1. USING MARKETO TO
IMPROVE MARKETING ROI
JANET DRISCOLL MILLER
PRESIDENT AND CEO
@SEARCHMOJO
SEARCH MOJO SEARCH-MOJO.COM
800.939.5938

2. ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, VA
– Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
– http://blog.marketo.com/blog/2013/02/landing-page-techniques-that-drive-higher-conversion.html
• Speakers at Marketo Summit, DemandCon, MarketingProfs B2B,
SMX, Pubcon and more
@searchmojo SEARCH-MOJO.COM

3. OUR CLIENTS
@searchmojo SEARCH-MOJO.COM

4. ABOUT ME
• 20 years as a marketing professional
• Primary focus: B2B and
technology/software
• Worked for:
– Software AG
– Telos Corporation
– WebSurveyor
@searchmojo SEARCH-MOJO.COM

5. SEARCH MOJO’S
LEAD GENERATION EVOLUTION
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938

6. PHASE I: FIRST YEAR
Search Mojo Website
Email/Database/Excel
@searchmojo SEARCH-MOJO.COM

7. PROBLEMS WITH PHASE I
• Leads were only
emailed to me
– They got lost in email
– Not great follow up
tracking
• i.e.: Things got lost.
@searchmojo SEARCH-MOJO.COM

8. PHASE II: NEXT FEW YEARS
Search Mojo Website
Salesforce.com
@searchmojo SEARCH-MOJO.COM

9. PROBLEMS WITH PHASE II
• Salesforce duplicates lead records
• Not everyone wants immediate contact
– Sales cycle of 90 days (sometimes longer)
• Some people may NEVER be qualified
leads or buyers
– Learners vs. buyers
@searchmojo SEARCH-MOJO.COM

10. PHASE III
Search Mojo Website
Salesforce.com
@searchmojo SEARCH-MOJO.COM

11. PHASE III: THE RESULTS
MQLs to Opportunities
Salesforce.com Alone Salesforce.com + Marketo
@searchmojo SEARCH-MOJO.COM

12. PHASE III: THE RESULTS
Opportunities Won
Salesforce.com Alone Salesforce.com + Marketo
@searchmojo SEARCH-MOJO.COM

13. PHASE III: THE RESULTS
Time to Close
Salesforce.com Alone Salesforce.com + Marketo
@searchmojo SEARCH-MOJO.COM

14. HOW WE DID IT
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938

15. STEP 1: UPDATE FORMS
With Marketo Without Marketo
• Reduced duplicates
– Simple tool in Marketo to dedup
– Allows use of one form for multiple uses
@searchmojo SEARCH-MOJO.COM

16. STEP 2: DEVELOP LEAD SCORING
• Two types of lead
scoring
– Behavioral
– Demographic
• Lead scoring is an
iterative process
– Set it, learn from
it, revise
@searchmojo SEARCH-MOJO.COM

17. STEP 3: DEFINE AN MQL
• Created our definition of an MQL
• Created rules (flows) in Marketo to sync
only MQLs with Salesforce.com as leads
– Cut down on the number of leads in
Salesforce.com
– Lower quantity,
higher quality
– Separates the wheat
from the chaf
@searchmojo SEARCH-MOJO.COM

18. EXAMPLE RULES (FLOWS)
• Immediately sync to Salesforce.com
– Request a quote
• Sync when a certain score is achieved
• Sync when a “interesting moment”
happens
– Example: Download a buyer’s guide
@searchmojo SEARCH-MOJO.COM

19. STEP 4: INCREASED LEAD GEN EFFORTS
• Developed personas
• Increased inbound lead
generation activity
• Increased content
marketing that mapped to
the buying cycle
@searchmojo SEARCH-MOJO.COM

20. STEP 5: INCREASE CONVERSION
Source: Marketo
@searchmojo SEARCH-MOJO.COM

21. STEP 5: INCREASE CONVERSION
• Reduced 9 form fields to only 3
Landing Page Conversion
Long Checkout 0.26%
Short Checkout 1.04%
Increase 300%
Source: Marketing Experiments
@searchmojo SEARCH-MOJO.COM

22. STEP 5: INCREASE CONVERSION
• Propagating a user’s profile over time
• Marketers prioritize the fields to capture
@searchmojo SEARCH-MOJO.COM

23. STEP 5: INCREASE CONVERSION
@searchmojo SEARCH-MOJO.COM

24. STEP 5: INCREASE CONVERSION
42.3% of
Respondents
Fill Out
Additional
Information
@searchmojo SEARCH-MOJO.COM

25. STEP 6: NURTURE PERSONAS
Ad targeted Landing page, focused
towards dog lovers on dog products
User clicks
on social ad
Google
Mark User Responds to Retargeting ads
person as Offer (Fills out form) focused on dogs
dog lover show to user
User Does Not Respond
to Offer
(Doesn’t fill out form)
@searchmojo SEARCH-MOJO.COM

26. STEP 6: NURTURE PERSONAS
Google
Retargeting
User Does ads focused
Not Respond on dogs
to Offer show to user
(Doesn’t fill
out form)
Person Nurture with dog-
marked as related
dog lover emails, landing
pages and
messages
User Responds to Offer
(Fills out form)
@searchmojo SEARCH-MOJO.COM

27. STEP 7: SOCIAL LOGIN
@searchmojo SEARCH-MOJO.COM

28. STEP 7: SOCIAL LOGIN
5%
used
social login
@searchmojo SEARCH-MOJO.COM

29. CONTACT
Janet Driscoll Miller
jmiller@search-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
(and +Search Mojo)
Twitter: @janetdmiller
Facebook: www.facebook.com/SearchMojo
Infographic:
http://www.search-
mojo.com/infographics/how-marketing-
automation-works.php
@searchmojo SEARCH-MOJO.COM