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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo on Marketing Orange County, California July 12th, 2012
Sanjay Dholakia SVP, Product Marketing & Corporate Development @sdholakia
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Explosive Growth: Customers & Revenue
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200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2008 2009 2010 2011
Marketo publicly reported approximate new customer figures
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
ABUNDANCE INFORMATION
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Nam
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Frie
nd
Enga
ged
Pro
spe
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Marketo’s Revenue Cycle
Generate Awareness and “Like”
Develop Relationships Until Sales Ready
(Email, Social, Offline)
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Nam
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Frie
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Enga
ged
Pro
spe
ct
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Exposed to us via content, brand,
or word of mouth
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Nam
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are
ne
ss
Frie
nd
Enga
ged
Pro
spe
ct
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Feels a relationship and trust
with us
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Nam
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ne
ss
Frie
nd
Enga
ged
Pro
spe
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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Names are just names.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Nam
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ne
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Frie
nd
Enga
ged
Pro
spe
ct
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Meaningful interaction with us
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Nam
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ne
ss
Frie
nd
Enga
ged
Pro
spe
ct
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Meaningful interaction and
qualified demographics Nurture until ready
for next step
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Nam
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Aw
are
ne
ss
Frie
nd
Enga
ged
Pro
spe
ct
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Showing buying signs or significant
engagement
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Nam
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Aw
are
ne
ss
Frie
nd
Enga
ged
Pro
spe
ct
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Qualified as sales-ready by a human.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Nam
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Frie
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Enga
ged
Pro
spe
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Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Accepted and actively worked by sales
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
The Five Horsemen of Opportunity
Spark
Small-Biz Corporate
10-100 Mid-Market 101-1,500
Enterprise 1,500+
% Marketing-Led 100% 84% 80% 78%
% Inbound 65% 42% 31% 32%
% Demand Gen 30% 24% 23% 27%
% Teleprospecting 0% 12% 22% 12%
% Referral 5% 6% 3% 6%
% Sales-Led 0% 16% 20% 22%
Inbound, Content, and Social Marketing
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Don’t Find Leads; Help Leads Find You
vs
Use brains, not budget.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Three Types of Inbound Marketing
Quality Inbound
Affinity
Utility Content
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Brand awareness
Brand preference
Risk reduction
Blogs Definitive Guides Resource Center Video Webinars
Content Marketing for Brand & Like
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Research data, funny videos, curated lists, infographics, thought leadership
Types of Content
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
Early Stage
Middle Stage
Late Stage
Content must always be relevant and helpful
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Visual Content Helps Stand Out
3,000
tweets
136,000
views
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Set Your Content Free
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
20,700+
Likes
Leverage peer to peer
Social nurturing
Use “411” method for nurturing Likes
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Test & Tune With Social Funnel Metrics Data to Measure Effectiveness and Lift
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo Revenue Rockstar Decal Offer
RESULTS
• Social reach expanded by 12X
• 16,000 viewers in first 15 days
• 184,000 social impressions
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Re
ach
& E
ng
ag
em
en
t
Socia
l Lif
t
Socia
l Lif
t
Socia
l Lif
t
Socia
l Lif
t
Socia
l Lif
t
Landing
Pages Website Facebook
Pages Paid Ads Email
Socia
l Lif
t
Events
Think of It As An Integrated Part of Everything
Demand Generation Pipeline
Top of the Funnel
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
What Works in Demand Gen?
Screenshots: Marketo Revenue Cycle Analytics, 12 months ending 10 May 2012
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo Prospect Generation: Last 12 Months
Source Prospects Invest-ment
% Lead 12 mo
Velocity (Days)
Lead to Opp Index
3rd Party Email Blast 19,039 $43 30% 147 0.2
Trade Show 12,619 $53 29% 153 1.0
Paid Social Media Ad 4,319 $65 30% 72 0.1
Virtual Trade Show 4,120 $40 32% 213 1.6
Paid Webinar 3,849 $63 36% 156 0.4
Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8
Content Syndication 2,302 $126 40% 178 0.2
AppExchange 1,306 $26 80% 26 0.9
Website/Inbound 3,352 57% 75 2.8
Referral / WOM 179 36% 158 10.9
Sales Prospecting 440 28% 108 3.6 Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Automation Enables Scale 40+ Programs a Month
Set and Use Tokens Integration
Clone to
Reuse
25 Best-
Practice Templates
Middle of the Funnel
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Why Middle of the Funnel?
• % new Prospects not sales-ready: 81% • Prospect to Lead time: 123 days average • % Slow Leads: 66%
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Lead Nurturing Relevance
A
B
C
D
1 2 3
Stages 1. BUYING STAGES • Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer
2. PERSONA • Molly Marketer • Sam Sales • Jack Executive
Get The “Definitive Guide to Lead Nurturing”
http://bit.ly/DGtoLN
DYNAMIC CONTENT • Industry Wrappers • Size Specific Examples • Localization • Social Signatures • “What’s New”
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
A Framework for Lead Scoring
Explicit What the prospect tells you
Inferred What you observe or infer
Fit Are you interested in them?
• Demographics
• Firmographics
• BANT
• Data append
• Data quality
• Corporate email
• Location
Interest Are they interested in you?
• BANT
• Latent behaviors (engagement)
• Active behaviors (sales readiness)
Get The “Definitive Guide to Lead Scoring”
http://bit.ly/DGtoLS
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Interest Scoring - Examples
• Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10
• Pricing pages:
• +10 regular, +15 detailed • Watch demos:
• +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Identifying Marketing Qualified Leads for SDRs
21+ Super-Target
Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Engagement <20 20-44 45-89 90+
Buying Intent <6 6-12 13-18 19+
Fit
Inte
rest
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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
Account-Based Pipeline Teleprospecting and Sales-Led
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Target Accounts
Accounts
Contacts
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Effective Target-Account Tactics
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Warm
er
Effective Target-Account Tactics
Buyer’s don’t care about you… answer WYWYN directly upfront
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Warm
er
Effective Target-Account Tactics
Fortune Cookie Mailer
Postcard Series
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Warm
er
Effective Target-Account Tactics
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Warm
er
Effective Target-Account Tactics
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketing Automation Drives a 63% Connect
Rate, 5% Opportunity Rate
Add Leads/Contacts
to Campaign Package / Postcards Automatically Sent
Upon Delivery, Personalized Email
Task to Call Created in SFDC
SLA
Reminders
Budgeting and Staffing for Growth
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Budget and Resources Revenue Marketing / Demand Gen Q2-12
Pipeline $ $27M # Opportunities 850 Prospects 20K Leads 15K Program Investment $1.5M
Total Investment in Revenue Marketing $2.3M
Revenue Marketing Headcount 22 Program : People Ratio 69 : 31 Customer Acquisition Cost Ratio (Bookings / Sales and Marketing) 1.3
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Organizing For Scalability
Demand Center
8
EMEA 2+1
US 4+1
Target Account
3
Inbound
3+1
Customer 1+1
• Integrated Marketing • Middle of Funnel • Marketing Operations (Also Sales Development)
AsiaPac
Proving — and Improving — Marketing’s
Impact on Revenue
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Example: Multi-Touch Attribution
Screenshot: Marketo Revenue Cycle Analytics
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity
Trends over time
SLA violations
Screenshot: Marketo Revenue Cycle Analytics
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo Revenue Cycle Metrics
Opportunities 200 / mo ($1,860)
New Customers ($5,000)
Leads 3,700 / mo
($101)
Prospects 6,500 / mo
($57)
19%
Active Prospect Database
4.5% / month 75%
Paid Names ($14)
10% Unpaid Names
($0)
24%
Inactive (Last 6
Months)
Lead Type Variants • Business Unit • Source • Channel
81%
• Lead to Sales Lead: 10% • Sales Lead to Opp: 74% • 1.4 people per Opp 1,000 Leads = 54 Opps
27,000 / mo
319K Total 55K Prospects
36% engaged x 66% qualified
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Conversion Over Time
• Predict conversions from one stage to another over time
• Create plans / forecasts about future
y = 50.749x-0.571 R² = 0.4301
0
10
20
30
40
50
60
70
3 13 23 33 43 53 63 73
Marginal Conversion
y = 994.2x0.1352 R² = 0.9551
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
3 13 23 33 43 53 63 73
Cumulative Conversion
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”
http://bit.ly/DG2MM
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Key Takeaways
1. Use content and peer-to-peer social to help leads find you
2. Focus on the entire revenue cycle, not just the top of the funnel – nurturing and scoring are essential
3. No lead left behind / service level agreements
4. Use forecasting to turn marketing from a cost center into a revenue driver
5. Grow revenue when marketing makes sales more productive (not just by hiring more reps)
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Additional Resources
The Definitive Guide to Lead Nurturing http://bit.ly/DGtoLN
The Definitive Guide to Lead Scoring http://bit.ly/DGtoLS
The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM
Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo, Inc.
901 Mariners Island
Suite 200
San Mateo, CA 94404
Cell: +1.510.508.3999
blog.marketo.com
www.marketo.com
Sanjay Dholakia SVP, Product Marketing &
Corporate Development
sanjay@marketo.com
@sdholakia
Thank You!
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