How to Market and Measure Like Marketo

Market and Measure Like Marketo:
Seven Secrets of Marketo’s Success
Chandar Pattabhiram
VP Product & Corporate Marketing
@chandarp
October 16, 2014

The Quest of Every Organization
Marketo Proprietary and Confidential
© 2014 Marketo, Inc. Page 2
YOUR
CUSTOMERS

But Today’s Digital World
has Made it Hard
2900
Marketing messages per day
vying for your customer’s
attention2
90%
Of a customer’s journey
today is self directed1
1. Sirius Decisions 2. Forrester 3. Marketing Sherpas

Page
4
#mktgna7on14
@chandarp
©
2014
Marketo,
Inc.
Changing buyer
Need
car
Gather
informa7on
Evaluate
op7ons
Buying
decision
Purchase
MARKETING
SALES

Page
5
#mktgna7on14
@chandarp
©
2014
Marketo,
Inc.
Changing buyer
Need
car
Gather
informa7on
Evaluate
op7ons
Buying
decision
Purchase
MARKETING
SALES

Page
6
#mktgna7on14
@chandarp
©
2014
Marketo,
Inc.
Changing buyer
MARKETING
Need
car
Gather
informa7on
Evaluate
op7ons
Purchase
Buying
decision
SALES

But Today’s Digital World
has Made it Hard
2900
Marketing messages per day
vying for your customer’s
attention2
1. Sirius Decisions 2. Forrester 3. Marketing Sherpas
90%
Of a customer’s journey
today is self directed1
50%
of all purchasing decisions
are influenced by third-parties3

Marketing is transforming itself
and becoming the steward of
their customer journeys

The New Rules of Engagement Marketing
From talking at people to building meaningful & personalized relationships
FROM
TO
Mass communications
Engaging people as individuals
Using point in time campaigns
Continuous conversations
With unclear objectives
Always directed towards an
outcome
Disconnected operations
At speed of digital
Guess-work and habit
With measurable impact
Based on who they are
Based on what they do
Isolated, few channels
Wherever they are

So, how has Marketo put
these to work?

Marketo’s Guided Journey: A Revenue Cycle
Name
Awareness
Friend
Engaged
Target
TOFU
MOFU
Opportunity
Customer
Lead
Sales
Lead
Nurturing
Database
BOFU

Name
Awareness
Friend
Engaged
Target
Opportunity
Customer
Lead
Sales
Lead
Nurturing
Database
Retain
Advocate
Enable
Adopt
Drive customer success to keep
and grow relationships

Page
13
#mktgna7on14
@mikedberger
©
2014
Marketo,
Inc.
Awareness
Web
Visitor
In-‐person
Appointment
Customer
Converted
Engaged
Nurturing
Database
Advocate
Adopt
Retain
Marketo
Customer’s
B2C
Buyer’s
Journey

Page
14
#mktgna7on14
@mikedberger
©
2014
Marketo,
Inc.
Rent vs. Own

Blog,
e-‐books,
research
data,
funny
videos,
curated
lists,
infographics,
webinars
NO
YES
Build
the
brand
Help
buyers
find
you
when
they
are
looking
for
solu7ons
Help
buyers
evaluate
or
reaffirm
selec7on
Buying
guides,
RFP
templates,
ROI
calculators,
defini7ve
guides,
analyst
reports
Pricing,
demos,
services
informa7on,
3rd
party
reviews,
customer
case
studies
Early
Stage
Gated?
Middle
Stage
Late
Stage
NO

Page
16
#mktgna7on14
@mikedberger
©
2014
Marketo,
Inc.
Rent vs. Own

Source:
Marketo
data,
Marketo
Revenue
Cycle
Analy6cs.
Does
not
include
all
sources.

Engaging People -
As individuals,
Based on what they do,
Continuously over time

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

Relevance

What isn’t an engaging conversation?

When
it
comes
to
markeOng,
nobody
wants
to
get
blasted
-‐
@chandarp

Known
Anonymous

Page
27
#mktgna7on14
@sdholakia
©
2014
Marketo,
Inc.

Page
28
#mktgna7on14
@sdholakia
©
2014
Marketo,
Inc.
For
visitors
in
B2C
industries

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

doesn’t
Sales
want
–
names
want
they
Ready”
“Win
leads
@chandarp

Page
31
#mktgna7on14
@sdholakia
©
2014
Marketo,
Inc.
Nurturing:
Building relationships people
over time through engaging
conversation

Ready
to
Buy
Source:
RainToday
Need
More
Nurturing
Disqualified

327 Days on Average
Source:
Marketo
data,
Marketo
Revenue
Cycle
Analy6cs.
Does
not
include
all
sources.

The
Key
to
Relevance
is
Behavioral
TargeOng
Top
TacOcs
to
Increase
Email
Engagement

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

Standard
Nurture
Triggered
Interests
LiY
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%

Engaging People –
Always directed towards an
outcome

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

Lead Scoring Defined
“Shared
sales
and
markeOng
methodology
for
ranking
leads
in
order
to
determine
their
sales
readiness”
I
love
you You
love
me Ready
Score
>
100,
Pass
to
Sales
Fit
Behaviors
to
be
part
of
happy
family
Buying
Intent
E.g.
Buyer
profile E.g.
Afend
webinars,
download
whitepaper
E.g.
Pricing
page,
demos,
contact
request,
etc.

Stars and Flames show priority
Full list of Interesting Moments

No Lead Left Behind: Service Level Agreements
Day
0
NoOficaOon
Day
1
If
untouched,
reminder
Day
2
If
untouched,
reminder
cc
boss
Day
3
If
untouched,
alert
execuOves

Marketo
Customer’s
Journey:
A
Revenue
Cycle
Drive customer success to keep
and grow relationships
Retain
Advocate
Enable
Retain

It costs 6–7 times more to acquire a new
customer than retain an existing one
– Bain & Company
The probability of selling to a new prospect is
5-20%.
– Marketing Metrics
The probability of selling to an existing customer is
60 – 70%.
– Marketing Metrics

Yet Global Marketing Spend Is Only
12% of the Overall Marketing Budget

Nurturing Provides A Cost Effective Way to
Retain, X-Sell and Upsell Customers

Engaging people -
At the speed of digital

Engaging People –
With measurable impact

The
“Revenue
Table”

Why Measuring Return is Hard
• Multiple touches. 7
• Unclear success.
Responded
• Multiple influencers. 5-21

Track Touches Across People
Screenshot: Marketo Revenue Cycle Analytics

Track Touches Across All People
Screenshot: Marketo Revenue Cycle Analytics

Source:
Marketo
Revenue
Cycle
Analy6cs,
Apr
2014
*
Percentage
of
all
programs
in
channel
that
achieve
MT
Ra6o
>
5

“Half
the
money
I
spend
on
adver9sing
is
wasted.
The
trouble
is
I
don’t
know
which
half.”
-‐
John
Wannamaker
Father
of
mother
adverOsing
and
pioneer
in
markeOng

Source:
Marketo
Revenue
Cycle
Analy6cs,
2014
*
Percentage
of
all
programs
in
channel
that
achieve
MT
Ra6o
>
5
Half
of
our
channels
are
working.
Half
are
not.

Source:
Marketo
Revenue
Cycle
Analy6cs,
2014
*
Percentage
of
all
programs
in
channel
that
achieve
MT
Ra6o
>
5
Half
our
Tradeshows
are
working.
Half
are
not.

Summary
Engagement Marketing
Engaging People:
• As individuals
• Based on what they do
• Continuously over time
• Wherever they are
• Always directed towards an outcome
• At speed of digital
• With measurable impact

Chandar Pattabhiram
VP Product & Corporate Marketing
@chandarp
October 16, 2014

How to Market and Measure Like Marketo

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