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How to get ROI from Marketo
The document provides guidance on demonstrating return on investment (ROI) from Marketo in three ways: tactical, strategic, and organizational. Tactically, ROI can be shown through A/B testing of email sends and retargeting campaigns. Strategically, engagement programs can be implemented to nurture leads based on behaviors and preferences. Organizationally, aligning Marketo usage and reporting with sales helps prove marketing's impact on revenue by connecting leads to opportunities and revenue. The document includes case studies and lessons learned around implementing these approaches.
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How to get ROI from Marketo
- 1. How to getROI from Marketo Run Marketo like a Boss
- 2. Upcoming Partner ActivitiesEMEA • 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
- 3. Page 3 © 2013Marketo, 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 yousay 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 ROIwith Marketo • Tactical ROI – quick wins • Strategic ROI – do things differently • Organisational ROI – align Marketo with the business
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- 7. Page 7 Tactical ROI: A/B testing with the Email Send program
- 8. Page 8 Variables touse 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
- 9. Page 9 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%
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- 12. Page 12 Strategic ROI:the Marketo Engagement Program • Plan a customer journey • Target people based on behaviours and preferences • Respond based on behaviours Engagement
- 13. Page 13 Case study1: 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…
- 14. Page 14 Case study1 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%
- 15. Page 15 Case study1 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
- 16. Page 16 Case study2: 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%)
- 17. Page 17 Content development:questionnaire + Content audit
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- 19. Page 19 Where weare today: Behavioral Demographic Engagement Score % Delivered % Opened % Clicked Clicked / Opened Demographic 41 99 55 8 16 Behavioral 60 98 43 16 38
- 20. Page 20 Result: Mind shiftin the company – behavioural data ultimately very powerful in driving engagement
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- 23. Page 23 Case study3 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
- 24. Page 24 Aligning withSales: 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
- 25. Page 25 Proving Marketing’sconnection 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!
- 26. Page 26 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
- 27. Page 27 Marketo, Inc.Marketo Proprietary and Confidential Share the Program Performance report!
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- 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 themost 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 Marketolike a Boss!
Editor's Notes
- #2 Update with new cover from visual brand deck.
- #18 The questionnaire gets the client to put down on paper some details about their current strategy, what their goals are, how they approach lead personas, and what content they have and are working on.
- #27 How do you get the data to flow correctly into the analyzers, so you can reap the reporting benefits? Here’s how it works: The Opportunity Influence Analyzer gets information from your Marketo Programs, from the Opportunities in your CRM system such as Salesforce, and from Interesting Moments as part of Sales Insight. The Program Analyzer depends on Marketo Programs, Opportunities in your CRM, and as an option for more advanced metrics, the Revenue Cycle Model. Please ensure that your Marketo programs are set up correctly with cost periods, progression statuses and success defined. Contacts need to be attached to opportunities in your CRM for closed-loop reporting. Lastly, as a reminder, the data in the Analyzers are updated nightly.
- #30 Marketo Creating a Smart Campaign - https://docs.marketo.com/display/public/DOCS/Create+a+New+Smart+Campaign