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Page 1© 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential
10 Tips to Gain Customers Faster
Presented by Marketo and SugarCRM
Page 2© 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
#marketo
Clint OramCTO
SugarCRM@sugarclint
Mark HarnettVP Marketing,
Complete Solar Solution
@mharnett
Jon MillerVP Marketing,
Marketo@jonmiller
Page 3© 2013 Marketo, Inc. @jonmiller
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides/recording • Twitter hashtag: #marketo
Page 4© 2013 Marketo, Inc. @jonmiller
INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
Page 5© 2013 Marketo, Inc. @jonmiller
ABUNDANCEINFORMATION
Page 6© 2013 Marketo, Inc. @jonmiller
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
TOFU MOFU
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
BOFU
Page 7© 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Top of the Funnel
Page 8© 2013 Marketo, Inc. @jonmiller
Page 9© 2013 Marketo, Inc. @jonmiller
Blog, e-books, research data, funny videos, curated lists, infographics, webinars
NO
YES
MOSTLYNO
Thought leadership and enjoyable content 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, definitive guides, analyst reports
Pricing, demos, services information, 3rd party reviews, customer case studies
Gated?Early Stage
Middle Stage
Late Stage
Page 10© 2013 Marketo, Inc. @jonmiller
What Generates Pipeline for Marketo?
Source: Marketo Revenue Cycle Analytics, June 2013* Percentage of all programs in channel that achieve MT Ratio > 5
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)
% Above Min*
N/A
52%
100%
39%
79%
46%100%
38%
N/AN/AN/A29%38%
52%7.6
Page 11© 2013 Marketo, Inc. @jonmiller
Re
ach
& E
ng
age
me
nt
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al Li
ft
Events
Making Every Campaign Social
Page 12© 2013 Marketo, Inc. @jonmiller
Page 13© 2013 Marketo, Inc. @jonmiller
Page 14© 2013 Marketo, Inc. @jonmiller
Test & Tune With Social Funnel MetricsJumpStart Tour Referral Results• 13% of participants shared• 45 qualified for sweepstakes• 363 incremental registrations• 16% increase in registrations
Page 15© 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Middle of the Funnel
Page 16© 2013 Marketo, Inc. @jonmiller
But who is ready?You got them to the dance
Page 17© 2013 Marketo, Inc. @jonmiller
Lead Nurturing Relevance
A
B
C
D
1 23
Stages1. BUYING STAGES
• Early: Be a Better Marketer• Mid: Why Marketing Automation• Late: Why Marketo• Customer: Success
2. BUYING PROFILES• Marketing• Sales• Exec
Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN
Page 18© 2013 Marketo, Inc. @jonmiller
Page 19© 2013 Marketo, Inc. @jonmiller
Lead Scoring Defined
“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”
Nurture Nurture DisqualifyPass to Sales
Pass to Sales
Fit Interest Buying Stage
@jonmiller
Page 20© 2013 Marketo, Inc. @jonmiller
• Early stage content +3• Attend webinar: +5• Visit any webpage /
blog : +1• Visit careers pages: -10• Decay inactivity:
-1, -5, -10
Latent Behaviors (Engagement)
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for branded
keyword “Marketo” +8
Active Behaviors(Buying Intent)
Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS
Page 21© 2013 Marketo, Inc. @jonmiller
One Way to Identify Marketing Qualified Leads
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
@jonmiller
Page 22© 2013 Marketo, Inc. @jonmiller
Power of Automation
Page 23© 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Revenue Analytics
Page 24© 2013 Marketo, Inc. @jonmiller
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
Page 25© 2013 Marketo, Inc. @jonmiller
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics
Page 26© 2013 Marketo, Inc. @jonmiller
7%
19%
Win
s
New Opps
240
75%
Sales Leads
Existing Opps
320
820$2,100/ea
10%
25%
3%
.75%
25%
10%
New Targets
Existing Active Targets
Win
s
Existing OutboundOpps
New OutboundOpps
20,000
140,000
380
90
105
6080%+ sales leads from database
$33/ea
Metrics to Justify Budget + Forecast
Con-tactedfrom New
from DB
600
1,050
Inb
ou
nd
/ P
rog
ram
s
40,000 / month(900K DB Total)
10% inactive / month
New Names
Marketo metrics: your stage definitions may vary
Page 27© 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Creating CustomersConverting leads into closed won opportunities
Page 28© 2013 Marketo, Inc. @jonmiller
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Revenue Cycle
TOFU MOFU
Opportunity CustomerLead
Sale
s Le
ad
Nurturing Database
BOFU
Page 29© 2013 Marketo, Inc. @jonmiller
Your Sales Pipeline
Page 30© 2013 Marketo, Inc. @jonmiller
1. Prospecting
2. Qualification
3. Needs Analysis
4. Value Proposition
5. Id. Decision Makers
6. Perception Analysis
7. Proposal
8. Negotiation
9. Closed Won
Opportunity Mgmt – 9 Steps to Close
Page 31© 2013 Marketo, Inc. @jonmiller
Your Opportunity to Create a Customer
Page 32© 2013 Marketo, Inc. @jonmiller
Your Opportunity to Create a Customer
OpportunityStages
Page 33© 2013 Marketo, Inc. @jonmiller
A Sales Process That Guides You
Page 34© 2013 Marketo, Inc. @jonmiller
A Sales Process That Guides You
Your ProcessHere
Page 35© 2013 Marketo, Inc. @jonmiller
Manage Your Pipeline
Page 36© 2013 Marketo, Inc. @jonmiller
Manage Your Pipeline
ForecastCommit
Opportunities In Process
Page 37© 2013 Marketo, Inc. @jonmiller
Best Practice – Lead Qualification
• Rapid, Personal, Relevant
• 60 Minute Callback
• “Live” Response Works Best
• Know Your Prospect
• Target 50% Conversion
Page 38© 2013 Marketo, Inc. @jonmiller
Best Practice – Calls, Calls, Calls
• Keep in Frequent Contact
• Set Daily Call Objectives
• Measure Close Rates
• Leverage all Channels
Page 39© 2013 Marketo, Inc. @jonmiller
Best Practice – Consistency is Key
• Build A Team of All-Stars
• Clearly Define Sales Stages
• Engrain Your Sales Methodology
• Keep Your Pipeline Clean
Page 40© 2013 Marketo, Inc. @jonmiller
Business Card
SugarCRM – Fall 2013 Update
Intelligence Panel
Activity Stream
• Develop custom residential solar solutions
• Based in Foster City, CA, with 50 employees
• Profitable and greater than 100% annual growth
• Message: “If your electric bill is over $125, you can lower it next month with no money out of pocket”
Complete Solar Solution
Lead Flow
Lead Generated
SugarMarketo Five9
Nurture Emails Outbound CallsAppointment Set
Reminder Email
Reminder Text
Reminder Call
• 10,000 dormant leads• Email interesting content to entire base
– “Solar panels increase the value of your home”– “Top 5 myths about home solar panels”
• Repurpose the batch emails as nurture streams
Lead Nurturing
It works! $450,000 incremental deals closed so far!
• 3,000 late stage leads who had not converted• Transactional text message about new lower
rates• Majority of responses within minutes• Very high response rates: 320/3400 sent: 9%
Text Messaging via Twilio
It works too! $150,000 incremental deals closed so far!
• Lead scoring used to prioritize outbound calls• New leads get a high score: +50• Scoring prioritizes which older leads get called.
– Interact with a web page: +5– Click an email: +10– When score is greater than 20, call it.
• Disconnects and Do Not Call : 90% reduction
Lead Scoring
• Using Sugar as the hub to connect to Marketo, Twilio and Five9 has enabled us nurture and bring back to life $500,000 of business that we would never have touched
Conclusion
Page 47© 2013 Marketo, Inc. @jonmiller
10 Tips to Gain Customers Faster plus Q&A
1. The way buyers buy has changed forever – the way we market and sell must change as well
2. Publish / own content to help leads find you
3. Most leads are not “sales ready” – nurture relationships over time
4. The right leads come from Fit + Interest + Buying Intent
5. Lead qualification must be rapid, personal and relevant
6. Engage frequently with your prospects
7. Build a team of all-stars through consistent process
8. Don’t let the perfect be the enemy of the good. Just get started.
9. Use selective text messages as part of your arsenal
10. Lead scores can help prioritize other channels, such as telemarketing
*Special offer for Sugar CRM customers – contact Marketo!
@jonmiller@sugarclint@mharnett
#marketo