find the right marketing automation solution
TRANSCRIPT
Find the Right Marketing Automation Solution for Your Company
Michael Berger
Director, Product Marketing
What you can learn at the surface level
What you need to dig for
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
• Sophisticated lead nurturing made simple
• Analytics that truly measure the revenue impact of campaigns
• Deep and seamless CRM integration
• Powerful automation workflows built in seconds
• Ability to replicate successful campaigns in minutes
Agenda Items
Sophisticated lead nurturing made simple
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
10+ Years Ago
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
5 Y
ears
Ago
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Today
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Drip Nurture Doesn’t Work Like It Used To
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketers Don’t Control the Journey…
…Customers Do
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Name: Glenda
Age: 77
Gender: Female
Income: $30K - $50K
Location: Eastern US
Target artists:
Roy Orbison
Neil Diamond
Willie Nelson
Tony Bennet
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Effective Nurturing Adapts Based on Behaviors
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Behavioral Nurture Standard Nurture Lift
Open % 34.0% Open % 21.7% 57%
Click to Open % 37.1% Click to Open % 23.4% 59%
Click % 12.6% Click % 5.1% 147%
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Social
Marketing
Marketing
Automation
Marketing
Real-time
Personalization
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Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
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Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
IS
• Web behaviors
• Purchase behaviors
• Social behaviors
• Content consumption
• Specific email interactions
• Offline behaviors
Behavior-based Nurture
IS NOT
• Sending an email again if not opened or clicked first time
• Sending a different email if the last one was opened or clicked
Takeaway:Look for a Marketing Automation solution that makes it easy to do behavior based nurture
Analytics that truly measure the revenue impact of campaigns
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Reporting Maturity CurveMulti-
touch ROI
Multi-touch Revenue
Single-touch Revenue
Opportunities Won
Conversion Based (Form Fill)
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Conversion Based
Page Visits Leads Conversion %
Awesome eBookLanding Page
657 31 4.7%
Contact Us LandingPage
412 68 16.5%
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Opportunities Won
Page Visits Leads Conversion % Opps Wins
Awesome eBookLanding Page
657 31 4.7% 4 2
Contact Us LandingPage
412 68 16.5% 12 5
Advanced Analytics Webinar
840 56 6.6% 6 3
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Downloaded eBook on Analytics
Attended Advanced AnalyticsWebinar
Downloaded Analytics
Survey Results
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big
Tradeshow
Connected with Sales Rep
Single Touch
3 months
$100K
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Downloaded eBook on Analytics
Registered for AnalyticsWebinar
Downloaded Analytics
Survey Results
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big
Tradeshow
Connected with Sales Rep
Single Touch
3 months
$100K
$100K
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Single Touch Attribution
Page FT Revenue
Content: eBookAnalytics
$100,000
Webinar: Advanced Analytics
$0
Content: Survey Results
$0
Webinar: Top 10 Marketing Reports
$0
Tradeshow: Big $0
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Single Touch Attribution
Page FT Revenue
Content: eBookAnalytics
$0
Webinar: Advanced Analytics
$0
Content: Survey Results
$0
Webinar: Top 10 Marketing Reports
$0
Tradeshow: Big $100,000
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Downloaded eBook on Analytics
Registered for AnalyticsWebinar
Downloaded Analytics
Survey Results
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big
Tradeshow
Connected with Sales Rep
Multi Touch
3 months
$100K
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Downloaded eBook on Analytics
Registered for AnalyticsWebinar
Downloaded Analytics
Survey Results
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big
Tradeshow
Connected with Sales Rep
Multi Touch
3 months
$25K
$0
$25K
$25K $100K
$25K
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page MT Revenue
Content: eBookAnalytics
$25,000
Webinar: Advanced Analytics
$0
Content: Survey Results
$25,000
Webinar: Top 10 Marketing Reports
$25,000
Tradeshow: Big $25,000
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Downloaded eBook on Analytics
Registered for AnalyticsWebinar
Downloaded Analytics Survey
Results
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at BigTradeshow
Connected with Sales Rep
Multi Touch
$14K
$0
$14K
$14K
$14K
Attended the AnalyticsWebinar
Attended “Top 10 Marketing Reports”
Webinar
Engaged with us at Tradeshow
Connected withSales Rep$14K
$14K
$14K
Moe
Larry
$100K
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Downloaded eBook on Analytics
Registered for AnalyticsWebinar
Downloaded Analytics Survey
Results
Attended “Top 10 Marketing
Reports” Webinar
Engaged with us at Big Tradeshow
Connected with Sales Rep
Multi Touch
$14K $14K
$100K
Attended the AnalyticsWebinar
Attended “Top 10 Marketing Reports”
Webinar
Engaged with us at Tradeshow
Connected withSales Rep
$14K $28K $28K
Moe
Larry
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page MT Revenue
Content: eBookAnalytics
$14,000
Webinar: Advanced Analytics
$14,000
Content: Survey Results
$14,000
Webinar: Top 10 Marketing Reports
$28,000
Tradeshow: Big $28,000
Moe and Larry
both engaged
with these
campaigns
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page FT Revenue MT Revenue
Content: eBookAnalytics
$100,000 $14,000
Webinar: Advanced Analytics
$0 $14,000
Content: Survey Results
$0 $14,000
Webinar: Top 10 Marketing Reports
$0 $28,000
Tradeshow: Big $0 $28,000
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page FT Revenue MT Revenue
Content: eBookAnalytics
$176,000 $249,000
Webinar: Advanced Analytics
$131,000 $362,000
Content: Survey Results
$234,000 $276,000
Webinar: Top 10 Marketing Reports
$189,000 $541,000
Tradeshow: Big $325,000 $117,000
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page FT Revenue MT Revenue
Content: eBookAnalytics
$176,000 $249,000
Webinar: Advanced Analytics
$131,000 $362,000
Content: Survey Results
$234,000 $276,000
Webinar: Top 10 Marketing Reports
$189,000 $541,000
Tradeshow: Big $325,000 $117,000
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page FT Revenue MT Revenue
Content $410,000 $525,000
Webinars $320,000 $903,000
Tradeshows $325,000 $117,000
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page FT Revenue MT Revenue
Content $410,000 $525,000
Webinars $320,000 $903,000
Tradeshows $325,000 $117,000
More efficient at pushing leads
through funnel
More efficient at acquiring the right
leads
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch ROI
Page MT Revenue Cost MT ROI
Content: eBookAnalytics
$249,000 $5,500 45.3
Webinar: Advanced Analytics
$242,000 $45,000 5.4
Content: Survey Results
$276,000 $25,000 11.0
Webinar: Top 10 Marketing Reports
$541,000 $15,000 36.1
Tradeshow: Big $117,000 $125,000 0.9
MT Ratio
<5 bad
5 to 10 avg.
>10 good
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
•Multiple influencers in a typical B2B sale
•Multiple touch points
• Some offline
•What is a success?
Challenge of Multi-Touch
Takeaway:Make sure that your Marketing Automation solution will provide you with metrics that are meaningful
Deep and seamless CRM integration
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
• Out of the box 2-way data exchange
• Automatically adapt to changes in CRM
• Instantly trigger marketing activities from CRM
• Instantly send sales alerts and follow-up tasks
• Provide sales intelligence in a highly digestible, and highly actionable manner
CRM Integration Capabilities
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
CRM Integration Points
Lead
Contact
Leads
Account
Opty
Activity
Campaign
Custom
Account
Opty
Activity
Program
Custom
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
CRM Integration Points
Opty Opty
Closed-loop Reporting (associating pipeline and revenue back to campaigns)
Workflow triggers, such as shifting nurturing content
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
CRM Integration Points
Activity Activity
When a sales rep logs a call, a workflow triggers to take the lead out of an
automated outreach campaign
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Information that helps sales repssell more effectively, in order to:
• Close more deals• Shorten sales cycles• Increase deal size
Sales Intelligence Defined
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Really no different from how marketers think about marketing more effectively:
• Right message – relevant message
• Right person – person who is a potential buyer
• Right time – person who is ready to engage with sales
How To Sell More Effectively?
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Right Person
Names in Database
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Right Person
Names in Database
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Right Person
Sales Ready15%
Not Sales Ready60%
Junk25%
Names in Database
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Right Person
Sales Ready15%
Not Sales Ready60%
Junk25%
Names in Database
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Right Message
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Downloaded eBook on Analytics
Attended Advanced Analytics Webinar
Downloaded Analytics
Survey Results
Attended “Top 10 Marketing
Reports” Webinar
Viewed Revenue Cycle Analytics Web
Demo
Connected with Sales Rep
Right Time
Prospect Behaviors
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Downloaded eBook on Analytics
Attended Advanced Analytics Webinar
Downloaded Analytics
Survey Results
Attended “Top 10 Marketing
Reports” Webinar
Viewed Revenue Cycle Analytics Web
Demo
Connected with Sales Rep
Right Message
Prospect Behaviors
Let me tell you about the benefits of lead
nurturing and scoring
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Downloaded eBook on Analytics
Attended Advanced AnalyticsWebinar
Downloaded Analytics
Survey Results
Attended “Top 10 Marketing
Reports” Webinar
Viewed Revenue Cycle Analytics Web
Demo
Connected with Sales Rep
Right Message
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Right Person, Message and Time
Downloaded eBook on Analytics
Attended Advanced AnalyticsWebinar
Downloaded Analytics
Survey Results
Attended “Top 10 Marketing
Reports” Webinar
Viewed Revenue Cycle Analytics Web
Demo
Connected with Sales Rep
Let me tell you how Marketo’s analytics
are different and why it matters
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Which Leads Should I Focus On First?
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What Are They’re Interested In?
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Show Reps Only What’s Important
Takeaway:Talk to other companies, research compelling use cases, and choose wisely. There are very significant differences when it comes to CRM integrations.
Powerful automation workflows built in seconds
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
A LeadsB Leads
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Add leads to campaign Email 1
Email 2
Email 3
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
stats Email Open Clicked
Auto-Touch Email 3 44% 21%
Industry Average 22% 3%
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
stats Email Open Clicked
Auto-Touch Email 3 44% 21%
Industry Average 22% 3%
Link Clicked Clicked
1. Going to purchase
6%
52%2. Investigating solution
9%
3. Reach out next month
37%
Not interested 48% 48%
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
stats Email Open Clicked
Auto-Touch Email 3 44% 21%
Industry Average 22% 3%
Link Clicked Clicked
1. Going to purchase
6%
52%2. Investigating solution
9%
3. Reach out next month
37%
Not interested 48% 48%
65%
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
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
Takeaway:Think long-term. This is the area where a marketer is most likely to hit a wall if they don’t select the right solution up front – and do so more quickly than they think.
Ability to replicate successful campaigns in minutes
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Speed and Productivity
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Replicate Webinar
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Copy Edit
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
22 Laborious Steps – 2+ Hours
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Replicate WebinarEmail Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Clone
Program-level fields
1. Webinar name
2. Webinar title
3. Speaker name
4. Speaker title
5. Webinar Description
6. Date
7. Time
Push
8 Quick Steps – 3 Minutes
Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
• What happens to all your assets when you update a template (such as when changing the copyright date)?
• How are things in the system organized? Is everything easy to find?
• How easily can you build assets like landing pages and emails?
• Can you get things done quickly without IT help
• Is there an active and helpful user community
Other Productivity Considerations
Takeaway:Make sure you select a Marketing Automation tool that lets you do the things that you do every day really quickly.
Q&AAlso happy to connect on LinkedIn.
Twitter: @mikedberger