The document discusses how Marketo helps companies improve their marketing efforts through better alignment between sales and marketing, increased scale of campaigns, and deeper insights into lead behavior. It provides a case study of how Marketo helped Egencia achieve these benefits, including better alignment between teams, the ability to quickly build large campaigns, and insights into which programs drive the best leads and how leads move through the sales funnel. The document advocates that by mapping customers' journeys and guiding them through effective nurturing, marketers can transform their role from a cost center to a driver of revenue.
Digital Marketing Bootcamp - Evaluating Marketing AutomationMarketo
Check out this on-demand digital marketing bootcamp with Marketo's Michael Berger for a deep dive into marketing automation and the tools you'll need to make the evaluation process easier!
Join Marketo’s lead nurturing experts, Mike Telem and David Myers, to discover how you can leverage lead nurturing concepts online to nurture your top funnel website visitors and turn them into qualified leads!
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
Nailing Executive Reporting: Behind the Scenes with BackOffice AssociatesMarketo
How are you managing your budget? And more importantly, can you defend it? View the slides to learn how Marketo customer, BackOffice Associates, successfully leveraged Marketo's Marketing Analytics and went from disjointed spreadsheets and questionable numbers to confident executive reporting.
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!
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.
Digital Marketing Bootcamp - Evaluating Marketing AutomationMarketo
Check out this on-demand digital marketing bootcamp with Marketo's Michael Berger for a deep dive into marketing automation and the tools you'll need to make the evaluation process easier!
Join Marketo’s lead nurturing experts, Mike Telem and David Myers, to discover how you can leverage lead nurturing concepts online to nurture your top funnel website visitors and turn them into qualified leads!
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
Nailing Executive Reporting: Behind the Scenes with BackOffice AssociatesMarketo
How are you managing your budget? And more importantly, can you defend it? View the slides to learn how Marketo customer, BackOffice Associates, successfully leveraged Marketo's Marketing Analytics and went from disjointed spreadsheets and questionable numbers to confident executive reporting.
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!
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.
Panasonic: Perfecting the Art and Science of Engagement MarketingMarketo
In today’s digital world, the challenge for every marketer has evolved from merely capturing the attention of people, to creating powerful, sustained interactions that result in a loyal customer base. Join us for a webinar with Marketo and Panasonic Corporation to learn how an engagement marketing strategy can serve as a key competitive advantage and drive higher return on marketing investments.
Marketo@Marketo: How We Do What We Do (Part I)Marketo
Ever wonder how marketers at Marketo use the Marketo platform and various applications to drive demand, cross-functional collaboration, and data insights? Watch this on-demand webinar to see real live use cases and best practices from Marketo Users just like YOU.
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
Marketo Ad Bridge: The Future of Ad Retargeting is HereMarketo
Do you realize that, on average, almost a quarter of digital marketing budgets is spent on ads? Unfortunately, more than 95% of visitors that are paid to come to your site from ads, may never convert.
To enable marketers to get more out of their ad budgets, Marketo came up with Marketo Ad Bridge. This new tool helps you target the right audience with your ads and make them personalized per audience. In this webinar we will focus on personalized retargeting ads with both Google and Facebook. You'll learn:
- How personalized retargeting ads work
- The ROI you can expect to see - hint: a very good one :-)
- Great use cases and examples
- How you can get started, fast
In a world where one-to-one personalization and individual relationships are a necessity to ensure marketing campaigns drive action, Marketo's new Dialog Edition enables marketers to respond to a wide variety of individual behaviors in real-time with personalized content, dramatically increased click-through rates, engagement, revenue, and ROI.
Watch this demo to discover how Dialog can help you:
- Evolve from manual to automated campaigns
- Automatically trigger personalized emails based on behavior
- Move from static lists to a "smart" database of demographic and behavioral information that exists inside the Dialog Edition
- Create campaigns across channels
- Measure real engagement and impact using advanced analytics
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!
Check out this presentation by Marketo experts to discover how you can earn your seat at the revenue table and increase your share of the budget next year!
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
The 5 Secrets of Mobilizing an Advocate ArmyMarketo
The 5 Secrets of Mobilizing an Advocate Army
Buyers no longer depend on sales and marketing messages alone to make their purchasing decisions. They want to hear from other customers who have gone before them. So how do you identify and organize your customers to act as advocates for your product? Rather than expecting your customers to provide a testimonial whenever you need one, a strategy is required to build interactive, two-way conversations and real, reciprocal relationships with your advocates.
Listen in as an all-star lineup discusses strategies for mobilizing your own advocate army. You will learn:
-What customer advocacy is
-How to identify customer advocates
-How to build reciprocal relationships with advocates
-How Influitive's advocacy marketing expertise and --Marketo's marketing platform work together to effectively mobilize an advocate army
Selecting a Marketing Automation Solution that ScalesMarketo
Searching for a marketing automation platform that ensures extensibility without sacrificing functionality? With all of the solutions on the market today, it’s critical to find a partner with the platform and expertise to see your organization into the future.
Join Chris Pooley, Principal Solutions Architect, Enterprise at Marketo, to learn what criteria you should be evaluating to identify the solution that will equip your marketing team to be successful. Attend to learn how Marketo’s Engagement Marketing Platform:
- Leverages complex business objects and relationships to drive relevant, personalized engagement
- Listens and immediately reacts to key interactions with your customers
- Powers your organization's digital objectives now and into the future
Growth with Account-Based Marketing:The Story of SchoolDudeMarketo
This presentation shows how SchoolDude, the nation's leading education platform of cloud solutions for schools and universities, dramatically grew their marketing outreach and substantially improved their overall marketing ROI with Account-Based Marketing.
Integrated Demand Generation: Top Tips for Marketers Who Need to Do it AllMarketo
Demand generation is not for the faint of heart. Integrated marketing is even harder – being able to efficiently create, execute, and optimize demand gen programs across multiple channels that stay aligned with business strategy, and prove their ROI is tough work. This session will provide actionable tips and strategies that you’ll be able to immediately implement to optimize both the inbound and outbound programs in your demand generation mix. Find out how to work cross channel, leverage social marketing, and develop a framework to evaluate all your marketing programs.
Panasonic: Perfecting the Art and Science of Engagement MarketingMarketo
In today’s digital world, the challenge for every marketer has evolved from merely capturing the attention of people, to creating powerful, sustained interactions that result in a loyal customer base. Join us for a webinar with Marketo and Panasonic Corporation to learn how an engagement marketing strategy can serve as a key competitive advantage and drive higher return on marketing investments.
Marketo@Marketo: How We Do What We Do (Part I)Marketo
Ever wonder how marketers at Marketo use the Marketo platform and various applications to drive demand, cross-functional collaboration, and data insights? Watch this on-demand webinar to see real live use cases and best practices from Marketo Users just like YOU.
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
Marketo Ad Bridge: The Future of Ad Retargeting is HereMarketo
Do you realize that, on average, almost a quarter of digital marketing budgets is spent on ads? Unfortunately, more than 95% of visitors that are paid to come to your site from ads, may never convert.
To enable marketers to get more out of their ad budgets, Marketo came up with Marketo Ad Bridge. This new tool helps you target the right audience with your ads and make them personalized per audience. In this webinar we will focus on personalized retargeting ads with both Google and Facebook. You'll learn:
- How personalized retargeting ads work
- The ROI you can expect to see - hint: a very good one :-)
- Great use cases and examples
- How you can get started, fast
In a world where one-to-one personalization and individual relationships are a necessity to ensure marketing campaigns drive action, Marketo's new Dialog Edition enables marketers to respond to a wide variety of individual behaviors in real-time with personalized content, dramatically increased click-through rates, engagement, revenue, and ROI.
Watch this demo to discover how Dialog can help you:
- Evolve from manual to automated campaigns
- Automatically trigger personalized emails based on behavior
- Move from static lists to a "smart" database of demographic and behavioral information that exists inside the Dialog Edition
- Create campaigns across channels
- Measure real engagement and impact using advanced analytics
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!
Check out this presentation by Marketo experts to discover how you can earn your seat at the revenue table and increase your share of the budget next year!
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
The 5 Secrets of Mobilizing an Advocate ArmyMarketo
The 5 Secrets of Mobilizing an Advocate Army
Buyers no longer depend on sales and marketing messages alone to make their purchasing decisions. They want to hear from other customers who have gone before them. So how do you identify and organize your customers to act as advocates for your product? Rather than expecting your customers to provide a testimonial whenever you need one, a strategy is required to build interactive, two-way conversations and real, reciprocal relationships with your advocates.
Listen in as an all-star lineup discusses strategies for mobilizing your own advocate army. You will learn:
-What customer advocacy is
-How to identify customer advocates
-How to build reciprocal relationships with advocates
-How Influitive's advocacy marketing expertise and --Marketo's marketing platform work together to effectively mobilize an advocate army
Selecting a Marketing Automation Solution that ScalesMarketo
Searching for a marketing automation platform that ensures extensibility without sacrificing functionality? With all of the solutions on the market today, it’s critical to find a partner with the platform and expertise to see your organization into the future.
Join Chris Pooley, Principal Solutions Architect, Enterprise at Marketo, to learn what criteria you should be evaluating to identify the solution that will equip your marketing team to be successful. Attend to learn how Marketo’s Engagement Marketing Platform:
- Leverages complex business objects and relationships to drive relevant, personalized engagement
- Listens and immediately reacts to key interactions with your customers
- Powers your organization's digital objectives now and into the future
Growth with Account-Based Marketing:The Story of SchoolDudeMarketo
This presentation shows how SchoolDude, the nation's leading education platform of cloud solutions for schools and universities, dramatically grew their marketing outreach and substantially improved their overall marketing ROI with Account-Based Marketing.
Integrated Demand Generation: Top Tips for Marketers Who Need to Do it AllMarketo
Demand generation is not for the faint of heart. Integrated marketing is even harder – being able to efficiently create, execute, and optimize demand gen programs across multiple channels that stay aligned with business strategy, and prove their ROI is tough work. This session will provide actionable tips and strategies that you’ll be able to immediately implement to optimize both the inbound and outbound programs in your demand generation mix. Find out how to work cross channel, leverage social marketing, and develop a framework to evaluate all your marketing programs.
Comic Zeal Comic Reader es una de las mejores aplicaciones para leer cómics y manga, permitiendo la lectura inversa que requiere este genero.
Comic Zeal permite leer comic en los formatos de archivo más comunes para comic como cbz, cbr, zip, rar y PDF. Una de las características más apreciadas en esta aplicación es la capacidad para organizar nuestros comics en carpetas, añadirles etiquetas y ordenarlos por distintos criterios de cara a su visualización y recuperación.
IPMS experience sharing workshop: Cattle fattening group reportILRI
During the recent (June 3-4, 2011) IPMS experience sharing workshop on market-oriented smallholder development, participants formed groups to discuss specific value chains. For each, the examined issues of targeting, production interventions, input supply interventions, processing and marketing, lessons learned and challenges. This slidecast has the audio report from the group to plenary.
Podrás ver una lista de los mejores drones del mercado a precios muy muy competitivos y económicos.
Son del fabricante Yuneec, calidad 4K y estabilización 100%
The zeitgeist of all tech, all the time is changing the dynamics of business. With so many options in constant upgrading motion, it is hard to keep up, let alone understand how to incorporate these new tools into trade. For most of us, the reaction is: “that’s cool – now what?” We may be able to adopt these new and increasingly user-friendly tools but we lack the innate ability to naturally incorporate new devices into our daily grind. We have to think about it, much like a second language that one can master, but which will never be inherent.
Check out the August issue of the Las Vegas Chamber of Commerce Voice to learn more.
Like this month’s cover? You can watch the behind the scenes video on our YouTube channel: http://t.co/FoLJ8FW
Portfolio in brief about Aeonex Group. This presentation is basically used to display in public gathering or events to give people idea about our activities and what types of services are being provided by Aeonex.
A quienes que con su constante dedicación a esta profesión
aplican novedosas estrategias y métodos para
dirigir, medir y controlar organizaciones con
un enfoque de sistemas, orientado a mejorar
y, lograr satisfacer las necesidades
a una economía en beneficio social.
Annual empirical study on status quo and trends in communication management and public relations in Europe. Conducted by renowned European universities within the framework of EUPRERA, led by Prof Ansgar Zerfass, U of Leipzig, Germany. Download the PDF and other editions of this annual survey at http://www.communicationmonitor.eu
You’ve heard the buzz about marketing automation and how it can help maximize your marketing efforts. But do you really grasp its full potential? Get the inside scoop from Jon Miller (@jonmiller), VP Marketing and co-founder at Marketo, the leading marketing automation solution. He is a speaker and writer about marketing best practices, and is the author of multiple books including The Definitive Guides to Marketing Automation, Engaging Email Marketing, and Marketing Metrics & Analytics.
In this presentation, Jon shares an up-close and exciting look into the content marketing, lead generation, and marketing automation strategies that are driving Marketo’s growth, including:
Key trends driving marketing automation
Designing programs to be measurable
Key lessons to improve your performance, profitability, and credibility with marketing metrics and analytics
How the experts at Marketo do it themselves, including actual examples of how Marketo’s smart and innovative programs produce eye-popping results, such as:
147% increase in nurture email click rates
50% gain in marketing qualified leads at 33% less cost per lead
40% improvement in sales productivity
BMA Phoenix is thrilled to welcome Jon to the Valley and to offer this unique opportunity for our members and friends to learn from a renowned leader in marketing automation, metrics and analytics.
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.
Lead Generation in the Age of the Self-Directed BuyerMarketo
Today, your buyers are more likely than ever to ignore your lead gen efforts, research your product on their own, and reach out to you once they’re already ready to buy. In this climate, what does it take to run an effective lead generation program?
Join Jon Miller, VP Marketing and co-founder at Marketo, to discuss this important issue that can make or break Marketing’s credibility. You’ll learn:
• The latest technologies that are transforming lead generation practices
• Methodologies for increasing conversion rates
• The right metrics by which to measure, test, and optimize your lead generation campaigns
• How and why to map out your lead’s buying journey, including hand-off to sales
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.
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.
Demand Generation for Marketers That Have to do it All - Heidi BullockMarketo
Heidi Bullock, VP of Demand Generation for Marketo, presents how to achieve better demand gen results through smarter marketing and how to analyze the performance of your marketing campaigns with the metrics that matter most.
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 - 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.
Similar to Smarter Marketing for Better Results - Michael Berger (20)
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.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
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How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
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 session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
Case study of how Marketo using Marketo to drive our business.
One of the fastest growing software companies of all time. So doing something right.
Showing examples of our actual campaigns.
Marketo’s success is based on a philosophy, based on a belief that the way digitally empowered people buy products has changed dramatically. And therefore we need to change the way we need to market and sell to these buyers must also change.
And this should be pretty obvious to us. Just think about how you bought a car 10 or 15 years ago…
I am always blown away by the fact that Google was founded 7 years AFTER I graduated college. And before anyone starts cracking jokes, I’m not really THAT old.
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.
In this world, it made perfect sense for marketing to pass all leads over to sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. Traditional marketing, characterized by Mad Men-style marketing, grew up in this era.
Google founded 7 years AFTER graduation.
Seattle hotels search on Google – (102M results in .39 seconds)
Pace of change – busy signal
If you look across all sorts of studies, you’ll find that people today are somewhere between 50 and 90% done with their buying process before they want to engage with a salesperson. They have so much access to information, that they are actively resisting sales interactions until they feel they have equal information to what the sales person has.
1,500 customers from 22 large B2B companies.
Marketing needs to step up and “own” that 2/3 of the buyer’s journey.
One thing that successful sales organizations have historically done well is break up the sales process into stages, and they often have the technology and sales process to do this – and often it is within the CRM system. They can then say “for my opportunities, I need this many at each stage in order to reach my desired outcome.
And since marketing is now responsible for a bigger portion of the revenue cycle, it’s important that marketing applies the same rigor to defining our stages of the revenue cycle that sales does for theirs.
awareness, which is all about building our brand. And we do that with content, not with broadly targeted and expensive advertising. And I will show you how we do that.
The next step is engaged. Someone who is engaged is in our database and has had a meaningful interaction with us.
The target stage represents someone who is engaged and who is also a potential customer - the right kind of person at the right kind of company.
That target number is the first metric that we really care about. We don’t report on names that much, but we care about targets, because it tells us whether or not our marketing efforts are attracting potential customers, and not just names.
But when you have hundreds of thousands, or many millions (and we have many customers with tens of millions of names in their db) of names in your db, and if you don’t have the right technology to manage this process, it ends up being like Lucille Ball in chocolate factory. When they move slow, all is good, but when the conveyor belt speeds up, it becomes a mess.
Your buyer journey may look different.
For example, here is the journey for one of our B2C customers, curves, and you can see here that they are driving potential customers to an in –person appointment, because if they get someone in the door, there’s a great chance that they’ll convert to a customer.
Let’s talk about TOFU. I mentioned that we really focus on content to build awareness for our brand.
In a world where info was scarce, it was easy for people to pay attention to what marketers had to say.
But with so much information available, that attention is pretty much gone.
Most marketing that evolved from the Mad Men era is all about renting the attention that someone else has built. The superbowl is a perfect example. They get all these people to watch the game, and they rent out people’s attention in 30 second slots for $4.5 M
An ad on the side of a website is rented attention. Even a booth at a tradeshow.
In the age of info abundance, Renting attention becoming less and less effective, and harder to do well. So what marketers need to, is to own your own attention, and that means publishing your own content.
Blog before code - 100,000 people every month who read it. $10K per shot to reach a similarly sized and similarly qualified audience.
This event is another good example. Instead of doing many tradeshows…
Here’s a screenshot from our RCA…actual data.
Shows how many targets…etc.
7 of 12 of the channels rely on content as the core driver for capturing new targets.
Owned attention, at its core, is all about content. We think about content in terms of 3 different stages, early mid and late stage, and this framework is really important for our process.
Early stage content is going to be educational or entertaining – goal is to go broad and wide, have people share it, never gated.
Now mid-stage content we create to help a buyer find us when they happen to be looking for marketing software. To help them with their buying process - we always gate this content, because if you’re looking for that sort of information, we want to talk to you.
And late stage content is all about us. Now, at many companies the majority of content is late stage. For us, the pyramid goes the other way. This content is what will help someone learn more about US and either help them make a decision or reaffirm their decision – not gated, because frankly, if you want to learn more about us, we don’t want to get in your way
So the top of funnel is great at generating awareness, but we want more than just awareness. We want potential buyers.
But it isn’t that simple, because…
Because like in dating, the relationship needs to be nurtured before they are ready to buy from you.
This data is from RainToday. It’s a few years old, but it’s still very relevant. And this data is across many companies, not just Marketo.
What it shows is when you generate a target, what’s the likely disposition of those targets. And on average, 25% are sales ready, 50% need more nurturing, and 25% are essentially junk. So that’s what the averages are.
But if you look at Marketo, because are top of funnel is so wide and so broad, only 2% of our new targets become leads in the first 30 days.
So we have to take 98% of these new targets that we’re spending money to acquire, and keep in touch with them over time. And the average time it takes to get them back to win-ready is 327 days, and that’s just an average. In some cases we have to nurture them for 2 or 3 years before they are ready to buy.
And if you don’t have a good process for nurturing, these targets leak out of the funnel, and the money you spent to acquire them is effectively wasted.
So lead nurturing is a really important idea, and is central to everything we do at marketo.
Key is engaging conversation. If it isn’t engaging, people are going to tune out.
Anyone get weekly promotions or content that you just don’t care about? I know I do.
Instead of a conversation, it feels like one-way communication that gets really annoying.
The problem is that too many marketers think of their marketing like a gumball machine – put a quarter in, get a candy…
put a campaign in, get responses.
But that’s not how customers think of it – they see each communication as part of a broader relationship.
So what is an engaging conversation?
Relevance…
Relevance starts with segmentation. At Marketo, we do it across 2 primary dimensions..
One dimension we use is the buying stage, which maps really well to our overall revenue model, both to the high level funnel stages, TOFU, MOFU and BOFU, and also happens to map to the way we segment our content, EARLY, MID, LATE and CUSTOMER.
The other dimension is the buying profile, which we typically define by personas.
Now, that’s the way we segment, which is very typical of a B2B company. But the same framework works for other types of companies. For example, here’s how one of our customers, a mortgage company, segments their audience.
And then in Marketo we build conversations that are relevant across the segmentations we’ve built. We do this using CEE.
Easy to drag and drop content into a conversation, and system delivers it to the right person at the right time
It is is relevant because it is targeted at a particular individual based on where they are in the journey, and who they are.
The more precisely you segment your audience, the more targeted the message.
Which means they are more relevant.
In the steams I showed you before, we are placing people in the stream based on who they are and where they are in their journey, but how do we stay relevant.
At various stages of the journey, what is relevant is going to change.
So our segmentations up to now have been based on what WE THINK will be interesting to a buyer.
Now, Marketo is constantly listening for behaviors. In fact, we tracked billions of them in 2013 across our base.
By listening to their behaviors, we can tell what THEY ACTUALLY are interested in, and the system will automatically move them into the most relevant stream based on their behaviors.
And this is true for both B2B, B2C as well as B2B2C, because in all cases, we’re marketing and selling to people, and knowing what they are interested in helps us be relevant.
So the results of using behaviors in order to increase relevance are pretty compelling. Here are email engagement statistics for standard nurture versus nurture triggered by behaviors to determine interest. You can see there is almost a 60% lift in terms of open and click to open rates.
And there’s a huge lift for click rate, which is a much more meaningful conversion rate than the open rate, assuming of course there is a call to action in the email. For click rate, we saw around a 150% lift, or 2.5 times better performance compared to the click rate of the standard nurture.
Business As Usual (BAU) Email TrendsThe quarterly analysis is compiled from 7.0 billion emails sent by Epsilon in October, November and December 2013 across multiple industries and approximately 140 participating clients. The analysis combines data from Epsilon’s proprietary platforms.
Triggered Message Email Trends Triggered message benchmarks are compiled from more than 297 million triggered emails sent by Epsilon in Q4 2013 across multiple industries. Results track campaigns deployed as a result of an action or trigger such as Welcome, Abandon Shopping Cart, Thank You and Anniversary.
Now that we’ve built a relationship, and trust, how do we know when someone is ready to buy?
That’s where measuring interest (also called scoring) comes in.
So let’s talk about interests. That’s where we turn to behaviors, because your actions speak much louder than words.
So we look at what emails you click, what web pages you visit, what events you attend, and more.
There are a specific set of behaviors that have been shown to highly correlate with buying intent, things like going to our pricing pages, or filling out a form to watch a detailed demo. So if you want to be guaranteed to get an SDR from someone at Marketo, go to our website, watch the detailed demo and then visit our pricing page, and then be prepared for a phone call or email.
And we score across 3 dimensions. Fit, interest and where they are in their buying journey.
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).
Okay, now that we have a lead, we need to get it to the sales team in a way that is easily digestible. So we have a sales intelligence tool called Marketo Sales Insight that lives natively within the CRM. We use SFDC. And it essentially provides the sales reps with a prioritized list of leads, with their best bets on top…which is why we call this the best bets list. The more stars and flames a lead has, the higher the quality. Stars measure relative lead score, and the flames is a measure of how quickly the score increased over time, which is essentially telling the rep how “hot” the lead is. So a lead with a very high score that has been doing a lot of research on the website over the past few days is someone that is likely to show up very high on their list.
Once people buy, our job as marketers doesn’t end. So let’s talk about what happens after the sale.
One thing that successful sales organizations have historically done well is break up the sales process into stages, and they often have the technology and sales process to do this – and often it is within the CRM system. They can then say “for my opportunities, I need this many at each stage in order to reach my desired outcome.
And since marketing is now responsible for a bigger portion of the revenue cycle, it’s important that marketing applies the same rigor to defining our stages of the revenue cycle that sales does for theirs.
And this is the revenue cycle we use at Marketo, broken into 3 buckets, starting with TOFU, where leads enter the funnel, MOFU is middle of funnel, where the focus is on marketing getting leads ready to have a conversation with sales, and BOFU is bottom of funnel, once sales is engaged.
This is central to everything we do at Marketo. In fact, define these stages rigorously in alignment with sales was the #1 most important thing we did in building our revenue process at Marketo.
First stage is awareness, which is all about building our brand. And we do that with content, not with broadly targeted and expensive advertising. And I will show you how we do that.
The red line is when people enter our database, when we have their contact information. This is where semantics really matter. These people are NOT leads. To a sales person, a lead means something. The CRM systems, and a lot of “lead” vendors get really pumped up when they call these leads.
Now, when someone throws their business card in your bowl at a tradeshow, or downloads a white paper, doesn’t mean their a lead. They are just a name. Many aren’t interested, and never will be interested in buying from you.
And the semantics here are really important, because if marketers call these leads, and they aren’t what sales people consider leads, you don’t have alignment. They aren’t leads, they are names.
The next step is engaged. Someone who is engaged is in our database and has had a meaningful interaction with us.
So they threw their card in the bowl at the tradeshow, but that could have been because they wanted to win an iPad. And they may not even remember throwing their card in when they get home. But let’s say they then respond to a follow-up campaign. Now they aren’t just a name. They’re engaged. And now they know they are in the Marketo database…but they still may not be qualified.
The target stage represents someone who is engaged and who is also a potential customer - the right kind of person at the right kind of company. Not a student doing research, or a job seeker looking for a new role.
That target number is the first metric that we really care about. We don’t report on names that much, but we care about targets, because it tells us whether or not our marketing efforts are attracting potential customers, and not just names.
Now, again, semantics matter…targets are not leads. They are just qualified potential customers. So we need to keep in touch with these people over time until they’re actually ready to become customers. This is the process of nurturing, which we’ll talk about.
And then, when they show sufficient buying signs, behaviors that indicate that they’re ready to have a conversation with a sales person, their score gets to 100 points, and at this point we call them a lead, or a MQL, and we pass them to a sales development rep, an inside sales person who calls and qualifies the lead.
There are some interesting economics here. The cost of a false positive, identifying someone as a lead that isn’t really yet a lead, is relatively low – the cost of an additional phone call. But the cost of a false negative, not identifying someone who actually is a lead, is really expensive. Because of this, you want to have a relatively loose definition of a lead, which means that a significant chunk of leads aren’t yet ready to buy and get recycled for additional nurturing.
Now, having the SDR’s call even when someone isn’t quite ready to buy isn’t a bad thing, because the human touch is actually a part of the overall nurturing process. Lead nurturing isn’t exclusively the job of email or any one channel.
Now, about 5 to 10% of them do get qualified as being in an active buying cycle, are deemed sales ready (looking to make a purchase in the next 6 months), and get passed to our sales team (an AE) as a sales lead.
The sales rep at that point has 1 week to determine whether or not an opportunity exists.
And if they believe an opp exists, they enter the opp in the CRM. Marketing doesn’t do it, the SDR doesn’t do it. Only the sales rep created the opp, and that’s important that they do it, because that is how marketers at marketo get paid. Marketing carries a quota. Not for closed business, but for the number of opps created by our customers, i.e. sales.
Now, this means that If marketing hits their quota, there should be enough pipeline for sales to hit their quota…and this system of checks and balances is we build very tight alignment between marketing and sales at Marketo.
So that’s what the high level process looks like. Now let’s go back to the beginning and talk about some of the specific campaigns and metrics that we use along the way.
So that’s what our end to end revenue cycle looks like, and I am going to talk more about how we market at each of these stages. And by the way, I should mention that where this process really matters is when you’re talking about marketing at scale. If you have a few hundred, or even a few thousand people in your database, you can likely get by without such a clearly defined process, along with the technology to bring it to life, which in our case is marketing automation, and to no one’s surprise, we use Marketo. But when you have hundreds of thousands, or many millions (and we have many customers with tens of millions of names in their db) of names in your db, and if you don’t have the right technology to manage this process, it ends up being like Lucille Ball in chocolate factory. When they move slow, all is good, but when the conveyor belt speeds up, it becomes a mess.
Special nurture streams for each nurture goal
One example of a goal is upsell/cross sell. One of Marketo’s customers, Dropcam, uses Marketo specifically for this purpose. Dropcam sells small video cameras that record directly to the cloud. They have customers who record different amounts of video in the cloud and access it with varying frequencies. They want to upsell a certain set of those customers to a better subscription, and they want to focus on the customers most likely to take advantage of that plan. So they capture this data in marketo and use it to automate their upsell marketing.
But of course, probably the most important thing is knowing whether or not the campaigns you were putting your marketing dollars into worked or not. And that obviously lets you make good decisions on how to spend future dollars in order to continually optimize your marketing efforts, and accelerate revenue at a faster pace.
So let’s talk about revenue analytics.
Biggest CMO pain point is not being able PROVE the impact that marketing was having on revenue. They can measure engagement in individual campaigns.
When revenue and forecasting is being discussed at a board meeting, it’s sales, and not marketing doing most of the talking.
CMO’s sick of being 2nd class citizens. Wanted a seat at the revenue table.
Marketing now owns 50% to 80% of the revenue cycle, they should have an equal voice in revenue discussions, and Marketo helps provide marketing with the data they need to have this voice.
But you know, marketing measurement is hard. And it’s hard for a number of reasons. First of all, people who buy Marketo don’t simply respond to one of our marketing campaigns and then buy. Rather, it’s a journey where, on average, they are responding to 7 different campaigns. So maybe they come in via a tradeshow, then download a definitive guide, then watch a webinar, and so on. It takes 7 campaign successes before a purchase is typically made.
Now, the way the CRM works when measuring marketing success is it ties all revenue from a win back to the source campaign, which means that the first touch gets all the credit for the revenue. This worked great in the age of information scarcity, because as soon as a lead was generated by that campaign, it was tossed over the fence to sales. But we don’t live in that world anymore. In today’s world, those other 6 marketing touch points along that buyer journey may have had as much or more influence on a purchase decision as compared to the source campaign. So taking those other touch points into consideration when measuring campaign performance can be hard.
Further complicating mattes is that there isn’t often just a single buyer. So what if you have two buyers, and both come into the process at different times, through different marketing campaigns. With Marketo, we’ve seen as many as 21 people involved in the buying decision. FWIW, we don’t recommend this.
So how do you measure ROI with that sort of complexity. It starts with actually having the data.
I’ve seen situations where sales will close a large deal, and marketers go through a manual effort to figure out, and show the different ways that marketing helped closed the deal, so that they get some credit for it. And that can get crazy pretty quickly.
We get a complete view of how this deal was won. Marketing was keeping in touch with Sarah before this opportunity was created. And the story behind this deal, which is a real deal we won, is that Sarah had downloaded a DG, gone to an event, and just before the opportunity was created, went to Manny, someone on her team, and asked him to investigate Marketo.
Only when you have a marketing system that can show you all of these touches across the buying journey, can you really understand how marketing is driving revenue.
So with the multi-touch framework in place, we can now get a deep understanding of how our marketing activities are driving pipeline and revenue for the company. In fact, we can PROVE it, giving that Marketing Director, VP or CMO a seat at the revenue table.
Here we see all the channels we showed early when we talked about generating targets, but now we can see how they are generating revenue.
I can see how much investment we’ve made in each channel. And notice that we call it investment, and not cost. And this is on purpose, because when we as marketers talk about costs, we are telling the world that we are a cost center and not someone who deserves a seat at the revenue table. When we talk about investments and returns, then we’re saying we belong in those discussions at the revenue table.
Ok, so we also show how much multi-touch pipeline, and how many multi-touch opportunities we generated from that channel, using the framework we just discussed.
So for example, our tradeshow channel has an average MT ratio of 12. But that’s the average. If we dig into a program view, we’ll see that almost half of our tradeshows fall below our minimum threshold of 5. In other words, they are losing us money. And its these tradeshows that are the likely candidates to pull, and to use that money for our own events where we can own on our attention.
So looking at results across channels as well as individual programs within those channels is really important.
And as a sidenote, you can see that 56% of our channels are currently meeting our minimum threshold of 5. That means that 44% are losing money. So our job as marketers is to continue to push this % higher. But have anyone of you see Adobe’s fortune teller commercial. The marketer goes in to see the fortune teller and says “I’d like to know if my marketing plan is working”, and she looks at one of her cards and enthusiastically responds, yes! It’s working! And he nods and then says, can you be more specific? So she points to a few cards and says “Some parts are working, and some parts are not” Then she scoops up the cards and says “that’ll be $85 as the marketer looks at her incredulously”.
So in this case, we know exactly which programs are working and which aren’t. And by the way, you should have programs that aren’t working. If you aren’t, your not experimenting enough.
So, this is how we measure ROI. We also like to look at the aggregate impact marketing is having on pipeline, and that comes back to the funnel that we started with. I know how our deals are moving through this funnel.
We know because we mapped the same pipeline we just saw in our product. This is the revenue cycle modeler in Marketo, and the stages across the green section represent the funnel stages we looked at before, so you see targets, leads and opportunities. Some stages are boxes because people can stay in those stages indefinitely, some are clocks, meaning there are SLA’s. Once this is setup and it begins tracking movement.
Customer version
We get this report, which is like Google Analytics for revenue. For each of those stages I can see how many people are in there, and what is the flow from stage to stage, as well as the velocity at which people are moving between them. Conversion rates and velocities.
And I can see this over time so we can understand the trends, and even compare them to previous periods.
Having this data at your fingertips is so powerful for a marketer, because it really lets us understand the dynamics of the revenue process.
Once we understand how the revenue process works, we then use this information to set our budget.
So at Marketo, we don’t simply say marketing should be 7% of revenue. What we do is say we need this many wins in order to achieve the revenue targets we set.
Then work backwards.
Then we can budget for a marketing program that drive the wins we need to hit our revenue targets.
That’s really powerful, because if someone comes to us and says “I need to take 10% out of your budget”, we can say “okay, that will have a 12% impact on revenue next quarter, what do you want to do?”
Having those numbers let’s you justify your budget.
It also lets us look forward, it lets us make forecasts. It lets us talk not just about what happened, but what will happen. At board meetings, they talk very little about what has happened in the past compared to how much time they spend talking about the future. And in too many companies, sales, and not marketing, is the only one participating in this conversation. Which might have been fine 10 years ago when they owned 90% of the revenue cycle, but today marketing owns 50 to 80%. If only sales is participating in the forecasting discussion, you’re missing out on a huge piece of visibility as to what the future holds. Marketing can use this data to step up and make forecasts about pipeline
The way people buy stuff has changed, and we as marketers need to respond, and market and sell to them differently.
Build your revenue cycle. Define those stages of the process. At minimum, define what a lead is, in conjunction with sales so you have a common definition, and common SLA’s for what happens when you have a lead.
Build you content engine, mapped to the buyer’s journey. Educational and entertaining for early stage content, mid-stage content that is bait for lead gen, and late stage content that’s about you.
And then remember, when you’re generating new “leads”, that there not really leads that are ready for sales, and that you need to keep in touch with them over time.
And #5, what we just talked about, turn marketing into a revenue driver, and not a cost center, it has to do with the language you use, and the metrics you use.
Now, I want to wrap with a 6th, and perhaps most important point. I just talked to you about all sorts of cool and sophisticated marketing strategies and tactics, and some of you may be feeling a bit overwhelmed. You might be thinking, “I can’t do all that” I don’t have enough people, enough content, enough time. Well, Marketo didn’t start doing all of this right off the bat. It started simple, and got more sophisticated over time.
Before joining Marketo, I was head of marketing for a small technology company, that ultimately got acquired by a large company. But I deployed Marketo at this company with a team of ONE, and that was me. I started with the basics. Segmenting my database, creating nurture drips, and reporting on basic engagement metrics. I then brought our events manager into the fold, and she used it to drive attendance at our in-person events. And we had a team of 3, and the 3rd team member would use Marketo to automate the way we promoted our webinars. One year later, I was doing more sophisticated things. I had set up the revenue modeler, began to understand the revenue process, and you know what, it really changed the way I was perceived at my company, from the top down. I remember we had a very sarcastic engineer that clearly didn’t take marketing seriously, and in one executive meeting, he unexpectedly blurted out, “you know what, this is really cool, I never thought marketing could be so scientific”, and that’s where marketing is headed. Currently marketing is transforming from an arts and crafts function, to science.
So if you’re feeling overwhelmed…think big, start small, move quickly. Adopting even some of the basics can produce big time results.
I hope you found this information helpful. Thanks for joining us today.
-A brief introduction of who we are. Egencia is the corporate travel arm of Expedia and part of the largest online travel marketplace. We help businesses manage their corporate travel programs and the marketing we’ll be discussing today is focused on the professional at a company who manages the corporate travel person. Depending on the corporate structure and travel footprint, this person or team may sit in Finance, Procurement, Operations, HR or have a Executive Admin role.
No targeted content, batch and blast by marketing
Each activity created a duplicate lead, key engagement missed, no prioritization for sales teams
Teams can listen and respond with the right message at the right time
Marketing is strategic partner vs. tactical admin
So here’s an example of a huge campaign my colleague Cate, who focuses on customer marketing puts together every year. Before Marketo, we had no way to easily build web content for a campaign like this, and the resources we had were limited. It took days to even get a draft of web content, and even that was pushing it. She was able to start CAW in 2012 once we had Marketo, and as she put it, the campaign was a way to celebrate herindependence as a marketer. There is no way I ever could pull of a campaign of that size before Marketo.
Another great example of scale is with something like a webinar. These are complex events, with email assets, landing pages, logic, and integrations with third party tools. These are examples of campaigns we’ve built in Marketo: registration pages, invites that are triggered based off of data from our webinar provider. We even automate really personal interactions, like email forwards. These are just baked into our templates. And once the event is concluded, we’re tracking views of the recording. When we have a future webinar, all we need to do is clone the past year’s event, swap a few variables, and go. What once took days now takes under an hour.
The third win we achieved with marketo has to do with reporting and insight into key marketing analytics. There’s an adage I hear all the time that “it takes seven touches for someone to convert or engage”. But this is a generalization, and something that’s probably different for every business. The really brilliant thing about Marketo is that since we’re tracking all the campaign interactions of our leads, we can then match that data up against our sales opportunities, and see all the activities, when they occurred, and with which key contacts to identify where marketing had a role in the success of a sale. It allows us to go beyond lead source and really dig into the underlying marketing interactions.
We can also compare our programs on a wider level, and start to understand which channels are performing better, both in terms of qualified leads, but actual opportunity creation and ultimately, ROI. We are actually big users of direct mail for certain specific campaigns, largely because no one does it anymore, so it ends up getting noticed. It too hooks into our Marketo and Salesforce, and through this reporting we were able to understand that direct mail, a channel traditionally seen as a waste of money, was actually a major influencer for many high profile wins with our sales team. That insight has helped direct our marketing spend moving forward.
And finally, one of my favorite features of Marketo that has been tremendous in helping our sales and marketing teams align is the revenue cycle modeler. It’s basically a flowchart builder within Marketo that lets us define our revenue process, SLAs, and then actually turn those visualizations into business processes that move leads through the funnel. We can then report on the flow between these stages, and start to understand where bottlenecks might exist.
So what’s next for us? I spend a lot of time watching what fellow marketo users are doing. There’s the marketo champions, some of the top users of the product who are really doing some interesting things, the marketo community which I find myself logging on to almost daily to see how other users and companies are utilizing the functionality. Plus we also have local user groups, one of which operates here in Seattle and on the eastside, which is a great support group to network with other users, understand the product better. Plus, for me, these have been huge opportunities for me in growing my professional network and career. The user group is actually how I ended up here at Egencia.
We’ve identified a few areas we can grow in. One is in data enrichment. How can we learn more about leads coming into our system without needing to explicitly ask the questions on the forms. Well we’ve recently started working with InsideView which connects directly into Marketo to append geographic, industry data, and more to our leads. So we can have shorter forms and higher conversion rate, and also get more insight on our leads.
Ultimately this helps us do a lot more with vertical targeting and messaging specific to industries, plus really interesting opportunities for personalization and nurturing.