Graduating from Email Service Providers
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Consumers have more control than ever, and marketers need to step up their game accordingly. Email service providers (ESPs), vendors that primarily provide batch and blast email capability, can't deliver the behaviorally targeted engagement needed to stay relevant, let alone the integrated multi-channel conversations necessary to maximize the impact of marketing. Only an intelligent marketing automation platform is up to the task. Check out this session with Jon Miller, Co-founder and VP of Marketing at Marketo, to discover: -The limitations of traditional email service providers -What marketing automation is and why its important -Essential reasons to graduate from an ESP to marketing automation -Comparing marketing automation with an ESP
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Graduating from Email Service Providers
- 2. Graduating from ESP to Marketing Automation Jon Miller
- 3. Hi, I’m Jon Miller VP Marketing & Co-Founder at Marketo @jonmiller 1. My first child was born the same month that we incorporated Marketo 2. Born in Ethiopia 3. Can dislocate my thumbs at will 4. Studied Physics at Harvard, captain of high- school debate team and newspaper staff
- 4. Today’s Topics • Limitations of Email Service Providers • What is Marketing Automation? • Delivering on the “New Rules” With Marketing Automation • Create marketing people love with marketing automation • Relationship Building Conversations • Behavioral Targeting for Relevance • Coordinated Multi-channel Campaigns • Strategic Analytics • Customer Lead Management • How To Graduate to Marketing Automation
- 6. 1. Trustworthy 2. Always Relevant 3. Conversations, Not Campaigns 4. Coordinated Across Channels 5. Strategic
- 7. Limitations of Email Service Providers
- 15. Marketing automation is a • Technology that streamlines and automates marketing tasks • so companies can –increase operational efficiency and –grow revenue faster
- 16. 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
- 20. Analytics
- 24. Create marketing people love with marketing automation • Relationship Building Conversations • Behavioral Targeting for Relevance • Coordinated Multi-channel Campaigns • Strategic Analytics • Customer Lead Management
- 30. This #%@& is way too complicated.
- 33. Drag and drop new content
- 37. Tactics to Increase Email Engagement The Key to Relevance is Behavioral Targeting
- 38. Example: Topic of Interest Triggers • Attends event • Downloads content • Click email • Fills out form • Score is changed
- 39. Standard Nurture Triggered Interests Lift Open % 21.7% Open % 34.0% 57% Click to Open % 23.4% Click to Open % 37.1% 59% Click % 5.1% Click % 12.6% 147%
- 41. From Dumb List to Smart Database I can do this myself! No trips to see IT – yay!
- 42. Marketo Multi-Channel Behavioral Listening Web, Email, Social, CRM, Campaign History, Transactions
- 45. Reach&Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Facebook Pages Online Ads Email SocialLift Events Get The “Definitive Guide to Social Marketing” http://marketo.com/DG2SM
- 48. Test & Tune With Social Funnel MetricsJumpStart Tour Referral Results • 13% of participants shared • 45 qualified for sweepstakes • 363 incremental registrations • 16% increase in registrations
- 50. • Open • Click • Unsubscribe • Bounce • Etc.
- 51. 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 ▼
- 52. 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
- 53. Screenshot: Marketo Revenue Cycle Analytics (actual data)
- 56. Scoring Defined Methodology for ranking potential customers in terms of readiness to purchase. Nurture Nurture DisqualifyPromotional Offer Pass to Sales Fit Interest Buying Intent
- 57. • 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 Get The “Definitive Guide to Lead Scoring” http://marketo.com/DG2LS
- 58. Stars and Flames show priority Full list of Interesting Moments
- 60. How Much Does Marketing Automation Cost? Spark Starting at $1,195 Standard Starting at $1,995 Select Starting at $3,195 www.marketo.com/pricing
- 61. Additional Costs and Considerations Software subscription is typically 25-40% of overall investment required for success: • Process definition, consulting • Staff and skills, training • Data: cleansing, augmentation, appending • Content • Lead generation (inbound/outbound) • CRM implementation upgrades @jonmiller #BizCaseMA Marketing Automation Maturity @JonMiller
- 63. Key Tweetable Takeaways 1. Email must be more relevant, more conversational – and ultimately more engaging. 2. Marketing automation includes email and much more – multi-channel conversations, behavioral targeting, strategic analytics! 3. The key to relevance is behavioral targeting – market like Amazon 4. Nobody wants to get “blasted” – engage consumers in multi-channel conversations 5. Don’t just run social campaigns, make every campaign social @JonMiller
- 64. Thank You! Jon Miller @jonmiller Subscribe to blog.marketo.com
- 65. Using the Right Metrics to Build Marketing's Credibility Marketo's Secret Sauce