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Graduating from Email Marketing to Marketing Automation

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Join Jon Miller, Marketo's VP of Content and Web Strategy, and Stephanie Miller, VP of Member Relations at the Direct Marketing Association and learn: …

Join Jon Miller, Marketo's VP of Content and Web Strategy, and Stephanie Miller, VP of Member Relations at the Direct Marketing Association and learn:

- What really causes people to convert through email
- Why ongoing relationship building is more effective than batch and blast
- What marketing automation is, and how it differs from email marketing
- Top signs your company may need to switch to marketing automation

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  • 1. Graduating from Email Marketing to Marketing Automation Turbo-Charge your Email Marketing Strategies and Campaigns© 2012 Marketo, Inc.
  • 2. Your Speakers Stephanie Miller Jon MillerVP of Member Relations, VP and Co-Founder, DMA Marketo @StephanieSAM @JonMiller #GraduateEmail
  • 3. Quick Housekeeping • 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: #GraduateEmail#RevEngine #GraduateEmail
  • 4. Today’s Topics • Part One: Changing Email Marketing Trends • Part Two: 7 Signs You Need to Graduate from Email • Part Three: Using Data in Email Marketing – A Beautiful, Powerful Loop • Part Four: Graduating to Marketing Automation#RevEngine #GraduateEmail
  • 5. Changing EmailMarketing Trends
  • 6. #RevEngine #GraduateEmail 6
  • 7. New Reality: Consumers can quickly “sweep” and filter email messages they don’t find interesting. In fact, that process is automated. Even permission-based messages are marked as “spam.”#RevEngine #GraduateEmail
  • 8. Subscriber Covenant#RevEngine #GraduateEmail
  • 9. The Truth.#RevEngine #GraduateEmail
  • 10. Typical Digital Messaging Marketing Stream Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?@StephanieSAM#RevEngine #GraduateEmail
  • 11. Lifecyle Email Marketing Welcome! We like you. Hi, are you ready to buy? Thanks for buying! You might also like…. Hi, are you ready to buy? Here’s what others like! Please tell us what you like. Hi, are you ready to buy? Cool content you might like. Hi, are you ready to buy? Something special for you Any of your friends like this?@StephanieSAM#RevEngine #GraduateEmail
  • 12. Cross Channel Marketing Welcome Email. We like you. Product beta test! Sign Up Hi, are you ready to buy? Thanks for buying! Text in to join our party! Dear Pamela, you might also like…. Hi, are you ready to buy? Visit Facebook: What do others like?! Event Updates & Alerts 4U! Cool content you might like. Mobile access to your favorite app Something special for you! Any of your colleagues like this?@StephanieSAM#RevEngine #GraduateEmail
  • 13. Connections, Built on Data, Build Engagement@StephanieSAM#RevEngine #GraduateEmail
  • 14. Digital Marketing Complexity CHANNELS Proliferation of • Reach customers through a multi-channel approach New Engagement • Segment to provide more relevant online content Channels • Engage in a conversation based on response COLLABORATION Improve • Reduce inefficiencies working with agencies Agency and Internal • Improve processes, interactions with internal teams Collaboration • Manage the campaign execution processes PERFORMANCE • Gain visibility to marketing campaigns being executed Improving Marketing • Adjust marketing spend based on performance Performance & Accountability • Streamline marketing spend • Measure & optimize ROI@StephanieSAM#RevEngine #GraduateEmail
  • 15. That Spells: O-P-P-O-R-T-U-N-I-T-Y Generic Messaging Do from Silo’d LESS Channel Do Automated MORE Relevancy + Data@StephanieSAM#RevEngine #GraduateEmail
  • 16. 7 Signs You Needto Graduate from Email
  • 17. Spam with Content Sauce#RevEngine #GraduateEmail
  • 18. 7 Signs You Need to Graduate from Email 4. Difficult or imprecise targeting 1. Email blasts, & segmentation not customer dialogues 3. Email in a silo 5. Trigger insensitivity 7. Sad sales team 2. Wasting time on manual campaigns 6. Can’t tell if email is driving pipeline or revenue @JonMiller#RevEngine #GraduateEmail
  • 19. 1. Email Blasts, Not Customer Dialogues @JonMiller#RevEngine #GraduateEmail
  • 20. 2. Wasting Time on Manual Campaigns “We needed a way to automate our marketing campaigns so that we could focus our time and resources on the best opportunities. That’s the only way to really drive business.” – John Watton, VP, ShipServ @JonMiller#RevEngine #GraduateEmail
  • 21. 3. Email in a Silo @JonMiller#RevEngine #GraduateEmail
  • 22. 4. Difficult/Imprecise Targeting and Segmentation @JonMiller#RevEngine #GraduateEmail
  • 23. 5. Trigger Insensitivity @JonMiller#RevEngine #GraduateEmail
  • 24. 6. Can’t Tell If Email Is Driving Pipeline or Revenue @JonMiller#RevEngine #GraduateEmail
  • 25. 7. Sad Sales Team: Don’t Know What Leads are Good, Who to Follow Up With @JonMiller#RevEngine #GraduateEmail
  • 26. 7 Signs You Need to Graduate from Email 4. Difficult or imprecise targeting 1. Email blasts, & segmentation not customer dialogues 3. Email in a silo 5. Trigger insensitivity 7. Sad sales team 2. Wasting time on manual campaigns 6. Can’t tell if email is driving pipeline or revenue @JonMiller#RevEngine #GraduateEmail
  • 27. Using Data in Email Marketing – A Beautiful, Powerful Loop
  • 28. The Human Algorithm.(via Brian Solis, author)
  • 29. Data-Driven Marketing Nirvana Social Subscriber Activity on Email Transactions Media Forms Website Everything you ever wanted to know about your customer... And can use to increase their engagement.@StephanieSAM#RevEngine #GraduateEmail 30
  • 30. Data-Driven Marketing Reality Social Subscriber Activity on Email Transactions Media Forms Website@StephanieSAM#RevEngine #GraduateEmail 31
  • 31. Wherefore Art Thou Data? Customer Email Call Center Responses Sales Team Database Online@StephanieSAM#RevEngine #GraduateEmail 32
  • 32. The Customer Experience :: Multiply By 1000 Trillion@StephanieSAM 33 >#RevEngine #GraduateEmail 33
  • 33. Marketing Automation = Vision, People, Process + Technology… Together! Process People Vision Technology@StephanieSAM#RevEngine #GraduateEmail
  • 34. Graduating toMarketing Automation
  • 35. Marketing automation is a… • Technology that streamlines and automates marketing tasks • so companies can • increase operational efficiency and • grow revenue faster @JonMiller#RevEngine #GraduateEmail
  • 36. Basic Marketing Automation: Event 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-Attendees @JonMiller#RevEngine #GraduateEmail
  • 37. Why Automation? @JonMiller#RevEngine #GraduateEmail
  • 38. Email Marketing Automation Mass Emails Yes Yes Open Rates and Clicks Yes Yes Marketing Lead Database Yes Data Quality and Append Yes Landing Pages and Forms Yes Segmentation Yes Multi-touch Campaigns / Lead Nurturing Yes Lead Scoring and Grading Yes Automated Sales Alerts and Tasks Yes CRM Integration (Data Sync) Yes Lead Lifecycle Workflows Yes Sales Campaigns Yes Program Management Yes Event Marketing including Webinars Yes Program ROI and Revenue Analytics Yes Full list of features at bit.ly/MAfeatures @JonMiller#RevEngine #GraduateEmail
  • 39. Segmentation @JonMiller#RevEngine #GraduateEmail
  • 40. Multi-Touch Campaigns / Lead Nurturing MQL Prospect & SAL All Names Recycled Engaged SQL Lead Sales Lead Lead Opportunity Nurturing “The art of maintaining permission to stay in front of your buyers as they educate themselves” @JonMiller#RevEngine #GraduateEmail
  • 41. The Value of Lead Nurturing Marketo ROI Results Fast Leads Slow Leads Total Leads Cost / Lead ( MQL <1 mo) (MQL >1 mo) (MQL) (MQL) Without Nurturing 20% 6.67% 26.67% $206.00 With Nurturing 20% 20.0% 40.0% $137.50 Source: Actual Marketo data; assumes $55 per prospect Results: 50% more marketing qualified leads from lead nurturing @JonMiller#RevEngine #GraduateEmail
  • 42. Lead Scoring Explicit Inferred What the prospect tells you What you observe or infer Fit • Data append Are you inter- • Demographics (title) • Data quality ested in them? • Firmographics (size) • Corporate email Positive + • Geo Location Negative Factors • Behaviors (engagement) Interest • BANT • Social activity Are they inter- ested in you? • “Act Now” behaviors Get The “Definitive Guide to Lead Scoring” http://bit.ly/DGtoLS @JonMiller#RevEngine #GraduateEmail
  • 43. The Value of Lead Scoring 35% Revenue Growth vs Peers 70% Sales Time Spent Selling 30% 60% 25% 50% 20% 40% We score We score leads leads We pass based on We pass based on 15% everything fit as well 30% everything We score fit as well We score as interest to sales leads to sales leads as interest and let and let based on based on them fit them 10% cherry fit 20% cherry pick pick 5% 10% 0% 0% Source: Marketo Benchmark on Revenue Performance as of May 10, 2012 (N=300) @JonMiller#RevEngine #GraduateEmail
  • 44. Programs and Events @JonMiller#RevEngine #GraduateEmail
  • 45. Measure Program ROI Screenshot: Marketo Revenue Cycle Analytics @JonMiller#RevEngine #GraduateEmail
  • 46. Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Trends over time Filter/Drill into data, e.g. by SLA violations Program Type, Business Unit, Geography, etc. Screenshot: Marketo Revenue Cycle Analytics @JonMiller#RevEngine #GraduateEmail
  • 47. Migrating from Email to Marketing Automation 1. Sync with your CRM system (or load lists to Marketing Automation) 2. Create email templates 3. Set up your email deliverability settings 4. Set up your website 5. Build or import your campaigns / programs @JonMiller#RevEngine #GraduateEmail
  • 48. How Much Does Marketing Automation Cost? www.marketo.com/pricing Spark Standard Select Starting at $995 Starting at $1,995 Starting at $3,195 @JonMiller#RevEngine #GraduateEmail
  • 49. Additional Costs and Considerations Software subscription is typically 25-40% of overall investment Marketing Automation Maturity required for success: • Process definition, consulting • Staff and skills, training • Data: cleansing, augmentation, appending • Content • Lead generation (inbound/outbound) • CRM implementation upgrades @jonmiller #BizCaseMA @JonMiller#RevEngine #GraduateEmail
  • 50. More Resources: www.marketo.com/resources Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM Email Experience Council http://www.emailexperience.org $150 discount code for DMA Email Evolution Conference – this Feb in Miami Beach: MKTOEEC @JonMiller#RevEngine #GraduateEmail
  • 51. Key Tweetable Takeaways 1. Email permission is predicated on subscriber satisfaction. Relevancy is an imperative. 2. Marketing automation does email better – integrated, automated, multi-step, analytics 3. Get your email marketing closer to the data. Create meaningful connections & content to improve response-revenue. 4. Prospects are not ready to buy – need lead nurturing and scoring 5. Analytics should tie marketing activity to revenue 6. No technology can automate a great marketing strategy. Takes people, process & vision, too. 7. To graduate: think big, start small, move quickly @JonMiller#RevEngine #GraduateEmail
  • 52. Question and Answer Stephanie Miller Jon MillerVP of Member Relations, VP and Co-Founder, DMA Marketo @StephanieSAM @JonMiller #GraduateEmail