5. #RevEngine @jonmiller
Hi, I’m Jon Miller
Subscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia
2. Can dislocate my thumbs at will
3. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff
4. My first child was born the same month
that we incorporated Marketo
6. #RevEngine @jonmiller
Today’s Topics
• What is Marketing
Automation?
• Common Features in
Marketing Automation
• Using Marketing Automation
to Graduate from ESP:
• Relevance
• Conversations
• Smart sales
• Right metrics
8. #RevEngine @jonmiller
Marketing automation is a
• Technology that
streamlines and
automates marketing
tasks
• so companies can
• increase operational
efficiency and
• grow revenue faster
9. #RevEngine @jonmiller
What Is “Automation”?
Send Event
Invitation
Wait 3 Days
If Not
Registered, Send
Reminder
Wait Until 1 Day
After Event
Send Different
Follow-Up to
Attendees vs.
Non-Attendees
34. #RevEngine @jonmiller
More Targeted Sends are More Engaging
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
EngagementScore
Email Delivered
Source: Marketo research
35. #RevEngine @jonmiller
Triggered Interests Standard Nurture Lift
Open % 34.0% Open % 21.7% 57%
Click to Open % 37.1% Click to Open % 23.4% 59%
Click % 12.6% Click % 5.1% 147%
Value of Behaviorally Triggered Interests
36. #RevEngine @jonmiller
What did the
consumer open
and/or click on?
Where did they
convert?
What did they
forward?
Actions Matter – EMAIL
57. #RevEngine @jonmiller
THEN NOW
New content = need to
reprogram
Drag-and-drop new content
into Smart Streams
Expired content Content expiration dates
Duplicate content
Never send the same
content twice
Too many emails Frequency limits
Consumer fall off the end
of tracks
Exhausted content
60. #RevEngine @jonmiller
Scoring Defined
Methodology for ranking potenital customers in
terms of readiness to purchase.
Nurture Nurture DisqualifyPromotional
Offer
Pass to
Sales
Fit Interest Buying Intent
65. #RevEngine @jonmiller
Italian Workspace Joe Smith: Acme Inc. Community Help
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Recently Updated
Practical B2B Lead Generation
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Thought Leadership
Edited Mar 25, 2013 Sent 12,105
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Lead Scoring Best Practices
Edited Mar 22, 2013 Sent 12,105
55
Lead Management Best Practice D…
Added Mar 18, 2013 Sent 12,105
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Lead Scoring Best Practices
Edited Mar 10, 2013 Sent 12,105
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Engagement Over Time
Dec Jan Feb Mar Apr May
100
80
60
40
20
0
Summary
1.5%
Unsubscribe
65
Engagement
55d
Next Cast
Members
In Track Exhausted Paused
3,450
50 35
Mar 18, 2013
Engagement: 60
2013
Marketo’s Secret Sauce
Definitive Guide to Events
Lead Nurturing
Lead Scoring Best Practices
Lead Management Best Practic
Practical B2B Lead Generation
Thought Leadership
Email Performance Report
Program Performance
Lead Nurturing Streams Setup My Tokens Members
View: Dashboard ▼ Streams: All Streams ▼
67. #RevEngine @jonmiller
Why Measuring Return is Hard
• Multiple touches. Seven touches
needed to convert a cold lead into a
sale
• Multiple influencers. Typical
buying committee has 5-21 people
72. #RevEngine @jonmiller
Filter/Drill into
data, e.g. by
Program Type,
Business Unit,
Geography, etc.
Key topic areas:
• Balance (Reach)
• Flow
• Conversion
• Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics