Salesforce Boston User Group Presentation
 

Salesforce Boston User Group Presentation

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This presentation from Amy Guarino (VP, Business Development, Marketo) explains how Marketo and Salesforce work together to drive revenue growth.

This presentation from Amy Guarino (VP, Business Development, Marketo) explains how Marketo and Salesforce work together to drive revenue growth.

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  • Biz360 story – Robyn provided leadsCarol and I had to sort and prioritize – how do we keep warm?
  • Buyers perspective – only way to get info was from sales.Our #1 secret is that we believe that buying has changed forever, and that marketing and sales need to change as well.Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. In this world, it made perfect sense for marketing to pass all leads over to sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. Traditional marketing, characterized by Mad Men-style marketing, grew up in this era.
  • But now, there is an explosion of readily available information… This is a recent phenomenon… The web as a mainstream solution is only 13 years old Over the next 4 years, we will generate more data than the entire previous history of the world Social creates even more sources of information Mobile is transforming not just our access to information – but how we interact with people. When did it become OK to look up info at the dinner table?All this access to information changes the power dynamics between buyer and sales people. Today buyers get most of their information themselves and don’t want to talk to a sales person until they are much further along. [Example: last time I bought a car.] SiriusDecisions says that 70% of the buying cycle has already taken place before buyers are willing to engage with a live sales person.
  • What needs to be different?Dance analogy:Broad top of funnel – use social and paid to get as many people to dance as possibleBut then do you just stand around waiting for someone to dance? No. Better to flirt a little (nurture). And look at their body language to see when they might be read to dance (scoring).
  • Changing buyersBuyers doing more research on their ownDon’t toss leads to sales!Recycle - orchestration of digital and human interactions – not a toss over the wall handoffFewer active buying cycles as % of database – harder to prioritize sales timeMore stakeholders = more complicated marketingTechnology is needed because of the scale of the problem. In a business of any size –especially one with an engaging web and social media presence – buyer interactions can number in the thousands, millions, or even hundreds of millions.
  • With this change, marketing has the opportunity to seize the day and take a much larger share of revenue – since Marketing is responsible for that 70%. Requires Marketing to think as rigorously about their process as Sales typically thinks about their. Here’s Marketo’s…. If you’ve seen this before, you’ll notice a few tweaks. Two key ideas:Inbound to drive leadsDevelop them until sales ready
  • Map content to the buying stage {keep it short}
  • This brings us to a broader discussion about visual content.Unfortunately, so many companies are producing content that there is too much to read.  To ensure our content is consumed we have to find ways to make it more visual and more consumable by our readers… InfographicsCartoonsMemesPhotosVisual note-taking These can be very simple, and with the proper promotion will likely end up with more views than the actual written content piece you created.  Inbound Marketing Slideshare:136K views of slideshare vs 10,600 for the whitepaper itself –12.5X+Plus612 Downloads, 421 New Names
  • Lead nurturing is a complicated topic and it could cover an entire presentation – in fact, I wrote a book on it (get it at bit.ly/DGtoLN). But if I had to summarize into one word, it’s relevance. If your lead nurturing is not relevant, your prospects will opt-out… or more likely emotionally opt-out and just stop paying attention.To use, there are 3 dimensions to relevance.First is the buying stage… don’t overwhelm early stage buyers with content about you, since they don’t care. Can use 411 approach here as well. But mid and late stage buyers are hungry for information about you and your solutions, so change up the mix.Second is the Persona… Your nurturing needs to speak to the needs and issues of the buyer, so we have three tracks for our three main personas: Molly the Marketer, Sam the Sales Manager, and Jack the Executive.Finally, within each persona, we customize the specific emails and landing using Dynamic Content to make each communication more relevant. This includes Industry-specific information, which is super-important especially for pragmatist buyers; size specific information, e.g. we send enterprise examples to enterprise clients; localization, e.g. our EMEA emails have EMEA contact information, and so on.The result of this: 14% open, 12% click to open rate. [Click not always metric for nurture success!] Good, not amazing.[Continuous testing over a 6 month period = Achieved up to 23% increase in open rates and 37% increase in clicks, decreased unsubscribes]Feeling overwhelmed? Think big, start small, and move quickly – then keep ahead of the drip. Add tracks as you go.
  • Here we see what works for Marketo over the last 12 months to generate prospects. Explain columns…Inbound is 4.4X better than average Paid (e.g. tradeshow)… But I’d be a bad stock picker if I put all my money in one stock, and I’d be a bad marketer if I bet all my prospect generation on one source. The reality is you need a portfolio of prospects and channels to achieve the best results. In fact, Marketo runs an average of 40 different Prospect generating programs each and every month across all these sources. Paid Sources: AppExchange – 4.1x betterThis analysis has Virtual Tradeshow at 1.8xTradeshow – 0.8xPPC solid – 0.3x , Webinar – 0.3xOnline, Content syndication, 0.2xSocial Media – 0.1xRed velocity = need for NURTURE
  • How do we run 40+ programs a month?Marketing automation makes it easy. For example, we run a roadshow series of events we call the Revenue Rockstar tour… 14 cities, two events in each (100-150 people for 3 hours, plus 10-15 execs for a breakfast). Each program comes with multiple landing pages, multiple campaigns, and more than a dozen emails for invites, reminders, follow-ups and so on. The complexity could be overwhelming, but using Marketo’s Program functionality, we can simply create the program one time. Then, when we are ready to use the next one, we simply clone the program and update the parameterized values called Tokens, e.g. the date, location, registration URL, and so on. Then, all the emails and landing pages automatically use those values – no additional effort is required!That’s an example of offline events… But we also do online events like webinars, where we get even more automation by integrating with the webinar provider so we automatically get the registration and attendee information. In fact, we have a total of 25 different program types – and have built best practice templates for type [including tradeshows, emails, display advertising, content syndication, and so on], so our program managers can simply clone the template each time… The result is we can run so many programs easily and efficiently!
  • See customer preso
  • Streamline and automate repeatable processes – campaigns, and reporting – “shipserv: 80% reduction in the time and effort required to manage email marketing campaignsDo it yourself – no agencies, fasterSimplify approvals, ensure complianceFewer spreadsheets = good thing! {any other enterprise function run on spreadsheets}…“We had great email marketing tools, but they were unintelligent in terms of lead nurturing,” says John Watton, VP of Marketing, ShipServ. “We could see if a prospect opened an email, but we had no way to respond based on their action.” Because of this, John’s team was forced to create lists manually to sort respondents and then set calendar notices to remind themselves to move their marketing campaigns forward. This process was too difficultand cumbersome to support a systematic expansion of the business.“Our business is moving at a certain velocity, and our old process simply was not scalable; we were not going to grow our business through manual intervention,” John continues. “We needed a way to automate our marketing campaigns so that we could focus our time and resources on the best opportunities. That’s the only way to really drive business.”
  • Measure / test / optimize – continuous improvement, repeatable, scientific process
  • Better prospect relationshipsIDC – large tech – 40% of buyer’s decision made before sales person shows upSiriusdecisions – 70%Gartner – by 2020 customers will manage 85% of their relationships without talking to a human {Gartner Predicts report}

Salesforce Boston User Group Presentation Salesforce Boston User Group Presentation Presentation Transcript

  • Marketo on Marketing Amy Guarino Vice President, Business Development December, 2012© 2012 Marketo, Inc.
  • Today’s Topics • Life before lead nurturing and lead scoring • Challenges • Life after lead nurturing and lead scoring • Best practices and results • Q&A @jonmiller #BizCaseMA © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Life Before Marketing VP Inside Sales Manager © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • INFORMATIONABUNDANCE © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • AT THE DANCEBut who is dancing? © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Processes at scale © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Why now?  Changing buyer behavior requires new marketing techniques  Downward pressure on budgets – marketers forced to do more with less  New marketing techniques (content, inbound) driving wider top of the funnel; manual processes don’t keep up @jonmiller #BizCaseMA © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Marketo’s Revenue Cycle Contacted Engaged Awareness Target Name Sales Lead Friend Opportunity Customer Nurturing Database TOFU MOFU BOFU © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Basic Marketing Automation Campaign: Event Send Event Invitation Wait 3 Days If Not Registered, Send Reminder Wait Until 1 Day After Event Send Different Follow-Up to Attendees vs. Non-Attendees @jonmiller #BizCaseMA © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Types of Content Early Stage Thought leadership and Research data, funny videos, entertainment to build curated lists, infographics, brand and awareness thought leadership Middle buyers find Tools that help Stage Buying guides, RFP templates, you when they are looking ROI calculators, whitepapers, for solutions analyst reports, webinars Late Stage Company-specific Pricing, demos, services information to help evaluate information, 3rd party reviews, and reaffirm selection customer case studies Content must always be relevant and helpful © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Lead Nurturing Relevance 1. BUYING STAGES 2. PERSONA • Early (Pre-MQL) • Molly Marketer • Mid (MQL) • Sam Sales • Late (Opportunity) • Jack Executive • Customer 4-1-1 cadence for content 3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLN © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Sales Development Reps (SDRs) Pass The Baton from Marketing to Sales Best place for dramatic improvements in business performance are handoffs between functions • Faster, more consistent, & better quality follow-up on leads • Better economics • The human touch enhances lead nurturing • Better data and more metrics • Talent development for sales © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • No Lead Left Behind Day 0 Notification Day 1 If untouched, reminder Day 2 If untouched, reminder cc boss Day 3 If untouched, alert executives Day 7 If stale, reminder Day 8 If stale, reminder cc boss Day 9 If stale, alert executives © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Marketo Prospect Generation: Last 12 Months Source Prospects Invest- % Lead Velocity Opp Index ment 12 mo (Days) Lead to 3rd Party Email Blast 19,039 $43 30% 147 0.2 Trade Show 12,619 $53 29% 153 1.0 Paid Social Media Ad 4,319 $65 30% 72 0.1 Virtual Trade Show 4,120 $40 32% 213 1.6 Paid Webinar 3,849 $63 36% 156 0.4 Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8 Content Syndication 2,302 $126 40% 178 0.2 AppExchange 1,306 $26 80% 26 0.9 Website/Inbound 3,352 57% 75 2.8 Referral / WOM 179 36% 158 10.9 Sales Prospecting 440 28% 108 3.6 Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012 © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Automation Enables Scale 40+ Programs a Month Set and Use Tokens Integration 25 Clone Best- to Practice Reuse Templates © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Making Every Campaign Social Social Lift Social Lift Reach & Engagement Social Lift Social Lift Social Lift Social Lift Website Landing Email Facebook Events Pages Online Ads Pages © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Three core benefits of marketing automation Faster revenue growth Measure and optimize marketing investments Save money and time @jonmiller #BizCaseMA © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Save money and time • Streamline and automate repeatable processes • Do it yourself • Simplify approvals, ensure compliance “We needed a way to automate • Fewer spreadsheets our marketing campaigns so that we could focus our time and resources on the best opportunities. That’s the only way to really drive business.” -- John Watton, VP, ShipServ Business cases based on cost savings are very strong @jonmiller #BizCaseMA © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Measure and optimize marketing investments • Marketing under pressure to be measurable • Economic uncertainty puts budget and revenue process under scrutiny • Highly measurable direct channels raise expectations for all marketing • C-suite uneasy that so much rides on marketing these days @jonmiller #BizCaseMA © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Measure and optimize marketing investments Demonstrate impact on funnel Prove program ROI Measure / test / optimize System of record Hard to make quantitative business case on improved measurement, but can be a good way to convince CFO. @jonmiller #BizCaseMA © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Faster revenue growth • Focus on the right prospects • Develop relationships until buyer is ready • Engage at the right time • Scale personalized interactions (right message) @jonmiller #BizCaseMA © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Key Takeaways 1. The way buyers buy has changed forever – the way we market and sell must change as well 2. Publish / own content to help leads find you 3. Leverage peer-to-peer influence to give every campaign a social boost 4. Most leads are not “sales ready” – nurture relationships over time 5. Use analytics to turn marketing from a cost center into a revenue driver © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Additional Resources The Definitive Guide to Lead Nurturing SMS your email to +1.650.262.0066 http://bit.ly/DGtoLN The Definitive Guide to Lead Scoring SMS your email to +1.650.262.0066 http://bit.ly/DGtoLS The Definitive Guide to Marketing Metrics & ROI SMS your email to +1.650.262.0066 http://bit.ly/DG2MM Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • Question and Answer Amy Guarino Marketo, Inc. 901 Mariners Island VP Business Suite 200 Development San Mateo, CA 94404 amy@marketo.com @amyg44 Direct: +1.650.376-2291 blog.marketo.com www.marketo.com © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential