how marketo measures marketing's impact on business growth

How Marketo Measures Marketing's Impact on Business GrowthPeter BellSenior Director, Segment & Product Marketing

Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023

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.

Marketing Impact on Business Growth

Common Traps

• Vanity Metrics • Activity Metrics• Cost Metrics


Metrics that Matter

• Revenue Cycle and Forecasts: Aggregate impact on company revenue; pipeline performance; predictive forecasts

• Program Performance: Incremental revenue contribution and ROI of individual marketing programs

Revenue Cycle MetricsAggregate impact on company revenue; pipeline performance; predictive forecasts


Revenue Cycle Metrics


Revenue Cycle Metrics: Revenue Modeler• Model your buyer journey stages and flow• Buyer activity triggers movement between stages

Tailor campaign messages and offers to buyer journey stage


Revenue Cycle Metrics: Success Path Analyzer• View key metrics for your revenue model

Focus marketing efforts where buyers get stuck


Revenue Cycle Metrics

Program PerformanceIncremental revenue contribution and ROI of individual marketing programs


Why Measuring Return is Hard

• Multiple Touches: Ten touches needed to convert a cold lead into a sale

• Multiple Influencers: There are on average 5.1 people involved in the buying decision


Single Touch Attribution

Google

Registered for Analytics Webinar

DOWNLOADED CONTENT ON

FACEBOOK

Attended “Top 10 Marketing

Reports” Webinar

ATTENDED WEBINAR

Opportunity/Sales

12 Months

€100K

€100K

Multi Touch Attribution

GOOGLE KEYWORD SEARCH

Connected with Sales

Rep

12 Months

€25K €25K

€100K

€25K€25K

LINKEDIN POST

FACEBOOKAD

EVENT


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

>15 is Great and <10 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 > 10

e.g. Tradeshow has good average but 49% programs “fail”


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


See Direct Program Contribution to Sales

Screenshot: Marketo Revenue Cycle Analytics


Program Performance

• Measure ROI to find out not just what works, but what works better

• Establish goals and ROI estimates up-front • Design programs to be measurable • Use Control Groups• Focus on the decisions that improve ROI


Revenue Cycle

THANK YOU