Build a High Performance, High Velocity, Lead-Generating B2B Machine Bryan Semple CMO, SmartBear
Page 2© 2014 Marketo, Inc. #mktgnation14 Drawing From The Past….. Operations Sales SaaSProduct Marketing High VelocityScale
Page 3© 2014 Marketo, Inc. #mktgnation14 What Model? What Levers?
Page 4© 2014 Marketo, Inc. #mktgnation14 My Solution Break problem into smaller pieces Figure out how to measure each piece Organize a team around the pieces and goal them appropriately Turn the crank
Page 5© 2014 Marketo, Inc. #mktgnation14 How a Reactor Works
Page 6© 2014 Marketo, Inc. #mktgnation14 The Pieces – Traffic, Convert, Offline, Nurture, Enable, Opportunities, Close
Page 7© 2014 Marketo, Inc. #mktgnation14 Segmentation!
Page 8© 2014 Marketo, Inc. #mktgnation14 Segmenting Traffic
Page 9© 2014 Marketo, Inc. #mktgnation14 Segmenting Organic Traffic
Page 10© 2014 Marketo, Inc. #mktgnation14 “Paid” Can Have Multiple Meanings/Formats
Page 11© 2014 Marketo, Inc. #mktgnation14
Page 12© 2014 Marketo, Inc. #mktgnation14 Segmentation of Nurturing
Page 13© 2014 Marketo, Inc. #mktgnation14
Page 14© 2014 Marketo, Inc. #mktgnation14 An Enabled Sales Rep
Page 15© 2014 Marketo, Inc. #mktgnation14 My Solution Break problem into smaller pieces Figure out how to measure each piece Organize a team around the pieces and goal them appropriately Turn the crank
Page 16© 2014 Marketo, Inc. #mktgnation14 Traffic – Source, Amount, Landing, Goal
Page 17© 2014 Marketo, Inc. #mktgnation14 Site Conversion
Page 18© 2014 Marketo, Inc. #mktgnation14 The Imaginary B2B Sales Cycle
Page 19© 2014 Marketo, Inc. #mktgnation14 A More Realistic Cycle
Page 20© 2014 Marketo, Inc. #mktgnation14 The Answer to “Your Leads Stink”
Page 21© 2014 Marketo, Inc. #mktgnation14 Process Health
Page 22© 2014 Marketo, Inc. #mktgnation14 My Solution Break problem into smaller pieces Figure out how to measure each piece Organize a team around the pieces and goal them appropriately Turn the crank
Page 23© 2014 Marketo, Inc. #mktgnation14 People to Processes and Measurements
Page 24© 2014 Marketo, Inc. #mktgnation14 Administrative Alignment
Page 25© 2014 Marketo, Inc. #mktgnation14 Build an Operational Marketing Org to Match What Needs to be Done Sales Manager
Page 26© 2014 Marketo, Inc. #mktgnation14 My Solution Break problem into smaller pieces Figure out how to measure each piece Organize a team around the pieces and goal them appropriately Turn the crank
Page 27© 2014 Marketo, Inc. #mktgnation14 Weekly metrics Weekly sales Weekly calendar #chaosmarketing or #realtimemarketing Enablers, not ends Content Webinars Weekly Cadence
Page 28© 2014 Marketo, Inc. #mktgnation14 Eliminate what doesn’t work Measure what you can, not what you want There is a cost to measurement Use sampling, but low sample sizes drive wrong conclusions Guilty until proven innocent – no gaming Sales drives scoring MQLs without conversion % mean nothing Dashboards make you dumb Google analytics for all! Marketing is an art Some Final Philosophy Thoughts
Page 29© 2014 Marketo, Inc. #mktgnation14 Next Steps Follow my blog: Buy the Kindle Book B2B CMO’ Guide to Digital Marketing Measurement Think Like a Submariner for Operational Success
Thank You!