a marketing leader's marketo breakfast briefing presentation - 15th may

Share your thoughts on Twitter #CTexp14

Copyright © 2014 CleverTouch Marketing. All rights reserved.

Thursday 15th May

A Marketing Leader’s Marketo breakfast briefing



9:00 – 9:30 am Meet and networkReception, registration & coffee

9:30 – 9:45 am Opening RemarksCaroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast

9:45 – 10:00 am Marketo’s perspective on the wider MA-World

10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy MeadBlur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings.

10:45 – 11:10 am Break

11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma YoungeFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings.

11:55 – 12:10 pm CleverTouchAdam discusses what clients are expecting and demanding and the future of effective MA deployments.

12:10 – 12:30 pm Network with your peers

12:30 pm Breakfast briefing close

The Agenda



The Agenda





10:45 – 11:10 am Break





© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Easy.Powerful. Complete.

Marketo makesMarketing Software that is

Phil Jacobs

Any discussions regarding Marketo’s product roadmap and product features and functionality are for informational purposes only. This information is current only as of this date; product plans are constantly evolving and thus subject to change. The actual product release content and schedule may differ materially from what is in this presentation. Any purchasing decisions should not be contingent on the delivery of any future functionality or features discussed or otherwise presented.

Safe Harbor Statement


Marketo Company Snapshot

• Leading cloud-based marketing software company• Nasdaq ticker symbol MKTO • 3,250+ customers in 36 countries• Operations in North America, EMEA, APAC• Gartner - “Leader”• CRM Magazine - #1 Marketing Solution – CRM Magazine• Excellent customer adoption, success, renewal rates

Marketing Solution Winner

3nd consecutive year

#1 Marketing Software

Vendor on Inc. 500

#28 Most Promising Company in America

Leaders Quadrant(MQ 6 2012)


Marketo’s Customers Across Industries

Life Sciences & Healthcare

Media & Consumer Financial Services EducationCommunications

& Infrastructure

Manufacturing & EnergySoftware & Cloud Business Services

We’re here because the world has changed

© 2011 Marketo, Inc.


The Digital era has brought an unprecedented change in buying and business model

THEN NOW

Information:SCARCITY

Purchasing Power:SELLERS

Organizational Power:SALES

Information:ABUNDANCE

Purchasing Power:BUYERS

Organizational Power:MARKETING


Trends - Transformation of Marketing

THEN NOW

#1

#2

#3

#4

#5

Demographic Behaviours & Context(Real-Time)

Mass Advertising Every Channel Personalised

Campaigns Continuous Conversations

Isolated Channels Coordinated Experiences

Intuitive decision making Data-driven automation


Digital Marketing Today is silo based

Email system

CRM System

Website Content

WebAnalytics

Social Media

Lack of a Centralized Marketing Database

• Prospect / Customer activity trapped in silos• Manual merging of lists / activities extremely manual • Data quality issues: incomplete data, duplicate data, data

reconciliation• No alignment between sales and marketing• Reporting on KPIs and ROI is difficult to impossible


Modern Marketers Need a Complete Solution

Marketing’s System

of Record REVENUE EFFECTIVENESSDrive conversion to sale

• Prospect Prioritization• Offer Prioritization• Social Selling• Productive Prospecting

RELATIONSHIP MARKETINGLifetime dialog withcustomers based on behaviors and interest

• Nurturing and Scoring• Email Marketing• Marketing Automation• Event Marketing• Customer Engagement

INBOUND MARKETINGEnsure potential customers can find you

• Content Marketing• SEO / SEM• Social Campaigns• Landing Pages

ANALYTICS & MEASUREMENTUnderstand impact ofmarketing and optimize marketing investments

• Budgeting & Planning• Spend Analysis• Cross-program Allocation• Opportunity Analysis• Revenue Attribution


We’re seeing a variety of positive impacts

• Enhancing the customer engagement• Driving business benefits • Helping efficiency • Facilitating a change of business model


Enhancing the Customer Engagement• By being more relevant to them

• Taking behavioural and contextual activity into account

• Co-ordinated Experience across all channels

• By having continuous conversations rather than email blasts• Nurturing tracks to drive/guide

conversations. • Reduction in email volume increasing

level of engagement


Driving business benefits

• Drive business benefits like• More Customers• More leads • Better quality of leads • Increase cross-sell/upsell • Better sales and marketing

alignment• Proof of Compliance


Helping efficiency

• Change in lifestyle – automate and forget

• Run more campaigns with the same team

• Reduce or shift costs


Facilitating a change in business model

• B2B to B2C or B2B2C.

• Facilitate a shift in customer behaviour


Net Result for companies that use Marketo

1Grow the Number of Leads AND Opportunities

3Improve Sales Productivity

2Optimize Marketing & Sales Investments


Net Result for Marketers who use Marketo• The rise of the “Marketing Nation”• A change in the internal view of marketing operations • A seat at the table.

So how will you adapt to these trends and if not now……when?

© 2011 Marketo, Inc.



The Agenda9:00 – 9:30 am Meet and network

Reception, registration & coffee




10:45 – 11:10 am Break





Marketing AutomationIntroducing Marketing Automation

Emma Young, Marketing Manager – Global Clients

(t) +44 (0)20 7997 7922(e) [email protected]

Background and challenges

www.efinancialcareers.com

Background

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Founded in 2000 eFinancialCareers is the world’s leading financial services careers website, and the place to go for financial careers and talent.

We’re global…With offices based in London, Frankfurt, Dubai, Singapore, Hong Kong & New York,eFinancialCareers offers local websites in 19 markets across North America, Europe, Asia-Pacific, and the financial centres of the Middle East. We operate in multiple languages.

Aug 2013 – we launched Salesforce & Marketo across the business.

www.efinancialcareers.com#CTexp14


Challenges

Over a decade of growing globally we developed a few challenges with our B2B

marketing communications:

• Operating in regional silos

• Brand and message consistency in our client marketing communications

• Lack of control over client marketing communications

• No internal design/html resource for collateral creation

• Device compatibility & screen optimisation

• Limited technical skill within the team

Process review and change

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Global consistencyThe magnitude of the issue…

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Global consistencyControlling client communications

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Before

USA

Singapore

Gulf

Germany

France

UK

Hong Kong

Australia

Now

USA

Singapore

Gulf

Germany

France

UK

Hong Kong

Australia

Global Client

Marketing

#CTexp14


Global consistency

Before we could build our consistent communications, we needed to make our branding consistent across the globe!

Beginning of 2013, we began a review of our branding and how our company was perceived both internally and externally.

• Multiple internal workshops globally – how we are perceived how we want to be seen

• Globally external workshops with clients – how they perceive us, why they use us

In November we launched a brand which fits with our perceptions and requirements as discovered in the above consultancy process.

Branding overhaul

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Jan-Jun 2013

Brand consultation and overhaul

Aug 2013

Marketo & Salesforce launched

Nov 2013

New brand launches

Jan 2014

Team re-structure

Timeline of recent events


Templating our communications

Now that we have the brand how do we implement it in our communications and keep it consistent?

The problem

• Limited knowledge of HTML within the team

• Small team – production output may become an issue now that we’re centralised

• No internal design resource

• How do we ensure our communications display well and consistently on all devices,

and over time as we roll out new campaigns and messages?

The solution

• A set of sophisticated email and landing page templates optimised for multiple

devices.

Back to basics – doing less but doing it well!

Resource gap & skills shortage

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Implementing the email and landing page templates


Email templatesThe brief

• eFinancialCareers approached CleverTouch with the concept of a user-friendly, simplistic, responsive email template creator within Marketo.

• There were a number of requirements: – The build of four Marketo templates that would

be reusable, responsive and dynamic - selected for use in any order as and when required.

– The emails would have to render on a wide range of devices.

– They needed to be created and modified by people with no/little HTML knowledge.

– Multi-language capability was essential.

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Email templatesThe solution

• CleverTouch devised a way for the emails to contain snippets, which allow the users to easily add and remove elements of an email using the Marketo editor.

• These were then duplicated across other languages – French and German.

• Overall CleverTouch delivered 33 reusable, responsive ‘modules’ to be used within each template, across all regions, enabling a flexible yet consistent look and structure every time.

• These templates could be used by anyone – even without the technical knowledge usually required to build responsive emails.

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#CTexp14


Landing pagesThe brief

• eFinancialCareers also required responsive landing page templates within Marketo using a user-friendly drag-and-drop interface.

• There were significant technical challenges that arose including:

– To enhance the user experience, on submission of a form, the page needed to refresh to display a thank you message, rather than routing to another page.

– The creation of responsive landing page templates, snippets and forms that were required to render on multiple devices and to be created by people with no/little HTML knowledge.

– Multi-language capability was essential.

E.G 1

E.G 2

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#CTexp14


Landing pagesThe solution

• The result is an advanced template, which uses JavaScript and jQuery to place elements where the user specifies. It appears as simple drag-and-drop functionality.

• There are many other JavaScript solutions coded for this project, including form re-directs, dynamic & responsive image changing, and the complete rebuilding of any form generated to allow it to be fully responsive.

• The solution avoids cluttering the Marketo instance with language templates, by handling translations in the same manner. The labels on forms can be translated, without changing the value submitted.

• Today, any in-house user at eFinancialCareers can now create professional and responsive marketing landing pages – and without any coding skills.

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Example desktop page version

Example mobile page version

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Moving forwards


Successes to date

• Integrated our external/website contact points with Marketo/Salesforce• Preference centre• Content download process• Qualification campaign• Campaign briefing process for regional marketers• Email templates• Landing page templates

Consistent look and feel – globally!

Basics first

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Next steps

Data syncs

Update to our basic sync• Sync purchase data – contract start and end date, products purchased• Sync usage data – low usage, no usage, high usage

Why do we want to automate our communication plans?

• CRM and marketing platform that can now ‘speak’ to each other

• Support our client contact strategy

− Interact with all clients, not just higher-value clients

• Consistent and intelligent client engagement

− Triggered timely messaging that fits with the clients’ lifecycle

• Increase revenue!

Automation enablement

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Lifecycle marketing

• Current focus – active clients− Retention & Client loyalty

» Engagement and usage campaigns» Renewal campaigns

• Phase two – leads− Lead nurture

» Nurture Campaigns» Lead Scoring

• Phase three – prospects− Awareness

» Lead capture» Lead Scoring

The future

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Emma YoungMarketing Manager, Global Clients

(t) 020 7997 7922

(e) [email protected]



The Agenda





10:45 – 11:10 am Break







Why MA?What are our Clients doing now and what are they looking to do in the future?



Marketing Automation isn’t easy, or at least it shouldn't be…

Don’t buy on the demo or…

…in the book



What percentage of CEO’s rely on Marketing for (data) insightin their decision making?

Back to the boardroom…




Answer: a pitiful 8%





Answer: a pitiful 8%

If the CEO is a reformed CFO, this drops to just 6%




• Increase revenue and the level of customer engagement

• Be a radar to the market, anticipate stakeholders

• Be a source of innovation (and some personality)

• Provide some insight and fresh thinking

• Increasingly translate how technology can shape the business

Backroom to the boardroom…



Translate what technology can do for the business



Translate what technology can do for the business

…Better yet, create new channels or business services from customer

insight



CMOs biggest headaches

1. Lead Gen…(Demand Management)2. Social & big data….the new marketing arms races3. Technology – applying it4. Shifting markets & demographics5. New devices, multi-channel x multiplies6. Relationships not transactions7. Providing value & proving the ROI



CMO platform of opportunity?



• Educate not Sell• Only 1/3rd of clients buy on features.

Forrester Research

• Content = Thought Leadership• 57% of the buying is done before a company is

engaged Google & CEB

Marketing is coming of age, led by B2B



• Content is a tactic

• 80% is never seen

• Too many content factories

• Far better to focus on positioning, segmentation & targeting first

• Then the infrastructure

• Then the intelligent engagement

Why content isn’t King

INNOVATION & INSIGHT

CONTENT & CAMPAIGNS

INFRASTRUCTURE & MARKETING STRATEGY

Typical Point of Activity



Marketing needs a coherent framework… otherwise after the ‘investment’ there is simply nothing

to show for it…Except spent energy and wasted budget….



Don’t get distracted along the way…



In their 2012 CMO study…

What percentage of CMO’s calculate their

ROI?

Big Data or Big Myth?



In their 2012 CMO study…

What percentage of CMO’s calculate their

ROI?

Answer: a woeful 20%

Big Data or Big Myth?



• 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.

Begin with the end in mind…Move the game from ROI to revenue forecasting



# x % x ADV

TTD

The 4 business metrics Marketers really should know



If your engagement cycles are linear and shorter than your buying cycles, then you are leaving your marketing to chance (cost centre).

Average Buying Cycle (9 months)

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

Consider this:



• Data fetch x10 times per day• 1000s per month automated on the programme• NO MANUAL INTERVENTION• Initially a 2 year programme. Extended another 2 years

TIME TO MARKETING



Trend Micro

Database

Trend Database

Silverpop FTP Site

CleverTouchData

Transformation

Data manipulated ready for silverpop

Trend FTP Site Data put on to FTP site daily

Silverpop Database

Data uploaded to silverpop for scheduled daily import

New contacts added to Database

POS Segment#1 #4

Welcome Campaign

Time

Default Customer

Communications

Regular Monthly Campaigns

Post Purchase Survey

In Trial Segment#1 #4

Welcome Campaign

Post Trial Activation Segment

Post Purchase Survey

#1 #2

Welcome Campaign

Mid Term Survey Renewal Reminders

Activate - Y

Win Back Campaign

Survey

Activate - N

Ad Hoc Campaigns

#1

#2

#8

Extended Trial Period Campaign

Segment

Highlights- over 4-10k pcm enter this programme, all automated (10 times a day)5 routes & 9 languages and multi-touch= 250+ scheduled communications

Campaign flow-user journeys



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Companies that build journeys and engage clients in a meaningful ways improve performance and client satisfaction by 30-40% (McKinsey)

Organisations that engage customers in personalised multi-touch engagements typically outperform a transactional approach by over 50%+ (CleverTouch Marketing)

For Marketers, intelligent engagement is the new source of innovation in MA



Intelligent engagement starts like this



‘AS IS’ Lead leakage

‘TO BE’ Controlling lead leakage

Cutting out the waste……and in building process and rigour; Marketers are re-

defining their business models and re-aligning their SG&A.



• 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.

Great content (and intelligent engagement) are the new sources of innovation



Identical assets (to NA)

The difference

– NA largely manual

– EMEA & ASIA fully automated

– (6 months: 19 languages)

Automated version personalised delivered much

higher results.

Some stats

– $44:1 ROI

– 18 month cycles

– $2.5m pipeline from recycled ‘dead leads’

Nurturing provides a significant ROI

From transactional to customer engagement and journeys



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Time to do the innovative stuff



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Personalised employee engagement & onboarding

Engagement starts AFTER the sale

Net Promoter Score programme

70% increase in inbound enquiries inside 4 months

It doesn’t have to start and end with an email



The intelligence base is shifting - company generated to consumer self-generated



Evolution from MA to Marketing Cloud



…increasingly organisations taking ownership

… from an application architectural perspective to an informational architecture perspective



• Increase revenue and the level of customer engagement

• Be a radar to the market, anticipate stakeholders

• Be a source of innovation (and some personality)

• Provide some insight and fresh thinking

• Increasingly translate how technology can shape the business




• Reduce the silos in your business

• Build an infrastructure to support continuous campaigns and user generated insight

• Move to marketing forecasting and not just ROI

• Think beyond campaigns and beyond email marketing

• Create time for the innovative stuff

Marketing can be a source of opportunity, a driver of change…or nothing



Marketing should be a source of innovation…

but before you can think outside the box,

you need to BUILD it first.

X

A final thought…



The Agenda





10:45 – 11:10 am Break







www.clever-touch.com

a marketing leader's marketo breakfast briefing presentation - 15th may

Marketing

marketo proprietary

clevertouch marketing

marketing reporting

marketing software vendor

key ma learnings

ma route

wider maworld

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