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• This webinar is being recorded! Slides and recording will be sent to you later today
• Questions? Type them in the chat box, and we will answer them during Q&A
• Posting to social? Use #mktgnation
Housekeeping
Speakers
Brian Glover
Sr. Product Marketing Manager
Marketo
@brianjglover
Tracy Accettullo
Global Demand Programs Manager
BackOffice Associates
@tracyaccettullo
• The what and why of executive reporting• BackOffice Associates case study• Marketo Advanced Reporting overview
Agenda
Source: Experian 2014 Digital Marketer report
44% of marketing leaders cite tracking and measuring campaigns is a top challenge.
Why is measurement hard?
Wow, our engagement,
likes, and Klout have never
looked better!
What does mean for the business?
execsmarketing team
Page 7
What’s the Payoff if I Get It Right?
Earn a seat at the revenue table1Achieve alignment between sales & marketing2Improve marketing results & ROI3
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
• Leading Data Quality, Data Migration and Information Governance Solutions Provider
• Headquartered in picturesque Cape Cod — South Harwich, MA• 750+ Employees worldwide with offices in the U.S., Australia,
Canada, Dubai, India, Japan, Singapore, Switzerland and the U.K.• We have delivered over 1200 successful data engagements
worldwide• 100% Customer Success and Reference Rate
Overview of BackOffice Associates
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
1. Assess the Database — Where we were2. Define and Implement Processes — Getting it done3. Build Reliable Reports — This is now
Steps Towards Improved Reporting
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
• No true definition of a lead • Lack of an end-to-end lead process• Disconnect between sales and marketing • Not able to produce key metrics to prove marketing’s
impact on the business• Time spent inefficiently creating manual reports• No ROI to guide good spending decisions
Where we were…
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
• 2-Day workshop to define a lead and the success path
• Defined and implemented processes• Engaged sales team and collaborated on new processes • Created a new enhanced Revenue Cycle Modeler
Getting it done
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Full Customer Lifecycle Model
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Nailing The Reports
SALES MARKETING EXECUTIVE
• Three primary types of reports we generate
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
• Daily & Weekly Website Visitor Reports• “Prospect on Website Now” Alerts• Campaign Reports• Marketo Sales Insight
Providing Sales with Great Insight
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Lead Transition Time Report
Marketing Reports
Lead Flow Report
Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Program ROI – Multi Touch
Marketing Reports — Cont.
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
• Program ROI – Multi Touch• For Largest Programs
• First Touch • Attribution Pipeline• Attribution Revenue Won
• Multi Touch • Attribution Pipeline• Attribution Revenue Won
Executive Reports
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
First Touch Attribution Pipeline
Executive Reports — Cont.Multi Touch Attribution Pipeline
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
• Accurate reporting for Sales, Marketing and Executives• Can prove how marketing is a true revenue
generating department / communicate total value• No Lead Left Behind!
• Leads are tracked from creation to close • Marketing contributed to 4.1x coverage of our Pipeline growth
globally and 5.1x coverage in North America in 2015
This is now...the Reviews Are In!
Marketing is the hero!
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
• Demonstrate value to sales quickly• Put a stake in the ground on lead definition• Ensure scoring fits the revenue model • Engage marketing and sales• Enforce accountability • Don’t strive for perfection, just get started
Secrets to Successful Reporting
With Good Data Comes Good Reporting!
Page 26
Key Features• Marketing Impact & ROI• Buyer Journey Analysis• New Name Acquisition• 25 Pre-Configured Reports• Custom Report Creation• Dashboards• Custom Measures
Marketing Impact & ROIMeasure pipeline & revenue created, ROI and moreFirst-touch and multi-touch attribution
Prove marketing’s contribution to business growth
Marketing Influenced Pipeline
Buyer Journey AnalysisMeasure names per stage, average days per stage, conversion rate and more
Focus resources where customers get “stuck” in the buyer journey
New Name AcquisitionMeasure new name acquisition, program cost, cost per lead and more
Save time and avoid errors with automated metrics and reports
25 Pre-Configured ReportsMarketing Impact & ROIBuyer Journey Analysis“Top 10” Program ReportsEmail Analysis
Start your revenue reporting program quickly without the errors and headaches.
Flexible Report CreationDrag & drop report creation, multiple charting options, data highlighting, sharing & exporting and more
Custom MeasuresCreate your own analytics with calculated fieldsModel revenue from add’l investmentMeasure customer lifetime value
Create the analytics you need to make better investment decisions
• Choose the right metrics (e.g. opportunities, pipeline, revenue)
• Make sure you’re aligned with sales on process and definitions
• Be proactive – show how big marketing programs impact the business
Key Takeaways
@tracyaccettullo@brianjglover#mktgnation
Page 35
Additional Resources
https://www.marketo.com/resources/marketing-metrics/
Recommended:
• Speaking the Language of Business Metrics E-Book
• The 8 Essential Reports E-book
• The Definitive Guide to Marketing Metrics
Questions?
Brian GloverSr. Product Marketing ManagerMarketo@brianjglover
Tracy AccettulloGlobal Demand Programs Manager BackOffice Associates@tracyaccettullo