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Graduate to Engagement Marketing Through Marketing Automation by Marketo & Scribe Software
The document is a summary of a marketing automation webinar focused on transitioning from email service providers (ESPs) to more advanced marketing automation systems. Key points include the definition and features of marketing automation, the importance of relevance and customer engagement, as well as metrics for measuring success. It emphasizes the need for smart sales strategies, tracking customer interactions, and the complexities of measuring marketing ROI.
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Similar to Graduate to Engagement Marketing Through Marketing Automation by Marketo & Scribe Software
Graduate to Engagement Marketing Through Marketing Automation by Marketo & Scribe Software
- 1. CONFIDENTIAL | ©2012-2013 Scribe Software Corporation. All rights reserved. Marketing Automation Webinar #2: Graduating from Email Service Providers years experience global partners customers worldwide 15 1,000 12,000
- 2. CONFIDENTIAL | ©2012-2013 Scribe Software Corporation. All rights reserved. Housekeeping • VOIP is enabled, however if you cannot hear please use web meeting dial in details • phone lines are muted • presentation is approximately 50 Minutes • use the questions feature to submit questions • all questions will be addressed at the end of presentation 2
- 3. CONFIDENTIAL | ©2012-2013 Scribe Software Corporation. All rights reserved.3 Lynn Harrington Director, ISV Enablement Scribe Software @lharringtonnl Lynn.harrington@scribesoft.com Graduating from Email Service Providers Jon Miller Vice President of Marketing Marketo @jonmiller jon@marketo.com
- 4. Marketing Automation Webinar #2:Graduating From Email Service Providers
- 5. #RevEngine @jonmiller Hi, I’mJon Miller Subscribe to blog.marketo.com @jonmiller 1. Born in Ethiopia 2. Can dislocate my thumbs at will 3. Studied Physics at Harvard, captain of high- school debate team and newspaper staff 4. My first child was born the same month that we incorporated Marketo
- 6. #RevEngine @jonmiller Today’s Topics •What is Marketing Automation? • Common Features in Marketing Automation • Using Marketing Automation to Graduate from ESP: • Relevance • Conversations • Smart sales • Right metrics
- 7. #RevEngine @jonmiller What IsMarketing Automation?
- 8. #RevEngine @jonmiller Marketing automationis a • Technology that streamlines and automates marketing tasks • so companies can • increase operational efficiency and • grow revenue faster
- 9. #RevEngine @jonmiller What Is“Automation”? Send Event Invitation Wait 3 Days If Not Registered, Send Reminder Wait Until 1 Day After Event Send Different Follow-Up to Attendees vs. Non-Attendees
- 10. #RevEngine @jonmiller Sounds great,but I have millions of contacts!
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- 12. #RevEngine @jonmiller Common Featuresin Marketing Automation
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- 17. #RevEngine @jonmiller Workflow /Automation
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- 20. #RevEngine @jonmiller Lead Generation/ Program Management
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- 22. #RevEngine @jonmiller CRM Integration/ Sales Intelligence
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- 28. #RevEngine @jonmiller Create marketing peoplelove with marketing automation
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- 34. #RevEngine @jonmiller More TargetedSends are More Engaging 0 50 100 150 200 250 300 350 400 100 1000 10000 100000 EngagementScore Email Delivered Source: Marketo research
- 35. #RevEngine @jonmiller Triggered InterestsStandard Nurture Lift Open % 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
- 36. #RevEngine @jonmiller What didthe consumer open and/or click on? Where did they convert? What did they forward? Actions Matter – EMAIL
- 37. #RevEngine @jonmiller Did the consumer mentionyour company on Twitter? Share your content? Actions Matter – SOCIAL
- 38. #RevEngine @jonmiller Did the consumervisit your website? How recently? What did they look at? Actions Matter – WEBSITE
- 39. #RevEngine @jonmiller What programs wasthe consumer part of? What did she respond to? Actions Matter – CAMPAIGN HISTORY
- 40. #RevEngine @jonmiller What isthe recent purchase history? Deposits / withdrawals? Actions Matter – TRANSACTIONS
- 41. #RevEngine @jonmiller ESPs OnlyTrack Email Behaviors For sophisticated targeting rely on technical databases and complex queries.
- 42. #RevEngine @jonmiller But I’ma Marketer, not a Programmer! I can do this myself! No trips to see IT – yay!
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- 47. #RevEngine @jonmiller OK, whyaren’t more marketers doing this?
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- 51. #RevEngine @jonmiller This #%@&is way too complicated.
- 52. #RevEngine @jonmiller Adding newcontent to our tracks takes FOREVER!
- 53. #RevEngine @jonmiller “I justdownloaded this off your site 2 days ago, and now you’re sending it again!”
- 54. #RevEngine @jonmiller “Do youguys realize how much you send me each day? I’ve had it!”
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- 57. #RevEngine @jonmiller THEN NOW Newcontent = need to reprogram Drag-and-drop new content into Smart Streams Expired content Content expiration dates Duplicate content Never send the same content twice Too many emails Frequency limits Consumer fall off the end of tracks Exhausted content
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- 59. #RevEngine @jonmiller But whois ready? You got them to the dance
- 60. #RevEngine @jonmiller Scoring Defined Methodologyfor ranking potenital customers in terms of readiness to purchase. Nurture Nurture DisqualifyPromotional Offer Pass to Sales Fit Interest Buying Intent
- 61. #RevEngine @jonmiller • Earlystage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10 • Decay inactivity: -1, -5, -10 • Pricing pages: +10 • Watch demos: • +5 overview • +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for branded keyword “Marketo” +8
- 62. #RevEngine @jonmiller Stars andFlames show priority Full list of Interesting Moments
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- 64. #RevEngine @jonmiller • Open •Click • Unsubscribe • Bounce • Etc.
- 65. #RevEngine @jonmiller Italian Workspace Joe Smith: Acme Inc. Community Help Search… + Search… + Recently Updated Practical B2B Lead Generation Added Mar 30, 2013 Sent 12,105 82 Thought Leadership Edited Mar 25, 2013 Sent 12,105 70 Lead Scoring Best Practices Edited Mar 22, 2013 Sent 12,105 55 Lead Management Best Practice D… Added Mar 18, 2013 Sent 12,105 35 Lead Scoring Best Practices Edited Mar 10, 2013 Sent 12,105 9 Engagement Over Time Dec Jan Feb Mar Apr May 100 80 60 40 20 0 Summary 1.5% Unsubscribe 65 Engagement 55d Next Cast Members In Track Exhausted Paused 3,450 50 35 Mar 18, 2013 Engagement: 60 2013 Marketo’s Secret Sauce Definitive Guide to Events Lead Nurturing Lead Scoring Best Practices Lead Management Best Practic Practical B2B Lead Generation Thought Leadership Email Performance Report Program Performance Lead Nurturing Streams Setup My Tokens Members View: Dashboard ▼ Streams: All Streams ▼
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- 67. #RevEngine @jonmiller Why MeasuringReturn is Hard • Multiple touches. Seven touches needed to convert a cold lead into a sale • Multiple influencers. Typical buying committee has 5-21 people
- 68. #RevEngine @jonmiller Track AllTouches Across People Screenshot: Marketo Revenue Cycle Analytics
- 69. #RevEngine @jonmiller Accurately Tracking“Investment” vs Budget
- 70. #RevEngine @jonmiller What GeneratesPipeline for Marketo? Source: Marketo Revenue Cycle Analytics, June 2013 Nurture Email - CTA Nurture Email Paid Online (PPC+Email) Nurture (New)
- 71. #RevEngine @jonmiller Revenue CycleModeler Screenshot: Marketo Revenue Cycle Analytics
- 72. #RevEngine @jonmiller Filter/Drill into data,e.g. by Program Type, Business Unit, Geography, etc. Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Trends over time Screenshot: Marketo Revenue Cycle Analytics
- 73. Everything you ever wantedto know (and then some) about marketing automation
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- 75. #RevEngine @jonmiller Why Marketo? •Easy • Powerful • Complete
- 76. Questions? Jon Miller @jonmiller Subscribe toblog.marketo.com
- 77. CONFIDENTIAL | ©2012-2013 Scribe Software Corporation. All rights reserved.77 Graduating from Email Service Providers Next Steps: scribesoft.com/maw Participate in the rest of the Marketing Webinar Series @scribesoft.com/maw Marketing Automation Webinar #1: The CMO Imperative Marketing –Scribe Next up: Aug 6 - Marketing Automation Webinar #3: The Cost of Dirty Data by ReachForce Sept 23 - Marketing Automation Webinar #4: Improving the Customer Experience Capturing and Using the Right Data by Silverpop