Looking to build the business case for launching a marketing automation solution at your enterprise organization?
Join Marketo to hear best practices for building a business case and marketing strategy to ensure you get documented buy-in from all stakeholders. As with any new process or system, everyone’s goals must be aligned in order to be successful.
Attend to learn how to:
-Build a business case to identify your strategies and objectives
-Quantify the potential benefits of your marketing automation solution
-Justify the improvements you are predicting
10. How would you describe your marketing programs?
“random acts of marketing”
“efficiently designed, target, and optimized”
- or –
“we fall somewhere in between the top two”
11. How do you define a campaign?
“a campaign is a single piece of marketing such as a product webinar ”
“multiple messages sent with a common goal and aligned to the sales cycle”
- or –
“we fall somewhere in between the top two”
12. How well targeted are your campaigns?
“we rarely segment our list and usually send the same message to everyone”
“our campaigns are personalized to each prospect and our messages adjust
based on prospect behaviors”
- or –
“we fall somewhere in between the top two”
13. How do you define campaign relevance?
“we decide what will be relevant to our audiences but messaging is usually
the same for everyone”
“relevance is based on the content within the message as well as the timing
of when the message is received”
- or –
“we fall somewhere in between the top two”
14. What are the main limiting factors keeping your team
from achieving its goals?
“alignment between Sales & Marketing and difficulties with strategy”
“we need better technology in order to execute better campaigns”
- or –
“we fall somewhere in between the top two”
15. How does Marketing support the effort of field Sales?
“we create marketing data sheets & content which can be given to prospects”
“we have content aligned to the sales funnel and we've empowered the reps to
send their own”
- or –
“we fall somewhere in between the top two”
16. How does your team utilize the CRM tool currently in
place?
“we use it for basic data input”
“it’s our single source of truth as well as a tool for enabling sales to send
messages to their prospects”
- or –
“we fall somewhere in between the top two”
21. #RevEngine
Marketing Campaign Strategy
Building the Customer Journey
• Quickly educates
marketers on what they
can do in the world of
digital marketing
• Visually shows how
marketers can run and
launch their campaigns in
Marketo
• Easy to follow format
tailored to marketer’s
industry, company, and
customer personas
22. #RevEngine
Where Are You Today?
Yes No
Direct Mail âś”
Email âś”
SEO âś”
Webinars âś”
Events âś”
Social âś”
Display (Retargeting) âś”
Mobile âś”
Yes No
Personalization âś”
Testing âś”
Website Tracking âś”
Dynamic Content âś”
Segmentation âś”
Lead Scoring âś”
Automation âś”
Responsive Templates âś”
Marketing Channels Best Practices
30. in·no·vate
A flexible, collaborative, and consultative assessment involving Marketo’s Digital
Strategy Consultants and your cross functional teams.
Assessments evaluate your sales & marketing strategy, cross-functional
alignment, sales & marketing funnel, and measurement & reports to deliver
strategic recommendations and plans for improvement.
INNOVATE