Collaboration Between Marketing and Sales #IS12

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<ul><li> 1. How Collaboration Between Sales and Marketing Has Changed the Lead Generation Game Jon Miller, VP Marketing and Co-Founder Author of Modern B2B Marketing blog @jonmiller2 2012 Marketo, Inc.</li></ul> <p> 2. Bay Areas Fastest Growing Company Salesforce SuccessFactors Omniture NetSuite Constant Contact Marketo Year 0 Year 1 Year 2 Year 3 Year 4 All revenue numbers normalized to Marketo Year 1Page 2 2012 Marketo, Inc. Marketo Proprietary and Confidential 3. Highly Efficient Revenue Engine 80% of revenue sourced by marketing $1.2M annual recurring revenue quota 93% quota attainment CAC ProductivityPage 3 2012 Marketo, Inc. Marketo Proprietary and Confidential 4. Buying Has Changed Forever OLD DAYS: INFO SCARCITY TODAY: INFO ABUNDANCE 1960s Recent BUYERSALES REPSALES REPPage 4 2012 Marketo, Inc.Marketo Proprietary and Confidential 5. Marketos Revenue CycleProspectName Sales LeadLeadAwarenessFriendOpportunity CustomerNurturingDatabaseGenerating AwarenessDeveloping Relationships and Like(Email, Social, Offline)Page 5 2012 Marketo, Inc.Marketo Proprietary and Confidential 6. Marketos Revenue CycleProspectName Sales LeadLeadAwarenessFriendOpportunity CustomerNurturingDatabase Exposed to us viaGenerating Awareness or word of mouth Relationshipscontent, brand,Developing and Like(Email, Social, Offline)Page 6 2012 Marketo, Inc.Marketo Proprietary and Confidential 7. Marketos Revenue CycleProspectName Sales LeadLeadAwarenessFriendOpportunity CustomerNurturingDatabaseFeels a relationship and trustGenerating Awareness Developing Relationshipswith us and Like(Email, Social, Offline)Page 7 2012 Marketo, Inc.Marketo Proprietary and Confidential 8. Marketos Revenue CycleProspectName Sales LeadLeadAwarenessFriendOpportunity CustomerNurturingDatabase Names are just names.Generating AwarenessDeveloping Relationships and Like(Email, Social, Offline)Page 8 2012 Marketo, Inc.Marketo Proprietary and Confidential 9. Marketos Revenue CycleProspectName Sales LeadLeadAwarenessFriendOpportunity CustomerNurturingDatabaseMeaningful interaction and qualifiedGeneratingdemographics, sent to nurturing Awareness Developing Relationships and Like (Email, Social, Offline)Page 9 2012 Marketo, Inc.Marketo Proprietary and Confidential 10. Marketos Revenue CycleProspectName Sales LeadLeadAwarenessFriendOpportunity CustomerNurturingDatabaseShowing buying signs or significantGenerating Awareness engagement.Developing Relationships and Like(Email, Social, Offline)Page 10 2012 Marketo, Inc.Marketo Proprietary and Confidential 11. Marketos Revenue CycleProspectName Sales LeadLeadAwarenessFriendOpportunity CustomerNurturingDatabaseQualified as sales-ready by a human.Generating AwarenessDeveloping Relationships and Like (Email, Social, Offline)Page 11 2012 Marketo, Inc.Marketo Proprietary and Confidential 12. Marketos Revenue CycleProspectName Sales LeadLeadAwarenessFriendOpportunity CustomerNurturingDatabase Accepted and actively worked by salesGenerating Awareness Developing Relationships and Like (Email, Social, Offline)Page 12 2012 Marketo, Inc.Marketo Proprietary and Confidential 13. Content Marketing for Brand and Like Brand awareness Brand preferenceRisk reduction Popular Blogs Resource CenterDefinitive GuidesWebinars Marketo TVPage 13 2012 Marketo, Inc.Marketo Proprietary and Confidential 14. Types of Content Early Stage Thought leadership and best practices to build brand and awarenessMiddle StageBuyers guides, RFP templates andindustry information to helpstructure researchLate StageCompany-specific informationto help evaluate and reaffirmselectionPage 14 2012 Marketo, Inc. Marketo Proprietary and Confidential 15. Marketo Prospect Generation Source Prospects Cost % Lead Velocity Opp Index (Days)Lead to 3rd Party Email Blast9,049$36 20% 32 0.5 Trade Show 3,786$36 22% 29 1.8 Trade Show Virtual 3,125$18 17% 48 1.0 Paid Webinar 1,971$71 26% 33 0.7 PPC1,494 $135 45% 15 1.8 AppExchange1,128$41 72%3 2.4 Content Syndication 881 $69 18% 29 1.2 Social Media588 $94 33% 16 0.2 Other Paid 1,645$45 25% 32 0.9 Website/Inbound5,133 58% 9 1.9 Referral / WOM56421%32 1.4 Sales Prospecting 34919%71 3.9Page 15 2012 Marketo, Inc. Marketo Proprietary and Confidential 16. Marketo Prospect Generation Prospects Cost % Lead Velocity Opp Index Source (Days) Lead to 3rd Party Email Blast 9,049$36 20% 32 0.5 Trade Show3,786$36 22% 29 1.8 Trade Show Virtual3,125$18 17% 48 1.0 Paid Webinar1,971$71 26% 33 0.7 PPC 1,494 $135 45% 15 1.8 AppExchange 1,128$41 72%3 2.4 Content Syndication881 $69 18% 29 1.2 Social Media 588 $94 33% 16 0.2 Other Paid1,645$45 25% 32 0.9 Most prospects5,133 ready to58% Website/Inboundnot be 9 1.9 Referral leads when they come in21% / WOM564 32 1.4 Sales Prospecting34919%71 3.9Page 16 2012 Marketo, Inc.Marketo Proprietary and Confidential 17. Lead Nurturing Plugs the LeakBuilding relationships with qualified prospectsregardless of their timing to buy, with the goalof earning their business when they are ready. MQL Prospect &amp; SAL All NamesRecycled Engaged SQL LeadSales LeadLeadOpportunity Nurturing 50% More Sales LeadsPage 17 2012 Marketo, Inc.Marketo Proprietary and Confidential 18. Lead Nurturing RelevanceStages 12 1. BUYING STAGES 3 AEarly (Pre-MQL)Mid (MQL)Late (Opportunity) BCustomer2. BUYING PROFILESIndustry: 82%CRole: 67%Company Size: 49%DGeography: 29% Get The Definitive Guide to Lead Nurturing http://bit.ly/DGtoLNPage 18 2012 Marketo, Inc.Marketo Proprietary and Confidential 19. The ROI of Lead ScoringHow Easy Is it To Get InformationOther Benefits of Fewer About Prioritizing Sales Efforts? But Higher Quality Leads Higher Win Rates Shorter Sales Cycles Higher Revenue Per RepSource: CSO InsightsPage 19 2012 Marketo, Inc.Marketo Proprietary and Confidential 20. A Framework for Lead Scoring ExplicitInferred What the prospect tells you What you observe or infer Data quality Fit Demographics Are you Corporate email? Firmographics interested in Location BANT them? Data append (Data.com) Interest Latent behaviors Are they(engagement) BANT interested in Active behaviors (sales you?readiness)Get The Definitive Guide to Lead Scoringhttp://bit.ly/DGtoLSPage 20 2012 Marketo, Inc.Marketo Proprietary and Confidential 21. Interest Scoring - Examples Early stage content +3 Attend webinar: +5 Visit any webpage / blog : +1 Visit careers pages: -10 Pricing pages: +10 regular, +15 detailed Watch demos: +5 overview, +10 detailed Mid-stage content +8 Late-stage content +12 Searches for Marketo +8Page 21 2012 Marketo, Inc. Marketo Proprietary and Confidential 22. Identifying Marketing Qualified Leads Super-21+TargetLeadLeadLead 9-20Target LeadLeadFit 2-8 OtherLead</p>

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