Marketo's Senior Product Marketing Manager, Brian Glover, reviews the concept of smarter marketing for better results with Marketo's Customer Engagement Platform.

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Customer Engagement Platform:
Smarter Marketing for Better Results
Brian Glover
Sr. Product Marketing Manager, Marketo

2. Page 2 © 2014 Marketo, Inc.#MKTGNATION14
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• On today’s agenda:

9. Customer Engagement Platform:
Helping Marketers Navigate The Digital World
DRIVE
CONVERSIONS
Drive effective conversion
from new prospect to sale
BUILD
RELATIONSHIPS
Orchestrate engaging
customer experiences
mapped to the buyer’s
journey
ATTRACT CUSTOMERS
Generate interest in your products and
messages
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments
PLAN & BUDGET
Plan marketing campaigns
and track expenses

10. The Marketing Nation Accelerates Success
2,500+ customers
Program Exchange
Definitive Guides
and award-
winning blog
User Summit
Over 45,000
users
User groups in
40 cities globally
45,000 hrs of
experience
Preferred
Service Partners
Most complete
ecosystem
200+ LaunchPoint
partners
Community
Knowledge
& Ideas
Consultants
& ExpertsBest Practices
Integrated
Solutions

11. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
TOFU MOFU
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
BOFU

12. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Exposed to us via content, brand,
or word of mouth

13. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Feels a relationship and trust
with us

14. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Names are just names.

15. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Meaningful interaction with us

16. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Nurture until ready
for next step
Qualified potential customer

17. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Marketing qualified lead (score > 100) –
Sales Development Rep (SDR) reach-out

18. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Qualified as sales-ready by SDR

19. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Accepted and actively worked by sales:
marketing quota attainment

20. Name
Awareness
Friend
Engaged
Target
OpportunityCustomer
Lead
SalesLead
Nurturing
Database
Retain
Advocate
Enable Adopt
Drive customer success to keep
and grow relationships

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ATTRACT CUSTOMERS

22. © 2013 Marketo, Inc. Marketo Proprietary and Confidential

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Blog, e-books, research data,
funny videos, curated lists,
infographics, webinars
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
Early Stage
Middle Stage
Late Stage

24. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Inbound creates the best leads by far:
high conversion, high velocity

25. Search Engine Optimization Maximizes Your
Inbound Marketing Investment
Attract more of the right prospects to your website and content

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Marketo Real-Time Personalization
Drive up to 30% more website conversions
Make web and mobile
experiences as
personalized as email
• Present messaging, offers and content tailored
to specific audiences
• Works for anonymous or known leads
• Supports A/B testing
• Easy and integrated
• Hands free, any CMS and zero IT

29. James Allen - Generic

30. James Allen – Behavioral

31. Marketo Program Library, Multi-Channel
Marketing Best Practices
Delivered through Pre-Built
Verified Programs
http://templates.marketo.com

32. Social Campaigns
Amplify your results with Social Marketing
Referral
Campaigns
Sweepstakes
Social
Polls
Go beyond social sharing with engaging social
apps that marketers can launch on their own.

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34. Test & Tune With Social Funnel Metrics
JumpStart Tour
Referral Results
as of 6/13/2013
• 280 participants
shared (15%)
• 15 qualified for
sweepstakes
• 144 incremental
registrations
• 7.4% increase in
registrations

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BUILD RELATIONSHIPS

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Reason #1

37. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Average days to
Opportunity: 327 days

38. Old Model = Leaky Funnel
Source: October 4, 2006, “Improving B2B Lead Management” Forrester report

39. Lead Nurturing Plugs the Leak
Source: October 4, 2006, “Improving B2B Lead Management” Forrester report

40. Reason #2
When it comes to marketing,
nobody wants to get blasted

41. What is an engaging
conversation?
• Communications
flow one to the next
• Listens and responds
• Relevant and
meaningful

42. More Targeted Emails are More Relevant
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
EngagementScore
Email Send Size Source: 100s of Marketo campaigns

43. Customer Engagement Engine
Build deep, durable 1:1 customer relationships, at scale.

44. Dynamic Content
Industry, Geography,
Company Size, Customer
vs. Prospect, etc.

45. Behavioral Targeting for Maximum
Relevance: Topic of Interest Triggers
• Attends event
• Downloads content
• Click email
• Fills out form
• Score is changed
Email
Social
Content
Technology

46. Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
Marketo’s Own Results

48. A/B Testing Improves Your Relevance,
And Results
• A/B/n testing with
automatic champion
chooser
• “Custom Conversions”
offer a wide-range of
winning criteria
• Champion/Challenger
testing for ongoing,
automated, triggered
campaigns

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DRIVE CONVERSIONS

50. Lead Scoring Defined
“Shared sales and marketing methodology for ranking
leads in order to determine their sales readiness”
Nurture Nurture DisqualifyPass to
Sales
Pass to
Sales
Fit Engagement Buying Intent

51. Fit/Demographic Data – Don’t Bother Asking

52. Short (5)
Conversion: 13.4%
Cost per: $31.24
Medium (7)
Conversion: 12.0%
Cost per: $34.94
Long (9)
Conversion: 10.0%
Cost per: $41.90
Marketo’s Form Field Test

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• Early stage content +3
• Attend webinar: +5
• Visit any webpage /
blog : +1
• Visit careers pages: -10
• Decay inactivity:
-1, -5, -10
• Pricing pages: +10
• Watch demos:
• +5 overview
• +10 detailed
• Mid-stage content +8
• Late-stage content +12
• Searches for branded
keyword “Marketo” +8
Resource: “Definitive Guide to Lead Scoring”
http://marketo.com/DG2LS

54. Engagement & Intent
One Way to Identify Marketing Qualified
Leads
A Lead Lead Lead
B Lead Lead
C Lead
D
4 3 2 1
Fit

55. Stars and Flames show priority
Full list of Interesting Moments

56. No Lead Left Behind: Service Level Agreements
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

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MEASURE & OPTIMIZE

59. Why Measuring Return is Hard
• Multiple touches.
Seven touches needed to
convert a new prospect into
a customer
• Multiple influencers.
Typical buying committee
has 5-21 people

60. Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics

61. Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics

62. Example: Multi-Touch Attribution
A deal worth $100,000 recently closed.
Three people were involved in the deal:
• Moe attended Webinar and Tradeshow
• Larry attended Tradeshow
• Curly responded to Direct Mail
$100,000 Revenue
$25,000 $25,000 $25,000 $25,000
Webinar
$25,000
Tradeshow
$50,000
Direct Mail
$25,000

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

64. Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 58% of (MT) Pipeline
Paid Programs = 42% of (MT) Pipeline

65. Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
(MT) Ratio = Pipeline /
Investment
>10 is Great and <5 is Fail
Sponsored Email = 12.8, Tradeshow = 10.6,
PPC = 13.0, Webinars = 25.4, Field Events =
6.6, Content Syndication 7.7

66. Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
% Programs with MT Ratio > 5
e.g. Tradeshow has good average
but 49% programs “fail”

67. Name
Awareness
Friend
Engaged
Target
TOFU MOFU
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
BOFU

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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics

69. Filter/Drill into data, e.g.
by Program Type, Business
Unit, Geography, etc.
Key topic areas:
• Balance (Reach)
• Flow
• Conversion
• Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics

70. Get the “Definitive Guide to Marketing Metrics & ROI”
marketo.com/DG2MM

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PLAN & BUDGET

72. Use Metrics to Set & Justify Budgets
New Targets
New MQLs
Score>100
23,000
Inventory of
Active MQLs
20,000
New Opps*
1,000
6 Month
Created
Opp Inv.
2,000
270
*Opps is bigger than SQLs because includes outbound and partner referrals
SDR
capacity
driven
Inbound/Programs
120K
(900K DB
Total)
New
Names
New SQLs
922
Wins
Inventory Of
Active Targets
60,000
131,000
15.3%
10.5%
2.4%
1.9%
75%
35%

73. Marketo Financial Management
Plan and Budget
Increase visibility and spend to plan

74. Marketing Calendar
Plan your roadmap of strategic campaigns and events for the year
Marketing Planner / Coming Fall 2014

75. Marketing Calendar
Plan, coordinate and communicate everything marketing is doing
Group Calendar / Coming July 2014

76. Marketing Calendar
Data Feed
Device
Access
Embeddable
Views
Access your Marketing Calendar anytime, anywhere
Calendar Accessibility / Coming Fall 2014

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Integrate

78. LaunchPoint
200+ solutions across 11 marketing categories
Social &
Content
Events &
Webinars
Mobile
Marketing
Data &
Analytics
Lifecycle
Marketing

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Learn

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Marketing Sprints (NEW!)
Creating REPEATABLE success by helping customers design, execute, measure
and optimize their marketing initiatives
+
YOU
Outcome based projects that accelerate your
marketing initiatives

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Key Takeaways
1. Be relevant
2. Boost your efforts
3. Own the buyer journey

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New Products Demo

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Q&A
Brian Glover
Sr. Product Marketing Manager, Marketo
bglover@marketo.com
@brianjglover

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