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Getting Started with Marketing 
Automation 
Tania O’Connor 
Business Consultant 
Page 1 #MKTGNATION14 © 2014 Marketo, Inc.
Page 2 #MKTGNATION14 © 2014 Marketo, Inc.
Customer Cases 
Kato Oosthuizen 
Marketing Operations Director, 
Asset Management 
Kelsey Joyce 
Head of Global Sales Operations 
and Development 
Page 3 #MKTGNATION14 © 2014 Marketo, Inc.
The Marketo Pilot @ 
SunGard Financial Systems 
Kato Oosthuizen 
Marketing Operations Director, SunGard Asset Management Group 
Page 4 #MKTGNATION14 © 2014 Marketo, Inc.
SunGard Financial Systems 
Provides mission-critical software and IT services to 
institutions in virtually every segment of the financial 
services industry 
30 years of real-world experience with 12,000 employees 
15,000 customers in over 100 countries 
$2.55 billion revenue in 2013 
Page 5 #MKTGNATION14 © 2014 Marketo, Inc.
Business Reasons for Marketo Implementation 
SunGard Financial Systems run B2B marketing 
campaigns to promote over 100 solutions to 20 
vertical markets in the Financial Services Industry. 
With the use of Marketo our aim is to: 
1. Improve operational efficiencies around campaign 
and lead management processes 
2. Improve marketing qualification process 
3. Provide development opportunities for marketing 
team and increase our expertise 
Page 6 #MKTGNATION14 © 2014 Marketo, Inc.
Pilot Project Overview 
12/2013 Planning Training 04/2014 PILOT 09/2014 Roll-out 12/2014 
Pilot Results 
Lead Database 
• 480k Known 
• 228k Anonymous 
Automation: 
• Behaviour Scoring & >30 
Demographic Lead 
Scoring Models 
• 13 Lead Lifecycles 
completed to date 
• 1 Revenue Cycle Model 
Programs: 
• 5 Events & 2 Webinars 
• 6 Inbound Request Forms 
• 3 Engagement programs 
• 9 Email send campaigns 
• 2 Dynamic content 
newsletters 
• 8 Sales Led 
campaigns 
with Marketo 
Sales Insight 
Implementation 
and Consulting 
Project 
Manager TPG 
Consultants 
Marketo 
Consultants 
TPG 
• Project Management 
• Training 
• Configuration 
• Complex Automation 
• Documentation 
Group Marketing 
Operations 
Asset 
Management 
Capital 
Markets 
Corporate 
Liquidity 
• Pilot programs 
• Lead Scoring 
• Lead Lifecycles 
• Reporting & Analytics 
• Testing 
Corporate 
Sales & Marketing 
SunGard FS 
Sales Tech 
SunGard FS 
Interactive 
SunGard FS 
Design 
• Salesforce.com 
Integration 
• Lead Database Sync 
• Website Integration 
• Email Templates 
• Sales 
Technology & 
Enablement  
• Website  
• Content & 
Thought 
Leadership  
• Marketing 
Automation  
Page 7 #MKTGNATION14 © 2014 Marketo, Inc.
Challenges encountered in the Pilot 
• Scope of SunGard 
solution offering 
 impact on lead 
scoring, lifecycles & 
analytics 
• Well-established 
SFDC environment 
with many SunGard 
customizations  
problems synching 
• Running the 
Marketo Pilot at 
the same time as a 
major database 
cleansing project 
• Business as usual 
 finding time for 
the pilot while 
supporting other 
campaigns 
Page 8 #MKTGNATION14 © 2014 Marketo, Inc.
Challenges going forward 
• Full roll-out to 3 pilot groups in 2014  rest of 
SunGard Financial Systems in 2015 
• Continuing the focus on lead database quality 
• Getting value from the powerful Analytics and 
Reporting modules in Marketo 
• Future customization in both SFDC and Marketo 
to provide product level lead scoring 
Page 9 #MKTGNATION14 © 2014 Marketo, Inc.
What have we achieved? 
Agreement of a 
common demand generation process 
between the 3 pilot groups based on 
the SiriusDecisions Demand Waterfall 
and its implementation in the 
revenue cycle / lead lifecycle models 
in Marketo 
Page 10 #MKTGNATION14 © 2014 Marketo, Inc.
What have we achieved? (alt version) 
Agreement of a common demand generation process 
between the 3 pilot groups based on the 
SiriusDecisions Demand Waterfall and its implementation 
in the revenue cycle / lead lifecycle models in Marketo 
Page 11 #MKTGNATION14 © 2014 Marketo, Inc.
“The SiriusDecisions Demand Waterfall 
is implemented across all of 
SunGard Financial Systems 
and automation of demand flow 
through the funnel between 
Marketing, Inside Sales and Sales is 
made possible with tight integration 
between Marketo and 
Salesforce.com” 
Page 12 #MKTGNATION14 © 2014 Marketo, Inc.
Huddle + Marketo 
Kelsey Joyce 
Head of Revenue Operation and Development
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
Getting started with marketing automation
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
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,
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!
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.
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
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
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.
Backup Slides
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’
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
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
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)

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Getting started with marketing automation

  • 1. Getting Started with Marketing Automation Tania O’Connor Business Consultant Page 1 #MKTGNATION14 © 2014 Marketo, Inc.
  • 2. Page 2 #MKTGNATION14 © 2014 Marketo, Inc.
  • 3. Customer Cases Kato Oosthuizen Marketing Operations Director, Asset Management Kelsey Joyce Head of Global Sales Operations and Development Page 3 #MKTGNATION14 © 2014 Marketo, Inc.
  • 4. The Marketo Pilot @ SunGard Financial Systems Kato Oosthuizen Marketing Operations Director, SunGard Asset Management Group Page 4 #MKTGNATION14 © 2014 Marketo, Inc.
  • 5. SunGard Financial Systems Provides mission-critical software and IT services to institutions in virtually every segment of the financial services industry 30 years of real-world experience with 12,000 employees 15,000 customers in over 100 countries $2.55 billion revenue in 2013 Page 5 #MKTGNATION14 © 2014 Marketo, Inc.
  • 6. Business Reasons for Marketo Implementation SunGard Financial Systems run B2B marketing campaigns to promote over 100 solutions to 20 vertical markets in the Financial Services Industry. With the use of Marketo our aim is to: 1. Improve operational efficiencies around campaign and lead management processes 2. Improve marketing qualification process 3. Provide development opportunities for marketing team and increase our expertise Page 6 #MKTGNATION14 © 2014 Marketo, Inc.
  • 7. Pilot Project Overview 12/2013 Planning Training 04/2014 PILOT 09/2014 Roll-out 12/2014 Pilot Results Lead Database • 480k Known • 228k Anonymous Automation: • Behaviour Scoring & >30 Demographic Lead Scoring Models • 13 Lead Lifecycles completed to date • 1 Revenue Cycle Model Programs: • 5 Events & 2 Webinars • 6 Inbound Request Forms • 3 Engagement programs • 9 Email send campaigns • 2 Dynamic content newsletters • 8 Sales Led campaigns with Marketo Sales Insight Implementation and Consulting Project Manager TPG Consultants Marketo Consultants TPG • Project Management • Training • Configuration • Complex Automation • Documentation Group Marketing Operations Asset Management Capital Markets Corporate Liquidity • Pilot programs • Lead Scoring • Lead Lifecycles • Reporting & Analytics • Testing Corporate Sales & Marketing SunGard FS Sales Tech SunGard FS Interactive SunGard FS Design • Salesforce.com Integration • Lead Database Sync • Website Integration • Email Templates • Sales Technology & Enablement  • Website  • Content & Thought Leadership  • Marketing Automation  Page 7 #MKTGNATION14 © 2014 Marketo, Inc.
  • 8. Challenges encountered in the Pilot • Scope of SunGard solution offering  impact on lead scoring, lifecycles & analytics • Well-established SFDC environment with many SunGard customizations  problems synching • Running the Marketo Pilot at the same time as a major database cleansing project • Business as usual  finding time for the pilot while supporting other campaigns Page 8 #MKTGNATION14 © 2014 Marketo, Inc.
  • 9. Challenges going forward • Full roll-out to 3 pilot groups in 2014  rest of SunGard Financial Systems in 2015 • Continuing the focus on lead database quality • Getting value from the powerful Analytics and Reporting modules in Marketo • Future customization in both SFDC and Marketo to provide product level lead scoring Page 9 #MKTGNATION14 © 2014 Marketo, Inc.
  • 10. What have we achieved? Agreement of a common demand generation process between the 3 pilot groups based on the SiriusDecisions Demand Waterfall and its implementation in the revenue cycle / lead lifecycle models in Marketo Page 10 #MKTGNATION14 © 2014 Marketo, Inc.
  • 11. What have we achieved? (alt version) Agreement of a common demand generation process between the 3 pilot groups based on the SiriusDecisions Demand Waterfall and its implementation in the revenue cycle / lead lifecycle models in Marketo Page 11 #MKTGNATION14 © 2014 Marketo, Inc.
  • 12. “The SiriusDecisions Demand Waterfall is implemented across all of SunGard Financial Systems and automation of demand flow through the funnel between Marketing, Inside Sales and Sales is made possible with tight integration between Marketo and Salesforce.com” Page 12 #MKTGNATION14 © 2014 Marketo, Inc.
  • 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

  1. 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
  2. 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.
  3. 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.  
  4. Your vision for your use of marketing automation going forward?