Transcription
Lead to Revenue OptimizationRecombo’s Journey to Content MarketingJune 26, 2013#MKTOTOUR13
Things havechanged. 2013 Marketo, Inc. Marketo Proprietary and Confidential.Page 270% the Buyer’sJourney is completebefore they everengage with sales.
Recombo Before June 2012The traditional approach #MKTOTOUR13
The Challenge Large pipeline with poor conversion to bookingsLittle to no forecast accuracyHigh cost of customer acquisitionPoorly aligned sales and marketing teamsInability to track return on Sales & Marketinginvestment 2013 Marketo, Inc. Marketo Proprietary and Confidential.Page 4
Recombo June 2013 - One Year LaterMeasuring the shift to Content Marketing#MKTOTOUR13
The SolutionWe transformed the way Sales & Marketing work and theway they work together to improve revenue performanceLead to Revenue Performance Management is the foundationof our strategy264% increase in Return on Marketing Investment358% increase in ARR bookings7% decrease in staff costs48% reduction in discretionary marketing spend 2013 Marketo, Inc. Marketo Proprietary and Confidential.Page 6
But how did we get there? 2013 Marketo, Inc. Marketo Proprietary and Confidential.Page 7
1.Structure & CompensationBefore – Enterprise Sales 5 Account Executives 1 Sales Development 1 Sales Executive 1 Marketing 1 VP SalesKey Success:After – Inbound/Content 1 Account Executive 1 Sales Development 2 TOFU – Top of Funnel 1 MOFU – Middle of Funnel 1 Chief Revenue OfficerPerformance based CompensationCommon Team Goals - # OPPS and Bookings7% decrease in staff costs 2013 Marketo, Inc. Marketo Proprietary and Confidential.Page 8
2. Buyer Focused Content Marketing Persona CreationNew Value propositions focused on buyerMap Buyers JourneyMap Content to each stageCreate compelling content that is easily consumedVideo and Infographics 2013 Marketo, Inc. Marketo Proprietary and Confidential.Page 9
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3. Measure Everything Lead Scoring to focus on best Leads climb up or drop out thefunnel Nurture those not ready MQL definition Formal MQL to SAL handoff Build, Measure, Learn, Refine Drives content production 2013 Marketo, Inc. Marketo Proprietary and Confidential.Page 11
4. Automation – Fight above your weight All lead nurturing andtracking is done byMarketo Personalized nurturecampaigns funnel stage Industry Role COO, CEO, CFO,Sales Geography Eliminate manualprocess and heavy lifting 2013 Marketo, Inc. Marketo Proprietary and Confidential.Page 12
Example Nurture StreamEarly / DiscoveryMid / ConsiderLate / DecideEmail 1Primer / Demo VideoInterviewDemoEmail 2InfographicVideoPortfolio VideoEmail 3WebinarCase StudyBuyer’s Guide / Case StudyArticlesComparison WorksheetIndependent OpinionWhite PaperWhite board sessionVoice of customer videosTCO CalculatorBusiness Case ToolAssetsWhat are our painpoints and how can webecome morecompetitive? 2013 Marketo, Inc. Marketo Proprietary and Confidential.What factors do I need toconsider to ensure we aremaking the right movesfor the future?Page 13How do I know anddecide upon the righttype of solution?How do I decide on theright solution provider?How do I justify theexpense/ROI tomanagement?Which solutions are rightfor us?
5. Most Importantly – Informed InvestmentsWhat do senior executives care about? Revenue Return on Sales and Marketing Investment Lead to Revenue EfficiencyMarketo enables decisions backed by data 2013 Marketo, Inc. Marketo Proprietary and Confidential.Page 14
Final thoughts on why we chose Marketo#MKTOTOUR13
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 effectivenessOur results speak for themselves:Marketo is our Strategic partner for Revenue Growth 2013 Marketo, Inc. Marketo Proprietary and Confidential.Page 16
@derek sather Contact InformationDerek SatherChief Revenue Officer - Recombodsather@recombo.comMobile: 604-338-3835www.recombo.comWays to connect:Derek Sather@derek sather 2013 Marketo, Inc. Marketo Proprietary and Confidential.Page 17
Lead to Revenue Performance Management is the foundation of our strategy 264% increase in Return on Marketing Investment 358% increase in ARR bookings . Lead to Revenue Efficiency Marketo enables decisions backed by data . #MKTOTOUR13 Final thoughts on why we chose Marketo
