Definitive Guide to Marketing - Elixiter · The Definitive Guide to Marketing ... NURTURING...

© 2013 Marketo, Inc. #mus13

Definitive Guide to Marketing

Automation

Jon Miller VP Marketing, Marketo @jonmiller

Mary Bermel VP Demand Generation, CA Technologies


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


The Definitive Guide to Marketing

Automation, Featuring CA Technologies

• What is Marketing Automation?

• The Difference Between Email Marketing and Marketing Automation

• Business Case for Marketing Automation

• How to evaluate and drive success with 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


Section a little long


Email Marketing


Landing Pages & Forms


Behavior Tracking


Marketing

Database of Record


Workflow / Automation


Scoring


Lead Management


Events


Financial Management


CRM Integration /

Sales Intelligence


Social Marketing


Marketing Analytics


Marketing Automation


Create marketing people love with marketing automation


Value of Marketing Automation


How Much Does It Cost?

Usually Based on Edition + Number of Contacts + Contract Term

@jonmiller #BizCaseMA

Example: Marketo Pricing (27 Feb 2013)

www.marketo.com/pricing

http://www.marketo.com/pricing


Software subscription is ~25-40 percent of overall investment for success

• Strategy

• Content

• People


Strategy and Process

“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” - Bill Gates


Content = Marketing Automation Fuel


People

• Business processes design and implementation

• Analytics • Technical

aptitude


My Most

Important

Advice


The Case for Transformation

Mary Bermel VP, Demand Generation CA Technologies


A new way of doing things

Customer Dialogue

Lead Qualification Model

Marketing + Sales Alignment

Technology Systems + Data

DISCOVER CONSIDER DECIDE ADVOCATE DISCOVER CONSIDER DECIDE ADVOCATE


Content, People, Process, Technology

Qualified Engaged

Qualified Lead

Sales Ready Lead

Won

Prospect

Inquiry

Sales Accepted

Opportunity

Convert

Engage

Nurture

Sales Accepted

Lead


DISCOVER CONSIDER ADVOCATE

Demand Generation Center of

Excellence

Buyer process

Centralized/de-centralized automation

Lead to revenue process

Common purpose and shared goals:

• Service Delivery

• Operations and Governance

• Communication and Change Management


DISCOVER ADVOCATE

DEMAND GENERATION CENTER OF EXCELLENCE

REGIONAL

DEMAND

MANAGERS

GLOBAL

PROGRAM

MANAGERS

SPECIALISTS

INBOUND

MARKETING CA.COM

IT

SOLUTIONS

MARKETING

MARKETING

AUTOMATION

POWER USERS

MARKETING

OPERATIONS

CONVERSION NURTURING ENGAGEMENT

REGIONAL

FIELD

MARKETING


Why marketing automation?

Streamline the marketer’s world

Measure and prove marketing ROI

Increase revenue by optimizing the funnel


DISCOVER CONSIDER DECIDE ADVOCATE

An opportunity to capture data

Marketing Database

SFDC

Real-time Data Bi-directional Sync

DISCOVER CONSIDER DECIDE ADVOCATE


What if we do nothing?

Inefficiency of processes and systems; higher costs

Non optimized customer experience

Will not achieve growth goals


DISCOVER

Selection is a team sport


DISCOVER ADVOCATE

What matters?

Source: Gartner (June 2012)

Federated Use Customization

User Preferences Real Time Tracking

3rd Party Integration

Pricing Interface Security Scoring

Landing Pages And Forms

Support Social Media Email

Euro-Privacy Services Reporting Analytics

Data Management

Multi-lingual Support

Product Release

Salesforce.com Integration

Interaction Management


DISCOVER

Due diligence

1

Performance test:

Smart List Segmentation

Email Campaign Creation

Reporting and Analytics


Lessons learned

Vision and plan

for success

Stakeholder

participation

and buy-in

Organize for

excellence

Educate,

educate,

educate

It’s about people, process, content and technology

Evaluate capabilities, references and cultural fit

Communicate and educate

The buyer has changed

Marketing’s role is changed

Marketing automation is critical


Thank You!


Everything you ever

wanted to know (and

then some) about

marketing automation


Why Marketo?

• Easy

• Powerful

• Complete


Thank You! Jon Miller VP Marketing, Marketo @jonmiller

Mary Bermel

VP Demand Generation,

CA Technologies


DISCOVER CONSIDER ADVOCATE

Demand Generation Center of

Excellence

Buyer process

Centralized and de-centralized marketing automation

Lead to revenue process

Common purpose and shared goals:

• Service Delivery

• Operations and Governance

• Communication and Change Management


DISCOVER ADVOCATE

DEMAND GENERATION CENTER OF EXCELLENCE

REGIONAL

DEMAND

MANAGERS

GLOBAL

PROGRAM

MANAGERS

SPECIALISTS

INBOUND

MARKETING WEB TEAM

IT

SOLUTIONS

MARKETING

MARKETING

AUTOMATION

POWER USERS

MARKETING

OPERATIONS

CONVERSION NURTURING ENGAGEMENT

REGIONAL

FIELD

MARKETING

Definitive Guide to Marketing - Elixiter · The Definitive Guide to Marketing ... NURTURING...

Documents

Transcript of Definitive Guide to Marketing - Elixiter · The Definitive Guide to Marketing ... NURTURING...