graduating from email service providers

Marketing Automation Webinar #2: Graduating From Email Service Providers

#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


Today’s Topics

• What is Marketing Automation?

• Common Features in Marketing Automation

• Using Marketing Automation to Graduate from ESP:• Relevance• Conversations• Smart sales• Right metrics


What Is Marketing Automation?


Marketing automation is a• Technology that

streamlines and automates marketing tasks

• so companies can • increase operational

efficiency and • grow revenue faster


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


Sounds great, but I have millions of

contacts!


Processes at scale


Common Features in Marketing Automation


Email Marketing


Landing Pages & Forms


Behavior Tracking


Marketing Database of Record


Workflow / Automation


Scoring


Lead Management


Lead Generation / Program

Management


Events


CRM Integration / Sales Intelligence


Social Marketing


Marketing Analytics


MarketingAutomation


Create marketing people love with marketing automation


RelevanceConversationsSmart salesRight metrics


Relevance

#RevEngine @jonmillerSource: Adbusters, 2011


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


Triggered Interests Standard Nurture Lift

Open % 34.0% Open % 21.7% 57%

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

Click % 12.6% Click % 5.1% 147%

Value of Behaviorally Triggered Interests


What did the consumer open and/or click on? Where did they convert?What did they forward?

Actions Matter – EMAIL


Did the consumer mention your company on Twitter?Share your content?

Actions Matter – SOCIAL


Did the consumer visit your website?How recently?What did they look at?

Actions Matter – WEBSITE


What programs was the consumer part of? What did she respond to?

Actions Matter – CAMPAIGN HISTORY


What is the recent purchase history? Deposits / withdrawals?

Actions Matter – TRANSACTIONS


ESPs Only Track Email Behaviors

For sophisticated targeting rely on technical databases and complex queries.


But I’m a Marketer, not a Programmer!

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


Conversations Not Campaigns


OK, why aren’t more marketers doing this?


This #%@& is way too complicated.


Adding new content to our tracks takes FOREVER!


“I just downloaded this off your site 2 days ago, and now

you’re sending it again!”


“Do you guys realize how much you send me each day?

I’ve had it!”


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


Smart Sales


But who is ready?You got them to the dance


Scoring Defined

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

Nurture Nurture DisqualifyPromotional Offer

Pass to Sales

Fit Interest Buying Intent


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

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

-1, -5, -10

Latent Behaviors (Engagement)

• 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)


Stars and Flames show priority

Full list of Interesting Moments


The Right Metrics


• Open• Click• Unsubscribe• Bounce• Etc.


Italian Workspace Joe Smith: Acme Inc. Community Help

Search… +

Search… +

Recently Updated

Practical B2B Lead Generation

Added Mar 30, 2013 Sent

12,10582

Thought Leadership

Edited Mar 25, 2013 Sent

12,10570

Lead Scoring Best Practices


12,10555

Lead Management Best Practice

D…

Added Mar 18, 2013 Sent

12,105

35



12,105 9

Engagement Over Time

Dec Jan Feb Mar Apr May

100

80

60

40

20

0

Summary

1.5%

Unsubscribe

65Engagement

55dNext Cast

Members

In Track Exhausted Paused

3,450

50 35

Mar 18, 2013Engagement: 60

2013

Marketo’s Secret Sauce

Definitive Guide to Events

Lead Nurturing


Lead Management Best Practic

Practical B2B Lead Generation

Thought Leadership

Email Performance Report

Program Performance

Lead Nurturing Streams Setup My Tokens Members

View: Dashboard ▼ Streams: All Streams ▼


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


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Accurately Tracking “Investment” vs Budget


What Generates Pipeline for Marketo?

Source: Marketo Revenue Cycle Analytics, June 2013

Nurture Email - CTA

Nurture Email

Paid Online (PPC+Email)

Nurture (New)


Revenue Cycle Modeler



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

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


Everything you ever wanted to know (and then

some) about marketing

automation


Why Marketo?

• Easy• Powerful• Complete

Questions?

Jon Miller@jonmiller

Subscribe to blog.marketo.com


You have the ability to send marketing emails.


You can easily create new landing pages for each campaign.


You can set up the emails for a webinar up-front and let it run ‘lights-out’.


Prioritize a list of potential customers based on fit and likelihood to buy.


You can measure the pipeline contribution of each marketing program.


If your hand is still up, grab a cup of coffee…

…everyone else, keep listening


Tweetable Takeaways

1. Information abundance makes it more important than ever to ENGAGE your consumers

2. The key to relevance is behavioral targeting

3. Nobody wants to get “blasted” – engage consumers in multi-channel conversations

4. Don’t run social campaigns, make every campaign social

5. Measure engagement and ROI to earn credibility with C-suite

@jonmiller


Nurturing Relevance

A

B

C

D

1 23

Stages1. BUYING STAGES

• Early (4.1.1 cadence)• Mid and Late• Customer

2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%

Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN

http://marketo.com/DG2LN

http://marketo.com/DG2LN


One Way to Identify Marketing Qualified Leads

21+ Super-Target Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

<2

Engagement <20 20+ 45+ 90+

Buying Intent <6 6+ 13+ 19+

Fit

Inte

rest


Avg Demo: Which programs bring in the targets we want?

$ / Target: Which programs bring in targets most cost-effectively?

% New: Where are we exhausting the lists?

Top Of Funnel Metrics (TOFU)