The document summarizes a Marketo user group meeting in New York on July 24, 2013. It includes an agenda for the meeting with introductions, a presentation on actionable Marketo reporting, and housekeeping items. The presentation provides examples of marketing funnel and revenue cycle models, basic and advanced Marketo reports, and executive and operations dashboard examples for metrics like lead sources, marketing funnel performance, days to close opportunities, and database growth.

1. Welcome to the New York Marketo
User Group Meeting
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
July 24, 2013

2. Introductions
• Inga Romanoff, New York User Group Leader
• Welcome from our hosts
Seth Dotterer, Vice President Marketing
Elliott Lowe, New York User Group Leader
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Elliott Lowe, New York User Group Leader
• Thank you to our sponsors RingLead
PLEASE TWEET AT #NYMUG

3. Agenda
• 5:45-6:00pm Introductions
• 6:00-6:10pmA word from our sponsors
• 6:10-7:00pm Presentation and Workshop
• 7:00-7:30 Wrap up
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

4. Housekeeping Items
• Dreamforce Discount: Nov. 18-21.This allows a $100.00 USD
Discount off the registration fee (on top of the current
promotion Salesforce is running). Discount Code: EC13MRKTO.
Register here.
• Community. Want to collaborate with other Marketo users on a
daily basis? Participate in community. Here you can find our
easy to navigate Deep Dive articles.
• Be Social. Take photos at the meeting today and tweet out the
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
• Be Social. Take photos at the meeting today and tweet out the
groups own hash tag #NYMUG
• LinkedIn City Group Participation. Join the city LinkedIn to
network, view meeting presentations, request meeting topics
and more!
• Not receiving MUG invites? Fill out the form indicating your city
and you’ll be added to the list!
http://pages2.marketo.com/UserGroupSignUp.html #NYMUG

5. ACTIONABLE MARKETO
REPORTINGElliott Lowe – Director, Marketing Operations
July 24, 2013

6. GOAL

7. GOAL
This!

8. GOAL
Not this!

9. 9
GOALS
Source: Lenskold Group , 2012 Lead Generation Marketing Effectiveness Study

10. • Model your business(es)
• Identify KPIs / Metrics
• Establish Benchmarks
• Develop ROI Formulas
• Build Reports and Dashboards
10
WHERE TO START?
• Build Reports and Dashboards

11. 11
MARKETING FUNNEL
Source: Marketo

12. 12
DEMAND WATERFALL

13. 13
REVENUE CYCLE MODEL

14. 14
Early Stage
REVENUE CYCLE MODEL

15. 15
Mid-Stage
REVENUE CYCLE MODEL

16. 16
Late Stage
REVENUE CYCLE MODEL

17. 17
http://www.marketo.com/definitive-guides/marketing-metrics-and-marketing-analytics

18. • Average marketing campaign response rate (2.2%)
• Number of new leads
• Percent of sales ready inquiries generated by marketing (4%)
• Number of MQLs
• Percent of marketing leads accepted by sales (58%)
18
PERFORMANCE METRICS
• Percent of marketing leads accepted by sales (58%)
• Percent of marketing leads that become opportunities (49%)
• Number of Opps
• Marketing generated opportunity pipeline revenue
• Opportunity to close rate (23%)
• Number of days from lead to Opp / Win
• Cost per Lead / Opp / Win

19. • Average revenue per won sale
• % of revenue contributed by marketing (15%)
• % of sales contributed by marketing
• Marketing generated won revenue
• Marketing generated opportunity pipeline revenue
19
REVENUE METRICS
• Marketing generated opportunity pipeline revenue

20. MARKETO REPORTS AND
EXAMPLES

21. • Lead Performance (Leads by x)
• Group Leads
• Custom Columns
• Opportunity Columns (all but Leads by Status)
• Drill Down`
• Leads by Campaign
21
BASIC REPORTS
• Leads by Campaign Folder
• Leads by Status
• Leads by Revenue Stage
• Email Link Performance
• Email Performance
• Program Performance

22. 22

23. 23

24. 24

25. 25

26. • Campaign Activity
• Campaign Email Performance
• Landing Page Performance
• Company Web Activity
• Web Page Activity
26
BASIC REPORTS
• Web Page Activity
• Engagement Stream Performance
• Social Influence

27. 27

28. • Opportunity Influence Analyzer – view Contacts that had influence, but do not
have Contact Role on Opportunity
• Program Analyzer – first touch and multi-touch pipeline, revenue, etc.
• Revenue Cycle Analyzer – funnel metrics, velocity, SLA violations
28
ANALYZERS

29. 29

30. 30

31. 31

32. • Campaign Analysis
• Email Analysis
• Lead Analysis
• Model Performance Analysis (Lead/Companies)
• Opportunity Analysis
32
REVENUE CYCLE EXPLORER
• Opportunity Analysis
• Program Cost Analysis
• Program Membership Analysis
• Program Opportunity Analysis
• Program Revenue Stage Analysis

33. EXECUTIVE PRESENTATION
EXAMPLE

34. 34
2013 Q2
MKTG FUNNEL OVERVIEW
• xxx,xxx Website Visits xx%
• xx,xxx Responses xx%
• xx,xxx 1st Inquiries xx% ($xxx,xxx Cost – $xx/Lead xx%)
• xx,xxx MQLs xx%• xx,xxx MQLs xx%
• x,xxx Opportunities xx%
• xxx Wins x% ($xx.xM ACV x% - xx% of all ACV)
• xxx Influenced Wins ($xxxM ACV - xx% of all ACV)
Note: percent changes are based on prior quarter values

35. 35
2013 Q2
MARKETING FUNNEL
InquiryInquiry
a lead that proactively engages with Conductora lead that proactively engages with Conductor
for the first timefor the first time
MQLMQL
an engaged lead that meets the minimuman engaged lead that meets the minimum
criteria of a Marketingcriteria of a Marketing
Qualified LeadQualified Lead
100
40
40.0%
Qualified LeadQualified Lead
TQATQA
TeleTele--Qualifier AcceptedQualifier Accepted
a MQL that has been accepted as aa MQL that has been accepted as a
valid Lead by Sales.valid Lead by Sales.
OPOP
a lead is added as the Primarya lead is added as the Primary
Contact in a newContact in a new SalesforceSalesforce
OpportunityOpportunity
WinWin
Opportunity which has aOpportunity which has a
signed contractsigned contract
40
20
7
1
50.0%
33.3%
14.2%

36. 36
MARKETING FUNNEL

37. 37
MARKETING FUNNEL RATIOS

38. 38
2013 Q2
MARKETING FUNNEL
InquiryInquiry
ProspectProspect
MQLMQL
TQATQA
OPPOPP
WINWIN

39. 39
MARKETING ACV

40. 40
2013 Q2
TOP LEAD SOURCES
Lead Source # of
New
Leads
% of Leads
Converted to
Opp
Avg Days to
Convert to
Opp
$/Lead # Wins
Tradeshow (MKT) 1,000 44 119 $55 48
Sponsorship (MKT) 900 33 14 $43 2
Website 800 64 6 $10 16Website 800 64 6 $10 16
List Import (MKT) 500 7 18
Content Syndication (MKT) 460 6 7 $60 2
Natural Search (MKT) 450 36 7 10
Event (MKT) 35 0 N/A
Paid Search (MKT) 45 5 6 $122 3
Email (MKT) 30 1 16
Social Media (MKT) 15 2 25 $38 1

41. 41
DAYS TO CLOSE ALL OPPS
Lead Source Number of
Wins
Amount Avg Days to
Close Opp
Website 8.00 269404.00 158
LinkedIn Recruiter 2.00 19000.00 44
Natural Search (MKT) 4.00 103280.00 61
Other 2.00 16500.00 25
Paid Search (MKT) 1.00 30000.00 237
Referral - Customer 1.00 18000.00 151
Referral - Employee 3.00 59000.00 46
Rep Sourced 24.00 663136.50 121
Sponsorship (MKT) 1.00 2950.00 99
Tradeshow (MKT) 8.00 144100.00 73
Grand Total 54 1,325,370 109

42. 42
2013 Q2
NEW LEAD SOURCES

43. 43
2013 Q2
TOP OPP SOURCES
Lead Source # of Opps
Conductor Website 89
Tradeshow (MKT) 61
Sponsorship (MKT) 52
Natural Search (MKT) 37
Marketing List Import (MKT) 11
Paid Search (MKT) 8
Event (MKT) 6
Social Media (MKT) 5
Content Syndication (MKT) 5
Webinar (MKT) 4
Online Ad (MKT) 3
Telemarketing (MKT) 1

44. 44
WEBSITE ACTIVITY

45. 45
BLOG ACTIVITY

46. OPERATIONS PRESENTATION
EXAMPLE

47. 47
DATABASE GROWTH

48. 48
DATABASE COMPLETENESS

49. 49
PROFILE FIT

50. 50
DATABASE TITLE LEVELS

51. 51
EMAILS

52. Thank you! Our next meeting is on 9/10
New York Marketo User Group Leaders
Inga Romanoff
617-901-4945
ingaromanoff@yahoo.com
@ingaroma
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
@ingaroma
Elliott Lowe
elowe@conductor.com