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How to Create a Complete Customer Lifecycle With Marketing Automation


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This presentation from Dreamforce 2014 explains how to develop your complete customer lifecycle using Pardot B2B marketing automation.

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How to Create a Complete Customer Lifecycle With Marketing Automation

  1. 1. How to Create a Complete Customer Lifecycle with Marketing Automation Mark Halvorson Keva Meyer Director, New Sales Marketing Consultant @markhalvorson @kevameyer
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Mark Halvorson & Keva Meyer Blue Cross and Blue Shield of Minnesota
  4. 4. National Strength 38 Blue Plans 1 in 3 Americans Covered 1ST Brand Preference Leveraging the Power of Blue Leading in Local Innovation 80 Years of Innovation 2.6 Million Members $3.5 Million Funding in 2013 Local Focus
  5. 5. Driving Health Care Transformation • Engage employees • Improve health and productivity • Lower costs Employers • Deliver long-term, consistent value • Make it easy • Demonstrate results Brokers Deliver easy, relevant and personalized experiences and industry-leading strategies to lower the total cost-of-care and improve the quality of care
  6. 6. How can we use marketing automation campaigns to inform, engage and better influence key B2B audiences? Change Forward Retention Acquisition Collaboration
  7. 7. Start with Strategy • Implementation Process – Funnel Mapping – Campaign Assessments – Campaign Planning – Pardot Implementation – Email Design / User Experience Current State
  8. 8. Map it Out Current State Future State Shared Customer Knowledge Across Sales & Marketing
  9. 9. Keep it Simple Broker Email drip campaign Email Quiz Email Follow-up email Nurture lead No response Quiz Nurture lead Audiences Employer Current Clients Prospects Segmentation Personas
  10. 10. Campaign Overview Goals Strategy Theme
  11. 11. Blue Cross Notifies Broker
  12. 12. Blue Cross Sends Employer Email with Link to Quiz
  13. 13. Employer Takes Quiz
  14. 14. Employer Receives Confirmation Message
  15. 15. Quiz Results Calculated and Integrated in
  16. 16. Employer Receives Results Email
  17. 17. Blue Cross Sales Receives Email Alert
  18. 18. Campaign Results Exceed Industry Standards 25.48% 13.87% 32.63% 16.98% 41.68% 24.55% 19.0% 2.0% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Open rate Click-through rate 24% completed the quiz! Employer Employer Follow-Up Broker Industry Employer Employer Follow-Up Broker
  19. 19. How can we use marketing automation campaigns to inform, engage and better influence key B2B audiences? Enhanced profiles 360 view Better segmentation Lead management One platform Engage audience Change Forward Retention Acquisition Collaboration
  21. 21. Show Flow MINS TIME SESSION TITLE NOTES 9:30-10:10 am session How to Create a Complete Customer Lifecycle with Marketing Automation Track: Sell The traditional customer lifecycle has changed, and more often than not, we're finding that continued engagement is becoming a neccessary part of any CSO's job description. Learn how Pardot marketing automation is helping sales and marketing teams create a complete lifecycle of engagement with both customers and prospects — and achieving maximum ROI in the process. Session Owner Mary West Customer Speaker(s): Keva Meyer, Mark Halvorson salesforce Speaker(s): Mary West Presentation Device PC Demo Device Demo Driver: Deck Owner/Session Record: Mary West 9:15 Doors open 9:30 Start Mary 2 :01 Doors open Mary 5 :03 Start 5 :08 Welcome and Intros Current state: sales/marketing organization, existing email campaign, campaign