Page 1 © 2014 Marketo, Inc. #MKTGNATION14
Customer Engagement Platform:
Smarter Marketing for Better Results
Brian Glover Sr. Product Marketing Manager, Marketo
Page 2 © 2014 Marketo, Inc. #MKTGNATION14
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• On today’s agenda:
Customer Engagement Platform:
Helping Marketers Navigate The Digital World
DRIVE CONVERSIONS Drive effective conversion from new prospect to sale
BUILD RELATIONSHIPS Orchestrate engaging customer experiences mapped to the buyer’s journey
ATTRACT CUSTOMERS Generate interest in your products and messages
MEASURE & OPTIMIZE Maximize impact of marketing investments
PLAN & BUDGET Plan marketing campaigns and track expenses
The Marketing Nation Accelerates Success
2,500+ customers
Program Exchange
Definitive Guides and award-winning blog
User Summit
Over 45,000 users
User groups in 40 cities globally
45,000 hrs of experience
Preferred Service Partners
Most complete ecosystem
200+ LaunchPoint partners
Community Knowledge & Ideas
Consultants & Experts Best Practices
Integrated Solutions
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Marketo’s Revenue Cycle
TOFU MOFU
Opportunity Customer
Lead
Sale
s Le
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Nurturing Database
BOFU
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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
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Nurturing Database
Exposed to us via content, brand,
or word of mouth
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Opportunity Customer
Lead
Sale
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Nurturing Database
Feels a relationship and trust
with us
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Opportunity Customer
Lead
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Nurturing Database
Names are just names.
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Opportunity Customer
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Nurturing Database
Meaningful interaction with us
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Opportunity Customer
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Nurturing Database
Nurture until ready
for next step
Qualified potential customer
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Opportunity Customer
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Nurturing Database
Marketing qualified lead (score > 100) –
Sales Development Rep (SDR) reach-out
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Opportunity Customer
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Nurturing Database
Qualified as sales-ready by SDR
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Opportunity Customer
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Nurturing Database
Accepted and actively worked by sales:
marketing quota attainment
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Nurturing Database
Retain
Ad
vocate
Enable Adopt
Drive customer success to keep
and grow relationships
Page 23 © 2014 Marketo, Inc. #MKTGNATION14
Blog, e-books, research data, funny videos, curated lists, infographics, webinars
Thought leadership and enjoyable content to build brand, awareness, and desire
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports
Pricing, demos, services information, 3rd party reviews, customer case studies
Early Stage
Middle Stage
Late Stage
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Inbound creates the best leads by far: high conversion, high velocity
Search Engine Optimization Maximizes Your
Inbound Marketing Investment
Attract more of the right prospects to your website and content
Page 28 © 2014 Marketo, Inc. #MKTGNATION14
Marketo Real-Time Personalization
Drive up to 30% more website conversions
Make web and mobile experiences as personalized as email
• Present messaging, offers and content tailored to specific audiences
• Works for anonymous or known leads
• Supports A/B testing
• Easy and integrated
• Hands free, any CMS and zero IT
Marketo Program Library, Multi-Channel
Marketing Best Practices
Delivered through Pre-Built
Verified Programs
http://templates.marketo.com
Social Campaigns Amplify your results with Social Marketing
Referral
Campaigns
Sweepstakes
Social
Polls
Go beyond social sharing with engaging social
apps that marketers can launch on their own.
Test & Tune With Social Funnel Metrics JumpStart Tour Referral Results as of 6/13/2013
• 280 participants shared (15%)
• 15 qualified for sweepstakes
• 144 incremental registrations
• 7.4% increase in registrations
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Average days to Opportunity: 327 days
Lead Nurturing Plugs the Leak
Source: October 4, 2006, “Improving B2B Lead Management” Forrester report
What is an engaging conversation?
• Communications flow one to the next
• Listens and responds
• Relevant and meaningful
More Targeted Emails are More Relevant
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
Enga
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ore
Email Send Size Source: 100s of Marketo campaigns
Behavioral Targeting for Maximum
Relevance: Topic of Interest Triggers
• Attends event • Downloads content • Click email • Fills out form • Score is changed
Social
Content
Technology
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
Marketo’s Own Results
A/B Testing Improves Your Relevance,
And Results
• A/B/n testing with automatic champion chooser
• “Custom Conversions” offer a wide-range of winning criteria
• Champion/Challenger testing for ongoing, automated, triggered campaigns
Lead Scoring Defined
“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”
Nurture Nurture Disqualify Pass to Sales
Pass to Sales
Fit Engagement Buying Intent
Short (5) Conversion: 13.4%
Cost per: $31.24
Medium (7) Conversion: 12.0%
Cost per: $34.94
Long (9) Conversion: 10.0%
Cost per: $41.90
Marketo’s Form Field Test
Page 53 © 2014 Marketo, Inc. #MKTGNATION14
• Early stage content +3 • Attend webinar: +5 • Visit any webpage /
blog : +1 • Visit careers pages: -10 • Decay inactivity:
-1, -5, -10
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8 • Late-stage content +12 • Searches for branded
keyword “Marketo” +8
Resource: “Definitive Guide to Lead Scoring” http://marketo.com/DG2LS
Engagement & Intent
One Way to Identify Marketing Qualified
Leads
A Lead Lead Lead
B Lead Lead
C Lead
D
4 3 2 1
Fit
No Lead Left Behind: Service Level Agreements
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
Why Measuring Return is Hard
• Multiple touches. Seven touches needed to convert a new prospect into a customer
• Multiple influencers. Typical buying committee has 5-21 people
Example: Multi-Touch Attribution
A deal worth $100,000 recently closed. Three people were involved in the deal:
• Moe attended Webinar and Tradeshow
• Larry attended Tradeshow
• Curly responded to Direct Mail
$100,000 Revenue
$25,000 $25,000 $25,000 $25,000
Webinar $25,000
Tradeshow $50,000
Direct Mail $25,000
Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 58% of (MT) Pipeline Paid Programs = 42% of (MT) Pipeline
Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
(MT) Ratio = Pipeline / Investment
>10 is Great and <5 is Fail Sponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =
6.6, Content Syndication 7.7
Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
% Programs with MT Ratio > 5 e.g. Tradeshow has good average
but 49% programs “fail”
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BOFU
Page 68 © 2014 Marketo, Inc. #MKTGNATION14
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics
Use Metrics to Set & Justify Budgets
New Targets
New MQLs
Score>100
23,000
Inventory of
Active MQLs
20,000
New Opps*
1,000
6 Month
Created
Opp Inv.
2,000
270
*Opps is bigger than SQLs because includes outbound and partner referrals
SDR
capacity
driven
Inb
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/ P
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120K (900K DB
Total)
New
Names
New SQLs
922
Win
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Inventory Of Active Targets
60,000
131,000
15.3%
10.5%
2.4%
1.9%
75%
35%
Marketing Calendar
Plan your roadmap of strategic campaigns and events for the year
Marketing Planner / Coming Fall 2014
Marketing Calendar
Plan, coordinate and communicate everything marketing is doing
Group Calendar / Coming July 2014
Marketing Calendar
Data Feed
Device Access
Embeddable Views
Access your Marketing Calendar anytime, anywhere
Calendar Accessibility / Coming Fall 2014
LaunchPoint
200+ solutions across 11 marketing categories
Social &
Content Events &
Webinars
Mobile
Marketing Data &
Analytics Lifecycle
Marketing
Page 82 © 2014 Marketo, Inc. #MKTGNATION14
Marketing Sprints (NEW!)
Creating REPEATABLE success by helping customers design, execute, measure and optimize their marketing initiatives
+
YOU
Outcome based projects that accelerate your
marketing initiatives
Page 83 © 2014 Marketo, Inc. #MKTGNATION14
Key Takeaways
1. Be relevant
2. Boost your efforts
3. Own the buyer journey
Page 85 © 2014 Marketo, Inc. #MKTGNATION14
Q&A
Brian Glover Sr. Product Marketing Manager, Marketo
@brianjglover