The Top 10 Reasons to Consider Marketing Automation Heidi Bullock VP, Demand Generation
Jul 27, 2015
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
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Housekeeping
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Challenge #1
“I have all the qualified leads I need and I’ve hit my yearly goals!”
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Challenge #2Only 10 more
programs to build…sigh
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Challenge #4
Marketing and sales alignment
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
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)
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
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
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Attract Engage Close
Sales Insight
Customer Engagement
Engine
Real-time Personalization
SEO
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
1. Increase inbound traffic to your site
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Suggests new keywords closely related to your company and your competition
Marketo SEO Key Features
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Recommends web and landing page optimizations to help search engines more effectively crawl and index your site
Marketo SEO Key Features
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Identifies inbound link opportunities based on your targeted keywords and links to competitor sites.
Marketo SEO Key Features
Need more? Go to marketo.com
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2. Personalize experience for known and anonymous visitors
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Marketo website – Healthcare version
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Get people to return to your site!
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Example – Google remarketing
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Re
ach
&
En
gag
eme
nt
Soci
al L
ift
Soci
al
Lift So
cial
Li
ft Soci
al L
ift
Soci
al L
ift
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al L
ift
Events
3. Improve social reach and influence
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
• 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!
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
4. Easily test and decide which emails are best
Subject Line BSubject Line ARecipients 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!
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5. Replicate success in minutes
Clone Complete Programs
Track Costs and Tags for Measurement
Use “Tokens” To Parameterize
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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
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Replicating a Webinar Program with MarketoEmail 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
“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%
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
6. Trigger workflows based on behavior and non-behavior
Web, Email, Social, CRM, Campaign History, Transactions
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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
“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
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Marketing can help Sales
Before marketing automation After marketing automation
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Reporting Maturity Curve
Multi-touch ROI
Multi-touch Revenue
Single-touch Revenue
Opportunities Won
Conversion Based (Form Fill)
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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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
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
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
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
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
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
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
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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
Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
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