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Marketing Automation
The document discusses the importance of marketing automation for optimizing multi-channel campaigns and lead management to enhance operational efficiency and revenue growth. Key features of marketing automation include targeted email marketing, behavior tracking, and CRM integration, all aimed at creating meaningful customer interactions. It also highlights lessons learned from adopting marketing automation, emphasizing the need for alignment between sales and marketing, and the critical role of relevant content in engaging potential customers.
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Marketing Automation
- 1. MARKETING AUTOMATION JUSTIN COX,MAGNET 360 JON MILLER, MARKETO EVAN STANELLE, DELUXE
- 2. BECOMING A CUSTOMERCOMPANY
- 3. MARKETING AUTOMATION JOURNEY •Coordinated,optimized, multi-channel campaigns •Sophisticated lead management across revenue cycle •Disciplined multi-touch ROI measurement •More sophisticated segmentation •Lead nurturing and scoring •Integrated Marketing and Sales process •ROI and revenue impact measurement •Manual campaigns •Basic lead management •Sales and Marketing remain in silos •Operational Marketing metrics only •Low targeting •Immature Sales and Marketing alignment •Limited Marketing ROI measurement
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- 6. How Marketing AutomationHelps You Become a Customer Company
- 7. #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
- 8. #RevEngine @jonmiller Today’s Topics •What is Marketing Automation? • Common Features in Marketing Automation • Becoming a Customer Company: • Conversations • Relevance • Prioritize Interest • Measure ROI
- 9. #RevEngine @jonmiller What IsMarketing Automation?
- 10. #RevEngine @jonmiller Marketing automationis a • Technology that streamlines and automates marketing tasks • so companies can • increase operational efficiency and • grow revenue faster
- 11. #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
- 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
- 29. #RevEngine @jonmiller Becoming aCustomer Company Conversations Relevance Prioritize Interest Measure ROI
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- 34. #RevEngine @jonmiller OK, whyaren’t more marketers doing this?
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- 38. #RevEngine @jonmiller This #%@&is way too complicated.
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- 41. #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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- 46. #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
- 47. #RevEngine @jonmiller Example: Topicof Interest Triggers • Attends event • Downloads content • Click email • Fills out form • Score is changed
- 48. #RevEngine @jonmiller Standard NurtureTriggered Interests Lift Open % 21.7% Open % 34.0% 57% Click to Open % 23.4% Click to Open % 37.1% 59% Click % 5.1% Click % 12.6% 147%
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- 50. #RevEngine @jonmiller ESPs OnlyTrack Email Behaviors For sophisticated targeting rely on technical databases and complex queries.
- 51. #RevEngine @jonmiller But I’ma Marketer, not a Programmer! I can do this myself! No trips to see IT – yay!
- 52. #RevEngine @jonmiller Score andPrioritize Interest
- 53. #RevEngine @jonmiller Scoring Defined Methodologyfor ranking potential customers in terms of readiness to purchase. Nurture Nurture DisqualifyPromotional Offer Pass to Sales Fit Interest Buying Intent
- 54. #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 Get The “Definitive Guide to Lead Scoring” http://marketo.com/DG2LS
- 55. #RevEngine @jonmiller Stars andFlames show priority Full list of Interesting Moments
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- 58. #RevEngine @jonmiller Accurately Tracking“Investment” vs. Budget
- 59. #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
- 60. #RevEngine @jonmiller Track AllTouches Across People Screenshot: Marketo Revenue Cycle Analytics
- 61. #RevEngine @jonmiller What GeneratesPipeline for Marketo? Source: Marketo Revenue Cycle Analytics, July 2013 Program Channel Investment (FT) Pipeline (MT) Pipeline (MT) Ratio % > (MT) 5 Paid Email & PPC $2,211,711 $16,418,415 $15,824,538 7.2 52% Tradeshow $690,891 $5,212,372 $4,255,814 6.2 46% Webinar $292,074 $4,404,377 $7,684,498 26.3 79% Micro-Event $291,515 $474,828 $1,651,260 5.7 38% Roadshow $270,119 $686,697 $941,846 3.5 39% Content Syndication $217,155 $805,002 $580,268 2.7 29% Virtual Tradeshow $153,625 $550,672 $814,693 5.3 38% Sponsorship $53,618 $675,879 $337,153 6.3 67% Direct Mail $19,825 $- $233,303 11.8 50% Grand Total $4,292,153 $31,587,162 $32,823,975 7.6 52%
- 62. #RevEngine @jonmiller Revenue CycleModeler Screenshot: Marketo Revenue Cycle Analytics
- 63. #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
- 64. #RevEngine @jonmiller Marketing Forecasts GetThe “Definitive Guide to Marketing Metrics & ROI” http://marketo.com/DG2MM
- 65. Everything you ever wantedto know (and then some) about marketing automation
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- 67. #RevEngine @jonmiller Why Marketo? •Easy • Powerful • Complete
- 68. Questions? Jon Miller @jonmiller Subscribe toblog.marketo.com
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- 70. Becoming a CustomerCompany: The Deluxe Marketing Automation Journey Presented By: Evan Stanelle July 17, 2013
- 71. Evan Stanelle, AnalyticsDirector 71 • Green Bay Packer Fan Living in Shoreview, MN • Returned Peace Corps Volunteer • Lived in San Diego, CA for 8 years • Graduate degrees: Mathematical Statistics Cognitive Psychology • Proud parent of four random generators
- 72. Deluxe Story Line History •~100 Years Old • ~5,000 FI Clients • $1.3 million personal check sales per day Situation • Been investing in new growth for last decade • We do not have a choice but to adapt • Cross-sell critical to our future
- 73. The B2B Story Thenew buyer has unleashed a tsunami
- 74. Marketing: Art orScience? 74
- 75. Deluxe Marketing AutomationJourney 75 Business Case Change Mgmt Alignment Buy Cycle Lead Management SFDC Marketo Right Content Right Person Right Time
- 76. Strategy & People 76 Doesyour marketing process look like this? Lessons Learned: 1) At first, a case for productivity gains will be easier than a case for ROI 2) Give employees a development opportunity
- 77. Process: Alignment &Definitions 77 Marketing Sales (Note: these groups don’t always get along.)
- 78. Process: Alignment &Definitions 78
- 79. Process: Alignment &Definitions 79 Lessons Learned: 1) When you invest in marketing automation, you get a method with it. 2) Share accountability – you are an extension of sales since you will be tied to revenue as well.
- 80. Technology 80 The B2B relationshipstill exists…. …but the non-verbals of buying interest have become digital and contribute to 50% or more of the decision making process.
- 81. Technology 81 Lessons Learned: 1) Mid-funnelis hardest to get right 2) Strategy as much as a tactic 3) Critical mass critical to change
- 82. Content & Results 82 Iscontent really king? “Content isn’t king – it’s a wild beast.” -IDC “The shine will come off content marketing… because there will be execution problems” -MLC
- 83. Content & Results 83 LessonsLearned: 1) Key to managing the content beast 2) Key to measuring success 3) Perception will still be granted to SFDC
- 84. It’s A RevolutionBefore An Evolution 84 Business Case Change Mgmt Alignment Buy Cycle Lead Management SFDC Marketo Right Content Right Person Right Time
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