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Marketing Automation

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This is the deck from the Marketing Automation breakout session from the Becoming a Customer Company event on July 17th, 2013. For more information, please head to magnet360.com

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Marketing Automation

  1. 1. MARKETING AUTOMATION JUSTIN COX, MAGNET 360 JON MILLER, MARKETO EVAN STANELLE, DELUXE
  2. 2. BECOMING A CUSTOMER COMPANY
  3. 3. 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
  4. 4. KEYS TO SUCCESS
  5. 5. Jon Miller, Marketo
  6. 6. How Marketing Automation Helps You Become a Customer Company
  7. 7. #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
  8. 8. #RevEngine @jonmiller Today’s Topics • What is Marketing Automation? • Common Features in Marketing Automation • Becoming a Customer Company: • Conversations • Relevance • Prioritize Interest • Measure ROI
  9. 9. #RevEngine @jonmiller What Is Marketing Automation?
  10. 10. #RevEngine @jonmiller Marketing automation is a • Technology that streamlines and automates marketing tasks • so companies can • increase operational efficiency and • grow revenue faster
  11. 11. #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
  12. 12. #RevEngine @jonmiller Common Features in Marketing Automation
  13. 13. #RevEngine @jonmiller Email Marketing
  14. 14. #RevEngine @jonmiller Landing Pages & Forms
  15. 15. #RevEngine @jonmiller Behavior Tracking
  16. 16. #RevEngine @jonmiller Marketing Database of Record
  17. 17. #RevEngine @jonmiller Workflow / Automation
  18. 18. #RevEngine @jonmiller Scoring
  19. 19. #RevEngine @jonmiller Lead Management
  20. 20. #RevEngine @jonmiller Lead Generation / Program Management
  21. 21. #RevEngine @jonmiller Events
  22. 22. #RevEngine @jonmiller CRM Integration / Sales Intelligence
  23. 23. #RevEngine @jonmiller Social Marketing
  24. 24. #RevEngine @jonmiller Marketing Analytics
  25. 25. #RevEngine @jonmiller
  26. 26. #RevEngine @jonmiller
  27. 27. #RevEngine @jonmiller Marketing Automation
  28. 28. #RevEngine @jonmiller Create marketing people love with marketing automation
  29. 29. #RevEngine @jonmiller Becoming a Customer Company Conversations Relevance Prioritize Interest Measure ROI
  30. 30. #RevEngine @jonmiller Conversations Not Campaigns
  31. 31. #RevEngine @jonmiller
  32. 32. #RevEngine @jonmiller
  33. 33. #RevEngine @jonmiller
  34. 34. #RevEngine @jonmiller OK, why aren’t more marketers doing this?
  35. 35. #RevEngine @jonmiller
  36. 36. #RevEngine @jonmiller
  37. 37. #RevEngine @jonmiller
  38. 38. #RevEngine @jonmiller This #%@& is way too complicated.
  39. 39. #RevEngine @jonmiller
  40. 40. #RevEngine @jonmiller
  41. 41. #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
  42. 42. #RevEngine @jonmiller Relevance
  43. 43. #RevEngine @jonmillerSource: Adbusters, 2011
  44. 44. #RevEngine @jonmiller
  45. 45. #RevEngine @jonmiller
  46. 46. #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
  47. 47. #RevEngine @jonmiller Example: Topic of Interest Triggers • Attends event • Downloads content • Click email • Fills out form • Score is changed
  48. 48. #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%
  49. 49. #RevEngine @jonmiller Email Web Social Campaigns CRM Transactions
  50. 50. #RevEngine @jonmiller ESPs Only Track Email Behaviors For sophisticated targeting rely on technical databases and complex queries.
  51. 51. #RevEngine @jonmiller But I’m a Marketer, not a Programmer! I can do this myself! No trips to see IT – yay!
  52. 52. #RevEngine @jonmiller Score and Prioritize Interest
  53. 53. #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
  54. 54. #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
  55. 55. #RevEngine @jonmiller Stars and Flames show priority Full list of Interesting Moments
  56. 56. #RevEngine @jonmiller Measure ROI
  57. 57. #RevEngine @jonmiller
  58. 58. #RevEngine @jonmiller Accurately Tracking “Investment” vs. Budget
  59. 59. #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
  60. 60. #RevEngine @jonmiller Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
  61. 61. #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%
  62. 62. #RevEngine @jonmiller Revenue Cycle Modeler Screenshot: Marketo Revenue Cycle Analytics
  63. 63. #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
  64. 64. #RevEngine @jonmiller Marketing Forecasts Get The “Definitive Guide to Marketing Metrics & ROI” http://marketo.com/DG2MM
  65. 65. Everything you ever wanted to know (and then some) about marketing automation
  66. 66. #RevEngine @jonmiller
  67. 67. #RevEngine @jonmiller Why Marketo? • Easy • Powerful • Complete
  68. 68. Questions? Jon Miller @jonmiller Subscribe to blog.marketo.com
  69. 69. [TITLE] Evan Stanelle, Deluxe
  70. 70. Becoming a Customer Company: The Deluxe Marketing Automation Journey Presented By: Evan Stanelle July 17, 2013
  71. 71. 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
  72. 72. 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
  73. 73. The B2B Story The new buyer has unleashed a tsunami
  74. 74. Marketing: Art or Science? 74
  75. 75. Deluxe Marketing Automation Journey 75 Business Case Change Mgmt Alignment Buy Cycle Lead Management SFDC Marketo Right Content Right Person Right Time
  76. 76. 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
  77. 77. Process: Alignment & Definitions 77 Marketing Sales (Note: these groups don’t always get along.)
  78. 78. Process: Alignment & Definitions 78
  79. 79. 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.
  80. 80. 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.
  81. 81. 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
  82. 82. 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
  83. 83. 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
  84. 84. 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
  85. 85. THANK YOU! & Q&A

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