Customer Acquisition Engagement Marketing at Hero K12

August  20,  2015  

Bryan Landaburu Head of Marketing Hero K12 blandaburu@herok12.com @bshft

THE MARKETING NATIONTM

Hello, my name is Bryan and I work at Hero.

THE MARKETING NATIONTM

We have been a Marketo customer since December 20, 2014

THE MARKETING NATIONTM

We have been a Marketo customer since December 20, 2014

and we rolled out Marketo in 10 days.

1.  Signed  the  Marketo  service  contract  December  20th  2.  With  no  prior  Marketo  experience  we  had  to  learn  how  to  use  Marketo  3.  Because  of  Eme  of  year,  we  would  be  spending  the  Christmas  holiday  doing  so  4.  Amidst  training,  we  had  to  build  out  our  program  strategy  inside  Marketo  

(including  the  creaEve,  coding  and  data  work).  5.  The  work  had  to  be  complete  so  that  we  could  launch  our  iniEal  programs  the  

week  following  our  naEonal  sales  meeEng  which  was  held  in  Miami  the  week  of  January  5th.    

Hero  successfully  launched  our  first  set  of  outbound  marke5ng  programs  the  week  of  January  12th…on  schedule.  

What did Hero accomplish in 10 days?

THE MARKETING NATIONTM

•  Primarily  outbound  markeEng  effort:  •  Mix  of  email  “blasts”,  events,  sponsorships,  and  tradeshows  (lots  and  lots  of  tradeshows).  •  All  communicaEon  focused  on  establishing  the  brand,  and  retaining  market  share.  

•  Other  factors:  •  Complete  product  and  company  rebrand.  •  Separated  from  parent  company,  became  a  stand-­‐alone  enEty.  •  Every  department  and  process  reinvented.  •  Product  reimagined,  redesigned,  rebuilt.    •  New  sales  and  financial  models  introduced.  

Because  of  all  the  change,  2014  was  a  down  sales  year  which  makes  investment  in  people  and  tools  difficult.  

2014 Recap

THE MARKETING NATIONTM

We were marketing the sales journey, not the customers journey.

(marketing with very little precision)

THE MARKETING NATIONTM

To accomplish amazing feats, it takes a clear strategy, a dedicated team,

and state-of-the-art tools.

The Team

Head  of  MarkeEng  

 Strategy,  

copywriEng,  creaEve  direcEon,  program  development,  

department  support    

CommunicaEon  Designer  

 Visual  design,  copywriEng,  

campaign  execuEon,  art  producEon,  creaEve  support  

Campaign  Specialist  

 Campaign  

deployment,  copywriEng,  

automaEon,  results  analysis  

Milo  Intern  

 Product  MarkeEng  Manager,  advocacy,  

community,  Media/PR,  

traffic  coordinaEon.    

THE MARKETING NATIONTM

THE MARKETING NATIONTM

WE WANTED MARKETO we pitched it as another team member, and cancelled live

events to find the budget

THE MARKETING NATIONTM

nurturing  

inbound  

outbound   customer  success  

department  support  

systems  +  tools  

other  dazzling  stuff  

programs  

THE MARKETING NATIONTM

CONTENT beautiful, simple, creative, humorous

DISCIPLINE  POLICY  AUTOMATION  

POSITIVE  BEHAVIOR  (PBIS)  PROGRAM  

SUPPORT  

PARENT/STUDENT  ENGAGEMENT  

TOOLS  

THREE HERO CONTENT PILLARS

THE MARKETING NATIONTM

RELATIONSHIPS (OF ANY KIND) ARE BUILT THROUGH MANY LIGHTWEIGHT

INTERACTIONS OVER TIME.

THE MARKETING NATIONTM

THE MARKETING NATIONTM

VISUAL CALENDAR serves as a guide | changes all the time

THE MARKETING NATIONTM

EVERY PROGRAM IS MEASURED AGAINST OUR PREDICTIVE MODEL

every marketing program has a new customer quota

THE MARKETING NATIONTM

IF MARKETING ISN’T ALIGNED TO THE CUSTOMER JOURNEY, MARKETING IS

INEFFECTIVE.

THE MARKETING NATIONTM

IF MARKETING ISN’T BUILDING PIPELINE, NOTHING ELSE MATTERS.

literally, nothing else matters.

1.  MarkeEng  provided  sales  with  the  leads  the  week  they  returned  to  the  field  -­‐  building  excellent  sales/markeEng  alignment  

2.  We  launched  3  programs  including  our  field  cold  prospecEng  program,  demand  gen  program  and  nurturing  program  

3.  We  delivered  240,000  messages  to  our  lead  database  -­‐  an  increase  of  500%  over  January  2014  

4.  We  had  an  open-­‐to-­‐click-­‐through  rate  of  24.7%  -­‐  an  increase  of  261%  over  prior  program  performance  

5.  We  exceeded  all  markeEng  forecast  models  for  January    •  250%  to  goal  for  web  traffic  •  400%  to  goal  for  markeEng  qualified  opportuniEes  generated,    

•  187%  to  goal  for  new  lead  opportuniEes  created.    

This  would  not  have  been  possible  without  Marketo,  and  without  the  dedica5on  of  a  very  clever  marke5ng  team.  

Results from the initial programs:

1.  64  unique  pieces  of  content    2.  29  unique  markeEng  programs  3.  Web  traffic:  34%  increase  over  Q1,  400%  increase  over  prior  year,  YTD  is  115%  

over  CY2014  4.  Exceeded  every  KPI  measured  including  web  traffic,  leads  and  markeEng  qualified  

opportuniEes  created  5.  NaEonal  Revvie  Award,  featured  on  stage  at  Marketo  conference  April  2015  6.  Implemented  automated  lead  scoring  program  7.  MarkeEng  has  built  a  pipeline  strong  enough  to  finish  the  year  

 

Most  important  sta5s5c  is  that  the  en5re  company  trusts  marke5ng  to  lead  the  business.  

Mid-year report

THE MARKETING NATIONTM

SIX KEY TAKEAWAYS

THE MARKETING NATIONTM

[one]

DON’T GET LOST IN WHAT MARKETO “COULD” DO.

it will cripple your effort.

THE MARKETING NATIONTM

[two]

MAKE THE SHIFT TO ENGAGEMENT MARKETING.

lightweight interactions over time

THE MARKETING NATIONTM

[three]

A SYSTEM IS NOT A PLAN. develop your strategy first

THE MARKETING NATIONTM

[four]

PREPARE YOUR CONTENT. 1:100

THE MARKETING NATIONTM

[five]

EMPOWER EVERY DEPARTMENT WITH MARKETING CONTENT.

disjointed messaging confuses customers

THE MARKETING NATIONTM

[six]

THE CUSTOMER’S JOURNEY GUIDES EVERYTHING YOU DO.

right message, right time, right context

Thank You!

Bryan Landaburu Head of Marketing at Hero K12

blandaburu@herok12.com @bshft