creating actionable marketo reports july, 2013
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Welcome to the New York Marketo
User Group Meeting
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
July 24, 2013
Introductions
• Inga Romanoff, New York User Group Leader
• Welcome from our hosts
Seth Dotterer, Vice President Marketing
Elliott Lowe, New York User Group Leader
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Elliott Lowe, New York User Group Leader
• Thank you to our sponsors RingLead
PLEASE TWEET AT #NYMUG
Agenda
• 5:45-6:00pm Introductions
• 6:00-6:10pmA word from our sponsors
• 6:10-7:00pm Presentation and Workshop
• 7:00-7:30 Wrap up
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Housekeeping Items
• Dreamforce Discount: Nov. 18-21.This allows a $100.00 USD Discount off the registration fee (on top of the current promotion Salesforce is running). Discount Code: EC13MRKTO. Register here.
• Community. Want to collaborate with other Marketo users on a daily basis? Participate in community. Here you can find our easy to navigate Deep Dive articles.
• Be Social. Take photos at the meeting today and tweet out the
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
• Be Social. Take photos at the meeting today and tweet out the groups own hash tag #NYMUG
• LinkedIn City Group Participation. Join the city LinkedIn to network, view meeting presentations, request meeting topics and more!
• Not receiving MUG invites? Fill out the form indicating your city and you’ll be added to the list!
http://pages2.marketo.com/UserGroupSignUp.html#NYMUG
ACTIONABLE MARKETO REPORTINGElliott Lowe – Director, Marketing OperationsJuly 24, 2013
GOAL
GOAL
This!
GOAL
Not this!
9
GOALS
Source: Lenskold Group , 2012 Lead Generation Marketing Effectiveness Study
• Model your business(es)
• Identify KPIs / Metrics
• Establish Benchmarks
• Develop ROI Formulas
• Build Reports and Dashboards
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WHERE TO START?
• Build Reports and Dashboards
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MARKETING FUNNEL
Source: Marketo
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DEMAND WATERFALL
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REVENUE CYCLE MODEL
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Early StageREVENUE CYCLE MODEL
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Mid-StageREVENUE CYCLE MODEL
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Late StageREVENUE CYCLE MODEL
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http://www.marketo.com/definitive-guides/marketing-metrics-and-marketing-analytics
• Average marketing campaign response rate (2.2%)
• Number of new leads
• Percent of sales ready inquiries generated by marketing (4%)
• Number of MQLs
• Percent of marketing leads accepted by sales (58%)
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PERFORMANCE METRICS
• Percent of marketing leads accepted by sales (58%)
• Percent of marketing leads that become opportunities (49%)
• Number of Opps
• Marketing generated opportunity pipeline revenue
• Opportunity to close rate (23%)
• Number of days from lead to Opp / Win
• Cost per Lead / Opp / Win
• Average revenue per won sale
• % of revenue contributed by marketing (15%)
• % of sales contributed by marketing
• Marketing generated won revenue
• Marketing generated opportunity pipeline revenue
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REVENUE METRICS
• Marketing generated opportunity pipeline revenue
MARKETO REPORTS AND EXAMPLES
• Lead Performance (Leads by x)• Group Leads• Custom Columns• Opportunity Columns (all but Leads by Status)• Drill Down`
• Leads by Campaign
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BASIC REPORTS
• Leads by Campaign Folder
• Leads by Status
• Leads by Revenue Stage
• Email Link Performance
• Email Performance
• Program Performance
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• Campaign Activity
• Campaign Email Performance
• Landing Page Performance
• Company Web Activity
• Web Page Activity
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BASIC REPORTS
• Web Page Activity
• Engagement Stream Performance
• Social Influence
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• Opportunity Influence Analyzer – view Contacts that had influence, but do not have Contact Role on Opportunity
• Program Analyzer – first touch and multi-touch pipeline, revenue, etc.
• Revenue Cycle Analyzer – funnel metrics, velocity, SLA violations
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ANALYZERS
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30
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• Campaign Analysis
• Email Analysis
• Lead Analysis
• Model Performance Analysis (Lead/Companies)
• Opportunity Analysis
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REVENUE CYCLE EXPLORER
• Opportunity Analysis
• Program Cost Analysis
• Program Membership Analysis
• Program Opportunity Analysis
• Program Revenue Stage Analysis
EXECUTIVE PRESENTATION EXAMPLE
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2013 Q2 MKTG FUNNEL OVERVIEW
• xxx,xxx Website Visits � xx%
• xx,xxx Responses � xx%
• xx,xxx 1st Inquiries � xx% ($xxx,xxx Cost – �$xx/Lead � xx%)
• xx,xxx MQLs � xx%• xx,xxx MQLs � xx%
• x,xxx Opportunities �xx%
• xxx Wins �x% ($xx.xM ACV � x% - xx% of all ACV)
• xxx Influenced Wins ($xxxM ACV - xx% of all ACV)
Note: percent changes are based on prior quarter values
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2013 Q2MARKETING FUNNEL
Inquiry Inquiry a lead that proactively engages with Conductor a lead that proactively engages with Conductor
for the first timefor the first time
MQL MQL an engaged lead that meets the minimum an engaged lead that meets the minimum
criteria of a Marketingcriteria of a MarketingQualified LeadQualified Lead
100
40
40.0%
Qualified LeadQualified Lead
TQA TQA TeleTele--Qualifier Accepted Qualifier Accepted
a MQL that has been accepted as a a MQL that has been accepted as a valid Lead by Sales.valid Lead by Sales.
OP OP a lead is added as the Primary a lead is added as the Primary Contact in a new Contact in a new SalesforceSalesforce
OpportunityOpportunity
Win Win Opportunity which has a Opportunity which has a
signed contractsigned contract
40
20
7
1
50.0%
33.3%
14.2%
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MARKETING FUNNEL
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MARKETING FUNNEL RATIOS
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2013 Q2MARKETING FUNNEL
InquiryInquiry
ProspectProspect
MQLMQL
TQATQA
OPPOPP
WINWIN
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MARKETING ACV
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2013 Q2TOP LEAD SOURCES
Lead Source # of New Leads
% of Leads Converted to
Opp
Avg Days to Convert to
Opp
$/Lead # Wins
Tradeshow (MKT) 1,000 44 119 $55 48
Sponsorship (MKT) 900 33 14 $43 2
Website 800 64 6 $10 16Website 800 64 6 $10 16
List Import (MKT) 500 7 18
Content Syndication (MKT) 460 6 7 $60 2
Natural Search (MKT) 450 36 7 10
Event (MKT) 35 0 N/A
Paid Search (MKT) 45 5 6 $122 3
Email (MKT) 30 1 16
Social Media (MKT) 15 2 25 $38 1
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DAYS TO CLOSE ALL OPPS
Lead Source Number of Wins
Amount Avg Days to Close Opp
Website 8.00 269404.00 158
LinkedIn Recruiter 2.00 19000.00 44
Natural Search (MKT) 4.00 103280.00 61
Other 2.00 16500.00 25
Paid Search (MKT) 1.00 30000.00 237
Referral - Customer 1.00 18000.00 151
Referral - Employee 3.00 59000.00 46
Rep Sourced 24.00 663136.50 121
Sponsorship (MKT) 1.00 2950.00 99
Tradeshow (MKT) 8.00 144100.00 73
Grand Total 54 1,325,370 109
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2013 Q2NEW LEAD SOURCES
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2013 Q2TOP OPP SOURCES
Lead Source # of Opps
Conductor Website 89
Tradeshow (MKT) 61
Sponsorship (MKT) 52
Natural Search (MKT) 37
Marketing List Import (MKT) 11
Paid Search (MKT) 8
Event (MKT) 6
Social Media (MKT) 5
Content Syndication (MKT) 5
Webinar (MKT) 4
Online Ad (MKT) 3
Telemarketing (MKT) 1
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WEBSITE ACTIVITY
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BLOG ACTIVITY
OPERATIONS PRESENTATION EXAMPLE
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DATABASE GROWTH
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DATABASE COMPLETENESS
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PROFILE FIT
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DATABASE TITLE LEVELS
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EMAILS
Thank you! Our next meeting is on 9/10
New York Marketo User Group Leaders
Inga Romanoff
617-901-4945
@ingaroma
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
@ingaroma
Elliott Lowe