Contenu connexe Similaire à Digital Marketing Bootcamp - Evaluating Marketing Automation (20) Digital Marketing Bootcamp - Evaluating Marketing Automation2. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
• This webinar is being recorded – keep an eye out for the
slides and recording sent to your email later today
• Questions? Type them in the chat box and we will
answer!
• Posting to social? Use #mktgnation
Housekeeping
3. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
• Lead Nurturing
• CRM Integration
• Sales Intelligence
• Replicating Success
http://bit.ly/1cYYXL5
Previously Covered
4. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
• General Guidance on Selecting a Marketing Automation
Solution
• Automation Workflows
• Analytics
Today’s Focus
6. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Feature Checkbox vs. Use Case
9. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Simplicity vs. Speed
Simplicity
10. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Simplicity vs. Speed
Speed
11. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Value vs. Time
Value
Time (weeks)1 2 3 4 5
12. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Think Ahead
Don’t be
this guy
(or gal)!
13. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
• My Journey with Marketing Automation
Think Ahead
What have I
gotten
myself into
Wow, so
much to
learn
Oh, I am
starting to
get this
This is the
best thing
ever!
Wow, this
is
incredible!
Hmm, wish
I was able
to do X
Hmm, wish
I was able
to to Y
Hmm, wish
I was able
to do Z
Gee, I need
more
capabilities
Anxiety Relief Elation Uncertainty Anxiety Panic!
14. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
• My Journey with Marketing Automation
Think Ahead
What have I
gotten
myself into
Wow, so
much to
learn
Oh, I am
starting to
get this
This is the
best thing
ever!
Wow, this
is
incredible!
Hmm, wish
I was able
to do X
Hmm, wish
I was able
to to Y
Hmm, wish
I was able
to do Z
Gee, I need
more
capabilities
Anxiety Relief Elation Uncertainty Anxiety Panic!
7 months
15. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
• Think 3 years out
• Avoid the “this will serve our needs for a year” mentality
• Migration isn’t always easy
• Data is lost
Think Ahead
16. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
• Marketing is a revenue driver, not a cost center
• Investment vs. expense
• Small improvements in conversion rates often dwarf
price differences between systems
Price
17. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Price
System A
$1,700/mo
System B
$1,500/mo
• Difference of $6,000 per year
18. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Price
• ASP = $30,000
• Average 20 wins per month = $600,000
• Annual revenue = $7.2M
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19. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Price
• One more win per month
• Incremental Revenue = $360,000 per year
• Incremental Cost of Solution = $6,000 per year
• If one more win per quarter, still $120,000 vs. $6,000
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21. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflows are the Engine
22. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflow Differences
List Workflow
2 Objects
23. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflow Differences
Behavior List Workflow
3 Objects
26. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflow Differences
Workflow
One system object can trigger based on behaviors,
or affect a segment of database
1 Object
27. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflows: Triggers
Basic
Added to list
Powerful
Clicking a specific link in an email
At request of another workflow
Database value changes
Product purchases
Tapping a mobile push notification
Added to a CRM opportunity
28. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflows: Actions
Send Email
Add Wait Step (days)
29. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflows: Branching Logic
Linear
Workflow
Yes/No or
True/False
Branch
Full Branching
30. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
• Push prospect into a nurturing program when their lead
score hits 25.
• When someone downloads content, score them
differently based on who they are.
• CXO or VP
• Director or Manager
• Practicioner
• Student or Job Seeker
Scenario
31. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflows: Branching Logic
Almost impossible Requires lots of
lists and multiple
workflows
Easy to do in one
workflow, no lists
required
32. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflows: Rules
Flow through
once or many?
33. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflows: Rules
Example: Scoring rule
where an email click adds
2 points to score.
34. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflows: Rules
If prospect clicks email 2x,
they are not going to
receive scoring credit.
35. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflows: Rules
A second workflow is then
required.
36. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Workflows: Rules
If many times through flow
allowed, only one
workflow needed to add 2
points for each click.
38. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Reporting Maturity Curve
Multi-
touch ROI
Multi-touch
Revenue
Single-touch
Revenue
Opportunities Won
Conversion Based (Form Fill)
39. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Conversion Based
Page Visits Leads Conversion %
Awesome eBook
Landing Page
657 31 4.7%
Contact Us Landing
Page
412 68 16.5%
40. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Vanity Metrics
Source: KISSmetrics blog “Why You Ought to Throw Away
Your Vanity Metrics for these 5 Customer Metrics”.
41. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Opportunities Won
Page Visits Leads Conversion % Opps Wins
Awesome eBook
Landing Page
657 31 4.7% 4 2
Contact Us Landing
Page
412 68 16.5% 12 5
Advanced Analytics
Webinar
840 56 6.6% 6 3
42. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Downloaded
eBook on
Analytics
Registered for
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected
with Sales Rep
Single Touch
3 months
$100K
$100K
43. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Single Touch Attribution
Page FT Revenue
Content: eBook
Analytics
$100,000
Webinar: Advanced
Analytics
$0
Content: Survey
Results
$0
Webinar: Top 10
Marketing Reports
$0
Tradeshow: Big $0
44. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Downloaded
eBook on
Analytics
Registered for
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected
with Sales Rep
Multi Touch
3 months
$25K
$0
$25K
$25K $100K
$25K
45. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Multi Touch Attribution
Page MT Revenue
Content: eBook
Analytics
$25,000
Webinar: Advanced
Analytics
$0
Content: Survey
Results
$25,000
Webinar: Top 10
Marketing Reports
$25,000
Tradeshow: Big $25,000
46. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
Multi Touch Attribution
Page MT Revenue MT ROI
Content: eBook
Analytics
$25,000 270%
Webinar: Advanced
Analytics
$0 50%
Content: Survey
Results
$25,000 570%
Webinar: Top 10
Marketing Reports
$25,000 318%
Tradeshow: Big $25,000 37%
47. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo
• Position Marketing as a profit center, not a cost center.
• Focus on the hole (use case), not the shovel (feature).
• Understand the tradeoffs between simplicity and speed, and time and value.
• Workflows are the engine that powers a marketing automation solution. Take
the time to understand what they can and can’t do.
• Get beyond vanity metrics. Measure how programs and channels are driving
pipeline and revenue.
Some Tweetable Takeaways…
Notes de l'éditeur Hi Everyone,
Thanks for joining us today for our second webinar in the Digital Marketing Bootcamp series on ‘Evaluating marketing automation solution’. Our first webinar went over the top 10 things marketing automation can do for you and today we will be going into how to find the right marketing automation solution for you, your team and your business. We are excited to have Mike Berger who is a direct of product marketing here at Marketo to speak on this topic. Before we get started, I wanted to go over some housekeeping items.
First - (Jerry) Do you need to already have a lot of content created in order to utilize marketing automation?
(Caitlin) Do you need to have a CRM in place? What CRMs does Marketo integrate with?
(Ron) How big of a team do you need to have to run marketing automation?
(Jane) Do marketing automation platforms provide you with email and landing page templates, or do you have to create your own?