The Tenets of Engagement Marketing

Market and Measure Like Marketo:
Seven Tenets of Engagement Marketing
Jon Miller
VP and Co-Founder

©
Marketo,
Inc.
11/7/14
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2

©
Marketo,
Inc.
11/7/14
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3

©
Marketo,
Inc.
11/7/14
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4

Today’s Digital World Makes
it Hard to Reach Customers
70% Of a customer’s journey
today is self directed1
Marketo Proprietary and Confidential
© 2014 Marketo, Inc. Page 5
2900 Marketing messages per day
vying for your customer’s
attention2
50% of all purchasing decisions
are influenced by third-parties3
1. SiriusDecisions 2. SuperProfile 3. McKinsey Quarterly

Marketing is
transforming itself to
lead the way

Name
Awareness
Friend
Engaged
Target
TOFU
MOFU
©
Marketo,
Inc.
11/7/14
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7
Opportunity
Customer
Lead
Sales
Lead
Nurturing
Database
BOFU

The New Rules of Engagement Marketing
From talking at people to building meaningful & personalized relationships
FROM TO
Using point in time campaigns Continuous conversations
Via mass advertising As individuals
Based on who they are Based on what they do
Across few / isolated channels Wherever they are
With unclear objectives Always directed towards a goal
Disconnected operations At speed of digital
Guess-work and habit With measurable impact
©
Marketo,
Inc.
11/7/14
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8

Continuously Over Time:
Conversations not
campaigns

doesn’t
Sales
–
Ready”
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Marketo,
Inc.
11/7/14
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want
names
want
they
“Win
leads
@jonmiller

Sales
Ready
Source:
RainToday
©
Marketo,
Inc.
11/7/14
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25%
50%
25%
2%
Need
More
Nurturing
Disqualified

Nurturing:
Building
relaQonships
with
prospects
and
customers
regardless
of
their
Qming
to
buy
©
Marketo,
Inc.
11/7/14
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12
-‐-‐
@jonmiller

When
it
comes
to
markeQng,
nobody
wants
to
get
blasted
-‐
@jonmiller
©
Marketo,
Inc.
11/7/14
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13

What doesn’t work for engagement?
©
Marketo,
Inc.
11/7/14
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14

What
is
an
engaging
conversaQon?
1. Listens
and
adapts
2. CommunicaBons
flow
one
to
the
next
©
Marketo,
Inc.
11/7/14
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15

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Marketo,
Inc.
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As Individuals:
Relevant
communications

Relevance
Get
the
“DefiniQve
Guide
to
Lead
Nurturing”
marketo.com/DG2LN
©
Marketo,
Inc.
11/7/14
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Early
Stage
–
Pre-‐Purchase
Blog,
e-‐books,
research
data,
funny
videos,
curated
lists,
infographics,
webinars
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Marketo,
Inc.
11/7/14
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19
NO
YES
Thought
leadership
and
enjoyable
content
to
build
brand,
awareness,
and
desire
Tools
that
help
buyers
find
you
when
they
are
looking
for
soluBons
Company-‐specific
informaBon
to
help
evaluate
and
reaffirm
selecBon
Buying
guides,
RFP
templates,
ROI
calculators,
definiBve
guides,
analyst
reports
Pricing,
demos,
services
informaBon,
3rd
party
reviews,
customer
case
studies
Gated?
Middle
Stage
–
Commit
to
Change
Late
Stage
-‐
EvaluaQon
MOSTLY
NO

2
1.
BUYING
STAGES
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Marketo,
Inc.
11/7/14
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20
3
• Early:
Be
a
Be_er
Marketer
• Mid:
Why
MarkeQng
AutomaQon
• Late:
Why
Marketo
• Customer:
Success
2.
BUYING
PROFILES
• MarkeQng,
Sales,
Exec

Based on What They
Do:
Behaviors and context

The
Key
to
Relevance
is
Behavioral
TargeQng
Top
TacQcs
to
Increase
Email
Engagement
©
Marketo,
Inc.
11/7/14
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22

Behavioral Targeting for Maximum Relevance:
Topic of Interest Triggers
• AXends
event
• Downloads
content
• Click
email
• Fills
out
form
• Score
is
changed
©
Marketo,
Inc.
11/7/14
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Email
Social
Content
Technology

Standard
Nurture
Triggered
Interests
Lib
Open
%
21.7%
Open
%
©
Marketo,
Inc.
11/7/14
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24
34.0%
57%
Click
to
Open
%
23.4%
Click
to
Open
%
37.1%
59%
Click
%
5.1%
Click
%
12.6%
147%

Wherever They Are:
Omni-channel
interactions

©
Marketo,
Inc.
11/7/14
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©
Marketo,
Inc.
11/7/14
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For
visitors
in
B2C
industries
©
Marketo,
Inc.
11/7/14
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28

©
Marketo,
Inc.
11/7/14
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For
companies
using
compeQQve
soluQons
©
Marketo,
Inc.
11/7/14
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30

Name
Awareness
Friend
Engaged
Target
TOFU
MOFU
©
Marketo,
Inc.
11/7/14
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32
Opportunity
Customer
Lead
Sales
Lead
Nurturing
Database
BOFU

Name
Awareness
Friend
Engaged
Target
How to identify a Sales-Ready Lead?
TOFU
MOFU
©
Marketo,
Inc.
11/7/14
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33
Opportunity
Customer
Lead
Sales
Lead
Nurturing
Database
BOFU

Scoring Defined
“Methodology
for
ranking
leads
and
customers
in
order
to
determine
their
readiness
to
buy”
Nurture Pass
to
Sales Nurture Pass
to
Sales Disqualify
Fit
Interest
Buying
Stage
©
Marketo,
Inc.
11/7/14
Page
34

Latent
Behaviors
(Engagement)
• Click
email:
+1
• Visit
webpage
/
blog:
+1
• Early
stage
content
+3
• AXend
webinar:
+5
• Decay
inacBvity:
-‐1,
-‐5,
-‐10
• Free
©
Marketo,
Inc.
11/7/14
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35
AcQve
Behaviors
(Buying
Intent)
trial
or
Contact
request:
+15
• Pricing
pages:
+10
• Demos:
+10
• Late-‐stage
content
+12
• Searches
for
branded
keyword
“Marketo”
+8
Get
the
“DefiniQve
Guide
to
Lead
Scoring”
marketo.com/DG2LS

One Way to Identify Marketing Qualified Leads
Lead
Lead
Lead
Engagement
&
Intent
A
B
©
Marketo,
Inc.
11/7/14
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36
Lead
Lead
C
Lead
D
4
3
2
1
Fit

Stars and Flames
show priority
Full list of Interesting Moments
©
Marketo,
Inc.
11/7/14
Page
37

At the Speed of
Digital:
Coordinated
operations

Source:
Marketo
Revenue
Cycle
Analy4cs,
Apr
2014
*
Percentage
of
all
programs
in
channel
that
achieve
MT
Ra4o
>
5
©
Marketo,
Inc.
11/7/14
Page
47

Inbound
+
Nurture
=
58%
of
(MT)
Pipeline
Paid
Programs
=
42%
of
(MT)
Pipeline
Source:
Marketo
Revenue
Cycle
Analy4cs,
Apr
2014
*
Percentage
of
all
programs
in
channel
that
achieve
MT
Ra4o
>
5
©
Marketo,
Inc.
11/7/14
Page
48

(MT)
RaQo
=
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
SyndicaQon
7.7
Source:
Marketo
Revenue
Cycle
Analy4cs,
Apr
2014
*
Percentage
of
all
programs
in
channel
that
achieve
MT
Ra4o
>
5
©
Marketo,
Inc.
11/7/14
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49

%
Programs
with
MT
RaQo
>
5
e.g.
Tradeshow
has
good
average
but
49%
programs
“fail”
Source:
Marketo
Revenue
Cycle
Analy4cs,
Apr
2014
*
Percentage
of
all
programs
in
channel
that
achieve
MT
Ra4o
>
5
©
Marketo,
Inc.
11/7/14
Page
50

Name
Awareness
Friend
Engaged
Target
TOFU
MOFU
©
Marketo,
Inc.
11/7/14
Page
51
Opportunity
Customer
Lead
Sales
Lead
Nurturing
Database
BOFU

Key
topic
areas:
• Balance
(Reach)
• Flow
• Conversion
• Velocity
Filter/Drill
into
data,
e.g.
by
Program
Type,
Business
Unit,
Geography,
etc.
©
Marketo,
Inc.
11/7/14
Page
53
Trends
over
Qme

Use
Metrics
to
Set
&
JusQfy
Budgets
New Targets
New MQLs
Score>100
23,000
20,000
Inventory of
Active MQLs
New
Names
60,000
131,000
©
Marketo,
Inc.
11/7/14
Page
54
New Opps*
1,000
6 Month
Created
Opp Inv.
2,000
270
SDR
capacity
driven
*Opps is bigger than SQLs because includes outbound and partner referrals
Inbound /
Programs
120K
(900K DB
Total)
New SQLs
922
Wins
Inventory Of
Active Targets
15.3%
10.5%
2.4%
1.9%
75%
35%

Tweetable Takeaways
1. Today’s
digital
world
makes
it
hard
to
reach
customers
–
markeBng
is
transforming
itself
to
lead
the
way
2. Sales
doesn’t
want
names
–
they
want
“Win
Ready”
leads
3. Nobody
wants
to
get
“blasted”
–
engage
people
in
mulB-‐
channel
conversaBons
4. The
key
to
relevance
is
behavioral
targeBng
–market
like
Amazon
5. Use
analyBcs
to
turn
markeBng
from
a
cost
center
into
a
revenue
driver
6. Think
big,
start
small,
move
quickly
©
Marketo,
Inc.
11/7/14
Page
55
@jonmiller

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