Marketo@marketo webinar slides

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This document discusses Marketo's approach to lead nurturing and marketing campaigns. It describes how to map content to different stages of the buyer's journey, use triggers to drive website engagement, and retarget leads who abandon forms. The document also stresses the importance of reporting and provides examples of reports to analyze program costs, revenue stages, and marketing return on investment at different stages of the buyer journey.

Marketing

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The Changing Buyer Journey

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The New Buyer Journey

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Our Marketing Goals

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Nurture
Lead nurturing is the process of
building effective relationships
with your potential
customers throughout the buying
journey

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Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/2019
Map Content to Buying Stage

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Forget the Flowchart
Flowcharts = More work + less results.

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Transition Rules

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Tips…
• Nurtures to consider:
• Reactivation Nurture = not engaged 1 Yr
• Recycled Nurture = Recycled Leads
• Multi-Channel Nurture = Retarget on other channels

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Your Website
Using triggers to drive 3x more
engagement than batch or nurture
emails

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Marketo Proprietary and Confidential

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Marketo Proprietary and Confidential

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Marketo Proprietary and Confidential

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Trigger Email Flow
Organic Behaviour
Trigger
Segmentation
Filter
Action
Flow
If a person visits the pricing
page
The person is:
Marketable
Not a customer
Job Role contains marketing
Not was sent email in past 30 mins

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Marketo Proprietary and Confidential

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Marketo Proprietary and Confidential
Alert the sales team… where relevant

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Marketo Proprietary and Confidential

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Form Abandonment
30% of people will return to complete
a form if there’s something in it for
them

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Marketo Proprietary and Confidential

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Marketo Proprietary and Confidential

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Marketo Proprietary and Confidential
Form Abandonment – Smart List = Targets

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Marketo Proprietary and Confidential
Form Abandonment – Smart List = Targets

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Marketo Proprietary and Confidential
Form Abandonment – Smart Flow = Action

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Go big or go home…
Tactical Tips to Try Out
• Refine your target audience with filters
• Consider sending a triggered email
• Retarget your abandoners on paid media

Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/2019
REPORTING
Nearly 50% of marketing
leaders name tracking and
measuring marketing
campaigns as a top
challenge

Page 29© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Reporting
New Name
Acquisition
Buyer Journey
Analysis
Marketing
Impact / ROI
Early Stage Mid Stage Late Stage

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Marketo Proprietary and Confidential
Early Stage Reports – Program Cost Analysis
• Which Channels are bringing in the most names?
• Which Channels are bringing in the cheapest new names?

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Marketo Proprietary and Confidential

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Marketo Proprietary and Confidential

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Marketo Proprietary and Confidential
Filter, Filter, Filter…. Deep Dive

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Marketo Proprietary and Confidential

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Marketo Proprietary and Confidential
Program Revenue Stage Analysis – New Names

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Marketo Proprietary and Confidential

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Marketo Proprietary and Confidential
Conditional Formatting

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Marketo Proprietary and Confidential
Program Revenue Stage Analysis – Avg Days to Stage

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Marketo Proprietary and Confidential

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Marketo Proprietary and Confidential

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Marketo Proprietary and Confidential
Late Stage Report – Program Opportunity Analysis
• How are my programs impacting total revenue?
Total Marketing Revenue Generated / Total Revenue Generated
= % Marketing Revenue Generating Content

Page 42© 2014 Marketo, Inc.
Marketo Proprietary and Confidential

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Marketo Proprietary and Confidential
Late Stage Report – Program Opportunity Analysis
• What is my ROI? Revenue / Cost = ROI

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Marketo Proprietary and Confidential

Page 45© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Create Calculated Measures

Page 46© 2014 Marketo, Inc.
Marketo Proprietary and Confidential

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PR Wires is a leading press release distribution service that helps businesses get their news seen by the right audiences. They offer targeted distribution to journalists, bloggers, and online influencers, along with media monitoring and marketing tools to maximize reach and impact. Whether you're a local company or a global brand, PR Wires can help you tell your story and achieve your communication goals. Get in Touch Website — https://www.prwires.com/ Mobile — +91 9212306116 Whatsapp — https://call.whatsapp.com/voice/TpyiT7anImIcb2z1jgzstc Skype — shalabh.mishra Telegram — shalabhmishra Email — shalabh.web@gmail.com

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In the realm of archaeology and linguistics, few artifacts hold the mystique and historical significance of the Rosetta stone. This unassuming slab of black basalt, discovered in 1799 by French soldiers during Napoleon’s campaign in Egypt, has since become synonymous with deciphering ancient mysteries. The Rosetta Stone, named after the town near where it was found, stands as a remarkable testament to human ingenuity and the relentless pursuit of understanding.

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1. How we do it at Marketo Emma Mears Campaign Manager, EMEA Marketing

6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/2019 Nurture Lead nurturing is the process of building effective relationships with your potential customers throughout the buying journey

9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/2019 Forget the Flowchart Flowcharts = More work + less results.

12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/2019 Tips… • Nurtures to consider: • Reactivation Nurture = not engaged 1 Yr • Recycled Nurture = Recycled Leads • Multi-Channel Nurture = Retarget on other channels

13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/2019 Your Website Using triggers to drive 3x more engagement than batch or nurture emails

17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/2019 Trigger Email Flow Organic Behaviour Trigger Segmentation Filter Action Flow If a person visits the pricing page The person is: Marketable Not a customer Job Role contains marketing Not was sent email in past 30 mins

21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/2019 Form Abandonment 30% of people will return to complete a form if there’s something in it for them

27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/2019 Go big or go home… Tactical Tips to Try Out • Refine your target audience with filters • Consider sending a triggered email • Retarget your abandoners on paid media

28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 4/18/2019 REPORTING Nearly 50% of marketing leaders name tracking and measuring marketing campaigns as a top challenge

30. Page 30© 2014 Marketo, Inc. Marketo Proprietary and Confidential Early Stage Reports – Program Cost Analysis • Which Channels are bringing in the most names? • Which Channels are bringing in the cheapest new names?

41. Page 41© 2014 Marketo, Inc. Marketo Proprietary and Confidential Late Stage Report – Program Opportunity Analysis • How are my programs impacting total revenue? Total Marketing Revenue Generated / Total Revenue Generated = % Marketing Revenue Generating Content

47. THANK YOU! QUESTIONS? www.marketo.com

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