Innovating for Tomorrow's Marketer
•Télécharger en tant que PPTX, PDF•
2 j'aime•2,655 vues
In this presentation, you’ll learn about innovative new products and features that will help you engage your audience in new and exciting ways, such as: The benefits of Marketo’s Next Generation Platform, Project Orion Our new tool, Account-Based Marketing (ABM) A re-imagined email experience with new Template Selector and Email Analytics The new Predictive Content Recommendation app for email
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (20)
Similaire à Innovating for Tomorrow's Marketer
Similaire à Innovating for Tomorrow's Marketer (20)
Plus de Marketo
Plus de Marketo (20)
Dernier
Dernier (20)
Innovating for Tomorrow's Marketer
- 1. Innovating for Tomorrow’s Marketer Scott Nash VP Product Management Platform Ashika Balani Sr. Product Marketing Manager Mike Berger Sr. Director Product Marketing
- 3. Page 3 #MKTOINBLACK Better Smarter Faster
- 5. Page 5 #MKTGNATION Email Experience
- 6. What’s new? •Email Template Picker •Email Editor •Email Insights Email Experience Re-imagined
- 7. Brand new collection of templates • Look great on a mobile device • Guaranteed to deliver • Designed for modern marketers Email Template Picker (Spring 2016)
- 8. Page 8© 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-time updates to Thumbnails
- 9. Page 9© 2014 Marketo, Inc. Marketo Proprietary and Confidential Template preview capability
- 10. Page 10© 2014 Marketo, Inc. Marketo Proprietary and Confidential Select and then Create
- 11. Email Editor • Agile environment for the technical marketer to customize with easy code updates • Dynamically personalize content based on preferences • Customize emails with a lightweight drag and drop functionality • Seamlessly insert and change content Easy Personalized Powerful
- 12. Shows editable content present in the email. Great way to see “Whats in my email?” Select to show contextual info and styling options Character limit for Subject line Are you using a DKIM
- 13. Use the template as a canvas to paint your own story. Edit text size, color, button label, button color
- 14. Edit the content directly. Add a snippet or make the content dynamic!
- 16. • Full-screen editing experience by incorporating line numbers, syntax highlighting and inline error validation. • Change editable regions without breaking from the template
- 17. Preview across desktop, tablet, phone, and text
- 18. Page 18 #MKTOINBLACK Highly Interactive Exploration Tool Lighting Fast Elegant and Innovative User Experience
- 19. What can you learn Visualizations that a marketer can double click into further Quick scan of Engagement Metrics Multiple dimensions and views Compare across time periods
- 20. Save charts for quick reference Share charts
- 21. What can you learn View list of assets with visualization of delivery and engagement Filter by content, audience, and Time period
- 23. Page 23 #MKTOINBLACK What is ABM?
- 30. Page 30 #MKTOINBLACKENGAGEMENT MARKETING PLATFORM
- 32. Page 32 #MKTOINBLACK Accounts Across Channels
- 33. Page 33 #MKTOINBLACK Accounts Across Channels Impact
- 39. Page 39 #MKTOINBLACK AD WEB EM AIL NURTURE EVENT
- 43. Page 43 #MKTOINBLACK Opportunities ActivityActivity Potential People 4 Account Team 5Dashboard Account Team Member Title Stop Sales Manager Account Executive Field Sales Operation Sales Development Representiative Marketing Manager Email cgrant@marketo.com bessie@marketo.com mark@marketocom sophie@marketo.com alma@marketo.com Quick Find...Page 1 of 1 Christine Grant Bessie Carson Mark Terry Sophie Cummings Invite People Alma Sullivan REVEN UE IN DUSTRY EM PLOYEE COUN T SIC CODE COUN TRY STATE CITY DOM AIN $120,000,000 20,000 Manufacturing 2030 United States California San Ramon Acme Corp Marketo Account Based Marketing Joe 6 Named Account Actions
- 45. Page 45 #MKTOINBLACK Project Orion
- 46. Page 46 #MKTOINBLACK Orion Next Generation Architecture 2.7 billion emails 125 billion activities 20 billion emails 500 billion activities 100 billion emails 25 trillion activities 100 million leads #MKTOINBLACK
- 47. Page 47 #MKTOINBLACK Orion Next Generation Architecture 20m/hour < 5 seconds < 60 seconds Activity Volume Trigger Latency Batch Campaigns Orion Scale Metrics #MKTOINBLACK
- 48. Page 48 #MKTOINBLACK Relational Unstructured IOT-Ready Evolving the Platform #MKTOINBLACK
- 50. Page 50 #MKTOINBLACK Close the Loop
- 51. Page 51 #MKTOINBLACK Orion Next Generation Architecture Platform Tools #MKTOINBLACKAttributes Objects Activities
- 52. Thank You!
Notes de l'éditeur
- Welcome to the Product Keynote, I’m Cheryl Chavez, Mike Berger and Scott Nash. Mike: In honor of Will Smith being here, the theme of our session is “Marketo in Black”, we were going to adopt Men in Black, but Cheryl through a wrench in the works, that became “Men and Women in Black”. Cheryl: But Mike, being the product marketer that he is, said it was too wordy, so we settled for “Marketo in Black” which seemed to fit the bill. We even made a cool poster and set up a hashtag so start tweeting and check this out.
- Mike: We had lofty plans here, but Phil didn’t approve the budget. Scott: Okay guys, enough Hollywood, let’s get back to reality here, we work for a technology company, so new products are pretty exciting to us, so that’s what we’re going to talk about today. Cheryl and I: Okay, fine.
- [CLIKC TO GET BETTER] Cheryl – We’re going to help you be better by improving the experience related to one of the most common uses of Marketo. [CLICK] Mike – We’re going to help you be smarter about how you target and engage your key accounts. [CLICK] Scott – We’re going to help you be faster by leveraging modern technologies that only a nerd, like me, would appreciate. Mike: So first thing we’re going to do is talk about how we’re going to help you be better marketers, so I’m going to invite Cheryl to take center stage. [CLICK]
- Clearly we struggled finding the perfect MIB clip for Smarter Let’s talk about how are we going to help you become a smarter marketer. Help you go after your targeted accounts more effectively with our new ABM product. Scheduled for release in August.
- Okay, I just covered our new email editor and template library. But obviously it’s really important for marketers to understand how the emails they’re creating are performing, so now I’d like to shift gears and show you our exciting analytics tool called Email Insights, which is Built on our next generation technology platform for amazing scale and performance. 3 key goals, including: Powerful INSIGHTS from historical email data FAST – more analyzing, less waiting for reports to run! ELEGANT and INNOVATIVE User Experience – brand new experience making complex things simple So in our scenario, let’s se the time machine for 2 weeks from today.. Lots of User Summit follow-up emails have gone out to both customers and prospects, and its time to take a closer look at their performance
- Clearly we struggled finding the perfect MIB clip for Smarter Let’s talk about how are we going to help you become a smarter marketer. Help you go after your targeted accounts more effectively with our new ABM product. Scheduled for release in August.
- So what is ABM? If you’ve seen the movie Glen Gary Glen Ross….
- Always Be Marketing. No, but sometimes it feels like it given the pace of marketing today. it means Account based marketing For customers who think about targeting accounts as much as they think about targeting individuals, this is a big deal. Unless you’ve been hiding in cave… So what makes our ABM product different?
- Always Be Marketing. No, but sometimes it feels like it given the pace of marketing today. it means Account based marketing For customers who think about targeting accounts as much as they think about targeting individuals, this is a big deal. Unless you’ve been hiding in cave… So what makes our ABM product different?
- Bringing teams and technologies together. Marketers manage leads and engage them across channels Generally accepted by customers and analysts that we do this very well Built Marketo into the company it is today.
- Helping to align sales and marketing teams for years. Deployed Marketo at my last company… Higher quality leads being passed to sales Sales reps being able to focus their efforts on the leads that mattered most. The results spoke for themselves, doubled our win rate, and cut the average sales cycle in half.
- But the focus across this entire spectrum has been on leads, not accounts.
- But what if you could layer rich account-level capabilities on top of this powerful foundation? What if you could align the entire revenue team, incl. sales… to go after key accounts in a coordinated and collaborative way.
- And what if you could do this all on a single platform? Well, now you can, with Marketo ABM.
- So what exactly is new here? Let’s take a look. First, helps revenue teams identify and manage accounts …trough the introduction of a new named account object in the system. Different ways to get accounts in.
- Let’s revenue teams engage the right people from the right accounts through highly personalized cross channel campaigns. Targeting enhanced through intro of new account level score including the ability to setup custom account scores.
- Helps revenue teams measure the impact of their account-based activities… on both engagement as well as on more meaningful measures of impact, like pipeline and revenue…
- So, Marketo ABM isn’t quite as far along as the email enhancements that Cheryl just went through …as they are launching soon after Summit, and we’re targeting an August release of ABM. But nonetheless, let me give you a sneak preview of Marketo ABM.
- Options for getting your named accounts into the system. You can automatically bring them in from a connected CRM solution. Or you can select from companies that are already in Marketo, by promoting these companies to named accounts. Or you can simply import a list of accounts. Marketo ABM will then automatically map leads to your named accounts using Advanced algorithms, making it easy to discover new influencers and decision-makers to engage with.
- Once they’re in the system, you can organize these named accounts in a way that makes sense for your business. Global account by its different divisions, set up account hierarchies to support these efforts. And if your accounts are missing valuable data, such as a company’s industry, size, and other attributes, no worries. Marketo ABM’s lead enrichment function will automatically find that information and fill in the blanks.
- With a complete profile for each account, you can create detailed and accurate segments to target, such as specific industries, verticals or territories. For example, consulting companies will often target account segments, versus a manufacturing company with a niche product sold into a small number of extremely high value accounts would treat each one individually.
- Once these named accounts and segments are defined, they are instantly exposed to Marketo’s workflow engine… which our customers know as a Smart Campaigns. This gives you the ability to trigger workflows in real-time based on activities that take place within specific accounts.
- These workflows enable marketers to orchestrate cross-channel campaigns… to engage key decision-makers through inbound and outbound channels… including the web, email, online ads, mobile, and online and in-person events
- As account contacts respond to these campaigns… you can track engagement in real-time… including how it’s trending over time. Sales reps can see who their best leads are for each account… and marketers can gain insight into which programs are driving success.
- When a sales rep visits a prospect’s website, Marketo ABM will… automatically present them with relevant information through a browser plugin, making it easy for the rep to get a sense of what’s happening with the account
- And revenue teams can better understand the impact of their overall ABM efforts… with dashboards that show how many contacts within each account they’re connecting with, how much pipeline is being generated, \ and which accounts don’t have any opportunities associated with them. This way, they can determine where they’ve had success, as well as where they should focus their future efforts
- And lastly, Marketo ABM makes it easy to bring the entire revenue team together… to collaborate within the system. All it takes is for the account owner to invite other team members to a specific account or segment, giving them all the ability to all share a 360 degree view of the account and engage them in a coordinated way.
- Clearly we struggled finding the perfect MIB clip for Smarter Let’s talk about how are we going to help you become a smarter marketer. Help you go after your targeted accounts more effectively with our new ABM product. Scheduled for release in August.
- Use modern big data to turn customer events into marketing activities, faster Become a central Marketing interaction store, taking in high volume activity data from the Web, Mobile, and other connected devices Enable Marketers to use and act on this data to create personalized and relevant conversations across different channels Need the little red button
- Business process focused
- We recently did an analysis of what the biggest reasons people cited for success. Customers were three times more likely if they had and integration to the sales system so they could prove the value of the marketing. As you know, we have standard connectors… … but we’re also working with many of the industry standard integration solutions to connect. Hear more in the Integrations breakout session.
- Use modern big data to turn customer events into marketing activities, faster Become a central Marketing interaction store, taking in high volume activity data from the Web, Mobile, and other connected devices Enable Marketers to use and act on this data to create personalized and relevant conversations across different channels
- Update with new cover from visual brand deck.