Chandar Pattabhiram and Brian Glover from Marketo discuss the amazing capabilities of Marketo's new Customer Engagement Platform and how to achieve better marketing results.

1. Customer Engagement Platform:
Smarter Marketing for Better Results
Chandar Pattabhiram
VP, Product & Corporate Marketing, Marketo
Brian Glover
Sr. Product Marketing Manager, Marketo
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2. • Are you in the right place?
• Get social with #MktgNation14
• On today’s agenda:
Page 2 #MKTGNATION14 © 2014 Marketo, Inc.

4. Today’s digital, social,
mobile World has changed
the game
70%
Of a customer’s journey
today is self directed1
Marketo Proprietary and Confidential
© 2014 Marketo, Inc. Page 4
2900
Marketing messages per day
vying for your customer’s
attention2
50%
of all purchasing decisions
are influenced by third-parties3
1. SuperProfile, 2010, 2. Forrester, 2012, 3. McKinsey Quarterly, 2010

5. Marketing is
becoming the steward
of the customer
journey

6. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
experiences in the buying
cycle and drive effective
conversions
GROW
RELATIONSHIPS
Build long-term
relationships to create loyal
advocates and grow lifetime
value
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments

7. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
experiences in the buying
cycle and drive effective
conversions
GROW
RELATIONSHIPS
Build long-term
relationships to create loyal
advocates and grow lifetime
value
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments

8. Marketo Buyer’s Journey: A Revenue Cycle
Lead
Nurturing
Database
Sales
Lead
MOFU
Name
Awareness
Friend
Engaged
Target
TOFU
Opportunity Customer
BOFU
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9. Marketo Customer’s B2C Buyer’s Journey
Awareness
Web Visitor
In-person
Appointment
Customer
Converted
Engaged
Nurturing
Database
Advocate
Adopt
Retain
PPaaggee 99 #mktgna#tMioKnTG14N A T IO@Nm14ikedberger ©© 22001144 MMaarrkkeettoo,, IInncc..

10. Rent vs. Own
PPaaggee 1100 #mktgna#tMioKnTG14N A T IO@Nm14ikedberger ©© 22001144 MMaarrkkeettoo,, IInncc..

11. Early Stage Gated?
Blog, e-books, research data,
funny videos, curated lists,
infographics, webinars
NO
YES
Build the brand
Middle Stage
Help buyers find you when
they are looking for solutions
Late Stage
Help buyers evaluate or
reaffirm selection
Buying guides, RFP templates,
ROI calculators, definitive guides,
analyst reports
Pricing, demos, services
information, 3rd party reviews,
customer case studies
NO
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12. Rent vs. Own
PPaaggee 1122 #mktgna#tMioKnTG14N A T IO@Nm14ikedberger ©© 22001144 MMaarrkkeettoo,, IInncc..

13. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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14. Search Engine Optimization Maximizes Your
Inbound Marketing Investment
Attract more of the right prospects to your website and content

15. Known
Anonymous
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16. Personalized Web and Mobile Experiences

17. Personalized Web and Mobile Experiences

18. James Allen - Generic

19. James Allen – Behavioral

20. CONVERT TO CUSTOMERS
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21. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
experiences in the buying
cycle and drive effective
conversions
GROW
RELATIONSHIPS
Build long-term
relationships to create loyal
advocates and grow lifetime
value
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments

22. Name
Awareness
Friend
Engaged
Target
TOFU
Lead
Nurturing
Database
BOFU
Marketo Buyer’s Journey: A Revenue Cycle
Opportunity Customer
Sales
Lead
MOFU

23. Ready to Buy
Source: RainToday
Need More
Nurturing
Disqualified
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24. Ready to Buy
Source: RainToday
Need More
Nurturing
Disqualified
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25. 327 Days on Average
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

26. Nurturing:
Building relationships with people
over time through engaging
conversation
PPaaggee 2266 #mktgna#tMioKnTG14N A T IO@Nm14ikedberger ©© 22001144 MMaarrkkeettoo,, IInncc..

27. What isn’t an engaging conversation?
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28. What is an engaging conversation?
Relevance Flow Listening

29. Customer Engagement Engine

30. Marketo Results
Standard Nurture
Behavior-based
Nurture
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%

31. Lead Scoring Defined
“Shared sales and marketing methodology for ranking
leads in order to determine their sales readiness”
Score > 100, Pass to Sales
I love you You love me Ready to be part of
Fit Behaviors
happy family
Buying
Intent
E.g. Buyer profile
E.g. Attend webinars,
download whitepaper
E.g. Pricing page, demos,
contact request, etc.
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33. Stars and Flames show priority
Full list of Interesting Moments

34. No Lead Left Behind: Service Level Agreements
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives

35. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
experiences in the buying
cycle and drive effective
conversions
GROW
RELATIONSHIPS
Build long-term
relationships to create loyal
advocates and grow lifetime
value
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments

36. Marketo Customer’s Journey: A Revenue Cycle
Enable Retain
Drive customer success to keep
and grow relationships
Retain
Advocate
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37. It costs 6–7 times more to acquire a new
customer than retain an existing one
– Bain & Company
The probability of selling to a new prospect is 5-
20%.
– Marketing Metrics
The probability of selling to an existing customer is
60 – 70%.
– Marketing Metrics

38. Yet Global Marketing Spend Is Only 12%
of the Overall Marketing Budget

39. Nurturing Provides A Cost Effective Way to
Retain, X-Sell and Upsell Customers

40. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
experiences in the buying
cycle and drive effective
conversions
GROW
RELATIONSHIPS
Build long-term
relationships to create loyal
advocates and grow lifetime
value
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments

41. The “Revenue Table”
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42. Why Measuring Return is Hard
• Multiple touches. 7
• Unclear success. Responded
• Multiple influencers. 5-21
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43. Track Touches Across People
Screenshot: Marketo Revenue Cycle Analytics

44. Track Touches Across All People
Screenshot: Marketo Revenue Cycle Analytics

45. Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
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46. “Half the money I spend on advertising is
wasted. The trouble is I don’t know which
half.”
- John Wannamaker
Father of mother advertising and pioneer in marketing
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47. Half of our channels are
working. Half are not.
Source: Marketo Revenue Cycle Analytics, 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
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48. Half our Tradeshows are
working. Half are not.
Source: Marketo Revenue Cycle Analytics, 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
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49. Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
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50. Screenshot: Marketo Revenue Cycle Analytics
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51. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
customer experiences
mapped to the buyer’s
journey
GROW
RELATIONSHIPS
Drive effective conversion
from new prospect to sale
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments

52. Revenue Cycle Modeler
# # # # # $ $
Screenshot: Marketo Revenue Cycle Analytics
Page 52 #MKTGNATION14 © 2014 Marketo, Inc.

53. Marketing Calendar
Plan, coordinate and communicate everything marketing is doing

54. Marketing Calendar
Data Feed
Device
Access
Embeddable
Views
Access your Marketing Calendar anytime, anywhere
Coming 2014-2015

55. Customer Engagement Platform:
Helping Marketers Be Successful in The Digital World
CONVERT TO
CUSTOMERS
Orchestrate engaging
experiences in the buying
cycle and drive effective
conversions
GROW
RELATIONSHIPS
Build long-term
relationships to create loyal
advocates and grow lifetime
value
ATTRACT PROSPECTS
Generate interest in your products
and messages
PLAN &
COORDINATE
Plan marketing campaigns
and track activities
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments

56. Success
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58. LaunchPoint
300+ solutions
Social &
Content
Events &
Webinars
Mobile
Marketing
Data &
Analytics
Lifecycle
Marketing

61. Marketing
Sprints
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62. New Products Demo
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63. Q&A
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64. • What’s next?
• Visit Marketo Central
• Meet our sponsors
• Sign up for the local user group
• Mingle with other customers
• Stay here and learn more about new products
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65. Listening for Behaviors to Maximize
Relevance
• Attends event
• Downloads content
• Click email
• Fills out form
• Score is changed
Email
Social
Content
Technology

66. Scoring Model for Each Product