Getting Started with Marketing Automation with Tania O'Connor, Business Consultant, Marketo, Kato Oosthuizen, Marketing Operations Director, Asset Management, Sungard and Kelsey Joyce, Head of Global Sales Operations and Development, Huddle
13. Huddle + Marketo
Kelsey Joyce
Head of Revenue Operation and Development
14. Users in 100,000 organizations
Next-generation content collaboration for government
& enterprise
London, San Francisco, NYC,
Washington DC
The leader in secure content collaboration for the Enterprise
Delivering the right content to you at the right time
Securely work inside and outside of the firewall
Easy to use: embracing social, mobile, and cloud
Empowers the mobile workforce – desktops, smartphones, tablets
16. Improved MA with Marketo
• Ability to reduce part-time admin
• Easier to use and deploy programs for the
marketing team vs. relying on one person
• Faster implementation of features (i.e. lead
scoring, progressive profiling, nurture
streams, etc.
• Better Salesforce.com integration with Sales
Insight
• Automatic field sync with SFDC
17. Project Structure
Planning Phase
1 month internal planning between sales and marketing (structure of
nurture streams, lead scoring, web-forms + progressive profiling questions,
automated responses, routing of leads, definitions of MQL’s and SAL’s, etc.).
2 days onsite at Marketo for product training (2 people)
3 days Marketo onsite at Huddle with sales and marketing leaders
to discuss the plan and best practices
Implementation Phase
2 weeks setup and tested all the automated responses for web forms
3-4 weeks moved over 150+ web forms to Marketo forms and
implemented progressive profiling
2-3 months set up lead scoring, rest of automated responses,
smart list to clean/populate data, phase I nurture streams, alerts,
segmentations,
18. The Team
Exec
Sponsor
Final signoff
on plans
Team Lead
Coordinate &
implement
overall plan
Marketing
Campion
Marketing &
Email Admin
Config
Admin
Email
Admin
Web
Forms
Brings the
Biscuits!
19. Challenges
• Aligning sales and marketing
When setting up the plan it was time consuming to align
what the vision between sales and marketing. Highly
beneficial that we sorted out prior to implementation.
• Underestimated time to migrate web forms
With over 150+ forms (mostly all cloned), it took
significant amount time to move over because mission
critical for our business to get right due to high volume
of leads and therefore required lots of testing.
• Going forward – as system becomes more built out
requires more and more test but critical to make sure in
working order.
20. ROI Thus Far
• Able to reduce headcount by one
• Increased efficiencies
Marketing time
Time it takes to put together and send a campaign
Prior did weekly mass emails to entire database, will
nurture streams this is now automated
Sales team
Amount of time it takes to send their own mass campaigns
Less time chasing leads due to new personal automated
follow-ups
Ability to program automated follow-ups to prospects based
on opens/clicks/lead score – used to be manual with lots of
reports
• Starting to see an increased in number of leads sent to
the sales team through lead scoring and nurture streams
21. Vision for Marketing Automation
Suspect
Prospect
(MQL)
SAL
Nurture
Campaigns
Lead
Scoring
Includes List Imports
Added to
Marketo +
SFDC
Phase II:
Campaigns to
opportunities in
different stages
to help buying
process
22. Vision for Marketing Automation at Huddle
Continued
• Continue to align sales and marketing
• Increase high quality leads to sales team
• Increase efficiencies and drive higher L2O conversion rates.
• Nurture customers better to drive brand awareness and
become the trusted advisor around collaboration.
• Utilise segmentation with Marketo’s real time personalisation
on our website.
24. Lead Score Attributes
Demographic
• Feature of Interest = Extranet
• Job Title/Role = Director / Manager
• Industry = Business Services/Gov’t/PS
• Company size = +1K
• Job Title = C-Level/VP
• Department = IT/Sales
• Country = UK/US
• Feature of Interest = Team Collaboration
• Company Size = 500-999
• Location = Major EMEA / APAC
• Company Type = Consultant/Customer/Ex-Customer
• Company Size = 100-499
• Feature of Interest = SharePoint Alternative
Behavioral
• Requested Contact from Sales
• Signed up for free trial
• Visited pricing page (no form submit)
• Visited Subscriber Agreement page
• Interactive Demo
• Visited Terms of Use Page
• Searches ‘Extranet’
• Downloaded Enterprise Landscape Report
• Downloaded Forrester Collaboration Guide
• Downloaded any security whitepaper
• Searches ‘IL2’, ‘IL3’ or ‘FISMA’
• Searches ‘Bid Management’
• Searches ‘Huddle’
• Heavy Web activity (> 4 pages in 1 day)
• Purchase Timeframe = < 1 month
• Job title/role = Student
• Company size = 1-9
• Lead Source = Marketing Purchased List/Sales
Generated
• Company Type = Competitor, Huddle,
Investor, PR Partner, Sales Partner,
Technology Partner, Student, Vendor
• Location = low quality country
• Email address is personal (non corporate)
• Lead Source = Direct /PPC/SEO
Visitied Contact us page but no form submit
• Visited customer case study page
• Visits any web page
• Visits partner page
• Visits adoption guarantee page
• Visits career page
• Email Opt Out
• Visits Developer page
• Not interested in using Huddle status
• Do not call checked
• Visits Board/Mgmt/Investor page
• Searches ‘Team Building’
25. Prospect Nurture Streams
Prospects
Educate Solution
Content examples: what
is collaboration, super
charge productivity,
industry articles, How Kia
uses Huddle, etc.
Content examples:
Ultimate guide to
collaboration vendors,
product sheet, online
demo, online trial, etc.
Trials
Content examples: tips on
using Huddle, CSM webinars,
case studies on other
customer use cases, etc.
(Duration: Daily or every other
day)
Move up streams based on behavioural score
26. Customers Nurture Streams
Customers
On-boarding Low/Med Usage
Content examples:
Similar to trial but from
CSM and setting up
workspaces, best
practices, etc.
Content examples:
Webinars on using
Huddle, product specific
campaigns (Note, Office),
etc.
High Usage
Content examples: product
announcements, ask for
referrals, events, etc.
(Duration: moves to less
frequent)
Move up streams based on Huddle activity:
Actions per User (SFDC or Gainsight)
Moves up automatically to Low/Med
Usage after exhausted in On-boarding
If Low/Med is exhausted alert
to CSM/AM and flag in SFDC
27. Closed Lost Nurture Streams
Ex-Customer /
Closed Lost Opps
Lost to
Competitor
No Decision
Content examples:
increasing productivity,
ROI, (duration every 6
weeks but has 4 month
wait period before
starting)
Other / Not
Known
Content examples: new
features, Forrester report
comparing tools, press
releases, etc. (duration every
month but has 9 month wait
period before starting –
assume before renewal due
with competitor)
Content examples: mix of
other two tracks (duration
every month but has 4
month wait period before
starting)
Hinweis der Redaktion
Improve our marketing qualification process – differentiate effectively between enquiries and marketing qualified leads
Improve our operational efficiencies around campaign and lead management processes
Provide development for our marketing team, increase our expertise
Its early stages still, our first nurture streams are starting to produce marketing qualified leads. In my opinion our biggest achievement was the agreement of a common demand generation process between our groups based on the SiriusDecisions Demand Waterfall and the implementation of this in the revenue cycle / lead lifecycle models.
Its early stages still, our first nurture streams are starting to produce marketing qualified leads. In my opinion our biggest achievement was the agreement of a common demand generation process between our groups based on the SiriusDecisions Demand Waterfall and the implementation of this in the revenue cycle / lead lifecycle models.
Your vision for your use of marketing automation going forward?