Upload
scribe-software-corp
View
527
Download
0
Tags:
Embed Size (px)
Citation preview
CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Marketing Automation Webinar #2: Graduating from Email Service Providers
years experienceglobal partnerscustomers worldwide
151,000
12,000
CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.2
Housekeeping
• VOIP is enabled, however if you cannot hear please use web meeting dial in details
• phone lines are muted
• presentation is approximately 50 Minutes
• use the questions feature to submit questions
• all questions will be addressed at the end of presentation
CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.3
Lynn HarringtonDirector, ISV EnablementScribe Software @[email protected]
Graduating from Email Service Providers
Jon MillerVice President of MarketingMarketo @[email protected]
#RevEngine @jonmiller
Hi, I’m Jon MillerSubscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff4. My first child was born the same month that
we incorporated Marketo
#RevEngine @jonmiller
Today’s Topics
• What is Marketing Automation?
• Common Features in Marketing Automation
• Using Marketing Automation to Graduate from ESP:• Relevance• Conversations• Smart sales• Right metrics
#RevEngine @jonmiller
Marketing automation is a• Technology that
streamlines and automates marketing tasks
• so companies can • increase operational
efficiency and • grow revenue faster
#RevEngine @jonmiller
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
#RevEngine @jonmiller
More Targeted Sends are More Engaging
100 1000 10000 1000000
50
100
150
200
250
300
350
400
Email Delivered
Enga
gem
ent S
core
Source: Marketo research
#RevEngine @jonmiller
Triggered Interests Standard Nurture Lift
Open % 34.0% Open % 21.7% 57%
Click to Open % 37.1% Click to Open % 23.4% 59%
Click % 12.6% Click % 5.1% 147%
Value of Behaviorally Triggered Interests
#RevEngine @jonmiller
What did the consumer open and/or click on? Where did they convert?What did they forward?
Actions Matter – EMAIL
#RevEngine @jonmiller
Did the consumer mention your company on Twitter?Share your content?
Actions Matter – SOCIAL
#RevEngine @jonmiller
Did the consumer visit your website?How recently?What did they look at?
Actions Matter – WEBSITE
#RevEngine @jonmiller
What programs was the consumer part of? What did she respond to?
Actions Matter – CAMPAIGN HISTORY
#RevEngine @jonmiller
What is the recent purchase history? Deposits / withdrawals?
Actions Matter – TRANSACTIONS
#RevEngine @jonmiller
ESPs Only Track Email Behaviors
For sophisticated targeting rely on technical databases and complex queries.
#RevEngine @jonmiller
But I’m a Marketer, not a Programmer!
I can do this myself! No trips to see IT – yay!
#RevEngine @jonmiller
“I just downloaded this off your site 2 days ago, and now
you’re sending it again!”
#RevEngine @jonmiller
THEN NOW
New content = need to reprogram
Drag-and-drop new content into Smart Streams
Expired content Content expiration dates
Duplicate content Never send the same content twice
Too many emails Frequency limits
Consumer fall off the end of tracks Exhausted content
#RevEngine @jonmiller
Scoring Defined
Methodology for ranking potenital customers in terms of readiness to purchase.
Nurture Nurture DisqualifyPromotional Offer
Pass to Sales
Fit Interest Buying Intent
#RevEngine @jonmiller
• Early stage content +3• Attend webinar: +5• Visit any webpage /
blog : +1• Visit careers pages: -10• Decay inactivity:
-1, -5, -10
Latent Behaviors (Engagement)
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for branded
keyword “Marketo” +8
Active Behaviors(Buying Intent)
#RevEngine @jonmiller
Italian Workspace Joe Smith: Acme Inc. Community Help
Search… +
Search… +
Recently Updated
Practical B2B Lead Generation
Added Mar 30, 2013 Sent
12,10582
Thought Leadership
Edited Mar 25, 2013 Sent
12,10570
Lead Scoring Best Practices
Edited Mar 22, 2013 Sent
12,10555
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
65Engagement
55dNext Cast
Members
In Track Exhausted Paused
3,450
50 35
Mar 18, 2013Engagement: 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 ▼
#RevEngine @jonmiller
Why Measuring Return is Hard
• Multiple touches. Seven touches needed to convert a cold lead into a sale
• Multiple influencers. Typical buying committee has 5-21 people
#RevEngine @jonmiller
What Generates Pipeline for Marketo?
Source: Marketo Revenue Cycle Analytics, June 2013
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)
#RevEngine @jonmiller
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
CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.77
Graduating from Email Service Providers
Next Steps: scribesoft.com/maw
Participate in the rest of the Marketing Webinar Series @scribesoft.com/maw
Marketing Automation Webinar #1: The CMO Imperative Marketing –Scribe
Next up: Aug 6 - Marketing Automation Webinar #3: The Cost of Dirty Data by ReachForce
Sept 23 - Marketing Automation Webinar #4: Improving the
Customer Experience Capturing and Using the Right Data
by Silverpop