customer engagement platform - chandar pattabhiram & brian glover
TRANSCRIPT
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Page 1 © 2014 Marketo, Inc. #MKTGNATION14
Customer Engagement Platform:Smarter Marketing for Better Results
Chandar PattabhiramVP, Product & Corporate Marketing, Marketo
Brian GloverSr. Product Marketing Manager, Marketo
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Page 2 © 2014 Marketo, Inc. #MKTGNATION14
• Are you in the right place?
• Get social with #MktgNation14
• On today’s agenda:
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Page 4© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
70%Of a customer’s journey today is self directed1
2900Marketing messages per day vying for your customer’s attention2
50%of all purchasing decisions are influenced by third-parties3
Today’s digital, social, mobile World has changed the game
1. SuperProfile, 2010, 2. Forrester, 2012, 3. McKinsey Quarterly, 2010
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Marketing is becoming the steward of the
customer journey
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Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value
CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
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Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value
CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
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Page 8 © 2014 Marketo, Inc. #MKTGNATION14
MOFU
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
TOFU
Lead
Nurturing Database
BOFU
Marketo Buyer’s Journey: A Revenue Cycle
Opportunity CustomerSale
s Le
ad
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Page 9 © 2014 Marketo, Inc. #MKTGNATION14Page 9 © 2014 Marketo, Inc. #mktgnation14 @mikedberger
Awar
enes
s
Web
Vis
itor
In-personAppointment Customer
Conv
erte
d
Enga
ged
Nurturing Database
Advocate
Adopt
Retain
Marketo Customer’s B2C Buyer’s Journey
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Page 10 © 2014 Marketo, Inc. #MKTGNATION14Page 10 © 2014 Marketo, Inc. #mktgnation14 @mikedberger
Rent vs. Own
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Page 11 © 2014 Marketo, Inc. #MKTGNATION14
Blog, e-books, research data, funny videos, curated lists, infographics, webinars
NO
YES
Build the brand
Help buyers find you when they are looking for solutions
Help buyers evaluate or 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 StageNO
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Page 12 © 2014 Marketo, Inc. #MKTGNATION14Page 12 © 2014 Marketo, Inc. #mktgnation14 @mikedberger
Rent vs. Own
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Page 13 © 2014 Marketo, Inc. #mktgnation14 @chandarp
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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Search Engine Optimization Maximizes Your Inbound Marketing Investment
Attract more of the right prospects to your website and content
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Page 15 © 2014 Marketo, Inc. #MKTGNATION14
Known
Anonymous
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Personalized Web and Mobile Experiences
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Personalized Web and Mobile Experiences
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James Allen - Generic
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James Allen – Behavioral
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Page 20 © 2014 Marketo, Inc. #MKTGNATION14
CONVERT TO CUSTOMERS
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Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value
CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
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Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
TOFU
Lead
Nurturing Database
BOFU
Marketo Buyer’s Journey: A Revenue Cycle
Opportunity CustomerSale
s Le
adMOFU
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Page 23 © 2014 Marketo, Inc. #MKTGNATION14
Ready to Buy
Source: RainToday
Need More Nurturing
Disqualified
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Page 24 © 2014 Marketo, Inc. #MKTGNATION14
Ready to Buy
Source: RainToday
Need More Nurturing
Disqualified
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
327 Days on Average
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Page 26 © 2014 Marketo, Inc. #MKTGNATION14Page 26 © 2014 Marketo, Inc. #mktgnation14 @mikedberger
Nurturing: Building relationships with people
over time through engaging conversation
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Page 27 © 2014 Marketo, Inc. #MKTGNATION14
What isn’t an engaging conversation?
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What is an engaging conversation?
Relevance Flow Listening
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Customer Engagement Engine
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Standard Nurture Behavior-based Nurture Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
Marketo Results
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Page 31 © 2014 Marketo, Inc. #MKTGNATION14
Lead Scoring Defined“Shared sales and marketing methodology for ranking
leads in order to determine their sales readiness”
Score > 100, Pass to Sales
Fit Behaviors Buying Intent
E.g. Buyer profileE.g. Attend webinars, download whitepaper
E.g. Pricing page, demos, contact request, etc.
I love you You love me Ready to be part of happy family
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Page 32 © 2014 Marketo, Inc. #MKTGNATION14
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Stars and Flames show priority
Full list of Interesting Moments
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No Lead Left Behind: Service Level Agreements
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
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Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value
CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
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Page 36 © 2014 Marketo, Inc. #MKTGNATION14
Marketo Customer’s Journey: A Revenue Cycle
Drive customer success to keep and grow relationships
RetainAdvocate
Enable Retain
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The probability of selling to a new prospect is 5-20%.
– Marketing Metrics
It costs 6–7 times more to acquire a new customer than retain an existing one
– Bain & Company
The probability of selling to an existing customer is
60 – 70%.– Marketing Metrics
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Yet Global Marketing Spend Is Only 12% of the Overall Marketing Budget
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Nurturing Provides A Cost Effective Way to Retain, X-Sell and Upsell Customers
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Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value
CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
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Page 41 © 2014 Marketo, Inc. #MKTGNATION14
The “Revenue Table”
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Page 42 © 2014 Marketo, Inc. #MKTGNATION14
Why Measuring Return is Hard
• Multiple touches. 7
• Unclear success. Responded
• Multiple influencers. 5-21
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Track Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Track Touches Across All People
Screenshot: Marketo Revenue Cycle Analytics
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Page 45 © 2014 Marketo, Inc. #MKTGNATION14
Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
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Page 46 © 2014 Marketo, Inc. #MKTGNATION14
“Half the money I spend on advertising is
wasted. The trouble is I don’t know which
half.”
- John WannamakerFather of mother advertising and pioneer in marketing
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Page 47 © 2014 Marketo, Inc. #MKTGNATION14
Source: Marketo Revenue Cycle Analytics, 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Half of our channels are working. Half are not.
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Page 48 © 2014 Marketo, Inc. #MKTGNATION14
Source: Marketo Revenue Cycle Analytics, 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Half our Tradeshows are working. Half are not.
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Page 49 © 2014 Marketo, Inc. #MKTGNATION14
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
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Page 50 © 2014 Marketo, Inc. #MKTGNATION14
Screenshot: Marketo Revenue Cycle Analytics
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Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSDrive effective conversion from new prospect to sale
CONVERT TO CUSTOMERSOrchestrate engaging customer experiences mapped to the buyer’s journey
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
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Page 52 © 2014 Marketo, Inc. #MKTGNATION14
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
# # # # # $ $
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Marketing Calendar
Plan, coordinate and communicate everything marketing is doing
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Marketing Calendar
Data Feed
Device Access
Embeddable Views
Access your Marketing Calendar anytime, anywhere
Coming 2014-2015
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Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value
CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
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Page 56 © 2014 Marketo, Inc. #MKTGNATION14
Success
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Page 57 © 2014 Marketo, Inc. #MKTGNATION14
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LaunchPoint
300+ solutionsSocial
& Conten
t
Events &
Webinars
Mobile Marketin
g
Data & Analytics
Lifecycle Marketin
g
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Page 61 © 2014 Marketo, Inc. #MKTGNATION14
MarketingSprints
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Page 62 © 2014 Marketo, Inc. #MKTGNATION14
New Products Demo
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Page 63 © 2014 Marketo, Inc. #MKTGNATION14
Q&A
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Page 64 © 2014 Marketo, Inc. #MKTGNATION14
• What’s next?
• Visit Marketo Central
• Meet our sponsors
• Sign up for the local user group
• Mingle with other customers
• Stay here and learn more about new products
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Listening for Behaviors to Maximize Relevance
• Attends event• Downloads content• Click email• Fills out form• Score is changed
Social
Content
Technology
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Scoring Model for Each Product