All About Marketing Automation - What It Is & Why It Works
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As a marketer, you've probably wished you could respond to prospective buyers anywhere and everywhere, at any moment in time, right? With triggered campaigns, you can! Watch Mike Madden, Director of North America Commercial & Customer Demand Generation, as he broke down the powerful use cases for triggers, from scoring specific actions to prioritizing leads for sales to creating timely emails from website visits!
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All About Marketing Automation - What It Is & Why It Works
- 1. © Marketo, Inc. 10/3/2018 Proprietary & Confidential AllAboutMarketingAutomation–What ItIs&WhyItWorks Mike Madden Director, North America Commercial & Customer DG Marketo
- 2. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Housekeeping • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Use the chat box and I’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation • There is a brief survey after the webinar
- 3. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Agenda What is a Triggered Campaign? 1 5 Use Cases for Triggered Campaigns 2 Conclusion 3
- 4. © Marketo, Inc. 10/3/2018 Proprietary & Confidential If you could have one superpower, what would it be?
- 5. © Marketo, Inc. 10/3/2018 Proprietary & Confidential WhatisaTriggeredCampaign? Gain The Power To Exist In All Places at Once
- 6. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Imagine Having Superhuman Hearing! Listen for everything that is happening Narrow it down to what’s most important
- 7. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Put Your Ears Out There and Listen For… Behaviors • Website visits • Number of website visits • Clicks link on web page • Email opens & clicks • Form completions • Ad clicks • Landing page views • Content sharing • Sales activity • Email bounces & unsubscribes • New Lead/Subscriber created Operations • Job title • Technologies used • Behavior Score change • Demographic score change • Phone number change • Product interest change • Address change • New subscription requested • Campaign is requested • New sales stage/opportunity • Account Score change
- 8. © Marketo, Inc. 10/3/2018 Proprietary & Confidential The Evolution of Knowing Pre-Internet • Sales owned most of the buyer’s journey • Remember brochures? Early 2000s Today • Marketing gains a little more control of the buyer’s journey • Still some brochures • The entire car buying process can happen online • Sales is more transactional
- 9. © Marketo, Inc. 10/3/2018 Proprietary & Confidential The Smart Campaign: A Trigger’s Happy Home Smart List “Who” Flow “What” Schedule “When” Results “Wow”
- 10. © Marketo, Inc. 10/3/2018 Proprietary & Confidential #1:ScoringBehaviors Score Every Action Based on Importance
- 11. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Behavioral Scoring and Why It’s Awesome What is Behavioral Scoring? Scoring is a shared sales and marketing methodology for ranking leads in order to determine their sales-readiness. It helps marketers understand which leads should be nurtured and which ones should be fast- tracked to sales. Why Scoring is Awesome • Creates a common “lead” definition • A 10% increase in lead quality can translate into a 40% increase in sales productivity • Improve sales and marketing alignment • Focus on the right leads/accounts • You gain more insight into where someone is in their buyer’s journey, which means more relevant messaging • Most leads aren’t ready for sales
- 12. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Score Everything from One Central Location! Behavioral – Clicks Marketing Email These are tokens
- 13. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Let’s Say You Sent 100,000 Emails… Trigger Action = +3 on Behavior Score
- 14. © Marketo, Inc. 10/3/2018 Proprietary & Confidential What About Contact Me Forms? Trigger Action = +24 on Behavior Score
- 15. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Is There Negative Scoring? You bet! Trigger Action = -5 on Behavior Score
- 16. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Use Case #1 Recap: Behavioral Scoring • Behavioral scoring listens for positive and negative actions, then scores them • Use triggers to build a complete picture of how prospects/customers engage • Capture everything in real time on any channel
- 17. © Marketo, Inc. 10/3/2018 Proprietary & Confidential #2:Demographic Scoring Score Your Buyers Based On Who They Are
- 18. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Demographic Scoring and Why It’s Awesome What is Demographic Scoring? Implicit or Explicit attributes like company size, industry, valid email/phone, job title, job role, decision maker, etc. Why Demographic Scoring is Awesome • Demo scoring completes the picture – who is engaging AND are they a good fit? • When done right, demo scoring dramatically improves lead quality • Demo scoring focuses sales on the right prospects • Gauge the effectiveness of your acquisition programs by demographic scores
- 19. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Demographic Score Lives in One Place Too! Demographic – Job Title CMO
- 20. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Let’s Say You’re Acquiring New Names… Trigger Action = +50 on Demographic Score
- 21. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Use Case #2 Recap: Demographic Scoring • Score people based on who they are and/or who they become • Know which programs bring in the right new names and which ones don’t
- 22. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Big Picture, How Do Triggers Impact Scoring? 1. Real-time scoring makes your decisions more actionable 2. Know in the moment exactly what quality leads you are acquiring 3. Build actionable models that combine behavioral, demographic, and even firmographic scoring to empower your sales team Quality = Behavior Score + Demographic Score
- 23. © Marketo, Inc. 10/3/2018 Proprietary & Confidential #3:Intelligent NurtureEngine Place People in Nurture, Automatically
- 24. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Triggers Can Help New Leads Find Their Home 1. Customer • Customers require different messaging and you are focused on cross-sell/upsell 2) C-Level • You have identified that c-level prospects require different messaging 3) Competitive • If a prospective buyer uses a competitive technology/product, feed them competitive nurture messaging 4) Vertical • People respond better with messaging in the correct vernacular ?
- 25. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Use Case: Sorting New U.S. Leads into Nurture • Newly acquired lead is in North America, Key Vertical, Financial Services New Lead Acquired • We need to sort the lead into the appropriate region before we can sort by industry Region Selection • We’ve placed the region, next is placing the newly acquired lead by key industry Industry Selection
- 26. © Marketo, Inc. 10/3/2018 Proprietary & Confidential How to Sort by Priority Trigger Action We are requesting the next trigger campaign that processes verticals
- 27. © Marketo, Inc. 10/3/2018 Proprietary & Confidential How to Sort by Key Vertical Connectin g Trigger Action Lead is placed in Financial Services
- 28. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Use Case #3 Recap: Intelligent Nurturing • Based on who people are, place them automatically in the right programs with the right messaging • Triggers can reduce the headache of sorting new people into the appropriate programs • Make your messaging (and even your routing) more intelligent
- 29. © Marketo, Inc. 10/3/2018 Proprietary & Confidential #4: Webinar Registration Here’s What Happened to You
- 30. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Does This Page Look Familiar? Triggers tracked: • Email or Ad click • Reg page view • Form Completion
- 31. © Marketo, Inc. 10/3/2018 Proprietary & Confidential How You Were Registered for This Event Trigger Multiple Processi ng Actions
- 32. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Use Case #4 Recap: Webinar Registration • Listen for the right form completion, then assign multiple actions in a single campaign o Confirm registration o Update the person’s program status for attribution and reporting o Add the person to a static list for one, easy-to-reference location of registrants
- 33. © Marketo, Inc. 10/3/2018 Proprietary & Confidential #5:YourWebsite Using Triggered Campaigns to Drive Revenue
- 34. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Why use website triggers? Because they drive 3x more engagement than batch/nurture emails
- 35. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
- 36. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
- 37. © Marketo, Inc. 10/3/2018 Proprietary & Confidential
- 38. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Listening for the Email Product Page View Trigger Multiple Filters
- 39. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Then Reacting With Relevance! Actions Wait step Send personalized email Alert the Sales person that owns the account Add the person to the Email Marketing Nurture Program
- 40. © Marketo, Inc. 10/3/2018 Proprietary & Confidential Why The World Needs More Triggered Emails 7,675% more efficient at generating an opportunity 261% higher open rates 157% higher click to open rates 833% higher click through rates
- 41. © Marketo, Inc. 10/3/2018 Proprietary & Confidential