customer engagement platform - chandar pattabhiram & brian glover

© 2014 Marketo, Inc. #MKTGNATION14

Customer Engagement Platform:Smarter Marketing for Better Results

Chandar PattabhiramVP, Product & Corporate Marketing, Marketo

Brian GloverSr. Product Marketing Manager, Marketo


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• On today’s agenda:

© 2014 Marketo, Inc.

Marketo Proprietary and Confidential

70%Of a customer’s journey today is self directed1

2900Marketing messages per day vying for your customer’s attention2

50%of all purchasing decisions are influenced by third-parties3

Today’s digital, social, mobile World has changed the game

1. SuperProfile, 2010, 2. Forrester, 2012, 3. McKinsey Quarterly, 2010

Marketing is becoming the steward of the

customer journey

Customer Engagement Platform:Helping Marketers Be Successful in The Digital World

GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value

CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions

ATTRACT PROSPECTSGenerate interest in your products and messages

MEASURE & OPTIMIZEMaximize impact ofmarketing investments

PLAN & COORDINATEPlan marketing campaigns and track activities


MOFU

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

TOFU

Lead

Nurturing Database

BOFU

Marketo Buyer’s Journey: A Revenue Cycle

Opportunity CustomerSale

s Le

ad

© 2014 Marketo, Inc. #MKTGNATION14Page 9 © 2014 Marketo, Inc. #mktgnation14 @mikedberger

Awar

enes

s

Web

Vis

itor

In-personAppointment Customer

Conv

erte

d

Enga

ged

Nurturing Database

Advocate

Adopt

Retain

Marketo Customer’s B2C Buyer’s Journey


Rent vs. Own


Blog, e-books, research data, funny videos, curated lists, infographics, webinars

NO

YES

Build the brand

Help buyers find you when they are looking for solutions

Help buyers evaluate or reaffirm selection

Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports

Pricing, demos, services information, 3rd party reviews, customer case studies

Gated?Early Stage

Middle Stage

Late StageNO


Rent vs. Own

© 2014 Marketo, Inc. #mktgnation14 @chandarp

Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

Search Engine Optimization Maximizes Your Inbound Marketing Investment

Attract more of the right prospects to your website and content


Known

Anonymous

Personalized Web and Mobile Experiences

James Allen - Generic

James Allen – Behavioral


CONVERT TO CUSTOMERS

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

TOFU

Lead

Nurturing Database

BOFU

Marketo Buyer’s Journey: A Revenue Cycle

Opportunity CustomerSale

s Le

adMOFU


Ready to Buy

Source: RainToday

Need More Nurturing

Disqualified

Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

327 Days on Average


Nurturing: Building relationships with people

over time through engaging conversation


What isn’t an engaging conversation?

What is an engaging conversation?

Relevance Flow Listening

Customer Engagement Engine

Standard Nurture Behavior-based Nurture Lift

Open % 21.7% Open % 34.0% 57%

Click to Open % 23.4% Click to Open % 37.1% 59%

Click % 5.1% Click % 12.6% 147%

Marketo Results


Lead Scoring Defined“Shared sales and marketing methodology for ranking

leads in order to determine their sales readiness”

Score > 100, Pass to Sales

Fit Behaviors Buying Intent

E.g. Buyer profileE.g. Attend webinars, download whitepaper

E.g. Pricing page, demos, contact request, etc.

I love you You love me Ready to be part of happy family

Stars and Flames show priority

Full list of Interesting Moments

No Lead Left Behind: Service Level Agreements

Day 0 Notification

Day 1 If untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives


Marketo Customer’s Journey: A Revenue Cycle

Drive customer success to keep and grow relationships

RetainAdvocate

Enable Retain

The probability of selling to a new prospect is 5-20%.

– Marketing Metrics

It costs 6–7 times more to acquire a new customer than retain an existing one

– Bain & Company

The probability of selling to an existing customer is

60 – 70%.– Marketing Metrics

Yet Global Marketing Spend Is Only 12% of the Overall Marketing Budget

Nurturing Provides A Cost Effective Way to Retain, X-Sell and Upsell Customers


The “Revenue Table”


Why Measuring Return is Hard

• Multiple touches. 7

• Unclear success. Responded

• Multiple influencers. 5-21

Track Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

Track Touches Across All People



Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5


“Half the money I spend on advertising is

wasted. The trouble is I don’t know which

half.”

- John WannamakerFather of mother advertising and pioneer in marketing


Source: Marketo Revenue Cycle Analytics, 2014* Percentage of all programs in channel that achieve MT Ratio > 5

Half of our channels are working. Half are not.


Source: Marketo Revenue Cycle Analytics, 2014* Percentage of all programs in channel that achieve MT Ratio > 5

Half our Tradeshows are working. Half are not.


Revenue Cycle Modeler



GROW RELATIONSHIPSDrive effective conversion from new prospect to sale

CONVERT TO CUSTOMERSOrchestrate engaging customer experiences mapped to the buyer’s journey





Revenue Cycle Modeler


# # # # # $ $

Marketing Calendar

Plan, coordinate and communicate everything marketing is doing

Marketing Calendar

Data Feed

Device Access

Embeddable Views

Access your Marketing Calendar anytime, anywhere

Coming 2014-2015


Success

LaunchPoint

300+ solutionsSocial

& Conten

t

Events &

Webinars

Mobile Marketin

g

Data & Analytics

Lifecycle Marketin

g

http://launchpoint.marketo.com/atevent/843-atevent

http://launchpoint.marketo.com/kapost/677-kapost-content-marketing-platform

http://launchpoint.marketo.com/totango/759-totango-customer-engagement-management

http://launchpoint.marketo.com/strikeiron-inc/745-strikeiron-address-verification

http://launchpoint.marketo.com/vidyard/896-vidyard-for-marketo

http://launchpoint.marketo.com/liveperson-inc/872-liveengage

http://launchpoint.marketo.com/fliptop/910-fliptops-social-customer-intelligence

http://launchpoint.marketo.com/strikeiron-inc/745-strikeiron-address-verification

http://launchpoint.marketo.com/fatstax/806-fatstax

http://launchpoint.marketo.com/zift-solutions-inc/763-channel-partner-marketing-automation


MarketingSprints


New Products Demo


Q&A


• What’s next?

• Visit Marketo Central

• Meet our sponsors

• Sign up for the local user group

• Mingle with other customers

• Stay here and learn more about new products

Listening for Behaviors to Maximize Relevance

• Attends event• Downloads content• Click email• Fills out form• Score is changed

Email

Social

Content

Technology

Scoring Model for Each Product

customer engagement platform - chandar pattabhiram & brian glover

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