Marketo Summit 2015 - Architecting a Robust and Scalable Marketo setup
How Marketo Measures Marketing's Impact on Business Growth
Transcript of How Marketo Measures Marketing's Impact on Business Growth
How Marketo Measures Marketing's Impact on Business GrowthPeter BellSenior Director, Segment & Product Marketing
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Prospects receive an
average of 10 marketing touches from the time they enter the top of the funnel until they’re a closed-won customer.
Marketing Impact on Business Growth
Common Traps
• Vanity Metrics • Activity Metrics• Cost Metrics
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Metrics that Matter
• Revenue Cycle and Forecasts: Aggregate impact on company revenue; pipeline performance; predictive forecasts
• Program Performance: Incremental revenue contribution and ROI of individual marketing programs
Revenue Cycle MetricsAggregate impact on company revenue; pipeline performance; predictive forecasts
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Revenue Cycle Metrics
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Revenue Cycle Metrics
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Revenue Cycle Metrics
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Revenue Cycle Metrics
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Revenue Cycle Metrics
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Revenue Cycle Metrics: Revenue Modeler• Model your buyer journey stages and flow• Buyer activity triggers movement between stages
Tailor campaign messages and offers to buyer journey stage
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Revenue Cycle Metrics: Success Path Analyzer• View key metrics for your revenue model
Focus marketing efforts where buyers get stuck
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Revenue Cycle Metrics
Program PerformanceIncremental revenue contribution and ROI of individual marketing programs
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Why Measuring Return is Hard
• Multiple Touches: Ten touches needed to convert a cold lead into a sale
• Multiple Influencers: There are on average 5.1 people involved in the buying decision
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Single Touch Attribution
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
(MT) Ratio = Pipeline / Investment
>15 is Great and <10 is FailSponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =
6.6, Content Syndication 7.7
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
% Programs with MT Ratio > 10
e.g. Tradeshow has good average but 49% programs “fail”
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle Analytics
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Program Performance
• Measure ROI to find out not just what works, but what works better
• Establish goals and ROI estimates up-front • Design programs to be measurable • Use Control Groups• Focus on the decisions that improve ROI
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Revenue Cycle
THANK YOU