marketing automation at mobify - luke starbuck
TRANSCRIPT
![Page 1: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/1.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
Marketing Automation at Mobify:
Journey into results-focused marketingLuke Starbuck, Director of Demand Generation
![Page 2: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/2.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Marketing-created won deals now have 34% higher deal value than outbound-created
• Marketing is now creating 44% of the sales pipeline, 47% of won deals
• Savings of 75% work effort through lead qualification
• Running complete lead-to-revenue management
• Maturity in B2B marketing practices, processes and measurement
Summary
![Page 3: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/3.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
1. Experiences with Marketing Automation2. Why we chose Marketing Automation3. Educating the organization4. How to evaluate solutions5. Our implementation process6. Practical tactics for success7. Results
Agenda
![Page 4: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/4.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Driven improved results• Superior measurement and reporting• Strategic benefits in forecasting and prioritization• Maturity in all marketing activities and team
knowledge
1. Experiences with Marketing Automation
![Page 5: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/5.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
2. Why we chose Marketing Automation
![Page 6: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/6.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Marketing ‘before’ picture was a lot of activities that were aimed at improving the metrics - campaign success, website visitors, number of MQLs.
• No idea how activities impacted booked revenue
2. Why we chose Marketing Automation
![Page 7: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/7.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Tracking typical metrics - • website visits• form completes• blog visits• bounce rate• form completes to MQL• email subscribers (blog)• signup conversion (blog)
• Manual MQL qualification - turnaround time between 1-3 days
• Many poor-fit leads getting to the sales team
2. Why we chose Marketing Automation
![Page 8: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/8.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• No buyer personas, buyer’s journey, buying stages, content by stage
• No alignment with sales messaging, no common value proposition to bring to the customer
• Poor buying experience - inbound leads
• No insights into effectiveness of content or marketing activities down the funnel to closed won deals
2. Why we chose Marketing Automation
![Page 9: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/9.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Increasing market pressure - shrinking deal size• Marketing spend outpacing growth metrics- 9
person marketing team producing ebooks, webinars, website, blog posts, landing pages, email blasts. Costs escalating.
2. Why we chose Marketing Automation
Q Q Q Q0
25000
50000
75000
100000$
![Page 10: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/10.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
3. Educating the organization
![Page 11: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/11.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
3. Educating the organization
![Page 12: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/12.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Colleagues outside marketing may not have a grasp on marketing automation vs regular analytics, and email marketing systems
3. Educating the organization
!=
![Page 13: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/13.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Colleagues outside marketing need to understand the ‘why’, not the ‘how’.
• Focus on the outcomes that are expected - case studies
• Focus on revenue numbers and deep-funnel metrics• Improvement to opportunities. • Improvement to win rate. • Decrease in cost of sales accepted
opportunities.
3. Educating the organization
![Page 14: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/14.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Need to be able to manage a buyer’s experience with more granular control than email blasts and drip campaigns, or other more simple methods of tracking leads
3. Educating the organization
![Page 15: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/15.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• IT team needs to understand the tracking on the website, and how it is different
• Share with the IT team - current challenges and how current tools don’t provide what’s needed.
3. Educating the organization
![Page 16: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/16.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
4. How to evaluate solutions
![Page 17: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/17.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• First must-have in selection phase is connection with CRM
• If replatforming CRM - great opportunity!
4. How to evaluate solutions
![Page 18: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/18.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Beware overly complex platforms
• Avoid being locked into an overly-simplistic platform (future growth)
• Aim to have room to grow, but keep costs reasonable
4. How to evaluate solutions
![Page 19: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/19.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Support network both online and offline - this is key
4. How to evaluate solutions
![Page 20: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/20.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• We liked having flexibility in plans and integrations with many other vendors - next year to 2 years what will you implement?
• Start small and grow in features and database size
4. How to evaluate solutions
![Page 21: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/21.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• We learned from the Marketo team - their eBooks and guides were the most useful, relevant and helpful we had seen.
• Marketing automation is part technology, part team learning and part workflow. Look for a vendor that will support your team’s learning.
4. How to evaluate solutions
![Page 22: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/22.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
5. Our implementation process
![Page 23: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/23.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Marketo shares their key internal metrics and methods- Our team learned from them and adopted practices
5. Our implementation process
![Page 24: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/24.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Needed to do prep work mapping buyer personas, buying journey, new combined marketing/sales funnel
5. Our implementation process
![Page 25: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/25.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
6. Practical tactics for success
![Page 26: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/26.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Adopt the Sirius Decisions Demand Waterfall v2 - it makes everything simpler.
6. Practical tactics for success
![Page 27: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/27.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• VP Sales buy-in - help them see how it will make them more money
6. Practical tactics for success
![Page 28: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/28.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• First step is to complete the pre-work (buyer’s journey, personas, lead stages)
• Don’t rush it - getting the architecture right the first time takes a little longer but saves a lot of time and money in the long run.
• Consider getting a coach/implementation consultant if you have more than a few sales/marketing people
6. Practical tactics for success
![Page 29: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/29.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Implementation drives a better understanding of your customer
• Need to know influencer personas in the buying group of 5.4 people (CEB) if you market to enterprises.
6. Practical tactics for success
![Page 30: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/30.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
7. Results
![Page 31: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/31.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Delivering more closed won revenue via inbound with less resources (5 team members vs 9)
• 34% higher deal value than outbound-created
7. Results
Inbound Outbound0
0.35
0.7
1.05
1.4
1.75
Avg Deal Value
![Page 32: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/32.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Creating 44% of pipeline $
• Creating 47% of closed won $
• Higher win rate on marketing sourced opportunities
7. Results
Inbound Out-bound
All Other
0
12.5
25
37.5
50
62.5
Pipeline Closed Won
![Page 33: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/33.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• 75% savings in manual lead processing time - Fully automated gating process that pre-qualifies leads to nurture - enriched data and scorecard with 5 factors
7. Results
January July0
1
2
3
4
5
Time to process
![Page 34: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/34.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• 15 minute call-backs to qualified leads who submit through contact form (previously 1-3 days)
7. Results
January July0
3.5
7
10.5
14
17.5
Hours to call back(during working hrs)
![Page 35: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/35.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Rollout of CASL compliance in under a week - uniform landing pages, email nurture, and database rules
• Scaled up outbound sales development team from 1 to 5 people in 6 months- automated campaigns, tracking, content and scoring
7. Results
![Page 36: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/36.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Less low-probability opportunities in pipeline, dramatically higher close rate - sales resources can now invest more in high-probability deals- CRM improvements driven by the need to report lead progression and velocity through the funnel
7. Results
vs
![Page 37: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/37.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• Prioritization of strategy- Implemented advanced dashboards (3rd party) for granular insights into time in stage, and where there are bottlenecks and dropoffs in early funnel stages
7. Results
Example only
![Page 38: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/38.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
• All marketing activities have full attribution - reporting pipeline contribution by channel and campaign
• Marketing, sales development and sales teams closely aligned - Same value proposition through content, website, nurturing emails, SDRs, Account Executives
• Executive team insight - accurate forecasting (deal size, future pipeline), correlation from spend to pipeline
• More predictability for the business - critical for bookings, revenue and hiring plans
7. Results
![Page 39: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/39.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
Questions? Connect with me
Luke StarbuckDirector of Demand [email protected]
www.lukestarbuck.com
![Page 40: Marketing Automation at Mobify - Luke Starbuck](https://reader036.vdocuments.mx/reader036/viewer/2022062420/55d49cb0bb61ebaf2c8b45af/html5/thumbnails/40.jpg)
Page ‹#› © 2014 Marketo, Inc. #MKTGNATION14
Q&A