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The New Rules of MarketingMarketo’s “Secret Sauce” Case Study
Sanjay Dholakia Chief Marketing OfficerMarketo@sdholakia
Source: Adbusters, 2011
The Rules of Marketing are Being Rewritten
So, what are these new rules?
Page 5© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Find customers Be found
THEN NOW
New Marketing Rule #0
Page 6© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Demographic Behavioral Segmentation
THEN NOW
New Marketing Rule #1
Page 7© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Mass Advertising 1:1 Communication
THEN NOW
New Marketing Rule #2
Page 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Point in time Blasts Continuous Relationships
THEN NOW
New Marketing Rule #3
Page 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Few / isolated channels Exploding / integrated channels
THEN NOW
New Marketing Rule #4
Page 10© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Intuitive decision making Data-driven automation
THEN NOW
New Marketing Rule #5
So, how has Marketo put these to work?
Page 12 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
Source: The Corporate Executive Board Company, “The Digital Evolution in B2B Marketing,” 2012.
Degree of Progress Through Purchase ProcessBefore Engaging Sales
Page 13 © 2014 Marketo, Inc. #MKTGNATION14
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
Marketo’s Guided Journey: A Revenue Cycle
TOFU MOFU
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
BOFU
Page 14 © 2014 Marketo, Inc. #MKTGNATION14
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
OpportunityCustomerLead
Sale
s Le
ad
Nurturing Database
Retain
Advocate
Enable Adopt
Marketo’s Guided Journey: A Revenue Cycle
Drive customer success to keep and grow relationships
Page 15 © 2014 Marketo, Inc. #MKTGNATION14
Awareness & Top of Funnel(Rule 0: Content, Social, and Automation)
Page 16 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
Rent vs. Own
Page 17 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
Content Marketing for Brand & Affinity
Brand awareness
Brand preference
Risk reduction
Blogs Definitive GuidesResource Center VideoWebinars
Page 18 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
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
Reac
h &
Eng
agem
ent
Soci
al
Lift
Soci
al
Lift So
cial
Li
ft Soci
al L
ift
Soci
al
Lift
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al
Lift
Events
Get The “Definitive Guide to Social Marketing”http://marketo.com/DG2SM
Page 20 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
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Automation Enables Scale60+ Programs a Month
Set and Use Tokens Integration
Clone to Reuse
25Best-
Practice Templates
Driving Engagement in the Middle of the Funnel
(Rule 1 & 2: Personalization, Nurturing, Behavioral Triggers)
When it comes to marketing, nobody wants to get blasted
Page 25 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
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For visitors in B2C industries
Page 28 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
Nurturing: Building relationships people over
time through engaging conversation
Page 29 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
Purchase ready(Pass to sales)
Source: RainToday
25%
50%
25%
2%
Need More Nurturing
Disqualified
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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
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What isn’t an engaging conversation?
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An engaging conversation• Relevant and meaningful• Tells a story• Listens and responds
Page 34 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
The Key to Relevance is Behavioral TargetingTop Tactics to Increase Email Engagement
Page 35 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
Batch
Triggered
Epsilon Q4 2013
North America Email Trend
Results
Driving Conversion at Bottom of Funnel and Throughout Lifetime
(Rule 3: Scoring)
Page 37 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
Lead Scoring Defined
“Shared sales & marketing methodology to determine sales readiness”
Score > 100, Pass to Sales
Fit Engagement Buying Intent
E.g. Buyer profile E.g. Attend webinars, download whitepaper
E.g. Pricing page, demos, contact request, etc.
I love you You love meReady to be in happy
family
Page 38 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
Lead Scoring Defined
• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10• Decay inactivity:
-1, -5, -10
Latent Behaviors (Interest)
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for branded keyword
“Marketo” +8
Active Behaviors(Buying Intent)
Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS
Stars and Flames show priority
Page 40 © 2014 Marketo, Inc. #mktgnation14 @sdholakia
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
Page 41 © 2014 Marketo, Inc. #MKTGNATION14
Marketo Buyer’s Journey: A Revenue Cycle
Drive customer success to keep and grow relationships
RetainAdvocate
Enable Retain
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Customer Nurture Streams
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X-S Scoring Based on Product Interest (PIS)
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Communicating Across Channels Throughout Lifetime
(Rule 4: Integrated Multi-channel)
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Marketo Multi-Channel Behavioral Listening
Web, Email, Social, CRM, Campaign History, Transactions
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Select Contacts to Target, Adds to Marketo Campaign
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Package is Automatically Sent
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Upon Delivery: Personalized Email Sent, Tasks Created for Call
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Optimizing the Revenue Cycle(Rule 5: Analytics & Multi-touch Attribution)
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Why Measuring Return is Hard
• Multiple touches. 7
• Unclear success. Click
• Multiple influencers. 5-21
Italian Workspace Joe Smith: Acme Inc. Community Help
Search… +
Search… +
Recently Updated
Practical B2B Lead Generation
Added Mar 30, 2013 Sent 12,10582
Thought Leadership
Edited Mar 25, 2013 Sent 12,10570
Lead Scoring Best Practices
Edited Mar 22, 2013 Sent 12,10555
Lead Management Best Practice D…
Added Mar 18, 2013 Sent 12,10535
Lead Scoring Best Practices
Edited Mar 10, 2013 Sent 12,105 9
Engagement Over Time
Dec Jan Feb Mar Apr May
100
80
60
40
20
0
Summary
1.5%
Unsubscribe
65Engagement
55dNext Cast
Members
In Track Exhausted Paused
3,450
50 35
Mar 18, 2013Engagement: 60
2013
Marketo’s Secret Sauce
Definitive Guide to Events
Lead Nurturing
Lead Scoring Best Practices
Lead Management Best Practic
Practical B2B Lead Generation
Thought Leadership
Email Performance Report
Program Performance
Lead Nurturing Streams Setup My Tokens Members
View: Dashboard ▼ Streams: All Streams ▼
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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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
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Source: Marketo Revenue Cycle Analytics, 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 42% of (MT) PipelinePaid Programs = 58% of (MT) Pipeline
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Measuring ROI: Program Contribution to Pipeline
Screenshot: Marketo Revenue Cycle Analytics
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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
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Key Takeaways1. The buyer journey has changed forever – the way we market
and sell must change as well
2. Content creates your own attention
3. Most prospects are not “ready to buy” – nurture relationships over time
4. Create personalized & engaging interactions throughout the journey, across channels – and speed matters
5. Use analytics to shift marketing from a cost center into a revenue driver
6. Think big, start small, move quickly
@sdholakia