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Marketo Secret Sauce for Revenue Growth
© 2011 Marketo, Inc.
Liz Smyth
Director Marketing EMEA
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Page 2© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Meet Marketo
• Powerful yet easy marketing automation, lead nurturing and lead scoring.
• Cloud based solution that helps companies• Expand lead flow
• Increase sales effectiveness
• Optimise sales and marketing investments
• >1,900 customers; 140% YOY growth • New EMEA HQ to support growing European base
Best Marketing Solution
Marketing Solution Winner
#1 Fastest Growing Private Silicon Valley Co.
#28 Most Promising Company in America
Salesforce - Best Marketing Automation
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Page 3© 2011 Marketo, Inc. Marketo Proprietary and Confidential
The Changing Buyer
SALES REP SALES REP
INFO SCARCITY INFO ABUNDANCE
THEN NOW
THE BIG
CAMPAIGNBRAND NO
LONGER
CONTROLS
MESSAGE
SALES REP
SALES REP
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Page 4© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketo’s Revenue Cycle
All N
am
es
Pro
sp
ect
&
Recycle
d
Lead
AW
AR
EN
ESS
En
gag
ed
Opportunity
Customer
Sale
sLead
MQLSAL
SQL
Nurturing Database
Marketing SDR
Sales
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Page 5© 2011 Marketo, Inc. Marketo Proprietary and Confidential
The Five Horsemen of Opportunity Spark
Small-BizCorporate
10-100Mid-Market101-1,500
Enterprise1,500+
% 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%
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Inbound, Content, and Social Marketing
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Page 7© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Risk Reduction
SEO
Social
Scoring
Blogs Definitive GuidesResource Center VideoWebinars
Benefits of Content Marketing
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Page 8© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Early StageThought leadership and best practices to build brand and awareness
Types of Content
Middle StageBuyers guides, RFP templates and industry information to help structure research
Late StageCompany-specific information to help evaluate and reaffirm selection
NO
YES
MOSTLYNO
Gated?
Content must always be relevant and helpful
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Page 9© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Forms: Ask only what you really need
Short Form – (5 fields)Conv. Rate: 13.4%Cost: $31.24
Medium Form – (7 fields)Conv. Rate: 12.0%Cost: $34.94
Long Form – (9 fields)Conv. Rate: 10.0%Cost: $41.90
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Page 10© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Use “411” method for nurturing Likes
Seed nurturing
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Demand Generation Pipeline
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Page 12© 2011 Marketo, Inc. Marketo Proprietary and Confidential
What Works in Demand Gen?
Screenshots: Marketo Revenue Cycle Analytics, 12 months ending 10 May 2012
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Page 13© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Prospect Generation 1H2011Source Prospects Invest-ment % Lead 12 mo Velocity (Days) Lead to Opp Index
3rd Party Email Blast 19,039 $43 30% 147 0.2Trade Show 12,619 $53 29% 153 1.0Paid Social Media Ad 4,319 $65 30% 72 0.1Virtual Trade Show 4,120 $40 32% 213 1.6Paid Webinar 3,849 $63 36% 156 0.4Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8Content Syndication 2,302 $126 40% 178 0.2AppExchange 1,306 $26 80% 26 0.9Website/Inbound 3,352 57% 75 2.8Referral / WOM 179 36% 158 10.9Sales Prospecting 440 28% 108 3.6
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Page 14© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Automation Enables Scale40+ Programs a Month
Set and Use Tokens Integration
Clone to
Reuse
25Best-
Practice Templates
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Middle of the Funnel
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Page 16© 2011 Marketo, Inc. Marketo Proprietary and Confidential
All N
am
es
Pro
sp
ect
&
Recycle
d
En
gag
ed
The Leaky Revenue Cycle
Lead
OpportunityS
ale
sLead
MQLSAL
SQL
Lea
d
De
velo
pmen
t G
ap
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Page 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential
All N
am
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Pro
sp
ect
&
Recycle
d
En
gag
ed LeadNurturi
ng
Lead Nurturing Plugs the LeakBuilding relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Lead
OpportunityS
ale
sLead
MQLSAL
SQL
“The art of maintaining permission to stay in front of your buyers as they educate themselves”
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Page 18© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing Relevance
A
B
C
D
1 23
Stages1. 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
DYNAMIC CONTENT• Industry Wrappers• Size Specific Examples• Localization• Social Signatures• “What’s New”
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Page 19© 2011 Marketo, Inc. Marketo Proprietary and Confidential
The Value of Lead Nurturing
Fast Leads ( MQL <1 mo)
Slow Leads (MQL >1 mo)
Total Leads (MQL)
Cost / Lead (MQL)
Without Nurturing 20% 6.67% 26.67% $206.00
WithNurturing 20% 20.0% 40.0% $137.50
Source: Actual Marketo data; assumes $55 per prospect 3x!
Marketo ROI Results
Results: 50% more marketing qualified leads from lead nurturing
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Page 20© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Modeler
Screenshot: Marketo Revenue Cycle Analytics
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Page 21© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Lead scoring defined
“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness””
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Page 22© 2011 Marketo, Inc. Marketo Proprietary and Confidential
What’s the Value of Lead Scoring?
• Higher Win Rates• Shorter Sales Cycles• Higher Revenue Per Rep
Source: CSO Insights
How Easy Is it To Get Information About Prioritizing Sales Efforts?
Other Benefits of Fewer But Higher Quality Leads
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Page 23© 2011 Marketo, Inc. Marketo Proprietary and Confidential
A Framework for Lead Scoring
ExplicitWhat the prospect tells you
InferredWhat you observe or infer
FitAre you interested in them?
• Demographics• Firmographics• BANT
• Data quality• Data append• Corporate vs. personal
email• Location
InterestAre they interested in you?
• BANT• Latent behaviors
(engagement)• Active behaviors (sales
readiness)
Get The “Definitive Guide to Lead Scoring”http://bit.ly/DGtoLS
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Page 24© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Interest Scoring - Examples
• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10
Latent Behaviors (Engagement)
• Pricing pages: • +10 regular, +15 detailed
• Watch demos: • +5 overview, +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8
Active Behaviors(Buying Intent)
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Page 25© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Identifying Marketing Qualified Leads
21+ Super-Target Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Engagement <20 20-44 45-89 90+
Buying Intent <6 6-12 13-18 19+
Fit
Inte
rest
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Page 26© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Stars and Flames for Sales
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Proving — and Improving — Marketing’s Impact on Revenue
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Page 28© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Model the Full Revenue Cycle
Screenshot: Marketo Revenue Cycle Analytics
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Page 29© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas:• Balance• Flow• Conversion• Velocity
Trends over time
SLA violations
Screenshot: Marketo Revenue Cycle Analytics
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Page 30© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Revenue Cycle Metrics
Opportunities 200 / mo($1,860)
New Customers($5,000)
Leads3,700 / mo
($101)
Prospects6,500 / mo
($57)
19%Active Prospect
Database
4.5% / month 75%
Paid Names($14)
10%UnpaidNames
($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 Opp1,000 Leads = 54 Opps
27,000 / mo
319K Total55K Prospects
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Page 31© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Programs Effectiveness
Screenshot: Marketo Revenue Cycle Analytics
First-touch allocation, multi-touch allocation, investment, volume, etc
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Page 32© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Page 33© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways 1. Buying behaviour has changed forever; marketing and
sales must change as well
2. 80% of qualified prospects are not ready to buy when you meet them. Nurturing is critical.
3. Use relevant content to help people find you
4. Getting on the same page with sales, agreeing processes so no lead gets left behind
5. Growing revenue by making sales more productive, scoring flags their best bets
6. Measuring and analysing program effectiveness so you know where to reinvest
7. Focusing on the entire revenue cycle, not just the top of the funnel
8. Use forecasting to turn marketing from a cost center into a revenue driver
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Page 34© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Additional ResourcesThe Definitive Guide to Lead Nurturinghttp://bit.ly/DGtoLN
The Definitive Guide to Lead Scoringhttp://bit.ly/DGtoLS
The Definitive Guide to Marketing Metrics & ROIhttp://bit.ly/DG2MM
Personalized Benchmark on Email Marketinghttp://www.marketo.com/benchmark
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Page 35© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketo EMEA Ltd.Cairn HouseSouth County Business ParkLeopardstown, Dublin 18, Ireland
Direct: +353.1.242.3000blog.marketo.comwww.marketo.com
LIZ SMYTHDirector Marketing
[email protected]@lizsmyth
Contact Me