marketo for enterprise: overview demo
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo for Enterprise: Overview Demo
July 10, 2014
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Johnny ChengProduct Marketing Manager, Platform
Shannon WorkmanDirector, Enterprise Solutions Consulting
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Agenda
1. Sales + Marketing2. The Revenue Funnel3. Personalizing to the Anonymous4. Basic Nurturing Best Practices5. Sales Visibility6. Proving Marketing ROI
7. Q&A
Page 4© 2013 Marketo, Inc.
Stop passing bad leads to Sales
The Sales and Marketing Handoff
Page 5© 2013 Marketo, Inc.
Where’s Sales?
The Marketing Funnel
Page 6© 2013 Marketo, Inc.
Sales + Marketing = Revenue Cycle
All N
am
es
Pro
sp
ect
&
Recycle
d
Lead
AW
AR
EN
ESS
En
gag
ed
Opportunity
Customer
Sale
sLead
MQLSAL
SQL
Nurturing Database
Marketing SDR
Sales
Page 7© 2013 Marketo, Inc.
Revenue Cycle Stages
All N
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Pro
sp
ect
&
Recycle
d
Lead
AW
AR
EN
ESS
En
gag
ed
Opportunity
Customer
Sale
sLead
MQLSAL
SQL
Nurturing Database
Marketing SDR
Sales
Names are just names.
Page 8© 2013 Marketo, Inc.
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Pro
sp
ect
&
Recycle
d
Lead
AW
AR
EN
ESS
En
gag
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Opportunity
Customer
Sale
sLead
MQLSAL
SQL
Nurturing Database
Marketing SDR
Sales
Meaningful interaction with us.
Revenue Cycle Stages
Page 9© 2013 Marketo, Inc.
All N
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Pro
sp
ect
&
Recycle
d
Lead
AW
AR
EN
ESS
En
gag
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Opportunity
Customer
Sale
sLead
MQLSAL
SQL
Nurturing Database
Marketing SDR
Sales
Qualified, engaged potential buyers.
Revenue Cycle Stages
Page 10© 2013 Marketo, Inc.
All N
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Pro
sp
ect
&
Recycle
d
Lead
AW
AR
EN
ESS
En
gag
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Opportunity
Customer
Sale
sLead
MQLSAL
SQL
Nurturing Database
Marketing SDR
Sales
Showing buying signs or significant engagement.
Revenue Cycle Stages
Page 11© 2013 Marketo, Inc.
All N
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Pro
sp
ect
&
Recycle
d
Lead
AW
AR
EN
ESS
En
gag
ed
Opportunity
Customer
Sale
sLead
MQLSAL
SQL
Nurturing Database
Marketing SDR
Sales
Qualified as sales-ready by a human.
Revenue Cycle Stages
Page 12© 2013 Marketo, Inc.
All N
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Pro
sp
ect
&
Recycle
d
Lead
AW
AR
EN
ESS
En
gag
ed
Opportunity
Customer
Sale
sLead
MQLSAL
SQL
Nurturing Database
Marketing SDR
Sales
Accepted and actively worked by sales
Revenue Cycle Stages
Page 13© 2013 Marketo, Inc.
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En
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Sales Handoff L
ead
OpportunityS
ale
sLead
MQLSAL
SQL
Sales Handoff
TAKE MY
MONEY!
Page 14© 2013 Marketo, Inc.
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ect
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Recycle
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En
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Sales Handoff L
ead
OpportunityS
ale
sLead
MQLSAL
SQL
warm leads leak out
Leaky Leads
Page 15© 2013 Marketo, Inc.
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Sales Handoff L
ead
OpportunityS
ale
sLead
MQLSAL
SQL
Lead Nurturing
Plugging the Leak
Page 16© 2013 Marketo, Inc.
Impact of Lead Nurturing on Conversion
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
WithNurturing 20% 20.0% 40.0% $137.50
Source: Actual Marketo data; assumes $55 per prospect 3x!
Marketo ROI Results
Results: 50% more marketing qualified leads from lead nurturing
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Enterprise Lead Nurturing
Leading provider of IT management solutions and software
• $5B in revenue with 15,000 global employees
• 9 global business units supporting 45+ solutions
• Core Marketing Automation team of 11 people worldwide
Page 18© 2013 Marketo, Inc.
The Marketing Funnel Tornado
Blindly sucks in leads and randomly spits them
out
Page 19© 2013 Marketo, Inc.
Marketing Architecture
Old Architecture New Architecture
Page 20© 2013 Marketo, Inc.
Smarter Lead Nurturing
23 nurture programs in 1 month!
• Dynamic global content supporting 15 languages
• Score based transition rules• Nurture qualification tied to each
lead• 3-6 unique streams categorized
into Awareness, Condensation, Peer Analysis, Evaluation and Qualification
Page 21© 2013 Marketo, Inc.
Nurturing Blueprint Example
Page 22© 2013 Marketo, Inc.
Impact of Lead Nurturing on Conversion
INCREASE IN CONVERSION RATE FROM MARKETING QUALIFIED LEADS
TO SALES READY LEADS
400%IN ONE YEAR
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Shannon Workman, Principal Solutions Consultant
• Based in Dallas• 20+ years developing and selling enterprise wide
software solutions spanning Marketing Automation, CRM, ERP, and Business Intelligence
• Former Marketo Customer• Mom of soon-to-be college freshmen
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank You!
Q&A
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