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MARKETING AUTOMATION
JUSTIN COX, MAGNET 360
JON MILLER, MARKETO
EVAN STANELLE, DELUXE
BECOMING A CUSTOMER COMPANY
MARKETING AUTOMATION JOURNEY
•Coordinated, optimized, multi-channel campaigns
•Sophisticated lead management across revenue cycle
•Disciplined multi-touch ROI measurement
•More sophisticated segmentation
•Lead nurturing and scoring
•Integrated Marketing and Sales process
•ROI and revenue impact measurement
•Manual campaigns
•Basic lead management
•Sales and Marketing remain in silos
•Operational Marketing metrics only
•Low targeting
•Immature Sales and Marketing alignment
•Limited Marketing ROI measurement
KEYS TO SUCCESS
Jon Miller, Marketo
How Marketing Automation Helps You
Become a Customer Company
#RevEngine @jonmiller
Hi, I’m Jon Miller
Subscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia
2. Can dislocate my thumbs at will
3. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff
4. My first child was born the same month
that we incorporated Marketo
#RevEngine @jonmiller
Today’s Topics
• What is Marketing
Automation?
• Common Features in
Marketing Automation
• Becoming a Customer
Company:
• Conversations
• Relevance
• Prioritize Interest
• Measure ROI
#RevEngine @jonmiller
What Is Marketing
Automation?
#RevEngine @jonmiller
Marketing automation is a
• Technology that
streamlines and
automates marketing
tasks
• so companies can
• increase operational
efficiency and
• grow revenue faster
#RevEngine @jonmiller
What Is “Automation”?
Send Event
Invitation
Wait 3 Days
If Not
Registered, Send
Reminder
Wait Until 1 Day
After Event
Send Different
Follow-Up to
Attendees vs.
Non-Attendees
#RevEngine @jonmiller
Common Features in
Marketing Automation
#RevEngine @jonmiller
Email Marketing
#RevEngine @jonmiller
Landing Pages & Forms
#RevEngine @jonmiller
Behavior Tracking
#RevEngine @jonmiller
Marketing
Database of Record
#RevEngine @jonmiller
Workflow / Automation
#RevEngine @jonmiller
Scoring
#RevEngine @jonmiller
Lead Management
#RevEngine @jonmiller
Lead Generation /
Program Management
#RevEngine @jonmiller
Events
#RevEngine @jonmiller
CRM Integration /
Sales Intelligence
#RevEngine @jonmiller
Social Marketing
#RevEngine @jonmiller
Marketing Analytics
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
Marketing
Automation
#RevEngine @jonmiller
Create marketing
people love with
marketing
automation
#RevEngine @jonmiller
Becoming a Customer Company
Conversations
Relevance
Prioritize Interest
Measure ROI
#RevEngine @jonmiller
Conversations Not
Campaigns
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
OK, why aren’t more
marketers doing this?
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
This #%@& is way too
complicated.
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
THEN NOW
New content = need to
reprogram
Drag-and-drop new content
into Smart Streams
Expired content Content expiration dates
Duplicate content
Never send the same
content twice
Too many emails Frequency limits
Consumer fall off the end
of tracks
Exhausted content
#RevEngine @jonmiller
Relevance
#RevEngine @jonmillerSource: Adbusters, 2011
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
More Targeted Sends are More Engaging
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
EngagementScore
Email Delivered
Source: Marketo research
#RevEngine @jonmiller
Example: Topic of Interest Triggers
• Attends event
• Downloads content
• Click email
• Fills out form
• Score is changed
#RevEngine @jonmiller
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
#RevEngine @jonmiller
Email
Web
Social
Campaigns
CRM
Transactions
#RevEngine @jonmiller
ESPs Only Track Email Behaviors
For sophisticated
targeting rely on
technical
databases and
complex queries.
#RevEngine @jonmiller
But I’m a Marketer, not a Programmer!
I can do this
myself! No trips
to see IT – yay!
#RevEngine @jonmiller
Score and Prioritize
Interest
#RevEngine @jonmiller
Scoring Defined
Methodology for ranking potential customers in
terms of readiness to purchase.
Nurture Nurture DisqualifyPromotional
Offer
Pass to
Sales
Fit Interest Buying Intent
#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 branded
keyword “Marketo” +8
Get The “Definitive Guide to Lead Scoring”
http://marketo.com/DG2LS
#RevEngine @jonmiller
Stars and Flames show priority
Full list of Interesting Moments
#RevEngine @jonmiller
Measure ROI
#RevEngine @jonmiller
#RevEngine @jonmiller
Accurately Tracking “Investment” vs. Budget
#RevEngine @jonmiller
Why Measuring Return is Hard
• Multiple touches. Seven touches
needed to convert a cold lead into a
sale
• Multiple influencers. Typical
buying committee has 5-21 people
#RevEngine @jonmiller
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
#RevEngine @jonmiller
What Generates Pipeline for Marketo?
Source: Marketo Revenue Cycle Analytics, July 2013
Program Channel Investment
(FT)
Pipeline
(MT)
Pipeline
(MT)
Ratio
% >
(MT) 5
Paid Email & PPC $2,211,711 $16,418,415 $15,824,538 7.2 52%
Tradeshow $690,891 $5,212,372 $4,255,814 6.2 46%
Webinar $292,074 $4,404,377 $7,684,498 26.3 79%
Micro-Event $291,515 $474,828 $1,651,260 5.7 38%
Roadshow $270,119 $686,697 $941,846 3.5 39%
Content Syndication $217,155 $805,002 $580,268 2.7 29%
Virtual Tradeshow $153,625 $550,672 $814,693 5.3 38%
Sponsorship $53,618 $675,879 $337,153 6.3 67%
Direct Mail $19,825 $- $233,303 11.8 50%
Grand Total $4,292,153 $31,587,162 $32,823,975 7.6 52%
#RevEngine @jonmiller
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
#RevEngine @jonmiller
Filter/Drill into
data, e.g. by
Program Type,
Business Unit,
Geography, etc.
Key topic areas:
• Balance (Reach)
• Flow
• Conversion
• Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics
#RevEngine @jonmiller
Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”
http://marketo.com/DG2MM
Everything you ever
wanted to know (and
then some) about
marketing automation
#RevEngine @jonmiller
#RevEngine @jonmiller
Why Marketo?
• Easy
• Powerful
• Complete
Questions?
Jon Miller
@jonmiller
Subscribe to blog.marketo.com
[TITLE]
Evan Stanelle, Deluxe
Becoming a Customer Company:
The Deluxe Marketing Automation Journey
Presented By: Evan Stanelle
July 17, 2013
Evan Stanelle, Analytics Director
71
• Green Bay Packer Fan
Living in Shoreview, MN
• Returned Peace Corps Volunteer
• Lived in San Diego, CA for 8 years
• Graduate degrees: Mathematical Statistics
Cognitive Psychology
• Proud parent of four random generators
Deluxe Story Line
History
• ~100 Years Old
• ~5,000 FI Clients
• $1.3 million
personal check sales per day
Situation
• Been investing in new growth for last decade
• We do not have a choice but to adapt
• Cross-sell critical to our future
The B2B Story
The new buyer has
unleashed a tsunami
Marketing: Art or Science?
74
Deluxe Marketing Automation Journey
75
Business Case
Change Mgmt
Alignment
Buy Cycle
Lead Management
SFDC
Marketo
Right Content
Right Person
Right Time
Strategy & People
76
Does your marketing
process look like this?
Lessons Learned:
1) At first, a case for
productivity gains
will be easier than a
case for ROI
2) Give employees a
development
opportunity
Process: Alignment & Definitions
77
Marketing Sales
(Note: these groups don’t always get along.)
Process: Alignment & Definitions
78
Process: Alignment & Definitions
79
Lessons Learned:
1) When you invest in marketing automation, you get
a method with it.
2) Share accountability – you are an extension of
sales since you will be tied to revenue as well.
Technology
80
The B2B relationship still exists….
…but the non-verbals of buying interest have
become digital and contribute to 50% or more of the
decision making process.
Technology
81
Lessons Learned:
1) Mid-funnel is hardest
to get right
2) Strategy as much as
a tactic
3) Critical mass critical
to change
Content & Results
82
Is content really king?
“Content isn’t king – it’s
a wild beast.”
-IDC
“The shine will come off
content marketing…
because there will be
execution problems”
-MLC
Content & Results
83
Lessons Learned:
1) Key to managing the
content beast
2) Key to measuring
success
3) Perception will still
be granted to SFDC
It’s A Revolution Before An Evolution
84
Business Case
Change Mgmt
Alignment
Buy Cycle
Lead Management
SFDC
Marketo
Right Content
Right Person
Right Time
THANK YOU!
&
Q&A

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