mtech14: marketing automation in action: 5 use cases that drive real results - karl wirth
TRANSCRIPT
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NEDMA MTech Summit 2014Michael Berger
Director, Product Marketing @ Marketo
twitter: #mikedberger
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5 Marketing Automation Use Cases
•Automated Sales Outreach
• Interest-based Nurture
• Interest-based Customer Nurture
•Cross-channel Personalization
•Measurement
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Automated Sales Outreach
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Page 4© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
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Spend Time Don’t
Spend Time
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Add leads to campaign Email 1
Email 2
Email 3
Email 1
Email 2
Email 3
Email 1
Email 2
Email 3
Add leads to campaign
Add leads to campaign
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Click
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Results
Email Auto-TouchEmail 3
Industry Average Uplift
Open Rate 44% 22% 100%
Click Rate 21% 3% 600%
Link Clicked Clicked
Going to purchase
6%
52%Investigating solution
9%
Reach out next month
37%
Not interested 48% 48%
65%
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No Lead Left Behind: SLA’s
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Interest-based Nurturing
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Ready to Buy
Source: RainToday
Need More Nurturing
Disqualified
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Ready to Buy
Source: RainToday
Need More Nurturing
Disqualified
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
327 Days on Average
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Engagement Marketing Platform
Inbound Marketing
Events Engine
Customer System of Record
Orchestration Engine
Time-Series Analytics Engine
PersonalizedCross-channel Engagement
Marketing Management
MarketingAnalytics
Integrations
CRM
ERP
E-Commerce
Other data
sources
Marketing
Ecosystem(350+ Partners)
Analytics & Big Data
Content Marketing
Customer Data
Events & Webinars
Lifecycle Marketing
Mobile Marketing
Online Ads &
Campaigns
Sales Tools
Social Media
Top of the Funnel
Video Marketing
Profile Data Past Behaviors
Real-time
Behaviors
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Geography
Preferred Language
Business Unit
Role
Product Interest
Topic of Interest
Verticals
Competitor
Segments
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
North America
Priority
Topic of Interest
Social Marketing
Marketing Automation
Email Marketing
Microsoft Dynamics
Vertical
Agency
Healthcare
Education
Financial Services
Competitor
Marketing Automation Competitor
Email Service Provider
Competitor
Eloqua
Pardot
Default
Corporate
Pending
Early
Mid
Late
Mid Market
Early
Mid
Late
Enterprise
Early
Mid
Late
Engagement Program
Streams
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Customer Engagement Engine
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Topic of
Interest
Regular
Nurture
Uplift
Open Rate 34.0% 21.7% 57%
Click to
Open Rate
37.1% 23.4% 59%
Click Rate 12.6% 5.1% 147%
Topic of Interest Nurture
Definitive Guide to Social Marketing
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Interest-based
Customer Nurture
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Xsell Model
Product Interest is extremely important for Xsell
• Contribute to “Customer MQL” status
• Interest in a product brings a lead out of Recycled status
• CSDR views dictated by Assumed Product Interest checkboxes
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
X-S Scoring Based on Product Interest (PIS)
+10
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Verified Product Interest
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Customer Nurture Streams
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Cross-channel Personalization
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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Known
Anonymous
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Engagement Marketing Platform
Inbound Marketing
Events Engine
Customer System of Record
Orchestration Engine
Time-Series Analytics Engine
PersonalizedCross-channel Engagement
Marketing Management
MarketingAnalytics
Integrations
CRM
ERP
E-Commerce
Other data
sources
Marketing
Ecosystem(350+ Partners)
Analytics & Big Data
Content Marketing
Customer Data
Events & Webinars
Lifecycle Marketing
Mobile Marketing
Online Ads &
Campaigns
Sales Tools
Social Media
Top of the Funnel
Video Marketing
Profile Data Past Behaviors
Real-time
Behaviors
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
B2B Personalization Attributes
Organization
Industry
Revenue
Customer journey
Size
Persona
Territory
Segment
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
B2C Personalization Attributes
Customer journey
Geo-location
Price sensitivity
Buying history
Product intent
+
Segment
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Personalized Cross-channel Journeys
Transition
• Profile
• Past Behavior
• Real-time
Behaviors
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Personalized Cross-channel Journeys
Inb
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Inb
ou
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tbo
un
d
Inb
ou
nd
Ou
tbo
un
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Social
Marketing
Marketing
Automation
Marketing
Microsoft
Dynamics
Alt Jazz Rock Country
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Dynamic Content for Outbound
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Real-Time Web Personalization (B2B - Industry)
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Real-Time Web Personalization (B2B - Behavioral)
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Real-Time Web Personalization (Acxiom - B2C)
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Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014
Results
Tufin Software (B2B)
• Average time on site up 103%
• Drove 33% click-thru’s from financial services prospects
Fattal Hotels (B2C)
• Average time on site up 217%, and page views up 3X
• Personalized offers to join members club drove 3X more click-thru’s then any other method (PPC, social, email)
• Engaged visitors show 10X uplift in ecommerce conversion rates
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Measurement
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The Credibility Gap
Fournaise Marketing Group 2012
80%Of CEO’s don’t really
trust marketers.
90%Of same CEO’s trust
CFO’s and CIO’s
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When Metrics Take Away Credibility
Vanity MetricsSound good and impress people, but don’t measure impact on revenue or profitability
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When Metrics Take Away Credibility
Cost MetricsFrame marketing in terms of cost and spending instead of results and outcomes
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Metrics That Give Marketing Power“Speak the Language of Business”
Incremental revenue contribution and ROI of individual marketing programs
Program Performance
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Metrics That Give Marketing Power“Speak the Language of Business”
Aggregate impact on company revenue; pipeline performance; predictive forecasts
Journey Metrics and Forecasts
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Opportunity Influence Analyzer - Standard
Screenshot: Marketo Revenue Cycle Analytics
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
56% of Programs are “Working”
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Journey Modeler
Screenshot: Marketo Revenue Cycle Analytics
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Journey Modeler – Marketo Model
Screenshot: Marketo Revenue Cycle Analytics
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Journey Modeler – B2C Model
Screenshot:
Marketo Revenue
Cycle Analytics
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Screenshot: Marketo Revenue Cycle Analytics
Success Path Analyzer - Standard
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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
# # # # # $ $
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Questions?