Product Roadmap
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Peter Bell, Marketo Marketing First for Business Growth, London, June 2016
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Product Roadmap
- 2. 2016 Roadmap Themes Analytics & Insights Next Gen Account Based Marketing Enhanced Enterprise Experience Mobile Engagement Marketer Experience Predictive Content
- 3. Address Enterprise Concerns • Does it scale/perform? • Does it fit/work within our technology environment? • Is it compliant/secure? • Is it easy to deploy, use and maintain? Enhanced Enterprise Experience
- 4. Custom Objects N:N WINTER 2016 MKTO People Course Catalog Enrollment 1:N - show me the courses each person took Lead ID Course ID Course Name 100 101 Basic Math 100 102 Advanced Math 150 101 Basic Math N:N - Show me all the people that enrolled in Basic Math….so that I can upsell them to a new Math class
- 11. Analytics & Insights Next Gen • Visual Summaries • Interactive & Guided Exploration Tools • Customized Reports
- 13. Analytics & Insights Next Gen 2H 2016 • Return on Marketing Investment (RoMI) Explorer • New Analytics Home Design
- 14. Account-Based Marketing • Manage • Account-centric data model • Engage • Target and nurture accounts • Monitor • Roll-up activities • Account based scoring • Analytics
- 16. Predictive Content • Machine learning • Leverage marketing assets and audience data • Recommend “next-best-content” across inbound and outbound channels
- 18. Marketer Experience • Innovate on core features • Improve effectiveness and usability • Delightful
- 20. Email Program Head Start WINTER 2016
- 23. Mobile Engagement • Engage customers on mobile devices • Create highly personalized campaigns based on user behavior or app actions • App development team not required
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 6/21/2016 Analytics Next Gen & Insights Mobile Engagement Enterprise Account Based Marketing Marketer Experience Universal User ID Custom Objects N:N In App Messages Account Based Marketing Email Program Head Start Web Campaign Scheduler New Email Experience “No Draft” snippets 2016 Roadmap Mobile Analytics Part 1 Predictive Content Predictive Content: Email Email Explorer MSD Self Service MSD Robustness Winter Spring Proposed 2H RoMI Explorer New Analytics Home Orion Audit Trail Granular Permissions/Access
- 26. Peter Bell Sr. Director, Product Marketing Thank you!
Editor's Notes
- Enterprise - continue to support the enterprise by taking our platform to the next level, and addressing the needs of the growing enterprise Analytics & Insights - re-imagining of what Marketing Analytics ought to be for today's (and tomorrow's) digital Marketers based on the past 7 years of learning and how our marketers and marketing has evolved ABM - Help marketers Target high-value named accounts and existing customers Engage them across channels Generate more sales from them Predictive Content - Listen everywhere and enage anywhere powered by machine learning will help marketers maximize bottom line results by leveraging their marketing assets and audience data Mobile Engagement – continuation of what we started last year. Leverage cross channel data (web, email, social, mobile) to create and send personalized messages through the mobile channel Marketer Experience – Improved and delightful experience for marketer’s through innovation on the core
- Addressing both the B2B and the B2C What Quick/ Mass operation – No draft Support compliance needs Audit trail Enterprise scale Universal ID to support multiple systems Performance and scalability
- Our ability to model our customers business and leverage the data for upsell opportunities Whether there business is cars, courses, patients or products Udacity – everyone who has taken a Math course and we want to upsell them to another new type of course Fully API enabled Triggering off of changes to custom objects will be in a future release Custom objects will show up in middleware such as Informatica Examples: Can run upsell campaigns easily, for example Give me everyone who bought the basic version of product X and used it 25 times in the past month.
- Critical for the enterprise as they need the ability to perform mass operations The problem today is that the marketer has to approve blocks of assets, one page at a time, and is not efficient at all.
- Why ? In big organizations they usually have few instances of Marketo and they would like to switch between these instances in a very easy way as well as leverage the same ID instead of memorizing few
- Any org would like to be able to get full details on past operation. This may be for its own needs or for compliance reasons in enterprise. 2 use cases we are solving for, what it is not. TRANSITION TO SCOTT BEFORE CLICKING
- 8b 2014 4b 2013
- There are three main customer and product goals for Analytics and Insights Next Gen…..... Enable Marketers quick and easy access to highly visual Summaries (aka, Dashboards) zoomed out to an Executive/CMO level or zoomed into a specific Marketing Program success -- Think of helping Marketers quickly assess what is happening across different Marketing functions and activities. ”Conversation with their data" through powerful, highly scalable responsive and Interactive Exploration Tools – BI tool for the mere mortal, and designed for Marketers. Includes multi dimensional filtering. Email Explorer will be the first of these tools to launch. Guided Exploration - Through Data Science and statistical anomaly detection, guide the Marketer to data-driven Insights that are most significant and impactful. For the power user, manage Customized Reports to answer very specific or more sophisticated business questions, delivered offline when ready, or on a recurring basis -- without the frustration of having to wait for a report to return in their browser or mobile app. Reports are delivered when complete.
- Descriptive Analytics
- Help marketers target high-value named accounts and existing customers , engage them across channels and generate more sales from them. Manage – Work with an account-centric data model - Discover accounts from lead database Group accounts for targeting e.g. Lighthouse Accounts, Top 10 Retail Accounts etc. Associate People to corresponding accounts (Marketo leads, CRM leads, Contacts) Engage – Target and nurture accounts or a group with personalization across channels (e.g. web, email, PPC, mobile, event) Monitor – Roll-up activities including anonymous activities at an account level Account based scoring ABM Insights to measure ROI Sales team access to relevant ABM insights
- Listen and engage powered by machine learning helps the marketer maximize bottom line results and
- Predictive Content for Web already in-market Predictive Content for Email targeted for H2 2016 Predictive within Email – using a predictive algorithm to determine blocks of content to recommend in an email. For example, we can recommend What this is not is Predictive “as an email” or predictive within Lead nurturing (best email to send within or outside of a lead nurturing track) Leverage firmographic and behavioral data to recommend Combines web listenting into the email response Future we will look at how we can use machine learning to enhance the customer engagement engine or just standard email
- new Ad unit type that allows a marketer to specify a set of questions to capture additional lead information within the Ad Unit without leaving Facebook Automatically create/update lead records in Marketo from Lead Ad form completion Custom mapping of answers in Lead Ad Forms to lead attributes Trigger follow up actions using new activity type Fills out Facebook Lead Ads Form
- Instead of having to create their own responsive email templates (or pay for a design agency or services engagement), customers will be able to take advantage of a collection of pre-built templates for use in Marketo. Free. Rather than preview templates one-by-one in new windows, customers will see dynamically generated thumbnails of their templates to speed up the email creation flow. Template developers will leverage a richer, Marketo-specific HTML syntax when coding new email templates. This gives developers extensive control over what editing functionality is exposed in the Email Editor. This new syntax will also be much more familiar to developers that are already building templates for other platforms like MailChimp, StampReady, Hubspot, CampaignMonitor, etc. Marketers that don’t wish to use Marketo’s Email Editor WYSIWYG will have a fully-functional HTML code editor available to them from within our Email Editor. Paste in your code and be on your way. Marketers can now use a WYSIWYG Template Editor to update/modify templates. If simple template changes are needed, users no longer need to be fluent in HTML/CSS. Recurring content that is used over-and-over again will be centrally defined. Brand colors, logos, addresses, and more should be represented in one location and available for use across Marketo. This avoids having to define this content at the template level, which causes painful update workflows. Basic email editing options are missing! Uploading images to use in an email, specifying an email pre-header, inserting emojis should be a breeze.
- Listen deeply, and speak across all channels Speak more strongly - could onl
- Create in-app messages that can be triggered by specific actions or personalized based on user behavior that allows mobile marketers to deliver tailored experiences inside their mobile app for each customer.
- Time for questions…GO BACK TO SUMMARY SLIDE