how to get roi from marketo

How to get ROI from MarketoRun Marketo like a Boss

Upcoming Partner Activities EMEA• Partner Enablement Day 10 March – London

New product releases, How to expand offerings, Case Study review, Best practice advice

• Next Partner Webinar – New Announcements & Best Practices

16th March • MCC –

Tel Aviv March 7th & 8th London April 14th & 15th

Any questions

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Tania O’ConnorLead Business Consultant and Education Leader, Marketo EMEA

• Before Marketo: 17 years of marketing, from copywriting and marketing communication through to Marketing Director

• Originally from: San Diego, CA• Living and working in Germany, Ireland, and the

UK since 1997• Did my BA at UC Berkeley, and my MBA at

Oxford University• Part of the Marketo EMEA office in Dublin,

Ireland since spring 2013• A cat person!

Quiz:What would you say is your level of expertise with Marketo?• Beginner• Some experience• Using it for years• Expert

What are you hoping to learn today?• How to prove Marketo’s return on investment• How to prove Marketing’s return on investment• How to use Marketo reports• All of the above

Agenda: Show ROI with Marketo• Tactical ROI – quick wins• Strategic ROI – do things differently• Organisational ROI – align Marketo with the

business

TACTICAL

Tactical ROI : A/B testing with the Email Send program

Variables to use in A/B Testing

• Day of the week

• Time

• Subject Line

• From Name

• From Email Address

• Length of email

Best PracticeIsolate a single variable as your test variable

and be sure your audience size is large enough to test properly.

• Number of links in email• HTML vs. Text-Only

• Offer: Example: 50% off versus $200 Off!)• Button Text• Call-To-Action placement

• Graphics vs. No Graphics

***I’ve worked with digital marketing consultants who say

they achieved a 50% boost in CTRs with A/B testing

Tactical ROI: Boost Open/Click rates

Send one email

Open rate: 14%Click rate: 8%

Send email, wait 1 week, re-send to non-opens

Open rate: 21%Click rate: 15%

***real Marketo client, who shall remain nameless.

Results are averages over 3 months.

Audience size: approximately 200,000

Questions?

STRATEGIC

Strategic ROI: the Marketo Engagement Program

• Plan a customer journey• Target people based on

behaviours and preferences• Respond based on behaviours

Engagement

Case study 1:

Engagement program for New Leads

• Stream 1: Introductory emails• Stream 2: Pulls in people who click links about topic A• Stream 3: Pulls in people who click links about topic B• Etc…

Case study 1 result:

Each of these is a nurture stream

Email Name % Opened % ClickedClicked to Opened Ratio

Email 1: Introduction 17.6% 0.1% 0.7%

Clicked link about topic D 42.3% 19.2% 45.5%

Clicked link about topic B 15.5% 0.1% 0.8%

Clicked link about topic C 12.6% 0.2% 1.4%

Clicked link about topic A 16.4% 0.2% 0.9%

Case study 1 next steps:

• Analyze the web behaviour of people who move stream • web activity report, customised

• Report on how our financial investment in this program translates into new customers and ongoing revenue

• Program Analyzer• Opportunity Analyzer

Case study 2:

2 Engagement programs:

• Program 1 targets: according to Demographics

• Program 2 targets: according to Behaviour • Opt-ins for subject matter (5%)• Participants in online events on subject matter (40%)• Downloaded relevant pdfs (55%)

Content development: questionnaire + Content audit

Where we are today:

BehavioralDemographic

Engagement Score % Delivered % Opened % Clicked Clicked / Opened

Demographic 41 99 55 8 16

Behavioral 60 98 43 16 38

Result:Mind shift in the company – behavioural data ultimately very powerful in driving engagement

Questions?

LeORGANISATIONAL

Case study 3

Aligning with sales• Communicate where new leads are coming from and what drives revenue

• Which content is converting?• Which events are the most productive?

• Get input on what buying signals are important• Sales Insight• Lead lifecycle and lead scoring

Aligning with Sales: Lessons learned• Don’t start pushing MQLs/Interesting Moments too soon

• Once sales sees your work as ineffectual, you’re toast• Too few hot leads better than a bunch of junk leads

• Get input on what to score, and how important it is• Create a sense of shared ownership

• Agree when a lead is MQL; complete an exercise in analysing recent wins to see what the decision makers/influencers did

• Did they click emails?• Attend events?• Webinars?• When did it occur in relation to sales

meetings?... etc

Proving Marketing’s connection to revenue: the prerequisites

• Enter costs in your program’s Setup tab (can be done/changed later if necessary)• Ensure that contacts are connected to Opportunities in your CRM system• Assign Acquisition Programs• Assign “Success” in all Programs!

Marketo, Inc. Marketo Proprietary and Confidential

Getting Data into the Analyzers

• Depends on adoption of Programs in Marketo

• Pulls additional data from Opportunities in CRM and Interesting Moments (optional)

Opportunity Influence Analyzer

• Pulls data from Programs in Marketo, Opportunities in CRM, and Revenue Cycle Model (optional)

• Reports only on Programs that have cost ($0 is fine)

Program Analyzer

Data in the Analyzers updates nightly

Reminder

Marketo, Inc. Marketo Proprietary and Confidential

Share the Program Performance report!

In Summary…

• Make incremental, but significant tactical changes (email deliverability, re-targeting, etc)

• Make strategic changes (customer journeys based on behaviours, not email blasts)

• Sit down with Sales and other people from the business and review/plan your goals and reports

• Make yourself (and Marketing in general) visible! Subscribe stakeholders to the Marketo reports.

In Summary

Any other questions?

Quiz:What was the most useful part of this presentation?• The tactical part• The strategic part• The organizational part• All useful• I don’t know, I fell asleep

Thank you! Run Marketo like a Boss!