Marketo Marketing Nation Roadshows 2015

Customer Acquisition Engagement Marketing at Hero K12

August 20, 2015

Bryan Landaburu Head of Marketing Hero K12 [email protected] @bshft

THE MARKETING NATIONTM

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


We have been a Marketo customer since December 20, 2014


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?

•  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


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

(marketing with very little precision)


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.


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

events to find the budget

nurturing

inbound

outbound customer success

department support

systems + tools

other dazzling stuff

programs


CONTENT beautiful, simple, creative, humorous

DISCIPLINE POLICY AUTOMATION

POSITIVE BEHAVIOR (PBIS) PROGRAM

SUPPORT

PARENT/STUDENT ENGAGEMENT

TOOLS

THREE HERO CONTENT PILLARS


RELATIONSHIPS (OF ANY KIND) ARE BUILT THROUGH MANY LIGHTWEIGHT

INTERACTIONS OVER TIME.


VISUAL CALENDAR serves as a guide | changes all the time


EVERY PROGRAM IS MEASURED AGAINST OUR PREDICTIVE MODEL

every marketing program has a new customer quota


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

INEFFECTIVE.


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


SIX KEY TAKEAWAYS


[one]

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

it will cripple your effort.


[two]

MAKE THE SHIFT TO ENGAGEMENT MARKETING.

lightweight interactions over time


[three]

A SYSTEM IS NOT A PLAN. develop your strategy first


[four]

PREPARE YOUR CONTENT. 1:100


[five]

EMPOWER EVERY DEPARTMENT WITH MARKETING CONTENT.

disjointed messaging confuses customers


[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

[email protected] @bshft

Marketo Marketing Nation Roadshows 2015

Marketing

Transcript of Marketo Marketing Nation Roadshows 2015