Lead to-Revenue Best Practices - Driving Pipeline Growth Across the Enterprise
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead-to-Revenue Best Practices: Driving Pipeline Growth Across the Enterprise
May 21, 2014
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lori WizdoPrincipal AnalystForrester
Sanjay DholakiaCMOMarketo
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How Does Forrester Define L2RM?
Practices, Processes and Technologies deployed to acquire, retain and enrich customer relationships
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Series1 24% 15% 11%
Expanding or upgrading
Using or implementing, not expanding
Planning to implement in the next 12 months
“What are your firm’s plans to adopt lead management automationsoftware technologies?”
L2RM is a well-established practice
Base: 328 marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey
Initial adopters use L2RM to help with:
• increasing demand for leads;
• revenue accountability;
• changing buyer behavior,
• need to better align with sales
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Contribute more to
the sales pipeline.
. . .
Fifty percent of marketers have implemented L2RM Platforms, and are seeing these results:
Realized Gains From L2RM Automation.
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Base: Marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US and Europe B2B Technology Marketing Tactics And Benchmarks Online Survey
Using your best estimate, what percentage of your sales pipeline (opportunities) can be attributed to leads your marketing function has generated?
44%34%
L2RM Platform users contribute more to the pipeline.
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Contribute more to the
sales pipeline.
Have higher levels of process maturity
. .
Fifty percent of marketers have implemented L2RM Platforms, and are seeing these results:
Realized Gains From L2RM Automation.
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L2RM Platform Users more marketing process maturity
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Contribute more to the
sales pipeline.
Have higher
levels of process maturity
Measure results
more holistically
.
Fifty percent of marketers have implemented L2RM Platforms, and are seeing these results:
Realized Gains From L2RM Automation.
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L2RM Platform users measure more aspects of performance.
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Contribute more to the
sales pipeline.
Have higher
levels of process maturity
Measure results
more holistically
Collaborate better with their sales colleagues
Fifty percent of marketers have implemented L2RM Platforms, and are seeing these results:
Realized Gains From L2RM Automation.
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L2RM Platform Users have better alignment with sales
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Contribute more to the
sales pipeline.
Have higher
levels of process maturity
Measure results
more holistically
Collaborate better with their sales colleagues
Fifty percent of marketers have implemented L2RM Platforms, and are seeing these results:
Realized Gains From L2RM Automation.
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Page 15© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketing Automation
Integrated Marketing
Revenue Performance Management
Basic Marketing Automation • CRM Integration• Scoring• Automated
Nurturing
Utilize the entire Sales Funnel & its Stages • Targeted Marketing• Detour Stages• Dynamic Lead
Routing• Triggers & Alerts
Create a multi-touch attribution model and use it to tweak performance • Attribution Model • Operational
Reporting• Sales
Empowerment via CRM campaign execution
Aetna’s L2RM Approach
PROVIDERActiveHealth Management
iTriage
Medicity
Neonatal Management Program
Practice iQ
EMPLOYERActiveHealth Management
iTriageNeonatal Management Program
WellMatchWellness 2.0
Workforce Availability
PAYERActiveHealth Management
WellMatch
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Page 16© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Optimizing the Leads
• Early Awareness
• Pref. building
Demand
Gen.
• Known Names
• 2-way dialogue
Nurture
• Handoff to Sales
• In Rep’s Pipeline
Qualify
Revenue
Demand Generation
Nurturing Qualification to Close
Revenue
• Ads• Branding• Social• SEM/SEO• Web• PR• Events
• Email opt-in• Webinars• Invite only events• Direct Mail• Thought
Leadership• White Papers
• Phone calls• Demos• Visits• LOI• Sales
methodology kicks in at this phase
• Reports• Dashboards• Win/loss analysis• Reverse
engineering of pipeline by conversion values
Marketing Leads Sales Leads
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Page 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential
How many of you have adopted the L2RM methodology?
A. Already adopted B. In discussions to adoptC. No plans to adopt
Polling Question
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Great Lead!
Can I get 2000 more just like that?
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L2RM is In Transition
Savvy marketing leaders are going beyond ‘demand generation’
This is your chance to:
Transform Marketing
From:Top-notch supplier of leads for the load-bearing sales channel To: Architect of customer engagement across the entire customer life cycle
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This is The Age of the Customer
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This is L2RM in The Age of the Customer
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Page 22© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Your Customer Base is your Strategic Asset
Traditional Marketing
Marketing Automation
Integrated Marketing
Revenue Performance Management
Basic Marketing Automation • CRM Integration• Scoring• Automated
Nurturing
Utilize the entire Sales Funnel & its Stages • Targeted Marketing• Detour Stages• Dynamic Lead
Routing• Triggers & Alerts
Create a multi-touch attribution model and use it to tweak performance • Attribution Model • Operational
Reporting• Sales
Empowerment via CRM campaign execution
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
50% 20
Building Enduring Customer RelationshipsPersonalized Durable
Directed Individualized
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THEN NOW
Driving Transformation in Marketing
Demographic Behavioral Segmentation
Mass Advertising 1:1 Communication
Point in time Blasts Continuous Relationships
Few / isolated channels Exploding / integrated channels
Intuitive decision making Data-driven automation
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A Thorough Evaluation
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The Fine Art
Of
Being Found
ENGAGE
ASK
USE BUY
EXPLORE
DISCOVER
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The Way Deals Start Today
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Source: The New Yorker, October 5, 1998 (http://www.newyorker.com/)
How Deals Start Today: Known Need
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How Deals Start Today: Unknown Need
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The right mix drives people to your site
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The right mix can be hard to figure out
Source: Forrester B2B Technographics Buyer Sources of Influence: Awareness All Technologies All Countries
Texting/short codes
Signage
Vendor-affiliated community
Blogs
Procurement/GSA
Email (news/sub)
Direct email
White papers
Vendor print
TV/radio
IT forums/message boards
Industry association
Vendor sales tele/email
www.busprint/news
Business print/news
Trade shows
www.techinfo
Vendor sales in person
www.vendor
0% 5% 10% 15% 20% 25%
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Key Features We EvaluatedTo Help You Excel at the “Fine Art of Being Found”
• Multi-channel engagement
• Personalized content and offers
• Social listening, publishing,
engagement
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Page 34© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Generate DemandDrive Campaigns Across Channels
EMAIL WEBINARS SEMINARS TRADESHOWS
SOCIAL MOBILE DIRECT MAIL SMS
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The Fine Art
Of
Being RelevantENGAGE
ASK
USE BUY
EXPLORE
DISCOVER
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Content is the currency for engagement
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Information abundance attention scarcity
Q4 2013 North America And Europe Executive Buyer Insight Online Survey
I usually scan the information then throw it in the trash.
Vendors give me too much material to sort through.
Much of the material is useless.
59%
75%
62%
Business and IT decision-makers (N = 319) and senior-level IT and business executive decision-makers at companies with 1,000 or more employees
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Business Print/News
Catalogs
Tech Analysts
Trade Shows
Tech Print
www. Search Engines
www. Tech Info
www. Tech Print
Vendor Sales in Person
www. Vendor
12%
12%
12%
13%
16%
17%
18%
19%
20%
22%
Tech Analysts
Trade Shows
Catalogs
Vendor Sales Tele/Email
Tech Print
www. Search Engines
www. Tech Info
www. Tech Print
www. Vendor
Vendor Sales in Person
12%
13%
13%
14%
15%
15%
17%
17%
21%
24%
www. General In-terest
Business Print/News
Catalogs
Trade Shows
Tech Print
www. Tech Info
www. Tech Print
Vendor Sales in Person
www. Search Engines
www. Vendor
11%
12%
12%
13%
15%
18%
19%
19%
20%
22%
Discover Explore Buy
Source: Forrester’s Tech Marketing Navigator: “Most Influential Vehicles:All Technologies/ All Roles”
Website May Be The Most Important Channel
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Is this really useful?
There’s room for improvement
in putting our content into play.
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This is useful
Personas
OUTCOMES
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The Fine Art of Being Relevant
› Design your site to speak to buyers …
› … and buyer needs
› Use onsite behavioral targeting
› Increase site ‘stickiness’ with targeted content
› Provide content based on visitor behavior
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Key Features We EvaluatedTo Help You Excel at the “Fine Art of Being Relevant”
• Segmentation and targeting tools
• Ability to implement contextual
nurturing at scale
• Ability to trigger based upon behavior
• Content and offer personalization
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Personalize to be Relevant
Automatically recommend the best content or offer
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The Fine Art
Of
Sales Enablement.ENGAGE
ASK
USE BUY
EXPLORE
DISCOVER
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You gotta give yoursales repsthe rightleads!
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Key Features We EvaluatedTo Help You Excel at “Lead Scoring”
• Multiple lead scoring models supported
• Multiple lead scores per person
• Enterprise-level score
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Are your salespeople really prepared?
Buyers
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Key Features We EvaluatedTo Help You Excel at the “Sales Enablement”
• Native delivery of buyer insight in CRM
• Native delivery of marketing toolkits in
CRM
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Boost Sales Productivity
Sales teams can focus on win-ready leads
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The Fine Art
Of
Continuous
Incremental
Improvement
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Key Features We EvaluatedTo Help You Excel at the “Continuous Improvement”
• “Slice and Dice” reporting
• Analytics
• Predictive Analytics
• Multi Touch Revenue Attribution
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Measure & Optimize
Better understand your buyers’ journeys
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Are you customer obsessed?
Customer obsession:
A customer-obsessed enterprise focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers.
strategy energy budgetenhance knowledge of and
engagement with prioritizes
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leading
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Thank You
Q&A
60
@sdholakia
@loriwizdo