marketo's "secret sauce" case study - michael berger

Smarter Marketing for Better ResultsMarketo’s “Secret Sauce” Case Study

Michael BergerDirector, Product MarketingMarketo

© 2014 Marketo, Inc. #mktgnation14 @mikedberger

INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF


ABUNDANCEINFORMATION


Changing buyer

Need carGather

information

Evaluate options

Buying decision Purchase

MARKETING SALES


Changing buyer

MARKETING

Need carGather

information

Evaluate options PurchaseBuying

decision

SALES


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

Degree of Progress Through Purchase ProcessBefore Engaging Sales

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

etTOFU MOFU

Opportunity Customer

Lead

Sale

s Le

ad

Nurturing Database

BOFU

Marketo Buyer’s Journey: A Revenue Cycle


Awar

enes

s

Web

Vis

itor

In-personAppointment Customer

Conv

erte

d

Enga

ged

Nurturing Database

Advocate

Adopt

Retain

Marketo Customer’s B2C Buyer’s Journey

Top of the Funnel


Rent vs. Own


Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.


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

NO

YES

Build the brand

Help buyers find you when they are looking for solutions

Help buyers evaluate or 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 StageNO

Build Lasting Relationships


Ready to Buy

Source: RainToday

25%

50%

25%

2%

Need More Nurturing

Disqualified


Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

Average days to Opportunity: 327 days


Nurturing: Building relationships people over

time through engaging conversation


What isn’t an engaging conversation?


Marketing is NOT a gumball machine!


What is an engaging conversation?• Relevant and meaningful• Communications flow

one to the next• Listens and responds

© 2014 Marketo, Inc. #MKTGNATION14

A

B

C

D

1 2 3Stages

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

2. BUYING PROFILES• B2B Marketing• Consumer Marketing• Sales


A

B

C

D

1 2 3Stages

1. BUYING STAGES• Early: Mortgage Considerations• Mid: Why Now?• Late: Why Us

2. BUYING PROFILES• First-time Home Buyer• Re-financer• Home Underwater


More Targeted Emails are More Relevant

100 1000 10000 1000000

50

100

150

200

250

300

350

400

Email Send Size

Enga

gem

ent S

core

Source: 100s of Marketo campaigns


Build a Conversation through Listening

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

Email

Social

Content

MS CRM


Batch

Triggered

Epsilon Q4 2013

North America Email Trend

Results

Measuring Interest and Managing Leads


• Click email: +1• Visit webpage / blog: +1• Early stage content +3• Attend webinar: +5• Decay inactivity:

-1, -5, -10

Standard Behaviors (Engagement)

• Free trial or Contact request: +15• Pricing pages: +10 • Demos: +10• Late-stage content +12• Searches for branded keyword

“Marketo” +8

Buying Behaviors(Buying Intent)

Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS

http://marketo.com/DG2LN

http://marketo.com/DG2LN


Lead Scoring Defined“Shared sales and marketing methodology for ranking

leads in order to determine their sales readiness”

Nurture DisqualifyNurturePass to Sales Pass to Sales

Fit Interest Lifecycle Stage


Stars and Flames show priority

Full list of Interesting Moments


Customer Lifecycle Marketing


BUYEVALUATELEARNENGAGE

TRUSTENJOYBUY ADVOCATE

RENEWVALUEUSEOWN



Drive customer success to keep and grow relationships

Retain

Advocate

Enable Adopt


Customer Nurture Streams


X-S Scoring Based on Product Interest (PIS)

Revenue Analytics


Why Measuring Return is Hard

• Multiple touches. 7

• Unclear success. Responded

• Multiple influencers. 5-21


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Example: Multi-Touch AttributionA 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



Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline



Half of our channels are working. Half are not.



Half our Tradeshows are working. Half are not.

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

etTOFU MOFU

Opportunity Customer

Lead

Sale

s Le

ad

Nurturing Database

BOFU


Revenue Cycle Modeler



Customer Revenue Cycle



Tweetable Takeaways1. The way buyers buy has changed forever – the

way we market and sell must change as well

2. Marketers must take control and guide each person through a successful journey

3. Most people are not “ready to buy” – nurture relationships over time

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

5. Think big, start small, move quickly

@mikedberger

Thank You

Mike Berger@mikedberger

[email protected]

marketo's "secret sauce" case study - michael berger

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