scale your marketing strategy as you grow

Scale Your Marketing Strategy As You Grow

Heidi Bullock

VP, Demand Generation@HeidiBullock

Mike Kim

Head of B2B Demand Generation

YOURCUSTOMERS

The Quest of EveryRevenue Team

© Marketo, Inc. 05/01/2023 @HeidiBullock @marketo, #mktgnation

Growth Can Be Challenging


To Grow, You Want to Be:

© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023

50% 30% 20%

Where Should You Focus?

Revenue Model

Organizational Structure

Marketing Tech Stack

Marketing Program Process

Revenue Model

© 2016 Marketo, Inc.

@HeidiBullock @marketo, #mktgnation

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

OpportunityCustomerLead

Sale

s Le

ad

Nurturing Database

Retain

Advocate

Enable Adopt

Drive customer success to keep and grow relationships

1. Define Your Model


2. Agree On Definitions• Program Success• Marketing Qualified Lead (MQL)• Sales Qualified Lead (SQL)• Opportunity (BANT)• Act Now, Call Now (Priority)


Use Lead Scoring• Sort Score

• Demographic (fit)• Behavior (activity)• Decay (inactivity)

• Asset Scoring• Product Interest Scoring• Deal size & TA scoring


3. Define Hand-Off Process



4. Agree On MeasurementProspect Lead Opportunity Win

SalesWOM/ReferralInboundPaid

% New

% Inv



5. Demand Generation Forecast

Leads Sep Oct Nov Dec Jan Feb Mar AprPlan 1374 1434 1512 1581 1990 2000 2060 2127Sep 1482 1500 1370 1600Oct 1570 1370 1600 1605Nov 1245 1400 1500 1612Dec 1536 1990 2000 2060Jan 2000 2060 2127

Opps Sep Oct Nov Dec Jan Feb Mar AprPlan 100 104 109 114 125 130 135 135Sep 101 103 103 114Oct 109 103 116 119Nov 123 134 119 120Dec 137 130 134 138Jan 115 130 135 135

Prospects Q3 2015 Q4 2015 Q1 2016Plan 7,814 9,150 11,829Sep 9,351 10,000Oct 11,000Nov 11,500 11,700Dec 12,929 11,829Jan 12,000

Plan Forecast ActualWins Sep Oct Nov Dec Jan Feb Mar AprTotal 50 41 37 77 24 44 59 51

Marketing Organization


Today’s View

Corp Comms

Product Marketing

Demand Generation

Marketing Operations

Partner Marketing

Upstream DownstreamDemand Center:• Event marketing• Nurturing programs• Portfolio marketing• Campaign execution• Teleservices• Data services/targeting

Field Marketing:• Pipeline acceleration• Sales enablement• Account-based marketing• Campaign execution• Event management

CMO

Field Marketing


Solution Focused & Market Driven

Corp Marketing

Product Marketing

Global Programs

Demand Center

Marketing Operations

Channel Marketing

Field Marketing

ReputationDevlop.

InfluencerRelations

Web Services

Industry Solutions

SolutionMarketing

Global Enablement

Marketing Services

Global Portfolio Campaigns

Demand Center

CMO

Regional Demand Centers

Regional Marketing Ops

Project Management

Systems

Data/Reporting

Enablement

Recruiting

Campaign Managers

Channel Demand Gen

Pipeline Acceleration

Enablement Manager

Customer Marketing

Content


Demand Center

Demand Central

Regional Demand Center

Tele Services

Nurturing Managers

Web Marketing

Data Services

Tele Services

Program Assembly

Demand Center

Account Management


Special Tips for Hiring for Growth

1. Loves to learn2. Can be comfortable with the

unknown3. Has perseverance4. Focuses on optimization 5. Great at collaboration6. Is scrappy7. Full of passion

Marketing Tech Stack

© 2015 Marketo, Inc. Marketo Proprietary and Confidential


Martech Is Overwhelming…


1. Build a Solid Foundation


2. Identify Key CategoriesLead Management

Analytics and Reporting

Data and Programs

Content and Social

Sales Enablement

Voice of Customer

examples


3. Avoiding a Frankenstack


Special Tips 1. Plan for the future – your database

will only grow and ‘fixing it later’ will become exponentially more difficult

2. Investigate and test new technologies

3. Focus on the must haves – not nice to haves

4. You shouldn’t build everything in house (even if you have mad engineering skills)

I can build that…

Marketing Program Process


1. Do not only think about acquisition

Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey Q. What are your top objectives for Content Marketing?

To retain customers

12%

To build Awareness63%

To generate demand67%

To enable sales activities34%

To increase loyalty

21%

More likely to drive revenue from an existing loyal customer, than a new prospect 1

Cheaper to upsell to an existing customer than to acquire a new one 2

1. Marketing Metrics2. Pacific Crest SaaS Survey

3-4X

Why Upsell & Cross-Sell Pay Off

81%


2. Set Clear Objectives Upfront



3. Know How You will Measure: Early and Late

Early Late1 •New names

2 •% New names

3 •Qualified leads

4 •Investment / lead

1 •FT ratio

2 •MT ratio

3 •# of meetings (ENT)

4 •pipeline


4. Evaluate Programs with a DG Lens

What is the estimated # of attendees =

300

How many will you scan or engage with?

50% = 150

How many fit your target buyer demographics?

30% = 45

If the event costs $20K does this make sense?


New Targets

60,000

131,000

InventoryOf ActiveTargets

New MQLsScore>100

23,00015.3%

Inventory of Active MQLs

10.5% 20,000

New Opps*

1,0002,000 6 MonthOpp Inv.

270

*Opps is bigger than SQLs because includes outbound and partner referrals

Inbo

und

/ Pr

ogra

ms

120,000(1.4M DB Total)

New Names

New SQLs922

2.4%

1.9%

75%

Win

s35% win

5.Use Metrics to Set & Justify Budgets


Special Tips 1. All companies may not be your

ideal customer 2. Inbound is great – but leverage

ABM and account scoring to bring in the optimal customers for your business

3. Do not be ‘married’ to any program – use data to make your decisions

4. Times move fast, so keep your mix evolving with the business


1. Define the stages of the revenue cycle, in alignment with sales

2. Structure your marketing team to be flexible and dynamic

3. Develop your tech stack thoughtfully – it’s the foundation of your house

4. Acquisition is important, but retention is equally as critical

5. Focus on the right customers, not all customers

6. Think big, start small, move quickly

Takeaways

@HeidiBullock

Mike Kim | Jan 2016

B2B Demand Generation Dropbox


Agenda• Team Purpose and Goals• Data and Analytics• Lead scoring• Marketing Stack• Nurturing


Team Purpose and Goals

Demand generation at Dropbox is to create targeted marketing programs to drive awareness and interest in Dropbox Business as measured by pipeline and closed/won deals.

We cover multiple areas of marketing including marketing programs, marketing operations and partner directly with sales and the channel to create and/or accelerate pipeline.


2015 DG Marketing ReviewTimelineQ1 – Organic leads only. Outbound Team formed.

Q2 – Outbound Team organizes DG framework/process.

Q3 – NorAm engine ramped. Marketing and Sales alignment.

Q4 – NorAm lead generation full optimized for current budget and headcount. 350% increase in pipeline after DG

engine is “turned on”

2015 ReviewData and Analytics


DataLead Quality/Quantity Spectrum

HIGH QUALITY / LOW QUANTITY

Internal Leads(House List)

Predictive Insights(Data from outside our firewall)

List Acquisition(Cold Lists – Email Nurturing)

LOW QUALITY / HIGH QUANTITY

Content Syndication(Traditional CPL Programs)

Tele-Qualified Leads(Pre-Qualified BANT)

Appointment Setting(Instant Appointments)

Active Projects(RFP Finder, Open Proposals)


Data Processes

Hadoop Marketo Salesforce.comData Warehouse

• Raw data - email and country only

• Behavioral data on Dropbox usage

• Data cleaning, append, normalization

• Lead scoring – account and contact score

• Intent to buy scoring

• Actionable data – account and lead info

• Nurturing campaigns• All marketing programs

staged and executed from here

• Sales-ready information

• Performance data – pipeline, traction or rejection


Data Warehouse in Action

What we know (Today):Name: Phil JonesEmail: [email protected]: 212-867-5300Company: AcmeIndustry: Manufacturing?Behavior: Been to a webinar, opened 2 emails

What we will know:Name: Phil JonesEmail: [email protected] Phone: 212-867-5309Direct Phone: 212-867-5309Title: Sr. Director of ITCompany: AcmeSize: 500-700 employeesIndustry: Industrial ManufacturingActivity: Been to a webinar (Dec 2015), opened two emails

Score: 85 out of 100

Why: • He has been doing research on TechTarget• Recently posted a question on Spiceworks• Three members of his team downloaded whitepaper on

Box vs. Dropbox

mailto:[email protected]

mailto:[email protected]


AnalyticsEverything is measured.

We know if we’re succeeding or failing.

KPIs include:

1.Amount of open pipeline and the current stage.

2.Open pipeline by source (cohorted by type)

3.Weekly snapshot of pipeline status

4.Best (and worst) performing campaigns

2015 ReviewLead Scoring


Lead Scoring

Highlights ProfileScoring

IntentScoring

Native Net New

LeadsReal-Time

Scoring

• Development in Q2-Q3 • Production Q4• Net new leads generated:

$867k Stage2+Yes Yes Yes No

(once a day)

• Development in 2014 • Re-launched in Q2• External list + Vendor2 =

scoring $166k Stage2+Yes No No Yes

• Development in Q3 • Production Q4• Net new leads generated:

$158k Stage2+Yes No Yes Yes

Vendor #1

Vendor #2

Vendor #3

Vendor Evaluation


Marketing Stack - DG InfrastructureCapture, Enrich and Accelerate Leads


NurturingThere are 100 different emails based on:

1.Job title

2.Behavior/asset consumption

3.Active opportunity

4.Segment/company size

5.Vertical or key markets

6.Region

Thank you!

Mike KimHead of B2B Demand GenerationDropbox

Heidi BullockVP, Demand GenerationMarketo