The New Rules of Marketing - Sanjay Dholakia

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?

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Find customers Be found

THEN NOW

New Marketing Rule #0

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Demographic Behavioral Segmentation

THEN NOW

New Marketing Rule #1

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Mass Advertising 1:1 Communication

THEN NOW

New Marketing Rule #2

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Point in time Blasts Continuous Relationships

THEN NOW

New Marketing Rule #3

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Few / isolated channels Exploding / integrated channels

THEN NOW

New Marketing Rule #4

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Intuitive decision making Data-driven automation

THEN NOW

New Marketing Rule #5

So, how has Marketo put these to work?

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

Degree of Progress Through Purchase ProcessBefore Engaging Sales

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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

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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

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Awareness & Top of Funnel(Rule 0: Content, Social, and Automation)

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Rent vs. Own

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Content Marketing for Brand & Affinity

Brand awareness

Brand preference

Risk reduction

Blogs Definitive GuidesResource Center VideoWebinars

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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

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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

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For visitors in B2C industries

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Nurturing: Building relationships people over

time through engaging conversation

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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

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

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Batch

Triggered

Epsilon Q4 2013

North America Email Trend

Results

Driving Conversion at Bottom of Funnel and Throughout Lifetime

(Rule 3: Scoring)

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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

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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

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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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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

Thank You

Sanjay Dholakia@sdholakia

sanjay@marketo.com