Happily Ever After: Choosing the Right Marketing Automation Solution
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The document discusses key considerations for choosing a marketing automation solution, including the power of automation workflows, balancing ease of use with impact, and thinking about future needs over 3 years. It emphasizes the importance of behavioral segmentation, multi-channel nurturing, replication of successful campaigns, and accurate measurement of interests and funnel metrics. Automation workflows, sales intelligence, and holistic views of products, services, and ecosystems are presented as important factors.
Happily Ever After: Choosing the Right Marketing Automation Solution
- 1. © 2014 Marketo, Inc. Proprietary and Confidential Live Happily Ever After with Your Marketing Automation Solution Michael Berger
- 2. © 2014 Marketo, Inc. Proprietary and Confidential BEWARE THE POWER OF THE CHECKBOX Automation Workflows Automation Workflows Vendor A Vendor B
- 3. © 2014 Marketo, Inc. Proprietary and Confidential BALANCE EASE VS. IMPACT EASY HARD HIGH IMPACT LOW IMPACT A B C
- 4. © 2014 Marketo, Inc. Proprietary and Confidential THINK 3 YEARS OUT Landing Pages Emails Reports and Data Workflows
- 5. © 2014 Marketo, Inc. Proprietary and Confidential HOLISTIC VIEW Community Ecosystem Product Services
- 6. © 2014 Marketo, Inc. Proprietary and Confidential SPEED
- 7. © 2014 Marketo, Inc. Proprietary and Confidential ABILITY TO REPLICATE SUCCESS Individual asset (e.g. email) Entire Campaign (e.g. emails, landing pages, automation workflows, etc.)
- 8. © 2014 Marketo, Inc. Proprietary and Confidential Example
- 9. © 2014 Marketo, Inc. Proprietary and Confidential BEHAVIORAL SEGMENTATION
- 10. © 2014 Marketo, Inc. Proprietary and Confidential Example
- 11. © 2014 Marketo, Inc. Proprietary and Confidential DRIP VERSUS ADVANCED NURTURE
- 12. © 2014 Marketo, Inc. Proprietary and Confidential MULTI-CHANNEL Online Events Email Offline Events Mobile/SMS Social Direct Mail Web
- 13. © 2014 Marketo, Inc. Proprietary and Confidential Example
- 14. © 2014 Marketo, Inc. Proprietary and Confidential AUTOMATION WORKFLOWS
- 15. © 2014 Marketo, Inc. Proprietary and Confidential Example
- 16. © 2014 Marketo, Inc. Proprietary and Confidential Score Job Title w/ No Conditional Logic CEO List If added to CEO list, +40 President List If added to President list, +30 Vice President List If added to Vice Pres List, +20 Director List If added to Director List, +15 Manager List If added to Manager List, +10 Associate List If added to Associate List, +5 Student List If added to Student List, -50 8 Lists 8 Separate Workflows
- 17. © 2014 Marketo, Inc. Proprietary and Confidential MEANINGFUL MEASURES of SUCCESS Multi- touch ROI Multi-touch Revenue Single-touch Revenue Opportunities Won Conversion Based (Form Fill)
- 18. © 2014 Marketo, Inc. Proprietary and Confidential Example
- 19. © 2014 Marketo, Inc. Proprietary and Confidential ACCURATELY MEASURE INTEREST Basic Behaviors Cross- channel Behaviors Multiple Scores Fit X X X
- 20. © 2014 Marketo, Inc. Proprietary and Confidential Example
- 21. © 2014 Marketo, Inc. Proprietary and Confidential SALES INTELLIGENCE or SALES DISTRACTION VS .
- 22. © 2014 Marketo, Inc. Proprietary and Confidential Example
- 23. © 2014 Marketo, Inc. Proprietary and Confidential ACCURATE FUNNEL
- 24. © 2014 Marketo, Inc. Proprietary and Confidential Example
Editor's Notes
- #3: Linear workflows easy to master, but really slow you down
- #5: Linear workflows easy to master, but really slow you down
- #6: Optimize bids in Google AdWords based on conversion success
- #7: Linear workflows easy to master, but really slow you down
- #8: Linear workflows easy to master, but really slow you down
- #10: List of top requested features from the Marketo Community Candidates: Sales Email Performance Reports Bulk Updates - approving and deleting assets Mobile Email Usage Report Cap Registration for Events
- #12: Stop in-flight campaigns immediately
- #13: Modern Skin My Marketo Page Photorealistic Images
- #15: Integrated with the Marketo platform Customize visitors’ online and mobile experiences with relevant, personalized content to increase engagement and conversions Account-based marketing to target strategically important accounts with specific messages Predictive analytics to auto-engage customers with the most relevant content
- #18: Japanese UI for Marketo Lead Management and Marketo Sales Insight for Salesforce
- #20: Robust and easy-to-use SEO toolkit Research and analyze keywords Track competitors Step-by-step instructions on how to fix errors & improve rankings
- #22: Manage your Programs activities using the Program Calendar