2. Page 2
• Leader in cloud-based marketing automation
• >3,000 customers in 37 countries
• >200 ecosystem partners
• >40,000 Marketing Nation community members
• Public company (MKTO) – Over 500 employees in U.S., Europe, Australia
• EU DATA Centre, EU Data Aggregator compliant
Marketo Fast Facts
3. Page 3
A Platform for Success
Marketo Platform
(Multi-tenant SaaS, globally hosted)
Database System
of Record
ERP & Other
Enterprise Apps
Customer Systems
(CRM, E-Commerce, Call Center, etc.)
Workflow Engine Time-Series
Analytics Engine
Enterprise Data
Integration Engine
Extensible
Architecture
Prospect and Customer Touch Points
Marketo Applications
LaunchPoint
Partner Applications
Marketing
Automation
Social
Marketing
Sales
Insight
Revenue
Analytics
Lead
Data
Search
Engine
Marketing
Online
Advertising
and more…
Marketing
Management
4. Page 4
THEN NOW
Information:
SCARCITY
Purchasing Power:
SELLERS
Organizational Power:
SALES
Information:
ABUNDANCE
Purchasing Power:
BUYERS
Organizational Power:
MARKETING
Unprecedented Changes in Buying
11. Page 11
Finding customers Being found
Point in time blasts 1:1 Durable relationships
THEN NOW
The New Rules of Marketing Engagement
#1
#2
12. Page 12
Hi, are you ready to buy?
Hi, now are you ready to buy?
Hi, how about now?
Hi, you must be ready to buy?
Hi again, are you ready to buy?
What about now?
Seriously, not ready yet?
Hi, are you ready to buy?
16. Page 16
Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
17. Page 17
More Targeted Sends are More Engaging
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
EngagementScore
Email Delivered
Source: Marketo research
19. Page 19
Generate Demand
Content Recommendation Engine
Recommend the best content automatically, based on
predictive analytics and machine learning
20. Page 20
DRIVE CONVERSIONS
Increase Win Rates and Reduce Time to Close
Trigger campaigns
based on real-time
behaviours
Target messaging
at specific accounts
Send win-ready
leads to sales, and
prioritise follow-up
22. Page 23
Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4
25. Page 26
Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Behavioral segmentation
Few/isolated channels Exploding/integrated channels
THEN NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4
Intuitive decision making Owned, big time series data#5
28. Page 29
Why Measuring Return is Hard
• Multiple touches. Seven touches
needed to convert into a sale
• Multiple influencers. Typical
buying process has 5-21 people
involved
30. Page 31
See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle Analytics
31. Page 32
Mission
Transformation of Marketing
Represent the company
Finding customers
Represent the customer
Being found
Customer Intelligence
Mass advertising
Demographic
1:1 Targeting
Behavioural
Mechanics & Tactics
Point in time blasts
Few/isolated channels
Continuous relationships
Exploding/integrated channels
Measurement
3rd party data (Nielsen)
Intuitive decision making
Owned, big data
Fact-based decision making
THEN NOW
33. Page 34
Marketo Customers Across Industries
Life Sciences
& Healthcare
Media & Consumer Financial Services EducationCommunications &
Infrastructure
Manufacturing
& EnergySoftware & Cloud Business Services
34. Page 35
Marketo Delivers on Key Customer Value Drivers
Increased sales
lead-to-opportunity
conversion by 100%
HIGHER
CONVERSION RATES
Reduced number of
emergency room visits
and lowered patient
acquisition costs
LOWER COSTS
Enabled teams to track
individual program ROI
within 8 months
BETTER
REVENUE VISIBILITY
Reduced campaign
creation from weeks to
1 day; doubling campaign
launch effectiveness
MORE PROSPECTS
Increased sales by 18%
and increased lead
generation by 28%
INCREASED SALES
36. Page 37
Marketo EMEA Ltd.
Cairn House
South County Business Park
Leopardstown,
Dublin 18, Ireland
Direct: +353.1.242 3033
blog.marketo.com
www.marketo.com
Robert Gavin
Channels & Alliances
rgavin@marketo.com
@rjgavin2000
Success Kit for DDM Alliance
http://www.marketo.com/DDMALLIANCE
Marketo provides the de facto cloud-based marketing platform for modern marketers, helping them make the shift to behavioral-based marketing that spans today’s digital, social, mobile, and offline channels.
Marketo offers 5 key applications that sit on top of the Marketo platform, including applications for marketing automation, social campaigns, sales insight, revenue cycle analytics, and marketing planning & management. Just some of the functionality provided by these applications include:
Email Marketing
Relationship Marketing
Lead Management
Content Marketing
Scoring
Nurturing
Social Campaigns
Events
Landing Pages
Campaign Management
Financial Management
Inbound Marketing
Real time personalization
Reporting & Analytics
We believe that buying has changed forever.
Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention.
But now, there is an explosion of readily available information— so much that 90% of the data in the world today has been created in the last two years alone.
All this data = buyers today are more empowered. The Web provides them with instant information gratification. They can access detailed specs, pricing, and reviews about goods and services 24/7 with a few flicks of their thumbs. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of the experience.
Result: Forrester Reports that 65-90% of buying process is complete when consumer walks into store/branch/dealer, or contacts sales. This translates to an organizational power shift from Sales to Marketing, and a corresponding responsibility shift to Marketing for a much greater share of the buying cycle.
All this requires deep changes in how we market.
Having useful, relevant content for each individual who wishes to engage with your company and brand
The CEE also has a unique unit of measurement, called the Engagement Score. Instead of forcing marketers to wade through a sea of metrics around opens, clicks, clicks to opens and more, all this data is rolled up into one score, making it easy to quickly determine what content is engaging your audience members, and what’s not.
Optional: talk about better content planning using the exhaustion widget
Optional: talk about reducing unsubscribe rate with communication limits
Once these visitors reach your site through a computer or mobile device, Marketo makes it easy to personalize their experience, even for anonymous visitors. Insightera by Marketo can present relevant content to anonymous visitors based on industry, company, location or behaviors.
We can do it in the way Harvard Business School and many of the other education clients we have do it
Think about it – the ‘sales cycle’ or relationship often begins with someone *years* before they ever think of applying to Harvard…and continues for years afterwards
By listening and responding to that person based on topics that they find interesting and engaging, Harvard drives up the interaction and ultimately affinity with that person
But, a relationship with that person changes dramatically throughout their lifecycle – after they are an applicant, they are a student, and after that, they are an alumnus
As alumni, Harvard wants to make sure that they remain engaged, supporting Harvard with time and money
That’s what these continuous relationships result in – more applicants, more students and more funds raised – all because they learn over time what’s important to people.
As people engage with your campaigns, Marketo makes it easy to deliver relevant dialogues with each individual, across channels, at scale…using our innovative Customer Engagement engine, which has completely re-invented lead nurturing.
The CEE is the only nurturing solution that combines the ease of use of drip nurture with the power of more sophisticated nurturing solutions.
Simply drag your content into Smart Streams in the order you’d like it delivered, and it will automatically be sent based on the cadence you set. Not only will the Smart Stream skip content that’s been sent before, but it will even skip content that someone already downloaded from your website.
And best of all, unlike other nurturing solutions that require you to completely re-architect your flow in order to add new content, all you need to do with the CEE is drag it to the top of the Smart Stream, and everyone who hasn’t yet received it yet, will get it next.
And unlike other nurture solutions that only let you change the conversation based on whether or not an individual clicked or opened an email, Marketo lets you listen for behaviors across channels, as well as other changes - such as a change in score or when a contact is added to an opportunity in the CRM, in order to adapt the conversation in real-time. The result is a more relevant dialogue over the entire customer lifecycle, resulting in deeper engagement, and better results.
As these anonymous visitors return to your site, Insightera by Marketo can recommend specific content to them. Best of all, you don’t have to do anything for this to happen. Our content recommendation engine auto-discovers the content on your site, then presents the most relevant content to visitors based on machine learning and predictive analytics…resulting in deeper engagement, and ultimately, higher conversion rates.
At a certain point in the relationship, there’s going to be a right time to present the right offer, whether that’s delivered automatically through a triggered campaign, or by pushing a lead to a sales rep when they are win-ready. You can also select specific accounts to target, and when anyone from that account visits your website, even if their anonymous, they’ll see content personalized based on the company they are with.
By giving you a variety of ways to send the right offer, to the right person, at the right time, you can increase conversions on your site, improve win rates, and close deals faster.
I mentioned that we can send the right lead to a sales rep at the right time. Most solutions simply alert sales reps in real-time when just about any “event” happens. A person opens an email, the rep is alerted. A person clicks a link, the rep is alerted. A person visits the website, the rep is alerted. The result is an endless stream of alerts that are usually meaningless, as they aren’t a good indicator of buying intent.
Sales reps usually find these alerts interesting for the first hour, annoying for the 2nd, and then they ignore them completely.
Marketo Sales Insight, which is a sales intelligence tool delivered natively within the CRM, is different, in 3 major ways:
It presents the sales rep with a prioritized list of leads to follow-up
The list is prioritized based on lead score, which takes into consideration both interests (as determined by behaviors) and fit (determined by demographic and firmographic criteria). In other words, if a person is heavily engaged, but isn’t a fit, it won’t bubble up to the top of the list. Rather, the list will contain leads that are both interested and a fit on top, meaning they are much more likely to be receptive to contact attempts by the sales rep. In other words, they’re win-ready!
All this insight is delivered natively within the CRM.
Sales reps that use Marketo Sales Insight find it to be an incredibly valuable tool, because it isn’t a novelty. It really helps them sell more…more quickly.
From the mission of Marketing, to how Marketing’s impact is measured, today’s CMO and her leadership team need to make sure they understand and are taking advantage of modern marketing approaches to align with the behavior of today’s buyer and to stay competitive. In particular, marketers need to make a shift from demographics-based marketing to behavior-based marketing, and from batch & blast tactics to continuous relationship-building and nurturing.
Marketo’s customer base is over 3,000 strong, with good representation across verticals, geographies, and size of company.
Marketo delivers on key business value drivers, from generating more prospects, to increasing sales, to providing better measurement & visibility of Marketing’s impact.
Speaker: study more detailed case study slides in Appendix
Marketers like the ones at Slimband. Slimband is the largest surgical weight loss center in Canada.
They have many, many people that are interested in their solutions, so they scoring every new visitor and possible consumer
They then use a data-driven model to look at past and current customers to *predict* who will purchase from them and target those consumers with specific communication
When you know who’s most likely to purchase, you can focus marketing dollars on the most valuable efforts
And that results in higher conversions and greater sales.
Again, these New Rules are being applied everywhere now
Take the example of another one of customers, Christiana Care Health Systems, which is a hospital network in the US
They originally started this behavior driven, 1:1 communication with the intent of having new patients choose their hospital…but, they soon realized that it was a huge benefit for their entire lifecycle of communication.
They are able to communicate with customers based on their specific conditions – send communications about Diabetes management to the person who has Diabetes…not information about their many other, albeit valuable, services
The business impact? They saw a dramatic decrease in the number of Emergency Room visits, because people paid attention to the 1:1 information that was being sent to them and they learned how to take care of themselves better.
