© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Part 1: Everything You've Always Wanted to Know About Marketing Automation
Jon MillerAuthor of the Guide@jonmiller
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speaker
Jon Miller@jonmiller
[email protected] to blog.marketo.com
#DG2MA
Page 3© 2013 Marketo, Inc. #DG2MA @jonmiller
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides/recording • Twitter hashtag: #DG2MA
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Definitive Guide to Marketing AutomationToday: Part One• What is Marketing Automation?• How is Marketing Automation
Different From Email• Common Features in
Marketing Automation• Business Case for
Marketing Automation• Future of Marketing
AutomationNext Week: Buying and Becoming Successful With Marketing Automation
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Raise your hand if…
You have the ability to send marketing emails.
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Keep it raised if…
You can easily create new landing pages for each campaign.
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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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Keep it raised if…
Prioritize a list of potential customers based on fit and likelihood to buy
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Keep it raised if…
You can measure the pipeline contribution of each marketing program.
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If your hand is still up, grab a cup of coffee…
…everyone else, keep listening
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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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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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Common Misconceptions about MA
Misconception Response
Only benefits marketing High-quality marketing automation is about increasing revenue
Doesn’t build the list Complete systems include lead gen: events, search, tradeshows, social, and content marketing, etc.
Fancy name for email, just a way to send spam
Single source of truth for everything you know about a prospect or customer, across channels = relevance
Ignores customers Segmentation and nurturing capabilities can be used to develop relationships with customers
Delivers value without effort
Requires a comprehensive strategy that integrates processes, people, content, data, and more
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Marketing Automation Is Better Than Email
Create customer dialogues, not blasts
Multi-Channel Communications
More precise targeting & segmentation
Real-time Triggers
Measure impact on pipeline and revenue
Engage sales in the process
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Email and Online Marketing
Batch Email Marketing Real-Time Triggered Emails Email Deliverability and
Reputation Management Landing Pages and Forms Testing Dynamic Content Mobile Optimized Sales Emails
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Relationship Marketing
Marketing Database Single View of the Customer Segmentation Triggers Multi-touch Campaigns
(Nurturing / Relationship Marketing)
Online Behavior Tracking Scoring and Grading Data Quality and Append
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Lead Management / CRM
Automated Sales Alerts and Tasks
CRM Data Sync Lead Lifecycle Workflows Sales Intelligence Sales Campaigns Revenue Cycle Modeling
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Marketing Programs / Lead Generation
Program Management Event Marketing
including Webinars Clone Program Import / Export
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Social Marketing
Social Listening and Tracking Social Sharing and Campaigns Social Campaigns Social Profiles Social Engagement and
Promotion Social Analytics
The Definitive Guide to Social Marketingmarketo.com/DG2SM
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Analytics
Web Analytics SEO / Keyword Analytics Basic Reporting Multi-Touch Revenue Attribution Program ROI Analytics Revenue Cycle Metrics
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Advanced FunctionsUsability / Speed • Pre-built library of best practice marketing
programs• Clone an entire marketing program
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Advanced FunctionsUsability / Speed • Pre-built library of best practice marketing
programs• Clone an entire marketing program
Email & online marketing
• A/B testing• Progressive profiling• Dynamic Content
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Advanced FunctionsUsability / Speed • Pre-built library of best practice marketing
programs• Clone an entire marketing program
Email & online marketing
• A/B testing• Progressive profiling• Dynamic Content
Social • Facebook registration pages• Social campaigns (polls, referral,
sweepstakes, etc.)
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Advanced FunctionsUsability / Speed • Pre-built library of best practice marketing
programs• Clone an entire marketing program
Email & online marketing
• A/B testing• Progressive profiling• Dynamic Content
Social • Facebook registration pages• Social campaigns (polls, referral,
sweepstakes, etc.)Lead Management • Real-time, behavior-based triggers
• Multiple lead scoring models & decay
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Advanced FunctionsUsability / Speed • Pre-built library of best practice marketing
programs• Clone an entire marketing program
Email & online marketing
• A/B testing• Progressive profiling• Dynamic Content
Social • Facebook registration pages• Social campaigns (polls, referral,
sweepstakes, etc.)Lead Management • Real-time, behavior-based triggers
• Multiple lead scoring models & decayOther • Work groups and role-based access
• Advanced data sync
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Value of Marketing Automation
Nucleus Research Marketo Benchmark on Revenue
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The Core Benefits of Marketing Automation• Streamline the
marketer’s world
• Measure and prove marketing ROI
• Automate relationships across the customer lifecycle
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Streamline The Marketer’s World
• Simplify and automate repeatable processes
• Manage multi-channel campaigns from a single platform
• Fewer spreadsheets
@jonmiller #BizCaseMA
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Demonstrate impact on funnel
Prove program ROI
Measure / test / optimize
System of record
Measure and Prove Marketing ROI
@jonmiller #BizCaseMA
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Automate Relationships Across The Lifecycle
Lead Nurturing & Scoring Sales Effectiveness Customer Lifetime Value
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How Much Does Marketing Automation Cost?Usually Based on Edition + Number of Contacts + Contract Term
@jonmiller #BizCaseMA
Example: Marketo Pricing (27 Feb 2013)
www.marketo.com/pricing
Eloqua, Hubspot, and Pardot also publish some pricing
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Other Investment FactorsSuccess 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
Next Week: More on Becoming Successful With Marketing Automation
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Marketing Automation Will Expand Into More Parts Of The Customer Lifecycle
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Social, Local, And Mobile Play An Ever Larger Role In Marketing Automation
Image source: Gregg Hall
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Marketing Automation Platform Capabilities Will Expand• Big Data
• Dynamic Personalization
• Marketing Resource Management
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Usability Will Increase
• Easier interfaces, wizards, and best practices libraries
• Services, training, community, certification
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Questions?
Jon Miller@jonmiller
[email protected] to blog.marketo.com