#MKTOTOUR13 Lead to Revenue Optimization Recombo’s Journey to Content Marketing June 26, 2013
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#MKTOTOUR13
Lead to Revenue Optimization Recombo’s Journey to Content Marketing
June 26, 2013
Page 2 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Things have
changed.
70% the Buyer’s
Journey is complete
before they ever
engage with sales.
#MKTOTOUR13
Recombo Before June 2012 The traditional approach…
Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
The Challenge
• Large pipeline with poor conversion to bookings
• Little to no forecast accuracy
• High cost of customer acquisition
• Poorly aligned sales and marketing teams
• Inability to track return on Sales & Marketing investment
#MKTOTOUR13
Recombo June 2013 - One Year Later Measuring the shift to Content Marketing
Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
The Solution
We transformed the way Sales & Marketing work and the way they work together to improve revenue performance Lead to Revenue Performance Management is the foundation of our strategy 264% increase in Return on Marketing Investment 358% increase in ARR bookings 7% decrease in staff costs 48% reduction in discretionary marketing spend
Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
But how did we get there?
Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
1.Structure & Compensation
Before – Enterprise Sales
• 5 Account Executives
• 1 Sales Development
• 1 Sales Executive
• 1 Marketing
• 1 VP Sales
After – Inbound/Content
• 1 Account Executive
• 1 Sales Development
• 2 TOFU – Top of Funnel
• 1 MOFU – Middle of Funnel
• 1 Chief Revenue Officer
Key Success: Performance based Compensation Common Team Goals - # OPPS and $$ Bookings
7% decrease in staff costs
Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
2. Buyer Focused Content Marketing
• Persona Creation
• New Value propositions focused on buyer
• Map Buyers Journey
• Map Content to each stage
• Create compelling content that is easily consumed
• Video and Infographics
Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
10
Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
3. Measure Everything
• Lead Scoring to focus on best
• Leads climb up or drop out the funnel
• Nurture those not ready
• MQL definition
• Formal MQL to SAL handoff
• Build, Measure, Learn, Refine
• Drives content production
Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
4. Automation – Fight above your weight
• All lead nurturing and tracking is done by Marketo
• Personalized nurture campaigns • funnel stage • Industry • Role COO, CEO, CFO,
Sales • Geography
• Eliminate manual process and heavy lifting
Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Example Nurture Stream
Mid / Consider Early / Discovery Late / Decide
Email 1
Email 2
Email 3
Assets
How do I know and decide upon the right type of solution?
How do I decide on the right solution provider?
Interview
Video
Case Study
White Paper
White board session
Voice of customer videos
Primer / Demo Video
Infographic
Webinar
Articles
Comparison Worksheet
Independent Opinion
What are our pain points and how can we become more competitive?
What factors do I need to consider to ensure we are making the right moves for the future?
How do I justify the expense/ROI to management?
Which solutions are right for us?
Demo
Portfolio Video
Buyer’s Guide / Case Study
TCO Calculator
Business Case Tool
Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
5. Most Importantly – Informed Investments
What do senior executives care about?
• Revenue
• Return on Sales and Marketing Investment
• Lead to Revenue Efficiency
Marketo enables decisions backed by data
#MKTOTOUR13
Final thoughts on why we chose Marketo
Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Help and Guidance: Why Marketo
• Best in class content marketing tool • Can be used by small team • Enterprise class lead experience at an SMB cost • Professional Services team support
• RPM Journey – Education beyond platform • Community and user groups • Training and Certification • Product evolution focused at S&M effectiveness
Our results speak for themselves: Marketo is our Strategic partner for Revenue Growth
Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
@derek_sather Contact Information
Derek Sather Chief Revenue Officer - Recombo
Mobile: 604-338-3835
www.recombo.com
Ways to connect:
Derek Sather
@derek_sather
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