Marketing Automation Webinar Series, Part 2: Buying and Becoming Successful with Marketing Automation

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Part 2: Buying and Becoming Successful with Marketing Automation


Your Speakers

#DG2MA

Jon MillerVP Marketing, Marketo

@jonmillerSubscribe to blog.marketo.com

Lorena HarrisVP Corporate Marketing,

Vantiv@harrilor

Page 3© 2013 Marketo, Inc. #DG2MA @jonmiller

Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for a Q&A at the end • We will be recording the webinar for

future viewing• All attendees will receive a copy of the

slides/recording • Twitter hashtag: #DG2MA


Definitive Guide to Marketing AutomationToday: Part Two• Getting Successful with Marketing

Automation – More than Technology

• Buying Marketing Automation• How Vantiv sold marketing

automation to internal stakeholders

• How Vantiv managed change to create impact with marketing automation


Marketing automation is a…

• Technology that streamlines and automates marketing tasks

• so companies can • increase

operational efficiency and

• grow revenue faster



Don’t Leave Your Ferrari In the Garage


Marketing Automation Maturity








Impact of Maturity on Revenue / ROITarget revenue plan achieved: last 12 months

Source: Marketo Benchmark on Revenue Performance as of Sept 15, 2012 (N=489)


Strategy and Process

Sales and Marketing Alignment

Measurement and Metrics

Data Quality

• What defines a sales-ready lead?

• How does your lead qualification team prioritize their time?

• How will nurture leads leads that are not yet ready?

• How will you recycle sales leads that don’t move forward?

• What service level agreements (SLAs) will you have for lead follow-up?

• What key metrics do you report on a weekly, monthly, and quarterly basis?

• How do you measure campaign ROI?

• What key performance indicators (KPIs) will you use to determine if your revenue processes are on track?

• Do you have dirty data full of duplicates and bad records?

• Missing or incomplete data?

• How will your data get cleansed – and maintained – to ensure your marketing automation doesn’t suffer from “garbage in, garbage out”?


Content and Lead Generation


People

• Business processes design and implementation

• Analytics• Technical

aptitude



Tips to Buy the Right System for You

• Write down your goals for the project

• Identify your requirements

• Evaluate potential vendors against your scenarios

• Talk to references

• Focus on value, not cost


Becoming Successful With Marketing Automation

Marketo Webinar SeriesMarch 6, 2013

Lorena Harris, VP Corporate Marketing

© Copyright 2011 Vantiv, LLC. All rights reserved.Vantiv, the Vantiv logo, and all other product or service names and logos are registered trademarks or trademarks of Vantiv, LLC in the USA and other countries.®indicates USA registration.

Topics

• Vantiv’s Marketing Mission• Putting Key Elements In Place• Selecting the Right MAS• Selling It Internally• Demonstrating the Value• Change Mgmt Priorities for 2013

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Vantiv’s Marketing Mission

Second-half Challenges for 2011: Rebrand and build basic marketing operations in time for a successful IPO

Marketing’s Challenge for 2012-13: Redefine the Marketing function as a partner to the Sales process.

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Vantiv is a 40-year old payment processing company, originally known Fifth Third Processing Solutions, the payment processing division of Fifth Third Bank.

A decision was made to separate and re-brand in June of 2011. The new company subsequently IPO’d in March with 2012 revenues of $1.86M.

…Or, put another way…

Build From Scratch

Building A Modern Marketing Department From Scratch

1. Gather resources – invest in strong employee skill sets, find good vendor partners

2. Create a web presence – build your digital channels around a strong website

3. Know your customer experience – research, incorporate and advocate the VOC

4. Be a thought leader – know your industry and educate your customers on it (see

Vantiv.com/research)

5. Design campaigns with multi-channel integration – make all the channels work

together

6. Implement a MAS – Marketing automation systems are critical for enabling

communication, measuring productivity, and demonstrating value

7. Integrate with your CRM – Your MAS must be linked to your CRM and other sales

tools - and your sales force must understand how it all works together

8. Measure, test, analyze, rinse and repeat – learn from experience

9. Sing your own praises – no one else will, and you’ll need executive sponsorship

10. Embrace change – Be the one leaning forward.

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First - Deliver Solid Internal ServicesWork Towards Integrated Campaigns

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Prospect or Client

Nurtured by Mktg thru Marketo

Marketing Lead

Qualified by Inside Sales

(Orion team)

Sales Opportunity

Closed by Sales

Serviced by Rel Mgmt

Inbound Marketing – Pull them in• web content • advertising (print, online) • SEO and paid search • webinars, videos• social media,• blogs, vlogs • events, PR, etc.

Outbound Marketing – Reach out• email mktg, • event invites, • telemarketing, • sales tools, etc.

Team Composition:

1. Lead Gen Manager/ Marketo Administrator

2. Graphic Designer/ Marketo Backup

3. Digital Designer4. Web Site Developer5. Social Media Manager6. 3 Campaign/Content

Managers

Second: Build a Robust Content Marketing Program

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Video Coming Soon

Third: Select the Right Marketing Automation System

The MAS is a mission-critical tool for lead generation and nurturing, email marketing, analytics, reporting, and interoperability with salesforce.com.

Evaluated: Eloqua, Silverpop and Marketo

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Traditional Marketing

+ Leverage automated email or direct mail communications to stay in touch with customers

Demand Generation

+ Enable business users to create content, manage campaigns and events

+ CRM Integration

+ Lead scoring practices

+ Embrace multi-channel program delivery

+ Lead scoring and nurturing

+ Alignment between sales and marketing

+ Integration to 3rd party system

Integrated Marketing

+ Improve business results through continuous analysis and optimization of sales and marketing resources

Revenue Performance Management

Chart information from Marketo

*% Revenue Target Achieved

*60%*72%

*80%

*100%

Marketing Maturity Journey

Fourth: Start Selling It Internally

• Stage 1 – Make the Business Case› Leadership – Sell the vision/future state with a scenario-based story› IT – Work through processes, procedures, charters, documentation, approval tiers,

security certification, risk & compliance, etc.

• Stage 2 – Lay the Foundation› Lay the groundwork – system integration, lead capture/routing, data management,

templates, tracking› Implement in phases - email marketing, landing pages, forms, campaign design,

Sales Insight, lead nurturing, reporting/analytics, social boost, integrated automated campaigns…

• Stage 3 – Evangelize and re-evangelize› Grass-roots training on Sales Insight functionality in SFDC – sending emails,

viewing activity history, working the hot leads› Sales Leadership – provide rep and product-level reports & ask for support› Executives - provide performance overviews & request their sponsorship

• Stage 4 – Prioritize› Figure out how to manage all the work you’ve created for yourself

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Stage 1 – Making the Business Case Vision for Lead Generation & Routing via Marketo

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Reads an online article and Googles “card data security,” sees a Vantiv listing and clicks through to a landing page. He completes the registration form to download a document. Prospect is now “opted in.”

Sitecore identifies him as a Merchant prospect and presents him with personalized content on security on his next visit to Vantiv.com. Marketo creates a database record, scores his activity history and captures targeting criteria for future, multi-channel nurturing campaigns.

Prospect receives a “thank you for visiting” email with links to “you might also like” content on security. The prospect clicks through the email to the preferred content and downloads a case study.

The prospect receives an invitation to a security webinar. When he registers, his activity score increases. Marketo automates the entire webinar communication process from invite to follow-ups.

Prospect’s score qualifies him as an active lead. Marketo pushes all available information – including his recent activity and interest in Security - to the SFDC Merchant Sales Support Queue, who assigns it to a sales rep. Marketo sends nurturing communications featuring relevant security content. He is hooked.

The prospect purchases the full Vantiv Secure suite and becomes a client. He receives emails about Vantiv’s research and clicks to read blogs about new payment methods his customers are adopting.

Stage 1 – Making the Business Case Vision for Lead Generation & Routing via Marketo

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Marketo sends an alert to the Sales rep to follow up, and feeds his activity history to the SFDC record. She engages him in discussions, saving emails and notes to SFDC which bi-directionally shares them back to Marketo.

The client’s RM clicks a box in SFDC indicating that he should be included in the Vantiv Mobile launch campaign. Because the Vantiv rep subscribes to this Marketo record, she gets an alert when the client opens the email. She sends him a personalized (template-based) marketing email from SFDC.

The client continues to receive nurturing, cross-sell communications about Vantiv Mobile as he makes the decision to purchase the Vantiv solution. The cycle repeats and continues as the relationship matures.

The client begins “following” Vantiv on Twitter and Facebook. He clicks though to watch a Vantiv Mobile video on YouTube, then tweets with other merchants about it. Marketo’s social reporting functionality captures the leads across all social channels, and sends emails suggesting they “friend” Vantiv’s Facebook page.

Stage 2 – Lay the FoundationMarketo Implementation Planning

Sales InsightsEvent iPad AppCampaign AutomationSocial Boost ImplementationList/Data ManagementSales Training

Database Email AppendsRevenue Cycle AnalyticsLead Scoring / Nurturing

Campaign OptimizationFull AutomationExpansion to Other Markets / Channels

March2012

Dec2012

Website IntegrationSFDC IntegrationLead ScoringEmail Marketing CentralizedCampaign Workflow DesignEvent Sync

Mar - June

Sep - Nov

Jul - Aug

Dec and Beyond

Stage 2 – Lay the FoundationTemplates, Landing Pages +++

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Stage 3 – Evangelize and Train Sales Reps• Marketo is:

› A lead management/nurturing system› An email marketing system› A prospect/client database› A marketing automation tool› A SFDC utility providing add’l tools› A metric-driven way to show our ROI

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Vantiv Is Using Marketo For:• Email Marketing

› Automated – Sales-driven campaigns› Batch – Event invites, Newsletters› Campaign – Product releases, multi-channel

efforts

• Campaign Landing Pages• Lead & List Management• Scoring – Leads & Contacts• Revenue Cycle Analytics• Social Media tracking

Inbound Mktg

Outbound Mktg

Stage 3 – Evangelize and Train Sales Reps

1. Add your contacts to each campaign› Leadership will receive a campaign notice to

distribute› Team members should use the Sales Insight Tool in

SFDC to add contacts to the campaigns

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Instructions for Adding Contacts to the Campaign in SFDC Chatter

Leadership campaign notice to distribute


2. Use personalized emails sent through Sales Insights to remind key contacts to attend – and to follow up after the webinar

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Open a lead/contact and choose an action:• Add to Marketo Campaign• OR Send Marketo Email

• Choose one of the prebuilt templates and modify the text

• OR choose “No Template”

When you send a Marketo email through SFDC, it will be tracked and you can see each client response in the Activity History.


3. Use Sales Insight as a daily dashboard to see which contacts are “hottest” and respond to their interest in our content.

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When you send a Marketo email through SFDC, it will be tracked and you can see each client response in the Activity History.


4. View the activity history for key contacts regularly to see how they are responding to all touches – so you’ll know when to reach out and what to discuss.

34

Big MerchantBig Retailer

Stage 3 – Educate the Execs: Demonstrating the Value of an Integrated Approach

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A marketing touch does not equal a sale, but it’s valuable to show Leadership how and when Marketing contributed – and which tools are most effective in soliciting the desired responses from prospects and clients.

Circle size represents program cost. Therefore at this time print SEO and web search have the lowest cost, highest success, and best ROI. Conversely, print advertising is the most expensive, least successful and has lowest ROI.

Joe Smith

Stage 3 – Educate the Execs: Demonstrate the Value with Reporting and Analytics

36

In 2012, Marketing touched more

than 12k opportunities and helped generate more than

$22M

Program ChannelImpression

s or Members

Success (Total)

Success Rate

Attributed Oppts

Created

Attributed Oppt

Success Ratio

Attributed Oppts Won

Win Rate

Attributed Revenue

Won

Program Cost

Attributed ROI

Website Search 72,719 1,338 1.84% 45 3.34% 38 85.2% 600,000 40,000 1640.0%

Thought Leadership 4,542 1,995 43.92% 98 4.89% 80 82.3% 400,000 230,000 170.0%

Website Direct 26,052 1,768 6.79% 35 2.00% 15 41.4% 20,000 12,000 156.0%

Emails 5,957 157 2.64% 17 10.67% 16 97.5% 70,000 0 NA

Social Media 2,283 243 10.64% 5 2.21% 2 41.9% 20,000 47,000 42.0%

Multi-Touch Campaigns 3,030 69 2.28% 1 1.93% 0 25.0% 50 39,000 0.13%

Print Advertising 1,273 7 0.55% 1 7.14% 1 100.0% 375 535,000 0.07%

Online Advertising 1,910 34 1.78% 0 0.98% 0 0.0% 0 130,000 0.0%

Grand Total 117,766 5,611 4.76% 202 3.60% 153 75.5% 1,110,425 1,033,000 110.5%

Sample quarterly data set with simulated financial information

0102030405060708090

8

37 30

5874

62

5

38 4339 38

49

7788

% Converted to an Opportunity

% Converted to a Win

(%)

2012 Final

Stage 3 – Educate the Execs: Demonstrate the Value with Revenue Growth Multipliers

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Achieving exponential growth by changing the game

Increase through:

• Robust Content• Diverse Channels• Automation Efforts

Buyers % Leads Converted

% Oppts Closed

Revenue Difference(Growth)

100 6% 75% $135K Baseline

100 6% 80% $144K 7%

100 12% 75% $270K 200%

200 12% 75% $540K 400%

• Sales Skills• Collaboration - Mktg & Sales• Awareness of Tools

Assumes Average Oppty = $30K

Increasing Sales’ focus on MQL

Increasing # ofMktg leads converted

Increasing the funnel volume

Vantiv’s Change Management Priorities for 2013

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Improve Brand

Awareness

Help Sales Cultivate Client Relationships

Fill The Sales

Funnel With

New Prospects

Integrate Sales & Marketing Efforts

Improve Mktg Mix

Effectiveness

Be an Agent for Change

DemonstrateValue


marketo.com/DG2MA


Questions?

Jon MillerVP Marketing, Marketo

@jonmillerSubscribe to blog.marketo.com

Lorena HarrisVP Corporate Marketing,

Vantiv@harrilor


Thank You!