From our "How to run Marketo like a Boss" series. Find out how to get "ROI from Marketo "

1. How to get ROI from Marketo
Run Marketo like a Boss

2. Upcoming Partner Activities EMEA
• Partner Enablement Day 10 March – London
• New product releases,
• How to expand offerings,
• Case Study review, Best practice advice
• Next Partner Webinar – New Announcements & Best Practices
• 16th March
• MCC –
• Tel Aviv March 7th & 8th
• London April 14th & 15th
Any questions

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tania O’Connor
Lead Business Consultant and Education Leader,
Marketo EMEA
• Before Marketo: 17 years of marketing, from
copywriting and marketing communication
through to Marketing Director
• Originally from: San Diego, CA
• Living and working in Germany, Ireland, and the
UK since 1997
• Did my BA at UC Berkeley, and my MBA at
Oxford University
• Part of the Marketo EMEA office in Dublin,
Ireland since spring 2013
• A cat person!

4. Quiz:
What would you say is your level of expertise with Marketo?
• Beginner
• Some experience
• Using it for years
• Expert
What are you hoping to learn today?
• How to prove Marketo’s return on investment
• How to prove Marketing’s return on investment
• How to use Marketo reports
• All of the above

5. Agenda: Show ROI with Marketo
• Tactical ROI – quick wins
• Strategic ROI – do things differently
• Organisational ROI – align Marketo with the business

6. TACTICAL

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Tactical ROI : A/B testing with the Email Send program

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Variables to use in A/B Testing
• Day of the week
• Time
• Subject Line
• From Name
• From Email Address
• Length of email
Best Practice
Isolate a single variable as your test variable
and be sure your audience size is large enough to test properly.
• Number of links in email
• HTML vs. Text-Only
• Offer: Example: 50% off versus $200 Off!)
• Button Text
• Call-To-Action placement
• Graphics vs. No Graphics

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Tactical ROI: Boost Open/Click rates
Send one email
Open rate: 14%
Click rate: 8%
Send email, wait 1 week, re-send
to non-opens
Open rate: 21%
Click rate: 15%

10. Questions?

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STRATEGIC

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Strategic ROI: the Marketo Engagement Program
• Plan a customer journey
• Target people based on
behaviours and preferences
• Respond based on behaviours
Engagement

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Case study 1:
Engagement program for New Leads
• Stream 1: Introductory emails
• Stream 2: Pulls in people who click links about topic A
• Stream 3: Pulls in people who click links about topic B
• Etc…

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Case study 1 result:
Each of these
is a nurture
stream
Email Name % Opened % Clicked
Clicked to Opened
Ratio
Email 1: Introduction 17.6% 0.1% 0.7%
Clicked link about topic D 42.3% 19.2% 45.5%
Clicked link about topic B 15.5% 0.1% 0.8%
Clicked link about topic C 12.6% 0.2% 1.4%
Clicked link about topic A 16.4% 0.2% 0.9%

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Case study 1 next steps:
• Analyze the web behaviour of people who move stream
• web activity report, customised
• Report on how our financial investment in this program translates into
new customers and ongoing revenue
• Program Analyzer
• Opportunity Analyzer

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Case study 2:
2 Engagement programs:
• Program 1 targets: according to Demographics
• Program 2 targets: according to Behaviour
• Opt-ins for subject matter (5%)
• Participants in online events on subject matter (40%)
• Downloaded relevant pdfs (55%)

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Content development: questionnaire + Content audit

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Where we are today:
Behavioral
Demographic
Engagement Score % Delivered % Opened % Clicked Clicked / Opened
Demographic 41 99 55 8 16
Behavioral 60 98 43 16 38

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Result:
Mind shift in the company – behavioural data
ultimately very powerful in driving engagement

21. Questions?

22. Le
ORGANISATIONAL

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Case study 3
Aligning with sales
• Communicate where new leads are coming from and what drives revenue
• Which content is converting?
• Which events are the most productive?
• Get input on what buying signals are important
• Sales Insight
• Lead lifecycle and lead scoring

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Aligning with Sales: Lessons learned
• Don’t start pushing MQLs/Interesting Moments too soon
• Once sales sees your work as ineffectual, you’re toast
• Too few hot leads better than a bunch of junk leads
• Get input on what to score, and how important it is
• Create a sense of shared ownership
• Agree when a lead is MQL; complete an exercise
in analysing recent wins to see what the decision
makers/influencers did
• Did they click emails?
• Attend events?
• Webinars?
• When did it occur in relation to sales
meetings?... etc

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Proving Marketing’s connection to revenue: the prerequisites
• Enter costs in your program’s Setup tab (can be done/changed later if necessary)
• Ensure that contacts are connected to Opportunities in your CRM system
• Assign Acquisition Programs
• Assign “Success” in all Programs!

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Marketo, Inc. Marketo Proprietary and Confidential
Getting Data into the Analyzers
• Depends on adoption of Programs
in Marketo
• Pulls additional data from
Opportunities in CRM and
Interesting Moments (optional)
Opportunity Influence Analyzer
• Pulls data from Programs in
Marketo, Opportunities in CRM,
and Revenue Cycle Model
(optional)
• Reports only on Programs that
have cost ($0 is fine)
Program Analyzer
Data in the Analyzers
updates nightly
Reminder

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Marketo, Inc. Marketo Proprietary and Confidential
Share the Program Performance report!

28. In Summary…

29. • Make incremental, but significant tactical
changes (email deliverability, re-targeting, etc)
• Make strategic changes (customer journeys
based on behaviours, not email blasts)
• Sit down with Sales and other people from the
business and review/plan your goals and reports
• Make yourself (and Marketing in general) visible!
Subscribe stakeholders to the Marketo reports.
In Summary

30. Quiz:
What was the most useful part of this presentation?
• The tactical part
• The strategic part
• The organizational part
• All useful
• I don’t know, I fell asleep

31. Thank you!
Run Marketo like a Boss!