A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May

Share your thoughts on Twitter #CTexp14
Copyright © 2014 CleverTouch Marketing. All rights reserved
Thursday 15th May
A Marketing Leader’s Marketo breakfast
briefing

9:00 – 9:30 am Meet and network
Reception, registration & coffee
9:30 – 9:45 am Opening Remarks
Caroline Hodson welcomes you to CleverTouch’s marketing leader’s
breakfast
9:45 – 10:00 am Marketo’s perspective on the wider MA-World
10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead
Blur discuss why they chose the MA route; their learnings during the decision
process; why Marketo and their key MA learnings.
10:45 – 11:10 am Break
11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young
eFinancialCareers discuss why they chose the MA route; their learnings during the
decision process; why Marketo and their key MA learnings.
11:55 – 12:10 pm CleverTouch
Adam discusses what clients are expecting and demanding and the future of
effective MA deployments.
12:10 – 12:30 pm Network with your peers
12:30 pm Breakfast briefing close
The Agenda

The Agenda
Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast
10:45 – 11:10 am Break

© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Easy.
Powerful.
Complete.
Marketo makes
Marketing Software that is
Phil Jacobs

Any discussions regarding Marketo’s product roadmap
and product features and functionality are for
informational purposes only. This information is
current only as of this date; product plans are
constantly evolving and thus subject to change. The
actual product release content and schedule may
differ materially from what is in this presentation.
Any purchasing decisions should not be contingent on
the delivery of any future functionality or features
discussed or otherwise presented.
Safe Harbor Statement

Marketo Company Snapshot
• Leading cloud-based marketing software company
• Nasdaq ticker symbol MKTO
• 3,250+ customers in 36 countries
• Operations in North America, EMEA, APAC
• Gartner - “Leader”
• CRM Magazine - #1 Marketing Solution – CRM Magazine
• Excellent customer adoption, success, renewal rates
Marketing Solution Winner
3nd consecutive year
#1 Marketing Software
Vendor on Inc. 500
#28 Most Promising
Company in America
Leaders Quadrant
(MQ 6 2012)

Marketo’s Customers Across Industries
Life Sciences
& Healthcare
Media & Consumer Financial Services EducationCommunications &
Infrastructure
Manufacturing
& EnergySoftware & Cloud Business Services

We’re here because the world has changed
© 2011 Marketo, Inc.

The Digital era has brought an unprecedented change in
buying and business model
THEN NOW
Information:
SCARCITY
Purchasing Power:
SELLERS
Organizational Power:
SALES
Information:
ABUNDANCE
Purchasing Power:
BUYERS
Organizational Power:
MARKETING

Trends - Transformation of Marketing
THEN NOW
#1
#2
#3
#4
#5
Demographic
Behaviours & Context
(Real-Time)
Mass Advertising Every Channel Personalised
Campaigns Continuous Conversations
Isolated Channels Coordinated Experiences
Intuitive decision making Data-driven automation

Digital Marketing Today is silo based
Email
system
CRM
System
Website
Content
Web
Analytics
Social
Media
Lack of a Centralized Marketing Database
• Prospect / Customer activity trapped in silos
• Manual merging of lists / activities extremely manual
• Data quality issues: incomplete data, duplicate data, data
reconciliation
• No alignment between sales and marketing
• Reporting on KPIs and ROI is difficult to impossible

Modern Marketers Need a Complete Solution
Marketing’s
System
of Record
REVENUE
EFFECTIVENESS
Drive conversion to sale
• Prospect Prioritization
• Offer Prioritization
• Social Selling
• Productive Prospecting
RELATIONSHIP
MARKETING
Lifetime dialog with
customers based on
behaviors and interest
• Nurturing and Scoring
• Email Marketing
• Marketing Automation
• Event Marketing
• Customer Engagement
INBOUND
MARKETING
Ensure potential
customers can find you
• Content Marketing
• SEO / SEM
• Social Campaigns
• Landing Pages
ANALYTICS &
MEASUREMENT
Understand impact of
marketing and optimize
marketing investments
• Budgeting & Planning
• Spend Analysis
• Cross-program Allocation
• Opportunity Analysis
• Revenue Attribution

We’re seeing a variety of positive impacts
• Enhancing the customer engagement
• Driving business benefits
• Helping efficiency
• Facilitating a change of business model

Enhancing the Customer Engagement
• By being more relevant to them
• Taking behavioural and contextual
activity into account
• Co-ordinated Experience across all
channels
• By having continuous
conversations rather than email
blasts
• Nurturing tracks to drive/guide
conversations.
• Reduction in email volume increasing
level of engagement

Driving business benefits
• Drive business benefits like
• More Customers
• More leads
• Better quality of leads
• Increase cross-sell/upsell
• Better sales and marketing
alignment
• Proof of Compliance

Helping efficiency
• Change in lifestyle – automate
and forget
• Run more campaigns with the
same team
• Reduce or shift costs

Facilitating a change in business model
• B2B to B2C or B2B2C.
• Facilitate a shift in
customer behaviour

Net Result for companies that use Marketo

Net Result for Marketers who use Marketo
• The rise of the “Marketing Nation”
• A change in the internal view of marketing operations
• A seat at the table.

So how will you adapt to these trends and
if not now……when?
© 2011 Marketo, Inc.

The Agenda
10:45 – 11:10 am Break
eFinancialCareers discuss why they chose the MA route; their
learnings during the decision process; why Marketo and their key MA
learnings.

Marketing Automation
Introducing Marketing Automation
Emma Young, Marketing Manager – Global Clients
(t) +44 (0)20 7997 7922
(e) eyoung@efinancialcareers.com

www.efinancialcareers.com
Background
25
Founded in 2000 eFinancialCareers is the world’s leading financial services careers
website, and the place to go for financial careers and talent.
We’re global…
With offices based in London, Frankfurt, Dubai, Singapore, Hong Kong & New York,
eFinancialCareers offers local websites in 19 markets across North America, Europe,
Asia-Pacific, and the financial centres of the Middle East.
We operate in multiple languages.
Aug 2013 – we launched Salesforce & Marketo across the business.
#CTexp14

Challenges
Over a decade of growing globally we developed a few challenges with our B2B
marketing communications:
• Operating in regional silos
• Brand and message consistency in our client marketing communications
• Lack of control over client marketing communications
• No internal design/html resource for collateral creation
• Device compatibility & screen optimisation
• Limited technical skill within the team
Process review and change
26#CTexp14

Global consistency
The magnitude of the issue…
27#CTexp14

Global consistency
Controlling client communications
28
Before
USA
Singapore
Gulf
Germany
France
UK
Hong Kong
Australia
Now
USA
Singapore
Gulf
Germany
France
UK
Hong Kong
Australia
Global
Client
Marketin
g
#CTexp14

Global consistency
Before we could build our consistent communications, we needed to make our
branding consistent across the globe!
Beginning of 2013, we began a review of our branding and how our company was
perceived both internally and externally.
• Multiple internal workshops globally – how we are perceived how we want to be
seen
• Globally external workshops with clients – how they perceive us, why they use
us
In November we launched a brand which fits with our perceptions and requirements as
discovered in the above consultancy process.
Branding overhaul
29#CTexp14
Jan-Jun 2013
Brand consultation
and overhaul
Aug 2013
Marketo & Salesforce
launched
Nov 2013
New brand
launches
Jan 2014
Team
re-structure
Timeline of recent events

Templating our communications
Now that we have the brand how do we implement it in our communications and keep
it consistent?
The problem
• Limited knowledge of HTML within the team
• Small team – production output may become an issue now that we’re centralised
• No internal design resource
• How do we ensure our communications display well and consistently on all devices,
and over time as we roll out new campaigns and messages?
The solution
• A set of sophisticated email and landing page templates optimised for multiple
devices.
Back to basics – doing less but doing it well!
Resource gap & skills shortage
30#CTexp14

Implementing the email
and landing page templates

Email templates
The brief
• eFinancialCareers approached CleverTouch
with the concept of a user-friendly, simplistic,
responsive email template creator within
Marketo.
• There were a number of requirements:
– The build of four Marketo templates that would be
reusable, responsive and dynamic - selected for
use in any order as and when required.
– The emails would have to render on a wide range
of devices.
– They needed to be created and modified by
people with no/little HTML knowledge.
– Multi-language capability was essential.
32
#CTexp14

Email templates
The solution
• CleverTouch devised a way for the emails to
contain snippets, which allow the users to
easily add and remove elements of an
email using the Marketo editor.
• These were then duplicated across other
languages – French and German.
• Overall CleverTouch delivered 33 reusable,
responsive ‘modules’ to be used within
each template, across all regions, enabling a
flexible yet consistent look and structure
every time.
• These templates could be used by anyone
– even without the technical knowledge
usually required to build responsive emails.
33
#CTexp14

Landing pages
The brief
• eFinancialCareers also required
responsive landing page templates
within Marketo using a user-friendly
drag-and-drop interface.
• There were significant technical
challenges that arose including:
– To enhance the user experience, on
submission of a form, the page needed
to refresh to display a thank you
message, rather than routing to another
page.
– The creation of responsive landing page
templates, snippets and forms that were
required to render on multiple devices
and to be created by people with no/little
HTML knowledge.
– Multi-language capability was essential.
E.G 1
E.G 2
34
#CTexp14

Landing pages
The solution
• The result is an advanced template, which uses JavaScript
and jQuery to place elements where the user specifies. It
appears as simple drag-and-drop functionality.
• There are many other JavaScript solutions coded for this
project, including form re-directs, dynamic & responsive
image changing, and the complete rebuilding of any form
generated to allow it to be fully responsive.
• The solution avoids cluttering the Marketo instance with
language templates, by handling translations in the same
manner. The labels on forms can be translated, without
changing the value submitted.
• Today, any in-house user at eFinancialCareers can now
create professional and responsive marketing landing
pages – and without any coding skills.
35
Example desktop page version
Example mobile page version
#CTexp14

Successes to date
• Integrated our external/website contact points with Marketo/Salesforce
• Preference centre
• Content download process
• Qualification campaign
• Campaign briefing process for regional marketers
• Email templates
• Landing page templates
Consistent look and feel – globally!
Basics first
37#CTexp14

Next steps
Data syncs
Update to our basic sync
• Sync purchase data – contract start and end date, products purchased
• Sync usage data – low usage, no usage, high usage
Why do we want to automate our communication plans?
• CRM and marketing platform that can now ‘speak’ to each other
• Support our client contact strategy
− Interact with all clients, not just higher-value clients
• Consistent and intelligent client engagement
− Triggered timely messaging that fits with the clients’ lifecycle
• Increase revenue!
Automation enablement
38#CTexp14

Lifecycle marketing
• Current focus – active clients
− Retention & Client loyalty
» Engagement and usage campaigns
» Renewal campaigns
• Phase two – leads
− Lead nurture
» Nurture Campaigns
» Lead Scoring
• Phase three – prospects
− Awareness
» Lead capture
» Lead Scoring
The future
39#CTexp14

Emma Young
Marketing Manager, Global Clients
(t) 020 7997 7922
(e) eyoung@efinancialcareers.com

The Agenda
10:45 – 11:10 am Break
Adam discusses what clients are expecting and demanding and the
future of effective MA deployments.

Why MA?
What are our Clients doing now and what are they looking to do in
the future?

Marketing Automation isn’t easy, or at least it
shouldn't be…
Don’t buy on the demo or…
…in the book

What percentage of CEO’s rely on
Marketing for (data) insight
in their decision making?
Back to the boardroom…

Answer: a pitiful 8%

Answer: a pitiful 8%
If the CEO is a reformed CFO, this
drops to just 6%

• Increase revenue and the level of customer engagement
• Be a radar to the market, anticipate stakeholders
• Be a source of innovation (and some personality)
• Provide some insight and fresh thinking
• Increasingly translate how technology can shape the
business
Backroom to the boardroom…

Translate what technology can do for the business

Translate what technology can do for the business
…Better yet, create new channels or
business services from customer
insight

CMOs biggest headaches
1. Lead Gen…(Demand Management)
2. Social & big data….the new marketing arms races
3. Technology – applying it
4. Shifting markets & demographics
5. New devices, multi-channel x multiplies
6. Relationships not transactions
7. Providing value & proving the ROI

CMO platform of opportunity?

• Educate not Sell
• Only 1/3rd of clients buy on features.
Forrester Research
• Content = Thought Leadership
• 57% of the buying is done before a company is
engaged
Google & CEB
Marketing is coming of age, led by B2B

• Content is a tactic
• 80% is never seen
• Too many content factories
• Far better to focus on
positioning, segmentation &
targeting first
• Then the infrastructure
• Then the intelligent
engagement
Why content isn’t King
INNOVATION
& INSIGHT
CONTENT &
CAMPAIGNS
INFRASTRUCTURE &
MARKETING STRATEGY
Typical
Point of Activity

Marketing needs a coherent framework…
otherwise after the ‘investment’ there is simply nothing
to show for it…
Except spent energy and wasted budget….

Don’t get distracted along the way…

In their 2012 CMO
study…
What percentage of
CMO’s calculate their
ROI?
Big Data or Big Myth?

In their 2012 CMO
study…
What percentage of
CMO’s calculate their
ROI?
Answer: a woeful 20%
Big Data or Big Myth?

• Only 20% of Marketing Directors even try and attempt to measure ROI*
• MA provides opportunity for ‘Moneyball Marketing’ predict future outcomes based on past activity.
• Data, history, content, campaigns etc..
*Source: Adobe CMO report 2012.
Begin with the end in mind…
Move the game from ROI to revenue forecasting

# x % x ADV
TTD
The 4 business metrics Marketers really should
know

If your engagement cycles are linear and shorter than your buying cycles,
then you are leaving your marketing to chance (cost centre).
Average Buying Cycle (9 months)
Customers buy from people that take time to
understand and serve them better, do it intelligently…
Consider this:

• Data fetch x10 times per day
• 1000s per month automated on the programme
• NO MANUAL INTERVENTION
• Initially a 2 year programme. Extended another 2 years
TIME TO MARKETING

Trend
Micro
Database
Trend
Database
Silverpop FTP
Site
CleverTouch
Data
Transformation
Data manipulated
ready for
silverpop
Trend FTP Site Data put on to
FTP site daily
Silverpop
Database
Data uploaded to
silverpop for
scheduled daily
import
New contacts
added to
Database
POS Segment
#1 #4
Welcome Campaign
Time
Default
Customer
Communications
Regular Monthly Campaigns
Post Purchase Survey
In Trial Segment
#1 #4
Welcome Campaign
Post Trial
Activation
Segment
Post Purchase Survey
#1 #2
Welcome Campaign
Mid Term Survey Renewal Reminders
Activate - Y
Win Back
Campaign
Survey
Activate - N
Ad Hoc Campaigns
#1
#2
#8
Extended Trial Period Campaign
Segment
Highlights- over 4-10k pcm enter this programme, all automated (10 times a day)
5 routes & 9 languages and multi-touch= 250+ scheduled communications
Campaign flow-user journeys

63
Companies that build journeys and engage
clients in a meaningful ways improve
performance and client satisfaction by 30-40%
(McKinsey)
Organisations that engage customers in
personalised multi-touch engagements
typically outperform a transactional approach by
over 50%+ (CleverTouch Marketing)
For Marketers, intelligent engagement is the
new source of innovation in MA

Intelligent engagement starts like this

‘AS IS’ Lead leakage
‘TO BE’ Controlling lead leakage
Cutting out the waste…
…and in building process and rigour; Marketers are re-
defining their business models and re-aligning their
SG&A.

• PayPal helping online retailers go mobile.
• Educate not sell
• Desirable content
• Mobile optimization
• Open rates 25-35%
• 6% of customer base to microsite
• Awareness of mobile payment solutions 11% in 2012, 20%
in 2013.
• 57% positive view of PayPal as an enabler of mobile
payments
• 8% uplift in use.
Great content (and intelligent engagement) are
the new sources of innovation

Identical assets (to NA)
The difference
– NA largely manual
– EMEA & ASIA fully automated
– (6 months: 19 languages)
Automated version personalised delivered much
higher results.
Some stats
– $44:1 ROI
– 18 month cycles
– $2.5m pipeline from recycled ‘dead leads’
Nurturing provides a significant ROI
From transactional to customer engagement
and journeys

68
Time to do the innovative stuff

69
Personalised employee engagement
& onboarding
Engagement starts AFTER
the sale
Net Promoter Score
programme
70% increase in inbound
enquiries inside 4 months
It doesn’t have to start and end with an email

The intelligence base is shifting - company
generated to consumer self-generated

Evolution from MA to Marketing Cloud

…increasingly organisations taking ownership
… from an application architectural perspective to an
informational architecture perspective

• Increase revenue and the level of customer engagement
• Be a radar to the market, anticipate stakeholders
• Be a source of innovation (and some personality)
• Provide some insight and fresh thinking
• Increasingly translate how technology can shape the
business

• Reduce the silos in your business
• Build an infrastructure to support
continuous campaigns and user
generated insight
• Move to marketing forecasting and
not just ROI
• Think beyond campaigns and
beyond email marketing
• Create time for the innovative stuff
Marketing can be a source of opportunity, a driver
of change…or nothing

Marketing should be a source of innovation…
but before you can think outside the box,
you need to BUILD it first.
X
A final thought…

A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (6)

Ähnlich wie A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May

Ähnlich wie A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May (20)

Mehr von CleverTouch

Mehr von CleverTouch (6)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May

Hinweis der Redaktion