Page 1 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential. Marketo on Marketing London 4 September 2012 Liz Smyth EMEA Marketing Director @lizsmyth
Page 1 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo on Marketing London 4 September 2012
Liz Smyth EMEA Marketing Director @lizsmyth
Page 2 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Explosive Growth: Customers & Revenue
-
500
1,000
1,500
2,000
2,500
2008 2009 2010 2011
Marketo publicly reported approximate new customer figures
Page 3 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
The Changing Buyer
SALES REP SALES REP
INFO SCARCITY INFO ABUNDANCE
Page 4 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
ABUNDANCE INFORMATION
Page 5 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Revenue Generation Must Fundamentally Adapt
Run more programs over more channels
Open the top of the funnel as wide as
possible
Leverage word of mouth and influence
marketing
Make fact-based decisions on program investments
Nurture and win the minds of self-directed buyers
Detect and exploit buying signals instantly
Prioritize sales time on most likely buyers
Respond to buyer interest quickly and
appropriately
Page 6 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo’s Revenue Cycle
Engaged
Page 7 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
The Five Horsemen of Opportunity
Spark
Small-Biz Corporate
10-100 Mid-Market 101-1,500
Enterprise 1,500+
% 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%
Page 9 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Risk Reduction
Brand Awareness
Social
Scoring
Blogs Definitive Guides Resource Center Video Webinars
Marketing as a Content Publisher
Page 10 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Early Stage Thought leadership and best practices to build brand and awareness
Types of Content
Middle Stage Buyers guides, RFP templates and industry information to help structure research
Late Stage Company-specific information to help evaluate and reaffirm selection
Content must always be relevant and helpful
Page 11 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Visual Content Helps Stand Out
3,000
tweets
136,000
views
Page 13 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo Prospect Generation: Last 12 Months
Source Prospects Invest-ment
% Lead 12 mo
Velocity (Days)
Lead to Opp Index
3rd Party Email Blast 19,039 $43 30% 147 0.2
Trade Show 12,619 $53 29% 153 1.0
Paid Social Media Ad 4,319 $65 30% 72 0.1
Virtual Trade Show 4,120 $40 32% 213 1.6
Paid Webinar 3,849 $63 36% 156 0.4
Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8
Content Syndication 2,302 $126 40% 178 0.2
AppExchange 1,306 $26 80% 26 0.9
Website/Inbound 3,352 57% 75 2.8
Referral / WOM 179 36% 158 10.9
Sales Prospecting 440 28% 108 3.6
Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012
Page 14 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Automation Enables Scale 40+ Programs a Month
Set and Use Tokens Integration
Clone to
Reuse
25 Best-
Practice Templates
Page 15 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Re
ach
& E
ng
ag
em
en
t
Socia
l Lif
t
Socia
l Lif
t
Socia
l Lif
t
Socia
l Lif
t
Socia
l Lif
t
Landing
Pages Website Facebook
Pages Paid Ads Email
Socia
l Lif
t
Events
Making Every Campaign Social
Page 16 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Social Media - The Numbers
• More than 700 Billion minutes spent on Facebook each month
• LinkedIn gains 2 members every second
• 1 Million Twitter accounts are added daily
• Twitter handles more search queries per month than Bing and Yahoo combined – 32 Billion
• Pinterest is projected to account for 40% of social media driven purchases by Q4 2012
• Facebook: 1 billion users any day now
Page 19 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Social Marketing – the Social Media Clutter
Page 20 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
What’s in it for me?
Page 21 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
What motivates your customer?
Page 22 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Test & Tune With Social Funnel Metrics Measuring Success – The What
Traffic, Interaction, Sharing, Conversions and Reach
Page 23 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Measuring Success – The Where
Social Networking Channels
Page 24 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Measuring Success – The Who
Page 26 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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 27 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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”
http://bit.ly/DGtoLN
3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization
Page 28 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
A Framework for Lead Scoring
Explicit What the prospect tells you
Inferred What you observe or infer
Fit Are you interested in them?
• Demographics
• Firmographics
• BANT
• Data append
• Data quality
• Corporate email
• Location
Interest Are they interested in you?
• BANT
• Latent behaviors (engagement)
• Active behaviors (sales readiness)
Get The “Definitive Guide to Lead Scoring”
http://bit.ly/DGtoLS
Page 29 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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 32 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 33 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Programs Effectiveness
Screenshot: Marketo Revenue Cycle Analytics
First-touch allocation, multi-touch
allocation, investment, volume, etc
Page 34 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Model the Full Revenue Cycle
Screenshot: Marketo Revenue Cycle Analytics
Page 35 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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 36 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo Revenue Cycle Metrics
Opportunities 200 / mo ($1,860)
New Customers ($5,000)
Leads 3,700 / mo
($101)
Prospects 6,500 / mo
($57)
19%
Active Prospect Database
4.5% / month 75% Paid
Names ($14)
10%
Unpaid Names
($0)
24%
Inactive (Last 6
Months)
Lead Type Variants • Business Unit • Source • Channel
81%
• Lead to Sales Lead: 10% • Sales Lead to Opp: 74% • 1.4 people per Opp 1,000 Leads = 54 Opps
27,000 / mo
319K Total 55K Prospects
36% engaged x 66% qualified
Page 37 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”
http://bit.ly/DG2MM
Page 38 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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 39 #MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo EMEA Ltd.
Cairn House
South County Business Park
Leopardstown,
Dublin 18, Ireland
Direct: +353.1.242 3000
blog.marketo.com
www.marketo.com
LIZ SMYTH Director Marketing
@lizsmyth
Contact Me