Ask Marketo Anything about Active Sales and Marketing Collaboration

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During 3 sessions, Marketo's Solution Consultants will answer all the questions you've always wanted to ask about Lead Management, ABM, and more. Ask us anything to get you and your team started to improve and scale-up your marketing with an automation platform.

Marketing

HOUSEKEEPING
• This session is recorded! Slides and recording will be sent via email once the
session concludes.
• Have a question? Use the chat box on the right and we’ll pull some questions out
and answer them live
• Posting to social media? Use our hashtag #mktgnation

James Eyles
Senior Solutions Consultant
Tom Danks
Senior Solutions Consultant

38% 209%
79% 30%
ALIGNING SALES AND MARKETING
higher win rates increase in revenue
of marketing leads do not
result in closed won revenue
of CMOs have clear actions
to bring sales and marketing
closer
SOURCES: Marketo, 2020; Internal Results, 2019; Review42, 2019; Aberdeen Group, 2018.

Sales focus on
the hottest leads
COMMON ISSUES
LEADS ARE NOT
FOLLOWED UP
MARKETING HAS
REVENUE
TARGETS
SEPARATE
STRATEGIES
ACCELERATING
LEAD TO REVENUE
Marketo silo + Sales silo
=
Hard to build shared
goals
It’s sometimes tough
to measure impact
Connecting your channel
mix with sales activities

DEFINE THE COMMON GROUND
Lead?
MQL?
SQL?
SAL?
When is sales
hand-off?
What are
the rules?

AGREE YOUR SHARED GOALS
Volume? Quality?
Qualification
?
Velocity?
Upsell?
Cross-sell?

BE TRANSPARENT AND ACCOUNTABLE
Feedback loop
Communication
Learn and
iterate
Pipeline?
Revenue?

ALIGNING SALES AND MARKETING
SOURCES: Gartner, 2016; Harvard Business Review, 2017; Bizible, 2018
Awareness Explore Compare Purchase
5-7
people
20-30
people
SALES
PROCESS
BUYING PROCESS
17 months
(150-200 touchpoints) Sales
7 months

LEAD SCORING IS KEY
Awareness Explore Compare Purchase
Lead nurturing drives people
along the buying process
Time
Buyingstage
Scoring enables effective hand-off
to sales at the right time
High score =
Qualified and
ready for sales
Time
Buyingstage
Low score =
Recycle with lead
nurturing

COMMUNICATE
CREATE SHARED
GOALS TOGETHER
ALIGN PEOPLE /
PROCESS /
TECHNOLOGY

Thank you!
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Le marketeur traditionnel se concentre sur le suivi d'activités comme la collecte de formulaires auprès des leads, les ouvertures d'e-mails et les clics sur les liens. Le marketeur moderne sait que seule la mesure du retour sur investissement prouve l'impact de ses actions et la contribution de son équipe au chiffre d'affaires. Les dirigeants attendent en effet des résultats tangibles. Or, si d'un côté votre équipe marketing suit les activités et que de l'autre votre équipe commerciale suit les recettes, vous risquez d'être confronté à une divergence d'objectifs. C'est là que l'attribution marketing entre en jeu. Dans sa forme la plus simple, l'attribution marketing B2B consiste à mettre les données marketing en corrélation avec celles des ventes. Participez à notre webinar, en collaboration avec notre partenaire AWE, le jeudi 16 avril à 11H00 et découvrez les avantages de l'attribution marketing, le modèle le plus approprié pour vous et les différentes méthodes qui vous aideront à démontrer l'impact du marketing sur le chiffre d'affaires. Au programme : Les différents modèles d'attribution : les différences, le pour, le contre. Quel est le modèle le plus approprié pour votre entreprise et quelles sont les méthodes pour démontrer l'impact du marketing sur votre chiffre d'affaires. Démonstration Marketo Engage : un outil multicanal unique pour gérer votre attribution du modèle le plus simple au plus sophistiqué. Nos intervenants :

Four Reasons Why Video Belongs In Your Marketing Strategy

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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

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E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times. Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management. Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences. The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.

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2. HOUSEKEEPING • This session is recorded! Slides and recording will be sent via email once the session concludes. • Have a question? Use the chat box on the right and we’ll pull some questions out and answer them live • Posting to social media? Use our hashtag #mktgnation

3. James Eyles Senior Solutions Consultant Tom Danks Senior Solutions Consultant

4. 38% 209% 79% 30% ALIGNING SALES AND MARKETING higher win rates increase in revenue of marketing leads do not result in closed won revenue of CMOs have clear actions to bring sales and marketing closer SOURCES: Marketo, 2020; Internal Results, 2019; Review42, 2019; Aberdeen Group, 2018.

5. Sales focus on the hottest leads COMMON ISSUES LEADS ARE NOT FOLLOWED UP MARKETING HAS REVENUE TARGETS SEPARATE STRATEGIES ACCELERATING LEAD TO REVENUE Marketo silo + Sales silo = Hard to build shared goals It’s sometimes tough to measure impact Connecting your channel mix with sales activities

6. DEFINE THE COMMON GROUND Lead? MQL? SQL? SAL? When is sales hand-off? What are the rules?

7. AGREE YOUR SHARED GOALS Volume? Quality? Qualification ? Velocity? Upsell? Cross-sell?

8. BE TRANSPARENT AND ACCOUNTABLE Feedback loop Communication Learn and iterate Pipeline? Revenue?

9. ALIGNING SALES AND MARKETING SOURCES: Gartner, 2016; Harvard Business Review, 2017; Bizible, 2018 Awareness Explore Compare Purchase 5-7 people 20-30 people SALES PROCESS BUYING PROCESS 17 months (150-200 touchpoints) Sales 7 months

10. LEAD SCORING IS KEY Awareness Explore Compare Purchase Lead nurturing drives people along the buying process Time Buyingstage Scoring enables effective hand-off to sales at the right time High score = Qualified and ready for sales Time Buyingstage Low score = Recycle with lead nurturing

11. COMMUNICATE CREATE SHARED GOALS TOGETHER ALIGN PEOPLE / PROCESS / TECHNOLOGY

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14. Q&A

15. Thank you! Join our next session on Account-based Marketing (Friday 19 June)

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