marketing automation clinic
TRANSCRIPT
Marketing Automation Clinic
#RevEngine @jonmiller
Hi, I’m Jon MillerSubscribe to blog.marketo.com
@jonmiller
1. My first child was born the same month that we incorporated Marketo
2. Born in Ethiopia3. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff4. I have a Top-Secret “Q” Clearance
#RevEngine @jonmiller
Today’s Topics
• What the heck is marketing automation?
• Common features in marketing automation
• How to know when it’s time to graduate from email
• Convincing your boss• Factors to consider when
buying marketing automation• Getting successful with
marketing automation
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Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides/recording • Twitter hashtag: #Marketo
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What The Heck is Marketing Automation?
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Marketing automation is a• Technology that
streamlines and automates marketing tasks
• so companies can • increase operational
efficiency and • grow revenue faster
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Simple Example of “Automation”
Send Event Invitation
Wait 3 Days
If Not Registered, Send
Reminder
Wait Until 1 Day After Event
Send Different Follow-Up to Attendees vs.
Non-Attendees
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The power of automation
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Common Features in Marketing Automation
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Behavior Tracking
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Marketing Database of Record
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Multi-Channel Program Execution
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Email Marketing
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Landing Pages & Forms
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Social Marketing
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Events
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Workflow / Automation
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Scoring
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Lead Management
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CRM Integration / Sales Intelligence
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Marketing Analytics
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When is it Time to Graduate from Email?
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MarketingAutomation
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Create marketing people love with marketing automation• Behavioral Targeting
for Relevance• Conversations not
Campaigns
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More Targeted Sends are More Engaging
100 1000 10000 1000000
50
100
150
200
250
300
350
400
Email Delivered
Enga
gem
ent S
core
Source: Marketo research
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The Key to Relevance is Behavioral TargetingTactics to Increase Email Engagement
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Example: Topic of Interest Triggers
• Attends event• Downloads content• Click email• Fills out form• Score is changed
Social
Content
Technology
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Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
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EmailWebsiteSocialCampaignsTransactions
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For sophisticated targeting, ESPs rely on technical databases and complex queries
From Dumb Lists…
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I can do this myself! No trips to see IT – yay!
… To Smart Databases
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What is an engaging conversation?• Listens and adapts• Communications
flow one to the next
• Multi-channel
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Convincing Your Boss
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The Core Benefits of Marketing Automation
• Streamline the marketer’s world
• Measure and prove marketing ROI
• Automate relationships across the customer lifecycle
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Value of Marketing Automation
Nucleus Research Marketo Benchmark on Revenue
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Selling It Internally: CMO Example
Chief Concerns Connect the Dots• Drive customer intimacy• Measure and prove
marketing ROI• Build alignment with Sales• Improve Marketing
credibility• Manage and leverage
growing complexity
• Ability to measure ROI, show how Marketing impacts revenue
• Key to improving Marketing’s ability to adapt (agility)
• Enabler of bringing Marketing and Sales into better alignment
Rally support from the rest of the executive team to reduce risk
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Factors to Consider when Buying Marketing Automation
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“Plan for growth. No matter how carefully you define your needs, they’ll evolve in ways you don’t expect. You need a vendor that is likely to support future needs, whatever they may be. So look beyond for specific features for flexibility and a history of product improvement.” – David Raab, marketing automation expert
Easy
Powerful
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Implementation & Ramp-up
• How long does it take to get live at a basic level? A medium level? An advanced level?
• Do you provide training live or on-demand?• What skills will my users need?
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Service & Support
• What’s your service level agreement for technical support?
• How will you help expose our users to new marketing ideas and best practices?
• How active is your online community? How quickly will I get answers?
• Who are your key service partners? Who provides strategy and process design, change management, and technical integration support?
• What third-party products integrate with your platform? How broad is your partner ecosystem?
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Likelihood for Long-Term Success
• What kind of ongoing costs and resources should I expect?
• Is your company viable in the long run? What funding and capital do you have? What’s your growth rate?
• How well does your product roadmap align with my future needs?
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Getting Successful with Marketing Automation
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The Maturity Journey
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Strategy and Process
“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency.
The second is that automation applied to an inefficient operation will magnify the inefficiency.”
- Bill Gates
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Strategy and Process
Sales and Marketing Alignment
Measurement and Metrics
Data Quality
• What defines a sales-ready lead?
• How does your lead qualification team prioritize their time?
• How will nurture leads leads that are not yet ready?
• How will you recycle sales leads that don’t move forward?
• What service level agreements (SLAs) will you have for lead follow-up?
• What key metrics do you report on a weekly, monthly, and quarterly basis?
• How do you measure campaign ROI?
• What key performance indicators (KPIs) will you use to determine if your revenue processes are on track?
• Do you have dirty data full of duplicates and bad records?
• Missing or incomplete data?
• How will your data get cleansed – and maintained – to ensure your marketing automation doesn’t suffer from “garbage in, garbage out”?
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Content and Lead Generation
#RevEngine @jonmiller Source: MarketStar
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My Most Important Advice
Everything you ever wanted to know (and then
some) about buying and getting
successful with marketing
automation
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#RevEngine @jonmiller
Next Step:Live Demo
every Week
marketo.com/events
Questions?
Jon Miller@jonmiller
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