Post on 29-Jun-2015
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Market and Measure Like Marketo: Seven Tenets of Engagement Marketing
Jon Miller VP and Co-Founder
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Page 5 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
70% Of a customer’s journey today is self directed1
2900 Marketing messages per day vying for your customer’s attention2
50% of all purchasing decisions are influenced by third-parties3
Today’s Digital World Makes it Hard to Reach Customers
1. SiriusDecisions 2. SuperProfile 3. McKinsey Quarterly
Marketing is transforming itself to
lead the way
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Nam
e
Awaren
ess
Friend
Engaged
Target
TOFU MOFU
Opportunity Customer Lead
Sales
Lead
Nurturing Database
BOFU
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The New Rules of Engagement Marketing From talking at people to building meaningful & personalized relationships
FROM TO
Via mass advertising As individuals
Using point in time campaigns Continuous conversations
Based on who they are Based on what they do
Across few / isolated channels Wherever they are
With unclear objectives Always directed towards a goal
Disconnected operations At speed of digital
Guess-work and habit With measurable impact
Continuously Over Time: Conversations not
campaigns
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Sales doesn’t
want
names – they wa
nt
“Win Ready” lea
ds
@jonmiller
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Sales Ready
Source: RainToday
25%
50%
25%
2%
Need More Nurturing
Disqualified
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Nurturing: Building relaQonships with prospects and customers
regardless of their Qming to buy -‐-‐ @jonmiller
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When it comes to markeQng, nobody wants to get blasted -‐ @jonmiller
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What doesn’t work for engagement?
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What is an engaging conversaQon? 1. Listens and adapts 2. CommunicaBons flow one to the next
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As Individuals: Relevant
communications
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Relevance Get the “DefiniQve Guide to Lead Nurturing”
marketo.com/DG2LN
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Blog, e-‐books, research data, funny videos, curated lists, infographics, webinars
NO
YES
Thought leadership and enjoyable content to build brand, awareness, and desire
Tools that help buyers find you when they are looking for soluBons
Company-‐specific informaBon to help evaluate and reaffirm selecBon
Buying guides, RFP templates, ROI calculators, definiBve guides, analyst reports
Pricing, demos, services informaBon, 3rd party reviews, customer case studies
Gated? Early Stage – Pre-‐Purchase
Middle Stage – Commit to Change
Late Stage -‐ EvaluaQon
MOSTLY NO
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2 3 1. BUYING STAGES
• Early: Be a Be_er Marketer • Mid: Why MarkeQng AutomaQon • Late: Why Marketo • Customer: Success
2. BUYING PROFILES • MarkeQng, Sales, Exec
Based on What They Do:
Behaviors and context
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The Key to Relevance is Behavioral TargeQng Top TacQcs to Increase Email Engagement
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Behavioral Targeting for Maximum Relevance: Topic of Interest Triggers
• AXends event • Downloads content • Click email • Fills out form • Score is changed
Social
Content
Technology
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Standard Nurture Triggered Interests Lib
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%
Wherever They Are: Omni-channel
interactions
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For visitors in B2C industries
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For companies using compeQQve soluQons
Always Directed With a Goal
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Nam
e
Awaren
ess
Friend
Engaged
Target
TOFU MOFU
Opportunity Customer Lead
Sales
Lead
Nurturing Database
BOFU
Page 33 © Marketo, Inc. 11/7/14
Nam
e
Awaren
ess
Friend
Engaged
Target
TOFU MOFU
Opportunity Customer Lead
Sales
Lead
Nurturing Database
BOFU How to identify a Sales-Ready Lead?
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Scoring Defined
Fit Interest Buying Stage
“Methodology for ranking leads and customers in order to determine their readiness to buy”
Nurture Disqualify Nurture Pass to Sales Pass to Sales
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• Click email: +1 • Visit webpage / blog: +1 • Early stage content +3 • AXend webinar: +5 • Decay inacBvity: -‐1, -‐5, -‐10
Latent Behaviors (Engagement)
• Free trial or Contact request: +15 • Pricing pages: +10 • Demos: +10 • Late-‐stage content +12 • Searches for branded keyword “Marketo” +8
AcQve Behaviors (Buying Intent)
Get the “DefiniQve Guide to Lead Scoring” marketo.com/DG2LS
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Engagement & Intent
One Way to Identify Marketing Qualified Leads
A Lead Lead Lead
B Lead Lead
C Lead
D 4 3 2 1
Fit
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Stars and Flames show priority
Full list of Interesting Moments
At the Speed of Digital:
Coordinated operations
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Leads to wasted cycles and poorly-timed communications
Current Solutions: Disconnected & Out of Sync
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With Measurable Impact
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Why Measuring Return is Hard
1. MulQple touches. 7
2. MulQple influencers. 5-‐21
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Source: Marketo Revenue Cycle Analy4cs, Apr 2014 * Percentage of all programs in channel that achieve MT Ra4o > 5
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Source: Marketo Revenue Cycle Analy4cs, Apr 2014 * Percentage of all programs in channel that achieve MT Ra4o > 5
Inbound + Nurture = 58% of (MT) Pipeline Paid Programs = 42% of (MT) Pipeline
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Source: Marketo Revenue Cycle Analy4cs, Apr 2014 * Percentage of all programs in channel that achieve MT Ra4o > 5
(MT) RaQo = Pipeline / Investment
>10 is Great and <5 is Fail Sponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =
6.6, Content SyndicaQon 7.7
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Source: Marketo Revenue Cycle Analy4cs, Apr 2014 * Percentage of all programs in channel that achieve MT Ra4o > 5
% Programs with MT RaQo > 5 e.g. Tradeshow has good average
but 49% programs “fail”
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Nam
e
Awaren
ess
Friend
Engaged
Target
TOFU MOFU
Opportunity Customer Lead
Sales
Lead
Nurturing Database
BOFU
Page 52 © Marketo, Inc. 11/7/14
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
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Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity
Trends over Qme
Screenshot: Marketo Revenue Cycle Analytics
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Use Metrics to Set & JusQfy Budgets
New Targets New MQLs Score>100
23,000
Inventory of Active MQLs
20,000
New Opps*
1,000
6 Month Created Opp Inv.
2,000
270
*Opps is bigger than SQLs because includes outbound and partner referrals
SDR capacity driven
Inbo
und
/ Pr
ogra
ms
120K (900K DB Total)
New Names
New SQLs
922
Win
s
Inventory Of Active Targets
60,000
131,000
15.3%
10.5%
2.4%
1.9%
75% 35%
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Tweetable Takeaways 1. Today’s digital world makes it hard to reach customers –
markeBng is transforming itself to lead the way
2. Sales doesn’t want names – they want “Win Ready” leads
3. Nobody wants to get “blasted” – engage people in mulB-‐channel conversaBons
4. The key to relevance is behavioral targeBng –market like Amazon
5. Use analyBcs to turn markeBng from a cost center into a revenue driver
6. Think big, start small, move quickly
@jonmiller
© 2014 Marketo, Inc. Marketo Proprietary and ConfidenBal
Jon Miller @jonmiller
jon@marketo.com
Thank you