MTech14: Marketing Automation in Action: 5 Use Cases that Drive Real Results - Karl Wirth
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The 2014 MTech Summit presentation by Michael Berger highlights five use cases for marketing automation, emphasizing automated sales outreach, interest-based nurturing, and cross-channel personalization. It discusses strategies to improve engagement and conversion rates while addressing the credibility gap between marketers and executives, stressing the importance of metrics that demonstrate marketing's impact on revenue. The document also outlines measurement techniques and tools to enhance program performance and predict outcomes.
MTech14: Marketing Automation in Action: 5 Use Cases that Drive Real Results - Karl Wirth
- 1. NEDMA MTech Summit 2014 Michael Berger Director, Product Marketing @ Marketo twitter: #mikedberger
- 2. 5 Marketing Automation Use Cases •Automated Sales Outreach • Interest-based Nurture • Interest-based Customer Nurture •Cross-channel Personalization •Measurement
- 4. Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 4
- 6. Spend Time Don’t Spend Time
- 7. Add leads to campaign Email 1 Add leads to campaign Add leads to campaign Email 2 Email 3 Email 1 Email 2 Email 3 Email 1 Email 2 Email 3
- 11. Click
- 13. Results Email Auto-Touch Email 3 Industry Average Uplift Open Rate 44% 22% 100% Click Rate 21% 3% 600% Link Clicked Clicked Going to 6% purchase 52% Investigating solution 9% Reach out next month 37% Not interested 48% 48% 65%
- 14. No Lead Left Behind: SLA’s Day 0 Notification Day 1 If untouched, reminder Day 2 If untouched, reminder cc boss Day 3 If untouched, alert executives Day 7 If stale, reminder Day 8 If stale, reminder cc boss Day 9 If stale, alert executives
- 15. Interest-based Nurturing © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 16. Ready to Buy Source: RainToday Need More Nurturing Page 16 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Disqualified
- 17. Ready to Buy Source: RainToday Need More Nurturing Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Disqualified
- 18. 327 Days on Average Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
- 19. Engagement Marketing Platform Inbound Marketing Events Engine Orchestration Engine Customer System of Record Time-Series Analytics Engine Personalized Cross-channel Engagement Marketing Management Marketing Analytics Integrations CRM ERP E-Commerce Other data sources Marketing Ecosystem (350+ Partners) Analytics & Big Data Content Marketing Customer Data Events & Webinars Lifecycle Marketing Mobile Marketing Online Ads & Campaigns Sales Tools Social Media Top of the Funnel Video Marketing Profile Data Past Behaviors Real-time Behaviors
- 20. Segments Geography Preferred Language Business Unit Role Product Interest Topic of Interest Verticals Competitor Page 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 21. North America Priority Topic of Interest Social Marketing Marketing Automation Email Marketing Microsoft Dynamics Vertical Agency Healthcare Education Financial Services Competitor Marketing Automation Competitor Email Service Provider Competitor Eloqua Pardot Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Default Corporate Pending Early Mid Late Mid Market Early Mid Late Enterprise Early Mid Late Engagement Program Streams
- 23. Topic of Interest Nurture Definitive Guide to Social Marketing Topic of Interest Regular Nurture Page 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Uplift Open Rate 34.0% 21.7% 57% Click to Open Rate 37.1% 23.4% 59% Click Rate 12.6% 5.1% 147%
- 24. Interest-based Customer Nurture © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 25. Xsell Model Product Interest is extremely important for Xsell • Contribute to “Customer MQL” status • Interest in a product brings a lead out of Recycled status • CSDR views dictated by Assumed Product Interest checkboxes Page 25 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 26. Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 27. X-S Scoring Based on Product Interest (PIS) Page 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential +10
- 28. Verified Product Interest Page 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 29. Customer Nurture Streams Page 29 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 30. Cross-channel Personalization © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 31. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Page 31 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 32. Known Anonymous Page 32 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 33. Engagement Marketing Platform Inbound Marketing Events Engine Orchestration Engine Customer System of Record Time-Series Analytics Engine Personalized Cross-channel Engagement Marketing Management Marketing Analytics Integrations CRM ERP E-Commerce Other data sources Marketing Ecosystem (350+ Partners) Analytics & Big Data Content Marketing Customer Data Events & Webinars Lifecycle Marketing Mobile Marketing Online Ads & Campaigns Sales Tools Social Media Top of the Funnel Video Marketing Profile Data Past Behaviors Real-time Behaviors
- 34. B2B Personalization Attributes Organization Industry Revenue Customer journey Page 34 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Size Persona Territory Segment
- 35. B2C Personalization Attributes Customer journey Geo-location Price sensitivity Buying history Product intent + Segment Page 35 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 36. Personalized Cross-channel Journeys Page 36 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Transition • Profile • Past Behavior • Real-time Behaviors
- 37. Personalized Cross-channel Journeys Inbound Outbound Inbound Outbound Page 37 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Inbound Outbound Inbound Outbound Social Marketing Marketing Automation Email Marketing Microsoft Dynamics Alt Jazz Rock Country
- 38. Dynamic Content for Outbound Page 38 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 39. Real-Time Web Personalization (B2B - Industry) Page 39 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 40. Real-Time Web Personalization (B2B - Behavioral) Page 40 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 41. Real-Time Web Personalization (Acxiom - B2C) Page 41 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 42. Results Tufin Software (B2B) • Average time on site up 103% • Drove 33% click-thru’s from financial services prospects Fattal Hotels (B2C) • Average time on site up 217%, and page views up 3X • Personalized offers to join members club drove 3X more click-thru’s then any other method (PPC, social, email) • Engaged visitors show 10X uplift in ecommerce conversion rates Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 42
- 43. Measurement © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 44. The Credibility Gap 80% Of CEO’s don’t really trust marketers. Fournaise Marketing Group 2012 90% Of same CEO’s trust CFO’s and CIO’s Page 44 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 45. When Metrics Take Away Credibility Vanity Metrics Sound good and impress people, but don’t measure impact on revenue or profitability Page 45 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 46. When Metrics Take Away Credibility Cost Metrics Frame marketing in terms of cost and spending instead of results and outcomes Page 46 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 47. Metrics That Give Marketing Power “Speak the Language of Business” Program Performance Incremental revenue contribution and ROI of individual marketing programs Page 47 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 48. Metrics That Give Marketing Power “Speak the Language of Business” Journey Metrics and Forecasts Aggregate impact on company revenue; pipeline performance; predictive forecasts Page 48 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 49. Opportunity Influence Analyzer - Standard Screenshot: Marketo Revenue Cycle Analytics
- 50. Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5 Page 50 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 51. Inbound + Nurture = 58% of (MT) Pipeline Paid Programs = 42% of (MT) Pipeline Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5 Page 51 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 52. 56% of Programs are “Working” Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5 Page 52 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 53. Journey Modeler Screenshot: Marketo Revenue Cycle Analytics Page 53 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 54. Journey Modeler – Marketo Model Screenshot: Marketo Revenue Cycle Analytics Page 54 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 55. Journey Modeler – B2C Model Screenshot: Marketo Revenue Cycle Analytics Page 55 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 56. Success Path Analyzer - Standard Screenshot: Marketo Revenue Cycle Analytics Page 56 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 57. Page 57 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 58. Revenue Cycle Modeler # # # # # $ $ Screenshot: Marketo Revenue Cycle Analytics Page 58 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 59. Questions? © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Editor's Notes
- #32: So let’s talk about some of the findings and insights from the data. The first is just how important content is to our content generation. All the checked channels rely on content as the core driver for capturing new targets.