marketo mgtg nation adam sharp v2

6 ways Marketo can build massive credibility with your Executive Team

10th September 2013

1. What your MA really provides.

2. What the CEO/CMOs want

3. How is Europe different?

4. Some ideas and initiatives others with MA are up to.

Key takeaways

Disclosure:

• 5 years old• 18% QoverQ growth• Largest & most respected MA consultancy in Europe• Supported over 120 mid-

market & blue-chips

Marketing Automation is a little more than lead scoring and lead nurturing………

• It is really about driving change in an organization

It should force a rethink on the following:-1. Drive a common sales, marketing and

business alignment language– Unifying department/cross collaboration

2. Assist in the pursuit of a reduction in technology silos

3. Drive data management to data governance & then an information architectural perspective.

4. Enable workflows that are truly personalised, relevant & behaviour driven

5. Provide ability to put marketing on the front-foot, predicting future outcomes. Metric driven marketing.

B2B Marketing- an agent of change?

Genuine driver of change?

Respected service provider?

Subservient service provider?

Marketing- as a source of influence?

Just 9% of CEOs refer to marketing data for decision making and just

6% of CFO’s.

Too many Marketers misunderstand their role

The CEO’s view…..

1. Grow revenue, reduce costs & don’t mess up2. Be a source of innovation……….no time for that3. Maintain the cultural conversation…… 4. Prove the ROI……..not great at that5. Translate technology to the business……….

THE IBM STUDY:CMOs’ BIGGEST HEADACHE

Social media is here to stay…just can’t get head round itData explosionProliferation of channels and devicesRelationships and not transactionsProving the ROI

How is B2B marketing in Europe different?The market is smaller & less homogenised

– language/country

US more about lead gen and ‘filling the funnel’

Europe more about nurturing and loyalty

Marketing departments here are smaller so often have a wider aspect to MA opportunity

Europe value servicesData Governance has a higher currency in Europe

In Europe end users like to mix it up

6 ways Marketo could drive massive credibility with your Execs

YEAH…

1. ………….begin with the end in mind……….start with the process

……why is this so

important?

1. Begin with end in mind…….. move the game from ROI to Revenue Forecasting

How come only 20% of marketing directors even try and attempt to measure ROI*

MA provides opportunity for ‘Moneyball Marketing’ predict future outcomes based on past activity. Data, history, content, campaigns etc..

*Source: Adobe CMO report 2012.

For many Marketers their understanding & interest in technology is limited

………really?

2. ………don’t become a content factory

•Content & Creative is an (important) tactic

•Marketing Strategy is about Positioning, Segmentation & Targeting

•Reduce, Reuse & Recycle

•Most marketers spend too much of their time on tactics………stressy

• Work the plan- SOSTAC..by PR Smith

3. ….instead Workflow (and customer engagement) are the new sources of innovation in marketing

• If your campaigns are shorter than the average buying cycle then you are leaving much to chance.

• Customers buy from people that take time to understand and serve them better, do it intelligently…..

3. ….instead Workflow (and intelligent engagement) are the new sources of innovation

• Paypal helping online retailers go mobile.

• Educate not sell• Desirable content• Mobile optimization

• Open rates 25-35%• 6% of customer base to microsite• Awareness of mobile payment solutions

11% in 2012, 20% in 2013.• 57% positive view of Paypal as an

enabler of mobile payments • 8% uplift in use.

Joined-up campaigns or one-offs sends?

•VMware– Identical assets (to NA)– The difference

• NA largely manual• EMEA & ASIA fully automated• (6 months: 19 languages)

– Automated version personalised delivered much higher results.

Nurturing provides a significant ROI

3. ….instead Workflow (and intelligent engagement) are the new sources of innovation

1. Whitepaper2. Blueprint3. Webinar

4. Have a Data Management Strategy

Know your TAM

a. TAM Analysisb. Job Clusters

c. Develop Personas

Increasingly organizations are moving from an Application Architecture to Information Architecture view.

It is all in the API………

as Marketers your role is to serve your clients

across all channels in a way that suits them…

The rigorous pursuit of a reduction in silos should

be encouraged.

5. MA is too important opportunity to just be left to the marketing department.

Not all campaigns start with an email.

MA will provide increasingly more opportunities to redefine business processes- everywhere, Recruitment, Onboarding or NPS

In 4 months 70% increase in Inbound, now ‘at capacity’

THE IBM STUDY:CMOs’ BIGGEST HEADACHE

Social media is here to stay…just can’t get head round itData explosionProliferation of channels and devicesRelationships and not transactionsProving the ROI

MARKETING IS ALL ABOUT BALANCE - INBOUND AND OUTBOUND

THE GAP IN SOCIAL CAPABILITY IN MA IS BEING ADDRESSED IN SEVERAL WAYS

SOCIAL DEMAND GEN IS EVOLVING… PRESENTING OPPORTUNITIES FOR MARKETERS & SALES PROFESSIONALS ALIKE

1. Internal morale & comms

2. Crisis management

3. NPD/market research

4. Customer service

5. Thought leadership

6. Recruitment & Training

7. Demand gen

Social IntelligenceSocial Sharing Social Sign-on

Search & segmentation for marketersSocial selling for sales

Social Listening

6. Putting Social in the context of Marketing (Automation)

SOCIAL SHARINGSYSTEMISING WOM

Social Listening

SOCIAL SHARINGSYSTEMISING WOM

Social Listening

That’s an

11% INCREASE

18.3%2011

29.4%2012

SOCIAL SIGN-ONDRIVES ACTIVITY

Social Listening

When used in the early stages of long campaigns, Social Sign-on encourages engagement within large communities.

Give permission-based access

Quickly and easily interact with campaigns

Skip long forms

SOCIAL SIGN-ONNOW COMMON

Social Listening

Of best-in class companies are using social sign-on1

Social Sign-On in Marketo

SOCIAL LISTENINGGOOD FOR THOUGHT LEADERSHIP AND UNDERSTANDING AWARENESS

Social Listening

Prospect social profiles

Great for listening for mentions

Good for initiatives such as crisis management, NPD and customer service

Integrations to CRM exist

Only limited profile data

Distinct lack of cohesion with demand generation platform and difficult attribute ROI

Typical focus is SENTIMENT

SOCIAL INTELLIGENCE A NEW HORIZON FOR DEMAND GENERATION

Social Listening

Search

Name: Adam SharpLocation: WinchesterLanguage: EnglishInfluence: 55

Segment

SOCIAL INTELLIGENCE A NEW HORIZON FOR DEMAND GENERATION

= +Access to real-time social indicators of intention and influence based on social criteria

Access to holistic view of contact, including social profile

Social listening

Social Intelligence Search & Segmentation Social Selling

Listen for key prospects or influencers by conversation and engage in real-time marketing, automatically

Social enrichment of exiting contacts

+Linking of social data to B2B contact

records

AT LAST IT IS POSSIBLE TO LISTEN TO CONVERSATIONS, TO SEARCH ON PERSONAS OR TO AUGMENT EXISTING DATA WITH SOCIAL APPENDS.

EXAMPLE WORKFLOW OFSOCIAL INTELLIGENCE FOR DEMAND GEN ….all in the matching engine

Enrich

Name: Adam SharpLocation: WinchesterLanguage: EnglishInfluence: 55LinkedIn: http://www... Facebook: http://www..Company:CleverTouchRevenue: 2-5MEmployees: 50-100Email: asharp@clever...

Enrich

Revenue: 2-5MEmployees: 50-100Email: asharp@clever...

LinkedIn: http://…Facebook: http://…Company: CleverTouch

Name: AdamLocation: SharpLanguage: EnglishInfluence: 55

SOCIAL INTELLIGENCETHE MARKETPLACE

Social

Intelligence

SOCIALAPPENDING

B2B RECORD

Social Appending

View profiles of key prospects and leads by listening to conversations in real-time

See visualisations of profile geography, characteristics and influence

Inbound search

Conversation analysis

Automated segmentation

Real-time prospect alerting Social scoring

for MarketingAutomation

Social Intelligence analytics for CRM

Real time conversational marketing & engagement

Social intelligence for proactive sales engagement & social selling

WHERE IS SOCIAL INTELLIGENCE GOING?

7. Build an infrastructure

Company A, VC backed started up….

“We have spent £100k pcm for the last 3 years and have nothing to show for it”

Company B, Nasdaq listed technology company

“We have a turnover of $800m and we run our business on a spreadsheet – it’s embarrassing.”

…..marketing should be a source of innovation……..but before you can think outside the box, you need to create it first.

7. Build an infrastructure

In conclusion

1. Creativity alone is not the basis of outperformance.

2. A scienced based approach means that ROI can be replaced with marketing forecasting

3. Your role is to drive change and translate what the technology can do.

4. Vigorously pursue a reduction of silos and long-term campaigns & thinking

5. Leave a legacy… (use SOSTAC)

asharp@clever-touch.com

Thank you

6 ways Marketo can build massive credibility with your Executive Team

• 10th September 2013

marketo mgtg nation adam sharp v2

clevertouch marketing

marketing data

b2b marketing

moneyball marketing

marketing automation

marketing directors

metric driven marketing

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