Embed Size (px)
Citation preview
Engagement Marketing at McGraw-Hill Education: Building a Scalable Enterprise Nurture Program
Hannah TeittSr Manager, Marketing Automation@hannahteittMcGraw-Hill Education
Shyna ZhangDirector, Product Marketing@shynazMarketo
Agenda
• McGraw Hill Overview• Building Nurture at Scale• Biggest Wins • Lessons Learned
Page 3
Hannah Teitt Sr Manager, Marketing AutomationMcGraw-Hill Education, K-12
• Joined McGraw-Hill Education in July 2014 to lead Marketo implementation
• Specialize in lead nurture strategy, lead management, reporting & systems/ops
• Previously:• Designed the lead nurture program for Dell Software
(200+ products across 7 BUs)• Rebuilt the lead management processes and marketing
activity tracking system for Liferay Inc. to enable closed-loop reporting
Page 4
The Evolution of McGraw-Hill Education
• About McGraw-Hill Education: • More then 6,000 employees in 44 countries• B2B and B2C • Customers are students, parents, educators, administrators, and
professionals• PreK-12: Teachers/educators, administrators, schools and districts
• Traditionally known for over 100 years as a textbook company, but we have transformed into a learning science company
• Create digital technology and services to make learning more personal and drive achievement worldwide
Page 5
Page 6
ENGAGEMENT MARKETINGBuild personalized and lifelong relationships#1 – As Individuals
#2 – Based On What They Do
#3 – Continuously Over Time
#4 – Directed Towards An Outcome
#5 – Everywhere They Are
Page 7
Marketing Automation ResponsibilitiesEmail
Marketing
Lead Nurturing
Data Collection & Database
Management
CRM Integration & Lead Management
Lead Scoring
Marketing Analytics & ROI
Reporting
Data Quality & Cleansing
Landing Pages & Forms
Demand Funnel Development & Sales Alignment
Demand Gen & Web Content
Strategy
Marketing Activity Tracking
Change Management &
Training
Responsibilities of the team prior to Marketo
Page 8
Marketing Automation ResponsibilitiesEmail
Marketing
Lead Nurturing
Data Collection & Database
Management
CRM Integration & Lead Management
Lead Scoring
Marketing Analytics & ROI
Reporting
Data Quality & Cleansing
Landing Pages & Forms
Demand Funnel Development & Sales Alignment
Demand Gen & Web Content
Strategy
Marketing Activity Tracking
Change Management &
Training
Responsibilities of the team post to Marketo
Page 9
Phase 1: Understanding the Buyer
Page 10
Understanding the Customer Journey
Page 11
BUYEVALUATELEARNENGAGE
RENEWGROWROIUSE
ADVOCATEREFERSHARETRUST
Page 12
Customer Experience Marketing
Page 13
Phase 2: Providing contextual content
Page 14
How deals start today: known need
SEOSEM
DisplayRetargeting
Page 15
How deals start today: unknown need
Thought Leadership
PR
Content Syndication
Social Publishing
Page 16
Evolution of Communication
Page 17
Phase 3: Sales and Marketing Alignment
Page 18
Leads
“Hot” Leads
Customers
X
X
Marketing Owns
Fully dependent on Sales
Marketing & Sales Share
Evolution of Lead Management
In less than 1 year*
Without Marketo and lead management processes:
*And evolving!
Page 19
Lead Nurture Framework
Page 20
Our 3 biggest wins
1. Sales’ confidence & alignment: “Sales rep source 100% of their pipeline” – Sales Manager, January 2015
2. Marketing Accountability: “Where are the leads for ‘portfolio A’?”
3. Customer Centricity: Targeted content based on user behavior and activity (no more “spray & pray”)
Page 21
1. Bring in the experts: Get Executive sponsorship to understand success roadmap • People, Process, Technology across the organization
2. Change Management across Sales & Marketing: Get your Sales org onboard and play nicely
3. Invest in the education for marketers to embrace Engagement Marketing: • Transition away from ‘batch & blast’ techniques
Lessons Learned
Thank you!
Hannah TeittSr Manager, Marketing Automation@hannahteittMcGraw-Hill Education
Shyna ZhangDirector, Product Marketing@shynazMarketo
