Everything You've Always Wanted to Know About Marketing Automation
 

Everything You've Always Wanted to Know About Marketing Automation

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See this presentation by Jon Miller, VP of Marketing at Marketo, to learn everything you've always wanted to know about marketing automation.

See this presentation by Jon Miller, VP of Marketing at Marketo, to learn everything you've always wanted to know about marketing automation.

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  • Stalling techniques – ask people where they are logging in from, what do you see out window, etc.Then call people’s names out…, welcome “Joe from X”
  • Let’s do an exercise. Raise your hand if your company has the ability to send marketing emails.I mean it. Don’t just sit there – really, raise your hand. This one’s easy. I’ll wait.
  • OK. Now, keep it raised if your company can easily create new landing pages for each campaign. Is it still up?
  • Now keep it raised if your marketing team can set up all the emails for an event before it starts, and let it run ‘lights-out’. No one looking. All parts whirring—and working.Yes, I know—that one’s a little trickier. Just a few more. I know your arm may be getting tired.
  • Do you have the ability to look at a list of potential customers and prioritize them based on fit with your business and likelihood to buy? Can you filter leads by level of engagement and interest in your brand? Is your hand still up?
  • Last question. Keep your hand raised if you can measure the revenue contribution of each of your marketing programs.
  • If your arm is still up, you probably already know what marketing automation is and you are using it effectively. Congrats! Give yourself a fist pump, and go ahead and grab a cup of coffee for 5 min.Everybody else… listen on, marketing automation 101.
  • Let’s begin with a definition…
  • Also web visitor tracking
  • And nurture! And lifetime value / engagement
  • We’ve talked about what it is, now let’s talk about what it’s not.Automate as a word sounds mechanical.
  • Poor events that don’t go well
  • Industry is optimized to be “easy to buy” for marketers used to buying programsNot typically based on # emails
  • So there you have it: everything you ever wanted to know (and then some) about marketing automation. Whether your company’s annual revenue is $100 billion or $5 million—or even less— marketing automation is the technology that will propel your business into the new era of relationship-based marketing with quantifiable results.
  • So there you have it: everything you ever wanted to know (and then some) about marketing automation. Whether your company’s annual revenue is $100 billion or $5 million—or even less— marketing automation is the technology that will propel your business into the new era of relationship-based marketing with quantifiable results.

Everything You've Always Wanted to Know About Marketing Automation Everything You've Always Wanted to Know About Marketing Automation Presentation Transcript

  • AMA WebcastEverything You Need to Know AboutMarketing AutomationPresenter:Jon Miller, Vice President of Marketing, MarketoModerator:Anthony Salas, American Marketing AssociationSponsored by:The audio portion of today’s presentation is available via broadcast audio.You can also dial in to hear audioParticipants (US & Canada, Toll Free): 888 223 4959International Participants: +1 303 223 4389
  • Everything You’ve Always Wanted to Know about Marketing Automation We will start shortly. Meanwhile, how many words can you find? Each word must contain the central M and no letter can be used twice. The letters do not have to be connected. Proper nouns are not allowed. There is at least one nine letter word. W I E H M L A E N© 2013 Marketo, Inc.
  • Everything You’ve Always Wanted to Know about Marketing Automation We will start shortly. Meanwhile, how many words can you find? Each word must contain the central M and no letter can be used twice. The letters do not have to be connected. Proper nouns are not allowed. There is at least one nine letter word. W I E H M L A E N© 2013 Marketo, Inc.
  • You have the ability to send marketing emails.Page 4© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • You can easily create new landing pages for each campaign.Page 5© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • You can set up the emails for a webinar up-front and let it run ‘lights-out’.Page 6© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Prioritize a list of potential customers based on fit and likelihood to buy.Page 7© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • You can measure the pipeline contribution of each marketing program.Page 8© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • If your hand is still up, grab a cup of coffee… …everyone else, keep listeningPage 9© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Everything Youve Always Wanted to Know About Marketing Automation© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Your Speaker Jon Miller @jonmiller Subscribe to blog.marketo.com #DG2MA© 2013 Marketo, Inc.
  • • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #marketingautomationPage 12© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Topics: Definitive Guide to Marketing Automation • What is Marketing Automation? • The Difference Between Email Marketing and Marketing Automation • Business Case for Marketing Automation • Getting Successful with Marketing Automation – More than Technology • How to Buy Marketing AutomationPage 13© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 14© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Marketing automation is a • Technology that streamlines and automates marketing tasks • so companies can • increase operational efficiency and • grow revenue fasterPage 15© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • What Is “Automation”? Send Event Invitation Wait 3 Days If Not Registered, Send Reminder Wait Until 1 Day After Event Send Different Follow-Up to Attendees vs. Non-AttendeesPage 16© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 17© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 18© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Email MarketingPage 19© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Landing Pages & FormsPage 20© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Behavior TrackingPage 21© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Marketing Database of RecordPage 22© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Workflow / AutomationPage 23© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • ScoringPage 24© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Lead ManagementPage 25© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Lead Generation / Program ManagementPage 26© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • EventsPage 27© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • CRM Integration / Sales IntelligencePage 28© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Social MarketingPage 29© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Marketing AnalyticsPage 30© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 31© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Marketing AutomationPage 32© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Create marketing people love with marketing automationPage 33© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 34© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 35© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 36© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 37© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 38© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 39© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 40© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 41© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 42© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 43© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • The Core Benefits of Marketing Automation • Streamline the marketer’s world • Measure and prove marketing ROI • Increase revenue by optimizing the funnelPage 44© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Streamline The Marketer’s World • Simplify and automate repeatable processes • Single platform • Fewer agenciesPage 45 @jonmiller #BizCaseMA© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Measure and Prove Marketing ROI System of record Measure / test / optimize Prove program ROIPage 46 @jonmiller #BizCaseMA© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Increase Revenue By Optimizing The FunnelPage 47© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Value of Marketing AutomationPage 48© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Value of Marketing AutomationPage 49© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • How Much Does Marketing Automation Cost? Usually Based on Edition + Number of Contacts + Contract Term Example: Marketo Pricing (27 Feb 2013) www.marketo.com/pricing Eloqua, Hubspot, and Pardot also publish some pricingPage 50 @jonmiller #BizCaseMA© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 51© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Don’t Leave Your Ferrari In the GaragePage 52© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • • Strategy and Process • Content and Lead Generation • PeoplePage 53© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Strategy and Process “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” - Bill GatesPage 54© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Content and Lead GenerationPage 55© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • People • Business processes design and implementation • Analytics • Technical aptitudePage 56© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • My Most Important AdvicePage 57© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Page 58© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • 1. Write down your goals for the project Credit: SanitaryumPage 59© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • 2. Identify your requirements Credit: HahaStop.comPage 60© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • 3. Evaluate potential vendors against your scenariosPage 61© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • 4. Talk to referencesPage 62© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • 5. Choose! Focus on value, not cost.Page 63© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Everything you ever wanted to know (and then some) about marketing automation© 2013 Marketo, Inc.
  • Page 65© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Why Marketo? • Easy • Powerful • CompletePage 66© 2013 Marketo, Inc. #marketingautomation @jonmiller
  • Questions? Jon Miller @jonmiller Subscribe to blog.marketo.com© 2013 Marketo, Inc.
  • Thank You for your Participation! Additional questions? General AMA Questions can be sent to: asalas@ama.org Recording and slides You will be provided with a recording of today’s presentation. Twitter Please reference #marketingautomation when tweeting about this webcast. Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA.