Marketo and SuccessFlow event May 17

People Processes
and Technology
The considerations
for a powerful
digital strategy.

Todays speakers.
Jack Ashman
Solutions Consultant
Marketo
Adam Dore
Senior Functional Consultant
SuccessFlow
Michael Dean
Senior Account Director
SuccessFlow

3.00 - 3.15pm Registration and networking
3.15 - 5.00pm
What’s on the agenda?
Considerations for your digital strategy and tactics and functionality
in Marketo to strengthen success
5.00 - 5.15pm Customer animation story
5.15 - 5.30pm Tea and coffee break
5.30 - 5.45pm Panel Q&A with SuccessFlow and Marketo
5.45 - 6.00pm Networking

80+
300+
customers
projects
Finance Insurance
Professional
services
DistributionManufacturingLogistics
Telecoms
Technology
SAAS
Not for profit
Digital transformation for sales and marketing
Some of our clients include:

Seamless experience
for your customer
More leads into the top
of the funnel
Single view on your
customers
Marketing and sales
alignment
Increased conversion
through automation
Real-time insights for
constant improvement
Rapid deployment of
marketing automation
Improved customer
retention and growth
What we deliver.

S
S
O
T
A
C Situation analysis
Where are we now
Strategy
How are we going to
get there
Tactics
The activities used to
realise the strategy
Actions
Who needs to do
what and when
Control
How will we
manage success
SOSTAC.
Objectives
Where do we
want to be

Where are you now?
SOSTAC.
Situation analysis

Situation analysis Where are you now?
What data do you have, and
how is it structured?
What content do you have
available for marketing?
Do you have web forms?
How are these integrated?
What have been your results so far?
What issues/roadblocks have you
had?
How do you engage with customers?
How do you manage leads?
Who are your users?
What marketing automation
skills do you have internally?
Run a competitor analysis
mo
Considerations

Social
Current audience growth is slow
Lagging behind competition for
social engagement
Lack of always-on content
Best practices not be used
Not utilising social PPC on LinkedIn
(66,000 agents active in UK and US)
Issues with social team structure
Good engagement when posting
Good connection levels on LinkedIn
Email marketing
No consistency in brand or design
Templates are not standardised
No consistency with email comms
Low click through rates
Not compliant with email regulations (i.e. GDPR)
Sales people using Outlook to send emails with
no opt-out or tracking
Sales are pasting offers into Outlook emails with
no links/call to actions, poor formatting and no
device optimisation
Good open rates
No opt outs in the data
Preferences now live in Marketo
Your situation.
Content
Current audience growth is slow
No content strategy in place
Content does not follow the
customer journey
Lack of resource to develop content
Re-active approach to developing
content
Does not add value to the customer
experience

Your digital readiness.
When looking at aligning your people to your processes
and technology, look at your employees and consider
• Are marketing and business goals aligned?
• Is your roadmap for digital activity achievable?
• Are you tracking website visitor behaviour?
• Do you follow a defined content strategy?
• Do you use scoring to prioritise your leads?
• Do you have defined stages for moving a
customer to an advocate?

Objectives
Where do you want to be?
SOSTAC.

What are your strategic goals?
Have you set yourself SMART
objectives?
What are your KPIs?
Have you prioritised these objectives?
Are the objectives documented with
timescales and owners?
mo
Objectives Where do you want to be?
mo
Considerations

How digital will support your customer,
brand and commercial aspirations
Aspirational, transformational,
achievable broad aims
Specific and measurable aims
aligned with your strategy, supporting
you broader goals
Specific targets used to evaluate
the success of your objectives
Underlying analytics and
data collected throughout
The requirements
triangle.

Generate X more leads
in X months
Have the sales and
marketing teams adopt
marketing automation
Use data to improve results
Adopt a customer-
focussed approach
Measure campaign ROI
Improve customer
acquisition and retention
Automate communication to
customers, generating £X
quarterly revenue
Track leads by channel
Lower the cost of
customer acquisition
Common goals.

HIGH S10 S5 S3
P5 P17 P16 P11 P24 P10 S4 P8
S2 S1
75%
P18 P19 P21 P20 S7
P1 P2 P3 P4 P6 P12 P13 P14 S6
P7 P15 P22 P23
50%
P9
25%
LOW 25% 50% 75% HIGH
EFFORT
QuickWins
Could do…
Consider,
Plan,
Resource
Don’t do yet…
Impact vs. Effort.

SOSTAC.
Plan how we get thereStrategy

Have you defined the customer journey
with an 'always-on' approach?
How can we reach the audience?
How will we interact with the audience to
generate leads?
How will we convert leads into sales?
How will we engage with clients to
create retention, upsell and advocacy?
What technologies are required
for success?
momomo
Strategy Plan how to get there.
Considerations

Strategy
Plan how
to get
there.

People, processes
and technology.

When looking at aligning your people to your
processes and technology, look at your employees
and consider
• Current skill-set and capabilities and potential
training requirements
• Resources in your team to move from traditional
to digital
• Resources in your team to move from reactive to
proactive approach
• External fees and outsourcing potential
• Customer-centric thinking
People - what to consider?

Proposed marketing team structure.
You should look at creating a Marketo centre of excellence. Here you can have reference content for your
users and experts within various functions.

Business processes are essential especially if you need
marketing and sales teams to align.
Consider things such as
• Always-on content and digital marketing
• Lead lifecycle management
• Automating digital across the customer journey
• Marketing and sales alignment
• Agile approach
• Using insights to drive change
Process - what to consider?

Customer Engagement
CMO’s guide to
digital transformation
Aligning your people, processes and
technology to succeed in digital
Why a documented digital
strategy is a must
Proving ROI from
our digital strategy
What is the future
of digital marketing?
Think long term
• Use an editorial calendar
• Take an always-on approach
• Freedom within a framework
• Use a content plan
• Involve creative early
• Plan content for the whole journey Customer Acquisition
Creating a single customer view
across the customer journey
Process.

The customer journey.
Research Consideration Acquisition Conversion Retention
When customers are
getting to know your
brand, products and
services
This is the stage where they
are evaluating and
comparing your brand,
products and services to
other suppliers
Once evaluated, they will
then encounter your brand,
and a more personal form
of contact should be made
Here they should be
compelled to act on
purchase or subscription
First-time customers will
become advocates and
loyalists through nurturing
post sale
This outlines the stages of the customer journey, including their needs, brokers and
touchpoint
Insights
Competitors
New techniques
Efficiency/productivity
Available technology
Skill sets
Customer complaints
Bad reputation
Poor website
Lack of blogs
No social media presence
Social media
Webinars
Guides
Blogs
Website
Events
Needs Blockers Touchpoints

Technology, such as marketing automation, is a fantastic
enabler, but not an instant miracle cure. Consider your
technical needs such as
• Long- and short-term goals with marketing automation
• Personalisation
• Complete integration
• What are your requirements? i.e. customer acquisition,
customer engagement
• Analytics engine
Technology - what to consider?

5 things to really consider
when buying technology.

5 things to really consider
when buying technology.
1. ‘Goals’
2. ‘Integration’
3. ‘Personalisation’
4. ‘Requirements’
5. ‘Analytics’
#INTERSTELLAR

1. ‘Goals’ drive everything.
Why are you doing this?
What is the problem?
What are you looking to change?
What will be different when you’re done ?
#MONEYBALL

Business challenges.
Disparate systems & data silos
No single view of the customer
Unable to personalise content
Fragmented customer experience
Unable to pass leads to sales
quickly or easily
#GREATESCAPE

2. ‘Integration’ - there are different levels.
What do you need to integrate?
Can you? Out of the box?
Which objects? What isn’t included?
#SHAWSHANK

Marketo’s Engagement Platform.
SINGLE VIEW OF THE CUSTOMER
PARTNER APPS
WEB
PERSONALISATION
AUTOMATED
WORKFLOWS
SALES
INSIGHT
PUSH
NOTIFICATIONS
ROI
REPORTING
LIFECYCLE
NURTURING
EMAIL
MARKETING
SOCIAL &
DISPLAY ADS
EVENTS
MARKETO APPS

3. ‘Personalisation’ means different things.
Which channels?
Cross channel?
Personalisation versus segmentation?
Required effort and data?
#FIGHTCLUB

3. ‘Personalisation’
means different
things.
Behavioural Data
Inferred / Environment Data
User Supplied Data
Marketing Data
3rd Party Data
CRM / 1st Party Data
Calculated Data
7839fjh843ufjCookie ID
http://...., http://.....User Journey URLs
Visits Web Page, Clicks Link, Installs App…Activity Log
YesConfigured bike
Bonneville T120Bike Name
http://....Social Shared
United KingdomInferred Country
MarketoInferred Company
Chrome CriOS/19Browser
iPhone OS 5_1_1Device OS
Sarah JaneName
Modern ClassicsCategory Interest
sj@marketo.comEmail
6-9 monthsPurchase Intent
MODERN CLASSICSCampaign ID
Form FillLead Source
femaleGender
ASocio-Economic Group
NoIs Customer
43 Chelmsford WayAddress
NoneBike owned
78Lead Score
121Engagement Score
Modern Classic Buyer 6 months outSegment
Bonneville T120 Red Saddle BagAccessory Interest
EvaluatingBuying Stage

4. ‘Requirements’ - what do you want?
Use cases > functionality
Functional and non-functional
Allow some freedom (unknown unknowns)
Requirements process as important as output
#NOTEBOOK

5. Analytics - how to tell if you won.
#INDEPENDENCEDAY
What questions do you want to answer?
£ > Opportunities > Leads > Clicks
Data vs Reports vs Dashboards

1. ’Goals’ drive everything
2. ’Personalisation’ means different things
3. ’Integration’ - there are different levels
4. ’Requirements’ - what do you want?
5. ’Analytics’ - how to tell if you won

SOSTAC.
The activities used to realise the
strategy
Tactics

Are the tactics outlined?
Is the marketing database built
and segmented?
Is the content framework created?
What digital marketing channels
will you use?
Using marketing automation
Sales alignment and adoption
Tactics The activities used to realise the strategy
Considerations

Social
Search
Display
Retargeting
Email
Landing pages
Forms
CRO
Nurture
Score
Grade
Sales alerts
Customer insights
Loyalty
On-boarding
Upselling
Reach interAct Convert Engage

Key
R Rating
4 - Must do, 3 - Should do, 2 - Could do,
1 - wont do this time
T Tactics rating %
budget, resource, knowledge
C Currently used rating
0 - not started, 1 - doing but not measuring/not working, 2
- could improve
D Desire to use rating
4 - Must do, 3 - Should do, 2 - Could do, 1
- wont do this time
RACE Planning - Tactics
across the funnel
Using the RACE Planning framework we
can see where each tactic can be used.
These ratings are for the next 90 days.
For each tactic you should address the
• Rating
• Current ability (budget, resource,
knowledge)
• Tactics currently being used
• Desire to use

across the funnel
Key
S SuccessFlow rating
T Tactics rating %
- could improve
- wont do this time
• Rating
knowledge)
• Desire to use

Key
S SuccessFlow rating
T Tactics rating %
- could improve
- wont do this time
across the funnel
• Rating
knowledge)
• Desire to use

z
Lead management.
The follow-up process
To maximise any lead acquisition or
customer engagement programme there
needs to be a formalised and agreed
process for follow-up. Automation and the
capture of information can help to provide
sales with data they need so that they can
convert opportunities quicker.
Make sure all teams are aware of their
responsibilities, the SLAs and definitions of
each stage.

New lead nurture
This nurture programme is
designed to inform and educate
prospects about your proposition.
It is ideal for you if you have a
large pool of warm data that a)
needs to receive further info
before making a decision or b)
needs further qualification to be
passed to sales
Expected outcomes
• Generate more revenue with
sign-ups
• Position client as a value added
partner
• Drive automated and
personalised communication
• Increase customer acquisition
• Improve customer insights
Automation for acquisition.

Automation for customer engagement.
Sign-up process
Designed to encourage newly signed up
customers to stay engaged whilst
they're being processed. The aim is to
communicate quickly with the customer,
welcome them to your company and
maintain momentum.
Expected outcomes
• B2B digital marketing ecosystem
• Marketing plan to reduce churn
• Customer experience
• Customer centric approach
• Drive automated and personalised
communications
• Increase customer acquisition
• Increase customer experience
• Lower cost of acquisition

Initial on-boarding
Designed to on-board new customers
once they have received their login
details. Educate and guide the user
through the benefits and feature of the
tool so that they make their first booking.
Expected outcomes
communications
• Increase client engagement
• Lower cost of acquisition
• Increase customer retention
• Reduced customer churn

First year on-boarding
This automated programme is designed to
on-board new customers post first booking
and encourage them to increase their spend.
Expected outcomes
• Marketing plan to reduce churn
• Improved customer experience
communications
• Increase revenue generated by a new
client
• Increase revenue of existing clients
• Increased chance of creating advocates
• Larger average account size

Up-sell
This automated programme is designed
for established (more than one year)
customers who are currently spending
less than we would like.
Expected outcomes
communications
• Increase revenue of existing clients
• Larger average account size

Advocacy
This automated programme is designed
for established (more than one year)
customer who are currently spending
more that the defined threshold.
Expected outcomes
communications

Actions
SOSTAC.
Who does what, and when?

Do you have a list of responsibilities?
Are those responsible resourced?
Do you have the right systems and
processes to support your actions
Do you have a clear schedule
with key milestones?
Project delivery methodology
(Agile or Waterfall)
Actions Who does what and when?
Considerations

R
A
C
I
Responsible
Those who do the work
to achieve the task.
Accountable
The one ultimately
answerable for the correct
completion of the task.
Consulted
Those whose opinions
are sought, e.g. subject
matter experts.
Informed
Those who are kept
up-to-date on progress.
RACI model.

SOSTAC.
Control
How will we manage success?

Who monitors what, and when?
Do you have a schedule for testing?
How will you optimise through insights?
How will you track and report on
objectives?
How will you report on usage?
What is the proposed frequency and
format of reporting?
Control How can we make sure we get there?
Considerations

Customer
engagement
Acquisition
Reporting across
the funnel.

90 day cycles give you
enough time to gain
meaningful results.
90
days
90
days
90
days
Plan and build Pilot launch
Roll out and
improve
Project cycles.

connect with us.
www.successflow.co.uk | hello@successflow.co.uk | 0845 680 5409
www.marketo.com | hello@successflow.co.uk | 0845 680 5409

Marketo and SuccessFlow event May 17

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Marketo and SuccessFlow event May 17

Similaire à Marketo and SuccessFlow event May 17 (20)

Plus de Marketo

Plus de Marketo (20)

Dernier

Dernier (20)

Marketo and SuccessFlow event May 17