1. How to get ROI from Marketo
Run Marketo like a Boss
2. Upcoming Partner Activities EMEA
• Partner Enablement Day 10 March – London
• New product releases,
• How to expand offerings,
• Case Study review, Best practice advice
• Next Partner Webinar – New Announcements & Best Practices
• 16th March
• MCC –
• Tel Aviv March 7th & 8th
• London April 14th & 15th
Any questions
4. Quiz:
What would you say is your level of expertise with Marketo?
• Beginner
• Some experience
• Using it for years
• Expert
What are you hoping to learn today?
• How to prove Marketo’s return on investment
• How to prove Marketing’s return on investment
• How to use Marketo reports
• All of the above
5. Agenda: Show ROI with Marketo
• Tactical ROI – quick wins
• Strategic ROI – do things differently
• Organisational ROI – align Marketo with the business
8. Page 8
Variables to use in A/B Testing
• Day of the week
• Time
• Subject Line
• From Name
• From Email Address
• Length of email
Best Practice
Isolate a single variable as your test variable
and be sure your audience size is large enough to test properly.
• Number of links in email
• HTML vs. Text-Only
• Offer: Example: 50% off versus $200 Off!)
• Button Text
• Call-To-Action placement
• Graphics vs. No Graphics
9. Page 9
Tactical ROI: Boost Open/Click rates
Send one email
Open rate: 14%
Click rate: 8%
Send email, wait 1 week, re-send
to non-opens
Open rate: 21%
Click rate: 15%
12. Page 12
Strategic ROI: the Marketo Engagement Program
• Plan a customer journey
• Target people based on
behaviours and preferences
• Respond based on behaviours
Engagement
13. Page 13
Case study 1:
Engagement program for New Leads
• Stream 1: Introductory emails
• Stream 2: Pulls in people who click links about topic A
• Stream 3: Pulls in people who click links about topic B
• Etc…
14. Page 14
Case study 1 result:
Each of these
is a nurture
stream
Email Name % Opened % Clicked
Clicked to Opened
Ratio
Email 1: Introduction 17.6% 0.1% 0.7%
Clicked link about topic D 42.3% 19.2% 45.5%
Clicked link about topic B 15.5% 0.1% 0.8%
Clicked link about topic C 12.6% 0.2% 1.4%
Clicked link about topic A 16.4% 0.2% 0.9%
15. Page 15
Case study 1 next steps:
• Analyze the web behaviour of people who move stream
• web activity report, customised
• Report on how our financial investment in this program translates into
new customers and ongoing revenue
• Program Analyzer
• Opportunity Analyzer
16. Page 16
Case study 2:
2 Engagement programs:
• Program 1 targets: according to Demographics
• Program 2 targets: according to Behaviour
• Opt-ins for subject matter (5%)
• Participants in online events on subject matter (40%)
• Downloaded relevant pdfs (55%)
23. Page 23
Case study 3
Aligning with sales
• Communicate where new leads are coming from and what drives revenue
• Which content is converting?
• Which events are the most productive?
• Get input on what buying signals are important
• Sales Insight
• Lead lifecycle and lead scoring
24. Page 24
Aligning with Sales: Lessons learned
• Don’t start pushing MQLs/Interesting Moments too soon
• Once sales sees your work as ineffectual, you’re toast
• Too few hot leads better than a bunch of junk leads
• Get input on what to score, and how important it is
• Create a sense of shared ownership
• Agree when a lead is MQL; complete an exercise
in analysing recent wins to see what the decision
makers/influencers did
• Did they click emails?
• Attend events?
• Webinars?
• When did it occur in relation to sales
meetings?... etc
25. Page 25
Proving Marketing’s connection to revenue: the prerequisites
• Enter costs in your program’s Setup tab (can be done/changed later if necessary)
• Ensure that contacts are connected to Opportunities in your CRM system
• Assign Acquisition Programs
• Assign “Success” in all Programs!
26. Page 26
Marketo, Inc. Marketo Proprietary and Confidential
Getting Data into the Analyzers
• Depends on adoption of Programs
in Marketo
• Pulls additional data from
Opportunities in CRM and
Interesting Moments (optional)
Opportunity Influence Analyzer
• Pulls data from Programs in
Marketo, Opportunities in CRM,
and Revenue Cycle Model
(optional)
• Reports only on Programs that
have cost ($0 is fine)
Program Analyzer
Data in the Analyzers
updates nightly
Reminder
27. Page 27
Marketo, Inc. Marketo Proprietary and Confidential
Share the Program Performance report!
29. • Make incremental, but significant tactical
changes (email deliverability, re-targeting, etc)
• Make strategic changes (customer journeys
based on behaviours, not email blasts)
• Sit down with Sales and other people from the
business and review/plan your goals and reports
• Make yourself (and Marketing in general) visible!
Subscribe stakeholders to the Marketo reports.
In Summary
30. Quiz:
What was the most useful part of this presentation?
• The tactical part
• The strategic part
• The organizational part
• All useful
• I don’t know, I fell asleep
The questionnaire gets the client to put down on paper some details about their current strategy, what their goals are, how they approach lead personas, and what content they have and are working on.
How do you get the data to flow correctly into the analyzers, so you can reap the reporting benefits?
Here’s how it works:
The Opportunity Influence Analyzer gets information from your Marketo Programs, from the Opportunities in your CRM system such as Salesforce, and from Interesting Moments as part of Sales Insight.
The Program Analyzer depends on Marketo Programs, Opportunities in your CRM, and as an option for more advanced metrics, the Revenue Cycle Model.
Please ensure that your Marketo programs are set up correctly with cost periods, progression statuses and success defined.
Contacts need to be attached to opportunities in your CRM for closed-loop reporting.
Lastly, as a reminder, the data in the Analyzers are updated nightly.
Marketo Creating a Smart Campaign - https://docs.marketo.com/display/public/DOCS/Create+a+New+Smart+Campaign