You've heard the buzz about marketing automation and inbound marketing, but do you really grasp their full potential – and how they work together to drive revenue? In this Dreamforce 2013 session, Jon Miller, co-founder and VP Marketing at Marketo, and Rand Fishkin, CEO of Moz, join forces to share their “secret sauce” for driving their own company’s growth. You'll see how the experts at Marketo use marketing automation themselves, including actual results and metrics. And you’ll learn how Moz uses content, SEO, social, community, and email to attract thousands of new customers.

1. 10 Ways Marketing Automation and
Inbound Marketing Work Together
Marketo & Moz
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

2. Marketo Fast Facts
Leader in cloud-based marketing automation
>2700 customers in 36 countries
(MKTO)
>150 ecosystem partners
>40,000 active Marketing Nation community members
>400 employees in U.S., Europe, Australia
Thought Leader driving the market agenda
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© 2013 Marketo, Inc.
@jonmiller

3. Page 3
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@jonmiller

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@jonmiller

5. Page 5
© 2013 Marketo, Inc.
@jonmiller

6. 1. What is Marketing Automation
2. What is Inbound Marketing
3. How Moz Does Inbound
4. How Marketo Uses Marketing
Automation
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© 2013 Marketo, Inc.
@jonmiller

7. Download Slides
bit.ly/DF13-10tips

8. What Is Marketing
Automation?

9. Source: The Corporate
Executive Board
Company, “The Digital
Evolution in B2B
Marketing,” 2012.
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© 2013 Marketo, Inc.
@jonmiller

10. Execute
campaigns
incredibly fast
Measure
and optimize
Build
relationships
with prospects
and customers
Convert more
prospects, mor
e quickly

11. Database of Record
Web
Email
Campaign
History
Social
Demographic
Transactional
& CRM
Firmographic

12. Workflow / Automation

13. Multi-Channel
Program Execution

14. Analytics

15. Comparing Marketing Automation with an ESP
Online Marketing
Sends mass emails
Tracks open rates and clicks
Easy to build landing pages and forms
Rich Behavioral Database
Website behavior tracking
Easy to create dynamic segments based on cross-channel behaviors
Powered by a smart marketing database (demographics, behaviors, transactions)
Multi-Channel Conversations
Easy to create multi-step campaigns with conditional logic
Intelligently delivers content with Smart Streams
Coordinate cross-channel interactions (direct mail, SMS, etc.)
Social sweepstakes and referral applications
Program ROI Analytics
Ability to define and measure a data-driven view of the buying cycle
Customizable time series reporting on marketing performance
Lead Management
Behavioral and demographic scoring to prioritize engagement
Comprehensive and flexible integration with CRM systems
Revenue Analytics
Manage marketing budgets and forecasts seamlessly across teams
Measures impact of marketing programs on revenue
Ability to define and measure a data-driven view of the buying cycle
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© 2013 Marketo, Inc.
@jonmiller
Email Service Provider
Marketing Automation

16. DOWNLOAD MARKETO RFP
www.marketo.com/rpf

17. Sounds great, but I
have millions of
contacts!
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© 2013 Marketo, Inc.
@jonmiller

18. Processes at scale
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© 2013 Marketo, Inc.
@jonmiller

19. How to Rock Inbound Marketing
Over the past 5 years, Moz has grown both traffic and customers by more than
10X. Learn the weird and wonderful ways Moz leverages marketing
strategies, tactics, and channels to build an inbound software business.
Rand Fishkin | tweet @randfish | slides on Slideshare.net/randfish

20. Inbound vs.
Interruption

21. Why Focus On Inbound
Channels?

22. #1
Click Distribution

23. Where Do Searchers Click?

24. Where Do Searchers Click?
Only 18% of clicks go here.
82% go here.

25. Where Do News Readers Click?

26. Where Do Tweeters Click?

27. Where Do Facebook Users Click?

28. Where Does the Web Click?
*Via Forrester’s Interactive Marketing 2012 Report

29. #2
Cost of Acquisition

30. A Tale of Two Marketers

31. A Tale of Two Marketers

32. A Tale of Two Marketers

33. A Tale of Two Marketers

34. A Tale of Two Marketers

35. #3
The Flywheel Effect

36. Flywheels are Hard to Get Started

37. But, with Each Turn, Generate Momentum

38. An Example from the World of SEO:
Create KW-targeted
content
Launch, promote, ear
n links & shares
New links &
audience make it
easier to promote/
rank next time
Rank
highly, earning
add’l ongoing
visits
Reach a wider
audience

39. The Inbound Marketing Funnel

40. Moz’s Funnel

41. Content, SEO, & social
drive top of funnel.

42. Community, tools, & email drive
deeper engagement

43. Limits on free tools & access to
paid tools drive free trials

44. 85%+ of free trials & 95%+ of traffic comes from
inbound (non-paid) channels.

45. We use an in-house tool called
“Gizmo” to visualize our funnel

46. 5 Tips to Get the Most from Your
Inbound Efforts

47. #1
The Right Content > More Content

48. A daily/weekly blog
isn’t the best or only
way to do content
marketing right.

49. For many sites, just
a few high-value
content pieces each
year is enough to
earn remarkable
returns.
Several of our single resources
(like this Algo Change one) garner
more traffic than 50+ blog posts
combined.

50. Give up here…
And you’ll never make it here.
The big challenge is, to get it right, you usually
need to be willing to try, fail, and try again
many times.
http://moz.com/rand/so-why-do-i-have-the-platform-the-recognition/

51. #2
Data Yields Smarter Social Sharing.

52. Sharing at the right time makes a huge difference.
Via: http://followerwonk.com

53. Tracking my shares and testing different formats has made
me smarter about posting.
Via: http://bit.ly

54. For example, links I
share on Google+ and
Facebook work far
better when joined by
an image.
In many cases, I just take a
screenshot of the content
on the page.

55. My best tweets follow the format:
TEXT – LINK – TEXT.

56. Andsocial following seems to benefit most when I
My suffer most when I share links or opinions on
speak at events subjects.
political or give webinars
Using my Twitter churn chart, I can see what activities have the
greatest impact on growing followers.
Via: http://followerwonk.com

57. #3
If You’re Going to Do Video, Do It Right.

58. This is Whiteboard Friday, a weekly video series on Moz.
http://moz.com/blog/category/whiteboard-friday

59. We start by targeting
topics & keywords we
know our audience
cares about.

60. We use Speechpad to
give the video a text
transcript (good for
accessibility & SEO).

61. We use our social
networks to
amplify the video’s
reach.

62. We host on Wistia, to
get detailed video
analytics and our own
embed code.

63. And we use Video
XML Sitemaps to get
the rich snippet in
Google’s search
results, sending even
more traffic.

64. The results have been remarkable.

65. More Tips on Video & Whiteboard Friday
http://wistia.com/learning/weekly-videos-with-moz

66. #4
Google+ is Like Cheating at SEO.

67. These show up because
the writers have used
Google+’s rel=author
integration.

68. This only ranks
because I follow
Cyrus on Google+

69. Virtually everything shared by
those I follow on G+ will rank
for even the broadest of
keywords on page 1.

70. vs.
In some fields, for some sites, it may be easier
to get your audience to follow you on Google+
than to rank using classic SEO.
http://moz.com/blog/using-google-plus-to-appear-in-the-top-results-every-time-whiteboard-friday

71. #5
Use Different Tactics for Different Stages.

72. Where, in your
funnel, is your
greatest area of
opportunity?

73. If brand awareness and first time
traffic is the challenge, content & SEO
are great tactics.

74. If people aren’t coming
back, social, email, & regularlyupdated resources may be the right
move.

75. If conversion rates are low, you may be attracting the
wrong audience, telling the wrong story, and/or failing to
overcome objections.

76. You don’t have to do all of these to have success.
http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/

77. Here’s to Better Marketing!
Find Rand on the Web: Blog, Twitter, Facebook, Google+

78. How Marketo Uses
Marketing Automation

79. What works for us at
the Top of the Funnel?
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© 2013 Marketo, Inc.
@jonmiller

80. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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© 2013 Marketo, Inc.
@jonmiller

81. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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© 2013 Marketo, Inc.
@jonmiller

82. Like Moz, inbound creates the best leads
by far: high conversion, high velocity
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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© 2013 Marketo, Inc.
@jonmiller

83. But we also use a Portfolio
of programs
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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© 2013 Marketo, Inc.
@jonmiller

84. Page 84
© 2013 Marketo, Inc.
@jonmiller

85. DATE:
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© 2013 Marketo, Inc.
JUNE
@jonmiller

86. Sponsored Email builds the
database, but low conversion
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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© 2013 Marketo, Inc.
@jonmiller

87. Webinar, tradeshow, PPC, and virtual
tradeshow are top paid TOFU
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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© 2013 Marketo, Inc.
@jonmiller

88. Paid Social & Display Ad drive brand
and amplify inbound as well
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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© 2013 Marketo, Inc.
@jonmiller

89. Average days to
Opportunity: 327 days
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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© 2013 Marketo, Inc.
@jonmiller

90. Page 90
© 2013 Marketo, Inc.
@jonmiller

91. Sales Ready
2%
Need More
Nurturing
50%
Disqualified
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© 2013 Marketo, Inc.
25%
25%
@jonmiller
Source: RainToday

92. Lead Nurturing:
Building relationships with
qualified prospects regardless
of their timing to buy
Get the “Definitive Guide to Lead Nurturing”
marketo.com/DG2LN
Page 92
© 2013 Marketo, Inc.
@jonmiller

93. The ROI of Lead Nurturing
Marketo ROI Results
Fast Leads
( MQL <1 mo)
Without
Nurturing
With
Nurturing
Slow Leads
(MQL >1 mo)
Total Leads
(MQL)
Cost / Lead
(MQL)
20%
6.67%
26.67% $206.00
20%
20.0%
40.0%
$137.50
Source: Actual Marketo data; assumes $55 per prospect
Results: 50% more marketing qualified leads from lead nurturing
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© 2013 Marketo, Inc.
@jonmiller

94. Relevance
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© 2013 Marketo, Inc.
@jonmiller

95. More Targeted Sends are More Relevant
Engagement Score
400
350
300
250
200
150
100
50
0
100
1000
10000
Email Send Size
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© 2013 Marketo, Inc.
@jonmiller
100000
Source: 100s of Marketo campaigns

96. 1. BUYING STAGES
2 Early: Be a Better Marketer
•
3
• Mid: Why Marketing Automation
• Late: Why Marketo
• Customer: Success
2. BUYING PROFILES
• Marketing, Sales, Exec
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© 2013 Marketo, Inc.
@jonmiller

97. Page 97
© 2013 Marketo, Inc.
@jonmiller

98. Dynamic Content
Industry, Geography, Com
pany Size, Customer vs.
Prospect, etc.
Page 98
© 2013 Marketo, Inc.
@jonmiller

99. The Key to Relevance is Behavioral Targeting
Top Tactics to Increase Email Engagement
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© 2013 Marketo, Inc.
@jonmiller

100. Example: Topic of Interest Triggers
Email
Social
•
•
•
•
•
Content
Attends event
Downloads content
Click email
Fills out form
Score is changed
Page 100
© 2013 Marketo, Inc.
Technology
@jonmiller

101. 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%
Page 101
© 2013 Marketo, Inc.
@jonmiller

102. Smart Lists
I can do this
myself! No trips
to see IT – yay!
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© 2013 Marketo, Inc.
@jonmiller

103. Scoring and Lead Management
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

104. Lead Scoring Defined
“Shared sales and marketing methodology for ranking
leads in order to determine their sales readiness”
Nurture
Fit
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© 2013 Marketo, Inc.
Pass to
Sales
Pass to
Sales
Interest
@jonmiller
Nurture
Disqualify
Buying Stage

105. Demographic “Fit” Score
Positive Demographic Score
• e.g., Marketing Manager title, known CRM customer,
known competitive solution customer
Negative Demographic Score
• e.g., Generic email address, illegitimate phone number,
non-existent company (unemployed, self, looking)
Data Augmentation, Not Forms
Page 105
© 2013 Marketo, Inc.
@jonmiller

106. Latent Behaviors
(Engagement)
•
•
•
•
•
Click email: +1
Visit webpage / blog: +1
Early stage content +3
Attend webinar: +5
Decay inactivity:
-1, -5, -10
Active Behaviors
(Buying Intent)
•
•
•
•
•
Free trial or Contact request: +15
Pricing pages: +10
Demos: +10
Late-stage content +12
Searches for branded keyword
“Marketo” +8
Get the “Definitive Guide to Lead Scoring”
marketo.com/DG2LS
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© 2013 Marketo, Inc.
@jonmiller

107. Fit
One Way to Identify Marketing Qualified Leads
A
B
C
D
Lead
Lead
Lead
Lead
Lead
4
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© 2013 Marketo, Inc.
Lead
3
2
Behaviors
@jonmiller
1

108. No Lead Left Behind: Service Level Agreements
Day 0
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
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© 2013 Marketo, Inc.
Notification
If stale, alert executives
@jonmiller

109. Stars and Flames
show priority
Full list of Interesting Moments
Page 109
© 2013 Marketo, Inc.
@jonmiller

110. Revenue Analytics
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

111. Page 111
© 2013 Marketo, Inc.
@jonmiller

112. 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
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© 2013 Marketo, Inc.
@jonmiller

113. Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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© 2013 Marketo, Inc.
@jonmiller

114. Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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© 2013 Marketo, Inc.
@jonmiller

115. Example: Multi-Touch Attribution
A deal worth $100,000 recently closed.
Three people were involved in the deal:
• Person A attended Seminar A and Trade Show B
• Person B attended Trade Show B
• Person C was sent Direct Mail C
$100,000 Revenue
$25,000
Seminar A
$25,000
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© 2013 Marketo, Inc.
$25,000
$25,000
Tradeshow B
$50,000
@jonmiller
$25,000
Direct Mail C
$25,000

116. % Above
Min*
89%
76%
75%
41%
57%
73%
67%
Source: Marketo Revenue Cycle Analytics, Nov 2013
* Percentage
of all programs in channel that achieve MT Ratio > 5
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© 2013 Marketo, Inc.
@jonmiller
10.4 66%

117. % Above
Min*
89%
76%
75%
41%
(MT) Ratio = Pipeline / Investment
>10 is Great and <5 is Fail
Webinar = 54!, Tradeshow = 6.9, Sponsored
Email = 3.8, Content Syndication = 9.6
Source: Marketo Revenue Cycle Analytics, Nov 2013
* Percentage
of all programs in channel that achieve MT Ratio > 5
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© 2013 Marketo, Inc.
@jonmiller
57%
73%
67%
10.4 66%

118. % Above
Min*
89%
% Programs with MT Ratio > 5
e.g. Content Syndication has good
average but 43% programs “fail”
76%
75%
41%
57%
73%
67%
Source: Marketo Revenue Cycle Analytics, Nov 2013
* Percentage
of all programs in channel that achieve MT Ratio > 5
Page 118
© 2013 Marketo, Inc.
@jonmiller
10.4 66%

119. Sales
Lead
Lead
Target
Engaged
Name
Friend
Awareness
Opportunity Customer
Nurturing
Database
TOFU
Page 119
© 2013 Marketo, Inc.
MOFU
@jonmiller
BOFU

120. Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
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© 2013 Marketo, Inc.
@jonmiller

121. Key topic areas:
• Balance (Reach)
• Flow
• Conversion
• Velocity
Filter/Drill into data, e.g.
by Program Type, Business
Unit, Geography, etc.
Screenshot: Marketo Revenue Cycle Analytics
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© 2013 Marketo, Inc.
@jonmiller
Trends over time

122. Use Metrics to Set & Justify Budgets
New Targets
15.3%
60,000
2.4%
23,000
131,000
Inventory Of
Active Targets
New MQLs
Score>100
922
20,000
10.5%
Inventory of
Active MQLs
120K
New SQLs
1.9%
SDR
capacity
driven
New Opps*
75%
270
1,000
6 Month
Created
Opp Inv.
35%
Wins
Inbound /
Programs
New
Names
2,000
(900K DB
Total)
*Opps is bigger than SQLs because includes outbound and partner referrals
Page 122
© 2013 Marketo, Inc.
@jonmiller

123. Get the “Definitive Guide to Marketing Metrics & ROI”
marketo.com/DG2MM
Page 123
© 2013 Marketo, Inc.
@jonmiller

124. Definitive Guide to Marketing Automation
http://marketo.com/DG2MA
Definitive Guide to Marketing Metrics & ROI
http://marketo.com/DG2MM
The Beginner's Guide to SEO
http://moz.com/beginners-guide-to-seo
Search Engine Ranking Factors
http://moz.com/search-ranking-factors
Page 124
© 2013 Marketo, Inc.
@jonmiller

125. 10 Tweetable Takeaways
1.
The way buyers buy has changed forever
– the way we market and sell must change
as well
2.
The right content > more content
3.
Data yields smarter social sharing
4.
If you’re going to do video, do it right
5.
Google+ is like cheating at SEO
6.
Use different tactics for different stages
Page 125
© 2013 Marketo, Inc.
@jonmiller
@jonmiller
@randfish
#df13

126. 10 Tweetable Takeaways
7.
Be like a stock picker – don’t put all
your marketing into one program
8.
Sales doesn’t want names, they want
“win ready” leads – nurture and score
relationships over time
9.
The key to relevance is behavioral
targeting
10. Use analytics to turn marketing from a
cost center into a revenue driver
Page 126
© 2013 Marketo, Inc.
@jonmiller
@jonmiller
@randfish
#df13

127. Thank You
Rand Fishkin
@randfish
Jon Miller
@jonmiller
http://moz.com
jon@marketo.com