Beginner's Guide to Marketing Automation

Marketing Automation: Starting, Switching, and Making

it Sing

Michael BergerDirector, Product Marketingmberger@marketo.com@MikeDBerger

Lauren BrubakerSr. Manager, Demand Generationlbrubaker@netprospex.com@B2BLauren

Today’s Presenter

s

Source: Hope as an Anchor

We’ve been in the marketing automatio

ntrenches

What are we going to cover?

#npB2B

What are we going to cover?

Key points for comparing

potential vendors

#npB2B

What are we going to cover?

Key points for comparing

potential vendors

Tips to Get Your System Started

#npB2B

What are we going to cover?

Key points for comparing

potential vendors

Tips to Get Your System Started

Crucial (TPS) Reports to Measure

ROI and Success

#npB2B

Choosing Your

Vendor

Easy vs. Impactful

#npB2B

Dig beneath

the surface

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How does it enable sales?

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Can it measure what matters

?#npB2B

Source: Hope as an Anchor

Source: Hope as an Anchor

3years

Source: Hope as an Anchor

Launching Your New MAP

Make a Wish List

#npB2B

• Talk to your fellow marketers

• Visit the Community

• Consider hiring a consultant

Find out what PERFECT looks like

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Seek advice, you must…

www.opfocus.com

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Simplify your folder structure

#npB2B

Define all your marketing channels

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And then create your ideal campaigns…

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Cleaning Your Data

Where does your database stand?

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Where does your database stand?

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Where does your database stand?

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Where does your database stand?

#npB2B

NetProspex Marketing Data Management

• We live and breathe marketing data

• Our customers rely on us to keep their data lean and mean

• We tell you what to keep, what to get rid of, and what to enrich

#npB2B

NetProspex Marketing Data Management

• We live and breathe marketing data

• Our customers rely on us to keep their data lean and mean

• We tell you what to keep, what to get rid of, and what to enrich

#npB2B

Key Marketing Data Management Steps

• Establish the counts of all your data types (leads, contacts, active vs. inactive, etc.)

• Search for easy-to-find legacy/junk data

• Decide who to delete (not all records should be treated the same)

• Hire a professional (*cough, cough*)

• Analyze your entire database

• Decide who to keep, who to archive, who to delete, and who to re-engage

• Enrich as many fields as possible#npB2B

Key Marketing Data Management Steps

• Establish the counts of all your data types (leads, contacts, active vs. inactive, etc.)

• Search for easy-to-find legacy/junk data

• Decide who to delete (not all records should be treated the same)

• Hire a professional (*cough, cough*)

• Analyze your entire database

• Decide who to keep, who to archive, who to delete, and who to re-engage

• Enrich as many fields as possible

152,422

records removed from SFDC

#npB2B

1,068,091

fields appended in SFDC

Key Marketing Data Management Steps

• Establish the counts of all your data types (leads, contacts, active vs. inactive, etc.)

• Search for easy-to-find legacy/junk data

• Decide who to delete (not all records should be treated the same)

• Hire a professional (*cough, cough*)

• Analyze your entire database

• Decide who to keep, who to archive, who to delete, and who to re-engage

• Enrich as many fields as possible

152,422

records removed from SFDC

#npB2B

NetProspex Results

#npB2B

32%increase in MQL conversion

NetProspex Results

#npB2B

32%increase in MQL conversion

NetProspex Results

2xMQLs reaching SQL faster

#npB2B

32%increase in MQL conversion

NetProspex Results

78%increase in opportunity

creation

2xMQLs reaching SQL faster

#npB2B

Source: Hope as an Anchor

Start by running a

DHS www.smartmarketingdata.

com

Source: Hope as an Anchor

Start by running a

DHS www.smartmarketingdata.

com

(it’s free)

True MDM is CONTINUOUS

#npB2B

Reporting on ROI

What should you measure?

• Pipeline generated vs. program spend

• Investment per new MQL

• First-touch vs. multi-touch success

• Immediate results vs. results over time

#npB2B

You’ll want to download this…

www.marketo.com/ebooks

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In Conclusion…

• Choose a vendor based on impact and future growth

• Invest time in building out a scalable structure and strong templates

• Your marketing data is integral to your success. Don’t try to go it alone

• Create your KPI reports immediately

#npB2B

Michael BergerDirector, Product Marketingmberger@marketo.com@MikeDBerger

Lauren BrubakerSr. Manager, Demand Generationlbrubaker@netprospex.com@B2BLauren

Questions?

Let’s Connect!