The document discusses key considerations for choosing a marketing automation solution, including the power of automation workflows, balancing ease of use with impact, and thinking about future needs over 3 years. It emphasizes the importance of behavioral segmentation, multi-channel nurturing, replication of successful campaigns, and accurate measurement of interests and funnel metrics. Automation workflows, sales intelligence, and holistic views of products, services, and ecosystems are presented as important factors.

1. © 2014 Marketo, Inc. Proprietary and Confidential
Live Happily Ever After with Your
Marketing Automation Solution
Michael Berger

2. © 2014 Marketo, Inc. Proprietary and Confidential
BEWARE THE POWER
OF THE CHECKBOX
Automation
Workflows
Automation
Workflows
Vendor A Vendor B

3. © 2014 Marketo, Inc. Proprietary and Confidential
BALANCE EASE VS. IMPACT
EASY HARD
HIGH IMPACT
LOW IMPACT
A
B
C

4. © 2014 Marketo, Inc. Proprietary and Confidential
THINK 3 YEARS OUT
Landing Pages Emails Reports and Data
Workflows

5. © 2014 Marketo, Inc. Proprietary and Confidential
HOLISTIC VIEW
Community
Ecosystem
Product
Services

6. © 2014 Marketo, Inc. Proprietary and Confidential
SPEED

7. © 2014 Marketo, Inc. Proprietary and Confidential
ABILITY TO REPLICATE SUCCESS
Individual asset (e.g. email)
Entire Campaign (e.g. emails,
landing pages, automation
workflows, etc.)

8. © 2014 Marketo, Inc. Proprietary and Confidential
Example

9. © 2014 Marketo, Inc. Proprietary and Confidential
BEHAVIORAL SEGMENTATION

10. © 2014 Marketo, Inc. Proprietary and Confidential
Example

11. © 2014 Marketo, Inc. Proprietary and Confidential
DRIP VERSUS ADVANCED NURTURE

12. © 2014 Marketo, Inc. Proprietary and Confidential
MULTI-CHANNEL
Online Events
Email
Offline Events
Mobile/SMS
Social
Direct Mail
Web

13. © 2014 Marketo, Inc. Proprietary and Confidential
Example

14. © 2014 Marketo, Inc. Proprietary and Confidential
AUTOMATION WORKFLOWS

15. © 2014 Marketo, Inc. Proprietary and Confidential
Example

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Score Job Title w/ No Conditional Logic
CEO List If added to CEO list, +40
President List If added to President list, +30
Vice President List If added to Vice Pres List, +20
Director List If added to Director List, +15
Manager List If added to Manager List, +10
Associate List If added to Associate List, +5
Student List If added to Student List, -50
8 Lists
8 Separate
Workflows

17. © 2014 Marketo, Inc. Proprietary and Confidential
MEANINGFUL MEASURES of SUCCESS
Multi-
touch ROI
Multi-touch
Revenue
Single-touch
Revenue
Opportunities Won
Conversion Based (Form Fill)

18. © 2014 Marketo, Inc. Proprietary and Confidential
Example

19. © 2014 Marketo, Inc. Proprietary and Confidential
ACCURATELY MEASURE INTEREST
Basic
Behaviors
Cross-
channel
Behaviors
Multiple
Scores Fit
X X X

20. © 2014 Marketo, Inc. Proprietary and Confidential
Example

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SALES INTELLIGENCE or
SALES DISTRACTION
VS
.

22. © 2014 Marketo, Inc. Proprietary and Confidential
Example

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ACCURATE FUNNEL

24. © 2014 Marketo, Inc. Proprietary and Confidential
Example