Marketo mgtg nation adam sharp v2

Copyright © 2013 CleverTouch Marketing. All rights reserved.
6 ways Marketo can build massive
credibility with your Executive Team
10th September 2013

1. What your MA really provides.
2. What the CEO/CMOs want
3. How is Europe different?
4. Some ideas and initiatives others with MA
are up to.
Key takeaways

Copyright © 2013 CleverTouch Marketing. All rights reserved. Copyright © 2013 CrowdVu. All rights reserved.
Disclosure:
• 5 years old
• 18% QoverQ growth
• Largest & most respected
MA consultancy in Europe
• Supported over 120 mid-
market & blue-chips

Marketing Automation is a little more than
lead scoring and lead nurturing………
Copyright © 2013 CrowdVu. All rights reserved.
• It is really about driving change
in an organization
It should force a rethink on the following:-
1. Drive a common sales, marketing and
business alignment language
– Unifying department/cross collaboration
2. Assist in the pursuit of a reduction in
technology silos
3. Drive data management to data
governance & then an information
architectural perspective.
4. Enable workflows that are truly
personalised, relevant & behaviour driven
5. Provide ability to put marketing on the
front-foot, predicting future outcomes.
Metric driven marketing.

B2B Marketing- an agent of change?
Genuine driver of
change?
Respected service provider?
Subservient service provider?

Marketing- as a source of influence?
Just 9% of CEOs refer to marketing
data for decision making and just
6% of CFO’s.

Too many Marketers
misunderstand their role
The CEO’s view…..
1. Grow revenue, reduce costs & don’t mess up
2. Be a source of innovation……….no time for that
3. Maintain the cultural conversation……
4. Prove the ROI……..not great at that
5. Translate technology to the business……….

THE IBM STUDY:
CMOs’ BIGGEST HEADACHE
Social media is here to
stay…just can’t get head round
it
Data explosion
Proliferation of channels and
devices
Relationships and not
transactions
Proving the ROI

How is B2B marketing in Europe different?
The market is smaller & less
homogenised
– language/country
US more about lead gen and ‘filling
the funnel’
Europe more about nurturing and
loyalty
Marketing departments here are
smaller so often have a wider
aspect to MA opportunity
Europe value services
Data Governance has a higher
currency in Europe
In Europe end users like to mix it up

6 ways Marketo
could drive massive
credibility with your
Execs

1. ………….begin with the end in mind……….
start with the process
……why is this so
important?

1. Begin with end in mind…….. move the game
from ROI to Revenue Forecasting
How come only 20% of marketing directors even try and
attempt to measure ROI*
MA provides opportunity for ‘Moneyball Marketing’ predict
future outcomes based on past activity. Data, history, content,
campaigns etc..
*Source: Adobe CMO report 2012.

For many Marketers their understanding & interest in
technology is limited
………really?

2. ………don’t become a content factory
• Content & Creative is an
(important) tactic
• Marketing Strategy is about
Positioning, Segmentation & Targeting
• Reduce, Reuse & Recycle
• Most marketers spend too much of
their time on tactics………stressy
• Work the plan- SOSTAC..by PR Smith

Customer Journey Planning
SageCRM
prospect
converted to
customer
Launch
Program
Phase 1
Activated
account?
Launch
Program
Phase 2
Inactive
NO
Launch
Program
Phase 2
Active
YES
Activated
account?
Lookup to SageCRM
after each email
YES
Feed into corresponding email
NO
Recycle
within
Inactive
Program
until end
of Month 4
End of
month 4
Survey
completions
pass to
SageCRM. Sales
may follow up
on completions
by inactive
contacts
Develop
Program
Phase 1
Field Sales
Account
Manager
introduction call
How trading
to profile?
Retain and
Grow
Program –
Trading at
or above
profile -
Grow
Retain and
Grow
Program –
Trading
below
profile -
Retain
Retain and
Grow
Program -
Lapsed
Renewal
Program
Renewed?
Referral &
Testimonial
Program
YES
Win Back
Program
NO
Sample Multi-Touch Program Flow - Lapsed
Lapsed
customers
Email 1:
We notice
you ve not used
your account
Email 2:
Did you know?
Tips on how to
optimise
account
Email 3:
How can we
improve survey
Dynamic content based
on survey submission
Account
Manager follow
up
Email 1 resend Email 2 resend Email 3 resend
Landing page
with form
Remind Offer help to secure
interest
Interact Incentivise action
Account
manager call
Have they
renewed?
NO
YES
Launch Phase Development Phase Retain and Grow Phase
Referral & Testimonial/Win
Back Phase
Renewal Phase
Stage 1: Launch Program Objectives
Thank for business and welcome
Communicate contact points
Set realistic service expectations
Support transition with tips
Maximise contact reach with additional data
Monitor and respond to activation
Collate first-experience feedback
Stage 2: Development Program Objectives
Personalise relationship
Expand two-way engagement methods
Create brand bond and trust
Offer tools to maximise service value
Establish regular updates
Create active community
Monitor and respond to service usage
Stage 3: Retain and Grow Program Objectives
Define, identify and reward loyalty
Targeted/personalised thank you
Remind of personal contact points
Keep brand forefront of mind
Continued regular updates
Issue useful and helpful reminders
Give to get: growth through education and valuable
content
Testimonials showing broader services
Monitor and respond to service usage
Stage 4: Renew Program Objectives
Make it clear that company cares
Create image of trust and longitude
Distribute long-standing client testimonials
Actively flush out service concerns
Provide an easy renewal process
Give offer for early online renewal
Remind clients why they chose Parcelforce
Personalise from account manager
Stage 5: Win Back Program Objectives
Openly recognise their value
Capitalise on any past loyalty
Test discounts with personalised offers
Reinforce the reasons why they chose you
Find out why they have gone
Personalise communications based on reason for
departure
Encourage interaction to maintain dialogue
Develop
Program
Phase 2 –
Trading at
or above
profile
Develop
Program
Phase 2 –
Trading
below
profile
Develop
Program
Phase 2 -
Lapsed
Ongoing lookup to
SageCRM drives move
between programs
Ongoing lookup to
SageCRM drives move
between programs
Survey
completions in
Lapsed Program
pass to
SageCRM and
may be followed
up by Sales
Survey
completions in
Lapsed Program
pass to
SageCRM and
may be followed
up by Sales
Ongoing lookup to
SageCRM drives move
between programs
Ongoing lookup to
SageCRM drives move
between programs
Hit lead score
threshold
Exit into
Prospect
Programs
Exit into Year 2
Programs
Stage 5: Referral & Testimonial Program
Objectives
Maximise word of mouth potential
Openly recognise their loyalty
Show genuine gratitude for business
Use dynamic content to personalise
Ask them to offer a quote or a potential customer
Make clear what type of new customers you want
Try to offer alternative reward options
Make participation simple in a single-step process
Contract
sign up
End of
Month 3
End of
Month 6
End of
Month 10
End of
Month 13
Monthly Newsletter Communications
Dynamic content to
introduce account manager
in email 1 if Field Sales
customer
Telesales
and Field
Sales
accounts
Field
Sales
accounts
only
Survey to
obtain feedback
on failure to
renew passed to
SageCRM for
Sales follow up
Email 3 resend
Email 4:
Exclusive offer
Activated
account?
No
No
EXIT into
current
Customer
Program
Yes
Activated
account?
EXIT into
current
Customer
Program
Yes
No
No
Activated
account?
EXIT into
current
Customer
Program
Yes
No
No
Telesales retain
ownership until
activated
NO
3. ….instead Workflow (and customer engagement) are the new
sources of innovation in marketing
• If your campaigns are shorter than the
average buying cycle then you are
leaving much to chance.
• Customers buy from people that take time
to understand and serve them better, do it
intelligently…..

3. ….instead Workflow (and intelligent engagement) are
the new sources of innovation
• Paypal helping online retailers go
mobile.
• Educate not sell
• Desirable content
• Mobile optimization
• Open rates 25-35%
• 6% of customer base to microsite
• Awareness of mobile payment solutions
11% in 2012, 20% in 2013.
• 57% positive view of Paypal as an
enabler of mobile payments
• 8% uplift in use.

Joined-up campaigns or
one-offs sends?
• VMware
– Identical assets (to NA)
– The difference
• NA largely manual
• EMEA & ASIA fully automated
• (6 months: 19 languages)
– Automated version
personalised delivered much
higher results.
Nurturing provides a significant ROI
3. ….instead Workflow (and intelligent engagement) are
the new sources of innovation

1. Whitepaper
2. Blueprint
3. Webinar

4. Have a Data Management Strategy
Know your TAM

a. TAM Analysis
b. Job Clusters
c. Develop Personas

Increasingly organizations are moving from an Application
Architecture to Information Architecture view.
OR

It is all in the API………
as Marketers your role is
to serve your clients
across all channels in a
way that suits them…
The rigorous pursuit of a
reduction in silos should
be encouraged.

5. MA is too important
opportunity to just be left to
the marketing department.
Not all campaigns start with an
email.
MA will provide increasingly more
opportunities to redefine business
processes- everywhere,
Recruitment, Onboarding or NPS
In 4 months 70% increase
in Inbound, now ‘at capacity’

MARKETING IS ALL ABOUT BALANCE -
INBOUND AND OUTBOUND
THE GAP IN SOCIAL
CAPABILITY IN MA
IS BEING ADDRESSED
IN SEVERAL WAYS

SOCIAL DEMAND GEN IS EVOLVING…
PRESENTING OPPORTUNITIES
FOR MARKETERS & SALES PROFESSIONALS ALIKE
1. Internal morale & comms
2. Crisis management
3. NPD/market research
4. Customer service
5. Thought leadership
6. Recruitment & Training
7. Demand gen
Social IntelligenceSocial Sharing Social Sign-on
Search & segmentation for marketers
Social selling for sales
Social Listening
6. Putting Social in the context of
Marketing (Automation)

SOCIAL SHARING
SYSTEMISING WOM
Social Listening

SOCIAL SHARING
SYSTEMISING WOM
Social Listening
That’s an
11% INCREASE
18.3%
2011
29.4%
2012

SOCIAL SIGN-ON
DRIVES ACTIVITY
Social Listening
When used in the early
stages of long campaigns,
Social Sign-on
encourages engagement
within large communities.
Give permission-based
access
Quickly and easily
interact with
campaigns
Skip long forms

SOCIAL SIGN-ON
NOW COMMON
Social Listening
21%
Of best-in class
companies are using
social sign-on1
!!!

Social Sign-On in Marketo

SOCIAL LISTENING
GOOD FOR THOUGHT LEADERSHIP AND UNDERSTANDING AWARENESS
Social Listening
!!!
Prospect social profiles
Great for listening
for mentions
Good for initiatives such as
crisis management, NPD
and customer service
Integrations to
CRM exist
BUT!!
Only limited
profile data
Distinct lack of cohesion with
demand generation platform and
difficult attribute ROI
Typical focus is SENTIMENT

SOCIAL INTELLIGENCE
A NEW HORIZON FOR DEMAND GENERATION
Social Listening
Search
Name: Adam Sharp
Location: Winchester
Language: English
Influence: 55
Segment

SOCIAL INTELLIGENCE
A NEW HORIZON FOR DEMAND GENERATION
= +
Access to real-time social
indicators of intention and
influence based on social criteria
Access to holistic view of
contact, including social profile
Social listening
Social Intelligence Search & Segmentation Social Selling
Listen for key prospects or influencers
by conversation and engage in real-
time marketing, automatically
Social enrichment of exiting contacts
+
Linking of social data to B2B contact
records
AT LAST IT IS POSSIBLE TO LISTEN TO
CONVERSATIONS, TO SEARCH ON PERSONAS OR TO
AUGMENT EXISTING DATA WITH SOCIAL APPENDS.

EXAMPLE WORKFLOW OF
SOCIAL INTELLIGENCE FOR DEMAND GEN
….all in the matching engine
Enrich
Name: Adam Sharp
Location: Winchester
Language: English
Influence: 55
LinkedIn:
http://www...
Facebook:
http://www..
Company:CleverTouch
Revenue: 2-5M
Employees: 50-100
Email:
asharp@clever...
Enrich
Revenue: 2-5M
Employees: 50-100
Email:
asharp@clever...
LinkedIn: http://…
Facebook: http://…
Company:
CleverTouch
Name: Adam
Location: Sharp
Language: English
Influence: 55

SOCIAL INTELLIGENCE
THE MARKETPLACE

SOCIAL
APPENDING
B2B RECORD
Social
Appending

View profiles of
key prospects and
leads by listening
to conversations
in real-time

See visualisations of profile geography,
characteristics and influence

Inbound
search
Conversation
analysis
Automated
segmentation
Real-time
prospect
alerting Social scoring
for Marketing
Automation
Social Intelligence
analytics for CRM
Real time
conversational
marketing &
engagement
Social
intelligence for
proactive sales
engagement &
social selling
WHERE IS SOCIAL INTELLIGENCE GOING?

7. Build an infrastructure
Company A, VC backed started
up….
“We have spent £100k pcm for the last 3 years and
have nothing to show for it”
Company B, Nasdaq listed
technology company
“We have a turnover of $800m and we run our
business on a spreadsheet – it’s embarrassing.”

…..marketing should be a source
of innovation……..but before you
can think outside the box, you
need to create it first.
X
7. Build an infrastructure

In conclusion
Copyright © 2013 CrowdVu. All rights reserved.
1. Creativity alone is not the
basis of outperformance.
2. A scienced based approach
means that ROI can be replaced
with marketing forecasting
3. Your role is to drive change
and translate what the
technology can do.
4. Vigorously pursue a
reduction of silos and long-
term campaigns & thinking
5. Leave a legacy… (use
SOSTAC)

asharp@clever-touch.com
Thank you

6 ways Marketo can build massive
credibility with your Executive Team
• 10th September
2013

Marketo mgtg nation adam sharp v2

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