Creating actionable marketo reports july, 2013

Welcome to the New York Marketo

User Group Meeting

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

July 24, 2013

Introductions

• Inga Romanoff, New York User Group Leader

• Welcome from our hosts

Seth Dotterer, Vice President Marketing

Elliott Lowe, New York User Group Leader

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Elliott Lowe, New York User Group Leader

• Thank you to our sponsors RingLead

PLEASE TWEET AT #NYMUG

Agenda

• 5:45-6:00pm Introductions

• 6:00-6:10pmA word from our sponsors

• 6:10-7:00pm Presentation and Workshop

• 7:00-7:30 Wrap up

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Housekeeping Items

• Dreamforce Discount: Nov. 18-21.This allows a $100.00 USD Discount off the registration fee (on top of the current promotion Salesforce is running). Discount Code: EC13MRKTO. Register here.

• Community. Want to collaborate with other Marketo users on a daily basis? Participate in community. Here you can find our easy to navigate Deep Dive articles.

• Be Social. Take photos at the meeting today and tweet out the

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• Be Social. Take photos at the meeting today and tweet out the groups own hash tag #NYMUG

• LinkedIn City Group Participation. Join the city LinkedIn to network, view meeting presentations, request meeting topics and more!

• Not receiving MUG invites? Fill out the form indicating your city and you’ll be added to the list!

http://pages2.marketo.com/UserGroupSignUp.html#NYMUG

ACTIONABLE MARKETO REPORTINGElliott Lowe – Director, Marketing OperationsJuly 24, 2013

GOAL

GOAL

This!

GOAL

Not this!

9

GOALS

Source: Lenskold Group , 2012 Lead Generation Marketing Effectiveness Study

• Model your business(es)

• Identify KPIs / Metrics

• Establish Benchmarks

• Develop ROI Formulas

• Build Reports and Dashboards

10

WHERE TO START?

• Build Reports and Dashboards

11

MARKETING FUNNEL

Source: Marketo

12

DEMAND WATERFALL

13

REVENUE CYCLE MODEL

14

Early StageREVENUE CYCLE MODEL

15

Mid-StageREVENUE CYCLE MODEL

16

Late StageREVENUE CYCLE MODEL

17

http://www.marketo.com/definitive-guides/marketing-metrics-and-marketing-analytics

• Average marketing campaign response rate (2.2%)

• Number of new leads

• Percent of sales ready inquiries generated by marketing (4%)

• Number of MQLs

• Percent of marketing leads accepted by sales (58%)

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PERFORMANCE METRICS

• Percent of marketing leads accepted by sales (58%)

• Percent of marketing leads that become opportunities (49%)

• Number of Opps

• Marketing generated opportunity pipeline revenue

• Opportunity to close rate (23%)

• Number of days from lead to Opp / Win

• Cost per Lead / Opp / Win

• Average revenue per won sale

• % of revenue contributed by marketing (15%)

• % of sales contributed by marketing

• Marketing generated won revenue


19

REVENUE METRICS


MARKETO REPORTS AND EXAMPLES

• Lead Performance (Leads by x)• Group Leads• Custom Columns• Opportunity Columns (all but Leads by Status)• Drill Down`

• Leads by Campaign

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BASIC REPORTS

• Leads by Campaign Folder

• Leads by Status

• Leads by Revenue Stage

• Email Link Performance

• Email Performance

• Program Performance

22

23

24

25

• Campaign Activity

• Campaign Email Performance

• Landing Page Performance

• Company Web Activity

• Web Page Activity

26

BASIC REPORTS

• Web Page Activity

• Engagement Stream Performance

• Social Influence

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• Opportunity Influence Analyzer – view Contacts that had influence, but do not have Contact Role on Opportunity

• Program Analyzer – first touch and multi-touch pipeline, revenue, etc.

• Revenue Cycle Analyzer – funnel metrics, velocity, SLA violations

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ANALYZERS

29

30

31

• Campaign Analysis

• Email Analysis

• Lead Analysis

• Model Performance Analysis (Lead/Companies)

• Opportunity Analysis

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REVENUE CYCLE EXPLORER

• Opportunity Analysis

• Program Cost Analysis

• Program Membership Analysis

• Program Opportunity Analysis

• Program Revenue Stage Analysis

EXECUTIVE PRESENTATION EXAMPLE

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2013 Q2 MKTG FUNNEL OVERVIEW

• xxx,xxx Website Visits � xx%

• xx,xxx Responses � xx%

• xx,xxx 1st Inquiries � xx% ($xxx,xxx Cost – �$xx/Lead � xx%)

• xx,xxx MQLs � xx%• xx,xxx MQLs � xx%

• x,xxx Opportunities �xx%

• xxx Wins �x% ($xx.xM ACV � x% - xx% of all ACV)

• xxx Influenced Wins ($xxxM ACV - xx% of all ACV)

Note: percent changes are based on prior quarter values

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2013 Q2MARKETING FUNNEL

Inquiry Inquiry a lead that proactively engages with Conductor a lead that proactively engages with Conductor

for the first timefor the first time

MQL MQL an engaged lead that meets the minimum an engaged lead that meets the minimum

criteria of a Marketingcriteria of a MarketingQualified LeadQualified Lead

100

40

40.0%

Qualified LeadQualified Lead

TQA TQA TeleTele--Qualifier Accepted Qualifier Accepted

a MQL that has been accepted as a a MQL that has been accepted as a valid Lead by Sales.valid Lead by Sales.

OP OP a lead is added as the Primary a lead is added as the Primary Contact in a new Contact in a new SalesforceSalesforce

OpportunityOpportunity

Win Win Opportunity which has a Opportunity which has a

signed contractsigned contract

40

20

7

1

50.0%

33.3%

14.2%

36

MARKETING FUNNEL

37

MARKETING FUNNEL RATIOS

38

2013 Q2MARKETING FUNNEL

InquiryInquiry

ProspectProspect

MQLMQL

TQATQA

OPPOPP

WINWIN

39

MARKETING ACV

40

2013 Q2TOP LEAD SOURCES

Lead Source # of New Leads

% of Leads Converted to

Opp

Avg Days to Convert to

Opp

$/Lead # Wins

Tradeshow (MKT) 1,000 44 119 $55 48

Sponsorship (MKT) 900 33 14 $43 2

Website 800 64 6 $10 16Website 800 64 6 $10 16

List Import (MKT) 500 7 18

Content Syndication (MKT) 460 6 7 $60 2

Natural Search (MKT) 450 36 7 10

Event (MKT) 35 0 N/A

Paid Search (MKT) 45 5 6 $122 3

Email (MKT) 30 1 16

Social Media (MKT) 15 2 25 $38 1

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DAYS TO CLOSE ALL OPPS

Lead Source Number of Wins

Amount Avg Days to Close Opp

Website 8.00 269404.00 158

LinkedIn Recruiter 2.00 19000.00 44

Natural Search (MKT) 4.00 103280.00 61

Other 2.00 16500.00 25

Paid Search (MKT) 1.00 30000.00 237

Referral - Customer 1.00 18000.00 151

Referral - Employee 3.00 59000.00 46

Rep Sourced 24.00 663136.50 121

Sponsorship (MKT) 1.00 2950.00 99

Tradeshow (MKT) 8.00 144100.00 73

Grand Total 54 1,325,370 109

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2013 Q2NEW LEAD SOURCES

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2013 Q2TOP OPP SOURCES

Lead Source # of Opps

Conductor Website 89

Tradeshow (MKT) 61

Sponsorship (MKT) 52

Natural Search (MKT) 37

Marketing List Import (MKT) 11

Paid Search (MKT) 8

Event (MKT) 6

Social Media (MKT) 5

Content Syndication (MKT) 5

Webinar (MKT) 4

Online Ad (MKT) 3

Telemarketing (MKT) 1

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WEBSITE ACTIVITY

45

BLOG ACTIVITY

OPERATIONS PRESENTATION EXAMPLE

47

DATABASE GROWTH

48

DATABASE COMPLETENESS

49

PROFILE FIT

50

DATABASE TITLE LEVELS

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EMAILS

Thank you! Our next meeting is on 9/10

New York Marketo User Group Leaders

Inga Romanoff

617-901-4945

[email protected]

@ingaroma

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@ingaroma

Elliott Lowe

[email protected]

Creating actionable marketo reports july, 2013

Business

marketing

meeting today

proactively

valid lead

marketo proprietary

accepted

leads

marketing