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How Marketing Automation is Transforming B2B Marketing

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Learn how marketers nurture, score and deliver greater number of qualified leads with this webcast from Marketo.

Learn how marketers nurture, score and deliver greater number of qualified leads with this webcast from Marketo.

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  • 1. How Marketing Automation is Transforming B2B MarketingLiz Smyth : Director Marketing EMEAAndrew Connell : Solution Consultant© 2011 Marketo, Inc.
  • 2. Meet Marketo • Powerful yet easy marketing automation, lead nurturing and lead scoring. • Cloud based solution that helps companies • Expand lead flow • Increase sales effectiveness • Optimise sales and marketing investments • >1300 customers; 140% YOY growth • New EMEA HQ to support growing European base Marketing Solution Best Marketing Salesforce - Best Who’s Who in BtoB Best Marketing and Winner Solution Marketing Automation Sales 2.0 SolutionPage 2© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 3. Buying Has Changed Forever OLD DAYS: INFO SCARCITY TODAY: INFO ABUNDANCE 1960s – Recent BUYER SALES REP SALES REPPage 3© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. Marketo’s Revenue Cycle MQL AWARENESS Prospect & SAL All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Marketing SDR SalesPage 4© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 5. Marketing as a PublisherPage 5© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. When To Ask For Registration Early Stage Thought leadership and best practices to build brand and awareness Middle Stage Buyers guides, RFP templates and industry information to help structure research Late Stage Company-specific information to help evaluate and reaffirm selectionPage 6© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Forms: Ask only what you really need Short Form – (5 fields) Conv. Rate: 13.4% Cost: $31.24 Medium Form – (7 fields) Conv. Rate: 12.0% Cost: $34.94 Long Form – (9 fields) Conv. Rate: 10.0% Cost: $41.90Page 7© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. The Leaky Revenue Cycle Development MQL Prospect & SAL All Names Recycled Engaged Lead SQL Gap Sales Lead Lead OpportunityPage 8© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. Lead Nurturing Plugs the Leak Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. MQL Prospect & SAL All Names Recycled Engaged SQL Lead Sales Lead Lead Opportunity Nurturing “The art of maintaining permission to stay in front of your buyers as they educate themselves”Page 9© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 10. Lead Nurturing Relevance 1. BUYING STAGES Stages 1 2 3 • Early (Pre-MQL) A • Mid (MQL) • Late (Opportunity) • Customer B 1. Short content is good! (YouTube) C 2. Reuse and repurpose 3. Stay ahead of the drip D Start small, think big and adapt quickly 2. BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29%Page 10© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. The Value of Lead Nurturing Marketo ROI Results Fast Leads Slow Leads Total Leads Cost / Lead ( MQL <1 mo) (MQL >1 mo) (MQL) (MQL) Without Nurturing 20% 6.67% 26.67% $206.00 With Nurturing 20% 20.0% 40.0% $137.50 Source: Actual Marketo data; assumes $55 per prospect Results: 50% more marketing qualified leads from lead nurturingPage 11© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. Modeler Screenshot: Marketo Revenue Cycle AnalyticsPage 12© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 13. Lead scoring defined “Shared sales and marketing methodology for ranking leads in order to determine their sales readiness””Page 13© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 14. How is Lead Scoring transforming B2B Marketing? How Easy Is it To Get Information Other Benefits of Fewer About Prioritizing Sales Efforts? But Higher Quality Leads • Higher Win Rates • Shorter Sales Cycles • Higher Revenue Per Rep Source: CSO InsightsPage 14© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 15. A Framework for Lead Scoring Explicit Inferred What the prospect tells you What you observe or infer Fit • Data quality • Demographics Are you • Corporate vs. personal • Firmographics interested in email • BANT them? • Location Interest • Latent behaviors Are they (engagement) • BANT interested in • Active behaviors (sales you? readiness)Page 15© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 16. Interest Scoring - Examples • Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10 • Pricing pages: • +10 regular, +15 detailed • Watch demos: • +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8Page 16© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Identifying Marketing Qualified Leads Super- 21+ Target Lead Lead Lead 9-20 Target Lead LeadFit 2-8 Other Lead <2Interest Engagement <20 20-44 45-89 90+ Buying Intent <6 6-12 13-18 19+Page 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 18. Stars and Flames for SalesPage 18© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. Capture program and event effectiveness Program Effectiveness Analyzer Focus marketing investment on those lead Quantify the pipeline and revenue impact generation and lead nurturing activities that generated by various lead generation programs have the greatest impact on revenue and sales channels Monitor program effectiveness and identify Easily compare different channels including which programs and events are yielding the webinars, tradeshows, and ad placements–to highest return on investment assess marketing spend ROIPage 19© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 20. Opportunity Influence Analyzer Opportunity Influence Analyzer Prove marketing’s impact on the revenue cycle Ascertain the owners, channels, and other factors that stimulate opportunity creation and close Build credibility by proving how marketing programs drive conversion and accelerate leads through the revenue cyclePage 20© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. Key topic areas: • Balance • Flow • Conversion • Velocity Trends over time Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc. SLA violationsPage 21Screenshot: Marketo Revenue Cycle Analytics Proprietary and Confidential© 2011 Marketo, Inc. Marketo
  • 22. Key Takeaways 1. Buying behaviour has changed forever; marketing and sales must change as well 2. 80% of qualified prospects are not ready to buy when you meet them. Nurturing is critical. 3. Listening to your prospects is key as is relevant content 4. Getting on the same page with sales, agreeing processes so no lead gets left behind 5. Growing revenue by making sales more productive, scoring flags their best bets 6. Measuring and analysing program effectiveness so you know where to reinvest 7. Focusing on the entire revenue cycle, not just the top of the funnel 8. Use forecasting to turn marketing from a cost center into a revenue driverPage 22© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • 23. Contact Us LIZ SMYTH ANDREW CONNELL lizs@marketo.com andrewc@marketo.com @lizsmyth Marketo EMEA Ltd. Arena House Sandyford, Dublin 18, Ireland Phone: +353.1.2130705 blog.marketo.com www.marketo.com Download a Definitive GuidePage 23© 2011 Marketo, Inc. Marketo Proprietary and Confidential