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MARKETING AUTOMATION JUSTIN COX, MAGNET 360 JON MILLER, MARKETO EVAN STANELLE, DELUXE

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This is the deck from the Marketing Automation breakout session from the Becoming a Customer Company event on July 17th, 2013. For more information, please head to magnet360.com

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Page 1: Marketing Automation

MARKETING AUTOMATION

JUSTIN COX, MAGNET 360JON MILLER, MARKETOEVAN STANELLE, DELUXE

Page 2: Marketing Automation

BECOMING A CUSTOMER COMPANY

Page 3: Marketing Automation

MARKETING AUTOMATION JOURNEY

Page 4: Marketing Automation

KEYS TO SUCCESS

Page 5: Marketing Automation

Jon Miller, Marketo

Page 6: Marketing Automation

How Marketing Automation Helps You Become a Customer Company

Page 7: Marketing Automation

#RevEngine @jonmiller

Hi, I’m Jon MillerSubscribe to blog.marketo.com

@jonmiller

1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard, captain of high-

school debate team and newspaper staff4. My first child was born the same month that

we incorporated Marketo

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#RevEngine @jonmiller

Today’s Topics

• What is Marketing Automation?

• Common Features in Marketing Automation

• Becoming a Customer Company:• Conversations• Relevance• Prioritize Interest• Measure ROI

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#RevEngine @jonmiller

What Is Marketing Automation?

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#RevEngine @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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#RevEngine @jonmiller

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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#RevEngine @jonmiller

Common Features in Marketing Automation

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#RevEngine @jonmiller

Email Marketing

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#RevEngine @jonmiller

Landing Pages & Forms

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#RevEngine @jonmiller

Behavior Tracking

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#RevEngine @jonmiller

Marketing Database of Record

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#RevEngine @jonmiller

Workflow / Automation

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#RevEngine @jonmiller

Scoring

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#RevEngine @jonmiller

Lead Management

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#RevEngine @jonmiller

Lead Generation / Program

Management

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#RevEngine @jonmiller

Events

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#RevEngine @jonmiller

CRM Integration / Sales Intelligence

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#RevEngine @jonmiller

Social Marketing

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#RevEngine @jonmiller

Marketing Analytics

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#RevEngine @jonmiller

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#RevEngine @jonmiller

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#RevEngine @jonmiller

MarketingAutomation

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#RevEngine @jonmiller

Create marketing people love with marketing automation

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#RevEngine @jonmiller

Becoming a Customer CompanyConversationsRelevancePrioritize InterestMeasure ROI

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#RevEngine @jonmiller

Conversations Not Campaigns

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#RevEngine @jonmiller

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#RevEngine @jonmiller

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#RevEngine @jonmiller

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#RevEngine @jonmiller

OK, why aren’t more marketers doing this?

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#RevEngine @jonmiller

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#RevEngine @jonmiller

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#RevEngine @jonmiller

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#RevEngine @jonmiller

This #%@& is way too complicated.

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#RevEngine @jonmiller

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#RevEngine @jonmiller

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#RevEngine @jonmiller

THEN NOW

New content = need to reprogram

Drag-and-drop new content into Smart Streams

Expired content Content expiration dates

Duplicate content Never send the same content twice

Too many emails Frequency limits

Consumer fall off the end of tracks Exhausted content

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#RevEngine @jonmiller

Relevance

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#RevEngine @jonmillerSource: Adbusters, 2011

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#RevEngine @jonmiller

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#RevEngine @jonmiller

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#RevEngine @jonmiller

More Targeted Sends are More Engaging

100 1000 10000 1000000

50

100

150

200

250

300

350

400

Email Delivered

Enga

gem

ent S

core

Source: Marketo research

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#RevEngine @jonmiller

Example: Topic of Interest Triggers

• Attends event• Downloads content• Click email• Fills out form• Score is changed

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#RevEngine @jonmiller

Standard Nurture Triggered Interests Lift

Open % 21.7% Open % 34.0% 57%

Click to Open % 23.4% Click to Open % 37.1% 59%

Click % 5.1% Click % 12.6% 147%

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#RevEngine @jonmiller

EmailWebSocialCampaignsCRMTransactions

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#RevEngine @jonmiller

ESPs Only Track Email Behaviors

For sophisticated targeting rely on technical databases and complex queries.

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#RevEngine @jonmiller

But I’m a Marketer, not a Programmer!

I can do this myself! No trips to see IT – yay!

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#RevEngine @jonmiller

Score and Prioritize Interest

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#RevEngine @jonmiller

Scoring Defined

Methodology for ranking potential customers in terms of readiness to purchase.

Nurture Nurture DisqualifyPromotional Offer

Pass to Sales

Fit Interest Buying Intent

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#RevEngine @jonmiller

• Early stage content +3• Attend webinar: +5• Visit any webpage /

blog : +1• Visit careers pages: -10• Decay inactivity:

-1, -5, -10

Latent Behaviors (Interest)

• Pricing pages: +10 • Watch demos:

• +5 overview • +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for branded

keyword “Marketo” +8

Active Behaviors(Buying Intent)

Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS

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#RevEngine @jonmiller

Stars and Flames show priority

Full list of Interesting Moments

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#RevEngine @jonmiller

Measure ROI

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#RevEngine @jonmiller

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#RevEngine @jonmiller

Accurately Tracking “Investment” vs. Budget

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#RevEngine @jonmiller

Why Measuring Return is Hard

• Multiple touches. Seven touches needed to convert a cold lead into a sale

• Multiple influencers. Typical buying committee has 5-21 people

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#RevEngine @jonmiller

Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

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#RevEngine @jonmiller

What Generates Pipeline for Marketo?

Source: Marketo Revenue Cycle Analytics, July 2013

Program Channel Investment(FT)Pipeline

(MT)Pipeline

(MT)Ratio

% > (MT) 5

Paid Email & PPC $2,211,711 $16,418,415 $15,824,538 7.2 52%

Tradeshow $690,891 $5,212,372 $4,255,814 6.2 46%

Webinar $292,074 $4,404,377 $7,684,498 26.3 79%

Micro-Event $291,515 $474,828 $1,651,260 5.7 38%

Roadshow $270,119 $686,697 $941,846 3.5 39%

Content Syndication $217,155 $805,002 $580,268 2.7 29%

Virtual Tradeshow $153,625 $550,672 $814,693 5.3 38%

Sponsorship $53,618 $675,879 $337,153 6.3 67%

Direct Mail $19,825 $- $233,303 11.8 50%

Grand Total $4,292,153 $31,587,162 $32,823,975 7.6 52%

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#RevEngine @jonmiller

Revenue Cycle Modeler

Screenshot: Marketo Revenue Cycle Analytics

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#RevEngine @jonmiller

Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity Trends over time

Screenshot: Marketo Revenue Cycle Analytics

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#RevEngine @jonmiller

Marketing Forecasts

Get The “Definitive Guide to Marketing Metrics & ROI”

http://marketo.com/DG2MM

Page 65: Marketing Automation

Everything you ever wanted to know (and then

some) about marketing

automation

Page 66: Marketing Automation

#RevEngine @jonmiller

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#RevEngine @jonmiller

Why Marketo?

• Easy• Powerful• Complete

Page 68: Marketing Automation

Questions?

Jon Miller@jonmiller

Subscribe to blog.marketo.com

Page 69: Marketing Automation

[TITLE]

Evan Stanelle, Deluxe

Page 70: Marketing Automation

Becoming a Customer Company:The Deluxe Marketing Automation Journey

Presented By: Evan Stanelle

July 17, 2013

Page 71: Marketing Automation

Evan Stanelle, Analytics Director

71

• Green Bay Packer FanLiving in Shoreview, MN

• Returned Peace Corps Volunteer

• Lived in San Diego, CA for 8 years

• Graduate degrees: Mathematical Statistics

Cognitive Psychology

• Proud parent of four random generators

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Deluxe Story Line

History• ~100 Years Old• ~5,000 FI Clients• $1.3 million

personal check sales per day

Situation• Been investing in new growth for last decade• We do not have a choice but to adapt• Cross-sell critical to our future

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The B2B Story

The new buyer has unleashed a tsunami

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Marketing: Art or Science?

74

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Deluxe Marketing Automation Journey

75

Strate

gy &

Peo

ple

Proce

ss

Tech

nolog

y

Conte

nt &

Res

ults

Business CaseChange Mgmt

AlignmentBuy Cycle

Lead Management

SFDCMarketo

Right ContentRight PersonRight Time

Page 76: Marketing Automation

Strategy & People

76

Does your marketing process look like this?

Lessons Learned:

1) At first, a case for productivity gains will be easier than a case for ROI

2) Give employees a development opportunity

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Process: Alignment & Definitions

77

Marketing Sales

(Note: these groups don’t always get along.)

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Process: Alignment & Definitions

78

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Process: Alignment & Definitions

79

Lessons Learned:

1) When you invest in marketing automation, you get a method with it.

2) Share accountability – you are an extension of sales since you will be tied to revenue as well.

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Technology

80

The B2B relationship still exists….…but the non-verbals of buying interest have

become digital and contribute to 50% or more of the decision making process.

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Technology

81

Lessons Learned:

1) Mid-funnel is hardest to get right

2) Strategy as much as a tactic

3) Critical mass critical to change

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Content & Results

82

Is content really king?

“Content isn’t king – it’s a wild beast.”

-IDC

“The shine will come off content marketing… because there will be execution problems”

-MLC

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Content & Results

83

Lessons Learned:

1) Key to managing the content beast

2) Key to measuring success

3) Perception will still be granted to SFDC

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It’s A Revolution Before An Evolution

84

Strate

gy &

Peo

ple

Proce

ss

Tech

nolog

y

Conte

nt &

Res

ults

Business CaseChange Mgmt

AlignmentBuy Cycle

Lead Management

SFDCMarketo

Right ContentRight PersonRight Time

Page 85: Marketing Automation

THANK YOU!

&

Q&A