Earn Your Seat at the Revenue Table

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Check out this presentation by Marketo experts to discover how you can earn your seat at the revenue table and increase your share of the budget next year!

Technology

Earn Your Seat at the Revenue Table Nov 17, 2014

Shyna Zhang
Sr. Product Marketing Manager
Marketo
Tim Kirby
Sr. Solutions Consultant
Marketo

TOPICS
1.Key Performance Indicators Definitions
2.Revenue Analytics Product Demonstration 3. The Engagement Marketing Journey

Measurement and Reporting
What are Key Performance Indicators…

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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
•A Key Performance Indicator (KPI) is any measure of activity for a marketing or business initiative
-Usually numeric
-Often plotted
What Are KPI’s
A measurement tool for success monitoring
•Why are they important?
-Shows an impact on business objectives
-Indicates progress & challenges
-Allows for consistent evolution based on metric feedback
-Enable marketing to earn a seat at the revenue table

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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Vanity Metrics
Sound good and impress people, but don’t measure impact to revenue of profitability.
Marketing as a Cost Center

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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Activity Metrics
Measure what you do instead of the result and impact you have to revenue.
Marketing as a Cost Center

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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Cost Metrics
Frame marketing in terms of cost and spending instead of outcome.
Marketing as a Cost Center

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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Marketing as a Revenue Center
Revenue Cycle
Aggregate impact on company revenue, pipeline performance, and predictive forecasts.

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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Marketing as a Revenue Center
Program Performance
Incremental revenue contribution and ROI of individual marketing programs.

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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Marketo’s Revenue Cycle

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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Create your Revenue Model

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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Success Path Analyzer

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© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Set & Justify Budgets

Measurement and Reporting
Product Demonstration…

Measurement and Reporting
How Marketo can help get you started…

Planning for Measurement
Measure ROI to find not just what works, but what works better.

Build durable relationships that drive long-term retention, loyalty, and advocacy
Lifelong relationships
Personalized conversations across channels
Continuous campaigns
Strategic Value
Engagement Marketing Maturity
A Partner Through the Complete Journey
Point in time single channel campaigns
Scale marketing efforts through automation
Quickly execute targeted campaigns
Communicate with people as individuals wherever they are

Questions?
Shyna Zhang
szhang@marketo.com
Tim Kirby
tkirby@marketo.com

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In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.

Art Meets Science: How Marketers Can Transform Their Results With Predictive ...

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Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts. Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy. Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.

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Earn Your Seat at the Revenue Table

1. Earn Your Seat at the Revenue Table Nov 17, 2014

2. Shyna Zhang Sr. Product Marketing Manager Marketo Tim Kirby Sr. Solutions Consultant Marketo

3. TOPICS 1.Key Performance Indicators Definitions 2.Revenue Analytics Product Demonstration 3. The Engagement Marketing Journey

4. How do you set your marketing budgets? 68% 28% 7% Base budget decisions on historical spending levels Gut Instinct Most or all spending decisions aren't based on any metrics at all Source: Columbia Business School Center on Global Brand Leadership and the New York American Marketing Association

5. Measurement and Reporting What are Key Performance Indicators…

6. Page 6 © 2014 Marketo, Inc. Marketo Proprietary and Confidential •A Key Performance Indicator (KPI) is any measure of activity for a marketing or business initiative -Usually numeric -Often plotted What Are KPI’s A measurement tool for success monitoring •Why are they important? -Shows an impact on business objectives -Indicates progress & challenges -Allows for consistent evolution based on metric feedback -Enable marketing to earn a seat at the revenue table

16. Measurement and Reporting Product Demonstration…

17. Measurement and Reporting How Marketo can help get you started…

18. Planning for Measurement Measure ROI to find not just what works, but what works better.

19. Build durable relationships that drive long-term retention, loyalty, and advocacy Lifelong relationships Personalized conversations across channels Continuous campaigns Strategic Value Engagement Marketing Maturity A Partner Through the Complete Journey Point in time single channel campaigns Scale marketing efforts through automation Quickly execute targeted campaigns Communicate with people as individuals wherever they are

20. Questions? Shyna Zhang szhang@marketo.com Tim Kirby tkirby@marketo.com

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