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#MKTOTOUR13
5 Ways to Engage Your Customers
and Grow Your Business Marketo’s “Secret Sauce” for Building Relationships
with Today’s Digitally-Empowered Buyers
Page 2 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Hi, I’m Jon Miller Subscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia
2. Can dislocate my thumbs at will
3. Studied Physics at Harvard, captain of high-school debate team and newspaper staff
4. My first child was born the same month that we incorporated Marketo
Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
About Marketo • Powerful and easy cloud-based
marketing software platform
• Marketing Automation, Social Marketing, Sales Insight, Marketing Management, and Revenue Analytics
• >2,300 customers in the Marketing Nation
• For marketers, by marketers!
Marketing Solution Winner (2011 and 2012)
#1 Fastest Growing Marketing Software
Company
Ticker:MKTO Leader, Gartner Lead Management Magic
Quadrant
Best Marketing Software (5 Years)
4th Fastest Growth in Jobs
Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
ABUNDANCE INFORMATION
Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Source: Adbusters, 2011
Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
1. Conversations Not Campaigns
2. Relevance
3. Coordinate Across Channels
4. Score and Prioritize Interest
5. The Right Metrics
#MKTOTOUR13
Conversations Not Campaigns
Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?
Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
But who is ready? You got them to the dance
Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Example Conversation: Nurturing
A
B
C
D
1 2 3
Stages 1. BUYING STAGES
2. BUYING PROFILES
Get The “Definitive Guide to Lead Nurturing”
http://marketo.com/DG2LN
Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
The Value of 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 target prospect
Marketo ROI Results
Results: 50% more marketing qualified leads from lead nurturing
Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
OK, why aren’t more marketers doing this?
Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Adding new content to our tracks takes FOREVER!
Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
“Why are you still sending me an invitation for a
webinar from last week?”
Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
“I just downloaded this off your site 2 days ago, and
now you’re sending it again!”
Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
This #%@& is way too complicated.
Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
THEN NOW
New content = need to reprogram
Drag-and-drop new content into Smart Streams
Expired content Content expiration dates
Duplicate content Never send the same
content twice
Too many emails Frequency limits
Consumer fall off the end of tracks
Exhausted content
#MKTOTOUR13
Relevance
Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
More Targeted Sends are More Engaging
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
Enga
gem
en
t Sc
ore
Email Delivered Source: Marketo research
Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
The Key to Relevance is Behavioral Targeting
Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Example: Topic of Interest Triggers
• Attends event • Downloads content • Click email • Fills out form • Score is changed
Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
What did the consumer open and/or click on?
Where did they convert?
What did they forward?
Actions Matter – EMAIL
Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Did the consumer mention your company on Twitter?
Share your content?
Actions Matter – SOCIAL
Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Did the consumer visit your website?
How recently?
What did they look at?
Actions Matter – WEBSITE
Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
What programs was the consumer part of?
What topics did she respond to?
Actions Matter – CAMPAIGN HISTORY
Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
What is the recent purchase history?
Deposits / withdrawals?
Actions Matter – TRANSACTIONS
Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
The Bottom Line: Market Like Amazon
Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
ESPs Only Track Email Behaviors
For sophisticated targeting rely on technical databases and complex queries.
Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
But I’m a Marketer, not a Programmer!
I can do this myself! No trips to see IT – yay!
Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Marketo Multi-Channel Behavioral Listening
Web, Email, Social, CRM, Campaign History, Transactions
#MKTOTOUR13
Coordinate Across Channels
Channel Integration
Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 44 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Select Contacts to Target, Adds to Marketo
Campaign
Page 45 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Package is Automatically Sent
Page 46 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Upon Delivery: Personalized Email Sent,
Tasks Created for Call
Page 47 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Alert is Sent to Sales
Page 48 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Results: 21% Connect Rate, 9% Opp Rate
Add Leads/Contacts
to Campaign Package / Postcards Automatically Sent
Upon Delivery, Personalized Email
Task to Call Created in SFDC
SLA
Reminders
Page 49 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Rea
ch &
En
gage
me
nt
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al L
ift
Events
Get The “Definitive Guide to Social Marketing”
http://marketo.com/DG2SM
Page 50 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 51 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Test & Tune With Social Funnel Metrics
JumpStart Tour Referral Results as of 6/13/2013
• 280 participants shared (15%)
• 15 qualified for sweepstakes
• 144 incremental registrations
• 7.4% increase in registrations
#MKTOTOUR13
Score and Prioritize Interest
Page 53 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Scoring Defined
Nurture Nurture Disqualify Promotional Offer
Pass to Sales
Fit Interest Buying Intent
Methodology for ranking customers in terms of likelihood of behavior: new purchase, cross-sell,
retain, etc.
Page 54 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
• Early stage content +3 • Attend webinar: +5 • Visit any webpage /
blog : +1 • Visit careers pages: -10 • Decay inactivity:
-1, -5, -10
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8 • Late-stage content +12 • Searches for branded
keyword “Marketo” +8
Get The “Definitive Guide to Lead Scoring”
http://marketo.com/DG2LS
Page 55 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Closed Loop Refinement: Top Behaviors
Screenshot: Marketo Revenue Cycle Analytics
UPDATE??
Page 56 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
One Way to Identify Marketing Qualified Leads
21+ Super-Target
Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Interest <20 20+ 45+ 90+
Buying Intent <6 6+ 13+ 19+
Fit
Page 57 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Stars and Flames show priority
Full list of Interesting Moments
#MKTOTOUR13
The Right Metrics
Page 59 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
• Open
• Click
• Unsubscribe
• Bounce
• Etc.
Page 60 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Italian Workspace Joe Smith: Acme Inc. Community Help
Search… +
Search… +
Recently Updated
Practical B2B Lead Generation
Added Mar 30, 2013 Sent 12,105 82
Thought Leadership
Edited Mar 25, 2013 Sent 12,105 70
Lead Scoring Best Practices
Edited Mar 22, 2013 Sent 12,105 55
Lead Management Best Practice D…
Added Mar 18, 2013 Sent 12,105 35
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
65 Engagement
55d Next Cast
Members
In Track Exhausted Paused
3,450
50 35
Mar 18, 2013
Engagement: 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 ▼
Page 61 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 62 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Accurately Tracking “Investment” vs. Budget
Page 63 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Why Measuring Return is Hard
• Multiple touches. Seven touches needed to convert a cold lead into a sale
• Multiple influencers. Typical buying committee has 5-21 people
Page 64 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 65 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
What Generates Pipeline for Marketo?
Source: Marketo Revenue Cycle Analytics, June 2013
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)
Page 66 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
Page 67 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”
http://marketo.com/DG2MM
#MKTOTOUR13
Technology
Page 69 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Sounds great, but I have millions of
contacts!
Page 70 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Marketing automation is a
• Technology that streamlines and automates marketing tasks
• powered by a marketing database, workflow engine, and rich analytics
• so companies can
• increase operational efficiency and
• grow revenue faster
Page 71 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 72 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Tweetable Takeaways
1. Marketing today is not about finding customers, it’s about being found -- ENGAGE your consumers
2. Nobody wants to get “blasted” – engage consumers in multi-channel conversations
3. The key to relevance is behavioral targeting – market like Amazon
4. Don’t just run social campaigns, make every campaign social
5. Measure engagement and ROI to earn credibility with C-suite – marketing is now a science
@jonmiller
#MKTOTOUR13
Page 81 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Avg Demographic Score: Which programs bring in the targets we want?
$ / Target: Which programs bring in targets most cost-effectively?
% New: Where are we exhausting the lists?
Top Of Funnel Metrics (TOFU)
Page 84 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
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