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

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© 2013 Marketo, Inc.
Where’s Sales?
The Marketing Funnel

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© 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

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© 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.

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© 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

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© 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

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© 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

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© 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

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© 2013 Marketo, Inc.
AllNames
Prospect&
Recycled
Engaged
Sales
Handoff
Lead
Opportunity
Sales
Lead
MQL
SAL
SQL
Sales Handoff

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© 2013 Marketo, Inc.
AllNames
Prospect&
Recycled
Engaged
Sales
Handoff
Lead
Opportunity
Sales
Lead
MQL
SAL
SQL
warm leads leak out
Leaky Leads

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© 2013 Marketo, Inc.
AllNames
Prospect&
Recycled
Engaged
Sales
Handoff
Lead
Opportunity
Sales
Lead
MQL
SAL
SQL
Lead Nurturing
Plugging the Leak

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© 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

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© 2013 Marketo, Inc.
The Marketing Funnel Tornado
Blindly sucks in leads and
randomly spits them out

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© 2013 Marketo, Inc.
Marketing Architecture
Old Architecture New Architecture

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© 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

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© 2013 Marketo, Inc.
Nurturing Blueprint Example

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© 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