Marketo Secret Sauce for Revenue Growth Liz Smyth Director Marketing EMEA© 2011 Marketo, Inc.
Meet Marketo   •       Powerful yet easy marketing automation, lead nurturing           and lead scoring.   •       Cloud ...
The Changing Buyer         INFO SCARCITY                                                     INFO ABUNDANCE               ...
Marketo’s Revenue Cycle                                                                           MQL              AWARENE...
The Five Horsemen of Opportunity                               Spark                      Corporate Mid-Market Enterprise ...
Inbound, Content, and Social Marketing
Benefits of Content Marketing                                            Risk Reduction                                   ...
Types of Content                                            Early Stage                                            Thought...
Forms: Ask only what you really need  Short Form – (5 fields)  Conv. Rate: 13.4%  Cost: $31.24  Medium Form – (7 fields)  ...
Seed nurturing                       Use “411” method                       for nurturing LikesPage 10© 2011 Marketo, Inc....
Demand Generation Pipeline
What Works in Demand Gen?   Screenshots: Marketo Revenue Cycle Analytics, 12 months ending 10 May 2012Page 12© 2011 Market...
Marketo Prospect Generation 1H2011                       Source   Prospects Invest- % Lead Velocity Opp Index             ...
Automation Enables Scale     40+ Programs a Month                       Set and Use Tokens                                ...
Middle of the Funnel
The Leaky Revenue Cycle                                                                 Development                       ...
Lead Nurturing Plugs the Leak                                                        Building relationships with qualified...
Lead Nurturing Relevance                  Stages   1            2                                                         ...
The Value of Lead Nurturing        Marketo ROI Results                              Fast Leads   Slow Leads Total Leads Co...
Modeler      Screenshot: Marketo Revenue Cycle AnalyticsPage 20© 2011 Marketo, Inc.                      Marketo Proprieta...
Lead scoring defined              “Shared sales and marketing methodology for ranking                leads in order to det...
What’s the Value of Lead Scoring?          How Easy Is it To Get Information                                    Other Bene...
A Framework for Lead Scoring                             Explicit                                          Inferred       ...
Interest Scoring - Examples                                               •      Early stage content +3                   ...
Identifying Marketing Qualified Leads                       Super-                21+    Target                           ...
Stars and Flames for SalesPage 26© 2011 Marketo, Inc.   Marketo Proprietary and Confidential
Proving — and Improving —Marketing’s Impact on Revenue
Model the Full Revenue Cycle      Screenshot: Marketo Revenue Cycle AnalyticsPage 28© 2011 Marketo, Inc.                  ...
Key topic areas:                                       • Balance                                       • Flow             ...
Marketo Revenue Cycle Metrics                                          New Customers                                      ...
Programs Effectiveness                       First-touch allocation, multi-touch                       allocation, investm...
Track All Touches Across People Screenshot: Marketo Revenue Cycle AnalyticsPage 32© 2011 Marketo, Inc.                   M...
Key Takeaways   1. Buying behaviour has changed forever; marketing and      sales must change as well   2. 80% of qualifie...
Additional Resources                       The Definitive Guide to Lead Nurturing                       http://bit.ly/DGto...
Contact Me                                                               Marketo EMEA Ltd.                       LIZ SMYTH...
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Marketing automation for nurturing, scoring and delivering leads - Marketo

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In this eye-opening presentation, learn how to use marketing automation to nurture, score and deliver greater numbers of qualified leads to your sales team and to drive revenue faster.

Join us to discover:

Ways to develop relationships with prospects that are not sales ready
Practical steps for developing your lead nurturing plan, how to get started with a lead nurturing programme in your company and the ROI of lead nurturing
How a lead moves through the revenue cycle, from inquiry to customer and best practices for lead management
How to score leads and deliver greater numbers of highly-qualified sales leads
Techniques for aligning marketing and sales to close more business faster
Best practices on proving – and improving – marketing’s impact on revenue. Discover how to best measure results and optimise programme success.

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  • Marketing automation for nurturing, scoring and delivering leads - Marketo

    1. 1. Marketo Secret Sauce for Revenue Growth Liz Smyth Director Marketing EMEA© 2011 Marketo, Inc.
    2. 2. Meet Marketo • Powerful yet easy marketing automation, lead nurturing and lead scoring. • Cloud based solution that helps companies • Expand lead flow • Increase sales effectiveness • Optimise sales and marketing investments • >1,900 customers; 140% YOY growth • New EMEA HQ to support growing European base #28 Most Promising #1 Fastest Growing Marketing Solution Best Marketing Salesforce - BestPage 2 Company in America Private Silicon Valley Co. Winner Solution Marketing Automation© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    3. 3. The Changing Buyer INFO SCARCITY INFO ABUNDANCE SALES REP SALES REPPage 3© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    4. 4. Marketo’s Revenue Cycle MQL AWARENESS Prospect & SAL All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Marketing SDR SalesPage 4© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    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%Page 5© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    6. 6. Inbound, Content, and Social Marketing
    7. 7. Benefits of Content Marketing Risk Reduction SEO Social Scoring Blogs Resource Center Definitive Guides Webinars VideoPage 7© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    8. 8. 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 selectionPage 8© 2011 Marketo, Inc. Content must always be relevant and helpful Marketo Proprietary and Confidential
    9. 9. Forms: Ask only what you really need Short Form – (5 fields) Conv. Rate: 13.4% Cost: $31.24 Medium Form – (7 fields) Conv. Rate: 12.0% Cost: $34.94 Long Form – (9 fields) Conv. Rate: 10.0% Cost: $41.90Page 9© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    10. 10. Seed nurturing Use “411” method for nurturing LikesPage 10© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    11. 11. Demand Generation Pipeline
    12. 12. What Works in Demand Gen? Screenshots: Marketo Revenue Cycle Analytics, 12 months ending 10 May 2012Page 12© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    13. 13. Marketo Prospect Generation 1H2011 Source Prospects Invest- % Lead Velocity Opp Index ment 12 mo (Days) Lead to 3rd Party Email Blast 19,039 $43 30% 147 0.2 Trade Show 12,619 $53 29% 153 1.0 Paid Social Media Ad 4,319 $65 30% 72 0.1 Virtual Trade Show 4,120 $40 32% 213 1.6 Paid Webinar 3,849 $63 36% 156 0.4 Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8 Content Syndication 2,302 $126 40% 178 0.2 AppExchange 1,306 $26 80% 26 0.9 Website/Inbound 3,352 57% 75 2.8 Referral / WOM 179 36% 158 10.9 Sales Prospecting 440 28% 108 3.6Page 13© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    14. 14. Automation Enables Scale 40+ Programs a Month Set and Use Tokens Integration 25 Clone Best- to Practice Reuse TemplatesPage 14© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    15. 15. Middle of the Funnel
    16. 16. The Leaky Revenue Cycle Development MQL Prospect & SAL All Names Recycled Engaged Lead SQL Gap Sales Lead Lead OpportunityPage 16© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    17. 17. Lead Nurturing Plugs the Leak Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. MQL Prospect & SAL All Names Recycled Engaged SQL Lead Sales Lead Lead Opportunity Nurturing “The art of maintaining permission to stay in front of your buyers as they educate themselves”Page 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    18. 18. Lead Nurturing Relevance Stages 1 2 1. BUYING STAGES 3 A • Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) B • Customer 2. PERSONA •CMolly Marketer DYNAMIC CONTENT • Sam Sales • Industry Wrappers •DJack Executive • Size Specific Examples • Localization • Social Signatures • “What’s New” Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLNPage 18© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    19. 19. The Value of Lead Nurturing Marketo ROI Results Fast Leads Slow Leads Total Leads Cost / Lead ( MQL <1 mo) (MQL >1 mo) (MQL) (MQL) Without Nurturing 20% 6.67% 26.67% $206.00 With Nurturing 20% 20.0% 40.0% $137.50 Source: Actual Marketo data; assumes $55 per prospect Results: 50% more marketing qualified leads from lead nurturingPage 19© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    20. 20. Modeler Screenshot: Marketo Revenue Cycle AnalyticsPage 20© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    21. 21. Lead scoring defined “Shared sales and marketing methodology for ranking leads in order to determine their sales readiness””Page 21© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    22. 22. What’s the Value of Lead Scoring? How Easy Is it To Get Information Other Benefits of Fewer About Prioritizing Sales Efforts? But Higher Quality Leads • Higher Win Rates • Shorter Sales Cycles • Higher Revenue Per Rep Source: CSO InsightsPage 22© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    23. 23. A Framework for Lead Scoring Explicit Inferred What the prospect tells you What you observe or infer • Data quality Fit • Demographics • Data append Are you • Firmographics • Corporate vs. personal interested in • BANT email them? • Location Interest • Latent behaviors Are they (engagement) • BANT interested in • Active behaviors (sales you? readiness) Get The “Definitive Guide to Lead Scoring” http://bit.ly/DGtoLSPage 23© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    24. 24. Interest Scoring - Examples • Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10 • Pricing pages: • +10 regular, +15 detailed • Watch demos: • +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8Page 24© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    25. 25. Identifying Marketing Qualified Leads Super- 21+ Target Lead Lead Lead 9-20 Target Lead LeadFit 2-8 Other Lead <2Interest Engagement <20 20-44 45-89 90+ Buying Intent <6 6-12 13-18 19+Page 25© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    26. 26. Stars and Flames for SalesPage 26© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    27. 27. Proving — and Improving —Marketing’s Impact on Revenue
    28. 28. Model the Full Revenue Cycle Screenshot: Marketo Revenue Cycle AnalyticsPage 28© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    29. 29. Key topic areas: • Balance • Flow • Conversion • Velocity Trends over time Filter/Drill into data, e.g. by SLA violations Program Type, Business Unit, Geography, etc.Screenshot: Marketo Revenue Cycle AnalyticsPage 29© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    30. 30. Marketo Revenue Cycle Metrics New Customers ($5,000) • Lead to Sales Lead: 10% • Sales Lead to Opp: 74% • 1.4 people per Opp Opportunities 1,000 Leads = 54 Opps Lead Type Variants 200 / mo • Business Unit ($1,860) • Source • Channel Leads 3,700 / mo ($101) 4.5% / month 75% 27,000 / mo 19% Paid Names Active Prospect ($14) Prospects Database 6,500 / mo 319K Total 24% Unpaid ($57) 81% 55K Prospects Names 10% Inactive ($0) (Last 6 Months)Page 30© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    31. 31. Programs Effectiveness First-touch allocation, multi-touch allocation, investment, volume, etc Screenshot: Marketo Revenue Cycle AnalyticsPage 31© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    32. 32. Track All Touches Across People Screenshot: Marketo Revenue Cycle AnalyticsPage 32© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    33. 33. Key Takeaways 1. Buying behaviour has changed forever; marketing and sales must change as well 2. 80% of qualified prospects are not ready to buy when you meet them. Nurturing is critical. 3. Use relevant content to help people find you 4. Getting on the same page with sales, agreeing processes so no lead gets left behind 5. Growing revenue by making sales more productive, scoring flags their best bets 6. Measuring and analysing program effectiveness so you know where to reinvest 7. Focusing on the entire revenue cycle, not just the top of the funnel 8. Use forecasting to turn marketing from a cost center into a revenue driverPage 33© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    34. 34. Additional Resources The Definitive Guide to Lead Nurturing http://bit.ly/DGtoLN The Definitive Guide to Lead Scoring http://bit.ly/DGtoLS The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM Personalized Benchmark on Email Marketing http://www.marketo.com/benchmarkPage 34© 2011 Marketo, Inc. Marketo Proprietary and Confidential
    35. 35. Contact Me Marketo EMEA Ltd. LIZ SMYTH Cairn House Director Marketing South County Business Park lizs@marketo.com Leopardstown, Dublin 18, Ireland @lizsmyth Direct: +353.1.242.3000 blog.marketo.com www.marketo.comPage 35© 2011 Marketo, Inc. Marketo Proprietary and Confidential
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