Best practices for selling to large companies- including tips for using Marketo to do so. Enjoy!

1. Marketing to the Enterprise
Maria Pergolino Matt Heinz
VP of Marketing, Apttus President, Heinz Marketing
@inboundmarketer @heinzmarketing
Page 1 #mus13 © 2013 Marketo, Inc.

2. Marketing to the Enterprise
Strategies and tactics to help you market and
sell at the highest level
Page 2 #mus13 © 2013 Marketo, Inc.

3. This doesn’t write checks!
Page 3 #mus13 © 2013 Marketo, Inc.

4. What do your customers care about?
Page 4 #mus13 © 2013 Marketo, Inc.

5. The buyer progression
Problem/ Solution Objective/
Pain Outcome
Page 5 #mus13 © 2013 Marketo, Inc.

6. People & problems, not products
Page 6 #mus13 © 2013 Marketo, Inc.

7. Five questions to ask
1. What/who are your targets?
2. What do they care about? What
outcome are they seeking?
3. Where do you find them?
4. What or who influences them?
5. How do they want to engage and
(eventually) buy?
Page 7 #mus13 © 2013 Marketo, Inc.

8. Enumerating needs by role
Audience Drivers Pain Points Value Propositions (bullet points) Key Messages
Vertical #1
CEO
IT/CIO
CFO
CMO
Audience Drivers Pain Points Value Propositions (bullet points) Key Messages
Vertical #2
CEO
Want the XLS template? Bring me a business card!
Page 8 #mus13 © 2013 Marketo, Inc.

9. Granular lead/opportunity stages
Stage Definition Sales Next Step(s) Marketing Next Step(s)
New lead, has not been attempted or contacted by Begin follow-up to get on the phone live to Provide scripts and response offers as
Open/Not Attempted sales qualify as opportunity needed to increase call-backs
Sales has begun the process of following the lead Continue follow-up attempts via phone, Provide scripts and response offers as
Attempting to Contact follow-up process to reach the prospect live email, "zero out" to reach prospect live needed to increase call-backs
Prospect has expressed interest in ABC Company Once prospect has been qualified, either Provide collateral, case studies and other
and/or achieving better results, and is interested in move into a "Qualified" opportunity or information as needed to help prospect
Interested learning more; full qualification criteria move to Nurture (if timeline is long-term or determine sales intent
intent/purchase timeline still unknown undetermined)
Leads
Prospect is interested, but there is no near-term no action Drip marketing to prospect 1-2 times per
opportunity to buy (prospect may have other month with value-added offers, until
Nurture immediate priorities, or may just need more time to they're ready to engage in a short-term
consider interest/intent) buying cycle again
Haven't been able to get ahold of prospect after no action Drip marketing to prospect 1-2 times per
repeated attempts month with value-added offers, until
Unresponsive they're ready to engage in a short-term
buying cycle again
No Further Action Lead is not a qualified prospect no action no action
Prospect has a need & budget, and is actively Get demo commitment, plan next steps and Provide additional support tools as
evaluating solutions timeline to buy (or at least make decision) needed (case studies, etc.) to help
Qualified with prospect accelerate prospect interest and buying
cycle
Demo has been scheduled or completed; working Get permission to present formal proposal Provide additional support tools as
through objections & questions needed (case studies, etc.) to help
Presentation & Demo accelerate prospect interest and buying
cycle
Opportunities
Formal proposal is in process or has been delivered Get verbal commitment to buy pending no action
Proposal outlining terms, services, fees finalization of terms
Prospect has verbally agreed to do business; both Sign, seal and return baby! no action
Negotiation sides are working through final legal/term/service/fee
details
Close Agreement has been signed and returned victory lap no action
Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per
month with value-added offers, until
Closed Lost they're ready to engage in a short-term
buying cycle again
Want the XLS template? Bring me a business card!
Page 9 #mus13 © 2013 Marketo, Inc.

10. Individualize
Page 10 #mus13 © 2013 Marketo, Inc.

11. Standing out at volume
Page 11 #mus13 © 2013 Marketo, Inc.

12. Leveraging events (yours & theirs)
Page 12 #mus13 © 2013 Marketo, Inc.

13. Know and work the entire org chart
Page 13 #mus13 © 2013 Marketo, Inc.

14. Long-term perspective, short-term
buying signals
Page 14 #mus13 © 2013 Marketo, Inc.

15. 5 Steps to Enterprise Marketing Success
Page 15 #mus13 © 2013 Marketo, Inc.

16. Differences from SMB Marketing
• Lower volume of deals
• Bigger $ and margins
• Known buyer
• Longer sales cycles
• Many deal influencers
• Hard to reach most
senior team members
• Ability to spend more
on marketing per buyer
Page 16 #mus13 © 2013 Marketo, Inc.

17. Step 1: Get Organized
• Build Personas
• Build the Database
• Sales or Marketing to Identify Target Accounts
• BDRs or Marketing to Identify Prospects within
these Accounts
– Current database
– New names
Personas evolve and target accounts
change – build a repeatable process
Page 17 #mus13 © 2013 Marketo, Inc.

18. Consider Account Scoring
• May be tricky to implement
• Multiple methods:
• Firmographic score
• Average of all contacts
• Highest scoring contact
Page 18 #mus13 © 2013 Marketo, Inc.

19. Step 2: Get Systems in Place
• Know how you’re going to track success
• Ensure Sales Reps are trained on Marketo
Sales Insight
• Utilize tagging campaign to ensure tracking
of target accounts online
Page 19 #mus13 © 2013 Marketo, Inc.

20. Step 3: Focusing in on Targets
Yes: No:
• Display • TV
• Pay Per X • Radio
• Direct Mail • PPC
• Field Events • Trade Shows
• Email • PR
• Telemarketing • Content Syndication
These channels allow for segmentation
and personalization – key for successful and
efficient enterprise marketing
Page 20 #mus13 © 2013 Marketo, Inc.

21. Display – Company Specific
• Get in front of the right companies
• Target specific messages or campaigns
• More expensive but less waste
Personalized with Company Name
Customized with Relevant Message
Page 21 #mus13 © 2013 Marketo, Inc.

22. Display – Target Specific
• Get in front of the RIGHT PERSON at the
right company
• Personalize all messages
• More expensive but NO waste
Display & InMails Targeted ads by Email
Does your company believe social media isn’t a
fit? Start with these programs to prove success.
Page 22 #mus13 © 2013 Marketo, Inc.

23. Pay Per Campaigns
• You decide what to buy: Pay-Per-
Name, Pay-Per-Lead, Pay-Per-Target
Account, etc.
• Often segment by size of company or other
firmographics
• Utilize content to further qualify
Page 23 #mus13 © 2013 Marketo, Inc.

24. Direct Mail
• PURLs and dynamic content
• Dimensional packaging
• Priority Delivery
• Integrated with Marketo or CRM
Page 24 #mus13 © 2013 Marketo, Inc.

25. Field Events
Page 25 #mus13 © 2013 Marketo, Inc.

26. Email
Page 26 #mus13 © 2013 Marketo, Inc.

27. Get Personal – Personalization is Key
• Tokens – {(Field=Company)}
• Purls – companyname.com/maria
• Dynamic Content
• Personalized
• Unique Content
& Messaging
Page 27 #mus13 © 2013 Marketo, Inc.

28. Don’t Forget your Website and Forms
Website
SmartForms
Page 28 #mus13 © 2013 Marketo, Inc.

29. Step 4: Putting it Together
1 2 X 4 5 7 8 9 11
Target Key Prospect Targeted 12
Account and Message Display &
Identified Identified PPC
13
14
BDR BDR
Reach Out Reach Out
30 16
Direct Mail Direct Mail
Field Event BDR Received, E Sent to Key
Reach Out mail & Call Contact
28 27 26 24 23 20 19 18
Page 29 #mus13 © 2013 Marketo, Inc.

30. Segmentation within Target Accounts
Decision maker:
Identify Zero Waste Micro-Event Email Program Follow-up w/
Decision Maker Advertising ALL
Inmails
Influencers:
Identify Targeted Postcard Email Program Follow-up w/
Influencers Display those who
engage
Page 30 #mus13 © 2013 Marketo, Inc.

31. Managing in Marketo
Page 31 #mus13 © 2013 Marketo, Inc.

32. Step 5: Measuring Success
• Early Indicators:
• Number of target accounts (per rep, per region)
• Data completeness of target accounts
• Decision makers and influencers identified from
target accounts
• Freshness off
• Program results:
• Marketing: Successes from target accounts
• BDR: Call Connects at target accounts
• Success: Opportunities Not:
• New names
• Leads
• # of New MQLs
Page 32 #mus13 © 2013 Marketo, Inc.

33. Measuring Success
Page 33 #mus13 © 2013 Marketo, Inc.

34. Thank You!
Page 34 #mus13 © 2013 Marketo, Inc.