Leveraging Marketo to build a global demand generation engine across 10 regional marketing teams.

1. Modernize Your Marketing Machine
Lessons for Transforming the Way Your Company
Communicates
April 15, 2015
Alex Kriney
VP of Marketing Automation
Kaspersky Lab

2. Page 2
Table of Contents
• Adoption highlights
• Acquisition, Retention and Partner Lifecycles
• Report examples
• Lessons learned and next steps

3. Page 3
Company Background
• Founded in 1997
• Largest privately held vendor of endpoint protection
solutions
• 3,000 employees, 33 Offices in 30 countries
• Protection for over 400 million users globally

4. Page 4
Project History/Background
• Distributed Global Sales and Marketing BUs
• IT and Sales focus. Limited experience with MA.
• Areas of uneven distribution:
• Marketing Data Quality/Visibility
• Demand Generation, Renewals, Partner Marketing
• Pipeline/Revenue - Success Measurement
• Marketing/Sales Alignment

5. Page 5
2014 Adoption Highlights
• Over 50 active Marketo users across 10 global regions
• Over 100 users of Marketo Sales Insight
• Over 2,500 Marketing Programs created
• Over 60% growth in avg. per month new names added from
Q1 to Q4
• Over 250,000 Marketing Successes
• $X Million Marketing Created (FT)
• $2X Million Marketing Influenced (MT)
• Marketing Influenced renewals – 100% greater avg. deal size

6. Page 6
Global vs Regional Requirements

7. Page 7
Distributed Adoption Model
• Small central Marketing Automation team
• Common global project adoption frameworks
• Discovery & Training
• Onsite Build & Test
• Acquisition, Renewal and Partner Lifecycles
• Local requirements and variations
• 90% of power users in local regions and business units
• Local Marketo consultants

8. Page 8
Global Acquisition Lifecycle
• Marketing/Sales Alignment
• Automation for prospect nurturing/scoring
• Increased volume and quality of leads
• Quantifiable Marketing impact
• Measure and Optimize:
• Integrated Marketing/Sales reporting
• Measure and share successes
• Data-driven Marketing goals & investment
decisions
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9. Page 9
Global Customer Lifecycle
• Onboarding/welcome
• Loyalty + Upsell/Cross-sell
• Behavior triggered scoring, segmentation
and stage advancement
• Renewal reminders

10. Page 10
Partner Lifecycle
Recruitment:
• Lead nurturing
• Behavioral and demographic scoring
Partner On-boarding and Comms:
• Welcome new resellers
• Education and training
Measurement
• Revenue model & lifecycle
• Track performance and identify the best partners and marketing methods

11. Page 11
FT – Revenue Won By Region

12. Page 12
MT – Revenue Won by Channel

13. Page 13
Next Steps & Lessons Learned
• In which channels should we invest?
• What types of content should we develop for each segment?
• How is Marketing having a direct impact on pipeline/revenue in
each region?
• What goals should we be measuring in the future?
• Acquisition
• Retention/Renewal/Upsell-Cross-sell
• Partner

14. Thank You!