mtech14: marketing automation in action: 5 use cases that drive real results - karl wirth

NEDMA MTech Summit 2014Michael Berger

Director, Product Marketing @ Marketo

twitter: #mikedberger

5 Marketing Automation Use Cases

•Automated Sales Outreach

• Interest-based Nurture

• Interest-based Customer Nurture

•Cross-channel Personalization

•Measurement

Automated Sales Outreach

© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

Spend Time Don’t

Spend Time

Add leads to campaign Email 1

Email 2

Email 3

Email 1

Email 2

Email 3

Email 1

Email 2

Email 3

Add leads to campaign

Add leads to campaign

Results

Email Auto-TouchEmail 3

Industry Average Uplift

Open Rate 44% 22% 100%

Click Rate 21% 3% 600%

Link Clicked Clicked

Going to purchase

6%

52%Investigating solution

9%

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

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Interest-based Nurturing


Ready to Buy

Source: RainToday

Need More Nurturing

Disqualified

Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

327 Days on Average

Engagement Marketing Platform

Inbound Marketing

Events Engine

Customer System of Record

Orchestration Engine

Time-Series Analytics Engine

PersonalizedCross-channel Engagement

Marketing Management

MarketingAnalytics

Integrations

CRM

ERP

E-Commerce

Other data

sources

Marketing

Ecosystem(350+ Partners)

Analytics & Big Data

Content Marketing

Customer Data

Events & Webinars

Lifecycle Marketing

Mobile Marketing

Online Ads &

Campaigns

Sales Tools

Social Media

Top of the Funnel

Video Marketing

Profile Data Past Behaviors

Real-time

Behaviors


Geography

Preferred Language

Business Unit

Role

Product Interest

Topic of Interest

Verticals

Competitor

Segments


North America

Priority

Topic of Interest

Social Marketing

Marketing Automation

Email Marketing

Microsoft Dynamics

Vertical

Agency

Healthcare

Education

Financial Services

Competitor

Marketing Automation Competitor

Email Service Provider

Competitor

Eloqua

Pardot

Default

Corporate

Pending

Early

Mid

Late

Mid Market

Early

Mid

Late

Enterprise

Early

Mid

Late

Engagement Program

Streams

Customer Engagement Engine


Topic of

Interest

Regular

Nurture

Uplift

Open Rate 34.0% 21.7% 57%

Click to

Open Rate

37.1% 23.4% 59%

Click Rate 12.6% 5.1% 147%

Topic of Interest Nurture

Definitive Guide to Social Marketing


Interest-based

Customer Nurture


Xsell Model

Product Interest is extremely important for Xsell

• Contribute to “Customer MQL” status

• Interest in a product brings a lead out of Recycled status

• CSDR views dictated by Assumed Product Interest checkboxes


X-S Scoring Based on Product Interest (PIS)

+10


Verified Product Interest


Customer Nurture Streams


Cross-channel Personalization


Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.


Known

Anonymous

Engagement Marketing Platform

Inbound Marketing

Events Engine

Customer System of Record

Orchestration Engine

Time-Series Analytics Engine

PersonalizedCross-channel Engagement

Marketing Management

MarketingAnalytics

Integrations

CRM

ERP

E-Commerce

Other data

sources

Marketing

Ecosystem(350+ Partners)

Analytics & Big Data

Content Marketing

Customer Data

Events & Webinars

Lifecycle Marketing

Mobile Marketing

Online Ads &

Campaigns

Sales Tools

Social Media

Top of the Funnel

Video Marketing

Profile Data Past Behaviors

Real-time

Behaviors


B2B Personalization Attributes

Organization

Industry

Revenue

Customer journey

Size

Persona

Territory

Segment


B2C Personalization Attributes

Customer journey

Geo-location

Price sensitivity

Buying history

Product intent

+

Segment


Personalized Cross-channel Journeys

Transition

• Profile

• Past Behavior

• Real-time

Behaviors


Personalized Cross-channel Journeys

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

d

Social

Marketing

Marketing

Automation

Email

Marketing

Microsoft

Dynamics

Alt Jazz Rock Country


Dynamic Content for Outbound


Real-Time Web Personalization (B2B - Industry)


Real-Time Web Personalization (B2B - Behavioral)


Real-Time Web Personalization (Acxiom - B2C)

Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014

Results

Tufin Software (B2B)

• Average time on site up 103%

• Drove 33% click-thru’s from financial services prospects

Fattal Hotels (B2C)

• Average time on site up 217%, and page views up 3X

• Personalized offers to join members club drove 3X more click-thru’s then any other method (PPC, social, email)

• Engaged visitors show 10X uplift in ecommerce conversion rates


Measurement


The Credibility Gap

Fournaise Marketing Group 2012

80%Of CEO’s don’t really

trust marketers.

90%Of same CEO’s trust

CFO’s and CIO’s


When Metrics Take Away Credibility

Vanity MetricsSound good and impress people, but don’t measure impact on revenue or profitability


When Metrics Take Away Credibility

Cost MetricsFrame marketing in terms of cost and spending instead of results and outcomes


Metrics That Give Marketing Power“Speak the Language of Business”

Incremental revenue contribution and ROI of individual marketing programs

Program Performance


Metrics That Give Marketing Power“Speak the Language of Business”

Aggregate impact on company revenue; pipeline performance; predictive forecasts

Journey Metrics and Forecasts

Opportunity Influence Analyzer - Standard

Screenshot: Marketo Revenue Cycle Analytics


Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5



Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline



56% of Programs are “Working”


Journey Modeler



Journey Modeler – Marketo Model



Journey Modeler – B2C Model

Screenshot:

Marketo Revenue

Cycle Analytics



Success Path Analyzer - Standard


Revenue Cycle Modeler


# # # # # $ $


Questions?

mtech14: marketing automation in action: 5 use cases that drive real results - karl wirth

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