Von Email Marketing zu Marketing Automation
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Marketo und Swiss Online Publishing | Marketing Nation Live DACH 2016
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Von Email Marketing zu Marketing Automation
- 2. Von Email Marketing zu Marketing Automation Thomas Tack Account Executive| Marketo EMEA
- 3. Denken Sie an die komplette Organisation • Marketing • Sales • IT • CRM / E-commerce / DW • Datenschutz / Datensicherheit • Communications • Agenturen & Partner • Vorstand / Geschäftsführung
- 4. Integration • Setzen Sie Prioritäten; Bi- Direktional, Häufigkeit etc. • Bilden Sie Prozesse darum z.B. Lead Zuteilung; Trigger, Nachrichten an Sales; Training
- 5. Marketing / Sales Alignment • Bilden Sie einen Champion in Sales und Marketing • Sie müssen sich mit Vertrieb an EINEN TISCH setzen für Plannungen und Entscheidungen: • Lead Zuteilung zu verschiedenen Gebieten, Industrien, Produkten etc. • Scoring Kriterien • Definieren Lead Stufe, KPIs, Target accounts • SLA mit Sales
- 7. Measure and Optimize the Sales Process S S S S SS M M M M M M M SAutomatisiert in Marketo CRM Triggers in Marketo Marketing Verantwortung Sales Verantwortung M S M
- 8. Was sind Meilensteine die Sie erreichen wollen? • …..wenn Sie wechseln zu: • Lead management • Automatisierten Nurturing • Account Based Marketing • Webpersonalisierung in Echtzeit
- 9. Flow Conversion Impact Investment Revenue Performance Other # New Names % Names to Prospects % of Pipeline Contributed by Marketing Investment per New Name MT Opportunity Created and Revenue Expected Balance of Prospects in Key Stages # Prospects % Prospects to MQLs Value of Pipeline Contributed by Marketing Investment per Prospect Marketing Influence on Opportunity Created and Won Balance of Open Opportunities # MQLs % MQLs to SALs % of Wins Contributed by Marketing Investment per MQL MT Opportunity Won by Programs/Channels Velocity/Cycle Time for New Name to MQL # SALs % SALs to Opportunities Value of Wins Contributed by Marketing Investment per SAL MQL Trend Month/Month Velocity/Cycle Time for New Name to Win # Opportunities % Opportunities to Wins Investment per Opportunity MQL Forecasting # Wins Investment per Win Top 20 Programs by MT ROI # Losses Avg. Number of Successes Per Win Sinnvolle Kennzahlen
- 10. DANKE
- 12. DANKE
Hinweis der Redaktion
- Update with new cover from visual brand deck.
- ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc. ABM: see JA/MT materials WP: see JA/MT materials
- ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc. ABM: see JA/MT materials WP: see JA/MT materials
- ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc. ABM: see JA/MT materials WP: see JA/MT materials
- Within Marketo, you can create a model to measure and optimize your marketing and sales processes. The beginning of the funnel, seen here on the left, is controlled by marketing and is automated by Marketo. Once a lead is passed to sales, control over the progress of the lead is managed by sales in the CRM system, but Marketo still has visibility into all of the actions and reporting so that you can focus your optimization on the entire revenue cycle.
- ALM: CRM integration/business process alignment with S/M; scoring; lead lifecycle/RCM AN: Eng progs for new cust onboarding; retention/lapsed; top of the funnel etc. ABM: see JA/MT materials WP: see JA/MT materials
- If you set up this revenue model in Marketo, you will get very useful metrics that can help you optimize your business. The model will give you information on flow, conversion, impact, and ROI, just to name a few.
- Update with new cover from visual brand deck.
- Update with new cover from visual brand deck.