marketo on marketo

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

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Some type of creative background in

style of event Marking and Sales in a Brave New World

Marketo on Marketo

Aden Forrest MD, Marketo ANZ


Explosive Growth: Customers & Revenue

-

500

1,000

1,500

2,000

2,500

2008 2009 2010 2011

Marketo publicly reported approximate new customer figures


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 – “Social

Boost”

Make “fact-based decisions” on program

investments

Nurture and win the minds of self-directed buyers

Detect and leverage buying signals instantly

Prioritise 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

43,000

views

Get “The Optimize your social channels” ebook…

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


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


Test & Tune With Social Funnel Me,trics Measuring Success – The What, Where & Who

Traffic, Interaction, Sharing, Conversions and Reach

Social Networking Channels

Individual Social Profiles

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 CUSTOMISATION • Industry Wrappers • Size Specific Examples • Localisation

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


Salesforce.com Users - Sales Insight

Proving — and Improving — Marketing’s

Impact on Revenue


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Model the Full Revenue Cycle

Screenshot: Marketo Revenue Cycle Analytics


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% • 1.4 people per Opp • 1,000 Leads = 54 Opps

27,000 / mo

319K Total 55K Prospects

36% engaged x 66% qualified

34.5%

40% of prospects eventually become a leads


Revenue Driver - Marketing Forecasts

Get The “Definitive Guide to Marketing Metrics & ROI”

http://bit.ly/DG2MM

http://bit.ly/DG2MM


Our Key Takeaways

1. Use content to help people 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”

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