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Page 1 © 2013 Marketo, Inc. #mus13
Definitive Guide to Marketing
Automation
Jon Miller VP Marketing, Marketo @jonmiller
Mary Bermel VP Demand Generation, CA Technologies
Page 2 © 2013 Marketo, Inc. #mus13
You have the ability to send marketing emails.
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You can easily create new landing pages for each campaign.
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You can set up the emails for a webinar up-front and let it run ‘lights-out’.
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Prioritize a list of potential customers based on fit and likelihood to buy.
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You can measure the pipeline contribution of each marketing program.
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If your hand is still up, grab a cup of coffee…
…everyone else, keep listening
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The Definitive Guide to Marketing
Automation, Featuring CA Technologies
• What is Marketing Automation?
• The Difference Between Email Marketing and Marketing Automation
• Business Case for Marketing Automation
• How to evaluate and drive success with marketing automation
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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
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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
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Section a little long
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Email Marketing
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Landing Pages & Forms
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Behavior Tracking
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Marketing
Database of Record
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Workflow / Automation
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Scoring
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Lead Management
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Events
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Financial Management
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CRM Integration /
Sales Intelligence
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Social Marketing
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Marketing Analytics
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Marketing Automation
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Create marketing people love with marketing automation
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Value of Marketing Automation
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How Much Does It Cost?
Usually Based on Edition + Number of Contacts + Contract Term
@jonmiller #BizCaseMA
Example: Marketo Pricing (27 Feb 2013)
www.marketo.com/pricing
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Software subscription is ~25-40 percent of overall investment for success
• Strategy
• Content
• People
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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
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Content = Marketing Automation Fuel
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People
• Business processes design and implementation
• Analytics • Technical
aptitude
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My Most
Important
Advice
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The Case for Transformation
Mary Bermel VP, Demand Generation CA Technologies
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A new way of doing things
Customer Dialogue
Lead Qualification Model
Marketing + Sales Alignment
Technology Systems + Data
DISCOVER CONSIDER DECIDE ADVOCATE DISCOVER CONSIDER DECIDE ADVOCATE
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Content, People, Process, Technology
Qualified Engaged
Qualified Lead
Sales Ready Lead
Won
Prospect
Inquiry
Sales Accepted
Opportunity
Demand Generation
Center
Convert
Engage
Nurture
Sales Accepted
Lead
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Why marketing automation?
Streamline the marketer’s world
Measure and prove marketing ROI
Increase revenue by optimizing the funnel
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DISCOVER CONSIDER DECIDE ADVOCATE
An opportunity to capture data
Marketing Database
SFDC
Real-time Data Bi-directional Sync
DISCOVER CONSIDER DECIDE ADVOCATE
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What if we do nothing?
Inefficiency of processes and systems; higher costs
Non optimized customer experience
Will not achieve growth goals
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DISCOVER ADVOCATE
What matters?
Source: Gartner (June 2012)
Federated Use Customization
User Preferences Real Time Tracking
3rd Party Integration
Pricing Interface Security Scoring
Landing Pages And Forms
Support Social Media Email
Euro-Privacy Services Reporting Analytics
Data Management
Multi-lingual Support
Product Release
Salesforce.com Integration
Interaction Management
Page 53 © 2013 Marketo, Inc. #mus13
DISCOVER
Due diligence
1
Performance test:
Smart List Segmentation
Email Campaign Creation
Reporting and Analytics
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Lessons learned
Vision and plan
for success
Stakeholder
participation
and buy-in
Organize for
excellence
Educate,
educate,
educate
It’s about people, process, content and technology
Evaluate capabilities, references and cultural fit
Communicate and educate
The buyer has changed
Marketing’s role is changed
Marketing automation is critical
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Thank You!
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Everything you ever
wanted to know (and
then some) about
marketing automation
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Why Marketo?
• Easy
• Powerful
• Complete
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Thank You! Jon Miller VP Marketing, Marketo @jonmiller
Mary Bermel
VP Demand Generation,
CA Technologies
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DISCOVER CONSIDER ADVOCATE
Demand Generation Center of
Excellence
Buyer process
Centralized and de-centralized marketing automation
Lead to revenue process
Common purpose and shared goals:
• Service Delivery
• Operations and Governance
• Communication and Change Management
Page 71 © 2013 Marketo, Inc. #mus13
DISCOVER ADVOCATE
DEMAND GENERATION CENTER OF EXCELLENCE
REGIONAL
DEMAND
MANAGERS
GLOBAL
PROGRAM
MANAGERS
SPECIALISTS
INBOUND
MARKETING WEB TEAM
IT
SOLUTIONS
MARKETING
MARKETING
AUTOMATION
POWER USERS
MARKETING
OPERATIONS
CONVERSION NURTURING ENGAGEMENT
REGIONAL
FIELD
MARKETING