The document is a presentation about Marketo's customer engagement platform. It discusses how marketing has changed from mass advertising to 1:1 communication driven by data. Marketo's platform helps marketers navigate the digital world by attracting customers, building relationships, driving conversions, and measuring/optimizing results. It provides various features including dynamic content, behavioral targeting, A/B testing, and multi-touch attribution to improve marketing performance.

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Customer Engagement Platform:
Smarter Marketing for Better Results
Brian Glover
Sr. Product Marketing Manager, Marketo

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• Are you in the right place?
• Get social with #MktgNation14
• On today’s agenda:

9. THEN NOW
It’s A New World, With New Rules
Demographic Behavioral Segmentation
Mass Advertising 1:1 Communication
Point in time Blasts Continuous Relationships
Few / isolated channels Exploding / integrated channels
Intuitive decision making Data-driven automation

10. Customer Engagement Platform:
Helping Marketers Navigate The Digital World
DRIVE
CONVERSIONS
Drive effective conversion
from new prospect to sale
BUILD
RELATIONSHIPS
Orchestrate engaging
customer experiences
mapped to the buyer’s
journey
ATTRACT CUSTOMERS
Generate interest in your products and
messages
MEASURE &
OPTIMIZE
Maximize impact of
marketing investments
PLAN & BUDGET
Plan marketing campaigns
and track expenses

11. LaunchPoint
200+ solutions across 11 marketing categories
Social &
Content
Events &
Webinars
Mobile
Marketing
Data &
Analytics
Lifecycle
Marketing

12. The Marketing Nation Accelerates Success
2,500+ customers
Program Exchange
Definitive Guides
and award-
winning blog
User Summit
Over 40,000
users
User groups in
32 cities globally
45,000 hrs of
experience
Preferred
Service Partners
Most complete
ecosystem
200+ LaunchPoint
partners
Community
Knowledge
& Ideas
Consultants
& ExpertsBest Practices
Integrated
Solutions

13. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
TOFU MOFU
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
BOFU

14. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Exposed to us via content, brand,
or word of mouth

15. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Feels a relationship and trust
with us

16. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Names are just names.

17. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Meaningful interaction with us

18. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Nurture until ready
for next step
Qualified potential customer

19. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Marketing qualified lead (score > 100) –
Sales Development Rep (SDR) reach-out

20. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Qualified as sales-ready by SDR

21. Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
Accepted and actively worked by sales:
marketing quota attainment

22. Name
Awareness
Friend
Engaged
Target
OpportunityCustomer
Lead
SalesLead
Nurturing
Database
Retain
Advocate
Enable Adopt
Drive customer success to keep
and grow relationships

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ATTRACT CUSTOMERS

24. © 2013 Marketo, Inc. Marketo Proprietary and Confidential

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Blog, e-books, research data,
funny videos, curated lists,
infographics, webinars
Thought leadership and
enjoyable content to build
brand, awareness, and desire
Tools that help buyers find
you when they are looking
for solutions
Company-specific
information to help evaluate
and reaffirm selection
Buying guides, RFP templates,
ROI calculators, definitive guides,
analyst reports
Pricing, demos, services
information, 3rd party reviews,
customer case studies
Early Stage
Middle Stage
Late Stage

26. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Inbound creates the best leads by far:
high conversion, high velocity

27. Search Engine Optimization
Attract more of the right prospects to your website and content

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Marketo Real-Time Personalization
Drive up to 30% more website conversions
Make web and mobile
experiences as
personalized as email
• Present messaging, offers and content tailored
to specific audiences
• Works for anonymous or known leads
• Supports A/B testing
• Easy and integrated
• Hands free, any CMS and zero IT

31. MuleSoft - Generic

32. MuleSoft - Industry

33. James Allen - Generic

34. James Allen – Behavioral

35. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
At Marketo, we use a
Portfolio of programs

36. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Sponsored Email builds the
database, but low conversion

37. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Paid Social & Display Ad drive
brand and amplify inbound as well

38. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Webinar, tradeshow, PPC, and virtual
tradeshow are top paid TOFU

39. Marketo Program Library, Multi-Channel
Marketing Best Practices
Delivered through Pre-Built
Verified Programs
http://templates.marketo.com

40. Social Campaigns
Amplify your results with Social Marketing
Referral
Campaigns
Sweepstakes
Social
Polls
Go beyond social sharing with engaging social
apps that marketers can launch on their own.

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42. 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

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BUILD RELATIONSHIPS

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Reason #1

45. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Average days to
Opportunity: 327 days

46. Old Model = Leaky Funnel
Source: October 4, 2006, “Improving B2B Lead Management” Forrester report

47. Lead Nurturing Plugs the Leak
Source: October 4, 2006, “Improving B2B Lead Management” Forrester report

48. Reason #2
When it comes to marketing,
nobody wants to get blasted

49. What is an engaging
conversation?
• Communications
flow one to the next
• Listens and responds
• Relevant and
meaningful

50. More Targeted Emails are More Relevant
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
EngagementScore
Email Send Size Source: 100s of Marketo campaigns

51. Customer Engagement Engine
Build deep, durable 1:1 customer relationships, at scale.

52. Dynamic Content
Industry, Geography,
Company Size, Customer
vs. Prospect, etc.

53. Behavioral Targeting for Maximum
Relevance: Topic of Interest Triggers
• Attends event
• Downloads content
• Click email
• Fills out form
• Score is changed
Email
Social
Content
Technology

54. 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%
Marketo’s Own Results

57. A/B Testing Improves Your Relevance,
And Results
• A/B/n testing with
automatic champion
chooser
• “Custom Conversions”
offer a wide-range of
winning criteria
• Champion/Challenger
testing for ongoing,
automated, triggered
campaigns

58. Mobile Enhancements
• Responsive emails and landing
pages
• Reporting on mobile usage
• Mobile triggers and filters
• Push notifications (Modo Labs)

61. Advanced Email Features
• Send a segmented,
batch email in minutes
• Email Scripting for
advanced
personalization
• Email Analysis for in-
depth insights
• Responsive email
template library for
mobile emails

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DRIVE CONVERSIONS

63. Lead Scoring Defined
“Shared sales and marketing methodology for ranking
leads in order to determine their sales readiness”
Nurture Nurture DisqualifyPass to
Sales
Pass to
Sales
Fit Interest Buying Stage

65. Short (5)
Conversion: 13.4%
Cost per: $31.24
Medium (7)
Conversion: 12.0%
Cost per: $34.94
Long (9)
Conversion: 10.0%
Cost per: $41.90

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• 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
Resource: “Definitive Guide to Lead Scoring”
http://marketo.com/DG2LS

67. Engagement & Intent
One Way to Identify Marketing Qualified
Leads
A Lead Lead Lead
B Lead Lead
C Lead
D
4 3 2 1
Fit

68. Stars and Flames show priority
Full list of Interesting Moments

69. No Lead Left Behind: Service Level Agreements
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives

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MEASURE & OPTIMIZE

72. 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

73. Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics

74. Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics

75. Example: Multi-Touch Attribution
A 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

76. Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5

77. Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 58% of (MT) Pipeline
Paid Programs = 42% of (MT) Pipeline

78. Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
(MT) Ratio = Pipeline /
Investment
>10 is Great and <5 is Fail
Sponsored Email = 12.8, Tradeshow = 10.6,
PPC = 13.0, Webinars = 25.4, Field Events =
6.6, Content Syndication 7.7

79. Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5
% Programs with MT Ratio > 5
e.g. Tradeshow has good average
but 49% programs “fail”

80. Name
Awareness
Friend
Engaged
Target
TOFU MOFU
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
BOFU

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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics

82. Filter/Drill into data, e.g.
by Program Type, Business
Unit, Geography, etc.
Key topic areas:
• Balance (Reach)
• Flow
• Conversion
• Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics

83. Get the “Definitive Guide to Marketing Metrics & ROI”
marketo.com/DG2MM

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PLAN & BUDGET

85. Use Metrics to Set & Justify Budgets
New Targets
New MQLs
Score>100
23,000
Inventory of
Active MQLs
20,000
New Opps*
1,000
6 Month
Created
Opp Inv.
2,000
270
*Opps is bigger than SQLs because includes outbound and partner referrals
SDR
capacity
driven
Inbound/Programs
120K
(900K DB
Total)
New
Names
New SQLs
922
Wins
Inventory Of
Active Targets
60,000
131,000
15.3%
10.5%
2.4%
1.9%
75%
35%

86. Marketo Financial Management
Plan and Budget
Increase visibility and spend to plan

87. Customer Success – Enterprise

88. Marketing Calendar
Plan your roadmap of strategic campaigns and events for the year
Marketing Planner / Coming Fall 2014

89. Marketing Calendar
Plan, coordinate and communicate everything marketing is doing
Group Calendar / Coming July 2014

90. Marketing Calendar
Data Feed
Device
Access
Embeddable
Views
Access your Marketing Calendar anytime, anywhere
Calendar Accessibility / Coming Fall 2014

91. My Marketo
My Marketo / Coming July 2014

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Integrate

93. LaunchPoint
200+ solutions across 11 marketing categories
Social &
Content
Events &
Webinars
Mobile
Marketing
Data &
Analytics
Lifecycle
Marketing

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Learn

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Marketing Sprints (NEW!)
Creating REPEATABLE success by helping customers design, execute, measure
and optimize their marketing initiatives
+
YOU
Outcome based projects that accelerate your
marketing initiatives

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New Products Demo

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Q&A
Brian Glover
Sr. Product Marketing Manager, Marketo
bglover@marketo.com
@brianjglover

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