Graduating from Email Marketing to Marketing Automation

Graduating from Email Marketing to Marketing Automation

© 2012 Marketo, Inc.

Turbo-Charge your Email Marketing Strategies and Campaigns

Your Speakers

Jon Miller VP and Co-Founder,

Marketo @JonMiller

Stephanie Miller VP of Member Relations,

DMA @StephanieSAM

#GraduateEmail

#RevEngine #GraduateEmail

Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for a Q&A at the end

• We will be recording the webinar for future viewing

• All attendees will receive a copy of the slides/recording

• Twitter hashtag: #GraduateEmail

#RevEngine #GraduateEmail

Today’s Topics

• Part One: Changing Email Marketing Trends

• Part Two: 7 Signs You Need to Graduate from Email

• Part Three: Using Data in Email Marketing – A Beautiful, Powerful Loop

• Part Four: Graduating to Marketing Automation

Changing Email

Marketing Trends

#RevEngine #GraduateEmail 6

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New Reality: Consumers can quickly “sweep” and filter

email messages they don’t find interesting.

In fact, that process is automated.

Even permission-based messages

are marked as “spam.”

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Subscriber Covenant

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The Truth.

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Typical Digital Messaging Marketing Stream

Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?

@StephanieSAM

#RevEngine #GraduateEmail

Lifecyle Email Marketing Welcome! We like you. Hi, are you ready to buy? Thanks for buying! You might also like…. Hi, are you ready to buy? Here’s what others like! Please tell us what you like. Hi, are you ready to buy? Cool content you might like. Hi, are you ready to buy? Something special for you Any of your friends like this?

@StephanieSAM

#RevEngine #GraduateEmail

Cross Channel Marketing Welcome Email. We like you. Product beta test! Sign Up Hi, are you ready to buy? Thanks for buying! Text in to join our party! Dear Pamela, you might also like…. Hi, are you ready to buy? Visit Facebook: What do others like?! Event Updates & Alerts 4U! Cool content you might like. Mobile access to your favorite app Something special for you! Any of your colleagues like this?

@StephanieSAM

#RevEngine #GraduateEmail

Connections, Built on Data, Build Engagement

@StephanieSAM

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CHANNELS

• Reduce inefficiencies working with agencies

• Improve processes, interactions with internal teams

• Manage the campaign execution processes

• Reach customers through a multi-channel approach

• Segment to provide more relevant online content

• Engage in a conversation based on response

• Gain visibility to marketing campaigns being executed

• Adjust marketing spend based on performance

• Streamline marketing spend

• Measure & optimize ROI

COLLABORATION

PERFORMANCE

Improve

Agency and Internal

Collaboration

Improving Marketing

Performance & Accountability

Proliferation of

New Engagement

Channels

Digital Marketing Complexity

@StephanieSAM

#RevEngine #GraduateEmail

That Spells: O-P-P-O-R-T-U-N-I-T-Y

Generic Messaging from Silo’d

Channel

Automated Relevancy

+ Data

@StephanieSAM

Do

LESS

Do

MORE

7 Signs You Need to Graduate from

Email

#RevEngine #GraduateEmail

Spam with Content Sauce

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7 Signs You Need to Graduate from Email

1. Email blasts, not customer dialogues 3. Email in

a silo

2. Wasting time on manual campaigns

4. Difficult or imprecise targeting & segmentation

7. Sad sales team

6. Can’t tell if email is driving pipeline or revenue

5. Trigger insensitivity

@JonMiller

#RevEngine #GraduateEmail

1. Email Blasts, Not Customer Dialogues

@JonMiller

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2. Wasting Time on Manual Campaigns

@JonMiller

“We needed a way to automate our marketing campaigns so that we could focus our time and resources on the best opportunities. That’s the only way to really drive business.”

– John Watton, VP, ShipServ

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3. Email in a Silo

@JonMiller

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4. Difficult/Imprecise Targeting and Segmentation

@JonMiller

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5. Trigger Insensitivity

@JonMiller

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6. Can’t Tell If Email Is Driving Pipeline or Revenue

@JonMiller

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7. Sad Sales Team: Don’t Know What Leads are

Good, Who to Follow Up With

@JonMiller

#RevEngine #GraduateEmail

7 Signs You Need to Graduate from Email

1. Email blasts, not customer dialogues 3. Email in

a silo

2. Wasting time on manual campaigns

4. Difficult or imprecise targeting & segmentation

7. Sad sales team

6. Can’t tell if email is driving pipeline or revenue

5. Trigger insensitivity

@JonMiller

Using Data in Email Marketing – A Beautiful,

Powerful Loop

The Human Algorithm.

(via Brian Solis, author)

#RevEngine #GraduateEmail

Data-Driven Marketing Nirvana

Activity on

Website Email

Social

Media Subscriber

Forms

Everything you ever wanted to know about your customer...

And can use to increase their engagement.

Transactions

30 @StephanieSAM

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Data-Driven Marketing Reality

Activity on

Website Email

Social

Media Subscriber

Forms Transactions

31 @StephanieSAM

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Customer Email

Responses Call Center

Sales Team Database Online

Wherefore Art Thou Data?

32 @StephanieSAM

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The Customer Experience :: Multiply By 1000 Trillion

33 33 > @StephanieSAM

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Marketing Automation = Vision, People, Process +

Technology… Together!

Vision

People

Process

Technology

@StephanieSAM

Graduating to

Marketing Automation

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Marketing automation is a…

• Technology that streamlines and automates marketing tasks

• so companies can • increase operational efficiency and

• grow revenue faster

@JonMiller

#RevEngine #GraduateEmail

Basic Marketing Automation: Event

Send Event Invitation

Wait 3 Days

If Not Registered, Send

Reminder

Wait Until 1 Day After Event

Send Different Follow-Up to Attendees vs.

Non-Attendees

@JonMiller

#RevEngine #GraduateEmail

Why Automation?

@JonMiller

#RevEngine #GraduateEmail

Full list of features at bit.ly/MAfeatures @JonMiller

Email Marketing Automation

Mass Emails Yes Yes

Open Rates and Clicks Yes Yes

Marketing Lead Database Yes

Data Quality and Append Yes

Landing Pages and Forms Yes

Segmentation Yes

Multi-touch Campaigns / Lead Nurturing Yes

Lead Scoring and Grading Yes

Automated Sales Alerts and Tasks Yes

CRM Integration (Data Sync) Yes

Lead Lifecycle Workflows Yes

Sales Campaigns Yes

Program Management Yes

Event Marketing including Webinars Yes

Program ROI and Revenue Analytics Yes

#RevEngine #GraduateEmail @JonMiller

Segmentation

#RevEngine #GraduateEmail @JonMiller

Multi-Touch Campaigns / Lead Nurturing

All N

am

es

Pro

spect

&

Recycle

d

Engaged

Lead

Nurturing Lead

Opportunity

Sale

s Lead

MQL

SAL SQL

“The art of maintaining permission to stay in front of your buyers as

they educate themselves”

#RevEngine #GraduateEmail

The Value of Lead Nurturing

Fast Leads ( MQL <1 mo)

Slow Leads (MQL >1 mo)

Total Leads (MQL)

Cost / Lead (MQL)

Without Nurturing 20% 6.67% 26.67% $206.00

With Nurturing 20% 20.0% 40.0% $137.50

Source: Actual Marketo data; assumes $55 per prospect

Marketo ROI Results

Results: 50% more marketing qualified leads from lead nurturing

@JonMiller

#RevEngine #GraduateEmail

Lead Scoring

Explicit What the prospect tells you

Inferred What you observe or infer

Fit Are you inter-ested in them? Positive + Negative Factors

• Demographics (title)

• Firmographics (size)

• Data append

• Data quality

• Corporate email

• Geo Location

Interest Are they inter-ested in you?

• BANT

• Behaviors (engagement)

• Social activity

• “Act Now” behaviors

Get The “Definitive Guide to Lead Scoring”

http://bit.ly/DGtoLS

@JonMiller

#RevEngine #GraduateEmail

The Value of Lead Scoring

We pass everything

to sales and let them cherry

pick

We score leads

based on fit

We score leads

based on fit as well as interest

0%

5%

10%

15%

20%

25%

30%

35% Revenue Growth vs Peers

We pass everything

to sales and let them cherry

pick

We score leads

based on fit

We score leads

based on fit as well as interest

0%

10%

20%

30%

40%

50%

60%

70% Sales Time Spent Selling

Source: Marketo Benchmark on Revenue Performance as of May 10, 2012 (N=300)

@JonMiller

#RevEngine #GraduateEmail

Programs and Events

@JonMiller

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Measure Program ROI

Screenshot: Marketo Revenue Cycle Analytics

@JonMiller

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Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity

Trends over time

SLA violations

Screenshot: Marketo Revenue Cycle Analytics

@JonMiller

#RevEngine #GraduateEmail

Migrating from Email to Marketing Automation

1. Sync with your CRM system (or load lists to Marketing Automation)

2. Create email templates

3. Set up your email deliverability settings

4. Set up your website

5. Build or import your campaigns / programs

@JonMiller

#RevEngine #GraduateEmail

How Much Does Marketing Automation Cost?

Spark Starting at $995

Standard Starting at $1,995

Select Starting at $3,195

www.marketo.com/pricing

@JonMiller

#RevEngine #GraduateEmail

Additional Costs and Considerations

Software subscription is typically 25-40% of overall investment required for success:

• Process definition, consulting

• Staff and skills, training

• Data: cleansing, augmentation, appending

• Content

• Lead generation (inbound/outbound)

• CRM implementation upgrades

@jonmiller #BizCaseMA

Marketing Automation Maturity

@JonMiller

#RevEngine #GraduateEmail

More Resources: www.marketo.com/resources

Email Experience Council http://www.emailexperience.org

The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM

Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark

@JonMiller

$150 discount code for DMA Email Evolution Conference – this Feb in Miami Beach: MKTOEEC

#RevEngine #GraduateEmail

Key Tweetable Takeaways

1. Email permission is predicated on subscriber satisfaction. Relevancy is an imperative.

2. Marketing automation does email better – integrated, automated, multi-step, analytics

3. Get your email marketing closer to the data. Create meaningful connections & content to improve response-revenue.

4. Prospects are not ready to buy – need lead nurturing and scoring

5. Analytics should tie marketing activity to revenue

6. No technology can automate a great marketing strategy. Takes people, process & vision, too.

7. To graduate: think big, start small, move quickly

@JonMiller

Question and Answer

Jon Miller VP and Co-Founder,

Marketo @JonMiller

Stephanie Miller VP of Member Relations,

DMA @StephanieSAM

#GraduateEmail