27. SHIFTING MARKET FOCUS
Our clients indicate:
► Desired growth in share of individual market
► Desired growth in share of Medicaid in existing markets, enter new markets
► Desire to increase National business (including TPA), but hard to accomplish outside of
largest payers
► Desire to enter the Duals segment
► Expected Small Group migration to either self-insured or Marketplace
27
33. …WITHIN THE PAYER VALUE CHAIN
Opportunity for Marketing are Endless!
Develop & Sell Products
Manage Customers &
Benefits
Manage Providers
Manage Member Care
Manage Claims
Administer Accounts
33
34. …WITHIN THE PROVIDER VALUE CHAIN
Conduct Research
Provide Medical
Education
Manage Insurance &
Govt. Contracts
Provide Health Care
Services
Provide Health
Management
Administer Practice
34
41. SHIFTING MARKET FOCUS
Our clients indicate:
► Desired growth in share of individual market
► Desired growth in share of Medicaid in existing markets, enter new markets
► Desire to increase National business (including TPA), but hard to accomplish outside of
largest payers
► Desire to enter the Duals segment
► Expected Small Group migration to either self-insured or Marketplace
41
47. …WITHIN THE PAYER VALUE CHAIN
Opportunity for Marketing are Endless!
Develop & Sell Products
Manage Customers &
Benefits
Manage Providers
Manage Member Care
Manage Claims
Administer Accounts
47
48. …WITHIN THE PROVIDER VALUE CHAIN
Conduct Research
Provide Medical
Education
Manage Insurance &
Govt. Contracts
Provide Health Care
Services
Provide Health
Management
Administer Practice
48
Guiding you through the Webinar to day will be myself – my name is Your Name Here, I work as a Senior Solutions Consultant with Marketo. I am excited to join this webinar today more from a marketing POV. Prior to joining Marketo I worked as a marketing director for 10 years and also spent 5 years on the agency side of the table helping organizations that included higher education institutions with marketing strategy and programming mostly in a digital marketing and social strategy capacity.
So today I will be sharing with you a real life example that I worked on with a Higher Ed institution on the agency side of things, that I think illustrates really well many of the key benefits that Marketo can bring to your marketing teams and programs.
We also have with us today the fabulous Your Other Name Here. Your Other Name Here is a Principal Solutions Consultant with Marketo. She is also product expert and will be walking us through much of the presentation and will be hosting the product demonstration.
A few MINOR house keeping matters to address before we jump in – We know this will be a VERY EXCITING presentation that will provoke many, many questions, so do please keep your questions to the end and we will certainly keep 10-15 minutes to address as many questions as we can. We will do that via the chat window found in your GTM control panel.
With that - let’s jump right in.
So just to start us off here – we like to cover the question of WHY?
Why is Marketo the perfect choice for a Marketing Automation System? Great Question.
To keep this clean and simple – we have three key reasons.
There are many more reasons that we will uncover as we get through this presentation but let’s start with the TOP 3.
#1 – Imagine as we move from batch and blast – we have to ask our selves – how effective are our email initiatives without personalization? How effective are we with engagement? How can we make our offline efforts personalized and turn them into ongoing engaging experiences that render interaction and two way engagements that we can track, measure and optimize?
#2 – Imagine that you could automate MANY of the processes that are manual today. Bring much of your efforts in house and do more with less, while utilizing outside resources for building effective strategies that yield measurable results.
And finally - #3 – Working from ONE PLATFORM to create, deploy and track all of your marketing programs, including cost-effectiveness, multi touch attribution, complete campaign management and more.
We are going to explore the how to do all of this a little more as we move ahead in the presentation, but first we would like to walk you through that real life example we talked about earlier.
Right content to the right buyer at the right time!
As mentioned, I spent 10 years of my career as a marketer and 5 years working with marketing agencies before joining the team at Marketo. I was lucky enough to work with a few higher education institutions on campaign strategy and programming. I will keep the name of the Payer anonymous, as I did not ask permission to use their name, but the reason this is so relevant to today’s presentation is that while working on this campaign initiative, I now know that if I had access to a system like Marketo, what we could have achieved that was far above and beyond what we were able to accomplish.
The campaign was a success, but looking back, I know we could have far exceeded our objectives.
So let me set the stage a little here: The project was to create a campaign that tapped into the past, current and future connections with the university. It was named the Discover your Connection campaign
THE CONCEPT WAS TO: 1-4
We also had some tactical objectives associated with this iniative
1-3
So just to start us off here – we like to cover the question of WHY?
Why is Marketo the perfect choice for a Marketing Automation System? Great Question.
To keep this clean and simple – we have three key reasons.
There are many more reasons that we will uncover as we get through this presentation but let’s start with the TOP 3.
#1 – Imagine as we move from batch and blast – we have to ask our selves – how effective are our email initiatives without personalization? How effective are we with engagement? How can we make our offline efforts personalized and turn them into ongoing engaging experiences that render interaction and two way engagements that we can track, measure and optimize?
#2 – Imagine that you could automate MANY of the processes that are manual today. Bring much of your efforts in house and do more with less, while utilizing outside resources for building effective strategies that yield measurable results.
And finally - #3 – Working from ONE PLATFORM to create, deploy and track all of your marketing programs, including cost-effectiveness, multi touch attribution, complete campaign management and more.
We are going to explore the how to do all of this a little more as we move ahead in the presentation, but first we would like to walk you through that real life example we talked about earlier.
Based on Marketo’s benchmark across over 400 respondents, companies fall into 1 of these 4 maturity categories.
What does it take to get from good to great?
