Lead to Revenue Optimization -...

#MKTOTOUR13

Lead to Revenue Optimization Recombo’s Journey to Content Marketing

June 26, 2013

© 2013 Marketo, Inc. Marketo Proprietary and Confidential.

Things have

changed.

70% the Buyer’s

Journey is complete

before they ever

engage with sales.

#MKTOTOUR13

Recombo Before June 2012 The traditional approach…


The Challenge

• Large pipeline with poor conversion to bookings

• Little to no forecast accuracy

• High cost of customer acquisition

• Poorly aligned sales and marketing teams

• Inability to track return on Sales & Marketing investment

#MKTOTOUR13

Recombo June 2013 - One Year Later Measuring the shift to Content Marketing


The Solution

We transformed the way Sales & Marketing work and the way they work together to improve revenue performance Lead to Revenue Performance Management is the foundation of our strategy 264% increase in Return on Marketing Investment 358% increase in ARR bookings 7% decrease in staff costs 48% reduction in discretionary marketing spend


But how did we get there?


1.Structure & Compensation

Before – Enterprise Sales

• 5 Account Executives

• 1 Sales Development

• 1 Sales Executive

• 1 Marketing

• 1 VP Sales

After – Inbound/Content

• 1 Account Executive

• 1 Sales Development

• 2 TOFU – Top of Funnel

• 1 MOFU – Middle of Funnel

• 1 Chief Revenue Officer

Key Success: Performance based Compensation Common Team Goals - # OPPS and $$ Bookings

7% decrease in staff costs


2. Buyer Focused Content Marketing

• Persona Creation

• New Value propositions focused on buyer

• Map Buyers Journey

• Map Content to each stage

• Create compelling content that is easily consumed

• Video and Infographics


10


3. Measure Everything

• Lead Scoring to focus on best

• Leads climb up or drop out the funnel

• Nurture those not ready

• MQL definition

• Formal MQL to SAL handoff

• Build, Measure, Learn, Refine

• Drives content production


4. Automation – Fight above your weight

• All lead nurturing and tracking is done by Marketo

• Personalized nurture campaigns • funnel stage • Industry • Role COO, CEO, CFO,

Sales • Geography

• Eliminate manual process and heavy lifting


Example Nurture Stream

Mid / Consider Early / Discovery Late / Decide

Email 1

Email 2

Email 3

Assets

How do I know and decide upon the right type of solution?

How do I decide on the right solution provider?

Interview

Video

Case Study

White Paper

White board session

Voice of customer videos

Primer / Demo Video

Infographic

Webinar

Articles

Comparison Worksheet

Independent Opinion

What are our pain points and how can we become more competitive?

What factors do I need to consider to ensure we are making the right moves for the future?

How do I justify the expense/ROI to management?

Which solutions are right for us?

Demo

Portfolio Video

Buyer’s Guide / Case Study

TCO Calculator

Business Case Tool


5. Most Importantly – Informed Investments

What do senior executives care about?

• Revenue

• Return on Sales and Marketing Investment

• Lead to Revenue Efficiency

Marketo enables decisions backed by data

#MKTOTOUR13

Final thoughts on why we chose Marketo


Help and Guidance: Why Marketo

• Best in class content marketing tool • Can be used by small team • Enterprise class lead experience at an SMB cost • Professional Services team support

• RPM Journey – Education beyond platform • Community and user groups • Training and Certification • Product evolution focused at S&M effectiveness

Our results speak for themselves: Marketo is our Strategic partner for Revenue Growth


@derek_sather Contact Information

Derek Sather Chief Revenue Officer - Recombo

[email protected]

Mobile: 604-338-3835

www.recombo.com

Ways to connect:

Derek Sather

@derek_sather

mailto:[email protected]

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