5 ways to engage your customers and grow your...

#MKTOTOUR13

5 Ways to Engage Your Customers

and Grow Your Business Marketo’s “Secret Sauce” for Building Relationships

with Today’s Digitally-Empowered Buyers

© 2013 Marketo, Inc. Marketo Proprietary and Confidential.

Hi, I’m Jon Miller Subscribe to blog.marketo.com

@jonmiller

1. Born in Ethiopia

2. Can dislocate my thumbs at will

3. Studied Physics at Harvard, captain of high-school debate team and newspaper staff

4. My first child was born the same month that we incorporated Marketo


About Marketo • Powerful and easy cloud-based

marketing software platform

• Marketing Automation, Social Marketing, Sales Insight, Marketing Management, and Revenue Analytics

• >2,300 customers in the Marketing Nation

• For marketers, by marketers!

Marketing Solution Winner (2011 and 2012)

#1 Fastest Growing Marketing Software

Company

Ticker:MKTO Leader, Gartner Lead Management Magic

Quadrant

Best Marketing Software (5 Years)

4th Fastest Growth in Jobs


ABUNDANCE INFORMATION


Source: Adbusters, 2011


1. Conversations Not Campaigns

2. Relevance

3. Coordinate Across Channels

4. Score and Prioritize Interest

5. The Right Metrics

#MKTOTOUR13

Conversations Not Campaigns


Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?


But who is ready? You got them to the dance


Example Conversation: Nurturing

A

B

C

D

1 2 3

Stages 1. BUYING STAGES

2. BUYING PROFILES

Get The “Definitive Guide to Lead Nurturing”

http://marketo.com/DG2LN




The Value of Nurturing

Fast Leads ( MQL <1 mo)

Slow Leads (MQL >1 mo)

Total Leads (MQL)

Cost / Lead (MQL)

Without Nurturing 20% 6.67% 26.67% $206.00

With Nurturing 20% 20.0% 40.0% $137.50

Source: Actual Marketo data; assumes $55 per target prospect

Marketo ROI Results

Results: 50% more marketing qualified leads from lead nurturing


OK, why aren’t more marketers doing this?


Adding new content to our tracks takes FOREVER!


“Why are you still sending me an invitation for a

webinar from last week?”


“I just downloaded this off your site 2 days ago, and

now you’re sending it again!”


This #%@& is way too complicated.


THEN NOW

New content = need to reprogram

Drag-and-drop new content into Smart Streams

Expired content Content expiration dates

Duplicate content Never send the same

content twice

Too many emails Frequency limits

Consumer fall off the end of tracks

Exhausted content

#MKTOTOUR13

Relevance


More Targeted Sends are More Engaging

0

50

100

150

200

250

300

350

400

100 1000 10000 100000

Enga

gem

en

t Sc

ore

Email Delivered Source: Marketo research


The Key to Relevance is Behavioral Targeting


Example: Topic of Interest Triggers

• Attends event • Downloads content • Click email • Fills out form • Score is changed


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%


What did the consumer open and/or click on?

Where did they convert?

What did they forward?

Actions Matter – EMAIL


Did the consumer mention your company on Twitter?

Share your content?

Actions Matter – SOCIAL


Did the consumer visit your website?

How recently?

What did they look at?

Actions Matter – WEBSITE


What programs was the consumer part of?

What topics did she respond to?

Actions Matter – CAMPAIGN HISTORY


What is the recent purchase history?

Deposits / withdrawals?

Actions Matter – TRANSACTIONS


The Bottom Line: Market Like Amazon


ESPs Only Track Email Behaviors

For sophisticated targeting rely on technical databases and complex queries.


But I’m a Marketer, not a Programmer!

I can do this myself! No trips to see IT – yay!


Marketo Multi-Channel Behavioral Listening

Web, Email, Social, CRM, Campaign History, Transactions

#MKTOTOUR13

Coordinate Across Channels

Channel Integration


Select Contacts to Target, Adds to Marketo

Campaign


Package is Automatically Sent


Upon Delivery: Personalized Email Sent,

Tasks Created for Call


Alert is Sent to Sales


Results: 21% Connect Rate, 9% Opp Rate

Add Leads/Contacts

to Campaign Package / Postcards Automatically Sent

Upon Delivery, Personalized Email

Task to Call Created in SFDC

SLA

Reminders


Rea

ch &

En

gage

me

nt

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift

Landing Pages

Website Facebook Pages

Online Ads Email

Soci

al L

ift

Events

Get The “Definitive Guide to Social Marketing”

http://marketo.com/DG2SM




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

#MKTOTOUR13

Score and Prioritize Interest


Scoring Defined

Nurture Nurture Disqualify Promotional Offer

Pass to Sales

Fit Interest Buying Intent

Methodology for ranking customers in terms of likelihood of behavior: new purchase, cross-sell,

retain, etc.


• 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

Get The “Definitive Guide to Lead Scoring”

http://marketo.com/DG2LS




Closed Loop Refinement: Top Behaviors

Screenshot: Marketo Revenue Cycle Analytics

UPDATE??


One Way to Identify Marketing Qualified Leads

21+ Super-Target

Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

<2

Interest <20 20+ 45+ 90+

Buying Intent <6 6+ 13+ 19+

Fit


Stars and Flames show priority

Full list of Interesting Moments

#MKTOTOUR13

The Right Metrics


• Open

• Click

• Unsubscribe

• Bounce

• Etc.


Italian Workspace Joe Smith: Acme Inc. Community Help

Search… +

Search… +

Recently Updated

Practical B2B Lead Generation

Added Mar 30, 2013 Sent 12,105 82

Thought Leadership

Edited Mar 25, 2013 Sent 12,105 70

Lead Scoring Best Practices

Edited Mar 22, 2013 Sent 12,105 55

Lead Management Best Practice D…

Added Mar 18, 2013 Sent 12,105 35


Edited Mar 10, 2013 Sent 12,105 9

Engagement Over Time

Dec Jan Feb Mar Apr May

100

80

60

40

20

0

Summary

1.5% Unsubscribe

65 Engagement

55d Next Cast

Members

In Track Exhausted Paused

3,450

50 35

Mar 18, 2013

Engagement: 60

2013

Marketo’s Secret Sauce

Definitive Guide to Events

Lead Nurturing


Lead Management Best Practic

Practical B2B Lead Generation

Thought Leadership

Email Performance Report

Program Performance

Lead Nurturing Streams Setup My Tokens Members

View: Dashboard ▼ Streams: All Streams ▼


Accurately Tracking “Investment” vs. Budget


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



What Generates Pipeline for Marketo?

Source: Marketo Revenue Cycle Analytics, June 2013

Nurture Email - CTA

Nurture Email

Paid Online (PPC+Email)

Nurture (New)


Revenue Cycle Modeler



Marketing Forecasts

Get The “Definitive Guide to Marketing Metrics & ROI”

http://marketo.com/DG2MM

http://bit.ly/DG2MM

#MKTOTOUR13

Technology


Sounds great, but I have millions of

contacts!


Marketing automation is a

• Technology that streamlines and automates marketing tasks

• powered by a marketing database, workflow engine, and rich analytics

• so companies can

• increase operational efficiency and

• grow revenue faster


Tweetable Takeaways

1. Marketing today is not about finding customers, it’s about being found -- ENGAGE your consumers

2. Nobody wants to get “blasted” – engage consumers in multi-channel conversations

3. The key to relevance is behavioral targeting – market like Amazon

4. Don’t just run social campaigns, make every campaign social

5. Measure engagement and ROI to earn credibility with C-suite – marketing is now a science

@jonmiller

#MKTOTOUR13


Avg Demographic Score: Which programs bring in the targets we want?

$ / Target: Which programs bring in targets most cost-effectively?

% New: Where are we exhausting the lists?

Top Of Funnel Metrics (TOFU)


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