Marketo Secret Sauce - Shyna Zhang

Page 1 © 2014 Marketo, Inc. #MKTGNATION14

Marketo Secret Sauce:Modern Marketing Case Study

Shyna ZhangSr. Product Marketing Manager

Image of Speaker here


What is the Marketo Secret Sauce?


INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF


ABUNDANCEINFORMATION


Adaptive MarketerImage: Hugh Mac Leod, www.gapingvoid.com


BUYEVALUATELEARNENGAGE

TRUSTENJOYBUY ADVOCATE

RENEWVALUEUSEOWN


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Marketo’s Guided Journey: A Revenue Cycle

TOFU MOFU

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

BOFU


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etOpportunityCustomerLe

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Sale

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Nurturing Database

Retain

Advocate

Enable Adopt

Marketo’s Guided Journey: A Revenue Cycle

Drive customer success to keep and grow relationships


Awar

enes

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Web

Vis

itor

A Marketo customer example

In-personAppointment

CustomerCo

nver

ted

Enga

ged

Nurturing Database

Advocate

Adopt

Retain


Why try to guide individual journeys?

• Because your marketing will appeal to more people

• Because your marketing will keep more people engaged

• Because your marketing will keep in touch with people even when they aren’t looking to buy

• Because your marketing will create more advocates


Awareness and Top of Funnel



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




Blog, e-books, research data, funny videos, curated lists, infographics, webinars

NO

YES

MOSTLYNO

Thought leadership and enjoyable content to build brand, awareness, and desire

Tools that help buyers find you when they are looking for solutions

Company-specific information to help evaluate and reaffirm selection

Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports

Pricing, demos, services information, 3rd party reviews, customer case studies

Gated?Early Stage

Middle Stage

Late Stage


Durable Relationships over Time




RENEWVALUEUSEOWN


Source: The Corporate Executive Board Company, “The Digital Evolution in B2B Marketing,” 2012.

Buyer Led


Purchase ready(Pass to sales)

Source: RainToday

25%

50%

25%

2%

Need More Nurturing

Disqualified


Nurturing: Building durable relationships with prospects and customers

over time through engaging conversations


What isn’t an engaging conversation?


When it comes to marketing, nobody wants to get blasted


Marketing is NOT a gumball machine!


What is an engaging conversation?• Communications

flow one to the next• Listens and responds• Relevant and

meaningful


More Targeted Emails are More Relevant

100 1000 10000 1000000

50

100

150

200

250

300

350

400

Email Send Size

Enga

gem

ent S

core

Source: 100s of Marketo campaigns


A

B

C

D

1 23

Stages

1. BUYING STAGES• Early: Be a Better Marketer• Mid: Why Marketing Automation• Late: Why Marketo• Customer: Success

2. BUYING PROFILES• B2B Marketing• Consumer Marketing• Sales


A

B

C

D

1 23

Stages

1. BUYING STAGES• Early: Mortgage Considerations• Mid: Why Now?• Late: Why Us

2. BUYING PROFILES• First-time Home Buyer• Re-financer• Home Underwater



Behavioral Targeting for Maximum Relevance: Topic of Interest Triggers

• Attends event• Downloads content• Click email• Fills out form• Score is changed

Email

Social

Content

Technology


Standard Nurture Triggered Interests Lift

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%


Scoring People andManaging Leads


Scoring Defined

Fit Interest Lifecycle Stage

“Methodology for ranking people in order to determine their readiness to buy”

Nurture DisqualifyNurturePass to Sales Send right offer


• Early stage content +3• Attend webinar: +5• Visit any webpage /

blog : +1• Visit careers pages: -10• Decay inactivity:

-1, -5, -10

Discovery Behaviors

• Pricing pages: +10 • Watch demos:

• +5 overview • +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for branded

keyword “Marketo” +8

Buying Behaviors

Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS

http://marketo.com/DG2LN

http://marketo.com/DG2LN


Stars and Flames show priority

Full list of Interesting Moments


The Customer Lifecycle




RENEWVALUEUSEOWN


Customer Nurture Streams


X-S Scoring Based on Product Interest (PIS)


Revenue Analytics




Why Measuring Return is Hard

• Multiple touches. Seven touches needed to convert a first time visitor into a sale

• Unclear success. Measuring campaign success is easy. But what about real success?

• Multiple influencers. A B2B buying committee has 5-21 people


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


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Marketo’s Revenue Cycle

TOFU MOFU


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Nurturing Database

BOFU


Revenue Cycle Modeler



Customer Revenue Cycle





Use Metrics to Set & Justify Budgets

New Targets

60,000

InventoryOf ActiveTargets

131,000

New MQLsScore>100

23,00015.3%

Inventory of Active MQLs

10.5% 20,000

New Opps*

1,000 6 Month Created Opp Inv.

2,000

270

*Opps is bigger than SQLs because includes outbound and partner referrals

SDR capacity driven

Inb

ou

nd

/ P

rog

ram

s

120,000(900K DB Total)

New Names

New SQLs

922

2.4%

1.9%

75%

Win

s35% win


Use Metrics to Set & Justify Budgets

New Trials

15,000

InventoryOf Active

Trials

50,000

Engaged Trials

1,5009.5%

Inventory of Active Trials

5% 2,500

Engaged Customers

100 Engaged Customer Inventory

5,000

270

SDR capacity driven

Web

V

isit

ors

1,000,000

New Names

New Customers

125

2.5%

2%

90%

Ren

ewal

s

90%


Tweetable Takeaways

1.The way buyers buy has changed forever – the way we market and sell must change as well

2.Marketers must take control and guide each person through a successful journey

3.Most people are not “ready to buy” – nurture relationships over time

4.Use analytics to turn marketing from a cost center into a revenue driver

5.Think big, start small, move quickly

#MKTGNATION14


When marketers guide the journey…

• More peopleaware & engaged

• Moving faster through their journey

• Advocating for your products & services

• And you canprove it


Q&A

[email protected]


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Epsilon March 2013 US Email Benchmark Report


RelevanceGet the “Definitive Guide to Lead Nurturing”

marketo.com/DG2LN



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Nurturing Database

Exposed to us via content, brand, or word of mouth


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Nurturing Database

Feels a relationship and trust with us


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Sale

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Nurturing Database

Names are just names.


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Sale

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Nurturing Database

Meaningful interaction with us


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Nurturing Database

Nurture until ready for next step

Qualified potential customer


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Marketing qualified lead (score > 100) – Sales Development Rep (SDR) reach-out


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Qualified as sales-ready by SDR


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Accepted and actively worked by sales:marketing quota attainment



For visitors in B2C industries



For companies using competitive solutions



But we also use a Portfolio of programs



JUNEDATE:



Average days to Opportunity: 327 days


Dynamic Content

Industry, Geography, Company Size, Customer

vs. Prospect, etc.



Short (5)Conversion: 13.4%Cost per: $31.24

Medium (7)Conversion: 12.0%Cost per: $34.94

Long (9)Conversion: 10.0%Cost per: $41.90


No Lead Left Behind: Service Level Agreements

Day 0 Notification

Day 1 If untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives

Day 7 If stale, reminder

Day 8 If stale, reminder cc boss

Day 9 If stale, alert executives


Sample Filters from Gainsight


Example: Multi-Touch Attribution

A deal worth $100,000 recently closed. Three people were involved in the deal:

• Person A attended Seminar A and Trade Show B• Person B attended Trade Show B• Person C was sent Direct Mail C

$100,000 Revenue

$25,000 $25,000 $25,000 $25,000

Seminar A$25,000

Tradeshow B$50,000

Direct Mail C$25,000


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



Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline



(MT) Ratio = Pipeline / Investment

>10 is Great and <5 is FailSponsored Email = 12.8, Tradeshow =

10.6, PPC = 13.0, Webinars = 25.4, Field Events = 6.6, Content

Syndication 7.7



% Programs with MT Ratio > 5e.g. Tradeshow has good average

but 49% programs “fail”


Tweetable Takeaways

1.The way buyers buy has changed forever – the way we market and sell must change as well

2.Define the stages of the revenue cycle cycle, in alignment with sales

3.Most leads are not “sales ready” – nurture relationships over time, use online body language to score leads

4.Use analytics to turn marketing from a cost center into a revenue driver

5.Think big, start small, move quickly

#MKTGNATION14


Engagement & Intent

One Way to “Marketing Qualify”

A Lead Lead Lead

B Lead Lead

C Lead

D4 3 2 1

Fit


Accurately Tracking “Investment” vs Budget


Track All Touches Across People



Gainsight for Customer SuccessAcme


Marketing Forecasts

Get The “Definitive Guide to Marketing Metrics & ROI”http://marketo.com/DG2MM

http://bit.ly/DG2MM