Post on 27-May-2015
description
transcript
Page 1 © 2014 Marketo, Inc. #MKTGNATION14
Getting Started with Marketing AutomationTania O’ConnorBusiness Consultant
Page 2 © 2014 Marketo, Inc. #MKTGNATION14
Page 3 © 2014 Marketo, Inc. #MKTGNATION14
Customer Cases
Kato OosthuizenMarketing Operations Director, Asset Management
Kelsey JoyceHead of Global Sales Operations and Development
Page 4 © 2014 Marketo, Inc. #MKTGNATION14
The Marketo Pilot @ SunGard Financial Systems
Kato OosthuizenMarketing Operations Director, SunGard Asset Management Group
Image of Speaker here
Page 5 © 2014 Marketo, Inc. #MKTGNATION14
SunGard Financial Systems
Provides mission-critical software and IT services to institutions in virtually every segment of the financial services industry
30 years of real-world experience with 12,000 employees15,000 customers in over 100 countries$2.55 billion revenue in 2013
Page 6 © 2014 Marketo, Inc. #MKTGNATION14
SunGard Financial Systems run B2B marketing campaigns to promote over 100 solutions to 20 vertical markets in the Financial Services Industry.With the use of Marketo our aim is to:1. Improve operational efficiencies around campaign
and lead management processes2. Improve marketing qualification process3. Provide development opportunities for marketing
team and increase our expertise
Business Reasons for Marketo Implementation
Page 7 © 2014 Marketo, Inc. #MKTGNATION14
Pilot Project Overview12/2013 Planning Training 12/2014 04/2014 PILOT 09/2014 Roll-out
Pilot ResultsLead Database• 480k Known• 228k AnonymousAutomation:• Behaviour Scoring & >30
Demographic Lead Scoring Models
• 13 Lead Lifecycles completed to date
• 1 Revenue Cycle ModelPrograms:• 5 Events & 2 Webinars• 6 Inbound Request Forms• 3 Engagement programs• 9 Email send campaigns• 2 Dynamic content
newsletters• 8 Sales Led
campaigns with MarketoSales Insight
Project Manager TPG
Consultants Marketo
ConsultantsTPG
Implementation and Consulting
• Project Management• Training• Configuration• Complex Automation • Documentation
Asset Management
Capital Markets
Corporate Liquidity
Group MarketingOperations
• Pilot programs• Lead Scoring• Lead Lifecycles• Reporting & Analytics• Testing
SunGard FSSales Tech
SunGard FSInteractive
SunGard FSDesign
Corporate Sales & Marketing
• Salesforce.comIntegration
• Lead Database Sync• Website Integration• Email Templates
• Sales Technology & Enablement
• Website • Content &
Thought Leadership
• Marketing Automation
Page 8 © 2014 Marketo, Inc. #MKTGNATION14
• Scope of SunGard solution offering impact on lead scoring, lifecycles & analytics
• Well-established SFDC environment with many SunGard customizations problems synching
• Running the Marketo Pilot at the same time as a major database cleansing project
• Business as usual finding time for the pilot while supporting other campaigns
Challenges encountered in the Pilot
Page 9 © 2014 Marketo, Inc. #MKTGNATION14
• Full roll-out to 3 pilot groups in 2014 rest of SunGard Financial Systems in 2015
• Continuing the focus on lead database quality • Getting value from the powerful Analytics and
Reporting modules in Marketo• Future customization in both SFDC and Marketo
to provide product level lead scoring
Challenges going forward
Page 10 © 2014 Marketo, Inc. #MKTGNATION14
Agreement of a common demand generation process between the 3 pilot groups based on
the SiriusDecisions Demand Waterfall and its implementation in the
revenue cycle / lead lifecycle models in Marketo
What have we achieved?
Page 11 © 2014 Marketo, Inc. #MKTGNATION14
Agreement of a common demand generation process between the 3 pilot groups based on the SiriusDecisions Demand Waterfall and its implementation in the revenue cycle / lead lifecycle models in Marketo
What have we achieved? (alt version)
Page 12 © 2014 Marketo, Inc. #MKTGNATION14
“The SiriusDecisions Demand Waterfall is implemented across all of SunGard Financial Systems
and automation of demand flow through the funnel between Marketing, Inside Sales and Sales is made possible with tight integration between Marketo and Salesforce.com”
Huddle + Marketo
Kelsey JoyceHead of Revenue Operation and Development
Users in 100,000 organizations
Next-generation content collaboration for government &
enterpriseLondon, San Francisco, NYC, Washington DC
The leader in secure content collaboration for the Enterprise
Delivering the right content to you at the right time
Securely work inside and outside of the firewall
Easy to use: embracing social, mobile, and cloud
Empowers the mobile workforce – desktops, smartphones, tablets
Improved MA with Marketo
• Ability to reduce part-time admin• Easier to use and deploy programs for the
marketing team vs. relying on one person• Faster implementation of features (i.e. lead
scoring, progressive profiling, nurture streams, etc.
• Better Salesforce.com integration with Sales Insight
• Automatic field sync with SFDC
Project Structure
1 month internal planning between sales and marketing (structure of nurture streams, lead scoring, web-forms + progressive profiling questions, automated responses, routing of leads, definitions of MQL’s and SAL’s, etc.). 2 days onsite at Marketo for product training (2 people)
3 days Marketo onsite at Huddle with sales and marketing leaders to discuss the plan and best practices
Planning Phase
2 weeks setup and tested all the automated responses for web forms 3-4 weeks moved over 150+ web forms to Marketo forms and
implemented progressive profiling 2-3 months set up lead scoring, rest of automated responses,
smart list to clean/populate data, phase I nurture streams, alerts, segmentations,
Implementation Phase
The Team
Chris Kelsey Ash Pete Doug
Exec Sponsor
Final signoff on plans
Team Lead
Coordinate & implement overall plan
Marketing Campion
Marketing & Email Admin
Config Admin
Email Admin
Dan
Web Forms
Brings the Biscuits!
• Aligning sales and marketing When setting up the plan it was time consuming to align
what the vision between sales and marketing. Highly beneficial that we sorted out prior to implementation.
• Underestimated time to migrate web forms With over 150+ forms (mostly all cloned), it took significant amount time to move over because mission critical for our business to get right due to high volume of leads and therefore required lots of testing.
• Going forward – as system becomes more built out requires more and more test but critical to make sure in working order.
Challenges
• Able to reduce headcount by one• Increased efficiencies
Marketing time Time it takes to put together and send a campaign Prior did weekly mass emails to entire database, will
nurture streams this is now automated Sales team
Amount of time it takes to send their own mass campaigns Less time chasing leads due to new personal automated
follow-ups Ability to program automated follow-ups to prospects based
on opens/clicks/lead score – used to be manual with lots of reports
• Starting to see an increased in number of leads sent to the sales team through lead scoring and nurture streams
ROI Thus Far
Vision for Marketing Automation
Suspect
Prospect (MQL)
SAL
Nurture Campaigns
Lead Scoring
Includes List Imports
Added to Marketo +
SFDC
Phase II: Campaigns to
opportunities in different stages to help buying
process
• Continue to align sales and marketing• Increase high quality leads to sales team• Increase efficiencies and drive higher L2O conversion rates.• Nurture customers better to drive brand awareness and
become the trusted advisor around collaboration.• Utilise segmentation with Marketo’s real time personalisation
on our website.
Vision for Marketing Automation at HuddleContinued
Backup Slides
Lead Score Attributes
Demographic• Feature of Interest = Extranet• Job Title/Role = Director / Manager• Industry = Business Services/Gov’t/PS• Company size = +1K• Job Title = C-Level/VP• Department = IT/Sales• Country = UK/US• Feature of Interest = Team Collaboration• Company Size = 500-999• Location = Major EMEA / APAC• Company Type = Consultant/Customer/Ex-Customer• Company Size = 100-499• Feature of Interest = SharePoint AlternativeBehavioral• Requested Contact from Sales• Signed up for free trial• Visited pricing page (no form submit)• Visited Subscriber Agreement page• Interactive Demo• Visited Terms of Use Page• Searches ‘Extranet’• Downloaded Enterprise Landscape Report • Downloaded Forrester Collaboration Guide• Downloaded any security whitepaper• Searches ‘IL2’, ‘IL3’ or ‘FISMA’• Searches ‘Bid Management’• Searches ‘Huddle’• Heavy Web activity (> 4 pages in 1 day)• Purchase Timeframe = < 1 month
• Job title/role = Student• Company size = 1-9• Lead Source = Marketing Purchased List/Sales
Generated• Company Type = Competitor, Huddle, Investor,
PR Partner, Sales Partner, Technology Partner, Student, Vendor
• Location = low quality country• Email address is personal (non corporate)
• Lead Source = Direct /PPC/SEOVisitied Contact us page but no form submit
• Visited customer case study page• Visits any web page• Visits partner page• Visits adoption guarantee page• Visits career page• Email Opt Out• Visits Developer page• Not interested in using Huddle status• Do not call checked• Visits Board/Mgmt/Investor page• Searches ‘Team Building’
Prospect Nurture Streams
Prospects
Educate Solution
Content examples: what is collaboration, super
charge productivity, industry articles, How Kia
uses Huddle, etc.
Content examples: Ultimate guide to
collaboration vendors, product sheet, online demo, online trial, etc.
Trials
Content examples: tips on using Huddle, CSM webinars,
case studies on other customer use cases, etc.
(Duration: Daily or every other day)
Move up streams based on behavioural score
Customers Nurture Streams
Customers
On-boarding Low/Med Usage
Content examples: Similar to trial but from
CSM and setting up workspaces, best
practices, etc.
Content examples: Webinars on using
Huddle, product specific campaigns (Note, Office),
etc.
High Usage
Content examples: product announcements, ask for
referrals, events, etc.(Duration: moves to less
frequent)
Move up streams based on Huddle activity: Actions per User (SFDC or Gainsight)
Moves up automatically to Low/Med Usage after exhausted in On-
boarding
If Low/Med is exhausted alert to CSM/AM and flag in SFDC
Closed Lost Nurture Streams
Ex-Customer / Closed Lost Opps
Lost to Competitor
Content examples: increasing productivity, ROI, (duration every 6 weeks but has 4 month
wait period before starting)
No DecisionOther / Not
Known
Content examples: new features, Forrester report comparing tools, press
releases, etc. (duration every month but has 9 month wait
period before starting – assume before renewal due
with competitor)
Content examples: mix of other two tracks (duration
every month but has 4 month wait period before
starting)