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© 2019 eMarketer Inc.

Webinar: All About Marketing Automation—What It Is & Why It WorksYou will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is recommended. Or you may select “Use Telephone” after joining the webinar. To join using your telephone, dial the conference number and provide the access code noted in your control panel.

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Mike MaddenHead of Commercial Demand GenMarketo

Tech Talk Tuesday

Nancy Taffera-SantosSVP, Media Solutions & StrategyeMarketer

Presented by

PRESENTER MODERATOR

All About Marketing Automation –What It Is and Why It WorksMike MaddenHead of Commercial Demand Gen

Housekeeping This webinar is being recorded! Slides and recording will be sent to

you after the webinar concludes. Have a question? Use the chat box and I’ll get to your questions

after the webinar. Posting to social? Use our hashtag - #mktgnation There is a brief survey after the webinar

Agenda

What is a Triggered Campaign

1 5 Use Cases for Triggered Campaigns

2Q&A

3

If you could have one superpower, what would it be?

What is a Triggered Campaign?Gain The Power To Exist In All Places At Once

Imagine Having Super Human Hearing

Listen for everything that is happening

Narrow it down to what’s most important

Put Your Ears Out There & Listen For…Behaviors Website visits Number of website visits Clicks link on web page Email opens & clicks Form completions Ad clicks Landing page views Content sharing Sales activity Email bounces & unsubscribes New Lead/Subscriber created

Operations Job title Technologies used Behavior Score change Demographic score change Phone number change Product interest change Address change New subscription requested Campaign is requested New sales stage/opportunity Account Score change

The Evolution of ‘Knowing’Pr

e-In

tern

et • Sales owned most of the buyer’s journey

• Remember brochures?

Early

200

0s • Marketing gains a little more control of the buyer’s journey

• Still some brochures

Toda

y • The entire car buying process can happen online

• Sales is more transactional

The Smart Campaign – A Super-Human Listening Machine

Smart List

The ‘Who’

FlowThe ‘What’

ScheduleThe ‘When’

ResultsThe ‘Wow’

#1: Scoring BehaviorsScore Every Action Based on Importance

Behavior Scoring & Why It’s Awesome

What is Behavioral Scoring?Scoring is a shared sales and marketing methodology for ranking leads in order to determine their sales-readiness. It helps marketers understand which leads should be nurtured and which ones should be fast-tracked to sales.

Why Behavioral Scoring is Awesome Creates a common “lead” definition A 10% increase in lead quality can

translate into a 40% increase in sales productivity

Improve sales and marketing alignment Focus on the right leads/accounts You gain more insight into where

someone is in their buyer’s journey, which means more relevant messaging

Most leads aren’t ready for sales

Score Everything From One Central Location

Behavioral – Clicks Marketing Email

These are tokens

Let’s Say You Sent 100,000 Emails…

Trigger

Action

= +3 on Behavior Score

What About Contact Me Forms?

Trigger

Action

= +24 on Behavior Score

Is There Negative Scoring? You bet!

Trigger

Action

= -5 on Behavior Score

Use Case #1 Recap: Behavioral Scoring

Behavioral scoring listens for positive and negative actions, then scores them Use triggers to build a complete picture of how prospects/customers

engage Capture everything in real time on any channel

#2: Demographic ScoringScore Your Buyers Based On Who They Are

Demographic Scoring & Why It’s Awesome

What is Demographic Scoring?Implicit or Explicit attributes like company size, industry, valid email/phone, job title, job role, decision maker, etc.

Why Demographic Scoring is Awesome Demo scoring completes the picture –

who is engaging AND are they a good fit? When done right, demo scoring

dramatically improves lead quality Demo scoring focuses sales on the right

prospects Gauge the effectiveness of your

acquisition programs by demographic scores

Demographic Score Lives in One Place Too!

Demographic – Job Title CMO

Let’s Say You’re Acquiring New Names…

Trigger

Action

= +50 on Demographic Score

Use Case #2 Recap: Demographic Scoring

Score people based on who they are and/or who they become Know which programs bring in the right new names and which ones

don’t

Big Picture, How Do Triggers Impact Scoring?

Real-time scoring makes your decisions more actionable Know in the moment exactly what quality leads you are acquiring Build actionable models that combine behavioral, demographic, and

even firmographic scoring to empower your sales team

Quality = Behavior Score + Demographic Score

#3: Intelligent Nurture EnginePlace People in Nurture, Automatically

Triggers Can Help New Leads Find Their Home

1) Customer

• Customers require different messaging and you are focused on cross-sell/upsell

2) C-Level

• You have identified that c-level prospects require different messaging

3) Competitive

• If a prospective buyer uses a competitive technology/product, feed them competitive nurture messaging

4) Vertical

• People respond better with messaging in the correct vernacular

?

Use Case: Sorting New U.S. Leads into Nurture

• Newly acquired lead is in North America, Key Vertical, Financial Services

New Lead Acquired

• We need to sort the lead into the appropriate region before we can sort by industry

Region Selection • We’ve placed the

region, next is placing the newly acquired lead by key industry

Industry Selection

How to Sort by Priority

Trigger

ActionWe are requesting the next trigger campaign that

processes verticals

How to Sort by Key VerticalConnecting

Trigger

Action

Lead is placed in Financial Services

Use Case #3 Recap: Intelligent Nurturing

Based on who people are, place them automatically in the right programs with the right messaging Triggers can reduce the headache of sorting new people into the

appropriate programs Make your messaging (and even your routing) more intelligent

#4: Webinar RegistrationHere’s What Could Have Happened To You

A Familiar Webinar Reg PageTriggers tracked: Email or Ad click Reg page view Form Completion

How You Would Be Registered

Trigger

Multiple Processing

Actions

Use Case #4 Recap: Webinar Registration

Listen for the right form completion, then assign multiple actions in a single campaign: Confirm registration Update the person’s program status for attribution and reporting Add the person to a static list for one, easy-to-reference location of

registrants

#5: Your WebsiteUsing Triggered Campaigns to Drive Revenue

Why use website triggers? Because they drive 3x more engagement than

batch/nurture emails

Your Website is a Front Door

Multiple Doors Exist for the Visitor…

Let’s Say They Choose One of Our Product Pages

Let’s Say We Were Listing For Activity on the Email Product Page

Trigger

Multiple Filters

Then We Engage with Personalization and Relevance!

Actions

Wait step

Send personalized email

Alert the Sales person that owns the

account

Add the person to the Email Marketing Nurture

Program

Why The World Needs More Trigger Campaign Emails

7,675% more efficient at

generating an opportunity

261% higher open rates

157% higher click to open

rates

833% higher click through

rates

© 2019 eMarketer Inc.

Be sure to check out these upcoming eMarketer Webinars:

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March 26 - Next Generation Email: How the Inbox is Transcending Email in the Era of Mobility and AI

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You can register for our upcoming Tech Talk Tuesday and Meet the Analyst Webinars at emarketer.com/articles/videos

Be sure to also check out eMarketer’s “Behind the Numbers” podcast for daily, freewheeling conversations about the ways digital is transforming media, marketing, business and even life. Visit emarketer.com/articles/topics/emarketer-podcast

Mike MaddenHead of Commercial Demand GenerationMarketo

Nancy Taffera-SantosSVP, Media Solutions & StrategyeMarketer

Presented by

PRESENTER MODERATOR

Tech Talk TuesdayQ&A Session