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Why NewVoiceMedia useMarketo
Mark Farnell, RVP Marketing Operations
About NewVoiceMedia
Contact Centre Integration for SalesforceInbound/OutboundDial, Route, Track, RecordUK HeadquarteredSan Francisco, New York, Sydney, Europe400+ customers in 30 countriesMarketo users since August 2011Marketo Champion/Certified Expert
2
2011: Our Challenges
Evolving from lead acquisition to qualified pipe
ROI
New Sales Development function
Scoring TrackingEmail limits
Headcount
100% YoY Growth
Evolving Marketing Programs
Whitepapers
Case Studies
Data Sheets
Email Webinars
PPC
SEO PR Video
Events
4
What we needed
Automation
Customer Journey MQL
Budget!
Campaign Growth
Small Sales Dev. team
Productivity Insight & Understandi
ng
FocusROI
5
Why we chose Marketo
Analytics
Focus – MQL Scoring
Ease of Use – flows, lists, templates
Implementation – Customer Success team
6
Our Journey
2011
Implementbasic programs
2012
Scoring
2013
Revenue Model
2015
Engagement Engine
2014
Revenue Cycle Analytics
2016
RTP
7
Scoring Matrix
8
Lead Score Low Medium High
High Profile Fit MQL MQL MQL
Medium Profile Fit Nurture MQL MQL
Low Profile Fit Nurture Nurture MQL
Tracking Leads from Unknown to Customers
9
Keep it Simple tho!
10
Revenue Cycle Analytics (ROI)
11
Opportunity Analyser: The Customer Journey
12
Engagement Engine (Nurturing)
13
Real Time Personalisation – Our Use Cases
14
VIP2+/5+
SMB ENT
Top Line Results
15
Campaign Productivity Qualified Pipeline20x vs. 2011
Did we get what we needed?
Automation
Customer Journey MQL
Budget!
10x campaign growth
Small Sales Dev. team
Productivity Insight & Understandi
ng
FocusROI
16
QUESTIONS & ANSWERS
17