World-class Marketing Made Easy
 

World-class Marketing Made Easy

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World-class Marketing Made Easy World-class Marketing Made Easy Presentation Transcript

  • World-Class Marketing Made Easy Jon
Miller,
VP
Marke/ng
 
 Kevin
Akeroyd,
COO September
30,
2009
  • Agenda • The Basics – Data Quality & Integration • M.A. Success Drives Data Acquisition Strategy • Marketo Industry Trends, Best Practices Copyright © 2004-2009 Jigsaw 2
  • Data Decay Kills M.A. efficacy • Lowers open, CTR, response rates • Hurts deliverability, IP reputation • Wasted $$, lower ROI, missed opportunity • B2B data decays 25% - 31% per YEAR! Copyright © 2004-2009 Jigsaw 3
  • Problem - Contact Data Accuracy How accurate are existing sources? • B2B trade association membership list: 40% inaccurate • Large B2B data compiler: 50% inaccurate • Industrial directory: 90% inaccurate What’s inaccurate? • 3.8% name • 45.8% title and/or job function • 34.2% company name • 41.9% address • 42.9% phone number • 37.3% email address What’s causing the changes? • 29.6% of individuals changed companies (new job) • 4.6% of the companies changed their name (merger, etc.) • 12.3% of companies moved locations • 41.2% of the individuals did not change companies, but something else changed Source: Sales and Marketing Institute Copyright © 2004-2009 Jigsaw 4
  • Annualized B2B Change Rate 40% 30% Total Change Rate 20% Email Decay Rate 10% 0% 2007 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Source: Jigsaw Copyright © 2004-2009 Jigsaw
  • Problem – Business Data Accuracy • Jigsaw hasn’t been at this location since 2005 • DUNS # for this address is still old company “Urbanite Information Systems” • 15%-20% error rate in accounts because they don’t exist – or exist wrong – in D&B. D&B Jigsaw • And it’s not just physical Address & Incorrect Correct address: - phone #, locations, Phone employee count, revenue Employee 0-25 100-250 buckets all wrong as well – they Size are ALL based on 2005 info when the DUNS # matched that Revenue $1 - $5 Mil $10 - $50 Mil physical address Financial No Yes Contacts? Copyright © 2004-2009 Jigsaw
  • © 2009 Marketo, Inc. Marketo Confidential Until June 9, 2009 Copyright © 2004-2009 Jigsaw
  • Response Time drives Sales Sales Lead Follow-up, and Email Lead Follow-up performance Lead
Response
Rate Email
Response
Rate Day
1 Day
2 Day
3 Day
4 Day
5 Day
6 Day
7 Day
8 Day
9 Day
10 Day
11 Day
12 Day
13 Day
14 Source: Acxiom Digital Copyright © 2004-2009 Jigsaw 8
  • Integration = Fast Data Importing In App Integration = Real Time “Push” Integration = 1-3 Days Copyright © 2004-2009 Jigsaw 9
  • Rapid Response = Rapid Revenue Sales Lead Follow-up, and Email Lead Follow-up performance Lead
Response
Rate Email
Response
Rate With Integration Day
1 Day
2 Day
3 Day
4 Day
5 Day
6 Day
7 Day
8 Day
9 Day
10 Day
11 Day
12 Day
13 Day
14 Source: Acxiom Digital Copyright © 2004-2009 Jigsaw 10
  • Measure Success Clear Winners Copyright © 2004-2009 Jigsaw 11
  • Measure Success and Emulate It Segment Two Segment Four -IT Decision Makers -Finance Decision Makers -All Industries -Fi Serv, Health, Tech -USA only -USA and Canada -100 – 1,000 employees -500 + employees Copyright © 2004-2009 Jigsaw 12
  • Measure Success and Emulate It Segment Two Segment Four -IT Decision Makers -Finance Decision Makers -All Industries -Fi Serv, Health, Tech -USA only -USA and Canada -100 – 1,000 employees -1,000 + employees Jigsaw has 93,750 Jigsaw has 206,312 Net New I Don’t Net New I Don’t Copyright © 2004-2009 Jigsaw 13
  • Prospect Intelligently Marketo Lead Feed: I.T. Executive at Cynthia Deavois, Bank of America Bank of America – VP, Technology Solutions in ONE DIVISION VP, Technology Solutions Copyright © 2004-2009 Jigsaw 14
  • Prospect Intelligently Find the 263 other IT Executives at 17 more divisions inside Bank of America! Highly likely they have similar needs, similar interests. Copyright © 2004-2009 Jigsaw 15
  • Jigsaw + CRM or Mktg. Automation Improvement 0% 1% - 10% 11% - 25% 26% - 50% 51% - 100% Jigsaw 31% 23% 28% 10% 8% Jigsaw + 6% 28% 40% 13% 13% Marketing Automation Jigsaw + 19% 27% 30% 14% 10% CRM Copyright © 2004-2009 Jigsaw
  • Buying Has Changed Forever ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden/al Page
  • Marketing and Sales Must Change Too Marketing Sales Be Everywhere Nurture Prioritize Collaborate ©
2009
Marketo,
Inc.

 Page
  • What Marketers Know About Leads Before Handing Off to Sales 8
in
10
marketers
 hand‐off
lead
info
 as/when
obtained More
info
added
 incrementally
as
 acquired Nurturing
done
 simultaneously
 with
selling
 process ©
2009
Marketo,
Inc.

 Page
  • Lead Nurturing: Buying Stages Example:
SiriusDecisions
Buying
Cycle Early
Stage Thought
leadership
and
 best
prac/ces
to
build
 brand
and
awareness Middle
Stage Buyers
guides,
RFP
 templates
and
industry
 informa/on
to
help
 structure
research Late
Stage Company‐specific
 informa/on
to
help
 evaluate
and
reaffirm
 selec/on ©
2009
Marketo,
Inc.

 
 All
Rights
Reserved Page
  • Lead Nurturing: Buyer Profiles %
Saying
Content
Customized
 By
Category
is
More
Valuable By
Industry:
82% By
Role:
67%  Doers
vs.
Buyers  Job
Func/on By
Company
Size:
49% By
Geography:
29% By
Product Source: MarketingSherpa © 2009 Marketo, Inc. Page
  • Content Mapping Buying
Stages Content 1.Map
your
exis/ng
content 2.Blank
cells
determine
your
content
roadmap 3.Short
content
is
good! 4.Test
and
op/mize 5.Start
small,
think
big
and
adapt
quickly Profiles © 2009 Marketo, Inc. All Rights Reserved Page
  • Right Message, Right Time Untargeted
broadcast
emails  Open
rate
20%  Click‐through
rate
9.5%  Conversion
rate
1.1% Triggered
from
user
ac/ons  Open
rate
27%  Click‐through
rate
9.3%  Conversion
rate
2.3% Targeted
with
Web
click

data  Open
rate
33%  Click‐through
rate
14%  Conversion
rate
3.9% Marketo Screenshot Source: David Daniels, Jupiter Research, Dec 2006 ©
2008
Marketo,
Inc.
All
rights
reserved. Page
  • Lead Scoring Explicit
 Informa/on Implicit
Lead
 Source Inferred
 Informa/on Behaviors Score
Decay Mul/ple
Scores Marketo Screenshot ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden/al Page
  • The Value of Lead Nurturing Marketo
ROI
Results Prospect
to
Sales‐Ready
Lead
Conversion Passed
to
 Passed
to
 Total
Passed
 Cost
per
 Sales
(<1
mo) Sales
(>1
mo) to
Sales Sales
Lead Without
 Nurturing 25% 8% 33% $195 With Nurturing 25% 25% 50% $130 
 Source:
Actual
Marketo
data;

assumes
$65
per
prospect Results:
50%
more
sales‐ready
leads
 from
lead
nurturing ©
2009
Marketo,
Inc.

 All
rights
reserved. Page
  • A Conversation, Not a Script Older solutions Marketo assume marketing can is based on listening and script the buyer’s process responding to the buyer “My
own
opinion
is
quite
firm:
flow
charts
don't
work.
They
look
good
in
 demonstra/ons
and
can
lay
out
simple
processes
quite
nicely.
But
they
 get
impossibly
convoluted
once
you
try
to
do
something
complex.” 
 
David
Raab,
author
of
the
Raab
Guide
to
Demand
Genera/on
Systems ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden/al Page
  • Get Started Fast You can be up and running in just TWO MONTHS! 1.Install and configure software (2 weeks) 2.Provision account (2 weeks) 3.Integrate with Google and Exchange (2 weeks) 4.Training (3 weeks) Get Started* ©
2009
Marketo,
Inc.

 
 Marketo
Proprietary
and
Confiden/al Page
  • Marketo
Revenue
Suite Lead Campaign Nurturing Lead Master Management and Scoring Lifecycle (Email & LPs) Automation Sales Marketing Insight and Database Action Reporting and Analytics Page
  • More than 250 Successful Customers ©
2009
Marketo,
Inc.

 Marketo
Proprietary
and
Confiden/al Page
  • Contact US JON
MILLER Marketo,
Inc. VP
Marke)ng 1710
S.
Amphlep
Blvd. Suite
340 Kevin Akeroyd COO jon@market.com San
Mateo,
CA
94402 kevinakeroyd@jigsaw.com Direct:
+1.650.655.4837 T. 650.235.8403 Fax:
+1.650.655.4837 F. 650.235.8425 2 Waters Park Drive, Suite 250 San Mateo, California 94403 blog.marketo.com Enterprise.jigsaw.com www.marketo.com www.jigsaw.com Download
the
“Defini/ve
Guide
to
Lead
Nurturing” www.marketo.com/dg2‐lead‐nurturing Visit
the
Email
Learning
Center www.marketo.com/learningcenter
 Page
  • Fast ROI with Marketo • $2
million
in
incremental
gross
revenue • 350%
in
marke/ng
ROI • $400,000
annual
savings
by
reducing
crea/ve
cycle
/mes • Lead
quality
yielded
5x
boost
in
sales
efficiency • Doubled
lead‐to‐opportunity
conversion
rate • Delivered
10x
impact
to
Alight
Planning’s
bopom
line • 20%
increase
in
sales
produc/vity
 • More
deals
in
less
/me
 • 50%
reduc/on
in
cold
calling,
lower
cost
per
opportunity • Increased
sales‐ready
leads
by
400%
 • 75%
more
sales
opportuni/es
with
same
budget • 100%
ROI
in
3
months • Increased
lead
flow
by
200% • Reduced
cold
calls
by
more
than
50% • Increased
new
customers
by
70%
this
year • Increased
sales‐accepted
opportuni/es
by
132% • Grew
average
contract
value
by
460% • Website
visits
increased
by
463% ©
2009
Marketo,
Inc.

 
 All
Rights
Reserved Page
  • Powerful and Easy Results © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page