marketo's secret sauce: smarter marketing for best results

MARKETO’S SECRET SAUCE: SMARTER MARKETING FOR

BETTER RESULTS

Jon Miller

VP, Product Marketing & Co-Founder

Marketo

@jonmiller #SugarCon

INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF

ABUNDANCEINFORMATION

Source: The Corporate Executive Board Company, “The Digital Evolution in B2B Marketing,” 2012.

Marketo’s Revenue Cycle

TOFU MOFU

Opportunity CustomerLead

Nurturing Database

Exposed to us via content, brand, or word of mouth

Nurturing Database

Feels a relationship and trust with us

Nurturing Database

Names are just names.

Nurturing Database

Meaningful interaction with us

Nurturing Database

Qualified potential customer Nurture until sales ready

Nurturing Database

Marketing qualified lead (score > 100) – Sales Development Rep (SDR) reach-out

Nurturing Database

Qualified as sales-ready by Sales Development Rep (SDR)

Nurturing Database

Accepted and actively worked by sales:marketing quota attainment

Top of the Funnel

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

MOSTLYNO

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

Gated?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

Customized messaging for visitors who use other marketing automation

For visitors in B2C industries

But we also use a Portfolio of programs

JUNEDATE:

Sponsored Email builds the database, but low conversion

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

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

Middle of the Funnel

Sales doesn’t want

names – they want

“Win Ready” leads

@jonmiller

Sales Ready

Source: RainToday

Need More Nurturing

Disqualified

Average days to Opportunity: 327 days

Lead Nurturing: Building relationships with

qualified prospects regardless of their timing to buy

-- @jonmiller

Relevance

Get the “Definitive Guide to Lead Nurturing”marketo.com/DG2LN

More Targeted Emails are More Relevant

100 1000 10000 1000000

Email Send Size

Source: 100s of Marketo campaigns

Stages

1. BUYING STAGES• Early: Be a Better Marketer• Mid: Why Marketing Automation• Late: Why Marketo• Customer: Success

2. BUYING PROFILES• Marketing• Sales• Exec

Industry, Geography, Company Size, Customer

vs. Prospect, etc.

The Key to Relevance is Behavioral Targeting

Top Tactics to Increase Email Engagement

Example: Topic of Interest Triggers

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

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%

Scoring and Lead Management

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

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

Form Completion for Data Augmentation

Hidden Fields

• 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

One Way to Identify Marketing Qualified Leads

A Lead Lead Lead

B Lead Lead

C Lead

D4 3 2 1

Behaviors

No Lead Left Behind: Service Level Agreements

Revenue Analytics

Accurately Tracking “Investment” vs Budget

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

Track All Touches Across People

Example: Multi-Touch Attribution

A deal worth $100,000 recently closed. Three people were involved in the deal: • Person A attended Seminar A and Trade Show B• Person B attended Trade Show B• Person C was sent Direct Mail C

$100,000 Revenue

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

Seminar A$25,000

Tradeshow B$50,000

Direct Mail C$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) PipelinePaid Programs = 42% of (MT) Pipeline

(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

% Programs with MT Ratio > 5e.g. Tradeshow has good average but 49%

programs “fail”

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

Use Metrics to Set & Justify Budgets

New Targets

60,000

InventoryOf ActiveTargets

131,000

New MQLsScore>100

23,00015.3%

Inventory of Active MQLs

10.5% 20,000

New Opps*

1,000 6 Month Created Opp Inv.

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

SDR capacity driven

120,000(900K DB Total)

New Names

New SQLs

s35% win

Marketing Forecasts

Get The “Definitive Guide to Marketing Metrics & ROI”

http://marketo.com/DG2MM

Tweetable Takeaways

1. The way buyers buy has changed forever – the way we market and sell must change as well

2. Define the stages of the buying cycle, in alignment with sales

3. Map content and marketing to the buyer’s journey: early, mid, late stage

4. Most leads are not “sales ready” – nurture relationships over time, use online body language to score leads

5. Use analytics to turn marketing from a cost center into a revenue driver

@jonmiller

marketo's secret sauce: smarter marketing for best results

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