Marketo@Marketo: Advanced Report Builder
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Here at Marketo, we’ve constantly got a slew of pipeline building, revenue generating, engagement cultivating marketing programs running. All to different audiences through different channels and with varying metrics to reach. Watch our team of Analytics Aces reveal the secrets to reporting on the metrics that prove marketing’s impact.
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Marketo@Marketo: Advanced Report Builder
- 1. Marketo@Marketo: Advanced Report Builder* * Previously known as Revenue Cycle Explorer, a component of Revenue Cycle Analytics
- 2. • Chat with us in the panel on the left-hand side of the screen • We’ll be addressing questions at the end of each speaker’s section RECORDING & SLIDES WILL BE MADE AVAILABLE VIA AN EMAIL SENT WITHIN 24 HOURS OF WEBINAR CONCLUDING Housekeeping
- 3. • Dedicated reporting tool in Marketo • All your Marketo data, aggregated & visual • Easy drag-and-drop pivot table user interface • See data as tables, charts, and dashboards What is “Advanced Report Builder”?
- 4. Find the Revenue Explorer…
- 5. Do You Have It? Revenue Explorer is Advanced Report Builder! You have it if you have: • Select Edition • Revenue Cycle Analytics Add-On • Advanced Report Builder Add-On Ask your Marketo Admin or reply to follow up email!
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Welcome…
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 9 Different Types of Slicing & Dicing
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Program Opportunity Analysis
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Available Fields
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Layout
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Filters
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Report
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Tips for Success • Formulate and state the marketing question you want to ask/answer • Make sure your questions are actionable; state the actions for each report • Know in depth how the data was derived before you try to explain • Start with simple reports, then iterate and expand on filters and definitions
- 17. Vyoma Kapur Sr. Enterprise Marketing Programs Manager
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Vyoma’s Vibrant Variables Look at all of this data! What actionable conclusions can I draw now?
- 19. Top Funnel Program Performance Did we successfully engage with people? How did this impact my database?
- 20. What is a Program Success?
- 21. Pipeline Attribution First-Touch Pipeline (FT) Multi-Touch Pipeline (MT) Revenue Won Pipeline-to-Cost Ratio
- 22. Pipeline Attribution First-Touch Pipeline (FT) Multi-Touch Pipeline (MT) Revenue Won Pipeline-to-Cost Ratio
- 23. Pipeline Attribution First-Touch Pipeline (FT) Multi-Touch Pipeline (MT) Revenue Won Pipeline-to-Cost Ratio
- 24. FT vs. MT Pipeline Channel FT Pipeline MT Pipeline PPC $410,000 $525,000 Webinars $220,000 $903,000 Content Syndication $325,000 $117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads
- 25. • Opp’s created after program month are attributed to program • Ability to filter by multiple values, including New Business vs. Cross-sell etc. Opp’s and ARR Generated Opp = Opportunity ARR = Annual Recurring Revenue
- 26. Mary Kate Francis Demand Generation Coordinator
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 MK and the Webinar Factory We run hundreds of webinars a year. Is there anything coming out of them? Opportunities? Pipeline? Revenue?
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Marketo Webinars (SMB)
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Marketo Webinars (SMB)
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Multi-Touch Pipeline Generators
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Oh no! No First-Touch!
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 No problem…
- 33. Mike Tomita Director of Online Marketing
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Tomita’s Traffic Trials We drive thousands of people to our web pages daily… Are any of them worth anything? Disclaimer: Marketo believes that all human life is inherently valuable and cannot be gauged by the amount of revenue that may or may not be driven by its existence
- 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 DG – Pipeline by Digital Program
- 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Filters
- 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 DG – Pipeline by Digital Program
- 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Just Add Program Name
- 39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 All Program Tags Available
- 40. Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Easy to add
- 41. Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Voila!
- 42. Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Program Tagging is KEY
- 43. Graham Gallivan Sr. Manager of Enterprise Marketing
- 44. Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Getting Granular with Graham We spent a lot of time on that one piece of content. Please tell me we got something out of it.
- 45. Page 45Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Economist Survey: Pipeline
- 46. Page 46Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Economist Survey: Pipeline
- 47. Page 47Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Economist Survey: Pipeline by Program
- 48. Page 48Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Economist Survey: Pipeline by Program
- 49. Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 1/31/2017 Tips for Success • Formulate and state the marketing question you want to ask/answer • Make sure your questions are actionable; state the actions for each report • Know in depth how the data was derived before you try to explain • Start with simple reports, then iterate and expand on filters and definitions
- 51. Advance Registration $1595Ends January 31, 2017 Exclusive $100 Discount Code: Nation100 REGISTER NOW AT SUMMIT.MARKETO.COM
- 52. Featured Sessions Let’s Get Digital! Take a look behind the curtain and see how Marketo plans, executes, and measures its digital marketing programs. Penetrating Industries with an Integrated Sales and Marketing Strategy Learn how Marketo utilizes a cross-channel approach to generate interest throughout various stages of the funnel from the right buyers in the right industries.
- 53. THANK YOU!!!