Ramp Up Marketing Without Growing Your Team
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1. The webinar discusses how marketing teams can ramp up their marketing efforts and grow their programs without growing their team sizes through the use of marketing automation. 2. Key recommendations include increasing traffic to your website, tracking leads across channels, personalizing experiences, implementing customer engagement programs, replicating successful campaigns, testing campaigns, and measuring ROI to prove impact and justify budgets. 3. Marketing automation allows teams to scale more easily by automating repetitive tasks and facilitating personalization, while data-driven measurement of ROI helps optimize programs and prove returns to sales and leadership.
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Ramp Up Marketing Without Growing Your Team
- 1. Ramp Up Your Marketing (Without Growing Your Team!) Lizzy Funk Marketing Program Manager, Marketo Hally Pinaud Sr. Product Marketing Manager, Marketo
- 2. • This webinar is being recorded – you’ll have the slides and the recording sent to you later today • Use the chat box for questions! • Posting to social? #mktgnation Housekeeping @lizzymfunk @hallypino
- 4. A.
- 5. A. B.
- 6. Grow! Grow! Grow! Acquire Volume
- 9. Increasing the number of personalized campaigns. Challenge #1
- 10. Effectively aligning with our sales teams. Challenge #2
- 11. Tracking ROI and using it to drive more efficiency. Challenge #3
- 12. Marketing automation for growth Engage Acquire Close Volume Velocity Quality
- 13. Ramp up volume Acquire
- 14. Increase traffic to your website Website =
- 15. Increase traffic to your website Social
- 16. Increase traffic to your website SEO
- 17. Increase traffic to your website Personalization
- 18. Ramp up velocity Engage
- 19. Easily track lead activity across channels Behavioral - What they’ve done: • Stage • Engagement • Activity/Non-Activity • Interests Demographics - Who they are: • Industry • Job Title • Channel/Timing/Device preference
- 20. Develop integrated, multi-channel campaigns Acquire Engage Close Social Content Emails Events Website/Blog Webinars Demos
- 22. Trigger actions, based on behaviors Web, Email, Social, CRM, Campaign History, Transactions
- 24. Replicating a webinar program Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Copy Edit Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List 22 Laborious Steps – 2+ Hours
- 25. Replicating a webinar program w/ Marketo Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Clone Program-level fields 1. Webinar name 2. Webinar title 3. Speaker name 4. Speaker title 5. Webinar Description 6. Date 7. Time Push 8 Quick Steps – 3 Minutes
- 26. Test, test, test – What works, what doesn’t?
- 27. Ramp up quality Close
- 28. Provide flexible scoring to define success
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 10/26/2015 Prioritize leads for sales
- 30. Show reps only what’s important
- 31. Know your ROI at each stage Page FT Revenue MT Revenue Content $410,000 $525,000 Webinars $320,000 $903,000 Tradeshows $325,000 $117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads
- 32. Track all touches across people Screenshot: Marketo Revenue Cycle Analytics
- 33. Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep First touch 3 months $100K $100K
- 34. Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Multi touch 3 months $25K $0 $25K $25K $100K $25K
- 35. Multi touch attribution Page MT Revenue Content: eBook Analytics $25,000 Webinar: Advanced Analytics $0 Content: Survey Results $25,000 Webinar: Top 10 Marketing Reports $25,000 Tradeshow: Big $25,000
- 36. Marketing automation for growth Engage Acquire Close 1. Increase traffic to your site (and track it!) 2. Easily track lead activity across all channels 3. Personalize experience across all channels (mobile, social, web, email) 4. Customer engagement marketing 5. Trigger workflows based on behaviors 6. Replicate success in minutes 7. Easily test emails and decide what works 8. Provide flexible scoring to define success 9. Prioritize leads for sales 10.Determine which programs have the best ROI
- 37. If we can’t expand our teams…
- 38. If we can’t expand our teams…
- 39. If we can’t expand our teams…
- 40. If we can’t expand our teams…
- 41. If we can’t expand our teams…
- 42. We have to get smart
- 43. Marketo can grow with you
- 44. • You don’t need a big marketing team to get big results - marketing automation can help you scale • Personalization is key to converting your leads at every stage of the funnel • Want more closed won revenue? The key is sales and marketing alignment • Measure the ROI of each campaign to prove your impact on revenue (and justify more budget and maybe eventually headcount!) Key Takeaways @lizzymfunk @hallypino
- 45. Connect with us! Questions? Lizzy Funk Marketing Program Manager, Marketo @lizzymfunk Hally Pinaud Sr. Product Marketing Manager, Marketo @hallypino
Notes de l'éditeur
- Before we get started, let’s do a little housekeeping. This webinar is being recorded, so you’ll receive copies of the slides and the recording later today. No need to furiously take notes! As we go through, if you have questions, type them in the chat box, we’ll save some time at the end. And feel free to use social – if you do, you’ll see the hashtag right there!
- Let’s say you’re a baker, and you have tons of orders for your delicious cakes. (I am so sorry to be doing this to some of you right before lunch, but bear with me.) Would you rather get the job done with a… or b. ? Yeah, I’m with you. You can get a lot more cakes made with that mixer. I think you see where I’m going with this. Sometimes it’s about having the right equipment, rather than an army of bakers, whisks at the ready. Back in marketing land, let’s talk about what this means. Our companies are saying grow, grow, grow! And marketing owns a huge part of most companies’ growth imperative. But for a lot of us “grow!” hasn’t translated into more headcount. 60% of marketing teams only have 1-5 people. That’s small! And if our teams aren’t getting bigger, how do own our role as a growth team? That’s what we’ll be covering here today.
- Let’s say you’re a baker, and you have tons of orders for your delicious cakes. (I am so sorry to be doing this to some of you right before lunch, but bear with me.) Would you rather get the job done with a… or b. ? Yeah, I’m with you. You can get a lot more cakes made with that mixer. I think you see where I’m going with this. Sometimes it’s about having the right equipment, rather than an army of bakers, whisks at the ready. Back in marketing land, let’s talk about what this means. Our companies are saying grow, grow, grow! And marketing owns a huge part of most companies’ growth imperative. But for a lot of us “grow!” hasn’t translated into more headcount. 60% of marketing teams only have 1-5 people. That’s small! And if our teams aren’t getting bigger, how do own our role as a growth team? That’s what we’ll be covering here today.
- Let’s say you’re a baker, and you have tons of orders for your delicious cakes. (I am so sorry to be doing this to some of you right before lunch, but bear with me.) Would you rather get the job done with a… or b. ? Yeah, I’m with you. You can get a lot more cakes made with that mixer. I think you see where I’m going with this. Sometimes it’s about having the right equipment, rather than an army of bakers, whisks at the ready. Back in marketing land, let’s talk about what this means. Our companies are saying grow, grow, grow! And marketing owns a huge part of most companies’ growth imperative. But for a lot of us “grow!” hasn’t translated into more headcount. 60% of marketing teams only have 1-5 people. That’s small! And if our teams aren’t getting bigger, how do own our role as a growth team? That’s what we’ll be covering here today.
- As marketers, supporting growth means accomplishing more of our core goals. Essentially, to acquire, engage, and close more customers. We do this by boosting: Acquisition volume – that is, getting more of the right leads without sacrificing quality. Engagement velocity – that is, moving leads through the middle faster by engaging them in continuous, responsive conversations across channels And our overall quality, which helps us close. But to do that without more people on our teams, we have to overcome a few challenges…
- As marketers, supporting growth means accomplishing more of our core goals. Essentially, to acquire, engage, and close more customers. We do this by boosting: Acquisition volume – that is, getting more of the right leads without sacrificing quality. Engagement velocity – that is, moving leads through the middle faster by engaging them in continuous, responsive conversations across channels And our overall quality, which helps us close. But to do that without more people on our teams, we have to overcome a few challenges…
- As marketers, supporting growth means accomplishing more of our core goals. Essentially, to acquire, engage, and close more customers. We do this by boosting: Acquisition volume – that is, getting more of the right leads without sacrificing quality. Engagement velocity – that is, moving leads through the middle faster by engaging them in continuous, responsive conversations across channels And our overall quality, which helps us close. But to do that without more people on our teams, we have to overcome a few challenges…
- Like increasing the number of personalized campaigns we get out the door. Emphasis on personalized.
- Effectively aligning with our sales teams, so we’re giving them great leads that they can have fruitful conversations with.
- And finally, measuring our ROI. Because it’s great to have ROI metrics on hand for reporting, but we also want to get to a place where our small team is doing more of the stuff that works.
- Let’s get back to the funnel. We’re going to show you how marketing automation comes into play when you’re trying to overcome those hurdles to maximize volume, velocity, and quality and Grow! Grow! Grow! Lizzy, you’re the expert on volume and velocity. Do you want to tell us more?
- Your website is where you will see the most conversions, it is pure gold – it is where you have all of your content, demos, product information, etc…. The trick is actually getting people to your website. There are a lot of ways you can increase traffic to your site – social, PPC, retargeting, SEO, paid programs, etc… So how do you scale all of those channels to ramp up traffic to your site?
- First I will talk about social - There are a few ways you can think about social for increasing traffic to your site. It isn’t only paid advertising – which is very effective and can easily be tracked using Marketing Automation. You can track ROI back to each ad and segment you did. You can also use features like a referral program. This is where you have your current audience share something to their social network to increase traffic to your website. And with tools like marketing automation, you can set referral programs up easily and they will automatically be tracked for you. You can get really creative with social to increase traffic to your site.
- Another option and an important one is SEO. Search engine optimization is really making sure you are found on the web. It is a methodology of strategies, techniques and tactics used to increase the amount of visitors to your website by obtaining a high-ranking placement in the search results page of a search engine -- including Google, Bing, Yahoo and other search engines. But, keeping tabs on your website's search rankings and social media effectiveness is a full-time job. Here are a few ways Marketing Automation can help you do this more efficiently. Marketing Automation can help you by suggesting keywords you may have no considered as well as recommendations for web and landing page optimization. Both of which will help with the ranking of your website to increase your site being shown more frequently and finally increasing traffic to your website.
- There are many other options as well – including PPC, paid programs, and retargeting. But what will make them the most effective and increase your conversions is personalization. As with everything – personalized campaigns are going to get you the best results. You are probably already tracking website activity – so the next step is to use that data to personalize the experience for your audience whether they are browsing your website or if they are elsewhere on the web. Using personalization in your retargeting, social ads or even just your website – you will attract more people to your site to then convert them into leads. With marketing automation, you can easily track every behavior and demographic of anonymous and known visitors to your website – so the key to increasing traffic is by using that data effectively. For example if I am in the healthcare industry and I search in google – marketing automation for healthcare – I should see an ad specific to that industry and when I click on it, it should take me to a personalized page on that topic. And then throughout my journey – whether or not I leave the website, my interest in healthcare should show up in the social ads I see, the retargeting, the website, etc…
- So once you get these new leads converted, how do you ramp up the conversion from just a lead to a customer?
- Consumers are becoming more and more comfortable with targeted advertising and personalized content. They expect marketers to know almost everything about them, and to use that information to create customized experiences. This is where segmentation comes in. To make this easier on your team, make sure you are tracking the right activity from your audience across channels. What is important to your company? And make sure you are tracking those actions or demographics. This can be either behavioral – based on what they’ve done or demographic – based on who they are. For behavioral – think about what they have done that will affect the message they receive. For example – you are not sending the same message to a prospect and a customer. Same with engagement – have they interacted with your once, multiple times, never? For activity – when is the last time they showed activity – how can you get them back? And finally interests – track what products, industries, etc.. Your audience is interested in to segment your audience.
- Across every stage of the funnel, from awareness all the way to customers, multi-channel campaigns are very effective. Your audience consumes content in different ways – you can use the same topics/messaging across channels. You can also identify what channels work best for certain types of topics as well as stages of the funnel. To scale at this stage, you need to do your homework – create a pre-work checklist before you start bullding programs in each channel for each segment at each stage. Think about who you are selling to, what your goals are, what stage in the funnel are you targeting, what is the message, what does success look like and then you can start testing out which programs work the best. You don’t want to be offering demos to people who are just entering your database – so scale your multi-channel campaigns by doing your research first!
- You know that batch and blast emails are not effective for pushing your leads through the funnel. That’s where lead nurturing comes in, enabling you to quickly and easily deliver personalized buyer journeys via multi-channel messages that are far more relevant and engaging than batch and blast. How does it work? You can create nurture paths based on segmentation – stage (early, mid, late, customers) , industry (financial services, healthcare), business unit (smb, MM, ENT), etc.. And generate specific conversations for each segment to guide them along your preferred buying journey – typically making a purchase or cross sell/ up sell. What’s great about creating this using marketing automation is you can use messages you have already created and put them into your tracks. You can also segment out people who have already read a certain content piece. And this is all automated. Why is this amazing??? By creating these personalized conversations, cstomers and prospects will feel as though they are engaged in conversation, and not being shouted at, as individuals engage more deeply, an emotional connection to your brand will be built and finally research shows that buying decisions are based largely on emotional factors, so when prospects are ready to buy, they’ll be more likely to buy from you
- Can also listen for your behaviors and other key information. Here are some examples across the website, email, and social – and even mobile. Based on these inputs, you can send relevant information at the right time, automatically saving you time. Attends event sends follow up thank you Logs into mobile app wait, send reminder to come back Downloads content send more relevant email Click email update website content based on interest Fills out form send confirmation Score is changed alerts sales
- Once you have a program that is successful, you want to be able to easily replicate that – and with marketing automation – you can. Here is a quick example:
- If you ran a webinar that went well and you want to run a similar one with a different speaker, here are all the steps you have to take to get it done. It can take up to 2.5 hours to do this. Buttttttt
- With Marketo – it is much less steps and more time saved. You can easily clone your successful programs and just update the content or art in less than 3 minutes.
- Few things drive greater improvement in campaign performance than testing. But even standard A/B testing can be challenging. How do you choose a winner? Opens? Clicks? What about real results? Marketo provides the easiest, most useful A/B/n testing for emails available today, whether they're batch emails or part of ongoing, triggered campaigns. Using MA – and specifically Marketo, you can easily run tests to ensure you are sending the email that your audience will be the most interested in. Here I am showing the impact a simple subject line test can make. If you can achieve a 5% greater open rate and are sending to 100,000 people – that is 5,000 more opened emails. Now if you are running 100 email campaigns over the year, that results in 500,000 additional opened emails. It is also important to not forget about other channels – such as landing pages, offers on your website, social, google retargeting. All of which you can test and improve your conversion rate.
- Step 1: Important to track all touches
- So to recap – we’ve shown you 10 ways today that marketing automation can help your growth team get ramped up, even when hiring more folks isn’t on the table. With marketing automation, you can Increase traffic to your site (and track it!) Easily track lead activity across all channels Personalize experience across all channels (mobile, social, web, email) Customer engagement marketing Trigger workflows based on behaviors Replicate success in minutes Easily test emails and decide what works Provide flexible scoring to define success Prioritize leads for sales Help know which programs have the best ROI
- Because if we can’t add more people to our team today…
- Because if we can’t add more people to our team today…
- Because if we can’t add more people to our team today…
- Because if we can’t add more people to our team today…
- Because if we can’t add more people to our team today…
- We have to get smarter about our marketing to grow…
- And the great news is, as you succeed and hopefully get those additional marketers on your team, Marketo is a partner that scales alongside you, so you can keep on growing! So with that, Lizzy, I think it’s time for questions!