Notas del editor

• Update with new cover from visual brand deck.
• Tell about Amdocs, who you sell, and your team’s responsibility.
  
  What your specific responsibility is on the marketing team and what metrics define success?
  Campaign specific KPIs that roll up to an aggregate global view
• What triggered the decision to migrate?
  Planning to take Eloqua from ESP to more strategic part of marketing
  Forced to move off of Eloqua
  Knew that Marketo was the only competitor in the ENT space
  Opportunity to reset the ‘bad habits’ and build the best in breed marketing automation, demand gen strategy team that serves long term goals
  
  Moving off of Eloqua9?
  Not too painful,
  Heavy lifting was in data
  Not having to rebuild campaigns
  Hired a consultant (anyone who is investing in a MA, should hire a 3rd party Consultant);
  Relied heavily on consultant to develop infrastructure in Marketo
  Build so that it’s scalable for org over a long period time
  Long term investment, want to make sure the right ‘Champs’ on your side is critical to success
  
  Lots of pressure to move to E10; not an option from Eloqua
  
  IT Involvement?
  Jacqueline pressured to move to Pardot from IT
  IT Doesn’t understand MA solution
  IT Director flew from Isreal at DF 2013
  Jacqueline had to spend a week to convince IT that Pardot is not the tool
  Gartner grid
  Pardot is not ENT; just acquired by SFDC  2 years before they have any features
  Scorecard evaluation
  
  How do you pick a consultant?
  Eloqua consultant started working with Marketo Champ (Pierce) Tactical consultant
  DemandSpring  Demand Gen consultant, how to engage with customers and internal and show value
  Consultant helped to push Marketo
  
• The ‘Old World’
  Start/Stop; not contiunity
  Eloqua was just used for email
  Not thinking about campaigns in terms of Revenue/Pipeline
  Chinese Wall between marketing and sales
  
• 
  Step 2: Drive alignment across org
  Who is going to be involved
  Who will support
  Who will be involved in training
  Breaking down the silos between marketing and sales
  Started with great people, great foundation, and understood that we needed to move quickly to captilize on oppty in marketplace
  
• 
  Jacqueline’s Journey:
  Step 1: Had to convince the leadership team understand why you need the tool, what does it do, what value does it bring to the org
  LT have been trained in ‘traditional marketing’  Didn’t understand that customers come to website
  Have been told by Sales that Sales knows what’s going on with all deals at all times, didn’t understand marketing’s oppty to have pipeline impact for Sales
  Believed Marketing should just continue to drive tradeshows and events
  Content was not created based on persona, 1 – 2 pieces of content whitepaper/webinar
  Never thought through customer experience or journey (inside baseball)
  Biggest Attention: Eloqua was just bought by Oracle; this is a competitive threat  Better insight, better analytics
  Rallying call for LT to ‘wake up’ or else we will ‘lose money’
• Why Marketo?
  Marketo content
  Have to lead with Thought Leadership
  ‘I take a page everyday from Marketo’
  Want the organic traffic coming to you bc people see you as a leader
  Pardot doesn’t have knowledge/experience to serve ENT
  Marketo was built for SFDC  Native integration  Perfect Package
  
  Features: - MSI  critical for sales adoption for demand gen (HIGHLY recommend)  Prioritize, going to take time to get the content you need for RCA
  Key to breaking the wall between sales and marketing
  Critical to the success
  RCA  don’t use it because IT doesn’t allow to push opps into Marketo
  Rich set of features but without the data and commitment from Sales to invest in the leads to nurture, RCA falls flat
  
  
  
• Step 3: Training + Onboarding
  4 months building (close 1x1 with consultant); built out infrastructure
  Launched Marketo
  Slow adoption
  Oppty to globally train the org
  Consultant + Jacqueline developed 2 day training guide (flew to Isreal and Toronto) to train the users: Marketing, Web, and IT
  Totally trained about 35 people 1x1
  Followed this by 15 quick win 5 min ‘how to ‘ videos based on feedback from 1x1 trainings
  4 webinars/Lunch and learns  Q&A Style; Office Hours Style
  Created/Hired consultant to sit 1x1 with people to onboard
  Ongoing and continuous training
  
  Offer users support as needed
  Bulk of the training was delivered in 2 months
  Lesson: trained a lot of people that didn't have the right ‘mindset’ for MA
  Adoption of MA was not accelerating
  Looked at key players (influencers/champs) to see where the gaps were; spent time training the players or replaced them
  30% of org has been turned over
  Marketing team is full of digital marketers (strong inbound campaign knowledge, MA knowledge/DG experience, must have digital marketing experience)
  
  
• Ongoing Engines:
  Virtual Marketing Assistant: helping the marketing people build good campaigns; campaign breifs, preferred vendors (Scored); sample best in breed work; resource community
  Executive Quarterly Updates: decision making process, adoption, reporting
  Do we have the right process? Do we have the right infrastructure?
  What’s best in class and what changes can we make to get closer? 
• Step 4: Sales Alignment (Lead Lifecycle): Simplicity!
  Recommendation: simplify this as much as possible, don’t need mutilple routings/layers
  Convert known into a QL
  Build the right scoring model and evaulate content based on buyer personas
  Not about changing lead lifecycle, changing things inside of the lead lifecycle
  Easy to understand/grasp
  
  How have you gotten alignment with Sales?
  10 member taskforce created this and got approval on definitions: MQL, SQL and SLAs (Field marketing, sales,)
  Sales people as champs who understand what we are trying to achieve
  Field marketing strong investment
  All layers in the org has blessed this (C level down)
• Reporting and analytics focus (Reporting and Data_
  Better data management
  People struggle with the ‘the cost of data’
  Cost a lot to maintain the right data
  Lots of data can be gleaned from accurate data
  Marketing wants to continue to gather ‘good’ data from customers/buyers by offering good experiences which leads to better analytics which leads to better experiences
  
  Predictive  leads to building campaigns in a shorter amnt of time
• Update with new cover from visual brand deck.