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.

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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 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}
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