Definitive Guide to Marketing Automation Jon Miller VP Marketing, Marketo @jonmiller Mary Bermel VP Demand Generation, CA Technologies
You have the ability to send marketing emails.
You can easily create new landing pages for each campaign.
You can set up the emails for a webinar up-front and let it run lights-out.
Prioritize a list of potential customers based on fit and likelihood to buy.
You can measure the pipeline contribution of each marketing program.
If your hand is still up, grab a cup of coffee everyone else, keep listening
The Definitive Guide to Marketing Automation, Featuring CA Technologies What is Marketing Automation? The Difference Between Email Marketing and Marketing Automation Business Case for Marketing Automation How to evaluate and drive success with marketing automation
Marketing automation is a Technology that streamlines and automates marketing tasks so companies can increase operational efficiency and grow revenue faster
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
Email Marketing
Landing Pages & Forms
Behavior Tracking
Marketing Database of Record
Workflow / Automation
Scoring
Lead Management
Events
Financial Management
CRM Integration / Sales Intelligence
Social Marketing
Marketing Analytics
Marketing Automation
Create marketing people love with marketing automation
Value of Marketing Automation
How Much Does It Cost? Usually Based on Edition + Number of Contacts + Contract Term Example: Marketo Pricing (27 Feb 2013) www.marketo.com/pricing @jonmiller #BizCaseMA
Software subscription is ~25-40 percent of overall investment for success Strategy Content People
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
Content = Marketing Automation Fuel
People Business processes design and implementation Analytics Technical aptitude
My Most Important Advice
The Case for Transformation Mary Bermel VP, Demand Generation CA Technologies
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
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
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
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
Why marketing automation? Streamline the marketer s world Measure and prove marketing ROI Increase revenue by optimizing the funnel Page 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
What if we do nothing? Inefficiency of processes and systems; higher costs Non optimized customer experience Will not achieve growth goals Page 54
Selection is a team sport DISCOVER Page 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 Email Euro-Privacy Services Reporting Analytics Data Management Multi-lingual Support Product Release Salesforce.com Integration Interaction Management Source: Gartner (June 2012) Page 56
Due diligence DISCOVER Performance test: 1 Smart List Segmentation Email Campaign Creation Reporting and Analytics Page 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
Thank You!
Everything you ever wanted to know (and then some) about marketing automation Page 60
Why Marketo? Easy Powerful Complete
Thank You! Jon Miller VP Marketing, Marketo @jonmiller Mary Bermel VP Demand Generation, CA Technologies Page 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
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