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The Road to Marketing Automation 
Sally Lowery 
VP of Marketing & Sales Operations, Appia 
Page 1 #MKTGNATION14 © 2014 Marketo, Inc.
Many balls, one juggler 
Page 2 #MKTGNATION14 © 2014 Marketo, Inc.
Significant Revenue Responsibility 
Page 3 #MKTGNATION14 © 2014 Marketo, Inc.
Big Vision 
Page 4 #MKTGNATION14 © 2014 Marketo, Inc.
Page 5 #MKTGNATION14 © 2014 Marketo, Inc.
Goals for First 90 Days 
1. Complete website overhaul 
2. Create a scalable, repeatable pipeline for both 
Ad Sales & Business Development 
3. Drive $1M in recognized revenue 
4. Establish SFDC forecasting 
5. Launch retention program for Advertisers 
6. Launch onboarding program for publishers 
7. Define brand positioning 
8. Create booth assets and attend first 
tradeshow 
9. Roll out marketing automation 
10. Create 7 sales enablement pieces 
11. Create social media roadmap 
12. Create 9 unique pieces of content 
13. Blog at least twice weekly 
Page 6 #MKTGNATION14 © 2014 Marketo, Inc.
Page 7 #MKTGNATION14 © 2014 Marketo, Inc.
Why Marketing Automation Was Critical 
1. Limited Resources 
2. Big Vision 
3. Multiple Touchpoints 
4. Scalability 
5. Repeatability 
6. It Makes My Job Easier 
Page 8 #MKTGNATION14 © 2014 Marketo, Inc.
How We Created ROI in 8 Weeks 
1. Created a plan 
2. Executed the plan 
3. Focused on what mattered 
Page 9 #MKTGNATION14 © 2014 Marketo, Inc.
Snapshot 
Page 10 #MKTGNATION14 © 2014 Marketo, Inc.
Snapshot 
Page 11 #MKTGNATION14 © 2014 Marketo, Inc.
• Trust 
• 5x a Charm 
• Proven ROI 
• Fast & Furious 
Why Marketo 
Page 12 #MKTGNATION14 © 2014 Marketo, Inc.
Q&A 
Sally Lowery 
VP of Marketing & Sales Operations, Appia 
slowery@appia.com 
sallymacnc 
Page 13 #MKTGNATION14 © 2014 Marketo, Inc.

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The Road to Marketing Automation - Sally Lowery

  • 1. The Road to Marketing Automation Sally Lowery VP of Marketing & Sales Operations, Appia Page 1 #MKTGNATION14 © 2014 Marketo, Inc.
  • 2. Many balls, one juggler Page 2 #MKTGNATION14 © 2014 Marketo, Inc.
  • 3. Significant Revenue Responsibility Page 3 #MKTGNATION14 © 2014 Marketo, Inc.
  • 4. Big Vision Page 4 #MKTGNATION14 © 2014 Marketo, Inc.
  • 5. Page 5 #MKTGNATION14 © 2014 Marketo, Inc.
  • 6. Goals for First 90 Days 1. Complete website overhaul 2. Create a scalable, repeatable pipeline for both Ad Sales & Business Development 3. Drive $1M in recognized revenue 4. Establish SFDC forecasting 5. Launch retention program for Advertisers 6. Launch onboarding program for publishers 7. Define brand positioning 8. Create booth assets and attend first tradeshow 9. Roll out marketing automation 10. Create 7 sales enablement pieces 11. Create social media roadmap 12. Create 9 unique pieces of content 13. Blog at least twice weekly Page 6 #MKTGNATION14 © 2014 Marketo, Inc.
  • 7. Page 7 #MKTGNATION14 © 2014 Marketo, Inc.
  • 8. Why Marketing Automation Was Critical 1. Limited Resources 2. Big Vision 3. Multiple Touchpoints 4. Scalability 5. Repeatability 6. It Makes My Job Easier Page 8 #MKTGNATION14 © 2014 Marketo, Inc.
  • 9. How We Created ROI in 8 Weeks 1. Created a plan 2. Executed the plan 3. Focused on what mattered Page 9 #MKTGNATION14 © 2014 Marketo, Inc.
  • 10. Snapshot Page 10 #MKTGNATION14 © 2014 Marketo, Inc.
  • 11. Snapshot Page 11 #MKTGNATION14 © 2014 Marketo, Inc.
  • 12. • Trust • 5x a Charm • Proven ROI • Fast & Furious Why Marketo Page 12 #MKTGNATION14 © 2014 Marketo, Inc.
  • 13. Q&A Sally Lowery VP of Marketing & Sales Operations, Appia slowery@appia.com sallymacnc Page 13 #MKTGNATION14 © 2014 Marketo, Inc.