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

Marketo on Marketing Orange County, California July 12th, 2012

Sanjay Dholakia SVP, Product Marketing & Corporate Development @sdholakia


Explosive Growth: Customers & Revenue

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200

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1,000

1,200

1,400

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2,000

2008 2009 2010 2011

Marketo publicly reported approximate new customer figures


ABUNDANCE INFORMATION


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Marketo’s Revenue Cycle

Generate Awareness and “Like”

Develop Relationships Until Sales Ready

(Email, Social, Offline)

Opportunity Customer

Lead

Sale

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Nurturing Database


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Lead

Sale

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Nurturing Database

Exposed to us via content, brand,

or word of mouth


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Lead

Sale

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Nurturing Database

Feels a relationship and trust

with us


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Lead

Sale

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Nurturing Database

Names are just names.


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Lead

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Nurturing Database

Meaningful interaction with us


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Lead

Sale

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Nurturing Database

Meaningful interaction and

qualified demographics Nurture until ready

for next step


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Lead

Sale

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Nurturing Database

Showing buying signs or significant

engagement


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Lead

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Nurturing Database

Qualified as sales-ready by a human.


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Lead

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Nurturing Database

Accepted and actively worked by sales


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, Content, and Social Marketing


Don’t Find Leads; Help Leads Find You

vs

Use brains, not budget.


Three Types of Inbound Marketing

Quality Inbound

Affinity

Utility Content


Brand awareness

Brand preference

Risk reduction

Blogs Definitive Guides Resource Center Video Webinars

Content Marketing for Brand & Like


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


Visual Content Helps Stand Out

3,000

tweets

136,000

views


Set Your Content Free


20,700+

Likes

Leverage peer to peer

Social nurturing

Use “411” method for nurturing Likes


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


Marketo Revenue Rockstar Decal Offer

RESULTS

• Social reach expanded by 12X

• 16,000 viewers in first 15 days

• 184,000 social impressions


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

Think of It As An Integrated Part of Everything

Demand Generation Pipeline

Top of the Funnel


What Works in Demand Gen?

Screenshots: Marketo Revenue Cycle Analytics, 12 months ending 10 May 2012


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

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

A

B

C

D

1 2 3

Stages 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

DYNAMIC CONTENT • Industry Wrappers • Size Specific Examples • Localization • Social Signatures • “What’s New”



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



Interest Scoring - Examples

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

• Pricing pages:

• +10 regular, +15 detailed • Watch demos:

• +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8


Identifying Marketing Qualified Leads for SDRs

21+ Super-Target

Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

<2

Engagement <20 20-44 45-89 90+

Buying Intent <6 6-12 13-18 19+

Fit

Inte

rest


Sales Development Reps (SDRs) Pass The Baton

from Marketing to Sales

• Faster, more consistent, & better quality follow-up on leads

• Better economics

• The human touch enhances lead nurturing

• Better data and more metrics

• Talent development for sales

Best place for dramatic improvements in business performance are handoffs between functions


No Lead Left Behind

Day 0 Notification

Day 1 If untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives

Day 7 If stale, reminder

Day 8 If stale, reminder cc boss

Day 9 If stale, alert executives

Account-Based Pipeline Teleprospecting and Sales-Led


Target Accounts

Accounts

Contacts


Effective Target-Account Tactics


Warm

er


Buyer’s don’t care about you… answer WYWYN directly upfront


Warm

er


Fortune Cookie Mailer

Postcard Series


Warm

er



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


Conversion Over Time

• Predict conversions from one stage to another over time

• Create plans / forecasts about future

y = 50.749x-0.571 R² = 0.4301

0

10

20

30

40

50

60

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3 13 23 33 43 53 63 73

Marginal Conversion

y = 994.2x0.1352 R² = 0.9551

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3 13 23 33 43 53 63 73

Cumulative Conversion


Marketing Forecasts

Get The “Definitive Guide to Marketing Metrics & ROI”

http://bit.ly/DG2MM

http://bit.ly/DG2MM


Key Takeaways

1. Use content and peer-to-peer social to help leads find you

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

3. No lead left behind / service level agreements

4. Use forecasting to turn marketing from a cost center into a revenue driver

5. Grow revenue when marketing makes sales more productive (not just by hiring more reps)


Additional Resources

The Definitive Guide to Lead Nurturing http://bit.ly/DGtoLN

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

The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM

Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark





http://bit.ly/DG2MM

http://bit.ly/DG2MM

http://www.marketo.com/benchmark


Marketo, Inc.

901 Mariners Island

Suite 200

San Mateo, CA 94404

Cell: +1.510.508.3999

blog.marketo.com

www.marketo.com

Sanjay Dholakia SVP, Product Marketing &

Corporate Development

[email protected]

@sdholakia

Thank You!

marketo on marketingpages2.marketo.com/.../social-marketing-rockstar-oc... · revenue marketing /...

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