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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo's Secret Sauce: Smarter Marketing for Better Results
How the experts at Marketo use marketing automation themselves
Page 2© 2013 Marketo, Inc. @jonmiller
Hi, I’m Jon MillerSubscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff4. My first child was born the same month that
we incorporated Marketo
Page 3© 2013 Marketo, Inc. @jonmiller
Rapid Growth and Momentum
$0.7 $1.0 $1.2$1.6
$2.4$3.1
$4.0$4.6
$6.1
$7.4
$8.7
$10.1
$12.2
$13.9
$15.4
$16.8
$19.7
Q1 ‘09 Q1 ’10 Q1 ’11 Q1 ’12 Q1 ’13
135% Compounded Annual Revenue Growth
>2300Customers
Revenue (Millions)
Page 4© 2013 Marketo, Inc. @jonmiller
INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
Page 5© 2013 Marketo, Inc. @jonmiller
ABUNDANCEINFORMATION
Page 6© 2013 Marketo, Inc. @jonmiller
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
Page 7© 2013 Marketo, Inc. @jonmiller
Nam
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Awar
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s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
Opportunity Customer
Cont
acte
d
Sale
s Le
ad
Nurturing Database
Exposed to us via content, brand, or word of mouth
Page 8© 2013 Marketo, Inc. @jonmiller
Nam
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Awar
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Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
Opportunity Customer
Cont
acte
d
Sale
s Le
ad
Nurturing Database
Feels a relationship and trust with us
Page 9© 2013 Marketo, Inc. @jonmiller
Nam
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Awar
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s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
Opportunity Customer
Cont
acte
d
Sale
s Le
ad
Nurturing Database
Names are just names.
Page 10© 2013 Marketo, Inc. @jonmiller
Nam
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Frie
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Enga
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Targ
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Marketo’s Revenue Cycle
Opportunity Customer
Cont
acte
d
Sale
s Le
ad
Nurturing Database
Meaningful interaction with us
Page 11© 2013 Marketo, Inc. @jonmiller
Nam
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Awar
enes
s
Frie
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Enga
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Targ
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Marketo’s Revenue Cycle
Opportunity Customer
Cont
acte
d
Sale
s Le
ad
Nurturing Database
Meaningful interaction and qualified demographics
Nurture until ready for next step
Page 12© 2013 Marketo, Inc. @jonmiller
Nam
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Awar
enes
s
Frie
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Enga
ged
Targ
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Marketo’s Revenue Cycle
Opportunity Customer
Cont
acte
d
Sale
s Le
ad
Nurturing Database
Live human interaction with an SDR
Page 13© 2013 Marketo, Inc. @jonmiller
Nam
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Awar
enes
s
Frie
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Enga
ged
Targ
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Marketo’s Revenue Cycle
Opportunity Customer
Cont
acte
d
Sale
s Le
ad
Nurturing Database
Qualified as sales-ready by SDR
Page 14© 2013 Marketo, Inc. @jonmiller
Nam
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Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
Opportunity Customer
Cont
acte
d
Sale
s Le
ad
Nurturing Database
Accepted and actively worked by sales
Page 15© 2013 Marketo, Inc. @jonmiller
Sounds great, but I have almost 1 million
contacts!
Page 16© 2013 Marketo, Inc. @jonmiller
Processes at scale
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Inbound and Content Marketing
Page 18© 2013 Marketo, Inc. @jonmillerSource: Adbusters, 2011
Page 19© 2013 Marketo, Inc. @jonmiller
Page 20© 2013 Marketo, Inc. @jonmiller
Blog, e-books, research data, funny videos, curated lists, infographics, webinars
NO
YES
MOSTLYNO
Thought leadership and enjoyable content 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, definitive guides, analyst reports
Pricing, demos, services information, 3rd party reviews, customer case studies
Gated?Early Stage
Middle Stage
Late Stage
Page 21© 2013 Marketo, Inc. @jonmiller
Four Tips to Build Content Like Marketo
• 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
Marketo invests 10% of marketing
headcount into content
Page 22© 2013 Marketo, Inc. @jonmiller
Content Results
• Content “influencing” 45% of opportunities, “driving” 18% of opportunities
• 17% of contacts associated with new business opps also visited blog at least once in last 90 days
Source: Marketo Analytics screenshot
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Paid Programs
Page 24© 2013 Marketo, Inc. @jonmiller
Avg Demographic Score: Which programs bring in the targets we want?
$ / Target: Which programs bring in targets most cost-effectively?
% New: Where are we exhausting the lists?
Top Of Funnel Metrics (TOFU)
Page 25© 2013 Marketo, Inc. @jonmiller
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
But not all targets are equal value!
Page 27© 2013 Marketo, Inc. @jonmiller
Sidebar on Social
Page 28© 2013 Marketo, Inc. @jonmiller
Social is very important for brand and content amplification*
Paid social can work for lead gen, but ROI is average (exception: Slideshare Pro)
Note: New names from Social slow to convert to Opportunities – organic names are VERY slow
Source: Marketo Data as of Jun-2013; Marketo Revenue Cycle Analytics*Facebook “People Talking About Us” averages 9,200 a week
names ≠ targets
Page 29© 2013 Marketo, Inc. @jonmiller
70% trust friends
and family
<20% trust
company messages
Page 30© 2013 Marketo, Inc. @jonmiller
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 31© 2013 Marketo, Inc. @jonmiller
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Test & Tune With Social Funnel Metrics
Measure,
Test and
Optimize
Coloring Book Results• 289 participants
shared• 354 registered
downloads• 19.8% increase in
registered downloads
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Middle of the Funnel
Page 34© 2013 Marketo, Inc. @jonmiller
But who is ready?You got them to the dance
Page 35© 2013 Marketo, Inc. @jonmiller
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.
Con
-ta
cte
d 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. @jonmiller
Lead Nurturing Relevance
A
B
C
D
1 23
Stages1. BUYING STAGES
• Early• Mid and Late• Customer
2. BUYING PROFILES• Role (Marketing, Sales, Exec): 67%
• Industry: 82%• Company Size: 49%• Geography: 29%
Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN
Page 37© 2013 Marketo, Inc. @jonmiller
Page 38© 2013 Marketo, Inc. @jonmiller
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 39© 2013 Marketo, Inc. @jonmiller
Snippets for Scalability
A
B
C
D
E
F
Define Segments Create Snippets Create/Send One Email
Email 1
A
Email 1
B
Email 1
E
Email 1
F
Email 1
C
Email 1
D
Industry, Geography, Company Size, Customer vs Prospect, etc.
Page 40© 2013 Marketo, Inc. @jonmiller
Example: Topic of Interest Triggers
• Attends event• Downloads content• Click email• Fills out form• Score is changed
Page 41© 2013 Marketo, Inc. @jonmiller
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Page 42© 2013 Marketo, Inc. @jonmiller
Lead Scoring Defined
“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”
Nurture Nurture DisqualifyPass to Sales
Pass to Sales
Fit Interest Buying Stage
@jonmiller
Page 43© 2013 Marketo, Inc. @jonmiller
Hard ROI of Lead Scoring
0%
5%
10%
15%
20%
25%
30%
35%
We pass every-thing to sales and let them cherry
pick
We score leads based on fit
We score leads based on fit as well
as interest
Revenue Growth vs Peers
0%
10%
20%
30%
40%
50%
60%
70%
We pass every-thing to sales and let them cherry
pick
We score leads based on fit
We score leads based on fit as well
as interest
Sales Time Spent Selling
Source: Marketo Benchmark on Revenue Performance as of May 10, 2012 (N=300)
Page 44© 2013 Marketo, Inc. @jonmiller
Demographic “Fit” Score
Positive Demographic Score• e.g., Marketing Manager title, known CRM customer,
known competitive solution customer
Negative Demographic Score• e.g., Generic email address, illegitimate phone number,
non-existent company (unemployed, self, looking)
Data Augmentation Not Forms
Page 45© 2013 Marketo, Inc. @jonmiller
• Early stage content +3• Attend webinar: +5• Visit any webpage /
blog : +1• Visit careers pages: -10• Decay inactivity:
-1, -5, -10
Latent Behaviors (Engagement)
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for branded
keyword “Marketo” +8
Active Behaviors(Buying Intent)
Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS
Page 46© 2013 Marketo, Inc. @jonmiller
Sort Score and Act Now• Free Trial form• Contact Me form• Key late stage content
Act N
ow
𝐒𝐨𝐫𝐭=𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 +(𝑷𝒐𝒔 𝑫𝒆𝒎𝒐𝒈𝒓𝒂𝒑𝒉𝒊𝒄 )𝟐− (𝑵𝒆𝒈𝑫𝒆𝒎𝒐𝒈𝒓𝒂𝒑𝒉𝒊𝒄 )𝟐
• Viewed weekly live demo• Viewed deep dive demo • Viewed demo on AppExchange• Request live demo
MQL > 53 sort score
Page 47© 2013 Marketo, Inc. @jonmiller
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
Page 48© 2013 Marketo, Inc. @jonmiller
Stars and Flames show priority
Full list of Interesting Moments
Page 49© 2013 Marketo, Inc. @jonmiller
No Lead Left Behind: Service Level Agreements
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
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Revenue Analytics
Page 51© 2013 Marketo, Inc. @jonmiller
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Page 53© 2013 Marketo, Inc. @jonmiller
Accurately Tracking “Investment” vs Budget
Page 54© 2013 Marketo, Inc. @jonmiller
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 55© 2013 Marketo, Inc. @jonmiller
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 56© 2013 Marketo, Inc. @jonmiller
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 57© 2013 Marketo, Inc. @jonmiller
Screenshot: Marketo Revenue Cycle Analytics (actual data)
Page 58© 2013 Marketo, Inc. @jonmiller
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 59© 2013 Marketo, Inc. @jonmiller
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
Page 60© 2013 Marketo, Inc. @jonmiller
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 61© 2013 Marketo, Inc. @jonmiller
Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”http://marketo.com/DG2MM
Page 62© 2013 Marketo, Inc. @jonmiller
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
Page 63© 2013 Marketo, Inc. @jonmiller
Additional Resources
The Definitive Guide to Social Marketinghttp://marketo.com/DG2SM
The Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MM
The Definitive Guide to Marketing Automationhttp://marketo.com/DG2MA
Page 64© 2013 Marketo, Inc. @jonmiller
Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404
Direct: +1.650.376-2310
blog.marketo.comwww.marketo.com
JON MILLERVP Marketing
jon@marketo.com@jonmiller
Question and Answer
© 2013 Marketo, Inc. Marketo Proprietary and Confidential