There are many different tools available to marketers today - but which will help you make the most impact? Mike Berger, Director of Product Marketing at Marketo, discusses the 5 important components that can drastically improve your marketing efforts this year.

1. Find the Right Marketing Automation
Solution for Your Company
Michael Berger
Director, Product Marketing

2. What you can learn at the surface level
What you need to dig for

4. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
• Sophisticated lead nurturing made simple
• Analytics that truly measure the revenue impact of
campaigns
• Deep and seamless CRM integration
• Powerful automation workflows built in seconds
• Ability to replicate successful campaigns in minutes
Agenda Items

5. Sophisticated lead nurturing
made simple

6. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
10+ Years Ago

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5YearsAgo

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Today

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Drip Nurture
Doesn’t Work
Like It Used To

10. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketers Don’t Control the Journey…
…Customers Do

11. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Name: Glenda
Age: 77
Gender: Female
Income: $30K - $50K
Location: Eastern US
Target artists:
Roy Orbison
Neil Diamond
Willie Nelson
Tony Bennet

12. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Effective Nurturing Adapts Based on Behaviors

13. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Behavioral Nurture Standard Nurture Lift
Open % 34.0% Open % 21.7% 57%
Click to Open % 37.1% Click to Open % 23.4% 59%
Click % 12.6% Click % 5.1% 147%

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Social
Marketing
Marketing
Automation
Email
Marketing
Real-time
Personalization
Alt Jazz Rock Country

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Inbound
Outbound
Inbound
Outbound
Inbound
Outbound
Inbound
Outbound
Alt Jazz Rock Country

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18. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
IS
• Web behaviors
• Purchase behaviors
• Social behaviors
• Content consumption
• Specific email interactions
• Offline behaviors
Behavior-based Nurture
IS NOT
• Sending an email again if
not opened or clicked first
time
• Sending a different email if
the last one was opened
or clicked

19. Takeaway:
Look for a Marketing Automation solution that makes
it easy to do behavior based nurture

20. Analytics that truly measure the
revenue impact of campaigns

21. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Reporting Maturity Curve
Multi-
touch ROI
Multi-touch
Revenue
Single-touch
Revenue
Opportunities Won
Conversion Based (Form Fill)

22. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Conversion Based
Page Visits Leads Conversion %
Awesome eBook
Landing Page
657 31 4.7%
Contact Us Landing
Page
412 68 16.5%

23. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Opportunities Won
Page Visits Leads Conversion % Opps Wins
Awesome eBook
Landing Page
657 31 4.7% 4 2
Contact Us Landing
Page
412 68 16.5% 12 5
Advanced Analytics
Webinar
840 56 6.6% 6 3

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eBook on
Analytics
Attended
Advanced
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected
with Sales Rep
Single Touch
3 months
$100K

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eBook on
Analytics
Registered for
Analytics
Webinar
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Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected
with Sales Rep
Single Touch
3 months
$100K
$100K

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Single Touch Attribution
Page FT Revenue
Content: eBook
Analytics
$100,000
Webinar: Advanced
Analytics
$0
Content: Survey
Results
$0
Webinar: Top 10
Marketing Reports
$0
Tradeshow: Big $0

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Single Touch Attribution
Page FT Revenue
Content: eBook
Analytics
$0
Webinar: Advanced
Analytics
$0
Content: Survey
Results
$0
Webinar: Top 10
Marketing Reports
$0
Tradeshow: Big $100,000

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Downloaded
eBook on
Analytics
Registered for
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected
with Sales Rep
Multi Touch
3 months
$100K

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eBook on
Analytics
Registered for
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected
with Sales Rep
Multi Touch
3 months
$25K
$0
$25K
$25K $100K
$25K

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Multi Touch Attribution
Page MT Revenue
Content: eBook
Analytics
$25,000
Webinar: Advanced
Analytics
$0
Content: Survey
Results
$25,000
Webinar: Top 10
Marketing Reports
$25,000
Tradeshow: Big $25,000

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eBook on
Analytics
Registered for
Analytics
Webinar
Downloaded
Analytics Survey
Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with us
at BigTradeshow
Connected with
Sales Rep
Multi Touch
$14K
$0
$14K
$14K
$14K
Attended the Analytics
Webinar
Attended “Top 10
Marketing Reports”
Webinar
Engaged with us at
Tradeshow
Connected with
Sales Rep$14K
$14K
$14K
Moe
Larry
$100K

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eBook on
Analytics
Registered for
Analytics
Webinar
Downloaded
Analytics Survey
Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with us
at Big Tradeshow
Connected with
Sales Rep
Multi Touch
$14K $14K
$100K
Attended the Analytics
Webinar
Attended “Top 10
Marketing Reports”
Webinar
Engaged with us at
Tradeshow
Connected with
Sales Rep
$14K $28K $28K
Moe
Larry

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Multi Touch Attribution
Page MT Revenue
Content: eBook
Analytics
$14,000
Webinar: Advanced
Analytics
$14,000
Content: Survey
Results
$14,000
Webinar: Top 10
Marketing Reports
$28,000
Tradeshow: Big $28,000
Moe and Larry
both engaged
with these
campaigns

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Multi Touch Attribution
Page FT Revenue MT Revenue
Content: eBook
Analytics
$100,000 $14,000
Webinar: Advanced
Analytics
$0 $14,000
Content: Survey
Results
$0 $14,000
Webinar: Top 10
Marketing Reports
$0 $28,000
Tradeshow: Big $0 $28,000

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Multi Touch Attribution
Page FT Revenue MT Revenue
Content: eBook
Analytics
$176,000 $249,000
Webinar: Advanced
Analytics
$131,000 $362,000
Content: Survey
Results
$234,000 $276,000
Webinar: Top 10
Marketing Reports
$189,000 $541,000
Tradeshow: Big $325,000 $117,000

36. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch Attribution
Page FT Revenue MT Revenue
Content: eBook
Analytics
$176,000 $249,000
Webinar: Advanced
Analytics
$131,000 $362,000
Content: Survey
Results
$234,000 $276,000
Webinar: Top 10
Marketing Reports
$189,000 $541,000
Tradeshow: Big $325,000 $117,000

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Multi Touch Attribution
Page FT Revenue MT Revenue
Content $410,000 $525,000
Webinars $320,000 $903,000
Tradeshows $325,000 $117,000

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Multi Touch Attribution
Page FT Revenue MT Revenue
Content $410,000 $525,000
Webinars $320,000 $903,000
Tradeshows $325,000 $117,000
More efficient at
pushing leads
through funnel
More efficient at
acquiring the right
leads

39. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Multi Touch ROI
Page MT Revenue Cost MT ROI
Content: eBook
Analytics
$249,000 $5,500 45.3
Webinar: Advanced
Analytics
$242,000 $45,000 5.4
Content: Survey
Results
$276,000 $25,000 11.0
Webinar: Top 10
Marketing Reports
$541,000 $15,000 36.1
Tradeshow: Big $117,000 $125,000 0.9
MT Ratio
<5 bad
5 to 10 avg.
>10 good

40. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
•Multiple influencers in a typical B2B sale
•Multiple touch points
•Some offline
•What is a success?
Challenge of Multi-Touch

41. Takeaway:
Make sure that your Marketing Automation solution
will provide you with metrics that are meaningful

42. Deep and seamless CRM
integration

43. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
• Out of the box 2-way data exchange
• Automatically adapt to changes in CRM
• Instantly trigger marketing activities from CRM
• Instantly send sales alerts and follow-up tasks
• Provide sales intelligence in a highly digestible, and highly
actionable manner
CRM Integration Capabilities

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CRM Integration Points
Lead
Contact
Leads
Account
Opty
Activity
Campaign
Custom
Account
Opty
Activity
Program
Custom

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CRM Integration Points
Opty Opty
Closed-loop Reporting (associating pipeline
and revenue back to campaigns)
Workflow triggers, such as shifting nurturing
content

46. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
CRM Integration Points
Activity Activity
When a sales rep logs a call, a workflow
triggers to take the lead out of an
automated outreach campaign

47. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Information that helps sales reps
sell more effectively, in order to:
• Close more deals
• Shorten sales cycles
• Increase deal size
Sales Intelligence Defined

48. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Really no different from how marketers think about
marketing more effectively:
• Right message – relevant message
• Right person – person who is a potential buyer
• Right time – person who is ready to engage with sales
How To Sell More Effectively?

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Right Person
Names in Database

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Right Person
Names in Database

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Right Person
Sales Ready
15%
Not Sales
Ready
60%
Junk
25%
Names in Database

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Right Person
Sales Ready
15%
Not Sales
Ready
60%
Junk
25%
Names in Database

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Right Message

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Webinar
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Analytics
Survey Results
Attended “Top
10 Marketing
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Webinar
Viewed
Revenue Cycle
Analytics Web
Demo
Connected
with Sales Rep
Right Time
Prospect Behaviors

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Analytics
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Attended “Top
10 Marketing
Reports”
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Viewed
Revenue Cycle
Analytics Web
Demo
Connected
with Sales Rep
Right Message
Prospect Behaviors
Let me tell you about
the benefits of lead
nurturing and scoring

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Analytics
Attended
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Analytics
Webinar
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Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Viewed
Revenue Cycle
Analytics Web
Demo
Connected
with Sales Rep
Right Message

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Right Person, Message and Time
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Analytics
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Analytics
Webinar
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Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Viewed
Revenue Cycle
Analytics Web
Demo
Connected
with Sales Rep
Let me tell you how
Marketo’s analytics
are different and why
it matters

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Which Leads Should I Focus On First?

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What Are They’re Interested In?

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Show Reps Only What’s Important

61. Takeaway:
Talk to other companies, research compelling use
cases, and choose wisely. There are very significant
differences when it comes to CRM integrations.

62. Powerful automation workflows
built in seconds

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A Leads
B Leads

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Add leads to campaign Email 1
Email 2
Email 3

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stats Email Open Clicked
Auto-Touch Email 3 44% 21%
Industry Average 22% 3%

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stats Email Open Clicked
Auto-Touch Email 3 44% 21%
Industry Average 22% 3%
Link Clicked Clicked
1. Going to
purchase
6%
52%
2. Investigating
solution
9%
3. Reach out
next month
37%
Not interested 48% 48%

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stats Email Open Clicked
Auto-Touch Email 3 44% 21%
Industry Average 22% 3%
Link Clicked Clicked
1. Going to
purchase
6%
52%
2. Investigating
solution
9%
3. Reach out
next month
37%
Not interested 48% 48%
65%

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No Lead Left Behind:
SLA’s
Day 0 Notification
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 If stale, alert executives

77. Takeaway:
Think long-term. This is the area where a marketer is
most likely to hit a wall if they don’t select the right
solution up front – and do so more quickly than they
think.

78. Ability to replicate successful
campaigns in minutes

79. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Speed and Productivity

80. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Replicate Webinar
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Copy Edit
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
22 Laborious Steps – 2+ Hours

81. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
Replicate Webinar
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Email Invite 1
Email Invite 2
Email Invite 3
Email Confirmation
Email Reminder
Email Follow-up No Show
Email Follow-up Attended
Landing Page Register
Landing Page Thank You
Workflows
List
Clone
Program-level fields
1. Webinar name
2. Webinar title
3. Speaker name
4. Speaker title
5. Webinar Description
6. Date
7. Time
Push
8 Quick Steps – 3 Minutes

82. Marketo Proprietary and Confidential | © Marketo, Inc. 1/22/2015
• What happens to all your assets when you update a
template (such as when changing the copyright date)?
• How are things in the system organized? Is everything
easy to find?
• How easily can you build assets like landing pages and
emails?
• Can you get things done quickly without IT help
• Is there an active and helpful user community
Other Productivity Considerations

83. Takeaway:
Make sure you select a Marketing Automation tool that
lets you do the things that you do every day really
quickly.

84. Q&A
Also happy to connect on LinkedIn.
Twitter: @mikedberger