10 Ways Marketing Automation Can Help Your Team Succeed!

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Marketo

Small team, big results! Join Marketo's Cathal Moran to learn how marketing automation can help your team succeed!

Marketing Technology

Small Team, Big Results
Ten Things Marketing Automation Can Do For Your Small Team
Cathal Moran
Solutions Consultant, Marketo

Housekeeping
Questions
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questions during the
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Success Kit
Check your email later
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Automation Success Kit and
webinar recording and also
to sign up for more Summer
Sessions.
Today’s Twitter
#mktgnation
@marketo

Attract
Engage
Close
OfflineMobile Email SocialWeb Paid
$$$

Attract
Engage
Close
OfflineMobile Email SocialWeb Paid
Volume
$$$

Attract
Engage
Close
OfflineMobile Email SocialWeb Paid
Volume
Velocity
$$$

Attract
Engage
Close
OfflineMobile Email SocialWeb Paid
Volume
Velocity
Quality
$$$

Volume: Get More Leads
Volume
TOFU
• More of the right leads
• Quantity shouldn’t compromise
quality

Velocity: Move Leads Quickly Through the Funnel
Velocity
TOFU
Move leads through funnel faster by:
• Engaging them in continuous
conversations
• Listening and responding across
channels
MOFU
Volume

Quality: Drive Marketing and Sales Alignment
Velocity
TOFU
• Pass leads to sales that are most
likely to close
• Give sales the insights they need to
close deals
MOFU
Quality
Volume
Velocity
MOFU
BOFU

Make Smarter Decisions: Reporting Gives You Insight
Velocity
TOFUMOFU
Volume
Velocity
Quality
MOFU
BOFU
Reporting
• Understand which of your marketing
efforts were successful
• Keep doing what’s working and stop
doing what’s not

Velocity
TOFUMOFU
Volume
Velocity
Quality
MOFU
BOFU
Reporting
1. Increase organic traffic to your site
2. Personalize experience for known & anonymous visitors
3. Send relevant information in real-time based on visitors’ activities
4. Improve social reach and influence
5. Trigger workflows based on behavior and non-behavior
6. Replicate success in minutes
7. Easily test and decide which emails are best
8. Provide flexible scoring model so you define success
9. Prioritize leads for sales
10. Help you understand which programs have the best ROI
Ten Things Marketing Automation Can Do For You

Page 15© Marketo, Inc. 7/21/2015
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• Email & Nurture Best Practices 23 July
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This document discusses using transactional emails at different points of the customer journey to improve engagement and sales. It recommends sending welcome emails as a series to onboard new subscribers. It also recommends sending emails to customers who abandon their cart with discounts and reminders. Additionally, it suggests sending post-purchase emails like order confirmations, reviews requests, and purchase anniversary emails to encourage repeat purchases. Transactional emails can generate a high return on investment, with some generating over 40% of website profits and revenues from only a small percentage of total email volume. Personalizing emails based on purchase behavior and timing them appropriately is important for conversion.

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Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves. Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language? You'll learn: -Dos and Don’ts of account segmentation -Creative ways to think through programs and activities -How to connect with your customers in meaningful ways

Prove Your Marketing Impact: The Fundamentals of Marketing Attribution

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Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business. You'll learn: -Why attribution is essential to modern marketing teams -How to establish marketing KPIs that align with business objectives -How to think like the C-suite in your marketing strategy and reporting

Prove and Improve Your Marketing Impact in 2021

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Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path. Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year. During this webinar, you will: -Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns -Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts -Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs -Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know

What's in Store for Marketing Operations in 2021

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This document summarizes predictions for marketing operations in 2021 from Adobe's Head of Marketing Operations. Some key points include: - Technology will continue enabling productivity but also blocking it if experiences are bad, especially for younger workers. Attention will be harder to focus with more distractions. - Virtual experiences have clear benefits but replicating in-person dynamics is difficult without awareness to ensure engagement. - Newly formed or existing remote teams face challenges like limited physical connection and inertia, requiring creative solutions. - Predictions for 2021 include precedent from the pandemic year, more available talent, expanded data privacy laws, and rapid innovation.

How to Bring Sales and Marketing Together in 2021

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Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together. Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021. In this webinar, you'll learn: • How to create your all-star team • Tips to drive better results for your business in 2021 • How to bring sales and marketing together in the new year

Marketo Engage January 2021 Product Release Presentation

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The document summarizes the January 2021 release of Marketo Engage. It includes: 1) Enhancements to audience sync with Adobe Experience Cloud applications and ad networks. 2) Improvements to the user experience including support for workspaces and partitions. 3) New capabilities for sales teams including Sales Insight for non-native Salesforce integrations and enhancements to Best Bets, email workflows, and account/opportunity panels. 4) Additional features like program member custom field tokens, Salesforce OAuth authentication, and a landing page preview API.

Demand Generation New Year Planning Session: How to Stand Out in 2021

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The document discusses planning for demand generation activities in 2021. It provides tips for budget planning, aligning activities with content, and ensuring consistency. It also discusses optimizing programs through A/B testing, evaluating results, and making data-driven decisions. Additionally, it covers using intent data to enhance account targeting and prioritize sales opportunities by surfacing accounts actively searching on relevant topics. The key takeaways are to plan strategically while allowing flexibility, capitalize on all engagements, optimize through testing, and leverage intent data when built and used correctly.

Field Marketing in the New Year: Preparing and Planning Events in 2021

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Field marketers have been forced to think outside the box this year as events moved from in-person to digital. So, what happens in 2021? And how can we prepare? Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021. In this webinar, you'll learn: • How event marketing has changed drastically over the past year • The silver lining to the sudden chaos • How to start planning for your virtual events in 2021

Scroll-Stopping Digital Ads: Planning for Success in 2021

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2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change. But as adaptable as you may be, it never hurts to get ahead! Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021. In this webinar, you'll learn: • Predictions on what's to come in the digital marketing space in 2021 • Tips and advice on how you can prepare and plan campaigns for the new year • Which digital trends to keep your eyes on

The New Age of Marketing: Predicting, Planning and Prepping for 2021

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It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible. We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021. In this webinar, you'll learn: • Which key takeaways from 2020 we should keep in mind going forward • Essential planning tools for the new year • Tips on how you can prepare to be successful in 2021

Future Proof: How to Create a Lead Scoring Model That Scales

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With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline. Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business. You'll learn: -How to partner with the right stakeholders to make decisions that are aligned across the business -Lessons the Marketo Engage operations team has learned so you don't make the same mistakes -How to plan for a scoring model that will scale

Marketo Engage Innovationen in 2020

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The document provides an overview of Adobe's roadmap for Marketo Engage in fiscal year 2020. It discusses key themes and priorities for the roadmap including: 1. Foundation for growth through improved integrations with Adobe Experience Cloud and Adobe Experience Platform. 2. Powering sales experiences with new features for Sales Insight to provide reps with buyer insights and enhancements for mobile usage. 3. Connecting people and content through predictive audiences powered by artificial intelligence to help target the right customers, and new capabilities for attribution and measurement through Bizible. The roadmap highlights how these initiatives will help drive demand, empower marketing and sales teams, and deliver exceptional customer experiences across the journey

Marketing Through the Funnel: Tips for Small Yet Powerful Teams

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Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time? Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel. You'll learn: -What mix of channels will help you see the most results -How marketing automation helps small teams scale -How to structure small teams in order to get the most done

Marketing Attribution: The Journey from Cost Center to Cash Cow

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Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale. During this webinar, you will: -Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns -Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts -Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs -Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know

The Total Economic Impact of Marketo Engage

Marketo

In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.

Art Meets Science: How Marketers Can Transform Their Results With Predictive ...

Marketo

Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts. Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy. Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.

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10 Ways Marketing Automation Can Help Your Team Succeed!

1. Small Team, Big Results Ten Things Marketing Automation Can Do For Your Small Team Cathal Moran Solutions Consultant, Marketo

2. Housekeeping Questions Please use the chat window to ask questions during the webinar Success Kit Check your email later today to receive the Marketing Automation Success Kit and webinar recording and also to sign up for more Summer Sessions. Today’s Twitter #mktgnation @marketo

4. Attract Engage Close OfflineMobile Email SocialWeb Paid $$$

5. Attract Engage Close OfflineMobile Email SocialWeb Paid Volume $$$

6. Attract Engage Close OfflineMobile Email SocialWeb Paid Volume Velocity $$$

7. Attract Engage Close OfflineMobile Email SocialWeb Paid Volume Velocity Quality $$$

8. Attract Engage Close OfflineMobile Email SocialWeb Paid Volume Velocity Quality $$$

9. Volume: Get More Leads Volume TOFU • More of the right leads • Quantity shouldn’t compromise quality

10. Velocity: Move Leads Quickly Through the Funnel Velocity TOFU Move leads through funnel faster by: • Engaging them in continuous conversations • Listening and responding across channels MOFU Volume

11. Quality: Drive Marketing and Sales Alignment Velocity TOFU • Pass leads to sales that are most likely to close • Give sales the insights they need to close deals MOFU Quality Volume Velocity MOFU BOFU

12. Make Smarter Decisions: Reporting Gives You Insight Velocity TOFUMOFU Volume Velocity Quality MOFU BOFU Reporting • Understand which of your marketing efforts were successful • Keep doing what’s working and stop doing what’s not

13. Velocity TOFUMOFU Volume Velocity Quality MOFU BOFU Reporting 1. Increase organic traffic to your site 2. Personalize experience for known & anonymous visitors 3. Send relevant information in real-time based on visitors’ activities 4. Improve social reach and influence 5. Trigger workflows based on behavior and non-behavior 6. Replicate success in minutes 7. Easily test and decide which emails are best 8. Provide flexible scoring model so you define success 9. Prioritize leads for sales 10. Help you understand which programs have the best ROI Ten Things Marketing Automation Can Do For You

14. Thank You

15. Page 15© Marketo, Inc. 7/21/2015 Thank You for Attending! • Sign up for our upcoming Summer Session webinars here: bit.ly/Marketo-SummerSessions • Email & Nurture Best Practices 23 July • Sales & Marketing Alignment 28 July

Editor's Notes

Great marketers are a lot like great triathletes. To win a race, a triathlete needs to perform at the top of their game across swimming, biking and running. If they only swim well, they aren’t going to win the race. Similarly, marketers need to optimize their performance across all 3 stages of the funnel…top, middle and bottom. If marketers only do a great job at the top of the funnel, then the leads they generate will never go on to become customers. Marketo is unique in that it provides marketers with robust capabilities across all 3 stages of the funnel, letting you maximize revenue by creating more paying customers, not simply more visitors to your website.
Update with new cover from visual brand deck.

10 Ways Marketing Automation Can Help Your Team Succeed!

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10 Ways Marketing Automation Can Help Your Team Succeed!

Editor's Notes