marketo@marketo: our simplified marketing analytics

Marketo@Marketo:Our Simplified Marketing Analytics

Lizzy Funk

Marketing Program Manager

Marketo

@lizzymfunk

Speakers

Brian Glover

Sr. Product Marketing Manager

Marketo

@brianjglover

• What and why of marketing analytics• Attribution• Reporting Examples• Early, Mid and Late Stage Reports• “What if” budget planning scenario• Marketo Advanced Reporting

Agenda

Source: Experian 2014 Digital Marketer report

44% of marketing leaders cite tracking and measuring campaigns is a top challenge.

Why is measurement hard?

Wow, our engagement,

likes, and Klout have never

looked better!

What are they ##$%^ talking

about?

salesmarketing team

What’s the Payoff if I Get It Right?

Earn a seat at the revenue table1Achieve alignment between sales & marketing2Improve marketing results & ROI3

Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023

3 Key Types of Analytics

New Name Acquisition

Buyer Journey Analysis

Marketing Impact/ROI

Attribution

First Touch vs. Multi-Touch Attribution


Downloaded eBook on Analytics

Attended Advanced Analytics Webinar

Downloaded Analytics

Survey Results

Attended “Top 10 Marketing

Reports” Webinar

Engaged with us at Big

Tradeshow

Connected with Sales Rep

First Touch Attribution

3 months

$100K



Registered for Analytics Webinar


Survey Results


Reports” Webinar


Tradeshow


First Touch Attribution

3 months

$100K

$100K





Survey Results


Reports” Webinar


Tradeshow


Multi Touch Attribution

3 months

$100K





Survey Results


Reports” Webinar


Tradeshow



3 months

$25K

$0

$25K

$25K $100K

$25K




Downloaded Analytics Survey

Results


Reports” Webinar

Engaged with us at BigTradeshow



$14K

$0

$14K

$14K

$14K

Attended the Analytics Webinar

Attended “Top 10 Marketing Reports”

Webinar

Engaged with us at Tradeshow

Connected withSales Rep$14K

$14K

$14K

Moe

Larry

$100K




Downloaded Analytics Survey

Results


Reports” Webinar

Engaged with us at Big Tradeshow



$14K $14K

$100KAttended the Analytics

Webinar

Attended “Top 10 Marketing Reports”

Webinar

Engaged with us at Tradeshow

Connected withSales Rep

$14K $28K $28K

Moe

Larry


Multi Touch AttributionProgram MT Revenue

Email: eBook Analytics

$14,000

Webinar: Advanced Analytics

$14,000

Email: Survey Results

$14,000

Webinar: Top 10 Marketing Reports

$28,000

Tradeshow: Big $28,000

Moe and Larry both engaged with these programs


Multi Touch AttributionProgram FT Revenue MT Revenue

Email: eBook Analytics $100,000 $14,000


$0 $14,000

Email: Survey Results $0 $14,000


$0 $28,000

Tradeshow: Big $0 $28,000


Multi Touch AttributionProgram FT Revenue MT Revenue

Email: eBook Analytics $176,000 $249,000


$131,000 $362,000

Email: Survey Results $234,000 $276,000


$189,000 $541,000

Tradeshow: Big $325,000 $117,000



Channel FT Revenue MT Revenue

Email $310,000 $525,000

Webinars $320,000 $903,000

Tradeshows $325,000 $117,000

More efficient at pushing leads

through funnel

More efficient at acquiring the right

leads

Reporting Examples

• Early stage reports• Am I bringing in the right names?• Which channels are bringing in the best, cheapest names?

• Mid stage reports• How are my leads moving through my funnel?• Are my leads converting at a good rate?

• Late stage reports• How are my programs impacting revenue?• What is my ROI?

Marketo Examples

What important metrics do we track?

1• Channel

2• Program Name

4• Program tags

5• Successes

6• Cost

7• Pipeline

8• Revenue

Set yourself up for success!

Early Stage ReportsProgram Cost Analysis

• Which channels/programs are generating the most successes/new names by month?

• Which channels are the cheapest for bringing in new names?

Early stage reports – Program Cost Analysis

• Which channels/programs are generating the most successes/new names by month?

• Which channels are the cheapest for bringing in new names?


Quick Tip: drag in filters to narrow down your results

ExampleChannel Cost Members Successes New

NamesCost per new

name% New Names

Content Syndication $210,000 8923 8923 7421 $28 83%

Email - Sponsored $140,000 10061 10061 4859 $29 48%

Events $165,000 15087 2154 3651 $45 24%

Virtual Events $9,000 4055 699 1642 $5 40%

Webinars $20,020 21873 3761 2087 $10 10%

PPC $104,720 1387 1387 965 $109 70%

Social $49,000 1021 1001 712 $69 70%

Website $0 761 749 695 $0 91%

Early Stage ReportWhich channels are bringing in the

most new names?Which channels are bringing in the

cheapest new names?

• What is the trend of cost per new name by channel?


• What is the trend of cost per new name by channel?


Quick Tip: change data view to graph and add trend line

Mid Stage ReportsProgram Revenue Stage Analysis

• Where are my leads in the funnel for each channel?

Mid Stage Report – Program Revenue Stage Analysis

Known > Engaged > Lead > MQL > Opportunity > Customer

• Where are my leads in the funnel for each channel?

Mid Stage Report – Program Revenue Stage Analysis


Quick Tip: Get more granular by adding in Program Name

Example

How are my leads moving through the funnel?

Where are my leads getting stuck?

Which channels have the best lead to opportunity

rate?

• How fast do my leads move through the funnel?Mid Stage Report – Program Revenue Stage Analysis


• How fast do my leads move through the funnel?Mid Stage Report – Program Revenue Stage Analysis


Quick Tip: Add in conditional formatting

Late Stage ReportsProgram Opportunity Analysis

• FT = First Touch• Acquisition Program = 100% of the credit

• MT = Multi Touch• Programs in between acquisition and opportunity = divided

credit

Attribution – explained (FT vs. MT)

Content Syndication

Clicked on email

Attended Webinar

Attended Demo

Downloaded Definitive

Guide

Opportunity Opened ($43K)

FTProgram that generated

name (acquisition program) = 100% of credit

MTAll programs that touched

the lead and contributed to an opp = divided credit

Example customer journey: Acquisition Program Opportunity

• How are my marketing programs impacting total revenue?Late Stage Report – Program Opportunity Analysis

Total Marketing Revenue Generated

÷Total Revenue Generated

= % Revenue Marketing

Contributed

• How are my marketing programs impacting total revenue?Late Stage Report – Program Opportunity Analysis

Total Marketing Revenue Generated

÷Total Revenue Generated

= % Revenue Marketing

Contributed

Quick Tip: Pull in Opportunity Name and Cost of Opportunity to see which opps your programs influenced

Example Quick Tip: Consider which channels are driving the most revenue (FT vs. MT) AND the most new names

• What is my ROI?Late Stage Report – Program Opportunity Analysis

Revenue ÷

Cost =

ROI

• What is my ROI?Late Stage Report – Program Opportunity Analysis

Revenue ÷

Cost =

ROI

Quick Tip: Set a goal/baseline for your ROI metric to measure your success on

ExampleChannel Cost FT Opps Cost/FT

Opp FT Pipeline FT Pipeline/Cost MT Opps Cost/MT

Opp MT Pipeline MT Pipeline/Cost

Content Syndication $2,759,296 285 $9,682 $15,681,555 6 216 $12,775 $13,321,197 5

Email - Sponsored $1,976,644 210 $9,413 $14,769,720 7 196 $10,085 $18,637,134 9

Live Events $1,652,304 116 $14,216 $6,268,524 4 118 $14,003 $5,304,563 3

Virtual Events $294,910 97 $3,040 $3,693,372 13 35 $8,426 $4,990,658 17

Webinars $495,695 110 $4,506 $1,707,090 3 196 $2,529 $10,444,562 21

PPC $1,829,315 267 $6,854 $14,902,411 8 238 $7,686 $12,204,289 7

Social $991,915 104 $9,538 $2,877,160 3 104 $9,538 $3,612,412 4

Website $0 320 $0 $22,737,280 N/A 450 $0 $32,176,800 N/A

What is my ROI?Which channels

bring in more pipeline than the

cost?

Defending Your Budget

Marketo ExamplePredicting Results

Why Should I Give You $10k?

• How much pipeline can you generate?

• How many new opportunities will be created?

• How much revenue can you plan on closing?

• How long will it take?

What Your Boss Wants to Hear…

Predicting What $10k Will Generate

Use previous data to predict ROI on spend

Expected Spend x Expected ROI (ratio) = Expected Revenue

ExampleChannel Cost FT Opps Cost/FT

Opp FT Pipeline FT Pipeline/Cost MT Opps Cost/MT

Opp MT Pipeline MT Pipeline/Cost

Days to Opp

Content Syndication $2,759,296 285 $9,682 $15,681,555 6 216 $12,775 $13,321,197 5 115

Email - Sponsored $1,976,644 210 $9,413 $14,769,720 7 196 $10,085 $18,637,134 9 98

Live Events $1,652,304 116 $14,216 $6,268,524 4 118 $14,003 $5,304,563 3 107

Virtual Events $294,910 97 $3,040 $3,693,372 13 35 $8,426 $4,990,658 17 124

Webinars $495,695 110 $4,506 $1,707,090 3 196 $2,529 $10,444,562 21 99

PPC $1,829,315 267 $6,854 $14,902,411 8 238 $7,686 $12,204,289 7 87

Social $991,915 104 $9,538 $2,877,160 3 104 $9,538 $3,612,412 4 127

Website $0 320 $0 $22,737,280 N/A 450 $0 $32,176,800 N/A 74

What will $10k generate?

Use avg. ROI ratio to calculate

pipeline/revenue and use avg. cost/opp to calculate # of opps

How Long Will It Take?

Average # of days to become an opportunity or customer

• What will it turn into?$10k = ? (Example)

Early StageBudget = $10k

Average Cost per New Name = $30

333 New Names

Late StageBudget = $10k

Average FT (ROI) Ratio = 6

$60K expected FT pipeline generated

Avg. days to opp = 126

Marketo Advanced Reporting

Key Features• Marketing Impact & ROI• Buyer Journey Analysis• New Name Acquisition• 25 Pre-Configured Reports• Custom Report Creation• Dashboards• Custom Measures

Marketing Impact & ROIMeasure pipeline & revenue created, ROI and moreFirst-touch and multi-touch attribution

Prove marketing’s contribution to business growth

Marketing Influenced Pipeline

Buyer Journey AnalysisMeasure names per stage, average days per stage, conversion rate and more

Focus resources where customers get “stuck” in the buyer journey

New Name AcquisitionMeasure new name acquisition, program cost, cost per lead and more

Save time and avoid errors with automated metrics and reports

25 Pre-Configured ReportsMarketing Impact & ROIBuyer Journey Analysis“Top 10” Program ReportsEmail Analysis

Start your revenue reporting program quickly without the errors and headaches.

Flexible Report CreationDrag & drop report creation, multiple charting options, data highlighting, sharing & exporting and more

DashboardsExecutive-level marketing dashboards with the click of a mouse

Custom MeasuresCreate your own analytics with calculated fieldsModel revenue from add’l investmentMeasure customer lifetime value

Create the analytics you need to make better investment decisions

• Track the RIGHT metrics (i.e. opps, pipeline revenue, etc.) to prove your contribution on revenue

• Analyze your programs/channels at different time points – early, mid, late

• Use your ROI metrics to optimize programs and predict future performance

Key Takeaways

@lizzymfunk@brianjglover#mktgnation

Additional Resources• The 8 Essential Reports e-book

• https://marketoemployee.jiveon.com/docs/DOC-1565

• The ABCs of RCA (Mercer case study / best practices)• http://www.marketo.com/webinars/the-abcs-of-rca/

• Sungard AS case study• https://marketoemployee.jiveon.com/docs/DOC-1567

https://marketoemployee.jiveon.com/docs/DOC-1565


http://www.marketo.com/webinars/the-abcs-of-rca/

http://www.marketo.com/webinars/the-abcs-of-rca/



Questions?

Lizzy FunkMarketing Program ManagerMarketo@lizzymfunk

Brian GloverSr. Product Marketing ManagerMarketo@brianjglover

Thank You!!!

Lizzy FunkMarketing Program ManagerMarketo@lizzymfunk

Brian GloverSr. Product Marketing ManagerMarketo@brianjglover

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