Marketo Demand Gen best practices presentation for Hootsuite Connect Virtual Event

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2. Join the conversation using #HootConnect #MKTGnation @digijinni
Modern Demand
Generation Techniques for
Boosting Sales

3. Join the conversation using #HootConnect
Anastasia Pavlova
Sr. Director, Marketing
Marketo
@digijinni #MKTGnation
Featuring

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Agenda
Marketing Challenges1.
2. Key Considerations for Success
3. Programs Examples
4. Measurement & Analytics
5. Sales & Marketing Alignment

5. Marketing Challenges

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We have a job to do but it’s getting harder

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1. Need more leads and pipeline
“I have sooo much pipeline I can just go
home!”

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2. Need to do more with less
Sales want us to run more field
events but we still don’t have
Rachel’s backfill…

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3. Marketing and Sales need alignment…but
We don’t always see things the same way

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4. ROI on your programs

11. Considerations for Success

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1
• Closed Won Revenue, $
2
• Closed Won Deals (#)
3
• Opportunities (#)
4 • Pipeline ($)
5
• Sales Qualified Leads (#)
6
• Marketing Qualified Leads (#)
Start with the goals

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Broad-Reach Marketing
(Inbound)
Account-Based Marketing (Outbound)
Pick your strategy

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Define your revenue model w. stages
EARLY STAGE PROGRAMS
MID STAGE PROGRAMS
LATE STAGE PROGRAMS
Goal: Build awareness, attract the right audience, acquire new
names
Goal: Nurture until sales ready
Goal: Help sales close deals. Retain. Grow.

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Agree on personas: who are you selling to?
Exec. Sponsor Decision Maker Influencer

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Segment your audience

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Segmentation basics
Gender
Age
Geography
Income
Job Title
Company size
Industry
Revenue
• Engagement
• Activity
• Non-activity
• Stage
Demographic/Firmographic
Behavioral

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Create great content
Great Content =
Relevant Content
+ Right Time
+ Personal

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It’s not just eBooks
• Industry reports
• Webinars
• SlideShare Presentations
• Videos
• Blog posts
• Podcasts
• Infographics
• Activity Books/Worksheets
• Case Studies

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Map content to stages
End User

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Think multi-channel

22. Program Examples

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EARLY-STAGE ACQUISITION
PROGRAMS
GOAL: BUILD AWARENESS. ATTRACT. ACQUIRE
• SEO (search engine optimization)
• PPC (pay per click)
• Content syndication
• Sponsored emails
• Social paid
• Event live

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Generic advertising is good, but…

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These personalized
Ads drove
 2x more lead
conversions
 117% increase
yr./yr. in
qualified leads
Getting personal is better!

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Programs drive buyers to your web site

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148% more conversions
Personalize their experience
Default Personalized for SMB

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‒ Take personalization beyond email
‒ Personalized experiences yield higher conversions and a
better experience
‒ Personalization allows you to optimize ad spend and
increase quality of prospects as well as acquire customers
faster
‒ Personalization allows you to match content & messages to
the stage of the buyers’ journey

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Mid-Stage Programs
Goal: Engage. Convert.

30. Lead nurturing is the process of building effective
relationships with prospects throughout their buying
journey.

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Increase in sales opportunities from nurtured leads versus non-nurtured
98%
123
Days
20%
Why nurture: Marketo Data
Average Target to Opportunity time
New Targets are NOT ready to become an opportunity

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Be relevant and personal

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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?
Bummer – too much, not relevant

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• Here’s a cool video
• Check out this article
• See our latest offering
• Share this with friends
• Here’s what others like!
• Download our new book
• Happy birthday
• Join us at our event
• You like X, check out Y
• Take this survey
• You haven’t bought yet, here’s a 10%
discount
Ideal: listen, respond, adjust

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How: use tokens to personalize

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• Attends event
• Logs into mobile app
• Downloads content
• Click email
• Fills out form
• Score is changed
• Product interest
• Inactivity
IT
Finance
C-level
Use triggers to listen and respond

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Example: triggered accelerator
Goal: Increase conversion for leads who abandoned demo form pages
Action: 455 triggered emails sent based on behavior

38. Marketo Proprietary and Confidential | © Marketo, Inc. 7/18/2017
Example: triggered accelerator
Goal: Increase conversion for leads who abandoned demo form pages
Action: 455 triggered emails sent;
Results:
~$500k
in sales pipeline
over 4 months

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Engagement
Programs
Priority 1
Interest
C-Level
ENT
Vertical
Higher Ed
Healthcare
Financial
Agency
Sports
C-Level SMB Competitor
A
B
C
D
E
Priority 2
Business Unit
B2C*
Pending
Early
Mid
Late
B2B (SMB)
Pending
Early
Mid
Late
MM
Pending
Early
Mid
Late
ENT*
Pending
Early
Mid
Late
Marketo NOAM prospect nurture

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We created custom audiences in Facebook and Twitter to then serve ads to these
audiences in addition to Emails.
The CTR on this multi-channel stream was 30-35% higher resulting in a higher lead
velocity and higher conversion to MQL and opps
Example: multi-channel nurture

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Late-Stage Programs
Goal: Win Deals Fast. Retain. Grow.

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Late stage program examples
Late stage content (analyst reports)
Demos
Webinars
Case studies
Accelerators
Appointment setting
Direct mail

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Late stage content
Results FT Pipeline MT Pipeline
Gartner MQ $851,739 $1,111,000

44. Measurement and Analytics

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Know what to measure when

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1
• Cost per program
2
• New Names
3
• New Targets
4
• Cost per Target
Early
1
• Program success
2
• Call connects
3
• # of meetings
4
• Marketing qualified leads (MQLs)
Mid
1
• # of opportunities
2
• First Touch Ratio
3
• Multi Touch Ratio
4
• Pipeline
Late
Know what to measure when

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Quality vs. quantity

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Quality vs. quantity

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Which channels are best?
Which channel is best for
fast opportunities?
How is investment/opp trending?

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‒ Consider your audience when discussing metrics that matter
‒ Establish your own benchmarks based on historical performance
‒ Don’t let early stage metrics drive your strategy
‒ Use Analytics to turn Marketing from a cost center to revenue driver

52. Sales and Marketing Alignment

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Improves
Conversion Rates

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I missed my number,
dude. I don’t care if
you generated 2000
MQLs.
There’s no “I” in Team

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Sales & Marketing alignment: how
TRANSPARENCY & COMMUNICATION
• QBRs, forecast calls, bi-weekly manager meetings
• To Help You Sell Email
SALES ENABLEMENT & TRAINING
• Outbounding best practices, playbook
• Messaging, Sales nurture email, scripts, views
• In-person training
PROCESSES: PRIORITIZATION & EFFICIENCIES
• Investments in data quality
• Lead routing optimization
INCENTIVES & COMPENSATION ALIGNMENT

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Nurture Nurture DisqualifyPass to
Sales
Pass to
Sales
Demographic Fit Behavior Right Account
Use scoring to prioritize leads, accounts

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Stars and Flames show priority
List of Interesting Moments
Interesting moment to prioritize leads

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1. The way buyers buy has changed forever – the way
we market and sell must change as well
2. Define the stages of the revenue cycle, in alignment
with sales
3. Most leads are not “sales ready” – nurture
relationships over time
4. Create personalized experiences across channels
5. Use analytics to turn marketing from a cost center
into a revenue driver
In Summary…
@digijinni

59. Join the conversation using #HootConnect
Anastasia Pavlova
Sr. Director, Marketing
Marketo
@digijinni #MKTGnation
Questions

60. Thank you!
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