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Graduating from Email Service Providers
Graduating from ESP to
Marketing Automation
Jon Miller
Hi, I’m Jon Miller
VP Marketing & Co-Founder at Marketo
@jonmiller
1. My first child was born the
same month that we incorporated Marketo
2. Born in Ethiopia
3. Can dislocate my thumbs at will
4. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff
Today’s Topics
• Limitations of Email Service Providers
• What is Marketing Automation?
• Delivering on the “New Rules” With
Marketing Automation
• Create marketing people love with
marketing automation
• Relationship Building Conversations
• Behavioral Targeting for Relevance
• Coordinated Multi-channel Campaigns
• Strategic Analytics
• Customer Lead Management
• How To Graduate to Marketing
Automation
Source: Adbusters, 2011
1. Trustworthy
2. Always Relevant
3. Conversations, Not
Campaigns
4. Coordinated Across
Channels
5. Strategic
Limitations of Email
Service Providers
Graduating from Email Service Providers
Graduating from Email Service Providers
Graduating from Email Service Providers
Graduating from Email Service Providers
Graduating from Email Service Providers
Graduating from Email Service Providers
What Is Marketing
Automation?
Marketing automation is a
• Technology that
streamlines and
automates marketing
tasks
• so companies can
–increase operational
efficiency and
–grow revenue faster
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
Marketing
Database of Record
Workflow / Automation
Program Execution
Analytics
Graduating from Email Service Providers
Graduating from Email Service Providers
Marketing
Automation
Create marketing people
love with marketing
automation
• Relationship Building
Conversations
• Behavioral Targeting for
Relevance
• Coordinated Multi-channel
Campaigns
• Strategic Analytics
• Customer Lead Management
Relationship Building
Conversations
Graduating from Email Service Providers
Graduating from Email Service Providers
Graduating from Email Service Providers
Graduating from Email Service Providers
This #%@& is way too
complicated.
Graduating from Email Service Providers
Graduating from Email Service Providers
Drag and drop new content
Graduating from Email Service Providers
Graduating from Email Service Providers
Behavioral Targeting for
Relevance
Tactics to Increase Email Engagement
The Key to Relevance is Behavioral Targeting
Example: Topic of Interest Triggers
• Attends event
• Downloads content
• Click email
• Fills out form
• Score is changed
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%
Email
Website
Social
Campaigns
Transactions
From Dumb List to Smart Database
I can do this
myself! No trips
to see IT – yay!
Marketo Multi-Channel Behavioral Listening
Web, Email, Social, CRM, Campaign History, Transactions
Coordinated Multi-
Channel Campaigns
Graduating from Email Service Providers
Reach&Engagement
SocialLift
SocialLift
SocialLift
SocialLift
SocialLift
Landing
Pages
Website Facebook
Pages
Online Ads Email
SocialLift
Events
Get The “Definitive Guide to Social Marketing”
http://marketo.com/DG2SM
Graduating from Email Service Providers
Graduating from Email Service Providers
Test & Tune With Social Funnel MetricsJumpStart Tour Referral Results
• 13% of participants shared
• 45 qualified for sweepstakes
• 363 incremental registrations
• 16% increase in registrations
Strategic Analytics
• Open
• Click
• Unsubscribe
• Bounce
• Etc.
Italian Workspace  Joe Smith: Acme Inc.  Community Help
Search… +
Search… +
Recently Updated
Practical B2B Lead Generation
Added Mar 30, 2013 Sent 12,105
82
Thought Leadership
Edited Mar 25, 2013 Sent 12,105
70
Lead Scoring Best Practices
Edited Mar 22, 2013 Sent 12,105
55
Lead Management Best Practice D…
Added Mar 18, 2013 Sent 12,105
35
Lead Scoring Best Practices
Edited Mar 10, 2013 Sent 12,105
9
Engagement Over Time
Dec Jan Feb Mar Apr May
100
80
60
40
20
0
Summary
1.5%
Unsubscribe
65
Engagement
55d
Next Cast
Members
In Track Exhausted Paused
3,450
50 35
Mar 18, 2013
Engagement: 60
2013
Marketo’s Secret Sauce
Definitive Guide to Events
Lead Nurturing
Lead Scoring Best Practices
Lead Management Best Practic
Practical B2B Lead Generation
Thought Leadership
Email Performance Report
Program Performance
Lead Nurturing Streams Setup My Tokens Members
View: Dashboard ▼ Streams: All Streams ▼
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
Screenshot: Marketo Revenue Cycle Analytics (actual data)
Graduating from Email Service Providers
Customer Lead
Management
Scoring Defined
Methodology for ranking potential customers in
terms of readiness to purchase.
Nurture Nurture DisqualifyPromotional
Offer
Pass to
Sales
Fit Interest Buying Intent
• 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
Stars and Flames show priority
Full list of Interesting Moments
Buying Marketing
Automation
How Much Does Marketing Automation Cost?
Spark
Starting at $1,195
Standard
Starting at $1,995
Select
Starting at $3,195
www.marketo.com/pricing
Additional Costs and Considerations
Software subscription is typically
25-40% of overall investment
required for success:
• Process definition, consulting
• Staff and skills, training
• Data: cleansing, augmentation,
appending
• Content
• Lead generation
(inbound/outbound)
• CRM implementation upgrades
@jonmiller #BizCaseMA
Marketing Automation Maturity
@JonMiller
Graduating from Email Service Providers
Key Tweetable Takeaways
1. Email must be more relevant, more
conversational – and ultimately more
engaging.
2. Marketing automation includes email and
much more – multi-channel conversations,
behavioral targeting, strategic analytics!
3. The key to relevance is behavioral targeting –
market like Amazon
4. Nobody wants to get “blasted” – engage
consumers in multi-channel conversations
5. Don’t just run social campaigns, make every
campaign social
@JonMiller
Thank You!
Jon Miller
@jonmiller
Subscribe to blog.marketo.com
Using the Right Metrics
to Build Marketing's
Credibility
Marketo's Secret Sauce

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Graduating from Email Service Providers

  • 2. Graduating from ESP to Marketing Automation Jon Miller
  • 3. Hi, I’m Jon Miller VP Marketing & Co-Founder at Marketo @jonmiller 1. My first child was born the same month that we incorporated Marketo 2. Born in Ethiopia 3. Can dislocate my thumbs at will 4. Studied Physics at Harvard, captain of high- school debate team and newspaper staff
  • 4. Today’s Topics • Limitations of Email Service Providers • What is Marketing Automation? • Delivering on the “New Rules” With Marketing Automation • Create marketing people love with marketing automation • Relationship Building Conversations • Behavioral Targeting for Relevance • Coordinated Multi-channel Campaigns • Strategic Analytics • Customer Lead Management • How To Graduate to Marketing Automation
  • 6. 1. Trustworthy 2. Always Relevant 3. Conversations, Not Campaigns 4. Coordinated Across Channels 5. Strategic
  • 15. Marketing automation is a • Technology that streamlines and automates marketing tasks • so companies can –increase operational efficiency and –grow revenue faster
  • 16. 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
  • 24. Create marketing people love with marketing automation • Relationship Building Conversations • Behavioral Targeting for Relevance • Coordinated Multi-channel Campaigns • Strategic Analytics • Customer Lead Management
  • 30. This #%@& is way too complicated.
  • 33. Drag and drop new content
  • 37. Tactics to Increase Email Engagement The Key to Relevance is Behavioral Targeting
  • 38. Example: Topic of Interest Triggers • Attends event • Downloads content • Click email • Fills out form • Score is changed
  • 39. 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%
  • 41. From Dumb List to Smart Database I can do this myself! No trips to see IT – yay!
  • 42. Marketo Multi-Channel Behavioral Listening Web, Email, Social, CRM, Campaign History, Transactions
  • 45. Reach&Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Facebook Pages Online Ads Email SocialLift Events Get The “Definitive Guide to Social Marketing” http://marketo.com/DG2SM
  • 48. Test & Tune With Social Funnel MetricsJumpStart Tour Referral Results • 13% of participants shared • 45 qualified for sweepstakes • 363 incremental registrations • 16% increase in registrations
  • 50. • Open • Click • Unsubscribe • Bounce • Etc.
  • 51. Italian Workspace  Joe Smith: Acme Inc.  Community Help Search… + Search… + Recently Updated Practical B2B Lead Generation Added Mar 30, 2013 Sent 12,105 82 Thought Leadership Edited Mar 25, 2013 Sent 12,105 70 Lead Scoring Best Practices Edited Mar 22, 2013 Sent 12,105 55 Lead Management Best Practice D… Added Mar 18, 2013 Sent 12,105 35 Lead Scoring Best Practices Edited Mar 10, 2013 Sent 12,105 9 Engagement Over Time Dec Jan Feb Mar Apr May 100 80 60 40 20 0 Summary 1.5% Unsubscribe 65 Engagement 55d Next Cast Members In Track Exhausted Paused 3,450 50 35 Mar 18, 2013 Engagement: 60 2013 Marketo’s Secret Sauce Definitive Guide to Events Lead Nurturing Lead Scoring Best Practices Lead Management Best Practic Practical B2B Lead Generation Thought Leadership Email Performance Report Program Performance Lead Nurturing Streams Setup My Tokens Members View: Dashboard ▼ Streams: All Streams ▼
  • 52. 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
  • 53. Screenshot: Marketo Revenue Cycle Analytics (actual data)
  • 56. Scoring Defined Methodology for ranking potential customers in terms of readiness to purchase. Nurture Nurture DisqualifyPromotional Offer Pass to Sales Fit Interest Buying Intent
  • 57. • 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
  • 58. Stars and Flames show priority Full list of Interesting Moments
  • 60. How Much Does Marketing Automation Cost? Spark Starting at $1,195 Standard Starting at $1,995 Select Starting at $3,195 www.marketo.com/pricing
  • 61. Additional Costs and Considerations Software subscription is typically 25-40% of overall investment required for success: • Process definition, consulting • Staff and skills, training • Data: cleansing, augmentation, appending • Content • Lead generation (inbound/outbound) • CRM implementation upgrades @jonmiller #BizCaseMA Marketing Automation Maturity @JonMiller
  • 63. Key Tweetable Takeaways 1. Email must be more relevant, more conversational – and ultimately more engaging. 2. Marketing automation includes email and much more – multi-channel conversations, behavioral targeting, strategic analytics! 3. The key to relevance is behavioral targeting – market like Amazon 4. Nobody wants to get “blasted” – engage consumers in multi-channel conversations 5. Don’t just run social campaigns, make every campaign social @JonMiller
  • 65. Using the Right Metrics to Build Marketing's Credibility Marketo's Secret Sauce