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Housekeeping • This webinar is being recorded • Slides and the link to the recording will be emailed to you after the webinar • Post your questions in the chat box at the bottom of your screen for a live
Q&A session at the end of this webinar • Help us make these webinars better by filling out the short survey at the end
of this webinar • Feeling social? Use #mktgtech
#mktgtech
Paul Albright CEO, Captora
#mktgtech
Jon Miller Co-Founder, Marketo
New Techniques and Technologies To Grow Pipeline From Inbound Marketing
Source: The Economist, 2015
2015 Marketing Priorities
Top 4 Digital Marketing Initiatives
1. Insane focus on ARR growth
2. Overt goals and role definitions tied to compensation
3. Build marketing outside-in (inbound- AND content-focused)
4. Improve your website reach and power
Insane Focus on Revenue Growth
Marketing-Driven Acceleration: Grow Pipeline Faster!
Growth + Productivity = Success
• 50 cents in Marketing for every $1 in Sales • 85%+ of revenue directly sourced by marketing • 30%+ of each month’s bookings from slow leads
CAC Productivity
SaaS Average
Agree On Marketing’s Contribution Goals
SMB Enterprise
% Marketing-Led 80% 70%
% Inbound 50% 30%
% Outbound 25% 15%
% Teleprospecting 0% 15%
% Referral 5% 10%
% Sales-Led 20% 30%
Amplify Marketing Productivity
Seminal Metric: Digital Marketing Campaigns Per Marketer
Digital Campaign Lifecycle: Identify, Create, Launch, and Optimize
All
Nam
es
Pros
pect
&
Recy
cled
Lead
AWA
REN
ESS
Enga
ged
Opportunity Customer
Sale
s Le
ad
MQL SAL
SQL
Nurturing Database
Marketing SDR Sales
Full-Funnel Goals, Compensation & Technology Stack
Know Your “Math of Marketing”
Opportunities 200 / mo ($1,860)
New Customers ($5,000)
Leads 3,700 / mo
($101)
Prospects 6,500 / mo
($57)
19% Active Prospect
Database
4.5%/mo 75%
Paid Names ($14)
10% Unpaid Names
24%
Inactive (Last 6 Months)
81%
• Lead to Sales Lead: 10% • Sales Lead to Opp: 74%
1,000 Leads = 54 Opps
27,000 / mo
319K Total 55K Prospects
36% engaged x 66% qualified
Leverage Technology To Scale Revenue Growth
LEADS
CRM
Find & Capture New Buyers
“Captora is delivering 26% of our digital leads and millions of dollars in pipeline contribution.” - Janelle Donovan ServiceMax, Sr Director of Marketing
LEADS Marketing Automation
Demand AnalyzerTM Campaign EngineTM Performance AdvisorTM
See Do Win
Access real-time buyer and competitive intelligence
Scale and optimize digital campaigns and associated
content
Report success across channels, content and the
entire funnel
Deliver Value At Record Speed
M1 M2 M3 M4 M5 M6 M7 M8
20 40 60 80 100 120
100 200 300 400 500 600 # of Organic
Campaigns
# of Organic Leads # of Paid Leads
Time
# of
Cam
paig
ns
# of
Lea
ds/m
onth
- You can produce Paid Search Application new leads in <2 months Strategy: Optimization…increase blended conversion rates by >20%
- You can produce Organic Search Application new leads in <4 months Strategy: Expansion…700 Organic Campaigns (new landing pages)
Deliver Value At Record Speed Organic Campaigns – 120 Days
1. Launch Campaign Day 1 2. Ranked & Visitors Day 90 3. Lead Flow Day 120 4. Deals Day 150
Paid Campaigns – 60 Days 1. Launch Campaign Day 1 2. Optimize/Testing Started Day 30 3. Increase Conv. Day 60 4. Deals Day 90
Goals: Pipeline (leads) <$100 CPL +X Deals +200 Leads/Month +200 Leads/Month (10-50% + X Deals improvement in conv rates)
Top 10 Digital Marketing Metrics 1. Members - total names captured by program (new AND existing names) 2. Cost per Member - # of members divided by program cost 3. New Names - total number of names new to the database 4. % New Names - new names divided by members 5. % Engaged - new names which clicked follow up email, visited the website,
spoke with sales, or engaged with some measurable way, divided by new names
6. Prospects - number of new names who fit a buyer profile 7. % Prospect - prospects divided by new names 8. Cost Per Prospect - prospects divided by program cost 9. Program Cost - $ amount invested in program 10. Cost Per Form Fill (Lead)
300% Better Conversion Rates
Highlights
ServiceMax identified, launched, and optimized over 800 organic campaigns Improved conversion rates by >300% ServiceMax has seen millions of dollars of new business using Captora
Over to Jon!
The Marketo Story
Page 21 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Page 22 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Page 23 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Page 24 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
TOFU MOFU
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
BOFU
Top of the Funnel
Page 26 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Page 27 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Page 28 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Inbound creates the best leads by far: high conversion, high velocity
Engage Buyers with Targeted Campaigns
Engage Buyers with Targeted Campaigns
Real-Time Actionable Competitive Insight
Identify Demand Signals for Guided Prioritization
Page 33 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
But we also use a Portfolio of programs
Middle of the Funnel
Page 35 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Page 36 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Sales Ready
Source: RainToday
25%
50%
25%
2%
Need More Nurturing
Disqualified
Page 37 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Average days to Opportunity: 327 days
Page 38 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Lead Nurturing: Building relationships with
qualified prospects regardless of their timing to buy
-- @jonmiller
Page 39 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Relevance Get the “Definitive Guide to Lead Nurturing”
marketo.com/DG2LN
Page 40 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
2 3 1. BUYING STAGES
• Early: Be a Better Marketer • Mid: Why Marketing Automation • Late: Why Marketo • Customer: Success
2. BUYING PROFILES • Marketing, Sales, Exec
Page 41 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Revenue Analytics
Page 43 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Page 44 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
• Multiple touches. 7
• Multiple influencers. 5-21
Why Measuring Return is Hard
Page 45 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 46 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
Page 47 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
“Brains” = 58% of (MT) Pipeline “Budget”= 42% of (MT) Pipeline
Page 48 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
(MT) Ratio = Pipeline / Investment
>10 is Great and <5 is Fail Sponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =
6.6, Content Syndication 7.7
Page 49 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5
% Programs with MT Ratio > 5 e.g. Tradeshow has good average
but 49% programs “fail”
Page 50 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
TOFU MOFU
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
BOFU
Page 51 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
Page 52 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity
Trends over time
Screenshot: Marketo Revenue Cycle Analytics
Page 53 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Use Metrics to Set & Justify Budgets
New Targets New MQLs Score>100
23,000
Inventory of Active MQLs
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
Inbo
und
/ Pr
ogra
ms
120K (900K DB Total)
New Names
New SQLs
922
Win
s
Inventory Of Active Targets
60,000
131,000
15.3%
10.5%
2.4%
1.9%
75% 35%
Page 54 Marketo | © Marketo, Inc. 2/9/2015 @jonmiller
Get the “Definitive Guide to Marketing Metrics & ROI” marketo.com/DG2MM
Jon Miller @jonmiller
Q&A #mktgtech
Thank You! www.captora.com - Free Digital Marketing Scorecard [email protected] [email protected] Twitter: @captora + @paulalbright