Welcome to Revenue Rockstar Unplugged Radisson Blu Royal Hotel- Dublin

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1 Welcome to Revenue Rockstar Unplugged Radisson Blu Royal Hotel- Dublin 2011 Marketo, Inc.

2 Agenda 10.00am-10.45am Sales & Mark Alignment Darragh Quinn 10:45am-11:15am DEMO Andrew Connell 11:15am-11:30am Break 11:30am-12pm Customer Greatest Hits Colm Mulcahy 12pm-12:30pm Measurement & Analytics Darragh Quinn 12:30pm- 12:40pm Q&A Darragh/Andrew/Colm 12:40pm-1:30pm Lunch/Networking 2011 Marketo, Inc. All rights reserved.

3 Sales and Marketing Alignment Accelerate your Revenue Darragh Quinn: Account Manager Ireland 2011 Marketo, Inc.

Meet Marketo Marketing Automation and Revenue

companies Expand lead flow Increase sales

investments >1800 customers; 140% YOY growth New

Solution Winner Best Marketing Solution Salesforce

4 Meet Marketo Marketing Automation and Revenue Management Cloud based solution that helps companies Expand lead flow Increase sales effectiveness Optimise sales and marketing investments >1800 customers; 140% YOY growth New EMEA HQ to support growing European base Marketing Solution Winner Best Marketing Solution Salesforce - Best Marketing Automation Best Marketing and Sales 2.0 Solution Who s Who in BtoB

5 Marketo Impact Spans All Markets Manufacturing & Hardware Healthcare Business & Pro Services Communications Finance & Insurance Non-Profit and Education Software

6 Buying Has Changed Forever OLD DAYS: INFO SCARCITY 1960s Recent TODAY: INFO ABUNDANCE BUYER SALES REP SALES REP

Customers Succeed Across Every Major Metric Increase Revenues by 40% Half of which flows to bottom line Grow number of opportunities Optimize ROI Improve Sales Productivity 22% Increase in

7 Customers Succeed Across Every Major Metric Increase Revenues by 40% Half of which flows to bottom line Grow number of opportunities Optimize ROI Improve Sales Productivity 22% Increase in qualified leads 15% Reduction in customer acquisition cost 17% Increase in win rate 21% More leads convert to opportunities 12% Increase in deal size 7% shorter sales cycle 2011 Survey of over 250 customers.

8 Marketo s Revenue Cycle AWARENESS All Names Engaged Prospect & Recycled MQL Lead SAL Sales Lead SQL Opportunity Customer Nurturing Database Marketing SDR Sales

9 Marketo s Revenue Cycle AWARENESS All Names Engaged Prospect & Recycled MQL Lead SAL Sales Lead SQL Opportunity Customer Nurturing Database Names are just names. Marketing SDR Sales

10 Marketo s Revenue Cycle AWARENESS All Names Engaged Prospect & Recycled MQL Lead SAL Sales Lead SQL Opportunity Customer Nurturing Database Meaningful interaction with us. Marketing SDR Sales

11 Marketo s Revenue Cycle AWARENESS All Names Engaged Prospect & Recycled MQL Lead SAL Sales Lead SQL Opportunity Customer Nurturing Database Qualified, engaged potential buyers. Marketing SDR Sales

12 Marketo s Revenue Cycle AWARENESS All Names Engaged Prospect & Recycled MQL Lead SAL Sales Lead SQL Opportunity Customer Nurturing Database Showing buying signs or significant engagement. Marketing SDR Sales

13 Marketo s Revenue Cycle AWARENESS All Names Engaged Prospect & Recycled MQL Lead SAL Sales Lead SQL Opportunity Customer Nurturing Database Qualified as sales-ready by a human. Marketing SDR Sales

14 Why Lead Nurturing: Stay in Touch Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. All Names Engaged Prospect & Recycled Lead Nurturing MQL Lead SAL Sales Lead SQL Opportunity The art of maintaining permission to stay in front of your buyers as they educate themselves

15 Lead Nurturing Relevance Stages A B 1. BUYING STAGES Early (Pre-MQL) Mid (MQL) Late (Opportunity) Customer C D 2. BUYING PROFILES Industry: 82% Role: 67% Company Size: 49% Geography: 29 %

16 The Value of Lead Nurturing Marketo ROI Results Fast Leads ( MQL <1 mo) Slow Leads (MQL >1 mo) Total Leads (MQL) Cost / Lead (MQL) Without Nurturing 20% 6.67% 26.67% With Nurturing 20% 20.0% 40.0% Source: Actual Marketo data; 55 assumes per prospect Results: 50% more marketing qualified leads from lead nurturing

17 A Framework for Lead Scoring Fit Are you interested in them? Interest Are they interested in you? Explicit What the prospect tells you Demographics Firmographics BANT BANT Inferred What you observe or infer Data quality Corporate vs. personal Location Latent behaviors (engagement) Active behaviors (sales readiness)

18 Interest Scoring - Examples Early stage content +3 Attend webinar: +5 Visit any webpage / blog : +1 Visit careers pages: -10 Pricing pages: +10 regular, +15 detailed Watch demos: +5 overview, +10 detailed Mid-stage content +8 Late-stage content +12 Searches for Marketo +8

Day 3 If untouched, alert executives Day 7 If stale,

19 SLA s - No Lead Left Behind Day 0 Notification Day 1 If untouched, reminder Day 2 If untouched, reminder cc boss Day 3 If untouched, alert executives Day 7 If stale, reminder Day 8 If stale, reminder cc boss Day 9 If stale, alert executives

20 Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity (Days) Lead to Opp Index 3 rd Party Blast 9,049 $36 20% Trade Show 3,786 $36 22% Trade Show Virtual 3,125 $18 17% Paid Webinar 1,971 $71 26% PPC 1,494 $135 45% AppExchange 1,128 $41 72% Content Syndication 881 $69 18% Social Media 588 $94 33% Other Paid 1,645 $45 25% Website/Inbound 5,133 58% Referral / WOM % Sales Prospecting %

Key Takeaways 1. 70% of qualified prospects are not ready to buy when you meet them. Nurturing is critical. 2. Listening to your prospects is key as is relevant content 3.

21 Key Takeaways 1. 70% of qualified prospects are not ready to buy when you meet them. Nurturing is critical. 2. Listening to your prospects is key as is relevant content 3. Getting on the same page with sales, agreeing processes so no lead gets left behind 4. Focusing on the entire revenue cycle, not just the top of the funnel 5. Use forecasting to turn marketing from a cost center into a revenue driver 6. Growing revenue by making sales more productive, setting sla s

22 Demonstration

23 espatial Customer Presentation Revenue Rockstar Tour Unplugged April 24 th 2012, Dublin

24 espatial Colm Mulcahy Head of Sales and Marketing, espatial Ian Stanley Online Marketing Manager, espatial

25 Why are we here today? Share our experiences and journey, and how implementing Marketo has: Provided valuable new world marketing knowledge Provided direction for our online marketing thought processes Provided us with rapid ROI

Our Background 1997-2009 Established mapping software company, serving global clients since 1997 Selling

26 Our Background Established mapping software company, serving global clients since 1997 Selling specialised, serverbased mapping software Using the enterprise sales model to sell to a small number of high-value clients

27 Not GIS, But Mapping Software! How? Where When? SaaS GIS??? Why How much 27

the inside sales model to sell to a large number of clients Implement a high-volume

28 Our New Direction 2011 Delivering intuitive, affordable mapping software to the general business market Leveraging SaaS delivery to provide flexibility & keep prices low Using the inside sales model to sell to a large number of clients Implement a high-volume lead generation strategy focused on free trials Easy, Affordable Maps & Insights in Minutes

Example Business Uses Business imperatives Geographic business intelligence applications Increase sales Analyse buying patterns Locate customers Understand drivetimes Manage marketing campaigns Track

29 Example Business Uses Business imperatives Geographic business intelligence applications Increase sales Analyse buying patterns Locate customers Understand drivetimes Manage marketing campaigns Track competitors Manage sales prospects Sales territory management Improve customer service Support desk: find an agent Call centre support Service availability Customer selfservice Fault reporting Citizen information Streamline supply chain Site selection (manufacturing, distribution, retail, etc.) Delivery network optimisation Logistics planning Routing Fleet/ shipment tracking Emergency planning Increase operational effectiveness Asset planning Engineering Asset maintenance Work order management Mobile workforce management Service delivery Risk mitigation Tax planning

30 Our Customers Mapping marketing data Mapping volunteers & affiliates Mapping sales performance

31 Q Leads

32 Our Plan

33 Q Leads

34 Success Metrics Website Visitors 300% increase in traffic Website traffic went from 300 to 1,200 visits per day

35 Success Metrics Free Trial Leads 980% increase in lead volume Leads went from 5 to 54 leads per day

36 With success came serious challenges

37 What Challenges? Managing volume Quality, priority, duplication Communication, education Reporting Making sense of our data Identifying patterns, trends, success Lead profiling and segmentation There were only two options People or systems

38 We Chose Systems Next Steps Review existing processes and systems Identify new requirements

39 Legacy Processes Manual communications Manual sorting/prioritising Manual segmentation Manual data capture Export, Update, Import Inefficient, incomplete, unreliable We required advanced, automated workflows and communications

Legacy Systems Webinars / Demos CRM Identifying quality Communications Mass updates Analysis / Reporting Email

40 Legacy Systems Webinars / Demos CRM Identifying quality Communications Mass updates Analysis / Reporting marketing Disjointed Systems and Data We required a more holistic view of users, and a more integrated system to manage data

41 New Requirements Automated communications Intelligent lead scoring Integrated marketing Automated segmentation Automated business rules Better insight into user activity Robust, reliable reporting Holistic view of users/lead/opps/customers Integration was key One source of data based around the lead/contact

42 Marketo Features Lead Management Lead generation Lead nurturing Lead scoring Applications marketing Landing page and design suite Website monitoring Social media marketing Many of the features we required

43 Marketo Features Sales Insight/Salesforce Integration Behaviour tracking Interesting Moments Anonymous web traffic analysis Automated alerts Automated segmentation Visible to sales in Salesforce

44 espatial + Marketo

Automated Emails & Alerts Automated email

45 Automated s & Alerts Automated responses Automated internal alerts Instant visibility for sales Sales understand leads better, and leads get timely responses from sales.

46 Intelligent Lead Scoring Based on product interaction Based on web activity or based on form input, inferred data or any other data source! Automatic prioritisation of leads Based on the rules we define

47 Integrated Design Tools Design landing pages and s With an easy to use visual editor Powerful, but easy to use tools All user entered data is automatically synced to the correct record in Marketo/Salesforce

48 Webinar Management Workflows that talk to GoToMeeting Personalised invitations and follow-ups Without having to export from and import to different systems

49 Automated Workflows Workflows that update Salesforce fields Based on data entered into a web form Save time and energy for the best leads Allow sales to focus on the high value, high quality leads

50 Automated Segmentation Identify lead source based on rules Automated dashboard for Marketing Channel conversion rates Update SFDC Marketing Channel field Less time segmenting data More time analysing the results and taking action

51 Measuring Engagement User logs in to the trial Trigger actions Marketo workflow actions 1. Log an Interesting Moment 2. Send an alert to lead owner 3. Count Total logged in number in SFDC User behaviour insight Understanding users by tracking how they use our service

52 Marketo Activity Logs Complete log synced to Salesforce Absolute visibility View any interaction with espatial.com and s, any changes to scoring and/or data

53 Marketo Sales Insight Lead score and urgency logged for each lead/contact Complete activity log of actions we want to track Same environment, with richer data Sales have access to all of the additional user data within the comforts of Salesforce

54 Marketo Sales Insight Leads organised by Best Bets Analyse the entire lead database at a glance View highest scoring leads or most active leads in a single configurable view

Integrated Systems Salesforce *Web & Product Analytics *Email Marketing espatial *GoToWebinar *Scoring *Automation

55 Integrated Systems Salesforce *Web & Product Analytics * Marketing espatial *GoToWebinar *Scoring *Automation One user centric source of data View, edit, analyse user data from multiple systems with a range of tools *Via Marketo

56 Marketo Impact Positive ROI in under 6 months Managing 980% more leads More educated leads 2x marketing qualified leads ⅓ cost per opportunity Every member of Sales and Marketing team is more efficient and has greater insight into the lead database Marketo has given us more time to concentrate on generating leads and not managing our database

57 Top Tips Quickstart teaches you everything you need to know Marketo s support team are top class Great support from the online community Loads of great resources available Marketo content rocks!

58 Thank You on Twitter

59 Questions? on Twitter

Marketo Secret Sauce for Revenue

Marketo Secret Sauce for Revenue Jon Miller VP Marketing and Co-Founder, Marketo Author of Modern B2B Marketing blog #RockTheRev Fastest Growing SaaS Company Salesforce SuccessFactors Omniture NetSuite