The Top 10 Reasons to Consider Marketing Automation

Heidi BullockVP, Demand Generation

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Housekeeping

You’re task at hand…

They both work, but one is more efficient

Challenges

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Challenge #1“I have all the qualified leads I need and I’ve hit my yearly goals!”

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Challenge #2Only 10 more

programs to build…sigh

Also, you can’t just focus at the top….

Challenge #3

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Challenge #4

Marketing and sales alignment

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Challenge #5

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Why now?79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa)

Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Source: Gartner Research)

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Attract Engage Close

Drive more inbound

website traffic

Convert web visitors to

leads

Right message Right person

Right time

Accelerate the sales cycle

Increase quality leads to sales

Win more deals

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Attract Engage Close

Sales Insight

EmailCustomer

Engagement Engine

Real-time Personalization

SEO

Attract

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Attract

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SEO - Make sure you are ‘found’

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1. Increase inbound traffic to your site

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Suggests new keywords closely related to your company and your competition

Marketo SEO Key Features

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Recommends web and landing page optimizations to help search engines more effectively crawl and index your site

Marketo SEO Key Features

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Identifies inbound link opportunities based on your targeted keywords and links to competitor sites.

Marketo SEO Key Features

Need more? Go to marketo.com

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2. Personalize experience for known and anonymous visitors

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Marketo website

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Marketo website – Healthcare version

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Get people to return to your site!

Personalized retargeting

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Example – Google remarketing

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Rea

ch &

E

ngag

emen

t

Soci

al L

ift

Soci

al

Lift So

cial

Li

ft Soci

al L

ift

Soci

al L

ift

Landing Pages

Website Facebook Pages

Online Ads Email

Soci

al L

ift

Events

3. Improve social reach and influence

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• 322 participants shared campaign

• 365 referred visits to sign up for a roadshow

• 7.14% increase of visits to registration page due to social share

Results

Give people a reason to share – but make sure to do it at the right time!

Engage

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Engage

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4. Easily test and decide which emails are best

Subject Line BSubject Line ARecipients 100K 100K

Open Rate 10% 15%

Opens 10,000 15,000

5K additional opens multiplied by 100 email campaigns over the year = 500,000 additional opened emails!

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How in Marketo

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5. Replicate success in minutes

Clone Complete Programs

Track Costs and Tags for Measurement

Use “Tokens” To Parameterize

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Replicating a Webinar Program Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

Copy EditEmail Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

22 Laborious Steps – 2+ Hours

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Replicating a Webinar Program with MarketoEmail Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

Clone

Program-level fields

1. Webinar name2. Webinar title3. Speaker name4. Speaker title5. Webinar Description6. Date7. Time

Push

8 Quick Steps – 3 Minutes

“With Marketo, we market with precision, deep intelligence, and a focus on delivering

value at every interaction. We have a lead scoring mechanism that monitors for

behavioral and demographic matches, so that we pass the right opportunities to sales at

the right time.”

– Bryan Landaburu, Head of Marketing

Website traffic lifts

Open rates & engagement measures up

Increased marketing-qualified opps generated

Hero K12 Partners with Marketo to Transform Marketing’s Focus from Building Brand Awareness to Generating

Revenue

201% 150% 200%

To be engaging – be relevant.

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6. Trigger workflows based on behavior and non-behavior

Web, Email, Social, CRM, Campaign History, Transactions

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7. Send relevant information in real-time based on visitors’ activities

• Attends event• Logs into mobile app• Downloads content• Click email• Fills out form• Score is changed

IT

Finance

C-level

“Marketo lets us connect the dots and bring everything together into a unified

picture. All of our programs. All of our channels. It gives us the visibility we need

to work more intelligently and move faster than with any other solution out

there.”

– Alex Lin, Director of Marketing

Increase number of campaigns

Net-new unique web visitors up

Time to create new campaigns cut down

Kalio Marketers Unleash the Power of Automation to Create Winning Campaigns that Drive Revenue

700% 600% 1/3

Close

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Marketing can help Sales

Before marketing automation After marketing automation

8. Provide flexible scoring model so you define success

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9. Prioritize leads for sales

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Show Reps Only What’s Important

Measure

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Reporting Maturity CurveMulti-touch

ROI

Multi-touch Revenue

Single-touch Revenue

Opportunities Won

Conversion Based (Form Fill)

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Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

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Downloaded eBook on Analytics

Registered for Analytics Webinar

Downloaded Analytics

Survey Results

Attended “Top 10 Marketing

Reports” Webinar

Engaged with us at Big

Tradeshow

Connected with Sales Rep

First Touch

3 months

$100K

$100K

Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023

Downloaded eBook on Analytics

Registered for Analytics Webinar

Downloaded Analytics

Survey Results

Attended “Top 10 Marketing

Reports” Webinar

Engaged with us at Big

Tradeshow

Connected with Sales Rep

Multi Touch

3 months

$25K

$0

$25K

$25K $100K

$25K

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Multi Touch AttributionPage MT Revenue

Content: eBook Analytics

$25,000

Webinar: Advanced Analytics

$0

Content: Survey Results

$25,000

Webinar: Top 10 Marketing Reports

$25,000

Tradeshow: Big $25,000

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10. Know what is effective at TOFU vs. MOFU

Page FT Revenue MT Revenue

Content $410,000 $525,000

Webinars $320,000 $903,000

Tradeshows $325,000 $117,000

More efficient at pushing leads

through funnel

More efficient at acquiring the right

leads

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Marketing Automation Can Help You:

1. Grow your top of funnel and increase conversion using through personalization.

2. Engage potential buyers by listening to their behaviors – and responding with multi-channel relevant - conversations.

3. Test and scale your programs – don’t kill your team!

4. Deliver the purchase-ready leads to sales through nurturing and scoring.

5. Measure channels and programs – so you know what works and can course correct in real-time.

@HeidiBullock

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Thank You!