Considering marketing automation? Want to ensure you're one of the thousands of companies that have implemented marketing automation with tremendous results? You're in luck. A recent survey conducted by Raab Associates and VentureBeat found that many instances of dissatisfaction with marketing automation solutions can be traced to choices made at the start of the evaluation process. We're here to help you start out your process on the right foot!

1. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
What Matters Most In Selecting
Marketing Automation
David M. Raab
Principal
Raab Associates
Luke Starbuck
Director of Demand Generation
Mobify
Courtney McAra
Marketing Operations Manager
Marketo

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Buyer Satisfaction is Mixed

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Why Mixed?
Selecting Too Quickly
Starting Too Small
Considering Too Few

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So, What Really Matters?

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What Really Hurts?

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Preparation is Key to Success

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What Should You Do?
• Take your time
• Do your homework
• Focus on features
• Plan ahead
• Deploy quickly

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• Colleagues outside marketing may not
have a grasp on marketing automation vs
regular analytics, and email marketing
systems
Educating the Organization
!=

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• Colleagues outside marketing need to
understand the ‘why’, not the ‘how’
• Focus on the outcomes that are
expected - case studies
• Focus on revenue numbers and deep-
funnel metrics
• Improvement to opportunities
• Improvement to win rate
• Decrease in cost of sales accepted
opportunities
Educating the Organization

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• Need to be able to manage a buyer’s experience
with more granular control than email blasts and
drip campaigns, or other more simple methods of
tracking leads
Educating the Organization

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• Adopt the Sirius
Decisions Demand
Waterfall v2 - it makes
everything simpler.
Practical Tactics for Success

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• VP Sales buy-in - help
them see how it will
make them more
money
Practical tactics for success

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• First step is to complete the
pre-work (buyer’s journey, personas,
lead stages)
• Don’t rush it - getting the
architecture right the first time
takes a little longer but saves a
lot of time and money in the
long run
• Consider getting a
coach/implementation
consultant if you have more
than a few sales/marketing
people
• Implementation drives a better
understanding of your
customer
Practical Tactics for Success

14. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Questions?
Luke Starbuck
Director of Demand Generation
Mobify
@LucasStarbuck
Courtney McAra
Marketing Operations Manager
Marketo
@Courtneyfiona
David M. Raab
Principal
Raab Associates
@draab

15. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!