Graduating from Email Service Providers
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Transcript of Graduating from Email Service Providers
Hi, I’m Jon Miller VP Marketing & Co-Founder at Marketo
@jonmiller
1. My first child was born the same month that we incorporated Marketo
2. Born in Ethiopia
3. Can dislocate my thumbs at will
4. Studied Physics at Harvard, captain of high-school debate team and newspaper staff
Today’s Topics • Limitations of Email Service Providers
• What is Marketing Automation?
• Delivering on the “New Rules” With Marketing Automation
• Create marketing people love with marketing automation
• Relationship Building Conversations
• Behavioral Targeting for Relevance
• Coordinated Multi-channel Campaigns
• Strategic Analytics
• Customer Lead Management
• How To Graduate to Marketing Automation
1. Trustworthy
2. Always Relevant
3. Conversations, Not Campaigns
4. Coordinated Across Channels
5. Strategic
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
Create marketing people love with marketing automation • Relationship Building
Conversations • Behavioral Targeting for
Relevance • Coordinated Multi-channel
Campaigns • Strategic Analytics • Customer Lead Management
Example: Topic of Interest Triggers
• Attends event • Downloads content • Click email • Fills out form • Score is changed
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
Rea
ch &
En
gage
men
t
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al L
ift
Events
Get The “Definitive Guide to Social Marketing”
http://marketo.com/DG2SM
Test & Tune With Social Funnel Metrics JumpStart Tour Referral Results • 13% of participants shared • 45 qualified for sweepstakes • 363 incremental registrations • 16% increase in registrations
Italian Workspace Joe Smith: Acme Inc. Community Help
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Recently Updated
Practical B2B Lead Generation
Added Mar 30, 2013 Sent 12,105 82
Thought Leadership
Edited Mar 25, 2013 Sent 12,105 70
Lead Scoring Best Practices
Edited Mar 22, 2013 Sent 12,105 55
Lead Management Best Practice D…
Added Mar 18, 2013 Sent 12,105 35
Lead Scoring Best Practices
Edited Mar 10, 2013 Sent 12,105 9
Engagement Over Time
Dec Jan Feb Mar Apr May
100
80
60
40
20
0
Summary
1.5% Unsubscribe
65 Engagement
55d Next Cast
Members
In Track Exhausted Paused
3,450
50 35
Mar 18, 2013
Engagement: 60
2013
Marketo’s Secret Sauce
Definitive Guide to Events
Lead Nurturing
Lead Scoring Best Practices
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 ▼
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics
Scoring Defined
Methodology for ranking potential customers in terms of readiness to purchase.
Nurture Nurture Disqualify Promotional 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
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8 • Late-stage content +12 • Searches for branded
keyword “Marketo” +8
Get The “Definitive Guide to Lead Scoring”
http://marketo.com/DG2LS
How Much Does Marketing Automation Cost?
Spark Starting at $1,195
Standard Starting at $1,995
Select Starting at $3,195
www.marketo.com/pricing
Additional Costs and Considerations Software subscription is typically 25-40% of overall investment required for success:
• Process definition, consulting
• Staff and skills, training
• Data: cleansing, augmentation, appending
• Content
• Lead generation (inbound/outbound)
• CRM implementation upgrades
@jonmiller #BizCaseMA
Marketing Automation Maturity
@JonMiller
Key Tweetable Takeaways 1. Email must be more relevant, more
conversational – and ultimately more engaging.
2. Marketing automation includes email and much more – multi-channel conversations, behavioral targeting, strategic analytics!
3. The key to relevance is behavioral targeting – market like Amazon
4. Nobody wants to get “blasted” – engage consumers in multi-channel conversations
5. Don’t just run social campaigns, make every campaign social
@JonMiller