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Case Study: Rackspace - Ashleigh Davis

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Ashleigh shares how she and her company, Rackspace, have benefited from Marketo's marketing software.

Ashleigh shares how she and her company, Rackspace, have benefited from Marketo's marketing software.

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  • 1. Page 1 © 2014 Marketo, Inc.#MKTGNATION14 Case Study: Rackspace Ashleigh Davis Marketing Automation, Rackspace
  • 2. Page 2 © 2014 Marketo, Inc.#MKTGNATION14 • Getting to Know You! • A bit about Ashleigh • A bit about Rackspace • Why Marketing Automation? • How and Where Rackspace Started • Where Rackspace is Today • Confronting Roadblocks • Data, Content, and Staffing • Words of Wisdom Topics of Discussion
  • 3. Page 3 © 2014 Marketo, Inc.#MKTGNATION14 • Background in online marketing and web design • 3-year Racker • Joined Rackspace a few months after Marketo deployed • New to Salesforce • New to Marketing Automation My Entry to Rackspace & Marketo…
  • 4. Page 4 © 2014 Marketo, Inc.#MKTGNATION14 • Enterprise Customer • Salesforce with 2 million records • Marketo customer for 4 years • North America, Europe, Asia, Australia • Sales/Marketing Structure • 100+ sales reps • 150+ marketers • Marketing & Data Automation • Central/shared resource • Part of the Marketing Operations team • Two major “sides” of the business: • Transactional business (online shopping cart) • Dedicated business (businesses of all sizes) A Bit About Rackspace…
  • 5. Page 5 © 2014 Marketo, Inc.#MKTGNATION14 So, Why Marketing Automation?
  • 6. Page 6 © 2014 Marketo, Inc.#MKTGNATION14 Why Marketing Automation: Streamline Processes
  • 7. Page 7 © 2014 Marketo, Inc.#MKTGNATION14 Why Marketing Automation: Data Cleanse & Standardization
  • 8. Page 8 © 2014 Marketo, Inc.#MKTGNATION14 Why Marketing Automation: Right Time Messaging
  • 9. Page 9 © 2014 Marketo, Inc.#MKTGNATION14 Why Marketing Automation: Nurture Prospects
  • 10. Page 10 © 2014 Marketo, Inc.#MKTGNATION14 Why Marketing Automation: Recycle Leads
  • 11. Page 11 © 2014 Marketo, Inc.#MKTGNATION14 Why Marketing Automation: Score Leads
  • 12. Page 12 © 2014 Marketo, Inc.#MKTGNATION14 • Kill the SQL queries • Plug the leaks in the funnel • Stay top of mind Where Rackspace Started… Basic, automated changes = 3,000% increase in conversion
  • 13. Page 13 © 2014 Marketo, Inc.#MKTGNATION14 • Sirius Decisions audit and alignment Where Rackspace Is Today…
  • 14. Page 14 © 2014 Marketo, Inc.#MKTGNATION14 • Globalizing processes and tools Where Rackspace Is Today…
  • 15. Page 15 © 2014 Marketo, Inc.#MKTGNATION14 • Data standardization and hygiene Where Rackspace Is Today… Infrastructure & Operations Content Delivery Strategy Multi-Channel Strategy PHASE 2PHASE 1
  • 16. Page 16 © 2014 Marketo, Inc.#MKTGNATION14 • Data quality • Staffing and training • Content creation Confronting Roadblocks
  • 17. Page 17 © 2014 Marketo, Inc.#MKTGNATION14 1. Start small and build up 2. Go after low-hanging fruit 3. You’re always two steps away – that’s okay! 4. Ensure proper sales/marketing alignment and SLAs 5. Leverage the community and resources to help for integration and for best practices! Words of Wisdom
  • 18. Page 18 © 2014 Marketo, Inc.#MKTGNATION14 Q&A Ashleigh Davis Marketing Automation, Rackspace ashleigh.davis@rackspace.com @ashforddavis