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See this presentation by Jon Miller, VP of Marketing at Marketo, to learn everything you've always wanted to know about marketing automation.
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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
Page 4© 2013 Marketo, Inc. #marketingautomation @jonmiller
You have the ability to send marketing emails.
Page 5© 2013 Marketo, Inc. #marketingautomation @jonmiller
You can easily create new landing pages for each campaign.
Page 6© 2013 Marketo, Inc. #marketingautomation @jonmiller
You can set up the emails for a webinar up-front and let it run ‘lights-out’.
Page 7© 2013 Marketo, Inc. #marketingautomation @jonmiller
Prioritize a list of potential customers based on fit and likelihood to buy.
Page 8© 2013 Marketo, Inc. #marketingautomation @jonmiller
You can measure the pipeline contribution of each marketing program.
Page 9© 2013 Marketo, Inc. #marketingautomation @jonmiller
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
Page 12© 2013 Marketo, Inc. #marketingautomation @jonmiller
• 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
Page 13© 2013 Marketo, Inc. #marketingautomation @jonmiller
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
Page 14© 2013 Marketo, Inc. #marketingautomation @jonmiller
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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
Page 16© 2013 Marketo, Inc. #marketingautomation @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
Page 17© 2013 Marketo, Inc. #marketingautomation @jonmiller
Page 18© 2013 Marketo, Inc. #marketingautomation @jonmiller
Page 19© 2013 Marketo, Inc. #marketingautomation @jonmiller
Email Marketing
Page 20© 2013 Marketo, Inc. #marketingautomation @jonmiller
Landing Pages & Forms
Page 21© 2013 Marketo, Inc. #marketingautomation @jonmiller
Behavior Tracking
Page 22© 2013 Marketo, Inc. #marketingautomation @jonmiller
Marketing Database of Record
Page 23© 2013 Marketo, Inc. #marketingautomation @jonmiller
Workflow / Automation
Page 24© 2013 Marketo, Inc. #marketingautomation @jonmiller
Scoring
Page 25© 2013 Marketo, Inc. #marketingautomation @jonmiller
Lead Management
Page 26© 2013 Marketo, Inc. #marketingautomation @jonmiller
Lead Generation / Program
Management
Page 27© 2013 Marketo, Inc. #marketingautomation @jonmiller
Events
Page 28© 2013 Marketo, Inc. #marketingautomation @jonmiller
CRM Integration / Sales Intelligence
Page 29© 2013 Marketo, Inc. #marketingautomation @jonmiller
Social Marketing
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Marketing Analytics
Page 31© 2013 Marketo, Inc. #marketingautomation @jonmiller
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MarketingAutomation
Page 33© 2013 Marketo, Inc. #marketingautomation @jonmiller
Create marketing people love with marketing automation
Page 34© 2013 Marketo, Inc. #marketingautomation @jonmiller
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Page 40© 2013 Marketo, Inc. #marketingautomation @jonmiller
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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
Page 45© 2013 Marketo, Inc. #marketingautomation @jonmiller
Streamline The Marketer’s World
• Simplify and automate repeatable processes
• Single platform• Fewer agencies
@jonmiller #BizCaseMA
Page 46© 2013 Marketo, Inc. #marketingautomation @jonmiller
System of
recordMeasure /
test / optimi
zeProve program ROI
Measure and Prove Marketing ROI
@jonmiller #BizCaseMA
Page 47© 2013 Marketo, Inc. #marketingautomation @jonmiller
Increase Revenue By Optimizing The Funnel
Page 48© 2013 Marketo, Inc. #marketingautomation @jonmiller
Value of Marketing Automation
Page 49© 2013 Marketo, Inc. #marketingautomation @jonmiller
Value of Marketing Automation
Page 50© 2013 Marketo, Inc. #marketingautomation @jonmiller
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
Page 51© 2013 Marketo, Inc. #marketingautomation @jonmiller
Page 52© 2013 Marketo, Inc. #marketingautomation @jonmiller
Don’t Leave Your Ferrari In the Garage
Page 53© 2013 Marketo, Inc. #marketingautomation @jonmiller
• Strategy and Process
• Content and Lead Generation
• People
Page 54© 2013 Marketo, Inc. #marketingautomation @jonmiller
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
Page 55© 2013 Marketo, Inc. #marketingautomation @jonmiller
Content and Lead Generation
Page 56© 2013 Marketo, Inc. #marketingautomation @jonmiller
People
• Business processes design and implementation
• Analytics• Technical
aptitude
Page 57© 2013 Marketo, Inc. #marketingautomation @jonmiller
My Most Important Advice
Page 58© 2013 Marketo, Inc. #marketingautomation @jonmiller
Page 59© 2013 Marketo, Inc. #marketingautomation @jonmiller
1. Write down your goals for the project
Credit: Sanitaryum
Page 60© 2013 Marketo, Inc. #marketingautomation @jonmiller
2. Identify your requirements
Credit: HahaStop.com
Page 61© 2013 Marketo, Inc. #marketingautomation @jonmiller
3. Evaluate potential vendors against your scenarios
Page 62© 2013 Marketo, Inc. #marketingautomation @jonmiller
4. Talk to references
Page 63© 2013 Marketo, Inc. #marketingautomation @jonmiller
5. Choose! Focus on value, not cost.
© 2013 Marketo, Inc.
Everything you ever wanted to know (and then
some) about marketing
automation
Page 65© 2013 Marketo, Inc. #marketingautomation @jonmiller
Page 66© 2013 Marketo, Inc. #marketingautomation @jonmiller
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.