attract and convert more top-of-funnel buyers
DESCRIPTION
Find out how Innotas was able to leverage Captora to understand buyer needs, create campaigns at scale, convert them to leads at the top of the funnel, and then, with the power of Marketo, use that intelligence to turn those leads into customers.TRANSCRIPT
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Getting Found: How to Attract and Convert More Buyers at the Top of the Funnel
Tushar Patel, InnotasDave Lehman, CaptoraMike Tomita, Marketo
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Tushar PatelVP, MarketingInnotas@tushar_m_patel
Dave LehmanSVP of SalesCaptora@lem41
Mike TomitaSr. Marketing ManagerMarketo
Page 3© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions• There will be time for a Q&A at the end • We will be recording the webinar for future viewing• All attendees will receive a copy of the slides and the
recording of today’s webinar• Twitter hashtag: #LaunchPoint
Page 4© 2014 Marketo, Inc. Marketo Proprietary and Confidential
The buying process has changed. No longer is sales the first contact a buyer has with your company.
Page 5© 2014 Marketo, Inc. Marketo Proprietary and Confidential
And your buyers have changed. They live in a multi-device, multi-channel world.
Page 6© 2014 Marketo, Inc. Marketo Proprietary and Confidential
The abundance of information is astounding. And buyers are doing their own research. So you have to be found
Page 7© 2014 Marketo, Inc. Marketo Proprietary and Confidential
This makes the job of marketing more complex than ever.
Page 8© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Killer Problems Crushing Marketing ProductivityIn Today’s Content-Driven, Multi-Channel World 1) Not Data Driven: Too much guessing
and reacting to old data
2) Hard to be Found Online: Too much information causing attention scarcity online.
3) Slow to Identify/Create & Optimize Campaigns: Campaigns take time to launch.
4) Quality Reporting is Nearly Impossible: Limits confidence to invest more in marketing
Page 9© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Automation in the Bottom of the Funnel
LEADS
LEADS
Marketing Automation:Nurture Known Contacts
CRM:Track/Upsell Customers
Engage New Buyers
Page 10© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Point Solutions at the Top of the Funnel
LEADS
LEADSMarketing Automation:
Nurture Known Contacts
CRM:Track/Upsell Customers
Engage New Buyers
Page 11© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Manual Effort from Everyone
LEADS
LEADSMarketing Automation:
Nurture Known Contacts
Marketing Executive Content MarketingDemand Generation
CRM:Track/Upsell Customers
Engage New Buyers
Agencies Partners
Page 12© 2014 Marketo, Inc. Marketo Proprietary and Confidential
The Team Needs a Platform
SeeBuyer Behavior &
Competitive Intelligence
WinReport Successes Across
Channels & Content
DoLaunching More Context-
Specific Campaigns
Marketing Executive Content MarketingDemand Generation
Agencies Partners
Page 13© 2014 Marketo, Inc. Marketo Proprietary and Confidential
New Digital Marketing Stack
SeeAutomated Buyer &
Competitive Intelligence
DoAutomate Launching Context-
Specific Campaigns
WinReport Successes Across
Channels & Content
LEADS
LEADS
CRM:Track/Upsell Customers
Digital Context Marketing:Engage New Buyers
Marketing Automation:Nurture Known Contacts
Increase Marketing Productivity
Page 14© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Agenda
• Innotas Overview• The Marketing Opportunity• Innotas Approach & Constraints• Solution Alternatives• Captora• Integration: Captora + Marketo + SFDC• Results (thus far)
Page 15© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Cloud Portfolio Management For Visibility & Alignment
Project Portfolio Management (PPM)Application Portfolio Management (APM)Agile Portfolio Management Resource ManagementPredictive Portfolio Analysis
Innotas Overview
“Leader” in Cloud PPM –Three Years Running
“Leader” “Winner” in Project Management Software
“Top 10” - Three Years Running
400+ Customers – Healthcare, Education, Technology, Retail, Government, and Financial Services
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The Opportunity: Expanding Reach
Be inline with modern demand signals of prospects
Market forces that are impacting how prospects are finding solutions
Market and customer evolution in IT Management – buying process and personas has changed
Solve a broad set of problems – adjacent opportunities
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Innotas’ Approach & Constraints
Boost Organic and Paid Search
Results
Real-Time Competitiv
e Intelligenc
e
Real-Time Buyer
Intelligence
Limited Budget Lean Team
Page 18© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Solution Options
SolutionBoost
Organic & Paid Results
Buyer Intelligence
Competitive
IntelligenceScalable
Increase Paid & Syndication Spend
++ +
Upgrade Website ++ ++ ++
Captora +++ +++ ++ +++
Page 19© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Solution Options
SolutionBoost
Organic & Paid Results
Buyer Intelligence
Competitive
IntelligenceScalable
Increase Paid & Syndication Spend
++ +
Upgrade Website ++ ++ ++
Captora +++ +++ ++ +++
Page 20© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Captora: Real-Time Buyer Intelligence
Demand Signal Family
Relative Positioning Competitor Positioning
Page 21© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Captora: Real-Time Buyer Intelligence
Specific Demand Signal Relative Positioning for Demand Signal
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Captora: Real-Time Competitive Intelligence
Real-Time Competitive Insights
Content-Level Insights
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Captora: Create Targeted Campaigns
Simple One-ClickCampaign Kick-Off
Targeted Campaign
Targeted CTA / Asset
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Captora + Marketo + Salesforce Integration
Targeted CampaignsSpecific CTA
Customized TemplatesCustom Fields / Data
Capture LeadBuyer / Persona Data
Nurture
Campaign ProgramsSales Follow UpTracking & ROI
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Results
Dedicated Success Team @ Captora for Marketing Strategy
Launched 200+ Campaigns
Trending Topics and Content Types
Insights Into Where Competitors Are Focused
Improved Visibility On Relative Positioning
Page 26© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Q&A
Page 27© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Tushar Patel@tushar_m_patel
Dave Lehman@lem41
Mike Tomita@
Your Speakers
Page 28© 2014 Marketo, Inc. Marketo Proprietary and Confidential
LaunchPoint
Launchpoint.marketo.com
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!