Driving Marketing Automation Success Across the Enterprise: Marketing Strategy

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Driving Marketing Automation Success
Across the Enterprise: Marketing Strategy
April 23, 2014

Shyna Zhang
Enterprise
Sr. Product Marketing Manager
Allison Dryer
Digital Services
Sr. Solutions Consultant

© 2011 Marketo, Inc. Marketo Proprietary and Confidential© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Marketing Maturity Curve
Traditional
Marketing
Marketing Automation
Integrated Marketing
Revenue
Performance
Management
Basic Marketing
Automation
• CRM Integration
• Scoring
• Automated Nurturing
Utilize the entire Sales
Funnel & its Stages
• Targeted Marketing
• Detour Stages
• Dynamic Lead
Routing
• Triggers & Alerts
Create a multi-touch
attribution model and
use it to tweak
performance
• Attribution Model
• Operational Reporting
• Sales Empowerment
via CRM campaign
execution

Identify
business
requirements
Align
internally
Evaluate
vendors and
systems
Implement
and train
Grow and
measure
Successful Marketing Automation
Implementations
ORGANIZATIONAL ALIGNMENT
METHODOLOGY

Enterprise Focus Areas
Marketing
Strategy
Assessing your
organization’s
sales and
marketing
strategy,
maturity and
overall readiness
for MA
Cross Functional
Alignment
Series of
facilitated
workshops
aligning your
resources and
team roles
Sales &
Marketing
Funnel
Evaluating your
technology stack
and
understanding
the impact it has
on the overall
success
Measurement &
Reporting
Determining key
reporting
metrics and how
to measure
future success,
ultimately
building a
Business Case

Marketing Maturity Assessment
Deliverables
Marketing
Strategy
Marketing
Maturity
Assessment
Strategic
Campaign
Roadmap
Business Case
Cross Functional
Alignment
Resources &
Team Roles
Sales &
Marketing
Funnel Model
Joint Execution
Plan
Sales &
Marketing
Funnel
Lead Lifecycle
Lead and
Opportunity
Stages
SLA’s & Alerts
Measurement &
Reporting
Key Performance
Indicators -
Tactical v.
Revenue
Audience &
Cadence

Methodology
How we conduct Marketing Maturity Assessment
Assess: Obtain baseline understanding of where you are today and what challenges you’re facing
as a team.
Recommend: The output from the
assessment is a detailed set of marketing
automation (and process) recommendations.
Plan: Following the recommendations read-
back, we’ll jointly create a plan for
implementing the recommendations.
Execute: We’ll we work your team to ensure
the plan is executed. This execution can be
done by your team alone or facilitated by
Marketo in a series of workshops designed to
ensure your success.
Strategy
Alignment
Funnel
Measurement
Quadrant Value: 20
SophisticationLevel
TeamAlignment Quadrant Value: 10
Quadrant Value: 15
Quadrant Value: 5

How would you describe your marketing programs?
“random acts of marketing”
“efficiently designed, target, and optimized”
- or –
“we fall somewhere in between the top two”

How do you define a campaign?
“a campaign is a single piece of marketing such as a product webinar ”
“multiple messages sent with a common goal and aligned to the sales cycle”
- or –

How well targeted are your campaigns?
“we rarely segment our list and usually send the same message to everyone”
“our campaigns are personalized to each prospect and our messages adjust
based on prospect behaviors”
- or –

How do you define campaign relevance?
“we decide what will be relevant to our audiences but messaging is usually
the same for everyone”
“relevance is based on the content within the message as well as the timing
of when the message is received”
- or –

What are the main limiting factors keeping your team
from achieving its goals?
“alignment between Sales & Marketing and difficulties with strategy”
“we need better technology in order to execute better campaigns”
- or –

How does Marketing support the effort of field Sales?
“we create marketing data sheets & content which can be given to prospects”
“we have content aligned to the sales funnel and we've empowered the reps to
send their own”
- or –

How does your team utilize the CRM tool currently in
place?
“we use it for basic data input”
“it’s our single source of truth as well as a tool for enabling sales to send
messages to their prospects”
- or –

Marketing Maturity Assessment
XYZ Company’s Results
Strengths:
• Strategic Goals Alignment
• Plan to Move Forward
• Identification of Challenges
Weakness/Opportunity:
• Sales & Marketing Synergy
• Messaging Relevancy
• Data Systems
• Marketing KPIs
Threat:
Lack of Strategic Alignment between Sales and Marketing is making the facilitation of
change difficult. While the Executives are in alignment of what needs to be done, the
use of underdeveloped technology stacks is making it difficult to implement change
where the weaknesses call for it.
Strategy
Alignment
Funnel
Measurement
Quadrant Value: 20
SophisticationLevelTeamAlignment
Quadrant Value: 10
Quadrant Value: 15
Quadrant Value: 5

Gap Analysis
Finding the Gaps between Departments

Recommendations Blueprint
Alleviation of the challenges we’ve found

#RevEngine
Marketing Campaign Strategy
Building the Customer Journey
• Quickly educates
marketers on what they
can do in the world of
digital marketing
• Visually shows how
marketers can run and
launch their campaigns in
Marketo
• Easy to follow format
tailored to marketer’s
industry, company, and
customer personas

#RevEngine
Where Are You Today?
Yes No
Direct Mail ✔
Email ✔
SEO ✔
Webinars ✔
Events ✔
Social ✔
Display (Retargeting) ✔
Mobile ✔
Yes No
Personalization ✔
Testing ✔
Website Tracking ✔
Dynamic Content ✔
Segmentation ✔
Lead Scoring ✔
Automation ✔
Responsive Templates ✔
Marketing Channels Best Practices

#RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential
B2B Net Close Rates per 1,000 Inquiries
S o u r c e : S i r i u s
D e c i s i o n s 2012
1.07% T o d a y

#RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Baseline Statistics
Sample
Revenue 470,007,433$
Average Deal Size 9,799$
Deals needed 47,965
Conversion Rates
Funnel Throughput
# of unique contacts 480,546
Name to Delivery 98.70% 474,299
Delivery to CTA 1.82% 8,632
CTA to SAL* 46.00% 3,971
SAL to Close/Win 13.00% 516
# of Touches 474,299
Marketing Deals / 1000 1.07
Marketing Generated Rev. $5,058,322
1 Baseline
* Industry standard of 46% has been applied to CTA to SAL

Total [Gross] Marketing Revenue 40,221,763$ 45,592,245$ 11.78% 48,521,889$ 17.11% 51,566,462$ 22.00%
Total [Gross] Marketing Benefit -$ 5,370,482$ 2,929,644$ 3,044,573$
Revenue Conv. Rate Revenue Revenue Revenue
US Higher Ed 5,058,322 1.24 5,836,525 13% 6,217,168 6% 8,052,062 23%
US SEG 33,616,900 3.72 37,980,632 11% 40,457,630 6% 41,283,295 2%
US Professional 575,550 15.45 671,045 14% 671,045 0% 671,045 0%
Canadian Higher Ed 970,991 1.82 1,104,043 12% 1,176,046 6% 1,560,060 25%
Best-in-Class IndustryBaseline Benchmark Benchmark
1 Traditional Marketing 2 Demand Gen 3 RPM
Assuming14% improvementinCTA
40.2% of marketersreportdeliverabilityratesbetween
90.1% to 100%
- InternetRetailer Survey Reporton Email Marketing
(2007)
Personalizedemailsimprove click-throughratesby
14% andconversionratesby10%
- Aberdeen Group
Assuming7% increase inSales
AceptedLeads
Companiesthatexcel atlead
nurturinggenerate 50%more
salesreadyleadsat33% lower
costs
- ForresterResearch
Assuming23%
improvementinSAL to
Close/Win
On average 25% of Sales
QualifiedOpportunities
convertintoclosedwon
Customers,butRPMLeaders
see an opportunitywinrate
Business Case
Analyzing the ROI associated with your assessment
We’ll develop a Business Case to determine lift created
by Marketing Automation and apply the findings to a
return on investment case.

#RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential© 2014 Marketo, Inc. Marketo Proprietary and Confidential
XYZ Company
Actuals vs. Benchmark and Best Practice
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Marketing Revenue Contribution Net Close Rate of Leads Average Gross Margin
Customer Benchmark Best practice

#RevEngine© 2011 Marketo, Inc. Marketo Proprietary and Confidential© 2014 Marketo, Inc. Marketo Proprietary and Confidential
XYZ Company
Peer Benchmarks
METRIC
XYZ Company
Peer Average
Top Performer
Peer Analysis Q4 2013
• ABC Company
• Fake Co.
• Another Company
• Great Holding
COMPARISON
18%
15%
13%
20%10%
(Great)
CTA to SAL
12 Mo Avg.
55%
49%
46%
60%44%
(ABC)
Deliverability
12 Mo Avg.
99.9%
99%
98.7%
100%97%
(ABC)
3%
2.1%
1.82%
5%1.0%
(Another)
Deals per 1,000
2.8
1.70
1.07
Preview: business case
projects XYZ at 1.07 to 2.8
deals per 1,000.
Delivery to CTA
12 Mo Avg.
SAL to Close
12 Mo Avg.
(Fake)

Joint Execution Plan
A roadmap for moving forward

in·no·vate
A flexible, collaborative, and consultative assessment involving Marketo’s Digital
Strategy Consultants and your cross functional teams.
Assessments evaluate your sales & marketing strategy, cross-functional
alignment, sales & marketing funnel, and measurement & reports to deliver
strategic recommendations and plans for improvement.
INNOVATE

Takeaways & Q&A
• Transformational marketing is driven by
tools, methodology & organizational alignment
• Assess your organization’s sales and marketing
strategy, maturity, and overall readiness
• Engage with us to understand where you are today
by looking at your Marketing Maturity
Matrix, Strategic Campaign Roadmap, and Business
Case
Thank you!
adyer@marketo.
com
szhang@market
o.com

Driving Marketing Automation Success Across the Enterprise: Marketing Strategy

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