Marketing Automation Clinic

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  • Please note that today’s webinar is being recorded. It will be available on-demand soon after the conclusion of the webcast.We will conclude today’s event with a Q&A session. Please feel free to submit your questions throughout and we will get to as many of your questions as we can. You can enter questions by typing your question in the box on the left-hand side of your screen. <pause>
  • Let’s begin with a definition…
  • Automation Makes Personal Conversations ScalableHaving a conversation with one subscriber at a time is easy, and you can even do it manually. You could probably even manage dozens of consumer conversations manually, in fact. But there is a real scalability issue when your subscribers start to number in the hundreds, thousands, or millions, because you still want to have relevant, personalized conversations with each and every one.Some companies try to implement these processes using the wrong tools. Remember the “I Love Lucy” episode in which Lucy took a job working at a candy factory? She could handle packaging when it involved just a few chocolates, but as the volume increased, things got messy (and funny!). When your subscriber volume increases, it’s as if your conversations are on a fast-moving conveyer belt. Without the right technology to keep you up to speed, your marketing could become a mess, and no one will find humor in that! That’s why automation is critical to customer engagement — there is no other way to have one-to-one conversations with your customers on a large scale. Automation allows you to be relevant to each and every one of your customers, and let them feel listened to and respected. Remarkably, in this new digital era, we’re back to the good old-fashioned business ethic of putting the customer first!\
  • Also web visitor tracking
  • Email marketing is the often the most important online marketing channel.Marketing automation systems can usually replace an email service provider (ESP).
  • Email even more powerful when combined in a single platform with landing pages and forms. Create landing pages and forms, rich with social elements, using simple drag-and-drop
  • Amplify reach across all channels with integrated social  sharing, engagement and promotion
  • Events are a specific time of program. Completely automate the event process, including personalized invitations, registration, reminders, and post-event follow-up. They can also provide analytics, so know how many people have registered, how many attended, and so on. Integrate with tools like Cisco WebEx®, Adobe Connect, Citrix GoToWebinar, ON24, and Readytalk to streamline the process further. (In fact, this is how Marketo will be able to send you a follow-up to today’s webinar so quickly!)
  • And nurture! And lifetime value / engagement
  • This is what takes marketing automation beyond email and web marketing, extending the workflow engine to integrate with the CRM system to create complete lead lifecycleworkflows that ...
  • Improve sales effectiveness through real-time lead intelligence delivered through the CRM
  • Clearly demonstrate ROI of marketing programs through highly visual, closed-loop reportingReporting and analytics reside at the intersection of marketing art and marketing science. They give you the ability to prove the impact of your marketing efforts. All vendors provide some level of marketing measurement and analytics, but the depth of functionality – especially in terms of measuring impact on revenue and ROI – varies greatly, from extremely basic to extremely deep.One area to look at specifically is Multi-Touch Revenue Attribution.Customers do not purchase your product because of just one campaign. Rather, marketing usually impacts a sale multiple times across multiple people. Multi-touch attribution is the ability to allocate credit (pipeline, revenue) among all the marketing activities that have successfully touched a sale as it moves through the revenue process. Some systems also provide a visual way to see all the marketing programs and touches that influence the contacts associated with a sale as it moves through the funnel.
  • We’ve talked about what it is, now let’s talk about what it’s not.Automate as a word sounds mechanical.
  • So how can we be more relevant and engaging?You can’t be relevant if you’re broad.We know batch and blast does not work – it is simply less engaging. One way is to be more targeted – smaller sends = more engaging. Engagement Score enables marketers to quickly judge how effectively each piece of content is engaging prospects and customers over time… combines open, click, unsubscribe, conversion, and so on into a single metrics.
  • The key to relevance is behavioral targeting.So you want relevancy and engagement – but this requires sophisticated targeting that combines online body language (web traffic, search behavior, email response) plus transactional data plus with lifestyle and demographic data (personas)When behavioral cues are not used, email can be experienced as a dissonant interruption. What the sender considers a coordinated "drip campaign" may feel more like water torture to the receiver.
  • Here’s an example of how Marketo created even more relevance.Topic of interest nurturing: Nurture tracks based on four different topics that we thought our customers were interested in (email, social marketing, marketing automation, and Microsoft Dynamics). We listen for signs that may be interested in this (events attended, web visits, keywords used etc.), and if so assign them to the specific track nurture track. If they get to the end of that specific track, we put them back to regular until they do something else specific.
  • Result: Big lift!More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html
  • Email service providers traditional don’t help much. ESPs tend to only track email behaviors (open, click) in their local database. Lacking connection to other buyer touch points, standalone email services are unable to inform communication with more personal behavioral cues.But for more sophisticated targeting, they rely on technical databasesThese lists come from complex queries written by technical experts, not marketers. This includes API calls, SAS queries, and some email providers even tout the fact that their queries can be written in “good old fashioned SQL” (they even provide functionality for handling situations where the SQL-queries time out!)Don’t use dumb lists, use a smart database – easy!!And easy to change
  • While this may be straightforward for programmers, it’s a foreign language to most marketers…This makes the marketer reliant on technical resources for anything that’s not simple, especially anything that incorporates behaviors beyond email open and click
  • Short history of email:Commercial email first evolved from a traditional direct mail mindset: lists, promotions, offers. Big campaigns. Send the same message frequently and rapidly to many. 1-2% response rates. Sent on your schedule, not theirs. One of email’s biggest “benefits” was its low cost compared to direct mail. But email was too easy. When companies combined the ease of sending large quantities emails with the low cost of doing so, it resulted in a recipe for a sender's dream but a receiver's nightmare. “Batch and blast” was off and running.But the problem was this: Nobody wants to get “blasted”.Think of the word blast....what do you imagine? It's a shotgun. Wide pattern, random spread, unfocused (for the most part) and an imprecise tool whose end result is one that sometimes leaves more damage than any benefit you might have gained. .. It hurts. Casualty of war.Terms like “hit the database” or “e-shot” are just as bad.
  • Every interaction is a link within the context of a communication supply chain.Don’t look at each discrete message, or even each campaign, as a unique event. Marketing is not a candy machine.
  • 18 triggers11 batches19 campaigns to manage the whole thing
  • There are three core benefits to marketing automation:Save time and moneyMeasure and optimize marketing investmentsFaster revenue growthHere are some more of Nucleus Research’s findings on the effectiveness of marketing automation:By instituting marketing automation capabilities, companies can expect to achieve an increase in marketing staff productivity between 1.5 and 6.9 percent. The biggest boost, of course, will come to companies transitioning from a labor-intense manual marketing system.Enabling marketing automation can reduce administrative overhead to a savings of 3.4 percent (on average), with most companies saving between 1.5 and 5.2 percent.Sales productivity can be expected to increase by an average of 4 percent, with two-thirds of companies experiencing sales force productivity gains between 1.6 and 6.4 percent. Marketo Benchmark dataLots of tools on Marketo’s website to help build a business case.
  • Sometimes, your executive team won’t immediately see the value of a marketing automation investment. To convince them, you’ll need to understand their priorities—and what challenges stand in their way. Then, you can connect the dots for them and position marketing automation to address their specific concerns.
  • The Importance of Easy You want to select a solution that’s easy to buy, easy to own, and easy to use.Fast to get results. It should be easy to get started quickly, so you see initial results in days. Buying marketing automation shouldn’t require a leap of faith on your part. Make it easy to accomplish marketing tasks faster. Marketers aren’t mechanics, so they shouldn’t have to spend time managing the machine.When a solution is easy to use, it frees up your marketers’ time for more strategic and creative aspects of their job. Don’t spend your time training a power user. Instead, go with a modern platform that makes all of your users powerful. This lets you distribute usage across all the marketers in your organization.Easy is what drives flexibility and agility. When the solution is easy to use, your team can quickly turn ideas into implemented reality – so you get great results faster. The Importance of PowerfulWhile you absolutely don’t want to deal with unnecessary complexity, it’s crucial that you make sure you won’t outgrow your solution either. Going too small or cheap—without aligning to your future requirements—is a clear path to failure. Think about how embarrassing it might be to select a solution, only to have to replace it later? Instead, choose a vendor that is powerful enough to solve your real-world challenges now – and as you move up the maturity curve. Ideally, your solution will let you unleash the power when you need it, but that power doesn’t result in complexity that gets in the way when you just need to get something simple done and out the door.
  • Speaking of being successful…
  • Finally, we call the highest level revenue performance management. This is characterized by using marketing automation to transform their sales and marketing into a single revenue team that is aligned around continuous measurement and improvement to the revenue process, much like six-sigma was about continuous measurement and improvement to the manufacturing process. I believe Marketo is at this level in our own use of marketing automation, and personally I can attest to the benefits it brings… both to the company, but also to the marketer’s who help drive it, since it enhances their credibility and careers.
  • First, strategy and process.As Bill Gates famously said, “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.”So, don’t just automate your old processes when you are introducing marketing automation into your organization. New technology requires new ways of doing things. When it comes to automating marketing, the most important thing to understand is that you “still have to think.”
  • Sales and Marketing AlignmentMarketing automation can drive the most results when a company uses it as an opportunity to realign its entire revenue engine around the modern customer’s new buying cycle. Some of the key questions are….Measurement and MetricsWith marketing automation, marketers can look beyond traditional metrics (clicks, opens, etc.) and starting measuring (and forecasting) what executives really care about: current and future pipeline, revenue, and profits. Make sure you think through how you will use the capability to take your measurement to the next level.Data QualityQuality data is an essential underpinning of any successful marketing automation implementation. You can get started with MA if you have data problems, but to achieve the significant levels of success we just talked abuot, you may find you need to invest in your data over time.Remember; thing big, start small, quick wins.
  • If marketing automation is the rocket, then content and lead flow are the fuel. ContentHaving enough content is often the most underestimated challenge for successful marketing automation. Simply put, content is a must-have for consistent lead generation and nurturing. Ideally, this is based on a solid understanding of your buyer personas, so that your content and messages resonate with your audience. Without this, even the most finely crafted marketing automation programs can fail to deliver results. Make sure you have a defined content calendar, andthat you have content for each stage of the buying process, by persona.If you don’t, then you’ll need to make progress in this area as you move up the maturity curve.Lead FlowSome companies, especially new and small businesses, don’t have enough leads. Marketing automation can help leads flow through the funnel more efficiently, and done right, it can nurture leads to make them sales-ready. But if you have nothing coming into the top of your funnel, you will have nothing to nurture. So,if you don’t have enough sales leads, put a plan in place to get more. Fortunately, marketing automation technology can be a key help in this area… Complete systems include functionality for lead generation, including: PAID online and offline events, pay-per-click, social media amplification, online direct response advertising, and tradeshows…. AND organic programs such as social and content marketing.I should take a moment to point out here that MA is NOT just for big, mature companies. At Marketo, we started using our product when the entire marketing department was just me and another person and we only had one or two whitepapers. The key to our success is that we started with what we had, and them we never stopped adding and evolving to our usage.`
  • Mechanic – tool super userData AnalystBusiness Strategist - leaderSmarketer – Sales Marketing AlignmentContent Specialist
  • With limited investment in these areas, you can usually get good (but not great) ROI from marketing automation. And as we saw in Part Five, the more you invest, the higher you move up the curve, and the better your return on investment. The key is to “think big, start small, and move quickly”. In other words, the best results usually come from getting started with what you have today, and then incrementally investing over time to move up the curve.
  • 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.

Transcript

  • 1. Marketing Automation Clinic
  • 2. Hi, I’m Jon Miller Subscribe to blog.marketo.com 1. My first child was born the same month that we incorporated Marketo 2. Born in Ethiopia 3. Studied Physics at Harvard, captain of highschool debate team and newspaper staff 4. I have a Top-Secret “Q” Clearance @jonmiller #RevEngine @jonmiller
  • 3. Today’s Topics • What the heck is marketing automation? • Common features in marketing automation • How to know when it’s time to graduate from email • Convincing your boss • Factors to consider when buying marketing automation • Getting successful with marketing automation #RevEngine @jonmiller
  • 4. 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: #Marketo #RevEngine @jonmiller
  • 5. What The Heck is Marketing Automation? #RevEngine @jonmiller
  • 6. Marketing automation is a • Technology that streamlines and automates marketing tasks • so companies can • increase operational efficiency and • grow revenue faster #RevEngine @jonmiller
  • 7. Simple Example of “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-Attendees #RevEngine @jonmiller
  • 8. The power of automation #RevEngine @jonmiller
  • 9. Common Features in Marketing Automation #RevEngine @jonmiller
  • 10. Behavior Tracking #RevEngine @jonmiller
  • 11. Marketing Database of Record #RevEngine @jonmiller
  • 12. Multi-Channel Program Execution #RevEngine @jonmiller
  • 13. Email Marketing #RevEngine @jonmiller
  • 14. Landing Pages & Forms #RevEngine @jonmiller
  • 15. Social Marketing #RevEngine @jonmiller
  • 16. Events #RevEngine @jonmiller
  • 17. Workflow / Automation #RevEngine @jonmiller
  • 18. Scoring #RevEngine @jonmiller
  • 19. Lead Management #RevEngine @jonmiller
  • 20. CRM Integration / Sales Intelligence #RevEngine @jonmiller
  • 21. Marketing Analytics #RevEngine @jonmiller
  • 22. When is it Time to Graduate from Email? #RevEngine @jonmiller
  • 23. #RevEngine @jonmiller
  • 24. Marketing Automation #RevEngine @jonmiller
  • 25. Create marketing people love with marketing automation • Behavioral Targeting for Relevance • Conversations not Campaigns #RevEngine @jonmiller
  • 26. More Targeted Sends are More Engaging 400 Engagement Score 350 300 250 200 150 100 50 0 100 1000 10000 Email Delivered Source: Marketo research #RevEngine @jonmiller 100000
  • 27. The Key to Relevance is Behavioral Targeting Tactics to Increase Email Engagement #RevEngine @jonmiller
  • 28. Example: Topic of Interest Triggers Email Social • • • • • #RevEngine Content Attends event Downloads content Click email Fills out form Score is changed Technology @jonmiller
  • 29. Standard Nurture Open % 57% Click to Open % 23.4% Click to Open % 37.1% 59% Click % Click % 147% 5.1% Open % Lift 34.0% #RevEngine 21.7% Triggered Interests @jonmiller 12.6%
  • 30. Email Website Social Campaigns Transactions #RevEngine @jonmiller
  • 31. From Dumb Lists… For sophisticated targeting, ESPs rely on technical databases and complex queries #RevEngine @jonmiller
  • 32. … To Smart Databases I can do this myself! No trips to see IT – yay! #RevEngine @jonmiller
  • 33. #RevEngine @jonmiller
  • 34. What is an engaging conversation? • Listens and adapts • Communications flow one to the next • Multi-channel #RevEngine @jonmiller
  • 35. #RevEngine @jonmiller
  • 36. Convincing Your Boss #RevEngine @jonmiller
  • 37. The Core Benefits of Marketing Automation • Streamline the marketer’s world • Measure and prove marketing ROI • Automate relationships across the customer lifecycle #RevEngine @jonmiller
  • 38. Value of Marketing Automation Nucleus Research #RevEngine Marketo Benchmark on Revenue @jonmiller
  • 39. Selling It Internally: CMO Example Chief Concerns • Drive customer intimacy • Measure and prove marketing ROI Connect the Dots • Ability to measure ROI, show how Marketing impacts revenue • Build alignment with Sales • Key to improving Marketing’s ability to • Improve Marketing adapt (agility) credibility • Enabler of bringing • Manage and leverage Marketing and Sales into growing complexity better alignment Rally support from the rest of the executive team to reduce risk #RevEngine @jonmiller
  • 40. Factors to Consider when Buying Marketing Automation #RevEngine @jonmiller
  • 41. Easy Powerful “Plan for growth. No matter how carefully you define your needs, they’ll evolve in ways you don’t expect. You need a vendor that is likely to support future needs, whatever they may be. So look beyond for specific features for flexibility and a history of product improvement.” – David Raab, marketing automation expert #RevEngine @jonmiller
  • 42. Implementation & Ramp-up • How long does it take to get live at a basic level? A medium level? An advanced level? • Do you provide training live or on-demand? • What skills will my users need? #RevEngine @jonmiller
  • 43. Service & Support • What’s your service level agreement for technical support? • How will you help expose our users to new marketing ideas and best practices? • How active is your online community? How quickly will I get answers? • Who are your key service partners? Who provides strategy and process design, change management, and technical integration support? • What third-party products integrate with your platform? How broad is your partner ecosystem? #RevEngine @jonmiller
  • 44. Likelihood for Long-Term Success • What kind of ongoing costs and resources should I expect? • Is your company viable in the long run? What funding and capital do you have? What’s your growth rate? • How well does your product roadmap align with my future needs? #RevEngine @jonmiller
  • 45. Getting Successful with Marketing Automation #RevEngine @jonmiller
  • 46. The Maturity Journey #RevEngine @jonmiller
  • 47. 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 Gates #RevEngine @jonmiller
  • 48. Strategy and Process Sales and Marketing Alignment • What defines a salesready lead? • How does your lead qualification team prioritize their time? • How will nurture leads leads that are not yet ready? • How will you recycle sales leads that don’t move forward? • What service level agreements (SLAs) will you have for lead followup? #RevEngine Measurement and Metrics Data Quality • What key metrics do you report on a weekly, monthly, and quarterly basis? • Do you have dirty data full of duplicates and bad records? • How do you measure campaign ROI? • Missing or incomplete data? • How will your data get • What key performance cleansed – and indicators (KPIs) will you maintained – to ensure use to determine if your your marketing revenue processes are on automation doesn’t track? suffer from “garbage in, garbage out”? @jonmiller
  • 49. Content and Lead Generation #RevEngine @jonmiller
  • 50. #RevEngine @jonmiller Source: MarketStar
  • 51. My Most Important Advice #RevEngine @jonmiller
  • 52. Everything you ever wanted to know (and then some) about buying and getting successful with marketing automation
  • 53. #RevEngine @jonmiller
  • 54. Next Step: Live Demo every Week marketo.com/events #RevEngine @jonmiller
  • 55. Questions? Jon Miller @jonmiller Subscribe to blog.marketo.com