The document discusses Marketo's partner programs and certifications, including the LaunchPoint Accelerate program to help partners integrate their apps with Marketo, various marketing programs focused on account-based marketing, and maturity and co-delivery programs to help drive customer adoption through assessments and implementation packages. It provides details on certification tracks, marketing requirements for different partner tiers, event planning, and using a marketing maturity framework to evaluate customers' current state and goals.

1. Partner Engaged
Days
Stephen Ceplenski
GVP, Partner Success & Marketing

2. The
ENGAGEMENT
ECONOMYhas arrived
Partners Engaged

4. • Digital Service Partner Program
• Version 3.0
• LaunchPoint Accelerate Program
• Re-Imagined Technology Partner Program
• Partner Marketing Program
• ABM, LaunchPoint, Commercial & Enterprise Fast-Starts,
Field Events, Resellers
• Co-Delivery & Maturity Programs
Partner Programs Update

5. YTD 2016 RECAP2016 INNOVATIONS RECAP
Re-Imagined Email Experience
ABM Predictive
Content
Big Data Architecture
Insights Capabilities Channel Integrations

7. Service Partner Program

8. New for
2017

10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 5/23/2017
Marketo Certification
Marketo
Certified Expert
Marketo
Specializations
 Industry recognition
 Great opportunity for career
advancement
 Credibility amongst your peers
 Recognition as a marketing
automation and operations leader
 Differentiates from your professional
competition
 Raises earning potential
Benefits
• Marketo Certified Expert
Demonstrate your in-depth knowledge and skill in the use of Marketo
• Programs & Campaign
Specialization
• Nurture & Engagement
Specialization
• Creative Assets Specialization
• Analytics Specialization
• Advanced Analytics
Specialization
• Events & Webinars
Specialization
Marketo Specializations (coming 2017)
Showcase your Marketo proficiency in key aspects of
digital marketing
• Web Personalization
Specialization
• Marketo Admin
Specialization
• Email Deliverability
Specialization
• Mobile Marketing
Specialization
• Social Marketing
Specialization
See Certification Page on marketo.com for additional information

11. MCE - Certification
•MAA
Analytics
•ABM
•WP
•Nurture
•Digital
MSA - Workshop
•Lead Lifecycle
•Scoring
•Intro to Strategy
•WP
•ABM
•Ad Bridge
•Etc.
MCSA- Certification
•MCC
•CoE
•Analytics
•Web Personalization
•ABM
•Administration
•Integration
•Native
•API/Custom
•Digital Ads
•Mobile
New Consultant Certification

12. LaunchPoint Accelerate Program

13. ENGAGE
Organizations Need Apps that Help:
LEARN
LISTEN

14. POINT TOOLS
Don’t Scale
Lack Integration

15. Make Your App Critical in the Engagement Economy
The Right
Program
The Right
Marketplace
The Right
Platform

16. MARKETO ENGAGEMENT PLATFORM
MARKETO APPS PARTNER APPS
ENGAGEMENT APPS
EMAIL WEB ADS MOBILE SOCIAL
MARKETING
AUTOMATION
PREDICTIVE
CONTENTABM SALES INTEL PLANNING
EVENTS
ANALYTICS
AUTOMATION ANALYTICS ADAPTIVE
CUSTOMER DATA & IDENTITIES
ENGAGEMENT HUB

17. Connect Your App to the Engagement Platform
• Programmatic Access to Marketo Platform
• Supports Bidirectional Data Flows Activities
• Comprehensive Set of Endpoint (Leads, Lists,
Assets, Activities, Campaigns, Opportunities,
Named Accounts, Sales Persons, Custom objects)
NEW REST APIs
• Extensible Data Model via Custom Objects
• Extensible Data Model via Custom Fields
• Event Model via Custom
Extensibility
• Outbound Requests to External Web
Services
• Executed as Part of Campaign Flow
• Map 3rd Party Data to Marketo Lead Record
Web Hooks
• Track Web Page Visits and Form Fills
• Implement Web Personalization and
Predictive Content
• Highly Extensible
Java Script APIs
• Generate Activities that are Actionable in
Campaign Flow
• Send Messages to App from Campaign Flow
• Respond to Interaction with Messages in
Campaign Flow
Mobile SDK
• Oauth 2.0
• Granular Access Control
Security
• Partner Framework + Three-Legged OAuth
• ABM List APIs
• Bulk Export Leads
• Bulk Export Activities
• Email Preview API
• Replace HTML API
• Last Modifying User Audit Fields
• Static List CRUD Endpoints
NEW in FY17

18. Publish Your App on the NEW
LaunchPoint Web Site
• New UI
• Content Library
• Feature comparison
• Positioning Grid
• Leads sync to partners’ Marketo instance
• Improved Search and Filtering Capabilities

19. • Engagement Platform
• Listing on LaunchPoint
• Co-Marketing Activities
• Sales Enablement
• Commission Plans
• Certification
Launching Marketo Accelerate for Tech Partners
“Marketo’s key strengths include product
innovation, roadmap and ecosystem of
partners.”

20. 1st Marketo Accelerate Batch

21. Questions?

22. Marketing Programs

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Purpose of the ABM Program
• Increase sales of the Marketo ABM product through a strategic
program with Services and Tech Partners who will expand the
ecosystem of those able to market and sell.
• Provide a comprehensive Go to Market plan with Partners that
delivers visibility and sales opportunities to the partners while
driving measurable, increased sales of ABM to drive cross-sell
revenue and acquire net new customers.

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Syndication

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Partner Marketing Focus
• Metrics and Measurement
• Engagement Economy + ABM
• LaunchPoint
• Announcement
• Accelerate marketing framework – 70 / 30
• Attracting new partners, developer community
• Services Partners
• Commercial
• Assessments – New & Existing
• Velocity Play >120 Days – Pending Commercial RAD
• Enterprise
• Fathom / Higher Ed
• Hileman / Healthcare
• Strategic Partners
• Infor
• Content, Collateral, Template library
• Agencies
 EMEA and APAC
engagement and
alignment
 Marketing
alignment and
integration

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Alliance for ABM Success
• Group of partners established to provide collaboration on Best Practices document for Implementation
Strategy and Success. Initially Services only, future intent to add Tech Partners
• Mike Telem is lead with internal Marketo Pro-Serv involved
• Press Release issued on 04/24
• First in-person meeting at Summit
• Current Partners and Focus Areas:
• Fathom Process
• Elixiter Analytics
• Digital Pi Culture
• Perkuto Data
• LeadMD Execution
• Weekly recurring calls to review content from each partner, accept changes, upload final product to Box
folder with first chapter developed in 6 weeks

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First ABM Conference Event
• After-Party at Sirius Decisions Conference May 16th in Las Vegas,7:30pm to 11pm
• Co-Sponsoring with LinkedIn at The Rock House in The Venetian
• Registration Goal:
• 1,500
• Attendee Goal:
• 500
• Other sponsors: Reachforce, SnapApp, Uberflip and Hive9
• General Admission area with open bar, heavy hors d’oeuvres, live band
• VIP Area with top-shelf liquor and signature food menu, each sponsor gets 30 invitations
• Email list of 3,300 built by Marketo Demand Gen team, will be sent by individual reps

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Targets
• Marketo Customers – 60%
• Customer > 1 Year
• B2B Accounts who sell to Mid-Large companies
• Experienced Marketing Automation Department
• Significant Sales Team with Target Account needs
• Net New Accounts – 40%
• B2B Accounts who sell to Mid-Large companies
• Experienced Marketing Automation Department
• Significant Sales Team with Target Account needs
• Phase I - North America Commercial and Enterprise
• Phase II – ANZ, Japan, EMEA

30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 5/23/2017
Go-to-Market Plan
Requirements
Event
Options
Sponsor Levels Case Study
White
Paper
Data Sheet,
Services
Offering
Webcast
Twitter
Chats
Press
Release
ABM VUG ABM MUGs
Networking
Events
CMO
Dinner
Conference
/Dinner
Yearly
Budget
Premier
(8 City Tours, 4 Top
Tier User Group
Meetings, 3 Conf
Dinners/Networking)
1 per Qtr
1 Req’d Due before
any
Networking
Event
1 Req’d
per half
Engage
in 1 per
qtr
1 Req’d
at
Summit
Upload
content
answer
User
questions
Opportunity
to sponsor 4
top tier User
Groups
8 Cities 3
Options
3 Options
$20,000
Priority
(4 City Tours, 3 Mid-
Tier User Group
Meetings, 2 Conf
Dinner)
1 per Half Due before
any
Networking
Event
1 Req’d Engage
in 1 per
half
1 Req’d Opportunity
to sponsor 3
Mid-Tour
MUGs
4 Cities 2 Options
$10,000
Standard
(2 City Tours, 2 Mid-
Tier User Group
Meetings, 1 Conf
Dinner)
1 per Half Due before
any
Networking
Event
Opportunity
to sponsor 2
Mid-Tour
MUGs
2 Cities
$5,000

31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 5/23/2017
ABM Partner Co-Marketing Requirements and Packages
RequiremenPackagesRegistration and
Attendee Goals
Premier $20K Priority $10K Standard $5K
Webinars (Required, see Agreement) ✔ ✔
Case Study (Required, see Agreement) ✔ ✔ ✔
ABM Showcase on Community ✔
Press release (Required) ✔ ✔ ✔
Networking Events targeting
cities/regions with pipeline needs:
East Coast
Boston – June 22nd
NYC - (w/Agencies & Infor?) – July 13th
Atlanta (luncheon format) – Sept 14th
Raleigh/Durham – Oct 5th
Miami – Oct 19th
DC - TBD
West Coast
Los Angeles – July 20th
Chicago – Aug 10th
Toronto – Aug 24th
Dallas – Sept 21st
Seattle – Nov 9th
Reg: 150, Attendees: 75
Reg: 200, Attendees: 100
Reg: 200, Attendees: 100
Reg: 200, Attendees: 100
Reg: 100, Attendees: 50
Reg: 100, Attendees: 50
Reg: 150, Attendees: 75
Reg: 150, Attendees: 75
Reg: 200, Attendees: 100
Reg: 150, Attendees: 75
Reg: 150, Attendees: 75
8 cities 4 cities 2 cities
CMO Dinners with Influencer:
Forbes
Forrester
CMO Club
OPTIONAL:
3 cities; Oct 15th thru
Nov 10th
2 Partners per city

32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 5/23/2017
ABM Partner Co-Marketing Requirements and Packages
RequiremenPackages Premier $20K Priority $10K Standard $5K
ABM Thought Leadership Study – results shared in
networking events, promotional materials, CMO
dinners
$6K per partner; capped at 6
partners
Global:
UK
ANZ
Tel Aviv
Tokyo
OPTIONAL:
$3K
$3K
$3K
$3K
OPTIONAL:
$4K
$4K
$4K
$4K
Happy Hours/Dinner at ABM Conference:
Las Vegas – 5/16 (LInkedIn, Vidyard, UberFlip,
ReachForce)
Boston – Aug.
Atlanta – Dec.
OPTIONAL:
$5K
$2K
$2K
OPTIONAL:
$4K
$2K
$2K
OPTIONAL:
$4K
$2K
$2K

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ABM Conference Event

34. Maturity & Co-Delivery

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Driving Growth through Adoption
Marketing Maturity Framework Maturity Assessment
Gap Analysis & Strategy
Implementation – Packages/Custom
Post-Sale Journey and Team
Adoption Metrics and Score
Success Packs and Ongoing
Services Offerings
Product Expansion

36. Maturity
Level 2
Level 3
Level 4
StrategicValue
Marketing Maturity Curve
Level 1
Gaining momentum with
prospects & customers.
Finding out what works.
Seeing positive benefits.
Building momentum
internally. Starting to
automate within a single
channel. Measuring &
analyzing campaign
performance.
Recognizing inefficiencies of
current state. Scrambling to
respond to customer needs.
Primarily email only, maybe
some events. Ad hoc
reporting.
Organization and processes
now aligned supporting
targeting & personalization.
Automated communication
across channel. Mature
reporting includes program
performance. Occasional
attribution of revenue to
marketing programs.
Strategic planning occurs
across the organization. 1:1
communication across a
customer’s lifecycle.
Listening & responding to
customers’ needs & desires.
Clear understanding as to
program objectives and
outcomes of marketing
generated revenue.

37. Marketing Maturity Curve
Maturity
Gaining momentum with prospects &
customers. Finding out what works.
Seeing positive benefits. Building
momentum internally. Starting to
automate within a single channel.
Measuring & analyzing campaign
performance.
Recognizing inefficiencies of
current state. Scrambling to
respond to customer needs.
Primarily email only, maybe some
events. Ad hoc reporting.
Organization and processes now
aligned supporting targeting &
personalization. Automated
communication across channel. Mature
reporting includes program
performance. Occasional attribution of
revenue to marketing programs.
Strategic planning occurs across the
organization. 1:1 communication across
a customer’s lifecycle. Listening &
responding to customers’ needs &
desires. Clear understanding as to
program objectives and outcomes of
marketing generated revenue.
• Short-Term Goals & Objectives
• Limited Team Alignment
• Ad Hoc Processes
• Isolated Tools
• Tactical, Manual Decision Making
• 1 Year Goals & Objectives
• Cross-Functional Alignment
• Repeatable Processes
• Moderate Tool Integration
• Agreed Upon Metrics & KPIs
• Multi-Year Objectives
• Multiple BU Alignment
• Scalable, Cross-Business Processes
• Advanced Tool Integration
• Results-Based Collaborative Decision Making
• Company-Wide Multi-Year Objectives
• Global Alignment
• Globally Integrated Tools
• Predictive, Strategic Insights
Business
Competency
 Email – Batch Campaigns
 Landing Page Creation
 Forms and Progressive Profiling
 Basic Segmentation
 Email/Landing Page Templates
 CRM/Data Source Integration
 Ad-hoc Campaign Reporting
 Email Deliverability Optimization
 Website Visitor Tracking
 Email – Trigger Campaigns
 Basic Nurture Campaigns
 Basic Email Personalization
 Demographic Segmentation
 Engagement Scoring
 Events, Webinar Programs
 End-to-End Reporting
 Insights for Non-Marketing Teams
 Social Marketing Integration
 Personalized Landing Pages
 Personalized Web Content
 Target Account Based Marketing
 Multi-Channel Campaigns
 Advanced Nurturing
 Advanced Email Personalization
 Behavioral Segmentation
 Revenue Model Attribution
 Program & Campaigns Analyzers
 Mobile Integration (SMS & App)
 Predictive Web Content
 Multiple Integrated Data Sources
 Look-Alike Ad Targeting
 Lifecycle Nurturing
 Multi-Channel Predictive Content
 Omni-Channel campaigns
 Advanced revenue analytics
 Global/Enterprise-Wide
Marketing
Competency
Strategic
Value

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Marketing Maturity Assessment – Current State (Example)
Customers would complete a Marketing Maturity Assessment (online or live) to understand the current
state and identify their desired future state:
Marketing and Sales work well together to drive revenue
Marketing goals are aligned to the company’s overall long term objectives
Lead scoring is used to rate and prioritize marketing leads for sales
Email Content and messaging is personalized for each customer
Content is used strategically to nurture prospects through the buying process
Revenue attribution from marketing programs can be measured
Website content is personalized for each visitor based
Marketing programs are executed to drive results toward long term goals
Please choose the best response to each question. How often does each of the following happen today in your organization?

39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 5/23/2017
Roadmap to your Desired Future State (Example)
For Self-Service Lower Value Clients
Phase 1:
• Defining your Goals – Watch Video
• Aligning Sales and Marketing – Watch Video
• Lead Scoring – Watch Basics of Scoring Video
• Personalizing your Website – Buy RTP
• Tips for Creating Great Content – Read Definitive Guide
Phase 2:
• Creating an ABM strategy – eBook
• Adding Video to your Emails – Link to Vidyard
• Building a Reporting Dashboard – Watch Video
• Training your Sales Team on MSI – Watch Video
For Higher Touch High Value Clients
Phase 1 – Marketo Consulting
• Goal Setting and Discovery Session
• Sales and Marketing Alignment Workshop
• Lead Scoring – Consulting and Optimization
• Personalizing your Website – Buy and Implement RTP
• Integrate with Uberflip for Content Marketing
Phase 2:
• ABM Strategy Consulting to Define Target Segments
• Adding Video to your Emails – Vidyard Integration
• Purchase and Implement Marketo ABM
• Training your Sales Team on MSI – Onsite Training

40. Questions?
Thank You!