© 2014 Marketo, Inc. Marketo Proprietary and Confidential

What Matters Most In Selecting Marketing Automation

David M. Raab PrincipalRaab Associates

Luke StarbuckDirector of Demand GenerationMobify

Courtney McAraMarketing Operations ManagerMarketo

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Buyer Satisfaction is Mixed

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Why Mixed?

Selecting Too Quickly

Starting Too Small

Considering Too Few

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So, What Really Matters?

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What Really Hurts?

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Preparation is Key to Success

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What Should You Do?

• Take your time

• Do your homework

• Focus on features

• Plan ahead

• Deploy quickly

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

Educating the Organization

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• 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

Educating the Organization

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• 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

Educating the Organization

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

Practical Tactics for Success

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

Practical tactics for success

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• 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

Practical Tactics for Success

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Questions?

Luke StarbuckDirector of Demand GenerationMobify@LucasStarbuck

Courtney McAraMarketing Operations ManagerMarketo@Courtneyfiona

David M. Raab PrincipalRaab Associates@draab

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Thank you!