Marking and Some type of creative background in                               Sales in a Brave New World                  ...
Explosive Growth: Customers & Revenue     2,500     2,000     1,500     1,000        500           -                      ...
Marketo’s Revenue Generation Approach                                                                          Open the to...
Marketo’s Revenue Cycle                                            Engaged   © 2012 Marketo, Inc. Marketo Proprietary and ...
The Five Horsemen of Opportunity                                                                         Spark       Corpo...
Inbound and Content Marketing
Marketing is our Content Publisher                                                                         Risk Reduction ...
Different Types of Content                                                                       Early Stage              ...
Visual Content Helps Marketo Stand Out      3,000                                                                         ...
Demand Generation with Social Boost
Marketo Prospect Generation: Last 12 Months          Source                                                Prospects Inves...
Automation Enables Marketo to Scale40+ Programs a Month                         Set and Use Tokens                        ...
Making Every Campaign Social – Social Boost                                                                               ...
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 14                                                        ...
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 15                                                        ...
Test & Tune With Social The What, Where & Who   Measuring Success – Funnel Me,tricsTraffic, Interaction, Sharing, Conversi...
Middle of the Funnel
Why Middle of the Funnel?                                                                           LEAD                  ...
Lead Nurturing Relevance                                                                                           1. BUYI...
A Framework for Lead Scoring                                                                   Explicit                   ...
Identifying Marketing Qualified Leads for SDRs                                        Super-           21+                ...
Salesforce.com Users - Sales Insight   © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 22                 ...
Proving — and Improving — Marketing’s         Impact on Revenue
Track All Touches Across PeopleScreenshot: Marketo Revenue Cycle Analytics        © 2012 Marketo, Inc. Marketo Proprietary...
Model the Full Revenue CycleScreenshot: Marketo Revenue Cycle Analytics      © 2012 Marketo, Inc. Marketo Proprietary and ...
Marketo Revenue Cycle Metrics                                                                          New Customers      ...
Revenue Driver - Marketing Forecasts                        Get The “Definitive Guide to Marketing Metrics & ROI”         ...
Our Key Takeaways 1. Use content to help people find you 2. Leverage influence marketing to    give every campaign a “soci...
Panel Discussion
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Rockstar Session v2.0

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Sydney Rockstar Event - Marketo on Marketo

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Rockstar Session v2.0

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. Marketo’s Revenue Cycle Engaged © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 4 #MarketoTour
  5. 5. 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
  6. 6. Inbound and Content Marketing
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. Demand Generation with Social Boost
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 14 #MarketoTour
  15. 15. © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 15 #MarketoTour
  16. 16. 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
  17. 17. Middle of the Funnel
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Salesforce.com Users - Sales Insight © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 22 #MarketoTour
  23. 23. Proving — and Improving — Marketing’s Impact on Revenue
  24. 24. Track All Touches Across PeopleScreenshot: Marketo Revenue Cycle Analytics © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 24 #MarketoTour
  25. 25. Model the Full Revenue CycleScreenshot: Marketo Revenue Cycle Analytics © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 25 #MarketoTour
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Panel Discussion

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