© 2013 Marketo, Inc.

© 2013 Marketo, Inc.

Every business has one thing in common: the desire to achieve higher revenue and faster growth. But many companies struggle to align their people, process, and technology to achieve these goals.

This is where Marketing Automation comes in.

© 2013 Marketo, Inc.

Marketing automation is a…

• Technology that streamlines and automates marketing tasks

• so companies can • increase

operational efficiency and

• grow revenue faster

© 2013 Marketo, Inc.

Common Features of Marketing Automation

© 2013 Marketo, Inc.

© 2013 Marketo, Inc.

Marketing Automation Is Better Than Email

Create customer dialogues, not blasts

Multi-Channel Communications

More precise targeting & segmentation

Real-time Triggers

Measure impact on pipeline and revenue

Engage sales in the process

© 2013 Marketo, Inc.

Advanced FunctionsUsability / Speed • Pre-built library of best practice marketing

programs• Clone an entire marketing program

Email & online marketing

• A/B testing• Progressive profiling• Dynamic Content

Social • Facebook registration pages• Social campaigns (polls, referral,

sweepstakes, etc.)Lead Management • Real-time, behavior-based triggers

• Multiple lead scoring models & decayOther • Work groups and role-based access

• Advanced data sync

© 2013 Marketo, Inc.

Value of Marketing Automation

Nucleus Research Marketo Benchmark on Revenue

© 2013 Marketo, Inc.

The Core Benefits of Marketing Automation• Streamline the

marketer’s world

• Measure and prove marketing ROI

• Automate relationships across the customer lifecycle

© 2013 Marketo, Inc.

Streamline The Marketer’s World

• Simplify and automate repeatable processes

• Manage multi-channel campaigns from a single platform

• Fewer spreadsheets

@jonmiller #BizCaseMA

© 2013 Marketo, Inc.

Demonstrate impact on funnel

Prove program ROI

Measure / test / optimize

System of record

Measure and Prove Marketing ROI

@jonmiller #BizCaseMA

© 2013 Marketo, Inc.

Automate Relationships Across The Lifecycle

Lead Nurturing & Scoring Sales Effectiveness Customer Lifetime Value

© 2013 Marketo, Inc.

How Much Does Marketing Automation Cost?Usually Based on Edition + Number of Contacts + Contract Term

@jonmiller #BizCaseMA

Example: Marketo Pricing (27 Feb 2013)

www.marketo.com/pricing

Eloqua, Hubspot, and Pardot also publish some pricing

© 2013 Marketo, Inc.

Other Investment FactorsSuccess is often primarily determined not by the vendor you choose, but by these:• Revenue process• Sales and marketing

alignment• CRM implementation• Data quality• Content• Lead flow• Staff skills

Next Week: More on Becoming Successful With Marketing Automation

© 2013 Marketo, Inc.

Tips to Buy the Right System for You

• Write down your goals for the project

• Identify your requirements

• Evaluate potential vendors against your scenarios

• Talk to references

• Focus on value, not cost

© 2013 Marketo, Inc.

My Most Important Advice

© 2013 Marketo, Inc.

© 2013 Marketo, Inc.

© 2013 Marketo, Inc.

marketo.com/DG2MA