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TRANSCRIPT
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Customer Case Study:
Starmount’s Evolutionary Approach to
Marketing Automation
Tuesday, August 21, 2012
Kerry Nelson, Senior Director of Marketing
@kerryintex
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Agenda
• About Starmount
• The Way We Were
• Laying the Groundwork
• Choosing a Vendor
• Steps to Implementation
• Campaign Insight
• Our Take On Social Media
• What’s Next?
• Q&A
What We’ll Cover . . .
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Company Snapshot
Background
Self-funded; started in June 2006 in Austin
Mission Starmount is a provider of software
and services that power omni-channel
customer engagement.
Target markets
Retail (tier 1 & 2 mid-size to large retailers)
Types: Specialty, Department Stores, and Mass Merchants
Number of employees 100+
Sales Average deal size is $250k, long sales
cycle
Customers
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The Way We Were
• The Team 1 2.5 0
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The Way We Were
• The Tools
Group Edition
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The Biggest Hole?
No processes!
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Laying the Groundwork
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The One-Two-Three Punch
Clean the Database
Upgrade Salesforce
Automate our Marketing Processes
At the same time!
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Choosing a Marketing Platform
Our Top Priorities in the Vendor Selection Process:
Requirement
Salesforce and Web site integration to provide 360 degree lead visibility
Cost effective
Easy to use
Lead scoring capabilities
Configurable to work with the new processes we’d just built
Strong community of local users
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First and Best
Booth Follow Up Results: • 23% Open Rate • 13.6% Click to Open Ratio
Best to Date: • 26.7% Open Rate • 44.6% Click to Open Ratio • 85% Click to Converted Ratio • Subject Line: RIS/Gartner Retail Trends Study:
Here's what you missed in the online version
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Pipeline Contribution
53%
At end of Q1
59%
At end of Q2
??%
At end of Q4
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Starmount’s Take on Social Media
“Business buyers have increased the time they spend talking to peers and colleagues about business problems and investigate solutions on their own before engaging with vendor sales reps.” - Forrester Research
Awareness of Need
Purchase of Solution
Time
Education Cycle
Engage with Vendor
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Where Marketo Fits In
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1020
1040
1060
1080
1100
1120
1140
1160
Twitter Followers
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Facebook and LinkedIn
0
50
100
150
200
250
300
4/27/12 5/27/12 6/27/12 7/27/12
Facebook Followers
LinkedIn Followers
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What’s to Come?
Media and Analyst Tracking
Potential Investor Campaign
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What’s to Come?
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What’s to Come?
• Testing Social Media engagement as part of integrated campaigns
• Video Campaigns
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Lessons Learned
1. Lay the groundwork first.
2. Schedule the implementation during a slow time, if you can.
3. Don’t skimp on training.
4. Don’t underestimate how much content you’ll need.
5. Manage expectations.
