Michelle Duckett, a Senior Marketing Operations Manager at Blackbaud, discusses how the company has scaled its marketing operations and the importance of personalization in consumer engagement. She emphasizes the use of Marketo's tools for lead scoring and campaign management to enhance marketing strategies and improve lead quality. The presentation highlights the need for strategic alignment of technology and marketing goals to effectively engage customers and drive results.

1. Boost Efficiency with the Right
Marketing Strategy
Michelle Duckett (McCarthy)
Sr. Manager, Marketing Operations
Blackbaud
@mduckett22

2. Nice to Meet you!
• Michelle Duckett (now McCarthy)
• Sr. Manager of Marketing Operations
• At Blackbaud 8 years
• Lives in Charleston, SC
• Connect with me on Linked In or Twitter:
@mduckett22
Marketo Proprietary and Confidential | © Marketo, Inc. 6/8/17

3. Marketo Proprietary and Confidential | © Marketo, Inc. 6/8/17
Who is Blackbaud?
The world’s leading
cloud software
company powering
social good

4. Marketo Proprietary and Confidential | © Marketo, Inc. 6/8/17
Who is Blackbaud?

5. Marketo Proprietary and Confidential | © Marketo, Inc. 6/8/17

6. • Scalability
• Personalization
• Tech Stack
• Lead Scoring
• Funnel Processes
Keys to Success

7. • Scalability = key!
• In 3 years, we have grown from 2 internal US-based business groups in Marketo to 6
international business groups, with more in our future
• Through Workspaces & Partitions, we’ve been able to use the right set up in Marketo
• Built 1 standard Lead Scoring model, but use variations of this model for certain
markets
• Support different international markets & subscription centers
Growing Organization
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

8. • The need for personalization:
• Leverage Marketo’s Real Time
Personalization
• Persona Based Campaigns
• Vertical Marketing – Create 1 main
campaign & tweak for verticals
• Good segmentation & data
Personalized Messaging
It’s clear that consumers
are increasingly demanding
more personalized and
customized conversations.
-Forbes
63% of consumers are
willing to share personal
data in exchange for
personalized offers.
-Salesforce
{K12 Customer - Located 10 miles
from Boston}
{K12 Prospect Contact}
{Anonymous Visitor}
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

9. • The need for personalization:
• Leverage Marketo’s Real Time
Personalization
• Persona Based Campaigns
• Vertical Marketing – Create 1 main
campaign & tweak for verticals
• Good segmentation & data
Personalized Messaging
It’s clear that consumers
are increasingly demanding
more personalized and
customized conversations.
-Forbes
63% of consumers are
willing to share personal
data in exchange for
personalized offers.
-Salesforce
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

10. • The need for personalization:
• Leverage Marketo’s Real Time
Personalization
• Persona Based Campaigns
• Vertical Marketing – Create 1 main
campaign & tweak for verticals
• Good segmentation & data
Personalized Messaging
It’s clear that consumers
are increasingly demanding
more personalized and
customized conversations.
-Forbes
63% of consumers are
willing to share personal
data in exchange for
personalized offers.
-Salesforce
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

11. • Marketo’s open API enables marketers to:
• Leverage many different tactics with full data visibility/flowing
into Marketo
• Self-serve while automation team can focus within Marketo
• Be strategic!
• Align tech stack with objectives
• Identify any gaps
• Integrate with Marketo (or SFDC to sync back to Marketo)
to take your marketing to another level.
• Avoid bright shiny object syndrome or having too much
technology plugged in with no clear owners.
Tech Stack
Marketo
Event
Registration
Webinar
Surveys
Predictive
Lead
Scoring
Content
Marketing

12. • With predictive lead
scoring we can now
discover so much more
about our prospects
• Determine if they are a
good fit for Blackbaud
• Cultivate them until they
are “sales ready”
• Pass over to sales when
both their demographic
and behavioral lead score
hits the “sales ready
threshold”.
Lead Scoring Model
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

13. • With predictive lead
scoring we can now
discover so much more
about our prospects
• Determine if they are a
good fit for Blackbaud
• Cultivate them until they
are “sales ready”
• Pass over to sales when
both their demographic
and behavioral lead score
hits the “sales ready
threshold”.
Lead Scoring Model
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

14. Marketing Leads go
to BDRs at MQL
stage
Reps receive
Marketing leads as
opportunities in
“Create” stage
Reps create AE
Initiated opportunities
from Prospecting in
SAL
MQL
CREATE
SAL
SQO
SOLD
SALES
SOURCED %
MKTG
SOURCED %
Inquiry
Measure engagement & use
lead scoring to fill top of
funnel with quality leads
Determine Marketo
campaign
effectiveness/ROI to
drive decision-making
Grow & Maintain Reachable Contact Database
Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/17

15. Thank you!
Michelle Duckett (McCarthy)
Sr. Manager, Marketing Operations
Blackbaud
@mduckett22