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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo on Marketing Silicon Valley July 24, 2012
Jon Miller VP, Marketing & Co-Founder @jonmiller
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#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
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
ABUNDANCE INFORMATION
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#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
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#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%
Inbound and Content Marketing
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketing as a Content Publisher
vs
Use brains, not budget, to build your own attention
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Research data, funny videos, curated lists, infographics, thought leadership
Types of Content
Thought leadership and entertainment to build brand and awareness
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Early Stage
Middle Stage
Late Stage
Content must always be relevant and helpful
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
5 Food Groups of Content
Tabasco
Chocolate Cake
Roasts
Spinach
Raisin Bran
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
5 Food Groups of Content
Tabasco
Chocolate Cake
Roasts
Spinach
Raisin Bran
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
5 Food Groups of Content
Tabasco
Chocolate Cake
Roasts
Spinach
Raisin Bran
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
5 Food Groups of Content
Tabasco
Chocolate Cake
Roasts
Spinach
Raisin Bran
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
5 Food Groups of Content
Tabasco
Chocolate Cake
Roasts
Spinach
Raisin Bran
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Visual Content Helps Stand Out
3,000
tweets
136,000
views
Demand Generation with Social Boost
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#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
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#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
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
How Not To Use Social For Demand Gen 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
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#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
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Facebook Campaigns
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Facebook Timeline Campaigns
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Twitter Campaigns
• Combination of search & timeline campaigns • Tracking with Marketo landing pages/ campaigns • Conversion rates as high as 14% • 1.39 Million Impressions • 10.5K Clicks • 339 Retweets • Very effective prospecting channel
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Test & Tune With Social Funnel Metrics Data to Measure Effectiveness and Lift
Middle of the Funnel
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#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%
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#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
4-1-1 cadence
for content
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#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
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#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
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Sales Insight
Account-Based Pipeline Teleprospecting and Sales-Led
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Target Accounts
Accounts
Contacts
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketing Automation Drives a 63% Connect
Rate, 5% Opportunity Rate
Add Leads/Contacts
to Campaign Package / Postcards Automatically Sent
Upon Delivery, Personalized Email
Task to Call Created in SFDC
SLA
Reminders
Budgeting and Staffing for Growth
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Budget and Resources
Revenue Marketing / Demand Gen Q2-12 Pipeline $ $27M # Opportunities 850 Prospects 20K Leads 15K Program Investment $1.5M Total Investment in Revenue Marketing $2.3M Revenue Marketing Headcount 22 Program : People Ratio 69 : 31 Customer Acquisition Cost Ratio (Bookings / Sales and Marketing) 1.3
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Organizing For Scalability
Demand Center
8
EMEA 2+1
US 4+1
Target Account
3
Inbound
3+1
Customer 1+1
• Integrated Marketing • Middle of Funnel • Marketing Operations (Also Sales Development)
AsiaPac
Proving — and Improving — Marketing’s
Impact on Revenue
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Example: Multi-Touch Attribution
Screenshot: Marketo Revenue Cycle Analytics
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
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#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
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#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
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”
http://bit.ly/DG2MM
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#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
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo, Inc.
901 Mariners Island
Suite 200
San Mateo, CA 94404
Direct: +1.650.376-2310
blog.marketo.com
www.marketo.com
JON MILLER VP Marketing
@jonmiller
Contact Me