SmartBear Software Success Story - Gary DeAsi
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The document describes SmartBear Software's implementation of Marketo as their marketing automation system. SmartBear merged three companies - AutomatedQA, AlertSite, and Eviware - and needed to unify their disparate marketing processes. They implemented Marketo to provide a scalable system that could handle their aggressive growth plans. Marketo met their requirements like integration capabilities, tracking, reporting and analytics. The implementation tips they provided emphasized simplification, standardization, documentation and training their sales team on the new system and processes.
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SmartBear Software Success Story - Gary DeAsi
- 1. Page 1 © 2014 Marketo, Inc.#MKTGNATION14 SmartBear Software Success Story Gary DeAsi Senior Marketing Manager, SmartBear Software Two-time Marketo Champion
- 2. Page 2 © 2014 Marketo, Inc.#MKTGNATION14 12+ products
- 3. Page 3 © 2014 Marketo, Inc.#MKTGNATION14
- 4. Page 4 © 2014 Marketo, Inc.#MKTGNATION14 Automated QA (Now SmartBear) 20122011 2013 2014 Acquisition Acquisition New to Marketo ? Um...yeah… we’re going to need a marketing automation system pronto…
- 5. Page 5 © 2014 Marketo, Inc.#MKTGNATION14 • AutomatedQA + AlertSite + Eviware = SmartBear. 3 companies merge to form 1 company. • 3 different marketing & lead management systems (including homegrown CRMs and several email platforms) • 4 different sales teams • 15 different products with free trials (system only stored info for most recent) • Aggressive growth plans (domestic + global) • Potential for additional acquisitions The Problem
- 6. Page 6 © 2014 Marketo, Inc.#MKTGNATION14 • Unification. Integrate 3 disparate marketing processes into single, unified workflow for marketing operations and lead management • Scalability. Establish a scalable system for future growth • Quick and Easy. Quick implementation and ease-of- use • Powerful and Sophisticated. Enough so to leverage complex APIs, multi-product environment, high volume + high velocity model • Strong Integration Capabilities. SFDC, CMS, licensing servers, GTW. • Tracking, Reporting, Analytics. Our Requirements
- 7. Page 7 © 2014 Marketo, Inc.#MKTGNATION14 • Sales Insight • Complexity of landing page and email creation • Templates • Customization capabilities • Flexibility and Granularity (Filters and Logic) • Behavioral Data • Lead Nurturing – Not “Drip” Workflows • Support, training, and community resources Other Marketing Automation Considerations
- 8. Page 8 © 2014 Marketo, Inc.#MKTGNATION14 Solution: Marketo! AutomatedQA AlertSite Eviware
- 9. Page 9 © 2014 Marketo, Inc.#MKTGNATION14 20122011 2013 2014 Acquisition Acquisition Marketo! Ninjas! Revvie! Most Dramatic Business Impact Revvie! Most Creative Marketing Campaign 10+ trained in MKTO!
- 10. Page 10 © 2014 Marketo, Inc.#MKTGNATION14 Implementation & Getting Started Tips • Utilize training and help resources, community and Boston Marketo User Group • Simplification + Consistency + Standardization = Scalability • Naming conventions • Architecture and folder organization • Govern your database management • Only track what matters most • Document your processes and routine tasks • Select and limit number of forms, fields and templates
- 11. Page 11 © 2014 Marketo, Inc.#MKTGNATION14 Implementation & Getting Started Tips • Limit Marketo admin(s), assign roles, privileges • Establish QA process • Set and communicate request boundaries and requirements • Train and educate your sales team (process and data) • Goal setting and awareness of key objectives • Learn the possibilities!
- 12. Page 12 © 2014 Marketo, Inc.#MKTGNATION14 Q&A Gary DeAsi Senior Marketing Manager, SmartBear Software gary.deasi@smartbear.com @gdaz www.linkedin.com/in/garydeasi/
Notas del editor
- Unification. Integrate 3 disparate marketing processes into single, unified workflow for marketing operations and lead management – one database/lead management environment, consistent lead routing and processing, consistent data Scalability. Establish a scalable system for future growth. Needed to support volume, added team members, efficiency of staff and program execution, more acquisitions Quick and Easy. Quick implementation and ease-of-use. Needed to get up and running right away, no time to waste in order support booming growth. Small team back then, needed to support all of the above Powerful and Sophisticated. Enough so to leverage complex APIs, multi-product environment, a high volume, high velocity model Strong Integration Capabilities. SFDC, CMS, licensing servers, GTW. Tracking, Reporting, Analytics. Metrics-oriented organization
- Sales Insight Making meaningful data readily available and actionable for your sales team. Web activity, email engagement, interesting moments, lead score, watch lists Complexity of landing page and email creation. Customization. Do I need HTML, JavaScript, coding experience and resources? How easy to reproduce/repurpose? Do I need to create a separate form for every single campaign I create? Templates. Use templates across things like emails, landing pages so that you can make universal changes easily. Pre-built and customizable, create your own. Reports and programs. Customization. Can I customize objects, features and processes to align with specific business objectives? SmartBear free trial model – custom program successes, reporting, email marketing process, email/landing pages –everything is customized to serve trial generation. Also by market and product. Flexibility and Granularity (Filters and Logic). You don’t always want every marketing initiative, email campaign, and operational process to affect everyone in your database. You want to suppress certain leads, include certain leads. Sample database Behavioral Data. Very powerful. Some marketing automation systems are limited in behavioral data – focus on things like opened email, basic demographic/firmographic data. Want a full toolbox of behaviors to choose from, even though you probably won’t need them all. Lead Nurturing. “If open or click do this, if not do this…” can turn into a mess really easily. What if you have new content to add or is only relevant for a certain period of time? How do stop leads from receiving same content multiple times? How do you transition leads through different stages in the buying cycle? Support and community. Help articles, support and community strength. Whelp, good luck! Not just support, but collateral – videos, how-tos, articles. Ask specific questions in forum. Strong community is always a good sign