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Page 1 © 2014 Marketo, Inc. #MKTGNATION14
CUSTOMER SUCCESS STORY
Lisa BorgCOO & Brand Navigator, Slimband® @lisaborg
Caryl MostachoDirector of Communications, Slimband®
Page 2 © 2014 Marketo, Inc. #MKTGNATION14
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Marketing Goals Sales Goals
Increaselead targets
Reducecost per lead
Create social content
Increaseper order value
Improve conversion rates
Lowercancellations
COMPLETELY OPPOSING OBJECTIVES
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Houston We Have A Problem
“
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Say Goodbye To Dieting…
• Before
After
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THOUSANDS OF SUCCESSFUL PATIENTS!
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“TheLeadsAre
Weak…”
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• What Makes A Good Lead
Obese
Female
35 to 55
CPL less than $50
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• What Makes A Good Lead
• What Makes A Good
ProspectObese
Female
35 to 55
CPL less than $50
Knows the product
Needs the product
Sense of urgency
Has money
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• Who Was
Actually
Purchasing Our
Product
• What Makes A
Good Lead• What Makes A
Good Prospect
Obese
Female
35 to 55
CPL less than $50
Knows the product
Needs the product
Sense of urgency
Has money
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ATTRIBUTES OF WHO PURCHASED OUR PRODUCT
Weight
Type of ConsultLocation
Age Gender
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DATA RESIDED IN MANY PLATFORMS
CRM
Analytics
Lifecycle Marketing
Sales Tools
Online Ads
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CUSTOMER’S COMPLETE JOURNEY
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CHAPTERS INSTEAD OF A STORY
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Searching For A Soulmate
#
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1. They Make Your Life Easy
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2. They Play Nice With Others
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3. With Room To Grow
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Marketo
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CRM
Sales Tools
Online Ads
Lifecycle Marketing
Analytics
DATA INTEGRATION WITH MARKETO
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CRM
Sales Tools
Online Ads
Lifecycle Marketing
Analytics
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• What Makes A
Good Lead• What Makes A
Good Prospect
Obese
Female
35 to 55
CPL less than $50
Knows the product
Needs the product
Sense of urgency
Has money
• Who Was Purchasin
g Our
ProductWeight
Location
Age
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+
Drive Revenue
Marketing Goals Sales Goals
Get more Close more
TEAMS NOW ALIGNED
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ADDITIONAL MARKETO BENEFITS
Prioritize Adjust
Automate
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+
What We Learned
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Know And Identify Your Best Customers
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Everyone is not your customer.
Seth Godin
“
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Choose campaigns that generate the most
business vs the most leads
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Forecast Results, Not Spending.
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Monthly Marketing Performance Report2014
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EXPENSE DEPARTMENT
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Start
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Get this book…
“
TODAY!
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Marketo Makes Marketing Fun Again
#
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Q & A
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Copyright
Slide 3: Image by Allie Brosh is licensed under a Creative Commons. Based on a work at hyperboleandahalf.blogspot.com
Slide 20: Image by Vanmark Scenic used with permission
Slide 22: Image of Toy Story is copyright and intellectual property of Disney and Pixar Studios
Slide 23: Image by Mommy Shorts by Ilana Rosengarten is licensed under a Creative Commons
Slide 38: Image copyright by Ted Goff, 2012
All trademarks and logos referenced herein are the properties of their respective owners.
