Morning everyone, its Phil Jacobs of Marketo and I’d like to spend the next 15 mins or so sharing with you a quick overview of Marketo and the trends we’re seeing
We’re a leading cloud based marketing software company, quoted on Nasdaq, with some 3,000 customers using our platform operating out of 36 countries. We have global support operations and are seen by many analysts – such as Gartner as being leaders in our field
As you can see,Marketo is applicable to most industry sectors - Here’s a list of some of our better known customers – some use us in one country in one divisions, others use us in multiple divisions for their worldwide operations.
The digital era has broughtan unprecedented change in buying and business model. Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from making themselves known to a company’s sales and marketing teams. But now, there is an explosion of readily available information—. If people want to find out about a particular item their first port of call for their research is usually to go to the web - Google, or Bing, or look at informational videos, go into Facebook or LinkedIn discussion forums, read reviews they can access detailed specs, pricing, and reviews – most of which they can do anonymously.In fact, companies like: Forrester Reports that 70% of buying process is completebefore a customer makes themselves known to usor contacts sales. Of course, this varies by type of product or service. If you are B2C then probably its much higher – say 90 % - just think when you last booked a holiday – you looked at where to go, where to stay, flights, car hire, etc without making yourselves known until the last minute. If its made to order, then you’re probably down at around 50%, as there is only so much research you can do before you need to talk to someone about your particular situation/requirements..
Here are some other example quotes – like 9 out of 10 business buyers will say when they are ready to buy they will find you….or 75% of buyers want vendors to curb the sales messages…..So should we all pack up and go home? No, absolutely not….As buying has changed forever so how we market and sell also needs to change. Change can be good. The question is how do we embrace it and use it to our advantage.
The trend we’re seeing is the shift towards havingco-ordinated experiences across multiple channels, where every channel is personalised and companies are trying to engage in continuous conversations with their audience rather than “one-off campaign blasts”, where people’s behaviours and context are also being taken into account as well as their demographic or firmographic attributes - with more and more use of data driven and predictive automation.
The problem is that our current infrastructure and set of tools doesn’t really help us do this. Its silo based – so all of our prospect/customer activity tends to stay trapped in that silo and its hard to communicate and co-ordinate our approach to a specific customer across multiple channelsWe have a CRM system – which is good for lead to close but not much good for the real marketing task we need it to do which is help co-ordinate the awareness to lead. We’ve got a website that people are visiting and engaging with, we’ve got lists of contacts that we are moving in and out of our email systems to do our out-bound marketing, we’ve got conversations going on in social media…its tricky to manage and co-ordinate without a lot of manual steps, its giving us issues with duplicate data, its not helping us align with sales and reporting on meaningful KPI’s and ROI is nigh on impossible.
What marketers need is their own single system of record which can link to their CRM and other key systems and that can help drive Inbound Marketing to ensure potential customers can find you, can help wiith Relationship marketing so you can have a lifetime dialog with customers based on their behaviours and interest, something that can help drive Revenue Effectiveness through conversion to sale and something that can help you with the analytics and measurement so you can understand the impact of marketing and optimise your marketing investments. And that is what a marketing automation system like Marketo provides –it’s the marketer’s system of record that pulls everything together for you and helps you then take the appropriate action to drive the results you need.
We’re seeing a variety of positive impacts on companies who are taking this approach – such as enhancing the customer experience, driving business benefits, helping marketers operate more efficiently and to facilitate or support changes in business model
For example, by taking behavioural and contextual activity into account companies like Toyota in the automotive sector are using Marketo to see how they can enhance the engagement of anonymous visitors to their web-site by monitoring their on-line behaviour and then actively getting forms and specific content in front of them whilst they are on their web-site. This not only has enhanced the customer’s web engagement by helping them find/get the most relevant content but Toyota have also used it to drive up the conversion of anonymous visitors to known, enabling them to market more pro-actively to that group of people over time with a resultant increase in leads and sales.Examples of having a Joined up approach include making sure we don’t email something to someone if they’ve just downloaded it from our web-site or perhaps taking into account a person’s recent behavioural activity as well as their previous purchase history so whilst call-centre staff are on the phone with a customer then can make better predictive next product recommendations.Most companies are looking to have conversations with their audience rather than email blasts. For example, companies like Compuware who are in the IT sector, are using Marketo nurture streams to engage with around 750,000 people in 9 languages gradually moving them along specific conversational nurture paths, steadily informing, enlightening and guiding the potential customer until they are ready to engage.Sometimes less is more – so for example, by taking behavioural activity into account and making the information more targeted and relevant, clients such as Rackspace have reduced their email volumes by a third and increased the conversion to opportunities rate by some 400%.
An obvious use of marketing automation for most of our customers is to drive business benefitsFor example, one of our clients in the Health/fitness sector, Curves have used Marketo to improve their web-conversion rates from 1.5% to 3.2%, and double their form completion rates and in so doing have increased the number of customers by 123%It could be you’re looking to improve the quality of your leads. For example a payment processing company like Vantivin the Financial Services sector, have used Marketo to fine tune their lead scoring and marketing qualification process so much that they now know that 3 out of every 4 Marketing Qualified Lead’s they pass to their sales team will close.Maybe you think improvements can be made to your cross-sell or up-sell rates. By meshing Marketo in with their other systems, companies like Pansonic have set-up specific cross-selling, automated marketing campaigns that have increased the amount of marketing influenced sales for a particular line of business from 12% to 17% adding a significant increase to turnoverOr it may be that you’re looking for better Sales and Marketing alignment. For instance, one of our customers Egencia, who are the Corporate travel arm of Expedia now have much better sales insight, alignment and joint accountability. According to one of their VP of Sales its no longer “What is marketing doing for us” but more “How can we ,help marketing, help us better”Or maybe just Internal compliance – some customers use Marketoto track compliance with their internal communication policies – what’s been sent, what’s been opened, what’s been viewed.
Marketing automation can help drive a change in your lifestyle. Rather than having to keep moving lists around and being reactive jumping from campaign to campaign, life with marketing automation is more a question of setting up the automated campaign and then leaving it to do the work as it then will execute the steps you want it to - allowing you to deal by exception. Of course, you will still have to do the occasional one-off reactive campaigns but hopefully they will not become the norm.We see a lot of people who are struggling with time and need to run more campaigns with the same team – well the right marketing automation platform should help as companies like Panasonic now say that they are running 6 times more campaigns with the same staff.If you are under pressure to reduce costs it may be that marketing automation can help. So for instance, we have seen some colleges and universities in the Education Sector use Marketo to drive more focused “persona based” digital marketing strategies which have dramatically reduce their print costs and at the same time driven new student lead generation up by 23%.
Maybe your market is undergoing a shift - say from B2B to B2C or to B2B2C. That happened to a building products company we met when the housing market collapsed. They needed to switch emphasis from selling to new home builders to selling to people wanting to do extensions/re-modelling. They employed contractors who were given tablets that connected through to Marketo when they were doing a home visit – enabling them to automatically send an email to the homeowner with a link to download relevant content along with some auto- follow up emails a few days later. This helped give them a 70% increase in overall consumer engagement and a healthy increase in sales. Or perhaps like one of our healthcare customers you need to move customer behaviour. This Healthcare customer was getting too many emergency visits from patients – it was no good for the patient and no good for them. They successfully used Marketo to encourage people to take on-line surveys, moving them into specific nurture tracks with the result that many of them would go onto book a preventative appointment so significantly reducing the number of emergency visits.
So, wherever you’re coming from the net result is that Marketo can help companies drive specific benefits – like increased revenue, increased efficiency, increased productivity
But there is also a benefit for Marketers. We’re seeing the rise of the Marketing Nation – a large body of practitioners (some 35,000 or so engaged users) who can successfully bring these positive changes into organisations. We’re also seeing companies start to reach the Holy Grail – where there is a change in the internal view of marketing towards a “Marketing First” approach. For instance, the CMO at GE Healthcare has recently said that in the last 2 years she’s gone from being viewed internally as an cost centre to having “ A seat at the table” and being involved in “leadership” conversations about how best to drive the business forward based on facts & figures. Now wouldn’t that be a nice place for you all to be?
A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May
Any discussions regarding Marketo’s product roadmap
and product features and functionality are for
informational purposes only. This information is
current only as of this date; product plans are
constantly evolving and thus subject to change. The
actual product release content and schedule may
differ materially from what is in this presentation.
Any purchasing decisions should not be contingent on
the delivery of any future functionality or features
discussed or otherwise presented.
Safe Harbor Statement
Founded in 2000 eFinancialCareers is the world’s leading financial services careers
website, and the place to go for financial careers and talent.
With offices based in London, Frankfurt, Dubai, Singapore, Hong Kong & New York,
eFinancialCareers offers local websites in 19 markets across North America, Europe,
Asia-Pacific, and the financial centres of the Middle East.
We operate in multiple languages.
Aug 2013 – we launched Salesforce & Marketo across the business.
Over a decade of growing globally we developed a few challenges with our B2B
• Operating in regional silos
• Brand and message consistency in our client marketing communications
• Lack of control over client marketing communications
• No internal design/html resource for collateral creation
• Device compatibility & screen optimisation
• Limited technical skill within the team
Process review and change
The magnitude of the issue…
Controlling client communications
Before we could build our consistent communications, we needed to make our
branding consistent across the globe!
Beginning of 2013, we began a review of our branding and how our company was
perceived both internally and externally.
• Multiple internal workshops globally – how we are perceived how we want to be
• Globally external workshops with clients – how they perceive us, why they use
In November we launched a brand which fits with our perceptions and requirements as
discovered in the above consultancy process.
Marketo & Salesforce
Timeline of recent events
Templating our communications
Now that we have the brand how do we implement it in our communications and keep
• Limited knowledge of HTML within the team
• Small team – production output may become an issue now that we’re centralised
• No internal design resource
• How do we ensure our communications display well and consistently on all devices,
and over time as we roll out new campaigns and messages?
• A set of sophisticated email and landing page templates optimised for multiple
Back to basics – doing less but doing it well!
Resource gap & skills shortage
Implementing the email
and landing page templates
• eFinancialCareers approached CleverTouch
with the concept of a user-friendly, simplistic,
responsive email template creator within
• There were a number of requirements:
– The build of four Marketo templates that would be
reusable, responsive and dynamic - selected for
use in any order as and when required.
– The emails would have to render on a wide range
– They needed to be created and modified by
people with no/little HTML knowledge.
– Multi-language capability was essential.
• CleverTouch devised a way for the emails to
contain snippets, which allow the users to
easily add and remove elements of an
email using the Marketo editor.
• These were then duplicated across other
languages – French and German.
• Overall CleverTouch delivered 33 reusable,
responsive ‘modules’ to be used within
each template, across all regions, enabling a
flexible yet consistent look and structure
• These templates could be used by anyone
– even without the technical knowledge
usually required to build responsive emails.
• eFinancialCareers also required
responsive landing page templates
within Marketo using a user-friendly
• There were significant technical
challenges that arose including:
– To enhance the user experience, on
submission of a form, the page needed
to refresh to display a thank you
message, rather than routing to another
– The creation of responsive landing page
templates, snippets and forms that were
required to render on multiple devices
and to be created by people with no/little
– Multi-language capability was essential.
and jQuery to place elements where the user specifies. It
appears as simple drag-and-drop functionality.
project, including form re-directs, dynamic & responsive
image changing, and the complete rebuilding of any form
generated to allow it to be fully responsive.
• The solution avoids cluttering the Marketo instance with
language templates, by handling translations in the same
manner. The labels on forms can be translated, without
changing the value submitted.
• Today, any in-house user at eFinancialCareers can now
create professional and responsive marketing landing
pages – and without any coding skills.
Example desktop page version
Example mobile page version
Successes to date
• Integrated our external/website contact points with Marketo/Salesforce
• Preference centre
• Content download process
• Qualification campaign
• Campaign briefing process for regional marketers
• Email templates
• Landing page templates
Consistent look and feel – globally!
Update to our basic sync
• Sync purchase data – contract start and end date, products purchased
• Sync usage data – low usage, no usage, high usage
Why do we want to automate our communication plans?
• CRM and marketing platform that can now ‘speak’ to each other
• Support our client contact strategy
− Interact with all clients, not just higher-value clients
• Consistent and intelligent client engagement
− Triggered timely messaging that fits with the clients’ lifecycle
• Increase revenue!
• Current focus – active clients
− Retention & Client loyalty
» Engagement and usage campaigns
» Renewal campaigns
• Phase two – leads
− Lead nurture
» Nurture Campaigns
» Lead Scoring
• Phase three – prospects
» Lead capture
» Lead Scoring
Marketing Manager, Global Clients
(t) 020 7997 7922