marketing automation webinar series, part 1: everything you've always wanted to know about...

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential Part 1: Everything You've Always Wanted to Know About Marketing Automation Jon Miller Author of the Guide @jonmiller

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© 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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Registration Poll

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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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Common Features of Marketing Automation

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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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Standalone Email is so “2000 & Late”

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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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Create Customer Dialogues, not Email Blasts

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Multi-Channel Communications

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More Precise Targeting and Segmentation

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Real-Time Triggers

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Measure Impact on Pipeline and Revenue

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Engage Sales in The Process

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Common Features of Marketing Automation

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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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Quantify the Business Case

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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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My Most Important Advice

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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

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marketo.com/DG2MA

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Questions?

Jon Miller@jonmiller

[email protected] to blog.marketo.com

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Thank You!