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Summit 2013 - Jon Miller Presentation Presentation Transcript

  • 1. Page 1 © 2013 Marketo, Inc.#mus13Definitive Guide to MarketingAutomationJon MillerVP Marketing, Marketo@jonmillerMary BermelVP Demand Generation, CATechnologies
  • 2. Page 2 © 2013 Marketo, Inc.#mus13You have theability to sendmarketing emails.
  • 3. Page 3 © 2013 Marketo, Inc.#mus13You can easilycreate newlanding pages foreach campaign.
  • 4. Page 4 © 2013 Marketo, Inc.#mus13You can set upthe emails for awebinar up-frontand let it run‘lights-out’.
  • 5. Page 5 © 2013 Marketo, Inc.#mus13Prioritize a list ofpotentialcustomers basedon fit andlikelihood to buy.
  • 6. Page 6 © 2013 Marketo, Inc.#mus13You can measurethe pipelinecontribution ofeach marketingprogram.
  • 7. Page 7 © 2013 Marketo, Inc.#mus13If your hand isstill up, grab acup of coffee……everyone else, keep listening
  • 8. Page 8 © 2013 Marketo, Inc.#mus13The Definitive Guide to MarketingAutomation, Featuring CA Technologies• What is MarketingAutomation?• The Difference Between EmailMarketing and MarketingAutomation• Business Case forMarketing Automation• How to evaluate and drivesuccess with marketingautomation
  • 9. Page 9 © 2013 Marketo, Inc.#mus13
  • 10. Page 10 © 2013 Marketo, Inc.#mus13Marketing automation is a• Technology thatstreamlines andautomates marketingtasks• so companies can• increase operationalefficiency and• grow revenue faster
  • 11. Page 11 © 2013 Marketo, Inc.#mus13What Is “Automation”?Send EventInvitationWait 3 DaysIf NotRegistered, SendReminderWait Until 1 DayAfter EventSend DifferentFollow-Up toAttendees vs.Non-Attendees
  • 12. Page 12 © 2013 Marketo, Inc.#mus13
  • 13. Page 13 © 2013 Marketo, Inc.#mus13
  • 14. Page 14 © 2013 Marketo, Inc.#mus13Email Marketing
  • 15. Page 15 © 2013 Marketo, Inc.#mus13Landing Pages & Forms
  • 16. Page 16 © 2013 Marketo, Inc.#mus13Behavior Tracking
  • 17. Page 17 © 2013 Marketo, Inc.#mus13MarketingDatabase of Record
  • 18. Page 18 © 2013 Marketo, Inc.#mus13Workflow / Automation
  • 19. Page 19 © 2013 Marketo, Inc.#mus13Scoring
  • 20. Page 20 © 2013 Marketo, Inc.#mus13Lead Management
  • 21. Page 21 © 2013 Marketo, Inc.#mus13Events
  • 22. Page 22 © 2013 Marketo, Inc.#mus13Financial Management
  • 23. Page 23 © 2013 Marketo, Inc.#mus13CRM Integration /Sales Intelligence
  • 24. Page 24 © 2013 Marketo, Inc.#mus13Social Marketing
  • 25. Page 25 © 2013 Marketo, Inc.#mus13Marketing Analytics
  • 26. Page 26 © 2013 Marketo, Inc.#mus13
  • 27. Page 27 © 2013 Marketo, Inc.#mus13MarketingAutomation
  • 28. Page 28 © 2013 Marketo, Inc.#mus13Create marketingpeople love withmarketingautomation
  • 29. Page 29 © 2013 Marketo, Inc.#mus13
  • 30. Page 30 © 2013 Marketo, Inc.#mus13
  • 31. Page 31 © 2013 Marketo, Inc.#mus13
  • 32. Page 32 © 2013 Marketo, Inc.#mus13
  • 33. Page 33 © 2013 Marketo, Inc.#mus13
  • 34. Page 34 © 2013 Marketo, Inc.#mus13
  • 35. Page 35 © 2013 Marketo, Inc.#mus13
  • 36. Page 36 © 2013 Marketo, Inc.#mus13
  • 37. Page 37 © 2013 Marketo, Inc.#mus13
  • 38. Page 38 © 2013 Marketo, Inc.#mus13Value of Marketing Automation
  • 39. Page 39 © 2013 Marketo, Inc.#mus13How Much Does It Cost?Usually Based on Edition + Number of Contacts + Contract Term@jonmiller #BizCaseMAExample: Marketo Pricing (27 Feb 2013)www.marketo.com/pricing
  • 40. Page 40 © 2013 Marketo, Inc.#mus13Software subscription is ~25-40 percentof overall investment for success• Strategy• Content• People
  • 41. Page 41 © 2013 Marketo, Inc.#mus13Strategy and Process“The first rule of any technologyused in a business is thatautomation applied to an efficientoperation will magnify theefficiency.The second is that automationapplied to an inefficient operationwill magnify the inefficiency.”- Bill Gates
  • 42. Page 42 © 2013 Marketo, Inc.#mus13Content = Marketing Automation Fuel
  • 43. Page 43 © 2013 Marketo, Inc.#mus13People• Businessprocessesdesign andimplementation• Analytics• Technicalaptitude
  • 44. Page 44 © 2013 Marketo, Inc.#mus13
  • 45. Page 45 © 2013 Marketo, Inc.#mus13My MostImportantAdvice
  • 46. Page 46 © 2013 Marketo, Inc.#mus13The Case for TransformationMary BermelVP, Demand GenerationCA Technologies
  • 47. Page 47 © 2013 Marketo, Inc.#mus13A new way of doing thingsCustomer DialogueLead Qualification ModelMarketing + Sales AlignmentTechnology Systems + DataDISCOVER CONSIDER DECIDE ADVOCATEDISCOVER CONSIDER DECIDE ADVOCATE
  • 48. Page 48 © 2013 Marketo, Inc.#mus13Content, People, Process, TechnologyQualifiedEngagedQualifiedLeadSalesReadyLeadWonProspectInquirySalesAcceptedOpportunityDemandGenerationCenterConvertEngageNurtureSalesAcceptedLead
  • 49. Page 49 © 2013 Marketo, Inc.#mus13Why marketing automation?Streamline themarketer’s worldMeasure and provemarketing ROIIncrease revenue byoptimizing the funnel
  • 50. Page 50 © 2013 Marketo, Inc.#mus13DISCOVER CONSIDER DECIDE ADVOCATEAn opportunity to capture dataMarketingDatabaseSFDCReal-time Data Bi-directional SyncDISCOVER CONSIDER DECIDE ADVOCATE
  • 51. Page 51 © 2013 Marketo, Inc.#mus13What if we do nothing?Inefficiency ofprocesses andsystems; higher costsNon optimizedcustomer experienceWill not achievegrowth goals
  • 52. Page 52 © 2013 Marketo, Inc.#mus13DISCOVER ADVOCATEWhat matters?Source: Gartner (June 2012)Federated UseCustomizationUser PreferencesReal TimeTracking3rd PartyIntegrationPricing Interface Security ScoringLanding PagesAnd FormsSupport Social Media EmailEuro-Privacy ServicesReportingAnalyticsDataManagementMulti-lingualSupportProductReleaseSalesforce.comIntegrationInteractionManagement
  • 53. Page 53 © 2013 Marketo, Inc.#mus13DISCOVERDue diligence1 Performancetest: Smart ListSegmentation Email CampaignCreation Reporting andAnalytics
  • 54. Page 54 © 2013 Marketo, Inc.#mus13Lessons learnedVision and planfor successStakeholderparticipationand buy-inOrganize forexcellenceEducate,educate,educate It’s about people,process, content andtechnology Evaluate capabilities,references and culturalfit Communicate andeducate The buyer has changed Marketing’s role is changed Marketing automation iscritical
  • 55. Page 55 © 2013 Marketo, Inc.#mus13Thank You!
  • 56. Page 56 © 2013 Marketo, Inc.#mus13Everything you everwanted to know (andthen some) aboutmarketing automation
  • 57. Page 57 © 2013 Marketo, Inc.#mus13
  • 58. Page 58 © 2013 Marketo, Inc.#mus13Why Marketo?• Easy• Powerful• Complete
  • 59. Page 59 © 2013 Marketo, Inc.#mus13Thank You!Jon MillerVP Marketing, Marketo@jonmillerMary BermelVP Demand Generation,CA Technologies
  • 60. Page 70 © 2013 Marketo, Inc.#mus13DISCOVER CONSIDER ADVOCATEDemand Generation Center ofExcellenceBuyer processCentralized and de-centralized marketing automationLead to revenue processCommon purpose and shared goals:• Service Delivery• Operations and Governance• Communication and Change Management
  • 61. Page 71 © 2013 Marketo, Inc.#mus13DISCOVER ADVOCATEDEMAND GENERATION CENTER OF EXCELLENCEREGIONALDEMANDMANAGERSGLOBALPROGRAMMANAGERSSPECIALISTSINBOUNDMARKETINGWEB TEAMITSOLUTIONSMARKETINGMARKETINGAUTOMATIONPOWER USERSMARKETINGOPERATIONSCONVERSIONNURTURING ENGAGEMENTREGIONALFIELDMARKETING