turn inbound traffic into leads

Inbound Traffic into Leads and Revenue

©2009Marketo,Inc.

JonMillerVPMarke4ng,Marketo

JasonStewartSr.ManagerofOnlineMarke4ng,Demandbase

Page ©2009Marketo,Inc. MarketoProprietaryandConfiden4al

Topics

HowMarketousesDemandbasetopurchaserelevantbusinesscontactsbasedonwebtraffic

HowDemandbaseusesMarketotoscoreleadsandnurturerela4onshipswithanonymousleadsandcustomers

Ques4onandAnswer


Over 160 Successful Customers

SelectCustomers

©2009Marketo,Inc.


Marketo Demand Generation Funnel

Inqu

iry

Prospect Lead Oppor‐tunity

Cust‐omer

Awaren

ess

Name&Email

In‐Profile Sales‐Ready/Engaged(score>65)

SalesActive

Anony‐mous

Prospe

ct

Pend

ing

BeginningEngagement

NurturingDatabase


81% of Marketo.com Traffic is Anonymous

Oneweek’svisitors:• 929knownand3,975unknown

Marketoscreenshot


Enter Demandbase


Build a Profile


Understand DemographicsWebsite Visitors


Relevant Business Contacts from Website Visitors

Targetthesubsetoftrafficwereallycareabout

IntegratedwithSFDC

Delivereddaily


Automated Prospect Pending ProcessOpt‐InEmail1

•MarkeQngtrack•Salestrack

Opt‐In?

Opt‐InEmail2•MarkeQngtrack•Salestrack

Opt‐In?

Unsubscribe

CoverttoProspect

Marketoscreenshot


Where Do Marketo’s Prospects Come From?Other3%

ListPurchase1%Referral

3%Blog5%

AppExchange6%

ContentSyndica4on6%

Sponsorship8%

OnlineAd9%

TradeShow9%

Partner10%

PPC11%

Inbound29%

Last6months

15%ofourprospectsgothrough“ProspectPending”stage


Results so Far

ContacttoProspect

CostperContact

CostperProspect

ProspecttoOpportunity

Demandbase 13% $2.02 $15.54 TBD

OnlineAd 41% $23.66 $57.68 0.8%

Sponsorship 23% $22.59 $98.23 0.6%

Tradeshow 28% $36.19 $130.19 2.6%

PPC 35% $48.42 $136.53 2.0%

ContentSyndicaQon

52% $82.58 $158.81 0.7%


Lessons and Next Steps

ExpanduseofDemandbase

TrackconversiontoopportunityExploreuseDemandbasetodrivetrafficbacktositetogetthemtoregister(e.g.nurturinganonymousleads)

Confidential Material

Demandbase

About Our Customers ...– 10,000 Users from 700 Companies

– Mix of Industries and Company Sizes

– 90%+ Users in Sales or Marketing

B2B Customer Acquisition Solutions that provide a new way toIdentify, Reach, and Convert New Business

http://dowjones.com/HomePage.htm









Lead Scoring and Nurturing at Demandbase

Challenges– Increase in Web Traffic (More than 100% Year to Year)– Corresponding Increase in Conversions– Lead Scoring / Prioritization for Sales Follow-Up– Automation Needed to Nurture New Leads and Customers

Why Marketo?– Integration with Salesforce.com– Ease of Use– Complimentary to Demandbase


Demandbase Lead Scoring Strategy


Lead Scoring: Clicked Link +15


Lead Scoring: Unsubscribed -30


Lead Scoring: Searched for Demandbase +10


Batch Lead Scoring: Created Before 2008 - 50


Nurturing Anonymous Leads

Introductory Activity for Daily Lead Report Leads– Opt-In Email from Lead

Owner


Nurturing Anonymous Leads

Introductory Activity for Daily Lead Report Leads– Opt-In Email from Lead

Owner Drive Registrations

– Drive Traffic Back, “Put Names to the Faces”

– Create opportunities to increase (or decrease) lead score

– Increase conversions– Drive revenue


Nurturing Customers


Nurturing Customers

Registration, But No “Profile”– Email with details on

benefits of Demandbase Standard - support info

No Stream Request– What is Stream and how

does it works with Standard? - support info

Stream Live, Free Trial Offer– Demandbase Professional

Free Trial Offer, How is it Different than Stream? – support info


Nurturing Customers

Opportunity Demographics– 18% Increase in New Pipeline Opportunities from “Older” Leads

Registration Demographics– “Profile” registrations increased from 59% to 89% of all registrations– “Stream” registrations increased from 37% to 42% of all

registrations – “Free Trial” requests increased from 8% to 13% of all registrations

©2009Marketo,Inc. MarketoProprietaryandConfiden4al

[email protected]+1‐650‐655‐425‐7454

[email protected]+1‐415‐683‐2660

mailto:[email protected]




turn inbound traffic into leads

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