Contenu connexe Similaire à Marketo@marketo webinar slides (20) Marketo@marketo webinar slides1. How we do it at Marketo
Emma Mears
Campaign Manager, EMEA Marketing
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Nurture
Lead nurturing is the process of
building effective relationships
with your potential
customers throughout the buying
journey
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Forget the Flowchart
Flowcharts = More work + less results.
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Tips…
• Nurtures to consider:
• Reactivation Nurture = not engaged 1 Yr
• Recycled Nurture = Recycled Leads
• Multi-Channel Nurture = Retarget on other channels
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Your Website
Using triggers to drive 3x more
engagement than batch or nurture
emails
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Trigger Email Flow
Organic Behaviour
Trigger
Segmentation
Filter
Action
Flow
If a person visits the pricing
page
The person is:
Marketable
Not a customer
Job Role contains marketing
Not was sent email in past 30 mins
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Alert the sales team… where relevant
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Form Abandonment
30% of people will return to complete
a form if there’s something in it for
them
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Form Abandonment – Smart List = Targets
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Form Abandonment – Smart List = Targets
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Form Abandonment – Smart Flow = Action
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Go big or go home…
Tactical Tips to Try Out
• Refine your target audience with filters
• Consider sending a triggered email
• Retarget your abandoners on paid media
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REPORTING
Nearly 50% of marketing
leaders name tracking and
measuring marketing
campaigns as a top
challenge
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Reporting
New Name
Acquisition
Buyer Journey
Analysis
Marketing
Impact / ROI
Early Stage Mid Stage Late Stage
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Early Stage Reports – Program Cost Analysis
• Which Channels are bringing in the most names?
• Which Channels are bringing in the cheapest new names?
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Filter, Filter, Filter…. Deep Dive
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Program Revenue Stage Analysis – New Names
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Conditional Formatting
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Program Revenue Stage Analysis – Avg Days to Stage
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Late Stage Report – Program Opportunity Analysis
• How are my programs impacting total revenue?
Total Marketing Revenue Generated / Total Revenue Generated
= % Marketing Revenue Generating Content
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Late Stage Report – Program Opportunity Analysis
• What is my ROI? Revenue / Cost = ROI
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Create Calculated Measures
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