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Marketo and SuccessFlow event May 17
The document outlines key considerations for developing a successful digital strategy, focusing on aligning people, processes, and technology. It emphasizes the importance of marketing automation, customer engagement, and clear objectives for enhancing lead generation and retention. Additionally, it provides a structured framework (SOSTAC) to assess current capabilities and set actionable tactics for achieving strategic goals.
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Similar to Marketo and SuccessFlow event May 17
Marketo and SuccessFlow event May 17
- 1. People Processes and Technology Theconsiderations for a powerful digital strategy.
- 2. Todays speakers. Jack Ashman SolutionsConsultant Marketo Adam Dore Senior Functional Consultant SuccessFlow Michael Dean Senior Account Director SuccessFlow
- 3. 3.00 - 3.15pmRegistration and networking 3.15 - 5.00pm What’s on the agenda? Considerations for your digital strategy and tactics and functionality in Marketo to strengthen success 5.00 - 5.15pm Customer animation story 5.15 - 5.30pm Tea and coffee break 5.30 - 5.45pm Panel Q&A with SuccessFlow and Marketo 5.45 - 6.00pm Networking
- 4. 80+ 300+ customers projects Finance Insurance Professional services DistributionManufacturingLogistics Telecoms Technology SAAS Not forprofit Digital transformation for sales and marketing Some of our clients include:
- 5. Seamless experience for yourcustomer More leads into the top of the funnel Single view on your customers Marketing and sales alignment Increased conversion through automation Real-time insights for constant improvement Rapid deployment of marketing automation Improved customer retention and growth What we deliver.
- 6. S S O T A C Situation analysis Whereare we now Strategy How are we going to get there Tactics The activities used to realise the strategy Actions Who needs to do what and when Control How will we manage success SOSTAC. Objectives Where do we want to be
- 7. Where are younow? SOSTAC. Situation analysis
- 8. Situation analysis Whereare you now? What data do you have, and how is it structured? What content do you have available for marketing? Do you have web forms? How are these integrated? What have been your results so far? What issues/roadblocks have you had? How do you engage with customers? How do you manage leads? Who are your users? What marketing automation skills do you have internally? Run a competitor analysis mo Considerations
- 9. Social Current audience growthis slow Lagging behind competition for social engagement Lack of always-on content Best practices not be used Not utilising social PPC on LinkedIn (66,000 agents active in UK and US) Issues with social team structure Good engagement when posting Good connection levels on LinkedIn Email marketing No consistency in brand or design Templates are not standardised No consistency with email comms Low click through rates Not compliant with email regulations (i.e. GDPR) Sales people using Outlook to send emails with no opt-out or tracking Sales are pasting offers into Outlook emails with no links/call to actions, poor formatting and no device optimisation Good open rates No opt outs in the data Preferences now live in Marketo Your situation. Content Current audience growth is slow No content strategy in place Content does not follow the customer journey Lack of resource to develop content Re-active approach to developing content Does not add value to the customer experience
- 10. Your digital readiness. Whenlooking at aligning your people to your processes and technology, look at your employees and consider • Are marketing and business goals aligned? • Is your roadmap for digital activity achievable? • Are you tracking website visitor behaviour? • Do you follow a defined content strategy? • Do you use scoring to prioritise your leads? • Do you have defined stages for moving a customer to an advocate?
- 11. Objectives Where do youwant to be? SOSTAC.
- 12. What are yourstrategic goals? Have you set yourself SMART objectives? What are your KPIs? Have you prioritised these objectives? Are the objectives documented with timescales and owners? mo Objectives Where do you want to be? mo Considerations
- 13. How digital willsupport your customer, brand and commercial aspirations Aspirational, transformational, achievable broad aims Specific and measurable aims aligned with your strategy, supporting you broader goals Specific targets used to evaluate the success of your objectives Underlying analytics and data collected throughout The requirements triangle.
- 14. Generate X moreleads in X months Have the sales and marketing teams adopt marketing automation Use data to improve results Adopt a customer- focussed approach Measure campaign ROI Improve customer acquisition and retention Automate communication to customers, generating £X quarterly revenue Track leads by channel Lower the cost of customer acquisition Common goals.
- 15. HIGH S10 S5S3 P5 P17 P16 P11 P24 P10 S4 P8 S2 S1 75% P18 P19 P21 P20 S7 P1 P2 P3 P4 P6 P12 P13 P14 S6 P7 P15 P22 P23 50% P9 25% LOW 25% 50% 75% HIGH EFFORT QuickWins Could do… Consider, Plan, Resource Don’t do yet… Impact vs. Effort.
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- 18. SOSTAC. Plan how weget thereStrategy
- 19. Have you definedthe customer journey with an 'always-on' approach? How can we reach the audience? How will we interact with the audience to generate leads? How will we convert leads into sales? How will we engage with clients to create retention, upsell and advocacy? What technologies are required for success? momomo Strategy Plan how to get there. Considerations
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- 22. When looking ataligning your people to your processes and technology, look at your employees and consider • Current skill-set and capabilities and potential training requirements • Resources in your team to move from traditional to digital • Resources in your team to move from reactive to proactive approach • External fees and outsourcing potential • Customer-centric thinking People - what to consider?
- 23.
- 24. Proposed marketing teamstructure. You should look at creating a Marketo centre of excellence. Here you can have reference content for your users and experts within various functions.
- 25. Business processes areessential especially if you need marketing and sales teams to align. Consider things such as • Always-on content and digital marketing • Lead lifecycle management • Automating digital across the customer journey • Marketing and sales alignment • Agile approach • Using insights to drive change Process - what to consider?
- 26. Customer Engagement CMO’s guideto digital transformation Aligning your people, processes and technology to succeed in digital Why a documented digital strategy is a must Proving ROI from our digital strategy What is the future of digital marketing? Think long term • Use an editorial calendar • Take an always-on approach • Freedom within a framework • Use a content plan • Involve creative early • Plan content for the whole journey Customer Acquisition Creating a single customer view across the customer journey Process.
- 27. The customer journey. ResearchConsideration Acquisition Conversion Retention When customers are getting to know your brand, products and services This is the stage where they are evaluating and comparing your brand, products and services to other suppliers Once evaluated, they will then encounter your brand, and a more personal form of contact should be made Here they should be compelled to act on purchase or subscription First-time customers will become advocates and loyalists through nurturing post sale This outlines the stages of the customer journey, including their needs, brokers and touchpoint Insights Competitors New techniques Efficiency/productivity Available technology Skill sets Customer complaints Bad reputation Poor website Lack of blogs No social media presence Social media Webinars Guides Blogs Website Events Needs Blockers Touchpoints
- 28. Technology, such asmarketing automation, is a fantastic enabler, but not an instant miracle cure. Consider your technical needs such as • Long- and short-term goals with marketing automation • Personalisation • Complete integration • What are your requirements? i.e. customer acquisition, customer engagement • Analytics engine Technology - what to consider?
- 29. 5 things toreally consider when buying technology.
- 30. 5 things toreally consider when buying technology. 1. ‘Goals’ 2. ‘Integration’ 3. ‘Personalisation’ 4. ‘Requirements’ 5. ‘Analytics’ #INTERSTELLAR
- 31. 1. ‘Goals’ driveeverything. Why are you doing this? What is the problem? What are you looking to change? What will be different when you’re done ? #MONEYBALL
- 32. Business challenges. Disparate systems& data silos No single view of the customer Unable to personalise content Fragmented customer experience Unable to pass leads to sales quickly or easily #GREATESCAPE
- 33. 2. ‘Integration’ -there are different levels. What do you need to integrate? Can you? Out of the box? Which objects? What isn’t included? #SHAWSHANK
- 34. Marketo’s Engagement Platform. SINGLEVIEW OF THE CUSTOMER PARTNER APPS WEB PERSONALISATION AUTOMATED WORKFLOWS SALES INSIGHT PUSH NOTIFICATIONS ROI REPORTING LIFECYCLE NURTURING EMAIL MARKETING SOCIAL & DISPLAY ADS EVENTS MARKETO APPS
- 35. 3. ‘Personalisation’ meansdifferent things. Which channels? Cross channel? Personalisation versus segmentation? Required effort and data? #FIGHTCLUB
- 36. 3. ‘Personalisation’ means different things. BehaviouralData Inferred / Environment Data User Supplied Data Marketing Data 3rd Party Data CRM / 1st Party Data Calculated Data 7839fjh843ufjCookie ID http://...., http://.....User Journey URLs Visits Web Page, Clicks Link, Installs App…Activity Log YesConfigured bike Bonneville T120Bike Name http://....Social Shared United KingdomInferred Country MarketoInferred Company Chrome CriOS/19Browser iPhone OS 5_1_1Device OS Sarah JaneName Modern ClassicsCategory Interest [email protected] 6-9 monthsPurchase Intent MODERN CLASSICSCampaign ID Form FillLead Source femaleGender ASocio-Economic Group NoIs Customer 43 Chelmsford WayAddress NoneBike owned 78Lead Score 121Engagement Score Modern Classic Buyer 6 months outSegment Bonneville T120 Red Saddle BagAccessory Interest EvaluatingBuying Stage
- 37. 4. ‘Requirements’ -what do you want? Use cases > functionality Functional and non-functional Allow some freedom (unknown unknowns) Requirements process as important as output #NOTEBOOK
- 38. 5. Analytics -how to tell if you won. #INDEPENDENCEDAY What questions do you want to answer? £ > Opportunities > Leads > Clicks Data vs Reports vs Dashboards
- 39. 1. ’Goals’ driveeverything 2. ’Personalisation’ means different things 3. ’Integration’ - there are different levels 4. ’Requirements’ - what do you want? 5. ’Analytics’ - how to tell if you won
- 40. SOSTAC. The activities usedto realise the strategy Tactics
- 41. Are the tacticsoutlined? Is the marketing database built and segmented? Is the content framework created? What digital marketing channels will you use? Using marketing automation Sales alignment and adoption Tactics The activities used to realise the strategy Considerations
- 42. Social Search Display Retargeting Email Landing pages Forms CRO Nurture Score Grade Sales alerts Customerinsights Loyalty On-boarding Upselling Reach interAct Convert Engage
- 43. Key R Rating 4 -Must do, 3 - Should do, 2 - Could do, 1 - wont do this time T Tactics rating % budget, resource, knowledge C Currently used rating 0 - not started, 1 - doing but not measuring/not working, 2 - could improve D Desire to use rating 4 - Must do, 3 - Should do, 2 - Could do, 1 - wont do this time RACE Planning - Tactics across the funnel Using the RACE Planning framework we can see where each tactic can be used. These ratings are for the next 90 days. For each tactic you should address the • Rating • Current ability (budget, resource, knowledge) • Tactics currently being used • Desire to use
- 44. RACE Planning -Tactics across the funnel Key S SuccessFlow rating 4 - Must do, 3 - Should do, 2 - Could do, 1 - wont do this time T Tactics rating % budget, resource, knowledge C Currently used rating 0 - not started, 1 - doing but not measuring/not working, 2 - could improve D Desire to use rating 4 - Must do, 3 - Should do, 2 - Could do, 1 - wont do this time Using the RACE Planning framework we can see where each tactic can be used. These ratings are for the next 90 days. For each tactic you should address the • Rating • Current ability (budget, resource, knowledge) • Tactics currently being used • Desire to use
- 45. Key S SuccessFlow rating 4- Must do, 3 - Should do, 2 - Could do, 1 - wont do this time T Tactics rating % budget, resource, knowledge C Currently used rating 0 - not started, 1 - doing but not measuring/not working, 2 - could improve D Desire to use rating 4 - Must do, 3 - Should do, 2 - Could do, 1 - wont do this time RACE Planning - Tactics across the funnel Using the RACE Planning framework we can see where each tactic can be used. These ratings are for the next 90 days. For each tactic you should address the • Rating • Current ability (budget, resource, knowledge) • Tactics currently being used • Desire to use
- 46. z Lead management. The follow-upprocess To maximise any lead acquisition or customer engagement programme there needs to be a formalised and agreed process for follow-up. Automation and the capture of information can help to provide sales with data they need so that they can convert opportunities quicker. Make sure all teams are aware of their responsibilities, the SLAs and definitions of each stage.
- 47. New lead nurture Thisnurture programme is designed to inform and educate prospects about your proposition. It is ideal for you if you have a large pool of warm data that a) needs to receive further info before making a decision or b) needs further qualification to be passed to sales Expected outcomes • Generate more revenue with sign-ups • Position client as a value added partner • Drive automated and personalised communication • Increase customer acquisition • Improve customer insights Automation for acquisition.
- 48. Automation for customerengagement. Sign-up process Designed to encourage newly signed up customers to stay engaged whilst they're being processed. The aim is to communicate quickly with the customer, welcome them to your company and maintain momentum. Expected outcomes • B2B digital marketing ecosystem • Marketing plan to reduce churn • Customer experience • Customer centric approach • Drive automated and personalised communications • Increase customer acquisition • Increase customer experience • Improve customer insights • Lower cost of acquisition
- 49. Automation for customerengagement. Initial on-boarding Designed to on-board new customers once they have received their login details. Educate and guide the user through the benefits and feature of the tool so that they make their first booking. Expected outcomes • B2B digital marketing ecosystem • Customer experience • Customer centric approach • Drive automated and personalised communications • Increase client engagement • Improve customer insights • Lower cost of acquisition • Increase customer retention • Reduced customer churn
- 50. Automation for customerengagement. First year on-boarding This automated programme is designed to on-board new customers post first booking and encourage them to increase their spend. Expected outcomes • Marketing plan to reduce churn • Improved customer experience • Customer centric approach • Drive automated and personalised communications • Improve customer insights • Increase customer retention • Increase revenue generated by a new client • Increase revenue of existing clients • Increased chance of creating advocates • Larger average account size
- 51. Automation for customerengagement. Up-sell This automated programme is designed for established (more than one year) customers who are currently spending less than we would like. Expected outcomes • B2B digital marketing ecosystem • Customer experience • Customer centric approach • Drive automated and personalised communications • Improve customer insights • Increase customer retention • Increase revenue of existing clients • Larger average account size
- 52. Automation for customerengagement. Advocacy This automated programme is designed for established (more than one year) customer who are currently spending more that the defined threshold. Expected outcomes • B2B digital marketing ecosystem • Customer experience • Customer centric approach • Drive automated and personalised communications • Improve customer insights • Increase customer retention
- 53. Actions SOSTAC. Who does what,and when?
- 54. Do you havea list of responsibilities? Are those responsible resourced? Do you have the right systems and processes to support your actions Do you have a clear schedule with key milestones? Project delivery methodology (Agile or Waterfall) Actions Who does what and when? Considerations
- 55. R A C I Responsible Those who dothe work to achieve the task. Accountable The one ultimately answerable for the correct completion of the task. Consulted Those whose opinions are sought, e.g. subject matter experts. Informed Those who are kept up-to-date on progress. RACI model.
- 56. SOSTAC. Control How will wemanage success?
- 57. Who monitors what,and when? Do you have a schedule for testing? How will you optimise through insights? How will you track and report on objectives? How will you report on usage? What is the proposed frequency and format of reporting? Control How can we make sure we get there? Considerations
- 58.
- 59. 90 day cyclesgive you enough time to gain meaningful results. 90 days 90 days 90 days Plan and build Pilot launch Roll out and improve Project cycles.
- 60. connect with us. www.successflow.co.uk| [email protected] | 0845 680 5409 www.marketo.com | [email protected] | 0845 680 5409