[Digital Marketing Bootcamp] Top 10 Reasons to Consider Marketing Automation
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Check out these slides with Marketo's VP of Demand Generation, Heidi Bullock! You'll discover the key strategies and techniques B2B demand generation marketers must have!
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[Digital Marketing Bootcamp] Top 10 Reasons to Consider Marketing Automation
- 1. The Top 10 Reasons to Consider Marketing Automation Heidi Bullock VP, Demand Generation
- 2. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 • 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. You’re task at hand…
- 4. They both work, but one is more efficient
- 5. Challenges
- 6. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Challenge #1 “I have all the qualified leads I need and I’ve hit my yearly goals!”
- 7. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Challenge #2 Only 10 more programs to build…sigh
- 8. Also, you can’t just focus at the top…. Challenge #3
- 9. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Challenge #4 Marketing and sales alignment
- 10. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Challenge #5
- 11. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Why now? 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa) Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Source: Gartner Research)
- 12. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Attract Engage Close Drive more inbound website traffic Convert web visitors to leads Right message Right person Right time Accelerate the sales cycle Increase quality leads to sales Win more deals
- 13. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Attract Engage Close Sales Insight Email Customer Engagement Engine Real-time Personalization SEO
- 14. Attract
- 15. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Attract
- 16. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 SEO - Make sure you are ‘found’
- 17. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 1. Increase inbound traffic to your site
- 18. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Suggests new keywords closely related to your company and your competition Marketo SEO Key Features
- 19. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Recommends web and landing page optimizations to help search engines more effectively crawl and index your site Marketo SEO Key Features
- 20. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Identifies inbound link opportunities based on your targeted keywords and links to competitor sites. Marketo SEO Key Features Need more? Go to marketo.com
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 2. Personalize experience for known and anonymous visitors
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Marketo website
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Marketo website – Healthcare version
- 24. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Get people to return to your site!
- 26. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Example – Google remarketing
- 28. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Reach& Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Facebook Pages Online Ads Email SocialLift Events 3. Improve social reach and influence
- 29. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 • 322 participants shared campaign • 365 referred visits to sign up for a roadshow • 7.14% increase of visits to registration page due to social share Results Give people a reason to share – but make sure to do it at the right time!
- 30. Engage
- 31. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Engage
- 32. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 4. Easily test and decide which emails are best Subject Line BSubject Line A Recipients 100K 100K Open Rate 10% 15% Opens 10,000 15,000 5K additional opens multiplied by 100 email campaigns over the year = 500,000 additional opened emails!
- 33. Page 33 How in Marketo
- 34. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 5. Replicate success in minutes Clone Complete Programs Track Costs and Tags for Measurement Use “Tokens” To Parameterize
- 35. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Replicating a Webinar Program Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Copy Edit Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List 22 Laborious Steps – 2+ Hours
- 36. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Replicating a Webinar Program with Marketo Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Clone Program-level fields 1. Webinar name 2. Webinar title 3. Speaker name 4. Speaker title 5. Webinar Description 6. Date 7. Time Push 8 Quick Steps – 3 Minutes
- 37. “With Marketo, we market with precision, deep intelligence, and a focus on delivering value at every interaction. We have a lead scoring mechanism that monitors for behavioral and demographic matches, so that we pass the right opportunities to sales at the right time.” – Bryan Landaburu, Head of Marketing Website traffic lifts Open rates & engagement measures up Increased marketing-qualified opps generated Hero K12 Partners with Marketo to Transform Marketing’s Focus from Building Brand Awareness to Generating Revenue 201% 150% 200%
- 38. To be engaging – be relevant.
- 39. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 6. Trigger workflows based on behavior and non-behavior Web, Email, Social, CRM, Campaign History, Transactions
- 40. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 7. Send relevant information in real-time based on visitors’ activities • Attends event • Logs into mobile app • Downloads content • Click email • Fills out form • Score is changed IT Finance C-level
- 41. “Marketo lets us connect the dots and bring everything together into a unified picture. All of our programs. All of our channels. It gives us the visibility we need to work more intelligently and move faster than with any other solution out there.” – Alex Lin, Director of Marketing Increase number of campaigns Net-new unique web visitors up Time to create new campaigns cut down Kalio Marketers Unleash the Power of Automation to Create Winning Campaigns that Drive Revenue 700% 600% 1/3
- 42. Close
- 43. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Marketing can help Sales Before marketing automation After marketing automation
- 44. 8. Provide flexible scoring model so you define success
- 45. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 9. Prioritize leads for sales
- 46. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Show Reps Only What’s Important
- 47. Measure
- 48. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Reporting Maturity Curve Multi- touch ROI Multi-touch Revenue Single-touch Revenue Opportunities Won Conversion Based (Form Fill)
- 49. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
- 50. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 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 First Touch 3 months $100K $100K
- 51. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 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
- 52. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 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
- 53. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 10. Know what is effective at TOFU vs. MOFU Page FT Revenue MT Revenue Content $410,000 $525,000 Webinars $320,000 $903,000 Tradeshows $325,000 $117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads
- 54. Page 54Marketo | © Marketo, Inc. 6/11/2015 Marketing Automation Can Help You: 1. Grow your top of funnel and increase conversion using through personalization. 2. Engage potential buyers by listening to their behaviors – and responding with multi-channel relevant - conversations. 3. Test and scale your programs – don’t kill your team! 4. Deliver the purchase-ready leads to sales through nurturing and scoring. 5. Measure channels and programs – so you know what works and can course correct in real- time. @HeidiBullock
- 55. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Register for more webinars in the Bootcamp Series http://bit.ly/Marketo-Bootcamp Digital Marketing Bootcamp Series Topic Date Top 10 Things Marketing Automation Can Do For You 6/11/15 Evaluating Marketing Automation 6/17/15 Inbound Success Strategies 6/25/15 Email and Nurture Best Practices 7/9/15 Sales and Marketing Alignment 7/23/15 Measure and Prove ROI 8/6/15
- 56. Marketo Proprietary and Confidential | © Marketo, Inc. 6/11/2015 Thank You!
Notas del editor
- Hi, my name is Heidi Bullock and I am the VP of Demand Generation at Marketo. I want to welcome you to our bootcamp series! Today I am going to discuss a few of the great reasons you should consider marketing automation for your business. I want to mention - there will be other sessions that you can attend that will dive into each of these topics in more detail – so make sure to sign up for those!
- So, with that - let’s start with our challenge at hand and why many of you are on the webinar. Most of us in marketing and sales have sizable goals and are under a lot of pressure to drive more revenue ---- and of course in less time!
- Today, you may be using an email solution and feel like you are doing just fine. But, what I want you to take away from this presentation – is that with marketing automation, you can do some of what you are already doing in a more EFFICIENT way in addition to some completely NEW THINGS that can really help drive your business.
- Let’s specifically touch on some of the challenges we are faced with on a day to day basis ----
- Challenge #1: It seems like you always need more qualified leads - need to drive more revenue and close deals faster. In general it may feel like more is being added to your plate.
- Challenge #2: With the added demands, you or your team may feel like you have more programs to build out – including webinars, emails, landing pages, etc. If you are trying to scale up your marketing efforts, this can take you --- or your team ----some time to get done and it can be very overwhelming.
- Challenge #3: You have a leaky funnel! There are 2 points to this. 1. You can’t just focus on growing top of the funnel. You can bring in 30,000 names in a month – but if they are not the right people and have low likelihood of converting – who cares? 2. Also ---- Every sales funnel leaks. The cost of a lost lead rises dramatically the further down the funnel it leaks. And due to the complex buying processes today there is more room for leaks. By identifying where we are leaking and defining ideal prospect profiles we can qualify out bad leads sooner.
- Challenge #4: You may have some disconnect with sales around what a lead is and when they are qualified. How can you ensure your marketing and sales teams are on the same page? How do you handle getting the best leads to sales at the right time? -- and lastly….
- Challenge #5: To ensure you get the budget you need to hit your goals and protect what you have - how do you prove and demonstrate the value of your marketing programs and show overall marketing ROI? You want to be able to answer the following questions? What is your top performing channel? What is your top performing program? What would you do with more budget? What program would you cut?
- Before we get into to the top ten reasons for marketing automation – you may be wondering why now? Why does this matter today? First of all, your buyers are more empowered than ever before. They have close to 3000 messages per day that are vying for their attention so there is are lots of places that they can get information. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyers journey is self-directed before they interact with you. When they are interacting with your brand, at every stage of interaction, 87% percent of them demand something that is a meaningful, contextual, and relevant experience (based on a recent report from Edelman). Given that there is lots of noise, the customer is self-directing in how they research products and services – it’s up to marketing to make sure they find what they are looking for. Another way to think about it – is if you don’t do it – a competitor will.
- With that as context, for today’s presentation, I am going to highlight where marketing automation can help you at different points in the marketing and sales funnel and how we can address some of those challenges in a more streamlined and effective way. Marketing automation can help you attract new prospects, engage them in a relevant manner until they are ready to buy - via channels like e-mail, social, mobile and web. For this presentation, let’s think about the funnel in 3 distinct areas: Attract: Drive more inbound traffic (SEO, Ad Bridge) Convert web visitors to leads (RTP) Engage: Right message, right person, right time (Segmentation, Dynamic Content, CEE) Accelerate the sales cycle (Scoring, Triggers) Close: Increase quality leads to sales (Alerts, MSI) Win more deals (Interesting Moments) And lastly with marketing automation you have the ability to measure and reiterated across each of these stages
- There are lots of features to marketing automation. Whether it’s SEO, Lead Nurturing, Analytics, Landing Pages. This is a quick glance of the capabilities in Marketo that can help you grow your business and accelerate revenue growth.
- Ok! Let’s start at top of the funnel. The big question many of us ask at this stage – is how can I generate demand -- in a scalable way-- (and uses your budget most efficiently) – that creates leads that convert?
- So, where do you start? Your website is one of the first areas you want to spend time on and make sure it is optimized for lead generation.
- We can start with SEO. Search engine optimization is really making sure you are found! It is a methodology of strategies, techniques and tactics used to increase the amount of visitors to your website by obtaining a high-ranking placement in the search results page of a search engine (SERP) -- including Google, Bing, Yahoo and other search engines. But, keeping tabs on your website's search rankings and social media effectiveness is a full-time job. Here are a few ways Marketing Automation can help you do this more efficiently.
- Goal #1 that marketing automation can help you with is increasing inbound traffic to your site! With Marketo, there are some helpful SEO capabilities I will touch on. You can quickly analyze your keyword rankings and those of your competitors so you can target areas of improvement.
- The SEO capabilities are also helpful for suggesting new keywords you may not have considered.
- You can get recommendations for web and landing page optimizations.
- And lastly, you can identify inbound link opportunities. If you need more tips, we also have a great free resource on our website – on our resources center that I am highlighting here!
- Another aspect of driving top of the funnel ---- is marketing to the anonymous visitors that visit your website. You have 0-8 seconds to persuade your audience with your headline and landing page – so you want to be as personal and relevant as possible.
- With Marketo’s real time personalization you can segment your anonymous visitors through information gathered by looking up their IP address. Based on this you can determine their geographic location and company information such as their industry, company size, and company name. You can also gather behavioral data such as their return frequency to your website, what pages they visit, if they are on a mobile device, and what browser they are using. Above is an example of the marketo website. --
- Here you can see we used real time personalization to show a digital marketing asset specific for healthcare.
- Now, we have talked about getting people to your site and being targeted – what about bringing them back? Many of you are familiar with retargeting – and I am showing how this works above. The problem is -- the approach is very broad and not very targeted.
- Using marketing automation, specifically Marketo – you have the ability to Target the right potential customers Attract them with highly personalized ads Engage them throughout the buyer journey
- How does this work? With Marketo, there is the ability to connect Marketo’s rich data (such as a buying stage or target account) ---- to popular Ad Tech platforms such as linkedin, facebook, or google (personalized retargeting ads, target display ads, optimized pay per click ads)
- Now here is a personalized remarketing ad The benefits are powerful Optimize ad spend Increase lead quality And acquire customers faster!
- The last capability I will touch on for the acquire stage and top of funnel – are the social capabilities marketing automation can assist with.
- Here is an example of a referral campaign run out of Marketo. We were able to increase visits to the registration page and get an additional 365 registrations.
- Now that you have people in your database, how do you further engage them and create a relationship until they are ready to buy?
- I am going to focus on a few key areas because of time, but I want to highlight the importance of engaging and nurturing prospects across multiple channels. Using solutions like marketing automation, makes this more scalable --- AND you can really understand which combination of channels and key programs are most effective. Now for most of us, email is a critical component of nurturing and one thing you want to make sure of is that you are sending the right email to the right person at the right time. To do that, we need to test.
- Using MA – and specifically Marketo, you can easily run tests to ensure you are sending the email that your audience will be the most interested in. Here I am showing the impact a simple subject line test can make. If you can achieve a 5% greater open rate and are sending to 100,000 people – that is 5,000 more opened emails. Now if you are running 100 email campaigns over the year, that results in 500,000 additional opened emails.
- Here is a simple screen shot of how to set up testing in Marketo. In this example, we are testing 3 subject lines – we will send to 10% of the segment, and 90% will get the winner.
- Through testing, you will know what works best for a particular buyer and segment. Once you know what type of emails and landing pages work well – you will want to do more of them. As we discussed earlier -- many of us have large goals and this often requires running more programs. Using marketing automation, specifically marketo, you have the ability to replicate a program in minutes. Let me walk through a quick example:
- The customer Hero K12 creates software for tracking student behavior and helping schools shift their focus from punishing bad behavior to rewarding good conduct. Hero K12 has a small marketing team with big goals and high expectations from the sales team. The challenge Hero is different from anything schools have seen before, and unless marketing educates prospects over time on the value Hero delivers, schools aren’t going to budget for it. The team had no way to keep interest from waning during the many months between the time of the first contact at events (summer) and budget planning (January). Marketing efforts were out of synch with school budget cycles, and emails were hitting inboxes during summer vacations and breaks instead of at budget planning time. The Marketo solution With only 10 days until budget season, Hero purchased Marketo and the marketing team created and rolled out a highly successful campaign to 110k schools. Visibility into the pipeline allows marketers to present the right message at exactly the right time to nurture interest and identify qualified opportunities. Marketing is leveraging the company’s highly valuable content to educate buyers over time, without wasting time on manual, one-off email blasts. Results The first campaign generated: 200% more marketing-qualified opportunities than ALL event efforts combined in the first quarter of the previous year. Open-to-click-through rate of 22.5% 201% lift in website traffic
- Part of being engaging with your prospect or buyer is to communicate with them on their terms – which means being relevant and also listening. For example, I may love eating at taco bell every day – but that doesn’t mean I really want a personal relationship or want to get an email every day. I may really like a coupon once per month. So makes sense, but how do you do it?
- Can also listen for your behaviors and other key information. Here are some examples across the website, email, and social – and even mobile.
- Based on these inputs, you can send relevant information at the right time.
- The customer KalioCommerce, the company’s on-demand enterprise eCommerce platform, drives almost a billion dollars of online sales across 100+ client sites. Marketing is tasked with generating leads and driving revenue to support growth. The challenge Previous solution was basically just “a tool to spam” because no real nurture Wasted HOURS trying to sync information between the MA solution and CRM (even though both solutions from the same provider) and still had no way to measure campaign effectiveness. Couldn’t answer basic questions like how many net new leads were generated and cost per lead. The Marketo solution Personalized and targeted nurture campaigns that are proving to be “fantastically successful.” Creating programs easy and repeatable. Capture leads from online and offline and tracks them all the way through to conversion. Can accurately measure net new leads and understand what influences conversion. Results 700% more marketing campaigns With cloning, marketers creating complex campaigns in one third the time. Nurturing campaigns have driven up net new unique visitors by 600% A/B testing increased conversion rates across the board
- Marketing can help sales : Prioritize leads based on quality and urgency Let sales send leads back to marketing for further nurturing, preventing leads that just "sit" somewhere Provide comprehensive lead activity history for sales And using marketing automation – makes this a lot easier and more scalable…. here’s how!
- Step 1: Important to track all touches
- To summarize, I will leave you with these five takeaways! Again, I covered a lot of this very quickly today – for more details please attend one of the other 30 min webinars in the bootcamp!