Post on 16-Aug-2015
transcript
Modernize Your Marketing MachineLessons for Transforming the Way Your Company Communicates
April 15, 2015
Alex KrineyVP of Marketing AutomationKaspersky Lab
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Table of Contents
• Adoption highlights• Acquisition, Retention and Partner Lifecycles• Report examples• Lessons learned and next steps
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Company Background
• Founded in 1997• Largest privately held vendor of endpoint protection
solutions • 3,000 employees, 33 Offices in 30 countries• Protection for over 400 million users globally
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Project History/Background
• Distributed Global Sales and Marketing BUs• IT and Sales focus. Limited experience with MA.• Areas of uneven distribution:• Marketing Data Quality/Visibility• Demand Generation, Renewals, Partner Marketing• Pipeline/Revenue - Success Measurement • Marketing/Sales Alignment
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2014 Adoption Highlights• Over 50 active Marketo users across 10 global regions• Over 100 users of Marketo Sales Insight• Over 2,500 Marketing Programs created• Over 60% growth in avg. per month new names added from
Q1 to Q4 • Over 250,000 Marketing Successes• $X Million Marketing Created (FT)• $2X Million Marketing Influenced (MT)• Marketing Influenced renewals – 100% greater avg. deal size
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Distributed Adoption Model
• Small central Marketing Automation team• Common global project adoption frameworks
• Discovery & Training• Onsite Build & Test• Acquisition, Renewal and Partner Lifecycles
• Local requirements and variations• 90% of power users in local regions and business units• Local Marketo consultants
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Global Acquisition Lifecycle
• Marketing/Sales Alignment• Automation for prospect nurturing/scoring• Increased volume and quality of leads• Quantifiable Marketing impact
• Measure and Optimize:• Integrated Marketing/Sales reporting• Measure and share successes • Data-driven Marketing goals & investment
decisions
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Global Customer Lifecycle
• Onboarding/welcome
• Loyalty + Upsell/Cross-sell
• Behavior triggered scoring, segmentation and stage advancement
• Renewal reminders
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Partner Lifecycle
Recruitment:• Lead nurturing• Behavioral and demographic scoring
Partner On-boarding and Comms:• Welcome new resellers• Education and training
Measurement• Revenue model & lifecycle• Track performance and identify the best partners and marketing methods
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Next Steps & Lessons Learned
• In which channels should we invest?
• What types of content should we develop for each segment?
• How is Marketing having a direct impact on pipeline/revenue in each region?
• What goals should we be measuring in the future?• Acquisition• Retention/Renewal/Upsell-Cross-sell• Partner