salesforce boston user group presentation
TRANSCRIPT
Marketo on Marketing
© 2012 Marketo, Inc.
Amy GuarinoVice President, Business DevelopmentDecember, 2012
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Today’s Topics
• Life before lead nurturing and lead scoring• Challenges• Life after lead nurturing and lead scoring• Best practices and results• Q&A
@jonmiller #BizCaseMA
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Life Before
Marketing VP
Inside Sales Manager
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Why now?
Changing buyer behavior requires new marketing techniques
Downward pressure on budgets – marketers forced to do more with less
New marketing techniques (content, inbound) driving wider top of the funnel; manual processes don’t keep up
@jonmiller #BizCaseMA
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
TOFU MOFU
Opportunity Customer
Cont
acte
d
Sale
s Le
ad
Nurturing Database
BOFU
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Basic Marketing Automation Campaign: Event
Send Event Invitation
Wait 3 Days
If Not Registered,
Send Reminder
Wait Until 1 Day After
Event
Send Different Follow-Up
to Attendees vs. Non-
Attendees@jonmiller #BizCaseMA
#RevEngine© 2012 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
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Prospect Generation: Last 12 MonthsSource Prospects Invest-ment % Lead 12 mo Velocity (Days) Lead to Opp Index
3rd Party Email Blast 19,039 $43 30% 147 0.2Trade Show 12,619 $53 29% 153 1.0Paid Social Media Ad 4,319 $65 30% 72 0.1Virtual Trade Show 4,120 $40 32% 213 1.6Paid Webinar 3,849 $63 36% 156 0.4Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8Content Syndication 2,302 $126 40% 178 0.2AppExchange 1,306 $26 80% 26 0.9Website/Inbound 3,352 57% 75 2.8Referral / WOM 179 36% 158 10.9Sales Prospecting 440 28% 108 3.6
Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Automation Enables Scale40+ Programs a Month
Set and Use Tokens Integration
Clone to
Reuse
25Best-
Practice Templates
#RevEngine© 2012 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
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Three core benefits of marketing automation
Save money and time
Measure and optimize marketing investments
Faster revenue growth
@jonmiller #BizCaseMA
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Save money and time
• Streamline and automate repeatable processes
• Do it yourself• Simplify approvals, ensure
compliance• Fewer spreadsheets
Business cases based on cost savings are very strong
“We needed a way to automate our marketing campaigns so that we could focus our time and resources on the best opportunities. That’s the only way to really drive business.”
-- John Watton, VP, ShipServ
@jonmiller #BizCaseMA
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Measure and optimize marketing investments• Marketing under pressure to be
measurable• Economic uncertainty puts budget
and revenue process under scrutiny
• Highly measurable direct channels raise expectations for all marketing
• C-suite uneasy that so much rides on marketing these days
@jonmiller #BizCaseMA
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Demonstrate
impact on
funnel
Prove program ROI
Measure / test / optimiz
eSystem
of record
Measure and optimize marketing investments
Hard to make quantitative business case on improved measurement, but can be a good
way to convince CFO.
@jonmiller #BizCaseMA
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Faster revenue growth
• Focus on the right prospects
• Develop relationships until buyer is ready
• Engage at the right time• Scale personalized
interactions (right message)
@jonmiller #BizCaseMA
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways
1. The way buyers buy has changed forever – the way we market and sell must change as well
2. Publish / own content to help leads find you
3. Leverage peer-to-peer influence to give every campaign a social boost
4. Most leads are not “sales ready” – nurture relationships over time
5. Use analytics to turn marketing from a cost center into a revenue driver
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Additional Resources
The Definitive Guide to Lead NurturingSMS your email to +1.650.262.0066http://bit.ly/DGtoLN
The Definitive Guide to Lead ScoringSMS your email to +1.650.262.0066http://bit.ly/DGtoLS
The Definitive Guide to Marketing Metrics & ROISMS your email to +1.650.262.0066http://bit.ly/DG2MM
Personalized Benchmark on Email Marketinghttp://www.marketo.com/benchmark
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404
Direct: +1.650.376-2291
blog.marketo.comwww.marketo.com
Amy GuarinoVP Business Development
[email protected]@amyg44
Question and Answer