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Vendor Profile & Case Study -_Marketo


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Vendor Profile & Case Study -_Marketo

  1. 1. © 2006 - 2014 Demand Metric Research Corporation. All Rights Reserved. Vendor Profile June 2014 By: Kristen Maida, Research Analyst With: Clare Price, VP Research Discipline: Digital Marketing Category: Email Marketing, Marketing Automation
  2. 2. 3 4 6 7 8 About Marketo Management Team Core Product/Service Key Features & Unique Strengths Industry & Market 12 13 14 About the Research Analysts Our Vendor Profile Methodology About Demand Metric 9 11 Customer Case Study Analyst Perspective TABLE OF CONTENTS © 2014 Demand Metric Research Corporation. All Rights Reserved.
  3. 3. Offices Contact Information Key Facts & Figures Corporate Headquarters 901 Mariners Island Blvd. Suite 500 San Mateo, CA USA Marketo EMEA Ltd. Cairn House South County Business Park Leopardstown Dublin 18 Ireland Marketo Australia Pty Ltd Level 1 435a-437 Kent Street Sydney NSW 2000 Australia Website: Email: Phone (USA): +1 877 260 6586 Phone (EMEA): +353 1 242 3000 Phone (APAC): +61 2 9045 2711 Year Founded: 2006 Ownership: Public (NASDAQ: MKTO) Revenue Range: $26M to $100M Employees: 519 Global Presence: NA, EMEA, APAC Growth (YoY): 64% Key Acquisitions: Crowd Factory (2012), Insightera (2013) Total Funding: $108M (2006-2011) Industries: Software, Manufacturing, Energy, Life Sciences, Healthcare, Media, Education, Financial & Business Services Customers: Christiana Care Health Systems, BrightTALK, Chrysler, Canon, Citrix, Curves, Harvard, Hootsuite, Jive Software, McKesson, Northeastern University, Samsung, Sony ABOUT MARKETO Vendor Profile: Marketo © 2014 Demand Metric Research Corporation. All Rights Reserved. Overview: Marketo’s core products/services are based on Email Marketing & Marketing Automation Software. This vendor profile will provide vendor information, key features, unique strengths, opportunities for improvement and a real-world use case of an active customer.
  4. 4. MANAGEMENT TEAM – FOUNDER & KEY EXECUTIVES © 2014 Demand Metric Research Corporation. All Rights Reserved. Phil Fernandez Chairman & CEO Education: Stanford University Professional Background: President & COO, Epiphany, Inc. COO, Red Brick Systems Dr. Software Engineering, Metaphor Computer Sys. Sanjay Dholakia Chief Marketing Officer Education: UPenn, Wharton School of Business Kellogg Graduate School of Management Professional Background: Member Board of Directors, Netchemia CEO, Crowd Factory (acquired by Marketo) CMO, Lithium Technologies 4 David Morandi Chief Technology Officer Education: University of Wyoming Stanford University School of Medicine Professional Background: CTO, Epiphany, Inc. Chief Architect, Red Brick Systems Senior Staff Scientist, XSoft (division of Xerox) Vendor Profile: Marketo
  5. 5. Fred Ball Chief Financial Officer Education: Virginia Tech Professional Background: CFO, Webroot Software CFO, BigBand Networks CFO, Borland Software Corp. MANAGEMENT TEAM – KEY EXECUTIVES © 2014 Demand Metric Research Corporation. All Rights Reserved. 5 Vendor Profile: Marketo Jason Holmes Chief Customer Officer Education: Arizona State University Northern Illinois University (graduate) Professional Background: VP Global Professional Services, Adobe Systems VP Worldwide Consulting, Omniture VP Consulting, Oracle Steve Sloan SVP, Products & Engineering Education: University of California, Berkeley Northwestern University (graduate) Professional Background: Head of Product Management, Amazon Director of Product Management, Microsoft Sales & BD Manager, Reactivity, Inc.
  6. 6. CORE PRODUCT/SERVICE Name: Marketo’s Customer Engagement Marketing Platform Description: Marketing Automation & Email Marketing Software with Real-Time Personalization & Marketing Management capabilities Digital Marketing Category: Email Marketing Pricing Range: Marketo offers four main products/services, which are Marketing Automation Suite, Consumer Engagement Marketing, Real- Time Personalization and Marketing Management. Each product/service is priced individually and can be reviewed by clicking the links above. Target Audience: Marketing Managers seeking to streamline lead generation and email marketing activities Function: To support all of the activities related to lead generation, nurturing and management throughout the entire sales cycle; to create, monitor and manage email campaigns to support lead generation; and to drive engagement with customized, online experiences. Training, Support & Implementation: At the most basic level, Marketo offers standard email & phone support, on-demand training (Marketo University) and Marketo Community access. More advanced versions of the platform offer developer support for implementation, mentoring sessions with experts for customized training and 24x5 global hours for immediate customer service. Integration: The Marketo platform integrates with several CRM solutions, including Salesforce, NetSuite, Oracle, Microsoft Dynamics, SugarCRM and SAP. Marketo also offers LaunchPoint, a system of marketing applications to compliment their platform. Some of the applications included on LaunchPoint are Box, HootSuite, InsideView, RingLead, SEOMoz, Wistia,Wordpress, etc. Vendor Profile: Marketo 6
  7. 7.  Offers a fully functioning Marketing Automation suite.  Provides a comprehensive solution for email marketing with campaign design & execution capabilities.  Includes lead management and lead capture capabilities.  Engages customers with rule-based, dynamic content and integrated content testing.  Allows posting of social media activities to lead history.  Maximizes online experiences and customer engagement with real-time personalization of content and interactions.  Presents multiple scores per lead.  Integrates event management for advanced lead nurturing.  Incorporates APIs for external systems to execute Marketo functions and read Marketo data. KEY FEATURES & UNIQUE STRENGTHS © 2014 Demand Metric Research Corporation. All Rights Reserved. 7 Vendor Profile: Marketo  Tracks prospects over time for reports on buying cycles and marketing effectiveness with revenue analytics.  Can be combined with Marketing Management services (shared calendars, planners, etc.) to provide an all-in-one Digital Marketing platform. Opportunities for Improvement in Future  Tightening platform integration with CRM systems.  More streamlined packaging & pricing options.  Maintaining support for current customers as functionality grows.
  8. 8. INDUSTRY & MARKET © 2014 Demand Metric Research Corporation. All Rights Reserved. Competitors: HubSpot, Pardot, Infusionsoft, Eloqua, Silverpop, Adobe Neolane, Act-On Benefits to the Digital Marketing Discipline:  Integrates various products to offer a comprehensive suite of tools for sales & marketing efficiency.  Manages prospect/customer interactions from lead acquisition to customer relationship development for full customer lifecycle management.  Enables real-time personalization of content and interactions that help create customized, digital experiences for customers. Benefits to the Digital Marketing End-User:  Streamlines Marketing Automation and Email Marketing activities to save time and resources on campaign development and distribution  Organizes external data streams (social media channels, event management systems, etc.) to enable personalized, lead nurturing.  Provides revenue analytics to help sales management predict future buying cycles and behaviors. 8 Vendor Profile: Marketo
  9. 9. CUSTOMER CASE STUDY © 2014 Demand Metric Research Corporation. All Rights Reserved. Study Participant Information Name: Jennifer O’Brien – Director of Marketing, Egencia Company: Egencia Company Information: Egencia offers global integrated technology, tailored local service and modern mobile solutions to enhance business travel. Egencia has successfully brought the technology heritage, relentless focus on user experience and innovative spirit of its parent company, Expedia, Inc., into the enterprise. Product/Service Purchased: Marketo Professional Edition Length of Relationship: 4 years Problem/Challenge: Egencia needed to email customers and prospects from within and connect with customers in a more meaningful way. In addition, they had no insights into open and click-through rates, or any ability to segment, track and engage prospects based on buying behavior. This resulted in missed opportunities, strained resources and a frustrated sales force. Egencia was looking for an intelligent platform to manage its outreach campaigns, ensure messaging was relevant and track leads properly for sales action. 9 Vendor Profile: Marketo
  10. 10. CUSTOMER CASE STUDY Experience with Product/Vendor: After an unsuccessful Marketing Automation product implementation and facing extremely limited resources, Egencia turned to Marketo. Following a thorough evaluation of products on the market, Marketo stood out with its unique ability to generate, nurture, qualify and close more high quality sales leads with less effort. Working closely with Marketo’s implementation team, Egencia was able to deploy the Marketo solution within weeks. Results  Dramatic improvement in marketing productivity and customer engagement  Measurable, higher marketing ROI  Strategic alignment of sales and marketing  Unmatched lead visibility to drive higher revenues & wallet share 10© 2014 Demand Metric Research Corporation. All Rights Reserved. “Before we got Marketo, when we sent out an email, it was like throwing a dart in the dark. We knew we hit something, but we didn’t know what we hit. Since using Marketo, we’ve observed a tremendous number of benefits. We have measurable ROI, which is something we weren’t able to offer with other tools. As a sales manager, Marketo has made my life easier. It has given me insights into the actions, and quite often, inactions of the team that I didn’t have visibility into before. It allows us to focus in on the leads that have a high probability of closing now.” - Jennifer O’Brien, Director of Marketing, Egencia Vendor Profile: Marketo
  11. 11. ANALYST PERSPECTIVE 12 Based on independent research and case studies conducted with Marketo customers, Demand Metric believes that Marketo provides a comprehensive Email Marketing and Marketing Automation platform with advanced features that enable customer engagement with customized, digital experiences. Marketo’s experience and commitment to functionality enhancements has earned them a place as a leader in the market. As of April 2014, Marketo continues to add products, services and features (i.e. Real-Time Personalization and Marketing Management tools) that can improve the digital experience for customers. From these new additions, it is clear that Marketo’s focus is currently on all of the activities surrounding how customers interact with businesses and how businesses can, in turn, improve their interactions with customers. As technologies continue to advance functionality to improve the overall customer experience in this space, it will be interesting to see how Marketo integrates all of their new products and features for each organization’s needs and how they maintain support for all of this new functionality for their large client base. With so much growth in the Marketo platform over the last few years, Demand Metric is eager to see how Marketo will advance in the future. Given the above criteria, Demand Metric would encourage companies seeking a comprehensive Email Marketing and Marketing Automation solution that focuses on customer engagement to consider the Marketo platform during their vendor selection process. © 2014 Demand Metric Research Corporation. All Rights Reserved. Vendor Profile: Marketo
  12. 12. Clare Price, VP Research – Demand Metric Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy, sales enablement and social media marketing. ABOUT THE RESEARCH ANALYSTS © 2014 Demand Metric Research Corporation. All Rights Reserved. Kristen Maida, Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development. 13 Vendor Profile: Marketo
  13. 13. OUR VENDOR PROFILE METHODOLOGY Demand Metric Vendor Profiles combine analyst insight, customer perspective and vital statistics about vendors that are the subjects of these profiles. They provide the hype-free, need-to-know information about vendors at a glance, enabling more objective consideration of vendors and their offerings. Each vendor profile is the product of hours of analyst research, which typically includes interviews with vendor executives and established vendor clients. Demand Metric analysts use their experience and insight to ask the penetrating questions to fully expose vendor strengths and weaknesses. The resulting vendor profile is formatted in a consistent and accessible way, making it easy for readers to quickly grasp each vendors value proposition. 14© 2014 Demand Metric Research Corporation. All Rights Reserved. Vendor Profile: Marketo
  14. 14. ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 38,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, solution studies, consulting methodologies, training, and a library of 500+ premium tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. TO LEARN MORE ABOUT DEMAND METRIC To discover how Demand Metric can help you become more strategic, please visit us online at MEMBER SUPPORT For information, inquiries and general support, please contact us toll-free at +1 866 947 7744, or We offer discounts for academic and nonprofit institutions, provide group memberships and license our content to associations and large enterprises for use on corporate universities and intranets. Vendor Profile © 2014 Demand Metric Research Corporation. All Rights Reserved. 15