Become a Marketing Superhero with Data-Driven Strategies
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Sarah Shelnut, Demand Generation Manager for NanoLumens, shares her customer experience using Marketo's marketing software. She discusses why your company needs marketing automation and how Marketo's many software features benefited her company.
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Become a Marketing Superhero with Data-Driven Strategies
- 1. Become a Marketing Superhero Sarah Shelnut Demand Generation Manager, NanoLumens Page 1 #MKTGNATION14 © 2014 Marketo, Inc.
- 2. In a galaxy far, far away… Page 2 #MKTGNATION14 © 2014 Marketo, Inc.
- 3. In a galaxy far, far away… Page 3 #MKTGNATION14 © 2014 Marketo, Inc.
- 4. Welcome to Atlanta Page 4 #MKTGNATION14 © 2014 Marketo, Inc.
- 5. Landing at NanoLumens Page 5 #MKTGNATION14 © 2014 Marketo, Inc.
- 6. NanoLumens in 2011 Page 6 #MKTGNATION14 © 2014 Marketo, Inc.
- 7. NanoLumens Marketing in 2011 Page 7 #MKTGNATION14 © 2014 Marketo, Inc.
- 8. NanoLumens Marketing in 2011 Page 8 #MKTGNATION14 © 2014 Marketo, Inc.
- 9. The Problem Page 9 #MKTGNATION14 © 2014 Marketo, Inc.
- 10. More Importantly… Page 10 #MKTGNATION14 © 2014 Marketo, Inc.
- 11. The Evaluation Page 11 #MKTGNATION14 © 2014 Marketo, Inc.
- 12. The Solution Page 12 #MKTGNATION14 © 2014 Marketo, Inc.
- 13. The Implementation Page 13 #MKTGNATION14 © 2014 Marketo, Inc.
- 14. Training Page 14 #MKTGNATION14 © 2014 Marketo, Inc.
- 15. Launching our First Campaign Page 15 #MKTGNATION14 © 2014 Marketo, Inc.
- 16. Discovering my calling The Receptionist Marketing Coordinator Marketing Automation Manager Page 16 #MKTGNATION14 © 2014 Marketo, Inc.
- 17. Discovering my calling Page 17 #MKTGNATION14 © 2014 Marketo, Inc.
- 18. My Super Powers Revenue Cycle Modeler Engagement Programs Opportunity Influence Analyzer Page 18 #MKTGNATION14 © 2014 Marketo, Inc.
- 19. The Revenue Cycle Modeler Page 19 #MKTGNATION14 © 2014 Marketo, Inc.
- 20. The Revenue Cycle Modeler Page 20 #MKTGNATION14 © 2014 Marketo, Inc.
- 21. The Revenue Cycle Modeler Content Stage 1 Product Webinar Stage 2 Education White Paper Infographic Stage 3 Reinforce LED E-Book Stage 4 F2F/Demo Product Specs Easy to Install Stage 5 Risk Warranty Testimonials Stage 6 Keep Quiet…Get the Papers Signed! The Buyers Journey Page 21 #MKTGNATION14 © 2014 Marketo, Inc.
- 22. How do we deliver this content? Page 22 #MKTGNATION14 © 2014 Marketo, Inc.
- 23. Engagement Programs Page 23 #MKTGNATION14 © 2014 Marketo, Inc.
- 24. Engagement Programs Page 24 #MKTGNATION14 © 2014 Marketo, Inc.
- 25. Engagement Program Page 25 #MKTGNATION14 © 2014 Marketo, Inc.
- 26. Opportunity Influence Analyzer Page 26 #MKTGNATION14 © 2014 Marketo, Inc.
- 27. Opportunity Influence Analyzer Page 27 #MKTGNATION14 © 2014 Marketo, Inc.
- 28. How do these Super Powers affect NanoLumens? The # of Forms Filled-Out per Month DOUBLED following my becoming a Marketo Certified Expert! Page 28 #MKTGNATION14 © 2014 Marketo, Inc.
- 29. How do these Super Powers affect NanoLumens? 2012 2013 2014 Monthly Acquired Leads (avg) Page 29 #MKTGNATION14 © 2014 Marketo, Inc.
- 30. How do these Super Powers affect NanoLumens? Marketing Acquired Leads (avg/month) 2012 2013 2014 Page 30 #MKTGNATION14 © 2014 Marketo, Inc.
- 31. How do these Super Powers affect me? Page 31 #MKTGNATION14 © 2014 Marketo, Inc.
- 32. Q&A Sarah Shelnut Demand Generation Manager, NanoLumens sshelnut@nanolumens.com @sarahshelnut Page 32 #MKTGNATION14 © 2014 Marketo, Inc.
Notes de l'éditeur
- First installed marketing automation as a means of leveraging the leads from our trade show traffic, our highest lead generation source at the time.
- First installed marketing automation as a means of leveraging the leads from our trade show traffic, our highest lead generation source at the time.
- Haphazard marketing automation, not streamlined or integrated – Sales ppl tweeting occasionally from the road, newsletters sent out through a faulty mktg automation software program that had a tendency to send emails to the wrong lists, and zero content marketing strategy
- How do we increase our leads organically? We needed a solution that would support our hub-and-spoke model of marketing, with the goal of capturing leads on our website more effectively.
- What did we need our Marketing Roadmap to look like? It’s difficult to predict the future, but we knew that we wanted a robust solution that would allow us the opportunity to grow as Marketers. Other solutions simply didn’t provide a solution that would cover all of our needs down the road. It was important for us to find a solution that had the same philosophy of growth that we do at NanoLumens.
- Talk about University, Training Sessions for New Users, Community, Launch campaign number one within 6 weeks
- Talk about University, Training Sessions for New Users, Community, Launch campaign number one within 6 weeks
- Retail Drip, Terra Download
- Because of our SFDC integration, I am able to see opportunities as they move through the funnel without being seen, just like Wonder Woman’s invisible airplane
- Stress importance of progressive profiling. Lead goes to biz dev for mktg qualification before being passed to outside sales. It’s easy to get interest and engagement, it’s harder to push through the funnel. What’s on their mind as they pass through our funnel?
- I was banging my head against the wall trying to map out how to effectively get this content into the hands of the buyer. The logic behind the campaigns we do-able, but complicated and left lots of room for error. Sending an email to the wrong person instantly degrades your brand to the reader.
- Hit just the right person at just the right time with segmentation and targeted emails
- I can identify my hero at their organization
- Following Sarah’s certification as a Marketo Expert in August of 2013, the average number of forms filled out per month jumped from 90 per month to 160 per month,
- Because of the increase of leads being acquired through form-fill-outs and downloadable assets, the company found that it was able to attend less trade shows and still have better results on a monthly basis with lead generation
- Marketing Acquired Leads went from 1,574 in 2012 to 13,308 in 2013 and over 17,000 in 2014. (745% 32% 1011%)