Diogo

Marketo Project

What is Marketing Automation?

“Marketing automation is the technology that allows companies to streamline, automate, and measure marketing tasks and workflows so they can increase operational efficiency and effectiveness.”

Marketo

Source: cmswire.com

What will Marketo allow Exclusive Networksto achieve?

• Multi-Channel Campaign ManagementManage and execute marketing campaigns across multiple channels (email, web, mobile, events)

• Behavior TrackingTrack the behavior of each contact around all the different marketing activities (Every web page visited and every link clicked, email click, events attended…)

What will Marketo allow Exclusive Networksto achieve?

• Automated Processes and Time SavingsMarketo provides all of the functionality to automate our marketing processes, build robust nurture campaigns and achieveimportant time savings.

• High quality leadsPowerful tool to create lead nurturing programs that improve the quality of leads generated by marketing campaigns.

What will Marketo allow Exclusive Networksto do?

• Turn Sales Insight into ActionFull insight into the hottest leads and opportunities with a clear and simple sales dashboard in Salesforce.

• Marketing Campaign AnalyticsGet a complete understanding of marketing performance in terms of campaignseffectiveness and marketing channels(marketing optimization)

• 3 launched campaigns

• Time Saving (less manually tasks)

• “Excelent Nurturing and Data Collection Tool”

• Missing the Sales Force integration

• 3 launched campaigns

• “Campaign reports extra training”

• 3 launched campaigns

• “For the Nordics was easy enough to complete the first campaign”

• 27 launched campaigns

• “A lot of possibilities but it takes a lot of time/work to launch 1 campaign”

• Benelux team is missing the integration with SF and with a SMS tool

Pending some adaptations to the existing Data Protection Rules

• 3 launched campaigns

• “Extra training is always useful and would be great to learn some tips”

• “Marketo is a great tool but Italy still needs a better database to launch efective campaigns”

Countries Update• 1 launched campaign

• “Very good tool, more reliable than our existing email tool”

Next Steps

• Integration with Sales ForceWe are working to have theSalesforce integration available in all countries in the next 3 months.

• Lead ScoringDefine a lead scoring plan and implementit in order to provide high quality leads tothe Exclusive Networks’ sales teams

• Assets: 1 Invitation, 2 Landing Pages, 1 Confirmation eMailing and a Thank You e.Mailing

• Database: 16.000 contacts

• Comunication Tools: eShots, Social Media, DataCenter Dynamics Banner

• Number of eShots: 5 (First Invitation and 4 Reminders)

• Next Steps: Telemarketing Attendance Confirmation

Campaign Data:

eMailing Performance:

% Delivered % Opened % Bounces

% Unsubs. % Click to Open Rate

DataCenter Roadshow

89,9% 15,6% 10,4% 0,1 % 3,5%

MEE Roadshow 80,3% 13,2% 16,34% 0,3 % 0,05%

Campaign Performance:

Registrants New Contacts

AggregateTime Spent

DataCenter Roadshow 412 227 (55,6%)

3h

MEE Roadshow 200 Unknown 36 h

MORE EFFICIENCY AND EFFECTIVNESS • Higher click to open rate • Less bounces • Time spent reduced by 12 times

DOUBLERESULTS!

Thank You!