[recording] new techniques and technologies to grow pipeline faster

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Paul Albright CEO, Captora

#mktgtech

Jon Miller Co-Founder, Marketo

New Techniques and Technologies To Grow Pipeline From Inbound Marketing

Source: The Economist, 2015

2015 Marketing Priorities

Top 4 Digital Marketing Initiatives

1. Insane focus on ARR growth

2. Overt goals and role definitions tied to compensation

3. Build marketing outside-in (inbound- AND content-focused)

4. Improve your website reach and power

Insane Focus on Revenue Growth

Marketing-Driven Acceleration: Grow Pipeline Faster!

Growth + Productivity = Success

• 50 cents in Marketing for every $1 in Sales • 85%+ of revenue directly sourced by marketing • 30%+ of each month’s bookings from slow leads

CAC Productivity

SaaS Average

Agree On Marketing’s Contribution Goals

SMB Enterprise

% Marketing-Led 80% 70%

% Inbound 50% 30%

% Outbound 25% 15%

% Teleprospecting 0% 15%

% Referral 5% 10%

% Sales-Led 20% 30%

Amplify Marketing Productivity

Seminal Metric: Digital Marketing Campaigns Per Marketer

Digital Campaign Lifecycle: Identify, Create, Launch, and Optimize

All

Nam

es

Pros

pect

&

Recy

cled

Lead

AWA

REN

ESS

Enga

ged

Opportunity Customer

Sale

s Le

ad

MQL SAL

SQL

Nurturing Database

Marketing SDR Sales

Full-Funnel Goals, Compensation & Technology Stack

Know Your “Math of Marketing”

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%/mo 75%

Paid Names ($14)

10% Unpaid Names

24%

Inactive (Last 6 Months)

81%

• Lead to Sales Lead: 10% • Sales Lead to Opp: 74%

1,000 Leads = 54 Opps

27,000 / mo

319K Total 55K Prospects

36% engaged x 66% qualified

Leverage Technology To Scale Revenue Growth

LEADS

CRM

Find & Capture New Buyers

“Captora is delivering 26% of our digital leads and millions of dollars in pipeline contribution.” - Janelle Donovan ServiceMax, Sr Director of Marketing

LEADS Marketing Automation

Demand AnalyzerTM Campaign EngineTM Performance AdvisorTM

See Do Win

Access real-time buyer and competitive intelligence

Scale and optimize digital campaigns and associated

content

Report success across channels, content and the

entire funnel

Deliver Value At Record Speed

M1 M2 M3 M4 M5 M6 M7 M8

20 40 60 80 100 120

100 200 300 400 500 600 # of Organic

Campaigns

# of Organic Leads # of Paid Leads

Time

# of

Cam

paig

ns

# of

Lea

ds/m

onth

- You can produce Paid Search Application new leads in <2 months Strategy: Optimization…increase blended conversion rates by >20%

- You can produce Organic Search Application new leads in <4 months Strategy: Expansion…700 Organic Campaigns (new landing pages)

Deliver Value At Record Speed Organic Campaigns – 120 Days

1. Launch Campaign Day 1 2. Ranked & Visitors Day 90 3. Lead Flow Day 120 4. Deals Day 150

Paid Campaigns – 60 Days 1. Launch Campaign Day 1 2. Optimize/Testing Started Day 30 3. Increase Conv. Day 60 4. Deals Day 90

Goals: Pipeline (leads) <$100 CPL +X Deals +200 Leads/Month +200 Leads/Month (10-50% + X Deals improvement in conv rates)

Top 10 Digital Marketing Metrics 1. Members - total names captured by program (new AND existing names) 2. Cost per Member - # of members divided by program cost 3. New Names - total number of names new to the database 4. % New Names - new names divided by members 5. % Engaged - new names which clicked follow up email, visited the website,

spoke with sales, or engaged with some measurable way, divided by new names

6. Prospects - number of new names who fit a buyer profile 7. % Prospect - prospects divided by new names 8. Cost Per Prospect - prospects divided by program cost 9. Program Cost - $ amount invested in program 10. Cost Per Form Fill (Lead)

300% Better Conversion Rates

Highlights

ServiceMax identified, launched, and optimized over 800 organic campaigns Improved conversion rates by >300% ServiceMax has seen millions of dollars of new business using Captora

Over to Jon!

The Marketo Story

Marketo | © Marketo, Inc. 2/9/2015 @jonmiller


Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

TOFU MOFU


Lead

Sale

s Le

ad

Nurturing Database

BOFU

Top of the Funnel


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



Inbound creates the best leads by far: high conversion, high velocity

Engage Buyers with Targeted Campaigns

Real-Time Actionable Competitive Insight

Identify Demand Signals for Guided Prioritization



But we also use a Portfolio of programs

Middle of the Funnel


Sales Ready

Source: RainToday

25%

50%

25%

2%

Need More Nurturing

Disqualified



Average days to Opportunity: 327 days


Lead Nurturing: Building relationships with

qualified prospects regardless of their timing to buy

-- @jonmiller


Relevance Get the “Definitive Guide to Lead Nurturing”

marketo.com/DG2LN


2 3 1. BUYING STAGES

• Early: Be a Better Marketer • Mid: Why Marketing Automation • Late: Why Marketo • Customer: Success

2. BUYING PROFILES • Marketing, Sales, Exec

Revenue Analytics


• Multiple touches. 7

• Multiple influencers. 5-21

Why Measuring Return is Hard


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


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



“Brains” = 58% of (MT) Pipeline “Budget”= 42% of (MT) Pipeline



(MT) Ratio = Pipeline / Investment

>10 is Great and <5 is Fail Sponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =

6.6, Content Syndication 7.7



% Programs with MT Ratio > 5 e.g. Tradeshow has good average

but 49% programs “fail”


Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

TOFU MOFU


Lead

Sale

s Le

ad

Nurturing Database

BOFU


Revenue Cycle Modeler



Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity

Trends over time



Use Metrics to Set & Justify Budgets

New Targets New MQLs Score>100

23,000

Inventory of Active MQLs

20,000

New Opps*

1,000

6 Month Created Opp Inv.

2,000

270

*Opps is bigger than SQLs because includes outbound and partner referrals

SDR capacity driven

Inbo

und

/ Pr

ogra

ms

120K (900K DB Total)

New Names

New SQLs

922

Win

s

Inventory Of Active Targets

60,000

131,000

15.3%

10.5%

2.4%

1.9%

75% 35%


Get the “Definitive Guide to Marketing Metrics & ROI” marketo.com/DG2MM

Jon Miller @jonmiller

[email protected]

Q&A #mktgtech

Thank You! www.captora.com - Free Digital Marketing Scorecard [email protected] [email protected] Twitter: @captora + @paulalbright

http://www.captora.com

mailto:[email protected]

mailto:[email protected]

[recording] new techniques and technologies to grow pipeline faster

Technology

inbound marketing

digital leads

marketing priorities

digital marketing campaigns

marketo marketo

digital marketing initiatives

organic leads

paid leads time