This document discusses Marketo's approach to lead nurturing and marketing campaigns. It describes how to map content to different stages of the buyer's journey, use triggers to drive website engagement, and retarget leads who abandon forms. The document also stresses the importance of reporting and provides examples of reports to analyze program costs, revenue stages, and marketing return on investment at different stages of the buyer journey.

1. How we do it at Marketo
Emma Mears
Campaign Manager, EMEA Marketing

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The Changing Buyer Journey

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The New Buyer Journey

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Our Marketing Goals

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Nurture
Lead nurturing is the process of
building effective relationships
with your potential
customers throughout the buying
journey

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Map Content to Buying Stage

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Forget the Flowchart
Flowcharts = More work + less results.

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Transition Rules

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Tips…
• Nurtures to consider:
• Reactivation Nurture = not engaged 1 Yr
• Recycled Nurture = Recycled Leads
• Multi-Channel Nurture = Retarget on other channels

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Your Website
Using triggers to drive 3x more
engagement than batch or nurture
emails

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Trigger Email Flow
Organic Behaviour
Trigger
Segmentation
Filter
Action
Flow
If a person visits the pricing
page
The person is:
Marketable
Not a customer
Job Role contains marketing
Not was sent email in past 30 mins

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Alert the sales team… where relevant

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Form Abandonment
30% of people will return to complete
a form if there’s something in it for
them

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Form Abandonment – Smart List = Targets

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Form Abandonment – Smart List = Targets

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Form Abandonment – Smart Flow = Action

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Go big or go home…
Tactical Tips to Try Out
• Refine your target audience with filters
• Consider sending a triggered email
• Retarget your abandoners on paid media

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REPORTING
Nearly 50% of marketing
leaders name tracking and
measuring marketing
campaigns as a top
challenge

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Reporting
New Name
Acquisition
Buyer Journey
Analysis
Marketing
Impact / ROI
Early Stage Mid Stage Late Stage

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Early Stage Reports – Program Cost Analysis
• Which Channels are bringing in the most names?
• Which Channels are bringing in the cheapest new names?

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Filter, Filter, Filter…. Deep Dive

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Program Revenue Stage Analysis – New Names

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Conditional Formatting

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Program Revenue Stage Analysis – Avg Days to Stage

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Late Stage Report – Program Opportunity Analysis
• How are my programs impacting total revenue?
Total Marketing Revenue Generated / Total Revenue Generated
= % Marketing Revenue Generating Content

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Late Stage Report – Program Opportunity Analysis
• What is my ROI? Revenue / Cost = ROI

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Create Calculated Measures

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47. THANK YOU!
QUESTIONS?
www.marketo.com