graduating from email marketing to marketing automation
TRANSCRIPT
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Graduating from Email Marketing to Marketing Automation
© 2012 Marketo, Inc.
Turbo-Charge your Email Marketing Strategies and Campaigns
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Your Speakers
Jon Miller VP and Co-Founder,
Marketo @JonMiller
Stephanie Miller VP of Member Relations,
DMA @StephanieSAM
#GraduateEmail
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#RevEngine #GraduateEmail
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: #GraduateEmail
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#RevEngine #GraduateEmail
Today’s Topics
• Part One: Changing Email Marketing Trends
• Part Two: 7 Signs You Need to Graduate from Email
• Part Three: Using Data in Email Marketing – A Beautiful, Powerful Loop
• Part Four: Graduating to Marketing Automation
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Changing Email
Marketing Trends
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#RevEngine #GraduateEmail 6
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#RevEngine #GraduateEmail
New Reality: Consumers can quickly “sweep” and filter
email messages they don’t find interesting.
In fact, that process is automated.
Even permission-based messages
are marked as “spam.”
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#RevEngine #GraduateEmail
Subscriber Covenant
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The Truth.
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#RevEngine #GraduateEmail
Typical Digital Messaging Marketing Stream
Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?
@StephanieSAM
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#RevEngine #GraduateEmail
Lifecyle Email Marketing Welcome! We like you. Hi, are you ready to buy? Thanks for buying! You might also like…. Hi, are you ready to buy? Here’s what others like! Please tell us what you like. Hi, are you ready to buy? Cool content you might like. Hi, are you ready to buy? Something special for you Any of your friends like this?
@StephanieSAM
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#RevEngine #GraduateEmail
Cross Channel Marketing Welcome Email. We like you. Product beta test! Sign Up Hi, are you ready to buy? Thanks for buying! Text in to join our party! Dear Pamela, you might also like…. Hi, are you ready to buy? Visit Facebook: What do others like?! Event Updates & Alerts 4U! Cool content you might like. Mobile access to your favorite app Something special for you! Any of your colleagues like this?
@StephanieSAM
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#RevEngine #GraduateEmail
Connections, Built on Data, Build Engagement
@StephanieSAM
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#RevEngine #GraduateEmail
CHANNELS
• Reduce inefficiencies working with agencies
• Improve processes, interactions with internal teams
• Manage the campaign execution processes
• Reach customers through a multi-channel approach
• Segment to provide more relevant online content
• Engage in a conversation based on response
• Gain visibility to marketing campaigns being executed
• Adjust marketing spend based on performance
• Streamline marketing spend
• Measure & optimize ROI
COLLABORATION
PERFORMANCE
Improve
Agency and Internal
Collaboration
Improving Marketing
Performance & Accountability
Proliferation of
New Engagement
Channels
Digital Marketing Complexity
@StephanieSAM
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That Spells: O-P-P-O-R-T-U-N-I-T-Y
Generic Messaging from Silo’d
Channel
Automated Relevancy
+ Data
@StephanieSAM
Do
LESS
Do
MORE
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7 Signs You Need to Graduate from
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#RevEngine #GraduateEmail
Spam with Content Sauce
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#RevEngine #GraduateEmail
7 Signs You Need to Graduate from Email
1. Email blasts, not customer dialogues 3. Email in
a silo
2. Wasting time on manual campaigns
4. Difficult or imprecise targeting & segmentation
7. Sad sales team
6. Can’t tell if email is driving pipeline or revenue
5. Trigger insensitivity
@JonMiller
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1. Email Blasts, Not Customer Dialogues
@JonMiller
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#RevEngine #GraduateEmail
2. Wasting Time on Manual Campaigns
@JonMiller
“We needed a way to automate our marketing campaigns so that we could focus our time and resources on the best opportunities. That’s the only way to really drive business.”
– John Watton, VP, ShipServ
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3. Email in a Silo
@JonMiller
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4. Difficult/Imprecise Targeting and Segmentation
@JonMiller
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5. Trigger Insensitivity
@JonMiller
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6. Can’t Tell If Email Is Driving Pipeline or Revenue
@JonMiller
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7. Sad Sales Team: Don’t Know What Leads are
Good, Who to Follow Up With
@JonMiller
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#RevEngine #GraduateEmail
7 Signs You Need to Graduate from Email
1. Email blasts, not customer dialogues 3. Email in
a silo
2. Wasting time on manual campaigns
4. Difficult or imprecise targeting & segmentation
7. Sad sales team
6. Can’t tell if email is driving pipeline or revenue
5. Trigger insensitivity
@JonMiller
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Using Data in Email Marketing – A Beautiful,
Powerful Loop
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The Human Algorithm.
(via Brian Solis, author)
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#RevEngine #GraduateEmail
Data-Driven Marketing Nirvana
Activity on
Website Email
Social
Media Subscriber
Forms
Everything you ever wanted to know about your customer...
And can use to increase their engagement.
Transactions
30 @StephanieSAM
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#RevEngine #GraduateEmail
Data-Driven Marketing Reality
Activity on
Website Email
Social
Media Subscriber
Forms Transactions
31 @StephanieSAM
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Customer Email
Responses Call Center
Sales Team Database Online
Wherefore Art Thou Data?
32 @StephanieSAM
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The Customer Experience :: Multiply By 1000 Trillion
33 33 > @StephanieSAM
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Marketing Automation = Vision, People, Process +
Technology… Together!
Vision
People
Process
Technology
@StephanieSAM
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Graduating to
Marketing Automation
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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
@JonMiller
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#RevEngine #GraduateEmail
Basic Marketing Automation: Event
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
@JonMiller
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Why Automation?
@JonMiller
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Full list of features at bit.ly/MAfeatures @JonMiller
Email Marketing Automation
Mass Emails Yes Yes
Open Rates and Clicks Yes Yes
Marketing Lead Database Yes
Data Quality and Append Yes
Landing Pages and Forms Yes
Segmentation Yes
Multi-touch Campaigns / Lead Nurturing Yes
Lead Scoring and Grading Yes
Automated Sales Alerts and Tasks Yes
CRM Integration (Data Sync) Yes
Lead Lifecycle Workflows Yes
Sales Campaigns Yes
Program Management Yes
Event Marketing including Webinars Yes
Program ROI and Revenue Analytics Yes
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Segmentation
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#RevEngine #GraduateEmail @JonMiller
Multi-Touch Campaigns / Lead Nurturing
All N
am
es
Pro
spect
&
Recycle
d
Engaged
Lead
Nurturing Lead
Opportunity
Sale
s Lead
MQL
SAL SQL
“The art of maintaining permission to stay in front of your buyers as
they educate themselves”
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The Value of Lead Nurturing
Fast Leads ( MQL <1 mo)
Slow Leads (MQL >1 mo)
Total Leads (MQL)
Cost / Lead (MQL)
Without Nurturing 20% 6.67% 26.67% $206.00
With Nurturing 20% 20.0% 40.0% $137.50
Source: Actual Marketo data; assumes $55 per prospect
Marketo ROI Results
Results: 50% more marketing qualified leads from lead nurturing
@JonMiller
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Lead Scoring
Explicit What the prospect tells you
Inferred What you observe or infer
Fit Are you inter-ested in them? Positive + Negative Factors
• Demographics (title)
• Firmographics (size)
• Data append
• Data quality
• Corporate email
• Geo Location
Interest Are they inter-ested in you?
• BANT
• Behaviors (engagement)
• Social activity
• “Act Now” behaviors
Get The “Definitive Guide to Lead Scoring”
http://bit.ly/DGtoLS
@JonMiller
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The Value of Lead Scoring
We pass everything
to sales and let them cherry
pick
We score leads
based on fit
We score leads
based on fit as well as interest
0%
5%
10%
15%
20%
25%
30%
35% Revenue Growth vs Peers
We pass everything
to sales and let them cherry
pick
We score leads
based on fit
We score leads
based on fit as well as interest
0%
10%
20%
30%
40%
50%
60%
70% Sales Time Spent Selling
Source: Marketo Benchmark on Revenue Performance as of May 10, 2012 (N=300)
@JonMiller
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Programs and Events
@JonMiller
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Measure Program ROI
Screenshot: Marketo Revenue Cycle Analytics
@JonMiller
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Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity
Trends over time
SLA violations
Screenshot: Marketo Revenue Cycle Analytics
@JonMiller
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#RevEngine #GraduateEmail
Migrating from Email to Marketing Automation
1. Sync with your CRM system (or load lists to Marketing Automation)
2. Create email templates
3. Set up your email deliverability settings
4. Set up your website
5. Build or import your campaigns / programs
@JonMiller
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How Much Does Marketing Automation Cost?
Spark Starting at $995
Standard Starting at $1,995
Select Starting at $3,195
www.marketo.com/pricing
@JonMiller
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Additional Costs and Considerations
Software subscription is typically 25-40% of overall investment required for success:
• Process definition, consulting
• Staff and skills, training
• Data: cleansing, augmentation, appending
• Content
• Lead generation (inbound/outbound)
• CRM implementation upgrades
@jonmiller #BizCaseMA
Marketing Automation Maturity
@JonMiller
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#RevEngine #GraduateEmail
More Resources: www.marketo.com/resources
Email Experience Council http://www.emailexperience.org
The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM
Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark
@JonMiller
$150 discount code for DMA Email Evolution Conference – this Feb in Miami Beach: MKTOEEC
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#RevEngine #GraduateEmail
Key Tweetable Takeaways
1. Email permission is predicated on subscriber satisfaction. Relevancy is an imperative.
2. Marketing automation does email better – integrated, automated, multi-step, analytics
3. Get your email marketing closer to the data. Create meaningful connections & content to improve response-revenue.
4. Prospects are not ready to buy – need lead nurturing and scoring
5. Analytics should tie marketing activity to revenue
6. No technology can automate a great marketing strategy. Takes people, process & vision, too.
7. To graduate: think big, start small, move quickly
@JonMiller
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Question and Answer
Jon Miller VP and Co-Founder,
Marketo @JonMiller
Stephanie Miller VP of Member Relations,
DMA @StephanieSAM
#GraduateEmail
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