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Diogo
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Marketo Project
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What is Marketing Automation?“Marketing automation is the technology that allows companies to streamline, automate, and measure marketing tasks and workflows so they can increase operational efficiency and effectiveness.”
Marketo
Source: cmswire.com
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What will Marketo allow Exclusive Networksto achieve?
• Multi-Channel Campaign ManagementManage and execute marketing campaigns across multiple channels (email, web, mobile, events)
• Behavior TrackingTrack the behavior of each contact around all the different marketing activities (Every web page visited and every link clicked, email click, events attended…)
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What will Marketo allow Exclusive Networksto achieve?
• Automated Processes and Time SavingsMarketo provides all of the functionality to automate our marketing processes, build robust nurture campaigns and achieveimportant time savings.
• High quality leadsPowerful tool to create lead nurturing programs that improve the quality of leads generated by marketing campaigns.
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What will Marketo allow Exclusive Networksto do?
• Turn Sales Insight into ActionFull insight into the hottest leads and opportunities with a clear and simple sales dashboard in Salesforce.
• Marketing Campaign AnalyticsGet a complete understanding of marketing performance in terms of campaignseffectiveness and marketing channels(marketing optimization)
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• 3 launched campaigns
• Time Saving (less manually tasks)
• “Excelent Nurturing and Data Collection Tool”
• Missing the Sales Force integration
• 3 launched campaigns
• “Campaign reports extra training”
• 3 launched campaigns
• “For the Nordics was easy enough to complete the first campaign”
• 27 launched campaigns
• “A lot of possibilities but it takes a lot of time/work to launch 1 campaign”
• Benelux team is missing the integration with SF and with a SMS tool
Pending some adaptations to the existing Data Protection Rules
• 3 launched campaigns
• “Extra training is always useful and would be great to learn some tips”
• “Marketo is a great tool but Italy still needs a better database to launch efective campaigns”
Countries Update• 1 launched campaign
• “Very good tool, more reliable than our existing email tool”
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Next Steps
• Integration with Sales ForceWe are working to have theSalesforce integration available in all countries in the next 3 months.
• Lead ScoringDefine a lead scoring plan and implementit in order to provide high quality leads tothe Exclusive Networks’ sales teams
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• Assets: 1 Invitation, 2 Landing Pages, 1 Confirmation eMailing and a Thank You e.Mailing
• Database: 16.000 contacts
• Comunication Tools: eShots, Social Media, DataCenter Dynamics Banner
• Number of eShots: 5 (First Invitation and 4 Reminders)
• Next Steps: Telemarketing Attendance Confirmation
Campaign Data:
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eMailing Performance:
% Delivered % Opened % Bounces
% Unsubs. % Click to Open Rate
DataCenter Roadshow
89,9% 15,6% 10,4% 0,1 % 3,5%
MEE Roadshow 80,3% 13,2% 16,34% 0,3 % 0,05%
Campaign Performance:
Registrants New Contacts
AggregateTime Spent
DataCenter Roadshow 412 227 (55,6%)
3h
MEE Roadshow 200 Unknown 36 h
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MORE EFFICIENCY AND EFFECTIVNESS • Higher click to open rate • Less bounces • Time spent reduced by 12 times
DOUBLERESULTS!
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Thank You!