Welcome to the New York Marketo
User Group Meeting
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
July 24, 2013
Introductions
• Inga Romanoff, New York User Group Leader
• Welcome from our hosts
Seth Dotterer, Vice President Marketing...
Agenda
• 5:45-6:00pm Introductions
• 6:00-6:10pmA word from our sponsors
• 6:10-7:00pm Presentation and Workshop
• 7:00-7:...
Housekeeping Items
• Dreamforce Discount: Nov. 18-21.This allows a $100.00 USD
Discount off the registration fee (on top o...
ACTIONABLE MARKETO
REPORTINGElliott Lowe – Director, Marketing Operations
July 24, 2013
GOAL
GOAL
This!
GOAL
Not this!
9
GOALS
Source: Lenskold Group , 2012 Lead Generation Marketing Effectiveness Study
• Model your business(es)
• Identify KPIs / Metrics
• Establish Benchmarks
• Develop ROI Formulas
• Build Reports and Dash...
11
MARKETING FUNNEL
Source: Marketo
12
DEMAND WATERFALL
13
REVENUE CYCLE MODEL
14
Early Stage
REVENUE CYCLE MODEL
15
Mid-Stage
REVENUE CYCLE MODEL
16
Late Stage
REVENUE CYCLE MODEL
17
http://www.marketo.com/definitive-guides/marketing-metrics-and-marketing-analytics
• Average marketing campaign response rate (2.2%)
• Number of new leads
• Percent of sales ready inquiries generated by ma...
• Average revenue per won sale
• % of revenue contributed by marketing (15%)
• % of sales contributed by marketing
• Marke...
MARKETO REPORTS AND
EXAMPLES
• Lead Performance (Leads by x)
• Group Leads
• Custom Columns
• Opportunity Columns (all but Leads by Status)
• Drill Dow...
22
23
24
25
• Campaign Activity
• Campaign Email Performance
• Landing Page Performance
• Company Web Activity
• Web Page Activity
26
...
27
• Opportunity Influence Analyzer – view Contacts that had influence, but do not
have Contact Role on Opportunity
• Program...
29
30
31
• Campaign Analysis
• Email Analysis
• Lead Analysis
• Model Performance Analysis (Lead/Companies)
• Opportunity Analysis
...
EXECUTIVE PRESENTATION
EXAMPLE
34
2013 Q2
MKTG FUNNEL OVERVIEW
• xxx,xxx Website Visits xx%
• xx,xxx Responses xx%
• xx,xxx 1st Inquiries xx% ($xxx,xxx C...
35
2013 Q2
MARKETING FUNNEL
InquiryInquiry
a lead that proactively engages with Conductora lead that proactively engages w...
36
MARKETING FUNNEL
37
MARKETING FUNNEL RATIOS
38
2013 Q2
MARKETING FUNNEL
InquiryInquiry
ProspectProspect
MQLMQL
TQATQA
OPPOPP
WINWIN
39
MARKETING ACV
40
2013 Q2
TOP LEAD SOURCES
Lead Source # of
New
Leads
% of Leads
Converted to
Opp
Avg Days to
Convert to
Opp
$/Lead # Win...
41
DAYS TO CLOSE ALL OPPS
Lead Source Number of
Wins
Amount Avg Days to
Close Opp
Website 8.00 269404.00 158
LinkedIn Recr...
42
2013 Q2
NEW LEAD SOURCES
43
2013 Q2
TOP OPP SOURCES
Lead Source # of Opps
Conductor Website 89
Tradeshow (MKT) 61
Sponsorship (MKT) 52
Natural Sear...
44
WEBSITE ACTIVITY
45
BLOG ACTIVITY
OPERATIONS PRESENTATION
EXAMPLE
47
DATABASE GROWTH
48
DATABASE COMPLETENESS
49
PROFILE FIT
50
DATABASE TITLE LEVELS
51
EMAILS
Thank you! Our next meeting is on 9/10
New York Marketo User Group Leaders
Inga Romanoff
617-901-4945
ingaromanoff@yahoo.c...
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Creating actionable marketo reports july, 2013

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Creating actionable marketo reports july, 2013

  1. 1. Welcome to the New York Marketo User Group Meeting © 2012 Marketo, Inc. Marketo Proprietary and Confidential July 24, 2013
  2. 2. Introductions • Inga Romanoff, New York User Group Leader • Welcome from our hosts Seth Dotterer, Vice President Marketing Elliott Lowe, New York User Group Leader Page 2 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Elliott Lowe, New York User Group Leader • Thank you to our sponsors RingLead PLEASE TWEET AT #NYMUG
  3. 3. Agenda • 5:45-6:00pm Introductions • 6:00-6:10pmA word from our sponsors • 6:10-7:00pm Presentation and Workshop • 7:00-7:30 Wrap up Page 3 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  4. 4. Housekeeping Items • Dreamforce Discount: Nov. 18-21.This allows a $100.00 USD Discount off the registration fee (on top of the current promotion Salesforce is running). Discount Code: EC13MRKTO. Register here. • Community. Want to collaborate with other Marketo users on a daily basis? Participate in community. Here you can find our easy to navigate Deep Dive articles. • Be Social. Take photos at the meeting today and tweet out the Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential • Be Social. Take photos at the meeting today and tweet out the groups own hash tag #NYMUG • LinkedIn City Group Participation. Join the city LinkedIn to network, view meeting presentations, request meeting topics and more! • Not receiving MUG invites? Fill out the form indicating your city and you’ll be added to the list! http://pages2.marketo.com/UserGroupSignUp.html #NYMUG
  5. 5. ACTIONABLE MARKETO REPORTINGElliott Lowe – Director, Marketing Operations July 24, 2013
  6. 6. GOAL
  7. 7. GOAL This!
  8. 8. GOAL Not this!
  9. 9. 9 GOALS Source: Lenskold Group , 2012 Lead Generation Marketing Effectiveness Study
  10. 10. • Model your business(es) • Identify KPIs / Metrics • Establish Benchmarks • Develop ROI Formulas • Build Reports and Dashboards 10 WHERE TO START? • Build Reports and Dashboards
  11. 11. 11 MARKETING FUNNEL Source: Marketo
  12. 12. 12 DEMAND WATERFALL
  13. 13. 13 REVENUE CYCLE MODEL
  14. 14. 14 Early Stage REVENUE CYCLE MODEL
  15. 15. 15 Mid-Stage REVENUE CYCLE MODEL
  16. 16. 16 Late Stage REVENUE CYCLE MODEL
  17. 17. 17 http://www.marketo.com/definitive-guides/marketing-metrics-and-marketing-analytics
  18. 18. • Average marketing campaign response rate (2.2%) • Number of new leads • Percent of sales ready inquiries generated by marketing (4%) • Number of MQLs • Percent of marketing leads accepted by sales (58%) 18 PERFORMANCE METRICS • Percent of marketing leads accepted by sales (58%) • Percent of marketing leads that become opportunities (49%) • Number of Opps • Marketing generated opportunity pipeline revenue • Opportunity to close rate (23%) • Number of days from lead to Opp / Win • Cost per Lead / Opp / Win
  19. 19. • Average revenue per won sale • % of revenue contributed by marketing (15%) • % of sales contributed by marketing • Marketing generated won revenue • Marketing generated opportunity pipeline revenue 19 REVENUE METRICS • Marketing generated opportunity pipeline revenue
  20. 20. MARKETO REPORTS AND EXAMPLES
  21. 21. • Lead Performance (Leads by x) • Group Leads • Custom Columns • Opportunity Columns (all but Leads by Status) • Drill Down` • Leads by Campaign 21 BASIC REPORTS • Leads by Campaign Folder • Leads by Status • Leads by Revenue Stage • Email Link Performance • Email Performance • Program Performance
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 25
  26. 26. • Campaign Activity • Campaign Email Performance • Landing Page Performance • Company Web Activity • Web Page Activity 26 BASIC REPORTS • Web Page Activity • Engagement Stream Performance • Social Influence
  27. 27. 27
  28. 28. • Opportunity Influence Analyzer – view Contacts that had influence, but do not have Contact Role on Opportunity • Program Analyzer – first touch and multi-touch pipeline, revenue, etc. • Revenue Cycle Analyzer – funnel metrics, velocity, SLA violations 28 ANALYZERS
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. • Campaign Analysis • Email Analysis • Lead Analysis • Model Performance Analysis (Lead/Companies) • Opportunity Analysis 32 REVENUE CYCLE EXPLORER • Opportunity Analysis • Program Cost Analysis • Program Membership Analysis • Program Opportunity Analysis • Program Revenue Stage Analysis
  33. 33. EXECUTIVE PRESENTATION EXAMPLE
  34. 34. 34 2013 Q2 MKTG FUNNEL OVERVIEW • xxx,xxx Website Visits xx% • xx,xxx Responses xx% • xx,xxx 1st Inquiries xx% ($xxx,xxx Cost – $xx/Lead xx%) • xx,xxx MQLs xx%• xx,xxx MQLs xx% • x,xxx Opportunities xx% • xxx Wins x% ($xx.xM ACV x% - xx% of all ACV) • xxx Influenced Wins ($xxxM ACV - xx% of all ACV) Note: percent changes are based on prior quarter values
  35. 35. 35 2013 Q2 MARKETING FUNNEL InquiryInquiry a lead that proactively engages with Conductora lead that proactively engages with Conductor for the first timefor the first time MQLMQL an engaged lead that meets the minimuman engaged lead that meets the minimum criteria of a Marketingcriteria of a Marketing Qualified LeadQualified Lead 100 40 40.0% Qualified LeadQualified Lead TQATQA TeleTele--Qualifier AcceptedQualifier Accepted a MQL that has been accepted as aa MQL that has been accepted as a valid Lead by Sales.valid Lead by Sales. OPOP a lead is added as the Primarya lead is added as the Primary Contact in a newContact in a new SalesforceSalesforce OpportunityOpportunity WinWin Opportunity which has aOpportunity which has a signed contractsigned contract 40 20 7 1 50.0% 33.3% 14.2%
  36. 36. 36 MARKETING FUNNEL
  37. 37. 37 MARKETING FUNNEL RATIOS
  38. 38. 38 2013 Q2 MARKETING FUNNEL InquiryInquiry ProspectProspect MQLMQL TQATQA OPPOPP WINWIN
  39. 39. 39 MARKETING ACV
  40. 40. 40 2013 Q2 TOP LEAD SOURCES Lead Source # of New Leads % of Leads Converted to Opp Avg Days to Convert to Opp $/Lead # Wins Tradeshow (MKT) 1,000 44 119 $55 48 Sponsorship (MKT) 900 33 14 $43 2 Website 800 64 6 $10 16Website 800 64 6 $10 16 List Import (MKT) 500 7 18 Content Syndication (MKT) 460 6 7 $60 2 Natural Search (MKT) 450 36 7 10 Event (MKT) 35 0 N/A Paid Search (MKT) 45 5 6 $122 3 Email (MKT) 30 1 16 Social Media (MKT) 15 2 25 $38 1
  41. 41. 41 DAYS TO CLOSE ALL OPPS Lead Source Number of Wins Amount Avg Days to Close Opp Website 8.00 269404.00 158 LinkedIn Recruiter 2.00 19000.00 44 Natural Search (MKT) 4.00 103280.00 61 Other 2.00 16500.00 25 Paid Search (MKT) 1.00 30000.00 237 Referral - Customer 1.00 18000.00 151 Referral - Employee 3.00 59000.00 46 Rep Sourced 24.00 663136.50 121 Sponsorship (MKT) 1.00 2950.00 99 Tradeshow (MKT) 8.00 144100.00 73 Grand Total 54 1,325,370 109
  42. 42. 42 2013 Q2 NEW LEAD SOURCES
  43. 43. 43 2013 Q2 TOP OPP SOURCES Lead Source # of Opps Conductor Website 89 Tradeshow (MKT) 61 Sponsorship (MKT) 52 Natural Search (MKT) 37 Marketing List Import (MKT) 11 Paid Search (MKT) 8 Event (MKT) 6 Social Media (MKT) 5 Content Syndication (MKT) 5 Webinar (MKT) 4 Online Ad (MKT) 3 Telemarketing (MKT) 1
  44. 44. 44 WEBSITE ACTIVITY
  45. 45. 45 BLOG ACTIVITY
  46. 46. OPERATIONS PRESENTATION EXAMPLE
  47. 47. 47 DATABASE GROWTH
  48. 48. 48 DATABASE COMPLETENESS
  49. 49. 49 PROFILE FIT
  50. 50. 50 DATABASE TITLE LEVELS
  51. 51. 51 EMAILS
  52. 52. Thank you! Our next meeting is on 9/10 New York Marketo User Group Leaders Inga Romanoff 617-901-4945 ingaromanoff@yahoo.com @ingaroma Page 52 © 2012 Marketo, Inc. Marketo Proprietary and Confidential @ingaroma Elliott Lowe elowe@conductor.com

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