This is the presentation deck I created for the Marketo Marketing Nation Roadshow series in 2015. Focus was on rapid, effective rollout of Marketo in a small business. Presentation also covers the importance and pathology of our conversion to engagement marketing. I presented this deck on stage in multiple cities over the summer of 2015.

1. Customer Acquisition
Engagement Marketing at Hero K12
August
20,
2015
Bryan Landaburu
Head of Marketing
Hero K12
blandaburu@herok12.com
@bshft

2. THE MARKETING NATION
TM
Hello, my name is Bryan
and I work at Hero.

3. THE MARKETING NATION
TM
We have been a Marketo customer
since December 20, 2014

4. THE MARKETING NATION
TM
We have been a Marketo customer
since December 20, 2014
and we rolled out Marketo in 10 days.

5. 1. Signed
the
Marketo
service
contract
December
20th
2. With
no
prior
Marketo
experience
we
had
to
learn
how
to
use
Marketo
3. Because
of
Eme
of
year,
we
would
be
spending
the
Christmas
holiday
doing
so
4. Amidst
training,
we
had
to
build
out
our
program
strategy
inside
Marketo
(including
the
creaEve,
coding
and
data
work).
5. The
work
had
to
be
complete
so
that
we
could
launch
our
iniEal
programs
the
week
following
our
naEonal
sales
meeEng
which
was
held
in
Miami
the
week
of
January
5th.
Hero successfully launched our first set of outbound marke5ng programs the week
of January 12th…on schedule.
What did Hero accomplish in 10 days?

8. THE MARKETING NATION
TM

11. • Primarily
outbound
markeEng
effort:
• Mix
of
email
“blasts”,
events,
sponsorships,
and
tradeshows
(lots
and
lots
of
tradeshows).
• All
communicaEon
focused
on
establishing
the
brand,
and
retaining
market
share.
• Other
factors:
• Complete
product
and
company
rebrand.
• Separated
from
parent
company,
became
a
stand-­‐alone
enEty.
• Every
department
and
process
reinvented.
• Product
reimagined,
redesigned,
rebuilt.
• New
sales
and
financial
models
introduced.
Because of all the change, 2014 was a down sales year which makes investment in
people and tools difficult.
2014 Recap

12. THE MARKETING NATION
TM
We were marketing the sales journey,
not the customers journey.
(marketing with very little precision)

15. THE MARKETING NATION
TM
To accomplish amazing feats, it takes
a clear strategy, a dedicated team,
and state-of-the-art tools.

17. The Team
Head
of
MarkeEng
Strategy,
copywriEng,
creaEve
direcEon,
program
development,
department
support
CommunicaEon
Designer
Visual
design,
copywriEng,
campaign
execuEon,
art
producEon,
creaEve
support
Campaign
Specialist
Campaign
deployment,
copywriEng,
automaEon,
results
analysis
Milo
Intern
Product
MarkeEng
Manager,
advocacy,
community,
Media/PR,
traffic
coordinaEon.

18. THE MARKETING NATION
TM

19. THE MARKETING NATION
TM
WE WANTED MARKETO
we pitched it as another team member, and cancelled live
events to find the budget

20. THE MARKETING NATION
TM

21. nurturing
inbound
outbound
customer
success
department
support
systems
+
tools
other
dazzling
stuff
programs

22. THE MARKETING NATION
TM
CONTENT
beautiful, simple, creative, humorous

23. DISCIPLINE
POLICY
AUTOMATION
POSITIVE
BEHAVIOR
(PBIS)
PROGRAM
SUPPORT
PARENT/STUDENT
ENGAGEMENT
TOOLS
THREE HERO CONTENT PILLARS

24. THE MARKETING NATION
TM
RELATIONSHIPS (OF ANY KIND) ARE
BUILT THROUGH MANY LIGHTWEIGHT
INTERACTIONS OVER TIME.

25. THE MARKETING NATION
TM

27. THE MARKETING NATION
TM
VISUAL CALENDAR
serves as a guide | changes all the time

29. THE MARKETING NATION
TM
EVERY PROGRAM IS MEASURED
AGAINST OUR PREDICTIVE MODEL
every marketing program has a new customer quota

30. THE MARKETING NATION
TM
IF MARKETING ISN’T ALIGNED TO THE
CUSTOMER JOURNEY, MARKETING IS
INEFFECTIVE.

31. THE MARKETING NATION
TM
IF MARKETING ISN’T BUILDING
PIPELINE, NOTHING ELSE MATTERS.
literally, nothing else matters.

33. 1. MarkeEng
provided
sales
with
the
leads
the
week
they
returned
to
the
field
-­‐
building
excellent
sales/markeEng
alignment
2. We
launched
3
programs
including
our
field
cold
prospecEng
program,
demand
gen
program
and
nurturing
program
3. We
delivered
240,000
messages
to
our
lead
database
-­‐
an
increase
of
500%
over
January
2014
4. We
had
an
open-­‐to-­‐click-­‐through
rate
of
24.7%
-­‐
an
increase
of
261%
over
prior
program
performance
5. We
exceeded
all
markeEng
forecast
models
for
January
• 250%
to
goal
for
web
traffic
• 400%
to
goal
for
markeEng
qualified
opportuniEes
generated,
• 187%
to
goal
for
new
lead
opportuniEes
created.
This would not have been possible without Marketo, and without the dedica5on of a very
clever marke5ng team.
Results from the initial programs:

34. 1. 64
unique
pieces
of
content
2. 29
unique
markeEng
programs
3. Web
traffic:
34%
increase
over
Q1,
400%
increase
over
prior
year,
YTD
is
115%
over
CY2014
4. Exceeded
every
KPI
measured
including
web
traffic,
leads
and
markeEng
qualified
opportuniEes
created
5. NaEonal
Revvie
Award,
featured
on
stage
at
Marketo
conference
April
2015
6. Implemented
automated
lead
scoring
program
7. MarkeEng
has
built
a
pipeline
strong
enough
to
finish
the
year
Most important sta5s5c is that the en5re company trusts marke5ng to lead the
business.
Mid-year report

36. THE MARKETING NATION
TM
SIX KEY TAKEAWAYS

37. THE MARKETING NATION
TM
[one]
DON’T GET LOST IN WHAT
MARKETO “COULD” DO.
it will cripple your effort.

39. THE MARKETING NATION
TM
[two]
MAKE THE SHIFT TO
ENGAGEMENT MARKETING.
lightweight interactions over time

40. THE MARKETING NATION
TM
[three]
A SYSTEM IS NOT A PLAN.
develop your strategy first

41. THE MARKETING NATION
TM
[four]
PREPARE YOUR CONTENT.
1:100

42. THE MARKETING NATION
TM
[five]
EMPOWER EVERY DEPARTMENT
WITH MARKETING CONTENT.
disjointed messaging confuses customers

43. THE MARKETING NATION
TM
[six]
THE CUSTOMER’S JOURNEY GUIDES
EVERYTHING YOU DO.
right message, right time, right context

47. Thank You!
Bryan Landaburu
Head of Marketing at Hero K12
blandaburu@herok12.com
@bshft