everything you've always wanted to know about marketing automation
DESCRIPTION
See this presentation by Jon Miller, VP of Marketing at Marketo, to learn everything you've always wanted to know about marketing automation.TRANSCRIPT
AMA WebcastEverything You Need to Know About Marketing Automation
Presenter:Jon Miller, Vice President of Marketing, Marketo Moderator:Anthony Salas, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audioParticipants (US & Canada, Toll Free): 888 223 4959 International Participants: +1 303 223 4389
© 2013 Marketo, Inc.
We will start shortly. Meanwhile, how many words can you find? Each word must contain the central M and no letter can be used twice. The letters do not have to be connected. Proper nouns are not allowed. There is at least one nine letter word.
W I E
H M L
A E N
Everything You’ve Always Wanted to Know about Marketing Automation
© 2013 Marketo, Inc.
We will start shortly. Meanwhile, how many words can you find? Each word must contain the central M and no letter can be used twice. The letters do not have to be connected. Proper nouns are not allowed. There is at least one nine letter word.
W I E
H M L
A E N
Everything You’ve Always Wanted to Know about Marketing Automation
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You have the ability to send marketing emails.
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You can easily create new landing pages for each campaign.
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You can set up the emails for a webinar up-front and let it run ‘lights-out’.
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Prioritize a list of potential customers based on fit and likelihood to buy.
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You can measure the pipeline contribution of each marketing program.
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If your hand is still up, grab a cup of coffee…
…everyone else, keep listening
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Everything You've Always Wanted to Know About Marketing Automation
© 2013 Marketo, Inc.
Your Speaker
Jon Miller@jonmiller
Subscribe to blog.marketo.com
#DG2MA
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• Chat box is available if you have any questions
• There will be time for a Q&A at the end • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides/recording • Twitter hashtag: #marketingautomation
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Topics: Definitive Guide to Marketing Automation• What is Marketing Automation?• The Difference Between Email
Marketing and Marketing Automation
• Business Case for Marketing Automation
• Getting Successful with Marketing Automation – More than Technology
• How to Buy Marketing Automation
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Marketing automation is a• Technology that
streamlines and automates marketing tasks
• so companies can • increase operational
efficiency and • grow revenue faster
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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
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Email Marketing
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Landing Pages & Forms
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Behavior Tracking
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Marketing Database of Record
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Workflow / Automation
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Scoring
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Lead Management
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Lead Generation / Program
Management
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Events
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CRM Integration / Sales Intelligence
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Social Marketing
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Marketing Analytics
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MarketingAutomation
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Create marketing people love with marketing automation
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The Core Benefits of Marketing Automation• Streamline the
marketer’s world
• Measure and prove marketing ROI
• Increase revenue by optimizing the funnel
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Streamline The Marketer’s World
• Simplify and automate repeatable processes
• Single platform• Fewer agencies
@jonmiller #BizCaseMA
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System of
recordMeasure /
test / optimi
zeProve program ROI
Measure and Prove Marketing ROI
@jonmiller #BizCaseMA
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Increase Revenue By Optimizing The Funnel
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Value of Marketing Automation
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Value of Marketing Automation
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How Much Does Marketing Automation Cost?Usually Based on Edition + Number of Contacts + Contract Term
@jonmiller #BizCaseMA
Example: Marketo Pricing (27 Feb 2013)
www.marketo.com/pricing
Eloqua, Hubspot, and Pardot also publish some pricing
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Don’t Leave Your Ferrari In the Garage
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• Strategy and Process
• Content and Lead Generation
• People
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Strategy and Process
“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency.
The second is that automation applied to an inefficient operation will magnify the inefficiency.”
- Bill Gates
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Content and Lead Generation
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People
• Business processes design and implementation
• Analytics• Technical
aptitude
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My Most Important Advice
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1. Write down your goals for the project
Credit: Sanitaryum
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2. Identify your requirements
Credit: HahaStop.com
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3. Evaluate potential vendors against your scenarios
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4. Talk to references
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5. Choose! Focus on value, not cost.
© 2013 Marketo, Inc.
Everything you ever wanted to know (and then
some) about marketing
automation
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Why Marketo?
• Easy• Powerful• Complete
© 2013 Marketo, Inc.
Questions?
Jon Miller@jonmiller
Subscribe to blog.marketo.com
Thank You for your Participation!
Additional questions? General AMA Questions can be sent to: [email protected]
Recording and slides
You will be provided with a recording of today’s presentation.
Twitter Please reference #marketingautomation when tweeting about this webcast.
Today’s Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA.