marketo presentation sep 20, 2013
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Marketo presentation on Marketing Automation during the Masterclass on Tour "Digital & Social Marketing" - Dublin (September 2013) More information at MasterclassOnTour.comTRANSCRIPT
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo State-of-the-Art Marketing Automation
Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Easy.Powerful. Complete.
Marketo makesMarketing Software that is
Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Leader in cloud-based marketing automation>2500 customers in 36 countries
>150 ecosystem partners
>30,000 Marketing Nation community members
>400 employees in U.S., Europe, Australia
Thought Leader driving the market agenda
Marketo Fast Facts
(MKTO)
Page 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What Industry Influencers are Saying
Marketo Named Leader in 2013 and 2012 Magic Quadrants for CRM Lead Management
“The Marketo platform excels in aligning the activities of sales and marketing functions to a defined demand creation model.”
Marketo Scored as a Top Marketing Automation Platform
“For the third year in a row, Marketo takes the coveted category winner crown. Earlier this year, the company launched its social marketing application, which allows for the integration of social, email, mobile, and Web channels…The company scored highly in the customer satisfaction category.”
Marketo Named CRM Market Winner Three Years in a Row
“Marketo continues to deliver on product functionality, such as expanding its marketing analytics capability, LaunchPoint for partner applications, integration with Facebook and social applications, and revenue modeling.”
Marketo Voted Best Marketing Application by Salesforce Users for Fifth Year Running “We congratulate Marketo on being selected by customers as a leader in marketing and applaud their ongoing commitment to delivering customer success.”
Page 5© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSource: Adbusters, 2011
Page 6© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Unprecedented Changes in Buying
THEN NOW
Information:SCARCITY
Purchasing Power:SELLERS
Organizational Power:SALES
Information:ABUNDANCE
Purchasing Power:BUYERS
Organizational Power:MARKETING
Page 7© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Mission
Transformation of Marketing
Represent the company
Finding customers
Represent the customer
Being found
Customer Intelligence
Mass advertising
Demographic
1:1 Targeting
Behavioral
Mechanics & Tactics
Point in time blasts
Few/isolated channels
Continuous relationships
Exploding/integrated channels
Measurement
3rd party data (Nielsen)
Intuitive decision making
Owned, big data
Fact-based decision making
THEN NOW
Page 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Customers Across Industries Life Sciences
& Healthcare
Media & Consumer Financial Services EducationCommunications
& Infrastructure
Manufacturing & EnergySoftware & Cloud Business Services
Page 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Modern Marketers Need a Complete Solution
Customer System of Record REVENUE
EFFECTIVENESSDrive conversion to sale
• Prospect Prioritization• Offer Prioritization• Social Selling• Productive Prospecting
RELATIONSHIP MARKETINGLifetime dialog withcustomers based on behaviors and interest
• Nurturing and Scoring• Email Marketing• Marketing Automation• Event Marketing• Customer Engagement
INBOUND MARKETINGEnsure potential customers can find you
• Content Marketing• SEO / SEM• Social Campaigns• Landing Pages
ANALYTICS & MEASUREMENTUnderstand impact ofmarketing and optimize marketing investments
• Budgeting & Planning• Spend Analysis• Cross-program Allocation• Opportunity Analysis• Revenue Attribution
Page 10© 2013 Marketo, Inc. Marketo Proprietary and Confidential
A Platform for Success
Marketo Platform(Multi-tenant SaaS, globally hosted)
Database Systemof Record
ERP & OtherEnterprise Apps
Customer Systems(CRM, E-Commerce, Call Center, etc.)
Workflow Engine Time-SeriesAnalytics Engine
Enterprise DataIntegration Engine
ExtensibleArchitecture
Prospect and Customer Touch Points
Marketo ApplicationsLaunchPoint Partner Apps
Marketing Automation
Social Marketing
SalesInsight
Revenue Analytics
LeadData
Search Engine
Marketing
Online Advertising and more…
MarketingManagement
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo's Secret Sauce
How the Marketo team uses Marketo
Page 12© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
A Revenue Cycle
TOFU MOFU
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
BOFU
Page 13© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Exposed to us via content, brand, or word of mouth
Page 14© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Feels a relationship and trust with us
Page 15© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Names are just names.
Page 16© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Meaningful interaction with us
Page 17© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Meaningful interaction and qualified demographics
Nurture until ready for next step
Page 18© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Marketing qualified lead – SDR reach-out
Page 19© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Qualified as sales-ready by SDR
Page 20© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Accepted and actively worked by sales
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Inbound Marketing & Content
Page 22© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Don’t Find Leads; Help Leads Find You
vs
Use brains, not budget.
Page 23© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Brand awareness
Brand preference
Risk reduction
Blogs Definitive GuidesResource Center VideoWebinars
Content Marketing for Brand & Like
Page 24© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Research data, funny videos, curated lists, infographics, thought leadership
Types of Content
NO
YES
MOSTLYNO
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
Gated?Early Stage
Middle Stage
Late Stage
Content must always be relevant and helpful
Page 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Four Tips to Build Content
• Appoint executive editor• Invest in content creators
• Content consumers• Great communicators• Self-promoters
• Distribute creation: content staff + all internal + community-generated
• Create a content / social policy
Invest approx 10% of marketing
headcount into content
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Top of the Funnel
Page 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential
We Invest In Broad Mix Of Programs
PPC
Online Ads
AppExchange
Spons Webinars
Social Ads
Strategic PR
Events
Social
Blogs
SEO
Paid
Unpaid
Great Content
Page 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Re
ach
& E
ng
age
me
nt
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al Li
ft
Events
Making Every Campaign Social
Page 29© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 31© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Test & Tune With Social Funnel MetricsJumpStart Tour Referral Results• 13% of participants shared• 363 incremental registrations• 16% increase in registrations
Page 32© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Marketo Revenue Cycle Analytics, Q2-2013 paid programs only (as of 7/22/2013)
Sponsored email is the workhorse for TOFU
Tradeshows, events, and PPC drive expensive targets
Virtual tradeshows = low cost targets
What Drives Results
Page 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential
But Not All Targets Are EqualContribution of Targets & Opps By Program Type
• Don’t write off an entire program category
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Middle of the Funnel
Page 35© 2013 Marketo, Inc. Marketo Proprietary and Confidential
All N
am
es
Targ
et
&
Recycle
d
En
gag
ed
LeadNurturi
ng
Lead Nurturing Plugs the LeakBuilding relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Lead
OpportunityS
ale
sLead
MQLSAL
SQL
Marketo Data:•% new Targets not Opp ready: 98%•Target to Opp time: 123 days avg•% Slow Leads: 80%•50% more MQLs at 33% lower cost per lead
Page 36© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing Relevance
A
B
C
D
1 23
Stages1. BUYING STAGES
• Early: Be a Better Marketer• Mid: Why Marketing Automation• Late: Why Marketo• Customer: Success
2. BUYING PROFILES• Marketing• Sales• Exec
Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN
Page 37© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Send four educational / enjoyable messages for every one soft promotion and one hard promotion
The 4-1-1 Rule for Nurturing
4 1 1
Page 38© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 39© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Example: Topic of Interest Triggers
• Attends event• Downloads content• Click email• Fills out form• Score is changed
Page 40© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
ScoringMarketing Operations
Page 42© 2013 Marketo, Inc. Marketo Proprietary and Confidential
A Framework for Lead Scoring
ExplicitWhat the prospect tells you
InferredWhat you observe or infer
FitAre you interested in them?
• Demographics• Firmographics• BANT
• Data append• Data quality• Corporate email• Location
InterestAre they interested in you?
• BANT• Latent behaviors
(engagement)• Active behaviors (sales
readiness)
Get The “Definitive Guide to Lead Scoring”http://bit.ly/DGtoLS
Page 43© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Overview
Sort Score powers SDR lead queue view
Page 44© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content Scoring
Inte
nt
StageEarly
Investment
PremiumContent
Mid Late
Page 45© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Act Now
Act Now actions are prioritized above Lead Scoring
Page 46© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Demo Score
Demo Score is a measure of buyer fit
Page 47© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Demo Score
Negative Demo Score of -3 or less removes you from queue
• Positive Demo Score• e.g., Marketing Manager title, SFDC/Dynamics customer
• Negative Demo Score• e.g., Generic email address, Illegitimate phone number
Page 48© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Demo Score
Pers
onal
Att
ribut
es
Company Attributes
Relevance
Not a Target
Page 49© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Decay Rate
Decay Rate reduces Lead Scorebased on inactivity over time
Page 50© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Continuous Improvement
• SDR team• Weekly meetings w/ SDR team• Ad-hoc emails from SDRs
• Snapshot fields• Capture Sort, Lead, and Demo Score at SQL creation
• Regression analysis
We are constantly fine-tuning Sort Score
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Revenue Analytics
Page 52© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Accurately Tracking “Investment” vs Budget
Page 53© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Measuring Return is Hard
• Multiple touches. Seven touches needed to convert a cold lead into a sale
• Multiple influencers. Typical buying committee has 5-21 people
Page 54© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 55© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 56© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What Generates Pipeline for Marketo?
Source: Marketo Revenue Cycle Analytics, June 2013* Percentage of all programs in channel that achieve MT Ratio > 5
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)
% Above Min*
N/A
52%
100%
39%
79%
46%100%
38%
N/AN/AN/A29%38%
52%7.6
Page 57© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
Page 58© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics
Page 59© 2013 Marketo, Inc. Marketo Proprietary and Confidential
A Platform for Success
Marketo Platform(Multi-tenant SaaS, globally hosted)
Database Systemof Record
ERP & OtherEnterprise Apps
Customer Systems(CRM, E-Commerce, Call Center, etc.)
Workflow Engine Time-SeriesAnalytics Engine
Enterprise DataIntegration Engine
ExtensibleArchitecture
Prospect and Customer Touch Points
Marketo ApplicationsLaunchPoint Partner Apps
Marketing Automation
Social Marketing
SalesInsight
Revenue Analytics
LeadData
Search Engine
Marketing
Online Advertising and more…
MarketingManagement
Page 60© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What Industry Influencers are Saying
Marketo Named Leader in 2013 and 2012 Magic Quadrants for CRM Lead Management
“The Marketo platform excels in aligning the activities of sales and marketing functions to a defined demand creation model.”
Marketo Scored as a Top Marketing Automation Platform
“For the third year in a row, Marketo takes the coveted category winner crown. Earlier this year, the company launched its social marketing application, which allows for the integration of social, email, mobile, and Web channels…The company scored highly in the customer satisfaction category.”
Marketo Named CRM Market Winner Three Years in a Row
“Marketo continues to deliver on product functionality, such as expanding its marketing analytics capability, LaunchPoint for partner applications, integration with Facebook and social applications, and revenue modeling.”
Marketo Voted Best Marketing Application by Salesforce Users for Fifth Year Running “We congratulate Marketo on being selected by customers as a leader in marketing and applaud their ongoing commitment to delivering customer success.”
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo State-of-the-Art Marketing Automation