Digital Marketing Bootcamp - Evaluating Marketing Automation

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<p>Slide 1</p> <p>Evaluating a Marketing Automation SolutionMichael BergerDirector, Product MarketingHi Everyone,Thanks for joining us today for our second webinar in the Digital Marketing Bootcamp series on Evaluating marketing automation solution. Our first webinar went over the top 10 things marketing automation can do for you and today we will be going into how to find the right marketing automation solution for you, your team and your business. We are excited to have Mike Berger who is a direct of product marketing here at Marketo to speak on this topic.1This webinar is being recorded keep an eye out for the slides and recording sent to your email later todayQuestions? Type them in the chat box and we will answer!Posting to social? Use #mktgnationHousekeepingMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketoBefore we get started, I wanted to go over some housekeeping items.First - 2</p> <p>Lead Nurturing CRM IntegrationSales IntelligenceReplicating Success</p> <p>http://bit.ly/1cYYXL5Previously CoveredMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo3General Guidance on Selecting a Marketing Automation SolutionAutomation WorkflowsAnalyticsTodays FocusMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo4</p> <p>Marketing Today is HardMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo5Feature Checkbox vs. Use Case</p> <p>Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo6</p> <p>Features are Different</p> <p>Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo7Use Cases Matter</p> <p>Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo8Simplicity vs. Speed</p> <p>Simplicity Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo9Simplicity vs. Speed</p> <p>SpeedMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo10Value vs. TimeValueTime (weeks)12345Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo11Think Ahead</p> <p>Dont be this guy (or gal)!Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo12My Journey with Marketing AutomationThink AheadAnxietyReliefElationUncertaintyAnxietyPanic!Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo13My Journey with Marketing AutomationThink AheadAnxietyReliefElationUncertaintyAnxietyPanic!7 monthsMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo14Think 3 years outAvoid the this will serve our needs for a year mentalityMigration isnt always easyData is lostThink AheadMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo15Marketing is a revenue driver, not a cost centerInvestment vs. expenseSmall improvements in conversion rates often dwarf price differences between systemsPriceMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo16PriceSystem A$1,700/moSystem B$1,500/moDifference of $6,000 per year</p> <p>Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo17PriceASP = $30,000Average 20 wins per month = $600,000Annual revenue = $7.2M WinWinWinWinWinWinWinWinWinWinWinWinWinWinWinWinWinWinWinWinMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo18PriceOne more win per monthIncremental Revenue = $360,000 per yearIncremental Cost of Solution = $6,000 per yearIf one more win per quarter, still $120,000 vs. $6,000WinWinWinWinWinWinWinWinWinWinWinWinWinWinWinWinWinWinWinWinWinMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo19Automation Workflows20Workflows are the Engine</p> <p>Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo21</p> <p>Workflow Differences</p> <p>ListWorkflow2 ObjectsMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo22</p> <p>Workflow Differences</p> <p>BehaviorListWorkflow3 ObjectsMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo23Workflow Differences</p> <p>Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo24Workflow Differences</p> <p>Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo25</p> <p>Workflow DifferencesWorkflowOne system object can trigger based on behaviors,or affect a segment of database 1 ObjectMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo26Workflows: TriggersBasic</p> <p>Added to list</p> <p>Powerful</p> <p>Clicking a specific link in an emailAt request of another workflowDatabase value changesProduct purchasesTapping a mobile push notificationAdded to a CRM opportunity</p> <p>Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo27Workflows: ActionsSend EmailAdd Wait Step (days)</p> <p>Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo28Workflows: Branching LogicLinearWorkflowYes/No or True/False BranchFull BranchingMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo29Push prospect into a nurturing program when their lead score hits 25.When someone downloads content, score them differently based on who they are.CXO or VPDirector or ManagerPracticionerStudent or Job SeekerScenarioMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo30Workflows: Branching LogicAlmost impossibleRequires lots of lists and multiple workflowsEasy to do in one workflow, no lists requiredMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo31Workflows: RulesFlow throughonce or many?Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo32Workflows: RulesExample: Scoring rulewhere an email click adds 2 points to score.Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo33Workflows: RulesIf prospect clicks email 2x, they are not going to receive scoring credit.Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo34Workflows: RulesA second workflow is then required.Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo35Workflows: RulesIf many times through flow allowed, only one workflow needed to add 2 points for each click.Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo36Analytics37Reporting Maturity CurveMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo38Conversion BasedPageVisitsLeadsConversion %Awesome eBook Landing Page657314.7%Contact Us Landing Page4126816.5%Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo39Vanity Metrics</p> <p>Source: KISSmetrics blog Why You Ought to Throw AwayYour Vanity Metrics for these 5 Customer Metrics.Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo40Opportunities WonPageVisitsLeadsConversion %OppsWinsAwesome eBook Landing Page657314.7%42Contact Us Landing Page4126816.5%125Advanced Analytics Webinar840566.6%63Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo41Single Touch</p> <p>3 months$100K$100KMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo42Single Touch AttributionPageFT RevenueContent: eBook Analytics$100,000Webinar: Advanced Analytics$0Content: Survey Results$0</p> <p>Webinar: Top 10 Marketing Reports$0</p> <p>Tradeshow: Big$0</p> <p>Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo43Multi Touch</p> <p>3 months$25K$0$25K$25K$100K$25KMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo44Multi Touch AttributionPageMT RevenueContent: eBook Analytics$25,000Webinar: Advanced Analytics$0Content: Survey Results$25,000</p> <p>Webinar: Top 10 Marketing Reports$25,000</p> <p>Tradeshow: Big$25,000</p> <p>Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo45Multi Touch AttributionPageMT RevenueMT ROIContent: eBook Analytics$25,000270%Webinar: Advanced Analytics$050%Content: Survey Results$25,000</p> <p>570%Webinar: Top 10 Marketing Reports$25,000</p> <p>318%Tradeshow: Big$25,000</p> <p>37%Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo46Position Marketing as a profit center, not a cost center.Focus on the hole (use case), not the shovel (feature).Understand the tradeoffs between simplicity and speed, and time and value.Workflows are the engine that powers a marketing automation solution. Take the time to understand what they can and cant do.Get beyond vanity metrics. Measure how programs and channels are driving pipeline and revenue.</p> <p>Some Tweetable TakeawaysMarketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketo47Register for more webinars in the Bootcamp Series http://bit.ly/Marketo-Bootcamp</p> <p>Digital Marketing Bootcamp SeriesTopicDateTop 10 Things Marketing Automation Can Do For You6/11/15Evaluating Marketing Automation6/17/15Inbound Success Strategies6/25/15Email and Nurture Best Practices7/9/15Sales and Marketing Alignment7/23/15Measure and Prove ROI8/6/15Marketo Proprietary and Confidential | Marketo, Inc. 6/16/2015@mikedberger @marketoGreat thank you Mike. This was great! Before we get to questions - As a reminder, we still have 4 more webinars in our bootcamp series.Make sure, if you havent done so already, that you register for the upcoming webinars in the series.The next one will be on how to attract more customers, followed by email and nurture best practices, then sales and marketing alignment and finally measuring and proving your ROI.You can register for all of these on the bitly link on the screen. And now lets get to some questions.48Q&amp;AAlso happy to connect on LinkedIn.Twitter: @mikedberger(Jerry) Do you need to already have a lot of content created in order to utilize marketing automation?(Caitlin) Do you need to have a CRM in place? What CRMs does Marketo integrate with?(Ron) How big of a team do you need to have to run marketing automation?(Jane) Do marketing automation platforms provide you with email and landing page templates, or do you have to create your own?</p> <p>49</p>