smarter marketing for better results - michael berger

Smarter Marketing for Better ResultsMarketo’s “Secret Sauce” Case Study

Michael BergerDirector, Product MarketingMarketo

© 2014 Marketo, Inc. #mktgnation14 @mikedberger

INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF


ABUNDANCEINFORMATION


Source: The Corporate Executive Board Company, “The Digital Evolution in B2B Marketing,” 2012.

Degree of Progress Through Purchase ProcessBefore Engaging Sales

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

etTOFU MOFU

Opportunity Customer

Lead

Sale

s Le

ad

Nurturing Database

BOFU

Marketo Buyer’s Journey: A Revenue Cycle


Awar

enes

s

Web

Vis

itor

In-personAppointment Customer

Conv

erte

d

Enga

ged

Nurturing Database

Advocate

Adopt

Retain

Marketo Customer’s B2C Buyer’s Journey

Top of the Funnel


Rent vs. Own


Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.


Blog, e-books, research data, funny videos, curated lists, infographics, webinars

NO

YES

Thought leadership and enjoyable content to build brand, awareness, and desire

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, definitive guides, analyst reports

Pricing, demos, services information, 3rd party reviews, customer case studies

Gated?Early Stage

Middle Stage

Late StageMOSTLY

NO

Build Lasting Relationships


Ready to Buy

Source: RainToday

25%

50%

25%

2%

Need More Nurturing

Disqualified


Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

Average days to Opportunity: 327 days


Nurturing: Building relationships people over

time through engaging conversation


What isn’t an engaging conversation?


Marketing is NOT a gumball machine!


What is an engaging conversation?• Relevant and meaningful• Communications flow

one to the next• Listens and responds

© 2014 Marketo, Inc. #MKTGNATION14

A

B

C

D

1 2 3Stages

1. BUYING STAGES• Early: Be a Better Marketer• Mid: Why Marketing Automation• Late: Why Marketo• Customer: Success

2. BUYING PROFILES• B2B Marketing• Consumer Marketing• Sales


A

B

C

D

1 2 3Stages

1. BUYING STAGES• Early: Mortgage Considerations• Mid: Why Now?• Late: Why Us

2. BUYING PROFILES• First-time Home Buyer• Re-financer• Home Underwater


More Targeted Emails are More Relevant

100 1000 10000 1000000

50

100

150

200

250

300

350

400

Email Send Size

Enga

gem

ent S

core

Source: 100s of Marketo campaigns


Build a Conversation through Listening

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

Email

Social

Content

MS CRM


• Visits specific pages• Downloads loan app• Meets with loan agent• Fills out form• Score is changed

Home Loan

Auto Loan

1st Time Home Buyer

Equity Line

Build a Conversation through Listening


Batch

Triggered

Epsilon Q4 2013

North America Email Trend

Results

Measuring Interest and Managing Leads


• Click email: +1• Visit webpage / blog: +1• Early stage content +3• Attend webinar: +5• Decay inactivity:

-1, -5, -10

Standard Behaviors (Engagement)

• Free trial or Contact request: +15• Pricing pages: +10 • Demos: +10• Late-stage content +12• Searches for branded keyword

“Marketo” +8

Buying Behaviors(Buying Intent)

Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS

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 DisqualifyNurturePass to Sales Pass to Sales

Fit Interest Lifecycle Stage


Stars and Flames show priority

Full list of Interesting Moments


Customer Lifecycle



Retain

Advocate

Enable Adopt

Drive customer success to keep and grow relationships


Customer Nurture Streams


X-S Scoring Based on Product Interest (PIS)

Revenue Analytics


Why Measuring Return is Hard

• Multiple touches. Seven touches needed to convert a first time visitor into a sale

• Unclear success. Measuring campaign success is easy. But what about real success?

• Multiple influencers. B2B buying committee has 5-21 people


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5


Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5

56% of Programs are “Working”

Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

etTOFU MOFU

Opportunity Customer

Lead

Sale

s Le

ad

Nurturing Database

BOFU


Revenue Cycle Modeler



Customer Revenue Cycle



Tweetable Takeaways1. The way buyers buy has changed forever – the

way we market and sell must change as well

2. Marketers must map out and guide each person through a successful journey

3. Most people are not “ready to buy” – nurture relationships over time

4. Use analytics to turn marketing from a cost center into a revenue driver

5. Think big, start small, move quickly

@mikedberger

Thank You

Mike Berger@mikedberger

[email protected]

Egencia’s Three Big Wins with Marketo

Jeff Shearer

Acquisition Marketing Manager, Egencia

Trusted Brands

31 Countries 33 Countries 62 Countries67 Countries


2009 June 2010 September 2010 January 2011 June 2011 Today

Email monkeys living in batch and

blast world

Marketo is the solution

Excitement – everyone wants

Sales Insight

Teething phase – FUD

All pistons firing So much more to explore

Our Marketo Story


Alignment before Marketo


Alignment after Marketo


Marketing helps salespeople look like superheroes


Marketing gives sales deep insight on their leads


No leads are left behind


Big campaigns in short order

http://info.egencia.com/EnterpriseUpgrade-CAW_EnterpriseUpgrade.html


Cloning Complex Programs


How many marketing touches to close a deal?


Which programs drive the best leads?


How are leads moving through the funnel?


Recap• Alignment: Sales & Marketing are now BFFs• Scale: We can build big campaigns in short order• Insight: Deep insight into program influence and lead

lifecycle


What’s next?

Data Enrichment

Vertical targeting

Personalization

Advanced nurturing


Q&A

Jeff ShearerAcquisition Marketing Manager, [email protected]@TheJeffShearer