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What is marketing

automation?

I know your arm may be learn why marketing automation is so hot getting tired. This one’s easy. Last question. and let it run ‘lights-out’. and Yes. 2 . you probably already can set up all the emails for an event before know what marketing automation is and it starts. Can you filter leads by level of engagement raise your hand. right now. I’ll wait. Keep your hand raised if you can measure the revenue contribution Is it still up? of each of your marketing programs. Now. Congrats! Give yourself a fist pump.part one: What is marketing automation? some context Let’s do an exercise. likelihood to buy? I mean it. All parts whirring—and working. No one you are using it effectively. Don’t just read along – really. Just go ahead and skip to the next section to a few more. Now keep it raised if your marketing team If your arm is still up. Everybody else… read on. I know—that one’s a little trickier. Do you have the ability to look at a list of potential customers and prioritize them Raise your hand if your company has the based on fit with your business and ability to send marketing emails. and interest in your brand? OK. keep it raised if your company Is your hand still up? can easily create new landing pages for each campaign. looking.

) And thousands of retail – are adopting marketing lead scoring companies even smaller than that use automation for its real-time. The early but it’s important to point out that adopters were primarily in “business-to- marketing automation isn’t just for big business” (B2B) industries such as Marketing automation is a key technology companies. Small and Mid. oriented approach to maintaining and extending customer relationships. 3 . and • Lead nurturing and annual revenue. industries are using it. including: largest growing segment in the companies across all categories – marketing automation technology including “business-to-consumer” (B2C) • Lead generation space right now. financial • Segmentation with between $5 and $500 million in services. relationship- • Relationship marketing marketing automation as well. and measures marketing tasks and workflows. In fact. media and entertainment. practices. But increasingly. high-tech / software. manufacturing. HOW: It streamlines.part one: What is marketing automation? Marketing automation defined Let’s begin with a definition: WHAT: Marketing automation is a category of software. (That’s any company industries such as healthcare. WHY: So companies like yours can increase operational efficiency and grow revenue faster. but technology becomes essential with any scale. automates. • Cross-sell and up-sell • Retention • Marketing ROI measurement Some of these practices are possible at small volumes without marketing automation. So WHO uses marketing automation? COMPANY SIZES: Large enterprises INDUSTRIES: Companies across all have long found value in the technology. that enables many modern marketing Sized Businesses (SMBs) make up the and business services.

social marketing capabilities. Put that hand down to Campaign Management steady yourself. But hold up. CRM integration.part one: What is marketing automation? Marketing automation defined Features of marketing automation platforms Features include email marketing. We’ll take a deep-dive into common features in Part Four. Landing Pages and marketing analytics. campaign management. landing pages and forms. Email Marketing lead lifecycle management. lead nurturing/scoring. Marketing Programs Lead Generation Prediction/Scoring Marketing Lead Management Automation CRM Integration Social Marketing Resource Management Marketing Analytics 4 .

and other systems to create guaranteed. In other words. success is not platform. else. To deliver. data. Want to know what it takes? something that’s more than the sum of See Part Six. the parts. people. marketing automation technology marketing – Yes. content. When you think about is not a panacea by itself. 5 . A solution that only benefits 4. it can be used for bad marketing. Like the term suggests. A way to send spam – Like anything 3. that’s how things should be. But high-quality marketing back and watch the results produce channels—from direct mail and phone spam. department benefits from marketing marketing automation technology. Now we need to cover what it is not: 1. lead processes. requires the support of a comprehensive combines robust.part one: What is marketing automation? Marketing automation defined What marketing automation is NOT We’ve talked about what marketing automation is. marketing automation with customers. and management system. A fancy name for email marketing 2. Marketing automation campaigns to online and social initiatives. But it can also be used for automation usage ultimately is about themselves. the marketing without effort – If only you could just buy marketing automation encompasses delivers results based on how you use it. insight-focused strategy that integrates the right capabilities from your CRM. like automation. That means you get insight that can knock company revenue out of sight. then sit marketing campaigns across all Yes. web analytics more. it. it What’s more. But no. A solution that delivers value – Not even close. exceptional marketing that truly connects increasing revenue.

” download Marketo’s need multiple tracks for each buyer persona Definitive Guide to Lead Nurturing and buying stage that “listen” to how the (www. the real disciplined process – known as lead value comes from retaining and deepening – just hoping that people will take the bait and be ready nurturing – to develop qualified leads until the customer relationship over time. Done well. selling additional do that. Nurture relationships with leads that Retain and extend customer aren’t ready to buy. it includes marketing ROI analytics. you are just guessing first come in. The marketer’s job is far 20% of leads are sales-ready when they from finished once someone becomes a “Without marketing automation. and retention. and lead lifecycle management. This to buy your products. well as customer loyalty and retention. For B2C companies. A well-constructed marketing automation To learn all about this important process than sending a monthly newsletter.part one: What is marketing automation? What marketing automation does Beyond the time-saving and efficiency benefits of automation. This means you need a customer. They want to learn at their own pace and be sales leads at 33% lower cost products to the customer (cross-sell). – John McTigue. Kuno Creative 6 . Statistics show that buyers don’t they are sales-ready. Note that relationship marketing means more to buy.com/DG2LN) customer behaves.marketo. For most industries. as reached when they need more information or are ready per lead. marketing automation enables modern business processes that are essential to any modern marketing department. lead scoring. and adjusts accordingly – just like a real-world relationship. up-sell. only relationships. On average. it includes cross-sell. You strategy makes that a reality. this includes lead nurturing. includes selling more of the same product nurturing can result in 50% more to the customer (up-sell). For B2B companies. And for all companies.

and service level agreements (SLA).marketo.com/DG2MM) you need integration with CRM and of organizations turning to marketing automation of processes like sales automation to solve problems. lead scoring” to find the customers that which marketing programs are working and fit your target profile. It is rapidly becoming a you want to make sure Sales follows up Marketing Metrics and ROI. According to the diminishing lead quality. For more. It gives CMOs the metrics they nurturing and converting leads into customers “behavioral lead scoring” to find the hot need to speak confidently to the C-suite by automating various marketing techniques ones displaying buying behaviors that about Marketing’s revenue impact. (www. standard practice. proving contribution Marketo Benchmark on Revenue to the sales pipeline. Buyer’s Guide Learn more by downloading our Definitive Guide to Lead Scoring.com/DG2LS) 7 .marketo.part one: What is marketing automation? What marketing automation does Build alignment with sales. You also need which aren’t. companies that implement this kind of lead scoring enjoy a lead’s readiness for sale. so (www. And. and difficulty evaluating Performance. with an increasing number quickly – and in a relevant manner.” The Definitive Guide to sales pipeline. such as alerting. Many of the so-called “leads” you Marketing automation goes beyond generate are not true potential buyers for process automation to help marketing “Marketing automation enables marketers to your products. You need “demographic executives get much-needed insight into adopt an integrated approach to generating. lead recycling. indicate that they are ready to engage and processes to optimize the marketing- with you and make a purchase. check out: once you’ve identified a lead as “hot.” 28% better sales productivity and 33% higher revenue growth than companies – Econsultancy Marketing Automation without lead scoring. Prove – and improve – marketing ROI.

or Marketing and/or Sales. Regardless of your score. Our marketing team is generating (or has specific plans to generate) significant amounts of personalized content for our target prospects. 8 . so we can quantify our investment. in our revenue process. marketing service provider. so we lack direct personal relationships with all of our quite yet. The numbers in between 1 and 5 correspond Our revenue process is complicated. disagreement. to your level of agreement. It involves multiple touches from marketing automation. For each category. or all. there’s good news: where you are now is exactly where Many of our new leads aren’t yet ready to buy from us. Our company requires more insight into the exact value that our marketing automation very soon. should consider getting started with instructions at the end. tally your score. and know how to tell the We would improve our sales results if Marketing played a bigger role good from the bad. can’t keep reading! It would be impossible to personally call every potential customer or new lead that we generate. select the appropriate Disagree Agree To interpret your results. choose 1 2 3 4 5 • If you scored > 35. Tally your score when We target sophisticated buyers who do a lot of research before they you’re moving in that direction. So flip over into Part 2. • If you scored between 20 – 35. You you’re finished. Data drives almost every decision that our marketing team makes. and follow the engage with us. you may not Our customer base out-sizes our Sales team (assuming you have be ready for marketing automation one). you need to be in order to get more leads.part one: What is marketing automation? Worksheet: are you ready for marketing automation? Use this worksheet to determine if your company is ready to use marketing automation. neutrality. If you strongly agree. and let’s get this We already use most. Factor number. **This evaluation was based on research from Gleanster. you’re ready for 1. of the capabilities of our current email party started. But that doesn’t mean you customers and prospects. If you strongly disagree. Marketing programs deliver. They require nurturing. • If you scored under 20. get better leads. particularly as it applies to nurturing relationships with target early stage prospects. choose 5.

Inc. delivers more Blog: blog.877. With proven technology. Known for providing breakthrough innovation and fueling explosive growth. 9 . and dramatically improves sales Designed By: performance.MKTO (6586) VP of Marketing. Marketo Marketo uniquely provides easy-to-use. Complete. Davis Lee comprehensive services and expert Creative Director. in both 2011 and 2012 Marketo received the CRM Market Leaders Awards Winner for Marketing Solutions by CRM Magazine.com Wordisseur campaigns. Marketo guidance.marketo.com marketing automation – streamlines Caitlin Roberson marketing processes. © 2013 Marketo.com @dayroth world’s first integrated solution for social Website: www. Salesforce.com customers also honored the company with the AppExchange Customer Choice Awards for 2012 in the marketing category. generates more win-ready Twitter: @marketo leads. North America: +1. @jonmiller Europe: +353 1 242 3000 powerful and complete marketing software that propels fast-growing small Australia/Asia: +61 1800 352 270 Additional Contributors: companies and global enterprises alike. Marketo effectiveness software – including the Email: info@marketo. Marketo revenue driver.marketo.260. All rights reserved. Powerful.About this guide #DG2MA Written By: Contact Marketo About Marketo: Jon Miller Easy. Dayna Rothman Marketo® marketing automation and sales Content Marketing Manager. Marketo helps thousands of companies around the world turn Lynn-Kai Chao marketing from a cost center into a Graphic Designer.