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Digital Marketing Bootcamp - Evaluating Marketing Automation

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Marketo
Marketo

Check out this on-demand digital marketing bootcamp with Marketo's Michael Berger for a deep dive into marketing automation and the tools you'll need to make the evaluation process easier!

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Evaluating Marketing Automation Solution Michael Berger Director, Product Marketing
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • This webinar is being recorded – keep an eye out for the slides and recording sent to your email later today • Questions? Type them in the chat box and we will answer! • Posting to social? Use #mktgnation Housekeeping
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • Lead Nurturing • CRM Integration • Sales Intelligence • Replicating Success http://bit.ly/1cYYXL5 Previously Covered
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • General Guidance on Selecting a Marketing Automation Solution • Automation Workflows • Analytics Today’s Focus
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Marketing Today is Hard
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Feature Checkbox vs. Use Case
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Features are Different
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Use Cases Matter
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Simplicity vs. Speed Simplicity
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Simplicity vs. Speed Speed
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Value vs. Time Value Time (weeks)1 2 3 4 5
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Think Ahead Don’t be this guy (or gal)!
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • My Journey with Marketing Automation Think Ahead What have I gotten myself into Wow, so much to learn Oh, I am starting to get this This is the best thing ever! Wow, this is incredible! Hmm, wish I was able to do X Hmm, wish I was able to to Y Hmm, wish I was able to do Z Gee, I need more capabilities Anxiety Relief Elation Uncertainty Anxiety Panic!
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • My Journey with Marketing Automation Think Ahead What have I gotten myself into Wow, so much to learn Oh, I am starting to get this This is the best thing ever! Wow, this is incredible! Hmm, wish I was able to do X Hmm, wish I was able to to Y Hmm, wish I was able to do Z Gee, I need more capabilities Anxiety Relief Elation Uncertainty Anxiety Panic! 7 months
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • Think 3 years out • Avoid the “this will serve our needs for a year” mentality • Migration isn’t always easy • Data is lost Think Ahead
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • Marketing is a revenue driver, not a cost center • Investment vs. expense • Small improvements in conversion rates often dwarf price differences between systems Price
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Price System A $1,700/mo System B $1,500/mo • Difference of $6,000 per year
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Price • ASP = $30,000 • Average 20 wins per month = $600,000 • Annual revenue = $7.2M Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Price • One more win per month • Incremental Revenue = $360,000 per year • Incremental Cost of Solution = $6,000 per year • If one more win per quarter, still $120,000 vs. $6,000 Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n
Automation Workflows
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows are the Engine
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflow Differences List Workflow 2 Objects
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflow Differences Behavior List Workflow 3 Objects
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflow Differences
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflow Differences
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflow Differences Workflow One system object can trigger based on behaviors, or affect a segment of database 1 Object
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Triggers Basic Added to list Powerful Clicking a specific link in an email At request of another workflow Database value changes Product purchases Tapping a mobile push notification Added to a CRM opportunity
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Actions Send Email Add Wait Step (days)
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Branching Logic Linear Workflow Yes/No or True/False Branch Full Branching
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • Push prospect into a nurturing program when their lead score hits 25. • When someone downloads content, score them differently based on who they are. • CXO or VP • Director or Manager • Practicioner • Student or Job Seeker Scenario
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Branching Logic Almost impossible Requires lots of lists and multiple workflows Easy to do in one workflow, no lists required
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Rules Flow through once or many?
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Rules Example: Scoring rule where an email click adds 2 points to score.
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Rules If prospect clicks email 2x, they are not going to receive scoring credit.
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Rules A second workflow is then required.
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Rules If many times through flow allowed, only one workflow needed to add 2 points for each click.
Analytics
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Reporting Maturity Curve Multi- touch ROI Multi-touch Revenue Single-touch Revenue Opportunities Won Conversion Based (Form Fill)
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Conversion Based Page Visits Leads Conversion % Awesome eBook Landing Page 657 31 4.7% Contact Us Landing Page 412 68 16.5%
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Vanity Metrics Source: KISSmetrics blog “Why You Ought to Throw Away Your Vanity Metrics for these 5 Customer Metrics”.
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Opportunities Won Page Visits Leads Conversion % Opps Wins Awesome eBook Landing Page 657 31 4.7% 4 2 Contact Us Landing Page 412 68 16.5% 12 5 Advanced Analytics Webinar 840 56 6.6% 6 3
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Single Touch 3 months $100K $100K
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Single Touch Attribution Page FT Revenue Content: eBook Analytics $100,000 Webinar: Advanced Analytics $0 Content: Survey Results $0 Webinar: Top 10 Marketing Reports $0 Tradeshow: Big $0
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Multi Touch 3 months $25K $0 $25K $25K $100K $25K
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Multi Touch Attribution Page MT Revenue Content: eBook Analytics $25,000 Webinar: Advanced Analytics $0 Content: Survey Results $25,000 Webinar: Top 10 Marketing Reports $25,000 Tradeshow: Big $25,000
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Multi Touch Attribution Page MT Revenue MT ROI Content: eBook Analytics $25,000 270% Webinar: Advanced Analytics $0 50% Content: Survey Results $25,000 570% Webinar: Top 10 Marketing Reports $25,000 318% Tradeshow: Big $25,000 37%
Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • Position Marketing as a profit center, not a cost center. • Focus on the hole (use case), not the shovel (feature). • Understand the tradeoffs between simplicity and speed, and time and value. • Workflows are the engine that powers a marketing automation solution. Take the time to understand what they can and can’t do. • Get beyond vanity metrics. Measure how programs and channels are driving pipeline and revenue. Some Tweetable Takeaways…
Q&A Also happy to connect on LinkedIn. Twitter: @mikedberger

More Related Content

Digital Marketing Bootcamp - Evaluating Marketing Automation

  • 1. Evaluating Marketing Automation Solution Michael Berger Director, Product Marketing
  • 2. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • This webinar is being recorded – keep an eye out for the slides and recording sent to your email later today • Questions? Type them in the chat box and we will answer! • Posting to social? Use #mktgnation Housekeeping
  • 3. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • Lead Nurturing • CRM Integration • Sales Intelligence • Replicating Success http://bit.ly/1cYYXL5 Previously Covered
  • 4. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • General Guidance on Selecting a Marketing Automation Solution • Automation Workflows • Analytics Today’s Focus
  • 5. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Marketing Today is Hard
  • 6. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Feature Checkbox vs. Use Case
  • 7. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Features are Different
  • 8. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Use Cases Matter
  • 9. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Simplicity vs. Speed Simplicity
  • 10. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Simplicity vs. Speed Speed
  • 11. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Value vs. Time Value Time (weeks)1 2 3 4 5
  • 12. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Think Ahead Don’t be this guy (or gal)!
  • 13. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • My Journey with Marketing Automation Think Ahead What have I gotten myself into Wow, so much to learn Oh, I am starting to get this This is the best thing ever! Wow, this is incredible! Hmm, wish I was able to do X Hmm, wish I was able to to Y Hmm, wish I was able to do Z Gee, I need more capabilities Anxiety Relief Elation Uncertainty Anxiety Panic!
  • 14. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • My Journey with Marketing Automation Think Ahead What have I gotten myself into Wow, so much to learn Oh, I am starting to get this This is the best thing ever! Wow, this is incredible! Hmm, wish I was able to do X Hmm, wish I was able to to Y Hmm, wish I was able to do Z Gee, I need more capabilities Anxiety Relief Elation Uncertainty Anxiety Panic! 7 months
  • 15. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • Think 3 years out • Avoid the “this will serve our needs for a year” mentality • Migration isn’t always easy • Data is lost Think Ahead
  • 16. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • Marketing is a revenue driver, not a cost center • Investment vs. expense • Small improvements in conversion rates often dwarf price differences between systems Price
  • 17. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Price System A $1,700/mo System B $1,500/mo • Difference of $6,000 per year
  • 18. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Price • ASP = $30,000 • Average 20 wins per month = $600,000 • Annual revenue = $7.2M Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n
  • 19. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Price • One more win per month • Incremental Revenue = $360,000 per year • Incremental Cost of Solution = $6,000 per year • If one more win per quarter, still $120,000 vs. $6,000 Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n Wi n
  • 21. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows are the Engine
  • 22. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflow Differences List Workflow 2 Objects
  • 23. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflow Differences Behavior List Workflow 3 Objects
  • 24. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflow Differences
  • 25. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflow Differences
  • 26. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflow Differences Workflow One system object can trigger based on behaviors, or affect a segment of database 1 Object
  • 27. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Triggers Basic Added to list Powerful Clicking a specific link in an email At request of another workflow Database value changes Product purchases Tapping a mobile push notification Added to a CRM opportunity
  • 28. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Actions Send Email Add Wait Step (days)
  • 29. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Branching Logic Linear Workflow Yes/No or True/False Branch Full Branching
  • 30. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • Push prospect into a nurturing program when their lead score hits 25. • When someone downloads content, score them differently based on who they are. • CXO or VP • Director or Manager • Practicioner • Student or Job Seeker Scenario
  • 31. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Branching Logic Almost impossible Requires lots of lists and multiple workflows Easy to do in one workflow, no lists required
  • 32. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Rules Flow through once or many?
  • 33. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Rules Example: Scoring rule where an email click adds 2 points to score.
  • 34. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Rules If prospect clicks email 2x, they are not going to receive scoring credit.
  • 35. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Rules A second workflow is then required.
  • 36. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Workflows: Rules If many times through flow allowed, only one workflow needed to add 2 points for each click.
  • 38. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Reporting Maturity Curve Multi- touch ROI Multi-touch Revenue Single-touch Revenue Opportunities Won Conversion Based (Form Fill)
  • 39. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Conversion Based Page Visits Leads Conversion % Awesome eBook Landing Page 657 31 4.7% Contact Us Landing Page 412 68 16.5%
  • 40. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Vanity Metrics Source: KISSmetrics blog “Why You Ought to Throw Away Your Vanity Metrics for these 5 Customer Metrics”.
  • 41. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Opportunities Won Page Visits Leads Conversion % Opps Wins Awesome eBook Landing Page 657 31 4.7% 4 2 Contact Us Landing Page 412 68 16.5% 12 5 Advanced Analytics Webinar 840 56 6.6% 6 3
  • 42. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Single Touch 3 months $100K $100K
  • 43. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Single Touch Attribution Page FT Revenue Content: eBook Analytics $100,000 Webinar: Advanced Analytics $0 Content: Survey Results $0 Webinar: Top 10 Marketing Reports $0 Tradeshow: Big $0
  • 44. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Multi Touch 3 months $25K $0 $25K $25K $100K $25K
  • 45. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Multi Touch Attribution Page MT Revenue Content: eBook Analytics $25,000 Webinar: Advanced Analytics $0 Content: Survey Results $25,000 Webinar: Top 10 Marketing Reports $25,000 Tradeshow: Big $25,000
  • 46. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo Multi Touch Attribution Page MT Revenue MT ROI Content: eBook Analytics $25,000 270% Webinar: Advanced Analytics $0 50% Content: Survey Results $25,000 570% Webinar: Top 10 Marketing Reports $25,000 318% Tradeshow: Big $25,000 37%
  • 47. Marketo Proprietary and Confidential | © Marketo, Inc. 7/28/2015 @mikedberger @marketo • Position Marketing as a profit center, not a cost center. • Focus on the hole (use case), not the shovel (feature). • Understand the tradeoffs between simplicity and speed, and time and value. • Workflows are the engine that powers a marketing automation solution. Take the time to understand what they can and can’t do. • Get beyond vanity metrics. Measure how programs and channels are driving pipeline and revenue. Some Tweetable Takeaways…
  • 48. Q&A Also happy to connect on LinkedIn. Twitter: @mikedberger

Editor's Notes

  1. Hi Everyone, Thanks for joining us today for our second webinar in the Digital Marketing Bootcamp series on ‘Evaluating marketing automation solution’. Our first webinar went over the top 10 things marketing automation can do for you and today we will be going into how to find the right marketing automation solution for you, your team and your business. We are excited to have Mike Berger who is a direct of product marketing here at Marketo to speak on this topic.
  2. Before we get started, I wanted to go over some housekeeping items. First -
  3. (Jerry) Do you need to already have a lot of content created in order to utilize marketing automation? (Caitlin) Do you need to have a CRM in place? What CRMs does Marketo integrate with? (Ron) How big of a team do you need to have to run marketing automation? (Jane) Do marketing automation platforms provide you with email and landing page templates, or do you have to create your own?