Marketo's Senior Product Marketing Manager, Brian Glover, reviews the concept of smarter marketing for better results with Marketo's Customer Engagement Platform.
9. Customer Engagement Platform:
Helping Marketers Navigate The Digital World
DRIVE
CONVERSIONS
Drive effective conversion
from new prospect to sale
BUILD
RELATIONSHIPS
Orchestrate engaging
customer experiences
mapped to the buyer’s
journey
ATTRACT CUSTOMERS
Generate interest in your products and
messages
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments
PLAN & BUDGET
Plan marketing campaigns
and track expenses
10. The Marketing Nation Accelerates Success
2,500+ customers
Program Exchange
Definitive Guides
and award-
winning blog
User Summit
Over 45,000
users
User groups in
40 cities globally
45,000 hrs of
experience
Preferred
Service Partners
Most complete
ecosystem
200+ LaunchPoint
partners
Community
Knowledge
& Ideas
Consultants
& ExpertsBest Practices
Integrated
Solutions
24. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Inbound creates the best leads by far:
high conversion, high velocity
25. Search Engine Optimization Maximizes Your
Inbound Marketing Investment
Attract more of the right prospects to your website and content
31. Marketo Program Library, Multi-Channel
Marketing Best Practices
Delivered through Pre-Built
Verified Programs
http://templates.marketo.com
32. Social Campaigns
Amplify your results with Social Marketing
Referral
Campaigns
Sweepstakes
Social
Polls
Go beyond social sharing with engaging social
apps that marketers can launch on their own.
34. Test & Tune With Social Funnel Metrics
JumpStart Tour
Referral Results
as of 6/13/2013
• 280 participants
shared (15%)
• 15 qualified for
sweepstakes
• 144 incremental
registrations
• 7.4% increase in
registrations
45. Behavioral Targeting for Maximum
Relevance: Topic of Interest Triggers
• Attends event
• Downloads content
• Click email
• Fills out form
• Score is changed
Email
Social
Content
Technology
46. Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
Marketo’s Own Results
47.
48. A/B Testing Improves Your Relevance,
And Results
• A/B/n testing with
automatic champion
chooser
• “Custom Conversions”
offer a wide-range of
winning criteria
• Champion/Challenger
testing for ongoing,
automated, triggered
campaigns
50. Lead Scoring Defined
“Shared sales and marketing methodology for ranking
leads in order to determine their sales readiness”
Nurture Nurture DisqualifyPass to
Sales
Pass to
Sales
Fit Engagement Buying Intent
52. Short (5)
Conversion: 13.4%
Cost per: $31.24
Medium (7)
Conversion: 12.0%
Cost per: $34.94
Long (9)
Conversion: 10.0%
Cost per: $41.90
Marketo’s Form Field Test
56. No Lead Left Behind: Service Level Agreements
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
59. Why Measuring Return is Hard
• Multiple touches.
Seven touches needed to
convert a new prospect into
a customer
• Multiple influencers.
Typical buying committee
has 5-21 people
60. Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
61. Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
62. Example: Multi-Touch Attribution
A deal worth $100,000 recently closed.
Three people were involved in the deal:
• Moe attended Webinar and Tradeshow
• Larry attended Tradeshow
• Curly responded to Direct Mail
$100,000 Revenue
$25,000 $25,000 $25,000 $25,000
Webinar
$25,000
Tradeshow
$50,000
Direct Mail
$25,000
63. Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
64. Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 58% of (MT) Pipeline
Paid Programs = 42% of (MT) Pipeline
65. Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
(MT) Ratio = Pipeline /
Investment
>10 is Great and <5 is Fail
Sponsored Email = 12.8, Tradeshow = 10.6,
PPC = 13.0, Webinars = 25.4, Field Events =
6.6, Content Syndication 7.7
66. Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
% Programs with MT Ratio > 5
e.g. Tradeshow has good average
but 49% programs “fail”
69. Filter/Drill into data, e.g.
by Program Type, Business
Unit, Geography, etc.
Key topic areas:
• Balance (Reach)
• Flow
• Conversion
• Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics
72. Use Metrics to Set & Justify Budgets
New Targets
New MQLs
Score>100
23,000
Inventory of
Active MQLs
20,000
New Opps*
1,000
6 Month
Created
Opp Inv.
2,000
270
*Opps is bigger than SQLs because includes outbound and partner referrals
SDR
capacity
driven
Inbound/Programs
120K
(900K DB
Total)
New
Names
New SQLs
922
Wins
Inventory Of
Active Targets
60,000
131,000
15.3%
10.5%
2.4%
1.9%
75%
35%