Marketo provides marketing automation software to help companies streamline their marketing processes. Their mission is to help marketing and sales professionals manage the many channels used to engage customers. Marketo targets mid-small size companies and startups. They have over 2000 customers after 5 years of growth. Their main competitors include HubSpot, IBM Silverpop, and Salesforce Pardot. Marketo plans to launch a premium "Elite" version of their software to increase profitability and target high-end customers. They will measure the success of this new product launch based on awareness generated and conversion rates.

1. Marketo
Team #3 Sneha Sethia
Victoria Torrez
Anadelia Fadeev Jurado
Tomasz Borys

2. Executive Summary
● Marketo provides easy-to-use marketing software to help companies streamline their
marketing processes, deliver on campaigns, generate leads, improve sales performance
and improve measuring results.
● Providing the impact of marketing automation helps Marketo to become the fastest-
growing business application companies in the marketplace.
● MISSION:
o Marketo understands that in today’s age, marketing and sales professionals are
bombarded with the many channels that can be used to engage with customers.
With vehicles such as web, email, social media, online and offline events, video,
e-commerce storefront, and mobile devices, engaging and developing
relationships with customers in real time can take an extreme amount of effort.

3. Marketing Demographics
● Marketo is a tool that every company that has a marketing department or is
engaged in marketing activities.
● Targeted:
o CMO’s
o VP’s of Marketing
o Marketing Directors
o Social Media Managers/Strategist
● Main targets: Mid-Small size companies/Start ups.

4. SWOT Analysis
Strengths
- Marketo is in the forefront
- Marketo has grown to over 2000 customers in 5 years
with close to 100% referenceability and success
Weaknesses
- too much training necessary
- cross-compatibility issues
- framework
Opportunities
- prosper in small to mid-sized companies
- tap into enterprise market
- refine analytics platform
Threats
- increase in direct and indirect competition
- bridging the gap

5. Five Forces
Suppliers - Low (proprietary platform)
Buyers - High (high competition and immediate availability of information)
Potential Entrants - Medium (entry is low, but competition with superior brands)
Substitutes - Moderate to High (Variety of competitors and the ability to manually perform
tasks)
Industry Rivalry - High (HubSpot, IBM Silverpop, Salesforce Pardot, AutoPilot)

6. Marketo Goals and Objectives
Value proposition
● Marketing platform bridging gaps in marketing
● “Consumer point of view approach”
Critical Issues
● History of losses might affect profitability
● Heavy Competition - Established and New
● Subscription based revenue model
● Lapses in software will compromise brand

7. Objectives
Financial
● To arrest the continuous losses and sustain a consistent profit of
20% annually
Marketing
● To arrest the continuous losses and sustain a consistent profit of
20% annually
Target Market Strategy
● Two fold strategy
● Existing Brand continued with existing customer base
● New premium brand launched to increase profitability

8. Messaging and Branding
Positioning Statement for Marketo Elite
● “For all businesses craving high quality marketing software with no
compromises whatsoever in terms of security, fluidity and ease of usage,
Marketo Elite is the complete package that saves time, money and provides
the results you seek”
● Targeting Specific Segment
● No compromises on Software
● Complete Package
● High Emphasis On Security
Branding
Marketo Brand - Existing Customer Base
Marketo Elite Brand - High End Customers Premium Pricing

9. Product and Pricing
Marketo Existing Products
● Marketing automation
● Consumer engagement marketing
● Real time personalisation
● Marketing management
● Solutions
● Pricing management
● Customer engagement platform
Marketo Elite
● All in one Premium software
Pricing:
Marketo - value based pricing
Marketo Elite - premium pricing

10. Promotion
Announcement
● Unveiling of new product at the
Marketo Summit event
● Right target audience
Social Media
● Strong presence on all social
channels
● Targeted sponsored and promoted
posts
Public Relations
● Media connections with relevant
marketing publications
● Strong network
Direct Marketing
● Webinars
● Relevant content
● Additional support and consulting

11. Keys to Success
● Success will be measured by:
o Awareness: Marketo will track product awareness by
measuring impressions, click through rates, mentions, and other
social metrics that will determine how much paid and organic
publicity the new product is getting.
o Conversions: These will be tracked by campaign, and will
determine the overall success of the product as well as each
individual campaign. Organic leads will also be tracked to
measure non-paid activities.