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DGR TV: Jon Miller, Marketo

 

Jon Miller, VP of Marketing, Marketo

Demand Gen Report spoke with Jon Miller, VP Marketing for Marketo, on the floor at this year’s Dreamforce Cloud Expo. Miller discusses the company’s sponsorship of the biggest-ever Dreamforce event, how and why social marketing has evolved into such an important part of companies’ B2B demand generation strategies, and Marketo’s own innovations around building the social enterprise.

Episode Notes:

  • Published in DGR TV

Marketing Automation Analytics:
 Where We Are and the Road Ahead

165f6feBy Cari Baldwin, Co-Founder & Partner, BlueBird Strategies

Marketing departments today are under pressure to justify the effectiveness of their spending and demonstrate that their programs contribute to revenue growth. Estimates of campaign results and the relation of marketing-generated leads to actual sales won’t satisfy executives who want proof of returns on their large investments in marketing.

Analytics can help marketers with these challenges. Applied to information gathered from related relevant systems, analytics reveal patterns and enable organizations to measure their performance continually, comparing past to present and forecasting the future. They are the key to constructing metrics and key performance indicators (KPIs) that guide improvement in individuals and groups, and show them where to deploy resources for the best ROI.

DemandCon Event Offers Successful Models, New Approaches To Demand Gen Strategies

DemandGen_Video_SCThe sales and marketing funnel had three days in the spotlight during the inaugural DemandCon event, May 18-20 in San Francisco. Bringing together more than 60 industry speakers and approximately 300 attendees, the event featured blueprints of successful rollouts of integrated demand generation programs, and challenged the conventional thinking on the structure of the funnel.

In the opening keynote address, Jeff Ernst, Principal Analyst at Forrester Research, serving CMO and Marketing Leadership Professionals, took a somewhat controversial stand by encouraging sales and marketing executives to “bury the funnel.” Ernst said it was a myth that the funnel represents buyer behavior and suggested that rather than aligning marketing and sales, organizations must focus on alignment with the buyer.

Steeper Growth Curve For Automation Predicted For 2011 As Companies Look For Revenue Spark

SS_-_2011_-_MoneyWith the Federal Reserve recently downgrading their economic growth projection for 2011 to 3% from 3.6%, many industries and companies will once again be challenged to return their revenue to an upward angle. This reality is expected to present a continued opportunity for the automation space, as more companies look to transform their sales and marketing strategies.

Despite more than 1,500 new companies deploying marketing automation in 2010, many analysts were disappointed with the growth curve for the category last year. As a broader range of industry verticals are seeing the benefits of automation technologies, industry insiders are projecting growth rates will continue to climb this year.

Marketo’s Growth Continues On Hockey Stick Curve With Customer Count Passing 850, First $1M Deal

In skyrocketing to more than 700 companies in its first two years in business, Marketo’s customer base has been made up primarily of small to mid-sized organizations. Based on the results of the recently wrapped quarter, Marketo is now making inroads with enterprise customers as well.

Marketo announced its Q4 results, during which the company increased its customer count to more than 850, signing 80 new customers in the month of December alone. In closing out 2010, Marketo reported it had doubled its customer count during the year and saw revenue growth of 315% year over year.

The company also saw its client roster expand within the enterprise sector, with nine new customers at corporations with revenue over $1 billion, the company’s first million dollar deal and its fourth deal at a Fortune 15 company.

DemandCon Event Offers Successful Models, New Approaches To Demand Gen Strategies

DemandGen_Video_SCThe sales and marketing funnel had three days in the spotlight during the inaugural DemandCon event, May 18-20 in San Francisco. Bringing together more than 60 industry speakers and approximately 300 attendees, the event featured blueprints of successful rollouts of integrated demand generation programs, and challenged the conventional thinking on the structure of the funnel.

In the opening keynote address, Jeff Ernst, Principal Analyst at Forrester Research, serving CMO and Marketing Leadership Professionals, took a somewhat controversial stand by encouraging sales and marketing executives to “bury the funnel.” Ernst said it was a myth that the funnel represents buyer behavior and suggested that rather than aligning marketing and sales, organizations must focus on alignment with the buyer.

DemandCon Event Offers Successful Models, New Approaches To Demand Gen Strategies

DemandGen_Video_SCThe sales and marketing funnel had three days in the spotlight during the inaugural DemandCon event, May 18-20 in San Francisco. Bringing together more than 60 industry speakers and approximately 300 attendees, the event featured blueprints of successful rollouts of integrated demand generation programs, and challenged the conventional thinking on the structure of the funnel.

In the opening keynote address, Jeff Ernst, Principal Analyst at Forrester Research, serving CMO and Marketing Leadership Professionals, took a somewhat controversial stand by encouraging sales and marketing executives to “bury the funnel.” Ernst said it was a myth that the funnel represents buyer behavior and suggested that rather than aligning marketing and sales, organizations must focus on alignment with the buyer.

Marketing Automation Analytics:
 Where We Are and the Road Ahead

165f6feBy Cari Baldwin, Co-Founder & Partner, BlueBird Strategies

Marketing departments today are under pressure to justify the effectiveness of their spending and demonstrate that their programs contribute to revenue growth. Estimates of campaign results and the relation of marketing-generated leads to actual sales won’t satisfy executives who want proof of returns on their large investments in marketing.

Analytics can help marketers with these challenges. Applied to information gathered from related relevant systems, analytics reveal patterns and enable organizations to measure their performance continually, comparing past to present and forecasting the future. They are the key to constructing metrics and key performance indicators (KPIs) that guide improvement in individuals and groups, and show them where to deploy resources for the best ROI.

Marketo’s Growth Continues On Hockey Stick Curve With Customer Count Passing 850, First $1M Deal

In skyrocketing to more than 700 companies in its first two years in business, Marketo’s customer base has been made up primarily of small to mid-sized organizations. Based on the results of the recently wrapped quarter, Marketo is now making inroads with enterprise customers as well.

Marketo announced its Q4 results, during which the company increased its customer count to more than 850, signing 80 new customers in the month of December alone. In closing out 2010, Marketo reported it had doubled its customer count during the year and saw revenue growth of 315% year over year.

The company also saw its client roster expand within the enterprise sector, with nine new customers at corporations with revenue over $1 billion, the company’s first million dollar deal and its fourth deal at a Fortune 15 company.

Steeper Growth Curve For Automation Predicted For 2011 As Companies Look For Revenue Spark

SS_-_2011_-_MoneyWith the Federal Reserve recently downgrading their economic growth projection for 2011 to 3% from 3.6%, many industries and companies will once again be challenged to return their revenue to an upward angle. This reality is expected to present a continued opportunity for the automation space, as more companies look to transform their sales and marketing strategies.

Despite more than 1,500 new companies deploying marketing automation in 2010, many analysts were disappointed with the growth curve for the category last year. As a broader range of industry verticals are seeing the benefits of automation technologies, industry insiders are projecting growth rates will continue to climb this year.

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