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Why You Need to Graduate from Email
Marketing to Marketing Automation

DJ Waldow
Digital Marketing Evangelist at Marketo
S...
Page	
  5	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
  
Page	
  7	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
  
Page	
  8	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
  
Live. Sleep. Eat.
Breathe. And
sometimes dream …

EMAIL MARKETING
©	
  2011	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	...
It’s not all about email.

©	
  2011	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden<al	
  
The problem with an ONLY
email marketing solution

©	
  2011	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confid...
Email service providers (ESPs),
vendors that primarily provide batch
and blast email capability, can’t
deliver the behavio...
ESPs send email.

©	
  2011	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden<al	
  
PERSONAL	
  

PROFESSIONAL	
  
Page	
  17	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
  
Page	
  19	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
  
What is Marketing Automation?

©	
  2011	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden<al	
  
“…software platforms designed for
marketing departments and organizations to
automate repetitive tasks...”
-­‐-­‐Wikipedia...
“…to increase operational
efficiency and grow revenue
faster.”
-­‐-­‐Marketo	
  

©	
  2011	
  Marketo,	
  Inc.	
  Marketo...
Marketing
Automation

Page	
  23	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
 ...
Why Marketing Automation?

©	
  2011	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden<al	
  
No. More. Control.

$$	
  
Spend	
  

Page	
  25	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	...
Where Are Your Customers?

$$	
  
Spend	
  

Page	
  26	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	...
Consumers are seeing your brand EVERYWHERE

$$	
  
Spend	
  

Page	
  27	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Market...
Not just email …
F	
  

t	
  
$$	
  
Spend	
  

Page	
  28	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprieta...
Page	
  29	
  
Source: Adbusters,
©	
  2013	
  Marketo,	
  Inc.	
  	
  

2011

Marketo	
  Proprietary	
  and	
  Confiden<al...
Page	
  30	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
  
“today’s	
  buyers	
  might	
  be	
  
anywhere	
  from	
  two-­‐thirds	
  to	
  
90%	
  of	
  the	
  way	
  through	
  the...
Marketing Automation EXPANDS your funnel.
F	
  

t	
  
$$	
  
Spend	
  

Page	
  32	
  
©	
  2013	
  Marketo,	
  Inc.	
  	...
It’s no longer “just” email marketing.
F	
  

t	
  
$$	
  
Spend	
  

Page	
  33	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  ...
The NEW (Marketing Automation) Funnel.
F	
  

t	
  
$$	
  
Spend	
  

Page	
  34	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  ...
Email Marketing
vs
Marketing Automation

©	
  2011	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden<al	
  
Page	
  36	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
  
Page	
  37	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
  
TOO SIMPLE.
Page	
  38	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
  
Page	
  39	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
  
TOO COMPLEX.
Page	
  40	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
  
Content
Email
Mobile/SMS*
Social
Online Events
Offline Events
Direct Mail*

Page	
  41	
  
©	
  2013	
  Marketo,	
  Inc.	
...
Automatically send
highest priority item that
an individual has not
yet been sent.

If content has already
been downloaded...
Page	
  43	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden<al	
  
CHANGE THE
CONVERSATION
based on a trigger

Page	
  44	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
...
RIGHT message
to the

RIGHT person
at the

RIGHT time
©	
  2011	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Co...
@djwaldow

©	
  2011	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden<al	
  
Why You Need to Graduate From Email Marketing to Marketing Automation
Why You Need to Graduate From Email Marketing to Marketing Automation
Why You Need to Graduate From Email Marketing to Marketing Automation
Why You Need to Graduate From Email Marketing to Marketing Automation
Why You Need to Graduate From Email Marketing to Marketing Automation
Why You Need to Graduate From Email Marketing to Marketing Automation
Why You Need to Graduate From Email Marketing to Marketing Automation
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Why You Need to Graduate From Email Marketing to Marketing Automation

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Why You Need to Graduate From Email Marketing to Marketing Automation

My presentation from Brand Driven Digital's Social Brand Forum 2013 - http://branddrivendigital.com/socialbrand2013/

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Transcript of "Why You Need to Graduate From Email Marketing to Marketing Automation"

  1. 1. Why You Need to Graduate from Email Marketing to Marketing Automation DJ Waldow Digital Marketing Evangelist at Marketo Social Brand Forum – October 25, 2013
  2. 2. Page  5   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  3. 3. Page  7   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  4. 4. Page  8   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  5. 5. Live. Sleep. Eat. Breathe. And sometimes dream … EMAIL MARKETING ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  6. 6. It’s not all about email. ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  7. 7. The problem with an ONLY email marketing solution ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  8. 8. Email service providers (ESPs), vendors that primarily provide batch and blast email capability, can’t deliver the behaviorally targeted engagement needed to stay relevant, let alone the integrated multichannel conversations necessary to maximize the impact of marketing. ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  9. 9. ESPs send email. ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  10. 10. PERSONAL   PROFESSIONAL  
  11. 11. Page  17   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  12. 12. Page  19   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  13. 13. What is Marketing Automation? ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  14. 14. “…software platforms designed for marketing departments and organizations to automate repetitive tasks...” -­‐-­‐Wikipedia   ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  15. 15. “…to increase operational efficiency and grow revenue faster.” -­‐-­‐Marketo   ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  16. 16. Marketing Automation Page  23   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  17. 17. Why Marketing Automation? ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  18. 18. No. More. Control. $$   Spend   Page  25   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  19. 19. Where Are Your Customers? $$   Spend   Page  26   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  20. 20. Consumers are seeing your brand EVERYWHERE $$   Spend   Page  27   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  21. 21. Not just email … F   t   $$   Spend   Page  28   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  22. 22. Page  29   Source: Adbusters, ©  2013  Marketo,  Inc.     2011 Marketo  Proprietary  and  Confiden<al  
  23. 23. Page  30   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  24. 24. “today’s  buyers  might  be   anywhere  from  two-­‐thirds  to   90%  of  the  way  through  their   journey  before  they  reach  out   for  a  sales  person.”   -­‐-­‐Lori  Wizdo,  Forrester   ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  25. 25. Marketing Automation EXPANDS your funnel. F   t   $$   Spend   Page  32   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  26. 26. It’s no longer “just” email marketing. F   t   $$   Spend   Page  33   ©  2013  Marketo,  Inc.     Email   Social   Mobile   Inbound   Content   Events   Marketo  Proprietary  and  Confiden<al  
  27. 27. The NEW (Marketing Automation) Funnel. F   t   $$   Spend   Page  34   ©  2013  Marketo,  Inc.     Email   Social   Mobile   Inbound   Content   Events   Marketo  Proprietary  and  Confiden<al  
  28. 28. Email Marketing vs Marketing Automation ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  29. 29. Page  36   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  30. 30. Page  37   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  31. 31. TOO SIMPLE. Page  38   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  32. 32. Page  39   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  33. 33. TOO COMPLEX. Page  40   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  34. 34. Content Email Mobile/SMS* Social Online Events Offline Events Direct Mail* Page  41   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  35. 35. Automatically send highest priority item that an individual has not yet been sent. If content has already been downloaded off website, it won’t send email! Page  42   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  36. 36. Page  43   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  37. 37. CHANGE THE CONVERSATION based on a trigger Page  44   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  38. 38. RIGHT message to the RIGHT person at the RIGHT time ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  39. 39. @djwaldow ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
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