Download - Automate This! Content Marketing and Marketing Automation

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Automate This! Content Marketing and Marketing AutomationJon Miller, VP Marketing and Co-FounderExecutive Editor of Modern B2B Marketing blog@jonmiller

© 2013 Marketo, Inc. #DG2MA @jonmiller

Today’s Topics

• Marketing automation overview

• How marketing automation powers content!

• How to measure ROI, select the right system for your business, and get successful

• Q&A


Commercial


Raise your hand if…

You have the ability to send marketing emails.


Keep it raised if…

You can easily create new landing pages for each campaign.



You can set up the emails for a webinar up-front and let it run ‘lights-out’.



Prioritize a list of potential customers based on fit and likelihood to buy



You can measure the pipeline contribution of each marketing program.


If your hand is still up, give yourself a fist pump…

…everyone else, keep listening


Marketing automation is a…

• Technology that streamlines and automates marketing tasks

• so companies can • increase

operational efficiency and

• grow revenue faster


Common Features of Marketing Automation


What Marketing Automation Does

• Nurtures relationships with leads that aren’t ready to buy

• Retains and extend customer relationships• Builds alignment with sales• Streamlines the marketer’s world• Drives efficiency and speed of marketing

execution• Proves – and improve – marketing ROI


What Is “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


How Marketing Automation

Powers Content


Using Email for Content Marketing is so “2000 & Late”


How Marketing Automation Powers Content

Create customer dialogues, not blasts

Multi-Channel Communications

More precise targeting & segmentation

Real-time Triggers

Tie content to pipeline and revenue

Engage sales in distributing content


Customer Dialogues, not Email Blasts


Multi-Channel Communications


Precise Targeting and Segmentation


Real-Time Triggers


Tie Your Content To Pipeline and Revenue


Engage Sales in Distributing Content


Measure ROI, Select the

Right System, and Get

Successful


ROI of Marketing Automation

Nucleus Research Marketo Benchmark on Revenue


Don’t Leave Your Ferrari In the Garage


Invest in Your Success

Success is often primarily determined not by the vendor you choose, but by these:• Revenue process• Sales and marketing

alignment• CRM implementation• Data quality• Content• Lead flow• Staff skills


Tips to Buy the Right System for You

• Write down your goals for the project

• Identify your requirements

• Evaluate potential vendors against your scenarios

• Talk to references

• Focus on value, not cost


marketo.com/DG2MA


Questions?

Jon Miller@jonmiller

[email protected] to blog.marketo.com


BACKUP SLIDES


Marketing Automation Is Not….

A fancy name for email marketing

A way to send spam

A solution that only benefitsmarketing

A panacea that delivers valuewithout effort


Common Misconceptions

Misconception Response

Doesn’t build the listMA does require leads, but complete systems include functionality for lead generation programs (events, etc.)

Too email focused – not social

While MA started with email, most solutions today offer or integrate to social including social profiles, tracking, campaigns, sign-on, and promotions.

Robotic, irrelevant, spam – not about the customer

MA can be used for good marketing or bad marketing, but behavioral segmentation and 1:1 targeting usually improves relevance

Get guide text


Why is marketing automation so hot right now?

Download - Automate This! Content Marketing and Marketing Automation

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