.To streamline your evaluation process, Usability / Speed Email and Online Marketing Socialhere are some key capabilities you may notfind in all systems. While the list isn’t • An auto complete feature— • A/B testing—so you can quickly • Facebook registration pagecomprehensive, it will give you a sense of to suggest campaigns and and easily set up A/B testing for publication—to improve yourwhat you may want to look for. field names when you enter multiple landing pages or emails. lead registration programs’ specific values. EdgeRank inside Facebook. • Dynamic content—that contains • The ability to clone an entire text, graphics, or HTML, and can • Social campaigns—including marketing program—while be personalized in a landing page polls and voting, referral programs keeping multiple emails, landing or email, based on behavioral and and sweepstakes. For example, pages, links, and segments intact. demographic segmentation. you might reward $100 to those who refer three friends to an event, • Tokens—that let you input your • Progressive profiling—to easily or enter a user to win an iPad if event location, date, and time create dynamic forms that they share the content you create. once, and then auto-populate the recognize known visitors, pre- fields into every relevant email and populate any existing fields, and landing page associated with gather additional information to the event. complete lead records. • A pre-built library of best • Hidden form field population— practice marketing based on a URL parameter or a programs—including email and cookie without custom code. For landing page templates, events like example, you might capture the webinars and tradeshows, and lead source and search keyword lead scoring and nurturing as a hidden field. workflows. This library should be included inside the application. 46
    • part four: common features in marketing automationAdvanced functionsLead Management CRM integration Other • Real-time, behavior-based • Separate lead scores for lead • Sales campaigns—which • Work groups—to define groups trigger responses—based on demographics and behaviors— empower sales reps to send of leads, campaigns, and assets real-time behaviors, not just pre-set according to the Marketo trackable marketing automation that are only accessible for schedules. For example, if your Benchmark on Revenue emails and add contacts to Marketing purposes by certain customer visits a key webpage Performance, companies that campaigns from inside your CRM. specified users. twice in one week, you might send implement this kind of lead scoring him a special offer and alert the enjoy 23% better sales productivity • Advanced data sync—offers the • Role-based access—that allows sales team immediately. and a staggering 33% higher ability to immediately synchronize only certain functions for certain revenue growth than companies your marketing database with users. For example, you might • Advanced segmentation— that only use demographic scoring. CRM opportunities, activities, require manager approval for new combine real-time triggers, campaigns, and custom object campaigns, or limit access for demographic fields, and behavioral • Decay score—based on information. Also makes those customers and third party users. attributes in a single list. inactivity, sales recycling, or fields available for segmentation, other behavioral triggers. scoring, and reporting. • echnical—to ensure system T • IP lookup—by inferred company uptime and email deliverability. and geocoding by zip code, state, • Self-healing schema—identifies region, and so on. and syncs changes to specific CRM fields, such as new field • Multiple lead scoring models— names or values, and to track interest and engagement for automatically adds new multiple products or businesses. custom fields. • Data triggers—used to activate marketing workflows in real-time download based on data changes in opportunities and custom objects full RFP in your CRM. template (www.marketo.com/RFP) 47
    • Case study:ringcentralHighlights Challenges Solution Benefits RingCentral is a leading provider of cloud With limited marketing resources, With Marketo, RingCentral has been • 12% increase in revenues through business phone systems designed for RingCentral knew the task of reaching able to develop a comprehensive nurturing programs today’s mobile and distributed out and engaging with their huge demand generation and sales funnel workforce. For years, the company customer and lead database was a that captures, educates, and qualifies • 42% increase in revenues via operated purely on an e-commerce, major undertaking. They needed a leads and efficiently advances them email prospecting self-service sales model. solution that could provide scalability through to close. As a result, RingCentral • Over 2,000 leads converted to without having relying on IT to manage has been able to accelerate the sales sales opportunities To support the company’s growth, the marketing system. process, generate higher revenues, multiple sales channels were developed convert more leads to sales, increase • Amplified social marketing programs and marketing outreach initiatives Social has also been a core part of the upsell opportunities, and improve evolved to include email RingCentral’s product and marketing sales efficiency. communications, landing pages, platform. Further, the company realized webinars, demos, advertising and social that traditional marketing methods do These benefits equate to tangible results media. However, while the marketing not work for everyone. Thus, social that include a 12% increase in revenues outreach was forging ahead, the integration was a key factor in the through nurturing programs, a 42% marketing and sales teams lacked the decision to select Marketo. increase in revenues based on improved 12% ability to reach, engage and create email prospecting, and over 2,000 leads meaningful dialogues with prospective Marketo’s B2B social marketing converted to sales opportunities using customers as well as with the existing integration leverages sharing behavior, Marketo Sales Insight. client base. not only increasing the reach and impact of marketing messages, but enabling the RingCentral also launched a Facebook increased revenue The problem was exacerbated due to company to close more business. poll on their customers’ views of the from nurturing programs the massive business customer base of 2012 election using Marketo’s social over 280,000 companies and thousands marketing technology. This single 42% of leads. Armed with only a mix of campaign resulted in 1,300 survey homegrown marketing tools, the respondents, 28% sharing the poll company recognized the need to find a socially, and 189,000 social impressions. comprehensive marketing automation solution. increased revenue from email prospecting 48
    • Thought leader Snapshot:carlos hidalgo, ceo & principaladam needles, Chief Strategy officerThe annuitasCarlos Hidalgo is the CEO and Principal of Marketo interview with Carlos Hidalgo & Adam Needles AN: I’d echo Carlos’ comments about the If the vendor isANNUITAS, a demand generation firm that vertical focus becoming an important part simply going tohelps B2B marketing and sales leaders at MKTO: What do you think the future of of marketing automation in 2013. Taking a discuss all of theirenterprise organizations Tranform marketing automation will look like in the strategic approach to demand is features andDemand. As CEO of ANNUITAS, Carlos next few years? something that is taking hold in B2B functions, that is adrives strategy and leads ANNUITAS core marketing and sales teams at enterprise warning signal. Make sure they are able topractice teams to Transform DemandSM for CH: I believe that over the next few years organizations across industries. It’s articulate how those features andclients. Most recently, Carlos was named we will continue to see more consolidation incumbent upon both marketing functions are going to better equipone of the 50 Most Influential People in in the space by technology vendors automation vendors and their partners to marketers to improve their buyerSales Lead Management for the fourth focused on delivering a more complete, collaborate to develop more tailored engagement and sales enablement.year and was named as a Who’s Who in end-to-end solution to marketers for truly approaches to these industries.BtoB Marketing in 2011. strategic demand generation. An organization should be looking for a MKTO: What are the most important vendor that can provide the necessaryAdam B. Needles is the Chief Strategy I also see automation expanding into a things to look for in a marketing automation guidance on how to best use their solutionOfficer and Principal of ANNUITAS. wider array of industries in the coming vendor? to advance and mature their marketingNeedles is a passionate B2B marketing years. Manufacturing and B2B financial approach. One good way to measure thischange agent — helping ANNUITAS services are great examples of industries CH: There are quite a few important is to go and read some of their thoughtclients build successful, modern, buyer- that are beginning to wake-up to the aspects, but I will cover a few that some leadership pieces. Are they truly thoughtcentric demand generation programs and benefits that marketing automation can folks may not have considered beyond leadership or veiled sales pitches?transform their lead-to-revenue Demand bring as they seek to better align with their the traditional checks of support, trainingProcesses. He is the author of Balancing customers. I think this is only a sign of and pricing.the Demand Equation: The Elements of a good things to come for this space asSuccessful, Modern B2B Demand a whole. When searching for a vendor I think it isGeneration Model – a book written for important that you partner with someoneB2B marketing leaders. who understands the new B2B marketing challenges and more importantly, the new B2B buyer landscape. 49
    • Thought leader Snapshot:carlos hidalgo, ceo & principaladam needles, Chief Strategy officerThe annuitasMKTO: What should you focus onwhen selling marketing automation to your When you make it simply about When they see this and realize theexecutive team? What are some things marketing, it loses quite a bit of luster and alignment it can bring betweenthat might resonate with a CEO, CFO, may be perceived as lacking substance marketing and sales to deliver revenue,or Sales? from an executive point of view. it becomes a powerful value proposition. And, honestly, whileCH: The focus here is outcomes – how will AN: To me, the sales leadership must be marketers have to fight for budget,this automation solution help drive better bought in. They know how to design, sales leaders can move mountainsoverall business outcomes? If the CMO deliver and repeat interactions with (successfully) if they think it will increaseand their staff can clearly articulate this, buyers to convert them to revenue. revenues. Bottom line, make surethen they will be well on their way. They must understand that successful Sales is behind your purchase of marketing automation drives perpetual marketing automation.When discussing outcomes, remember demand generation that – upstream ofthis is not showing increased clicks, opens sales interactions – really is just aand impressions. The outcomes we are continuation of what sales willdiscussing are positive impact to pipeline, do downstream.improved lead conversions by stage,overall impact to revenue, ability to betterenable Sales and help them achievequota. All things that lead to increasedrevenues. 50
    • part fivebusiness case formarketing automation
    • part five: business case for marketing automationROI researchWhen discussing marketing automation’s ROI potential, nothing is more convincing than cold, hard data.Here are some of Nucleus Research’sfindings on the effectiveness ofmarketing automation: • By instituting marketing automation capabilities, companies can expect to achieve an increase in marketing staff productivity between 1.5 and 6.9 percent. The biggest boost, of course, will come to companies transitioning from a labor-intense manual marketing system. • Enabling marketing automation can reduce administrative overhead to a savings of 3.4 percent (on average), with most companies saving between 1.5 and 5.2 percent. • Sales productivity can be expected to increase by an average of 4 percent, with two-thirds of companies experiencing sales force productivity gains between 1.6 and 6.4 percent. Source: Nucleus Research 52
    • part five: business case for marketing automationROI researchWith marketing automation, companies can The Lenskold Group conducted a study in 2012 onexpect three core benefits: more pipeline, more Generation Marketing Effectiveness. Their resultsproductive Sales reps, and higher revenue. showed that companies using marketingHere’s another benchmark analysis done by automation report faster growth than ones thatMarketo which tells essentially the same story: don’t. Here is a visual: 25% Better 8% 12% 22% 100% Better 45% 80% Better 26% 38% 60% 40% 20% 45% 31% 62% 51% 84% 67% 66% 50% % Pipeline Sourced % Sales Time % Revenue Plan Integrated No Marketing from Marketing Spent Selling Attainment Marketing Automation Automation Marketing Automation Users Non-Marketing Automation Users Slower Growth Same Growth Greater GrowthSource: Marketo Benchmark on Revenue Performance as a Sept 15, 2012 (N=489) Source: The Lenskold Group 2012 Lead Generation Marketing Effectiveness Study 53
    • part five: business case for marketing automationcontextIn fact, the majority of companies see ROI from Time to Marketo Automation ROIusing marketing automation within a year,according to this Focus Research Study: 32% 32% 24% 12% ≤ 1 Month 2-6 Months 7-12 Months 1+ Years Source: Focus Research Study: Marketing Automation, March 2011 54
    • part five: business case for marketing automationThe return on marketingautomation: core business caseThere are three core benefits to marketing automation.1. Save time and money2. Measure and optimize marketing investments3. Faster revenue growth1. Save Money and TimeIf you can build your business case for overhead in terms of hiring humans to • Simplifying Approval andmarketing automation on its ability to do the work manually. By investing in Compliance — Marketing the technology to automate these automation saves time and money by “By using advanced marketingsave you time and money, that’sgenerally the best way to get CFO processes, companies are able to simplifying approval and compliance automation and analyticssignoff. Here are three bulletproof ways reduce the campaign management processes. Especially for largeto save your company money with budget by 80%. companies or those in highly software, marketers aremarketing automation: • D.I.Y. Marketing — Marketing regulated industries, sending a strengthening their agility marketing campaign might require • Less Human Resources — automation saves time and money by many levels of sign-off. Marketing and increasing their offensive Modern relationship marketing allowing companies to D.I.Y. (Do It automation simplifies and requires you to interact with Yourself). Instead of outsourcing capabilities to grow revenue standardizes this process, and customers in a modern way. For things like landing pages to expensive means fewer spreadsheets to more consistently example, say you want the ability to design firms, marketing automation track and update. follow up on marketing emails by technology gives the ability build and profitably.” sending different emails to those marketing campaigns in-house. Not – Phil Fernandez, who responded and those who only does this save money, but it also didn’t. Without marketing saves time and makes a company Marketo CEO automation, that means a lot of more agile. 55
    • part five: business case for marketing automationThe return on marketingautomation: core business case2. Measure and Optimize Marketing Investments “Today’s marketers need toIn today’s world it’s important to be able • Prove program ROI — What is theto measure Marketing under pressure specific amount of revenue generation speak the language that theirand prove that it can deliver. Executive from a marketing program? How can CEO and CFO can relate toteams are eager for analytics, and the results be compared? Marketingcampaigns like pay-per-click are proving automation dials into which marketing and understand. Gone are thethat Marketing can (and should) be campaigns are directly affectingmeasurable. revenue. Thus, you can spend days where marketers talk your money where it’s proven about website hits andMarketing automation helps measure and to work best.optimize your marketing investments in Facebook likes. Today’s • Funnel impact — How does yourfour ways: funnel work? What is your conversation marketers need to ensure that • A system of record — Marketing rate from a name into a lead? From an they have both pipeline and automation provides the core system opportunity to a close? Marketing of record for all your marketing automation will help you understand revenue targets.” information. If you don’t have a how leads are moving through your system of record for your marketing funnel and help you make forecasts – Will Scully-Power, efforts, you can’t measure. around the nuances of the impact Managing Director marketing has on revenue. • Measure and test — The ability to of Datarati run tests (this landing page vs. that Gleaning all of this information about your landing page; this offer vs. that offer) marketing efforts allows your company to helps your company learn what optimize its marketing decisions to directly works over time, which ultimately impact revenue growth. gives you better optimization and more revenue. 56
    • part five: business case for marketing automationThe return on marketingautomation: core business case3. Faster Revenue GrowthMarketing automation drives revenue by Post-Salehelping you: After the purchase, marketing automation lets companies more effectively and efficiently build • Focus on the right customers. and retain long-term customer relationships. It does this by enabling companies to: • Develop relationships before they 5 Key Metrics to Measure are ready to make a purchase. • Engage in personalized and Marketing Autmation Success interactive multi-channel dialogues 1. Conversion rate of new names into • Engage at the right time. with their prospects and customers. marketing qualified leads • Scale personalized interactions 2. Number of marketing qualified leads with each customer. • Capture data about, analyze and 3. Win rate on marketing qualified leads respond to consumer behavior both online and offline. 4. Percentage of pipeline sourced by Marketing • Closely integrate marketing activities 5. Investment per marketing-sourced and information with other parts of the customer (acquisition cost) organization, such as sales or call centers, to create a seamless experience for buyers. The result is deep, long-lasting relationships that increase customer lifetime value. Read-on to learn how to quantify these benefits. 57
    • part five: business case for marketing automationThe return on marketingautomation: core business caseMarketing AgilityThe Challenge The Solution Putting It to PracticeIt can be dizzying for marketing executives To succeed and win in this highly complex Marketers lay the foundation for Visio-style flow charts crumble in the faceto juggle the complex array of programs and lightning-fast business environment, marketing agility by: of these complex needs, no matter howand activities needed to reach target marketers must possess a high level of nice they look during a demo. It can becustomers across a broad range of online agility—that is, they must have the ability to 1. Gathering in-depth information on very difficult to edit the spaghetti ofand offline channels—from social media quickly optimize marketing activities based customer preferences and behavior connected steps. Instead, look for modularand other web channels, to email, direct on changes in market conditions or user interfaces that are based on triggers, 2. Quickly creating new campaigns andmail, events, and more. And they must customer preferences and behavior. This listening to customers and responding adapting existing onesconstantly adapt these campaigns based means marketers must always test and try with the appropriate actions. They not onlyon new insights, competitor moves, new new things, and respond with nimbleness, offer easy-to-use interfaces, but also are As such, platforms that automatetechnologies, and so on. control, and finesse. easier to evolve and maintain over time. marketing processes can be an essential tool for the agile marketer, because theirStill, research from the marketing databases offer you a singleMassachusetts Institute of view of your customer.Technology (MIT) shows agile firmsgrow revenue 37% faster than non-agile companies. 58
    • part five: business case for marketing automationimpact of maturity onrevenue growthHow can you create a quantitative businesscase for faster revenue growth? It depends Revenueon how well you use the system to modify performanceyour revenue processes. ManagementThe Marketo Benchmark on RevenuePerformance identified four levels of maturity: • Coordinated, optimized, multi-channel campaigns integrated • Single revenue team pipeline (Marketing and Sales) • Sophisticated lead management across the demand revenue cycle generation • More sophisticated segmentation • Disciplined multi-touch ROI measurement traditional • Lead nurturing marketing • Manual campaigns and scoring • Integrated marketing • Low targeting • Basic lead management and sales processes • Immature sales and • Sales and Marketing • ROI and revenue marketing alignment remain in silos impact measurement • Limited marketing • Operational marketing ROI measurement metrics only 18% 43% 30% 9%Four levels of marketing automation maturity, and what percentage of companies are at each level. 59
    • part five: business case for marketing automationimpact of maturity onrevenue growthThe Benchmark study found that your company’s level Benchmark research also showed that conversionof maturity significantly impacts its results and ROI from rates improve as maturity increases throughout themarketing automation. revenue cycle.In fact, the most mature users of marketing automationachieve 32% greater revenue than averagecompanies—and a whopping 79% more than theleast mature companies.% Revenue Plan Attainment100% Revenue performance 101% Management80% integrated Name to MQL: 33% 81% pipeline MQL to SQL: 38% 74% demand SQL to Win: 39%60% generation 1 in 20 traditional Name to MQL: 24% 56% marketing MQL to SQL: 30%40% SQL to Win: 27% Name to MQL: 28% Name to MQL: 11% MQL to SQL: 20% MQL to SQL: 25% 1 in 53 SQL to Win: 22% SQL to Win: 21%20% 1 in 66 1 in 221 Traditional Demand Integrated Revenue MQL = Marketing Qualified Lead SQL = Sales Qualified Lead Marketing Generation Pipeline Performance (ready to call) (engaged in active opportunity) ManagementSource: Marketo Benchmark on Revenue Performance as of Sept 15, 2012 Source: Marketo Benchmark on Revenue Performance as of Sept 15, 2012 60
    • part five: business case for marketing automationbringing it togetherNow it’s time to combine the improvement in marketing maturity and assumed changes in conversion ratesto estimate how your organization could improve deal flow and revenue using marketing automation.The key steps are: 1. Gather your baseline revenue metrics such as annual revenue, gross margin, number of annual deals, and average deal size. 2. Establish your baseline conversion rates for Name to MQL, MQL to SQL, and SQL to win 3. Estimate how marketing automation will improve your marketing maturity and therefore your conversion rates 4. Calculate how improved conversion rates will translate into improved lead flow, wins, and ultimately revenueYou can access an ROI calculator atwww.marketo.com/marketing-automation,or if you’d like more support, contactsales@marketo.com and we can work withyou to build a detailed business case as shown. 61
    • part five: business case for marketing automationInvestment and CostsOnce you estimate the returns from marketing automation, you need to developthe other side of the business case by understanding the investment required.While yesterday’s legacy, on-premise The main factors that drive the cost of Most solutions do not typically chargesolutions were sold as software licenses, your subscription are: for each marketing user, and providemost modern marketing automation access for an unlimited number ofplatforms are delivered via SaaS as 1. The number of leads and emails (within reason). Many vendorsrecurring subscriptions. Available on a contacts in your marketing also have an additional per-seat chargemonthly, quarterly or annual basis, database. This includes those for for named Sales users to get insight Marketing Automation as a subscriptions can start as low as $1,000 whom you have contact and action inside the CRM system. Percentage of Budgetand scale up to six figures per month. information, such as email address, On average, large technology companies reportMany vendors provide discounts for the postal address, or phone number. For sample pricing, see that marketing automation accounts for 3.1% ofannual commitments. www.marketo.com/pricing. their programs budget, and 1.6% of staff 2. The functionality in each edition. Many vendors provide allocations, according to IDC’s 2013 Marketing different editions of their solutions; Planner. Meanwhile, MarketingSherpa’s 2012 for example, an edition to facilitate Marketing Benchmark indicates that companies lower-cost entry and others with spend an average of 7% of their overall budgets more powerful, higher-end on marketing automation. functionality. For example, Marketo provides a Spark edition, which is (Note: MarketingSherpa reports a larger optimized for small businesses and percentage because it surveys smaller first-time marketing automation companies across more industries than IDC.) users; a Standard edition that adds more capabilities that are appropriate for most companies; and a Select edition for companies with highly sophisticated marketing requirements. 62
    • part five: business case for marketing automationInvestment and CostsOther Investment Factors Here are some questions to ask:Most marketing automation vendors offeradd-ons to their basic software 1. Do I generate enough leads?subscriptions—including new-customer 2. Do I have enough content?enablement, premium support packages, Time to Valueconsulting services and instructor-led 3. Do I need to modify my end-to-end As a metric, Time to Value—the span of timeeducation and training. The purpose is to business revenue process and/or between a project’s start and when theaccelerate ROI and time to value, and improve marketing-sales alignment? operational system delivers value—can be ascosts tend not to exceed 20% of the important as Return on Investment. Nosoftware subscription. 4. Do I have the right skills on staff? executive wants to wait long to get results. Nobody wants to explain why all thoseMoreover, the best results come from Depending on the complexity of the “promised benefits” have yet to arrive.looking beyond only the software. You vendor you select, your marketingshould also look at the end-to-end automation maturity, and ROI goals, you The critical concept here is the time toprocess to make sure you have all the may need to look at additional payback—when cumulative benefits exceedingredients for success. investments in these areas. (See Part Six cumulative costs. Make sure you ask your for a deeper-dive into non-technology marketing automation vendor how long investments required for marketing implementation and ramp-up will take, as well as automation success.) how quickly you can expect to see value. 63
    • part five: business case for marketing automationselling marketingautomation internallySometimes, your executive team won’t immediately see the value of a marketing automation investment. To convincethem, you’ll need to understand their priorities—and what challenges stand in their way. Then, you can connect thedots for them and position marketing automation to address their specific concerns.When you’re trying to gain internal support No matter which executive you want tofor a marketing automation purchase, convince, make sure to manageposition it based on the problems that your expectations about the time to value and “Every business has problems. Youroverall business has now, and how that effort required. Don’t overpromise and business has unique problems to it, and youimpacts every individual. Otherwise, your under-deliver. Marketing automation is notorganization won’t see your business case something you just turn on and see instant have a different sense of priorities of howas a priority for the current moment. results. Getting value takes time and effort. you’re going to address those problems. As you invest more, you’ll start to crawl,Your ability to deliver a compelling then walk, then run. Your peers will Start with the headache that your CMO hasbusiness case for marketing automation appreciate and respect your pragmatic, every night when she goes home and ishinges on how well you structure your level-headed approach.argument to resolve the chief challenges trying to figure out how to fix it. Start withand priorities of your audience. what the CEO announced during your company’s annual meeting and said are his or her priorities.” – Steve Gershik, Demand Generation Expert & VP Marketing, StackMob 64
    • part five: business case for marketing automationselling marketingautomation internallyDoes Marketing Lack Credibility? Many executives are loath to invest more80% of CEOs admit they do not really trust resources into a cost-center. Whyand are not very impressed by the work automate marketing processes, they “Marketing is a highly creative endeavor. It requiresdone by Marketers, according to The ask, if it will just produce mediocreFournaise Marketing Group. And results faster? thinking and planning. And it touches people…according to the VisionEdge Marketing creative marketing people, salespeople, and mostand Marketo 2010 Marketing Performance Needless to say, you’ll need to addressMeasurement and Management Survey, some of these perceptions head-on importantly, customers. So marketing automation ismore than 2/3 of CEOs give their when making the case for best done in a way that doesn’t stifle creativity, doesn’tmarketing departments a B or C grade. marketing automation. create a burden for your salespeople, and doesn’tMarketing is too often perceived as an arts offend your customers.”and crafts function that throws parties andcreates color brochures. At a minimum,many execs think of it as a cost center, not – Joe Martinico, Editor, marketingautomation.coma revenue-driving department. 65
    • part five: business case for marketing automationselling marketingautomation internallyFive Tips for Selling MarketingAutomation Internally, according toCarlos Hidalgo of ANNUITAS 1. Seek to understand 3. Discuss, don’t present. Start 5. Be ready if they say yes. management’s objectives. by asking questions that seek to Have your high level plan ready, Understanding their collective and understand what they are looking to an overview of the next steps, individual goals will help you present achieve. Then transition by saying, timeframes, and required resources. a case that meets their felt needs. “If I could show you how to meet 2. Create a financial case that lines those objectives efficiently and up with their objectives. The key effectively, would you be interested is to work backwards from the main in learning more?” objectives that your executive team 4. Support your case with real life holds dear. If revenue is the main case studies. This will help you objective, make your case based answer the potential question, “This on revenue. all sounds good in theory. How do you know it will work?” 66
    • part five: business case for marketing automationHow to position marketingautomation for each executiveCMO CEOChief Concerns: Connect the Dots: Chief Concerns: Connect the Dots • Drive customer intimacy • Highlight marketing automation’s • Grow revenue and “making • Contextualize marketing ability to measure the ROI of the number” automation as the key to business • Measure and prove marketing ROI individual programs, show how growth. Position it as a solution to Marketing impacts revenue, and • Manage costs, meet shareholder enhance sales effectiveness and • Build alignment with Sales expectations for profitability substantiate budget requests. get more from every sales person. • Improve Marketing credibility Instead of talking about marketing • Reduce the threat of increasing • Attract and retain talent in the organization automation, refer to Revenue complexity by positioning Performance Management (RPM), • Innovate and out-execute • Manage and leverage growing marketing automation as the key the modern strategy that spans the competition complexity of changing buyer to improving Marketing’s ability Marketing and Sales to optimize behaviors, channels and technologies to adapt to changes and test • Build and align the organization, interactions with buyers across the innovative strategies. enhancing collaboration entire revenue cycle and accelerate predictable business • Discuss marketing automation as a • Manage risk growth. (Refer to Section 3 for a key function for bringing Marketing description of RPM.) and Sales into better alignment. What CMO doesn’t want to hear • Talk about the predicted praises, not complaints, from the performance improvements that head of sales? you’ll gain from knowing precisely which marketing programs drive • Rally support from the rest of the revenue, which waste it, and how executive team, so the CMO to optimize Marketing’s spend. perceives an investment in marketing automation as a low- risk decision. This will protect his/her credibility. 67
    • part five: business case for marketing automationHow to position marketingautomation for each executiveHead of SalesChief Concerns: Connect the Dots: • Make quota • Show how the Sales department is often the primary beneficiary of a • Get an accurate forecast marketing automation investment. • Beat the competition • Tell Sales it can expect more high-quality, “win-ready” leads, • Expand market share along with greater insights for Sales • Make customers successful reps to use for prioritizing their time on the right leads and opportunities. • Develop the team • Discuss plans for marketing automation-powered lead scoring, which can result in fewer overall leads passed to Sales. This is a good thing because it means fewer poor-quality or premature leads will Example of how marketing automation helps Sales focus on the hottest leads and opportunities be passed on. Instead, set the - Marketo Sales Insight. expectation that Marketing will nurture relationships with leads that aren’t yet ready, so the sales team doesn’t have to. “Companies that implement lead scoring enjoy 28% better sales productivity and 33% higher revenue growth than companies without lead scoring.” – Marketo Benchmark on Revenue Performance, 2012 68
    • part five: business case for marketing automationHow to position marketingautomation for each executiveCFO CIOChief Concerns: Connect the Dots: Chief Concerns: Connect the Dots • Manage expenses • Do the math. Present your • Make investments that support • Project a reduced IT workload, developed business case. Don’t the business since Marketing will be able to • Contain risk worry too much about the fact that safely take on some of the tasks you’re making estimates, provided • Manage security and risk that previously required IT help, • Enable profitable growth they’re clearly labeled. You’ll build such as landing page creation. • Innovate and evolve infrastructure • Plan for the future credibility simply by walking in the for the future—from mobile, social, • Highlight the value of a more door with a spreadsheet of SaaS, etc. cohesive reporting environment numbers, showing you can speak the CFO’s language. from data that’s integrated across • Control costs formerly disparate systems (CRM, • Project the implications of having email, website, and social). the ability to better measure what Explain that marketing your organization gets for its automation can also improve marketing investments—namely, data integrity and quality. connecting Marketing’s spend to revenue, reducing waste, and • Answer specific technical optimizing expenses. questions about security, data management, integration, and other IT requirements by partnering with your proposed vendor. 69
    • part five: business case for marketing automationthe cost of delayingHere are some common reasons why people may delay investing inmarketing automation, and how you can overcome them. In short, there’s never a perfect time to rollObjection Response out new software or start a new project. “We have too many All the more reason to bring in marketing automation, since it can Don’t let the delay go on too long. You’ll important campaigns and increase the ROI of every other program you run. You need to be always be busy. Once you’ve determined events coming up.” prepared to effectively nurture all the new names and leads about to enter your system. The longer you wait, the lower your chances are of you’ll benefit from the investment, the converting these early-stage names into buyers. longer you wait to implement marketing automation, the longer you’ll wait to see “We have to do something Once these projects are done, there will always be more projects, and your revenue move up and to the right. else first—like finish our more after that. In fact, the nature of marketing is such that you’re website, implement CRM, always doing something new. The good news is that marketing fix our data, etc.” automation platforms are built to adapt as you evolve. The sooner you invest, the sooner you’ll learn how to incorporate its value into all of your programs – so you get more results from everything you do. “We lack the staff to run It’s true that marketing automation doesn’t run itself. The more you put the programs.” in, the more you get out. That said, you can hire consultants or “Stop planning to get ready to agencies to help you get up and running. From there, many companies find they only need to spend a few hours a week—to run some reports set started, and get started and tweak your campaigns and workflows—to get decent ROI. instead. Then look for Of course, at this level of usage you won’t get the same ROI as highly-sophisticated users, but you can certainly do better than you continuous improvement would without marketing automation. And if you pick the right system, you can do more sophisticated work and get even more from the rather than perfection out system as your staff grows in size and skill. of the gate.” “We don’t have enough Most companies don’t start with tons of content. What’s needed is a content in place.” plan to create that content. For example, say you want to send out content every 3 weeks, and you have 4 pieces at the moment. You – Mac McIntosh, have 12 weeks to create something new. Simply commit to building a Marketing Automation new piece of content every month. Re-use old blog posts. Divide newsletters into bite-sized chunks. With this approach, you’ll grow Expert your content library over time. 70
    • Thought leader Snapshot:Howard sewell, President,spear marketing groupHoward J. Sewell is president of Spear MKTO: What do you think the future of never take the time to ask the question: • Enhance our demand generationMarketing Group and a B2B marketing marketing automation will look like in the what is it exactly that we want marketing effectiveness by optimizing programveteran with more than two decades’ next few years? automation to do for us? My advice: don’t spend based on true ROIexperience in direct marketing, demand just be a “campaign factory.” Have ageneration, and lead management. HS: I see marketing automation becoming strategy in place and orient your use of the • Increase the number of pipeline a more mission-critical piece of the IT technology (and the programs you design) opportunities by more effectivelyMarketo interview with Howard Sewell landscape. For example, look for towards specific sales, marketing, and marketing to existing leads integration with other systems beyond business goals. • Increase the efficiency andMKTO: What are the most important CRM (e.g. Finance, ERP). Marketing is bandwidth of inside sales withoutthings to look for in a marketing increasingly ROI-driven, and marketing MKTO: What should you focus on when adding headcountautomation vendor? automation can be not only the platform to selling marketing automation to your provide that measurement, but the engine executive team? What are some thingsHS: Here are the questions I’d ask: that drives company revenue. Technology that might resonate with a CEO, CFO, that was only recently regarded as “email or Sales? 1. How many FT employees (or software” is now becoming a vital equivalents) am I going to need component of a company’s sales and HS: Be wary of offering generic benefits to manage the system? marketing infrastructure. like “increased marketing ROI” or “shorter selling cycles.” Those benefits may be 2. How easy is it to customize the MKTO: What are the most important legitimate possibilities, but they carry less system to our specific business things you have to keep in mind in order to weight when they could apply to any model and/or sales process? be successful with marketing automation? organization. Instead, identify the most 3. How easy is it to change or pressing sales and marketing challenges modify programs if our sales HS: Have a plan! It sounds so basic, and at your company, and speak to those process changes? yet it’s the primary reason why many specific issues. For example: companies don’t achieve the value they 4. How often do you release should from marketing automation. So • Increase the rate at which users product enhancements? often, new marketing automation upgrade from our freemium version to customers have a pent-up demand for a paid license 5. How quickly can I be up campaigns, so they immediately launch and running? • Increase the rate and volume of into a series of “one-off” programs and qualified leads passed to field sales 71
    • part sixGetting Successful withmarketing automation -more than technology
    • part six: getting successful with marketing automation - more than technologygo beyond softwareWould you buy a Ferrari and then keep it in the garage? That’s what happens whencompanies purchase marketing automation without a strategy or plan for using it.While there are important differences With limited investment in these areas, youbetween marketing automation can usually get good (but not great) ROIplatforms, success is often primarily from marketing automation. And as we “I’ve seen over and over where a companydetermined by three things: saw in Part Five, the more you invest, the will be unsuccessful with their marketing higher you move up the curve, and the 1. Your strategy and process better your return on investment. automation strategy and they blame the 2. Your content and lead flow The key is to “think big, start small, and technology; they blame the platform. They 3. Your people move quickly”. In other words, the best say, ‘Well, we need to switch to a new results usually come from getting started with what you have today, and then platform because this just isn’t working incrementally investing over time to move out.’ And in my observation, 9 times out of up the curve. 10, it’s not the technology’s fault; it’s the fact that the strategy, if it exists, is flawed and is not executed well.” – Matt Heinz, Marketing Automation Expert 73
    • part six: getting successful with marketing automation - more than technologystrategy and processAs Bill Gates famously said, “The first rule of any technology used in a business is thatautomation applied to an efficient operation will magnify the efficiency. The second isthat automation applied to an inefficient operation will magnify the inefficiency.”Don’t just automate your old processes Some of the processes that your companywhen you are introducing marketing should examine as it thinks aboutautomation into your organization. New marketing automation include:technology requires new ways of doingthings. When it comes to automating Sales and Marketing Alignment Measurement and Metrics Data Qualitymarketing, the most important thing tounderstand is that you “still have • What defines a sales-ready lead? • What key metrics do you report on a • Do you have dirty data full ofto think.” weekly, monthly, and quarterly basis? duplicates and bad records? • How does your lead qualification team prioritize their time? • How do you measure campaign ROI? • Missing or incomplete data? • How will you implement lead nurturing • What key performance indicators • How will your data get cleansed – and for leads that are not yet ready? (KPIs) will you use to determine if your maintained – to ensure your marketing “Start with a process. Marketers revenue processes are on track? automation doesn’t suffer from typically work off of intuition, • How will you recycle sales leads “garbage in, garbage out”? that don’t move forward? With marketing automation, marketers can but defining processes is critical look beyond traditional metrics (clicks, Quality data is an essential • What service level agreements (SLAs) to successful marketing will you have for lead follow-up? opens, etc.) and starting measuring (and underpinning of any successful forecasting) what executives really care marketing automation implementation. automation strategies and helps about: current and future pipeline, Marketing automation can drive the most you achieve quality, results when a company uses it as an revenue, and profits. consistency, and collaboration.” opportunity to realign its entire revenue engine around the modern customer’s new buying cycle. – Eric Dukart, COO, Sundog 74
    • part six: getting successful with marketing automation - more than technologyContent and lead generationIf marketing automation is the rocket, then content and lead flow are the fuel.Read on to learn how to fill your tank to full.Content Lead FlowHaving enough content is often the most Some companies have too many leadsunderestimated challenge for successful and need to score them before handing “You have to remember you needmarketing automation. Simply put, over only the highest-quality sales-ready capabilities to manage the marketingcontent is a must-have for consistent leads. Other companies, especially newlead generation and nurturing. Ideally, and small businesses, don’t have enough automation, which includes people andthis is based on a solid understanding of leads. Marketing automation can help processes in addition to the technology.your buyer personas, so that your leads flow through the funnel morecontent and messages resonate with efficiently, and done right, it can nurture That is the key for success.”your audience. Without this, even the leads to make them sales-ready. But if youmost finely crafted marketing automation have nothing coming into the top of your – Matt Johnson,programs can fail to deliver results. funnel, you will have nothing to nurture. VP Chief Strategy Officer, InnoveerAsk yourself: If you don’t have enough sales leads, put a plan in place to get more – with content • Do you have a defined marketing, social media, trade shows, and content calendar? promotions – anything that will help to get prospects into the top of your funnel. • Do you have content for each stage of the buying process, by persona?If the answer is not yes, then you’ll needto make progress in this area, or risklimiting your long-term marketingautomation success. 75
    • part six: getting successful with marketing automation - more than technologypeopleYour internal employees as well as external service providersare the most critical aspects of success with your marketing platform.Some important skills for success are: • Business process design and • Technical aptitude. Marketing is “Success of marketing automation is not just implementation. Can your team increasingly becoming a technical about the technology. That’s the easy part. envision demand generation and profession that includes proficiency lead-lifecycle processes that align to with technology solutions. This This is all about change management and today’s modern buyer? Can they work represents a huge shift in the job cross-functionality to implement description of a marketer, which adjusting the way the company thinks about across the organization? previously required little to no the customer experience. It requires support technical abilities. Although today’s • Analytics. Do you have someone marketing automation platforms are and alignment by key stakeholders, a who can absorb, visualize, and discuss large amounts of data and much easier to use than previous commitment to developing better processes systems, users still need to be complex concepts, and make comfortable using technology. Basic (not doing it the way they have always done it decisions to solve problems based on levels of technical acumen are a must; available information? but with automation) and defining clear use having a “marketing technologist” on staff is even better. cases on what problems they want to solve You’ll need to evaluate the skills of your and how they will use the technology to solve team. If you don’t have the right skills the problem – this all drives marketing on-staff, you’ll need to augment your current staff with training, external automation adoption and success.” consultants, and/or additional hires. – Jeff Pedowitz, President and CEO, The Pedowitz Group 76
    • part six: getting successful with marketing automation - more than technologydream big. Start small.get fast wins. Build from there.All of the factors discussed here are critical … If you dream big, you’ll position … If you win small victories quickly, Overall, be realistic about whatfor marketing automation success, but yourself to achieve the grand—albeit you’ll show results in a way that your resources you’ll require to achieve yourdon’t let not having all of them keep you granularly articulated—vision of what you organization values —whether it’s a new objectives, but don’t let the “perfect befrom getting started. want success to resemble. Depending on lead generation campaign or a basic the enemy of good.” Get started. See your organization, this end goal may take system for lead scoring. These small wins value. Then, evolve.The best marketing automation the form of a full RPM transformation. It will cultivate stakeholder buy-in acrossimplementations adhere to the adage, might also be more modest. your organization, and increase your“think big; start small; most quickly.” chances for success over the short and … If you start small, you won’t get stuck long term. in analysis paralysis, or feel the need to wait until all of your content is created. You won’t need to map out every single campaign, or get your website perfect. Slow and steady wins the race. More Effort, great roi some Effort, good roi Revenue traditional demand integrated performance marketing generation pipeline Management 77
    • Thought leader Snapshot:david lewis, President & CEO,demandgen international, incDavid Lewis is an early pioneer in Internet people with strong analytical sense, and DL: Customer base. A large and need, and you’ll have missedmarketing, marketing automation, and technical resources on the marketing team strong base of customers that are “like opportunities to use that functionality inCRM systems with over 22 years’ far beyond the webmaster. you” is important to demonstrate that the the meantime.experience in marketing and selling vendor platform has broad appeal, andtechnology. In 2007, David Lewis founded Process. Prior to marketing automation that it has been significantly tested by a Ease of use. Look not only at overallDemandGen International, Inc. a global almost all campaigns were on the “one wide range of customers using it for ease of use, but at the consistency ofconsulting firm helping companies deploy and done” model: it was all about lead different applications. ease of use across the application. Youand utilize marketing automation and CRM generation. Now Marketing is a formal, want to make sure that the solution issystems. DemandGen has become the integrated, repeatable process: it’s about CRM integration. Marketing automation easy to use not only in core areas liketrusted advisor to the world’s leading understanding your B2B buying process, is only half of the solution: CRM and email and landing page development,marketing and sales teams combining and moving from static lead generation marketing automation together represent but also in more sophisticated areassuperior service, business process, and campaigns into lead management in a a completely integrated sales and such as lead scoring, nurturing programtechnology expertise. logical, automated manner. marketing solution to the same data set. design, and reporting. Keep in mind that the MA needs not onlyMarketo interview with David Lewis Systems. Choosing the right systems for to integrate with the CRM you’re using Scalability. Your business will grow; your business is paramount—and every today, but also to provide the “hooks” into will your marketing automation platformMKTO: What are the most important business’ choices are unique. Select with any CRM you might use in the future. Be grow with it? Make sure the system youthings you have to keep in mind in order to care, and keep integration top of mind. The sure to look at the add-ons that an MA buy can handle the size of yourbe successful with marketing automation? right marketing automation system for your offers in terms of adding functionality to database and volume of your business also needs to integrate the CRM. campaigns now and into the future;DL: Three words: people, seamlessly and completely with your how will performance be impacted ifprocess, systems. CRM, your website, and your other Commitment to innovation. Does the your business grows significantly? marketing tools and systems such as platform keep getting new functionality onPeople. Your organization must be content management, event marketing, a regular basis that expands what its Pricing. Look for a pricing model thatculturally aligned, with the right leaders and analytics platforms. offering? Or is it trying to play catch-up supports growth. Be sure the vendor’sacross Sales and Marketing who view with other leading systems in terms of overall pricing model will enable you tomarketing and sales as one integrated MKTO: What are the most important ease of use or functionality? If you choose grow and be successful withoutprocess. Within your organization, you things to look for in a marketing a “catch-up” system, you might save penalizing you with exorbitant fees.need team members who are skilled in automation vendor? some money in the short term, but you’ll Ensure that the solution pricing modellead management and associated lose in the long term: those systems will and contract won’t result in you gettingsystems: such as marketing operations never catch up to the others that already a surcharge for achieving your planned provide the functionality you’ll eventually growth mid-contract. 78
    • Thought leader Snapshot:david lewis, President & CEO,demandgen international, incMKTO: What should you focus on when Focus #2: Factory thinking. Putting aselling marketing automation to your marketing automation system in placeexecutive team? What are some things enables you to define your processesthat might resonate with a CEO, CFO, “from click to close,” establishing theor Sales? touch points needed to help prospects become educated on and evaluate yourDL: Focus #1: You’ll get more done product. The experience of implementingand increase your output. When you marketing automation forces yourthink about the shape of the demand organization to think these processesfunnel, it’s widest at top and narrowest at through, which enables you to establishbottom; yet the number of resources you and automate them. This kind of “factoryhave to address demand are typically in thinking” engenders higher and morean opposite ratio. consistent output.Most companies have more salespeople Focus #3: Marketing andat the bottom where the funnel is Sales alignment. Because thesenarrowest, and fewer marketers to systems are used by both Sales andsupport the top of the funnel. This Marketing, the process of implementingcommon situation speaks to the need for and using your marketing automationa solution that can automate many of the system essentially forces these twotouch points throughout the demand groups to become one integratedfunnel. Such a solution allows you to organization with a tighter relationshipfocus marketing resources on strategies and better communication. In short,to create demand, while your marketing working together will produce betterautomation system automates the results for your company.process of converting this demand intoprospects for Sales. 79
    • part sevenbuying marketing automation
    • part seven: buying marketing automationpurchase processSo you’ve decided to buy marketing automation. Now you need to select the right solution.Of course, we think Marketo is almost Step #1: Step #2: always the best solution—yes, we’re Write down your goals for Plan your timeline. Now, identify thebiased. But here’s an unbiased the project. To get where you want to steps you’ll take to get where you want to “Plan for growth. No matterprocess you can follow to buy the go, write it down. Statistically, you go. Remember, you aren’t ever “done” how carefully you define yourmarketing automation solution that is increase your likelihood for success with marketing automation, so build timeright for your company. simply by putting your goals on paper. to evolve and adapt and learn into needs, they’ll evolve in ways your process. you don’t expect. You need a Hard metrics may include: Ask yourself, “When do I want to…” vendor that is likely to support • More leads and/or better quality leads • Start the selection process? future needs, whatever they may be. So look beyond • Improved conversion rates • Have detailed vendor presentations and demos? for specific features for • Reduced acquisition cost per Marketing-sourced lead, opportunity, • Make my final decision? flexibility and a history of or customer product improvement.” • Start implementation? Soft metrics may include: • See first value? – David Raab, Marketing • Improved Sales-Marketing alignment Automation Expert • Better visibility into Marketing ROI • Increased speed and agility to launch new campaigns and landing pages • Reduced time to pull reports 81
    • part seven: buying marketing automationpurchase processStep #3: Identify your requirements. • Isolate requirements beyondRemember, picking the right solution technology. Who will use theinvolves more than just picking the system? How important is ease of The Importance of Easy The Importance of Powerfulright technology. use? What level of additional services, You want to select a solution that’s easy to While you absolutely don’t want to deal with training, and support will you need? buy, easy to own, and easy to use. unnecessary complexity, it’s crucial that youTake action: See Part Six for more on this topic. make sure you won’t outgrow your solution • Fast to get results. It should be easy to either. Going too small or cheap—without • Review your administrative, • Turn the requirements into get started quickly, so you see initial aligning to your future requirements—is a clear integration, and technical functional “scenarios.” Describe results in days. Buying marketing path to failure. Think about how embarrassing requirements. What other real-world marketing programs and automation shouldn’t require a leap of it might be to select a solution, only to have to faith on your part. technologies do you have that the processes you want to be able to run replace it later? system will need to work with? What initially, and down the road. • Make it easy to accomplish level of integration do you need for marketing tasks faster. Marketers Instead, choose a vendor that is powerful your CRM—are leads and contacts aren’t mechanics, so they shouldn’t enough to solve your real-world challenges only okay, or do you also need have to spend time managing the now – and as you move up the maturity curve. machine. When a solution is easy to opportunities, custom objects, Ideally, your solution will let you unleash the use, it frees up your marketers’ time and so on? for more strategic and creative power when you need it, but that power aspects of their job. doesn’t result in complexity that gets in the way • Check Part Four’s functionality when you just need to get something simple checklist. Verify you’ll get what you • Don’t spend your time training a done and out the door. need today – and what you’ll want in power user. Instead, go with a the future. modern platform that makes all of your users powerful. This lets you distribute usage across all the marketers in your organization. Easy is what drives flexibility and agility. When the solution is easy to use, your team can quickly turn ideas into implemented reality – so you get great results faster. 82
    • part seven: buying marketing automationpurchase processStep #4: Step #5: Assemble a team to choose and Evaluate potential vendors against • Ask tough questions. manage the solution. Make sure your scenarios. You’ll choose the vendor The vendor shouldn’t haveyou cover both bases by getting that best suits your needs if you follow anything to hide. Make sure the The Right Capabilitiessign-off from all stakeholders on these recommendations below: vendors actually show you they Marketing automation solutions are available in agoals, requirements, and potential have what they say they have in wide range of manageability, capabilities andscenarios—even Sales and IT. Just • Select vendors to evaluate. terms of functionality. costs. Here is a good list to work from whenmake sure you avoid selection by Ask each one to demonstrate how evaluating the capabilities of marketingcommittee. Typically, a voting they would deliver your specific • Avoid a feature bake-off. automation solutions.approach doesn’t create the best processes and scenarios. Focus on the process and 1. Supporting unique business processesdecision process. While all Alternatively, ask for a free trial of business needs you identified in based on best practices.stakeholders must accept your the solution being considered. step 3, and avoid becoming 2. System administration doesn’t create achoice, Marketing and the primary dazzled by features that don’t burden the organization can’t support • Scour the technology. Check all deliver on your criteria. (That 3. Bi-directional synchronization withusers of the solution should drive boxes to cover your administrative, being said, it’s okay to update the CRM platformthe decision. integration, and technical needs. your goals as you learn about 4. Flexibility to have hosted forms on corporate what’s possible. Just make domains and the vendor’s own platform • Look beyond the technology. sure it’s compelling enough!) 5. Full nurturing support from early Evaluate each vendor’s ability to make awareness, consideration through post- you successful through access to sale customer loyalty best practices, community, 6. Data management and integrity capabilities consulting, support, and training. 7. Engaging customers across multiple platforms including mobile, social, web, and events 8. Global and regional capabilities 9. Troubleshooting, technical support, uptime – how will the platform support your organization when things go wrong? 10. Analytics – consider the platform that offers reporting capabilities needed to measure marketing effectiveness Source: Marketing automation thought leader Matt Heinz, President of Heinz Marketing 83
    • part seven: buying marketing automationpurchase processStep #6: Talk to references. Now it’s time to find • Find out whether your situation isout if your vendor can actually make similar to theirs. If you do, you’ll drillcustomers like you successful. into whether you’re likely to succeed with that particular solution as well. As • Ask your vendors for references. marketing automation expert David Solicit others from your personal and Raab points out, you need to ask social networks. more than “Are you happy?” • Look for references that are similar • Don’t forget to ask about technical to your organization. Chances are, AND non-technical factors. How you’ll succeed with a particular vendor long was implementation? How much to the degree that companies similar training and additional services were to yours have done, so look for needed, if any? How did the vendor references that are similar to handle any problems that were your organization. encountered along the way? 84
    • part seven: buying marketing automationpurchase processQuestions to Ask During A Reference Call. Success Criteria & Selection Implementation & Ramp-up Results • What were the key business • How long did it take you to learn • What’s your Sales team’s processes and goals you set for basic functions, like sending an reaction to these new alerts this marketing automation email or creating a sales alert? and campaign information? project? How well has the system delivered on those goals? • How long did it take to implement • Have you seen an increase functions like lead scoring, lead in leads? • Were you the decision maker nurturing, and data quality? responsible for purchasing • What’s the single best thing about the this solution? • How complete is the integration system? The worst? with the CRM system? How hard • What made you choose the was it to set up and maintain? • When implementing, what costs did solution you selected? you incur beyond the solution price? • How long did it take you to integrate the product’s sales • If you went to another company, intelligence component? would you buy the same system again, or look for other options? • Can you tell me about your experience with implementation and support? 85
    • part seven: buying marketing automationpurchase processStep #7: Step #8: Step #9: Make a decision. The time has come. Get started. Here we go. You should Review, optimize, and improve.Choose the vendor that can best make already have a complete understanding There’s a lot that could be said here, givenyou successful in line with the goals you of this part of the process, based on your how endless your possibilities are whencreate at the beginning of this process. initial review of the vendors. But just in using marketing automation. But for theWhile this does involve comparing case, look to: purpose of time and space, here’s ansubscription costs and contract terms, overview of how to approach this phase ofthe revenue benefits you’ll enjoy when • Sync the platform with your CRM your process.you achieve your goals are usually much system. Alternately, you can loadmore significant – so it’s best to choose your leads and contacts directly. • Invest in the training and content youthe solution that will help you be the need to be successful. • Create email and landing pagemost successful. templates (or have your vendor help • After three to six months, do a with this). check-up, and consider re-engaging with your vendor’s services. Evaluate • Set your email deliverability additional services that could take you settings, including your DKIM to the next level. and SPF records. • Engage with your vendor’s • Set up your website. Implement DNS community to learn and share best mapping for your landing page practices. Suggest ideas for new subdomain. Add tracking codes to features while you’re at it. your content management system. • Train your users in the system. • Build (or import) your first campaigns and programs. Work with your vendor’s enablement and consulting teams for best practices. • Press go. Then, measure and share the success you’re having. 86
    • part seven: buying marketing automationaddtiional factors to considerYou need to consider factors beyond the “Make sure that the marketingfeatures and functions discussed in PartFour. Here’s a list of additional factors to automation vendor has lots oftake into account when selecting a vendor. resources, such as liveImplementation & Ramp-up Service & Support Likelihood for Long-Term Success on-demand training, • How long does it take to get live at a • What’s your service level agreement • What kind of ongoing costs and certification programs, and a basic level? A medium level? An for technical support? resources should I expect? advanced level? strong network of • How will you help expose our users • Is your company viable in the long implementation partners (e.g. • Do you provide training live or to new marketing ideas and run? What funding and capital do you on-demand? best practices? have? What’s your growth rate? agencies and/or consulting • What skills will my users need? • How active is your online community? • How well does your product roadmap companies) to help their How quickly will I get answers? align with my future needs? clients get their programs up • Who are your key service partners? and running, or to take their Who provides strategy and process design, change management, and marketing-automation-driven technical integration support? campaigns and results to the • What third-party products integrate next level.” with your platform? How broad is your partner ecosystem? – Mac McIntosh, Marketing Automation Expert 87
    • Case study:christiana care health systemHighlights Challenges Beside the costs savings, three other nurture campaigns, which have helped Headquartered in Wilmington, Delaware, factors set Marketo apart. First, the reduce the number of emergency visits. • A phenomenal 3,000% ROI on the Christiana Care Health System is one of marketing team immediately saw how As a result, healthcare costs per patient health system’s promotional and the country’s leading health care easy Marketo was to use. Secondly, have dropped while preventative care education spending providers, ranking 16th in the nation for they realized how the solution’s revenues have increased. hospital admissions and is the largest Design Studio capabilities reduced • Continuing expansion of the private employer in Delaware. the workload burden for web Christiana Care brand designers since web landing pages • Increased revenues from expanded While Christiana Care received very and email campaigns could be preventative care activities positive patient reviews, the company did created without coding skills. Finally, not have a high level of recognition in the the team learned how marketing marketplace and was facing threats from automation could be used for A/B competitors. In order to keep their market testing of their marketing content to share and remain competitive and determine the best campaigns to profitable, they needed a marketing achieve their marketing objectives. automation solution that would help them cost-effectively reach more prospective Benefits patients and promote their brand, while With marketing automation, lowering their acquisition and operating Christiana Care has been able to save 3,000% cost per patient. significant costs on advertising dollars, thus lowering the costs of Solution patient acquisition. In fact, they report Marketo’s on-demand model, easy that for every $1 spent on advertising, integration, ease-of-use, and affordability put it at the top of Christiana Care’s short Christiana is seeing a $30 gross margin, equating to a 3,000% ROI. ROI on Christiana care’s list. Christiana Care was able to easily fund Marketo has also allowed the the purchase of Marketo’s revenue company to expand its brand and promotional and performance management solution just efficiently run targeted email education spending by cutting down on direct mail and marketing campaigns. Further, print advertising. marketing automation has been instrumental in deploying preventative 88
    • part eightfuture of marketingautomation
    • part eight: future of marketing automationmarketing automation trendsMarketing automation is a dynamic industry, and new capabilities are being introduced all the time.Here are the four key trends that will drive this evolution over the next few years.Trend #1. Trend #2. Marketing automation will Social, local, and expand into more parts of the mobile play an ever larger role customer lifecycle. in marketing automationMarketing automation vendors, especially They’ll also focus on a broader set of The intersecting trends of social, local, and Local. Location-based marketing takesthe new generation of Software-as-a- business problems across all parts of mobile (SoLoMo) are rapidly changing the advantage of mobile device GPSService vendors, have historically focused customer lifetime value, including face of marketing, and marketing platforms capabilities, especially as it applies to localprimarily on the business problem of relationship marketing workflows that are evolving along with them. business like restaurants and retailers.generating new business—particularly improve cross-sell, up-sell, customer Increasingly, sophisticated marketersvia the process of turning leads into loyalty, referrals, and retention. Social. Just because many vendors have will find ways to use location-basednew customers. added social functionality to their solutions information to market all types of These shifts will help SaaS-based does not mean the category has matured. businesses, and marketing automationGoing forward, marketing automation will marketing automation appeal to a broader In fact, most have barely scratched the will be at the center of enabling this.venture earlier into the funnel to help set of industries, especially business-to- surface. Going forward, enterprises willgenerate new leads—from organic consumer (B2C) sectors like retail, media use social to track to a wider set of Mobile. As consumers increasingly useinbound marketing through social media and entertainment, healthcare, financial customer behaviors and interact with their smart devices to consumeand search engine optimization (SEO), to services, and telecommunications. customers over more channels. They’ll information, marketers will incorporatepaid lead generation strategies like display also boost existing campaigns by mobile into their communication strategiesadvertising, list rentals and retargeting. motivating customers to share and amplify more and more—from ensuring all their corporate messages. marketing touches are mobile friendly to entirely new campaigns that take advantage of mobile. This trend will impact how users access their marketing automation tools as well. Analytics and dashboards, for instance, will become accessible from mobile devices. 90
    • part eight: future of marketing automationmarketing automation trendsTrend #3. Marketing automation platformcapabilities will expand “When powered by marketing automation, Big Data can meanMarketing automation will expand to For example, lead scoring will evolve from Big Bucks.”include more functionality around big a rules-based system to a self-learningdata and analytics, dynamic algorithm. Also, big data and predictivepersonalization, and marketing analytics will allow systems to predict the – Sanjay Dholakia,resource management (MRM). best offer for individual customers at the Chief Marketing Officer, Marketo moment of interaction, and marketers toBig data and predictive analytics dynamically adjust their spending betweenBig data is all about a firm’s ability to store, programs based on a real-time “Core tenants of marketing automation like marketing campaigns,process, and access the data it needs to understanding of program ROI. lead generation, scoring and nurturing will continue to evolve in aoperate effectively, make decisions,reduce risks, and serve customers. In the Dynamic personalization way that does not send all consumers down the same path, butcontext of marketing, big data refers to all Email has always been a channel thatthe information created by today’s communicates with the individual. Today, rather dynamically changes to assign a personalized path to eachbuyers—from keywords they use and more and more channels are offering this consumer.”content they share, to the webpages they kind of 1:1 personalization. For example,visit and emails they open. Individually, all websites change dynamically to cater to – Eric Dukart, COO, Sundogthat data is just noise – but predictive individual visitors, and ad networks cananalytics can turn that noise into present specific messages to specific “The future of marketing automation? One word. Predictive.actionable intelligence. targets based on individual ID trackers or email addresses. Even television is Self-learning algorithms will provide automated lead & customer becoming capable of showing different scoring and predictive campaign triggers that use historical data ads on specific cable boxes. from a marketing automation platform to determine the next By combining “big data” intelligence with the marketing database and individually campaign to be triggered.” addressable channels, marketing automation will become the “brain” that – Will Scully-Power, decides what message goes to which Managing Director, Datarati customer, and when. 91
    • part eight: future of marketing automationmarketing automation trendsTrend #3. Trend #4. Marketing automation Usability will increase “At this point in time, peopleplatform capabilities will Although many marketing automationexpand (cont.) solutions are “easy to use,” there remains a who know how to useMarketing Resource shortage of experts that understand the Marketing AutomationManagement (MRM) modern best practices and know how toMRM helps marketers increase the get the most out of the systems. In the platforms are scarce andoverall efficiency of their operations with future, expect vendors to invest in easier interfaces, wizards, and expanded libraries hard to replace, so ease ofprogram planning, projectmanagement, and collaboration. of pre-built best practices that can be use is paramount. AsSpecific capabilities include: imported into systems. marketers come and go, • Assigning top-down budgets to Also, vendors will increasingly provide how are you going to steward various groups and divisions benchmarks that help marketers contextualize their results. Finally, vendors the processes and data you • Planning marketing spending will also focus on driving customer across programs need to operate?” success by investing in everything that sits “around” the technology, including • Tracking open-to-spend services, training, communities, user – Joseph Zuccaro, • Ensuring budget compliance groups, and so on. Founder and President, • Coordinating workflows Allinio LLC and permissions • Maintaining a marketing calendar across multiple groupsHistorically, MRM was a component offirst-generation marketing automationaimed at the largest B2C companies.Increasingly, modern SaaS-basedvendors will incorporate MRMfunctionality into their platforms as well. 92
    • Thought leader Snapshot:david raab, principal,raab associatesDavid M. Raab is a Principal at Raab Marketo interview with David Raab Strategically, I expect vendors to make Finding better, more cost-effectiveAssociates, Inc., specializing in marketing greater efforts to help users take full ways of generating content is anothertechnology and analysis. MKTO: What do you think the future of advantage of their systems, by critical success factor, which again marketing automation will look like in the expanding in-house services and partner must be driven by a strategic view ofAs a consultant, Mr. Raab advises major next few years? networks. I also expect greater the customer life cycle and howconsumer and business marketers on specialization by vendors, such as marketing automation can help movemarketing processes, technology and DR: Technically, I expect continued industry-specific vertical editions. Finally, customers through the funnel. A baseservice vendors. Mr. Raab has written expansion of system functions in two I expect the largest vendors to continue of customers that are “like you” ishundreds of articles on marketing dimensions. First, features for lead to set themselves up as “platforms” that important to demonstrate that thetechnology for publications and he is the nurturing will be made more automated, are open to expansion by third party vendor platform has broad appeal,author of Marketing Performance such as lead scoring and content developers, through mechanisms such and that it has been significantly testedMeasurement Toolkit (Racom Books, selection. This will help expand use of as app marketplaces. by a wide range of customers using it2009) and the B2B Marketing Automation systems by marketing departments that for different applications.Vendor Selection Tool (raabguide.com). lack the necessary skills or staff to take MKTO: What are the most importantMr. Raab holds a bachelor’s degree from full advantage of them. things you have to keep in mind in orderColumbia University and MBA from the to be successful with marketingHarvard Business School. Second, features for other functions will automation? be added, for sales support, lead acquisition (e.g. advertising, trade shows, DR: It’s important to take a etc.) and marketing administration comprehensive view of the customer life (planning, budgets, project management, cycle, looking at how different programs etc.). This will make B2B marketing affect long-term results rather than just automation more useful across the entire immediate response rates. This allows marketing department, so it has a greater marketers to correctly optimize their chance of truly becoming the central programs by shifting resources to the marketing system. most effective purpose. It relies on sound marketing strategy, better measurements and an analytical mind set. These in turn rely on building appropriate staff skills and processes. 93
    • Thought leader Snapshot:david raab, principal,raab associatesMKTO: What are some benefits of MKTO: What are the most importantmarketing automation that you would point things to look for in a marketingout to someone who is considering automation vendor?switching from their ESP? DR: You need to match the vendor to yourDR: Marketing automation makes it easier own situation, in terms of specificto integrate email with landing pages, Web functions, level of complexity, and servicesbehavior analysis, lead scoring, multi-step provided. A system that’s either too simplenurture programs, sales activities, social or too complex is equally bad, although formedia, and other tools used for lead different reasons. Similarly, someacquisition and nurturing. Integration is companies need a lot of help while othersincreasingly important as marketers need don’t. You also need to worry about theto manage more channels over a longer vendor’s stability and resources, since thespan of the customer lifecycle. industry is increasingly competitive and it will be hard for some vendors to survive.This integration involves sharing content, This doesn’t necessarily mean that onlycoordinating contacts, and pulling together big or heavily-funded vendors are safe,data from all sources. It saves large since even smaller vendors can beamounts of time that can then be used to financially sound.creating more effective programs. 94
    • part ninemarketo’s marketingautomation WARNING POWERFUL
    • part nine: Marketo’s marketing automationcontextWhy Marketo? Easy. Powerful. Complete.Fastest Time to Value Email Marketing Closed-loop ReportingProven flexibility and ease of use allows Industry leading deliverability rates Measure revenue impact of allcompanies to get started quickly your campaignswithout compromise. Deep CRM Integration CRMStart Simple, Never Outgrow Native, automatic bidirectional sync Online and Offline Event MarketingEasy to start simple, yet powerful Integrates with popular onlineenough to satisfy even the most meeting providersdemanding requirements. Real-time Sales Intelligence Delivered to Sales through a nativeConnected to Your Enterprise CRM dashboard WYSIWYGConnects seamlessly with your key Drag-and-drop creation of landing pages,business applications through out-of-the- emails and formsbox integrations and extensive API. Lead Nurturing Rules and filters personalize emailsYour Partner for Success for specific segments Multi-step WorkflowsAn award-winning community of Perform actions based on filters and20,000+ users, innovative Best Practices real-time triggersand access to an ecosystem of partners, Multi-Dimensional Lead Scoringexperts and consultants. Marketo has Demographic, behavioral and socialmade more companies successful with lead scoring Segmentationmarketing automation than any Dynamically send tailored content to leadsother vendor. Social Sharing and Engagement Video share, social polls, form share A/B Testing Optimize your landing pages and emails Learn more at www.marketo.com 96
    • conclusioncontextSo there you have it: Marketing automation is constantly evolving. We’ll continue to stay on theeverything you ever wanted forefront of marketing automation trends and technologies and keep you up-to-dateto know (and then some) with our web site, blog andabout marketing marketing automation resources.automation. Whether your And if you’d like to speak with a representative from Marketo,company’s annual revenue call 1-877-260-MKTO oris $100 billion or $5 email sales@marketo.com today.million—or even less—marketing automation isthe technology that willpropel your business intothe new era of relationship-based marketing withquantifiable results.
    • appendix: Key Marketing automation expertsAdam Sharp David Lewis Jason Kort Joseph Zuccaro Matt Heinz Scott Brinker@CTMadam @demandgendave @MrktingAutomate @joezuc @HeinzMarketing @chiefmartecCleverTouch Marketing DemandGen Marketing Automation Times Allinio Heinz Marketing Ion Interactiveclever-touch.com demandgen.com marketingautomationtimes.com allinio.com heinzmarketing.com chiefmartec.comAdam Needles David Raab Jason Stewart Josh Morse Matt Johnson Shawn Elledge@abneedles @draab @jstewart_1 @joshua_morse @MatthewEJohnson @DemandConANNUITAS Raab Associates Demandbase CloudSense Ltd Innoveer DemandConannuitas.com raabassociates.com demandblog.demandbase.com cloudsense.com innoveer.com demandcon.comAlexandre Losson Elaine Forth Jay Famico Justin Gray Michael Barnes Stephanie Miller@alexlosson @ElaineForth @JayFamico @myleadmd @mb_analyst @StephanieSAMKerenson Consulting Hyphen8 SiriusDecisions LeadMD Forrester The DMAkerenson.com hyphen8.com siriusdecisions.com leadmd.com forrester.com/Michael-Barnes victorysong.typepad.comAnneke Seley Eric Dukart Jeff Pedowitz Ken Krogue Michael Capone Stephanie Tilton@annekeseley @edukart @JeffPedowitz @kenkrogue Smart CEG @StephanieTiltonReality Works Group Sundog The Pedowitz Group InsideSales.com smartceg.com Ten Ton Marketingsales20book.com sundoginteractive.com pedowitzgroup.com kenkrogue.com tentonmarketing.com Paul FennemoreArdath Albee Eric Wittlake Jeremy Victor Kim Collins @PaulFennemore Steven Deroy@ardath421 @wittlake @jeremyvictor @Gartner_Inc Titanium Fire @CloudLeaderMarketing Interactions Babcock & Jenkins Make Good Media Gartner www.titaniumfire.com Vivensmarketinginteractions.com b2bdigital.net makegoodmedia.com gartner.com vivens.com Rob BrosnanBarbra Gago Gavin Heaton Joe Martinico Larissa DeCarlo @brosnaro Tim Furey@BarbraGago @servantofchaos @joemartinico @LarissaDeCarlo Forrester @marketbridgeTIBCO Constellation Research MarketingAutomation.com Marketing Operations Works blogs.forrester.com/rob_brosnan MarketBridgebarbragago.com constellationorg.com marketingautomation.com marketingoperationsworks.com market-bridge.com Ryan VongCarlos Hidalgo Gerry Brown Joel Harrison Lori Wizdo @RyanVong Tom Skotidas@cahidalgo @gerrybrown @joel_b2beditor @loriwizdo Ryan Vong Consulting @tomskotidasANNUITAS Bloor Research B2BMarketing.net Forrester b2bdigitalmarketing.blogspot.com Skotidasannuitas.com bloorresearch.com b2bmarketing.net forrester.com skotidas.com.au Sam BoushClaudio Sebastian Gullak Henry Bruce John McTigue Mac Mcintosh @samboush Trish Bertuzzi@Atcore @hebruce @jmctigue @B2B_Sales_Leads LeadLizard @bridgegroupincAtcore Rock Annand Kuno Creative Sales Lead Experts leadlizard.com The Bridge Groupatcore.dk rockannandgroup.com kunocreative.com sales-lead-insights.com blog.bridgegroupinc.com Scot McRaeCraig Rosenberg Howard J. Sewell Jonathan Block Maria Pergolino @mcraeandcompany Will Scully-Power@funnelholic @HJSewell @jblock @inboundmarketer McRae & Co. @dataratifunnelholic.com Spear Marketing Group SiriusDecisions Apttus mcraeandcompany.co.uk Datarati spearmarketing.com siriusdecisions.com apttus.com datarati.com.au 98
    • About this guide#DG2MAWritten By: Contact Marketo About Marketo: Jon Miller Easy, Powerful, Complete. North America: +1.877.260.MKTO (6586)VP of Marketing, Marketo Marketo uniquely provides easy-to-use,@jonmiller Europe: +353 1 242 3000 powerful and complete marketing software that propels fast-growing small Australia/Asia: +61 1800 352 270Additional Contributors: companies and global enterprises alike.Dayna Rothman Marketo® marketing automation and salesContent Marketing Manager, Marketo effectiveness software – including the Email: info@marketo.com@dayroth world’s first integrated solution for social Website: www.marketo.com marketing automation – streamlinesCaitlin Roberson marketing processes, delivers more Blog: blog.marketo.comWordisseur campaigns, generates more win-ready Twitter: @marketo leads, and dramatically improves salesDesigned By: performance. With proven technology,Davis Lee comprehensive services and expertCreative Director, Marketo guidance, Marketo helps thousands of companies around the world turnLynn-Kai Chao marketing from a cost center into aGraphic Designer, Marketo revenue driver. Known for providing breakthrough innovation and fueling explosive growth, in both 2011 and 2012 Marketo received the CRM Market Leaders Awards Winner for Marketing Solutions by CRM Magazine. Salesforce.com customers also honored the company with the AppExchange Customer Choice Awards for 2012 in the marketing category. © 2013 Marketo, Inc. All rights reserved. 99
    • info@marketo.comwww.marketo.comDG2MA-020713 © 2013 Marketo, Inc. All rights reserved.