K12 Inc
Dianne Conley
Vice President,
Marketing

Page 1

#mus13

© 2013 Marketo, Inc.
Overview
• Largest online K-12 education provider in US
• Mission: give every kid access to world-class
education regardle...
B2C Business

Awareness

Research

Comply

Page 3

Product
Decision

Enroll

Confirm

Attend

#mus13

Engage

Re-enroll

©...
Timeline
Spring 11
August 11

Implementation kick-off

Sept 11

Marketo selection

Jan 12

SFDC/Marketo pilot

March 12

P...
Challenges
• Timeline: ridiculous
• Key Staff: sayonara
• Technology: customization
• Change: a lot
all at once
not enough...
Process/Tech Transformation…

Page 6

#mus13

© 2013 Marketo, Inc.
…Old School strategy/org

Page 7

#mus13

© 2013 Marketo, Inc.
October 2012

Page 8

#mus13

© 2013 Marketo, Inc.
Extreme Makeover, Marketing Edition
Before

Focus

Product

Audience

Segment

Page 9

After

Geography

Motivation

#mus1...
Extreme Makeover, Marketing Edition
Before
Focus

Products

Audience

Segments

Geography

Motivation

Conversion

Quantit...
Organization: Before
CMO

Prod
Mktg

Virtual
Acad

Digital
Media

CRM

Analytics

Research

Private/
Consumer

VSP

Tech/
...
Organization: After
CMO

Prod
Mktg

B2C
Acct
Mgmt

B2C
Strat

Media

Research

Campaign

Mgmt

B2B

Proj
Mgmt

Tech

Creat...
Results So Far
Down
• Irrational media spend
• Creative costs
Up
• Opens and click-thrus
• Morale
• Confidence that we’re ...
Thank You!

Page 14

#mus13

© 2013 Marketo, Inc.
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Revenue Marketing: Is Your Organization Ready to be Transformed

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  • Very seasonalHeavily researched, emotional decision Geo-based eligibility & compliance requirementsStruggling/gifted, athletes/performers, homebound, military/expat, etc.No exchange of money with customer in many cases
  • Change: lots of it, all at once (but not enough)!Process and System overhaul togetherNo organization overhaul Timeline: ridiculous!Key Staff: departing!Marketing VP of ConversionEmail Marketing ManagerTechnology: SFDC customizations!
  • Met Unheard-of implementation timeline! Even without key staffGreat communication between Sales and Marketing to work through customization issues!Leads get to Enrollment Center!Lead scoring!,Dynamic content!Eliminated some of the 10 emails prospects got in first 14 days in system!PROCESS & TECHNOLOGY
  • Old School strategy and org in Marketing still prevailed
  • CPA up SEM costs upMedia spend inefficient Email “blasts” bulkingMarketing morale poorStudent achievement focusMore personnel changes
  • EXAMPLE OF POPULATED SLIDE
  • Revenue Marketing: Is Your Organization Ready to be Transformed

    1. 1. K12 Inc Dianne Conley Vice President, Marketing Page 1 #mus13 © 2013 Marketo, Inc.
    2. 2. Overview • Largest online K-12 education provider in US • Mission: give every kid access to world-class education regardless of geographic/ socioeconomic circumstance or learning style. • Partners: public schools, private schools, online charter schools; sell courses direct to consumers Page 2 #mus13 © 2013 Marketo, Inc.
    3. 3. B2C Business Awareness Research Comply Page 3 Product Decision Enroll Confirm Attend #mus13 Engage Re-enroll © 2013 Marketo, Inc.
    4. 4. Timeline Spring 11 August 11 Implementation kick-off Sept 11 Marketo selection Jan 12 SFDC/Marketo pilot March 12 Page 4 CRM selection Full roll-out  Enrollment season begins! #mus13 © 2013 Marketo, Inc.
    5. 5. Challenges • Timeline: ridiculous • Key Staff: sayonara • Technology: customization • Change: a lot all at once not enough Page 5 #mus13 © 2013 Marketo, Inc.
    6. 6. Process/Tech Transformation… Page 6 #mus13 © 2013 Marketo, Inc.
    7. 7. …Old School strategy/org Page 7 #mus13 © 2013 Marketo, Inc.
    8. 8. October 2012 Page 8 #mus13 © 2013 Marketo, Inc.
    9. 9. Extreme Makeover, Marketing Edition Before Focus Product Audience Segment Page 9 After Geography Motivation #mus13 © 2013 Marketo, Inc.
    10. 10. Extreme Makeover, Marketing Edition Before Focus Products Audience Segments Geography Motivation Conversion Quantity Speed Quality Consideration Campaigns Product availability Buy-cycle stage Email List Abuse Engagement Method Page 10 After Waterfall Agile #mus13 © 2013 Marketo, Inc.
    11. 11. Organization: Before CMO Prod Mktg Virtual Acad Digital Media CRM Analytics Research Private/ Consumer VSP Tech/ Dev Proj Mgmt Web Trad Media Social Graphic Design Email Copy PR Page 11 #mus13 © 2013 Marketo, Inc.
    12. 12. Organization: After CMO Prod Mktg B2C Acct Mgmt B2C Strat Media Research Campaign Mgmt B2B Proj Mgmt Tech Creative Web Process Content Social Data Analytics Page 12 #mus13 © 2013 Marketo, Inc.
    13. 13. Results So Far Down • Irrational media spend • Creative costs Up • Opens and click-thrus • Morale • Confidence that we’re on the right path! Page 13 #mus13 © 2013 Marketo, Inc.
    14. 14. Thank You! Page 14 #mus13 © 2013 Marketo, Inc.

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