Marketing automation for nurturing, scoring and delivering leads - Marketo

Marketo Secret Sauce for Revenue Growth

© 2011 Marketo, Inc.

Liz Smyth

Director Marketing EMEA

Page 2© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Meet Marketo

• Powerful yet easy marketing automation, lead nurturing and lead scoring.

• Cloud based solution that helps companies• Expand lead flow

• Increase sales effectiveness

• Optimise sales and marketing investments

• >1,900 customers; 140% YOY growth • New EMEA HQ to support growing European base

Best Marketing Solution

Marketing Solution Winner

#1 Fastest Growing Private Silicon Valley Co.

#28 Most Promising Company in America

Salesforce - Best Marketing Automation


The Changing Buyer

SALES REP SALES REP

INFO SCARCITY INFO ABUNDANCE

THEN NOW

THE BIG

CAMPAIGNBRAND NO

LONGER

CONTROLS

MESSAGE

SALES REP

SALES REP


Marketo’s Revenue Cycle

All N

am

es

Pro

sp

ect

&

Recycle

d

Lead

AW

AR

EN

ESS

En

gag

ed

Opportunity

Customer

Sale

sLead

MQLSAL

SQL

Nurturing Database

Marketing SDR

Sales


The Five Horsemen of Opportunity Spark

Small-BizCorporate

10-100Mid-Market101-1,500

Enterprise1,500+

% Marketing-Led 100% 84% 80% 78%

% Inbound 65% 42% 31% 32%

% Demand Gen 30% 24% 23% 27%

% Teleprospecting 0% 12% 22% 12%

% Referral 5% 6% 3% 6%

% Sales-Led 0% 16% 20% 22%

Inbound, Content, and Social Marketing


Risk Reduction

SEO

Social

Scoring

Blogs Definitive GuidesResource Center VideoWebinars

Benefits of Content Marketing


Early StageThought leadership and best practices to build brand and awareness

Types of Content

Middle StageBuyers guides, RFP templates and industry information to help structure research

Late StageCompany-specific information to help evaluate and reaffirm selection

NO

YES

MOSTLYNO

Gated?

Content must always be relevant and helpful


Forms: Ask only what you really need

Short Form – (5 fields)Conv. Rate: 13.4%Cost: $31.24

Medium Form – (7 fields)Conv. Rate: 12.0%Cost: $34.94

Long Form – (9 fields)Conv. Rate: 10.0%Cost: $41.90


Use “411” method for nurturing Likes

Seed nurturing

Demand Generation Pipeline


What Works in Demand Gen?

Screenshots: Marketo Revenue Cycle Analytics, 12 months ending 10 May 2012


Marketo Prospect Generation 1H2011Source Prospects Invest-ment % Lead 12 mo Velocity (Days) Lead to Opp Index

3rd Party Email Blast 19,039 $43 30% 147 0.2Trade Show 12,619 $53 29% 153 1.0Paid Social Media Ad 4,319 $65 30% 72 0.1Virtual Trade Show 4,120 $40 32% 213 1.6Paid Webinar 3,849 $63 36% 156 0.4Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8Content Syndication 2,302 $126 40% 178 0.2AppExchange 1,306 $26 80% 26 0.9Website/Inbound 3,352 57% 75 2.8Referral / WOM 179 36% 158 10.9Sales Prospecting 440 28% 108 3.6


Automation Enables Scale40+ Programs a Month

Set and Use Tokens Integration

Clone to

Reuse

25Best-

Practice Templates

Middle of the Funnel


All N

am

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Pro

sp

ect

&

Recycle

d

En

gag

ed

The Leaky Revenue Cycle

Lead

OpportunityS

ale

sLead

MQLSAL

SQL

Lea

d

De

velo

pmen

t G

ap


All N

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Pro

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Recycle

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ed LeadNurturi

ng

Lead Nurturing Plugs the LeakBuilding relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

OpportunityS

ale

sLead

MQLSAL

SQL

“The art of maintaining permission to stay in front of your buyers as they educate themselves”


Lead Nurturing Relevance

A

B

C

D

1 23

Stages1. BUYING STAGES

• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer

2. PERSONA• Molly Marketer• Sam Sales• Jack Executive

Get The “Definitive Guide to Lead Nurturing”http://bit.ly/DGtoLN

DYNAMIC CONTENT• Industry Wrappers• Size Specific Examples• Localization• Social Signatures• “What’s New”

http://bit.ly/DGtoLN


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

WithNurturing 20% 20.0% 40.0% $137.50

Source: Actual Marketo data; assumes $55 per prospect 3x!

Marketo ROI Results

Results: 50% more marketing qualified leads from lead nurturing


Modeler

Screenshot: Marketo Revenue Cycle Analytics


Lead scoring defined

“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness””


What’s the Value 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


A Framework for Lead Scoring

ExplicitWhat the prospect tells you

InferredWhat you observe or infer

FitAre you interested in them?

• Demographics• Firmographics• BANT

• Data quality• Data append• Corporate vs. personal

email• Location

InterestAre they interested in you?

• BANT• Latent behaviors

(engagement)• Active behaviors (sales

readiness)

Get The “Definitive Guide to Lead Scoring”http://bit.ly/DGtoLS

http://bit.ly/DGtoLS


Interest Scoring - Examples

• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10

Latent Behaviors (Engagement)

• Pricing pages: • +10 regular, +15 detailed

• Watch demos: • +5 overview, +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8

Active Behaviors(Buying Intent)


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


Stars and Flames for Sales

Proving — and Improving — Marketing’s Impact on Revenue


Model the Full Revenue Cycle



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



Marketo Revenue Cycle Metrics

Opportunities 200 / mo($1,860)

New Customers($5,000)

Leads3,700 / mo

($101)

Prospects6,500 / mo

($57)

19%Active Prospect

Database

4.5% / month 75%

Paid Names($14)

10%UnpaidNames

($0)

24%

Inactive (Last 6

Months)

Lead Type Variants• Business Unit• Source• Channel

81%

• Lead to Sales Lead: 10% • Sales Lead to Opp: 74%• 1.4 people per Opp1,000 Leads = 54 Opps

27,000 / mo

319K Total55K Prospects


Programs Effectiveness


First-touch allocation, multi-touch allocation, investment, volume, etc


Track All Touches Across People



Key Takeaways 1. Buying behaviour has changed forever; marketing and

sales must change as well

2. 80% of qualified prospects are not ready to buy when you meet them. Nurturing is critical.

3. Use relevant content to help people find you

4. Getting on the same page with sales, agreeing processes so no lead gets left behind

5. Growing revenue by making sales more productive, scoring flags their best bets

6. Measuring and analysing program effectiveness so you know where to reinvest

7. Focusing on the entire revenue cycle, not just the top of the funnel

8. Use forecasting to turn marketing from a cost center into a revenue driver


Additional ResourcesThe Definitive Guide to Lead Nurturinghttp://bit.ly/DGtoLN

The Definitive Guide to Lead Scoringhttp://bit.ly/DGtoLS

The Definitive Guide to Marketing Metrics & ROIhttp://bit.ly/DG2MM

Personalized Benchmark on Email Marketinghttp://www.marketo.com/benchmark





http://bit.ly/DG2MM

http://bit.ly/DG2MM

http://www.marketo.com/benchmark


Marketo EMEA Ltd.Cairn HouseSouth County Business ParkLeopardstown, Dublin 18, Ireland

Direct: +353.1.242.3000blog.marketo.comwww.marketo.com

LIZ SMYTHDirector Marketing

[email protected]@lizsmyth

Contact Me