automate this! content marketing and marketing automation
DESCRIPTION
Content touches people at all stages of the buying cycle – and so does marketing automation. Combining the two means you can easily hit the right people with the right content at the right time. In this webinar, Jon Miller, founder and VP Marketing at Marketo, will answer your questions and help you decipher the buzz around marketing automation. You’ll learn what marketing automation is, and how it can help you deliver your content in personal, timely, and relevant ways so you can truly have a conversation with your leads.TRANSCRIPT
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© 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
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Page 2© 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
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Page 3© 2013 Marketo, Inc. #DG2MA @jonmiller
Commercial
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Page 4© 2013 Marketo, Inc. #DG2MA @jonmiller
Raise your hand if…
You have the ability to send marketing emails.
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Page 5© 2013 Marketo, Inc. #DG2MA @jonmiller
Keep it raised if…
You can easily create new landing pages for each campaign.
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Page 6© 2013 Marketo, Inc. #DG2MA @jonmiller
Keep it raised if…
You can set up the emails for a webinar up-front and let it run ‘lights-out’.
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Page 7© 2013 Marketo, Inc. #DG2MA @jonmiller
Keep it raised if…
Prioritize a list of potential customers based on fit and likelihood to buy
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Page 8© 2013 Marketo, Inc. #DG2MA @jonmiller
Keep it raised if…
You can measure the pipeline contribution of each marketing program.
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Page 9© 2013 Marketo, Inc. #DG2MA @jonmiller
If your hand is still up, give yourself a fist pump…
…everyone else, keep listening
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Page 10© 2013 Marketo, Inc. #DG2MA @jonmiller
Marketing automation is a…
• Technology that streamlines and automates marketing tasks
• so companies can • increase
operational efficiency and
• grow revenue faster
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Page 11© 2013 Marketo, Inc. #DG2MA @jonmiller
Common Features of Marketing Automation
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Page 12© 2013 Marketo, Inc. #DG2MA @jonmiller
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
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Page 13© 2013 Marketo, Inc. #DG2MA @jonmiller
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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
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
How Marketing Automation
Powers Content
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Page 16© 2013 Marketo, Inc. #DG2MA @jonmiller
Using Email for Content Marketing is so “2000 & Late”
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Page 17© 2013 Marketo, Inc. #DG2MA @jonmiller
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
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Page 18© 2013 Marketo, Inc. #DG2MA @jonmiller
Customer Dialogues, not Email Blasts
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Page 19© 2013 Marketo, Inc. #DG2MA @jonmiller
Multi-Channel Communications
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Precise Targeting and Segmentation
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Page 21© 2013 Marketo, Inc. #DG2MA @jonmiller
Real-Time Triggers
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Page 22© 2013 Marketo, Inc. #DG2MA @jonmiller
Tie Your Content To Pipeline and Revenue
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Page 23© 2013 Marketo, Inc. #DG2MA @jonmiller
Engage Sales in Distributing Content
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Measure ROI, Select the
Right System, and Get
Successful
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Page 25© 2013 Marketo, Inc. #DG2MA @jonmiller
ROI of Marketing Automation
Nucleus Research Marketo Benchmark on Revenue
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Page 26© 2013 Marketo, Inc. #DG2MA @jonmiller
Don’t Leave Your Ferrari In the Garage
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Page 27© 2013 Marketo, Inc. #DG2MA @jonmiller
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
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Page 28© 2013 Marketo, Inc. #DG2MA @jonmiller
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
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Page 29© 2013 Marketo, Inc. #DG2MA @jonmiller
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Page 30© 2013 Marketo, Inc. #DG2MA @jonmiller
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marketo.com/DG2MA
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Questions?
Jon Miller@jonmiller
[email protected] to blog.marketo.com
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
BACKUP SLIDES
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Page 34© 2013 Marketo, Inc. #DG2MA @jonmiller
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
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Page 35© 2013 Marketo, Inc. #DG2MA @jonmiller
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Page 36© 2013 Marketo, Inc. #DG2MA @jonmiller
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
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Page 37© 2013 Marketo, Inc. #DG2MA @jonmiller
Why is marketing automation so hot right now?