marketo on marketingpages2.marketo.com/rs/marketob2/images/rockstar liz... · © 2012 marketo, inc....

#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.

Marketo on Marketing London 4 September 2012

Liz Smyth EMEA Marketing Director @lizsmyth


Explosive Growth: Customers & Revenue

-

500

1,000

1,500

2,000

2,500

2008 2009 2010 2011

Marketo publicly reported approximate new customer figures


The Changing Buyer

SALES REP SALES REP

INFO SCARCITY INFO ABUNDANCE


ABUNDANCE INFORMATION


Revenue Generation Must Fundamentally Adapt

Run more programs over more channels

Open the top of the funnel as wide as

possible

Leverage word of mouth and influence

marketing

Make fact-based decisions on program investments

Nurture and win the minds of self-directed buyers

Detect and exploit buying signals instantly

Prioritize sales time on most likely buyers

Respond to buyer interest quickly and

appropriately


Marketo’s Revenue Cycle

Engaged


The Five Horsemen of Opportunity

Spark

Small-Biz Corporate

10-100 Mid-Market 101-1,500

Enterprise 1,500+

% Marketing-Led 100% 84% 80% 78%

% Inbound 65% 42% 31% 32%

% Demand Gen 30% 24% 23% 27%

% Teleprospecting 0% 12% 22% 12%

% Referral 5% 6% 3% 6%

% Sales-Led 0% 16% 20% 22%

Inbound and Content Marketing


Risk Reduction

Brand Awareness

Social

Scoring

Blogs Definitive Guides Resource Center Video Webinars

Marketing as a Content Publisher


Early Stage Thought leadership and best practices to build brand and awareness

Types of Content

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

Late Stage Company-specific information to help evaluate and reaffirm selection

Content must always be relevant and helpful


Visual Content Helps Stand Out

3,000

tweets

136,000

views

Demand Generation with Social Boost


Marketo Prospect Generation: Last 12 Months

Source Prospects Invest-ment

% Lead 12 mo

Velocity (Days)

Lead to Opp Index

3rd Party Email Blast 19,039 $43 30% 147 0.2

Trade Show 12,619 $53 29% 153 1.0

Paid Social Media Ad 4,319 $65 30% 72 0.1

Virtual Trade Show 4,120 $40 32% 213 1.6

Paid Webinar 3,849 $63 36% 156 0.4

Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8

Content Syndication 2,302 $126 40% 178 0.2

AppExchange 1,306 $26 80% 26 0.9

Website/Inbound 3,352 57% 75 2.8

Referral / WOM 179 36% 158 10.9

Sales Prospecting 440 28% 108 3.6

Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012


Automation Enables Scale 40+ Programs a Month

Set and Use Tokens Integration

Clone to

Reuse

25 Best-

Practice Templates


Re

ach

& E

ng

ag

em

en

t

Socia

l Lif

t

Socia

l Lif

t

Socia

l Lif

t

Socia

l Lif

t

Socia

l Lif

t

Landing

Pages Website Facebook

Pages Paid Ads Email

Socia

l Lif

t

Events

Making Every Campaign Social


Social Media - The Numbers

• More than 700 Billion minutes spent on Facebook each month

• LinkedIn gains 2 members every second

• 1 Million Twitter accounts are added daily

• Twitter handles more search queries per month than Bing and Yahoo combined – 32 Billion

• Pinterest is projected to account for 40% of social media driven purchases by Q4 2012

• Facebook: 1 billion users any day now


Social Marketing – the Social Media Clutter


What’s in it for me?


What motivates your customer?


Test & Tune With Social Funnel Metrics Measuring Success – The What

Traffic, Interaction, Sharing, Conversions and Reach


Measuring Success – The Where

Social Networking Channels


Measuring Success – The Who

Middle of the Funnel


Why Middle of the Funnel?

• % new Prospects not sales-ready: 81% • Prospect to Lead time: 123 days average • % Slow Leads: 66%

LEAD

NURTURING

AND SCORING


Lead Nurturing Relevance

1. BUYING STAGES • Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer

2. PERSONA • Molly Marketer • Sam Sales • Jack Executive

Get The “Definitive Guide to Lead Nurturing”

http://bit.ly/DGtoLN

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

http://bit.ly/DGtoLN


A Framework for Lead Scoring

Explicit What the prospect tells you

Inferred What you observe or infer

Fit Are you interested in them?

• Demographics

• Firmographics

• BANT

• Data append

• Data quality

• Corporate email

• Location

Interest Are they interested in you?

• BANT

• Latent behaviors (engagement)

• Active behaviors (sales readiness)

Get The “Definitive Guide to Lead Scoring”

http://bit.ly/DGtoLS

http://bit.ly/DGtoLS


Identifying Marketing Qualified Leads for SDRs

21+ Super-Target

Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

<2

Engagement <20 20+ 45+ 90+

Buying Intent <6 6+ 13+ 19+

Fit

Inte

rest


Sales Insight

Proving — and Improving — Marketing’s

Impact on Revenue


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Programs Effectiveness


First-touch allocation, multi-touch

allocation, investment, volume, etc


Model the Full Revenue Cycle



Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity

Trends over time

SLA violations



Marketo Revenue Cycle Metrics

Opportunities 200 / mo ($1,860)

New Customers ($5,000)

Leads 3,700 / mo

($101)

Prospects 6,500 / mo

($57)

19%

Active Prospect Database

4.5% / month 75% Paid

Names ($14)

10%

Unpaid Names

($0)

24%

Inactive (Last 6

Months)

Lead Type Variants • Business Unit • Source • Channel

81%

• Lead to Sales Lead: 10% • Sales Lead to Opp: 74% • 1.4 people per Opp 1,000 Leads = 54 Opps

27,000 / mo

319K Total 55K Prospects

36% engaged x 66% qualified


Marketing Forecasts

Get The “Definitive Guide to Marketing Metrics & ROI”

http://bit.ly/DG2MM

http://bit.ly/DG2MM


Key Takeaways

1. Use content to help leads find you

2. Leverage influence marketing to give every campaign a social boost

3. Focus on the entire revenue cycle, not just the top of the funnel – nurturing and scoring are essential

4. Fit and interest are required for “win-ready” leads

5. Use analytics to turn marketing from a cost center into a revenue driver


Marketo EMEA Ltd.

Cairn House

South County Business Park

Leopardstown,

Dublin 18, Ireland

Direct: +353.1.242 3000

blog.marketo.com

www.marketo.com

LIZ SMYTH Director Marketing

[email protected]

@lizsmyth

Contact Me

marketo on marketingpages2.marketo.com/rs/marketob2/images/rockstar liz... · © 2012 marketo, inc....

Documents