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Customer Engagement Platform: Smarter Marketing for Better Results

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Marketo's Senior Product Marketing Manager, Brian Glover, reviews the concept of smarter marketing for better results with Marketo's Customer Engagement Platform.

Marketo's Senior Product Marketing Manager, Brian Glover, reviews the concept of smarter marketing for better results with Marketo's Customer Engagement Platform.

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  • 1. Page 1 © 2014 Marketo, Inc.#MKTGNATION14 Customer Engagement Platform: Smarter Marketing for Better Results Brian Glover Sr. Product Marketing Manager, Marketo
  • 2. Page 2 © 2014 Marketo, Inc.#MKTGNATION14 • Are you in the right place? • Get social with #MktgNation14 • On today’s agenda:
  • 3. THEN NOW It’s A New World, With New Rules Demographic Behavioral Segmentation Mass Advertising 1:1 Communication Point in time Blasts Continuous Relationships Few / isolated channels Exploding / integrated channels Intuitive decision making Data-driven automation
  • 4. Customer Engagement Platform: Helping Marketers Navigate The Digital World DRIVE CONVERSIONS Drive effective conversion from new prospect to sale BUILD RELATIONSHIPS Orchestrate engaging customer experiences mapped to the buyer’s journey ATTRACT CUSTOMERS Generate interest in your products and messages MEASURE & OPTIMIZE Maximize impact of marketing investments PLAN & BUDGET Plan marketing campaigns and track expenses
  • 5. LaunchPoint 200+ solutions across 11 marketing categories Social & Content Events & Webinars Mobile Marketing Data & Analytics Lifecycle Marketing
  • 6. The Marketing Nation Accelerates Success 2,500+ customers Program Exchange Definitive Guides and award- winning blog User Summit Over 40,000 users User groups in 32 cities globally 45,000 hrs of experience Preferred Service Partners Most complete ecosystem 200+ LaunchPoint partners Community Knowledge & Ideas Consultants & ExpertsBest Practices Integrated Solutions
  • 7. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle TOFU MOFU Opportunity Customer Lead Sales Lead Nurturing Database BOFU
  • 8. 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
  • 9. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Feels a relationship and trust with us
  • 10. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Names are just names.
  • 11. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Meaningful interaction with us
  • 12. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Nurture until ready for next step Qualified potential customer
  • 13. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Marketing qualified lead (score > 100) – Sales Development Rep (SDR) reach-out
  • 14. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Qualified as sales-ready by SDR
  • 15. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Accepted and actively worked by sales: marketing quota attainment
  • 16. Name Awareness Friend Engaged Target OpportunityCustomer Lead SalesLead Nurturing Database Retain Advocate Enable Adopt Drive customer success to keep and grow relationships
  • 17. Page 23 © 2014 Marketo, Inc.#MKTGNATION14 ATTRACT CUSTOMERS
  • 18. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. Page 25 © 2014 Marketo, Inc.#MKTGNATION14 Blog, e-books, research data, funny videos, curated lists, infographics, webinars Thought leadership and enjoyable content to build brand, awareness, and desire 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, definitive guides, analyst reports Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage Middle Stage Late Stage
  • 20. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Inbound creates the best leads by far: high conversion, high velocity
  • 21. Search Engine Optimization Attract more of the right prospects to your website and content
  • 22. Page 28 © 2014 Marketo, Inc.#MKTGNATION14
  • 23. Page 29 © 2014 Marketo, Inc.#MKTGNATION14
  • 24. Page 30 © 2014 Marketo, Inc.#MKTGNATION14 Marketo Real-Time Personalization Drive up to 30% more website conversions Make web and mobile experiences as personalized as email • Present messaging, offers and content tailored to specific audiences • Works for anonymous or known leads • Supports A/B testing • Easy and integrated • Hands free, any CMS and zero IT
  • 25. MuleSoft - Generic
  • 26. MuleSoft - Industry
  • 27. James Allen - Generic
  • 28. James Allen – Behavioral
  • 29. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. At Marketo, we use a Portfolio of programs
  • 30. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Sponsored Email builds the database, but low conversion
  • 31. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Paid Social & Display Ad drive brand and amplify inbound as well
  • 32. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Webinar, tradeshow, PPC, and virtual tradeshow are top paid TOFU
  • 33. Marketo Program Library, Multi-Channel Marketing Best Practices Delivered through Pre-Built Verified Programs http://templates.marketo.com
  • 34. Social Campaigns Amplify your results with Social Marketing Referral Campaigns Sweepstakes Social Polls Go beyond social sharing with engaging social apps that marketers can launch on their own.
  • 35. Page 41 © 2014 Marketo, Inc.#MKTGNATION14
  • 36. Test & Tune With Social Funnel Metrics JumpStart Tour Referral Results as of 6/13/2013 • 280 participants shared (15%) • 15 qualified for sweepstakes • 144 incremental registrations • 7.4% increase in registrations
  • 37. Page 43 © 2014 Marketo, Inc.#MKTGNATION14 BUILD RELATIONSHIPS
  • 38. Page 44 © 2014 Marketo, Inc.#MKTGNATION14 Reason #1
  • 39. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Average days to Opportunity: 327 days
  • 40. Old Model = Leaky Funnel Source: October 4, 2006, “Improving B2B Lead Management” Forrester report
  • 41. Lead Nurturing Plugs the Leak Source: October 4, 2006, “Improving B2B Lead Management” Forrester report
  • 42. Reason #2 When it comes to marketing, nobody wants to get blasted
  • 43. What is an engaging conversation? • Communications flow one to the next • Listens and responds • Relevant and meaningful
  • 44. More Targeted Emails are More Relevant 0 50 100 150 200 250 300 350 400 100 1000 10000 100000 EngagementScore Email Send Size Source: 100s of Marketo campaigns
  • 45. Customer Engagement Engine Build deep, durable 1:1 customer relationships, at scale.
  • 46. Dynamic Content Industry, Geography, Company Size, Customer vs. Prospect, etc.
  • 47. Behavioral Targeting for Maximum Relevance: Topic of Interest Triggers • Attends event • Downloads content • Click email • Fills out form • Score is changed Email Social Content Technology
  • 48. 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% Marketo’s Own Results
  • 49. A/B Testing Improves Your Relevance, And Results • A/B/n testing with automatic champion chooser • “Custom Conversions” offer a wide-range of winning criteria • Champion/Challenger testing for ongoing, automated, triggered campaigns
  • 50. Mobile Enhancements • Responsive emails and landing pages • Reporting on mobile usage • Mobile triggers and filters • Push notifications (Modo Labs)
  • 51. Advanced Email Features • Send a segmented, batch email in minutes • Email Scripting for advanced personalization • Email Analysis for in- depth insights • Responsive email template library for mobile emails
  • 52. Page 62 © 2014 Marketo, Inc.#MKTGNATION14 DRIVE CONVERSIONS
  • 53. Lead Scoring Defined “Shared sales and marketing methodology for ranking leads in order to determine their sales readiness” Nurture Nurture DisqualifyPass to Sales Pass to Sales Fit Interest Buying Stage
  • 54. Short (5) Conversion: 13.4% Cost per: $31.24 Medium (7) Conversion: 12.0% Cost per: $34.94 Long (9) Conversion: 10.0% Cost per: $41.90
  • 55. Page 66 © 2014 Marketo, Inc.#MKTGNATION14 • Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10 • Decay inactivity: -1, -5, -10 • Pricing pages: +10 • Watch demos: • +5 overview • +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for branded keyword “Marketo” +8 Resource: “Definitive Guide to Lead Scoring” http://marketo.com/DG2LS
  • 56. Engagement & Intent One Way to Identify Marketing Qualified Leads A Lead Lead Lead B Lead Lead C Lead D 4 3 2 1 Fit
  • 57. Stars and Flames show priority Full list of Interesting Moments
  • 58. 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 Day 7 If stale, reminder Day 8 If stale, reminder cc boss Day 9 If stale, alert executives
  • 59. Page 70 © 2014 Marketo, Inc.#MKTGNATION14 MEASURE & OPTIMIZE
  • 60. 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
  • 61. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
  • 62. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
  • 63. Example: Multi-Touch Attribution A deal worth $100,000 recently closed. Three people were involved in the deal: • Moe attended Webinar and Tradeshow • Larry attended Tradeshow • Curly responded to Direct Mail $100,000 Revenue $25,000 $25,000 $25,000 $25,000 Webinar $25,000 Tradeshow $50,000 Direct Mail $25,000
  • 64. Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
  • 65. Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5 Inbound + Nurture = 58% of (MT) Pipeline Paid Programs = 42% of (MT) Pipeline
  • 66. Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5 (MT) Ratio = Pipeline / Investment >10 is Great and <5 is Fail Sponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events = 6.6, Content Syndication 7.7
  • 67. Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5 % Programs with MT Ratio > 5 e.g. Tradeshow has good average but 49% programs “fail”
  • 68. Name Awareness Friend Engaged Target TOFU MOFU Opportunity Customer Lead Sales Lead Nurturing Database BOFU
  • 69. Page 81 © 2014 Marketo, Inc.#MKTGNATION14 Revenue Cycle Modeler Screenshot: Marketo Revenue Cycle Analytics
  • 70. 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
  • 71. Get the “Definitive Guide to Marketing Metrics & ROI” marketo.com/DG2MM
  • 72. Page 84 © 2014 Marketo, Inc.#MKTGNATION14 PLAN & BUDGET
  • 73. Use Metrics to Set & Justify Budgets New Targets New MQLs Score>100 23,000 Inventory of Active MQLs 20,000 New Opps* 1,000 6 Month Created Opp Inv. 2,000 270 *Opps is bigger than SQLs because includes outbound and partner referrals SDR capacity driven Inbound/Programs 120K (900K DB Total) New Names New SQLs 922 Wins Inventory Of Active Targets 60,000 131,000 15.3% 10.5% 2.4% 1.9% 75% 35%
  • 74. Marketo Financial Management Plan and Budget Increase visibility and spend to plan
  • 75. Customer Success – Enterprise
  • 76. Marketing Calendar Plan your roadmap of strategic campaigns and events for the year Marketing Planner / Coming Fall 2014
  • 77. Marketing Calendar Plan, coordinate and communicate everything marketing is doing Group Calendar / Coming July 2014
  • 78. Marketing Calendar Data Feed Device Access Embeddable Views Access your Marketing Calendar anytime, anywhere Calendar Accessibility / Coming Fall 2014
  • 79. My Marketo My Marketo / Coming July 2014
  • 80. Page 92 © 2014 Marketo, Inc.#MKTGNATION14 Integrate
  • 81. LaunchPoint 200+ solutions across 11 marketing categories Social & Content Events & Webinars Mobile Marketing Data & Analytics Lifecycle Marketing
  • 82. Page 95 © 2014 Marketo, Inc.#MKTGNATION14 Learn
  • 83. Page 98 © 2014 Marketo, Inc.#MKTGNATION14 Marketing Sprints (NEW!) Creating REPEATABLE success by helping customers design, execute, measure and optimize their marketing initiatives + YOU Outcome based projects that accelerate your marketing initiatives
  • 84. Page 100 © 2014 Marketo, Inc.#MKTGNATION14 New Products Demo
  • 85. Page 101 © 2014 Marketo, Inc.#MKTGNATION14 Q&A Brian Glover Sr. Product Marketing Manager, Marketo bglover@marketo.com @brianjglover
  • 86. Page 102 © 2014 Marketo, Inc.#MKTGNATION14 • What’s next? • Visit Marketo Central • Browse our LaunchPoint Partners • Take advantage of our Certification offer