how marketo uses marketo
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How Marketo uses Marketo
Lorna PurcellMarketing Specialist
Jack AshmanSolutions Consultant
Topics
• Revenue Generation at Marketo• Revenue Model, Sources of Pipeline
• Top of the Funnel• Inbound and Content
• Middle of the Funnel• Lead Nurturing, Lead Scoring, Sales Handoff
• Proving and Improving Marketing’s Impact on Revenue• Revenue cycle analytics, program performance
• Live demo!
Page 3© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Prospects receive an
average of 10 marketing touches from the time they enter the top of the funnel until they’re a closed-won customer.
Marketers are the steward of the Customer Journey
Revenue Generation at Marketo
Page 5
Awareness
Friend
Name
Engaged
Target
Marketing Lead
Sales Lead
OpportunityCustomer
TOFU
MOFU
BOFU
Our Journey
TOFU
Page 7
Channels
Remarketing
Website & Blog -Personalisation
Account Based Marketing
PPC/SEO
Social
Events & Webinars
Paid Programs
Page 8© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Awareness
Friend
Name
Engaged
Target
Marketing Lead
Sales Lead
OpportunityCustome
r
Early StageThought leadership and best practices to build brand and awareness
Types of Content
Middle StageBuyers guides, RFP templates and industry information to help structure research
Late StageCompany-specific information to help evaluate and reaffirm selection
NO
YES
MOSTLYNO
Gated?
Content must always be relevant and helpful
Page 9© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
“Big Rock” Content Example
Definitive Guide:
Webinars:
Ebooks:
Infographics:
Page 10© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
•eBooks•Blog posts•Videos•Podcasts•SlideShare Presentations •Infographics•Activity Books/Worksheets •Articles•Webinars
Content is not just whitepapers!
Page 11© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Automation Enables Scale40+ Programs a Month
Set and Use Tokens Integration
Clone to
Reuse
MOFU
Page 14© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Lead Nurturing Relevance1. BUYING STAGES
• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer
2. PERSONA• B2B Marketer• B2C Marketer• Sales• Executive
Get The “Definitive Guide to Lead Nurturing”www.marketo.com/DG2LN
3. DYNAMIC CUSTOMIZATION• Industry Wrappers• Size Specific Examples• Localization
Page 15© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Creating Conversations at Scale
Page 16© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Trigger & communicate based on behavior
Page 17© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Positive fit indicators:• Title• Company• Industry
Negative fit indicators:• Generic email• Invalid phone #• Non-existent company
Demographic
Activity:• # of web visits• Pricing page visit
Engagement:• Blog, whitepapers, eBooks• Webinars• Product demos
Behavioural
Get the “Definitive Guide to Lead Scoring”www.marketo.com/DG2LS
A Framework for Lead Scoring
Page 18© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Awareness
Friend
Name
Engaged
Target
Marketing Lead
Sales Lead
OpportunityCustomer
Behavioural Scoring Examples
• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10
Latent Behaviors (Engagement)
• Pricing pages: • +10 regular, +15 detailed
• Watch demos: • +5 overview, +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8
Active Behaviors(Buying Intent)
Proving — and Improving — Marketing’s Impact on Revenue
How we measure our marketing?
Single Touch Attribution
Registered for Analytics Webinar
DOWNLOADED CONTENT ON
Attended “Top 10 Marketing
Reports” Webinar
ATTENDED WEBINAR
Opportunity/Sales
3 months
€100K
€100K
Multi Touch Attribution
GOOGLE KEYWORD SEARCH
Connected with Sales
Rep
3 months
€25K €25K
€100K
€25K€25K
LINKEDIN POST
FACEBOOK AD
EVENT
Page 24© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Page 25© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline
Page 26© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
(MT) Ratio = Pipeline / Investment
>10 is Great and <5 is FailSponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =
6.6, Content Syndication 7.7
Page 27© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
% Programs with MT Ratio > 5e.g. Tradeshow has good average
but 49% programs “fail”
Page 28© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 29© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 30© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle Analytics
Page 32© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Thank You
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