World-class Marketing Made Easy

World-Class Marketing Made Easy

JonMiller,VPMarke/ng KevinAkeroyd,COO

September30,2009

Copyright © 2004-2009 Jigsaw 2

Agenda

2

• The Basics – Data Quality & Integration

• M.A. Success Drives Data Acquisition Strategy

• Marketo Industry Trends, Best Practices

Copyright © 2004-2009 Jigsaw

Data Decay Kills M.A. efficacy

• Lowers open, CTR, response rates

• Hurts deliverability, IP reputation

• Wasted $$, lower ROI, missed opportunity

• B2B data decays 25% - 31% per YEAR!

3


Problem - Contact Data Accuracy

How accurate are existing sources?• B2B trade association membership list: 40% inaccurate

• Large B2B data compiler: 50% inaccurate

• Industrial directory: 90% inaccurate

4

What’s inaccurate?• 3.8% name• 45.8% title and/or job function• 34.2% company name• 41.9% address• 42.9% phone number• 37.3% email addressWhat’s causing the changes?• 29.6% of individuals changed companies (new job) • 4.6% of the companies changed their name (merger, etc.) • 12.3% of companies moved locations • 41.2% of the individuals did not change companies, but something

else changedSource: Sales and Marketing Institute


Annualized B2B Change Rate

0%

10%

20%

30%

40%

2007 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09

Total Change RateEmail Decay Rate

Source: Jigsaw


Problem – Business Data Accuracy

• Jigsaw hasn’t been at this location since 2005

• DUNS # for this address is still old company “Urbanite Information Systems”

• 15%-20% error rate in accounts because they don’t exist – or exist wrong – in D&B.

• And it’s not just physical address: - phone #, locations, employee count, revenue buckets all wrong as well – they are ALL based on 2005 info when the DUNS # matched that physical address

D&B Jigsaw

Address & Phone

Incorrect Correct

Employee Size

0-25 100-250

Revenue $1 - $5 Mil $10 - $50 Mil

Financial Contacts?

No Yes


Response Time drives Sales

Day1 Day2 Day3 Day4 Day5 Day6 Day7 Day8 Day9 Day10 Day11 Day12 Day13 Day14

LeadResponseRateEmailResponseRate

8

Sales Lead Follow-up, and Email Lead Follow-up performance

Source: Acxiom Digital


Integration = Fast Data Importing

9

In App Integration = Real Time

“Push” Integration = 1-3 Days


Rapid Response = Rapid Revenue

Day1 Day2 Day3 Day4 Day5 Day6 Day7 Day8 Day9 Day10 Day11 Day12 Day13 Day14

LeadResponseRateEmailResponseRate

10

Sales Lead Follow-up, and Email Lead Follow-up performance

Source: Acxiom Digital

With Integration


Measure Success

11

Clear Winners


Measure Success and Emulate It

12

Segment Two

-IT Decision Makers-All Industries-USA only-100 – 1,000 employees

Segment Four

-Finance Decision Makers-Fi Serv, Health, Tech-USA and Canada-500 + employees


Measure Success and Emulate It

13

Segment Two

-IT Decision Makers-All Industries-USA only-100 – 1,000 employees

Segment Four

-Finance Decision Makers-Fi Serv, Health, Tech-USA and Canada-1,000 + employees

Jigsaw has 93,750Net New I Don’t

Jigsaw has 206,312Net New I Don’t


Prospect Intelligently

14

Marketo Lead Feed:

I.T. Executive at Bank of America –

in ONE DIVISION

Cynthia Deavois, Bank of America

VP, Technology Solutions

VP, Technology Solutions


Prospect Intelligently

15

Find the 263 other IT Executives at 17 more divisions inside Bank of America!

Highly likely they have similar needs, similar interests.


Jigsaw + CRM or Mktg. Automation

Improvement 0% 1% - 10% 11% - 25% 26% - 50% 51% - 100%

Jigsaw 31% 23% 28% 10% 8%

Jigsaw + Marketing Automation

6% 28% 40% 13% 13%

Jigsaw + CRM

19% 27% 30% 14% 10%

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Buying Has Changed Forever

©2009Marketo,Inc. MarketoProprietaryandConfiden/al

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Marketing

Marketing and Sales Must Change TooSales

Be Everywhere Nurture Prioritize Collaborate

©2009Marketo,Inc.

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What Marketers Know About Leads Before Handing Off to Sales

8in10marketershand‐offleadinfoas/whenobtained

Moreinfoaddedincrementallyasacquired

Nurturingdonesimultaneouslywithsellingprocess

©2009Marketo,Inc.

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Lead Nurturing: Buying Stages

©2009Marketo,Inc. AllRightsReserved

Example:SiriusDecisionsBuyingCycle EarlyStageThoughtleadershipandbestprac/cestobuildbrandandawareness

MiddleStageBuyersguides,RFPtemplatesandindustryinforma/ontohelpstructureresearch

LateStageCompany‐specificinforma/ontohelpevaluateandreaffirmselec/on

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Lead Nurturing: Buyer Profiles

© 2009 Marketo, Inc.

%SayingContentCustomizedByCategoryisMoreValuableByIndustry:82%ByRole:67%

Doersvs.Buyers JobFunc/on

ByCompanySize:49%ByGeography:29%ByProduct

Source: MarketingSherpa

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Content Mapping

© 2009 Marketo, Inc. All Rights Reserved

Profiles

BuyingStages

Content

1.Mapyourexis/ngcontent

2.Blankcellsdetermineyourcontentroadmap

3.Shortcontentisgood!

4.Testandop/mize

5.Startsmall,thinkbigandadaptquickly

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Right Message, Right Time

Untargetedbroadcastemails Openrate20% Click‐throughrate9.5% Conversionrate1.1%Triggeredfromuserac/ons Openrate27% Click‐throughrate9.3% Conversionrate2.3%TargetedwithWebclickdata Openrate33% Click‐throughrate14% Conversionrate3.9%

©2008Marketo,Inc.Allrightsreserved.

Source: David Daniels, Jupiter Research, Dec 2006

Marketo Screenshot

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Lead Scoring


ExplicitInforma/onImplicitLeadSourceInferredInforma/onBehaviorsScoreDecayMul/pleScores

Marketo Screenshot

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The Value of Lead Nurturing

PassedtoSales(<1mo)

PassedtoSales(>1mo)

TotalPassedtoSales

CostperSalesLead

WithoutNurturing 25% 8% 33% $195

WithNurturing 25% 25% 50% $130

©2009Marketo,Inc. Allrightsreserved.

Source:ActualMarketodata;assumes$65perprospect

MarketoROIResultsProspecttoSales‐ReadyLeadConversion

Results:50%moresales‐readyleadsfromleadnurturing

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A Conversation, Not a Script

Older solutionsassume marketing can script the buyer’s process

Marketo is based on listening and responding to the buyer


“Myownopinionisquitefirm:flowchartsdon'twork.Theylookgoodindemonstra/onsandcanlayoutsimpleprocessesquitenicely.Buttheygetimpossiblyconvolutedonceyoutrytodosomethingcomplex.” DavidRaab,authoroftheRaabGuidetoDemandGenera/onSystems

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Get Started Fast

Get Started*

You can be up and running in just TWO MONTHS!

1.Install and configure software (2 weeks)2.Provision account (2 weeks)3.Integrate with Google and Exchange (2 weeks)4.Training (3 weeks)


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MarketoRevenueSuite

Master Marketing Database

Campaign Management(Email & LPs) Sales

Insight and Action

Lead Lifecycle

Automation

Lead Nurturing

and Scoring

Reporting and Analytics

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More than 250 Successful Customers


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Marketo,Inc.1710S.AmphlepBlvd.Suite340SanMateo,CA94402

Direct:+1.650.655.4837Fax:+1.650.655.4837

JONMILLERVPMarke)ng

[email protected]

Contact US

Downloadthe“Defini/veGuidetoLeadNurturing”www.marketo.com/dg2‐lead‐nurturing

blog.marketo.comwww.marketo.com

Kevin [email protected]. 650.235.8403F. 650.235.84252 Waters Park Drive, Suite 250San Mateo, California 94403

Enterprise.jigsaw.comwww.jigsaw.com

VisittheEmailLearningCenterwww.marketo.com/learningcenter

http://www.marketo.com/learningcenter

http://www.marketo.com/learningcenter

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Fast ROI with Marketo

©2009Marketo,Inc. AllRightsReserved

• $2millioninincrementalgrossrevenue• 350%inmarke/ngROI• $400,000annualsavingsbyreducingcrea/vecycle/mes

• Leadqualityyielded5xboostinsalesefficiency• Doubledlead‐to‐opportunityconversionrate• Delivered10ximpacttoAlightPlanning’sbopomline

• 20%increaseinsalesproduc/vity• Moredealsinless/me• 50%reduc/onincoldcalling,lowercostperopportunity

• Increasedsales‐readyleadsby400%• 75%moresalesopportuni/eswithsamebudget• 100%ROIin3months

• Increasedleadflowby200%• Reducedcoldcallsbymorethan50%• Increasednewcustomersby70%thisyear

• Increasedsales‐acceptedopportuni/esby132%• Grewaveragecontractvalueby460%• Websitevisitsincreasedby463%

World-class Marketing Made Easy

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