getting started with marketing automation

© 2014 Marketo, Inc. #MKTGNATION14

Getting Started with Marketing AutomationTania O’ConnorBusiness Consultant


Customer Cases

Kato OosthuizenMarketing Operations Director, Asset Management

Kelsey JoyceHead of Global Sales Operations and Development


The Marketo Pilot @ SunGard Financial Systems

Kato OosthuizenMarketing Operations Director, SunGard Asset Management Group

Image of Speaker here


SunGard Financial Systems

Provides mission-critical software and IT services to institutions in virtually every segment of the financial services industry

30 years of real-world experience with 12,000 employees15,000 customers in over 100 countries$2.55 billion revenue in 2013


SunGard Financial Systems run B2B marketing campaigns to promote over 100 solutions to 20 vertical markets in the Financial Services Industry.With the use of Marketo our aim is to:1. Improve operational efficiencies around campaign

and lead management processes2. Improve marketing qualification process3. Provide development opportunities for marketing

team and increase our expertise

Business Reasons for Marketo Implementation


Pilot Project Overview12/2013 Planning Training 12/2014 04/2014 PILOT 09/2014 Roll-out

Pilot ResultsLead Database• 480k Known• 228k AnonymousAutomation:• Behaviour Scoring & >30

Demographic Lead Scoring Models

• 13 Lead Lifecycles completed to date

• 1 Revenue Cycle ModelPrograms:• 5 Events & 2 Webinars• 6 Inbound Request Forms• 3 Engagement programs• 9 Email send campaigns• 2 Dynamic content

newsletters• 8 Sales Led

campaigns with MarketoSales Insight

Project Manager TPG

Consultants Marketo

ConsultantsTPG

Implementation and Consulting

• Project Management• Training• Configuration• Complex Automation • Documentation

Asset Management

Capital Markets

Corporate Liquidity

Group MarketingOperations

• Pilot programs• Lead Scoring• Lead Lifecycles• Reporting & Analytics• Testing

SunGard FSSales Tech

SunGard FSInteractive

SunGard FSDesign

Corporate Sales & Marketing

• Salesforce.comIntegration

• Lead Database Sync• Website Integration• Email Templates

• Sales Technology & Enablement

• Website • Content &

Thought Leadership

• Marketing Automation


• Scope of SunGard solution offering impact on lead scoring, lifecycles & analytics

• Well-established SFDC environment with many SunGard customizations problems synching

• Running the Marketo Pilot at the same time as a major database cleansing project

• Business as usual finding time for the pilot while supporting other campaigns

Challenges encountered in the Pilot


• Full roll-out to 3 pilot groups in 2014 rest of SunGard Financial Systems in 2015

• Continuing the focus on lead database quality • Getting value from the powerful Analytics and

Reporting modules in Marketo• Future customization in both SFDC and Marketo

to provide product level lead scoring

Challenges going forward


Agreement of a common demand generation process between the 3 pilot groups based on

the SiriusDecisions Demand Waterfall and its implementation in the

revenue cycle / lead lifecycle models in Marketo

What have we achieved?


Agreement of a common demand generation process between the 3 pilot groups based on the SiriusDecisions Demand Waterfall and its implementation in the revenue cycle / lead lifecycle models in Marketo

What have we achieved? (alt version)


“The SiriusDecisions Demand Waterfall is implemented across all of SunGard Financial Systems

and automation of demand flow through the funnel between Marketing, Inside Sales and Sales is made possible with tight integration between Marketo and Salesforce.com”

Huddle + Marketo

Kelsey JoyceHead of Revenue Operation and Development

Users in 100,000 organizations

Next-generation content collaboration for government &

enterpriseLondon, San Francisco, NYC, Washington DC

The leader in secure content collaboration for the Enterprise

Delivering the right content to you at the right time

Securely work inside and outside of the firewall

Easy to use: embracing social, mobile, and cloud

Empowers the mobile workforce – desktops, smartphones, tablets

Improved MA with Marketo

• Ability to reduce part-time admin• Easier to use and deploy programs for the

marketing team vs. relying on one person• Faster implementation of features (i.e. lead

scoring, progressive profiling, nurture streams, etc.

• Better Salesforce.com integration with Sales Insight

• Automatic field sync with SFDC

Project Structure

1 month internal planning between sales and marketing (structure of nurture streams, lead scoring, web-forms + progressive profiling questions, automated responses, routing of leads, definitions of MQL’s and SAL’s, etc.). 2 days onsite at Marketo for product training (2 people)

3 days Marketo onsite at Huddle with sales and marketing leaders to discuss the plan and best practices

Planning Phase

2 weeks setup and tested all the automated responses for web forms 3-4 weeks moved over 150+ web forms to Marketo forms and

implemented progressive profiling 2-3 months set up lead scoring, rest of automated responses,

smart list to clean/populate data, phase I nurture streams, alerts, segmentations,

Implementation Phase

The Team

Chris Kelsey Ash Pete Doug

Exec Sponsor

Final signoff on plans

Team Lead

Coordinate & implement overall plan

Marketing Campion

Marketing & Email Admin

Config Admin

Email Admin

Dan

Web Forms

Brings the Biscuits!

• Aligning sales and marketing When setting up the plan it was time consuming to align

what the vision between sales and marketing. Highly beneficial that we sorted out prior to implementation.

• Underestimated time to migrate web forms With over 150+ forms (mostly all cloned), it took significant amount time to move over because mission critical for our business to get right due to high volume of leads and therefore required lots of testing.

• Going forward – as system becomes more built out requires more and more test but critical to make sure in working order.

Challenges

• Able to reduce headcount by one• Increased efficiencies

Marketing time Time it takes to put together and send a campaign Prior did weekly mass emails to entire database, will

nurture streams this is now automated Sales team

Amount of time it takes to send their own mass campaigns Less time chasing leads due to new personal automated

follow-ups Ability to program automated follow-ups to prospects based

on opens/clicks/lead score – used to be manual with lots of reports

• Starting to see an increased in number of leads sent to the sales team through lead scoring and nurture streams

ROI Thus Far

Vision for Marketing Automation

Suspect

Prospect (MQL)

SAL

Nurture Campaigns

Lead Scoring

Includes List Imports

Added to Marketo +

SFDC

Phase II: Campaigns to

opportunities in different stages to help buying

process

• Continue to align sales and marketing• Increase high quality leads to sales team• Increase efficiencies and drive higher L2O conversion rates.• Nurture customers better to drive brand awareness and

become the trusted advisor around collaboration.• Utilise segmentation with Marketo’s real time personalisation

on our website.

Vision for Marketing Automation at HuddleContinued

Backup Slides

Lead Score Attributes

Demographic• Feature of Interest = Extranet• Job Title/Role = Director / Manager• Industry = Business Services/Gov’t/PS• Company size = +1K• Job Title = C-Level/VP• Department = IT/Sales• Country = UK/US• Feature of Interest = Team Collaboration• Company Size = 500-999• Location = Major EMEA / APAC• Company Type = Consultant/Customer/Ex-Customer• Company Size = 100-499• Feature of Interest = SharePoint AlternativeBehavioral• Requested Contact from Sales• Signed up for free trial• Visited pricing page (no form submit)• Visited Subscriber Agreement page• Interactive Demo• Visited Terms of Use Page• Searches ‘Extranet’• Downloaded Enterprise Landscape Report • Downloaded Forrester Collaboration Guide• Downloaded any security whitepaper• Searches ‘IL2’, ‘IL3’ or ‘FISMA’• Searches ‘Bid Management’• Searches ‘Huddle’• Heavy Web activity (> 4 pages in 1 day)• Purchase Timeframe = < 1 month

• Job title/role = Student• Company size = 1-9• Lead Source = Marketing Purchased List/Sales

Generated• Company Type = Competitor, Huddle, Investor,

PR Partner, Sales Partner, Technology Partner, Student, Vendor

• Location = low quality country• Email address is personal (non corporate)

• Lead Source = Direct /PPC/SEOVisitied Contact us page but no form submit

• Visited customer case study page• Visits any web page• Visits partner page• Visits adoption guarantee page• Visits career page• Email Opt Out• Visits Developer page• Not interested in using Huddle status• Do not call checked• Visits Board/Mgmt/Investor page• Searches ‘Team Building’

Prospect Nurture Streams

Prospects

Educate Solution

Content examples: what is collaboration, super

charge productivity, industry articles, How Kia

uses Huddle, etc.

Content examples: Ultimate guide to

collaboration vendors, product sheet, online demo, online trial, etc.

Trials

Content examples: tips on using Huddle, CSM webinars,

case studies on other customer use cases, etc.

(Duration: Daily or every other day)

Move up streams based on behavioural score

Customers Nurture Streams

Customers

On-boarding Low/Med Usage

Content examples: Similar to trial but from

CSM and setting up workspaces, best

practices, etc.

Content examples: Webinars on using

Huddle, product specific campaigns (Note, Office),

etc.

High Usage

Content examples: product announcements, ask for

referrals, events, etc.(Duration: moves to less

frequent)

Move up streams based on Huddle activity: Actions per User (SFDC or Gainsight)

Moves up automatically to Low/Med Usage after exhausted in On-

boarding

If Low/Med is exhausted alert to CSM/AM and flag in SFDC

Closed Lost Nurture Streams

Ex-Customer / Closed Lost Opps

Lost to Competitor

Content examples: increasing productivity, ROI, (duration every 6 weeks but has 4 month

wait period before starting)

No DecisionOther / Not

Known

Content examples: new features, Forrester report comparing tools, press

releases, etc. (duration every month but has 9 month wait

period before starting – assume before renewal due

with competitor)

Content examples: mix of other two tracks (duration

every month but has 4 month wait period before

starting)

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