Welcome to Revenue Rockstar Unplugged

© 2011 Marketo, Inc.

Radisson Blu Royal Hotel- Dublin

Agenda 10.00am-10.45am – Sales & Mark Alignment – Darragh Quinn

10:45am-11:15am – DEMO – Andrew Connell

11:15am-11:30am – Break

11:30am-12pm – Customer Greatest Hits – Colm Mulcahy

12pm-12:30pm Measurement & Analytics– Darragh Quinn

12:30pm- 12:40pm – Q&A – Darragh/Andrew/Colm

12:40pm-1:30pm – Lunch/Networking

© 2011 Marketo, Inc. All rights reserved.

Sales and Marketing Alignment – Accelerate your Revenue

© 2011 Marketo, Inc.

Darragh Quinn: Account Manager Ireland

Meet Marketo

Salesforce - Best Marketing Automation

Marketing Automation and Revenue Management Cloud based solution that helps companies

Expand lead flow

Increase sales effectiveness

Optimise sales and marketing investments

>1800 customers; 140% YOY growth New EMEA HQ to support growing European base

Best Marketing Solution

Best Marketing and Sales 2.0 Solution

Who’s Who in BtoB Marketing Solution Winner

Marketo Impact Spans All Markets Manufacturing &

Hardware Healthcare Business & Pro Services Communications Finance &

Insurance

Non-Profit and Education Software

Buying Has Changed Forever

SALES REP SALES REP

BUYER

OLD DAYS: INFO SCARCITY 1960s – Recent

TODAY: INFO ABUNDANCE

Increase Revenues by 40% Half of which flows to bottom line

Customers Succeed Across Every Major Metric

22% Increase in qualified leads

21% More leads convert to opportunities

Grow number of opportunities

15% Reduction in customer acquisition cost

Optimize ROI

2011 Survey of over 250 customers.

17% Increase in win rate

12% Increase in deal size 7% shorter sales

cycle

Improve Sales Productivity

Marketo’s Revenue Cycle

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Sale

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Nurturing Database

Marketing SDR Sales

Marketo’s Revenue Cycle

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Marketing SDR Sales

Names are just names.

Marketo’s Revenue Cycle

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Marketing SDR Sales

Meaningful interaction with us.

Marketo’s Revenue Cycle

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Nurturing Database

Marketing SDR Sales

Qualified, engaged potential buyers.

Marketo’s Revenue Cycle

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Showing buying signs or significant engagement.

Marketo’s Revenue Cycle

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Qualified as sales-ready by a human.

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Lead Nurturing

Why Lead Nurturing: Stay in Touch

“The art of maintaining permission to stay in front of your buyers as they educate themselves”

Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

Opportunity

Sale

s Le

ad

MQL SAL

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Lead Nurturing Relevance

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D

1 2 3 Stages

2. BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29 %

1. BUYING STAGES • Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer

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

With Nurturing 20% 20.0% 40.0% €137.50

Source: Actual Marketo data; €55 assumes per prospect

Marketo ROI Results

Results: 50% more marketing qualified leads from lead nurturing

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 quality • Corporate vs. personal

email • Location

Interest Are they interested in you?

• BANT

• Latent behaviors (engagement)

• Active behaviors (sales readiness)

Interest Scoring - Examples

• Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10

• Pricing pages:

• +10 regular, +15 detailed • Watch demos:

• +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8

SLA’s - No Lead Left Behind

Day 0 Notification

Day 1 If untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives

Day 7 If stale, reminder

Day 8 If stale, reminder cc boss

Day 9 If stale, alert executives

Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity

(Days) Lead to

Opp Index 3rd Party Email Blast 9,049 $36 20% 32 0.5 Trade Show 3,786 $36 22% 29 1.8 Trade Show – Virtual 3,125 $18 17% 48 1.0 Paid Webinar 1,971 $71 26% 33 0.7 PPC 1,494 $135 45% 15 1.8 AppExchange 1,128 $41 72% 3 2.4 Content Syndication 881 $69 18% 29 1.2 Social Media 588 $94 33% 16 0.2 Other Paid 1,645 $45 25% 32 0.9 Website/Inbound 5,133 58% 9 1.9 Referral / WOM 564 21% 32 1.4 Sales Prospecting 349 19% 71 3.9

Key Takeaways 1. 70% of qualified prospects are not ready to buy when

you meet them. Nurturing is critical.

2. Listening to your prospects is key as is relevant content

3. Getting on the same page with sales, agreeing processes so no lead gets left behind

4. Focusing on the entire revenue cycle, not just the top of the funnel

5. Use forecasting to turn marketing from a cost center into a revenue driver

6. Growing revenue by making sales more productive, setting sla’s

Demonstration

eSpatial Customer Presentation

Revenue Rockstar Tour Unplugged April 24th 2012, Dublin

eSpatial

Colm Mulcahy Head of Sales and Marketing, eSpatial Ian Stanley Online Marketing Manager, eSpatial

Share our experiences and journey, and how implementing Marketo has:

• Provided valuable new world marketing knowledge • Provided direction for our online marketing thought processes • Provided us with rapid ROI

Why are we here today?

Established mapping software company, serving global clients since 1997

Selling specialised, server- based mapping software

Using the enterprise sales model to sell to a small number of high-value clients

Our Background 1997-2009

Not GIS, But Mapping Software!

27

– How

– Where

– When

– Why

– How much

?

? ?

?

?

SaaS GIS

Our New Direction 2011

Delivering intuitive, affordable mapping software to the general business market

Leveraging SaaS delivery to provide flexibility & keep prices low

Using the inside sales model to sell to a large number of clients

Implement a high-volume lead generation strategy focused on free trials

“Easy, Affordable Maps & Insights in Minutes”

Business imperatives

Increase sales

Improve customer service

Streamline supply chain

Increase operational effectiveness

Geographic business intelligence applications

• Analyse buying patterns • Locate customers • Understand drive- times • Manage marketing campaigns • Track competitors •Manage sales prospects • Sales territory management

• Support desk: find an agent • Call centre support • Service availability • Customer self- service • Fault reporting • Citizen information

• Site selection (manufacturing, distribution, retail, etc.) • Delivery network optimisation • Logistics planning • Routing • Fleet/ shipment tracking • Emergency planning

• Asset planning • Engineering • Asset maintenance • Work order management • Mobile workforce management • Service delivery • Risk mitigation • Tax planning

Example Business Uses

Our Customers

Mapping marketing data

Mapping volunteers & affiliates

Mapping sales performance

Q4 2010 - Leads

Our Plan

Q1 2011 Leads

300% increase in traffic Website traffic went from 300 to 1,200 visits per day

Success Metrics – Website Visitors

980% increase in lead volume Leads went from 5 to 54 leads per day

Success Metrics – Free Trial Leads

With success came serious challenges

What Challenges?

Managing volume Quality, priority, duplication Communication, education Reporting

Making sense of our data Identifying patterns, trends, success Lead profiling and segmentation

There were only two options

People or systems

Next Steps

Review existing processes and

systems

Identify new requirements

We Chose Systems

Legacy Processes

Inefficient, incomplete, unreliable We required advanced, automated workflows and communications

Manual sorting/prioritising

Manual communications

Export, Update, Import

Manual segmentation

Manual data capture

Legacy Systems

Disjointed Systems and Data We required a more holistic view of users, and a more integrated system to manage data

CRM

Webinars / Demos

Email marketing

Identifying quality Communications

Mass updates

Analysis / Reporting

New Requirements

Automated communications Intelligent lead scoring Integrated email marketing Automated segmentation Automated business rules Better insight into user activity Robust, reliable reporting Holistic view of users/lead/opps/customers

Integration was key One source of data based around the lead/contact

Marketo Features

Many of the features we required

Lead Management Lead generation Lead nurturing Lead scoring Applications Email marketing Landing page and email design suite Website monitoring Social media marketing

Marketo Features

Visible to sales in Salesforce

Sales Insight/Salesforce Integration

Behaviour tracking Interesting Moments Anonymous web traffic analysis Automated alerts Automated segmentation

eSpatial + Marketo

Automated Emails & Alerts

Instant visibility for sales Sales understand leads better, and leads get timely responses from sales.

Automated email

responses

Automated internal alerts

Intelligent Lead Scoring

Automatic prioritisation of leads Based on the rules we define

Based on product

interaction

Based on web activity

…or based on form input, inferred data or any other data source!

Integrated Design Tools

Powerful, but easy to use tools All user entered data is automatically synced to the correct record in Marketo/Salesforce

Design landing pages and emails

With an easy to use visual editor

Webinar Management

Personalised invitations and follow-ups Without having to export from and import to different systems

Workflows that talk to

GoToMeeting

Automated Workflows

Save time and energy for the best leads Allow sales to focus on the high value, high quality leads

Workflows that update Salesforce

fields

Based on data entered

into a web form

Automated Segmentation

Less time segmenting data More time analysing the results and taking action

Identify lead source based on rules Automated dashboard

for “Marketing Channel” conversion rates

Update SFDC “Marketing Channel” field

Measuring Engagement

User behaviour insight Understanding users by tracking how they use our service

User logs in to the trial

Trigger actions

Marketo workflow actions 1. Log an “Interesting Moment” 2. Send an alert to lead owner 3. Count “Total logged in number” in SFDC

Marketo Activity Logs

Complete log synced to Salesforce

Absolute visibility View any interaction with eSpatial.com and emails, any changes to scoring and/or data

Marketo Sales Insight

Same environment, with richer data Sales have access to all of the additional user data within the comforts of Salesforce

Lead score and urgency logged for each lead/contact

Complete activity log of actions we want to track

Marketo Sales Insight

Analyse the entire lead database at a glance View highest scoring leads or most active leads in a single configurable view

Leads organised by “Best Bets”

Integrated Systems Salesforce

*Email Marketing

*GoToWebinar

*Automation *Scoring

eSpatial

*Web & Product Analytics

One user centric source of data View, edit, analyse user data from multiple systems with a range of tools

*Via Marketo

Marketo Impact

Positive ROI in under 6 months Managing 980% more leads More educated leads 2x marketing qualified leads ⅓ cost per opportunity

Every member of Sales and Marketing team is more

efficient and has greater insight into the lead database

Marketo has given us more time to concentrate on generating leads and not managing our database

Top Tips

Quickstart teaches you everything you need to know Marketo’s support team are top class Great support from the online community Loads of great resources available Marketo content rocks!

Thank You

www.eSpatial.com | @eSpatial on Twitter

Questions?

www.eSpatial.com | @eSpatial on Twitter