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Rockstar Session v2.0
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Rockstar Session v2.0

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Sydney Rockstar Event - Marketo on Marketo

Sydney Rockstar Event - Marketo on Marketo

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    Rockstar Session v2.0 Rockstar Session v2.0 Presentation Transcript

    • Marking and Some type of creative background in Sales in a Brave New World style of event Marketo on Marketo Aden Forrest MD, Marketo ANZ© 2012 Marketo, Inc.© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Marketo Proprietary and Confidential Page 1 #MarketoTour
    • Explosive Growth: Customers & Revenue 2,500 2,000 1,500 1,000 500 - 2008 2009 2010 2011Marketo publicly reported approximate new customer figures © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 2 #MarketoTour
    • Marketo’s Revenue Generation Approach Open the top of the funnel as wide as possible Make “fact-based decisions” on program Run more programs over investments more channels Respond to buyer Leverage word ofinterest quickly and mouth and influence appropriately marketing – “Social Boost” Prioritise sales time on most likely buyers Nurture and win the minds of self-directed buyers Detect and leverage buying signals instantly © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 3 #MarketoTour
    • Marketo’s Revenue Cycle Engaged © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 4 #MarketoTour
    • The Five Horsemen of Opportunity Spark Corporate Mid-Market Enterprise Small-Biz 10-100 101-1,500 1,500+% Marketing-Led 100% 84% 80% 78% % Inbound 65% 42% 31% 32% % Demand Gen 30% 24% 23% 27% % Teleprospecting 0% 12% 22% 12% % Referral 5% 6% 3% 6%% Sales-Led 0% 16% 20% 22% © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 5 #MarketoTour
    • Inbound and Content Marketing
    • Marketing is our Content Publisher Risk Reduction Brand Awareness Social Scoring Blogs Resource Center Definitive Guides Webinars Video © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 7 #MarketoTour
    • Different Types of Content Early Stage Thought leadership and best practices to build brand and awareness Middle Stage Buyers guides, RFP templates and industry information to help structure research Late Stage Company-specific information to help evaluate and reaffirm selection Content must always be relevant and helpful #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 8
    • Visual Content Helps Marketo Stand Out 3,000 136,000 tweets views 43,000 views Get “The Optimize your social channels” ebook… © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 9 #MarketoTour
    • Demand Generation with Social Boost
    • Marketo Prospect Generation: Last 12 Months Source Prospects Invest- % Lead Velocity Opp Index ment 12 mo (Days) Lead to3rd Party Email Blast 19,039 $43 30% 147 0.2Trade Show 12,619 $53 29% 153 1.0Paid Social Media Ad 4,319 $65 30% 72 0.1Virtual Trade Show 4,120 $40 32% 213 1.6Paid Webinar 3,849 $63 36% 156 0.4Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8Content Syndication 2,302 $126 40% 178 0.2AppExchange 1,306 $26 80% 26 0.9Website/Inbound 3,352 57% 75 2.8Referral / WOM 179 36% 158 10.9Sales Prospecting 440 28% 108 3.6 Source: Marketo Revenue Cycle Analytics © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 11 #MarketoTour
    • Automation Enables Marketo to Scale40+ Programs a Month Set and Use Tokens Integration 25Clone Best- to PracticeReuse Templates © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 12 #MarketoTour
    • Making Every Campaign Social – Social Boost Social Lift Social LiftReach & Engagement Social Lift Social Lift Social Lift Social Lift Website Landing Email Facebook Events Pages Paid Ads Pages © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 13 #MarketoTour
    • © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 14 #MarketoTour
    • © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 15 #MarketoTour
    • Test & Tune With Social The What, Where & Who Measuring Success – Funnel Me,tricsTraffic, Interaction, Sharing, Conversions and Reach Social Networking Channels Individual Social Profiles © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 16 #MarketoTour
    • Middle of the Funnel
    • Why Middle of the Funnel? LEAD NURTURING AND SCORING • % new Prospects not sales-ready: 81% • Prospect to Lead time: 123 days average • % Slow Leads: 66% © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 18 #MarketoTour
    • Lead Nurturing Relevance 1. BUYING STAGES 2. PERSONA • Early (Pre-MQL) • Molly Marketer • Mid (MQL) • Sam Sales • Late (Opportunity) • Jack Executive • Customer 3. DYNAMIC CUSTOMISATION • Industry Wrappers • Size Specific Examples • Localisation Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLN © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 19 #MarketoTour
    • A Framework for Lead Scoring Explicit Inferred What the prospect tells you What you observe or infer • Data appendFit • DemographicsAre you • Data quality • Firmographicsinterested in • Corporate email • BANTthem? • LocationInterest • Latent behaviorsAre they (engagement) • BANTinterested in • Active behaviors (salesyou? readiness) Get The “Definitive Guide to Lead Scoring” http://bit.ly/DGtoLS © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 20 #MarketoTour
    • Identifying Marketing Qualified Leads for SDRs Super- 21+ Target Lead Lead Lead 9-20 Target Lead LeadFit 2-8 Other Lead <2Interest Engagement <20 20+ 45+ 90+ Buying Intent <6 6+ 13+ 19+ © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 21 #MarketoTour
    • Salesforce.com Users - Sales Insight © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 22 #MarketoTour
    • Proving — and Improving — Marketing’s Impact on Revenue
    • Track All Touches Across PeopleScreenshot: Marketo Revenue Cycle Analytics © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 24 #MarketoTour
    • Model the Full Revenue CycleScreenshot: Marketo Revenue Cycle Analytics © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 25 #MarketoTour
    • Marketo Revenue Cycle Metrics New Customers ($5,000) • Lead to Sales Lead: 10% 34.5% • 1.4 people per OppLead Type Variants • 1,000 Leads = 54 Opps• Business Unit Opportunities 200 / mo• Source ($1,860)• Channel 40% of prospects Leads eventually become a leads 3,700 / mo ($101) 4.5% / 27,000 / mo month 75% Paid Names 19% ($14) Active Prospect 24% Prospects Database Unpaid 319K Total Names 6,500 / mo ($57) 81% 55K Prospects ($0) Inactive 10% (Last 6 36% engaged x 66% qualified Months) © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 26 #MarketoTour
    • Revenue Driver - Marketing Forecasts Get The “Definitive Guide to Marketing Metrics & ROI” http://bit.ly/DG2MM © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 27 #MarketoTour
    • Our Key Takeaways 1. Use content to help people find you 2. Leverage influence marketing to give every campaign a “social boost” 3. Focus on the entire revenue cycle, not just the top of the funnel – nurturing and scoring are essential 4. Fit and interest are required for “win-ready” leads 5. Use analytics to turn marketing from a cost center into a “revenue driver” © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 28 #MarketoTour
    • Panel Discussion