Learn about how to select a marketing automation solution, the pitfalls and shortcuts, and see the results of a marketing automation implementation at a SaaS company selling into enterprise B2B accounts.
#mktgnation14 @marketo
B2B Marketing Automation Case Study - Marketo implementation at Mobify
1. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
Marketing Automation at Mobify:
Journey into results-focused marketing
Luke Starbuck, Director of Demand Generation
2. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Marketing-created won deals now have 34%
higher deal value than outbound-created
⢠Marketing is now creating 44% of the sales
pipeline, 47% of won deals
⢠Savings of 75% work effort through lead
qualification
⢠Running complete lead-to-revenue
management
⢠Maturity in B2B marketing practices,
processes and measurement
Summary
3. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
1. Experiences with Marketing Automation
2. Why we chose Marketing Automation
3. Educating the organization
4. How to evaluate solutions
5. Our implementation process
6. Practical tactics for success
7. Results
Agenda
4. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Driven improved results
⢠Superior measurement and reporting
⢠Strategic benefits in forecasting and prioritization
⢠Maturity in all marketing activities and team
knowledge
1. Experiences with Marketing Automation
6. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Marketing âbeforeâ
picture was a lot of
activities that were
aimed at improving the
metrics - campaign
success, website visitors,
number of MQLs.
⢠No idea how activities
impacted booked
revenue
2. Why we chose Marketing Automation
7. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Tracking typical metrics -
⢠website visits
⢠form completes
⢠blog visits
⢠bounce rate
⢠form completes to MQL
⢠email subscribers (blog)
⢠signup conversion (blog)
⢠Manual MQL qualification -
turnaround time between 1-3
days
⢠Many poor-fit leads getting to
the sales team
2. Why we chose Marketing Automation
8. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠No buyer personas, buyerâs journey,
buying stages, content by stage
⢠No alignment with sales messaging,
no common value proposition to bring
to the customer
⢠Poor buying experience - inbound
leads
⢠No insights into effectiveness of
content or marketing activities down
the funnel to closed won deals
2. Why we chose Marketing Automation
12. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Colleagues outside marketing may not
have a grasp on marketing automation vs
regular analytics, and email marketing
systems
3. Educating the organization
!=
13. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Colleagues outside marketing need to
understand the âwhyâ, not the âhowâ.
⢠Focus on the outcomes that are
expected - case studies
⢠Focus on revenue numbers and deep-
funnel metrics
⢠Improvement to opportunities.
⢠Improvement to win rate.
⢠Decrease in cost of sales accepted
opportunities.
3. Educating the organization
14. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Need to be able to manage a buyerâs experience
with more granular control than email blasts and
drip campaigns, or other more simple methods of
tracking leads
3. Educating the organization
15. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠IT team needs to
understand the
tracking on the
website, and how it
is different
⢠Share with the IT
team - current
challenges and how
current tools donât
provide whatâs
needed.
3. Educating the organization
16. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
4. How to evaluate solutions
17. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠First must-have in
selection phase is
connection with CRM
⢠If replatforming CRM -
great opportunity!
4. How to evaluate solutions
18. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Beware overly
complex platforms
⢠Avoid being locked
into an overly-
simplistic platform
(future growth)
⢠Aim to have room to
grow, but keep costs
reasonable
4. How to evaluate solutions
19. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Support network
both online and
offline - this is key
4. How to evaluate solutions
20. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠We liked having
flexibility in plans and
integrations with many
other vendors - next
year to 2 years what will
you implement?
⢠Start small and grow in
features and database
size
4. How to evaluate solutions
21. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠We learned from the Marketo
team - their eBooks and guides
were the most useful, relevant
and helpful we had seen.
⢠Marketing automation is part
technology, part team learning
and part workflow. Look for a
vendor that will support your
teamâs learning.
4. How to evaluate solutions
23. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Marketo shares
their key internal
metrics and
methods
- Our team learned
from them and
adopted practices
5. Our implementation process
24. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Needed to do prep
work mapping buyer
personas, buying
journey, new
combined
marketing/sales
funnel
5. Our implementation process
26. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Adopt the Sirius
Decisions Demand
Waterfall v2 - it makes
everything simpler.
6. Practical tactics for success
27. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠VP Sales buy-in - help
them see how it will
make them more
money
6. Practical tactics for success
28. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠First step is to complete the
pre-work (buyerâs journey,
personas, lead stages)
⢠Donât rush it - getting the
architecture right the first
time takes a little longer but
saves a lot of time and money
in the long run.
⢠Consider getting a
coach/implementation
consultant if you have more
than a few sales/marketing
people
6. Practical tactics for success
29. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Implementation drives a
better understanding of your
customer
⢠Need to know influencer
personas in the buying group
of 5.4 people (CEB) if you
market to enterprises.
6. Practical tactics for success
31. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Delivering more closed won revenue via inbound
with less resources (5 team members vs 9)
⢠34% higher deal value than outbound-created
7. Results
0
0.35
0.7
1.05
1.4
1.75
Inbound Outbound
Avg Deal Value
32. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Creating 44% of pipeline $
⢠Creating 47% of closed won $
⢠Higher win rate on marketing sourced opportunities
7. Results
0
12.5
25
37.5
50
62.5
Inbound All Other
Pipeline Closed Won
33. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠75% savings in manual lead processing time
- Fully automated gating process that pre-qualifies leads to
nurture - enriched data and scorecard with 5 factors
7. Results
0
1
2
3
4
5
January July
Time to process
34. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠15 minute call-backs
to qualified leads
who submit through
contact form
(previously 1-3 days)
7. Results
0
3.5
7
10.5
14
17.5
January July
Hours to call back (during
working hrs)
35. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Rollout of CASL compliance in under a week
- uniform landing pages, email nurture, and database rules
⢠Scaled up outbound sales development team
from 1 to 5 people in 6 months
- automated campaigns, tracking, content and scoring
7. Results
36. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Less low-probability opportunities in pipeline,
dramatically higher close rate - sales resources can
now invest more in high-probability deals
- CRM improvements driven by the need to report lead progression
and velocity through the funnel
7. Results
vs
37. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠Prioritization of strategy
- Implemented advanced dashboards (3rd party) for granular
insights into time in stage, and where there are bottlenecks
and dropoffs in early funnel stages
7. Results
Example only
38. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
⢠All marketing activities have full attribution -
reporting pipeline contribution by channel and
campaign
⢠Marketing, sales development and sales teams
closely aligned - Same value proposition through
content, website, nurturing emails, SDRs, Account
Executives
⢠Executive team insight - accurate forecasting (deal
size, future pipeline), correlation from spend to
pipeline
⢠More predictability for the business - critical for
bookings, revenue and hiring plans
7. Results
39. Page âš#⺠Š 2014 Marketo, Inc.#MKTGNATION14
Questions? Connect with me
Luke Starbuck
Director of Demand Generation
luke@mobify.com
www.lukestarbuck.com