Marketing Automation at Mobify - Luke Starbuck

Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14

Marketing Automation at Mobify:

Journey into results-focused marketingLuke Starbuck, Director of Demand Generation


• Marketing-created won deals now have 34% higher deal value than outbound-created

• Marketing is now creating 44% of the sales pipeline, 47% of won deals

• Savings of 75% work effort through lead qualification

• Running complete lead-to-revenue management

• Maturity in B2B marketing practices, processes and measurement

Summary


1. Experiences with Marketing Automation2. Why we chose Marketing Automation3. Educating the organization4. How to evaluate solutions5. Our implementation process6. Practical tactics for success7. Results

Agenda


• Driven improved results• Superior measurement and reporting• Strategic benefits in forecasting and prioritization• Maturity in all marketing activities and team

knowledge

1. Experiences with Marketing Automation


2. Why we chose Marketing Automation


• Marketing ‘before’ picture was a lot of activities that were aimed at improving the metrics - campaign success, website visitors, number of MQLs.

• No idea how activities impacted booked revenue



• Tracking typical metrics - • website visits• form completes• blog visits• bounce rate• form completes to MQL• email subscribers (blog)• signup conversion (blog)

• Manual MQL qualification - turnaround time between 1-3 days

• Many poor-fit leads getting to the sales team



• No buyer personas, buyer’s journey, buying stages, content by stage

• No alignment with sales messaging, no common value proposition to bring to the customer

• Poor buying experience - inbound leads

• No insights into effectiveness of content or marketing activities down the funnel to closed won deals



• Increasing market pressure - shrinking deal size• Marketing spend outpacing growth metrics- 9

person marketing team producing ebooks, webinars, website, blog posts, landing pages, email blasts. Costs escalating.


Q Q Q Q0

25000

50000

75000

100000$


3. Educating the organization


• Colleagues outside marketing may not have a grasp on marketing automation vs regular analytics, and email marketing systems


!=


• Colleagues outside marketing need to understand the ‘why’, not the ‘how’.

• Focus on the outcomes that are expected - case studies

• Focus on revenue numbers and deep-funnel metrics• Improvement to opportunities. • Improvement to win rate. • Decrease in cost of sales accepted

opportunities.



• Need to be able to manage a buyer’s experience with more granular control than email blasts and drip campaigns, or other more simple methods of tracking leads



• IT team needs to understand the tracking on the website, and how it is different

• Share with the IT team - current challenges and how current tools don’t provide what’s needed.



4. How to evaluate solutions


• First must-have in selection phase is connection with CRM

• If replatforming CRM - great opportunity!



• Beware overly complex platforms

• Avoid being locked into an overly-simplistic platform (future growth)

• Aim to have room to grow, but keep costs reasonable



• Support network both online and offline - this is key



• We liked having flexibility in plans and integrations with many other vendors - next year to 2 years what will you implement?

• Start small and grow in features and database size



• We learned from the Marketo team - their eBooks and guides were the most useful, relevant and helpful we had seen.

• Marketing automation is part technology, part team learning and part workflow. Look for a vendor that will support your team’s learning.



5. Our implementation process


• Marketo shares their key internal metrics and methods- Our team learned from them and adopted practices



• Needed to do prep work mapping buyer personas, buying journey, new combined marketing/sales funnel



6. Practical tactics for success


• Adopt the Sirius Decisions Demand Waterfall v2 - it makes everything simpler.



• VP Sales buy-in - help them see how it will make them more money



• First step is to complete the pre-work (buyer’s journey, personas, lead stages)

• Don’t rush it - getting the architecture right the first time takes a little longer but saves a lot of time and money in the long run.

• Consider getting a coach/implementation consultant if you have more than a few sales/marketing people



• Implementation drives a better understanding of your customer

• Need to know influencer personas in the buying group of 5.4 people (CEB) if you market to enterprises.



7. Results


• Delivering more closed won revenue via inbound with less resources (5 team members vs 9)

• 34% higher deal value than outbound-created

7. Results

Inbound Outbound0

0.35

0.7

1.05

1.4

1.75

Avg Deal Value


• Creating 44% of pipeline $

• Creating 47% of closed won $

• Higher win rate on marketing sourced opportunities

7. Results

Inbound Out-bound

All Other

0

12.5

25

37.5

50

62.5

Pipeline Closed Won


• 75% savings in manual lead processing time - Fully automated gating process that pre-qualifies leads to nurture - enriched data and scorecard with 5 factors

7. Results

January July0

1

2

3

4

5

Time to process


• 15 minute call-backs to qualified leads who submit through contact form (previously 1-3 days)

7. Results

January July0

3.5

7

10.5

14

17.5

Hours to call back(during working hrs)


• Rollout of CASL compliance in under a week - uniform landing pages, email nurture, and database rules

• Scaled up outbound sales development team from 1 to 5 people in 6 months- automated campaigns, tracking, content and scoring

7. Results


• Less low-probability opportunities in pipeline, dramatically higher close rate - sales resources can now invest more in high-probability deals- CRM improvements driven by the need to report lead progression and velocity through the funnel

7. Results

vs


• Prioritization of strategy- Implemented advanced dashboards (3rd party) for granular insights into time in stage, and where there are bottlenecks and dropoffs in early funnel stages

7. Results

Example only


• All marketing activities have full attribution - reporting pipeline contribution by channel and campaign

• Marketing, sales development and sales teams closely aligned - Same value proposition through content, website, nurturing emails, SDRs, Account Executives

• Executive team insight - accurate forecasting (deal size, future pipeline), correlation from spend to pipeline

• More predictability for the business - critical for bookings, revenue and hiring plans

7. Results


Questions? Connect with me

Luke StarbuckDirector of Demand [email protected]

www.lukestarbuck.com

mailto:[email protected]

http://www.lukestarbuck.com/


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Marketing Automation at Mobify - Luke Starbuck

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