Graduate to Engagement Marketing Through Marketing Automation by Marketo & Scribe Software. Webinar Recorded: 06-24-13

1. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Marketing Automation Webinar #2:
Graduating from Email Service Providers
years experience
global partners
customers worldwide
15
1,000
12,000

2. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Housekeeping
• VOIP is enabled, however if you cannot hear please use
web meeting dial in details
• phone lines are muted
• presentation is approximately 50 Minutes
• use the questions feature to submit questions
• all questions will be addressed at the end of presentation
2

3. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.3
Lynn Harrington
Director, ISV Enablement
Scribe Software
@lharringtonnl
Lynn.harrington@scribesoft.com
Graduating from Email Service Providers
Jon Miller
Vice President of Marketing
Marketo
@jonmiller
jon@marketo.com

4. Marketing Automation
Webinar #2: Graduating
From Email Service Providers

5. #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

6. #RevEngine @jonmiller
Today’s Topics
• What is Marketing
Automation?
• Common Features in
Marketing Automation
• Using Marketing Automation
to Graduate from ESP:
• Relevance
• Conversations
• Smart sales
• Right metrics

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What Is Marketing
Automation?

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Marketing automation is a
• Technology that
streamlines and
automates marketing
tasks
• so companies can
• increase operational
efficiency and
• grow revenue faster

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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

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Sounds great, but I
have millions of
contacts!

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Processes at scale

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Common Features in
Marketing Automation

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Email Marketing

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Landing Pages & Forms

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Behavior Tracking

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Marketing
Database of Record

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Workflow / Automation

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Scoring

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Lead Management

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Lead Generation /
Program Management

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Events

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CRM Integration /
Sales Intelligence

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Social Marketing

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Marketing Analytics

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Marketing
Automation

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Create marketing
people love with
marketing
automation

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Relevance
Conversations
Smart sales
Right metrics

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Relevance

31. #RevEngine @jonmillerSource: Adbusters, 2011

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More Targeted Sends are More Engaging
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
EngagementScore
Email Delivered
Source: Marketo research

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Triggered Interests Standard Nurture Lift
Open % 34.0% Open % 21.7% 57%
Click to Open % 37.1% Click to Open % 23.4% 59%
Click % 12.6% Click % 5.1% 147%
Value of Behaviorally Triggered Interests

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What did the
consumer open
and/or click on?
Where did they
convert?
What did they
forward?
Actions Matter – EMAIL

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Did the
consumer
mention your
company on
Twitter?
Share your
content?
Actions Matter – SOCIAL

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Did the
consumer visit
your website?
How recently?
What did they
look at?
Actions Matter – WEBSITE

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What programs
was the
consumer part
of?
What did she
respond to?
Actions Matter – CAMPAIGN HISTORY

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What is the
recent purchase
history?
Deposits /
withdrawals?
Actions Matter – TRANSACTIONS

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ESPs Only Track Email Behaviors
For sophisticated
targeting rely on
technical
databases and
complex queries.

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But I’m a Marketer, not a Programmer!
I can do this
myself! No trips
to see IT – yay!

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Conversations Not
Campaigns

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OK, why aren’t more
marketers doing this?

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This #%@& is way too
complicated.

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Adding new content to our
tracks takes FOREVER!

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“I just downloaded this off
your site 2 days ago, and
now you’re sending it again!”

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“Do you guys realize how
much you send me each
day? I’ve had it!”

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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

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Smart Sales

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But who is ready?
You got them to the dance

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Scoring Defined
Methodology for ranking potenital customers in
terms of readiness to purchase.
Nurture Nurture DisqualifyPromotional
Offer
Pass to
Sales
Fit Interest Buying Intent

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• 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

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Stars and Flames show priority
Full list of Interesting Moments

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The Right Metrics

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• Open
• Click
• Unsubscribe
• Bounce
• Etc.

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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 ▼

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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

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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics

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Accurately Tracking “Investment” vs Budget

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What Generates Pipeline for Marketo?
Source: Marketo Revenue Cycle Analytics, June 2013
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)

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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics

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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

73. Everything you ever
wanted to know (and
then some) about
marketing automation

74. #RevEngine @jonmiller

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Why Marketo?
• Easy
• Powerful
• Complete

76. Questions?
Jon Miller
@jonmiller
Subscribe to blog.marketo.com

77. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.77
Graduating from Email Service Providers
Next Steps: scribesoft.com/maw
Participate in the rest of the Marketing Webinar Series @scribesoft.com/maw
 Marketing Automation Webinar #1: The CMO Imperative Marketing –Scribe
Next up: Aug 6 - Marketing Automation Webinar #3: The Cost of Dirty Data by ReachForce
Sept 23 - Marketing Automation Webinar #4: Improving the Customer Experience
Capturing and Using the Right Data
by Silverpop