Marketing AutomationWebinar #2: GraduatingFrom Email Service Providers
#RevEngine @jonmillerHi, I’m Jon MillerSubscribe to blog.marketo.com@jonmiller1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard, captain of high-school debate team and newspaper staff4. My first child was born the same monththat we incorporated Marketo
#RevEngine @jonmillerToday’s Topics• What is MarketingAutomation?• Common Features inMarketing Automation• Using Marketing Automationto Graduate from ESP:• Relevance• Conversations• Smart sales• Right metrics
#RevEngine @jonmillerWhat Is MarketingAutomation?
#RevEngine @jonmillerMarketing automation is a• Technology thatstreamlines andautomates marketingtasks• so companies can• increase operationalefficiency and• grow revenue faster
#RevEngine @jonmillerWhat Is “Automation”?Send EventInvitationWait 3 DaysIf NotRegistered, SendReminderWait Until 1 DayAfter EventSend DifferentFollow-Up toAttendees vs.Non-Attendees
#RevEngine @jonmillerSounds great, but Ihave millions ofcontacts!
#RevEngine @jonmillerMore Targeted Sends are More Engaging050100150200250300350400100 1000 10000 100000EngagementScoreEmail DeliveredSource: Marketo research
#RevEngine @jonmillerTriggered Interests Standard Nurture LiftOpen % 34.0% Open % 21.7% 57%Click to Open % 37.1% Click to Open % 23.4% 59%Click % 12.6% Click % 5.1% 147%Value of Behaviorally Triggered Interests
#RevEngine @jonmillerWhat did theconsumer openand/or click on?Where did theyconvert?What did theyforward?Actions Matter – EMAIL
#RevEngine @jonmillerDid theconsumermention yourcompany onTwitter?Share yourcontent?Actions Matter – SOCIAL
#RevEngine @jonmillerTHEN NOWNew content = need toreprogramDrag-and-drop new contentinto Smart StreamsExpired content Content expiration datesDuplicate contentNever send the samecontent twiceToo many emails Frequency limitsConsumer fall off the endof tracksExhausted content
#RevEngine @jonmiller• Open• Click• Unsubscribe• Bounce• Etc.
#RevEngine @jonmillerItalian Workspace Joe Smith: Acme Inc. Community HelpSearch… +Search…+Recently UpdatedPractical B2B Lead GenerationAdded Mar 30, 2013 Sent 12,10582Thought LeadershipEdited Mar 25, 2013 Sent 12,10570Lead Scoring Best PracticesEdited Mar 22, 2013 Sent 12,10555Lead Management Best Practice D…Added Mar 18, 2013 Sent 12,10535Lead Scoring Best PracticesEdited Mar 10, 2013 Sent 12,1059Engagement Over TimeDec Jan Feb Mar Apr May100806040200Summary1.5%Unsubscribe65Engagement55dNext CastMembersIn Track Exhausted Paused3,45050 35Mar 18, 2013Engagement: 602013Marketo’s Secret SauceDefinitive Guide to EventsLead NurturingLead Scoring Best PracticesLead Management Best PracticPractical B2B Lead GenerationThought LeadershipEmail Performance ReportProgram PerformanceLead Nurturing Streams Setup My Tokens MembersView: Dashboard ▼ Streams: All Streams ▼