Evolve19 | Michel Holland | Marketo - Delivering the Best Experience for the B2B Marketer
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Learn why Adobe acquired Marketo, how it fits into the stack, and understand whether or not it’s a solution that compliments your current digital environment.
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Evolve19 | Michel Holland | Marketo - Delivering the Best Experience for the B2B Marketer
- 1. #evolve19 CHANGING THE WORLD THROUGH DIGITAL TRANSFORMATION Michel Holland Senior Solution Consultant Marketo, an Adobe Company Tuesday, August 6th
- 2. #evolve19 2 SO MANY CHANNELS YET SO LITTLE ORCHESTRATION 51% Personalise through email 87% Personalize on mobile devices 38% Personalize across all touchpoints
- 3. #evolve19 3 THE ADOBE EXPERIENCE CLOUD Adobe Experience Platform Adobe Analytics CloudAdobe Advertising Cloud Adobe Marketing Cloud Adobe Commerce Cloud Adobe Analytics Adobe Audience Manager Adobe Experience Manager Adobe CampaignMarketo Engage Adobe Target Magento Commerce Adobe Sensei Search DSP TV Creative
- 4. #evolve19 4 CORE MARKETING FUNCTION AND CAPABILITIES Marketing Automation Platform Cross-Channel Campaign Management Adobe CampaignMarketo Engage Lead Management Integrated Account Profile Account Based Marketing Lead Scoring Sales Enablement Marketing Attribution Lead Nurture Cross- channel Journey Managemen t Integration with CRM Subscription /Lifecycle Managemen t Digital Asset Managemen t Email Programs Campaign Analysis/ Dashboard Integrated Customer Profile Email at Scale Online/Offlin e Real-time Interaction Management AEC Integrations Orchestratio n Offer Management
- 5. #evolve19 5 TYPICAL BUYER/CUSTOMER JOURNEY ATTRIBUTES Audience Account with buying groups as decision- makers Individual or household Buying Cycle Longer, considered buyer journeys Short & more transactional journeys Sales Model Sales managed, high-touch, higher average order size Direct and lower-touch Marketing Content Marketing, lead generation & nurturing, scoring Awareness, perception, transactions Channels Sales and/or online Web/online, store, in- person Marketo Engage Adobe Campaign
- 7. #evolve19 7 MARKETING KPI Marketo Engage Adobe Campaign • Segment Performance • Channel Performance • Marketing Spend & ROI • Opens/Clicks • Conversion Rate • Messages Sent • Opt-ins • Traffic: Lead Conversion • Lead: SQL Conversion • Nurture Email Opens/Clicks • Customer Acquisition Cost • Time in Lead Stage • Prospect Stage Analysis • Registrations
- 8. #evolve19 8 Master Complex Journeys with Engagement Marketing Marketo Engage brings marketing and sales together in a single solution designed to orchestrate personalized experiences, optimize content and measure business impact across every channel, from consideration to conversion and beyond. Market leaders choose Marketo Engage to drive growth with lead management, account-based marketing or hybrid strategies.
- 9. #evolve19 9 ENABLING CUSTOMERS WITH A SPECTRUM OF USE CASES
- 10. #evolve19 10
- 11. #evolve19 11
- 12. #evolve19 12 CUSTOMER SPOTLIGHT: CHARLES SCHWAB “Ultimately, Marketo is going to help marketing & sales to be more relevant and much more targeted in our efforts to acquire, retain, and grow relationships with independent advisors and achieve business results.” – Mary Rosai, SVP of Institutional Services Marketing Company • $2.45 trillion is client assets • 7,000 registered investment advisors served Situation • Lacking insight into where advisors are in 2-3 year buying cycle • Opportunity to deliver more relevant content to help advisors grow their business Evaluated Process • Best platform for lifecycle nurturing • Enterprise-class data management and security Solution • Differentiated messaging across numerous nurture streams based on where advisors are in their journey • Tracking and scoring of advisors’ behavior to help Sales prioritize • Direct revenue attribution of marketing efforts
- 13. #evolve19 13 CUSTOMER SPOTLIGHT: INSIGHT Company • Fortune 500-ranked global provider of digital innovation, cloud and data center transformation, connected workforce, and supply chain optimization solutions and services • Over 7,000 employees Situation • Need to drive qualified leads to build pipeline • Desire for personalized engagement across the buying journey Evaluated Process • Solution that scales for the enterprise • Advanced personalization features • Integrates with their existing tech stack and connection to extensible partner ecosystem Solution • Predictive Content: delivering relevant content based on predictive analytics • Life cycle modeler: define customer journey and measure marketing’s impact • Workspaces & partitions: control across global organization
- 15. #evolve19 15 THE COMPLETE ORCHESTRATION OFFERING FOR B2B
- 16. #evolve19 16 ROADMAP: WHERE ARE WE FOCUSING? NEXT-GENERATION EXPERIENCE PLATFORM FOR THE ENTERPRISE SALES & MARKETING PARTNERSHIP ATTRIBUTION + ANALYTICS AI + ADAPTIVE CAMPAIGNS PARTNER ECOSYSTEM ACCOUNT-BASED MARKETING INTEGRATION
- 17. #evolve19 17 ADOBE AND MARKETO TOP 3 INTEGRATION PRIORITIES Share audiences and segments for activation across channels Consolidate and enhance reporting across products Embed creative asset management and editing within Marketo
- 18. #evolve19 18 MAGIC QUADRANT FOR CRM LEAD MANAGEMENT “CRM lead management is the process of capturing leads, tracking their activities and behavior, qualifying them, giving them constant attention to make them sales-ready, and then passing them on to the sales team.” • Critical Capabilities • Multi-channel lead management • Lead augmentation and deduplication • Lead scoring/qualification • Lead nurturing • Account-based Marketing • Analytics, KPIs and Business Intelligence • Integration with other applications
- 20. #evolve19 20 ABOUT US Mail mholland@adobe.com Linkledin https://www.linkedin.com/in/michelholland/ Michel Holland Senior Solution Consultant Adobe Contact Us www.adobe.com Phone 503.820.7380
Hinweis der Redaktion
- Welcome the audience and introduce We are going to take the next couple minutes to talk about a few exciting topics: The experience cloud and why it’s a game changer in today’s market Marketo Engage? Adobe Campaign? or both? We will dive a little deeper into where marketers fit in this big question and the difference between the two products And of course, we will dive even deeper into Marketo: highlight customers, talk roadmaps, and top priorities for Marketo Engage.
- Although the promise of cross or omni channel personalization is great, the obstacles to delivering these experiences are many—even for sophisticated digital marketers. The challenges start with the way most companies are set up. Because internal teams aren’t connected to each other, experiences are often executed and measured in isolation. Organizations aren’t designed for the new cross-channel world order. So a terrible experience with the operations department isn’t connected to a great experience with the sales department at the other end. In fact, these departments don’t even know that the other experience exists. What’s more, many companies lack a centralized place to create, manage, and orchestrate experiences, which means data from critical channels like display and web can’t be integrated with other valuable data sources, like CRM systems, call center logs, or product return records. Because of this, the picture of the customer often remains incomplete.
- Our foundations are simple: Open, Real-Time Profile [customer data together, ability to take action on it in milliseconds] Content Velocity [personalization at scale requires as much content as it does data, million personalized, million variations of creative, doesn’t scale] Cross-Channel Orchestration [sequence activities, 5 promotional emails just after a delayed flight where we lost your luggage] Intelligence [leverage the best of AI to amplify the impact data and content] We have seen these topics emerging over the past few years an have been building, innovating and investing towards it: Customer Analytics and platform: Pretty much anybody can create a closed, limited profile, but Adobe leverages data from all connected systems, including our unparalleled store of actual behavioral data, and creates the most universal, unified experience profile the world has ever seen. Content Creation and Management: Content Velocity is about personalized experiences at massive, world-wide scale, and more content is created in Adobe tools by an order of magnitude, and that content gets personalized and delivered by the best-reviewed, most successful Experience Cloud in the industry. Real-time, cross-channel, experience delivery management: Milliseconds matter when you are doing true cross-channel orchestration. Adobe orchestrates the entire end-to-end customer experience, moment to moment. Adobe Sensei AI: We aren’t talking about winning chess matches or predicting the weather. Adobe Sensei is purpose-built to enhance experience and content intelligence – the domains where Adobe is uniquely suited to innovate. Robust Ecosystem: Nobody can do this alone, not even Adobe. We now count our community at over 350,000 developers and more than 3,000 partners. With our village, we move mountains.
- STILL need to get notes on this one!
- Volume (data, profiles, communications) Transactions B2C Medium to extremely high-volume – hundreds of thousands to hundreds of millions of profiles B2B Low to medium volume – thousands to low millions of profiles Variety (buying model) B2C Predominately an individual decision maker B2B Predominately a group decision or group influenced decision Vectors (selling model) B2C Self-serve or low friction (online, POS, kiosk, mobile app) B2B Usually involves a Lead Management process (dynamically scoring leads or accounts, prioritization and routing to a salesperson and integration/use of a sales force automation (SFA) tools); purchase may be closed online or via phone, but often involves agreements, signatures, purchase orders, etc. Veractiy (information required to make the decision) B2C Minimal to moderate information is required by the buyer as they go from awareness to action B2B Moderate to large volume of information is required for the buyer to move from awareness through interest and selection Value (transaction amount) B2B Low to medium price points, minimal financial risk B2C Medium to high price points, usually involves a relatively large financial risk Velocity (journey duration) B2C Short cycles – days to weeks B2B Long cycles – many weeks to many months and even occasionally years
- B2B centers around an Account, thereby requiring unique set of capabilities to rationalize the numerous identities and personas that make up the Account The same foundation will be used to extend to other domains like B2B where consumers are replaced by Accounts or ‘Demand Units’. The satellite entities show additional context that augments the context in B2B By connecting XDM and CDM over the pipeline, we will support batch and real-time use cases like: Real-time messaging based on sales rep actions Real-time messaging based on customer service actions etc Also, with this approach we can differentiate against
- B2B centers around an Account, thereby requiring unique set of capabilities to rationalize the numerous identities and personas that make up the Account The same foundation will be used to extend to other domains like B2B where consumers are replaced by Accounts or ‘Demand Units’. The satellite entities show additional context that augments the context in B2B By connecting XDM and CDM over the pipeline, we will support batch and real-time use cases like: Real-time messaging based on sales rep actions Real-time messaging based on customer service actions etc Also, with this approach we can differentiate against
- No notes here- just read from slide*
- Marketo has a wide breadth of customers across industries. We have a big names in every single industry from Facebook to Toyota to Forbes to Charles Schwab. We also have small business within the Marketo family too What do they have in common? The need to educate buyers and keep them engaged over long arcs of time until they're ready to talk with a sales or service person about an offering. They all have a lead management or account-based marketing use case
- Channels: Marketers can no longer just do email or just do social. We need to have a multi-channel, orchestrated campaign experience in order to delight our prospects and customers during the buying journey. Marketo enables marketers to plan campaigns, engage with prospects through different stages, and measure the impact of their actions on revenue. All of this is powered by a foundation layer that allows
- Our innovation agenda is squarely focused on helping you though Digital Transformation, of any size, so you can become an experience business and drive growth now and in the future. We have eight key investment areas to help you do that, and 2019 is an exciting year because you’ll be able to reap the rewards of some of the bigger, longer term investments we’ve making. These investment areas include: Next-Generation Experience – we’ve completely re-imagined the experience in Marketo to help marketers build highly engaging campaigns in record time Platform for the Enterprise – we’ve been re-building the foundation of our platform for performance, scalability and security and have made significant investments in enterprise-grade capabilities Sales & Marketing Partnership – whether inbound, outbound or allbound, the partnership between sales and marketing is critical and we’ve been continuing streamline the workflows to engage customers across the journey, together Attribution & Analytics – we acquired Bizible last year to become out flagship attribution offering and are creating a unified analytics infrastructure to power our offerings, and connect Marketo with Adobe Analytics AI + Adaptive Campaigns – we want to massively scale marketing efforts by leveraging intelligent and autonomous engagement capabilities built on rich behavioral profiles Partner Ecosystem – We plan to extend support for LaunchPoint - the most complete ecosystem of B2B technologies - to connect partner applications seamlessly into Marketo for a fully integrated user experience Account-Based Marketing – We’re continuing to build support for deploying ABM strategies across Marketo and connecting Launchpoint partners for a true end-to-end ABM solution Integration – Our vision is to build a B2B experience cloud and our initial focus is connecting Marketo into Adobe Experience Platform and supporting highly requested workflows across products
- Our vision as part of Adobe is to make every business an experience business. And to do that, we’re creating the world’s first B2B experience cloud. Here are our first few priorities for integrating with Adobe Experience Cloud. Audience and segment activation - One of the biggest areas to create huge value for our customers is sharing audiences and segments across the Experience Cloud products •Imagine using Marketo Smart Lists within Adobe Target or Ad Cloud as part of an integrated campaign •To enable this we are now syncing IDs between Marketo and DX solutions •This will allow customers to have a single identifier for all audiences and a consistent and complete view of the customer •As a result, customer will be able to create a unified experience across all of the Adobe and Marketo touchpoints Cross-product reporting - We will allow marketers to easily combine their analytics data from Marketo and Bizible with Adobe data in a single data store •This will also all them join datasets, perform ad hoc queries, and visualize the combined data seamlessly to see the complete impact of their campaigns •By leveraging the visual power of Adobe Analytics, Marketo customers get even more insights and and drive greater performance with their data Creative sharing - Today, if you are using Design Studio, accessing and editing approved content assets happens outside of Marketo •It is often an ad hoc, non-managed process resulting in extra time and version control issues •Customer using Experience Manager, will be able to pick assets directly from DAM right with the Marketo content editing workflow Sensei - We’ll also begin bringing the power of Sensei to Marketo products •This means tapping into over 200 data scientists dedicated to solving marketing problems with AI