Customer Success Story: Slimband
51
Page 1 © 2014 Marketo, Inc. #MKTGNATION14 CUSTOMER SUCCESS STORY Lisa Borg COO & Brand Navigator, Slimband® @lisaborg Caryl Mostacho Director of Communications, Slimband®
Transcript of Customer Success Story: Slimband
Page 1 © 2014 Marketo, Inc. #MKTGNATION14
CUSTOMER SUCCESS STORY
Lisa BorgCOO & Brand Navigator, Slimband® @lisaborg
Caryl MostachoDirector of Communications, Slimband®
Page 2 © 2014 Marketo, Inc. #MKTGNATION14
Page 3 © 2014 Marketo, Inc. #MKTGNATION14
Page 4 © 2014 Marketo, Inc. #MKTGNATION14
Marketing Goals Sales Goals
Increaselead targets
Reducecost per lead
Create social content
Increaseper order value
Improve conversion rates
Lowercancellations
COMPLETELY OPPOSING OBJECTIVES
Page 5 © 2014 Marketo, Inc. #MKTGNATION14
Page 6 © 2014 Marketo, Inc. #MKTGNATION14
Houston We Have A Problem
“
Page 7 © 2014 Marketo, Inc. #MKTGNATION14
Say Goodbye To Dieting…
• Before
After
Page 8 © 2014 Marketo, Inc. #MKTGNATION14
THOUSANDS OF SUCCESSFUL PATIENTS!
Page 9 © 2014 Marketo, Inc. #MKTGNATION14
Page 10 © 2014 Marketo, Inc. #MKTGNATION14
“TheLeadsAre
Weak…”
Page 11 © 2014 Marketo, Inc. #MKTGNATION14
Page 12 © 2014 Marketo, Inc. #MKTGNATION14
• What Makes A Good Lead
Obese
Female
35 to 55
CPL less than $50
Page 13 © 2014 Marketo, Inc. #MKTGNATION14
• What Makes A Good Lead
• What Makes A Good
ProspectObese
Female
35 to 55
CPL less than $50
Knows the product
Needs the product
Sense of urgency
Has money
Page 14 © 2014 Marketo, Inc. #MKTGNATION14
• Who Was
Actually
Purchasing Our
Product
• What Makes A
Good Lead• What Makes A
Good Prospect
Obese
Female
35 to 55
CPL less than $50
Knows the product
Needs the product
Sense of urgency
Has money
Page 15 © 2014 Marketo, Inc. #MKTGNATION14
ATTRIBUTES OF WHO PURCHASED OUR PRODUCT
Weight
Type of ConsultLocation
Age Gender
Page 16 © 2014 Marketo, Inc. #MKTGNATION14
DATA RESIDED IN MANY PLATFORMS
CRM
Analytics
Lifecycle Marketing
Sales Tools
Online Ads
Page 17 © 2014 Marketo, Inc. #MKTGNATION14
CUSTOMER’S COMPLETE JOURNEY
Page 18 © 2014 Marketo, Inc. #MKTGNATION14
CHAPTERS INSTEAD OF A STORY
Page 19 © 2014 Marketo, Inc. #MKTGNATION14
Searching For A Soulmate
#
Page 20 © 2014 Marketo, Inc. #MKTGNATION14
Page 21 © 2014 Marketo, Inc. #MKTGNATION14
1. They Make Your Life Easy
Page 22 © 2014 Marketo, Inc. #MKTGNATION14
2. They Play Nice With Others
Page 23 © 2014 Marketo, Inc. #MKTGNATION14
3. With Room To Grow
Page 24 © 2014 Marketo, Inc. #MKTGNATION14
Marketo
Page 25 © 2014 Marketo, Inc. #MKTGNATION14
CRM
Sales Tools
Online Ads
Lifecycle Marketing
Analytics
DATA INTEGRATION WITH MARKETO
Page 26 © 2014 Marketo, Inc. #MKTGNATION14
CRM
Sales Tools
Online Ads
Lifecycle Marketing
Analytics
Page 27 © 2014 Marketo, Inc. #MKTGNATION14
• What Makes A
Good Lead• What Makes A
Good Prospect
Obese
Female
35 to 55
CPL less than $50
Knows the product
Needs the product
Sense of urgency
Has money
• Who Was Purchasin
g Our
ProductWeight
Location
Age
Page 28 © 2014 Marketo, Inc. #MKTGNATION14
+
Drive Revenue
Marketing Goals Sales Goals
Get more Close more
TEAMS NOW ALIGNED
Page 29 © 2014 Marketo, Inc. #MKTGNATION14
ADDITIONAL MARKETO BENEFITS
Prioritize Adjust
Automate
Page 30 © 2014 Marketo, Inc. #MKTGNATION14
Page 31 © 2014 Marketo, Inc. #MKTGNATION14
+
What We Learned
Page 32 © 2014 Marketo, Inc. #MKTGNATION14
Know And Identify Your Best Customers
Page 33 © 2014 Marketo, Inc. #MKTGNATION14
Everyone is not your customer.
Seth Godin
“
Page 34 © 2014 Marketo, Inc. #MKTGNATION14
Page 35 © 2014 Marketo, Inc. #MKTGNATION14
Page 36 © 2014 Marketo, Inc. #MKTGNATION14
Page 37 © 2014 Marketo, Inc. #MKTGNATION14
Choose campaigns that generate the most
business vs the most leads
Page 38 © 2014 Marketo, Inc. #MKTGNATION14
Page 39 © 2014 Marketo, Inc. #MKTGNATION14
Page 40 © 2014 Marketo, Inc. #MKTGNATION14
Page 41 © 2014 Marketo, Inc. #MKTGNATION14
Forecast Results, Not Spending.
Page 42 © 2014 Marketo, Inc. #MKTGNATION14
Monthly Marketing Performance Report2014
Page 43 © 2014 Marketo, Inc. #MKTGNATION14
EXPENSE DEPARTMENT
Page 44 © 2014 Marketo, Inc. #MKTGNATION14
Page 45 © 2014 Marketo, Inc. #MKTGNATION14
Page 46 © 2014 Marketo, Inc. #MKTGNATION14
Start
Page 47 © 2014 Marketo, Inc. #MKTGNATION14
Page 48 © 2014 Marketo, Inc. #MKTGNATION14
Get this book…
“
TODAY!
Page 49 © 2014 Marketo, Inc. #MKTGNATION14
Marketo Makes Marketing Fun Again
#
Page 50 © 2014 Marketo, Inc. #MKTGNATION14
Q & A
Page 51 © 2014 Marketo, Inc. #MKTGNATION14
Copyright
Slide 3: Image by Allie Brosh is licensed under a Creative Commons. Based on a work at hyperboleandahalf.blogspot.com
Slide 20: Image by Vanmark Scenic used with permission
Slide 22: Image of Toy Story is copyright and intellectual property of Disney and Pixar Studios
Slide 23: Image by Mommy Shorts by Ilana Rosengarten is licensed under a Creative Commons
Slide 38: Image copyright by Ted Goff, 2012
All trademarks and logos referenced herein are the properties of their respective owners.
