In this eye-opening presentation, learn how to use marketing automation to nurture, score and deliver greater numbers of qualified leads to your sales team and to drive revenue faster. Join us to discover: Ways to develop relationships with prospects that are not sales ready Practical steps for developing your lead nurturing plan, how to get started with a lead nurturing programme in your company and the ROI of lead nurturing How a lead moves through the revenue cycle, from inquiry to customer and best practices for lead management How to score leads and deliver greater numbers of highly-qualified sales leads Techniques for aligning marketing and sales to close more business faster Best practices on proving – and improving – marketing’s impact on revenue. Discover how to best measure results and optimise programme success.

1. Marketo Secret Sauce for Revenue Growth
Liz Smyth
Director Marketing EMEA
© 2011 Marketo, Inc.

2. Meet Marketo
• Powerful yet easy marketing automation, lead nurturing
and lead scoring.
• Cloud based solution that helps companies
• Expand lead flow
• Increase sales effectiveness
• Optimise sales and marketing investments
• >1,900 customers; 140% YOY growth
• New EMEA HQ to support growing European base
#28 Most Promising #1 Fastest Growing Marketing Solution Best Marketing Salesforce - Best
Page 2 Company in America Private Silicon Valley Co. Winner Solution Marketing Automation
© 2011 Marketo, Inc. Marketo Proprietary and Confidential

3. The Changing Buyer
INFO SCARCITY INFO ABUNDANCE
SALES REP SALES REP
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

4. Marketo’s Revenue Cycle
MQL
AWARENESS
Prospect &
SAL
All Names
Recycled
Engaged
SQL
Sales
Lead
Lead
Opportunity Customer
Nurturing
Database
Marketing SDR Sales
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

5. The Five Horsemen of Opportunity
Spark Corporate Mid-Market Enterprise
Small-Biz 10-100 101-1,500 1,500+
% Marketing-Led 100% 84% 80% 78%
% Inbound 65% 42% 31% 32%
% Demand Gen 30% 24% 23% 27%
% Teleprospecting 0% 12% 22% 12%
% Referral 5% 6% 3% 6%
% Sales-Led 0% 16% 20% 22%
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

6. Inbound, Content, and Social Marketing

7. Benefits of Content Marketing
Risk Reduction
SEO
Social
Scoring
Blogs Resource Center Definitive Guides Webinars Video
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

8. Types of Content
Early Stage
Thought leadership and best
practices to build brand and
awareness
Middle Stage
Buyers guides, RFP templates and
industry information to help
structure research
Late Stage
Company-specific information
to help evaluate and reaffirm
selection
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© 2011 Marketo, Inc.
Content must always be relevant and helpful
Marketo Proprietary and Confidential

9. Forms: Ask only what you really need
Short Form – (5 fields)
Conv. Rate: 13.4%
Cost: $31.24
Medium Form – (7 fields)
Conv. Rate: 12.0%
Cost: $34.94
Long Form – (9 fields)
Conv. Rate: 10.0%
Cost: $41.90
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

10. Seed nurturing
Use “411” method
for nurturing Likes
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

11. Demand Generation Pipeline

12. What Works in Demand Gen?
Screenshots: Marketo Revenue Cycle Analytics, 12 months ending 10 May 2012
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

13. Marketo Prospect Generation 1H2011
Source Prospects Invest- % Lead Velocity Opp Index
ment 12 mo (Days)
Lead to
3rd Party Email Blast 19,039 $43 30% 147 0.2
Trade Show 12,619 $53 29% 153 1.0
Paid Social Media Ad 4,319 $65 30% 72 0.1
Virtual Trade Show 4,120 $40 32% 213 1.6
Paid Webinar 3,849 $63 36% 156 0.4
Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8
Content Syndication 2,302 $126 40% 178 0.2
AppExchange 1,306 $26 80% 26 0.9
Website/Inbound 3,352 57% 75 2.8
Referral / WOM 179 36% 158 10.9
Sales Prospecting 440 28% 108 3.6
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

14. Automation Enables Scale
40+ Programs a Month
Set and Use Tokens Integration
25
Clone Best-
to Practice
Reuse Templates
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

15. Middle of the Funnel

16. The Leaky Revenue Cycle
Development
MQL
Prospect &
SAL
All Names
Recycled
Engaged
Lead
SQL
Gap
Sales
Lead
Lead
Opportunity
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

17. Lead Nurturing Plugs the Leak
Building relationships with qualified prospects
regardless of their timing to buy, with the goal
of earning their business when they are ready.
MQL
Prospect &
SAL
All Names
Recycled
Engaged
SQL
Lead
Sales
Lead
Lead
Opportunity
Nurturing
“The art of maintaining permission to stay in front of
your buyers as they educate themselves”
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

18. Lead Nurturing Relevance
Stages 1 2
1. BUYING STAGES
3
A
• Early (Pre-MQL)
• Mid (MQL)
• Late (Opportunity)
B
• Customer
2. PERSONA
•CMolly Marketer DYNAMIC CONTENT
• Sam Sales • Industry Wrappers
•DJack Executive • Size Specific Examples
• Localization
• Social Signatures
• “What’s New”
Get The “Definitive Guide to Lead Nurturing”
http://bit.ly/DGtoLN
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

19. The Value of Lead Nurturing
Marketo ROI Results
Fast Leads Slow Leads Total Leads Cost / Lead
( MQL <1 mo) (MQL >1 mo) (MQL) (MQL)
Without
Nurturing 20% 6.67% 26.67% $206.00
With
Nurturing 20% 20.0% 40.0% $137.50
Source: Actual Marketo data; assumes $55 per prospect
Results: 50% more marketing qualified leads from lead nurturing
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

20. Modeler
Screenshot: Marketo Revenue Cycle Analytics
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

21. Lead scoring defined
“Shared sales and marketing methodology for ranking
leads in order to determine their sales readiness””
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

22. What’s the Value of Lead Scoring?
How Easy Is it To Get Information Other Benefits of Fewer
About Prioritizing Sales Efforts? But Higher Quality Leads
• Higher Win Rates
• Shorter Sales Cycles
• Higher Revenue Per Rep
Source: CSO Insights
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

23. A Framework for Lead Scoring
Explicit Inferred
What the prospect tells you What you observe or infer
• Data quality
Fit • Demographics • Data append
Are you • Firmographics • Corporate vs. personal
interested in
• BANT email
them?
• Location
Interest • Latent behaviors
Are they (engagement)
• BANT
interested in • Active behaviors (sales
you? readiness)
Get The “Definitive Guide to Lead Scoring”
http://bit.ly/DGtoLS
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

24. Interest Scoring - Examples
• Early stage content +3
• Attend webinar: +5
• Visit any webpage / blog : +1
• Visit careers pages: -10
• Pricing pages:
• +10 regular, +15 detailed
• Watch demos:
• +5 overview, +10 detailed
• Mid-stage content +8
• Late-stage content +12
• Searches for “Marketo” +8
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

25. Identifying Marketing Qualified Leads
Super-
21+ Target
Lead Lead Lead
9-20 Target Lead Lead
Fit
2-8 Other Lead
<2
Interest
Engagement <20 20-44 45-89 90+
Buying Intent <6 6-12 13-18 19+
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

26. Stars and Flames for Sales
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

27. Proving — and Improving —
Marketing’s Impact on Revenue

28. Model the Full Revenue Cycle
Screenshot: Marketo Revenue Cycle Analytics
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

29. Key topic areas:
• Balance
• Flow
• Conversion
• Velocity
Trends over time
Filter/Drill into
data, e.g. by SLA violations
Program Type,
Business Unit,
Geography, etc.
Screenshot: Marketo Revenue Cycle Analytics
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

30. Marketo Revenue Cycle Metrics
New Customers
($5,000)
• Lead to Sales Lead: 10%
• Sales Lead to Opp: 74%
• 1.4 people per Opp
Opportunities 1,000 Leads = 54 Opps
Lead Type Variants 200 / mo
• Business Unit ($1,860)
• Source
• Channel Leads
3,700 / mo
($101)
4.5% / month 75%
27,000 / mo
19%
Paid
Names Active Prospect
($14) Prospects Database
6,500 / mo 319K Total
24%
Unpaid ($57) 81% 55K Prospects
Names 10% Inactive
($0) (Last 6
Months)
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

31. Programs Effectiveness
First-touch allocation, multi-touch
allocation, investment, volume, etc
Screenshot: Marketo Revenue Cycle Analytics
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

32. Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

33. Key Takeaways
1. Buying behaviour has changed forever; marketing and
sales must change as well
2. 80% of qualified prospects are not ready to buy when
you meet them. Nurturing is critical.
3. Use relevant content to help people find you
4. Getting on the same page with sales, agreeing
processes so no lead gets left behind
5. Growing revenue by making sales more
productive, scoring flags their best bets
6. Measuring and analysing program effectiveness so you
know where to reinvest
7. Focusing on the entire revenue cycle, not just the top
of the funnel
8. Use forecasting to turn marketing from a cost center
into a revenue driver
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

34. Additional Resources
The Definitive Guide to Lead Nurturing
http://bit.ly/DGtoLN
The Definitive Guide to Lead Scoring
http://bit.ly/DGtoLS
The Definitive Guide to Marketing Metrics & ROI
http://bit.ly/DG2MM
Personalized Benchmark on Email Marketing
http://www.marketo.com/benchmark
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

35. Contact Me
Marketo EMEA Ltd.
LIZ SMYTH Cairn House
Director Marketing South County Business Park
lizs@marketo.com Leopardstown,
Dublin 18, Ireland
@lizsmyth
Direct: +353.1.242.3000
blog.marketo.com
www.marketo.com
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential