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Using Marketo to Improve Marketing ROI: Lunch and Learn March 14, 2013

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Using Marketo to Improve Marketing ROI: Lunch and Learn March 14, 2013

  1. 1. USING MARKETO TOIMPROVE MARKETING ROIJANET DRISCOLL MILLERPRESIDENT AND CEO @SEARCHMOJOSEARCH MOJO SEARCH-MOJO.COM 800.939.5938
  2. 2. ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs – http://blog.marketo.com/blog/2013/02/landing-page-techniques-that-drive-higher-conversion.html • Speakers at Marketo Summit, DemandCon, MarketingProfs B2B, SMX, Pubcon and more@searchmojo SEARCH-MOJO.COM
  3. 3. OUR CLIENTS@searchmojo SEARCH-MOJO.COM
  4. 4. ABOUT ME • 20 years as a marketing professional • Primary focus: B2B and technology/software • Worked for: – Software AG – Telos Corporation – WebSurveyor@searchmojo SEARCH-MOJO.COM
  5. 5. SEARCH MOJO’SLEAD GENERATION EVOLUTION @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  6. 6. PHASE I: FIRST YEAR Search Mojo Website Email/Database/Excel@searchmojo SEARCH-MOJO.COM
  7. 7. PROBLEMS WITH PHASE I • Leads were only emailed to me – They got lost in email – Not great follow up tracking • i.e.: Things got lost.@searchmojo SEARCH-MOJO.COM
  8. 8. PHASE II: NEXT FEW YEARS Search Mojo Website Salesforce.com@searchmojo SEARCH-MOJO.COM
  9. 9. PROBLEMS WITH PHASE II • Salesforce duplicates lead records • Not everyone wants immediate contact – Sales cycle of 90 days (sometimes longer) • Some people may NEVER be qualified leads or buyers – Learners vs. buyers@searchmojo SEARCH-MOJO.COM
  10. 10. PHASE III Search Mojo Website Salesforce.com@searchmojo SEARCH-MOJO.COM
  11. 11. PHASE III: THE RESULTS MQLs to Opportunities Salesforce.com Alone Salesforce.com + Marketo@searchmojo SEARCH-MOJO.COM
  12. 12. PHASE III: THE RESULTS Opportunities Won Salesforce.com Alone Salesforce.com + Marketo@searchmojo SEARCH-MOJO.COM
  13. 13. PHASE III: THE RESULTS Time to Close Salesforce.com Alone Salesforce.com + Marketo@searchmojo SEARCH-MOJO.COM
  14. 14. HOW WE DID IT @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  15. 15. STEP 1: UPDATE FORMS With Marketo Without Marketo • Reduced duplicates – Simple tool in Marketo to dedup – Allows use of one form for multiple uses@searchmojo SEARCH-MOJO.COM
  16. 16. STEP 2: DEVELOP LEAD SCORING • Two types of lead scoring – Behavioral – Demographic • Lead scoring is an iterative process – Set it, learn from it, revise@searchmojo SEARCH-MOJO.COM
  17. 17. STEP 3: DEFINE AN MQL • Created our definition of an MQL • Created rules (flows) in Marketo to sync only MQLs with Salesforce.com as leads – Cut down on the number of leads in Salesforce.com – Lower quantity, higher quality – Separates the wheat from the chaf@searchmojo SEARCH-MOJO.COM
  18. 18. EXAMPLE RULES (FLOWS) • Immediately sync to Salesforce.com – Request a quote • Sync when a certain score is achieved • Sync when a “interesting moment” happens – Example: Download a buyer’s guide@searchmojo SEARCH-MOJO.COM
  19. 19. STEP 4: INCREASED LEAD GEN EFFORTS • Developed personas • Increased inbound lead generation activity • Increased content marketing that mapped to the buying cycle@searchmojo SEARCH-MOJO.COM
  20. 20. STEP 5: INCREASE CONVERSION Source: Marketo@searchmojo SEARCH-MOJO.COM
  21. 21. STEP 5: INCREASE CONVERSION • Reduced 9 form fields to only 3 Landing Page Conversion Long Checkout 0.26% Short Checkout 1.04% Increase 300% Source: Marketing Experiments@searchmojo SEARCH-MOJO.COM
  22. 22. STEP 5: INCREASE CONVERSION • Propagating a user’s profile over time • Marketers prioritize the fields to capture@searchmojo SEARCH-MOJO.COM
  23. 23. STEP 5: INCREASE CONVERSION@searchmojo SEARCH-MOJO.COM
  24. 24. STEP 5: INCREASE CONVERSION 42.3% of Respondents Fill Out Additional Information@searchmojo SEARCH-MOJO.COM
  25. 25. STEP 6: NURTURE PERSONAS Ad targeted Landing page, focused towards dog lovers on dog products User clicks on social ad Google Mark User Responds to Retargeting ads person as Offer (Fills out form) focused on dogs dog lover show to user User Does Not Respond to Offer (Doesn’t fill out form)@searchmojo SEARCH-MOJO.COM
  26. 26. STEP 6: NURTURE PERSONAS Google Retargeting User Does ads focused Not Respond on dogs to Offer show to user (Doesn’t fill out form) Person Nurture with dog- marked as related dog lover emails, landing pages and messages User Responds to Offer (Fills out form)@searchmojo SEARCH-MOJO.COM
  27. 27. STEP 7: SOCIAL LOGIN@searchmojo SEARCH-MOJO.COM
  28. 28. STEP 7: SOCIAL LOGIN 5% used social login@searchmojo SEARCH-MOJO.COM
  29. 29. CONTACT Janet Driscoll Miller jmiller@search-mojo.com 800-939-5938 x101 Google+: +Janet Driscoll Miller (and +Search Mojo) Twitter: @janetdmiller Facebook: www.facebook.com/SearchMojo Infographic: http://www.search- mojo.com/infographics/how-marketing- automation-works.php@searchmojo SEARCH-MOJO.COM

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