Marketo is a marketing automation company that has experienced explosive growth in customers and revenue since 2008. It takes a data-driven approach to marketing by making fact-based decisions on program investments. Marketo focuses on opening the top of the funnel as wide as possible while prioritizing sales time on likely buyers. It leverages various types of content and social media to boost campaigns. Marketo also emphasizes nurturing and scoring leads in the middle of the funnel to identify win-ready leads for sales. It tracks the full revenue cycle using analytics to prove marketing's impact on revenue. Key takeaways include using content and influence marketing, focusing on the entire revenue cycle, ensuring fit and interest for leads, and using analytics to make

1. Marking and Some type of creative background in
Sales in a Brave New World
style of event
Marketo on Marketo
Aden Forrest
MD, Marketo ANZ
© 2012 Marketo, Inc.© 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo Proprietary and Confidential Page 1
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2. Explosive Growth: Customers & Revenue
2,500
2,000
1,500
1,000
500
-
2008
2009
2010
2011
Marketo publicly reported approximate new customer figures
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 2
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3. Marketo’s Revenue Generation Approach
Open the top of the
funnel as wide as
possible
Make “fact-based
decisions” on program Run more programs over
investments more channels
Respond to buyer Leverage word of
interest quickly and mouth and influence
appropriately marketing – “Social
Boost”
Prioritise sales time
on most likely buyers Nurture and win the minds
of self-directed buyers
Detect and leverage
buying signals instantly
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 3
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4. Marketo’s Revenue Cycle
Engaged
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5. The Five Horsemen of Opportunity
Spark Corporate Mid-Market Enterprise
Small-Biz 10-100 101-1,500 1,500+
% Marketing-Led 100% 84% 80% 78%
% Inbound 65% 42% 31% 32%
% Demand Gen 30% 24% 23% 27%
% Teleprospecting 0% 12% 22% 12%
% Referral 5% 6% 3% 6%
% Sales-Led 0% 16% 20% 22%
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 5
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6. Inbound and Content Marketing

7. Marketing is our Content Publisher
Risk Reduction
Brand Awareness
Social
Scoring
Blogs Resource Center Definitive Guides Webinars Video
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 7
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8. Different Types of Content
Early Stage
Thought leadership and best
practices to build brand and
awareness
Middle Stage
Buyers guides, RFP templates and
industry information to help
structure research
Late Stage
Company-specific information
to help evaluate and reaffirm
selection
Content must always be relevant and helpful
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 8

9. Visual Content Helps Marketo Stand Out
3,000
136,000
tweets
views
43,000
views
Get “The Optimize your social
channels” ebook…
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 9
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10. Demand Generation with Social Boost

11. Marketo Prospect Generation: Last 12 Months
Source Prospects Invest- % Lead Velocity Opp Index
ment 12 mo (Days)
Lead to
3rd Party Email Blast 19,039 $43 30% 147 0.2
Trade Show 12,619 $53 29% 153 1.0
Paid Social Media Ad 4,319 $65 30% 72 0.1
Virtual Trade Show 4,120 $40 32% 213 1.6
Paid Webinar 3,849 $63 36% 156 0.4
Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8
Content Syndication 2,302 $126 40% 178 0.2
AppExchange 1,306 $26 80% 26 0.9
Website/Inbound 3,352 57% 75 2.8
Referral / WOM 179 36% 158 10.9
Sales Prospecting 440 28% 108 3.6
Source: Marketo Revenue Cycle Analytics
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12. Automation Enables Marketo to Scale
40+ Programs a Month
Set and Use Tokens Integration
25
Clone Best-
to Practice
Reuse Templates
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 12
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13. Making Every Campaign Social – Social Boost
Social Lift
Social Lift
Reach & Engagement
Social Lift
Social Lift
Social Lift
Social Lift
Website Landing Email Facebook Events
Pages Paid Ads
Pages
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14. © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 14
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15. © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 15
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16. Test & Tune With Social The What, Where & Who
Measuring Success – Funnel Me,trics
Traffic, Interaction, Sharing, Conversions and Reach
Social Networking Channels
Individual Social Profiles
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 16
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17. Middle of the Funnel

18. Why Middle of the Funnel?
LEAD
NURTURING
AND SCORING
• % new Prospects not sales-ready: 81%
• Prospect to Lead time: 123 days average
• % Slow Leads: 66%
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 18
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19. Lead Nurturing Relevance
1. BUYING STAGES
2. PERSONA • Early (Pre-MQL)
• Molly Marketer • Mid (MQL)
• Sam Sales • Late (Opportunity)
• Jack Executive • Customer
3. DYNAMIC CUSTOMISATION
• Industry Wrappers
• Size Specific Examples
• Localisation
Get The “Definitive Guide to Lead Nurturing”
http://bit.ly/DGtoLN
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 19
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20. A Framework for Lead Scoring
Explicit Inferred
What the prospect tells you What you observe or infer
• Data append
Fit • Demographics
Are you • Data quality
• Firmographics
interested in • Corporate email
• BANT
them? • Location
Interest • Latent behaviors
Are they (engagement)
• BANT
interested in • Active behaviors (sales
you? readiness)
Get The “Definitive Guide to Lead Scoring”
http://bit.ly/DGtoLS
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 20
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21. Identifying Marketing Qualified Leads for SDRs
Super-
21+ Target
Lead Lead Lead
9-20 Target Lead Lead
Fit
2-8 Other Lead
<2
Interest
Engagement <20 20+ 45+ 90+
Buying Intent <6 6+ 13+ 19+
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 21
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22. Salesforce.com Users - Sales Insight
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 22
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23. Proving — and Improving — Marketing’s
Impact on Revenue

24. Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 24
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25. Model the Full Revenue Cycle
Screenshot: Marketo Revenue Cycle Analytics
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 25
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26. Marketo Revenue Cycle Metrics
New Customers
($5,000)
• Lead to Sales Lead: 10%
34.5% • 1.4 people per Opp
Lead Type Variants • 1,000 Leads = 54 Opps
• Business Unit Opportunities
200 / mo
• Source ($1,860)
• Channel
40% of prospects
Leads eventually become a leads
3,700 / mo
($101) 4.5% /
27,000 / mo month 75%
Paid
Names 19%
($14) Active Prospect
24% Prospects Database
Unpaid 319K Total
Names 6,500 / mo
($57) 81% 55K Prospects
($0) Inactive
10%
(Last 6
36% engaged x 66% qualified Months)
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 26
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27. Revenue Driver - Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”
http://bit.ly/DG2MM
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 27
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28. Our Key Takeaways
1. Use content to help people find you
2. Leverage influence marketing to
give every campaign a “social
boost”
3. Focus on the entire revenue cycle,
not just the top of the funnel –
nurturing and scoring are essential
4. Fit and interest are required for
“win-ready” leads
5. Use analytics to turn marketing
from a cost center into a “revenue
driver”
© 2012 Marketo, Inc. Marketo Proprietary and Confidential. Page 28
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29. Panel Discussion