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Customer Engagement Platform: Smarter Marketing for Better Results
Transcript of Customer Engagement Platform: Smarter Marketing for Better Results
Page 1 © 2014 Marketo, Inc. #MKTGNATION14
Customer Engagement Platform:
Smarter Marketing for Better Results
Brian Glover Sr. Product Marketing Manager, Marketo
Page 2 © 2014 Marketo, Inc. #MKTGNATION14
• Are you in the right place?
• Get social with #MktgNation14
• On today’s agenda:
THEN NOW
It’s A New World, With New Rules
Demographic Behavioral Segmentation
Mass Advertising 1:1 Communication
Point in time Blasts Continuous Relationships
Few / isolated channels Exploding / integrated channels
Intuitive decision making Data-driven automation
Customer Engagement Platform:
Helping Marketers Navigate The Digital World
DRIVE CONVERSIONS Drive effective conversion from new prospect to sale
BUILD RELATIONSHIPS Orchestrate engaging customer experiences mapped to the buyer’s journey
ATTRACT CUSTOMERS Generate interest in your products and messages
MEASURE & OPTIMIZE Maximize impact of marketing investments
PLAN & BUDGET Plan marketing campaigns and track expenses
LaunchPoint
200+ solutions across 11 marketing categories
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Content Events &
Webinars
Mobile
Marketing Data &
Analytics Lifecycle
Marketing
The Marketing Nation Accelerates Success
2,500+ customers
Program Exchange
Definitive Guides and award-winning blog
User Summit
Over 40,000 users
User groups in 32 cities globally
45,000 hrs of experience
Preferred Service Partners
Most complete ecosystem
200+ LaunchPoint partners
Community Knowledge & Ideas
Consultants & Experts Best Practices
Integrated Solutions
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Marketo’s Revenue Cycle
TOFU MOFU
Opportunity Customer
Lead
Sale
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Nurturing Database
BOFU
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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
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Nurturing Database
Exposed to us via content, brand,
or word of mouth
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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
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Nurturing Database
Feels a relationship and trust
with us
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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
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Nurturing Database
Names are just names.
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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
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Nurturing Database
Meaningful interaction with us
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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
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Nurturing Database
Nurture until ready
for next step
Qualified potential customer
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Opportunity Customer
Lead
Sale
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Nurturing Database
Marketing qualified lead (score > 100) –
Sales Development Rep (SDR) reach-out
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Opportunity Customer
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Nurturing Database
Qualified as sales-ready by SDR
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Opportunity Customer
Lead
Sale
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Nurturing Database
Accepted and actively worked by sales:
marketing quota attainment
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Opportunity Customer Le
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Nurturing Database
Retain
Ad
vocate
Enable Adopt
Drive customer success to keep
and grow relationships
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ATTRACT CUSTOMERS
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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Blog, e-books, research data, funny videos, curated lists, infographics, webinars
Thought leadership and enjoyable content to build brand, awareness, and desire
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, definitive guides, analyst reports
Pricing, demos, services information, 3rd party reviews, customer case studies
Early Stage
Middle Stage
Late Stage
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Inbound creates the best leads by far: high conversion, high velocity
Search Engine Optimization
Attract more of the right prospects to your website and content
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Marketo Real-Time Personalization
Drive up to 30% more website conversions
Make web and mobile experiences as personalized as email
• Present messaging, offers and content tailored to specific audiences
• Works for anonymous or known leads
• Supports A/B testing
• Easy and integrated
• Hands free, any CMS and zero IT
MuleSoft - Generic
MuleSoft - Industry
James Allen - Generic
James Allen – Behavioral
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
At Marketo, we use a Portfolio of programs
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Sponsored Email builds the database, but low conversion
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Paid Social & Display Ad drive brand and amplify inbound as well
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Webinar, tradeshow, PPC, and virtual tradeshow are top paid TOFU
Marketo Program Library, Multi-Channel
Marketing Best Practices
Delivered through Pre-Built
Verified Programs
http://templates.marketo.com
Social Campaigns Amplify your results with Social Marketing
Referral
Campaigns
Sweepstakes
Social
Polls
Go beyond social sharing with engaging social
apps that marketers can launch on their own.
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Test & Tune With Social Funnel Metrics JumpStart Tour Referral Results as of 6/13/2013
• 280 participants shared (15%)
• 15 qualified for sweepstakes
• 144 incremental registrations
• 7.4% increase in registrations
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BUILD RELATIONSHIPS
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Reason #1
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Average days to Opportunity: 327 days
Old Model = Leaky Funnel
Source: October 4, 2006, “Improving B2B Lead Management” Forrester report
Lead Nurturing Plugs the Leak
Source: October 4, 2006, “Improving B2B Lead Management” Forrester report
Reason #2
When it comes to marketing, nobody wants to get blasted
What is an engaging conversation?
• Communications flow one to the next
• Listens and responds
• Relevant and meaningful
More Targeted Emails are More Relevant
0
50
100
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200
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100 1000 10000 100000
Enga
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Email Send Size Source: 100s of Marketo campaigns
Customer Engagement Engine
Build deep, durable 1:1 customer relationships, at scale.
Dynamic Content
Industry, Geography, Company Size, Customer
vs. Prospect, etc.
Behavioral Targeting for Maximum
Relevance: Topic of Interest Triggers
• Attends event • Downloads content • Click email • Fills out form • Score is changed
Social
Content
Technology
Standard Nurture Triggered Interests 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’s Own Results
A/B Testing Improves Your Relevance,
And Results
• A/B/n testing with automatic champion chooser
• “Custom Conversions” offer a wide-range of winning criteria
• Champion/Challenger testing for ongoing, automated, triggered campaigns
Mobile Enhancements
• Responsive emails and landing pages
• Reporting on mobile usage
• Mobile triggers and filters
• Push notifications (Modo Labs)
Advanced Email Features
• Send a segmented, batch email in minutes
• Email Scripting for advanced personalization
• Email Analysis for in-depth insights
• Responsive email template library for mobile emails
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DRIVE CONVERSIONS
Lead Scoring Defined
“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”
Nurture Nurture Disqualify Pass to Sales
Pass to Sales
Fit Interest Buying Stage
Short (5) Conversion: 13.4%
Cost per: $31.24
Medium (7) Conversion: 12.0%
Cost per: $34.94
Long (9) Conversion: 10.0%
Cost per: $41.90
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• Early stage content +3 • Attend webinar: +5 • Visit any webpage /
blog : +1 • Visit careers pages: -10 • Decay inactivity:
-1, -5, -10
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8 • Late-stage content +12 • Searches for branded
keyword “Marketo” +8
Resource: “Definitive Guide to Lead Scoring”
http://marketo.com/DG2LS
Engagement & Intent
One Way to Identify Marketing Qualified
Leads
A Lead Lead Lead
B Lead Lead
C Lead
D
4 3 2 1
Fit
Stars and Flames show priority
Full list of Interesting Moments
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
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
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MEASURE & OPTIMIZE
Why Measuring Return is Hard
• Multiple touches. Seven touches needed to convert a cold lead into a sale
• Multiple influencers. Typical buying committee has 5-21 people
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Example: Multi-Touch Attribution
A deal worth $100,000 recently closed. Three people were involved in the deal:
• Moe attended Webinar and Tradeshow
• Larry attended Tradeshow
• Curly responded to Direct Mail
$100,000 Revenue
$25,000 $25,000 $25,000 $25,000
Webinar $25,000
Tradeshow $50,000
Direct Mail $25,000
Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 58% of (MT) Pipeline Paid Programs = 42% of (MT) Pipeline
Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
(MT) Ratio = 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 Syndication 7.7
Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
% Programs with MT Ratio > 5 e.g. Tradeshow has good average
but 49% programs “fail”
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BOFU
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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics
Get the “Definitive Guide to Marketing Metrics & ROI” marketo.com/DG2MM
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PLAN & BUDGET
Use Metrics to Set & Justify 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
Inb
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/ P
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120K (900K DB
Total)
New
Names
New SQLs
922
Win
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Inventory Of Active Targets
60,000
131,000
15.3%
10.5%
2.4%
1.9%
75%
35%
Marketo Financial Management Plan and Budget
Increase visibility and spend to plan
Customer Success – Enterprise
Marketing Calendar
Plan your roadmap of strategic campaigns and events for the year
Marketing Planner / Coming Fall 2014
Marketing Calendar
Plan, coordinate and communicate everything marketing is doing
Group Calendar / Coming July 2014
Marketing Calendar
Data Feed
Device Access
Embeddable Views
Access your Marketing Calendar anytime, anywhere
Calendar Accessibility / Coming Fall 2014
My Marketo My Marketo / Coming July 2014
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Integrate
LaunchPoint
200+ solutions across 11 marketing categories
Social &
Content Events &
Webinars
Mobile
Marketing Data &
Analytics Lifecycle
Marketing
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Learn
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Marketing Sprints (NEW!)
Creating REPEATABLE success by helping customers design, execute, measure and optimize their marketing initiatives
+
YOU
Outcome based projects that accelerate your
marketing initiatives
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New Products Demo
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Q&A
Brian Glover Sr. Product Marketing Manager, Marketo
@brianjglover
Page 102 © 2014 Marketo, Inc. #MKTGNATION14
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