maximise your marketing output

Maximise Your Marketing Output

Lorna PurcellMarketing Specialist,Marketo

Emma Storbacka,Business Development Director,Avaus

December, 2015

How to Create a More Efficient and Effective Marketing Machine

Housekeeping

Questions Please use the chat window to ask questions during the webinar.

Slides & Recording

Recording We’ll send you an email to view and share the recording later today.

Questions

From projects to process in B2B MarketingEmma StorbackaHead of B2BAvaus

1 2 3Why do we need to become process oriented?

What does it mean for marketing organizations?

Practical tips to support your transformation

Change drivers

5

What can be automated, will be automated

The availability of data

Accessibility of cloud computing

6

Projects Process Automation

21st century marketing

Process industry

The development path towards automation forces marketers to build processes

Achieving scalable results requires process thinking

7

Companies successful at lead generation are meticulously managing marketing processes – and focusing less on individual campaigns

Impact

ReachMass marketing

Individual campaigns / programs

Achieving scalable results requires process thinking

8

Companies successful at lead generation are meticulously managing marketing processes – and focusing less on individual campaigns

Impact

ReachMass marketing

Individual campaigns / programs

To-beHundreds of

programs

1 2 3Why do we need processes?



1

Redefine the core of your marketing function

Marketing objectives

One-off projects

Campaigns and activities

Vanity metrics and make-belief impact

Business objectives

Continuously improving process

Building the best possible marketing machine

Strategic metrics and business impact

From.. To..

Objectives

Execution

Strategy

Evaluation

2

Reorganize into a processorganization

Campaign / project mindset:

Program / process mindset:Operations

Operations

OperationsPlan Create Impl

Planning Content Impl. Results



Plan Create Impl

Plan Create Impl

2

Reorganize into a processorganization

CMO

Product A Product B Product C

CMO

Demand gen Qualification and handover

vs.

Analytics & Optimization Content creation

Nurturing

Online PR

13

3

Standardize and document your activities and processes

Marketing and sales alignmentMarketing and service alignment

• Lead scoring• Light trigger• Light nurturing• Advanced nurturing• Activation of recycled leads• Abandoned cart• Meeting / call follow-up

• Target group e-mail blasts• Targeted b2b advertising• Account-based marketing• Real-time personalization• Lead generating content • Interactive content• Webinars

• Event management• Service messages• Satisfaction surveys• Newsletters• Dynamic subscription management• On-boarding program• Thank you message

• Cross/up-sell• Next-best offer• Sensor-based trigger alert • Sensor-based up- and cross sell• Activation of passive customers• Contract renewals• Churn prevention

Customer journey

Trigg

erEn

gage

IdentifyNurture

Download! bit.ly/tacticsgallery

Predefined campaigns / activities

14

3

Standardize and document your activities and processes

1:5:20 rule for content repurposing

Articles, blogs

Videos, webinars

Presentations, whitepapers

Social media posts

Strategic marketing investment

Content pillar Content derivatives

1 content pillar...

Should result in at least 5 content derivatives...

Which in turn, should be distributed at least 20 times...

Click to download full material: Three dimensions of B2B content

http://www.avausmarketing.fi/sv/downloadable/the-three-dimensions-of-b2b-content-marketing/

15

4

Measure also process metrics, and optimize to improve efficiency

Low High

Low

High

Effectiveness

Effici

enc

y

Key metric: Marketing productivity

1 2 3Why do we need processes?



17

Pick the low hanging fruits first:

• What do you already have that you could make better or more efficient use of? (typically content)

• Which processes would you outsource first if you were to outsource – start there (and demand a process approach from your vendors)

18

Make the choir sing – it’s about the culture!

• Culture of results instead of culture of ideas

• Collective strategic metrics instead of individual tactical or vanity metrics

• Share hacks, best practices and innovations frequently

Process definition and management

Scheduling and editorial calendar

Content creation, repurposing, translation

Data input

19

Forget static word documents

and excel sheets• Use technology and software to

manage and measure your process

• Use software to automate, share, manage workflows, manage approvals, manage translations etc.

Maximising Output with Marketo:The Process

Channels

Remarketing

Website & Blog -Personalisation

Account Based Marketing

PPC/SEO

Social

Events & Webinars

Paid Programs

© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

Awareness

Friend

Name

Engaged

Target

Marketing Lead

Sales Lead

Opportunity

Customer

Early StageThought leadership and best practices to build brand and awareness

Types of Content

Middle StageBuyers guides, RFP templates and industry information to help structure research

Late StageCompany-specific information to help evaluate and reaffirm selection

NO

YES

MOSTLYNO

Gated?

Content must always be relevant and helpful



“Big Rock” Content Example

Definitive Guide:

Webinars:

Ebooks:

Infographics:



Positive fit indicators:• Title• Company• Industry

Negative fit indicators:• Generic email• Invalid phone #• Non-existent company

Demographic

Activity:• # of web visits• Pricing page visit

Engagement:• Blog, whitepapers, eBooks• Webinars• Product demos

Behavioural

Get the “Definitive Guide to Lead Scoring”www.marketo.com/DG2LS

A Framework for Lead Scoring



Awareness

Friend

Name

Engaged

Target

Marketing Lead

Sales Lead

Opportunity

Customer

Behavioural Scoring Examples

• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10

Latent Behaviors (Engagement)

• Pricing pages: • +10 regular, +15 detailed

• Watch demos: • +5 overview, +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8

Active Behaviors(Buying Intent)



Stars and Flames show priority

Full list of Interesting Moments



No Lead Left Behind: Service Level Agreements

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

Marketo’s Secrets to Success

Our Secrets

• Tokens• Cloning• Integrations• Engagement Engine• Analytics

What are My Tokens?My Tokens are variables that you can use in your Event, which is a special type of Program.

• My Tokens enable you to enter information pertaining to your Event in one place, replace that information with a value you specify, and retrieve this information in other parts of the application.

• Tokens can be inherited across all programs at the folder level or just the program level.



Scenario 1: Mass Tokenisation for Webinars

1.{{my.Additional_info}}2.{{my.Body_copy_1}}3.{{my.Call_to_action}}4.{{my.From Email Address}}5.{{my.From Name}}6.{{my.Headline}}7.{{my.Headline_text_1}}8.{{my.Line_item_1}}9.{{my.Location}}10.{{my.Marketing_message}}11.{{my.Product_Offering}}

12.{{my.Meta_keywords}}13.{{my.Reply Email Address}}14.{{my.Sorry_body_copy}}15.{{my.Sorry_marketing_message}}16.{{my.SubHeadline}}17.{{my.Subject}}18.{{my.Thank_body_content}}19.{{my.Thank_marketing_message}}20.{{my.Webinar_description}}21.{{my.Webinar_date}}22.{{my.Webinar_time}}23.{{my.Webinar_title}}24.{{my.Calendar Link}}



Token Locations

From Name

Reply Email Address

Subject

Headline

Sub Headline

Product Offering

Call to Action

Header Text 1

Body Copy

Line Item 1

Marketing Message

Additional Info



InvitationTemplate View Preview

• Tokens utilised on invitation for each section.• Preview show all the local tokens inserted into the template including images).



Program Tokens

Cloning



Look!



Look!

Look!

Integrations

Engagement Engine



Lead Nurturing Relevance1. BUYING STAGES

• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer

2. PERSONA• B2B Marketer• B2C Marketer• Sales• Executive

Get The “Definitive Guide to Lead Nurturing”www.marketo.com/DG2LN

3. DYNAMIC CUSTOMIZATION• Industry Wrappers• Size Specific Examples• Localization

http://bit.ly/DGtoLN



Creating Conversations at Scale



Trigger & communicate based on behavior

Analytics



Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics



See Direct Program Contribution to Sales

Screenshot: Marketo Revenue Cycle Analytics



Thank You

Emma @emmastorbacka

Lorna @lornapurcell