9_Diogo Marketo - Exclusive Networks Group

basheddockSoftware and s/w Development

Feb 21, 2014 (3 years and 8 months ago)

71 views

Diogo

Marketo

Project

What is
Marketing Automation
?


“Marketing automation is the technology that allows companies to
streamline, automate, and measure marketing tasks and workflows so they
can increase operational efficiency and effectiveness.”








Marketo

Source: cmswire.com

What will
Marketo

allow Exclusive

Networks

to

achieve
?



Multi
-
Channel Campaign Management

Manage and execute marketing campaigns across

multiple channels (email, web, mobile, events)




Behavior Tracking

Track the behavior of each contact around all the different marketing activities (Every web page
visited and every link clicked, email click, events attended…)





















What will
Marketo

allow Exclusive Networks

to achieve?



Automated Processes and Time Savings

Marketo

p
rovides

all of the functionality

to
automate our marketing
processes
,


build
robust nurture
campaigns and achieve

important
time savings.



High quality leads

Powerful

tool to create lead nurturing

programs that improve the quality of

leads generated by marketing campaigns.

















What will
Marketo

allow Exclusive Networks

to do?



Turn Sales Insight into Action

Full insight into the hottest leads and

opportunities with a clear and simple

sales dashboard in Salesforce.




Marketing Campaign Analytics

Get a
complete understanding of marketing

performance in terms
of
campaigns

effectiveness
and marketing channels

(marketing optimization)
















3

launched

campaigns



Time
Saving

(
less

manually

tasks
)




Excelent

Nurturing

and Data
Collection

Tool




Missing

the

Sales
Force

integration


3

launched

campaigns





Campaign

reports

extra
training”


3
launched

campaigns





For

the

Nordics

was
easy enough to
complete

the first
campaign”


27

launched

campaigns



“A
lot of possibilities but it
takes a lot of time/work to
launch 1
campaign”



Benelux
team

is

missing

the

integration

with

SF and
with

a SMS
tool


Pending some
adaptations to the
existing Data Protection
Rules


3

launched

campaigns



“Extra
training is always
useful
and would be great to learn
some
tips”




Marketo

is

a
great

tool

but

Italy

still

needs

a
better

database

to
launch

efective

campaigns


Countries Update


1

launched

campaign




Very

good

tool
, more
reliable

than

our

existing

email
tool













Next Steps



Integration

with Sales Force

We

are working to have the

Salesforce integration available in all

countries in the next 3 months.



Lead Scoring

Define

a lead scoring plan and implement

it
in order to provide high quality leads to

the Exclusive Networks’ sales teams







Assets:
1 Invitation,
2
Landing Pages,
1

Confirmation
eMailing

and a Thank You
e.Mailing



Database:
16.000 contacts



Comunication

Tools:
eShots
, Social Media,
DataCenter

Dynamics Banner



Number of
eShots
:
5

(First Invitation and 4 Reminders)



Next Steps:
Telemarketing Attendance Confirmation

Campaign Data:

eMailing

Performance:

% Delivered

% Opened

%
Bounces

%
Unsubs
.

% Click

to
Open Rate

DataCenter

Roadshow

89,9%

15,6%

10,4%

0,1 %

3,5%

MEE
Roadshow

80,3%

13,2%

16,34%

0,3 %

0,05%

Campaign Performance:

Registrants

New

Contacts

Aggregate

Time

Spent


DataCenter

Roadshow

412

227
(55,6%)

3h

MEE
Roadshow

200

Unknown

36 h

MORE EFFICIENCY AND EFFECTIVNESS


Higher click to open rate


Less bounces


Time spent reduced by 12 times

DOUBLE

RESULTS!

Thank You!