Revenue Marketing: Is Your Organization Ready to be Transformed
Download as PPTX, PDF
2 likes397 views
This document discusses K12 Inc, the largest online K-12 education provider in the US. It aims to give every student access to education regardless of circumstances. It partners with public, private and online charter schools, and sells courses directly to consumers. The document outlines K12's transformation to a new CRM/marketing process using Marketo, including reorganizing their marketing strategy, audience segmentation, and moving to an agile marketing approach. It shows results including decreased irrational spending and increased engagement metrics.
Revenue Marketing: Is Your Organization Ready to be Transformed
- 1. K12 Inc Dianne Conley Vice President, Marketing Page 1 #mus13 息 2013 Marketo, Inc.
- 2. Overview Largest online K-12 education provider in US Mission: give every kid access to world-class education regardless of geographic/ socioeconomic circumstance or learning style. Partners: public schools, private schools, online charter schools; sell courses direct to consumers Page 2 #mus13 息 2013 Marketo, Inc.
- 3. B2C Business Awareness Research Comply Page 3 Product Decision Enroll Confirm Attend #mus13 Engage Re-enroll 息 2013 Marketo, Inc.
- 4. Timeline Spring 11 August 11 Implementation kick-off Sept 11 Marketo selection Jan 12 SFDC/Marketo pilot March 12 Page 4 CRM selection Full roll-out Enrollment season begins! #mus13 息 2013 Marketo, Inc.
- 5. Challenges Timeline: ridiculous Key Staff: sayonara Technology: customization Change: a lot all at once not enough Page 5 #mus13 息 2013 Marketo, Inc.
- 6. Process/Tech Transformation Page 6 #mus13 息 2013 Marketo, Inc.
- 7. Old School strategy/org Page 7 #mus13 息 2013 Marketo, Inc.
- 8. October 2012 Page 8 #mus13 息 2013 Marketo, Inc.
- 9. Extreme Makeover, Marketing Edition Before Focus Product Audience Segment Page 9 After Geography Motivation #mus13 息 2013 Marketo, Inc.
- 10. Extreme Makeover, Marketing Edition Before Focus Products Audience Segments Geography Motivation Conversion Quantity Speed Quality Consideration Campaigns Product availability Buy-cycle stage Email List Abuse Engagement Method Page 10 After Waterfall Agile #mus13 息 2013 Marketo, Inc.
- 11. Organization: Before CMO Prod Mktg Virtual Acad Digital Media CRM Analytics Research Private/ Consumer VSP Tech/ Dev Proj Mgmt Web Trad Media Social Graphic Design Email Copy PR Page 11 #mus13 息 2013 Marketo, Inc.
- 12. Organization: After CMO Prod Mktg B2C Acct Mgmt B2C Strat Media Research Campaign Mgmt B2B Proj Mgmt Tech Creative Web Process Content Social Data Analytics Page 12 #mus13 息 2013 Marketo, Inc.
- 13. Results So Far Down Irrational media spend Creative costs Up Opens and click-thrus Morale Confidence that were on the right path! Page 13 #mus13 息 2013 Marketo, Inc.
- 14. Thank You! Page 14 #mus13 息 2013 Marketo, Inc.
Editor's Notes
- #4: Very seasonalHeavily researched, emotional decision Geo-based eligibility & compliance requirementsStruggling/gifted, athletes/performers, homebound, military/expat, etc.No exchange of money with customer in many cases
- #6: Change: lots of it, all at once (but not enough)!Process and System overhaul togetherNo organization overhaul Timeline: ridiculous!Key Staff: departing!Marketing VP of ConversionEmail Marketing ManagerTechnology: SFDC customizations!
- #7: Met Unheard-of implementation timeline! Even without key staffGreat communication between Sales and Marketing to work through customization issues!Leads get to Enrollment Center!Lead scoring!,Dynamic content!Eliminated some of the 10 emails prospects got in first 14 days in system!PROCESS & TECHNOLOGY
- #8: Old School strategy and org in Marketing still prevailed
- #9: CPA up SEM costs upMedia spend inefficient Email blasts bulkingMarketing morale poorStudent achievement focusMore personnel changes
- #15: EXAMPLE OF POPULATED SLIDE