Marketo’s Secrets to Sales Partnership

Hally PinaudPrincipal Segment Marketing Manager

Marketo

@hallypino

Noelle RuizSr. Segment Marketing Specialist

Marketo

• This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes.

• Have a question? Use the chat box and I’ll get to your questions after the webinar.

• Posting to social? Use our hashtag - #mktgnation

• There is a brief survey after the webinar

Housekeeping

15%Higher profitability

(SiriusDecisions)

79% of customers only

consider brands that show they understand and care about ‘me.’

(Wunderman)

57% of customers expect a consistent end-to-

end experience.

(Marketo)

33% of B2B customers

feel like brands understand them.

(Marketo)

“Relationship between sales and

marketing is only getting stronger and

tighter, and it’s necessitated by having a

common experience for the customer.”

No one wants to feel like a lead.

CUSTOMER

Communication

CUSTOMERReaching the right customers.

Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 12/12/2017

Broad-Reach Marketing Account-Based Marketing

Pick the Right Strategy

Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 12/12/2017

Our Strategic Transition

• Account-centric

• Larger deals

• Outbound + Inbound

• Reaching higher in the Organization

• More targeted engagement

Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 12/12/2017

We Started with ICP

Ideal Customer Profile:

•High Yield

•Product Fit

•Competitors’ Customers

•Strategic Importance

•Etc.

ICP

Whitespace

Sales Input

GTM

Territory Planning

Strategic Goals

Predictive Modeling

Creating Marketing & Sales Focus

Non-ICP Accounts

Target Accounts

Named AccountsINBOUND: Target Accounts:

Marketing will focus programs here to provide a pipeline of demand beyond the Named Accounts.

INBOUND + OUTBOUND: Named Accounts: Accounts assigned to AEs. Sales team will focus on outbounding to these accounts. Marketing provides support as needed. ~50 or 250 accounts/ AE

Ideal Customer Profile: Defines the type of accounts we want to target

Non-ICP Accounts: Accounts that are not a product/market fit for Marketo and should not be targeted at present

CUSTOMERLaser focus on making a connection.

Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 12/12/2017

Questions for Sales Content Creation

• What is the intended customer audience?

• Who will use it? (Marketing, SDR, AE?)

• How/where will this be used? (inbound, outbound?)

• Does your team know how to use the content?• What other content is needed to support it?

• Is it part of a campaign? / What’s the longevity?

• How will I enable the team to use it?

• How will I measure it?

MARKETO

TECH

FSI

MANUFACTURING

Healthcare

Payer

Provider

Pharma

Software

Hardware

Teleco

IndustrialMarketing

Prioritize: Which Audiences?

ENT

COMM

Energy

Banking

Insurance

Asset Mgmt

Other

Sales

IT

Marketing

IT

Marketing

Sales

IT

Marketing

IT

Persona 1

Persona 2

Persona 3

BRAND SEGMENTS INDUSTRIES SUBS BUYING CENTERS PERSONAS

Consider Process, Talk to Sales, Fill Gaps

Get

ACCESSProvide

VALUE

Present

SOLUTION

MARKETING PROGRAMS & CONTENT

Which Assets Have Mileage?Here are 3 Killer Types of Content!

Case Studies BattlecardsTrend / Research

Reports

CUSTOMER

Communication

Singing from the same songbook!

Pulling it all Together: Sales Plays

Sales Portal+

ToutApp

Example: Credit Union Sales Kit

• Industry Play: Kit that includes assets for all stages of the sales cycle• Positioning & Outbounding• Credibility: Customer Stories, Analyst

Reports• Objections and Internal Selling

• eBooks, Infographics, Blogs

• Specific opportunity • Easy to replicate• Accessible• Linked to Emails + Touches in

ToutApp

Consider the Recipient!

Account Executive Sales Development

How do we do that?• Revenue Team Kick Off – strategy is communicated• Weekly Emails• Segment sales meetings

• Weekly all hands – to present plays/content/activities• Monthly global call – to present plays/content/activities• Weekly forecast meetings – to validate strategy/give updates

• FLM monthly meeting – feedback + discussion• Weekly 1:1 with marketing + sales leader(s)

• AE and SDR!

Reinforce! Reinforce! Reinforce!

But is it Working?

Don’t just throw support over the fence:• Follow up frequently before/after launching a play• Check in with broad questions/surveys at all levels• Audit use and effectiveness

CUSTOMER

Communication

Thank You!