More Related Content Similar to Find the Right Marketing Automation Solution (20) Find the Right Marketing Automation Solution1. Find the Right Marketing Automation
Solution for Your Company
Michael Berger
Director, Product Marketing
2. What you can learn at the surface level
What you need to dig for
4. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
• Sophisticated lead nurturing made simple
• Analytics that truly measure the revenue impact of
campaigns
• Deep and seamless CRM integration
• Powerful automation workflows built in seconds
• Ability to replicate successful campaigns in minutes
Agenda Items
10. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketers Don’t Control the Journey…
…Customers Do
11. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Name: Glenda
Age: 77
Gender: Female
Income: $30K - $50K
Location: Eastern US
Target artists:
Roy Orbison
Neil Diamond
Willie Nelson
Tony Bennet
12. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Effective Nurturing Adapts Based on Behaviors
13. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Behavioral Nurture Standard Nurture Lift
Open % 34.0% Open % 21.7% 57%
Click to Open % 37.1% Click to Open % 23.4% 59%
Click % 12.6% Click % 5.1% 147%
15. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Social
Marketing
Marketing
Automation
Email
Marketing
Real-time
Personalization
Alt Jazz Rock Country
16. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Inbound
Outbound
Inbound
Outbound
Inbound
Outbound
Inbound
Outbound
Alt Jazz Rock Country
18. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
IS
• Web behaviors
• Purchase behaviors
• Social behaviors
• Content consumption
• Specific email interactions
• Offline behaviors
Behavior-based Nurture
IS NOT
• Sending an email again if
not opened or clicked first
time
• Sending a different email if
the last one was opened
or clicked
19. Takeaway:
Look for a Marketing Automation solution that makes
it easy to do behavior based nurture
21. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Reporting Maturity Curve
Multi-
touch ROI
Multi-touch
Revenue
Single-touch
Revenue
Opportunities Won
Conversion Based (Form Fill)
22. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Conversion Based
Page Visits Leads Conversion %
Awesome eBook
Landing Page
657 31 4.7%
Contact Us Landing
Page
412 68 16.5%
23. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Opportunities Won
Page Visits Leads Conversion % Opps Wins
Awesome eBook
Landing Page
657 31 4.7% 4 2
Contact Us Landing
Page
412 68 16.5% 12 5
Advanced Analytics
Webinar
840 56 6.6% 6 3
24. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
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eBook on
Analytics
Attended
Advanced
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected
with Sales Rep
Single Touch
3 months
$100K
25. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
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Analytics
Registered for
Analytics
Webinar
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Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected
with Sales Rep
Single Touch
3 months
$100K
$100K
26. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Single Touch Attribution
Page FT Revenue
Content: eBook
Analytics
$100,000
Webinar: Advanced
Analytics
$0
Content: Survey
Results
$0
Webinar: Top 10
Marketing Reports
$0
Tradeshow: Big $0
27. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Single Touch Attribution
Page FT Revenue
Content: eBook
Analytics
$0
Webinar: Advanced
Analytics
$0
Content: Survey
Results
$0
Webinar: Top 10
Marketing Reports
$0
Tradeshow: Big $100,000
28. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Downloaded
eBook on
Analytics
Registered for
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected
with Sales Rep
Multi Touch
3 months
$100K
29. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
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Analytics
Registered for
Analytics
Webinar
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Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
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us at Big
Tradeshow
Connected
with Sales Rep
Multi Touch
3 months
$25K
$0
$25K
$25K $100K
$25K
30. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page MT Revenue
Content: eBook
Analytics
$25,000
Webinar: Advanced
Analytics
$0
Content: Survey
Results
$25,000
Webinar: Top 10
Marketing Reports
$25,000
Tradeshow: Big $25,000
31. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Downloaded
eBook on
Analytics
Registered for
Analytics
Webinar
Downloaded
Analytics Survey
Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with us
at BigTradeshow
Connected with
Sales Rep
Multi Touch
$14K
$0
$14K
$14K
$14K
Attended the Analytics
Webinar
Attended “Top 10
Marketing Reports”
Webinar
Engaged with us at
Tradeshow
Connected with
Sales Rep$14K
$14K
$14K
Moe
Larry
$100K
32. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
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eBook on
Analytics
Registered for
Analytics
Webinar
Downloaded
Analytics Survey
Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with us
at Big Tradeshow
Connected with
Sales Rep
Multi Touch
$14K $14K
$100K
Attended the Analytics
Webinar
Attended “Top 10
Marketing Reports”
Webinar
Engaged with us at
Tradeshow
Connected with
Sales Rep
$14K $28K $28K
Moe
Larry
33. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page MT Revenue
Content: eBook
Analytics
$14,000
Webinar: Advanced
Analytics
$14,000
Content: Survey
Results
$14,000
Webinar: Top 10
Marketing Reports
$28,000
Tradeshow: Big $28,000
Moe and Larry
both engaged
with these
campaigns
34. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page FT Revenue MT Revenue
Content: eBook
Analytics
$100,000 $14,000
Webinar: Advanced
Analytics
$0 $14,000
Content: Survey
Results
$0 $14,000
Webinar: Top 10
Marketing Reports
$0 $28,000
Tradeshow: Big $0 $28,000
35. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page FT Revenue MT Revenue
Content: eBook
Analytics
$176,000 $249,000
Webinar: Advanced
Analytics
$131,000 $362,000
Content: Survey
Results
$234,000 $276,000
Webinar: Top 10
Marketing Reports
$189,000 $541,000
Tradeshow: Big $325,000 $117,000
36. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page FT Revenue MT Revenue
Content: eBook
Analytics
$176,000 $249,000
Webinar: Advanced
Analytics
$131,000 $362,000
Content: Survey
Results
$234,000 $276,000
Webinar: Top 10
Marketing Reports
$189,000 $541,000
Tradeshow: Big $325,000 $117,000
37. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page FT Revenue MT Revenue
Content $410,000 $525,000
Webinars $320,000 $903,000
Tradeshows $325,000 $117,000
38. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page FT Revenue MT Revenue
Content $410,000 $525,000
Webinars $320,000 $903,000
Tradeshows $325,000 $117,000
More efficient at
pushing leads
through funnel
More efficient at
acquiring the right
leads
39. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch ROI
Page MT Revenue Cost MT ROI
Content: eBook
Analytics
$249,000 $5,500 45.3
Webinar: Advanced
Analytics
$242,000 $45,000 5.4
Content: Survey
Results
$276,000 $25,000 11.0
Webinar: Top 10
Marketing Reports
$541,000 $15,000 36.1
Tradeshow: Big $117,000 $125,000 0.9
MT Ratio
<5 bad
5 to 10 avg.
>10 good
40. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
•Multiple influencers in a typical B2B sale
•Multiple touch points
•Some offline
•What is a success?
Challenge of Multi-Touch
43. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
• Out of the box 2-way data exchange
• Automatically adapt to changes in CRM
• Instantly trigger marketing activities from CRM
• Instantly send sales alerts and follow-up tasks
• Provide sales intelligence in a highly digestible, and highly
actionable manner
CRM Integration Capabilities
44. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
CRM Integration Points
Lead
Contact
Leads
Account
Opty
Activity
Campaign
Custom
Account
Opty
Activity
Program
Custom
45. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
CRM Integration Points
Opty Opty
Closed-loop Reporting (associating pipeline
and revenue back to campaigns)
Workflow triggers, such as shifting nurturing
content
46. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
CRM Integration Points
Activity Activity
When a sales rep logs a call, a workflow
triggers to take the lead out of an
automated outreach campaign
47. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Information that helps sales reps
sell more effectively, in order to:
• Close more deals
• Shorten sales cycles
• Increase deal size
Sales Intelligence Defined
48. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Really no different from how marketers think about
marketing more effectively:
• Right message – relevant message
• Right person – person who is a potential buyer
• Right time – person who is ready to engage with sales
How To Sell More Effectively?
51. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Right Person
Sales Ready
15%
Not Sales
Ready
60%
Junk
25%
Names in Database
52. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Right Person
Sales Ready
15%
Not Sales
Ready
60%
Junk
25%
Names in Database
54. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
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eBook on
Analytics
Attended
Advanced
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Viewed
Revenue Cycle
Analytics Web
Demo
Connected
with Sales Rep
Right Time
Prospect Behaviors
55. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
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Analytics
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Revenue Cycle
Analytics Web
Demo
Connected
with Sales Rep
Right Message
Prospect Behaviors
Let me tell you about
the benefits of lead
nurturing and scoring
56. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
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eBook on
Analytics
Attended
Advanced
Analytics
Webinar
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Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
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Viewed
Revenue Cycle
Analytics Web
Demo
Connected
with Sales Rep
Right Message
57. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Right Person, Message and Time
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Analytics
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Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
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Revenue Cycle
Analytics Web
Demo
Connected
with Sales Rep
Let me tell you how
Marketo’s analytics
are different and why
it matters
61. Takeaway:
Talk to other companies, research compelling use
cases, and choose wisely. There are very significant
differences when it comes to CRM integrations.
73. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
stats Email Open Clicked
Auto-Touch Email 3 44% 21%
Industry Average 22% 3%
74. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
stats Email Open Clicked
Auto-Touch Email 3 44% 21%
Industry Average 22% 3%
Link Clicked Clicked
1. Going to
purchase
6%
52%
2. Investigating
solution
9%
3. Reach out
next month
37%
Not interested 48% 48%
75. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
stats Email Open Clicked
Auto-Touch Email 3 44% 21%
Industry Average 22% 3%
Link Clicked Clicked
1. Going to
purchase
6%
52%
2. Investigating
solution
9%
3. Reach out
next month
37%
Not interested 48% 48%
65%
76. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
No Lead Left Behind:
SLA’s
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
77. Takeaway:
Think long-term. This is the area where a marketer is
most likely to hit a wall if they don’t select the right
solution up front – and do so more quickly than they
think.
80. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Replicate Webinar
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Copy Edit
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
22 Laborious Steps – 2+ Hours
81. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Replicate Webinar
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Clone
Program-level fields
1. Webinar name
2. Webinar title
3. Speaker name
4. Speaker title
5. Webinar Description
6. Date
7. Time
Push
8 Quick Steps – 3 Minutes
82. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
• What happens to all your assets when you update a
template (such as when changing the copyright date)?
• How are things in the system organized? Is everything
easy to find?
• How easily can you build assets like landing pages and
emails?
• Can you get things done quickly without IT help
• Is there an active and helpful user community
Other Productivity Considerations
83. Takeaway:
Make sure you select a Marketing Automation tool that
lets you do the things that you do every day really
quickly.
Editor's Notes Result: Big lift!
More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html