Marketo’s “Secret Sauce”
Marketing in a Digital World: Case Study

© 2014 Marketo, Inc. Marketo Proprietary and Confidenti...
Page 2
© 2014 Marketo, Inc.

@jonmiller
Page 3
© 2014 Marketo, Inc.

@jonmiller
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© 2014 Marketo, Inc.

@jonmiller
• The Age of the Self-Directed
Buyer
• Define The Buying Journey
and Revenue Cycle
• Strategies for Top-of-Funnel
• Strate...
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© 2014 Marketo, Inc.

@jonmiller
INFORMATION

ABUNDANCE

Page 7
© 2014 Marketo, Inc.

@jonmiller
Source: The Corporate
Executive Board
Company, “The Digital
Evolution in B2B
Marketing,” 2012.

Page 8
© 2014 Marketo, Inc...
Define The Buying Journey
and Revenue Cycle
Sales
Lead

Lead

Target

Engaged

Name

Friend

Awareness

Opportunity Customer

Nurturing
Database

TOFU
Page 10
© 2014 ...
Sales
Lead

Lead

Target

Engaged

Name

Friend

Awareness

Nurturing
Database

Exposed to us via
content, brand, or word ...
Sales
Lead

Lead

Target

Engaged

Name

Friend

Awareness

Nurturing
Database

Opportunity Customer

Feels a relationship...
Sales
Lead

Lead

Target

Engaged

Name

Friend

Awareness

Opportunity Customer

Nurturing
Database

Names are just names...
Sales
Lead

Lead

Target

Engaged

Name

Friend

Awareness

Opportunity Customer

Nurturing
Database

Meaningful interacti...
Sales
Lead

Lead

Target

Engaged

Name

Friend

Awareness

Opportunity Customer

Nurturing
Database

Qualified potential ...
Sales
Lead

Lead

Target

Engaged

Name

Friend

Awareness

Nurturing
Database

Opportunity Customer

Marketing qualified ...
Sales
Lead

Lead

Target

Engaged

Name

Friend

Awareness

Nurturing
Database

Opportunity Customer

Qualified as sales-r...
Sales
Lead

Lead

Target

Engaged

Name

Friend

Awareness

Nurturing
Database

Opportunity Customer

Accepted and activel...
Sounds great, but I
have millions of
contacts!
Page 19
© 2014 Marketo, Inc.

@jonmiller
Processes at scale

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© 2014 Marketo, Inc.

@jonmiller
Top of the Funnel
Earlyleadership and
Stage
Thought
enjoyable content to build
brand, awareness, and desire

Middle buyers find
Stage
Tools ...
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Page 24
© 2014 Marketo, Inc.

@jonmil...
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Page 25
© 2014 Marketo, Inc.

@jonmil...
Inbound creates the best leads by far:
high conversion, high velocity
Source: Marketo data, Marketo Revenue Cycle Analytic...
Page 27
© 2014 Marketo, Inc.

@jonmiller
Real-time Personalization

e.g. customized calls to action for
Customers

Page 28
© 2014 Marketo, Inc.

@jonmiller
But we also use a Portfolio
of programs
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all source...
Page 30
© 2014 Marketo, Inc.

@jonmiller
DATE:

Page 31
© 2014 Marketo, Inc.

JUNE
@jonmiller
Sponsored Email builds the
database, but low conversion
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not in...
Webinar, tradeshow, PPC, and virtual
tradeshow are top paid TOFU
Source: Marketo data, Marketo Revenue Cycle Analytics. Do...
Paid Social & Display Ad drive brand
and amplify inbound as well

Source: Marketo data, Marketo Revenue Cycle Analytics. D...
Middle of the Funnel
Page 36
© 2014 Marketo, Inc.

@jonmiller
Sales Ready
2%

Need More
Nurturing

50%

Disqualified
Page 37
© 2014 Marketo, Inc.

25%

25%
@jonmiller

Source: RainToda...
Average days to
Opportunity: 327 days
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources....
Lead Nurturing:
Building relationships with
qualified prospects regardless
of their timing to buy
-- @jonmiller
Page 39
© ...
The ROI of Lead Nurturing
Marketo ROI Results
Fast Leads
( MQL <1 mo)
Without
Nurturing
With
Nurturing

Slow Leads
(MQL >1...
Relevance
Get the “Definitive Guide to Lead Nurturing”

marketo.com/DG2LN

Page 41
© 2014 Marketo, Inc.

@jonmiller
More Targeted Emails are More Relevant
Engagement Score

400
350
300
250
200

150
100
50

0
100

1000

10000

Email Send S...
1. BUYING STAGES
2 Early: Be a Better Marketer
•
3

• Mid: Why Marketing Automation
• Late: Why Marketo
• Customer: Succes...
Page 44
© 2014 Marketo, Inc.

@jonmiller
Dynamic Content

Industry, Geography, Com
pany Size, Customer vs.
Prospect, etc.
Page 45
© 2014 Marketo, Inc.

@jonmiller
The Key to Relevance is Behavioral Targeting
Top Tactics to Increase Email Engagement

Page 46
© 2014 Marketo, Inc.

@jonm...
Example: Topic of Interest Triggers
Email

Social
•
•
•
•
•

Content

Attends event
Downloads content
Click email
Fills ou...
Standard Nurture

Triggered Interests

Lift

Open %

21.7%

Open %

34.0%

57%

Click to Open %

23.4%

Click to Open %

3...
Scoring and Lead
Management
Lead Scoring Defined
“Shared sales and marketing methodology for ranking
leads in order to determine their sales readiness...
Demographic “Fit” Score
Positive Demographic Score
• e.g., Marketing Manager title, known CRM customer,
known competitive ...
Latent Behaviors
(Engagement)
•
•
•
•
•

Click email: +1
Visit webpage / blog: +1
Early stage content +3
Attend webinar: +...
Fit

One Way to Identify Marketing Qualified Leads

A
B
C
D

Lead

Lead

Lead

Lead
Lead

4
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© 2014 Marketo, Inc.

...
No Lead Left Behind: Service Level Agreements
Day 0
Day 1

If untouched, reminder

Day 2

If untouched, reminder cc boss

...
Stars and Flames
show priority

Full list of Interesting Moments
Page 55
© 2014 Marketo, Inc.

@jonmiller
Revenue Analytics
Page 57
© 2014 Marketo, Inc.

@jonmiller
Why Measuring Return is Hard

• Multiple touches.
Seven touches needed to
convert a cold lead into a sale

• Multiple infl...
Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics
Page 59
© 2014 Marketo, Inc.

@jonmiller
Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics
Page 60
© 2014 Marketo, Inc.

@jonmiller
Example: Multi-Touch Attribution
A deal worth $100,000 recently closed.
Three people were involved in the deal:
• Person A...
% Above
Min*

89%
76%
75%
41%
57%
73%
67%
Source: Marketo Revenue Cycle Analytics, Nov 2013
* Percentage

of all programs ...
% Above
Min*

89%
76%
75%
41%

(MT) Ratio = Pipeline / Investment
>10 is Great and <5 is Fail

Webinar = 54!, Tradeshow = ...
% Above
Min*

89%

% Programs with MT Ratio > 5
e.g. Content Syndication has good
average but 43% programs “fail”

76%
75%...
Sales
Lead

Lead

Target

Engaged

Name

Friend

Awareness

Opportunity Customer

Nurturing
Database

TOFU
Page 65
© 2014 ...
Revenue Cycle Modeler

Screenshot: Marketo Revenue Cycle Analytics
Page 66
© 2014 Marketo, Inc.

@jonmiller
Key topic areas:
• Balance (Reach)
• Flow
• Conversion
• Velocity

Filter/Drill into data, e.g.
by Program Type, Business
...
Use Metrics to Set & Justify Budgets

New Targets

15.3%

60,000

2.4%

23,000

131,000
Inventory Of
Active Targets

New M...
Get the “Definitive Guide to Marketing Metrics & ROI”

marketo.com/DG2MM
Page 69
© 2014 Marketo, Inc.

@jonmiller
Tweetable Takeaways
1. The way buyers buy has changed forever – the way
we market and sell must change as well
2. Define t...
Thank You

Jon Miller
@jonmiller
jon@marketo.com
BMA Phoenix Keynote-  Marketo's Jon Miller on Marketing in a Digital World - February 12, 2014
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BMA Phoenix Keynote- Marketo's Jon Miller on Marketing in a Digital World - February 12, 2014

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You’ve heard the buzz about marketing automation and how it can help maximize your marketing efforts. But do you really grasp its full potential? Get the inside scoop from Jon Miller (@jonmiller), VP Marketing and co-founder at Marketo, the leading marketing automation solution. He is a speaker and writer about marketing best practices, and is the author of multiple books including The Definitive Guides to Marketing Automation, Engaging Email Marketing, and Marketing Metrics & Analytics.

In this presentation, Jon shares an up-close and exciting look into the content marketing, lead generation, and marketing automation strategies that are driving Marketo’s growth, including:

Key trends driving marketing automation
Designing programs to be measurable
Key lessons to improve your performance, profitability, and credibility with  marketing metrics and analytics
How the experts at Marketo do it themselves, including actual examples of how Marketo’s smart and innovative programs produce eye-popping results, such as:
147% increase in nurture email click rates
50% gain in marketing qualified leads at 33% less cost per lead
40% improvement in sales productivity
BMA Phoenix is thrilled to welcome Jon to the Valley and to offer this unique opportunity for our members and friends to learn from a renowned leader in marketing automation, metrics and analytics.

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  • Our #1 secret is that we believe that buying has changed forever, and that marketing and sales need to change as well.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. In this world, it made perfect sense for marketing to pass all leads over to sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. Traditional marketing, characterized by Mad Men-style marketing, grew up in this era.
  • But now, there is an explosion of readily available information… According to IBM, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone.This is a recent phenomenon…When Marketo was founded in 2006, the iPhone didn’t exist, Twitter had not launched, and Facebook was only for college students. 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 is walks into store/branch/dealer, or contacts salesRequires deep changes in how we market to consumers. That’s how we approached our marketing process at Marketo.
  • Changed buyer
  • With this change, marketing has the opportunity to seize the day and take a much larger share of revenue – since Marketing is responsible for that 70%. Requires Marketing to think as rigorously about their process as Sales typically thinks about their. Here’s Marketo’s…. Let me explain.
  • 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. Marketing needs to become like a publisher. Build your own audience and attention. Examples:superbowl add, regular tradeshow booth = rented attention. Examples of owning: rockstar tour vs tradeshow booth; blog vs traditional PR; our weekly webinar
  • Map content to the buying stage {keep it short}
  • Explain
  • We create a ton of content… go to marketo.com/resources
  • Some systems are simple, but require manual repetition of basic tasks, over and over again. In Marketo, not only are campaigns launched rapidly, they can be replicated in a matter of seconds, as only Marketo offers the ability to clone a campaign, including all of its assets, in a single click.
  • Take a webinar for example. You’ll have the email invites, registration page, reminders, follow-ups, and more. Once the webinar is cloned, simply change the date, title, description and more, and all of the assets in the cloned campaign will be updated in one fell swoop.
  • Unlike Moz, we have a sales team (not ecommerce).
  • You can do this simply by creating more content, but we’ve found it helps to push your message sometimes!
  • What I want to focus on here is two models that you can use to calculate the ROI yourself. In the first, the key is to estimate
  • So how can we be more relevant and engaging?You can’t be relevant if you’re broad.We know batch and blast does not work – it is simply less engaging. One way is to be more targeted – smaller sends = more engaging. Engagement Score enables marketers to quickly judge how effectively each piece of content is engaging prospects and customers over time… combines open, click, unsubscribe, conversion, and so on into a single metrics.
  • 18 triggers11 batches19 campaigns to manage the whole thing
  • Not all segments need to be different email versions
  • The key to relevance is behavioral targeting.So you want relevancy and engagement – but this requires sophisticated targeting that combines online body language (web traffic, search behavior, email response) plus transactional data plus with lifestyle and demographic data (personas)When behavioral cues are not used, email can be experienced as a dissonant interruption. What the sender considers a coordinated &quot;drip campaign&quot; may feel more like water torture to the receiver.
  • 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
  • Mention Positive and Negative Demo Score
  • Here’s how Marketo does it. Latent behaviors – interestActive behaviors – buying intent
  • Active vs Latent Leads – very different follow-up. Active &lt;5 min response. Latent, craft a personalized message.
  • Many marketers are perceived as a cost center. You can’t expect your organization to place value on something you’re unable to quantify. But when you do use the right metrics and processes, there is nothing more powerful to help marketing earn it’s rightful seat at the revenue table.Here I show you how Marketo does it.
  • 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)58% ofpipeline from Inbound activities
  • With this change, marketing has the opportunity to seize the day and take a much larger share of revenue – since Marketing is responsible for that 70%. Requires Marketing to think as rigorously about their process as Sales typically thinks about their. Here’s Marketo’s…. Let me explain.
  • ModelNote Success Path and Detours; Inventory and SLAs
  • Google Analytics for Revenue
  • BMA Phoenix Keynote- Marketo's Jon Miller on Marketing in a Digital World - February 12, 2014

    1. 1. Marketo’s “Secret Sauce” Marketing in a Digital World: Case Study © 2014 Marketo, Inc. Marketo Proprietary and Confidential
    2. 2. Page 2 © 2014 Marketo, Inc. @jonmiller
    3. 3. Page 3 © 2014 Marketo, Inc. @jonmiller
    4. 4. Page 4 © 2014 Marketo, Inc. @jonmiller
    5. 5. • The Age of the Self-Directed Buyer • Define The Buying Journey and Revenue Cycle • Strategies for Top-of-Funnel • Strategies for Middle-ofFunnel • The Right Metrics Page 5 © 2014 Marketo, Inc. @jonmiller
    6. 6. Page 6 © 2014 Marketo, Inc. @jonmiller
    7. 7. INFORMATION ABUNDANCE Page 7 © 2014 Marketo, Inc. @jonmiller
    8. 8. Source: The Corporate Executive Board Company, “The Digital Evolution in B2B Marketing,” 2012. Page 8 © 2014 Marketo, Inc. @jonmiller
    9. 9. Define The Buying Journey and Revenue Cycle
    10. 10. Sales Lead Lead Target Engaged Name Friend Awareness Opportunity Customer Nurturing Database TOFU Page 10 © 2014 Marketo, Inc. MOFU @jonmiller BOFU
    11. 11. Sales Lead Lead Target Engaged Name Friend Awareness Nurturing Database Exposed to us via content, brand, or word of mouth Page 11 © 2014 Marketo, Inc. @jonmiller Opportunity Customer
    12. 12. Sales Lead Lead Target Engaged Name Friend Awareness Nurturing Database Opportunity Customer Feels a relationship and trust with us Page 12 © 2014 Marketo, Inc. @jonmiller
    13. 13. Sales Lead Lead Target Engaged Name Friend Awareness Opportunity Customer Nurturing Database Names are just names. Page 13 © 2014 Marketo, Inc. @jonmiller
    14. 14. Sales Lead Lead Target Engaged Name Friend Awareness Opportunity Customer Nurturing Database Meaningful interaction with us Page 14 © 2014 Marketo, Inc. @jonmiller
    15. 15. Sales Lead Lead Target Engaged Name Friend Awareness Opportunity Customer Nurturing Database Qualified potential customer Page 15 © 2014 Marketo, Inc. @jonmiller Nurture until ready for next step
    16. 16. Sales Lead Lead Target Engaged Name Friend Awareness Nurturing Database Opportunity Customer Marketing qualified lead (score > 100) – SDR reach-out Page 16 © 2014 Marketo, Inc. @jonmiller
    17. 17. Sales Lead Lead Target Engaged Name Friend Awareness Nurturing Database Opportunity Customer Qualified as sales-ready by Sales Development Rep (SDR) Page 17 © 2014 Marketo, Inc. @jonmiller
    18. 18. Sales Lead Lead Target Engaged Name Friend Awareness Nurturing Database Opportunity Customer Accepted and actively worked by sales: marketing quota attainment Page 18 © 2014 Marketo, Inc. @jonmiller
    19. 19. Sounds great, but I have millions of contacts! Page 19 © 2014 Marketo, Inc. @jonmiller
    20. 20. Processes at scale Page 20 © 2014 Marketo, Inc. @jonmiller
    21. 21. Top of the Funnel
    22. 22. Earlyleadership and Stage Thought enjoyable content to build brand, awareness, and desire Middle buyers find Stage Tools that help you when they are looking for solutions Late Stage Company-specific information to help evaluate and reaffirm selection Gated? Blog, e-books, research data, funny videos, curated lists, infographics, webinars NO Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports YES Pricing, demos, services information, 3rd party reviews, customer case studies MOSTLY NO
    23. 23. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Page 24 © 2014 Marketo, Inc. @jonmiller
    24. 24. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Page 25 © 2014 Marketo, Inc. @jonmiller
    25. 25. Inbound creates the best leads by far: high conversion, high velocity Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Page 26 © 2014 Marketo, Inc. @jonmiller
    26. 26. Page 27 © 2014 Marketo, Inc. @jonmiller
    27. 27. Real-time Personalization e.g. customized calls to action for Customers Page 28 © 2014 Marketo, Inc. @jonmiller
    28. 28. But we also use a Portfolio of programs Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Page 29 © 2014 Marketo, Inc. @jonmiller
    29. 29. Page 30 © 2014 Marketo, Inc. @jonmiller
    30. 30. DATE: Page 31 © 2014 Marketo, Inc. JUNE @jonmiller
    31. 31. Sponsored Email builds the database, but low conversion Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Page 32 © 2014 Marketo, Inc. @jonmiller
    32. 32. Webinar, tradeshow, PPC, and virtual tradeshow are top paid TOFU Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Page 33 © 2014 Marketo, Inc. @jonmiller
    33. 33. Paid Social & Display Ad drive brand and amplify inbound as well Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Page 34 © 2014 Marketo, Inc. @jonmiller
    34. 34. Middle of the Funnel
    35. 35. Page 36 © 2014 Marketo, Inc. @jonmiller
    36. 36. Sales Ready 2% Need More Nurturing 50% Disqualified Page 37 © 2014 Marketo, Inc. 25% 25% @jonmiller Source: RainToday
    37. 37. Average days to Opportunity: 327 days Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Page 38 © 2014 Marketo, Inc. @jonmiller
    38. 38. Lead Nurturing: Building relationships with qualified prospects regardless of their timing to buy -- @jonmiller Page 39 © 2014 Marketo, Inc. @jonmiller
    39. 39. The ROI of Lead Nurturing Marketo ROI Results Fast Leads ( MQL <1 mo) Without Nurturing With Nurturing Slow Leads (MQL >1 mo) Total Leads (MQL) Cost / Lead (MQL) 20% 6.67% 26.67% $206.00 20% 20.0% 40.0% $137.50 Source: Actual Marketo data; assumes $55 per prospect Results: 50% more marketing qualified leads from lead nurturing Page 40 © 2014 Marketo, Inc. @jonmiller
    40. 40. Relevance Get the “Definitive Guide to Lead Nurturing” marketo.com/DG2LN Page 41 © 2014 Marketo, Inc. @jonmiller
    41. 41. More Targeted Emails are More Relevant Engagement Score 400 350 300 250 200 150 100 50 0 100 1000 10000 Email Send Size Page 42 © 2014 Marketo, Inc. @jonmiller 100000 Source: 100s of Marketo campaigns
    42. 42. 1. BUYING STAGES 2 Early: Be a Better Marketer • 3 • Mid: Why Marketing Automation • Late: Why Marketo • Customer: Success 2. BUYING PROFILES • Marketing, Sales, Exec Page 43 © 2014 Marketo, Inc. @jonmiller
    43. 43. Page 44 © 2014 Marketo, Inc. @jonmiller
    44. 44. Dynamic Content Industry, Geography, Com pany Size, Customer vs. Prospect, etc. Page 45 © 2014 Marketo, Inc. @jonmiller
    45. 45. The Key to Relevance is Behavioral Targeting Top Tactics to Increase Email Engagement Page 46 © 2014 Marketo, Inc. @jonmiller
    46. 46. Example: Topic of Interest Triggers Email Social • • • • • Content Attends event Downloads content Click email Fills out form Score is changed Page 47 © 2014 Marketo, Inc. Technology @jonmiller
    47. 47. Standard Nurture Triggered Interests Lift Open % 21.7% Open % 34.0% 57% Click to Open % 23.4% Click to Open % 37.1% 59% Click % 5.1% Click % 12.6% 147% Page 48 © 2014 Marketo, Inc. @jonmiller
    48. 48. Scoring and Lead Management
    49. 49. Lead Scoring Defined “Shared sales and marketing methodology for ranking leads in order to determine their sales readiness” Nurture Fit Page 50 © 2014 Marketo, Inc. Pass to Sales Pass to Sales Interest @jonmiller Nurture Disqualify Buying Stage
    50. 50. Demographic “Fit” Score Positive Demographic Score • e.g., Marketing Manager title, known CRM customer, known competitive solution customer Negative Demographic Score • e.g., Generic email address, illegitimate phone number, non-existent company (unemployed, self, looking) Data Augmentation, Not Forms Page 51 © 2014 Marketo, Inc. @jonmiller
    51. 51. Latent Behaviors (Engagement) • • • • • Click email: +1 Visit webpage / blog: +1 Early stage content +3 Attend webinar: +5 Decay inactivity: -1, -5, -10 Active Behaviors (Buying Intent) • • • • • Free trial or Contact request: +15 Pricing pages: +10 Demos: +10 Late-stage content +12 Searches for branded keyword “Marketo” +8 Get the “Definitive Guide to Lead Scoring” marketo.com/DG2LS Page 52 © 2014 Marketo, Inc. @jonmiller
    52. 52. Fit One Way to Identify Marketing Qualified Leads A B C D Lead Lead Lead Lead Lead 4 Page 53 © 2014 Marketo, Inc. Lead 3 2 Behaviors @jonmiller 1
    53. 53. No Lead Left Behind: Service Level Agreements Day 0 Day 1 If untouched, reminder Day 2 If untouched, reminder cc boss Day 3 If untouched, alert executives Day 7 If stale, reminder Day 8 If stale, reminder cc boss Day 9 Page 54 © 2014 Marketo, Inc. Notification If stale, alert executives @jonmiller
    54. 54. Stars and Flames show priority Full list of Interesting Moments Page 55 © 2014 Marketo, Inc. @jonmiller
    55. 55. Revenue Analytics
    56. 56. Page 57 © 2014 Marketo, Inc. @jonmiller
    57. 57. 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 Page 58 © 2014 Marketo, Inc. @jonmiller
    58. 58. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics Page 59 © 2014 Marketo, Inc. @jonmiller
    59. 59. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics Page 60 © 2014 Marketo, Inc. @jonmiller
    60. 60. Example: Multi-Touch Attribution A deal worth $100,000 recently closed. Three people were involved in the deal: • Person A attended Seminar A and Trade Show B • Person B attended Trade Show B • Person C was sent Direct Mail C $100,000 Revenue $25,000 Seminar A $25,000 Page 61 © 2014 Marketo, Inc. $25,000 $25,000 Tradeshow B $50,000 @jonmiller $25,000 Direct Mail C $25,000
    61. 61. % Above Min* 89% 76% 75% 41% 57% 73% 67% Source: Marketo Revenue Cycle Analytics, Nov 2013 * Percentage of all programs in channel that achieve MT Ratio > 5 Page 62 © 2014 Marketo, Inc. @jonmiller 10.4 66%
    62. 62. % Above Min* 89% 76% 75% 41% (MT) Ratio = Pipeline / Investment >10 is Great and <5 is Fail Webinar = 54!, Tradeshow = 6.9, Sponsored Email = 3.8, Content Syndication = 9.6 Source: Marketo Revenue Cycle Analytics, Nov 2013 * Percentage of all programs in channel that achieve MT Ratio > 5 Page 63 © 2014 Marketo, Inc. @jonmiller 57% 73% 67% 10.4 66%
    63. 63. % Above Min* 89% % Programs with MT Ratio > 5 e.g. Content Syndication has good average but 43% programs “fail” 76% 75% 41% 57% 73% 67% Source: Marketo Revenue Cycle Analytics, Nov 2013 * Percentage of all programs in channel that achieve MT Ratio > 5 Page 64 © 2014 Marketo, Inc. @jonmiller 10.4 66%
    64. 64. Sales Lead Lead Target Engaged Name Friend Awareness Opportunity Customer Nurturing Database TOFU Page 65 © 2014 Marketo, Inc. MOFU @jonmiller BOFU
    65. 65. Revenue Cycle Modeler Screenshot: Marketo Revenue Cycle Analytics Page 66 © 2014 Marketo, Inc. @jonmiller
    66. 66. Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc. Screenshot: Marketo Revenue Cycle Analytics Page 67 © 2014 Marketo, Inc. @jonmiller Trends over time
    67. 67. Use Metrics to Set & Justify Budgets New Targets 15.3% 60,000 2.4% 23,000 131,000 Inventory Of Active Targets New MQLs Score>100 922 20,000 10.5% Inventory of Active MQLs 120K New SQLs 1.9% SDR capacity driven New Opps* 75% 270 1,000 6 Month Created Opp Inv. 35% Wins Inbound / Programs New Names 2,000 (900K DB Total) *Opps is bigger than SQLs because includes outbound and partner referrals Page 68 © 2014 Marketo, Inc. @jonmiller
    68. 68. Get the “Definitive Guide to Marketing Metrics & ROI” marketo.com/DG2MM Page 69 © 2014 Marketo, Inc. @jonmiller
    69. 69. Tweetable Takeaways 1. The way buyers buy has changed forever – the way we market and sell must change as well 2. Define the stages of the buying cycle, in alignment with sales 3. Map content and marketing to the buyer’s journey: early, mid, late stage 4. Most leads are not “sales ready” – nurture relationships over time, use online body language to score leads 5. Use analytics to turn marketing from a cost center into a revenue driver Page 70 © 2014 Marketo, Inc. @jonmiller @jonmiller
    70. 70. Thank You Jon Miller @jonmiller jon@marketo.com

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