Transcript
Page 1: Marketo Presentation Sep 20, 2013

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Marketo State-of-the-Art Marketing Automation

Page 2: Marketo Presentation Sep 20, 2013

Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Easy.Powerful. Complete.

Marketo makesMarketing Software that is

Page 3: Marketo Presentation Sep 20, 2013

Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Leader in cloud-based marketing automation>2500 customers in 36 countries

>150 ecosystem partners

>30,000 Marketing Nation community members

>400 employees in U.S., Europe, Australia

Thought Leader driving the market agenda

Marketo Fast Facts

(MKTO)

Page 4: Marketo Presentation Sep 20, 2013

Page 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential

What Industry Influencers are Saying

Marketo Named Leader in 2013 and 2012 Magic Quadrants for CRM Lead Management

“The Marketo platform excels in aligning the activities of sales and marketing functions to a defined demand creation model.”

Marketo Scored as a Top Marketing Automation Platform

“For the third year in a row, Marketo takes the coveted category winner crown. Earlier this year, the company launched its social marketing application, which allows for the integration of social, email, mobile, and Web channels…The company scored highly in the customer satisfaction category.”

Marketo Named CRM Market Winner Three Years in a Row

“Marketo continues to deliver on product functionality, such as expanding its marketing analytics capability, LaunchPoint for partner applications, integration with Facebook and social applications, and revenue modeling.”

Marketo Voted Best Marketing Application by Salesforce Users for Fifth Year Running “We congratulate Marketo on being selected by customers as a leader in marketing and applaud their ongoing commitment to delivering customer success.”

Page 5: Marketo Presentation Sep 20, 2013

Page 5© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSource: Adbusters, 2011

Page 6: Marketo Presentation Sep 20, 2013

Page 6© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Unprecedented Changes in Buying

THEN NOW

Information:SCARCITY

Purchasing Power:SELLERS

Organizational Power:SALES

Information:ABUNDANCE

Purchasing Power:BUYERS

Organizational Power:MARKETING

Page 7: Marketo Presentation Sep 20, 2013

Page 7© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Mission

Transformation of Marketing

Represent the company

Finding customers

Represent the customer

Being found

Customer Intelligence

Mass advertising

Demographic

1:1 Targeting

Behavioral

Mechanics & Tactics

Point in time blasts

Few/isolated channels

Continuous relationships

Exploding/integrated channels

Measurement

3rd party data (Nielsen)

Intuitive decision making

Owned, big data

Fact-based decision making

THEN NOW

Page 8: Marketo Presentation Sep 20, 2013

Page 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Marketo Customers Across Industries Life Sciences

& Healthcare

Media & Consumer Financial Services EducationCommunications

& Infrastructure

Manufacturing & EnergySoftware & Cloud Business Services

Page 9: Marketo Presentation Sep 20, 2013

Page 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Modern Marketers Need a Complete Solution

Customer System of Record REVENUE

EFFECTIVENESSDrive conversion to sale

• Prospect Prioritization• Offer Prioritization• Social Selling• Productive Prospecting

RELATIONSHIP MARKETINGLifetime dialog withcustomers based on behaviors and interest

• Nurturing and Scoring• Email Marketing• Marketing Automation• Event Marketing• Customer Engagement

INBOUND MARKETINGEnsure potential customers can find you

• Content Marketing• SEO / SEM• Social Campaigns• Landing Pages

ANALYTICS & MEASUREMENTUnderstand impact ofmarketing and optimize marketing investments

• Budgeting & Planning• Spend Analysis• Cross-program Allocation• Opportunity Analysis• Revenue Attribution

Page 10: Marketo Presentation Sep 20, 2013

Page 10© 2013 Marketo, Inc. Marketo Proprietary and Confidential

A Platform for Success

Marketo Platform(Multi-tenant SaaS, globally hosted)

Database Systemof Record

ERP & OtherEnterprise Apps

Customer Systems(CRM, E-Commerce, Call Center, etc.)

Workflow Engine Time-SeriesAnalytics Engine

Enterprise DataIntegration Engine

ExtensibleArchitecture

Prospect and Customer Touch Points

Marketo ApplicationsLaunchPoint Partner Apps

Marketing Automation

Social Marketing

SalesInsight

Revenue Analytics

LeadData

Search Engine

Marketing

Online Advertising and more…

MarketingManagement

Page 11: Marketo Presentation Sep 20, 2013

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Marketo's Secret Sauce

How the Marketo team uses Marketo

Page 12: Marketo Presentation Sep 20, 2013

Page 12© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

A Revenue Cycle

TOFU MOFU

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

BOFU

Page 13: Marketo Presentation Sep 20, 2013

Page 13© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

Marketo’s Revenue Cycle

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

Exposed to us via content, brand, or word of mouth

Page 14: Marketo Presentation Sep 20, 2013

Page 14© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

Marketo’s Revenue Cycle

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

Feels a relationship and trust with us

Page 15: Marketo Presentation Sep 20, 2013

Page 15© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

Marketo’s Revenue Cycle

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

Names are just names.

Page 16: Marketo Presentation Sep 20, 2013

Page 16© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

Marketo’s Revenue Cycle

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

Meaningful interaction with us

Page 17: Marketo Presentation Sep 20, 2013

Page 17© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

Marketo’s Revenue Cycle

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

Meaningful interaction and qualified demographics

Nurture until ready for next step

Page 18: Marketo Presentation Sep 20, 2013

Page 18© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

Marketo’s Revenue Cycle

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

Marketing qualified lead – SDR reach-out

Page 19: Marketo Presentation Sep 20, 2013

Page 19© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

Marketo’s Revenue Cycle

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

Qualified as sales-ready by SDR

Page 20: Marketo Presentation Sep 20, 2013

Page 20© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

Marketo’s Revenue Cycle

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

Accepted and actively worked by sales

Page 21: Marketo Presentation Sep 20, 2013

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Inbound Marketing & Content

Page 22: Marketo Presentation Sep 20, 2013

Page 22© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Don’t Find Leads; Help Leads Find You

vs

Use brains, not budget.

Page 23: Marketo Presentation Sep 20, 2013

Page 23© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Brand awareness

Brand preference

Risk reduction

Blogs Definitive GuidesResource Center VideoWebinars

Content Marketing for Brand & Like

Page 24: Marketo Presentation Sep 20, 2013

Page 24© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Research data, funny videos, curated lists, infographics, thought leadership

Types of Content

NO

YES

MOSTLYNO

Thought leadership and entertainment to build brand and awareness

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, whitepapers, analyst reports, webinars

Pricing, demos, services information, 3rd party reviews, customer case studies

Gated?Early Stage

Middle Stage

Late Stage

Content must always be relevant and helpful

Page 25: Marketo Presentation Sep 20, 2013

Page 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Four Tips to Build Content

• Appoint executive editor• Invest in content creators

• Content consumers• Great communicators• Self-promoters

• Distribute creation: content staff + all internal + community-generated

• Create a content / social policy

Invest approx 10% of marketing

headcount into content

Page 26: Marketo Presentation Sep 20, 2013

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Top of the Funnel

Page 27: Marketo Presentation Sep 20, 2013

Page 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential

We Invest In Broad Mix Of Programs

PPC

Online Ads

AppExchange

Spons Webinars

Social Ads

Strategic PR

Events

Social

Blogs

SEO

Paid

Unpaid

Great Content

Page 28: Marketo Presentation Sep 20, 2013

Page 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Re

ach

& E

ng

age

me

nt

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Landing Pages

Website Facebook Pages

Online Ads Email

Soci

al Li

ft

Events

Making Every Campaign Social

Page 29: Marketo Presentation Sep 20, 2013

Page 29© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Page 30: Marketo Presentation Sep 20, 2013

Page 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Page 31: Marketo Presentation Sep 20, 2013

Page 31© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Test & Tune With Social Funnel MetricsJumpStart Tour Referral Results• 13% of participants shared• 363 incremental registrations• 16% increase in registrations

Page 32: Marketo Presentation Sep 20, 2013

Page 32© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Source: Marketo Revenue Cycle Analytics, Q2-2013 paid programs only (as of 7/22/2013)

Sponsored email is the workhorse for TOFU

Tradeshows, events, and PPC drive expensive targets

Virtual tradeshows = low cost targets

What Drives Results

Page 33: Marketo Presentation Sep 20, 2013

Page 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential

But Not All Targets Are EqualContribution of Targets & Opps By Program Type

• Don’t write off an entire program category

Page 34: Marketo Presentation Sep 20, 2013

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Middle of the Funnel

Page 35: Marketo Presentation Sep 20, 2013

Page 35© 2013 Marketo, Inc. Marketo Proprietary and Confidential

All N

am

es

Targ

et

&

Recycle

d

En

gag

ed

LeadNurturi

ng

Lead Nurturing Plugs the LeakBuilding relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

OpportunityS

ale

sLead

MQLSAL

SQL

Marketo Data:•% new Targets not Opp ready: 98%•Target to Opp time: 123 days avg•% Slow Leads: 80%•50% more MQLs at 33% lower cost per lead

Page 36: Marketo Presentation Sep 20, 2013

Page 36© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Lead Nurturing Relevance

A

B

C

D

1 23

Stages1. BUYING STAGES

• Early: Be a Better Marketer• Mid: Why Marketing Automation• Late: Why Marketo• Customer: Success

2. BUYING PROFILES• Marketing• Sales• Exec

Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN

Page 37: Marketo Presentation Sep 20, 2013

Page 37© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Send four educational / enjoyable messages for every one soft promotion and one hard promotion

The 4-1-1 Rule for Nurturing

4 1 1

Page 38: Marketo Presentation Sep 20, 2013

Page 38© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Page 39: Marketo Presentation Sep 20, 2013

Page 39© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Example: Topic of Interest Triggers

• Attends event• Downloads content• Click email• Fills out form• Score is changed

Page 40: Marketo Presentation Sep 20, 2013

Page 40© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Standard Nurture Triggered Interests Lift

Open % 21.7% Open % 34.0% 57%

Click to Open % 23.4% Click to Open % 37.1% 59%

Page 41: Marketo Presentation Sep 20, 2013

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

ScoringMarketing Operations

Page 42: Marketo Presentation Sep 20, 2013

Page 42© 2013 Marketo, Inc. Marketo Proprietary and Confidential

A Framework for Lead Scoring

ExplicitWhat the prospect tells you

InferredWhat you observe or infer

FitAre you interested in them?

• Demographics• Firmographics• BANT

• Data append• Data quality• Corporate email• Location

InterestAre they interested in you?

• BANT• Latent behaviors

(engagement)• Active behaviors (sales

readiness)

Get The “Definitive Guide to Lead Scoring”http://bit.ly/DGtoLS

Page 43: Marketo Presentation Sep 20, 2013

Page 43© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Overview

Sort Score powers SDR lead queue view

Page 44: Marketo Presentation Sep 20, 2013

Page 44© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Content Scoring

Inte

nt

StageEarly

Investment

PremiumContent

Mid Late

Page 45: Marketo Presentation Sep 20, 2013

Page 45© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Act Now

Act Now actions are prioritized above Lead Scoring

Page 46: Marketo Presentation Sep 20, 2013

Page 46© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Demo Score

Demo Score is a measure of buyer fit

Page 47: Marketo Presentation Sep 20, 2013

Page 47© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Demo Score

Negative Demo Score of -3 or less removes you from queue

• Positive Demo Score• e.g., Marketing Manager title, SFDC/Dynamics customer

• Negative Demo Score• e.g., Generic email address, Illegitimate phone number

Page 48: Marketo Presentation Sep 20, 2013

Page 48© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Demo Score

Pers

onal

Att

ribut

es

Company Attributes

Relevance

Not a Target

Page 49: Marketo Presentation Sep 20, 2013

Page 49© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Decay Rate

Decay Rate reduces Lead Scorebased on inactivity over time

Page 50: Marketo Presentation Sep 20, 2013

Page 50© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Continuous Improvement

• SDR team• Weekly meetings w/ SDR team• Ad-hoc emails from SDRs

• Snapshot fields• Capture Sort, Lead, and Demo Score at SQL creation

• Regression analysis

We are constantly fine-tuning Sort Score

Page 51: Marketo Presentation Sep 20, 2013

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Revenue Analytics

Page 52: Marketo Presentation Sep 20, 2013

Page 52© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Accurately Tracking “Investment” vs Budget

Page 53: Marketo Presentation Sep 20, 2013

Page 53© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Why Measuring Return is Hard

• Multiple touches. Seven touches needed to convert a cold lead into a sale

• Multiple influencers. Typical buying committee has 5-21 people

Page 54: Marketo Presentation Sep 20, 2013

Page 54© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

Page 55: Marketo Presentation Sep 20, 2013

Page 55© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

Page 56: Marketo Presentation Sep 20, 2013

Page 56© 2013 Marketo, Inc. Marketo Proprietary and Confidential

What Generates Pipeline for Marketo?

Source: Marketo Revenue Cycle Analytics, June 2013* Percentage of all programs in channel that achieve MT Ratio > 5

Nurture Email - CTA

Nurture Email

Paid Online (PPC+Email)

Nurture (New)

% Above Min*

N/A

52%

100%

39%

79%

46%100%

38%

N/AN/AN/A29%38%

52%7.6

Page 57: Marketo Presentation Sep 20, 2013

Page 57© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Revenue Cycle Modeler

Screenshot: Marketo Revenue Cycle Analytics

Page 58: Marketo Presentation Sep 20, 2013

Page 58© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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

Page 59: Marketo Presentation Sep 20, 2013

Page 59© 2013 Marketo, Inc. Marketo Proprietary and Confidential

A Platform for Success

Marketo Platform(Multi-tenant SaaS, globally hosted)

Database Systemof Record

ERP & OtherEnterprise Apps

Customer Systems(CRM, E-Commerce, Call Center, etc.)

Workflow Engine Time-SeriesAnalytics Engine

Enterprise DataIntegration Engine

ExtensibleArchitecture

Prospect and Customer Touch Points

Marketo ApplicationsLaunchPoint Partner Apps

Marketing Automation

Social Marketing

SalesInsight

Revenue Analytics

LeadData

Search Engine

Marketing

Online Advertising and more…

MarketingManagement

Page 60: Marketo Presentation Sep 20, 2013

Page 60© 2013 Marketo, Inc. Marketo Proprietary and Confidential

What Industry Influencers are Saying

Marketo Named Leader in 2013 and 2012 Magic Quadrants for CRM Lead Management

“The Marketo platform excels in aligning the activities of sales and marketing functions to a defined demand creation model.”

Marketo Scored as a Top Marketing Automation Platform

“For the third year in a row, Marketo takes the coveted category winner crown. Earlier this year, the company launched its social marketing application, which allows for the integration of social, email, mobile, and Web channels…The company scored highly in the customer satisfaction category.”

Marketo Named CRM Market Winner Three Years in a Row

“Marketo continues to deliver on product functionality, such as expanding its marketing analytics capability, LaunchPoint for partner applications, integration with Facebook and social applications, and revenue modeling.”

Marketo Voted Best Marketing Application by Salesforce Users for Fifth Year Running “We congratulate Marketo on being selected by customers as a leader in marketing and applaud their ongoing commitment to delivering customer success.”

Page 61: Marketo Presentation Sep 20, 2013

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Marketo State-of-the-Art Marketing Automation


Top Related