Path to a Killer Marketing Strategy: Marketo's Secret Sauce for Revenue
Transcript of Path to a Killer Marketing Strategy: Marketo's Secret Sauce for Revenue
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
We will start shortly. Meanwhile, how many words can you find? Each word must contain the central M and no letter can be used twice. The letters do not have to be connected. Proper nouns are not allowed. There is at least one nine letter word.
W I E
H M L
A E N
The Path To A Killer Marketing Strategy
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
We will start shortly. Meanwhile, how many words can you find? Each word must contain the central M and no letter can be used twice. The letters do not have to be connected. Proper nouns are not allowed. There is at least one nine letter word.
W I E
H M L
A E N
The Path To A KillerMarketing Strategy
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Jon MillerSubscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard, captain of high-school
debate team and newspaper staff4. My first child was born the same month that we
incorporated Marketo
Page 4© 2013 Marketo, Inc. @jonmiller
INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
Page 5© 2013 Marketo, Inc. @jonmiller
ABUNDANCEINFORMATION
Page 6© 2013 Marketo, Inc. @jonmiller
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
Page 7© 2013 Marketo, Inc. @jonmiller
Processes at scale
@JonMiller
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Inbound and Content Marketing
Page 9© 2013 Marketo, Inc. @jonmiller
Page 10© 2013 Marketo, Inc. @jonmiller
One Way to Reduce Whisk
#groan
Page 11© 2013 Marketo, Inc. @jonmiller
Research, funny videos, curated lists, infographics, thought leadership, definitive guides
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
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Paid Programs
Page 13© 2013 Marketo, Inc. @jonmiller
Why Measuring Programs is Hard
• Multiple touches. Seven touches needed to convert a cold lead into a sale
• Multiple influencers. Typical buying committee has 5-21 people
• Tyranny of time. The money you invest today will have an uncertain impact at an uncertain point in the future
Page 14© 2013 Marketo, Inc. @jonmiller
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 15© 2013 Marketo, Inc. @jonmiller
What Generates Pipeline for Marketo?
Source: Marketo Revenue Cycle Analytics, Jan 2013
Nurture Email - CTA
Nurture EmailPaid Online (PPC+Email)
Page 16© 2013 Marketo, Inc. @jonmiller
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
Page 17© 2013 Marketo, Inc. @jonmiller
Page 18© 2013 Marketo, Inc. @jonmiller
Test & Tune With Social Funnel Metrics
Measure,
Test and
Optimize
Coloring Book Results• 289 participants
shared• 354 registered
downloads• 19.8% increase in
registered downloads
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Middle of the Funnel
Page 20© 2013 Marketo, Inc. @jonmiller
But who is ready?You got them to the dance
Page 21© 2013 Marketo, Inc. @jonmiller
Lead Nurturing Relevance
A
B
C
D
1 23
Stages1. BUYING STAGES
• Early (4.1.1 cadence)• Mid and Late• Customer
2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%
Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN
Page 22© 2013 Marketo, Inc. @jonmiller
Lead Scoring Defined
“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”
Nurture Nurture DisqualifyPass to Sales
Pass to Sales
Fit Interest Buying Stage
@jonmiller
Page 23© 2013 Marketo, Inc. @jonmiller
Behavioral Scoring: Examples
• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10
Latent Behaviors (Engagement)
• Pricing pages: • +10 regular, +15 detailed
• Watch demos: • +5 overview, +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8
Active Behaviors(Buying Intent)
@jonmiller
Page 24© 2013 Marketo, Inc. @jonmiller
One Way to Identify Marketing Qualified Leads
21+ Super-Target Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Engagement <20 20+ 45+ 90+
Buying Intent <6 6+ 13+ 19+
Fit
Inte
rest
@jonmiller
Page 25© 2013 Marketo, Inc. @jonmiller
Stars and Flames show priority
Full list of Interesting Moments
Page 26© 2013 Marketo, Inc. @jonmiller
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
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Revenue Cycle Metrics
Page 28© 2013 Marketo, Inc. @jonmiller
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
Page 29© 2013 Marketo, Inc. @jonmiller
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
Page 30© 2013 Marketo, Inc. @jonmiller
Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”http://marketo.com/DG2MM
Page 31© 2013 Marketo, Inc. @jonmiller
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
Page 32© 2013 Marketo, Inc. @jonmiller
Additional Resources
The Definitive Guide to Social Marketinghttp://marketo.com/DG2SM
The Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MM
The Definitive Guide to Marketing Automationhttp://marketo.com/DG2MA
Page 33© 2013 Marketo, Inc. @jonmiller
Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404
Direct: +1.650.376-2310
blog.marketo.comwww.marketo.com
JON MILLERVP Marketing
[email protected]@jonmiller
Question and Answer
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Path to a Killer Marketing StrategyMarketo’s Secret Sauce for RevenueJon Miller, VP Marketing and Co-FounderExecutive Editor of Marketo Marketing Blog@jonmiller
Page 36© 2013 Marketo, Inc. @jonmiller
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