Marketo@Marketo: Advanced Report Builder

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Here at Marketo, we’ve constantly got a slew of pipeline building, revenue generating, engagement cultivating marketing programs running. All to different audiences through different channels and with varying metrics to reach. Watch our team of Analytics Aces reveal the secrets to reporting on the metrics that prove marketing’s impact.

Marketing

Marketo@Marketo:
Advanced Report Builder*
* Previously known as Revenue Cycle Explorer, a component of Revenue Cycle Analytics

• Chat with us in the panel on the left-hand side of the screen
• We’ll be addressing questions at the end of each speaker’s section
RECORDING & SLIDES WILL BE MADE AVAILABLE
VIA AN EMAIL SENT WITHIN 24 HOURS OF
WEBINAR CONCLUDING
Housekeeping

• Dedicated reporting tool in Marketo
• All your Marketo data, aggregated & visual
• Easy drag-and-drop pivot table user interface
• See data as tables, charts, and dashboards
What is “Advanced Report Builder”?

Do You Have It?
Revenue Explorer is Advanced Report Builder!
You have it if you have:
• Select Edition
• Revenue Cycle Analytics Add-On
• Advanced Report Builder Add-On
Ask your Marketo Admin or reply to follow up email!

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Welcome…

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9 Different Types of Slicing & Dicing

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Program Opportunity Analysis

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Available Fields

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Layout

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Filters

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Report

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Tips for Success
• Formulate and state the marketing question you want to ask/answer
• Make sure your questions are actionable; state the actions for each report
• Know in depth how the data was derived before you try to explain
• Start with simple reports, then iterate and expand on filters and definitions

Vyoma Kapur
Sr. Enterprise Marketing Programs Manager

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Vyoma’s Vibrant Variables
Look at all of this data!
What actionable conclusions can I draw now?

Top Funnel Program Performance
Did we successfully engage with people?
How did this impact my database?

Pipeline Attribution
First-Touch Pipeline (FT)
Multi-Touch Pipeline (MT)
Revenue Won
Pipeline-to-Cost Ratio

FT vs. MT Pipeline
Channel FT Pipeline MT Pipeline
PPC $410,000 $525,000
Webinars $220,000 $903,000
Content
Syndication
$325,000 $117,000
More efficient at pushing
leads through funnel
More efficient at acquiring
the right leads

• Opp’s created after program month are attributed to program
• Ability to filter by multiple values, including New Business vs. Cross-sell etc.
Opp’s and ARR Generated
Opp = Opportunity
ARR = Annual Recurring Revenue

Mary Kate Francis
Demand Generation Coordinator

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MK and the Webinar Factory
We run hundreds of webinars a year. Is there
anything coming out of them?
Opportunities? Pipeline? Revenue?

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Marketo Webinars (SMB)

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Marketo Webinars (SMB)

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Multi-Touch Pipeline Generators

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Oh no! No First-Touch!

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No problem…

Mike Tomita
Director of Online Marketing

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Tomita’s Traffic Trials
We drive thousands of people to our web pages daily…
Are any of them worth anything?
Disclaimer: Marketo believes that all human life is inherently valuable and cannot be gauged by the amount of revenue that may or may not be driven by its existence

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DG – Pipeline by Digital Program

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Filters

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DG – Pipeline by Digital Program

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Just Add Program Name

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All Program Tags Available

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Easy to add

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Voila!

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Program Tagging is KEY

Graham Gallivan
Sr. Manager of Enterprise Marketing

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Getting Granular with Graham
We spent a lot of time on that one piece of content.
Please tell me we got something out of it.

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Economist Survey: Pipeline

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Economist Survey: Pipeline

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Economist Survey: Pipeline by Program

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Economist Survey: Pipeline by Program

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Tips for Success
• Formulate and state the marketing question you want to ask/answer
• Make sure your questions are actionable; state the actions for each report
• Know in depth how the data was derived before you try to explain
• Start with simple reports, then iterate and expand on filters and definitions

Advance Registration
$1595Ends January 31, 2017
Exclusive $100 Discount Code:
Nation100
REGISTER NOW AT
SUMMIT.MARKETO.COM

Featured Sessions
Let’s Get Digital!
Take a look behind the curtain and see
how Marketo plans, executes, and
measures its digital marketing programs.
Penetrating Industries
with an Integrated Sales
and Marketing Strategy
Learn how Marketo utilizes a cross-channel
approach to generate interest throughout
various stages of the funnel from the right
buyers in the right industries.

We are kick-starting this year with an in-person MUG. Learn about Marketo’s engagement programs, and asset management strategy, and Adobe resources made available to you. Mina Saleeb has been working in Martech and Salestech platforms since 2014 and will be sharing his knowledge in engagement programs, Marketo core functionality and how they can help your business simplify ongoing customer communications leading to increased engagement, upsells/cross-sells, onboarding experiences, etc. We’ll be addressing the core components of nurture programs, important aspects such as transition rules and streams as well as a quick look at more complex journeys using nested programs. Nicholas Manojlovic has been a user of Marketo since 2012 and has helped hundreds of customers implement and use marketing automation within their businesses as the leader of the Marketo Professional Services business at Adobe. Nicho will be showing how organisations are leveraging cloud and AI to create and deliver thousands of assets – and how it all connects to Marketo.

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Đức Lê

Lead nurturing has become an integral part of a successful marketing strategy—specifically when building relationships with potential buyers across multiple channels, even if they are not currently looking to purchase a product or service. Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase. The Definitive Guide to Lead Nurturing covers everything you need to know to get started using lead nurturing to drive revenue growth, including how to: Create a lead nurture strategy Nurture leads across channels Segment a lead database Choose appropriate content for each lead nurture track and audience Get the most value from lead nurturing with testing and optimization Measure and explain lead nurturing’s return on investment

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B2b digital marketing strategies

Daniel Heerkens

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Brainrider's content, website, and lead generation planning workshop template. Used as part of a moderated session with customer facing team members, marketing team members, and key decision makers. Executing the workshop includes several framework, brainstorm, and input methodologies designed to extract key strategic, market and customer insight used to develop a better B2B marketing plan. Please visit http://www.brainrider.com/b2b-marketing-plan-and-strategy/ for more infomation

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The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game. You’ll learn: -Tips for personalizing your customer journey -How to coordinate a cross-channel strategy -Ways to analyze what’s working in order to grow your business

Adobe Marketo Engage Q2 2021 Release Presentation

Marketo

Industry Success: Bring Your Content and Demand Generation Teams Together

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How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration. You'll learn: -How to approach content strategy design with demand in mind -What makes the partnership between content and industry teams so valuable -Why joining the forces enables powerful customer journeys

Customer-First: Embedding Experience Design in Your GTM Strategy

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Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves. Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language? You'll learn: -Dos and Don’ts of account segmentation -Creative ways to think through programs and activities -How to connect with your customers in meaningful ways

Prove Your Marketing Impact: The Fundamentals of Marketing Attribution

Marketo

Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business. You'll learn: -Why attribution is essential to modern marketing teams -How to establish marketing KPIs that align with business objectives -How to think like the C-suite in your marketing strategy and reporting

Prove and Improve Your Marketing Impact in 2021

Marketo

Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path. Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year. During this webinar, you will: -Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns -Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts -Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs -Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know

What's in Store for Marketing Operations in 2021

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As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing. Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021. In this webinar, you'll learn: -Tips and best practices on how to integrate new technologies into your mix -Predictions about what's yet to come in marketing operations this year -How to prioritize and structure your team for success

How to Bring Sales and Marketing Together in 2021

Marketo

Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together. Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021. In this webinar, you'll learn: • How to create your all-star team • Tips to drive better results for your business in 2021 • How to bring sales and marketing together in the new year

Marketo Engage January 2021 Product Release Presentation

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Demand Generation New Year Planning Session: How to Stand Out in 2021

Marketo

An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line. So, what happens in 2021? And how can we prepare? In this webinar, you'll learn: • How to achieve growth with limited resources • Why and how intent data can be a core part of your strategy • Simple tactics and optimization techniques to move the needle

Field Marketing in the New Year: Preparing and Planning Events in 2021

Marketo

Field marketers have been forced to think outside the box this year as events moved from in-person to digital. So, what happens in 2021? And how can we prepare? Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021. In this webinar, you'll learn: • How event marketing has changed drastically over the past year • The silver lining to the sudden chaos • How to start planning for your virtual events in 2021

Scroll-Stopping Digital Ads: Planning for Success in 2021

Marketo

2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change. But as adaptable as you may be, it never hurts to get ahead! Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021. In this webinar, you'll learn: • Predictions on what's to come in the digital marketing space in 2021 • Tips and advice on how you can prepare and plan campaigns for the new year • Which digital trends to keep your eyes on

The New Age of Marketing: Predicting, Planning and Prepping for 2021

Marketo

It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible. We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021. In this webinar, you'll learn: • Which key takeaways from 2020 we should keep in mind going forward • Essential planning tools for the new year • Tips on how you can prepare to be successful in 2021

Future Proof: How to Create a Lead Scoring Model That Scales

Marketo

With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline. Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business. You'll learn: -How to partner with the right stakeholders to make decisions that are aligned across the business -Lessons the Marketo Engage operations team has learned so you don't make the same mistakes -How to plan for a scoring model that will scale

Marketo Engage Innovationen in 2020

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Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen. Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.

Marketing Through the Funnel: Tips for Small Yet Powerful Teams

Marketo

Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time? Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel. You'll learn: -What mix of channels will help you see the most results -How marketing automation helps small teams scale -How to structure small teams in order to get the most done

Marketing Attribution: The Journey from Cost Center to Cash Cow

Marketo

Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale. During this webinar, you will: -Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns -Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts -Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs -Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know

The Total Economic Impact of Marketo Engage

Marketo

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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Marketo@Marketo: Advanced Report Builder

1. Marketo@Marketo: Advanced Report Builder* * Previously known as Revenue Cycle Explorer, a component of Revenue Cycle Analytics

2. • Chat with us in the panel on the left-hand side of the screen • We’ll be addressing questions at the end of each speaker’s section RECORDING & SLIDES WILL BE MADE AVAILABLE VIA AN EMAIL SENT WITHIN 24 HOURS OF WEBINAR CONCLUDING Housekeeping

3. • Dedicated reporting tool in Marketo • All your Marketo data, aggregated & visual • Easy drag-and-drop pivot table user interface • See data as tables, charts, and dashboards What is “Advanced Report Builder”?

4. Find the Revenue Explorer…

5. Do You Have It? Revenue Explorer is Advanced Report Builder! You have it if you have: • Select Edition • Revenue Cycle Analytics Add-On • Advanced Report Builder Add-On Ask your Marketo Admin or reply to follow up email!

13. First-Touch Attribution Explained

14. Multi-Touch Attribution Explained

15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Tips for Success • Formulate and state the marketing question you want to ask/answer • Make sure your questions are actionable; state the actions for each report • Know in depth how the data was derived before you try to explain • Start with simple reports, then iterate and expand on filters and definitions

16.

17. Vyoma Kapur Sr. Enterprise Marketing Programs Manager

18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Vyoma’s Vibrant Variables Look at all of this data! What actionable conclusions can I draw now?

19. Top Funnel Program Performance Did we successfully engage with people? How did this impact my database?

20. What is a Program Success?

21. Pipeline Attribution First-Touch Pipeline (FT) Multi-Touch Pipeline (MT) Revenue Won Pipeline-to-Cost Ratio

22. Pipeline Attribution First-Touch Pipeline (FT) Multi-Touch Pipeline (MT) Revenue Won Pipeline-to-Cost Ratio

23. Pipeline Attribution First-Touch Pipeline (FT) Multi-Touch Pipeline (MT) Revenue Won Pipeline-to-Cost Ratio

24. FT vs. MT Pipeline Channel FT Pipeline MT Pipeline PPC $410,000 $525,000 Webinars $220,000 $903,000 Content Syndication $325,000 $117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads

25. • Opp’s created after program month are attributed to program • Ability to filter by multiple values, including New Business vs. Cross-sell etc. Opp’s and ARR Generated Opp = Opportunity ARR = Annual Recurring Revenue

26. Mary Kate Francis Demand Generation Coordinator

27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 MK and the Webinar Factory We run hundreds of webinars a year. Is there anything coming out of them? Opportunities? Pipeline? Revenue?

33. Mike Tomita Director of Online Marketing

34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Tomita’s Traffic Trials We drive thousands of people to our web pages daily… Are any of them worth anything? Disclaimer: Marketo believes that all human life is inherently valuable and cannot be gauged by the amount of revenue that may or may not be driven by its existence

43. Graham Gallivan Sr. Manager of Enterprise Marketing

44. Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Getting Granular with Graham We spent a lot of time on that one piece of content. Please tell me we got something out of it.

49. Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Tips for Success • Formulate and state the marketing question you want to ask/answer • Make sure your questions are actionable; state the actions for each report • Know in depth how the data was derived before you try to explain • Start with simple reports, then iterate and expand on filters and definitions

50.

51. Advance Registration $1595Ends January 31, 2017 Exclusive $100 Discount Code: Nation100 REGISTER NOW AT SUMMIT.MARKETO.COM

52. Featured Sessions Let’s Get Digital! Take a look behind the curtain and see how Marketo plans, executes, and measures its digital marketing programs. Penetrating Industries with an Integrated Sales and Marketing Strategy Learn how Marketo utilizes a cross-channel approach to generate interest throughout various stages of the funnel from the right buyers in the right industries.

53. THANK YOU!!!

Marketo@Marketo: Advanced Report Builder

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