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B2B Marketing Automation Case Study - Marketo implementation at Mobify

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Learn about how to select a marketing automation solution, the pitfalls and shortcuts, and see the results of a marketing automation implementation at a SaaS company selling into enterprise B2B accounts.
#mktgnation14 @marketo

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B2B Marketing Automation Case Study - Marketo implementation at Mobify

  1. 1. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 Marketing Automation at Mobify: Journey into results-focused marketing Luke Starbuck, Director of Demand Generation
  2. 2. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Marketing-created won deals now have 34% higher deal value than outbound-created • Marketing is now creating 44% of the sales pipeline, 47% of won deals • Savings of 75% work effort through lead qualification • Running complete lead-to-revenue management • Maturity in B2B marketing practices, processes and measurement Summary
  3. 3. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 1. Experiences with Marketing Automation 2. Why we chose Marketing Automation 3. Educating the organization 4. How to evaluate solutions 5. Our implementation process 6. Practical tactics for success 7. Results Agenda
  4. 4. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Driven improved results • Superior measurement and reporting • Strategic benefits in forecasting and prioritization • Maturity in all marketing activities and team knowledge 1. Experiences with Marketing Automation
  5. 5. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 2. Why we chose Marketing Automation
  6. 6. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Marketing ‘before’ picture was a lot of activities that were aimed at improving the metrics - campaign success, website visitors, number of MQLs. • No idea how activities impacted booked revenue 2. Why we chose Marketing Automation
  7. 7. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Tracking typical metrics - • website visits • form completes • blog visits • bounce rate • form completes to MQL • email subscribers (blog) • signup conversion (blog) • Manual MQL qualification - turnaround time between 1-3 days • Many poor-fit leads getting to the sales team 2. Why we chose Marketing Automation
  8. 8. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • No buyer personas, buyer’s journey, buying stages, content by stage • No alignment with sales messaging, no common value proposition to bring to the customer • Poor buying experience - inbound leads • No insights into effectiveness of content or marketing activities down the funnel to closed won deals 2. Why we chose Marketing Automation
  9. 9. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Increasing market pressure - shrinking deal size • Marketing spend outpacing growth metrics- 9 person marketing team producing ebooks, webinars, website, blog posts, landing pages, email blasts. Costs escalating. 2. Why we chose Marketing Automation 0 25000 50000 75000 100000 Q Q Q Q $
  10. 10. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 3. Educating the organization
  11. 11. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 3. Educating the organization
  12. 12. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Colleagues outside marketing may not have a grasp on marketing automation vs regular analytics, and email marketing systems 3. Educating the organization !=
  13. 13. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Colleagues outside marketing need to understand the ‘why’, not the ‘how’. • Focus on the outcomes that are expected - case studies • Focus on revenue numbers and deep- funnel metrics • Improvement to opportunities. • Improvement to win rate. • Decrease in cost of sales accepted opportunities. 3. Educating the organization
  14. 14. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Need to be able to manage a buyer’s experience with more granular control than email blasts and drip campaigns, or other more simple methods of tracking leads 3. Educating the organization
  15. 15. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • IT team needs to understand the tracking on the website, and how it is different • Share with the IT team - current challenges and how current tools don’t provide what’s needed. 3. Educating the organization
  16. 16. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 4. How to evaluate solutions
  17. 17. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • First must-have in selection phase is connection with CRM • If replatforming CRM - great opportunity! 4. How to evaluate solutions
  18. 18. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Beware overly complex platforms • Avoid being locked into an overly- simplistic platform (future growth) • Aim to have room to grow, but keep costs reasonable 4. How to evaluate solutions
  19. 19. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Support network both online and offline - this is key 4. How to evaluate solutions
  20. 20. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • We liked having flexibility in plans and integrations with many other vendors - next year to 2 years what will you implement? • Start small and grow in features and database size 4. How to evaluate solutions
  21. 21. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • We learned from the Marketo team - their eBooks and guides were the most useful, relevant and helpful we had seen. • Marketing automation is part technology, part team learning and part workflow. Look for a vendor that will support your team’s learning. 4. How to evaluate solutions
  22. 22. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 5. Our implementation process
  23. 23. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Marketo shares their key internal metrics and methods - Our team learned from them and adopted practices 5. Our implementation process
  24. 24. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Needed to do prep work mapping buyer personas, buying journey, new combined marketing/sales funnel 5. Our implementation process
  25. 25. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 6. Practical tactics for success
  26. 26. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Adopt the Sirius Decisions Demand Waterfall v2 - it makes everything simpler. 6. Practical tactics for success
  27. 27. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • VP Sales buy-in - help them see how it will make them more money 6. Practical tactics for success
  28. 28. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • First step is to complete the pre-work (buyer’s journey, personas, lead stages) • Don’t rush it - getting the architecture right the first time takes a little longer but saves a lot of time and money in the long run. • Consider getting a coach/implementation consultant if you have more than a few sales/marketing people 6. Practical tactics for success
  29. 29. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Implementation drives a better understanding of your customer • Need to know influencer personas in the buying group of 5.4 people (CEB) if you market to enterprises. 6. Practical tactics for success
  30. 30. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 7. Results
  31. 31. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Delivering more closed won revenue via inbound with less resources (5 team members vs 9) • 34% higher deal value than outbound-created 7. Results 0 0.35 0.7 1.05 1.4 1.75 Inbound Outbound Avg Deal Value
  32. 32. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Creating 44% of pipeline $ • Creating 47% of closed won $ • Higher win rate on marketing sourced opportunities 7. Results 0 12.5 25 37.5 50 62.5 Inbound All Other Pipeline Closed Won
  33. 33. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • 75% savings in manual lead processing time - Fully automated gating process that pre-qualifies leads to nurture - enriched data and scorecard with 5 factors 7. Results 0 1 2 3 4 5 January July Time to process
  34. 34. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • 15 minute call-backs to qualified leads who submit through contact form (previously 1-3 days) 7. Results 0 3.5 7 10.5 14 17.5 January July Hours to call back (during working hrs)
  35. 35. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Rollout of CASL compliance in under a week - uniform landing pages, email nurture, and database rules • Scaled up outbound sales development team from 1 to 5 people in 6 months - automated campaigns, tracking, content and scoring 7. Results
  36. 36. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Less low-probability opportunities in pipeline, dramatically higher close rate - sales resources can now invest more in high-probability deals - CRM improvements driven by the need to report lead progression and velocity through the funnel 7. Results vs
  37. 37. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • Prioritization of strategy - Implemented advanced dashboards (3rd party) for granular insights into time in stage, and where there are bottlenecks and dropoffs in early funnel stages 7. Results Example only
  38. 38. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 • All marketing activities have full attribution - reporting pipeline contribution by channel and campaign • Marketing, sales development and sales teams closely aligned - Same value proposition through content, website, nurturing emails, SDRs, Account Executives • Executive team insight - accurate forecasting (deal size, future pipeline), correlation from spend to pipeline • More predictability for the business - critical for bookings, revenue and hiring plans 7. Results
  39. 39. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 Questions? Connect with me Luke Starbuck Director of Demand Generation luke@mobify.com www.lukestarbuck.com
  40. 40. Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14 Q&A

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