Revenue Marketing: Is Your Organization Ready to be Transformed
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Page 1 © 2013 Marketo, Inc. #mus13 K 12 Inc Dianne Conley Vice President, Marketing
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Marketo Summit 2013 presentation
Transcript of Revenue Marketing: Is Your Organization Ready to be Transformed
Page 1 © 2013 Marketo, Inc. #mus13
K12 Inc
Dianne ConleyVice President, Marketing
Page 2 © 2013 Marketo, Inc. #mus13
Overview
• Largest online K-12 education provider in US
• Mission: give every kid access to world-class education regardless of geographic/ socioeconomic circumstance or learning style.
• Partners: public schools, private schools, online charter schools; sell courses direct to consumers
Page 3 © 2013 Marketo, Inc. #mus13
B2C Business
Enroll
Comply
AttendConfirm
Aware-
ness
Research
Product
Decision
Engage Re-enroll
Page 4 © 2013 Marketo, Inc. #mus13
Timeline
Spring 11 CRM selection
August 11 Implementation kick-off
Sept 11 Marketo selection
Jan 12 SFDC/Marketo pilot
March 12 Full roll-out Enrollment season begins!
Page 5 © 2013 Marketo, Inc. #mus13
Challenges
• Timeline: ridiculous
• Key Staff: sayonara
• Technology: customization
• Change: a lotall at oncenot enough
Page 9 © 2013 Marketo, Inc. #mus13
Extreme Makeover, Marketing Edition
Before After
Focus Product Audience
Segment Geography Motivation
Page 10 © 2013 Marketo, Inc. #mus13
Extreme Makeover, Marketing Edition
Before After
Focus Products Audience
Segments Geography Motivation
Conversion
QuantitySpeed
QualityConsideration
Campaigns Product availability Buy-cycle stage
Email List Abuse Engagement
Method Waterfall Agile
Page 11 © 2013 Marketo, Inc. #mus13
Organization: Before
Web
Digital Media
CMO
VSP
Virtual Acad
PR
Trad Media
Graphic
Design
ProjMgmt
Copy
Tech/ Dev
CRM
Social
Private/Con-sumer
Research
ProdMktg
Analytics
Page 12 © 2013 Marketo, Inc. #mus13
Organization: After
Social
Web
CMO
Media
B2C Strat
Creative
ProjMgmt
Content
Process
Tech
Data
B2CAcct Mgmt
Campaign
Mgmt
Analytics
Research
B2B
ProdMktg
Page 13 © 2013 Marketo, Inc. #mus13
Results So Far
Down• Irrational media spend• Creative costs
Up• Opens and click-thrus• Morale• Confidence that we’re on the right path!
Page 14 © 2013 Marketo, Inc. #mus13
Thank You!
