The document outlines the features of Marketo's Advanced Report Builder, previously known as Revenue Cycle Explorer, which enables users to aggregate and visualize their marketing data using an easy-to-use interface. It provides guidance on asking actionable marketing questions and generating reports to analyze program performance and pipeline attribution. Additionally, it emphasizes the importance of program tagging and offers tips for successfully leveraging data for actionable insights.

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!

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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

13. First-Touch Attribution Explained

14. Multi-Touch Attribution Explained

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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

17. 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?

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

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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…

33. 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

43. 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

51. Advance Registration
$1595Ends January 31, 2017
Exclusive $100 Discount Code:
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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!!!