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Making	
  Marke*ng	
  Data	
  Ac*onable:	
  	
  
4	
  Ways	
  Analy*cs	
  Track	
  &	
  Build	
  Be5er	
  
Engagement	
  
#DataOverload	
  
#DataOverload	
  
Follow	
  this	
  webinar	
  on	
  Twi5er	
  
#DataOverload	
  
Demand	
  Gen	
  Report:	
   @DG_Report	
  
Marketo:	
   @Marketo	
  
#DataOverload	
  
About	
  Demand	
  Gen	
  Report	
  
•  Launched	
  in	
  2007	
  to	
  track	
  best	
  prac*ces	
  in	
  
lead	
  genera*on	
  
•  Newsle5er	
  has	
  grown	
  to	
  more	
  than	
  28,000	
  
readers	
  
•  We	
  also	
  offer	
  a	
  menu	
  of	
  research	
  and	
  best	
  
prac*ces	
  reports	
  	
  
•  New	
  audio/video	
  podcasts	
  at	
  
DemandGenReport.com	
  
•  Launched	
  in	
  2015	
  to	
  
highlight	
  ac*onable	
  insights	
  
that	
  give	
  marketers	
  more	
  
clout	
  in	
  the	
  C-­‐suite	
  
•  Resources,	
  infographics,	
  
podcasts	
  and	
  more!	
  	
  
www.marke*ngid.net	
  
Introducing	
  Marke*ng	
  ID	
  
#DataOverload	
  
Panelist	
  
Mike	
  Tomita
Sr.	
  Marke*ng	
  Manager
Marketo	
  
MODERATOR:	
  
Andrew	
  Gaffney	
  
Editor,	
  Demand	
  Gen	
  Report	
  
Page	
  6	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Agenda
•  Introduc*on	
  
•  Marke*ng's	
  Changing	
  Role	
  
•  Taking	
  Ac*on	
  on	
  Your	
  Data	
  
•  Improving	
  website	
  user	
  experience	
  
•  Presen*ng	
  persona	
  based	
  offers	
  
•  Matching	
  visitor	
  expecta*ons	
  by	
  source	
  
•  Evalua*ng	
  your	
  programs	
  
•  Q/A	
  
About Marketo
Making Marketing Data Actionable
Page	
  9	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
70%of a customer’s journey
today is self directed.
2900marketing messages per
day are vying for your
prospect’s attention
50%of all purchasing
decisions are influenced
by third-parties
SiriusDecisions
 SuperProfile
 McKinsey  Quarterly
Page	
  11	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Customer Journey
MARKETING	
   SALES	
  
Evaluate
Options
Gather
Information
Buying
Decision
PurchaseNeed
Sales	
  SALES	
  
Page	
  12	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Customer Journey
MARKETING	
   SALES	
  
Evaluate
Options
Gather
Information
Buying
Decision
PurchaseNeed
Sales	
  
Page	
  13	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Marketing’s New Role
MARKETING	
   SALES	
   MARKETING	
  
Page	
  14	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Reading Digital “Body Language”
Page	
  15	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
The Marketer’s Toolbox
•  Website	
  Analy*cs	
  
•  Personaliza*on	
  
•  Marke*ng	
  Automa*on	
  or	
  ESP	
  
•  Version	
  and	
  User	
  Tes*ng	
  
Website User Experience
Page	
  17	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Page	
  18	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
User	
  
Experience	
  
Engagement	
  
Ac*vity	
  Data	
  
Tes*ng	
  
Page	
  19	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Event Tracking
•  Provides	
  great	
  insights	
  to	
  behavior	
  
•  Accounts	
  for	
  non-­‐naviga*on	
  interac*ons	
  
•  Easy	
  set-­‐up	
  
•  Surprisingly	
  under-­‐u*lized	
  
Page	
  20	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Navigation Usage
Page	
  21	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Page	
  22	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
1
2
3
5
4
Personalization and Personas
Page	
  24	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Who Is Your Audience?
Page	
  25	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Who Is Your Audience?
Page	
  26	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Geo	
  Loca*on	
   Ver*cal	
   Compe*tor	
  Technology	
  Company	
  Revenue	
  	
  
Local	
  Events	
   Demo	
  Webinars	
  Case	
  Studies	
  eBooks	
  
Page	
  27	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Identifying Interest
Traffic Sources
Page	
  29	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Analyze Your Data by Source
Device Usage
•  Screen Resolutions
•  Browser
Entry/Landing Pages
•  Bounce Rate
•  Pages Viewed
=/ =/ =/ =/ =/ =/
Event Tracking
•  Navigation
•  Page Elements
Page	
  30	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Visitor Mobile Usage by Channel
All	
  
Channels	
  
Social	
  
Media	
  
Mobile	
   Mobile	
  
Page	
  31	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Mobile Usage
80%	
   78%	
   41%	
  
Evaluating Program Success
45%of marketers use single
attribution.
21%of marketers attribute
across multiple programs
and people.
20%do not use any type of
attribution tracking.
The  Lenskold  Group  /  eMedia  Lead  Generaon  Markeng  ROI  study
Page	
  34	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
What Kind Of Attribution Is Right?
SINGLE	
  
Assign	
  all	
  the	
  value	
  to	
  the	
  first	
  (or	
  last)	
  program	
  
that	
  touched	
  the	
  deal.	
  	
  
	
  
This	
  usually	
  means	
  alloca*ng	
  the	
  deal	
  to	
  the	
  
source	
  of	
  the	
  first	
  person	
  from	
  that	
  company,	
  or	
  
to	
  the	
  key	
  person.	
  
MULTI-­‐PROGRAM	
  	
  
Assign	
  por*ons	
  of	
  the	
  value	
  to	
  each	
  program	
  that	
  
touched	
  the	
  deal.	
  
	
  
Before	
  you	
  allocate	
  credit	
  across	
  mul*ple	
  
programs	
  and	
  people,	
  you	
  need	
  to	
  decide	
  how	
  to	
  
weight	
  each	
  touch	
  point	
  –	
  if	
  at	
  all.	
  
Page	
  35	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
What Kind Of Attribution Is Right?
SINGLE	
  
Assign	
  all	
  the	
  value	
  to	
  the	
  first	
  (or	
  last)	
  program	
  
that	
  touched	
  the	
  deal.	
  	
  
	
  
This	
  usually	
  means	
  alloca*ng	
  the	
  deal	
  to	
  the	
  
source	
  of	
  the	
  first	
  person	
  from	
  that	
  company,	
  or	
  
to	
  the	
  key	
  person.	
  
MULTI-­‐PROGRAM	
  	
  
Assign	
  por*ons	
  of	
  the	
  value	
  to	
  each	
  program	
  that	
  
touched	
  the	
  deal.	
  
	
  
Before	
  you	
  allocate	
  credit	
  across	
  mul*ple	
  
programs	
  and	
  people,	
  you	
  need	
  to	
  decide	
  how	
  to	
  
weight	
  each	
  touch	
  point	
  –	
  if	
  at	
  all.	
  
Acquisi'on	
  
Page	
  36	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
What Kind Of Attribution Is Right?
SINGLE	
  
Assign	
  all	
  the	
  value	
  to	
  the	
  first	
  (or	
  last)	
  program	
  
that	
  touched	
  the	
  deal.	
  	
  
	
  
This	
  usually	
  means	
  alloca*ng	
  the	
  deal	
  to	
  the	
  
source	
  of	
  the	
  first	
  person	
  from	
  that	
  company,	
  or	
  
to	
  the	
  key	
  person.	
  
MULTI-­‐PROGRAM	
  	
  
Assign	
  por*ons	
  of	
  the	
  value	
  to	
  each	
  program	
  that	
  
touched	
  the	
  deal.	
  
	
  
Before	
  you	
  allocate	
  credit	
  across	
  mul*ple	
  
programs	
  and	
  people,	
  you	
  need	
  to	
  decide	
  how	
  to	
  
weight	
  each	
  touch	
  point	
  –	
  if	
  at	
  all.	
  
Acquisi'on	
   Engagement	
  
Page	
  37	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Lead Generation
Channel	
   Program	
   Cost	
   New	
  Names	
   CPA	
  
Paid	
  Search	
   Google	
  Search	
   $25,000	
   500	
   $50	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $50,000	
   500	
   $100	
  
Paid	
  Social	
   Facebook	
   $12,500	
   500	
   $25	
  
Paid	
  Social	
   Twi5er	
   $25,000	
   500	
   $50	
  
*	
  Data	
  for	
  illustra*ve	
  purposes	
  only	
  
Page	
  38	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Lead Generation
Channel	
   Program	
   Cost	
   New	
  Names	
   CPA	
  
Paid	
  Search	
   Google	
  Search	
   $25,000	
   500	
   $50	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $50,000	
   500	
   $100	
  
Paid	
  Social	
   Facebook	
   $12,500	
   500	
   $25	
  
Paid	
  Social	
   Twi5er	
   $25,000	
   500	
   $50	
  
*	
  Data	
  for	
  illustra*ve	
  purposes	
  only	
  
Page	
  39	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Lead Generation + ROI
Channel	
   Program	
   Cost	
   CPA	
   FT	
  Pipeline	
   Pipe/Cost	
  Ra*o	
  
Paid	
  Search	
   Google	
  Search	
   $25,000	
   $50	
   $800,000	
   32:1	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $50,000	
   $100	
   $300,000	
   6:1	
  
Paid	
  Social	
   Facebook	
   $12,500	
   $25	
   $100,000	
   8:1	
  
Paid	
  Social	
   Twi5er	
   $25,000	
   $50	
   $75,000	
   3:1	
  
*	
  Data	
  for	
  illustra*ve	
  purposes	
  only	
  
Page	
  40	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Lead Generation + ROI
Channel	
   Program	
   Cost	
   CPA	
   FT	
  Pipeline	
   Pipe/Cost	
  Ra*o	
  
Paid	
  Search	
   Google	
  Search	
   $25,000	
   $50	
   $800,000	
   32:1	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $50,000	
   $100	
   $300,000	
   6:1	
  
Paid	
  Social	
   Facebook	
   $12,500	
   $25	
   $100,000	
   8:1	
  
Paid	
  Social	
   Twi5er	
   $25,000	
   $50	
   $75,000	
   3:1	
  
*	
  Data	
  for	
  illustra*ve	
  purposes	
  only	
  
Page	
  41	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Lead Generation + ROI
Channel	
   Program	
   Cost	
   FT	
  Pipeline	
   Pipe/Cost	
  Ra*o	
  
Paid	
  Search	
   Google	
  Search	
   $50,000	
   $1,000,000	
   20:1	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $10,000	
   $100,000	
   10:1	
  
Paid	
  Social	
   Facebook	
   $5,000	
   $50,000	
   10:1	
  
Paid	
  Social	
   Twi5er	
   $5,000	
   $25,000	
   5:1	
  
*	
  Data	
  for	
  illustra*ve	
  purposes	
  only	
  
Channel	
   Program	
   Cost	
   CPA	
   MT	
  Pipeline	
   Pipe/Cost	
  Ra*o	
  
Paid	
  Search	
   Google	
  Search	
   $25,000	
   $50	
   $300,000	
   12:1	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $50,000	
   $100	
   $900,000	
   18:1	
  
Paid	
  Social	
   Facebook	
   $12,500	
   $25	
   $200,000	
   16:1	
  
Paid	
  Social	
   Twi5er	
   $25,000	
   $50	
   $100,000	
   4:1	
  
Channel	
   Program	
   Cost	
   CPA	
   FT	
  Pipeline	
   Pipe/Cost	
  Ra*o	
  
Paid	
  Search	
   Google	
  Search	
   $25,000	
   $50	
   $800,000	
   32:1	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $50,000	
   $100	
   $300,000	
   6:1	
  
Paid	
  Social	
   Facebook	
   $12,500	
   $25	
   $100,000	
   8:1	
  
Paid	
  Social	
   Twi5er	
   $25,000	
   $50	
   $75,000	
   3:1	
  
Page	
  42	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Lead Generation + ROI
Channel	
   Program	
   Cost	
   FT	
  Pipeline	
   Pipe/Cost	
  Ra*o	
  
Paid	
  Search	
   Google	
  Search	
   $50,000	
   $1,000,000	
   20:1	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $10,000	
   $100,000	
   10:1	
  
Paid	
  Social	
   Facebook	
   $5,000	
   $50,000	
   10:1	
  
Paid	
  Social	
   Twi5er	
   $5,000	
   $25,000	
   5:1	
  
*	
  Data	
  for	
  illustra*ve	
  purposes	
  only	
  
Channel	
   Program	
   Cost	
   CPA	
   MT	
  Pipeline	
   Pipe/Cost	
  Ra*o	
  
Paid	
  Search	
   Google	
  Search	
   $25,000	
   $50	
   $300,000	
   12:1	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $50,000	
   $100	
   $900,000	
   18:1	
  
Paid	
  Social	
   Facebook	
   $12,500	
   $25	
   $200,000	
   16:1	
  
Paid	
  Social	
   Twi5er	
   $25,000	
   $50	
   $100,000	
   4:1	
  
Channel	
   Program	
   Cost	
   CPA	
   FT	
  Pipeline	
   Pipe/Cost	
  Ra*o	
  
Paid	
  Search	
   Google	
  Search	
   $25,000	
   $50	
   $800,000	
   32:1	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $50,000	
   $100	
   $300,000	
   6:1	
  
Paid	
  Social	
   Facebook	
   $12,500	
   $25	
   $100,000	
   8:1	
  
Paid	
  Social	
   Twi5er	
   $25,000	
   $50	
   $75,000	
   3:1	
  
Page	
  43	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Lead Generation + ROI
Channel	
   Program	
   Cost	
   FT	
  Pipeline	
   Pipe/Cost	
  Ra*o	
  
Paid	
  Search	
   Google	
  Search	
   $50,000	
   $1,000,000	
   20:1	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $10,000	
   $100,000	
   10:1	
  
Paid	
  Social	
   Facebook	
   $5,000	
   $50,000	
   10:1	
  
Paid	
  Social	
   Twi5er	
   $5,000	
   $25,000	
   5:1	
  
*	
  Data	
  for	
  illustra*ve	
  purposes	
  only	
  
Channel	
   Program	
   Cost	
   CPA	
   MT	
  Pipeline	
   Pipe/Cost	
  Ra*o	
  
Paid	
  Search	
   Google	
  Search	
   $25,000	
   $50	
   $300,000	
   12:1	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $50,000	
   $100	
   $900,000	
   18:1	
  
Paid	
  Social	
   Facebook	
   $12,500	
   $25	
   $200,000	
   16:1	
  
Paid	
  Social	
   Twi5er	
   $25,000	
   $50	
   $100,000	
   4:1	
  
Channel	
   Program	
   Cost	
   CPA	
   FT	
  Pipeline	
   Pipe/Cost	
  Ra*o	
  
Paid	
  Search	
   Google	
  Search	
   $25,000	
   $50	
   $800,000	
   32:1	
  
Paid	
  Search	
   Google	
  Remarke*ng	
   $50,000	
   $100	
   $300,000	
   6:1	
  
Paid	
  Social	
   Facebook	
   $12,500	
   $25	
   $100,000	
   8:1	
  
Paid	
  Social	
   Twi5er	
   $25,000	
   $50	
   $75,000	
   3:1	
  
Page	
  44	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Opportunity Touch Analysis
Page	
  45	
  Marketo	
  Proprietary	
  and	
  Confiden*al	
  	
  |	
  	
  ©	
  Marketo,	
  Inc.	
  	
  4/2/15	
  
Takeaways
•  Use	
  event	
  tracking	
  to	
  analyze	
  behavior	
  
•  Personalize	
  offers	
  as	
  much	
  as	
  possible	
  
•  Analyze	
  your	
  traffic	
  sources	
  separately	
  
•  Go	
  beyond	
  cost-­‐per-­‐acquisi*on	
  metrics	
  
•  Look	
  at	
  your	
  data	
  from	
  every	
  angle	
  
Thank You
#DataOverload	
  
QA	
  	
  //	
  	
  Panelist	
  
Mike	
  Tomita
Sr.	
  Marke*ng	
  Manager
Marketo	
  
MODERATOR:	
  
Andrew	
  Gaffney	
  
Editor,	
  Demand	
  Gen	
  Report	
  
Thanks	
  for	
  joining	
  us!	
  
View	
  webcast	
  on-­‐demand	
  at:	
  hQp://dg-­‐r.co/marketo0415	
  

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Making Marketing Data Actionable

  • 1. Making  Marke*ng  Data  Ac*onable:     4  Ways  Analy*cs  Track  &  Build  Be5er   Engagement   #DataOverload  
  • 2. #DataOverload   Follow  this  webinar  on  Twi5er   #DataOverload   Demand  Gen  Report:   @DG_Report   Marketo:   @Marketo  
  • 3. #DataOverload   About  Demand  Gen  Report   •  Launched  in  2007  to  track  best  prac*ces  in   lead  genera*on   •  Newsle5er  has  grown  to  more  than  28,000   readers   •  We  also  offer  a  menu  of  research  and  best   prac*ces  reports     •  New  audio/video  podcasts  at   DemandGenReport.com  
  • 4. •  Launched  in  2015  to   highlight  ac*onable  insights   that  give  marketers  more   clout  in  the  C-­‐suite   •  Resources,  infographics,   podcasts  and  more!     www.marke*ngid.net   Introducing  Marke*ng  ID  
  • 5. #DataOverload   Panelist   Mike  Tomita Sr.  Marke*ng  Manager Marketo   MODERATOR:   Andrew  Gaffney   Editor,  Demand  Gen  Report  
  • 6. Page  6  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Agenda •  Introduc*on   •  Marke*ng's  Changing  Role   •  Taking  Ac*on  on  Your  Data   •  Improving  website  user  experience   •  Presen*ng  persona  based  offers   •  Matching  visitor  expecta*ons  by  source   •  Evalua*ng  your  programs   •  Q/A  
  • 9. Page  9  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15  
  • 10. 70%of a customer’s journey today is self directed. 2900marketing messages per day are vying for your prospect’s attention 50%of all purchasing decisions are influenced by third-parties SiriusDecisions SuperProfile McKinsey  Quarterly
  • 11. Page  11  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Customer Journey MARKETING   SALES   Evaluate Options Gather Information Buying Decision PurchaseNeed Sales  SALES  
  • 12. Page  12  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Customer Journey MARKETING   SALES   Evaluate Options Gather Information Buying Decision PurchaseNeed Sales  
  • 13. Page  13  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Marketing’s New Role MARKETING   SALES   MARKETING  
  • 14. Page  14  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Reading Digital “Body Language”
  • 15. Page  15  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   The Marketer’s Toolbox •  Website  Analy*cs   •  Personaliza*on   •  Marke*ng  Automa*on  or  ESP   •  Version  and  User  Tes*ng  
  • 17. Page  17  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15  
  • 18. Page  18  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   User   Experience   Engagement   Ac*vity  Data   Tes*ng  
  • 19. Page  19  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Event Tracking •  Provides  great  insights  to  behavior   •  Accounts  for  non-­‐naviga*on  interac*ons   •  Easy  set-­‐up   •  Surprisingly  under-­‐u*lized  
  • 20. Page  20  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Navigation Usage
  • 21. Page  21  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15  
  • 22. Page  22  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   1 2 3 5 4
  • 24. Page  24  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Who Is Your Audience?
  • 25. Page  25  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Who Is Your Audience?
  • 26. Page  26  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Geo  Loca*on   Ver*cal   Compe*tor  Technology  Company  Revenue     Local  Events   Demo  Webinars  Case  Studies  eBooks  
  • 27. Page  27  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Identifying Interest
  • 29. Page  29  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Analyze Your Data by Source Device Usage •  Screen Resolutions •  Browser Entry/Landing Pages •  Bounce Rate •  Pages Viewed =/ =/ =/ =/ =/ =/ Event Tracking •  Navigation •  Page Elements
  • 30. Page  30  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Visitor Mobile Usage by Channel All   Channels   Social   Media   Mobile   Mobile  
  • 31. Page  31  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Mobile Usage 80%   78%   41%  
  • 33. 45%of marketers use single attribution. 21%of marketers attribute across multiple programs and people. 20%do not use any type of attribution tracking. The  Lenskold  Group  /  eMedia  Lead  Generaon  Markeng  ROI  study
  • 34. Page  34  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   What Kind Of Attribution Is Right? SINGLE   Assign  all  the  value  to  the  first  (or  last)  program   that  touched  the  deal.       This  usually  means  alloca*ng  the  deal  to  the   source  of  the  first  person  from  that  company,  or   to  the  key  person.   MULTI-­‐PROGRAM     Assign  por*ons  of  the  value  to  each  program  that   touched  the  deal.     Before  you  allocate  credit  across  mul*ple   programs  and  people,  you  need  to  decide  how  to   weight  each  touch  point  –  if  at  all.  
  • 35. Page  35  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   What Kind Of Attribution Is Right? SINGLE   Assign  all  the  value  to  the  first  (or  last)  program   that  touched  the  deal.       This  usually  means  alloca*ng  the  deal  to  the   source  of  the  first  person  from  that  company,  or   to  the  key  person.   MULTI-­‐PROGRAM     Assign  por*ons  of  the  value  to  each  program  that   touched  the  deal.     Before  you  allocate  credit  across  mul*ple   programs  and  people,  you  need  to  decide  how  to   weight  each  touch  point  –  if  at  all.   Acquisi'on  
  • 36. Page  36  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   What Kind Of Attribution Is Right? SINGLE   Assign  all  the  value  to  the  first  (or  last)  program   that  touched  the  deal.       This  usually  means  alloca*ng  the  deal  to  the   source  of  the  first  person  from  that  company,  or   to  the  key  person.   MULTI-­‐PROGRAM     Assign  por*ons  of  the  value  to  each  program  that   touched  the  deal.     Before  you  allocate  credit  across  mul*ple   programs  and  people,  you  need  to  decide  how  to   weight  each  touch  point  –  if  at  all.   Acquisi'on   Engagement  
  • 37. Page  37  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Lead Generation Channel   Program   Cost   New  Names   CPA   Paid  Search   Google  Search   $25,000   500   $50   Paid  Search   Google  Remarke*ng   $50,000   500   $100   Paid  Social   Facebook   $12,500   500   $25   Paid  Social   Twi5er   $25,000   500   $50   *  Data  for  illustra*ve  purposes  only  
  • 38. Page  38  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Lead Generation Channel   Program   Cost   New  Names   CPA   Paid  Search   Google  Search   $25,000   500   $50   Paid  Search   Google  Remarke*ng   $50,000   500   $100   Paid  Social   Facebook   $12,500   500   $25   Paid  Social   Twi5er   $25,000   500   $50   *  Data  for  illustra*ve  purposes  only  
  • 39. Page  39  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Lead Generation + ROI Channel   Program   Cost   CPA   FT  Pipeline   Pipe/Cost  Ra*o   Paid  Search   Google  Search   $25,000   $50   $800,000   32:1   Paid  Search   Google  Remarke*ng   $50,000   $100   $300,000   6:1   Paid  Social   Facebook   $12,500   $25   $100,000   8:1   Paid  Social   Twi5er   $25,000   $50   $75,000   3:1   *  Data  for  illustra*ve  purposes  only  
  • 40. Page  40  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Lead Generation + ROI Channel   Program   Cost   CPA   FT  Pipeline   Pipe/Cost  Ra*o   Paid  Search   Google  Search   $25,000   $50   $800,000   32:1   Paid  Search   Google  Remarke*ng   $50,000   $100   $300,000   6:1   Paid  Social   Facebook   $12,500   $25   $100,000   8:1   Paid  Social   Twi5er   $25,000   $50   $75,000   3:1   *  Data  for  illustra*ve  purposes  only  
  • 41. Page  41  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Lead Generation + ROI Channel   Program   Cost   FT  Pipeline   Pipe/Cost  Ra*o   Paid  Search   Google  Search   $50,000   $1,000,000   20:1   Paid  Search   Google  Remarke*ng   $10,000   $100,000   10:1   Paid  Social   Facebook   $5,000   $50,000   10:1   Paid  Social   Twi5er   $5,000   $25,000   5:1   *  Data  for  illustra*ve  purposes  only   Channel   Program   Cost   CPA   MT  Pipeline   Pipe/Cost  Ra*o   Paid  Search   Google  Search   $25,000   $50   $300,000   12:1   Paid  Search   Google  Remarke*ng   $50,000   $100   $900,000   18:1   Paid  Social   Facebook   $12,500   $25   $200,000   16:1   Paid  Social   Twi5er   $25,000   $50   $100,000   4:1   Channel   Program   Cost   CPA   FT  Pipeline   Pipe/Cost  Ra*o   Paid  Search   Google  Search   $25,000   $50   $800,000   32:1   Paid  Search   Google  Remarke*ng   $50,000   $100   $300,000   6:1   Paid  Social   Facebook   $12,500   $25   $100,000   8:1   Paid  Social   Twi5er   $25,000   $50   $75,000   3:1  
  • 42. Page  42  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Lead Generation + ROI Channel   Program   Cost   FT  Pipeline   Pipe/Cost  Ra*o   Paid  Search   Google  Search   $50,000   $1,000,000   20:1   Paid  Search   Google  Remarke*ng   $10,000   $100,000   10:1   Paid  Social   Facebook   $5,000   $50,000   10:1   Paid  Social   Twi5er   $5,000   $25,000   5:1   *  Data  for  illustra*ve  purposes  only   Channel   Program   Cost   CPA   MT  Pipeline   Pipe/Cost  Ra*o   Paid  Search   Google  Search   $25,000   $50   $300,000   12:1   Paid  Search   Google  Remarke*ng   $50,000   $100   $900,000   18:1   Paid  Social   Facebook   $12,500   $25   $200,000   16:1   Paid  Social   Twi5er   $25,000   $50   $100,000   4:1   Channel   Program   Cost   CPA   FT  Pipeline   Pipe/Cost  Ra*o   Paid  Search   Google  Search   $25,000   $50   $800,000   32:1   Paid  Search   Google  Remarke*ng   $50,000   $100   $300,000   6:1   Paid  Social   Facebook   $12,500   $25   $100,000   8:1   Paid  Social   Twi5er   $25,000   $50   $75,000   3:1  
  • 43. Page  43  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Lead Generation + ROI Channel   Program   Cost   FT  Pipeline   Pipe/Cost  Ra*o   Paid  Search   Google  Search   $50,000   $1,000,000   20:1   Paid  Search   Google  Remarke*ng   $10,000   $100,000   10:1   Paid  Social   Facebook   $5,000   $50,000   10:1   Paid  Social   Twi5er   $5,000   $25,000   5:1   *  Data  for  illustra*ve  purposes  only   Channel   Program   Cost   CPA   MT  Pipeline   Pipe/Cost  Ra*o   Paid  Search   Google  Search   $25,000   $50   $300,000   12:1   Paid  Search   Google  Remarke*ng   $50,000   $100   $900,000   18:1   Paid  Social   Facebook   $12,500   $25   $200,000   16:1   Paid  Social   Twi5er   $25,000   $50   $100,000   4:1   Channel   Program   Cost   CPA   FT  Pipeline   Pipe/Cost  Ra*o   Paid  Search   Google  Search   $25,000   $50   $800,000   32:1   Paid  Search   Google  Remarke*ng   $50,000   $100   $300,000   6:1   Paid  Social   Facebook   $12,500   $25   $100,000   8:1   Paid  Social   Twi5er   $25,000   $50   $75,000   3:1  
  • 44. Page  44  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Opportunity Touch Analysis
  • 45. Page  45  Marketo  Proprietary  and  Confiden*al    |    ©  Marketo,  Inc.    4/2/15   Takeaways •  Use  event  tracking  to  analyze  behavior   •  Personalize  offers  as  much  as  possible   •  Analyze  your  traffic  sources  separately   •  Go  beyond  cost-­‐per-­‐acquisi*on  metrics   •  Look  at  your  data  from  every  angle  
  • 47. #DataOverload   QA    //    Panelist   Mike  Tomita Sr.  Marke*ng  Manager Marketo   MODERATOR:   Andrew  Gaffney   Editor,  Demand  Gen  Report  
  • 48. Thanks  for  joining  us!   View  webcast  on-­‐demand  at:  hQp://dg-­‐r.co/marketo0415