demand generation: marketo on marketing
TRANSCRIPT
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketo On MarketingA Behind the Scenes Look
Jon Miller, VP Marketing and Co-Founder
© 2012 Marketo, Inc.
Jon Miller, VP Marketing and Co-FounderAuthor of Modern B2B Marketing blog@jonmiller2
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Explosive Growth: Customers & Revenue
2008 2009 2010 2011 -
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
Marketo publicly reported approximate new customer figures
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INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
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ABUNDANCEINFORMATION
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Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Pros
pect
Marketo’s Revenue Cycle
Generate Awareness and “Like”
Develop Relationships Until Sales Ready
(Email, Social, Offline)
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
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Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Pros
pect
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Exposed to us via content, brand, or word of mouth
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Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Pros
pect
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Feels a relationship and trust with us
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Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Pros
pect
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Names are just names.
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Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Pros
pect
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Meaningful interaction with us
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Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Pros
pect
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Meaningful interaction and qualified demographics
Nurture until ready for next step
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Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Pros
pect
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Showing buying signs or significant engagement
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Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Pros
pect
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Qualified as sales-ready by a human.
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Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Pros
pect
Marketo’s Revenue Cycle
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
Accepted and actively worked by sales
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The Five Horsemen of Opportunity
SparkSmall-Biz
Corporate10-100
Mid-Market101-1,500
Enterprise1,500+
% 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%
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Inbound, Content, and Social Marketing
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Don’t Find Leads; Help Leads Find You
VS
Use brains, not budget.
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Three Types of Inbound Marketing
Quality Inbound
Affinity
Utility Content
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Brand awareness
Brand preference
Risk reduction
Blogs Definitive GuidesResource Center VideoWebinars
Content Marketing for Brand & Like
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Research data, funny videos, curated lists, infographics, thought leadership
Types of Content
NO
YES
MOSTLYNO
Thought leadership and entertainment to build brand and awareness
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, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Gated?Early Stage
Middle Stage
Late Stage
Content must always be relevant and helpful
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Use “411” method for nurturing Likes
Seed Nurturing
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Visual Content Helps Stand Out
3,000 tweets
136,000 views
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Social Marketing Automation
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Demand Generation Pipeline
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What Works in Demand Gen?
Screenshots: Marketo Revenue Cycle Analytics, 12 months ending 10 May 2012
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Marketo Prospect Generation 1H2011Source Prospects Invest-ment % Lead 12 mo Velocity (Days) Lead to Opp Index3rd Party Email Blast 19,039 $43 30% 147 0.2Trade Show 12,619 $53 29% 153 1.0Paid Social Media Ad 4,319 $65 30% 72 0.1Virtual Trade Show 4,120 $40 32% 213 1.6Paid Webinar 3,849 $63 36% 156 0.4Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8Content Syndication 2,302 $126 40% 178 0.2AppExchange 1,306 $26 80% 26 0.9Website/Inbound 3,352 57% 75 2.8Referral / WOM 179 36% 158 10.9Sales Prospecting 440 28% 108 3.6
Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012
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Automation Enables Scale40+ Programs a Month
Set and Use Tokens Integration
Clone to
Reuse
25Best-
Practice Templates
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Middle of the Funnel
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Why Middle of the Funnel?
• % new Prospects not sales-ready: 81%• Prospect to Lead time: 123 days average• % Slow Leads: 66%• Revenue growth from Scoring: 12%• Increase in sales time spent selling: 17%
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Lead Nurturing Relevance
A
B
C
D
1 23
Stages1. BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer
2. BUYING PROFILESPersona (67%)• Molly Marketer• Sam Sales• Jack Executive
Get The “Definitive Guide to Lead Nurturing”http://bit.ly/DGtoLN
DYNAMIC CONTENT• Industry Wrappers (82%)• Size Specific Examples (49%)• Localization (29%)• Social Signatures• “What’s New”
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A Framework for Lead Scoring Explicit
What the prospect tells you Inferred
What you observe or infer
FitAre you interested in them?
• Demographics• Firmographics• BANT
• Data append• Data quality• Corporate email• Location
InterestAre they interested in you?
• BANT• Latent behaviors
(engagement)• Active behaviors (sales
readiness)
Get The “Definitive Guide to Lead Scoring”http://bit.ly/DGtoLS
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Interest 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)
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Identifying Marketing Qualified Leads for SDRs
21+ Super-Target Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Engagement <20 20-44 45-89 90+
Buying Intent <6 6-12 13-18 19+
Fit
Inte
rest
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Account-Based Pipeline
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Target Accounts
Accounts
Contacts
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Effective Target-Account Tactics
Appointment Setting
Micro-Events
Direct Mail
“Why You, Why You Now”
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War
mer
Effective Target-Account Tactics
Appointment Setting
Micro-Events
Direct Mail
“Why You, Why You Now”
Buyer’s don’t care about you… answer WYWYN directly upfront
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War
mer
Effective Target-Account Tactics
Appointment Setting
Micro-Events
Direct Mail
“Why You, Why You Now”
Fortune Cookie Mailer
Postcard Series
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War
mer
Effective Target-Account Tactics
Appointment Setting
Micro-Events
Direct Mail
“Why You, Why You Now”
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War
mer
Effective Target-Account Tactics
Appointment Setting
Micro-Events
Direct Mail
“Why You, Why You Now”
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Marketing Automation Drives a 63% Connect Rate, 5% Opportunity Rate
Add Leads/Contacts
to CampaignPackage / Postcards Automatically Sent
Upon Delivery, Personalized Email
Task to Call Created in SFDC
SLA
Reminders
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Budgeting and Staffing for Growth
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Budget and ResourcesRevenue Marketing / Demand Gen Q2-12Pipeline $ $27M# Opportunities 850Prospects 20KLeads 15KProgram Investment $1.5MTotal Investment in Revenue Marketing $2.3MRevenue Marketing Headcount 22Program : People Ratio 69 : 31Customer Acquisition Cost Ratio (Bookings / Sales and Marketing) 1.3
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Organizing For Scalability
Demand Center
8
EMEA2+1
US4+1
Target Account
3
Inbound3+1
Customer1+1
• Integrated Marketing• Middle of Funnel• Marketing Operations(Also Sales Development)
AsiaPac
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Proving — and Improving — Marketing’s Impact on Revenue
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Multi-Touch Attribution
Screenshot: Marketo Revenue Cycle Analytics
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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
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Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas:• Balance• Flow• Conversion• Velocity
Trends over time
SLA violations
Screenshot: Marketo Revenue Cycle Analytics
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Marketo Revenue Cycle Metrics
Opportunities 200 / mo($1,860)
New Customers($5,000)
Leads3,700 / mo
($101)
Prospects6,500 / mo
($57)
19%Active Prospect
Database
4.5% / month 75%
Paid Names($14)
10%UnpaidNames
($0)
24%
Inactive (Last 6
Months)
Lead Type Variants• Business Unit• Source• Channel
81%
• Lead to Sales Lead: 10% • Sales Lead to Opp: 74%• 1.4 people per Opp1,000 Leads = 54 Opps
27,000 / mo
319K Total55K Prospects
36% engaged x 66% qualified
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Conversion Over Time
• Predict conversions from one stage to another over time
• Create plans / forecasts about future
3 8 13 18 23 28 33 38 43 48 53 58 63 68 73 780
10
20
30
40
50
60
70
f(x) = 50.7486452521888 x^-0.57138477143868R² = 0.430133719514154
Marginal Conversion
3 8 13 18 23 28 33 38 43 48 53 58 63 68 73 78 -
200 400 600 800
1,000 1,200 1,400 1,600 1,800 2,000
f(x) = 994.202885818322 x^0.135210727928123R² = 0.95505216364088
Cumulative Conversion
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Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”http://bit.ly/DG2MM
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Key Takeaways
1. Use content to help leads find you
2. Focus on the entire revenue cycle, not just the top of the funnel – nurturing and scoring are essential
3. No lead left behind / service level agreements
4. Use forecasting to turn marketing from a cost center into a revenue driver
5. Grow revenue when marketing makes sales more productive (not just by hiring more reps)