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Page 1 © 2014 Marketo, Inc. #MKTGNATION14
SmartBear Software Success Story
Gary DeAsiSenior Marketing Manager, SmartBear SoftwareTwo-time Marketo Champion
Page 2 © 2014 Marketo, Inc. #MKTGNATION14
12+ products
Page 3 © 2014 Marketo, Inc. #MKTGNATION14
Page 4 © 2014 Marketo, Inc. #MKTGNATION14
Automated QA (Now SmartBear)
2012 2011 2013 2014
Acquisition
Acquisition
New to Marketo
?Um...yeah…we’re going to need a marketing automation system pronto…
Page 5 © 2014 Marketo, Inc. #MKTGNATION14
• AutomatedQA + AlertSite + Eviware = SmartBear. 3 companies merge to form 1 company.
• 3 different marketing & lead management systems (including homegrown CRMs and several email platforms)
• 4 different sales teams• 15 different products with free trials (system only
stored info for most recent)• Aggressive growth plans (domestic + global)• Potential for additional acquisitions
The Problem
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• Unification. Integrate 3 disparate marketing processes into single, unified workflow for marketing operations and lead management
• Scalability. Establish a scalable system for future growth
• Quick and Easy. Quick implementation and ease-of-use• Powerful and Sophisticated. Enough so to leverage
complex APIs, multi-product environment, high volume + high velocity model
• Strong Integration Capabilities. SFDC, CMS, licensing servers, GTW.
• Tracking, Reporting, Analytics.
Our Requirements
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• Sales Insight • Complexity of landing page and email creation• Templates• Customization capabilities • Flexibility and Granularity (Filters and Logic)• Behavioral Data• Lead Nurturing – Not “Drip” Workflows• Support, training, and community resources
Other Marketing Automation Considerations
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Solution: Marketo!
AutomatedQA
AlertSite
Eviware
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2012 2011 2013 2014
Acquisition
Acquisition
Marketo! Ninjas!
Revvie!Most Dramatic
Business Impact
Revvie!Most Creative
Marketing Campaign
10+ trained in MKTO!
Page 10 © 2014 Marketo, Inc. #MKTGNATION14
Implementation & Getting Started Tips
• Utilize training and help resources, community and Boston Marketo User Group
• Simplification + Consistency + Standardization = Scalability• Naming conventions• Architecture and folder organization• Govern your database management• Only track what matters most• Document your processes and routine tasks• Select and limit number of forms, fields and
templates
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Implementation & Getting Started Tips
• Limit Marketo admin(s), assign roles, privileges• Establish QA process• Set and communicate request boundaries and
requirements• Train and educate your sales team (process and data)• Goal setting and awareness of key objectives• Learn the possibilities!
Page 12 © 2014 Marketo, Inc. #MKTGNATION14
Q&A
Gary DeAsiSenior Marketing Manager, SmartBear Software
Image of Speaker here
[email protected]@gdaz
www.linkedin.com/in/garydeasi/
