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Turn Inbound Traffic into Leads Powered By Docstoc
					     Inbound Traffic into Leads
     and Revenue




                 Jon
Miller      Jason
Stewart
                 VP
Marke4ng,
   Sr.
Manager
of
Online
Marke4ng,

                 Marketo         Demandbase
©
2009
Marketo,
Inc.

Topics

      How
Marketo
uses
Demandbase
to

      purchase
relevant
business
contacts

      based
on
web
traffic



      How
Demandbase
uses
Marketo
to

      score
leads
and
nurture

      rela4onships
with
anonymous
leads

      and
customers

      Ques4on
and
Answer

©
2009
Marketo,
Inc.

   
   Marketo
Proprietary
and
Confiden4al   Page
Over 160 Successful Customers




    Select

  Customers




©
2009
Marketo,
Inc.

   
   Marketo
Proprietary
and
Confiden4al   Page
Marketo Demand Generation Funnel



                                       Prospect

   Awareness




                                       Pending
                         Inquiry



                                                    Prospect                       Lead     Oppor‐     Cust‐
                                                                                            tunity     omer



                                                                   Nurturing

                                                                   Database

Anony‐ Name
&
 In‐Profile                                                     Sales‐Ready     Sales

 mous   Email       Beginning
                                                 /
Engaged      Active
                                                    Engagement                 (score>65)
©
2009
Marketo,
Inc.

             
               Marketo
Proprietary
and
Confiden4al                          Page
81% of Marketo.com Traffic
is Anonymous




                                                                        Marketo
screenshot
                         One
week’s
visitors:
                         • 929
known
and
3,975
unknown

©
2009
Marketo,
Inc.

      
      Marketo
Proprietary
and
Confiden4al                   Page
Enter Demandbase




©
2009
Marketo,
Inc.

   
   Marketo
Proprietary
and
Confiden4al   Page
Build a Profile




©
2009
Marketo,
Inc.

   
   Marketo
Proprietary
and
Confiden4al   Page
Understand Demographics
Website Visitors




©
2009
Marketo,
Inc.

   
   Marketo
Proprietary
and
Confiden4al   Page
Relevant Business Contacts
from Website Visitors

      Target
the
subset
of
traffic

      we
really
care
about

      Integrated
with
SFDC

      Delivered
daily




©
2009
Marketo,
Inc.

   
   Marketo
Proprietary
and
Confiden4al   Page
Automated Prospect Pending Process
        Opt‐In
Email
1
      •
MarkeQng
track
      •
Sales
track



                               Covert
to

               Opt‐In?
                               Prospect



        Opt‐In
Email
2
      •
MarkeQng
track
      •
Sales
track



               Opt‐In?




          Unsubscribe                                             Marketo
screenshot

©
2009
Marketo,
Inc.

   
   Marketo
Proprietary
and
Confiden4al                   Page
  Where Do Marketo’s Prospects Come From?
                                                Other
                                      List
Purchase
                                    Referral
                                            1% 3%
                                      3%
                            Blog
                             5%

          AppExchange                                                                   Inbound
              6%                                                                          29%



Content
Syndica4on
        6%
                                                                                                   15%
of
our
prospects

                                                                                                   go
through
“Prospect

                                                                                                   Pending”
stage
  Sponsorship
      8%




            Online
Ad                                                                        PPC
               9%                                                                            11%




                                   Trade
Show                   Partner      Last
6
months
                                       9%                        10%


   ©
2009
Marketo,
Inc.

             
                 Marketo
Proprietary
and
Confiden4al                             Page
Results so Far

                             Contact
to
         Cost
per
               Cost
per
   Prospect
to

                             Prospect            Contact                 Prospect    Opportunity

   Demandbase                13%                 $2.02                   $15.54      TBD

   Online
Ad                 41%                 $23.66                  $57.68      0.8%

   Sponsorship               23%                 $22.59                  $98.23      0.6%

   Tradeshow                 28%                 $36.19                  $130.19     2.6%

   PPC                       35%                 $48.42                  $136.53     2.0%

   Content

                             52%                 $82.58                  $158.81     0.7%
   SyndicaQon


©
2009
Marketo,
Inc.

   
          Marketo
Proprietary
and
Confiden4al                              Page
Lessons and Next Steps

      Expand
use
of
Demandbase
      Track
conversion
to
opportunity
      Explore
use
Demandbase
to
drive
traffic
back
to
site
to

      get
them
to
register
(e.g.
nurturing
anonymous
leads)




©
2009
Marketo,
Inc.

   
   Marketo
Proprietary
and
Confiden4al   Page
                          Demandbase

B2B Customer Acquisition Solutions that provide a new way to
        Identify, Reach, and Convert New Business

 About Our Customers ...

  –   10,000 Users from 700 Companies

  –   Mix of Industries and Company Sizes

  –   90%+ Users in Sales or Marketing




                              Confidential Material
         Lead Scoring and Nurturing at Demandbase


 Challenges
  –   Increase in Web Traffic (More than 100% Year to Year)
  –   Corresponding Increase in Conversions
  –   Lead Scoring / Prioritization for Sales Follow-Up
  –   Automation Needed to Nurture New Leads and Customers


 Why Marketo?
  – Integration with Salesforce.com
  – Ease of Use
  – Complimentary to Demandbase




                            Confidential Material
Demandbase Lead Scoring Strategy




            Confidential Material
Lead Scoring: Clicked Link +15




          Confidential Material
Lead Scoring: Unsubscribed -30




          Confidential Material
Lead Scoring: Searched for Demandbase +10




                Confidential Material
Batch Lead Scoring: Created Before 2008 - 50




                 Confidential Material
Nurturing Anonymous Leads

                        Introductory Activity for Daily
                         Lead Report Leads
                          – Opt-In Email from Lead
                             Owner




        Confidential Material
Nurturing Anonymous Leads

                        Introductory Activity for Daily
                         Lead Report Leads
                          – Opt-In Email from Lead
                             Owner
                        Drive Registrations
                          – Drive Traffic Back, “Put
                             Names to the Faces”
                          – Create opportunities to
                             increase (or decrease) lead
                             score
                          – Increase conversions
                          – Drive revenue




        Confidential Material
Nurturing Customers




     Confidential Material
Nurturing Customers


                        Registration, But No “Profile”
                          – Email with details on
                             benefits of Demandbase
                             Standard - support info
                        No Stream Request
                          – What is Stream and how
                             does it works with
                             Standard? - support info
                        Stream Live, Free Trial Offer
                          – Demandbase Professional
                             Free Trial Offer, How is it
                             Different than Stream? –
                             support info


     Confidential Material
                        Nurturing Customers


 Opportunity Demographics
   – 18% Increase in New Pipeline Opportunities from “Older” Leads


 Registration Demographics
   – “Profile” registrations increased from 59% to 89% of all registrations
   – “Stream” registrations increased from 37% to 42% of all
     registrations
   – “Free Trial” requests increased from 8% to 13% of all registrations




                               Confidential Material
                             sales@marketo.com
                             +1‐650‐655‐425‐7454
                             info@demandbase.com
                             +1‐415‐683‐2660



©
2009
Marketo,
Inc.

   
     Marketo
Proprietary
and
Confiden4al

				
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posted:8/27/2010
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