This is the deck from the Marketing Automation breakout session from the Becoming a Customer Company event on July 17th, 2013. For more information, please head to magnet360.com
3. MARKETING AUTOMATION JOURNEY
•Coordinated, optimized, multi-channel campaigns
•Sophisticated lead management across revenue cycle
•Disciplined multi-touch ROI measurement
•More sophisticated segmentation
•Lead nurturing and scoring
•Integrated Marketing and Sales process
•ROI and revenue impact measurement
•Manual campaigns
•Basic lead management
•Sales and Marketing remain in silos
•Operational Marketing metrics only
•Low targeting
•Immature Sales and Marketing alignment
•Limited Marketing ROI measurement
7. #RevEngine @jonmiller
Hi, I’m Jon Miller
Subscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia
2. Can dislocate my thumbs at will
3. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff
4. My first child was born the same month
that we incorporated Marketo
8. #RevEngine @jonmiller
Today’s Topics
• What is Marketing
Automation?
• Common Features in
Marketing Automation
• Becoming a Customer
Company:
• Conversations
• Relevance
• Prioritize Interest
• Measure ROI
10. #RevEngine @jonmiller
Marketing automation is a
• Technology that
streamlines and
automates marketing
tasks
• so companies can
• increase operational
efficiency and
• grow revenue faster
11. #RevEngine @jonmiller
What Is “Automation”?
Send Event
Invitation
Wait 3 Days
If Not
Registered, Send
Reminder
Wait Until 1 Day
After Event
Send Different
Follow-Up to
Attendees vs.
Non-Attendees
41. #RevEngine @jonmiller
THEN NOW
New content = need to
reprogram
Drag-and-drop new content
into Smart Streams
Expired content Content expiration dates
Duplicate content
Never send the same
content twice
Too many emails Frequency limits
Consumer fall off the end
of tracks
Exhausted content
48. #RevEngine @jonmiller
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
53. #RevEngine @jonmiller
Scoring Defined
Methodology for ranking potential customers in
terms of readiness to purchase.
Nurture Nurture DisqualifyPromotional
Offer
Pass to
Sales
Fit Interest Buying Intent
54. #RevEngine @jonmiller
• Early stage content +3
• Attend webinar: +5
• Visit any webpage /
blog : +1
• Visit careers pages: -10
• Decay inactivity:
-1, -5, -10
• Pricing pages: +10
• Watch demos:
• +5 overview
• +10 detailed
• Mid-stage content +8
• Late-stage content +12
• Searches for branded
keyword “Marketo” +8
Get The “Definitive Guide to Lead Scoring”
http://marketo.com/DG2LS
59. #RevEngine @jonmiller
Why Measuring Return is Hard
• Multiple touches. Seven touches
needed to convert a cold lead into a
sale
• Multiple influencers. Typical
buying committee has 5-21 people
63. #RevEngine @jonmiller
Filter/Drill into
data, e.g. by
Program Type,
Business Unit,
Geography, etc.
Key topic areas:
• Balance (Reach)
• Flow
• Conversion
• Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics
70. Becoming a Customer Company:
The Deluxe Marketing Automation Journey
Presented By: Evan Stanelle
July 17, 2013
71. Evan Stanelle, Analytics Director
71
• Green Bay Packer Fan
Living in Shoreview, MN
• Returned Peace Corps Volunteer
• Lived in San Diego, CA for 8 years
• Graduate degrees: Mathematical Statistics
Cognitive Psychology
• Proud parent of four random generators
72. Deluxe Story Line
History
• ~100 Years Old
• ~5,000 FI Clients
• $1.3 million
personal check sales per day
Situation
• Been investing in new growth for last decade
• We do not have a choice but to adapt
• Cross-sell critical to our future
75. Deluxe Marketing Automation Journey
75
Business Case
Change Mgmt
Alignment
Buy Cycle
Lead Management
SFDC
Marketo
Right Content
Right Person
Right Time
76. Strategy & People
76
Does your marketing
process look like this?
Lessons Learned:
1) At first, a case for
productivity gains
will be easier than a
case for ROI
2) Give employees a
development
opportunity
77. Process: Alignment & Definitions
77
Marketing Sales
(Note: these groups don’t always get along.)
79. Process: Alignment & Definitions
79
Lessons Learned:
1) When you invest in marketing automation, you get
a method with it.
2) Share accountability – you are an extension of
sales since you will be tied to revenue as well.
80. Technology
80
The B2B relationship still exists….
…but the non-verbals of buying interest have
become digital and contribute to 50% or more of the
decision making process.
82. Content & Results
82
Is content really king?
“Content isn’t king – it’s
a wild beast.”
-IDC
“The shine will come off
content marketing…
because there will be
execution problems”
-MLC
83. Content & Results
83
Lessons Learned:
1) Key to managing the
content beast
2) Key to measuring
success
3) Perception will still
be granted to SFDC
84. It’s A Revolution Before An Evolution
84
Business Case
Change Mgmt
Alignment
Buy Cycle
Lead Management
SFDC
Marketo
Right Content
Right Person
Right Time