Smarter Marketing for Better Results: Marketo's "Secret Sauce" Case Study - Chandar Pattabhiram

Smarter Marketing for Better ResultsMarketo’s “Secret Sauce” Case Study

Chandar PattabhiramVP, Product & Corporate MarketingMarketo@chandarp

Page 2 © 2014 Marketo, Inc. #mktgnation14 @mikedberger

INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF


ABUNDANCEINFORMATION

Source: Adbusters, 2011


Changing buyer

Need carGather

information

Evaluate options

Buying decision Purchase

MARKETING SALES


Changing buyer

Need carGather

information

Evaluate options


MARKETING SALES


Need carGather

information

Evaluate options


Changing buyer

MARKETING SALES


Changing buyer

MARKETING

Need carGather

information

Evaluate options PurchaseBuying

decision

SALES


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

Degree of Progress Through Purchase ProcessBefore Engaging Sales

MOFU

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Lead

Nurturing Database

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Marketo Buyer’s Journey: A Revenue Cycle

Opportunity CustomerSale

s Le

ad


Awar

enes

s

Web

Vis

itor

In-personAppointment Customer

Conv

erte

d

Enga

ged

Nurturing Database

Advocate

Adopt

Retain

Marketo Customer’s B2C Buyer’s Journey

MOFU

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Top of the Funnel


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 solutions

Help buyers evaluate or 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 StageNO


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







Market Like Amazon



For visitors in B2C industries



But we also use a Portfolio of programs



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Driving Engagement


Ready to Buy

Source: RainToday

25%

50%

25%

2%

Need More Nurturing

Disqualified



Average days to Opportunity: 327 days


Nurturing: Building relationships people over

time through engaging conversation


What isn’t an engaging conversation?


What is an engaging conversation?• Relevant and meaningful• Tells a story• Listens and responds

Page 32 © 2014 Marketo, Inc. #MKTGNATION14

A

B

C

D

1 2 3Stages

1. BUYING STAGES

2. BUYING PROFILES


A

B

C

D

1 2 3Stages

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

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


A

B

C

D

1 2 3Stages

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

2. BUYING PROFILES• B2B Marketer• Consumer Marketer• Seller



Build a Conversation through Listening

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

Email

Social

Content

MS CRM


The Key to Relevance is Behavioral TargetingTop Tactics to Increase Email Engagement


Batch

Triggered

Epsilon Q4 2013

North America Email Trend

Results

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MOFU

MOFU

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Measuring Interest and Managing Leads


Lead Scoring Defined“Shared sales and marketing methodology for ranking

leads in order to determine their sales readiness”

Score > 100, Pass to Sales

Fit Behaviors Buying Intent

E.g. Buyer profile E.g. Attend webinars, download whitepaper

E.g. Pricing page, demos, contact request, etc.


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

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Customer Lifecycle Marketing





Drive customer success to keep and grow relationships

RetainAdvocate

Enable Retain


Customer Nurture Streams


X-S Scoring Based on Product Interest (PIS)

Revenue Analytics


“Half the money I spend on advertising is

wasted. The trouble is I don’t know which

half.”

- John WannamakerFather of mother advertising and pioneer in marketing



Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Example: Multi-Touch AttributionA deal worth $100,000 recently closed. Three people were involved in the deal:

• Moe attended Webinar and Tradeshow• Larry attended Tradeshow• Curly responded to Direct Mail

$100,000 Revenue

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

Webinar$25,000

Tradeshow$50,000

Direct Mail$25,000


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



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



Half of our channels are working. Half are not.



Half our Tradeshows are working. Half are not.

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Opportunity Customer

Lead

Sale

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Nurturing Database

BOFU


Revenue Cycle Modeler




Tweetable Takeaways1. 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

@chandarp

Thank You

Chandar P@chandarp

[email protected]


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


Customer Revenue Cycle


Page 67 © 2014 Marketo, Inc. #mktgnation14 @mikedbergerScreenshot: Marketo Revenue Cycle Analytics