The Path to a Killer Marketing Strategy: Marketo's Secret Sauce for Revenue

© 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


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


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


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

© 2013 Marketo, Inc. @jonmiller

INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF


ABUNDANCEINFORMATION


Nam

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Marketo’s Revenue Cycle

TOFU MOFU

Opportunity Customer

Cont

acte

d

Sale

s Le

ad

Nurturing Database

BOFU


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Cont

acte

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Sale

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ad

Nurturing Database

Exposed to us via content, brand, or word of mouth


Nam

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Cont

acte

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Sale

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Nurturing Database

Feels a relationship and trust with us


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Nurturing Database

Names are just names.


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Nurturing Database

Meaningful interaction with us


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Nurturing Database

Meaningful interaction and qualified demographics

Nurture until ready for next step


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Cont

acte

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Nurturing Database

Live human interaction with an SDR


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Nurturing Database

Qualified as sales-ready by SDR


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Nurturing Database

Accepted and actively worked by sales


Processes at scale

@JonMiller


Inbound and Content Marketing


One Way to Reduce Whisk

#groan


How Much Content is Right For You?

Investment

Ret

urn


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


Staffing for Content Creation

• Appoint executive editor• Invest in content creators

• Content consumers• Great communicators• Self-promotional

• Distribute creation: internal + community-generated

• Create a content / social policy

Marketo invests 10% of headcount

into content

www.marketo.com/trust/social-media-

policy.php


Paid Programs


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


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


What Generates Pipeline for Marketo?

Source: Marketo Revenue Cycle Analytics, Jan 2013

Nurture Email - CTA

Nurture EmailPaid Online (PPC+Email)


Automation Enables Scale40+ Programs a Month

Set and Use Tokens Integration

Clone to

Reuse

25Best-

Practice Templates


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


I’m going to make you an offer you can’t refuse.

Learn how to make the most out of every lead in your database. Download The Definitive Guide to Lead Scoring: http://marketo.com/DG2LS

http://marketo.com/DG2LS


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


Middle of the Funnel


But who is ready?You got them to the dance


All N

am

es

Targ

et

&

Recycle

d

En

gag

ed LeadNurturi

ng

Lead Nurturing Plugs the LeakBuilding relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Con

-ta

cte

d OpportunityS

ale

sLead

MQLSAL

SQL

Marketo Data:•% new Targets not Opp ready: 98%•Target to Opp time: 123 days avg.•% Slow Leads: 80%


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

http://marketo.com/DG2LN

http://marketo.com/DG2LN


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


Hard ROI of Lead Scoring

0%

5%

10%

15%

20%

25%

30%

35%

We pass every-thing to sales and let them cherry

pick

We score leads based on fit

We score leads based on fit as well

as interest

Revenue Growth vs Peers

0%

10%

20%

30%

40%

50%

60%

70%

We pass every-thing to sales and let them cherry

pick

We score leads based on fit

We score leads based on fit as well

as interest

Sales Time Spent Selling

Source: Marketo Benchmark on Revenue Performance as of May 10, 2012 (N=300)

@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


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


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


Stars and Flames show priority

Full list of Interesting Moments


Revenue Cycle Metrics


Revenue Cycle Modeler



Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity Trends over time



6%

4%

4%

15%70%

.2%

.4%

Blended New Customer Model

New Targets

Existing Active Targets(Program Success)

SQLs

New Opps

Existing Opps

Inb

ou

nd

/ P

rog

ram

s

Win

sW

ins

Existing OutboundOpps

New OutboundOpps

16,000

150,000

360250

1,440

360

110

95

21

New Names25,000(600K DB Total)

60

300

$1,000/ea

80%+ SQLs from database


Marketing Forecasts

Get The “Definitive Guide to Marketing Metrics & ROI”http://marketo.com/DG2MM

http://bit.ly/DG2MM


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


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

http://marketo.com/DG2SM

http://marketo.com/DG2MM

http://marketo.com/DG2MA

http://marketo.com/DG2MA


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


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