More Related Content Similar to Mobile First: 5 Tips for Integrating Mobile with Marketing Automation (20) Mobile First: 5 Tips for Integrating Mobile with Marketing Automation1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Mobile First: 5 Tips for Integrating Mobile
with Marketing Automation
#LaunchPoint
Eric Hollebone, Algonquin College
Eric Kim, Modo Labs
Travis Kaufman, Marketo
2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Travis Kaufman
Developer Evangelist
Marketo
Eric Kim
VP, User Experience
Modo Labs
Eric Hollebone
Director, Marketing
Algonquin College
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Quick Housekeeping
• Chat box is available if you have any
questions
• There will be time for a Q&A at the end
• We will be recording the webinar for
future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #LaunchPoint
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How can I optimize across all these devices?
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Kurogo™ Framework from Modo Labs
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Ancient History (c.2008)
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v
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Mobile
Optimization
Responsive
Mobilization
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Kurogo Publisher
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Overview
• 20,000 FT & 35,000 PT Students
• 4 campuses + online
• Salesforce/Marketo client for 30 months
• Using Marketo for:
• Student Recruitment (Hybrid B2C/B2B)
• Corporate Training (B2B)
• Student Retention (Customer Satisfaction)
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A little about me
• Customer #48, using Marketo since 2008
• Marketo Champion (repeat)/Ottawa (Canada) User Group Leader
• Certified Technical Consultant and…. Whatever the new cert is.
• Passionate about forms, APIs and other integrations
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Traditional Approach
Open
House
Recruitment
Presentation
Advertising
Campaign
Pick up
BrochureWebsite
Tour
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Modern Approach
Open
House
Recruitment
Presentation
Advertising
Campaign
Pick up
BrochureWebsite
Tour
CRM
Lead
Nurturing
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Demand Generation – Lead Nurturing
(Before)
Open
House
Campus
Tour
Applicant Registered
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Demand Generation – Lead Nurturing
(Current)
Open
House
Campus
Tour
Applicant Registered
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Personas (Our Targets)
Jasper Tori Cory Rhonda Jack
High Schooler Out of Towner Late Bloomer Upgrader Social Learner
• 17-19 yrs
• Eastern Ontario
• Low-Mid family
income
• One parent went
to College
• Updates
Facebook daily
• Texting machine
• 17-19 yrs
• Ontario
• Mid-High family
income
• Parent attended
out of town PSE
• Updates
Facebook daily
• Texting machine
• 19-24 yrs
• Ottawa/Eastern
Ontario based
• Works low paying
job
• Disenchanted with
High School
• Highly social
• Facebook and
Twitter daily
• 25-35 yrs
• Canada
• Earning $25-40k
• Graduated from
PSE within past 10
years
• Uses email
regularly for work
• Moderate
Facebook user.
• 50-75 years
• Ottawa/NCR
based with easy
access to car or
transit
• Mid-High family
income
• Uses email
regularly
• Seeks personal
interaction
throughout sales
cycle
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Our Client
Client profile
• Age: 17-25+
• Household family income <$65K
• 3.4 Devices per person
• 10x growth in mobile access of websites, >25x growth to backend
systems (LMS, Student Information System) in 3 years
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Our quickly changing prospects
Market profile
• Age: 13-18+
• 78% have a cellphone
• 37% of all teens have a smartphone, up
almost 60% in two years
• Almost 25% use cellphone as their primary tool to
access the internet compared to 15% for adults
• Economics, rural/urban not significant factors
• 23% have tablets, same as adults
Source: http://pewinternet.org/Reports/2013/Teens-and-Tech.aspx, March 13, 2013
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Algonquin’s Mobile strategy
Why – Nearly 70% of students visit a college site on a
mobile device* – before they step on campus
Strategy
• Limited content available on Mobile-First until inflection point
(sea change) in traffic
• Mostly static content except for feeds
• Shallow Information Architecture (IA)
o 2-3 page depth, then links to responsive site.
o Leverage feeds from responsive site to make dynamic
• Mobile web tracking via munchkin code
• Marketo Form aware
*Source: http://campustechnology.com/articles/2013/09/12/without-mobile-first-strategy-kiss-students-goodbye.aspx
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Content Delivery - Responsive
• Handles the majority
of the traffic currently
• uses browser User
Agent + CSS to scale
• Poor UI/UX for mobile
& right-click; “ok but
not great”
• Uses jQuery mobile as
a band-aid
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Content Delivery – Mobile-First
• Designed for touch, small
screen
• Small network payload
• Optimized user experience
especially video
• Multi-platform capable:
• Device location
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why this Modo Labs mobile offering
Like Marketo puts lead engagement back to the hands
of marketers, Modo Labs provides the same approach
for mobile
Other considerations:
• Needed a mobile marketing platform to be able to
manage
• Mobile web tracking via munchkin code
• All the goodness of behavioural scoring, triggering
• Marketo Form aware
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DEMO
FOLLOW ALONG ON USING
HTTP://ALGONQUION.DEMO.MODOLABS.COM
https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=714344987
https://play.google.com/store/apps/details?id=com.algonquin.recruitment
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Future Directions – Algonquin’s mobile
roadmap
Modo Labs allows “Appification”
• Allows access to device’s services and sensors
o GPS, camera, user data etc.
o Self-guide tours, push notifications
• Gets user identity from the device and submits data via SOAP
(REST maybe) Api
• Only asks for user permission once.
• Geo-Location can be tied to campus services.
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Summary – Your 5 tips
• It's not always enough to just mobilize. You need to think
mobile-first and mobile-optimized.
• Choose tools that let you get mobile-optimized fast, and let
you update your multi-platform mobile messaging faster.
• Use mobile as the linchpin of your multi-channel demand
generation.
• You – not your developers or IT staff – need to be in charge
of your mobile messaging, across your mobile web and
native app channels.
• Tie your mobile marketing into Marketo tracking and lead
generation.
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Q&A
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Speakers
Travis Kaufman
Marketo
Developer Evangelist
tkaufman@marketo.com
@travis_kaufman
Eric Kim
Modo Labs
VP, User Experience
eric.kim@modolabs.com
@huafi
Eric Hollebone
Algonquin College
Director, Marketing
hollebe@algonquincollege.com
@erichollebone
Editor's Notes Hybrid selling B2C scale with B2B considered purchase options, relationship building. This animated slide is meant to showcase our reliance on “hope” marketing. Previously, we would host a series of independent events and hope that the prospective students we spoke to connected with us. While suitable in a growing market, hope won’t get us as far in an ultra competitive market. This animated slide is meant to showcase our reliance on “hope” marketing. Previously, we would host a series of independent events and hope that the prospective students we spoke to connected with us. While suitable in a growing market, hope won’t get us as far in an ultra competitive market. In the past, our lead nurturing has been a set of independent events. Today, we are introducing a steady stream of experiences that work together to inform and engage. In the past, our lead nurturing has been a set of independent events. Today, we are introducing a steady stream of experiences that work together to inform and engage. Explosive growth in the number of mobile devices attaching to networkBack-office access even higher High school students are already mobilizedBecoming mostly smartphone usersIt is where our next customers are already in the high schools. Start slow Adds mobile to the mix, not a replacement for existing CMS – I am able to do it with less than 10 hour in using the platform, not ramp up time just get going.Hire expensive consultant/external firmGet ITS/internal to build it.