© 2013 Marketo, Inc. #mus13
Definitive Guide to Marketing
Automation
Jon Miller VP Marketing, Marketo @jonmiller
Mary Bermel VP Demand Generation, CA Technologies
© 2013 Marketo, Inc. #mus13
You can set up the emails for a webinar up-front and let it run ‘lights-out’.
© 2013 Marketo, Inc. #mus13
Prioritize a list of potential customers based on fit and likelihood to buy.
© 2013 Marketo, Inc. #mus13
If your hand is still up, grab a cup of coffee…
…everyone else, keep listening
© 2013 Marketo, Inc. #mus13
The Definitive Guide to Marketing
Automation, Featuring CA Technologies
• What is Marketing Automation?
• The Difference Between Email Marketing and Marketing Automation
• Business Case for Marketing Automation
• How to evaluate and drive success with marketing automation
© 2013 Marketo, Inc. #mus13
Marketing automation is a
• Technology that streamlines and automates marketing tasks
• so companies can • increase operational
efficiency and
• grow revenue faster
© 2013 Marketo, Inc. #mus13
What Is “Automation”? 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
© 2013 Marketo, Inc. #mus13
How Much Does It Cost?
Usually Based on Edition + Number of Contacts + Contract Term
@jonmiller #BizCaseMA
Example: Marketo Pricing (27 Feb 2013)
www.marketo.com/pricing
© 2013 Marketo, Inc. #mus13
Software subscription is ~25-40 percent of overall investment for success
• Strategy
• Content
• People
© 2013 Marketo, Inc. #mus13
Strategy and Process
“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” - Bill Gates
© 2013 Marketo, Inc. #mus13
People
• Business processes design and implementation
• Analytics • Technical
aptitude
© 2013 Marketo, Inc. #mus13
The Case for Transformation
Mary Bermel VP, Demand Generation CA Technologies
© 2013 Marketo, Inc. #mus13
A new way of doing things
Customer Dialogue
Lead Qualification Model
Marketing + Sales Alignment
Technology Systems + Data
DISCOVER CONSIDER DECIDE ADVOCATE DISCOVER CONSIDER DECIDE ADVOCATE
Page 49 © 2013 Marketo, Inc. #mus13
Content, People, Process, Technology
Qualified Engaged
Qualified Lead
Sales Ready Lead
Won
Prospect
Inquiry
Sales Accepted
Opportunity
Convert
Engage
Nurture
Sales Accepted
Lead
Page 50 © 2013 Marketo, Inc. #mus13
DISCOVER CONSIDER ADVOCATE
Demand Generation Center of
Excellence
Buyer process
Centralized/de-centralized automation
Lead to revenue process
Common purpose and shared goals:
• Service Delivery
• Operations and Governance
• Communication and Change Management
Page 51 © 2013 Marketo, Inc. #mus13
DISCOVER ADVOCATE
DEMAND GENERATION CENTER OF EXCELLENCE
REGIONAL
DEMAND
MANAGERS
GLOBAL
PROGRAM
MANAGERS
SPECIALISTS
INBOUND
MARKETING CA.COM
IT
SOLUTIONS
MARKETING
MARKETING
AUTOMATION
POWER USERS
MARKETING
OPERATIONS
CONVERSION NURTURING ENGAGEMENT
REGIONAL
FIELD
MARKETING
Page 52 © 2013 Marketo, Inc. #mus13
Why marketing automation?
Streamline the marketer’s world
Measure and prove marketing ROI
Increase revenue by optimizing the funnel
Page 53 © 2013 Marketo, Inc. #mus13
DISCOVER CONSIDER DECIDE ADVOCATE
An opportunity to capture data
Marketing Database
SFDC
Real-time Data Bi-directional Sync
DISCOVER CONSIDER DECIDE ADVOCATE
Page 54 © 2013 Marketo, Inc. #mus13
What if we do nothing?
Inefficiency of processes and systems; higher costs
Non optimized customer experience
Will not achieve growth goals
Page 56 © 2013 Marketo, Inc. #mus13
DISCOVER ADVOCATE
What matters?
Source: Gartner (June 2012)
Federated Use Customization
User Preferences Real Time Tracking
3rd Party Integration
Pricing Interface Security Scoring
Landing Pages And Forms
Support Social Media Email
Euro-Privacy Services Reporting Analytics
Data Management
Multi-lingual Support
Product Release
Salesforce.com Integration
Interaction Management
Page 57 © 2013 Marketo, Inc. #mus13
DISCOVER
Due diligence
1
Performance test:
Smart List Segmentation
Email Campaign Creation
Reporting and Analytics
Page 58 © 2013 Marketo, Inc. #mus13
Lessons learned
Vision and plan
for success
Stakeholder
participation
and buy-in
Organize for
excellence
Educate,
educate,
educate
It’s about people, process, content and technology
Evaluate capabilities, references and cultural fit
Communicate and educate
The buyer has changed
Marketing’s role is changed
Marketing automation is critical
Page 60 © 2013 Marketo, Inc. #mus13
Everything you ever
wanted to know (and
then some) about
marketing automation
Page 63 © 2013 Marketo, Inc. #mus13
Thank You! Jon Miller VP Marketing, Marketo @jonmiller
Mary Bermel
VP Demand Generation,
CA Technologies
© 2013 Marketo, Inc. #mus13
DISCOVER CONSIDER ADVOCATE
Demand Generation Center of
Excellence
Buyer process
Centralized and de-centralized marketing automation
Lead to revenue process
Common purpose and shared goals:
• Service Delivery
• Operations and Governance
• Communication and Change Management
© 2013 Marketo, Inc. #mus13
DISCOVER ADVOCATE
DEMAND GENERATION CENTER OF EXCELLENCE
REGIONAL
DEMAND
MANAGERS
GLOBAL
PROGRAM
MANAGERS
SPECIALISTS
INBOUND
MARKETING WEB TEAM
IT
SOLUTIONS
MARKETING
MARKETING
AUTOMATION
POWER USERS
MARKETING
OPERATIONS
CONVERSION NURTURING ENGAGEMENT
REGIONAL
FIELD
MARKETING