B2B Marketing Automation Case Study - Marketo implementation at Mobify

Page ‹#› © 2014 Marketo, Inc.#MKTGNATION14
Marketing Automation at Mobify:
Journey into results-focused marketing
Luke Starbuck, Director of Demand Generation

• Marketing-created won deals now have 34%
higher deal value than outbound-created
• Marketing is now creating 44% of the sales
pipeline, 47% of won deals
• Savings of 75% work effort through lead
qualification
• Running complete lead-to-revenue
management
• Maturity in B2B marketing practices,
processes and measurement
Summary

1. Experiences with Marketing Automation
2. Why we chose Marketing Automation
3. Educating the organization
4. How to evaluate solutions
5. Our implementation process
6. Practical tactics for success
7. Results
Agenda

• Driven improved results
• Superior measurement and reporting
• Strategic benefits in forecasting and prioritization
• Maturity in all marketing activities and team
knowledge
1. Experiences with Marketing Automation

• Marketing ‘before’
picture was a lot of
activities that were
aimed at improving the
metrics - campaign
success, website visitors,
number of MQLs.
• No idea how activities
impacted booked
revenue

• Tracking typical metrics -
• website visits
• form completes
• blog visits
• bounce rate
• form completes to MQL
• email subscribers (blog)
• signup conversion (blog)
• Manual MQL qualification -
turnaround time between 1-3
days
• Many poor-fit leads getting to
the sales team

• No buyer personas, buyer’s journey,
buying stages, content by stage
• No alignment with sales messaging,
no common value proposition to bring
to the customer
• Poor buying experience - inbound
leads
• No insights into effectiveness of
content or marketing activities down
the funnel to closed won deals

• Increasing market pressure - shrinking deal size
• Marketing spend outpacing growth metrics- 9
person marketing team producing ebooks, webinars, website,
blog posts, landing pages, email blasts. Costs escalating.
0
25000
50000
75000
100000
Q Q Q Q
$

• Colleagues outside marketing may not
have a grasp on marketing automation vs
regular analytics, and email marketing
systems
!=

• Colleagues outside marketing need to
understand the ‘why’, not the ‘how’.
• Focus on the outcomes that are
expected - case studies
• Focus on revenue numbers and deep-
funnel metrics
• Improvement to opportunities.
• Improvement to win rate.
• Decrease in cost of sales accepted
opportunities.

• Need to be able to manage a buyer’s experience
with more granular control than email blasts and
drip campaigns, or other more simple methods of
tracking leads

• IT team needs to
understand the
tracking on the
website, and how it
is different
• Share with the IT
team - current
challenges and how
current tools don’t
provide what’s
needed.

• First must-have in
selection phase is
connection with CRM
• If replatforming CRM -
great opportunity!

• Beware overly
complex platforms
• Avoid being locked
into an overly-
simplistic platform
(future growth)
• Aim to have room to
grow, but keep costs
reasonable

• Support network
both online and
offline - this is key

• We liked having
flexibility in plans and
integrations with many
other vendors - next
year to 2 years what will
you implement?
• Start small and grow in
features and database
size

• We learned from the Marketo
team - their eBooks and guides
were the most useful, relevant
and helpful we had seen.
• Marketing automation is part
technology, part team learning
and part workflow. Look for a
vendor that will support your
team’s learning.

• Marketo shares
their key internal
metrics and
methods
- Our team learned
from them and
adopted practices

• Needed to do prep
work mapping buyer
personas, buying
journey, new
combined
marketing/sales
funnel

• Adopt the Sirius
Decisions Demand
Waterfall v2 - it makes
everything simpler.

• VP Sales buy-in - help
them see how it will
make them more
money

• First step is to complete the
pre-work (buyer’s journey,
personas, lead stages)
• Don’t rush it - getting the
architecture right the first
time takes a little longer but
saves a lot of time and money
in the long run.
• Consider getting a
coach/implementation
consultant if you have more
than a few sales/marketing
people

• Implementation drives a
better understanding of your
customer
• Need to know influencer
personas in the buying group
of 5.4 people (CEB) if you
market to enterprises.

7. Results

• Delivering more closed won revenue via inbound
with less resources (5 team members vs 9)
• 34% higher deal value than outbound-created
7. Results
0
0.35
0.7
1.05
1.4
1.75
Inbound Outbound
Avg Deal Value

• Creating 44% of pipeline $
• Creating 47% of closed won $
• Higher win rate on marketing sourced opportunities
7. Results
0
12.5
25
37.5
50
62.5
Inbound All Other
Pipeline Closed Won

• 75% savings in manual lead processing time
- Fully automated gating process that pre-qualifies leads to
nurture - enriched data and scorecard with 5 factors
7. Results
0
1
2
3
4
5
January July
Time to process

• 15 minute call-backs
to qualified leads
who submit through
contact form
(previously 1-3 days)
7. Results
0
3.5
7
10.5
14
17.5
January July
Hours to call back (during
working hrs)

• Rollout of CASL compliance in under a week
- uniform landing pages, email nurture, and database rules
• Scaled up outbound sales development team
from 1 to 5 people in 6 months
- automated campaigns, tracking, content and scoring
7. Results

• Less low-probability opportunities in pipeline,
dramatically higher close rate - sales resources can
now invest more in high-probability deals
- CRM improvements driven by the need to report lead progression
and velocity through the funnel
7. Results
vs

• Prioritization of strategy
- Implemented advanced dashboards (3rd party) for granular
insights into time in stage, and where there are bottlenecks
and dropoffs in early funnel stages
7. Results
Example only

• All marketing activities have full attribution -
reporting pipeline contribution by channel and
campaign
• Marketing, sales development and sales teams
closely aligned - Same value proposition through
content, website, nurturing emails, SDRs, Account
Executives
• Executive team insight - accurate forecasting (deal
size, future pipeline), correlation from spend to
pipeline
• More predictability for the business - critical for
bookings, revenue and hiring plans
7. Results

Questions? Connect with me
Luke Starbuck
Director of Demand Generation
luke@mobify.com
www.lukestarbuck.com

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B2B Marketing Automation Case Study - Marketo implementation at Mobify

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