Presentation by Taylor Gould, VP of Marketing at BetterCloud, from the Marketo Marketing Nation Summit 2014. Taylor walks us through his approach to intelligent marketing automation and marketing-sales alignment in this presentation, "A Customer Journey Deconstructed Putting Customers First to Drive Revenue and Loyalty." BetterCloud provides insights, management, and security for cloud office platforms including Google Apps and Office 365.
2. Page 2
Provider of insights, management, and security for cloud
office platforms including Google Apps and Office 365
Est. Nov. 2011 | Based in NYC + ATL | 50K orgs + 32M users | $47M in total funding
Who is BetterCloud?
3. Page 3
What I’ll Cover Today
01. Marketing automation @ BetterCloud
02. Why it’s important to personalize
03. How we create personalized experiences
04. Actual results from BetterCloud
05. How you can quickly get started
5. Page 5
Our Business Model
Freemium model - try paid for 30 days, then free
40% of business sourced through channel partners
All types of orgs - SMBs to multi-billion dollar public co’s
6. Page 6
Our Team
Freemium model - try paid for 30 days, then free
40% of business sourced through channel partners
All types of orgs - SMBs to multi-billion dollar public co’s
Our Team
Team - 16 people across 4 groups
Content, Lifecycle / Automation, Product Marketing, Sales
Development
Emphasis on content & marketing automation
8. Page 8
Lifecycle / Marketing Automation Team
• Team of 2 – campaign design, execution, & systems
• Deeply embedded in all teams
• Always asking “how can we use automation?”
• Goals are:
• Gain high leverage of marketing expertise
• Produce connections and qualified opportunities for Sales
15. Page 15
Why Not?
• Anyone can manage this level of personalization
(copy / paste + find / replace)
• Message is focused on features not benefits
• Bottom line, I didn’t respond
17. Page 17
partner name
account domain
Activity data
from analytics
Customer’s
reseller’s name
Works better than “Company”
Region specific
meeting time
Large retail organization,
likely has PCI Compliance
needs
Works better than “Company”
account domain
18. Page 18
What’s the Difference?
• Really specific merge fields that make the email feel more personal
(reseller’s name, features they are using)
• Proposing a meeting time specific for that customer’s geography
(US, East Coast)
• Information in the P.S. that’s specific to a pain point they likely
experience (PCI Compliance, as a retail shop)
31. Page 31
Product Usage
Implement a user-based tracking
system (we use Evergage)
Short-term, start storing last login in
your CRM
32. Page 32
Surveys
Keep it short and survey often
Incentives are great, but interesting
results are even better
Share results with entire audience
33. Page 33
Conversion Points
Try to gather one additional piece of
information each time
Use the conversion point itself to gain
insights (i.e. what’s the page about?)