Graduate to Engagement Marketing Through Marketing Automation by Marketo & Scribe Software

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Graduate to Engagement Marketing Through Marketing Automation by Marketo & Scribe Software.
Webinar Recorded: 06-24-13

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Graduate to Engagement Marketing Through Marketing Automation by Marketo & Scribe Software

  1. 1. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Marketing Automation Webinar #2:Graduating from Email Service Providersyears experienceglobal partnerscustomers worldwide151,00012,000
  2. 2. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.Housekeeping• VOIP is enabled, however if you cannot hear please useweb meeting dial in details• phone lines are muted• presentation is approximately 50 Minutes• use the questions feature to submit questions• all questions will be addressed at the end of presentation2
  3. 3. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.3Lynn HarringtonDirector, ISV EnablementScribe Software@lharringtonnlLynn.harrington@scribesoft.comGraduating from Email Service ProvidersJon MillerVice President of MarketingMarketo@jonmillerjon@marketo.com
  4. 4. Marketing AutomationWebinar #2: GraduatingFrom Email Service Providers
  5. 5. #RevEngine @jonmillerHi, I’m Jon MillerSubscribe to blog.marketo.com@jonmiller1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard, captain of high-school debate team and newspaper staff4. My first child was born the same monththat we incorporated Marketo
  6. 6. #RevEngine @jonmillerToday’s Topics• What is MarketingAutomation?• Common Features inMarketing Automation• Using Marketing Automationto Graduate from ESP:• Relevance• Conversations• Smart sales• Right metrics
  7. 7. #RevEngine @jonmillerWhat Is MarketingAutomation?
  8. 8. #RevEngine @jonmillerMarketing automation is a• Technology thatstreamlines andautomates marketingtasks• so companies can• increase operationalefficiency and• grow revenue faster
  9. 9. #RevEngine @jonmillerWhat Is “Automation”?Send EventInvitationWait 3 DaysIf NotRegistered, SendReminderWait Until 1 DayAfter EventSend DifferentFollow-Up toAttendees vs.Non-Attendees
  10. 10. #RevEngine @jonmillerSounds great, but Ihave millions ofcontacts!
  11. 11. #RevEngine @jonmillerProcesses at scale
  12. 12. #RevEngine @jonmillerCommon Features inMarketing Automation
  13. 13. #RevEngine @jonmillerEmail Marketing
  14. 14. #RevEngine @jonmillerLanding Pages & Forms
  15. 15. #RevEngine @jonmillerBehavior Tracking
  16. 16. #RevEngine @jonmillerMarketingDatabase of Record
  17. 17. #RevEngine @jonmillerWorkflow / Automation
  18. 18. #RevEngine @jonmillerScoring
  19. 19. #RevEngine @jonmillerLead Management
  20. 20. #RevEngine @jonmillerLead Generation /Program Management
  21. 21. #RevEngine @jonmillerEvents
  22. 22. #RevEngine @jonmillerCRM Integration /Sales Intelligence
  23. 23. #RevEngine @jonmillerSocial Marketing
  24. 24. #RevEngine @jonmillerMarketing Analytics
  25. 25. #RevEngine @jonmiller
  26. 26. #RevEngine @jonmiller
  27. 27. #RevEngine @jonmillerMarketingAutomation
  28. 28. #RevEngine @jonmillerCreate marketingpeople love withmarketingautomation
  29. 29. #RevEngine @jonmillerRelevanceConversationsSmart salesRight metrics
  30. 30. #RevEngine @jonmillerRelevance
  31. 31. #RevEngine @jonmillerSource: Adbusters, 2011
  32. 32. #RevEngine @jonmiller
  33. 33. #RevEngine @jonmiller
  34. 34. #RevEngine @jonmillerMore Targeted Sends are More Engaging050100150200250300350400100 1000 10000 100000EngagementScoreEmail DeliveredSource: Marketo research
  35. 35. #RevEngine @jonmillerTriggered Interests Standard Nurture LiftOpen % 34.0% Open % 21.7% 57%Click to Open % 37.1% Click to Open % 23.4% 59%Click % 12.6% Click % 5.1% 147%Value of Behaviorally Triggered Interests
  36. 36. #RevEngine @jonmillerWhat did theconsumer openand/or click on?Where did theyconvert?What did theyforward?Actions Matter – EMAIL
  37. 37. #RevEngine @jonmillerDid theconsumermention yourcompany onTwitter?Share yourcontent?Actions Matter – SOCIAL
  38. 38. #RevEngine @jonmillerDid theconsumer visityour website?How recently?What did theylook at?Actions Matter – WEBSITE
  39. 39. #RevEngine @jonmillerWhat programswas theconsumer partof?What did sherespond to?Actions Matter – CAMPAIGN HISTORY
  40. 40. #RevEngine @jonmillerWhat is therecent purchasehistory?Deposits /withdrawals?Actions Matter – TRANSACTIONS
  41. 41. #RevEngine @jonmillerESPs Only Track Email BehaviorsFor sophisticatedtargeting rely ontechnicaldatabases andcomplex queries.
  42. 42. #RevEngine @jonmillerBut I’m a Marketer, not a Programmer!I can do thismyself! No tripsto see IT – yay!
  43. 43. #RevEngine @jonmillerConversations NotCampaigns
  44. 44. #RevEngine @jonmiller
  45. 45. #RevEngine @jonmiller
  46. 46. #RevEngine @jonmiller
  47. 47. #RevEngine @jonmillerOK, why aren’t moremarketers doing this?
  48. 48. #RevEngine @jonmiller
  49. 49. #RevEngine @jonmiller
  50. 50. #RevEngine @jonmiller
  51. 51. #RevEngine @jonmillerThis #%@& is way toocomplicated.
  52. 52. #RevEngine @jonmillerAdding new content to ourtracks takes FOREVER!
  53. 53. #RevEngine @jonmiller“I just downloaded this offyour site 2 days ago, andnow you’re sending it again!”
  54. 54. #RevEngine @jonmiller“Do you guys realize howmuch you send me eachday? I’ve had it!”
  55. 55. #RevEngine @jonmiller
  56. 56. #RevEngine @jonmiller
  57. 57. #RevEngine @jonmillerTHEN NOWNew content = need toreprogramDrag-and-drop new contentinto Smart StreamsExpired content Content expiration datesDuplicate contentNever send the samecontent twiceToo many emails Frequency limitsConsumer fall off the endof tracksExhausted content
  58. 58. #RevEngine @jonmillerSmart Sales
  59. 59. #RevEngine @jonmillerBut who is ready?You got them to the dance
  60. 60. #RevEngine @jonmillerScoring DefinedMethodology for ranking potenital customers interms of readiness to purchase.Nurture Nurture DisqualifyPromotionalOfferPass toSalesFit Interest Buying Intent
  61. 61. #RevEngine @jonmiller• Early stage content +3• Attend webinar: +5• Visit any webpage /blog : +1• Visit careers pages: -10• Decay inactivity:-1, -5, -10• Pricing pages: +10• Watch demos:• +5 overview• +10 detailed• Mid-stage content +8• Late-stage content +12• Searches for brandedkeyword “Marketo” +8
  62. 62. #RevEngine @jonmillerStars and Flames show priorityFull list of Interesting Moments
  63. 63. #RevEngine @jonmillerThe Right Metrics
  64. 64. #RevEngine @jonmiller• Open• Click• Unsubscribe• Bounce• Etc.
  65. 65. #RevEngine @jonmillerItalian Workspace  Joe Smith: Acme Inc.  Community HelpSearch… +Search…+Recently UpdatedPractical B2B Lead GenerationAdded Mar 30, 2013 Sent 12,10582Thought LeadershipEdited Mar 25, 2013 Sent 12,10570Lead Scoring Best PracticesEdited Mar 22, 2013 Sent 12,10555Lead Management Best Practice D…Added Mar 18, 2013 Sent 12,10535Lead Scoring Best PracticesEdited Mar 10, 2013 Sent 12,1059Engagement Over TimeDec Jan Feb Mar Apr May100806040200Summary1.5%Unsubscribe65Engagement55dNext CastMembersIn Track Exhausted Paused3,45050 35Mar 18, 2013Engagement: 602013Marketo’s Secret SauceDefinitive Guide to EventsLead NurturingLead Scoring Best PracticesLead Management Best PracticPractical B2B Lead GenerationThought LeadershipEmail Performance ReportProgram PerformanceLead Nurturing Streams Setup My Tokens MembersView: Dashboard ▼ Streams: All Streams ▼
  66. 66. #RevEngine @jonmiller
  67. 67. #RevEngine @jonmillerWhy Measuring Return is Hard• Multiple touches. Seven touchesneeded to convert a cold lead into asale• Multiple influencers. Typicalbuying committee has 5-21 people
  68. 68. #RevEngine @jonmillerTrack All Touches Across PeopleScreenshot: Marketo Revenue Cycle Analytics
  69. 69. #RevEngine @jonmillerAccurately Tracking “Investment” vs Budget
  70. 70. #RevEngine @jonmillerWhat Generates Pipeline for Marketo?Source: Marketo Revenue Cycle Analytics, June 2013Nurture Email - CTANurture EmailPaid Online (PPC+Email)Nurture (New)
  71. 71. #RevEngine @jonmillerRevenue Cycle ModelerScreenshot: Marketo Revenue Cycle Analytics
  72. 72. #RevEngine @jonmillerFilter/Drill intodata, e.g. byProgram Type,Business Unit,Geography, etc.Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity Trends over timeScreenshot: Marketo Revenue Cycle Analytics
  73. 73. Everything you everwanted to know (andthen some) aboutmarketing automation
  74. 74. #RevEngine @jonmiller
  75. 75. #RevEngine @jonmillerWhy Marketo?• Easy• Powerful• Complete
  76. 76. Questions?Jon Miller@jonmillerSubscribe to blog.marketo.com
  77. 77. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.77Graduating from Email Service ProvidersNext Steps: scribesoft.com/mawParticipate in the rest of the Marketing Webinar Series @scribesoft.com/maw Marketing Automation Webinar #1: The CMO Imperative Marketing –ScribeNext up: Aug 6 - Marketing Automation Webinar #3: The Cost of Dirty Data by ReachForceSept 23 - Marketing Automation Webinar #4: Improving the Customer ExperienceCapturing and Using the Right Databy Silverpop

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