Definitive Guide to Marketing Automation

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2 Definitive Guide to Marketing Automation Jon Miller VP Marketing, Mary Bermel VP Demand Generation, CA Technologies

3 You have the ability to send marketing s.

4 You can easily create new landing pages for each campaign.

5 You can set up the s for a webinar up-front and let it run lights-out.

6 Prioritize a list of potential customers based on fit and likelihood to buy.

7 You can measure the pipeline contribution of each marketing program.

8 If your hand is still up, grab a cup of coffee everyone else, keep listening

9 The Definitive Guide to Marketing Automation, Featuring CA Technologies What is Marketing Automation? The Difference Between Marketing and Marketing Automation Business Case for Marketing Automation How to evaluate and drive success with marketing automation

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11 Marketing automation is a Technology that streamlines and automates marketing tasks so companies can increase operational efficiency and grow revenue faster

12 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

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14 Marketing

15 Landing Pages & Forms

16 Behavior Tracking

17 Marketing Database of Record

18 Workflow / Automation

19 Scoring

20 Lead Management

21 Events

22 Financial Management

23 CRM Integration / Sales Intelligence

24 Social Marketing

25 Marketing Analytics

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27 Marketing Automation

28 Create marketing people love with marketing automation

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38 Value of Marketing Automation

39 How Much Does It Cost? Usually Based on Edition + Number of Contacts + Contract Term Example: Marketo Pricing (27 Feb 2013) #BizCaseMA

40 Software subscription is ~25-40 percent of overall investment for success Strategy Content People

41 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

42 Content = Marketing Automation Fuel

43 People Business processes design and implementation Analytics Technical aptitude

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45 My Most Important Advice

46 The Case for Transformation Mary Bermel VP, Demand Generation CA Technologies

47 A new way of doing things DISCOVER CONSIDER DECIDE ADVOCATE DISCOVER CONSIDER DECIDE ADVOCATE Customer Dialogue Lead Qualification Model Marketing + Sales Alignment Technology Systems + Data

48 Content, People, Process, Technology Nurture Qualified Engaged Qualified Lead Sales Ready Lead Sales Accepted Lead Sales Accepted Opportunity Convert Won Inquiry Prospect Engage Page 49

49 Demand Generation Center of Excellence Buyer process DISCOVER CONSIDER ADVOCATE Lead to revenue process Centralized/de-centralized automation Common purpose and shared goals: Service Delivery Operations and Governance Communication and Change Management Page 50

50 DEMAND GENERATION CENTER OF EXCELLENCE NURTURING ENGAGEMENT CONVERSION SOLUTIONS MARKETING DISCOVER MARKETING OPERATIONS ADVOCATE GLOBAL PROGRAM MANAGERS CA.COM INBOUND MARKETING MARKETING AUTOMATION POWER USERS REGIONAL DEMAND MANAGERS REGIONAL FIELD MARKETING IT SPECIALISTS Page 51

51 Why marketing automation? Streamline the marketer s world Measure and prove marketing ROI Increase revenue by optimizing the funnel Page 52

52 An opportunity to capture data DISCOVER CONSIDER DECIDE ADVOCATE DISCOVER CONSIDER DECIDE ADVOCATE Real-time Data Bi-directional Sync Marketing Database SFDC Page 53

53 What if we do nothing? Inefficiency of processes and systems; higher costs Non optimized customer experience Will not achieve growth goals Page 54

54 Selection is a team sport DISCOVER Page 55

55 What matters? Federated Use DISCOVER Customization User Preferences Real Time Tracking 3 rd Party Integration ADVOCATE Pricing Interface Security Scoring Landing Pages And Forms Support Social Media Euro-Privacy Services Reporting Analytics Data Management Multi-lingual Support Product Release Salesforce.com Integration Interaction Management Source: Gartner (June 2012) Page 56

56 Due diligence DISCOVER Performance test: 1 Smart List Segmentation Campaign Creation Reporting and Analytics Page 57

57 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 58

58 Thank You!

59 Everything you ever wanted to know (and then some) about marketing automation Page 60

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61 Why Marketo? Easy Powerful Complete

62 Thank You! Jon Miller VP Marketing, Mary Bermel VP Demand Generation, CA Technologies Page 63

63 Demand Generation Center of Excellence Buyer process DISCOVER CONSIDER ADVOCATE Lead to revenue process Centralized and de-centralized marketing automation Common purpose and shared goals: Service Delivery Operations and Governance Communication and Change Management

64 DEMAND GENERATION CENTER OF EXCELLENCE NURTURING ENGAGEMENT CONVERSION SOLUTIONS MARKETING DISCOVER MARKETING OPERATIONS ADVOCATE GLOBAL PROGRAM MANAGERS WEB TEAM INBOUND MARKETING MARKETING AUTOMATION POWER USERS REGIONAL DEMAND MANAGERS REGIONAL FIELD MARKETING IT SPECIALISTS

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