sales & marketing alignment in the digital era
DESCRIPTION
Presentation by Liz Smyth on Sales & Marketing Alignment in the Digital Era at Online Marketing in Galway, 27 May 2013TRANSCRIPT
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Sales and Marketing Alignment in the Digital Era
27 May 2013
Liz Smyth
EMEA Marketing Director@lizsmyth
Page 2© 2012 Marketo, Inc.
The Changing Buyer
SALES REP SALES REP
INFO SCARCITY INFO ABUNDANCE
THEN NOW
THE BIG
CAMPAIGNBRAND NO
LONGER
CONTROLS
MESSAGE
SALES REP
SALES REP
Page 3© 2012 Marketo, Inc.
ABUNDANCEINFORMATION
Page 4© 2012 Marketo, Inc.
Marketo’s Revenue Cycle
En
gag
ed
Page 5© 2012 Marketo, Inc.
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%
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Inbound and Content Marketing
Page 7© 2012 Marketo, Inc.
Risk Reduction
Brand Awareness
Social
Scoring
Blogs Definitive GuidesResource Center VideoWebinars
Marketing as a Content Publisher
Page 8© 2012 Marketo, Inc.
Early StageThought leadership and best practices to build brand and awareness
Types of Content
Middle StageBuyers guides, RFP templates and industry information to help structure research
Late StageCompany-specific information to help evaluate and reaffirm selection
NO
YES
MOSTLYNO
Gated?
Content must always be relevant and helpful
Page 9© 2012 Marketo, Inc.
Visual Content Helps Stand Out
328,000 views!
17,000 views
Word
s
Visual
eBook Interactive Infographic
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Demand Generation with Social Boost
Page 11© 2012 Marketo, Inc.
What Generates Pipeline for Marketo?
Source: Marketo Revenue Cycle Analytics, Jan 2013
Nurture Email - CTA
Nurture EmailPaid Online (PPC+Email)
Page 12© 2012 Marketo, Inc.
Automation Enables Scale40+ Programs a Month
Set and Use Tokens Integration
Clone to
Reuse
25Best-
Practice Templates
Page 13© 2012 Marketo, Inc.
Re
ach
& E
ng
age
me
nt
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Landing Pages
Website Facebook Pages
Paid Ads Email
Soci
al Li
ft
Events
Making Every Campaign Social
Page 14© 2012 Marketo, Inc.
Buyer to Buyer: 92% TrustSource: Nielsen Research 2011
Page 15© 2012 Marketo, Inc.
Test & Tune With Social Funnel MetricsMeasuring Success – The What, The Where and The Who
Traffic, Interaction, Sharing, Conversions and Reach
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Middle of the Funnel
Page 17© 2012 Marketo, Inc.
Why Middle of the Funnel?
• % new Prospects not sales-ready: 81%• Prospect to Lead time: 123 days average• % Slow Leads: 66%
LEAD NURTURING
AND SCORING
Page 18© 2012 Marketo, Inc.
Lead Nurturing Relevance
1. BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer
2. PERSONA• Molly Marketer• Sam Sales• Jack Executive
Get The “Definitive Guide to Lead Nurturing”www.marketo.com/DG2LN
3. DYNAMIC CUSTOMIZATION• Industry Wrappers• Size Specific Examples• Localization
Page 19© 2012 Marketo, Inc.
A Framework for Lead Scoring
ExplicitWhat the prospect tells you
InferredWhat 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”www.marketo.com/DG2LS
Page 20© 2012 Marketo, Inc.
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+ 45+ 90+
Buying Intent <6 6+ 13+ 19+
Fit
Inte
rest
Page 21© 2012 Marketo, Inc.
Sales Development Reps (SDRs) Pass The Baton from Marketing to Sales
• Faster, more consistent, & better quality follow-up on leads
• Better economics• The human touch
enhances lead nurturing
• Better data and more metrics
• Talent development for sales
Best place for dramatic improvements in business performance are handoffs between functions
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Proving — and Improving — Marketing’s Impact on Revenue
Page 23© 2012 Marketo, Inc.
Programs Effectiveness
Screenshot: Marketo Revenue Cycle Analytics
First-touch allocation, multi-touch allocation, investment, volume, etc
Page 24© 2012 Marketo, Inc.
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 25© 2012 Marketo, Inc.
Model the Full Revenue Cycle
Screenshot: Marketo Revenue Cycle Analytics
Page 26© 2012 Marketo, Inc.
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity
Trends over time
SLA violations
Screenshot: Marketo Revenue Cycle Analytics
Page 27© 2012 Marketo, Inc.
Key Takeaways
1. Use content to help leads find you
2. Leverage influence marketing to give every campaign a social boost
3. Focus on the entire revenue cycle, not just the top of the funnel – nurturing and scoring are essential
4. Fit and interest are required for “win-ready” leads
5. Use analytics to turn marketing from a cost center into a revenue driver
Page 28© 2012 Marketo, Inc.
Additional Resources
The Definitive Guide to Social Marketinghttp://marketo.com/DG2SM
The Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MM
The Definitive Guide to Marketing Automationhttp://marketo.com/DG2MA
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Question and Answer
Page 30© 2012 Marketo, Inc.
Marketo EMEA Ltd.Cairn HouseSouth County Business ParkLeopardstown, Dublin 18, Ireland
Direct: +353.1.242 3000blog.marketo.comwww.marketo.com
LIZ SMYTHDirector Marketing
[email protected]@lizsmyth
Contact Me