5 ways to engage your customers and grow your...

#MKTOTOUR13

5 Ways to Engage Your Customers

and Grow Your Business Marketo’s “Secret Sauce” for Building Relationships

with Today’s Digitally-Empowered Buyers

June 26, 2013

© 2013 Marketo, Inc. Marketo Proprietary and Confidential.

Hi, I’m Heidi Bullock more on: blog.marketo.com

@heidi.bullock

1. Traveled to Montana every summer – I can fish, pitch a tent, and carve neat things from wood.

2. Am a molecular biologist by training – yes, I can clone.

3. Am a proud owner of twins, therefore I have real sense of humor.


About Marketo • Cloud-based marketing

software platform

• Enables modern relationship marketing

• Powerful, easy, complete

• >2,300 customers in the Marketing Nation

• For marketers, by marketers!


ABUNDANCE INFORMATION


Source: Adbusters, 2011


1. Relevance

2. Conversations Not Campaigns

3. Coordinate Across Channels

4. Scoring

5. The Right Metrics

5 Tips to Engage Customers and Grow Your

Business

#MKTOTOUR13

Relevance


More Targeted Sends are More Engaging

0

50

100

150

200

250

300

350

400

100 1000 10000 100000

Enga

gem

en

t Sc

ore

Email Delivered


Example: Topic of Interest Triggers

• Attends event • Downloads content • Click email • Fills out form • Score is changed


Targeting Type Open Rate Click Rate Conversion Rate

Untargeted broadcast emails

20% 9.5% 1.1%

Triggered from user actions 27% 9.3% 2.3%

Targeted with Web click data 33% 14% 3.9%

Source: Jupiter Research


Behavioral Targeting


What did the consumer open and/or click on?

Where did they convert?

What did they forward?

Actions Matter – EMAIL


Did the consumer mention your company on Twitter?

Share your content?

Actions Matter – SOCIAL


Did the consumer visit your website?

How recently?

What did they look at?

Actions Matter – WEBSITE


What is the recent purchase history?

Deposits / withdrawals?

Actions Matter – Behavioral Targeting


ESPs Only Track Email Behaviors

For sophisticated targeting rely on technical databases and complex queries.


But I’m a Marketer, not a Programmer!

I can do this

myself! No trips to

see IT- yay!

#MKTOTOUR13

Conversations Not Campaigns


Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?

Bummer – Too much, not relevant


Check out this article

Here’s a cool video

See our latest offering

Share this with friends

Here’s what others like!

Download our new book

Happy birthday

Join us at our event

You like X, check out Y

Fun ways to learn more

Take this survey

You haven’t bought yet, here’s

a 10% discount

Better – Adjust, Listen, Respond, React


OK, why aren’t more marketers doing this?


This #%@& is way too complicated.


Adding new content to our tracks takes FOREVER!


“Why are you still sending me an invitation for a

webinar from last week?”


“I just downloaded this off your site 2 days ago, and

now you’re sending it again!”


“Do you guys realize how much you send me each

day? I’ve had it!”


THEN NOW

New content = need to reprogram

Drag-and-drop new content into Smart Streams

Expired content Content expiration dates

Duplicate content Never send the same

content twice

Too many emails Frequency limits

Consumer fall off the end of tracks

Exhausted content

#MKTOTOUR13

Coordinate Across Channels

Channel Integration


Listen • Act • Measure


Multi-Channel Listening

Web, Email, Social, CRM, Campaign History, Transactions


Select Contacts to Target, Adds to Marketo

Campaign


Package is Automatically Sent


Upon Delivery: Personalized Email Sent,

Tasks Created for Call


Alert is Sent to Sales


Results: 21% Connect Rate, 9% Opp Rate

Add Leads/Contacts

to Campaign Package / Postcards Automatically Sent

Upon Delivery, Personalized Email

Task to Call Created in SFDC

SLA

Reminders


Rea

ch &

En

gage

me

nt

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift

Landing Pages

Website Facebook Pages

Online Ads Email

Soci

al L

ift

Events


Test & Tune With Social Funnel Metrics

Coloring Book Results

• 289 participants shared

• 354 registered downloads

• 19.8% increase in registered downloads


Test & Tune With Social Funnel Metrics

JumpStart Tour Referral Results as of 6/13/2013

• 280 participants shared (15%)

• 15 qualified for sweepstakes

• 144 incremental registrations

• 7.4% increase in registrations

#MKTOTOUR13

Score


But who is ready? You got them to the dance


Nurturing Relevance

A

B

C

D

1 2 3

Stages 1. BUYING STAGES

• Early (4.1.1 cadence) • Mid and Late • Customer

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

Get The “Definitive Guide to Lead Nurturing”

http://marketo.com/DG2LN




Scoring Defined

Methodology for ranking potential customers in terms of readiness to purchase.

Nurture Nurture Disqualify Promotional Offer

Pass to Sales

Fit Interest Buying Intent


• Early stage content +3 • Attend webinar: +5 • Visit any webpage /

blog : +1 • Visit careers pages: -10 • Decay inactivity:

-1, -5, -10

• Pricing pages: +10 • Watch demos:

• +5 overview • +10 detailed

• Mid-stage content +8 • Late-stage content +12 • Searches for branded

keyword “Marketo” +8

Get The “Definitive Guide to Lead Scoring”

http://marketo.com/DG2LS




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


Stars and Flames show priority

Full list of Interesting Moments

#MKTOTOUR13

The Right Metrics


• Open

• Click

• Unsubscribe

• Bounce

• Etc.


Italian Workspace Joe Smith: Acme Inc. Community Help

Search… +

Search… +

Recently Updated

Practical B2B Lead Generation

Added Mar 30, 2013 Sent 12,105 82

Thought Leadership

Edited Mar 25, 2013 Sent 12,105 70

Lead Scoring Best Practices

Edited Mar 22, 2013 Sent 12,105 55

Lead Management Best Practice D…

Added Mar 18, 2013 Sent 12,105 35


Edited Mar 10, 2013 Sent 12,105 9

Engagement Over Time

Dec Jan Feb Mar Apr May

100

80

60

40

20

0

Summary

1.5% Unsubscribe

65 Engagement

55d Next Cast

Members

In Track Exhausted Paused

3,450

50 35

Mar 18, 2013

Engagement: 60

2013

Marketo’s Secret Sauce

Definitive Guide to Events

Lead Nurturing


Lead Management Best Practic

Practical B2B Lead Generation

Thought Leadership

Email Performance Report

Program Performance

Lead Nurturing Streams Setup My Tokens Members

View: Dashboard ▼ Streams: All Streams ▼


We Invest In Broad Mix Of Programs

PPC

Online Ads

AppExchange

Sponsored

Webinars

Social Ads

Strategic PR

Events

Social

Blogs

SEO

Paid

Unpaid

Great Content


Calculating ROI - Not for the Faint of Heart


It’s Hard!

• Multiple touches. Seven touches needed to convert a cold lead into a sale

• Multiple influencers. Typical buying committee has 5-21 people


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Accurately Tracking Costs vs. Budget


What Generates Pipeline for Marketo?

Source: Marketo Revenue Cycle Analytics, June 2013

Nurture Email - CTA

Nurture Email

Paid Online (PPC+Email)

Nurture (New)


Which

programs are

bringing in the

highly qualified

leads?

Which programs bring in targets

most cost-effectively?

Where are we

exhausting the lists?

Lead Analysis (TOFU) – Before Opp Data


Opportunity Analysis (MOFU)

*Which programs create the most

pipeline for the spend?

Check # of opps to

make sure numbers

aren’t skewed by just

one high $ opportunity

Which program has the lowest

cost per opportunity?


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



6%

4%

4%

15%

70%

.2%

.4%

Blended New Customer Model

New

Targets

Existing

Active

Targets (Program

Success)

SQLs

New

Opps

Existing

Opps

Inb

ou

nd

/

Pro

gra

ms

Win

s

Win

s

Existing

Outbound

Opps

New

Outbound

Opps

16,000

150,000

360 250

1,440

360

110

95

21

New

Names

25,000 (600K DB

Total)

60

300

$1,000/ea

80%+ SQLs

from database


Marketing Forecasts

Get The “Definitive Guide to Marketing Metrics & ROI”

http://bit.ly/DG2MM

http://bit.ly/DG2MM


Tweetable Takeaways

1. Information abundance makes it more important than ever to ENGAGE your consumers

2. The key to relevance is behavioral targeting

3. Nobody wants to get “blasted” – engage consumers in multi-channel conversations

4. Don’t run social campaigns, make every campaign social

5. Measure engagement and ROI to earn credibility with C-suite

@heidi.bullock

#MKTOTOUR13

Heidi Bullock @heidi.bullock

[email protected]

Thank You!

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