© 2014 Quintiq Holding B.V. All rights reserved. Quintiq is a registered mark of Quintiq Holding B.V.

Marketing Automation at Quintiq

Marketo Live in Amsterdam

Diederik MartensGlobal Marketing Automation ManagerQuintiq

9 October, 2014

2© 2014 Quintiq

@DiederikMartensGlobal Marketing Automation Manager at Quintiqhttp://nl.linkedin.com/in/diederikmartens

Previous positions include: B2B Marketing Consultant, Global Online Marketer, Consultant at full service internet agency

I'm a creative and ambitious results-driven (digital) marketer with a passion for: Marketing Automation, Demand Generation, Buying Journeys, Lead Life Cycle, Event Driven Marketing, CRM, Lead Scoring, e-Commerce, and marketing technology.

Diederik Martens

I have created, managed, but also executed (digital) marketing strategies, roadmaps, campaigns, process changes, and projects for Quintiq, Nutricia Danone, Q-Park, TiasNimbas, Woonzorg, KPN Telecom, and more.

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Quintiq

Develop a single application capable of solving any type of planning puzzle

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Quintiq’s expertise

Shipping, transportations & aviation

Metals & Manufacturing EnergyMining

LOGISTICS AIR SERVICES MEDIA RAIL RETAIL MARITIME

MANUFACTURING METALS MINING NATURAL RESOURCES

© 2014 Quintiq Holding B.V. All rights reserved. Quintiq is a registered mark of Quintiq Holding B.V.

Marketing and the ‘Buying Journey’

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The Buying Journey

Demand Lead OpportunityGeneration Management Management

Inq

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y

SAL

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De ‘decision making unit’ (DMU)

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From theory to practical challenges

1. How do you know the buying stage of a lead?

2. How do which questions a lead has in a buying

stage?

3. How do you align your content in the right format, channel, and time? How to

auto-select the right engagement program?

4. When is a lead sales-ready?

5. To which sales/department should the lead be dispatched?

6. Lead qualification and follow-up

7. How do you know the DMU persona?

8. How can we support sales in closing deals?

9. How do we measure pipeline impact?

© 2014 Quintiq Holding B.V. All rights reserved. Quintiq is a registered mark of Quintiq Holding B.V.

Quintiq & Marketo

10© 2014 Quintiq

Looking at the 9 challenges, in marketing for the buying journey, we realized that we needed to automate our marketing efforts. Simple email marketing was not going to cut it anymore.

Working with the best software enables us being the best. For this reason we use Salesforce, the best sales automation platform, and we chose Marketo as the best marketing automation platform (MAP).

Due to many great successes that followed, our department has seen rapid growth in the past years.

It was time for a change

© 2014 Quintiq Holding B.V. All rights reserved. Quintiq is a registered mark of Quintiq Holding B.V.

9 Marketing Automation Challenges at Quintiq

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Use specific scoring per buying stage“Early”, “Middle” and “Late”.• Which pages are visited?

• Which keywords are used?

• Which type of content is downloaded?

1. How do you know the buying stage of a lead?

Example: Trigger on web page visit to update middle- and late stage score.

13© 2014 Quintiq

1. Organize a workshop with Marketing, Sales, Inside Sales, and Customer CareSelect a segment/vertical/industry to start with. Or make it generic. Determine the buying stages first. Followed by the different personas. Everybody writes post-its with questions per stage.

2. Interviews with (recent) customers.Perhaps even with closed-lost opportunities. Put the results in mindmaps to distil the main topics.

2. How do which questions a lead has in a buying stage?

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3. How to align your content? Layer it!

1. Generic SCP&O

2. Solutions

3. Industry/Vertical

4. Theme Specific

Hig

h r

elev

ance

Low

rel

evan

ce

* Most of our (nurture) content is available in 8 languages. The correct language is automatically displayed for leads.

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The right format for the right moment

Early

• Briefings

• Whitepapers

Middle

• (Video) Case Studies

• Recorded Webinars

• Brochures

Late

• (Video) Testimonials

• Third Party Endorsements

• ROI Calculators

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How our leads are assigned to engagement programs:• Automatic ‘Nurture Assigner’

• Manually through Salesforce.com (Marketo Sales Insight)

• Automatic ‘Nurture Re-Assigner’

How to auto-select the right engagement program?

Example: Actions based on downloads.

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Factors of influence:

• Populated fields (e.g. phone number)

• Contactability (e.g. business email)

• Lead score threshold

• Hand raise

4. When is a lead sales-ready?

Example: Trigger on data change of the phone number field. The flow requests an MQL check.

We adhere the SiriusDecisionsRearchitected Demand Waterfall

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Marketo’s framework enabled us to construct a process that dispatches over 95% of all leads to the right inside sales department with over 99% accuracy.

This resulted in our sales being able to follow-up leads significantly faster. Fast follow-up significantly increases the chance of opportunity creation and closing.

5. To which department should the lead be dispatched?

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Lead qualification

• Inside sales follows up on the MQL’s

• Possible outcomes:– Qualified -> Sales Accepted:

Converted from lead to contact (attached to an account).

– Qualified Out:A reason is selected. This allows some qualified out leads to, after time, re-emerge as new MQL’s.

6. Lead qualification and follow-up

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We manually determine the DMU persona during inside sales qualification in Salesforce.

Some ideas to ‘guess’ this automatically:

1. Based on keywords in the job title

2. Landing page pop-up with choice

What can we do with the DMU persona?

1. Personalize the email CTA

2. Better target emails

7. How do you know the DMU persona?

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9. How do we measure pipeline impact?

First Touch Attribution / Multi Touch Attribution

+ Campaign cost = ROMI!!!

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ch A

ttri

bu

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n (€

)

First Touch Attribution (€)

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• Launch new campaigns quickly by using out-of-the-box campaigns (OOTB)

• Add smartlists with bounced email addresses to the OOTBs, so people can investigate who is no longer reachable and take action.

• Use Marketo for data quality projects (e.g. USA -> United States)

• Periodic release strategy to keep people trained and informed.

• Put much used rules in smartlists to reduce maintanance and errors (e.g. freemium email domains)

Additional tips and tricks

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Q&A

@DiederikMartens