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Customer Case Study: Kaufman Rossin

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The document appears to be a case study about how Kaufman Rossin, an accounting firm, implemented Marketo's marketing automation platform. It discusses how Marketo helped Kaufman Rossin segment their audience, create dynamic email campaigns, improve events and follow up, and track ROI. The case study also notes how Marketo enabled their team to be more effective and how in the second year they plan to focus on key industries and integrate Marketo with their CRM. It expresses gratitude to the Marketo community for their support.

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Page 1 © 2014 Marketo, Inc.#MKTGNATION14 Customer Case Study: Kaufman Rossin Janet K. Altman Marketing Principal, Kaufman Rossin Mary Wleklinski Marketing Automation Supervisor, Kaufman Rossin
Page 2 © 2014 Marketo, Inc.#MKTGNATION14 The quick brown fox jumped over the lazy dog Technology impacts revenue.
Page 3 © 2014 Marketo, Inc.#MKTGNATION14 Different people learn in different ways.
Page 4 © 2014 Marketo, Inc.#MKTGNATION14 Ugly sometimes works. Test! Segmentation can save money.
Page 5 © 2014 Marketo, Inc.#MKTGNATION14 Salespeople are different.
Page 6 © 2014 Marketo, Inc.#MKTGNATION14
Page 7 © 2014 Marketo, Inc.#MKTGNATION14
Page 8 © 2014 Marketo, Inc.#MKTGNATION14 “We should segment by industry!”
Page 9 © 2014 Marketo, Inc.#MKTGNATION14 1. Brand awareness 2. Thought leadership 3. Media relations ROI? While waiting…
Page 10 © 2014 Marketo, Inc.#MKTGNATION14 I think we’re ready to target by industry.
Page 11 © 2014 Marketo, Inc.#MKTGNATION14 Target: 9 Industries…+ international! June Planning July Planning August Planning September Healthcare October Real Estate November Banking December Law Firms January Construction February Non-profits March Manufacturing/ Distribution April Investments May Technology Brand awareness and industry touches ongoing
Page 12 © 2014 Marketo, Inc.#MKTGNATION14 But we had gaps to fill. • One-off emails without real reporting • Email blasts without segmentation • Invitations without the personal touch • Content assets without targeted sharing • No way to track a website visitor • Purely social events without ROI And still no way to demonstrate ROI.
Page 13 © 2014 Marketo, Inc.#MKTGNATION14 • Google search • Emails • White papers • Video demos • Personal demos • Price comparison • Feature comparison -> Marketo We compared many platforms.
Page 14 © 2014 Marketo, Inc.#MKTGNATION14 But one element was still missing.
Page 15 © 2014 Marketo, Inc.#MKTGNATION14 Deadline, Up and running in 3 weeks! • What’s in the database? • Onboarding and enablement • Migration and creation of branded assets • Integrations
Page 16 © 2014 Marketo, Inc.#MKTGNATION14 Marketing Automation helped us segment our audience from day 1. Who are the right people? What do they care about?
Page 17 © 2014 Marketo, Inc.#MKTGNATION14 Database Snapshot
Page 18 © 2014 Marketo, Inc.#MKTGNATION14 Freedom from “Batch and Blast” emails. • Dynamic content for persona-driven email campaigns • Multi-touch, multi-media nurturing strategies • Sophisticated design
Page 20 © 2014 Marketo, Inc.#MKTGNATION14 Our rainmakers love us. Thought leadership with a personal touch Sharing our insight. Connecting with leads. Influencing the sale.
Page 21 © 2014 Marketo, Inc.#MKTGNATION14 The “Roadshow” changed everything! Our events became a more effective marketing tactic. • Promotion • Attracting the right audience • Day-of efficiencies • Easy follow-up • Repeatable processes
Page 22 © 2014 Marketo, Inc.#MKTGNATION14
Page 23 © 2014 Marketo, Inc.#MKTGNATION14 Marketing automation enables a good team to be consistently great. Large organizations are looking to us to handle promotions and follow-up for co-sponsored events. No problem!
Page 24 © 2014 Marketo, Inc.#MKTGNATION14 Our team is more effective. We know what we are capable of and what tactics produce results.
Page 25 © 2014 Marketo, Inc.#MKTGNATION14 • Zero in on top 4 industries • Subscription center opt-in • More segmentations • Marketo + CRM Year 2, bring it on!
Page 26 © 2014 Marketo, Inc.#MKTGNATION14 1. Marketo Community 2. Local User Groups 3. Marketo Summit We couldn’t have made it without the Marketing Nation!
Page 27 © 2014 Marketo, Inc.#MKTGNATION14 Q&A Janet K. Altman Marketing Principal, Kaufman Rossin jaltman@kaufmanrossin.com @Jkaltman Mary Wleklinski Marketing Automation Supervisor, Kaufman Rossin mwleklinski@kaufmanrossin.com

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Customer Case Study: Kaufman Rossin

  • 1. Page 1 © 2014 Marketo, Inc.#MKTGNATION14 Customer Case Study: Kaufman Rossin Janet K. Altman Marketing Principal, Kaufman Rossin Mary Wleklinski Marketing Automation Supervisor, Kaufman Rossin
  • 2. Page 2 © 2014 Marketo, Inc.#MKTGNATION14 The quick brown fox jumped over the lazy dog Technology impacts revenue.
  • 3. Page 3 © 2014 Marketo, Inc.#MKTGNATION14 Different people learn in different ways.
  • 4. Page 4 © 2014 Marketo, Inc.#MKTGNATION14 Ugly sometimes works. Test! Segmentation can save money.
  • 5. Page 5 © 2014 Marketo, Inc.#MKTGNATION14 Salespeople are different.
  • 6. Page 6 © 2014 Marketo, Inc.#MKTGNATION14
  • 7. Page 7 © 2014 Marketo, Inc.#MKTGNATION14
  • 8. Page 8 © 2014 Marketo, Inc.#MKTGNATION14 “We should segment by industry!”
  • 9. Page 9 © 2014 Marketo, Inc.#MKTGNATION14 1. Brand awareness 2. Thought leadership 3. Media relations ROI? While waiting…
  • 10. Page 10 © 2014 Marketo, Inc.#MKTGNATION14 I think we’re ready to target by industry.
  • 11. Page 11 © 2014 Marketo, Inc.#MKTGNATION14 Target: 9 Industries…+ international! June Planning July Planning August Planning September Healthcare October Real Estate November Banking December Law Firms January Construction February Non-profits March Manufacturing/ Distribution April Investments May Technology Brand awareness and industry touches ongoing
  • 12. Page 12 © 2014 Marketo, Inc.#MKTGNATION14 But we had gaps to fill. • One-off emails without real reporting • Email blasts without segmentation • Invitations without the personal touch • Content assets without targeted sharing • No way to track a website visitor • Purely social events without ROI And still no way to demonstrate ROI.
  • 13. Page 13 © 2014 Marketo, Inc.#MKTGNATION14 • Google search • Emails • White papers • Video demos • Personal demos • Price comparison • Feature comparison -> Marketo We compared many platforms.
  • 14. Page 14 © 2014 Marketo, Inc.#MKTGNATION14 But one element was still missing.
  • 15. Page 15 © 2014 Marketo, Inc.#MKTGNATION14 Deadline, Up and running in 3 weeks! • What’s in the database? • Onboarding and enablement • Migration and creation of branded assets • Integrations
  • 16. Page 16 © 2014 Marketo, Inc.#MKTGNATION14 Marketing Automation helped us segment our audience from day 1. Who are the right people? What do they care about?
  • 17. Page 17 © 2014 Marketo, Inc.#MKTGNATION14 Database Snapshot
  • 18. Page 18 © 2014 Marketo, Inc.#MKTGNATION14 Freedom from “Batch and Blast” emails. • Dynamic content for persona-driven email campaigns • Multi-touch, multi-media nurturing strategies • Sophisticated design
  • 19.
  • 20. Page 20 © 2014 Marketo, Inc.#MKTGNATION14 Our rainmakers love us. Thought leadership with a personal touch Sharing our insight. Connecting with leads. Influencing the sale.
  • 21. Page 21 © 2014 Marketo, Inc.#MKTGNATION14 The “Roadshow” changed everything! Our events became a more effective marketing tactic. • Promotion • Attracting the right audience • Day-of efficiencies • Easy follow-up • Repeatable processes
  • 22. Page 22 © 2014 Marketo, Inc.#MKTGNATION14
  • 23. Page 23 © 2014 Marketo, Inc.#MKTGNATION14 Marketing automation enables a good team to be consistently great. Large organizations are looking to us to handle promotions and follow-up for co-sponsored events. No problem!
  • 24. Page 24 © 2014 Marketo, Inc.#MKTGNATION14 Our team is more effective. We know what we are capable of and what tactics produce results.
  • 25. Page 25 © 2014 Marketo, Inc.#MKTGNATION14 • Zero in on top 4 industries • Subscription center opt-in • More segmentations • Marketo + CRM Year 2, bring it on!
  • 26. Page 26 © 2014 Marketo, Inc.#MKTGNATION14 1. Marketo Community 2. Local User Groups 3. Marketo Summit We couldn’t have made it without the Marketing Nation!
  • 27. Page 27 © 2014 Marketo, Inc.#MKTGNATION14 Q&A Janet K. Altman Marketing Principal, Kaufman Rossin jaltman@kaufmanrossin.com @Jkaltman Mary Wleklinski Marketing Automation Supervisor, Kaufman Rossin mwleklinski@kaufmanrossin.com