Petit Déjeuner SunTseu & Marketo - Le Marketing de l'Engagement avec Marketo
Marketo on Marketo
Transcript of Marketo on Marketo
Page 1 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Some type of creative background in
style of event Marking and Sales in a Brave New World
Marketo on Marketo
Aden Forrest MD, Marketo ANZ
Page 2 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Explosive Growth: Customers & Revenue
-
500
1,000
1,500
2,000
2,500
2008 2009 2010 2011
Marketo publicly reported approximate new customer figures
Page 3 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Revenue Generation Must Fundamentally “Adapt”
Run more programs over more channels
Open the top of the funnel as wide as
possible
Leverage word of mouth and influence marketing – “Social
Boost”
Make “fact-based decisions” on program
investments
Nurture and win the minds of self-directed buyers
Detect and leverage buying signals instantly
Prioritise sales time on most likely buyers
Respond to buyer interest quickly and
appropriately
Page 4 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo’s Revenue Cycle
Engaged
Page 5 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
The Five Horsemen of Opportunity
Spark
Small-Biz Corporate
10-100 Mid-Market 101-1,500
Enterprise 1,500+
% Marketing-Led 100% 84% 80% 78%
% Inbound 65% 42% 31% 32%
% Demand Gen 30% 24% 23% 27%
% Teleprospecting 0% 12% 22% 12%
% Referral 5% 6% 3% 6%
% Sales-Led 0% 16% 20% 22%
Page 7 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Risk Reduction
Brand Awareness
Social
Scoring
Blogs Definitive Guides Resource Center Video Webinars
Marketing as a Content Publisher
Page 8 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Early Stage Thought leadership and best practices to build brand and awareness
Types of Content
Middle Stage Buyers guides, RFP templates and industry information to help structure research
Late Stage Company-specific information to help evaluate and reaffirm selection
Content must always be relevant and helpful
Page 9 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Visual Content Helps Stand Out
3,000
tweets 136,000
views
43,000
views
Get “The Optimize your social channels” ebook…
Page 11 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo Prospect Generation: Last 12 Months
Source Prospects Invest-ment
% Lead 12 mo
Velocity (Days)
Lead to Opp Index
3rd Party Email Blast 19,039 $43 30% 147 0.2
Trade Show 12,619 $53 29% 153 1.0
Paid Social Media Ad 4,319 $65 30% 72 0.1
Virtual Trade Show 4,120 $40 32% 213 1.6
Paid Webinar 3,849 $63 36% 156 0.4
Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8
Content Syndication 2,302 $126 40% 178 0.2
AppExchange 1,306 $26 80% 26 0.9
Website/Inbound 3,352 57% 75 2.8
Referral / WOM 179 36% 158 10.9
Sales Prospecting 440 28% 108 3.6 Source: Marketo Revenue Cycle Analytics
Page 12 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Automation Enables Scale 40+ Programs a Month
Set and Use Tokens Integration
Clone to
Reuse
25 Best-
Practice Templates
Page 13 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Re
ach
& E
ng
ag
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en
t
Socia
l Lif
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Socia
l Lif
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Socia
l Lif
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Socia
l Lif
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Socia
l Lif
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Landing
Pages Website Facebook
Pages Paid Ads Email
Socia
l Lif
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Events
Making Every Campaign Social
Page 16 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Test & Tune With Social Funnel Me,trics Measuring Success – The What, Where & Who
Traffic, Interaction, Sharing, Conversions and Reach
Social Networking Channels
Individual Social Profiles
Page 18 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Why Middle of the Funnel?
• % new Prospects not sales-ready: 81% • Prospect to Lead time: 123 days average • % Slow Leads: 66%
LEAD
NURTURING
AND SCORING
Page 19 #MarketoTour © 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 CUSTOMISATION • Industry Wrappers • Size Specific Examples • Localisation
Page 20 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
A Framework for Lead Scoring
Explicit What the prospect tells you
Inferred What you observe or infer
Fit Are you interested in them?
• Demographics
• Firmographics
• BANT
• Data append
• Data quality
• Corporate email
• Location
Interest Are they interested in you?
• BANT
• Latent behaviors (engagement)
• Active behaviors (sales readiness)
Get The “Definitive Guide to Lead Scoring”
http://bit.ly/DGtoLS
Page 21 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Identifying Marketing Qualified Leads for SDRs
21+ Super-Target
Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Engagement <20 20+ 45+ 90+
Buying Intent <6 6+ 13+ 19+
Fit
Inte
rest
Page 22 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Salesforce.com Users - Sales Insight
Page 24 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 25 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Model the Full Revenue Cycle
Screenshot: Marketo Revenue Cycle Analytics
Page 26 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo Revenue Cycle Metrics
Opportunities 200 / mo ($1,860)
New Customers ($5,000)
Leads 3,700 / mo
($101)
Prospects 6,500 / mo
($57)
19%
Active Prospect Database
4.5% / month 75%
Paid Names ($14)
10%
Unpaid Names
($0)
24%
Inactive (Last 6
Months)
Lead Type Variants • Business Unit • Source • Channel
81%
• Lead to Sales Lead: 10% • 1.4 people per Opp • 1,000 Leads = 54 Opps
27,000 / mo
319K Total 55K Prospects
36% engaged x 66% qualified
34.5%
40% of prospects eventually become a leads
Page 27 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Revenue Driver - Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”
http://bit.ly/DG2MM
Page 28 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Our Key Takeaways
1. Use content to help people find you
2. Leverage influence marketing to give every campaign a “social boost”
3. Focus on the entire revenue cycle, not just the top of the funnel – nurturing and scoring are essential
4. Fit and interest are required for “win-ready” leads
5. Use analytics to turn marketing from a cost center into a “revenue driver”