Starmount’s Evolutionary Approach to Marketing Automationpages2.marketo.com › rs › marketob2...
Transcript of Starmount’s Evolutionary Approach to Marketing Automationpages2.marketo.com › rs › marketob2...
Page 1
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Customer Case Study:
Starmount’s Evolutionary Approach to
Marketing Automation
Tuesday, August 21, 2012
Kerry Nelson, Senior Director of Marketing
@kerryintex
Page 2
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Agenda
• About Starmount
• The Way We Were
• Laying the Groundwork
• Choosing a Vendor
• Steps to Implementation
• Campaign Insight
• Our Take On Social Media
• What’s Next?
• Q&A
What We’ll Cover . . .
Page 3
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Company Snapshot
Background
Self-funded; started in June 2006 in Austin
Mission Starmount is a provider of software
and services that power omni-channel
customer engagement.
Target markets
Retail (tier 1 & 2 mid-size to large retailers)
Types: Specialty, Department Stores, and Mass Merchants
Number of employees 100+
Sales Average deal size is $250k, long sales
cycle
Customers
Page 4
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
The Way We Were
• The Team 1 2.5 0
Page 5
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
The Way We Were
• The Tools
Group Edition
Page 6
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
The Biggest Hole?
No processes!
Page 7
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Laying the Groundwork
Page 8
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
The One-Two-Three Punch
Clean the Database
Upgrade Salesforce
Automate our Marketing Processes
At the same time!
Page 9
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Choosing a Marketing Platform
Our Top Priorities in the Vendor Selection Process:
Requirement
Salesforce and Web site integration to provide 360 degree lead visibility
Cost effective
Easy to use
Lead scoring capabilities
Configurable to work with the new processes we’d just built
Strong community of local users
Page 10
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
First and Best
Booth Follow Up Results: • 23% Open Rate • 13.6% Click to Open Ratio
Best to Date: • 26.7% Open Rate • 44.6% Click to Open Ratio • 85% Click to Converted Ratio • Subject Line: RIS/Gartner Retail Trends Study:
Here's what you missed in the online version
Page 11
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Pipeline Contribution
53%
At end of Q1
59%
At end of Q2
??%
At end of Q4
Page 12
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Starmount’s Take on Social Media
“Business buyers have increased the time they spend talking to peers and colleagues about business problems and investigate solutions on their own before engaging with vendor sales reps.” - Forrester Research
Awareness of Need
Purchase of Solution
Time
Education Cycle
Engage with Vendor
Page 13
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Where Marketo Fits In
Page 14
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
1020
1040
1060
1080
1100
1120
1140
1160
Twitter Followers
Page 15
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Facebook and LinkedIn
0
50
100
150
200
250
300
4/27/12 5/27/12 6/27/12 7/27/12
Facebook Followers
LinkedIn Followers
Page 16
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
What’s to Come?
Media and Analyst Tracking
Potential Investor Campaign
Page 17
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
What’s to Come?
Page 18
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
What’s to Come?
• Testing Social Media engagement as part of integrated campaigns
• Video Campaigns
Page 19
#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Lessons Learned
1. Lay the groundwork first.
2. Schedule the implementation during a slow time, if you can.
3. Don’t skimp on training.
4. Don’t underestimate how much content you’ll need.
5. Manage expectations.