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

Marketo on Marketing Minneapolis, Minnesota August 16th, 2012

Jon Miller VP, Marketing & Co-Founder @jonmiller


Explosive Growth: Customers & Revenue

-

500

1,000

1,500

2,000

2,500

2008 2009 2010 2011

Marketo publicly reported approximate new customer figures


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


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


Marketing as a Content Publisher

vs

Use brains, not budget, to build your own attention


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

Types of Content

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

Early Stage

Middle Stage

Late Stage

Content must always be relevant and helpful


5 Food Groups of Content

Tabasco

Chocolate Cake

Roasts

Spinach

Raisin Bran


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


How Not To Use Social For Demand Gen 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


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


Facebook Campaigns


Facebook Timeline Campaigns


Twitter Campaigns

• Combination of search & timeline campaigns • Tracking with Marketo landing pages/ campaigns • Conversion rates as high as 14% • 1.39 Million Impressions • 10.5K Clicks • 339 Retweets • Very effective prospecting channel


Test & Tune With Social Funnel Metrics Data to Measure Effectiveness and Lift

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 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

4-1-1 cadence

for content

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

Account-Based Pipeline Teleprospecting and Sales-Led


Target Accounts

Accounts

Contacts


Marketing Automation Drives a 63% Connect

Rate, 5% Opportunity Rate

Add Leads/Contacts

to Campaign Package / Postcards Automatically Sent

Upon Delivery, Personalized Email

Task to Call Created in SFDC

SLA

Reminders

Budgeting and Staffing for Growth


Budget and Resources

Revenue Marketing / Demand Gen Q2-12 Pipeline $ $27M # Opportunities 850 Prospects 20K Leads 15K Program Investment $1.5M Total Investment in Revenue Marketing $2.3M Revenue Marketing Headcount 22 Program : People Ratio 69 : 31 Customer Acquisition Cost Ratio (Bookings / Sales and Marketing) 1.3


Organizing For Scalability

Demand Center

8

EMEA 2+1

US 4+1

Target Account

3

Inbound

3+1

Customer 1+1

• Integrated Marketing • Middle of Funnel • Marketing Operations (Also Sales Development)

AsiaPac

Proving — and Improving — Marketing’s

Impact on Revenue


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Example: Multi-Touch Attribution



Revenue Cycle Modeler



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, Inc.

901 Mariners Island

Suite 200

San Mateo, CA 94404

Direct: +1.650.376-2310

blog.marketo.com

www.marketo.com

JON MILLER VP Marketing

[email protected]

@jonmiller

Contact Me

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