Graduating from ESP to Marketing Automation

Jon Miller

Hi, I’m Jon Miller VP Marketing & Co-Founder at Marketo

@jonmiller

1. My first child was born the same month that we incorporated Marketo

2. Born in Ethiopia

3. Can dislocate my thumbs at will

4. Studied Physics at Harvard, captain of high-school debate team and newspaper staff

Today’s Topics • Limitations of Email Service Providers

• What is Marketing Automation?

• Delivering on the “New Rules” With Marketing Automation

• Create marketing people love with marketing automation

• Relationship Building Conversations

• Behavioral Targeting for Relevance

• Coordinated Multi-channel Campaigns

• Strategic Analytics

• Customer Lead Management

• How To Graduate to Marketing Automation

Source: Adbusters, 2011

1. Trustworthy

2. Always Relevant

3. Conversations, Not Campaigns

4. Coordinated Across Channels

5. Strategic

Limitations of Email Service Providers

What Is Marketing Automation?

Marketing automation is a

• Technology that streamlines and automates marketing tasks

• so companies can – increase operational

efficiency and

– grow revenue faster

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

Marketing Database of Record

Workflow / Automation

Program Execution

Analytics

Marketing Automation

Create marketing people love with marketing automation • Relationship Building

Conversations • Behavioral Targeting for

Relevance • Coordinated Multi-channel

Campaigns • Strategic Analytics • Customer Lead Management

Relationship Building Conversations

This #%@& is way too complicated.

Drag and drop new content

Behavioral Targeting for Relevance

Tactics to Increase Email Engagement

The Key to Relevance is Behavioral Targeting

Example: Topic of Interest Triggers

• Attends event • Downloads content • Click email • Fills out form • Score is changed

Standard Nurture Triggered Interests Lift

Open % 21.7% Open % 34.0% 57%

Click to Open % 23.4% Click to Open % 37.1% 59%

Click % 5.1% Click % 12.6% 147%

Email

Website

Social

Campaigns

Transactions

From Dumb List to Smart Database

I can do this myself! No trips to see IT – yay!

Marketo Multi-Channel Behavioral Listening

Web, Email, Social, CRM, Campaign History, Transactions

Coordinated Multi-Channel Campaigns

Rea

ch &

En

gage

men

t

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift

Landing Pages

Website Facebook Pages

Online Ads Email

Soci

al L

ift

Events

Get The “Definitive Guide to Social Marketing”

http://marketo.com/DG2SM

Test & Tune With Social Funnel Metrics JumpStart Tour Referral Results • 13% of participants shared • 45 qualified for sweepstakes • 363 incremental registrations • 16% increase in registrations

Strategic Analytics

• Open

• Click

• Unsubscribe

• Bounce

• Etc.

Italian Workspace Joe Smith: Acme Inc. Community Help

Search… +

Search… +

Recently Updated

Practical B2B Lead Generation

Added Mar 30, 2013 Sent 12,105 82

Thought Leadership

Edited Mar 25, 2013 Sent 12,105 70

Lead Scoring Best Practices

Edited Mar 22, 2013 Sent 12,105 55

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

65 Engagement

55d Next Cast

Members

In Track Exhausted Paused

3,450

50 35

Mar 18, 2013

Engagement: 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 ▼

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

Screenshot: Marketo Revenue Cycle Analytics (actual data)

Customer Lead Management

Scoring Defined

Methodology for ranking potential customers in terms of readiness to purchase.

Nurture Nurture Disqualify Promotional Offer

Pass to Sales

Fit Interest Buying Intent

• Early stage content +3 • Attend webinar: +5 • Visit any webpage /

blog : +1 • Visit careers pages: -10 • Decay inactivity:

-1, -5, -10

• Pricing pages: +10 • Watch demos:

• +5 overview • +10 detailed

• Mid-stage content +8 • Late-stage content +12 • Searches for branded

keyword “Marketo” +8

Get The “Definitive Guide to Lead Scoring”

http://marketo.com/DG2LS

Stars and Flames show priority

Full list of Interesting Moments

Buying Marketing Automation

How Much Does Marketing Automation Cost?

Spark Starting at $1,195

Standard Starting at $1,995

Select Starting at $3,195

www.marketo.com/pricing

Additional Costs and Considerations Software subscription is typically 25-40% of overall investment required for success:

• Process definition, consulting

• Staff and skills, training

• Data: cleansing, augmentation, appending

• Content

• Lead generation (inbound/outbound)

• CRM implementation upgrades

@jonmiller #BizCaseMA

Marketing Automation Maturity

@JonMiller

Key Tweetable Takeaways 1. Email must be more relevant, more

conversational – and ultimately more engaging.

2. Marketing automation includes email and much more – multi-channel conversations, behavioral targeting, strategic analytics!

3. The key to relevance is behavioral targeting – market like Amazon

4. Nobody wants to get “blasted” – engage consumers in multi-channel conversations

5. Don’t just run social campaigns, make every campaign social

@JonMiller

Thank You!

Jon Miller @jonmiller

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Using the Right Metrics

to Build Marketing's

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Marketo's Secret Sauce