find the right marketing automation solution

Find the Right Marketing Automation Solution for Your Company

Michael Berger

Director, Product Marketing

What you can learn at the surface level

What you need to dig for

Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015

• Sophisticated lead nurturing made simple

• Analytics that truly measure the revenue impact of campaigns

• Deep and seamless CRM integration

• Powerful automation workflows built in seconds

• Ability to replicate successful campaigns in minutes

Agenda Items

Sophisticated lead nurturing made simple


10+ Years Ago


5 Y

ears

Ago


Today


Drip Nurture Doesn’t Work Like It Used To

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Marketers Don’t Control the Journey…

…Customers Do


Name: Glenda

Age: 77

Gender: Female

Income: $30K - $50K

Location: Eastern US

Target artists:

Roy Orbison

Neil Diamond

Willie Nelson

Tony Bennet


Effective Nurturing Adapts Based on Behaviors


Behavioral Nurture Standard Nurture Lift

Open % 34.0% Open % 21.7% 57%

Click to Open % 37.1% Click to Open % 23.4% 59%

Click % 12.6% Click % 5.1% 147%


Social

Marketing

Marketing

Automation

Email

Marketing

Real-time

Personalization

Alt Jazz Rock Country


Inb

ou

nd

Ou

tbo

un

d

Inb

ou

nd

Ou

tbo

un

d

Inb

ou

nd

Ou

tbo

un

d

Inb

ou

nd

Ou

tbo

un

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IS

• Web behaviors

• Purchase behaviors

• Social behaviors

• Content consumption

• Specific email interactions

• Offline behaviors

Behavior-based Nurture

IS NOT

• Sending an email again if not opened or clicked first time

• Sending a different email if the last one was opened or clicked

Takeaway:Look for a Marketing Automation solution that makes it easy to do behavior based nurture

Analytics that truly measure the revenue impact of campaigns


Reporting Maturity CurveMulti-

touch ROI

Multi-touch Revenue

Single-touch Revenue

Opportunities Won

Conversion Based (Form Fill)


Conversion Based

Page Visits Leads Conversion %

Awesome eBookLanding Page

657 31 4.7%

Contact Us LandingPage

412 68 16.5%


Opportunities Won

Page Visits Leads Conversion % Opps Wins

Awesome eBookLanding Page

657 31 4.7% 4 2

Contact Us LandingPage

412 68 16.5% 12 5

Advanced Analytics Webinar

840 56 6.6% 6 3


Downloaded eBook on Analytics

Attended Advanced AnalyticsWebinar

Downloaded Analytics

Survey Results

Attended “Top 10 Marketing

Reports” Webinar

Engaged with us at Big

Tradeshow

Connected with Sales Rep

Single Touch

3 months

$100K



Registered for AnalyticsWebinar


Survey Results


Reports” Webinar


Tradeshow


Single Touch

3 months

$100K

$100K


Single Touch Attribution

Page FT Revenue

Content: eBookAnalytics

$100,000

Webinar: Advanced Analytics

$0

Content: Survey Results

$0

Webinar: Top 10 Marketing Reports

$0

Tradeshow: Big $0


Single Touch Attribution

Page FT Revenue


$0


$0


$0


$0

Tradeshow: Big $100,000





Survey Results


Reports” Webinar


Tradeshow


Multi Touch

3 months

$100K





Survey Results


Reports” Webinar


Tradeshow


Multi Touch

3 months

$25K

$0

$25K

$25K $100K

$25K


Multi Touch Attribution

Page MT Revenue


$25,000


$0


$25,000


$25,000





Downloaded Analytics Survey

Results


Reports” Webinar

Engaged with us at BigTradeshow


Multi Touch

$14K

$0

$14K

$14K

$14K

Attended the AnalyticsWebinar

Attended “Top 10 Marketing Reports”

Webinar

Engaged with us at Tradeshow

Connected withSales Rep$14K

$14K

$14K

Moe

Larry

$100K




Downloaded Analytics Survey

Results


Reports” Webinar

Engaged with us at Big Tradeshow


Multi Touch

$14K $14K

$100K

Attended the AnalyticsWebinar

Attended “Top 10 Marketing Reports”

Webinar

Engaged with us at Tradeshow

Connected withSales Rep

$14K $28K $28K

Moe

Larry



Page MT Revenue


$14,000


$14,000


$14,000


$28,000


Moe and Larry

both engaged

with these

campaigns



Page FT Revenue MT Revenue


$100,000 $14,000


$0 $14,000


$0 $14,000


$0 $28,000

Tradeshow: Big $0 $28,000





$176,000 $249,000


$131,000 $362,000


$234,000 $276,000


$189,000 $541,000

Tradeshow: Big $325,000 $117,000




Content $410,000 $525,000

Webinars $320,000 $903,000

Tradeshows $325,000 $117,000




Content $410,000 $525,000

Webinars $320,000 $903,000

Tradeshows $325,000 $117,000

More efficient at pushing leads

through funnel

More efficient at acquiring the right

leads


Multi Touch ROI

Page MT Revenue Cost MT ROI


$249,000 $5,500 45.3


$242,000 $45,000 5.4


$276,000 $25,000 11.0


$541,000 $15,000 36.1

Tradeshow: Big $117,000 $125,000 0.9

MT Ratio

<5 bad

5 to 10 avg.

>10 good


•Multiple influencers in a typical B2B sale

•Multiple touch points

• Some offline

•What is a success?

Challenge of Multi-Touch

Takeaway:Make sure that your Marketing Automation solution will provide you with metrics that are meaningful

Deep and seamless CRM integration


• Out of the box 2-way data exchange

• Automatically adapt to changes in CRM

• Instantly trigger marketing activities from CRM

• Instantly send sales alerts and follow-up tasks

• Provide sales intelligence in a highly digestible, and highly actionable manner

CRM Integration Capabilities


CRM Integration Points

Lead

Contact

Leads

Account

Opty

Activity

Campaign

Custom

Account

Opty

Activity

Program

Custom



Opty Opty

Closed-loop Reporting (associating pipeline and revenue back to campaigns)

Workflow triggers, such as shifting nurturing content



Activity Activity

When a sales rep logs a call, a workflow triggers to take the lead out of an

automated outreach campaign


Information that helps sales repssell more effectively, in order to:

• Close more deals• Shorten sales cycles• Increase deal size

Sales Intelligence Defined


Really no different from how marketers think about marketing more effectively:

• Right message – relevant message

• Right person – person who is a potential buyer

• Right time – person who is ready to engage with sales

How To Sell More Effectively?


Right Person

Names in Database


Right Person

Sales Ready15%

Not Sales Ready60%

Junk25%

Names in Database


Right Message



Attended Advanced Analytics Webinar


Survey Results


Reports” Webinar

Viewed Revenue Cycle Analytics Web

Demo


Right Time

Prospect Behaviors



Attended Advanced Analytics Webinar


Survey Results


Reports” Webinar


Demo


Right Message

Prospect Behaviors

Let me tell you about the benefits of lead

nurturing and scoring





Survey Results


Reports” Webinar


Demo


Right Message


Right Person, Message and Time




Survey Results


Reports” Webinar


Demo


Let me tell you how Marketo’s analytics

are different and why it matters


Which Leads Should I Focus On First?


What Are They’re Interested In?


Show Reps Only What’s Important

Takeaway:Talk to other companies, research compelling use cases, and choose wisely. There are very significant differences when it comes to CRM integrations.

Powerful automation workflows built in seconds


A LeadsB Leads


Add leads to campaign Email 1

Email 2

Email 3


stats Email Open Clicked

Auto-Touch Email 3 44% 21%

Industry Average 22% 3%





Link Clicked Clicked

1. Going to purchase

6%

52%2. Investigating solution

9%

3. Reach out next month

37%

Not interested 48% 48%





Link Clicked Clicked

1. Going to purchase

6%

52%2. Investigating solution

9%

3. Reach out next month

37%

Not interested 48% 48%

65%


No Lead Left Behind: SLA’s

Day 0 Notification

Day 1 If untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives

Day 7 If stale, reminder

Day 8 If stale, reminder cc boss

Day 9 If stale, alert executives

Takeaway:Think long-term. This is the area where a marketer is most likely to hit a wall if they don’t select the right solution up front – and do so more quickly than they think.

Ability to replicate successful campaigns in minutes


Speed and Productivity


Replicate Webinar

Email Invite 1

Email Invite 2

Email Invite 3

Email Confirmation

Email Reminder

Email Follow-up No Show

Email Follow-up Attended

Landing Page Register

Landing Page Thank You

Workflows

List

Email Invite 1

Email Invite 2

Email Invite 3

Email Confirmation

Email Reminder





Workflows

List

Copy Edit

Email Invite 1

Email Invite 2

Email Invite 3

Email Confirmation

Email Reminder





Workflows

List

22 Laborious Steps – 2+ Hours


Replicate WebinarEmail Invite 1

Email Invite 2

Email Invite 3

Email Confirmation

Email Reminder





Workflows

List

Email Invite 1

Email Invite 2

Email Invite 3

Email Confirmation

Email Reminder





Workflows

List

Clone

Program-level fields

1. Webinar name

2. Webinar title

3. Speaker name

4. Speaker title

5. Webinar Description

6. Date

7. Time

Push

8 Quick Steps – 3 Minutes


• What happens to all your assets when you update a template (such as when changing the copyright date)?

• How are things in the system organized? Is everything easy to find?

• How easily can you build assets like landing pages and emails?

• Can you get things done quickly without IT help

• Is there an active and helpful user community

Other Productivity Considerations

Takeaway:Make sure you select a Marketing Automation tool that lets you do the things that you do every day really quickly.

Q&AAlso happy to connect on LinkedIn.

Twitter: @mikedberger

find the right marketing automation solution

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