Summit 2013 - Jon Miller Presentation
 

Summit 2013 - Jon Miller Presentation

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Summit 2013 - Jon Miller Presentation Summit 2013 - Jon Miller Presentation Presentation Transcript

  • Page 1 © 2013 Marketo, Inc.#mus13Definitive Guide to MarketingAutomationJon MillerVP Marketing, Marketo@jonmillerMary BermelVP Demand Generation, CATechnologies
  • Page 2 © 2013 Marketo, Inc.#mus13You have theability to sendmarketing emails.
  • Page 3 © 2013 Marketo, Inc.#mus13You can easilycreate newlanding pages foreach campaign.
  • Page 4 © 2013 Marketo, Inc.#mus13You can set upthe emails for awebinar up-frontand let it run‘lights-out’.
  • Page 5 © 2013 Marketo, Inc.#mus13Prioritize a list ofpotentialcustomers basedon fit andlikelihood to buy.
  • Page 6 © 2013 Marketo, Inc.#mus13You can measurethe pipelinecontribution ofeach marketingprogram.
  • Page 7 © 2013 Marketo, Inc.#mus13If your hand isstill up, grab acup of coffee……everyone else, keep listening
  • 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
  • Page 9 © 2013 Marketo, Inc.#mus13
  • Page 10 © 2013 Marketo, Inc.#mus13Marketing automation is a• Technology thatstreamlines andautomates marketingtasks• so companies can• increase operationalefficiency and• grow revenue faster
  • Page 11 © 2013 Marketo, Inc.#mus13What Is “Automation”?Send EventInvitationWait 3 DaysIf NotRegistered, SendReminderWait Until 1 DayAfter EventSend DifferentFollow-Up toAttendees vs.Non-Attendees
  • Page 12 © 2013 Marketo, Inc.#mus13
  • Page 13 © 2013 Marketo, Inc.#mus13
  • Page 14 © 2013 Marketo, Inc.#mus13Email Marketing
  • Page 15 © 2013 Marketo, Inc.#mus13Landing Pages & Forms
  • Page 16 © 2013 Marketo, Inc.#mus13Behavior Tracking
  • Page 17 © 2013 Marketo, Inc.#mus13MarketingDatabase of Record
  • Page 18 © 2013 Marketo, Inc.#mus13Workflow / Automation
  • Page 19 © 2013 Marketo, Inc.#mus13Scoring
  • Page 20 © 2013 Marketo, Inc.#mus13Lead Management
  • Page 21 © 2013 Marketo, Inc.#mus13Events
  • Page 22 © 2013 Marketo, Inc.#mus13Financial Management
  • Page 23 © 2013 Marketo, Inc.#mus13CRM Integration /Sales Intelligence
  • Page 24 © 2013 Marketo, Inc.#mus13Social Marketing
  • Page 25 © 2013 Marketo, Inc.#mus13Marketing Analytics
  • Page 26 © 2013 Marketo, Inc.#mus13
  • Page 27 © 2013 Marketo, Inc.#mus13MarketingAutomation
  • Page 28 © 2013 Marketo, Inc.#mus13Create marketingpeople love withmarketingautomation
  • Page 29 © 2013 Marketo, Inc.#mus13
  • Page 30 © 2013 Marketo, Inc.#mus13
  • Page 31 © 2013 Marketo, Inc.#mus13
  • Page 32 © 2013 Marketo, Inc.#mus13
  • Page 33 © 2013 Marketo, Inc.#mus13
  • Page 34 © 2013 Marketo, Inc.#mus13
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  • Page 37 © 2013 Marketo, Inc.#mus13
  • Page 38 © 2013 Marketo, Inc.#mus13Value of Marketing Automation
  • 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
  • Page 40 © 2013 Marketo, Inc.#mus13Software subscription is ~25-40 percentof overall investment for success• Strategy• Content• People
  • 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
  • Page 42 © 2013 Marketo, Inc.#mus13Content = Marketing Automation Fuel
  • Page 43 © 2013 Marketo, Inc.#mus13People• Businessprocessesdesign andimplementation• Analytics• Technicalaptitude
  • Page 44 © 2013 Marketo, Inc.#mus13
  • Page 45 © 2013 Marketo, Inc.#mus13My MostImportantAdvice
  • Page 46 © 2013 Marketo, Inc.#mus13The Case for TransformationMary BermelVP, Demand GenerationCA Technologies
  • Page 47 © 2013 Marketo, Inc.#mus13A new way of doing thingsCustomer DialogueLead Qualification ModelMarketing + Sales AlignmentTechnology Systems + DataDISCOVER CONSIDER DECIDE ADVOCATEDISCOVER CONSIDER DECIDE ADVOCATE
  • Page 48 © 2013 Marketo, Inc.#mus13Content, People, Process, TechnologyQualifiedEngagedQualifiedLeadSalesReadyLeadWonProspectInquirySalesAcceptedOpportunityDemandGenerationCenterConvertEngageNurtureSalesAcceptedLead
  • Page 49 © 2013 Marketo, Inc.#mus13Why marketing automation?Streamline themarketer’s worldMeasure and provemarketing ROIIncrease revenue byoptimizing the funnel
  • Page 50 © 2013 Marketo, Inc.#mus13DISCOVER CONSIDER DECIDE ADVOCATEAn opportunity to capture dataMarketingDatabaseSFDCReal-time Data Bi-directional SyncDISCOVER CONSIDER DECIDE ADVOCATE
  • Page 51 © 2013 Marketo, Inc.#mus13What if we do nothing?Inefficiency ofprocesses andsystems; higher costsNon optimizedcustomer experienceWill not achievegrowth goals
  • 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
  • Page 53 © 2013 Marketo, Inc.#mus13DISCOVERDue diligence1 Performancetest: Smart ListSegmentation Email CampaignCreation Reporting andAnalytics
  • 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
  • Page 55 © 2013 Marketo, Inc.#mus13Thank You!
  • Page 56 © 2013 Marketo, Inc.#mus13Everything you everwanted to know (andthen some) aboutmarketing automation
  • Page 57 © 2013 Marketo, Inc.#mus13
  • Page 58 © 2013 Marketo, Inc.#mus13Why Marketo?• Easy• Powerful• Complete
  • Page 59 © 2013 Marketo, Inc.#mus13Thank You!Jon MillerVP Marketing, Marketo@jonmillerMary BermelVP Demand Generation,CA Technologies
  • 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
  • Page 71 © 2013 Marketo, Inc.#mus13DISCOVER ADVOCATEDEMAND GENERATION CENTER OF EXCELLENCEREGIONALDEMANDMANAGERSGLOBALPROGRAMMANAGERSSPECIALISTSINBOUNDMARKETINGWEB TEAMITSOLUTIONSMARKETINGMARKETINGAUTOMATIONPOWER USERSMARKETINGOPERATIONSCONVERSIONNURTURING ENGAGEMENTREGIONALFIELDMARKETING