Results firstFor those of you not familiar with Marketo, we provide on-demand marketing automation & sales effectiveness solutions thatsignificantly increase corporations’ revenue performance. Over the last three years, we’ve signed up more than 900 mid-market and enterprise customers across a variety of industries including tech, healthcare, business services, manufacturing, finance, etc., which means that we’re currently growing faster than SuccessFactors, Omniture, or Netsuite did at the same point in their lifecycle.
What’s unique about us is how efficiently we are driving that growth. ExplainThis means our Sales and Marketing model is about 2X as productive as other SaaS companies…. The rest of this presentation is all about how.
The core philosophy of our revenue engine is that buying has changed forever, and that marketing and sales need to change as well.Not that long ago, there were few 3rd party sources of information, which meant that a buyer had to get most of their information from sales. In this world, it made perfect sense for marketing to pass all leads over to sales. But now, the explosion of readily available information means buyers get most of their information themselves and don’t want to talk to a sales person until they are much further along. 70% of the buying cycle has already taken place before buyers are willing to engage with a live sales person.With this change, marketing has the opportunity to seize the day and take a much larger share of revenue.
Deals: 40% Inbound, 40% Paid; 10% Sales, 10% Referral.Importance of inbound - Website Prospects are 5X as good as Paid prospects.Paid Sources: AppExchange prospects rock!Tradeshows have really improved as we transformed our strategy – much lower CPPVirtual tradeshows good because cheapPPC solid – expensive but convert wellEmail and Webinars are workhorses (every month). Email flat; Webinars declining for us (saturation)?Content syndication not great – but way betterSocial Media – still working it outRed velocity = NURTURE
Deals: 40% Inbound, 40% Paid; 10% Sales, 10% Referral.Importance of inbound - Website Prospects are 5X as good as Paid prospects.Paid Sources: AppExchange prospects rock!Tradeshows have really improved as we transformed our strategy – much lower CPPVirtual tradeshows good because cheapPPC solid – expensive but convert wellEmail and Webinars are workhorses (every month). Email flat; Webinars declining for us (saturation)?Content syndication not great – but way betterSocial Media – still working it outRed velocity = NURTURE
BCG – 2X2 matrix
1/3 of Leads are from New Prospects, 2/3 from “Slow”