Smarter Marketing for Better ResultsMarketo’s “Secret Sauce” Case Study
Michael BergerDirector, Product MarketingMarketo
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INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
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ABUNDANCEINFORMATION
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Changing buyer
Need carGather
information
Evaluate options
Buying decision Purchase
MARKETING SALES
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Changing buyer
Need carGather
information
Evaluate options
Buying decision Purchase
MARKETING SALES
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Changing buyer
Need carGather
information
Evaluate options
Buying decision Purchase
MARKETING SALES
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Changing buyer
MARKETING
Need carGather
information
Evaluate options PurchaseBuying
decision
SALES
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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
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
etTOFU MOFU
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
BOFU
Marketo Buyer’s Journey: A Revenue Cycle
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Awar
enes
s
Web
Vis
itor
In-personAppointment Customer
Conv
erte
d
Enga
ged
Nurturing Database
Advocate
Adopt
Retain
Marketo Customer’s B2C Buyer’s Journey
Top of the Funnel
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Rent vs. Own
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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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
Build Lasting Relationships
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Ready to Buy
Source: RainToday
25%
50%
25%
2%
Need More Nurturing
Disqualified
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Average days to Opportunity: 327 days
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Nurturing: Building relationships people over
time through engaging conversation
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What isn’t an engaging conversation?
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Marketing is NOT a gumball machine!
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What is an engaging conversation?• Relevant and meaningful• Communications flow
one to the next• Listens and responds
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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 Marketing• Consumer Marketing• Sales
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A
B
C
D
1 2 3Stages
1. BUYING STAGES• Early: Mortgage Considerations• Mid: Why Now?• Late: Why Us
2. BUYING PROFILES• First-time Home Buyer• Re-financer• Home Underwater
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More Targeted Emails are More Relevant
100 1000 10000 1000000
50
100
150
200
250
300
350
400
Email Send Size
Enga
gem
ent S
core
Source: 100s of Marketo campaigns
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Build a Conversation through Listening
• Attends event• Downloads content• Click email• Fills out form• Score is changed
Social
Content
MS CRM
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Batch
Triggered
Epsilon Q4 2013
North America Email Trend
Results
Measuring Interest and Managing Leads
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• Click email: +1• Visit webpage / blog: +1• Early stage content +3• Attend webinar: +5• Decay inactivity:
-1, -5, -10
Standard Behaviors (Engagement)
• Free trial or Contact request: +15• Pricing pages: +10 • Demos: +10• Late-stage content +12• Searches for branded keyword
“Marketo” +8
Buying Behaviors(Buying Intent)
Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS
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Lead Scoring Defined“Shared sales and marketing methodology for ranking
leads in order to determine their sales readiness”
Nurture DisqualifyNurturePass to Sales Pass to Sales
Fit Interest Lifecycle Stage
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Stars and Flames show priority
Full list of Interesting Moments
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Customer Lifecycle Marketing
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BUYEVALUATELEARNENGAGE
TRUSTENJOYBUY ADVOCATE
RENEWVALUEUSEOWN
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Marketo Buyer’s Journey: A Revenue Cycle
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Marketo Buyer’s Journey: A Revenue Cycle
Drive customer success to keep and grow relationships
Retain
Advocate
Enable Adopt
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Customer Nurture Streams
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X-S Scoring Based on Product Interest (PIS)
Revenue Analytics
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Why Measuring Return is Hard
• Multiple touches. 7
• Unclear success. Responded
• Multiple influencers. 5-21
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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, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Half of our channels are working. Half are not.
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Half our Tradeshows are working. Half are not.
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
etTOFU MOFU
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
BOFU
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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
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Customer Revenue Cycle
Screenshot: Marketo Revenue Cycle Analytics
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Tweetable Takeaways1. The way buyers buy has changed forever – the
way we market and sell must change as well
2. Marketers must take control and guide each person through a successful journey
3. Most people are not “ready to buy” – nurture relationships over time
4. Use analytics to turn marketing from a cost center into a revenue driver
5. Think big, start small, move quickly
@mikedberger