beginner's guide to marketing automation
DESCRIPTION
Presented by MarketingProfs, two marketing automation experts share tips on choosing the right marketing automation vendor, steps you should take when installing your marketing automation platform, and the key reports you should implement to measure the ROI of your new tool. Presenters: Michael Berger is director of product marketing at Marketo. Prior to joining Marketo, he was senior director of marketing at McGraw-Hill, where he deployed Marketo to help fuel the company's growth in the rapidly expanding educational technology market. Mike is a frequent speaker on topics related to marketing automation and digital marketing, and has a great deal of passion related to the role of technology in marketing today. Lauren Brubaker is senior manager of demand generation at NetProspex. She specializes in developing killer demand generation programs, building complex lead scoring models, and is obsessed with keeping her database squeaky clean. She has a strong passion for creating sales and marketing alignment by actually connecting with sales teams, and has a keen understanding of how to leverage data to get the C-Suite's attention.TRANSCRIPT
Marketing Automation: Starting, Switching, and Making
it Sing
Michael BergerDirector, Product [email protected]@MikeDBerger
Lauren BrubakerSr. Manager, Demand [email protected]@B2BLauren
Today’s Presenter
s
Source: Hope as an Anchor
We’ve been in the marketing automatio
ntrenches
What are we going to cover?
#npB2B
What are we going to cover?
Key points for comparing
potential vendors
#npB2B
What are we going to cover?
Key points for comparing
potential vendors
Tips to Get Your System Started
#npB2B
What are we going to cover?
Key points for comparing
potential vendors
Tips to Get Your System Started
Crucial (TPS) Reports to Measure
ROI and Success
#npB2B
Choosing Your
Vendor
Easy vs. Impactful
#npB2B
Dig beneath
the surface
#npB2B
How does it enable sales?
#npB2B
Can it measure what matters
?#npB2B
Source: Hope as an Anchor
Source: Hope as an Anchor
3years
Source: Hope as an Anchor
Launching Your New MAP
Make a Wish List
#npB2B
• Talk to your fellow marketers
• Visit the Community
• Consider hiring a consultant
Find out what PERFECT looks like
#npB2B
Seek advice, you must…
www.opfocus.com
#npB2B
Simplify your folder structure
#npB2B
Define all your marketing channels
#npB2B
And then create your ideal campaigns…
#npB2B
Cleaning Your Data
Where does your database stand?
#npB2B
Where does your database stand?
#npB2B
Where does your database stand?
#npB2B
Where does your database stand?
#npB2B
NetProspex Marketing Data Management
• We live and breathe marketing data
• Our customers rely on us to keep their data lean and mean
• We tell you what to keep, what to get rid of, and what to enrich
#npB2B
NetProspex Marketing Data Management
• We live and breathe marketing data
• Our customers rely on us to keep their data lean and mean
• We tell you what to keep, what to get rid of, and what to enrich
#npB2B
Key Marketing Data Management Steps
• Establish the counts of all your data types (leads, contacts, active vs. inactive, etc.)
• Search for easy-to-find legacy/junk data
• Decide who to delete (not all records should be treated the same)
• Hire a professional (*cough, cough*)
• Analyze your entire database
• Decide who to keep, who to archive, who to delete, and who to re-engage
• Enrich as many fields as possible#npB2B
Key Marketing Data Management Steps
• Establish the counts of all your data types (leads, contacts, active vs. inactive, etc.)
• Search for easy-to-find legacy/junk data
• Decide who to delete (not all records should be treated the same)
• Hire a professional (*cough, cough*)
• Analyze your entire database
• Decide who to keep, who to archive, who to delete, and who to re-engage
• Enrich as many fields as possible
152,422
records removed from SFDC
#npB2B
1,068,091
fields appended in SFDC
Key Marketing Data Management Steps
• Establish the counts of all your data types (leads, contacts, active vs. inactive, etc.)
• Search for easy-to-find legacy/junk data
• Decide who to delete (not all records should be treated the same)
• Hire a professional (*cough, cough*)
• Analyze your entire database
• Decide who to keep, who to archive, who to delete, and who to re-engage
• Enrich as many fields as possible
152,422
records removed from SFDC
#npB2B
NetProspex Results
#npB2B
32%increase in MQL conversion
NetProspex Results
#npB2B
32%increase in MQL conversion
NetProspex Results
2xMQLs reaching SQL faster
#npB2B
32%increase in MQL conversion
NetProspex Results
78%increase in opportunity
creation
2xMQLs reaching SQL faster
#npB2B
Source: Hope as an Anchor
Start by running a
DHS www.smartmarketingdata.
com
Source: Hope as an Anchor
Start by running a
DHS www.smartmarketingdata.
com
(it’s free)
True MDM is CONTINUOUS
#npB2B
Reporting on ROI
What should you measure?
• Pipeline generated vs. program spend
• Investment per new MQL
• First-touch vs. multi-touch success
• Immediate results vs. results over time
#npB2B
You’ll want to download this…
www.marketo.com/ebooks
#npB2B
In Conclusion…
• Choose a vendor based on impact and future growth
• Invest time in building out a scalable structure and strong templates
• Your marketing data is integral to your success. Don’t try to go it alone
• Create your KPI reports immediately
#npB2B
Michael BergerDirector, Product [email protected]@MikeDBerger
Lauren BrubakerSr. Manager, Demand [email protected]@B2BLauren
Questions?
Let’s Connect!