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With the acquisition of over 700 customers in less than three years of selling, Jon Miller and Bill Binch will share their secret sauce for Marketo's accelerated success. They will walk through their demand generation strategy and closed loop process using Lead Management and Sales Insight as well as reporting tips and best practices using Revenue Cycle Analytics.
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Secret Sauce to Accelerated Revenue
Jon Miller, VP of MarketingBill Binch, VP of SalesM k tMarketo
Page 1© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Two Key Ideas
Page 2© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Marketo’s Revenue Cycle
s MQL
l Nam
es
Prospe
ct
&
Recycled
Lead
aren
ess
ngaged Oppor‐
tunityCust‐omerSa
les
Lead
SQL SAL
Al P R
Awa E
NurturingNurturing Database
Page 3© 2010 Marketo, Inc.
Marketing SDR Sales
Revenue Cycle Modeler
Page 4© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Smart List Transitions
Page 5© 2010 Marketo, Inc.
Marketo Prospect Generation 1H2010NurtureSource Prospects Cost Opps Nurture Impact
3rd Party Email Blast 2,476 $35 22 MediumTrade Show Virtual 2 019 $33 28 MediumTrade Show –Virtual 2,019 $33 28 MediumSponsorship 1,296 $81 12 MediumTrade Show 929 $104 38 HighAlliance 743 $40 13 MediumPPC 686 $182 28 HighContent Syndication 89 $98 0 Mediumy $Website 2,586 178 LowPartner 358 21 HighAppExchange 308 18 LowAppExchange 308 18 LowReferral 302 49 LowSales Outbound 178 56 High
Page 6
Inbound Call 91 33 LowBlog 55 3 Medium© 2010 Marketo, Inc.
Last Year’s Nurture Campaign
One Smart Campaign Send email, wait, repeat…
Positives: Automated drip; fire and fforget
Easy to add a/b email testing
Things to Consider:Things to Consider: It’s siloed Only considers criteria for ymembership once
Limited safeguards against over/miss‐communicating
Page 7
over/miss‐communicating
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
This Year’s Nurture CampaignTriggered Traffic Cop
Early Stage (Latent) Mid Stage (Active) Late Stage (Opps)
Master Master Master
Triggered Traffic Cop
Master
Email 1
Wait Step
Master
Email 1
Wait Step
Master
Email 1
Wait Step
Email 2 Email 2 Email 2
1. Traffic Cop prioritizes and assigns best nurturing campaign (title, buying stage)2. Master campaign for program decides which email to send
• If NOT received email 1, then send email 1 and remove from flow• Else if NOT received email 2 then send email 2 and remove from flowElse, if NOT received email 2, then send email 2 and remove from flow• Etc.
3. Email campaign sends email (A/B testing) then requests wait step4. Wait step campaign waits, then checks to see if lead should continue in program – if so calls
Master to restart cycle
Page 8© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Master to restart cycle5. Accelerators: When change occurs that necessitates moving lead to new nurturing program
(e.g. becomes a Lead), triggers in Traffic Cop request new program
Last Year’s Lead Scoring
Page 9© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Top Lead Scoring Rules
Page 10© 2009 Marketo, Inc. Marketo Proprietary and Confidential
This Year’s Lead Scoring
Demographics Show Qualification• Third party data or manual
prospect review
Active Score Shows Buying Intent• Visit pricing pages:
• +10 regular +15 detailedprospect review
Latent Score Shows Engagement• Attend webinar: +5
• +10 regular, +15 detailed• Timeline < 3 months: +15• Watch demos:
• +5 overview, +10 detailedAttend webinar: 5• Download thought leadership: +3• Visit any webpage / blog : +1• Click any email: +1
• Download Marketo reviews: +12• Download buyers guides: +8• Download data sheets: +8
S h f “M k t ” +8• Visit careers pages: ‐10 • Searches for “Marketo”: +8• Heavy web activity: +5
Lead = 55 Lead = 25
Page 11© 2009 Marketo, Inc. Marketo Proprietary and Confidential
“overall score” “behavior score”
Lead Follow-Up Processes
High Score / Latent Buying
High Score / Active Buying
Enterprise Unrealized Need Immediate Sales Follow‐UpFollow Up
ImmediateTarget Unrealized Need Immediate Qualification
Other X Low‐Priority Qualification
Page 12© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Lead Follow-up Process
Page 13© 2010 Marketo, Inc.
No Lead Left BehindDay 0 NotificationNotification
Day 1 In untouched, reminderIn untouched, reminder
Day 2 If untouched, reminder cc bossIf untouched, reminder cc boss
Day 3 If untouched alert executivesIf untouched alert executivesDay 3 If untouched, alert executivesIf untouched, alert executives
Day 7 If stale, reminderIf stale, reminder
Day 8 If stale, reminder cc bossIf stale, reminder cc boss
Day 9 If stale, alert executivesIf stale, alert executives
Page 14© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Sales Insights
Page 15© 2010 Marketo, Inc.
Competitive Parity
Page 16© 2010 Marketo, Inc. Marketo Proprietary and Confidential
“Test your competitiveness and execution”
How Marketo Uses Revenue Cycle Analytics
Page 17© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Revenue Cycle Modeler
Page 18© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Understand The Metrics that Matter
Trends over time
Metrics that matter:• Balance
Fl• Flow• Conversion• Velocity
Page 19© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Drill into Ad Hoc Analytics
Page 20© 2009 Marketo, Inc. All rights reserved.
Create Custom Dashboards
Page 21© 2010 Marketo, Inc.
Marketo Revenue Cycle ModelNew Customers 65% of all deals
O i i
New Customers($5,800)
34.5%Lead Type Variants• Source
65% of all deals follow this model
8.4% of leads / 1 4 l dOpportunities
($2,000)
46% of prospects
Source• Channel• Division• Size
1.4 leads per opty= 6% lead to opty
Leads($120)
3 0% / month %
f p peventually become a lead
28%Active Prospect
3.0% / month 75%
Paid N Prospects
2/3 paid ($83)1/3 unpaid ($0)($55 average)
DatabaseNames($33)
15%UnpaidNames
40%Inactive
72%
Page 22
( g ) 15%Names($0)
(Last 6 Months)
© 2010 Marketo, Inc.
Board Dashboard
Prospect Lead Opportunity Win
Page 23© 2010 Marketo, Inc. Marketo Confidential and Proprietary
Conversion Over Time
Predict conversions from one stage to another over time
Create plans / forecasts about futurep /
70
Marginal Conversion2,000
Cumulative Conversion
y = 50.74x-0.57
R² = 0.430
30
40
50
60
y = 994.2x0.135
R² = 0.9551,000 1,200 1,400 1,600 1,800 ,
0
10
20
30
3 13 23 33 43 53 63 73-
200 400 600 800
3 13 23 33 43 53 63 733 13 23 33 43 53 63 73 3 13 23 33 43 53 63 73
Page 24© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Marketing ForecastsProspects Q2 2010 Q3 2010 Q4 2010Prospects Q2 2010 Q3 2010 Q4 2010Plan 6,635 7,814 9,150May 7,000 7,520Jun 8,380 8,500Jul 8,500
Leads Apr May Jun Jul Aug Sep Oct NovPlan 760 800 825 1000 1069 1374 1434 1512
Aug 8,800 10,000
Plan 760 800 825 1000 1069 1374 1434 1512Mar 810 850 875Apr 685 850 875 925May 818 875 900 915Jun 909 1000 1069 1374Jul 924 1200 1374 1434Aug 1280 1414 1450 1512
Opps Apr May Jun Jul Aug Sep Oct NovOpps Apr May Jun Jul Aug Sep Oct NovPlan 67 81 82 90 94 100 104 109Apr 83 83 90 93May 81 88 90 94Jun 91 93 95 101
Page 25
Jul 70 90 100 103Aug 92 101 104 109
Plan Forecast Actual
© 2010 Marketo, Inc. Marketo Confidential and Proprietary
Program Effectiveness Reporting
Page 26© 2010 Marketo, Inc.
Program Effectiveness Forecasting
70Conversion Model
y = 50.74x-0.57
R² = 0.430
0
10
20
30
40
50
60
70
Page 27© 2010 Marketo, Inc.
0
3 13 23 33 43 53 63 73
Key Takeaways
1. Your revenue cycle model is the foundation to success
2. Grow revenue by making sales more productive, not just by hiring more reps
3. Differentiate active buying behaviors from latent buying behaviors
l d l f b h d / l l4. No lead left behind / service level agreements
5. Use forecasting and analytics to build credibility for k timarketing
6. Continual evolution and closed‐loop optimization
Page 28
Th k Y !Thank You!
Page 29
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