customer engagement platform: smarter marketing for better results
TRANSCRIPT
Page 1 © 2014 Marketo, Inc. #MKTGNATION14
Customer Engagement Platform:
Smarter Marketing for Better Results
Brian GloverSr. Product Marketing Manager, Marketo
Page 2 © 2014 Marketo, Inc. #MKTGNATION14
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• On today’s agenda:
Customer Engagement Platform:
Helping Marketers Navigate The Digital World
DRIVECONVERSIONSDrive effective conversion from new prospect to sale
BUILDRELATIONSHIPS Orchestrate engaging customer experiences mapped to the buyer’s journey
ATTRACT CUSTOMERSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & BUDGET Plan marketing campaigns and track expenses
The Marketing Nation Accelerates Success
2,500+ customers
Program Exchange
Definitive Guides and award-winning blog
User Summit
Over 45,000 users
User groups in 40 cities globally
45,000 hrs of experience
Preferred Service Partners
Most complete ecosystem
200+ LaunchPointpartners
CommunityKnowledge & Ideas
Consultants & ExpertsBest Practices
IntegratedSolutions
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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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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
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Nurturing Database
Exposed to us via content, brand,
or word of mouth
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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
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Nurturing Database
Feels a relationship and trust
with us
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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
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Nurturing Database
Names are just names.
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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
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Nurturing Database
Meaningful interaction with us
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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
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Nurturing Database
Nurture until ready
for next step
Qualified potential customer
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Opportunity Customer
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Sale
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Nurturing Database
Marketing qualified lead (score > 100) –
Sales Development Rep (SDR) reach-out
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Opportunity Customer
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Nurturing Database
Qualified as sales-ready by SDR
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Opportunity Customer
Lead
Sale
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Nurturing Database
Accepted and actively worked by sales:
marketing quota attainment
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OpportunityCustomerLe
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Nurturing Database
Re
tain
Ad
vocate
Enable Adopt
Drive customer success to keep
and grow relationships
Page 21 © 2014 Marketo, Inc. #MKTGNATION14
ATTRACT CUSTOMERS
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 23 © 2014 Marketo, Inc. #MKTGNATION14
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 Maximizes Your
Inbound Marketing Investment
Attract more of the right prospects to your website and content
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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
James Allen - Generic
James Allen – Behavioral
Marketo Program Library, Multi-Channel
Marketing Best Practices
Delivered through Pre-Built
Verified Programs
http://templates.marketo.com
Social CampaignsAmplify 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.
Page 33 © 2014 Marketo, Inc. #MKTGNATION14
Test & Tune With Social Funnel MetricsJumpStart Tour Referral Resultsas of 6/13/2013
• 280 participants shared (15%)
• 15 qualified for sweepstakes
• 144 incremental registrations
• 7.4% increase in registrations
Page 35 © 2014 Marketo, Inc. #MKTGNATION14
BUILD RELATIONSHIPS
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Reason #1
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
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
Page 48 © 2014 Marketo, Inc. #MKTGNATION14
DRIVE CONVERSIONS
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 Engagement Buying Intent
Fit/Demographic Data – Don’t Bother Asking
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
Marketo’s Form Field Test
Page 52 © 2014 Marketo, Inc. #MKTGNATION14
• 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
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
Page 56 © 2014 Marketo, Inc. #MKTGNATION14
MEASURE & OPTIMIZE
Why Measuring Return is Hard
• Multiple touches.Seven touches needed to convert a new prospect into a customer
• Multiple influencers.Typical buying committee has 5-21 people
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
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
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Nurturing Database
BOFU
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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics
Get the “Definitive Guide to Marketing Metrics & ROI”marketo.com/DG2MM
Page 66 © 2014 Marketo, Inc. #MKTGNATION14
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
nd
/ 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 ManagementA Complete Picture of Marketing Spend
Increase visibility and spend to plan
Marketing Planner
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
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Integrate
LaunchPoint
200+ solutions across 11 marketing categories
Social &
ContentEvents &
Webinars
Mobile
MarketingData &
AnalyticsLifecycle
Marketing
Page 74 © 2014 Marketo, Inc. #MKTGNATION14
Learn
Page 77 © 2014 Marketo, Inc. #MKTGNATION14
Marketing Sprints (NEW!)
Creating REPEATABLE success by helping customers design, execute, measure and optimize their marketing initiatives
+
YOU
Accelerate your marketing initiatives with
outcome-based projects
Page 78 © 2014 Marketo, Inc. #MKTGNATION14
Key Takeaways
1. Be relevant
2. Boost your efforts
3. Own the buyer journey
Page 79 © 2014 Marketo, Inc. #MKTGNATION14
New Products Demo
Page 80 © 2014 Marketo, Inc. #MKTGNATION14
Q&A
Brian GloverSr. Product Marketing Manager, Marketo
@brianjglover
Page 81 © 2014 Marketo, Inc. #MKTGNATION14
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