Nicol Batra, Marketo Marketing First for Business Growth, London, June 2016

1. From Email Marketing to Marketing Automation
Nicol Batra
Enterprise Account Manager | Marketo EMEA

2. What are the milestones you should aim to achieve?
…..as you move towards:
• Advanced lead management
• Automated nurturing
• Account based marketing
• Web personalisation

3. #1: Plan across the organisation
• Marketing
• Sales
• CRM
• Ops
• Digital
• Corp Communications
• Agencies & Partners
• Board Level

4. #2: CRM integration
• Not enough just to have the synch in place
• Also need to scope the priorities; exposure; bi-directional nature; frequency etc.
• Vitally, clear business processes around it e.g. lead assignment; triggers, alerts to Sales;
education & adoption

5. #3: Marketing / Sales Alignment
Making it happen in real terms:
• Have a single executive level champion across both Sales & Marketing
• Must have Sales IN THE ROOM when planning and making decisions:
• e.g. lead assignment across SMB / ENT or different territories
• Scoring criteria: thresholds, quantifications, reset to zero on recycling etc.
• Defining lead stages, objectives, KPIs, critical measurements, target accounts
• Roles and Responsibilities

6. The Lifecycle
Best practice: This
program should
100% control the
model
Best practice: This
program should use
a custom channel for
Lifecycle

7. The Revenue Model

9. Measure and Optimize the Sales Process
S S S
S SS
M M
M
M
M
M
M SAutomated in Marketo CRM triggers action in Marketo
Marketing Responsibility Sales Responsibility
M
S
M

10. Definition of Lead Revenue Stages
Behavior score > 0
Lead Status
“Engaged”
(or “Suspect”)
Email Address
known
Lead Status
“Known”
(or “Raw”)
New leads Leads who
started
researching
Leads who meet
scoring threshold
Leads who were
accepted and
converted to
contact
Sales Qualified
lead moves to
opportunity
pipeline
Lead score reaches
threshold
Lead Status
“Marketing Qualified”
(or “MQL”, “Prospect”)
Telemarketing or sales
has time limit of X days to
qualify
Status changed or
converted to contact
Lead Status
“Sales Accepted”
(or “SAL”, “Working”)
Opportunity created
Lead Status
“Opportunity”
(or “SQL”, “Sales Qualified”)
Email Address
unknown
Is Anonymous
“true”
Unknown
Web visitors

11. Dead Ends
Persons who should not be marketed
to:
- Competitors
- Employees
- Outside of geographic territory
- Invalid data
- Email bounced

12. Detours
Persons who should not be
marketed to:
- Competitors
- Employees
- Outside of geo-graphic
territory
- Invalid data
- Email bounced
Persons who are not ready to purchase:
- No BANT
- Might purchase in the future
- Influencers who should be kept informed

13. #4: Get the right balance between demographics & behaviours
• Has to be the right mix for your organisation & your market
• Naturally, give behaviours more weight, but it’s the power of the blended approach that
counts e.g. job title AND page visits
• Allows you to move towards one-to-one marketing / persona-based marketing

14. Strategic ROI: the Marketo Engagement Program
• Plan a customer journey
• Target people based on behaviours and preferences
• Respond based on behaviours

15. Engagement program for New Leads
• Stream 1: Introductory emails
• Stream 2: Pulls in people who click links about topic A
• Stream 3: Pulls in people who click links about topic B
• Etc.

16. Results from Engagement Programs:
• Analyse the web behaviour of people who move stream
• web activity report, customised
• Report on how our financial investment in this program translates into new customers and
ongoing revenue
• Program Analyzer
• Opportunity Analyzer

17. 2 Engagement programs compared:
• Program 1 targets: according to Demographics
• Job title
• Industry
• Region
• Program 2 targets: according to Behaviour
• Opt-ins for subject matter (5%)
• Participants in online events on subject matter (40%)
• Downloaded relevant pdfs (55%)

18. #5: Set and track against KPIs
• Be realistic – aim at the right level
• Key Metrics could be:
• Flows and pace between lead stages (Engaged to MQL)
• Opportunity Analysis: contact roles, pipeline, closed won values, touch-points
• Program effectiveness: ROI, success metrics, new names, program success etc.
• Named accounts vs. non-ABM

19. Useful Metrics
Flow Conversion Impact Investment Revenue
Performance
Other
# New Names % Names to Prospects % of Pipeline
Contributed by
Marketing
Investment per New
Name
MT Opportunity
Created and Revenue
Expected
Balance of Prospects
in Key Stages
# Prospects % Prospects to MQLs Value of Pipeline
Contributed by
Marketing
Investment per
Prospect
Marketing Influence
on Opportunity
Created and Won
Balance of Open
Opportunities
# MQLs % MQLs to SALs % of Wins Contributed
by Marketing
Investment per MQL MT Opportunity Won
by Programs/Channels
Velocity/Cycle Time for
New Name to MQL
# SALs % SALs to
Opportunities
Value of Wins
Contributed by
Marketing
Investment per SAL MQL Trend
Month/Month
Velocity/Cycle Time for
New Name to Win
# Opportunities % Opportunities to
Wins
Investment per
Opportunity
MQL Forecasting
# Wins Investment per Win Top 20 Programs by
MT ROI
# Losses Avg. Number of
Successes Per Win

20. #6: Set your content personalisation / ABM Strategy
• Identify target accounts (M and S)
• Create content for them (unique, compelling, remarkable)
• Put ABM into action (segment web campaigns)
• Apply to optimise advertising budget

21. 10 Steps to Web Personalisation
Step 1: Figure out your Who, What and Why
Step 2: Select 2-3 use cases to implement
Step 3: Select 2 audiences per use case to implement
Step 4: Segment and gather initial analytics
Step 5: Outline content per stages of the customer journey
Step 6: Leverage existing content and create customized calls-to-action
Step 7: Deploy Web Personalization Campaigns
Step 8: Power your ads with data to target
Step 9: Implement A/B testing and optimize performance
Step 10: Share reports with internal teams and align with sales
https://www.marketo.com/ebooks/10-steps-for-a-successful-personalized-web-engagement-
strategy/

22. Account-Based
Marketing
• Manage
• Account-centric data model
• Engage
• Target and nurture accounts
• Monitor
• Roll-up activities
• Account based scoring
• Analytics

24. #7: Lead hand-off to Sales
• Pass the right information to Sales at the right time
• Brand new leads, non-engaged, don’t need to flow into CRM
• Use Interesting Moments / Marketo Sales Insight
• Flag with indicators of recency, frequency, hotness, priority

25. Passing information to Sales
• Communicate where new leads are coming from and what drives revenue
• Which content is converting?
• Which events are the most productive?
• Get input on what buying signals are important
• Sales Insight
• Lead lifecycle and lead scoring

26. Some example Lessons Learned:
• Don’t start pushing MQLs/Interesting Moments too soon
• Once sales sees your work as ineffectual, you lose credibility
• Too few hot leads better than a bunch of junk leads – so quality not quantity
• Get input on what to score, and how important it is
• Create a sense of shared ownership
• Agree with Sales when a lead is MQL
• Complete an exercise in analysing recent wins to see what the
decision makers/influencers did
• Did they click emails?
• Attend events?
• Webinars?
• When did it occur in relation to sales meetings?

27. #8: Establish discrete pathways for prospects / existing customers
• They are not the same – they deserve different messaging
• Implement as separate lifecycles: lead lifecycle / customer lifecycle
• Metrics will also be different between new business / retention

28. #9: Data segmentation
• There is no one right answer
• Has to be right for you as a business
• Start small, think big, do it in phases, test iteratively
• E.g. products/geos/demographics/seasonality etc.
• 2*5*12*4=480….BUT DON’T SET THEM ALL UP FROM SCRATCH!

29. Product-level Lifecycle (example)
Anonymous Known Engaged
Marketing
Qualified
SAL Opportunity Won
LostRecycled
early
mid late
Nurture Program

30. What you see in the Program

31. #10: Track Costs
Simple but not straightforward…..surprising how many don’t do it
• Can’t achieve ROI without it
• It’s habitual, once you start it will get easier
• Use notional values to get started
• Baseline costs help you to clone / re-use etc.

32. Proving Marketing’s connection to revenue: the pre-requisites
• Enter costs in your program’s Setup tab (can be done/changed later if necessary)
• Ensure that contacts are connected to Opportunities in your CRM system
• Assign Acquisition Programs
• Assign “Success” in all Programs!

33. Share the Program Performance report!

34. In Summary
• Org buy-in is key. Without this, you will not succeed.
• Aligning Marketing & Sales needs to happen at the levels of business, technology, process and
people.
• Set realistic goals: start small but think big.
• Use ABM judiciously. A named account is a special target.
• The handoff of a lead from Marketing to Sales – this is an ever-moving process that will evolve
over time (e.g. scoring, recycling, content).
• Work iteratively. Be patient. Make incremental, but significant changes (email deliverability,
re-targeting.
• Prioritize behaviours over demographics.
• Sit down with Sales and review your success reports against goals
• Make marketing automation visible! Subscribe stakeholders to Marketo reports.

35. Thank you
Nicol Batra
Enterprise Account Manager | Marketo EMEA
nbatra@marketo.com