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.

Marketing

Marketo@Marketo:
Advanced Report Builder*
* Previously known as Revenue Cycle Explorer, a component of Revenue Cycle Analytics

• 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

• 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”?

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!

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Welcome…

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9 Different Types of Slicing & Dicing

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Program Opportunity Analysis

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Available Fields

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Layout

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Filters

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Report

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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

Vyoma Kapur
Sr. Enterprise Marketing Programs Manager

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Vyoma’s Vibrant Variables
Look at all of this data!
What actionable conclusions can I draw now?

Top Funnel Program Performance
Did we successfully engage with people?
How did this impact my database?

Pipeline Attribution
First-Touch Pipeline (FT)
Multi-Touch Pipeline (MT)
Revenue Won
Pipeline-to-Cost Ratio

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

• 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

Mary Kate Francis
Demand Generation Coordinator

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MK and the Webinar Factory
We run hundreds of webinars a year. Is there
anything coming out of them?
Opportunities? Pipeline? Revenue?

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Marketo Webinars (SMB)

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Marketo Webinars (SMB)

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Multi-Touch Pipeline Generators

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Oh no! No First-Touch!

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No problem…

Mike Tomita
Director of Online Marketing

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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

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DG – Pipeline by Digital Program

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Filters

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DG – Pipeline by Digital Program

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Just Add Program Name

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All Program Tags Available

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Easy to add

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Voila!

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Program Tagging is KEY

Graham Gallivan
Sr. Manager of Enterprise Marketing

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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.

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Economist Survey: Pipeline

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Economist Survey: Pipeline

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Economist Survey: Pipeline by Program

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Economist Survey: Pipeline by Program

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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

Advance Registration
$1595Ends January 31, 2017
Exclusive $100 Discount Code:
Nation100
REGISTER NOW AT
SUMMIT.MARKETO.COM

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.

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Field marketers have been forced to think outside the box this year as events moved from in-person to digital. So, what happens in 2021? And how can we prepare? Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021. In this webinar, you'll learn: • How event marketing has changed drastically over the past year • The silver lining to the sudden chaos • How to start planning for your virtual events in 2021

Field Marketing in the New Year: Preparing and Planning Events in 2021

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2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change. But as adaptable as you may be, it never hurts to get ahead! Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021. In this webinar, you'll learn: • Predictions on what's to come in the digital marketing space in 2021 • Tips and advice on how you can prepare and plan campaigns for the new year • Which digital trends to keep your eyes on

Scroll-Stopping Digital Ads: Planning for Success in 2021

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It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible. We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021. In this webinar, you'll learn: • Which key takeaways from 2020 we should keep in mind going forward • Essential planning tools for the new year • Tips on how you can prepare to be successful in 2021

The New Age of Marketing: Predicting, Planning and Prepping for 2021

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With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline. Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business. You'll learn: -How to partner with the right stakeholders to make decisions that are aligned across the business -Lessons the Marketo Engage operations team has learned so you don't make the same mistakes -How to plan for a scoring model that will scale

Future Proof: How to Create a Lead Scoring Model That Scales

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Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen. Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.

Marketo Engage Innovationen in 2020

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Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time? Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel. You'll learn: -What mix of channels will help you see the most results -How marketing automation helps small teams scale -How to structure small teams in order to get the most done

Marketing Through the Funnel: Tips for Small Yet Powerful Teams

Marketo

Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale. During this webinar, you will: -Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns -Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts -Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs -Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know

Marketing Attribution: The Journey from Cost Center to Cash Cow

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In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.

The Total Economic Impact of Marketo Engage

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Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts. Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy. Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.

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The countdown to the end of third-party cookies has begun in Google Chrome, and the impact will be big for those reliant on them for data collection. Are you ready? Check out the experts from CallRail and Workshop Digital as we dive into the impending changes driven by Google Chrome's upcoming phase-out, and how you can navigate the challenges of a post-third-party cookie world. You’ll learn: - What the death of third-party cookies means for your current marketing strategies. - What marketers should be doing to prepare for these changes. - Strategies for success and the importance of utilizing marketing tools with zero- or first-party cookie collection. Watch Ryan Johnson and Andrew Miller as they explore the differences between third- and first-party cookies, analyze the profound implications of this transition for marketers, and introduce innovative solutions and strategies for what you should do next. If you’re reliant on third-party data and want to unlock the secrets to navigating a world without third-party cookies, then this webinar is for you. Stay ahead of the game with the best marketing tools and ensure your tactics are primed for success in this new era of digital marketing.

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The way brands view LinkedIn is completely backwards. In both B2C and B2B marketing, LinkedIn has massive untapped potential for all companies, including activating employees as thought leaders and influencers. Learn about the ways brands are currently using the platform, how they should be using the platform, and how business leader’s should be using about the platform to drive business results. Key Takeaways: - Why LinkedIn is so important for all brands- How brands should view LinkedIn- How marketing leaders should use LinkedIn for their own brand

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Tucked away in the rare book collection of Yale University’s Beinecke Rare Book & Manuscript Library lies one of the most enigmatic and captivating artifacts known to historians and cryptographers—the Voynich Manuscript. This ancient book, dating back to the 15th century, has baffled scholars, linguists, and codebreakers for centuries with its indecipherable script and mysterious illustrations. The Voynich Manuscript is not merely a relic of the past; it is a riddle waiting to be solved, a portal into a world of unknown knowledge and secrets.

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10x your Business with LinkedIn Learn tangible steps to harness the full potential of LinkedIn to expand your business reach, build valuable connections, and establish your brand authority. Join David as he reveals the strategies his team deploys for their agency clients. Key Takeaways: 1. Optimizing your LinkedIn profile for sales 2. Advance strategies to find your ideal prospects on LinkedIn 3. Buy back your time with AI and automation for LinkedIn

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In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge. Key Takeaways: AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations. The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial. Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive. A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success. Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.

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Instant digital issuance (IDI) creates a pre-activated digital version of a new or reissued card before physical card delivery. These digital cards, available for immediate use in a digital wallet for online shopping, are highly popular with consumers, especially younger, tech-savvy cardholders. The right customer communications for Instant Digital Issuance (IDI) can boost engagement and spend. Our card marketing experts have assembled an IDI overview with definitions and best practices for the critical first touch, including examples from Chase, SoFi, Venmo, Affirm, Bank of America and Chime.

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Join Raquel Serrano, Senior Web Analyst & CRO at LYNX, as she uncovers the secrets hidden within GA4 reports like Funnel Exploration, Path Exploration, and User Explorer to uncover bottlenecks and opportunities in user journeys, particularly for non-e-commerce websites. Discover Where Users Encounter Hurdles: Learn how to leverage GA4 to pinpoint where users face challenges on your website, such as during sign-ups or form submissions. Gain insights to enhance these areas and streamline the user experience. Identify Optimal Paths: Utilize GA4 to analyze user pathways on your site, distinguishing effective routes from less successful ones. Enhance successful paths and optimize or eliminate ineffective ones for improved user engagement.

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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!

13. First-Touch Attribution Explained

14. Multi-Touch Attribution Explained

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

16.

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?

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

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.

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

50.

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!!!

Marketo@Marketo: Advanced Report Builder

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