The document is a case study presentation by Marketo about how they drive their own business through modern marketing techniques. It details how Marketo uses content marketing, lead generation, marketing automation, and analytics across the entire customer revenue cycle from awareness to sales. It shows examples of their lead scoring system, behavioral targeting, dynamic content nurturing programs, and multi-touch attribution analytics to measure marketing return on investment. The goal is to inspire other companies and illustrate how to effectively market and sell in the current digital environment.
Heidi Bullock, VP of Demand Gen at Marketo, presents how to create a solid planning strategy for 2015. She discusses how to handle any challenges you may face next year, secrets to success, and great ideas for marketing programs.
Marketo@Marketo: Putting Together Your Program PalaceMarketo
Marketo is chock-full of amazing functionality. Unfortunately, you won't be able to effectively leverage key features such as Marketing Calendar and Advanced Analytics without one essential component; Marketo Programs!
Join Marketo's Rick Siegfried as he walks you through Marketo's own structure and thought process behind Program building.
Content to include:
Why Programs are important
How to build Programs for scale
Tips for successful planning & reporting with proper Program procedures
In her Dreamforce 2013 presentation, Kristy Grayson, Executive Director of Marketing at Deluxe Corp, explains why social marketing is essential for B2B companies and how to effectively utilize it.
Find Your Pot of Gold with Marketing Metrics that MatterMarketo
It’s tough dealing with a tight budget, but measuring the right metrics can help you figure out what’s important. See Heidi Bullock and Megan Niedenthal's slides as they explain which marketing metrics can help ensure you’re putting all your “gold” in the right place.
Discover:
-How to increase the effectiveness of marketing programs across multiple channels (social, website, emails, paid programs)
-Proven methods for measuring campaign performance using single and multi-touch attribution metrics
-Best practices for determining the ROI of each marketing program you run
The Secret to Sales and Marketing AlignmentMarketo
You probably already know that alignment between marketing and sales teams is important — but how do you make it work? Is it even possible?
Heidi Bullock, VP of Demand Generation Marketing and Michael Mansour, Sr. Manager of Sales Development at Marketo, present how to more effectively align marketing and sales, and ultimately win more business!
Happily Ever After: Choosing the Right Marketing Automation SolutionMarketo
As a smart marketer, you're likely using or considering a marketing automation solution, making it easier to engage buyers at scale, driving huge results fast. But it can be confusing to sort through all your options and find a solution that's best for the long-term success of your company.
In this must-see webinar, Mike Berger, Director of Product Marketing at Marketo, will provide guidelines for effectively evaluating the best marketing automation solutions for your organization, as well as tips for avoiding the ones that are just "good enough". You'll also discover:
- Why all marketing automation solutions are not created equal
- Important factors to consider such as reporting, integration, campaign features, and more
- How the right marketing automation can help you drive real engagement through behavioral and demographic data
Steal their Playbook: What Consumer Marketers Can Learn from B2BMarketo
B2B marketers have it easy. Most of the time, they get to talk to every potential customer directly. But how in the world can consumer marketers do that with millions of customers? Find out here!
Heidi Bullock, VP of Demand Gen at Marketo, presents how to create a solid planning strategy for 2015. She discusses how to handle any challenges you may face next year, secrets to success, and great ideas for marketing programs.
Marketo@Marketo: Putting Together Your Program PalaceMarketo
Marketo is chock-full of amazing functionality. Unfortunately, you won't be able to effectively leverage key features such as Marketing Calendar and Advanced Analytics without one essential component; Marketo Programs!
Join Marketo's Rick Siegfried as he walks you through Marketo's own structure and thought process behind Program building.
Content to include:
Why Programs are important
How to build Programs for scale
Tips for successful planning & reporting with proper Program procedures
In her Dreamforce 2013 presentation, Kristy Grayson, Executive Director of Marketing at Deluxe Corp, explains why social marketing is essential for B2B companies and how to effectively utilize it.
Find Your Pot of Gold with Marketing Metrics that MatterMarketo
It’s tough dealing with a tight budget, but measuring the right metrics can help you figure out what’s important. See Heidi Bullock and Megan Niedenthal's slides as they explain which marketing metrics can help ensure you’re putting all your “gold” in the right place.
Discover:
-How to increase the effectiveness of marketing programs across multiple channels (social, website, emails, paid programs)
-Proven methods for measuring campaign performance using single and multi-touch attribution metrics
-Best practices for determining the ROI of each marketing program you run
The Secret to Sales and Marketing AlignmentMarketo
You probably already know that alignment between marketing and sales teams is important — but how do you make it work? Is it even possible?
Heidi Bullock, VP of Demand Generation Marketing and Michael Mansour, Sr. Manager of Sales Development at Marketo, present how to more effectively align marketing and sales, and ultimately win more business!
Happily Ever After: Choosing the Right Marketing Automation SolutionMarketo
As a smart marketer, you're likely using or considering a marketing automation solution, making it easier to engage buyers at scale, driving huge results fast. But it can be confusing to sort through all your options and find a solution that's best for the long-term success of your company.
In this must-see webinar, Mike Berger, Director of Product Marketing at Marketo, will provide guidelines for effectively evaluating the best marketing automation solutions for your organization, as well as tips for avoiding the ones that are just "good enough". You'll also discover:
- Why all marketing automation solutions are not created equal
- Important factors to consider such as reporting, integration, campaign features, and more
- How the right marketing automation can help you drive real engagement through behavioral and demographic data
Steal their Playbook: What Consumer Marketers Can Learn from B2BMarketo
B2B marketers have it easy. Most of the time, they get to talk to every potential customer directly. But how in the world can consumer marketers do that with millions of customers? Find out here!
Lead scoring is a shared sales and marketing process for identifying the hottest leads for sales-readiness. It is an invaluable tactic that most companies are struggling with. Watch this 30 minute, fast-paced webinar to get the latest and greatest tips on lead scoring whether you are setting up scoring for the first time or you are looking to optimize your current model.
Fill Your Funnel: Lead Gen with Web PersonalizationMarketo
Your website is your main marketing channel in 2016, you have thousands of anonymous prospects visiting your site every week, reading your content, and showing interest in your products and solutions. How are you going to engage with them? How can you convert them into known leads?
View these slides to learn:
- The secrets of anonymous lead generation
- How to use personalization to convert anonymous to known
- The top 5 use cases for web lead generation
- How leading marketers are already converting with web personalization
Targeting Your Social Ads: Facebook Remarketing and Marketo PersonalizationMarketo
If you're looking to double your click-thru rate and simultaneously lower ad spend, look no further! Marketo has joined forces with Facebook to give you the ability to append Marketo firmographic and persona data to your Custom Audiences to execute relevant remarketing efforts!
Live Demo: Transform Your Marketing with MarketoMarketo
Since marketing teams at enterprise organizations face many challenges, why not partner with a company that can help you succeed with powerful marketing software, expert services, and a Marketing Nation of over 50,000 marketers?
Join Marketo expert, Julie Norris, for a live demonstration to learn how leading enterprise marketers are doing this and more by leveraging Marketo's Engagement Marketing Platform.
You'll learn how to:
- Align internal teams to provide better insight and efficiency
- Deploy to teams globally and scale to millions of contacts
- Improve the lead qualification and nurture process
- Implement best practices used by top Marketo enterprise customers
Marketers that Matter: Creating Extraordinary Results & Leading Differently i...Marketo
Exceptional marketers advance our profession by inspiring and leading teams, engaging customers, and leveraging new technologies to drive success. Each year, Marketers that Matter®, sponsored by WSJ and Twitter, awards these marketers, highlighting their innovative strategies and tactics.
See the slides from special guest speaker Cara France, CEO of The Sage Group and founder of Marketers that Matter®, and Sanjay Dholakia, CMO of Marketo, to learn about three real examples of true marketing innovation from Skype, Google, and the creators of #BatKid.
Attract and Convert More Top-of-Funnel BuyersMarketo
Find out how Innotas was able to leverage Captora to understand buyer needs, create campaigns at scale, convert them to leads at the top of the funnel, and then, with the power of Marketo, use that intelligence to turn those leads into customers.
SunGard's Marketing Secrets for Revenue and Sales AlignmentMarketo
Everyone knows that technology by itself can only get you so far – even great software must be paired with business process change and organizational collaboration to yield the greatest possible results. But how do you take a transformational set of marketing goals through to execution and success?
Join Christine Nurnberger, VP of Marketing at SunGard Availability Services, and Cyndie Beckwith, Executive Director of Expert Services at Marketo, to learn about approaches to making the most of an enterprise marketing automation implementation, including how to:
-Optimize processes for revenue generation and sales-marketing alignment
-Make the business case for implementing marketing software
-Partner with your vendor to jointly navigate a framework for project success
Full Funnel Account-Based Marketing: Engaging Key Targeted Accounts EverywhereMarketo
With laser-focused accuracy, Account-Based Marketing drives key accounts through the sales funnel at full-throttle, and helps close deals lickety-split. Join Marketo’s resident ABM experts, Mike Telem and David Myers, to find out how to implement ABM strategy and technology to engage key targeted accounts across all marketing touch points and boost your marketing ROI!
Transformational Marketing: Rethink, Reinvent, Reskill Your Marketing Organiz...Marketo
Marketing executives today face the critical question of how to engage customers in this always-on, noisy, digital world. Check out this presentation created by Marketo's General Manager of Consumer Marketing, Robin Bordoli, to understand how marketing leaders are embracing the seven principles of engagement to build long-term, personalized relationships with their customers.
You will discover how to rethink and reinvent your marketing team to make your company a winner!
A proven way to drive optimal value from your digital ad spend is making sure they are displayed only to relevant, high-yield accounts. This assures your ad budget is spent on the accounts that matter and the ads that they see are more personalized and convert more of these key accounts into qualified leads.
In this presentation, Marketo's targeting titans, Mike Telem and David Myers, will review how to:
- Identify key accounts for top funnel targeting
- Manage named account lists and analyze your top funnel engagement with them
- Target ads at specific accounts and personalize the ads they see
- Boost ad budget ROI and generate highly qualified leads
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing AutomationMarketo
This summer, are you wondering how your small team can turn up the heat and be more effective and efficient at every stage of the funnel? If so, join Marketo's Heidi Bullock, VP of Demand Generation, to discover key strategies and techniques for B2B demand generation marketers.
The Ultimate Conversion: Tying Ad Campaigns to Pipeline & RevenueMarketo
Nowadays, front end metrics such as clicks and click-through-rates (CTR) simply aren't enough to prove your digital ads are driving revenue. View the slides to discover how you can leverage Marketo to truly unveil the direct impact your ad campaigns have on pipeline and revenue.
Discover why Marketo has been voted as the #1 marketing automation platform five years in a row by Salesforce.com users. See for yourself how Marketo leads the pack in:
-Email marketing capabilities that foster personalized relationships
-Advanced analytics to help prove and improve marketing ROI
Marketing management to plan and manage marketing budgets across teams and regions
-Powerful sales insight, including tailor-made applications for Salesforce.com
Print is Not Dead: The Power of Multi-Channel MarketingMarketo
Like many of us, you've probably heard the rumor that print marketing is dead. Well, we think it's time to squash that rumor.
Adding a print component to digital marketing strengthens your campaigns and increases conversion, retention, and sales. Then, when print and promotional marketing are seamlessly automated, you can transform the customer experience by engaging in a 1:1 dialogue that is memorable, tangible, and high-impact.
Join this month's LaunchPoint webinar to find out how Mathnasium uses PrintingForLess.com and Marketo to automate print marketing as part of a national, multi-channel campaign to drive brand awareness and membership.
You'll discover how to:
- Seamlessly automate your print marketing
- Drive customer engagement and action through a more meaningful channel
- Increase sales efficacy by making more timely and relevant sales calls
Lead scoring is a shared sales and marketing process for identifying the hottest leads for sales-readiness. It is an invaluable tactic that most companies are struggling with. Watch this 30 minute, fast-paced webinar to get the latest and greatest tips on lead scoring whether you are setting up scoring for the first time or you are looking to optimize your current model.
Fill Your Funnel: Lead Gen with Web PersonalizationMarketo
Your website is your main marketing channel in 2016, you have thousands of anonymous prospects visiting your site every week, reading your content, and showing interest in your products and solutions. How are you going to engage with them? How can you convert them into known leads?
View these slides to learn:
- The secrets of anonymous lead generation
- How to use personalization to convert anonymous to known
- The top 5 use cases for web lead generation
- How leading marketers are already converting with web personalization
Targeting Your Social Ads: Facebook Remarketing and Marketo PersonalizationMarketo
If you're looking to double your click-thru rate and simultaneously lower ad spend, look no further! Marketo has joined forces with Facebook to give you the ability to append Marketo firmographic and persona data to your Custom Audiences to execute relevant remarketing efforts!
Live Demo: Transform Your Marketing with MarketoMarketo
Since marketing teams at enterprise organizations face many challenges, why not partner with a company that can help you succeed with powerful marketing software, expert services, and a Marketing Nation of over 50,000 marketers?
Join Marketo expert, Julie Norris, for a live demonstration to learn how leading enterprise marketers are doing this and more by leveraging Marketo's Engagement Marketing Platform.
You'll learn how to:
- Align internal teams to provide better insight and efficiency
- Deploy to teams globally and scale to millions of contacts
- Improve the lead qualification and nurture process
- Implement best practices used by top Marketo enterprise customers
Marketers that Matter: Creating Extraordinary Results & Leading Differently i...Marketo
Exceptional marketers advance our profession by inspiring and leading teams, engaging customers, and leveraging new technologies to drive success. Each year, Marketers that Matter®, sponsored by WSJ and Twitter, awards these marketers, highlighting their innovative strategies and tactics.
See the slides from special guest speaker Cara France, CEO of The Sage Group and founder of Marketers that Matter®, and Sanjay Dholakia, CMO of Marketo, to learn about three real examples of true marketing innovation from Skype, Google, and the creators of #BatKid.
Attract and Convert More Top-of-Funnel BuyersMarketo
Find out how Innotas was able to leverage Captora to understand buyer needs, create campaigns at scale, convert them to leads at the top of the funnel, and then, with the power of Marketo, use that intelligence to turn those leads into customers.
SunGard's Marketing Secrets for Revenue and Sales AlignmentMarketo
Everyone knows that technology by itself can only get you so far – even great software must be paired with business process change and organizational collaboration to yield the greatest possible results. But how do you take a transformational set of marketing goals through to execution and success?
Join Christine Nurnberger, VP of Marketing at SunGard Availability Services, and Cyndie Beckwith, Executive Director of Expert Services at Marketo, to learn about approaches to making the most of an enterprise marketing automation implementation, including how to:
-Optimize processes for revenue generation and sales-marketing alignment
-Make the business case for implementing marketing software
-Partner with your vendor to jointly navigate a framework for project success
Full Funnel Account-Based Marketing: Engaging Key Targeted Accounts EverywhereMarketo
With laser-focused accuracy, Account-Based Marketing drives key accounts through the sales funnel at full-throttle, and helps close deals lickety-split. Join Marketo’s resident ABM experts, Mike Telem and David Myers, to find out how to implement ABM strategy and technology to engage key targeted accounts across all marketing touch points and boost your marketing ROI!
Transformational Marketing: Rethink, Reinvent, Reskill Your Marketing Organiz...Marketo
Marketing executives today face the critical question of how to engage customers in this always-on, noisy, digital world. Check out this presentation created by Marketo's General Manager of Consumer Marketing, Robin Bordoli, to understand how marketing leaders are embracing the seven principles of engagement to build long-term, personalized relationships with their customers.
You will discover how to rethink and reinvent your marketing team to make your company a winner!
A proven way to drive optimal value from your digital ad spend is making sure they are displayed only to relevant, high-yield accounts. This assures your ad budget is spent on the accounts that matter and the ads that they see are more personalized and convert more of these key accounts into qualified leads.
In this presentation, Marketo's targeting titans, Mike Telem and David Myers, will review how to:
- Identify key accounts for top funnel targeting
- Manage named account lists and analyze your top funnel engagement with them
- Target ads at specific accounts and personalize the ads they see
- Boost ad budget ROI and generate highly qualified leads
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing AutomationMarketo
This summer, are you wondering how your small team can turn up the heat and be more effective and efficient at every stage of the funnel? If so, join Marketo's Heidi Bullock, VP of Demand Generation, to discover key strategies and techniques for B2B demand generation marketers.
The Ultimate Conversion: Tying Ad Campaigns to Pipeline & RevenueMarketo
Nowadays, front end metrics such as clicks and click-through-rates (CTR) simply aren't enough to prove your digital ads are driving revenue. View the slides to discover how you can leverage Marketo to truly unveil the direct impact your ad campaigns have on pipeline and revenue.
Discover why Marketo has been voted as the #1 marketing automation platform five years in a row by Salesforce.com users. See for yourself how Marketo leads the pack in:
-Email marketing capabilities that foster personalized relationships
-Advanced analytics to help prove and improve marketing ROI
Marketing management to plan and manage marketing budgets across teams and regions
-Powerful sales insight, including tailor-made applications for Salesforce.com
Print is Not Dead: The Power of Multi-Channel MarketingMarketo
Like many of us, you've probably heard the rumor that print marketing is dead. Well, we think it's time to squash that rumor.
Adding a print component to digital marketing strengthens your campaigns and increases conversion, retention, and sales. Then, when print and promotional marketing are seamlessly automated, you can transform the customer experience by engaging in a 1:1 dialogue that is memorable, tangible, and high-impact.
Join this month's LaunchPoint webinar to find out how Mathnasium uses PrintingForLess.com and Marketo to automate print marketing as part of a national, multi-channel campaign to drive brand awareness and membership.
You'll discover how to:
- Seamlessly automate your print marketing
- Drive customer engagement and action through a more meaningful channel
- Increase sales efficacy by making more timely and relevant sales calls
Marketo Secret Sauce: Modern Marketing Case Study - Matt ZilliMarketo
Matt Zilli, Director of Product Marketing at Marketo, dives into Marketo's "secret sauce" and how to achieve better marketing results in the new digital age.
Engagement Marketing Platform - Matthew ZilliMarketo
Matthew Zilli, Director of Product Marketing at Marketo, discusses the amazing capabilities of Marketo's new Customer Engagement Platform and how to achieve better marketing results.
Customer Engagement Platform: Smarter Marketing for Better Results - Erik RehnMarketo
Erik Rehn, Director of Product Management at Marketo, presents how to use Marketo's Customer Engagement Platform to gain better results thru smarter marketing.
The Survivalist's Guide to Data-Driven MarketingMarketo
In this presentation from Heidi Bullock, VP of Demand Generation at Marketo, she shares how to become more data-driven, forecast more accurately, and determine the right metrics to measure in order to improve your marketing efforts.
Smarter Marketing for Better Results: Marketo's "Secret Sauce" Case Study - C...Marketo
Chandar Pattabhiram, VP of Product and Corporate Marketing at Marketo, dives into Marketo's "secret sauce" and how to achieve better marketing results.
Going beyond social listening with predictive social analyticsViralheat
Most companies have invested in some level of social listening, using social media monitoring tools that capture customers conversations. However, that's typically as far as most companies go generating just a list of conversations without any identifiable business outcomes. Appia and T-Mobile will talk about the future of social media marketing and how they are using Viralheat to predict customer behavior and lead identification. This allows their marketing and sales teams to not only identify hot leads, but also to immediately engage with them and increase the chance of conversion.
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14Lattice Engines
Brian Kardon of Lattice Engines joins Beki Scarbrough for a presentation about predictive lead scoring at Marketo's Marketing Nation Summit. These slides provide an introduction to predictive marketing and an in depth look at CA's journey to transforming its marketing efforts with predictive lead scoring and other marketing technology.
Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and ...Gary DeAsi
(Marketo Marketing Nation Summit, 2014) How to use marketing automation to collect and utilize custom, critical data for your business to multiply engagement levels, conversion rates and ROI with database segmentation and dynamic content, through outbound email, lead nurturing and scoring.
Key Takeaways include:
A) Intelligent database segmentation and targeting with custom fields and custom scoring
B) Utilizing demographic and behavioral data to dictate marketing initiatives and dynamic content, and ensure that every lead you generate will receive the right content, at the right time, throughout every stage of the buyer's journey
C) Building a lead nurturing machine (and "ecosystem") that will work for you to identify and capitalize on key characteristics and behaviors, and move leads down the funnel accordingly, in an automated fashion
D)Concrete action items for Marketo users and marketing leaders on how you can implement all of the above to optimize your funnel, achieve greater results with a lesser investment, and quantify its impact on the bottom line
Customer Engagement Platform - Chandar Pattabhiram & Brian Glover Marketo
Chandar Pattabhiram and Brian Glover from Marketo discuss the amazing capabilities of Marketo's new Customer Engagement Platform and how to achieve better marketing results.
Marketers today hear a lot about the promise of Marketing Automation. But much of what they hear focuses on the conceptual aspects of the technology, leaving marketers unsure exactly how it all works within their daily routine. In this session we'll dig down a few layers and highlight 5 specific use cases that clearly demonstrate the ability of Marketing Automation to drive better results.
This presentation was given by Karl Wirth, Marketo's Director of Product Marketing, at NEDMA's 2014 Marketing Technology Summit.
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
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 AttributionMarketo
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 2021Marketo
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 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
How to Bring Sales and Marketing Together in 2021Marketo
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
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
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 2021Marketo
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 2021Marketo
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 ScalesMarketo
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
Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
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 CowMarketo
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 EngageMarketo
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
37. What Is
Engagement Marketing?
• As individuals
• Based on what they do
• Continuously over time
• Wherever they are
• Directed towards a goal
• With measurable impact
• At speed of digital
Marketo’s marketing is based on the belief that buying has changed forever, and that marketing and sales need to change as well.
Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. If marketing geenrated a “lead”, it made sense to pass it to sales – the buyer expected they had to talk to sales, and the sales rep expected they had to talk to marketing.
But now, there is an explosion of readily available information, and buyer’s are using that to delay engagement with sales – example of buying a car.
This is a recent phenomenon…
When Marketo was founded in 2006, the iPhone didn’t exist, Twitter had not launched, and Facebook was only for college students.
All this data = buyers today are more empowered. The Web provides them with instant information gratification. They can access detailed specs, pricing, and reviews about goods and services 24/7 with a few flicks of their thumbs. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of the experience.
Result: 65-90% of buying process is complete before customer walks into store/branch/dealer, or contacts sales
Requires deep changes in how we market… marketing needs to own much larger portion of the revenue cycle.
That’s how we approached our marketing process at Marketo.
With this change, marketing has the opportunity to seize the day and take a much larger share of revenue – since Marketing is responsible for that 70%. Requires Marketing to think as rigorously about their process as Sales typically thinks about theirs.
Here’s Marketo’s…. Let me explain.
Many names are not yet our friends
Names are NOT leads, don’t call them leads
Majority of leads NOT sales ready. This is OK since human interaction is part of developing the relationship (nurturing). These Lead are recycled back to Target for additional nurturing until Sales Ready.
Sales does one call, and converts if Opp
This is how Marketing gets paid… carry a quota for Opportunity created.
Only Sales can create the opportunities.
[Requires very solid definitions of what is an opp, since people get paid on it – can’t be subjective.]
In traditional marketing, companies needed to rent (or beg) attention from other people’s media. Whether it’s a display ad on a website, a booth at a tradeshow, or an email sent to a third-party list, companies are essentially “renting” attention that someone else built. This can be effective, but it’s also expensive – and become less effective with attention scarcity.
In contrast, with inbound marketing, companies build up their own audience and attract their own attention.
Marketing needs to become like a publisher. Build your own audience and attention.
Examples: superbowl add, regular tradeshow booth = rented attention. Examples of owning: rockstar tour vs tradeshow booth; blog vs traditional PR; our weekly webinar
Map content to the buying stage {keep it short}
This is our TOP of the funnel… what works for us.
$ per target is ONLY program dollars, not people / time.
% opp is the conversion to opp in 12 months…
Index is same as % opp, but scaled to an average one 1
Days is time to opp…
Check boxes show which channels rely on content….clearly important
Need conversion – that’s where personalization comes in
Take a webinar for example. You’ll have the email invites, registration page, reminders, follow-ups, and more. Once the webinar is cloned, simply change the date, title, description and more, and all of the assets in the cloned campaign will be updated in one fell swoop.
… if all they wanted were names, you could give them the phone book.
They want LEADS!
At most companies, only 25% of new targets re sales ready.
At Marketo, our top of the funnel is so wide it’s only 2%!
And it takes 327 days to nurture.. That’s an average… some fast, some for 3 or 4 years! Need to keep in touch.
Need to LISTEN
This is a conversation over time
It listens
It’s segmented to be relevant
Use dynamic content to be EVEN more relevant
Here’s an example of how Marketo created even more relevance.
Topic of interest nurturing: Nurture tracks based on four different topics that we thought our customers were interested in (email, social marketing, marketing automation, and Microsoft Dynamics). We listen for signs that may be interested in this (events attended, web visits, keywords used etc.), and if so assign them to the specific track nurture track.
If they get to the end of that specific track, we put them back to regular until they do something else specific.
Result: Big lift!
More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html
And we score across 3 dimensions. Fit, interest and buying stage.
Fit tells me, am I interested in you.
Interest tells me, are you interested in me.
So they need to be interested in me (or my company), and I need to be interested in them. Actually, this is starting to sound a lot like dating, and that’s because it is. And in dating, timing also plays a role. So, maybe they are locked into another solution. Maybe they don’t have the budget. And this all relates to where they are in the buying stage.
So when we think about passing a lead to sales, we need to look at fit, interest and timing (or buying stage).
… and hurt yoru conversion rate.
Better to BUY the data… we use Reachforce, Builtwith, etc.
Latent behaviors – interest
Active behaviors – subset of behaviors that show real buying intent
Good to think about these 3 dimensions…
But that’s hard to communicate with sales… so we took all 3 and came up with “sort score” calculation to deliver a single # that we can use to communicate with sales.
This was better, since easier communication… but kept the nuance behind the scenes.
This is what it looks like to the SDR or Sales rep inside CRM
SLA process… we can see automatically f Rep updated the lead record or logged an activity… and can follow-up accordingly
Doesn’t end with the customer buying… continues as we deepen and develop relationships.
Once someone is is a customer, the process doesn’t stop… new goals, like cross-sell, advocate, renew….
Each get their own nurture track, own scoring process, etc.
Special nurture streams for each nurture goal
For customers. Scoring is primarily about product interest…
Many marketers are perceived as a cost center.
You can’t expect your organization to place value on something you’re unable to quantify. But when you do use the right metrics and processes, there is nothing more powerful to help marketing earn it’s rightful seat at the revenue table.
Here I show you how Marketo does it.
Let’s talk about measuring what the CXO cares about..
While you may not be doing all this analysis now, you most likely will in their future. [Be sure to focus on this point a lot so you don’t lose them.]
ROI:
First investment – then revenue
Step 1: Important to track all touches
When you add Sara, the CEO, you see a more complete picture
Once you have all the touches, you can spread the revenue out across all the touches…
We do it evenly…. You can debate whether even allocate is best… or if you should weight different things differently (e.g. touches to CXO count more)… but we find that introduces bias and assumption, whereas even is clearly better than just first touch.
Here we see what works for Marketo (over the last 12)…
Explain first 3 columns – again, investment is only program dollars (not people / time).
So inbound good… but also need paid to grow faster than inbound alone
MT Ratio is the ROI…
Given OUR economics as a SaaS business targeting a Customer Acquisition Cost (CAC) ratio of 1, >10 is a great MT Ratio.
… but you also need to look at individual programs… e.g. overall tradeshows have a good average, but some great, others stink… need to drill into individual programs
Remember this?
Understanding the funnel is other key part of revenue analytics
Same funnel, but built into our product
Note Success Path and Detours; Inventory and SLAs
Google Analytics for Revenue
Explain the four key metrics: balance, flow, conversion, velocity
Here are out actual metrics…
Focus on the very low conversion from MQL to SQL… since we are lose about MQL definition and don’t want to miss any deals…. But strict about what we pass to sales.
We want that 75% SQL to Opp, since you want sales to value marketing leads… if it goes below 50%, sales doesn’t jump on SQLs as fast.