salesforce boston user group presentation

Marketo on Marketing

© 2012 Marketo, Inc.

Amy GuarinoVice President, Business DevelopmentDecember, 2012

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Today’s Topics

• Life before lead nurturing and lead scoring• Challenges• Life after lead nurturing and lead scoring• Best practices and results• Q&A

@jonmiller #BizCaseMA


Life Before

Marketing VP

Inside Sales Manager


INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF


ABUNDANCEINFORMATION


But who is dancing?AT THE DANCE


Processes at scale


Why now?

Changing buyer behavior requires new marketing techniques

Downward pressure on budgets – marketers forced to do more with less

New marketing techniques (content, inbound) driving wider top of the funnel; manual processes don’t keep up



Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

Marketo’s Revenue Cycle

TOFU MOFU

Opportunity Customer

Cont

acte

d

Sale

s Le

ad

Nurturing Database

BOFU


Basic Marketing Automation Campaign: Event

Send Event Invitation

Wait 3 Days

If Not Registered,

Send Reminder

Wait Until 1 Day After

Event

Send Different Follow-Up

to Attendees vs. Non-

Attendees@jonmiller #BizCaseMA


Research data, funny videos, curated lists, infographics, thought leadership

Types of Content

NO

YES

MOSTLYNO

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

Gated?Early Stage

Middle Stage

Late Stage

Content must always be relevant and helpful


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

http://bit.ly/DGtoLN


Sales Development Reps (SDRs) Pass The Baton from Marketing to Sales

• Faster, more consistent, & better quality follow-up on leads

• Better economics• The human touch

enhances lead nurturing

• Better data and more metrics

• Talent development for sales

Best place for dramatic improvements in business performance are handoffs between functions


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: Last 12 MonthsSource Prospects Invest-ment % Lead 12 mo Velocity (Days) Lead to Opp Index

3rd Party Email Blast 19,039 $43 30% 147 0.2Trade Show 12,619 $53 29% 153 1.0Paid Social Media Ad 4,319 $65 30% 72 0.1Virtual Trade Show 4,120 $40 32% 213 1.6Paid Webinar 3,849 $63 36% 156 0.4Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8Content Syndication 2,302 $126 40% 178 0.2AppExchange 1,306 $26 80% 26 0.9Website/Inbound 3,352 57% 75 2.8Referral / WOM 179 36% 158 10.9Sales Prospecting 440 28% 108 3.6

Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012


Automation Enables Scale40+ Programs a Month

Set and Use Tokens Integration

Clone to

Reuse

25Best-

Practice Templates


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


Three core benefits of marketing automation

Save money and time

Measure and optimize marketing investments

Faster revenue growth



Save money and time

• Streamline and automate repeatable processes

• Do it yourself• Simplify approvals, ensure

compliance• Fewer spreadsheets

Business cases based on cost savings are very strong

“We needed a way to automate our marketing campaigns so that we could focus our time and resources on the best opportunities. That’s the only way to really drive business.”

-- John Watton, VP, ShipServ



Measure and optimize marketing investments• Marketing under pressure to be

measurable• Economic uncertainty puts budget

and revenue process under scrutiny

• Highly measurable direct channels raise expectations for all marketing

• C-suite uneasy that so much rides on marketing these days



Demonstrate

impact on

funnel

Prove program ROI

Measure / test / optimiz

eSystem

of record

Measure and optimize marketing investments

Hard to make quantitative business case on improved measurement, but can be a good

way to convince CFO.



Faster revenue growth

• Focus on the right prospects

• Develop relationships until buyer is ready

• Engage at the right time• Scale personalized

interactions (right message)



Key Takeaways

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. Leverage peer-to-peer influence to give every campaign a social boost

4. Most leads are not “sales ready” – nurture relationships over time

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


Additional Resources

The Definitive Guide to Lead NurturingSMS your email to +1.650.262.0066http://bit.ly/DGtoLN

The Definitive Guide to Lead ScoringSMS your email to +1.650.262.0066http://bit.ly/DGtoLS

The Definitive Guide to Marketing Metrics & ROISMS your email to +1.650.262.0066http://bit.ly/DG2MM

Personalized Benchmark on Email Marketinghttp://www.marketo.com/benchmark

http://bit.ly/DGtoLN

http://bit.ly/DGtoLS

http://bit.ly/DG2MM

http://www.marketo.com/benchmark


Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404

Direct: +1.650.376-2291

blog.marketo.comwww.marketo.com

Amy GuarinoVP Business Development

[email protected]@amyg44

Question and Answer

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