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Customer Engagement Platform: Smarter Marketing for Better Results



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  • What if you could make the website experience for your anonymous users as personal as your email?
  • Better example
  • Better example
  • -also mention program cloning
  • Build relationships by taking all the digital queues that customers give you about what want and don’t want, then engaging in regular communications that put their needs first.
  • … if all they wanted were names, you could give them the phone book.
    They want LEADS!
  • For Marketo, it takes 327 days to nurture.. That’s an average… some fast, some for 3 or 4 years! Need to keep in touch.
  • Lead nurturing plus the leaky funnel, but now marketing owns 50-70% of the sales cycle
    Marketing now has to learn what it means to communicate to customers in each of their buyer journey stages
  • The old batch and blast model doesn’t work anymore
    Don’t blast – that doesn’t “feel good”. It hurts.
  • Therefore, strive for these three things!
  • 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.

    So, how do you get to relevance? One way is segmentation.

    Best practice is to segment on 2 dimensions (3 or 4 can get complex). Marketo segments on buying stage and role (marketer, sales, exec).

    (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.)
  • This is a conversation over time
    It listens
    It’s segmented to be relevant

    As people engage with your campaigns, Marketo’s Customer Engagement engine makes it easy to deliver relevant dialogues with each individual, across channels, at scale. CEE has completely re-invented lead nurturing by making it easy for marketers to drive cross channel conversations that adapt quickly and in real-time based on customer behaviors. Plus, its unique Engagement Score let’s marketers instantly determine what content is engaging audience members, and what’s not. And best of all, you can set communication limits and let the system manage how many messages an individual can get in a specific time period, reducing the number of unsubscribes due to a communication frequency that’s too high.
  • This is what it looks like to the SDR or Sales rep inside CRM
    Leads are sorted by a single score, but reps can if the lead is scored high due to fit or engagement/buying intent, or both
    Interesting moments show the lead’s activity, so they can have a more relevant conversation
    This is how we help focus the sales rep on the hottest leads AND enable them to be more effective when they do connect with a prospect or customer

  • Earlier I mentioned that there’s a service level agreement, so the sales rep has 7 days to decide to accept, and we’ve automated this process within Marketo. So when a lead becomes a lead, if after the first day they haven’t touched it, they get a nice incredibly friendly reminder. And Marketo does this by looking For changes in the CRM system. So, has the rep changed the lead status to contacted, or have they logged an activity against the lead. If not, and day 2 passes, now they get another reminder, but their manager is copied. And if after 3 days, it still isn’t touched, another reminder goes out and a lot of people that you don’t want copied, are copied, including our CEO. So, as you can imagine, there are very few leads that aren’t followed up within a 3-day period. And by the way, some leads are followed up much more quickly. For example, when someone exhibits certain behaviors, such as filling out a demo request form, we call those leads “Act Nows”, and the reps are notified and expected to follow up more quickly.

    Now, this may seem a bit harsh, but hey, that’s an SDR’s job. Their primary mission is to call and qualify our best leads and pass them to an AE if they think an opportunity exists.

    So that’s the overall process, from generating targets at the top of funnel, to nurturing them in the middle of the funnel, to passing them to sales as win-ready leads at the bottom of the funnel.
  • One of the biggest pain points we hear from marketing leaders is not having the ability to PROVE the impact that marketing has on revenue.
    By contrast, sales does a really good job presenting their forecast and what they expect to bring in in terms of revenue
    The CRM system makes it easy for them to convey these meaningful revenue metrics to the exec team.

    CMO’s and other marketing leaders have been sick of being second class citizens in this regard. The want to earn their seat at the revenue table because this is the best way to maintain and increase your marketing budget.

    And today, given that marketing owns 50% to 80% of the revenue cycle, they should have an equal voice in revenue discussions
    Marketo helps provide marketing with the data they need to have this voice.
  • Measurement is hard because is takes multiple touches to convert a prospect to a customer.
    On average, for Marketo, it takes 7 program successes before a purchase is typically made
    With Marketo, instead of just attributing the revenue to the first program that touched the prospect, you can spread the revenue across those 7 programs
    That’s called multi-touch and you’ll see it throughout our Analytics as “MT”

    But you know, marketing measurement is hard. And it’s hard for a number of reasons. First of all, people who buy Marketo don’t simply respond to one of our marketing campaigns and then buy. Rather, it’s a journey where, on average, they are responding to 7 different campaigns. So maybe they come in via a tradeshow, then download a definitive guide, then watch a webinar, and so on. It takes 7 campaign successes before a purchase is typically made.

    Now, the way the CRM works when measuring marketing success is it ties all revenue from a win back to the source campaign, which means that the first touch gets all the credit for the revenue. This worked great in the age of information scarcity, because as soon as a lead was generated by that campaign, it was tossed over the fence to sales. But we don’t live in that world anymore. In today’s world, those other 6 marketing touch points along that buyer journey may have had as much or more influence on a purchase decision as compared to the source campaign. So taking those other touch points into consideration when measuring campaign performance can be hard.

    Further complicating matters is that there isn’t often just a single buyer. So what if you have two buyers, and both come into the process at different times, through different marketing campaigns. With Marketo, we’ve seen as many as 21 people involved in the buying decision. FWIW, we don’t recommend this.

    So how do you measure ROI with that sort of complexity. It starts with actually having the data.

    I’ve seen situations where sales will close a large deal, and marketers go through a manual effort to figure out, and show the different ways that marketing helped closed the deal, so that they get some credit for it. And that can get crazy pretty quickly.
  • So we use our Opportunity Influence Analyzer to do this really easily. The horizontal axis shows time, and the vertical axis shows the number of marketing interactions we’ve had with this account. The green portion represents the opening of the opportunity in the CRM, and then the opportunity closed won. Now, by default, we’re showing the people attached to this deal based on them having roles in the opp in the CRM system, and what you see is that sales interacted heavily with the primary contacts during the time that the opportunity was open. So it appears that marketing had little to do with this win because the number of interaction, or lack thereof, in the blue area, when it was a lead and not yet an opportunity.

    But if you look more closely over at the contacts on the right, you can see that Sarah Miller had 11 interactions, and if we mouse over her name, we can see that she is their CEO. So if we click on her name…
  • We get a complete view of how this deal was won. Marketing was keeping in touch with Sarah before this opportunity was created. And the story behind this deal, which is a real deal we won, is that Sarah had downloaded a DG, gone to an event, and just before the opportunity was created, went to Manny, someone on her team, and asked him to investigate Marketo.

    Only when you have a marketing system that can show you all of these touches across the buying journey, can you really understand how marketing is driving revenue.

  • So, this is how we measure ROI. We also like to look at the aggregate impact marketing is having on pipeline, and that comes back to the funnel that we started with. I know how our deals are moving through this funnel.
  • We know because we mapped the same pipeline we just saw in our product. This is the revenue cycle modeler in Marketo, and the stages across the green section represent the funnel stages we looked at before, so you see targets, leads and opportunities. Some stages are boxes because people can stay in those stages indefinitely, some are clocks, meaning there are SLA’s. Once this is setup and it begins tracking movement.
  • We get this report, which is like Google Analytics for revenue. For each of those stages I can see how many people are in there, and what is the flow from stage to stage, as well as the velocity at which people are moving between them. Conversion rates and velocities.

    And I can see this over time so we can understand the trends, and even compare them to previous periods.

    Having this data at your fingertips is so powerful for a marketer, because it really lets us understand the dynamics of the revenue process.

  • Once we understand how the revenue process works, we then use this information to set our budget. So at Marketo, we don’t simply say marketing should be 7% of revenue. What we do is say we need this many wins in order to achieve the revenue targets we set.

    And since we have a deep understanding of how the revenue process works, including conversion rates and velocity, we can simply work backwards. We know how many opps we’ll need, how many SQL’s we’ll need, how many new MQL’s and Targets we’ll need, as some of the wins will come from existing targets and mql’s.

    Then we can budget for a marketing program that drive the wins we need to hit our revenue targets.

    That’s really powerful, because if someone comes to us and says “I need to take 10% out of your budget”, we can say “okay, that will have a 12% impact on revenue next quarter, what do you want to do?”

    Having those numbers let’s you justify your budget.

    It also lets us look forward, it lets us make forecasts. It lets us talk not just about what happened, but what will happen. At board meetings, they talk very little about what has happened in the past compared to how much time they spend talking about the future. And in too many companies, sales, and not marketing, is the only one participating in this conversation. Which might have been fine 10 years ago when they owned 90% of the revenue cycle, but today marketing owns 50 to 80%. If only sales is participating in the forecasting discussion, you’re missing out on a huge piece of visibility as to what the future holds. Marketing can use this data to step up and make forecasts about pipeline creation.
  • Managing marketing budgets across teams and regions in order to get an accurate picture of marketing spend can be a tactical nightmare.

    MFM makes it easy to manage marketing budgets by tying together campaigns, purchases orders and invoices in a single, up-to-date view, so you can:

    Increase visibility, spend to plan, and get accurate program cost data for ROI reporting.

    MFM makes it easy for marketing teams to collaborate on budgets and gives marketing leaders the visibility they need to manage spending.
  • -show a community thread? Product enhancement idea… check with PM on number of ideas converted to features


  • 1. Page 1 © 2014 Marketo, Inc.#MKTGNATION14 Customer Engagement Platform: Smarter Marketing for Better Results Shyna Zhang 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. 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
  • 4. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle TOFU MOFU Opportunity Customer Lead Sales Lead Nurturing Database BOFU
  • 5. 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
  • 6. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Feels a relationship and trust with us
  • 7. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Names are just names.
  • 8. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Meaningful interaction with us
  • 9. 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
  • 10. 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
  • 11. Name Awareness Friend Engaged Target Marketo’s Revenue Cycle Opportunity Customer Lead Sales Lead Nurturing Database Qualified as sales-ready by SDR
  • 12. 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
  • 13. Name Awareness Friend Engaged Target OpportunityCustomer Lead SalesLead Nurturing Database Retain Advocate Enable Adopt Drive customer success to keep and grow relationships
  • 14. Page 20 © 2014 Marketo, Inc.#MKTGNATION14 ATTRACT CUSTOMERS
  • 15. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 16. Page 22 © 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
  • 17. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Inbound creates the best leads by far: high conversion, high velocity
  • 18. Search Engine Optimization Maximizes Your Inbound Marketing Investment Attract more of the right prospects to your website and content
  • 19. Page 25 © 2014 Marketo, Inc.#MKTGNATION14
  • 20. Page 26 © 2014 Marketo, Inc.#MKTGNATION14
  • 21. Page 27 © 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
  • 22. James Allen - Generic
  • 23. James Allen – Behavioral
  • 24. Marketo Program Library, Multi-Channel Marketing Best Practices Delivered through Pre-Built Verified Programs http://templates.marketo.com
  • 25. Page 31 © 2014 Marketo, Inc.#MKTGNATION14 BUILD RELATIONSHIPS
  • 26. Page 32 © 2014 Marketo, Inc.#MKTGNATION14 Reason #1
  • 27. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Average days to Opportunity: 327 days
  • 28. Old Model = Leaky Funnel Source: October 4, 2006, “Improving B2B Lead Management” Forrester report
  • 29. Lead Nurturing Plugs the Leak Source: October 4, 2006, “Improving B2B Lead Management” Forrester report
  • 30. Reason #2 When it comes to marketing, nobody wants to get blasted
  • 31. What is an engaging conversation? • Communications flow one to the next • Listens and responds • Relevant and meaningful
  • 32. 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
  • 33. Customer Engagement Engine Build deep, durable 1:1 customer relationships, at scale.
  • 34. Dynamic Content Industry, Geography, Company Size, Customer vs. Prospect, etc.
  • 35. 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
  • 36. 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
  • 37. Page 44 © 2014 Marketo, Inc.#MKTGNATION14 DRIVE CONVERSIONS
  • 38. 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 Engagement Buying Intent
  • 39. Fit/Demographic Data – Don’t Bother Asking
  • 40. 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 Marketo’s Form Field Test
  • 41. Page 48 © 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
  • 42. Engagement & Intent One Way to Identify Marketing Qualified Leads A Lead Lead Lead B Lead Lead C Lead D 4 3 2 1 Fit
  • 43. Stars and Flames show priority Full list of Interesting Moments
  • 44. 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
  • 45. Page 52 © 2014 Marketo, Inc.#MKTGNATION14 MEASURE & OPTIMIZE
  • 46. Why Measuring Return is Hard • Multiple touches. Seven touches needed to convert a new prospect into a customer • Multiple influencers. Typical buying committee has 5-21 people
  • 47. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
  • 48. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
  • 49. Name Awareness Friend Engaged Target TOFU MOFU Opportunity Customer Lead Sales Lead Nurturing Database BOFU
  • 50. Page 58 © 2014 Marketo, Inc.#MKTGNATION14 Revenue Cycle Modeler Screenshot: Marketo Revenue Cycle Analytics
  • 51. 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
  • 52. Page 60 © 2014 Marketo, Inc.#MKTGNATION14 PLAN & BUDGET
  • 53. 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%
  • 54. Marketo Financial Management Plan and Budget Increase visibility and spend to plan
  • 55. Marketing Calendar Plan your roadmap of strategic campaigns and events for the year Marketing Planner / Coming Fall 2014
  • 56. Marketing Calendar Plan, coordinate and communicate everything marketing is doing Group Calendar / Coming July 2014
  • 57. Marketing Calendar Data Feed Device Access Embeddable Views Access your Marketing Calendar anytime, anywhere Calendar Accessibility / Coming Fall 2014
  • 58. Page 66 © 2014 Marketo, Inc.#MKTGNATION14 Integrate
  • 59. LaunchPoint 200+ solutions across 11 marketing categories Social & Content Events & Webinars Mobile Marketing Data & Analytics Lifecycle Marketing
  • 60. Page 68 © 2014 Marketo, Inc.#MKTGNATION14 Learn
  • 61. Page 71 © 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
  • 62. Page 72 © 2014 Marketo, Inc.#MKTGNATION14 Key Takeaways 1. Be relevant 2. Boost your efforts 3. Own the buyer journey
  • 63. Page 73 © 2014 Marketo, Inc.#MKTGNATION14 New Products Demo
  • 64. Page 74 © 2014 Marketo, Inc.#MKTGNATION14 Q&A Shyna Zhang Sr. Product Marketing Manager, Marketo SZhang@marketo.com
  • 65. Page 75 © 2014 Marketo, Inc.#MKTGNATION14 • 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