1 © 2015 Integrate, Inc. | integrate.com

EXECUTIVE SUMMARY

If you’re a Marketo customer, you’ve bet on the power of automation to gain efficiency, drive deeper prospect engagement and create sales pipeline and customers. This investment in Marketo’s technology enables you to more effectively leverage prospect information to nurture, score and converse with your prospective buyers through their journey. Marketo is a powerful platform — once you’ve generated prospects.

The challenge (and opportunity) exists when you and your marketing colleagues rely on third-party data sources (media partners, events, webinar vendors, etc.) to generate the all-important prospects that feed your Marketo-driven processes.

Marketing automation is incredibly valuable for capturing inbound prospect data on owned websites and landing pages, as well as activities meant to refine this prospect data into sales-ready leads or convert prospects into customers (via scoring models and nurturing tracks). Yet, today’s demand gen requirements are much broader than inbound lead capture and refinement.

Third-party sources are critical for generating your sales pipeline. Unfortunately, the data sources feeding your marketing automation system are severely fragmented and removed from Marketo and the rest of your marketing tech stack. This disconnect creates several issues:

•• Drains time and resources due to media partner/data source management

•• Compromises data quality and lead velocity

•• Prevents the closed-loop insights necessary to optimize your demand generation efforts

Each of these issues limits your ability to engage prospects, generate customers and provide business value to the organization. This white paper explains each of these challenges (and opportunities) in detail before guiding you through the steps needed to eliminate these roadblocks with an automated demand gen operation.

Table of Contents

2 | Opportunities Created by

Automating Media Partner

Management

3 | Opportunities Created by

Automating Data Governance

5 | Opportunities Created by

Automating Closed-Loop

Media Measurement

7 | Integrating Third-Party Demand

Gen Programs with Marketo

8 | Conclusion & About Integrate

INTEGRATING THIRD-PARTY PROGRAMS WITH MARKETO TO FULLY AUTOMATE DEMAND GEN

“Marketers all too often have differing processes for managing numerous media partners, which means you can’t accurately and quickly make adjustments to campaigns, assets, allocation, etc. Leveling the playing field is crucial. We need the ability to holistically compare all media partners and programs to drive a successful demand gen operation.”

Monica NiemanREGIONAL MARKETING MANAGER, TREND

2 © 2015 Integrate, Inc. | integrate.com

OPPORTUNITIES CREATED BY AUTOMATING MEDIA PARTNER MANAGEMENT

The Challenges of Managing MediaWe marketers are incredibly diligent about refining prospect data once it’s inside our marketing systems. However, all too often we cast a blind eye to the disorderly and sluggish processes by which we manage numerous third-party media partners and data sources to acquire the all-important prospects that fuel our Marketo and CRM systems.

Of course, if all your marketing is inbound, you don’t need to worry about this. But if you’re like most marketing orgs and running third-party media programs to distribute content, generate leads or drive traffic, you’re likely suffering from the same issues that most marketers face: a barrage of manual tasks and lack of holistic reporting.Such tasks often include:

•• Identifying, selecting and onboarding media partners/lead vendors

•• Communicating back and forth with partners (one at a time) to work out campaign parameters

•• Dealing with IOs, legal approvals and accounting

•• Providing and managing dynamic creative assets

•• Aggregating and consolidating numerous reports for analysis

•• Optimizing each campaign individually with each partner

Inevitably, emails and assets get lost, directions are misunderstood, campaign launches are delayed, time is wasted, leads are returned, and reporting is so disjointed (and delayed) that you require a sweatshop worth of effort to get all the pieces you need to make informed decisions.

Third-party demand gen programs are essential for most marketing orgs, but when left unconsolidated, their side effects have three primary consequences that devastate marketing efforts:

1. A bottleneck in a crucial stage of the customer acquisition funnel that negatively affects all aspects of marketing performance, from prospect data capture to closed customer

2. A waste of time and resources due to manual tasks required to manage media partners and fully utilize prospect data

3. A fragmented view of partner and program performance, which means you can’t effectively optimize efforts

And all these problems are usually multiplied by the number of media partners you work with, so scaling demand gen often becomes impossible. All this limits your contribution to pipeline and the return on your Marketo investment.

3 © 2015 Integrate, Inc. | integrate.com

OPPORTUNITIES CREATED BY AUTOMATING DATA GOVERNANCE

Marketers have become complacent with poor-quality prospect data. According to a SiriusDecisions study, 25% of the average B2B marketer’s database is inaccurate and 60% of companies have an overall data health of “unreliable.” Because it’s the norm, we’ve created many manual workarounds as temporary fixes for a growing problem — a problem that’s costing us precious money, time and performance.

This complacency has many negative consequences. Satisfaction with the status quo hinders progression, and, with our huge revenue mandate, every marketer needs to improve performance and the customer experience. So why are we so complacent when it comes to the data that fuels Marketo and our marketing efforts?

It’s no secret that marketers are investing heavily in technology to boost our ability to engage and delight customers. We all invested in Marketo for that very reason. But though we’re well into the automation movement that depends on the smooth and consistent flow of prospect and customer data, we continue to downplay or even ignore the data quality issues that plague our systems.

This is a huge problem.

For example, our team at Integrate recently examined our customers’ lead gen efforts and found that, on average, nearly 40% of B2B lead data was identified as poor quality.

When unchecked, such quality issues have two major ramifications on marketing and Marketo effectiveness:

1. Wasted usage and diminished systems ROI — Engagement marketing and lead nurturing tracks depend on imported lead data being accurate. If a lead contains an invalid email address, it hamstrings our ability to deliver the full value

Click here to download

Integrate’s Data Quality Index on the B2B Tech Industry.

Benefits of an Effective Partner Management SystemIn the digital era, speed and visibility are critical. Circumstances change within hours, if not minutes. Consolidating media partners into a single platform and automating the processes of partner management quickens campaign launch time while also providing a more holistic view of media investment — leading to better marketing performance.

It also facilitates integration with Marketo, which in turn further increases the transmission of data and the ability to use your marketing automation tools to optimize prospect information gained from your investment with media partners.

Moreover, automating media partner operations frees valuable resources to be used for more strategic purposes. Paying skilled marketing pros or agency partners to manually coordinate numerous media partner relationships is like taking time off from work to forage for wood to heat your home — your salary far exceeds the costs of heating fuel, and the marketer’s labor is far more valuable than the costs of media partner management software.

It doesn’t make sense to pay people to format spreadsheets, chase creative assets or email numerous media partners the same RFP when this could be automated, allowing talented individuals to concentrate on skill-oriented projects. Automating media partner management frees your marketing team to concentrate on strategic initiatives with greater access to more media program and prospect data.

4 © 2015 Integrate, Inc. | integrate.com

of engaging prospects. If it contains unacceptable values (e.g., job title, purchasing timeline, etc.), it’s just wasting Marketo data usage space — or worse yet, it’s affecting potential customer experience by being in the wrong track.

2. Decreased lead velocity and impaired relations with sales — Most marketing orgs, however, are more diligent than to simply allow poor prospect data to pass through the cracks and be injected into their Marketo systems (though some inevitably slips through). Instead, they have individuals tediously comb through lead files to scrub data before it’s injected (of course, this usually doesn’t help with email validation). The result is that prospects are often more than a week old before they’re re-engaged by a Marketo nurture campaign or sales rep. By that time, prospect interest has cooled and conversion rates through the customer acquisition funnel suffer. This obviously strains the sales-marketing relationship.

These are significant consequences, but intentions to prevent them are typically cast aside and we resort back to business as usual. Fixing data quality issues once and for all doesn’t have to be an arduous process.

High-performing marketers are implementing steps to face the data quality hurdle head on, and early on — before it affects the ever-important customer experience. And for their efforts, they’re seeing greater conversion rates, increased return on Marketo investment and greater marketing-attributed revenue. In fact, contact center software provider Five9 recently credited automated data governance with a 23.3% increase in prospect data quality and 18.3% decrease in effective cost per lead (eCPL). That’s a big win for a little effort.

Technology has helped marketers personalize, engage and track efforts like never before. But if we continue to generate bad lead data or spend days refining it before feeding it into our marketing and sales systems, we’re hampering our ability to achieve our core goal — creating delighted customers.

Click here to see how Five9 applied Integrate’s software to automate media partner management and increase

data quality.

Garbage data seems to be the ‘cigarette smoke’ of the marketing community. Everyone knows it exists, we know it will kill you but we keep doing the same bad practices and attempting to solve this huge problem

with small strokes. 2015 needs to be the year everyone wakes up and gives data the attention it truly deserves,

rather than making it another failed resolution.Justin Grey, CEO of LEADMD

“In order to effectively optimize your demand generation spend, automated closed-loop analytics is a must. Without having that fundamental understanding of media performance available in real time, one cannot spend the dollars wisely.”

Travis C. TaylorSR. MANAGER, AMERICAS DEMAND GEN

5 © 2015 Integrate, Inc. | integrate.com

OPPORTUNITIES CREATED BY AUTOMATING CLOSED-LOOP MEDIA MEASUREMENT

The term “Closed-Loop Marketing” isn’t new. Yet, its application is very much in the initial stages. Marketers buy everything from leads, clicks, impressions, inbound calls and mobile-app installs from third-party media sources, and then spend days sifting through numerous campaign reports in an effort to identify winning and losing tactics (partners, content, creative, channels, etc.).

Any insights gained are primarily used simply to make future campaign-planning decisions, which are often educated guesses at best, because these third-party media buys remain removed from Marketo and the rest of our marketing systems. We’re neglecting great opportunities. Within these systems lies incredible analytical insight — insight that should and can be leveraged to directly and immediately optimize third-party data source performance.

Elements of the Closed LoopThe marketing loop dictates the relationship between the acquisition of prospect (or customer) data, the analysis of prospect and media program data, and the use of such analytical insights. Outlined below are the critical inputs that comprise the closed-loop marketing process.

Prospect/Customer Data AcquisitionThe process by which we obtain prospect or customer information, which can be either personally provided (for example email, job title, phone number info acquired via online lead forms) or anonymous data (such as that gained through cookies, rewards programs, etc.). The acquisition of this data may be the result of organic website traffic, emails or phone calls, but more often comes by way of third-party data sources (for example, content syndication partners, webinars, lists). Such third-party sources generate the prospect data that is analyzed in the next phase of the marketing loop.

Prospect Data AnalysisIn this stage, acquired prospect (or customer) data is examined, scored, nurtured and cataloged within the systems comprising your marketing tech stack (Marketo, Salesforce, etc.).

Media Program AnalysisParallel to the examination of prospect data is the process of measuring and analyzing various aspects of media program performance. Marketo and other marketing and sales systems can report at various stages along the buyer lifecycle on which campaigns, channels, creative/content and media partners are meeting goals and which need to be altered or removed during the program optimization process.

Use of Analytical InsightsInsights gained through prospect data and media program analysis enhances persona targeting and enables you to more effectively engage with your audience. By altering existing methods or implementing new tactics based on the campaigns, channels, creative/content and media partners shown to perform at the highest levels, you’ll acquire more customers and generate greater business value.

6 © 2015 Integrate, Inc. | integrate.com

Adopting closed-loop marketing software to integrate the above processes and automate the transmission of actionable data and insights is a crucial step in fulfilling the marketing’s revenue-driving mandate.

An integrated, automated data flow via an established Marketo API increases data velocity and eliminates numerous manual tasks that not only waste resources, but can often lead to costly errors. Perhaps most importantly, closed-loop marketing software allows marketers to quickly adjust media investment and messaging according to newfound intelligence (such as specific audience segments that are more likely to convert, certain channels that are generating increased consumer engagement, or media partners that are outperforming their competitors at a lower price point). The quicker these adjustments are executed, the less resources marketing teams waste on the proverbial 50% of media that isn’t working, and the more they can invest in the tactics that generate a greater volume of qualified leads.

Marketing Tech + Sales Systems

Remaining Manual Demand Gen Processes

Marketing Tasks/ Processes

3rd-Party Lead Sources

Primary RoadblockLegend:

Manual Lead Verification/ Scrubbing/

Standardization

Manual Data Importation

Delayed Program Measurement/

Reporting/ Optimization

Time Wasted Following Up with

Bad Leads

3rd-Party Webinar

Email Partners

Call Centers

List Providers

Content Marketing Partners

Chaotic Program Setup:

IOs + Assets Sent to Each Partner

Individually

7 © 2015 Integrate, Inc. | integrate.com

Partner + Program Management

Solved RoadblockConsolidated 3rd-Party Data Sources Integrate Platform

Data Validation + Standardization

Automated Data/ Lead Delivery

Real-Time Program Measurement + ROI

Analytics

Program Optimization

Legend:

Integrate PlatformMarketing Tech +

Sales Systems

Automating 3rd-Party Demand Gen with Integrate

Unlimited 3rd-Party Data

Sources:Content Marketing

Webinar

Email Pubs

Call Centers

Events

List Providers

INTEGRATING THIRD-PARTY DEMAND GEN PROGRAMS WITH MARKETO

With all third-party demand gen sources consolidated into one platform, Integrate’s software automatically injects validated and normalized prospect data into your Marketo account in real-time. After data has been injected into Marketo’s nurture tracks, Integrate’s API makes it easy to set up automatic closed-loop KPI reporting back to your Integrate dashboard. This enables the real-time performance measurement needed to optimize third-party demand gen programs in flight and maximize return on media spend.

Setting up the initial connection from Integrate’s platform to Marketo is a simple process that requires less than 30 minutes and no IT assistance. The “Integrate to Marketo Posting Guide” provides step-by-step implementation instructions and can be read here.

Closing the measurement loop is just as easy as setting up initial data posting to Marketo. Using Marketo’s Webhooks API, Integrate’s closed-loop analytics suite enables you to send lead conversion dispositions from your Marketo nurture tracks back to the Integrate platform so you’re continually informed of which data sources, campaigns, creative assets, demographics and marketing methods are converting at the highest rate. Complete instructions on setting up the Marketo-to-Integrate Webhooks integration can be read here.

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REQUEST A DEMOAutomate Your Third-Party Demand Gen

To learn how Integrate’s marketing software can generate more return on your Marketo investment, contact us today.866-478-0326requests@integrate.comwww.integrate.com

CONCLUSION

You’ve invested heavily in Marketo to streamline your customer acquisition processes and provide a better customer experience. Yet, various chokepoints and manual processes still exist in the areas of third-party demand generation. You can overcome these remaining barriers by automating:

1. Media partner management

2. Data governance and delivery

3. Closed-loop reporting

The bottom line is that automating third-party demand generation will improve the effectiveness of your marketing efforts. You’ve already begun the journey towards automating demand gen; now is time to integrate your third-party demand gen efforts. You’ll soon be maximizing focus on the key objectives of your marketing department – building pipeline and creating customers – rather than managing spreadsheets.

ABOUT INTEGRATE

Integrate is a marketing software provider on a mission to arm demand marketers with the tools, insights and integrations required to change the way they execute demand generation. Integrate’s software enables demand gen and marketing ops pros to manage the lifecycle of outbound demand generation programs and seamlessly connect resulting data with marketing automation systems – including Oracle Eloqua, Marketo and Pardot. The end results are more efficient marketing organizations; cleaner, faster prospect data; and increased marketing ROI. Visit www.integrate.com or follow @integrate to learn why innovative companies like TIBCO, DocuSign, Dell, Five9, Iron Mountain and CA Technologies, Inc. trust Integrate.