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Page 1 © 2014 Marketo, Inc. #MKTGNATION14 Case Study: Rackspace Ashleigh Davis Marketing Automation, Rackspace
Page 1 © 2014 Marketo, Inc. #MKTGNATION14
Case Study: Rackspace
Ashleigh DavisMarketing Automation, Rackspace
Page 2 © 2014 Marketo, Inc. #MKTGNATION14
• Getting to Know You!
• A bit about Ashleigh
• A bit about Rackspace
• Why Marketing Automation?
• How and Where Rackspace Started
• Where Rackspace is Today
• Confronting Roadblocks
• Data, Content, and Staffing
• Words of Wisdom
Topics of Discussion
Page 3 © 2014 Marketo, Inc. #MKTGNATION14
• Background in online
marketing and web design
• 3-year Racker
• Joined Rackspace a few
months after Marketo
deployed
• New to Salesforce
• New to Marketing
Automation
My Entry to Rackspace & Marketo…
Page 4 © 2014 Marketo, Inc. #MKTGNATION14
• Enterprise Customer• Salesforce with 2 million records
• Marketo customer for 4 years
• North America, Europe, Asia, Australia
• Sales/Marketing Structure• 100+ sales reps
• 150+ marketers
• Marketing & Data Automation• Central/shared resource
• Part of the Marketing Operations team
• Two major “sides” of the business:• Transactional business (online shopping cart)
• Dedicated business (businesses of all sizes)
A Bit About Rackspace…
Page 5 © 2014 Marketo, Inc. #MKTGNATION14
So, Why Marketing Automation?
Page 6 © 2014 Marketo, Inc. #MKTGNATION14
Why Marketing Automation:
Streamline Processes
Page 7 © 2014 Marketo, Inc. #MKTGNATION14
Why Marketing Automation:
Data Cleanse & Standardization
Page 8 © 2014 Marketo, Inc. #MKTGNATION14
Why Marketing Automation:
Right Time Messaging
Page 9 © 2014 Marketo, Inc. #MKTGNATION14
Why Marketing Automation:
Nurture Prospects
Page 10 © 2014 Marketo, Inc. #MKTGNATION14
Why Marketing Automation:
Recycle Leads
Page 11 © 2014 Marketo, Inc. #MKTGNATION14
Why Marketing Automation:
Score Leads
Page 12 © 2014 Marketo, Inc. #MKTGNATION14
• Kill the SQL queries
• Plug the leaks in the funnel
• Stay top of mind
Where Rackspace Started…
Basic, automated
changes
= 3,000% increase in
conversion
Page 13 © 2014 Marketo, Inc. #MKTGNATION14
• Sirius Decisions audit and alignment
Where Rackspace Is Today…
Page 14 © 2014 Marketo, Inc. #MKTGNATION14
• Globalizing processes and tools
Where Rackspace Is Today…
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• Data standardization and hygiene
Where Rackspace Is Today…
Infrastructure & Operations
Content Delivery Strategy
Multi-Channel Strategy
PHASE 2PHASE 1
Page 16 © 2014 Marketo, Inc. #MKTGNATION14
• Data quality
• Staffing and training
• Content creation
Confronting Roadblocks
Page 17 © 2014 Marketo, Inc. #MKTGNATION14
1. Start small and build up
2. Go after low-hanging fruit
3. You’re always two steps away – that’s okay!
4. Ensure proper sales/marketing alignment and SLAs
5. Leverage the community and resources to help for integration and for best practices!
Words of Wisdom
Page 18 © 2014 Marketo, Inc. #MKTGNATION14
Q&A
Ashleigh DavisMarketing Automation, Rackspace
@ashforddavis
