1. Build a High Performance, High Velocity, Lead-Generating B2B Machine Bryan Semple CMO, SmartBear

2. Page 2© 2014 Marketo, Inc. #mktgnation14 Drawing From The Past….. Operations Sales SaaSProduct Marketing High VelocityScale

3. Page 3© 2014 Marketo, Inc. #mktgnation14 What Model? What Levers?

4. 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

5. Page 5© 2014 Marketo, Inc. #mktgnation14 How a Reactor Works

6. Page 6© 2014 Marketo, Inc. #mktgnation14 The Pieces – Traffic, Convert, Offline, Nurture, Enable, Opportunities, Close

7. Page 7© 2014 Marketo, Inc. #mktgnation14 Segmentation!

8. Page 8© 2014 Marketo, Inc. #mktgnation14 Segmenting Traffic

9. Page 9© 2014 Marketo, Inc. #mktgnation14 Segmenting Organic Traffic

10. Page 10© 2014 Marketo, Inc. #mktgnation14 “Paid” Can Have Multiple Meanings/Formats

11. Page 11© 2014 Marketo, Inc. #mktgnation14

12. Page 12© 2014 Marketo, Inc. #mktgnation14 Segmentation of Nurturing

13. Page 13© 2014 Marketo, Inc. #mktgnation14

14. Page 14© 2014 Marketo, Inc. #mktgnation14 An Enabled Sales Rep

15. 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

16. Page 16© 2014 Marketo, Inc. #mktgnation14 Traffic – Source, Amount, Landing, Goal

17. Page 17© 2014 Marketo, Inc. #mktgnation14 Site Conversion

18. Page 18© 2014 Marketo, Inc. #mktgnation14 The Imaginary B2B Sales Cycle

19. Page 19© 2014 Marketo, Inc. #mktgnation14 A More Realistic Cycle

20. Page 20© 2014 Marketo, Inc. #mktgnation14 The Answer to “Your Leads Stink”

21. Page 21© 2014 Marketo, Inc. #mktgnation14 Process Health

22. 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

23. Page 23© 2014 Marketo, Inc. #mktgnation14 People to Processes and Measurements

24. Page 24© 2014 Marketo, Inc. #mktgnation14 Administrative Alignment

25. Page 25© 2014 Marketo, Inc. #mktgnation14 Build an Operational Marketing Org to Match What Needs to be Done Sales Manager

26. 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

27. Page 27© 2014 Marketo, Inc. #mktgnation14 Weekly metrics Weekly sales Weekly calendar #chaosmarketing or #realtimemarketing Enablers, not ends Content Email Webinars Weekly Cadence

28. 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

29. Page 29© 2014 Marketo, Inc. #mktgnation14 Next Steps Follow my blog: www.storymetrix.com Bryan.Semple@smartbear.com Buy the Kindle Book B2B CMO’ Guide to Digital Marketing Measurement Think Like a Submariner for Operational Success

30. Thank You!