2014 marketo summit - Lead lifecycle management and analytics for the complex sale
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Transcript of 2014 marketo summit - Lead lifecycle management and analytics for the complex sale
Lead lifecycle Management and Analytics for the Complex Sale
Eric HolleboneMarketing Director, Algonquin College
Rhoan MorganCEO, DemandLab
Page 2 © 2014 Marketo, Inc. #mktgnation14
Intros
Eric• Marketo Champion ‘12,’13,’14• MUG-Ottawa Leader• Customer since 2008, have the T-shirt• Bought x4, Partner x1, Consultant x15• Forms 2.0 with Glen Lipka
Rhoan• Marketo Champion• MUG Leader-Philadelphia• Using Marketo since 2009• Worked in over 50 client instances of Market
Page 3 © 2014 Marketo, Inc. #mktgnation14
A little about Algonquin
• 20,000 FT & 35,000 PT Students• 4 campuses + online• Marketo client for 3 years• Currently
Using Marketo to manage mktg automation
Prospects/Admissions Student Communications Corporate Training
• Future Employee Communications Alumni Communications
• Located in the national capital• 1M population, bilingual (English,
French)• Voted best city in Canada, 3 years
in a row
Page 8 © 2014 Marketo, Inc. #mktgnation14
Getting Started: Translation
• Create your blueprint• People• Technology• Other systems• Other inputs• Exceptions
Page 10 © 2014 Marketo, Inc. #mktgnation14
Business Model: Recruiting for Higher Education
• Complex, long sale• Buyer education
required• Multiple touches• Considered purchase• High dollar value• Lots of competition
and alternatives• Buyer has a team of
influencers.
• Driven by brand awareness and reputation
• Personas & segmentation
• High volume - 60,000 opps/year
• Constrained by public funding
Page 12 © 2014 Marketo, Inc. #mktgnation14
Our Funnel and Model (simplified)
Unknown Name Lead Applicant Fees StudentOffer
Sales & Marketing Admissions & Registrar
Page 13 © 2014 Marketo, Inc. #mktgnation14
Selling simultaneous seats
Cycle Sep
Oct Nov
Dec
Jan Feb
Mar
Apr May
Jun Jul Aug
Fall
Winter
Spring
Page 15 © 2014 Marketo, Inc. #mktgnation14
Using Multiple Models
• In the current modeler design, a lead can only be in one stage of a model
• Having multiple opportunities for multiple terms at different stages broke the model.
• Ah moment was when leads were trying to move backwards in stages.
Fall
Winter
Spring
Page 16 © 2014 Marketo, Inc. #mktgnation14
Getting Started: Mapping
• Connect people with technology
Page 17 © 2014 Marketo, Inc. #mktgnation14
Getting Started: Translation
• Build using programs• Campaigns• Fields• Modeler• Backfilling
• Reporting (plan from the start) • RCE• SFDC
Page 19 © 2014 Marketo, Inc. #mktgnation14
Getting Started: Translation
Program Status
Custom Field: LL Status
Revenue Stage
Page 29 © 2014 Marketo, Inc. #mktgnation14
Pulling it All Together
1. First time Execs have a visible pipeline2. Only modeler could pull the entire funnel
together truly closing the entire loop for all terms
3. Simultaneous opportunities for time-based sales drove multiple models
4. Test and look for exceptions, test and test again
Page 30 © 2014 Marketo, Inc. #mktgnation14
Best Practice Tip
Always connect your opportunities to people.
Opportunity Contact Roles Validation (free)https://appexchange.salesforce.com/listingDetail?listingId=a0N300000025Vs1EAE
Require Opportunity to have identified Contact Role or Primary Contact Assigned at a certain stage in the Opportunity Selling Process. Easily customizable validation rule to fit your specific selling methodology.
Page 31 © 2014 Marketo, Inc. #mktgnation14
Five Keys to Success
• Modeler• What do you actually need?• Keep it simple• Two Active Models• Archiving but no deletion• Adding active models
Page 32 © 2014 Marketo, Inc. #mktgnation14
Five Keys to Success
• Communication & Buy-In• Spend time on discovery• How do all pieces of the process fit together• What are the pieces that do not fit• Where is the middle ground
– People process?– Technical process?
Page 33 © 2014 Marketo, Inc. #mktgnation14
Five Keys to Success
• It ain’t over ‘til it’s over• Marathon, not a sprint• Keep at it until you have 95% to
98% accuracy• Some leads will just not fit the
process… and that’s ok
Page 34 © 2014 Marketo, Inc. #mktgnation14
Five Keys to Success
• Testing and QA• Take time to do it right• Hours/days needed• Question everything that
does not fit• Watch out for “phantoms”
Page 35 © 2014 Marketo, Inc. #mktgnation14
Five Keys to Success
• Devil in the Details• Field naming• Triggers vs batch • Timing is everything
Thank You!
Rhoan MorganCEO DemandLab [email protected] (267) 297-2181 linkedin.com/in/rhoanmorgan twitter.com/DemandLab
Eric HolleboneDirector, MarketingAlgonquin College [email protected] 613 727-4723 x5054 ca.linkedin.com/in/erichollebone twitter.com/erichollebone