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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo
State-of-the-Art Marketing
Automation
Page 2
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Easy.
Powerful.
Complete.
Marketo makes
Marketing Softwar...
Page 3
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Leaderin cloud-based marketing automation
>2500 customers...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What Industry Influencers are Saying
Marketo Named Leader...
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© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSource: Adbusters, 2011
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Unprecedented Changes in Buying
THEN NOW
Information:
SCA...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Mission
Transformation of Marketing
Represent the company...
Page 8
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Customers Across Industries
Life Sciences
& Healt...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Modern Marketers Need a Complete Solution
Customer System...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
A Platform for Success
Marketo Platform
(Multi-tenant Sa...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo's Secret Sauce
How the Marketo team uses Marketo
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Name
Awareness
Friend
Engaged
Target
A Revenue Cycle
TOF...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue C...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue C...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue C...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue C...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue C...
Page 18
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue C...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue C...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue C...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Inbound Marketing & Content
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Don’t Find Leads; Help Leads Find You
vs
Use brains, not...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Brand awareness
Brand preference
Risk reduction
Blogs De...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Research data, funny
videos, curated
lists, infographics...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Four Tips to Build Content
• Appoint executive editor
• ...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Top of the Funnel
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
We Invest In Broad Mix Of Programs
PPC
Online Ads
AppExc...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Reach&Engagement
SocialLift
SocialLift
SocialLift
Social...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Test & Tune With Social Funnel Metrics
JumpStart Tour Re...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Marketo Revenue Cycle Analytics, Q2-2013 paid pr...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
But Not All Targets Are Equal
Contribution of Targets &O...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Middle of the Funnel
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
AllNames
Target&
Recycled
Engaged
Lead
Nurturing
Lead Nu...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing Relevance
A
B
C
D
1 2
3
Stages
1. BUYING ...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Send four educational / enjoyable messages for
every one...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Example: Topic of Interest Triggers
• Attends event
• Do...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Standard Nurture Triggered Interests Lift
Open % 21.7% O...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Scoring
Marketing Operations
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
A Framework for Lead Scoring
Explicit
What the prospect ...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Overview
Sort Score powers SDR lead queue view
Sort Scor...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content Scoring
Intent
Stage
Early
Premium
Content
Sort ...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Act Now Sort Score
Lead Score
(Activity)
Demo Score
(Dem...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Demo Score
Demo Score is a measure of buyer fit
Sort Sco...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Demo Score
Negative Demo Score of -3 or less
removes you...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Demo Score
PersonalAttributes
Company Attributes
Not a T...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Decay Rate
Decay Rate reduces Lead Score
based on inacti...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Continuous Improvement Sort Score
Lead Score
(Activity)
...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Revenue Analytics
Page 52
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Accurately Tracking “Investment” vs Budget
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Measuring Return is Hard
• Multiple touches. Seven t...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Track All Touches Across People
Screenshot: Marketo Reve...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Track All Touches Across People
Screenshot: Marketo Reve...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What Generates Pipeline for Marketo?
Source: Marketo Rev...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle ...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Filter/Drill into
data, e.g. by
Program Type,
Business U...
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
A Platform for Success
Marketo Platform
(Multi-tenant Sa...
Page 60
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What Industry Influencers are Saying
Marketo Named Leade...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo
State-of-the-Art Marketing
Automation
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Marketo Presentation Sep 20, 2013

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Marketo presentation on Marketing Automation during the Masterclass on Tour "Digital & Social Marketing" - Dublin (September 2013)

More information at MasterclassOnTour.com

Published in: Technology, Business
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  • Marketo provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships. Marketo makes marketing software that is:easy to adopt and usepowerful enough to solve real-world challengescomplete, for our customers and for their customers
  • Marketo was one of the fastest growing private companies, and is now one of the fastest growing public companies, sustaining over 130% compounded annual revenue growth.We expect our customer, partner, and community member counts to continue growing rapidly as recognition of the need/opportunity to graduate to a modern marketing approach accelerates among marketers.
  • Our customer list speaks for itself…but others in the industry are often talking about Marketo. This is just a sampling of acknowledgements made so far in 2013 regarding Marketo’s industry leadership.
  • So how are we responding to this? Not good.So between the marketers that are still batching and blasting, or sending personalized messages that aren’t relevant right now, this is kind of what it feels like to be a consumer today.  On any given day, the average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember 4 – SuperProfile 2010  
  • We believe that buying has changed forever.Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. But now, there is an explosion of readily available information— so much that 90% of the data in the world today has been created in the last two years alone.All this data = buyers today are more empowered. The Web provides them with instant information gratification. They can access detailed specs, pricing, and reviews about goods and services 24/7 with a few flicks of their thumbs. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of the experience. Result: Forrester Reports that 65-90% of buying process is complete when consumer walks into store/branch/dealer, or contacts sales. This translates to an organizational power shift from Sales to Marketing, and a corresponding responsibility shift to Marketing for a much greater share of the buying cycle.All this requires deep changes in how we market.
  • From the mission of Marketing, to how Marketing’s impact is measured, today’s CMO and her leadership team need to make sure they understand and are taking advantage of modern marketing approaches to align with the behavior of today’s buyer and to stay competitive. In particular, marketers need to make a shift from demographics-based marketing to behavior-based marketing, and from batch & blast tactics to continuous relationship-building and nurturing.
  • Marketo’s customer base is over 2,500 strong, with good representation across verticals, geographies, and size of company.
  • The areas of transformation taking place in Marketing create a roadmap for defining the solution modern marketers need:Mission of being found = need for Inbound MarketingCustomer intelligence and tactics that are behavior-based and deliver a continuous relationship with customers = need for Relationship MarketingMeasurement with owned, Big Data = need for Analytics & MeasurementIn addition, marketers need a solution that delivers:Revenue Effectiveness to build and maintain tight alignment between Marketing and SalesA Customer System of Record that is the source of truth for marketing.
  • Marketo provides the de facto cloud-based marketing platform for modern marketers, helping them make the shift to behavioral-based marketing that spans today’s digital, social, mobile, and offline channels.Marketo offers 5 key applications that sit on top of the Marketo platform, including applications for marketing automation, social campaigns, sales insight, revenue cycle analytics, and marketing planning & management. Just some of the functionality provided by these applications include:Email MarketingRelationship Marketing Lead ManagementContent MarketingScoringNurturingSocial CampaignsEventsLanding PagesCampaign ManagementFinancial ManagementInbound MarketingReporting & Analytics
  • Start with the funnel. We really have marketing initiatives dedicated to each part of the funnel.
  • Many names are not yet our friendsNames are NOT leads, don’t call them leads
  • Majority of leads NOT sales ready. This is OK since human interaction is part of developing the relationship (nurturing). These Lead are recycled back to Target for additional nurturing until Sales Ready.
  • Sales does on call, and converts if Opp
  • This is how Marketing gets paid… carry a quota for Opportunity created.Only Sales can create the opportunities. [Requires very solid definitions of what is an opp, since people get paid on it – can’t be subjective.]
  • Herbert Simon, one of the early leaders in attention economics, said “A wealth of information means a dearth of whatever consumes information – a wealth of information creates a poverty of attention.” In traditional marketing, companies needed to rent (or beg) attention from other people’s media. Whether it’s a display ad on a website, a booth at a tradeshow, or an email sent to a third-party list, companies are essentially “renting” attention that someone else built. This can be effective, but it’s also expensive – and become less effective with attention scarcity. In contrast, with inbound marketing, companies build up their own audience and attract their own attention. In other words, inbound marketing is about applying more brains, not more budget, to drive revenue.
  • Map content to the buying stage {keep it short}
  • See customer preso
  • Another example – these roadshows!!
  • HERE IS THE MONEY SLIDE! (Literally and figuratively.)Summarizes our ROI… = PPC + 3rd party emails
  • OK, so we’ve generated Prospects from Inbound and Outbound sources…. What next?
  • For twitter: For every one self-serving tweet, you should re-tweetone relevant tweet and most importantly sharefour pieces of relevant content written by others. – Joe Pulizzi and TippingPoint labs
  • Here’s an example of how Marketo created even more relevance.Topic of interest nurturing: Nurture tracks based on four different topics that we thought our customers were interested in (email, social marketing, marketing automation, and Microsoft Dynamics). Welisten for signs that may be interested in this (events attended, web visits, keywords used etc.), and if so assign them to the specific track nurture track. If they get to the end of that specific track, we put them back to regular until they do something else specific.
  • Result: Big lift!More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html
  • Brings us to lead scoring… also a complicated topic… also wrote a book. I don’t have a single word to sum it all up, but I do have a matrix. Note: worked at BCG – lots of 2X2 matrices in this section.Fit vs interest == if only focus on who you are interested in, you may be the sad guy in high school who wonders why the head cheerleader won’t go out with him… you need to pay attention to who’s interested in you. At Marketo, we keep our forms short, and tend to trust the info we can infer more than what someone tells us… For Fit, we focus primarily on data append using Reachforce and Data.com to figure out industry and company size. For interest, we trust behaviors…
  • Get rid of “old sort score”
  • OK, so we’ve generated Prospects from Inbound and Outbound sources…. What next?
  • Next, let’s focus on “Investment” side of ROI. Notice it’s investment, not cost. You “invest’ in growth, marketing is a growth driver.-Then you enter and track your budget plan-as invoices come in from your financial system, you can map them to line items-you can also map your Marketo programs to specific budget categories or line items-you can track planned, forecasted and actual spend, and indicate whether forecasted spend is committed or optional
  • Step 1: Important to track all touches
  • Step 1: Important to track all touches
  • Here we see what works for Marketo over the last 12 months to generate prospects. Explain columns…Website+Blog = 38% of all oppsBut I’d be a bad stock picker if I put all my money in one stock, and I’d be a bad marketer if I bet all my prospect generation on one source. The reality is you need a portfolio of prospects and channels to achieve the best results. In fact, Marketo runs an average of 40 different Prospect generating programs each and every month across all these sources.
  • ModelNote Success Path and Detours; Inventory and SLAs
  • Google Analytics for Revenue
  • Marketo provides the de facto cloud-based marketing platform for modern marketers, helping them make the shift to behavioral-based marketing that spans today’s digital, social, mobile, and offline channels.Marketo offers 5 key applications that sit on top of the Marketo platform, including applications for marketing automation, social campaigns, sales insight, revenue cycle analytics, and marketing planning & management. Just some of the functionality provided by these applications include:Email MarketingRelationship Marketing Lead ManagementContent MarketingScoringNurturingSocial CampaignsEventsLanding PagesCampaign ManagementFinancial ManagementInbound MarketingReporting & Analytics
  • Our customer list speaks for itself…but others in the industry are often talking about Marketo. This is just a sampling of acknowledgements made so far in 2013 regarding Marketo’s industry leadership.
  • Transcript of "Marketo Presentation Sep 20, 2013"

    1. 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Marketo State-of-the-Art Marketing Automation
    2. 2. Page 2 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Easy. Powerful. Complete. Marketo makes Marketing Softwarethat is
    3. 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Leaderin cloud-based marketing automation >2500 customers in 36 countries >150 ecosystem partners >30,000 Marketing Nation community members >400 employees in U.S., Europe, Australia Thought Leader driving the market agenda Marketo Fast Facts (MKTO)
    4. 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential What Industry Influencers are Saying Marketo Named Leader in 2013 and 2012 Magic Quadrants for CRM Lead Management “The Marketo platform excels in aligning the activities of sales and marketing functions to a defined demand creation model.” Marketo Scored as a Top Marketing Automation Platform “For the third year in a row, Marketo takes the coveted category winner crown. Earlier this year, the company launched its social marketing application, which allows for the integration of social, email, mobile, and Web channels…The company scored highly in the customer satisfaction category.” Marketo Named CRM Market Winner Three Years in a Row “Marketo continues to deliver on product functionality, such as expanding its marketing analytics capability, LaunchPoint for partner applications, integration with Facebook and social applications, and revenue modeling.” Marketo Voted Best Marketing Application by Salesforce Users for Fifth Year Running “We congratulate Marketo on being selected by customers as a leader in marketing and applaud their ongoing commitment to delivering customer success.”
    5. 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSource: Adbusters, 2011
    6. 6. Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Unprecedented Changes in Buying THEN NOW Information: SCARCITY Purchasing Power: SELLERS Organizational Power: SALES Information: ABUNDANCE Purchasing Power: BUYERS Organizational Power: MARKETING
    7. 7. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Mission Transformation of Marketing Represent the company Finding customers Represent the customer Being found Customer Intelligence Mass advertising Demographic 1:1 Targeting Behavioral Mechanics & Tactics Point in time blasts Few/isolated channels Continuous relationships Exploding/integrated channels Measurement 3rd party data (Nielsen) Intuitive decision making Owned, big data Fact-based decision making THEN NOW
    8. 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Marketo Customers Across Industries Life Sciences & Healthcare Media & Consumer Financial Services EducationCommunications & Infrastructure Manufacturing & EnergySoftware & Cloud Business Services
    9. 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Modern Marketers Need a Complete Solution Customer System of Record REVENUE EFFECTIVENESS Drive conversion to sale • Prospect Prioritization • Offer Prioritization • Social Selling • Productive Prospecting RELATIONSHIP MARKETING Lifetime dialog with customers based on behaviors and interest • Nurturing and Scoring • Email Marketing • Marketing Automation • Event Marketing • Customer Engagement INBOUND MARKETING Ensure potential customers can find you • Content Marketing • SEO / SEM • Social Campaigns • Landing Pages ANALYTICS & MEASUREMENT Understand impact of marketing and optimize marketing investments • Budgeting & Planning • Spend Analysis • Cross-program Allocation • Opportunity Analysis • Revenue Attribution
    10. 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential A Platform for Success Marketo Platform (Multi-tenant SaaS, globally hosted) Database System of Record ERP & Other Enterprise Apps Customer Systems (CRM, E-Commerce, Call Center, etc.) Workflow Engine Time-Series Analytics Engine Enterprise Data Integration Engine Extensible Architecture Prospect and Customer Touch Points Marketo Applications LaunchPoint Partner Apps Marketing Automation Social Marketing Sales Insight Revenue Analytics Lead Data Search Engine Marketing Online Advertisin g and more… Marketing Management
    11. 11. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Marketo's Secret Sauce How the Marketo team uses Marketo
    12. 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Name Awareness Friend Engaged Target A Revenue Cycle TOFU MOFU Opportunity Customer Lead Sales Lead Nurturing Database BOFU
    13. 13. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Exposed to us via content, brand, or word of mouth
    14. 14. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Feels a relationship and trust with us
    15. 15. Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Names are just names.
    16. 16. Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Meaningful interaction with us
    17. 17. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Meaningful interaction and qualified demographics Nurture until ready for next step
    18. 18. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Marketing qualified lead – SDR reach-out
    19. 19. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Qualified as sales-ready by SDR
    20. 20. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Accepted and actively worked by sales
    21. 21. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Inbound Marketing & Content
    22. 22. Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Don’t Find Leads; Help Leads Find You vs Use brains, not budget.
    23. 23. Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Brand awareness Brand preference Risk reduction Blogs Definitive GuidesResource Center VideoWebinars Content Marketing for Brand & Like
    24. 24. Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Research data, funny videos, curated lists, infographics, thought leadership Types of Content Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage Middle Stage Late Stage Content must always be relevant and helpful
    25. 25. Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Four Tips to Build Content • Appoint executive editor • Invest in content creators • Content consumers • Great communicators • Self-promoters • Distribute creation: content staff + all internal + community-generated • Create a content / social policy Invest approx 10% of marketing headcount into content
    26. 26. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Top of the Funnel
    27. 27. Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential We Invest In Broad Mix Of Programs PPC Online Ads AppExchange Spons Webinars Social Ads Strategic PR Events Social Blogs SEO Paid Unpaid Great Content
    28. 28. Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Reach&Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Facebook Pages Online Ads Email SocialLift Events Making Every Campaign Social
    29. 29. Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    30. 30. Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    31. 31. Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Test & Tune With Social Funnel Metrics JumpStart Tour Referral Results • 13% of participants shared • 363 incremental registrations • 16% increase in registrations
    32. 32. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Source: Marketo Revenue Cycle Analytics, Q2-2013 paid programs only (as of 7/22/2013) Sponsored email is the workhorse for TOFU Tradeshows, events, and PPC drive expensive targets Virtual tradeshows = low cost targets What Drives Results
    33. 33. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential But Not All Targets Are Equal Contribution of Targets &Opps By Program Type • Don’t write off an entire program category
    34. 34. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Middle of the Funnel
    35. 35. Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential AllNames Target& Recycled Engaged Lead Nurturing 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. Lead Opportunity Sales Lead MQL SAL SQL Marketo Data: •% new Targets not Oppready: 98% •Target to Opp time: 123 days avg •% Slow Leads: 80% •50% more MQLs at 33% lower cost per lead
    36. 36. Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Lead Nurturing Relevance A B C D 1 2 3 Stages 1. BUYING STAGES • Early: Be a Better Marketer • Mid: Why Marketing Automation • Late: Why Marketo • Customer: Success 2. BUYING PROFILES • Marketing • Sales • Exec Get The “Definitive Guide to Lead Nurturing” http://marketo.com/DG2LN
    37. 37. Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Send four educational / enjoyable messages for every one soft promotion and one hard promotion The 4-1-1 Rule for Nurturing 4 1 1
    38. 38. Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    39. 39. Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Example: Topic of Interest Triggers • Attends event • Downloads content • Click email • Fills out form • Score is changed
    40. 40. Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Standard Nurture Triggered Interests Lift Open % 21.7% Open % 34.0% 57% Click to Open % 23.4% Click to Open % 37.1% 59%
    41. 41. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Scoring Marketing Operations
    42. 42. Page 42 © 2013 Marketo, Inc. Marketo Proprietary and Confidential A Framework for Lead Scoring Explicit What the prospect tells you Inferred What you observe or infer Fit Are you interested in them? • Demographics • Firmographics • BANT • Data append • Data quality • Corporate email • Location Interest Are they interested in you? • BANT • Latent behaviors (engagement) • Active behaviors (sales readiness) Get The “Definitive Guide to Lead Scoring” http://bit.ly/DGtoLS
    43. 43. Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Overview Sort Score powers SDR lead queue view Sort Score Lead Score (Activity) Demo Score (Demographics) Decay Rate (Inactivity)
    44. 44. Page 44 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content Scoring Intent Stage Early Premium Content Sort Score Lead Score (Activity) Demo Score (Demographics) Decay Rate (Inactivity) Mid Late
    45. 45. Page 45 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Act Now Sort Score Lead Score (Activity) Demo Score (Demographics) Decay Rate (Inactivity) Act Now actions are prioritized above Lead Scoring
    46. 46. Page 46 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Demo Score Demo Score is a measure of buyer fit Sort Score Lead Score (Activity) Demo Score (Demographics) Decay Rate (Inactivity)
    47. 47. Page 47 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Demo Score Negative Demo Score of -3 or less removes you from queue Sort Score Lead Score (Activity) Demo Score (Demographics) Decay Rate (Inactivity) • Positive Demo Score • e.g., Marketing Manager title, SFDC/Dynamics customer • Negative Demo Score • e.g., Generic email address, Illegitimate phone number
    48. 48. Page 48 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Demo Score PersonalAttributes Company Attributes Not a Target Sort Score Lead Score (Activity) Demo Score (Demographics) Decay Rate (Inactivity)
    49. 49. Page 49 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Decay Rate Decay Rate reduces Lead Score based on inactivity over time Sort Score Lead Score (Activity) Demo Score (Demographics) Decay Rate (Inactivity)
    50. 50. Page 50 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Continuous Improvement Sort Score Lead Score (Activity) Demo Score (Demographics) Decay Rate (Inactivity) • SDR team • Weekly meetings w/ SDR team • Ad-hoc emails from SDRs • Snapshot fields • Capture Sort, Lead, and Demo Score at SQL creation • Regression analysis We are constantly fine-tuning Sort Score
    51. 51. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Revenue Analytics
    52. 52. Page 52 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Accurately Tracking “Investment” vs Budget
    53. 53. Page 53 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Why Measuring Return is Hard • Multiple touches. Seven touches needed to convert a cold lead into a sale • Multiple influencers. Typical buying committee has 5-21 people
    54. 54. Page 54 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
    55. 55. Page 55 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
    56. 56. Page 56 © 2013 Marketo, Inc. Marketo Proprietary and Confidential What Generates Pipeline for Marketo? Source: Marketo Revenue Cycle Analytics, June 2013 * Percentage of all programs in channel that achieve MT Ratio > 5 Nurture Email - CTA Nurture Email Paid Online (PPC+Email) Nurture (New) % Above Min* N/A 52% 100% 39% 79% 46% 100% 38% N/A N/A N/A 29% 38% 52%7.6
    57. 57. Page 57 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Revenue Cycle Modeler Screenshot: Marketo Revenue Cycle Analytics
    58. 58. Page 58 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc. Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Trends over time Screenshot: Marketo Revenue Cycle Analytics
    59. 59. Page 59 © 2013 Marketo, Inc. Marketo Proprietary and Confidential A Platform for Success Marketo Platform (Multi-tenant SaaS, globally hosted) Database System of Record ERP & Other Enterprise Apps Customer Systems (CRM, E-Commerce, Call Center, etc.) Workflow Engine Time-Series Analytics Engine Enterprise Data Integration Engine Extensible Architecture Prospect and Customer Touch Points Marketo Applications LaunchPoint Partner Apps Marketing Automation Social Marketing Sales Insight Revenue Analytics Lead Data Search Engine Marketing Online Advertisin g and more… Marketing Management
    60. 60. Page 60 © 2013 Marketo, Inc. Marketo Proprietary and Confidential What Industry Influencers are Saying Marketo Named Leader in 2013 and 2012 Magic Quadrants for CRM Lead Management “The Marketo platform excels in aligning the activities of sales and marketing functions to a defined demand creation model.” Marketo Scored as a Top Marketing Automation Platform “For the third year in a row, Marketo takes the coveted category winner crown. Earlier this year, the company launched its social marketing application, which allows for the integration of social, email, mobile, and Web channels…The company scored highly in the customer satisfaction category.” Marketo Named CRM Market Winner Three Years in a Row “Marketo continues to deliver on product functionality, such as expanding its marketing analytics capability, LaunchPoint for partner applications, integration with Facebook and social applications, and revenue modeling.” Marketo Voted Best Marketing Application by Salesforce Users for Fifth Year Running “We congratulate Marketo on being selected by customers as a leader in marketing and applaud their ongoing commitment to delivering customer success.”
    61. 61. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Marketo State-of-the-Art Marketing Automation
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