Customer Engagement Platform: Smarter Marketing for Better Results

© 2014 Marketo, Inc. #MKTGNATION14

Customer Engagement Platform:

Smarter Marketing for Better Results

Brian Glover Sr. Product Marketing Manager, Marketo


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THEN NOW

It’s A New World, With New Rules

Demographic Behavioral Segmentation

Mass Advertising 1:1 Communication

Point in time Blasts Continuous Relationships

Few / isolated channels Exploding / integrated channels

Intuitive decision making Data-driven automation

Customer Engagement Platform:

Helping Marketers Navigate The Digital World

DRIVE CONVERSIONS Drive effective conversion from new prospect to sale

BUILD RELATIONSHIPS Orchestrate engaging customer experiences mapped to the buyer’s journey

ATTRACT CUSTOMERS Generate interest in your products and messages

MEASURE & OPTIMIZE Maximize impact of marketing investments

PLAN & BUDGET Plan marketing campaigns and track expenses

LaunchPoint

200+ solutions across 11 marketing categories

Social &

Content Events &

Webinars

Mobile

Marketing Data &

Analytics Lifecycle

Marketing

http://launchpoint.marketo.com/atevent/843-atevent

http://launchpoint.marketo.com/kapost/677-kapost-content-marketing-platform

http://launchpoint.marketo.com/totango/759-totango-customer-engagement-management

http://launchpoint.marketo.com/strikeiron-inc/745-strikeiron-address-verification

http://launchpoint.marketo.com/vidyard/896-vidyard-for-marketo

http://launchpoint.marketo.com/liveperson-inc/872-liveengage

http://launchpoint.marketo.com/fliptop/910-fliptops-social-customer-intelligence


http://launchpoint.marketo.com/fatstax/806-fatstax

http://launchpoint.marketo.com/zift-solutions-inc/763-channel-partner-marketing-automation

The Marketing Nation Accelerates Success

2,500+ customers

Program Exchange

Definitive Guides and award-winning blog

User Summit

Over 40,000 users

User groups in 32 cities globally

45,000 hrs of experience

Preferred Service Partners

Most complete ecosystem

200+ LaunchPoint partners

Community Knowledge & Ideas

Consultants & Experts Best Practices

Integrated Solutions

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Marketo’s Revenue Cycle

TOFU MOFU

Opportunity Customer

Lead

Sale

s Le

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Nurturing Database

BOFU

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Lead

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Nurturing Database

Exposed to us via content, brand,

or word of mouth

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Lead

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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

Sale

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Nurturing Database

Meaningful interaction with us

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Lead

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Nurturing Database

Nurture until ready

for next step

Qualified potential customer

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Nurturing Database

Marketing qualified lead (score > 100) –

Sales Development Rep (SDR) reach-out

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Nurturing Database

Qualified as sales-ready by SDR

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Nurturing Database

Accepted and actively worked by sales:

marketing quota attainment

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Opportunity Customer Le

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Sale

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Nurturing Database

Retain

Ad

vocate

Enable Adopt

Drive customer success to keep

and grow relationships


ATTRACT CUSTOMERS


Blog, e-books, research data, funny videos, curated lists, infographics, webinars

Thought leadership and enjoyable content to build brand, awareness, and desire

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

Early Stage

Middle Stage

Late Stage

Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

Inbound creates the best leads by far: high conversion, high velocity

Search Engine Optimization

Attract more of the right prospects to your website and content


Marketo Real-Time Personalization

Drive up to 30% more website conversions

Make web and mobile experiences as personalized as email

• Present messaging, offers and content tailored to specific audiences

• Works for anonymous or known leads

• Supports A/B testing

• Easy and integrated

• Hands free, any CMS and zero IT

MuleSoft - Generic

MuleSoft - Industry

James Allen - Generic

James Allen – Behavioral


At Marketo, we use a Portfolio of programs


Sponsored Email builds the database, but low conversion


Paid Social & Display Ad drive brand and amplify inbound as well


Webinar, tradeshow, PPC, and virtual tradeshow are top paid TOFU

Marketo Program Library, Multi-Channel

Marketing Best Practices

Delivered through Pre-Built

Verified Programs

http://templates.marketo.com

http://templates.marketo.com/

http://templates.marketo.com/

Social Campaigns Amplify your results with Social Marketing

Referral

Campaigns

Sweepstakes

Social

Polls

Go beyond social sharing with engaging social

apps that marketers can launch on their own.

Test & Tune With Social Funnel Metrics JumpStart Tour Referral Results as of 6/13/2013

• 280 participants shared (15%)

• 15 qualified for sweepstakes

• 144 incremental registrations

• 7.4% increase in registrations


BUILD RELATIONSHIPS


Reason #1


Average days to Opportunity: 327 days

Old Model = Leaky Funnel

Source: October 4, 2006, “Improving B2B Lead Management” Forrester report

Lead Nurturing Plugs the Leak

Source: October 4, 2006, “Improving B2B Lead Management” Forrester report

Reason #2

When it comes to marketing, nobody wants to get blasted

What is an engaging conversation?

• Communications flow one to the next

• Listens and responds

• Relevant and meaningful

More Targeted Emails are More Relevant

0

50

100

150

200

250

300

350

400

100 1000 10000 100000

Enga

gem

en

t Sc

ore

Email Send Size Source: 100s of Marketo campaigns

Customer Engagement Engine

Build deep, durable 1:1 customer relationships, at scale.

Dynamic Content

Industry, Geography, Company Size, Customer

vs. Prospect, etc.

Behavioral Targeting for Maximum

Relevance: Topic of Interest Triggers

• Attends event • Downloads content • Click email • Fills out form • Score is changed

Email

Social

Content

Technology

Standard Nurture Triggered Interests Lift

Open % 21.7% Open % 34.0% 57%

Click to Open % 23.4% Click to Open % 37.1% 59%

Click % 5.1% Click % 12.6% 147%

Marketo’s Own Results

A/B Testing Improves Your Relevance,

And Results

• A/B/n testing with automatic champion chooser

• “Custom Conversions” offer a wide-range of winning criteria

• Champion/Challenger testing for ongoing, automated, triggered campaigns

Mobile Enhancements

• Responsive emails and landing pages

• Reporting on mobile usage

• Mobile triggers and filters

• Push notifications (Modo Labs)

Advanced Email Features

• Send a segmented, batch email in minutes

• Email Scripting for advanced personalization

• Email Analysis for in-depth insights

• Responsive email template library for mobile emails


DRIVE CONVERSIONS

Lead Scoring Defined

“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”

Nurture Nurture Disqualify Pass to Sales

Pass to Sales

Fit Interest Buying Stage

Short (5) Conversion: 13.4%

Cost per: $31.24

Medium (7) Conversion: 12.0%

Cost per: $34.94

Long (9) Conversion: 10.0%

Cost per: $41.90


• Early stage content +3 • Attend webinar: +5 • Visit any webpage /

blog : +1 • Visit careers pages: -10 • Decay inactivity:

-1, -5, -10

• Pricing pages: +10 • Watch demos:

• +5 overview • +10 detailed

• Mid-stage content +8 • Late-stage content +12 • Searches for branded

keyword “Marketo” +8

Resource: “Definitive Guide to Lead Scoring”

http://marketo.com/DG2LS

http://marketo.com/DG2LN

http://marketo.com/DG2LN

Engagement & Intent

One Way to Identify Marketing Qualified

Leads

A Lead Lead Lead

B Lead Lead

C Lead

D

4 3 2 1

Fit

Stars and Flames show priority

Full list of Interesting Moments

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


MEASURE & OPTIMIZE

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

Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

Example: Multi-Touch Attribution

A deal worth $100,000 recently closed. Three people were involved in the deal:

• Moe attended Webinar and Tradeshow

• Larry attended Tradeshow

• Curly responded to Direct Mail

$100,000 Revenue

$25,000 $25,000 $25,000 $25,000

Webinar $25,000

Tradeshow $50,000

Direct Mail $25,000

Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5


Inbound + Nurture = 58% of (MT) Pipeline Paid Programs = 42% of (MT) Pipeline


(MT) Ratio = Pipeline / Investment

>10 is Great and <5 is Fail Sponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =

6.6, Content Syndication 7.7


% Programs with MT Ratio > 5 e.g. Tradeshow has good average

but 49% programs “fail”

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TOFU MOFU


Lead

Sale

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Nurturing Database

BOFU


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


Get the “Definitive Guide to Marketing Metrics & ROI” marketo.com/DG2MM


PLAN & BUDGET

Use Metrics to Set & Justify Budgets

New Targets

New MQLs

Score>100

23,000

Inventory of

Active MQLs

20,000

New Opps*

1,000

6 Month

Created

Opp Inv.

2,000

270

*Opps is bigger than SQLs because includes outbound and partner referrals

SDR

capacity

driven

Inb

ou

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/ P

rog

ram

s

120K (900K DB

Total)

New

Names

New SQLs

922

Win

s

Inventory Of Active Targets

60,000

131,000

15.3%

10.5%

2.4%

1.9%

75%

35%

Marketo Financial Management Plan and Budget

Increase visibility and spend to plan

Customer Success – Enterprise

Marketing Calendar

Plan your roadmap of strategic campaigns and events for the year

Marketing Planner / Coming Fall 2014

Marketing Calendar

Plan, coordinate and communicate everything marketing is doing

Group Calendar / Coming July 2014

Marketing Calendar

Data Feed

Device Access

Embeddable Views

Access your Marketing Calendar anytime, anywhere

Calendar Accessibility / Coming Fall 2014

My Marketo My Marketo / Coming July 2014


Integrate

LaunchPoint

200+ solutions across 11 marketing categories

Social &

Content Events &

Webinars

Mobile

Marketing Data &

Analytics Lifecycle

Marketing

http://launchpoint.marketo.com/atevent/843-atevent

http://launchpoint.marketo.com/kapost/677-kapost-content-marketing-platform

http://launchpoint.marketo.com/totango/759-totango-customer-engagement-management


http://launchpoint.marketo.com/vidyard/896-vidyard-for-marketo

http://launchpoint.marketo.com/liveperson-inc/872-liveengage

http://launchpoint.marketo.com/fliptop/910-fliptops-social-customer-intelligence


http://launchpoint.marketo.com/fatstax/806-fatstax

http://launchpoint.marketo.com/zift-solutions-inc/763-channel-partner-marketing-automation


Learn


Marketing Sprints (NEW!)

Creating REPEATABLE success by helping customers design, execute, measure and optimize their marketing initiatives

+

YOU

Outcome based projects that accelerate your

marketing initiatives


New Products Demo


Q&A

Brian Glover Sr. Product Marketing Manager, Marketo

[email protected]

@brianjglover


• What’s next?

• Visit Marketo Central

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Customer Engagement Platform: Smarter Marketing for Better Results

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