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How We Used Marketo to Grow Activist Recruiting 10x
April 15, 2015
Nathanael Yellis
Tech & Ad Director
@inathanael
Heritag...
Page 2Page ‹#›
What is a Sentinel?
• Mary Ann, North Carolina
• Politically conservative
• Semi-retired grandmother
• High...
Page 3
The Sentinel Funnel
Attract Visitors
Qualify Subscribers
Educate Activists
Convert Sentinels
Page 4
Converting
Sentinels
If you open our emails,
you get an invite.
Page 5
Failure
Jan Feb Mar Apr May June July Aug
Dropped by 65%
SentinelsperWeek
Page 6
Strategy
Tactics
Page 7
1. Use influence to win.
2. Know that I’m effective.
3. Insider status.
4. Connect with other activists.
5. Be a le...
Page 8
➡ Email Congress.
➡ Call Congress.
➡ Create Watchlist.
➡ Use Dashboard.
➡ Tweet Congress.
➡ Open emails.
Motivation...
Page 9
Action Triggers
➡ Email Congress.
➡ Call Congress.
➡ Create Watchlist.
➡ Use Dashboard.
➡ Tweet Congress.
➡ Open em...
Page 10
Triggers Marketing
1. Influence.
2. Effectiveness.
3. Insider status.
4. Connections.
5. Leadership.
6. Certainty.
Page 11
Now that’s growth:
Jan Mar May July Sep Nov
SentinelsperWeek
10x growth
Page 12
Marketo Report
Email Name Sent Opened Clicked
Email #1 Reintroduction 115,315 47% 2.8%
Email #2 Ladder Diagram 105...
Page 13
Lessons Learned: Marketing Tactics
• A cross-department marketing team creates more robust
campaign designs.
• Per...
Page 14
Lessons Learned: Customer Strategy
• Involve the customer serve team to learn real lessons
about customers.
• Unde...
@inathanael
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Now That's Growth: How We Used Marketo to Grow Activist Recruiting 10x

I run technology and marketing for a political activism group. Last summer we turned around our recruiting program. This is the story of deploying Marketo and how we generated 10x growth.

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Now That's Growth: How We Used Marketo to Grow Activist Recruiting 10x

  1. 1. How We Used Marketo to Grow Activist Recruiting 10x April 15, 2015 Nathanael Yellis Tech & Ad Director @inathanael Heritage Action for America Now That’s Growth
  2. 2. Page 2Page ‹#› What is a Sentinel? • Mary Ann, North Carolina • Politically conservative • Semi-retired grandmother • Highly Politically Active • 5,000+ Twitter Followers
  3. 3. Page 3 The Sentinel Funnel Attract Visitors Qualify Subscribers Educate Activists Convert Sentinels
  4. 4. Page 4 Converting Sentinels If you open our emails, you get an invite.
  5. 5. Page 5 Failure Jan Feb Mar Apr May June July Aug Dropped by 65% SentinelsperWeek
  6. 6. Page 6 Strategy Tactics
  7. 7. Page 7 1. Use influence to win. 2. Know that I’m effective. 3. Insider status. 4. Connect with other activists. 5. Be a leader. 6. Not miss the bus. Customer Motivation
  8. 8. Page 8 ➡ Email Congress. ➡ Call Congress. ➡ Create Watchlist. ➡ Use Dashboard. ➡ Tweet Congress. ➡ Open emails. Motivation Action 1. Influence. 2. Effectiveness. 3. Insider status. 4. Connections. 5. Leadership. 6. Certainty.
  9. 9. Page 9 Action Triggers ➡ Email Congress. ➡ Call Congress. ➡ Create Watchlist. ➡ Use Dashboard. ➡ Tweet Congress. ➡ Open emails.
  10. 10. Page 10 Triggers Marketing 1. Influence. 2. Effectiveness. 3. Insider status. 4. Connections. 5. Leadership. 6. Certainty.
  11. 11. Page 11 Now that’s growth: Jan Mar May July Sep Nov SentinelsperWeek 10x growth
  12. 12. Page 12 Marketo Report Email Name Sent Opened Clicked Email #1 Reintroduction 115,315 47% 2.8% Email #2 Ladder Diagram 105,045 46% 2.3% Email #3 Insider Access 99,818 43% 1.3% Email #4 Join the Winning Team 94,379 41% 0.6% Email #5 Empower Your Activism 81,576 43% 1.2% Email #6 Inside/Outside 79,820 40% 1.2% Total 575,953 44% 1.6%
  13. 13. Page 13 Lessons Learned: Marketing Tactics • A cross-department marketing team creates more robust campaign designs. • Personalization isn’t <<FIRST>>, it’s talking to people about deeper needs they feel. • Good marketing campaigns set the stage for continuous improvement.
  14. 14. Page 14 Lessons Learned: Customer Strategy • Involve the customer serve team to learn real lessons about customers. • Understand customer motivations before thinking about customer actions. • Customer needs, goals, and expectations are the source of real strategic insight (not your goals/needs/expectations).
  15. 15. @inathanael

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