how marketo uses marketo

How Marketo uses Marketo

Lorna PurcellMarketing Specialist

Jack AshmanSolutions Consultant

Topics

• Revenue Generation at Marketo• Revenue Model, Sources of Pipeline

• Top of the Funnel• Inbound and Content

• Middle of the Funnel• Lead Nurturing, Lead Scoring, Sales Handoff

• Proving and Improving Marketing’s Impact on Revenue• Revenue cycle analytics, program performance

• Live demo!

© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

Prospects receive an

average of 10 marketing touches from the time they enter the top of the funnel until they’re a closed-won customer.

Marketers are the steward of the Customer Journey

Revenue Generation at Marketo

Awareness

Friend

Name

Engaged

Target

Marketing Lead

Sales Lead

OpportunityCustomer

TOFU

MOFU

BOFU

Our Journey

Channels

Remarketing

Website & Blog -Personalisation

Account Based Marketing

PPC/SEO

Social

Events & Webinars

Paid Programs



Awareness

Friend

Name

Engaged

Target

Marketing Lead

Sales Lead

OpportunityCustome

r

Early StageThought leadership and best practices to build brand and awareness

Types of Content

Middle StageBuyers guides, RFP templates and industry information to help structure research

Late StageCompany-specific information to help evaluate and reaffirm selection

NO

YES

MOSTLYNO

Gated?

Content must always be relevant and helpful



“Big Rock” Content Example

Definitive Guide:

Webinars:

Ebooks:

Infographics:



•eBooks•Blog posts•Videos•Podcasts•SlideShare Presentations •Infographics•Activity Books/Worksheets •Articles•Webinars

Content is not just whitepapers!



Automation Enables Scale40+ Programs a Month

Set and Use Tokens Integration

Clone to

Reuse



Lead Nurturing Relevance1. BUYING STAGES

• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer

2. PERSONA• B2B Marketer• B2C Marketer• Sales• Executive

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

3. DYNAMIC CUSTOMIZATION• Industry Wrappers• Size Specific Examples• Localization

http://bit.ly/DGtoLN



Creating Conversations at Scale



Trigger & communicate based on behavior



Positive fit indicators:• Title• Company• Industry

Negative fit indicators:• Generic email• Invalid phone #• Non-existent company

Demographic

Activity:• # of web visits• Pricing page visit

Engagement:• Blog, whitepapers, eBooks• Webinars• Product demos

Behavioural

Get the “Definitive Guide to Lead Scoring”www.marketo.com/DG2LS

A Framework for Lead Scoring



Awareness

Friend

Name

Engaged

Target

Marketing Lead

Sales Lead

OpportunityCustomer

Behavioural Scoring Examples

• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10

Latent Behaviors (Engagement)

• Pricing pages: • +10 regular, +15 detailed

• Watch demos: • +5 overview, +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8

Active Behaviors(Buying Intent)

Proving — and Improving — Marketing’s Impact on Revenue

How we measure our marketing?

Single Touch Attribution

Google

Registered for Analytics Webinar

DOWNLOADED CONTENT ON

FACEBOOK

Attended “Top 10 Marketing

Reports” Webinar

ATTENDED WEBINAR

Opportunity/Sales

3 months

€100K

€100K

Multi Touch Attribution

GOOGLE KEYWORD SEARCH

Connected with Sales

Rep

3 months

€25K €25K

€100K

€25K€25K

LINKEDIN POST

FACEBOOK AD

EVENT



Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5




Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline




(MT) Ratio = Pipeline / Investment

>10 is Great and <5 is FailSponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =

6.6, Content Syndication 7.7




% Programs with MT Ratio > 5e.g. Tradeshow has good average

but 49% programs “fail”



Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics



See Direct Program Contribution to Sales

Screenshot: Marketo Revenue Cycle Analytics



Thank You