MTech14: Marketing Automation in Action: 5 Use Cases that Drive Real Results - Karl Wirth

NEDMA MTech Summit 2014Michael Berger

Director, Product Marketing @ Marketo

twitter: #mikedberger

5 Marketing Automation Use Cases

•Automated Sales Outreach

• Interest-based Nurture

• Interest-based Customer Nurture

•Cross-channel Personalization

•Measurement

Automated Sales Outreach

Marketo Proprietary and Confidential

Spend Time Don’t

Spend Time

Add leads to campaign Email 1

Email 2

Email 3

Email 1

Email 2

Email 3

Email 1

Email 2

Email 3

Add leads to campaign

Results

Email Auto-TouchEmail 3

Industry Average Uplift

Open Rate 44% 22% 100%

Click Rate 21% 3% 600%

Link Clicked Clicked

Going to purchase

52%Investigating solution

Reach out next month

Not interested 48% 48%

No Lead Left Behind: SLA’s

Day 0 Notification

Day 1 If untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives

Day 7 If stale, reminder

Day 8 If stale, reminder cc boss

Day 9 If stale, alert executives

Interest-based Nurturing

Ready to Buy

Source: RainToday

Need More Nurturing

Disqualified

Ready to Buy

Source: RainToday

Need More Nurturing

Disqualified

Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

327 Days on Average

Engagement Marketing Platform

Inbound Marketing

Events Engine

Customer System of Record

Orchestration Engine

Time-Series Analytics Engine

PersonalizedCross-channel Engagement

Marketing Management

MarketingAnalytics

Integrations

E-Commerce

Other data

sources

Marketing

Ecosystem(350+ Partners)

Analytics & Big Data

Content Marketing

Customer Data

Events & Webinars

Lifecycle Marketing

Mobile Marketing

Online Ads &

Campaigns

Sales Tools

Social Media

Top of the Funnel

Video Marketing

Profile Data Past Behaviors

Real-time

Behaviors

Geography

Preferred Language

Business Unit

Product Interest

Topic of Interest

Verticals

Competitor

Segments

North America

Priority

Topic of Interest

Social Marketing

Marketing Automation

Email Marketing

Microsoft Dynamics

Vertical

Agency

Healthcare

Education

Financial Services

Competitor

Marketing Automation Competitor

Email Service Provider

Competitor

Eloqua

Pardot

Default

Corporate

Pending

Mid Market

Enterprise

Engagement Program

Streams

Customer Engagement Engine

Topic of

Interest

Regular

Nurture

Uplift

Open Rate 34.0% 21.7% 57%

Click to

Open Rate

37.1% 23.4% 59%

Click Rate 12.6% 5.1% 147%

Topic of Interest Nurture

Definitive Guide to Social Marketing

Interest-based

Customer Nurture

Xsell Model

Product Interest is extremely important for Xsell

• Contribute to “Customer MQL” status

• Interest in a product brings a lead out of Recycled status

• CSDR views dictated by Assumed Product Interest checkboxes

X-S Scoring Based on Product Interest (PIS)

Verified Product Interest

Customer Nurture Streams

Cross-channel Personalization

Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

Anonymous

Engagement Marketing Platform

Inbound Marketing

Events Engine

Customer System of Record

Orchestration Engine

Time-Series Analytics Engine

PersonalizedCross-channel Engagement

Marketing Management

MarketingAnalytics

Integrations

E-Commerce

Other data

sources

Marketing

Ecosystem(350+ Partners)

Analytics & Big Data

Content Marketing

Customer Data

Events & Webinars

Lifecycle Marketing

Mobile Marketing

Online Ads &

Campaigns

Sales Tools

Social Media

Top of the Funnel

Video Marketing

Profile Data Past Behaviors

Real-time

Behaviors

B2B Personalization Attributes

Organization

Industry

Revenue

Customer journey

Persona

Territory

Segment

B2C Personalization Attributes

Customer journey

Geo-location

Price sensitivity

Buying history

Product intent

Segment

Personalized Cross-channel Journeys

Transition

• Profile

• Past Behavior

• Real-time

Behaviors

Personalized Cross-channel Journeys

Social

Marketing

Automation

Marketing

Microsoft

Dynamics

Alt Jazz Rock Country

Dynamic Content for Outbound

Real-Time Web Personalization (B2B - Industry)

Real-Time Web Personalization (B2B - Behavioral)

Real-Time Web Personalization (Acxiom - B2C)

Results

Tufin Software (B2B)

• Average time on site up 103%

• Drove 33% click-thru’s from financial services prospects

Fattal Hotels (B2C)

• Average time on site up 217%, and page views up 3X

• Personalized offers to join members club drove 3X more click-thru’s then any other method (PPC, social, email)

• Engaged visitors show 10X uplift in ecommerce conversion rates

Measurement

The Credibility Gap

Fournaise Marketing Group 2012

80%Of CEO’s don’t really

trust marketers.

90%Of same CEO’s trust

CFO’s and CIO’s

When Metrics Take Away Credibility

Vanity MetricsSound good and impress people, but don’t measure impact on revenue or profitability

When Metrics Take Away Credibility

Cost MetricsFrame marketing in terms of cost and spending instead of results and outcomes

Metrics That Give Marketing Power“Speak the Language of Business”

Incremental revenue contribution and ROI of individual marketing programs

Program Performance

Metrics That Give Marketing Power“Speak the Language of Business”

Aggregate impact on company revenue; pipeline performance; predictive forecasts

Journey Metrics and Forecasts

Opportunity Influence Analyzer - Standard

Screenshot: Marketo Revenue Cycle Analytics

Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5

Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline

56% of Programs are “Working”

Journey Modeler

Journey Modeler – Marketo Model

Journey Modeler – B2C Model

Screenshot:

Marketo Revenue

Cycle Analytics

Success Path Analyzer - Standard

Revenue Cycle Modeler

# # # # # $ $

Questions?

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