Turn Inbound Traffic into Leads
 

Turn Inbound Traffic into Leads

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Turn Inbound Traffic into Leads Turn Inbound Traffic into Leads Presentation Transcript

  • Inbound Traffic into Leads and Revenue Jon
Miller Jason
Stewart VP
Marke4ng,
 Sr.
Manager
of
Online
Marke4ng,
 Marketo Demandbase ©
2009
Marketo,
Inc.

  • Topics How
Marketo
uses
Demandbase
to
 purchase
relevant
business
contacts
 based
on
web
traffic How
Demandbase
uses
Marketo
to
 score
leads
and
nurture
 rela4onships
with
anonymous
leads
 and
customers Ques4on
and
Answer ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al Page
  • Over 160 Successful Customers Select
 Customers ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al Page View slide
  • Marketo Demand Generation Funnel Prospect
 Awareness Pending Inquiry Prospect Lead Oppor‐ Cust‐ tunity omer Nurturing
 Database Anony‐ Name
&
 In‐Profile Sales‐Ready Sales
 mous Email Beginning
 /
Engaged Active Engagement (score>65) ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al Page View slide
  • 81% of Marketo.com Traffic is Anonymous Marketo
screenshot One
week’s
visitors: • 929
known
and
3,975
unknown ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al Page
  • Enter Demandbase ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al Page
  • Build a Profile ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al Page
  • Understand Demographics Website Visitors ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al Page
  • Relevant Business Contacts from Website Visitors Target
the
subset
of
traffic
 we
really
care
about Integrated
with
SFDC Delivered
daily ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al Page
  • Automated Prospect Pending Process Opt‐In
Email
1 •
MarkeQng
track •
Sales
track Covert
to
 Opt‐In? Prospect Opt‐In
Email
2 •
MarkeQng
track •
Sales
track Opt‐In? Unsubscribe Marketo
screenshot ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al Page
  • Where Do Marketo’s Prospects Come From? Other List
Purchase Referral 1% 3% 3% Blog 5% AppExchange Inbound 6% 29% Content
Syndica4on 6% 15%
of
our
prospects
 go
through
“Prospect
 Pending”
stage Sponsorship 8% Online
Ad PPC 9% 11% Trade
Show Partner Last
6
months 9% 10% ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al Page
  • Results so Far Contact
to
 Cost
per
 Cost
per
 Prospect
to
 Prospect Contact Prospect Opportunity Demandbase 13% $2.02 $15.54 TBD Online
Ad 41% $23.66 $57.68 0.8% Sponsorship 23% $22.59 $98.23 0.6% Tradeshow 28% $36.19 $130.19 2.6% PPC 35% $48.42 $136.53 2.0% Content
 52% $82.58 $158.81 0.7% SyndicaQon ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al Page
  • Lessons and Next Steps Expand
use
of
Demandbase Track
conversion
to
opportunity Explore
use
Demandbase
to
drive
traffic
back
to
site
to
 get
them
to
register
(e.g.
nurturing
anonymous
leads) ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al Page
  • Demandbase B2B Customer Acquisition Solutions that provide a new way to Identify, Reach, and Convert New Business About Our Customers ... – 10,000 Users from 700 Companies – Mix of Industries and Company Sizes – 90%+ Users in Sales or Marketing Confidential Material
  • Lead Scoring and Nurturing at Demandbase  Challenges – Increase in Web Traffic (More than 100% Year to Year) – Corresponding Increase in Conversions – Lead Scoring / Prioritization for Sales Follow-Up – Automation Needed to Nurture New Leads and Customers  Why Marketo? – Integration with Salesforce.com – Ease of Use – Complimentary to Demandbase Confidential Material
  • Demandbase Lead Scoring Strategy Confidential Material
  • Lead Scoring: Clicked Link +15 Confidential Material
  • Lead Scoring: Unsubscribed -30 Confidential Material
  • Lead Scoring: Searched for Demandbase +10 Confidential Material
  • Batch Lead Scoring: Created Before 2008 - 50 Confidential Material
  • Nurturing Anonymous Leads  Introductory Activity for Daily Lead Report Leads – Opt-In Email from Lead Owner Confidential Material
  • Nurturing Anonymous Leads  Introductory Activity for Daily Lead Report Leads – Opt-In Email from Lead Owner  Drive Registrations – Drive Traffic Back, “Put Names to the Faces” – Create opportunities to increase (or decrease) lead score – Increase conversions – Drive revenue Confidential Material
  • Nurturing Customers Confidential Material
  • Nurturing Customers  Registration, But No “Profile” – Email with details on benefits of Demandbase Standard - support info  No Stream Request – What is Stream and how does it works with Standard? - support info  Stream Live, Free Trial Offer – Demandbase Professional Free Trial Offer, How is it Different than Stream? – support info Confidential Material
  • Nurturing Customers  Opportunity Demographics – 18% Increase in New Pipeline Opportunities from “Older” Leads  Registration Demographics – “Profile” registrations increased from 59% to 89% of all registrations – “Stream” registrations increased from 37% to 42% of all registrations – “Free Trial” requests increased from 8% to 13% of all registrations Confidential Material
  • sales@marketo.com +1‐650‐655‐425‐7454 info@demandbase.com +1‐415‐683‐2660 ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden4al