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10 Strategies for Content Marketing,
Events, & Marketing Automation Success
© 2011 Marketo, Inc.
Jon Miller, VP Marketing and Co-Founder, Marketo Co-author, Modern B2B Marketing blog @jonmiller2 Ann Handley, Chief Content Officer, MarketingProfs Co-author, Content Rules @marketingprofs
Page 2
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Fastest Growing SaaS Company
Year 0 Year 1 Year 2 Year 3 Year 4
Salesforce
SuccessFactors
Omniture
NetSuite
Constant Contact
Marketo
All revenue numbers normalized to Marketo Year 1
Page 3
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Highly Efficient Revenue Engine
• $1.08 in Marketing for every $1 in Sales
• 89% of revenue sourced by marketing
• $1.2M annual recurring revenue quota
Page 4
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Buying Has Changed Forever
SALES REP SALES REP
BUYER
OLD DAYS: INFO SCARCITY 1960s – Recent
TODAY: INFO ABUNDANCE
Page 5
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo’s Revenue Cycle
All N
am
es
Pro
spect
&
Recycle
d
Lead
AW
AR
EN
ESS
Engaged
Opportunity Customer
Sale
s Lead
MQL
SAL SQL
Nurturing Database
Marketing SDR Sales
Page 6
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo’s Revenue Cycle
All N
am
es
Pro
spect
&
Recycle
d
Lead
AW
AR
EN
ESS
Engaged
Opportunity Customer
Sale
s Lead
MQL
SAL SQL
Nurturing Database
Marketing SDR Sales
Names are just names.
Page 7
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo’s Revenue Cycle
All N
am
es
Pro
spect
&
Recycle
d
Lead
AW
AR
EN
ESS
Engaged
Opportunity Customer
Sale
s Lead
MQL
SAL SQL
Nurturing Database
Marketing SDR Sales
Meaningful interaction with us.
Page 8
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo’s Revenue Cycle
All N
am
es
Pro
spect
&
Recycle
d
Lead
AW
AR
EN
ESS
Engaged
Opportunity Customer
Sale
s Lead
MQL
SAL SQL
Nurturing Database
Marketing SDR Sales
Qualified, engaged potential buyers.
Page 9
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo’s Revenue Cycle
All N
am
es
Pro
spect
&
Recycle
d
Lead
AW
AR
EN
ESS
Engaged
Opportunity Customer
Sale
s Lead
MQL
SAL SQL
Nurturing Database
Marketing SDR Sales
Showing buying signs or significant
engagement.
Page 10
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo’s Revenue Cycle
All N
am
es
Pro
spect
&
Recycle
d
Lead
AW
AR
EN
ESS
Engaged
Opportunity Customer
Sale
s Lead
MQL
SAL SQL
Nurturing Database
Marketing SDR Sales
Qualified as sales-ready by a human.
Page 11
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo’s Revenue Cycle
All N
am
es
Pro
spect
&
Recycle
d
Lead
AW
AR
EN
ESS
Engaged
Opportunity Customer
Sale
s Lead
MQL
SAL SQL
Nurturing Database
Marketing SDR Sales
Accepted and actively worked by sales
WHY CONTENT?
WHY NOW?
Page 13
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
The Rules HAVE Changed…
Prior to the web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the web has changed the rules.”
— David Meerman Scott
“
Page 14
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 15
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 16
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Early Stage Thought leadership and best practices to build brand and awareness
When To Ask For Registration
Middle Stage Buyers guides, RFP templates and industry information to help structure research
Late Stage Company-specific information to help evaluate and reaffirm selection
Page 17
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity
(Days) Lead to
Opp Index
3rd Party Email Blast 9,049 $36 20% 32 0.5
Trade Show 3,786 $36 22% 29 1.8
Trade Show – Virtual 3,125 $18 17% 48 1.0
Paid Webinar 1,971 $71 26% 33 0.7
PPC 1,494 $135 45% 15 1.8
AppExchange 1,128 $41 72% 3 2.4
Content Syndication 881 $69 18% 29 1.2
Social Media 588 $94 33% 16 0.2
Other Paid 1,645 $45 25% 32 0.9
Website/Inbound 5,133 58% 9 1.9
Referral / WOM 564 21% 32 1.4
Sales Prospecting 349 19% 71 3.9
Page 18
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity
(Days) Lead to
Opp Index
3rd Party Email Blast 9,049 $36 20% 32 0.5
Trade Show 3,786 $36 22% 29 1.8
Trade Show – Virtual 3,125 $18 17% 48 1.0
Paid Webinar 1,971 $71 26% 33 0.7
PPC 1,494 $135 45% 15 1.8
AppExchange 1,128 $41 72% 3 2.4
Content Syndication 881 $69 18% 29 1.2
Social Media 588 $94 33% 16 0.2
Other Paid 1,645 $45 25% 32 0.9
Website/Inbound 5,133 58% 9 1.9
Referral / WOM 564 21% 32 1.4
Sales Prospecting 349 19% 71 3.9
Web prospects convert 5X better than paid prospects
Page 19
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity
(Days) Lead to
Opp Index
3rd Party Email Blast 9,049 $36 20% 32 0.5
Trade Show 3,786 $36 22% 29 1.8
Trade Show – Virtual 3,125 $18 17% 48 1.0
Paid Webinar 1,971 $71 26% 33 0.7
PPC 1,494 $135 45% 15 1.8
AppExchange 1,128 $41 72% 3 2.4
Content Syndication 881 $69 18% 29 1.2
Social Media 588 $94 33% 16 0.2
Other Paid 1,645 $45 25% 32 0.9
Website/Inbound 5,133 58% 9 1.9
Referral / WOM 564 21% 32 1.4
Sales Prospecting 349 19% 71 3.9
Tradeshows focused on Salesforce and captive roadshows have dramatically improved ROI
Page 20
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity
(Days) Lead to
Opp Index
3rd Party Email Blast 9,049 $36 20% 32 0.5
Trade Show 3,786 $36 22% 29 1.8
Trade Show – Virtual 3,125 $18 17% 48 1.0
Paid Webinar 1,971 $71 26% 33 0.7
PPC 1,494 $135 45% 15 1.8
AppExchange 1,128 $41 72% 3 2.4
Content Syndication 881 $69 18% 29 1.2
Social Media 588 $94 33% 16 0.2
Other Paid 1,645 $45 25% 32 0.9
Website/Inbound 5,133 58% 9 1.9
Referral / WOM 564 21% 32 1.4
Sales Prospecting 349 19% 71 3.9
PPC drives expensive prospects – but they convert great
Page 21
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity
(Days) Lead to
Opp Index
3rd Party Email Blast 9,049 $36 20% 32 0.5
Trade Show 3,786 $36 22% 29 1.8
Trade Show – Virtual 3,125 $18 17% 48 1.0
Paid Webinar 1,971 $71 26% 33 0.7
PPC 1,494 $135 45% 15 1.8
AppExchange 1,128 $41 72% 3 2.4
Content Syndication 881 $69 18% 29 1.2
Social Media 588 $94 33% 16 0.2
Other Paid 1,645 $45 25% 32 0.9
Website/Inbound 5,133 58% 9 1.9
Referral / WOM 564 21% 32 1.4
Sales Prospecting 349 19% 71 3.9
Email blast, webinars, and virtual tradeshows are our “workhorses” –
but need to watch saturation
Page 22
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity
(Days) Lead to
Opp Index
3rd Party Email Blast 9,049 $36 20% 32 0.5
Trade Show 3,786 $36 22% 29 1.8
Trade Show – Virtual 3,125 $18 17% 48 1.0
Paid Webinar 1,971 $71 26% 33 0.7
PPC 1,494 $135 45% 15 1.8
AppExchange 1,128 $41 72% 3 2.4
Content Syndication 881 $69 18% 29 1.2
Social Media 588 $94 33% 16 0.2
Other Paid 1,645 $45 25% 32 0.9
Website/Inbound 5,133 58% 9 1.9
Referral / WOM 564 21% 32 1.4
Sales Prospecting 349 19% 71 3.9
Very high conversion for AppExchange prospects
Page 23
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity
(Days) Lead to
Opp Index
3rd Party Email Blast 9,049 $36 20% 32 0.5
Trade Show 3,786 $36 22% 29 1.8
Trade Show – Virtual 3,125 $18 17% 48 1.0
Paid Webinar 1,971 $71 26% 33 0.7
PPC 1,494 $135 45% 15 1.8
AppExchange 1,128 $41 72% 3 2.4
Content Syndication 881 $69 18% 29 1.2
Social Media 588 $94 33% 16 0.2
Other Paid 1,645 $45 25% 32 0.9
Website/Inbound 5,133 58% 9 1.9
Referral / WOM 564 21% 32 1.4
Sales Prospecting 349 19% 71 3.9
Late stage content = 4X improvement in Opp Index
Page 24
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity
(Days) Lead to
Opp Index
3rd Party Email Blast 9,049 $36 20% 32 0.5
Trade Show 3,786 $36 22% 29 1.8
Trade Show – Virtual 3,125 $18 17% 48 1.0
Paid Webinar 1,971 $71 26% 33 0.7
PPC 1,494 $135 45% 15 1.8
AppExchange 1,128 $41 72% 3 2.4
Content Syndication 881 $69 18% 29 1.2
Social Media 588 $94 33% 16 0.2
Other Paid 1,645 $45 25% 32 0.9
Website/Inbound 5,133 58% 9 1.9
Referral / WOM 564 21% 32 1.4
Sales Prospecting 349 19% 71 3.9
Still working things out on paid Social Media advertising
Page 25
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity
(Days) Lead to
Opp Index
3rd Party Email Blast 9,049 $36 20% 32 0.5
Trade Show 3,786 $36 22% 29 1.8
Trade Show – Virtual 3,125 $18 17% 48 1.0
Paid Webinar 1,971 $71 26% 33 0.7
PPC 1,494 $135 45% 15 1.8
AppExchange 1,128 $41 72% 3 2.4
Content Syndication 881 $69 18% 29 1.2
Social Media 588 $94 33% 16 0.2
Other Paid 1,645 $45 25% 32 0.9
Website/Inbound 5,133 58% 9 1.9
Referral / WOM 564 21% 32 1.4
Sales Prospecting 349 19% 71 3.9
Most prospects not ready to be leads when they come in
Page 26
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
All N
am
es
Pro
spect
&
Recycle
d
Engaged
Lead
Nurturing
Lead Nurturing Plugs the Leak Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Lead
Opportunity
Sale
s Lead
MQL
SAL SQL
“The art of maintaining permission to stay in front of your buyers as
they educate themselves”
Page 27
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
The Value of Lead Nurturing
Fast Leads ( MQL <1 mo)
Slow Leads (MQL >1 mo)
Total Leads (MQL)
Cost / Lead (MQL)
Without Nurturing 20% 6.67% 26.67% $206.00
With Nurturing 20% 20.0% 40.0% $137.50
Source: Actual Marketo data; assumes $55 per prospect
Marketo ROI Results
Results: 50% more marketing qualified leads from lead nurturing
Page 28
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Lead Nurturing Relevance
A
B
C
D
1 2 3
Stages 1. BUYING STAGES
• Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer 2. BUYING PROFILES
• Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29%
Get The “Definitive Guide to Lead Nurturing” SMS your email to +1.650.262.0066 http://bit.ly/DGtoLN
Sounds great, right?
Page 30
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Content (Noun)
• Anything created and uploaded to the web; i.e.: the pages of your site; the things you create as marketing (blog posts, videos, photos, webinars, podcasts, email)
• Anything published to outposts like Facebook, Twitter, LinkedIn group page.”
“Anything an individual or
organization creates and
shares to tell their story.”
Page 32
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
“Every two days now we create as much information as we did from the dawn of civilization up until 2003.” — Eric Schmidt
Page 33
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 34
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Good Content is the Soul of Who You Are
Page 35
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 36
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 37
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
The problem: I don’t know what to say….
(Or how to say it.)
Page 38
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
It’s often difficult to find topics that have not already
saturated the market.” “
The problem: I don’t know what to say….
(Or how to say it.)
Page 39
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
It’s often difficult to find topics that have not already
saturated the market.” “
“Our biggest challenge is finding things for our
potential clients to get excited about.
“ The problem: I don’t know what to say….
(Or how to say it.)
Page 40
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Content Marketing is like
sex in high school.
Page 41
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 42
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
“I need to be on Twitter, right? Everyone is on Twitter. “
“Twitter is stupid.”
“LinkedIn might work – it’s where our users are.”
“LinkedIn is stupid.”
“Facebook makes sense. Everyone is on Facebook.”
“Facebook is stupid.”
“Our competitors all have blogs. Our CEO says we need one.”
“Blogs are stupid.”
Page 43
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 44
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
First. What are your goals?
How will you measure those goals?
Loyalty?
Money?
Leads?
5 Ways Your
Content Can Rule
Page 46
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 47
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Content As Opportunity: What’s Your
Broader Mission?
Page 48
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 49
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Wisconsin Milk Marketing Board How does your product live in the world?
Page 50
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Or Like This?
Page 51
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Share Stories
Page 52
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 53
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 54
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
TARGET
Page 55
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 56
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Wings to Soar (& Social Validation)
Page 57
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
More
options
Page 58
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Page 59
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Reimagine What You Create
Into Other Forms
Page 60
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Can You Create 5 Things Out Of 1 Thing?
YES!
So Let’s Turn
All This Into
Revenue
Page 62
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
The ROI of Lead Scoring
• Higher Win Rates
• Shorter Sales Cycles
• Higher Revenue Per Rep
Source: CSO Insights
How Easy Is it To Get Information About Prioritizing Sales Efforts?
Other Benefits of Fewer But Higher Quality Leads
Page 63
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
A Framework for Lead Scoring
Explicit What the prospect tells you
Inferred What you observe or infer
Fit Are you interested in them?
• Demographics
• Firmographics
• BANT
• Data quality
• Corporate vs. personal email
• Location
Interest Are they interested in you?
• BANT
• Latent behaviors (engagement)
• Active behaviors (sales readiness)
Get The “Definitive Guide to Lead Scoring” SMS your email to +1.650.262.0066 http://bit.ly/DGtoLS
Page 64
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Interest Scoring - Examples
• Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10
• Pricing pages:
• +10 regular, +15 detailed • Watch demos:
• +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8
Page 65
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Identifying Marketing Qualified Leads
21+ Super-Target
Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Engagement <20 20-44 45-89 90+
Buying Intent <6 6-12 13-18 19+
Fit
Inte
rest
Page 66
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
The Marketing-Sales Handoff (SDRs)
• Best place for dramatic improvements in business performance are handoffs between functions
• Benefits of a Sales Development function • Faster, more consistent, & better quality follow-up on leads • The human touch enhances lead nurturing • Better data and more metrics • Talent development for sales
Page 67
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Sales Insights
Proving — and Improving — Marketing’s Impact on
Revenue
Page 69
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Measure Opportunity Influence
Page 70
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Screenshot: Marketo Revenue Cycle Analytics
First-touch allocation, multi-touch
allocation, investment, volume, etc.
Page 71
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
Page 72
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas: • Balance • Flow • Conversion • Velocity
Trends over time
SLA violations
Screenshot: Marketo Revenue Cycle Analytics
Page 73
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketo Revenue Cycle Metrics
Opportunities 130 / mo ($2,000)
New Customers ($5,800)
Leads 2,000 / mo ($137.50)
Prospects 3,800 / mo ¾ paid ($73)
¼ unpaid ($0)
($55 average)
20% Active Prospect
Database
4.0% / mo 75%
Paid Names
($29.33)
10% Unpaid Names
($0)
40%
Inactive (Last 6
Months)
40% of prospects eventually become a lead
80%
80% of all deals follow this model Lead to Sales Lead: 7%
Sales Lead to Opp: 80% 1.4 people per Opp 1,000 Leads = 40 Opps
9,500 / mo
Lead Type Variants
Source
Channel
Division
Size
Page 74
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Conversion Over Time
• Predict conversions from one stage to another over time
• Create plans / forecasts about future
y = 50.749x-0.571 R² = 0.4301
0
10
20
30
40
50
60
70
3 13 23 33 43 53 63 73
Marginal Conversion
y = 994.2x0.1352 R² = 0.9551
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
3 13 23 33 43 53 63 73
Cumulative Conversion
Page 75
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”
SMS your email to +1.650.262.0066 http://bit.ly/DG2MM
Page 76
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Key Takeaways: 10 Strategies
1. Embrace being a publisher
2. Not just any kind of content will do – think about the right kind of content
3. Map development to strategy
4. Content Rules: Like bumpers on a bowling lane
5. Reimagine your content assets
6. Wings are as important as roots
Page 77
© 2011 Marketo, Inc. Marketo Proprietary and Confidential
@jonmiller2 @marketingprofs
Key Takeaways: 10 Strategies
7. Grow revenue by making sales more productive, not just by hiring more reps
8. 80% of prospects are not ready to engage with sales
9. Demographic fit + buying intent = hot lead
10.Use forecasting to turn marketing from a cost center into a revenue driver