[Recording] New Techniques and Technologies To Grow Pipeline Faster

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Paul Albright
CEO, Captora
#mktgtech
Jon Miller
Co-Founder, Marketo

New Techniques and Technologies To Grow Pipeline
From Inbound Marketing

Source: The Economist, 2015
2015 Marketing Priorities

Top 4 Digital Marketing Initiatives
1. Insane focus on ARR growth
2. Overt goals and role definitions tied to compensation
3. Build marketing outside-in (inbound- AND content-focused)
4. Improve your website reach and power

Insane Focus on Revenue Growth
Marketing-Driven Acceleration:
Grow Pipeline Faster!

Growth + Productivity = Success
• 50 cents in Marketing for every $1 in Sales
• 85%+ of revenue directly sourced by marketing
• 30%+ of each month’s bookings from slow leads
CAC Productivity
SaaS Average

Agree On Marketing’s Contribution Goals
SMB Enterprise
% Marketing-Led 80% 70%
% Inbound 50% 30%
% Outbound 25% 15%
% Teleprospecting 0% 15%
% Referral 5% 10%
% Sales-Led 20% 30%

Amplify Marketing Productivity
Seminal Metric: Digital Marketing Campaigns Per Marketer
Digital Campaign Lifecycle: Identify, Create, Launch, and Optimize

AllNames
Prospect&
Recycled
Lead
AWARENESS
Engaged
Opportunity Customer
Sales
Lead
MQL
SAL
SQL
Nurturing
Database
Marketing SDR Sales
Full-Funnel Goals, Compensation & Technology Stack

Know Your “Math of Marketing”
Opportunities
200 / mo
($1,860)
New Customers
($5,000)
Leads
3,700 / mo
($101)
Prospects
6,500 / mo
($57)
19%
Active Prospect
Database
4.5%/mo 75%
Paid
Names
($14)
10%
Unpaid
Names
24%
Inactive (Last 6
Months)
81%
• Lead to Sales Lead: 10%
• Sales Lead to Opp: 74%
1,000 Leads = 54 Opps
27,000 / mo
319K Total
55K Prospects
36% engaged x 66% qualified

Leverage Technology To Scale Revenue Growth
LEADS
CRM
Find & Capture New Buyers
“Captora is delivering 26% of our digital leads and millions of dollars in pipeline
contribution.”
- Janelle Donovan ServiceMax, Sr Director of Marketing
LEADS
Marketing Automation

Demand AnalyzerTM Campaign EngineTM Performance AdvisorTM
See Do Win
Access real-time buyer and
competitive intelligence
Scale and optimize digital
campaigns and associated
content
Report success across
channels, content and the
entire funnel

Deliver Value At Record Speed
M1 M2 M3 M4 M5 M6 M7 M8
20
40
60
80
100
120
100
200
300
400
500
600
# of Organic
Campaigns
# of Organic Leads# of Paid Leads
Time
#ofCampaigns
#ofLeads/month
- You can produce Paid Search Application new leads in <2 months
 Strategy: Optimization…increase blended conversion rates by >20%
- You can produce Organic Search Application new leads in <4 months
 Strategy: Expansion…700 Organic Campaigns (new landing pages)

Deliver Value At Record Speed
Organic Campaigns – 120 Days
1. Launch Campaign Day 1
2. Ranked & Visitors Day 90
3. Lead Flow Day 120
4. Deals Day 150
Paid Campaigns – 60 Days
1. Launch Campaign Day 1
2. Optimize/Testing Started Day 30
3. Increase Conv. Day 60
4. Deals Day 90
Goals:
Pipeline (leads)
<$100 CPL
+X Deals
+200 Leads/Month +200 Leads/Month (10-50%
+ X Deals improvement in conv rates)

Top 10 Digital Marketing Metrics
1. Members - total names captured by program (new AND existing names)
2. Cost per Member - # of members divided by program cost
3. New Names - total number of names new to the database
4. % New Names - new names divided by members
5. % Engaged - new names which clicked follow up email, visited the website,
spoke with sales, or engaged with some measurable way, divided by new
names
6. Prospects - number of new names who fit a buyer profile
7. % Prospect - prospects divided by new names
8. Cost Per Prospect - prospects divided by program cost
9. Program Cost - $ amount invested in program
10. Cost Per Form Fill (Lead)

300% Better Conversion Rates
Highlights
ServiceMax identified, launched, and optimized over 800 organic campaigns
Improved conversion rates by >300%
ServiceMax has seen millions of dollars of new business using Captora

Marketo | © Marketo, Inc. 2/9/2015 @jonmiller

Name
Awareness
Friend
Engaged
TargetTOFU MOFU
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
BOFU

Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

Inbound creates the best leads by far:
high conversion, high velocity

Engage Buyers with Targeted Campaigns

Real-Time Actionable Competitive Insight

Identify Demand Signals for Guided Prioritization

But we also use a Portfolio
of programs

Sales Ready
Source: RainToday
25%
50%
25%
2%
Need More
Nurturing
Disqualified

Average days to
Opportunity: 327 days

Lead Nurturing:
Building relationships with
qualified prospects regardless
of their timing to buy
-- @jonmiller

Relevance
Get the “Definitive Guide to Lead Nurturing”
marketo.com/DG2LN

2 3
1. BUYING STAGES
• Early: Be a Better Marketer
• Mid: Why Marketing Automation
• Late: Why Marketo
• Customer: Success
2. BUYING PROFILES
• Marketing, Sales, Exec

•Multiple touches. 7
•Multiple influencers. 5-21
Why Measuring Return is Hard

Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics

Source: Marketo Revenue Cycle Analytics, Apr 2014
* Percentage of all programs in channel that achieve MT Ratio > 5

“Brains” = 58% of (MT) Pipeline
“Budget”= 42% of (MT) Pipeline

(MT) Ratio = Pipeline /
Investment
>10 is Great and <5 is Fail
Sponsored Email = 12.8, Tradeshow = 10.6,
PPC = 13.0, Webinars = 25.4, Field Events =
6.6, Content Syndication 7.7

% Programs with MT Ratio > 5
e.g. Tradeshow has good average
but 49% programs “fail”

Revenue Cycle Modeler

Filter/Drill into data, e.g.
by Program Type, Business
Unit, Geography, etc.
Key topic areas:
• Balance (Reach)
• Flow
• Conversion
• Velocity
Trends over time

Use Metrics to Set & Justify Budgets
New Targets
New MQLs
Score>100
23,000
Inventory of
Active MQLs
20,000
New Opps*
1,000
6 Month
Created
Opp Inv.
2,000
270
*Opps is bigger than SQLs because includes outbound and partner referrals
SDR
capacity
driven
Inbound/
Programs
120K
(900K DB
Total)
New
Names
New SQLs
922
Wins
Inventory Of
Active Targets
60,000
131,000
15.3%
10.5%
2.4%
1.9%
75%
35%

Get the “Definitive Guide to Marketing Metrics & ROI”
marketo.com/DG2MM

Jon Miller
@jonmiller
jon@marketo.com

Thank You!
www.captora.com - Free Digital Marketing Scorecard
sales@captora.com
paul@captora.com
Twitter: @captora + @paulalbright

[Recording] New Techniques and Technologies To Grow Pipeline Faster

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[Recording] New Techniques and Technologies To Grow Pipeline Faster