unlocking your marketo data to find your north star
TRANSCRIPT
Unlocking Your Marketo DataTo Find Your North Star
Tom Grubb – Chief Strategy Officer, Digital Pi (@thomasgrubb)Brian Glover – Principal Product Mktg Mgr, Marketo (@brianjglover)
Contact Us | Live ChatDecember 13, 2016
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Analytics & High Performers
Source: Accenture and Massachusetts Institute of Technology (MIT), Winning with Analytics
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Your Marketo holds a mountain of valuable data you can mine for insights…
…but the extent of value you can extract depends on your mining tools and practices
Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Without complete data visibilitymarketers are decision-impaired
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Past Performance Guides Marketing Planning & Strategy
PAST
NOW
FUTURE
Acquire names• Lead Source, Marketo acquisition program
Get people to engage• First open, click, visit, attend….
Move people forward in the marketing and sales funnel• Subsequent opens, buyer stage, velocity…
Influence pipeline and revenue• Connect opportunity $’s to people in your Marketo programs
Four Areas of Focus to Measure
• Dedicated reporting tool in Marketo
• All your Marketo data, aggregated & visual
• Easy drag-and-drop pivot table user interface
• See data as tables, charts and dashboards
Marketo Advanced Report Builder(formerly Revenue Cycle Explorer/RCE)
Demo-New Names Performance-Funnel Analysis-Multi-Product Interest
1. Formulate and state the marketing question you want to ask/answer
2. Make sure your questions are actionable; state the actions for each report
3. Know in depth how the data was derived before you try to explain
4. Start with simple reports, then iterate and expand on filters and definitions
Tips for Success
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Marketo Advanced Report Builder:Usage Maturity Curve
Lead SourceEngagementDashboardsReports
Ad Hoc ReportingTags
Pipeline & Revenue AttributionJourney AnalyticsABM/Accounts
ROIProduct Interest/ Scoring
Custom Metrics (CLV, What-if Scenarios)
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
So… What Product Do I Need Again? Purchased or Renewed
IN 2016Purchased or Renewed BEFORE 2016
SMB Add Advanced Report Builder to your subscription(add Life Cycle Modeler for journey analytics)
Upgrade to Select Edition
Enterprise Add Advanced Report Builder to your subscription(add Life Cycle Modeler for journey analytics)
Add Revenue Cycle Analytics (RCA) to your subscription
Questions? Contact your Marketo sales rep or account manager
• Digital Pi is offering a special end-of year promotion for their Gold Standard pack of Advanced Report Builder/RCE Reports
• Includes:• Create Gold Standard reports and dashboards• Dashboard Categories: Lead performance, Program Performance, Program Membership and Funnel Metrics• Over thirty unique reports and charts• Live one hour DPI expert review of reports
• Digital Pi is offering this package through the end of the year at a special price of $2,500 (that’s about 50% off the standard price)
• You must sign up before the end of the year to qualify for this great offer.• Does not include Life Cycle Modeler implementation for Funnel Metrics (contact us to request a quote!)
• Here’s how to do that:• Go to http://info.digitalpi.com/RCE-ARB-Special.html and fill out the form• Email: [email protected]
Digital Pi Gold Standard RCE/ARB Special
Thank youTom Grubb – [email protected] / @thomasgrubbBrian Glover – [email protected] / @brianjglover
Contact Us | Live ChatDecember 13, 2016