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  • Shyna Intro
  • Shyna Intro
  • Customer Funnel
  • Customer Funnel
  • When marketing takes a larger share, you need to look at the REVENUE CYCLE, not just the Sales Cycle.
    Why Sales Cycle is good.
    Extend that to entire process.

    APPLY TO B2C as well…

    Names not leads.
    Engaged.


    Only 20% of prospects are ready to be leads, so we nurture.
  • Shyna Intro
  • Shyna Intro

Transcript

  • 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Marketo for Enterprise: Overview Demo July 10, 2014
  • 2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Johnny Cheng Product Marketing Manager, Platform Shannon Workman Director, Enterprise Solutions Consulting
  • 3. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Agenda 1. Sales + Marketing 2. The Revenue Funnel 3. Personalizing to the Anonymous 4. Basic Nurturing Best Practices 5. Sales Visibility 6. Proving Marketing ROI 7. Q&A
  • 4. Page 4 © 2013 Marketo, Inc. Stop passing bad leads to Sales The Sales and Marketing Handoff
  • 5. Page 5 © 2013 Marketo, Inc. Where’s Sales? The Marketing Funnel
  • 6. Page 6 © 2013 Marketo, Inc. Sales + Marketing = Revenue Cycle AllNames Prospect& Recycled Lead AWARENESS Engaged Opportunity Customer Sales Lead MQL SAL SQL Nurturing Database Marketing SDR Sales
  • 7. Page 7 © 2013 Marketo, Inc. Revenue Cycle Stages AllNames Prospect& Recycled Lead AWARENESS Engaged Opportunity Customer Sales Lead MQL SAL SQL Nurturing Database Marketing SDR Sales Names are just names.
  • 8. Page 8 © 2013 Marketo, Inc. AllNames Prospect& Recycled Lead AWARENESS Engaged Opportunity Customer Sales Lead MQL SAL SQL Nurturing Database Marketing SDR Sales Meaningful interaction with us. Revenue Cycle Stages
  • 9. Page 9 © 2013 Marketo, Inc. AllNames Prospect& Recycled Lead AWARENESS Engaged Opportunity Customer Sales Lead MQL SAL SQL Nurturing Database Marketing SDR Sales Qualified, engaged potential buyers. Revenue Cycle Stages
  • 10. Page 10 © 2013 Marketo, Inc. AllNames Prospect& Recycled Lead AWARENESS Engaged Opportunity Customer Sales Lead MQL SAL SQL Nurturing Database Marketing SDR Sales Showing buying signs or significant engagement. Revenue Cycle Stages
  • 11. Page 11 © 2013 Marketo, Inc. AllNames Prospect& Recycled Lead AWARENESS Engaged Opportunity Customer Sales Lead MQL SAL SQL Nurturing Database Marketing SDR Sales Qualified as sales-ready by a human. Revenue Cycle Stages
  • 12. Page 12 © 2013 Marketo, Inc. AllNames Prospect& Recycled Lead AWARENESS Engaged Opportunity Customer Sales Lead MQL SAL SQL Nurturing Database Marketing SDR Sales Accepted and actively worked by sales Revenue Cycle Stages
  • 13. Page 13 © 2013 Marketo, Inc. AllNames Prospect& Recycled Engaged Sales Handoff Lead Opportunity Sales Lead MQL SAL SQL Sales Handoff
  • 14. Page 14 © 2013 Marketo, Inc. AllNames Prospect& Recycled Engaged Sales Handoff Lead Opportunity Sales Lead MQL SAL SQL warm leads leak out Leaky Leads
  • 15. Page 15 © 2013 Marketo, Inc. AllNames Prospect& Recycled Engaged Sales Handoff Lead Opportunity Sales Lead MQL SAL SQL Lead Nurturing Plugging the Leak
  • 16. Page 16 © 2013 Marketo, Inc. Impact of Lead Nurturing on Conversion Fast Leads ( MQL <1 mo) Slow Leads (MQL >1 mo) Total Leads (MQL) Cost / Lead (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 Marketo ROI Results Results: 50% more marketing qualified leads from lead nurturing
  • 17. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Enterprise Lead Nurturing Leading provider of IT management solutions and software • $5B in revenue with 15,000 global employees • 9 global business units supporting 45+ solutions • Core Marketing Automation team of 11 people worldwide
  • 18. Page 18 © 2013 Marketo, Inc. The Marketing Funnel Tornado Blindly sucks in leads and randomly spits them out
  • 19. Page 19 © 2013 Marketo, Inc. Marketing Architecture Old Architecture New Architecture
  • 20. Page 20 © 2013 Marketo, Inc. Smarter Lead Nurturing 23 nurture programs in 1 month! • Dynamic global content supporting 15 languages • Score based transition rules • Nurture qualification tied to each lead • 3-6 unique streams categorized into Awareness, Condensation, Peer Analysis, Evaluation and Qualification
  • 21. Page 21 © 2013 Marketo, Inc. Nurturing Blueprint Example
  • 22. Page 22 © 2013 Marketo, Inc. Impact of Lead Nurturing on Conversion INCREASE IN CONVERSION RATE FROM MARKETING QUALIFIED LEADS TO SALES READY LEADS 400% IN ONE YEAR
  • 23. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shannon Workman, Principal Solutions Consultant • Based in Dallas • 20+ years developing and selling enterprise wide software solutions spanning Marketing Automation, CRM, ERP, and Business Intelligence • Former Marketo Customer • Mom of soon-to-be college freshmen
  • 24. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Thank You! Q&A