dŚĞĞĮŶŝƟǀĞ'ƵŝĚĞƚŽ>ĞĂĚEƵƌƚƵƌŝŶŐ A Marketo Workbook www.marketo.com ŽŶƚĞŶƚƐ tŚLJ^ŚŽƵůĚ/ZĞĂĚdŚĞĞĮŶŝƟǀĞ'ƵŝĚĞƚŽ>ĞĂĚEƵƌƚƵƌŝŶŐ? Part One tŚĂƚŝƐ>ĞĂĚEƵƌƚƵƌŝŶŐ? ŝ 01 Part Three ĚǀĂŶĐĞĚ>ĞĂĚEƵƌƚƵƌŝŶŐ 21 Why Does My Business Need Lead Nurturing? 02 ĐĐĞůĞƌĂƚŽƌĂŵƉĂŝŐŶƐ 23 The Importance of Lead Nurturing and Thought Leadership in Branding 04 >ĞĂĚ>ŝĨĞĐLJĐůĞĂŵƉĂŝŐŶƐ 25 DĂƌŬĞƟŶŐĂŶĚ^ĂůĞƐŽůůĂďŽƌĂƟŽŶ͗ƵƐŝŶĞƐƐ/ŵƉĞƌĂƟǀĞ 04 >ĞĂĚEƵƌƚƵƌŝŶŐĨŽƌdžŝƐƟŶŐWƌŽƐƉĞĐƚƐ 05 dŚĞZĞƚƵƌŶŽŶ/ŶǀĞƐƚŵĞŶƚŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐ 05 Part Four ĂůĐƵůĂƟŶŐƚŚĞZK/ŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐ 29 tŽƌŬƐŚĞĞƚʹdŚĞ/ŵƉĂĐƚŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐŽŶWƌŽƐƉĞĐƚͲƚŽͲ>ĞĂĚŽŶǀĞƌƐŝŽŶ ĂŶĚŽƐƚWĞƌ^ĂůĞƐͲZĞĂĚLJ>ĞĂĚ 31 tŽƌŬƐŚĞĞƚʹ>ĞĂĚEƵƌƚƵƌŝŶŐ/ŵƉĂĐƚŽŶKƉƉŽƌƚƵŶŝƟĞƐtŽŶ 34 Part Two >ĞĂĚEƵƌƚƵƌŝŶŐĂƐŝĐƐ 07 ĂƐŝĐ>ĞĂĚEƵƌƚƵƌŝŶŐĂŵƉĂŝŐŶƐ 08 /ŶĐŽŵŝŶŐ>ĞĂĚWƌŽĐĞƐƐŝŶŐĂŵƉĂŝŐŶƐ 09 ^ƚĂLJŝŶdŽƵĐŚĂŵƉĂŝŐŶƐ 13 tŽƌŬƐŚĞĞƚʹĞǀĞůŽƉŝŶŐzŽƵƌ^ƚĂLJŝŶdŽƵĐŚĂŵƉĂŝŐŶDĂƚƌŝdž 17 © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ ŽŶĐůƵƐŝŽŶ 36 ŽŶƚĂĐƚhƐ 37 tŚLJ^ŚŽƵůĚ/ZĞĂĚdŚĞĞĮŶŝƟǀĞ'ƵŝĚĞƚŽ>ĞĂĚEƵƌƚƵƌŝŶŐ͍ dŚĞƌĞ͛ƐŶŽƐŚŽƌƚĂŐĞŽĨŝŶĨŽƌŵĂƟŽŶŽŶƚŚĞƚŽƉŝĐŽĨůĞĂĚŶƵƌƚƵƌŝŶŐ͘ :ƵƐƚƉůƵŐƚŚĞƚĞƌŵŝŶƚŽ'ŽŽŐůĞ͕ĂŶĚLJŽƵ͛ůůĮŶĚƉĂŐĞƐŽĨƟƉƐ͕ƚƌŝĐŬƐ͕ĂŶĚďĞƐƚƉƌĂĐƟĐĞƐ ĚĞƐŝŐŶĞĚƚŽŚĞůƉϮŵĂƌŬĞƚĞƌƐďĞƩĞƌƵŶĚĞƌƐƚĂŶĚƚŚĞĐŽŶĐĞƉƚĂŶĚŚŽǁƚŽďĞƐƚ ŝŵƉůĞŵĞŶƚŝƚ͘tŚŝůĞŝƚ͛ƐĞdžĐŝƟŶŐƚŽƐĞĞƚŚĞƉůĞƚŚŽƌĂŽĨůĞĂĚŶƵƌƚƵƌŝŶŐďĞƐƚƉƌĂĐƟĐĞƐ ĂǀĂŝůĂďůĞƚŽĚĂLJ͕ŝƚĐĂŶĂůƐŽďĞƐŽŵĞǁŚĂƚŽǀĞƌǁŚĞůŵŝŶŐƚŽƉƌŽĐĞƐƐĂŶĚĚŝĸĐƵůƚ ƚŽŝĚĞŶƟĨLJǁŚŝĐŚƐƚƌĂƚĞŐŝĞƐĂƌĞƌŝŐŚƚĨŽƌLJŽƵƌďƵƐŝŶĞƐƐ͘ dŚĞŐŽĂůŽĨƚŚŝƐŐƵŝĚĞŝƐƚŽĂƌŵϮŵĂƌŬĞƚĞƌƐ ǁŝƚŚƚŚĞƵůƟŵĂƚĞƌĞƐŽƵƌĐĞĨŽƌůĞĂĚŶƵƌƚƵƌŝŶŐ͕ ǁŚĞƚŚĞƌLJŽƵ͛ƌĞũƵƐƚƐƚĂƌƟŶŐƚŽƚŚŝŶŬĂďŽƵƚ ůĞĂĚŶƵƌƚƵƌŝŶŐŝŶLJŽƵƌďƵƐŝŶĞƐƐŽƌĂƌĞůŽŽŬŝŶŐ ĨŽƌǁĂLJƐƚŽĞŶŚĂŶĐĞĂŶĚŽƉƟŵŝnjĞLJŽƵƌ ĞdžŝƐƟŶŐƉƌŽŐƌĂŵƐ͘ dŚĞĞĮŶŝƟǀĞ'ƵŝĚĞŝƐĚĞƐŝŐŶĞĚƚŽďĞ ŝŶĨŽƌŵĂƟǀĞĂŶĚƉƌĂĐƟĐĂů͘/ƚŽīĞƌƐƵƐĞĨƵů͕ ƋƵĂůŝƚĂƟǀĞŝŶƐŝŐŚƚĨƌŽŵƚŽĚĂLJ͛ƐŵĂƌŬĞƟŶŐ ƚŚŽƵŐŚƚůĞĂĚĞƌƐ͕ďĂƐŝĐĂŶĚĂĚǀĂŶĐĞĚďĞƐƚ ƉƌĂĐƟĐĞƐŽŶŵƵƐƚͲŚĂǀĞůĞĂĚŶƵƌƚƵƌŝŶŐ ĐĂŵƉĂŝŐŶƐ͕ĂŶĚǁŽƌŬƐŚĞĞƚƐĨŽƌĐĂůĐƵůĂƟŶŐZK/ ĂŶĚŵĞĂƐƵƌŝŶŐƚŚĞŝŵƉĂĐƚŽĨůĞĂĚŶƵƌƚƵƌŝŶŐ ĚŽŶĞǁĞůů͘hƐĞƚŚŝƐŐƵŝĚĞĂƐĂǁŽƌŬŬʹ ƚĂŬĞŶŽƚĞƐ͕ŚŝŐŚůŝŐŚƚǁŚĂƚLJŽƵĮŶĚ ŝŶƐƉŝƌĂƟŽŶĂů͕ƐŚĂƌĞǁŚĂƚLJŽƵůĞĂƌŶǁŝƚŚ LJŽƵƌĐŽůůĞĂŐƵĞƐ͕ĂŶĚƐƚĂƌƚĚƌŝǀŝŶŐĞdžƉůŽƐŝǀĞ ƌĞǀĞŶƵĞŐƌŽǁƚŚǁŝƚŚůĞĂĚŶƵƌƚƵƌŝŶŐ͘ i ZĞǀĞŶƵĞŝƐƚŚĞĚĞƐƟŶĂƟŽŶ͕ ďƵƚǁŚŝĐŚůĞĂĚŶƵƌƚƵƌŝŶŐƐƚƌĂƚĞŐŝĞƐ are right for your business? dŚŝƐĚĞĮŶŝƟǀĞŐƵŝĚĞŽīĞƌƐ ĂŵŝdžŽĨďĂƐŝĐĂŶĚĂĚǀĂŶĐĞĚůĞĂĚ ŶƵƌƚƵƌŝŶŐĐĂŵƉĂŝŐŶƐĂŶĚƉƌĂĐƟĐĂů ĂĚǀŝĐĞƚŽŚĞůƉLJŽƵƌĞĂĐŚLJŽƵƌ ƌĞǀĞŶƵĞŐŽĂůƐ͘ Part One What Is Lead Nurturing? © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ 01 Part One What Is Lead Nurturing? tŚLJŽĞƐDLJƵƐŝŶĞƐƐEĞĞĚ>ĞĂĚEƵƌƚƵƌŝŶŐ͍ /ĨLJŽƵ͛ǀĞĞǀĞƌƐƉĞŶƚĂƐŝŶŐůĞĚŽůůĂƌŽŶ ĚĞŵĂŶĚŐĞŶĞƌĂƟŽŶ͕LJŽƵŬŶŽǁĮƌƐƚŚĂŶĚ ŚŽǁĞdžƉĞŶƐŝǀĞ͕ƟŵĞͲŝŶƚĞŶƐŝǀĞĂŶĚĐŚĂůůĞŶŐŝŶŐ ŝƚŝƐƚŽŵĂŬĞƚŚĞŵŽƐƚŽƵƚŽĨĞǀĞƌLJůĞĂĚLJŽƵ acquire. Many companies do a good job at ŐĞŶĞƌĂƟŶŐůĞĂĚƐͶĂƩƌĂĐƟŶŐƉƌŽƐƉĞĐƚƐƚŽ ĂtĞďƐŝƚĞŽƌƚƌĂĚĞƐŚŽǁƚŚ͕ďƵLJŝŶŐůŝƐƚƐ͕ ĞƚĐ͘dŚĞƉƌŽďůĞŵŝƐƚŚĂƚŵŽƐƚŶĞǁůĞĂĚƐĂƌĞ ŶŽƚLJĞƚƌĞĂĚLJƚŽĞŶŐĂŐĞ͕ƐŽŝĨĂƐĂůĞƐƌĞƉ ĚŽĞƐƚƌLJƚŽĐŽŶƚĂĐƚĂůĞĂĚďĞĨŽƌĞŚĞŽƌƐŚĞ ŝƐƌĞĂĚLJ͕ŝƚƌĞŝŶĨŽƌĐĞƐƚŚĞŐĞŶĞƌĂůŝŵƉƌĞƐƐŝŽŶ ƚŚĂƚŵĂƌŬĞƟŶŐͲŐĞŶĞƌĂƚĞĚůĞĂĚƐĂƌĞŶŽŐŽŽĚ͘ ƐĂƌĞƐƵůƚ͕ůĞĂĚƐƌŝƐŬŐĞƫŶŐůŽƐƚ͕ŝŐŶŽƌĞĚ͕ ŽƌƐŶĂƚĐŚĞĚƵƉďLJĐŽŵƉĞƟƚŽƌƐ͘ dŽƉƌĞǀĞŶƚƚŚŝƐĨƌŽŵŚĂƉƉĞŶŝŶŐ͕ ŵĂƌŬĞƚĞƌƐƐŚŽƵůĚŝŶǀĞƐƚŝŶůĞĂĚŶƵƌƚƵƌŝŶŐͶ ƚŚĞƉƌŽĐĞƐƐŽĨďƵŝůĚŝŶŐƌĞůĂƟŽŶƐŚŝƉƐǁŝƚŚ ƋƵĂůŝĮĞĚƉƌŽƐƉĞĐƚƐƌĞŐĂƌĚůĞƐƐŽĨƚŚĞŝƌƟŵŝŶŐ ƚŽďƵLJ͕ǁŝƚŚƚŚĞŐŽĂůŽĨĞĂƌŶŝŶŐƚŚĞŝƌďƵƐŝŶĞƐƐ ǁŚĞŶƚŚĞLJĂƌĞƌĞĂĚLJ͘ƵŝůĚŝŶŐĂƌĞůĂƟŽŶƐŚŝƉ ǁŝƚŚĂƉƌŽƐƉĞĐƚŝƐƚŚĞƐĂŵĞĂƐǁŝƚŚĂŶLJůŽŶŐͲ ƚĞƌŵƌĞůĂƟŽŶƐŚŝƉͶLJŽƵĐĂŶ͛ƚĨŽƌĐĞƐŽŵĞŽŶĞ ƚŽĐŽŵŵŝƚ;ƚŽĂƉƵƌĐŚĂƐĞ͕ŝŶƚŚŝƐĐĂƐĞͿͶ ďƵƚLJŽƵĂůƐŽĐĂŶŶŽƚĂīŽƌĚƚŽůŽƐĞŝŶĚŝǀŝĚƵĂůƐ ďĞĐĂƵƐĞƚŚĞŝƌǁŝůůŝŶŐŶĞƐƐƚŽďƵLJĚŽĞƐŶ͛ƚ ŵĂƚĐŚLJŽƵƌƌĞĂĚŝŶĞƐƐƚŽƐĞůů͘ DŽƐƚŶŽŶͲƐĂůĞƐͲƌĞĂĚLJůĞĂĚƐǁŝůůĞǀĞŶƚƵĂůůLJ ďĞƌĞĂĚLJͶĂŶĚŝƚŝƐƵƉƚŽLJŽƵƚŽďŽƚŚ ƉƌŽǀŝĚĞƚŚĞŵǁŝƚŚƌĞůĞǀĂŶƚŝŶĨŽƌŵĂƟŽŶ and to be there when they are ready to make a buying decision. ĐĐŽƌĚŝŶŐƚŽƌŝĂŶĂƌƌŽůů͕KŽĨInTouch ĂŶĚĂƵƚŚŽƌŽĨ>ĞĂĚ'ĞŶĞƌĂƟŽŶĨŽƌƚŚĞ ŽŵƉůĞdž^ĂůĞ͕ƵƉƚŽϵϱƉĞƌĐĞŶƚŽĨƋƵĂůŝĮĞĚ prospects on your Web site are there to ƌĞƐĞĂƌĐŚĂŶĚĂƌĞŶŽƚLJĞƚƌĞĂĚLJƚŽƚĂůŬǁŝƚŚ ĂƐĂůĞƐƌĞƉ͕ďƵƚĂƐŵĂŶLJĂƐϳϬƉĞƌĐĞŶƚŽĨƚŚĞŵ ǁŝůůĞǀĞŶƚƵĂůůLJďƵLJĂƉƌŽĚƵĐƚĨƌŽŵLJŽƵͶ ŽƌLJŽƵƌĐŽŵƉĞƟƚŽƌƐ͘ According to ĞŵĂŶĚ'ĞŶ Report, ŽŶĂǀĞƌĂŐĞ͕ŶƵƌƚƵƌĞĚůĞĂĚƐƉƌŽĚƵĐĞ ĂϮϬƉĞƌĐĞŶƚŝŶĐƌĞĂƐĞŝŶƐĂůĞƐŽƉƉŽƌƚƵŶŝƟĞƐ ǀĞƌƐƵƐŶŽŶŶƵƌƚƵƌĞĚůĞĂĚƐ͘ What Lead Nurturing ŝƐŶ͛ƚ – WŝƞĂůůƐƚŽǀŽŝĚ >ĞĂĚŶƵƌƚƵƌŝŶŐŝƐĂďŽƵƚďƵŝůĚŝŶŐ ƌĞůĂƟŽŶƐŚŝƉƐĂŶĚƚƌƵƐƚǁŝƚŚLJŽƵƌ prospects in a way that is both ĐŽŶƐŝƐƚĞŶƚĂŶĚƌĞůĞǀĂŶƚ͘ Lead nurturing ŝƐŶŽƚ͗ ͻ^ĞŶĚŝŶŐŽƵƚĂŶĞͲŶĞǁƐůĞƩĞƌ ŽŶĂƐĞŵŝͲƌĞŐƵůĂƌďĂƐŝƐ ͻZĂŶĚŽŵůLJĐĂůůŝŶŐůĞĂĚƐĞǀĞƌLJ six weeks to see if they are ready to buy ͻůĂƐƟŶŐLJŽƵƌĞŶƟƌĞĚĂƚĂďĂƐĞ with a new case study ͻKīĞƌŝŶŐĐŽŶƚĞŶƚƚŚĂƚƉƌŽŵŽƚĞƐ your company’s products ĂŶĚƐĞƌǀŝĐĞƐĂŶĚĚŽĞƐŶŽƚƚĂŬĞ into account your prospects’ interests or needs at their stage of buying ,ŽǁĐĂŶLJŽƵƚĞůů͍ ƐŬLJŽƵƌƐĞůĨŝĨƚŚĞŝŶĨŽƌŵĂƟŽŶ LJŽƵ͛ƌĞƉƌŽǀŝĚŝŶŐǁŝůůďĞƵƐĞĨƵů ƚŽƚŚĞŵĞǀĞŶŝĨƚŚĞLJŶĞǀĞƌďƵLJ from you. 02 Part One What Is Lead Nurturing? ĐŽŶƟŶƵĞĚ ƵLJŝŶŐ,ĂƐŚĂŶŐĞĚ&ŽƌĞǀĞƌ dŽŵĂŬĞƚŚŝŶŐƐĞǀĞŶŵŽƌĞĐŚĂůůĞŶŐŝŶŐ͕ ƚŚĞϮďƵLJŝŶŐƉƌŽĐĞƐƐŚĂƐĨƵŶĚĂŵĞŶƚĂůůLJ ĐŚĂŶŐĞĚ͘WƌŽƐƉĞĐƚƐĂƌĞƐƉĞŶĚŝŶŐŵŽƌĞƟŵĞ on the Web doing independent research, ŽďƚĂŝŶŝŶŐŝŶĨŽƌŵĂƟŽŶĨƌŽŵƚŚĞŝƌƉĞĞƌƐĂŶĚ ŽƚŚĞƌƚŚŝƌĚƉĂƌƟĞƐ͘dŚĂƚ͛ƐǁŚLJĐŽŵƉĂŶŝĞƐĂƌĞ ŵĞĞƟŶŐƉƌŽƐƉĞĐƟǀĞďƵLJĞƌƐĞĂƌůŝĞƌƚŚĂŶĞǀĞƌ͕ ĂŶĚŝƐĂŬĞLJƌĞĂƐŽŶǁŚLJŚĂǀŝŶŐƐĂůĞƐĂƩĞŵƉƚ ƚŽĞŶŐĂŐĞǁŝƚŚĞǀĞƌLJĞĂƌůLJͲƐƚĂŐĞůĞĂĚ is premature. ^ĐŽƩůďƌŽ͕KŽĨTippit͕ĂŶŽŶůŝŶĞďƵƐŝŶĞƐƐ ŵĞĚŝĂĐŽŵƉĂŶLJ͕ƐƵŐŐĞƐƚƐƚŚĂƚŽŶůLJŝŶƚŚĞ ůĂƐƚƚŚŝƌĚŽĨƚŚĞƚŽĚĂLJ͛ƐƉƵƌĐŚĂƐŝŶŐƉƌŽĐĞƐƐ ĚŽďƵLJĞƌƐǁĂŶƚƚŽĞŶŐĂŐĞǁŝƚŚƐĂůĞƐƌĞƉƐ͘ dŚŝƐĐŚĂŶŐĞƐƚŚĞƌŽůĞŽĨŵĂƌŬĞƟŶŐ͖ŝŶƐƚĞĂĚ ŽĨŐĞŶĞƌĂƟŶŐƚŚĞůĞĂĚĂŶĚŵŽǀŝŶŐŽŶ͕ƚŽĚĂLJ͛Ɛ ŵĂƌŬĞƚĞƌƐŵƵƐƚƐLJŶĐŚƌŽŶŝnjĞƚŚĞŝƌŵĂƌŬĞƟŶŐ ƚŚƌŽƵŐŚŽƵƚƚŚĞďƵLJŝŶŐƉƌŽĐĞƐƐ͕ƉƌŽǀŝĚŝŶŐ ƉŽƚĞŶƟĂůďƵLJĞƌƐǁŝƚŚŚŝŐŚƋƵĂůŝƚLJĐŽŶƚĞŶƚƚŚĂƚ ŝƐĐŽŶƚĞdžƚƵĂůůLJƌĞůĞǀĂŶƚ͘/ŶƐƵŵ͗ϮďƵLJĞƌƐ ĂƌĞŶŽǁŝŶĐŽŶƚƌŽů͕ĂŶĚŵĂƌŬĞƟŶŐŵƵƐƚ understand their needs and react in ĂƌĞůĞǀĂŶƚĂŶĚƟŵĞůLJŵĂŶŶĞƌ͘ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ 03 Part One What Is Lead Nurturing? dŚĞ/ŵƉŽƌƚĂŶĐĞŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐ ĂŶĚdŚŽƵŐŚƚ>ĞĂĚĞƌƐŚŝƉŝŶƌĂŶĚŝŶŐ DĂƌŬĞƟŶŐĂŶĚ^ĂůĞƐŽůůĂďŽƌĂƟŽŶ͗ ƵƐŝŶĞƐƐ/ŵƉĞƌĂƟǀĞ tŚĞŶĚŽŶĞǁĞůů͕ůĞĂĚŶƵƌƚƵƌŝŶŐƉůĂLJƐ ĂĐƌŝƟĐĂůƌŽůĞŝŶďƵŝůĚŝŶŐLJŽƵƌďƌĂŶĚ͘ ϮďƵLJĞƌƐĂƌĞƉĞŽƉůĞƚŽŽ͕ĂŶĚƉĞŽƉůĞ ĂƌĞƐƵďũĞĐƚƚŽĞŵŽƟŽŶĂůŝŶŇƵĞŶĐĞŝŶƚŚĞŝƌ ĚĞĐŝƐŝŽŶͲŵĂŬŝŶŐ͘^ƉĞĐŝĮĐĂůůLJ͕ƚŚĞŵŽƌĞ ĐŽŵƉůĞdžĂĚĞĐŝƐŝŽŶ͕ƚŚĞŵŽƌĞůŝŬĞůLJƉĞŽƉůĞ ĂƌĞƚŽƵƐĞŚĞƵƌŝƐƟĐƐͶĞdžƉĞƌŝĞŶĐĞͲďĂƐĞĚ ƚĞĐŚŶŝƋƵĞƐƚŚĂƚŚĞůƉŝŶƉƌŽďůĞŵƐŽůǀŝŶŐ͕ ůĞĂƌŶŝŶŐĂŶĚĚŝƐĐŽǀĞƌLJ͘,ĞƵƌŝƐƟĐƐŐƵŝĚĞ ǁŚŝĐŚŽƉƟŽŶƐĂŶĚŝŶĨŽƌŵĂƟŽŶŐĞƚĐŽŶƐŝĚĞƌĞĚ͕ ĂŶĚƚŚĞLJŚĞůƉƵƐƐŝŵƉůŝĨLJĐŽŵƉůĞdžĚĞĐŝƐŝŽŶƐ ƚŽƚŚĞŝƌƌĞůĞǀĂŶƚĐŽƌĞ͘dŚĂƚĐĂŶďĞĂŐŽŽĚ ƚŚŝŶŐǁŚĞŶƚŚĞĐŽŵƉůĞdžŝƚLJŽĨĂϮ ƉƵƌĐŚĂƐĞŝƐŽƚŚĞƌǁŝƐĞŽǀĞƌǁŚĞůŵŝŶŐ͘ DĂƌŬĞƟŶŐĂŶĚƐĂůĞƐĂůŝŐŶŵĞŶƚŝƐĂƉŽƉƵůĂƌ ƚŽƉŝĐƚŚĂƚŝƐĨƌĞƋƵĞŶƚůLJĚŝƐĐƵƐƐĞĚďƵƚŶŽƚ ƵŶŝǀĞƌƐĂůůLJƉƌĂĐƟĐĞĚŝŶƚŽĚĂLJ͛ƐϮ ďƵƐŝŶĞƐƐĞƐ͘dŚĞďĂƐŝĐƉƌŝŶĐŝƉůĞƐŽĨŐŽŽĚ ůĞĂĚŶƵƌƚƵƌŝŶŐĂƌĞƉƌĞĚŝĐĂƚĞĚŽŶŵĂƌŬĞƟŶŐ ĂŶĚƐĂůĞƐƚĞĂŵǁŽƌŬĂƚĞǀĞƌLJƐƚĂŐĞŽĨǁŚĂƚ DĂƌŬĞƚŽWƌĞƐŝĚĞŶƚĂŶĚKWŚŝů&ĞƌŶĂŶĚĞnj ĐĂůůƐĂƐŝŶŐůĞZĞǀĞŶƵĞLJĐůĞ͘,ĞƌĞĨĞƌƐƚŽ ƚŚŝƐĨƵŶĚĂŵĞŶƚĂůĐŚĂŶŐĞĂƐ͚ƚŚĞůĂƐƚĨƌŽŶƟĞƌ ŝŶƉƌŽĚƵĐƟǀŝƚLJ͛͘ ŵŽƟŽŶƐĂƌĞŚĞĂǀŝůLJŝŶǀŽůǀĞĚŝŶƚŚĞĐƌĞĂƟŽŶ ŽĨŚĞƵƌŝƐƟĐƐ͘/ŶϮŵĂƌŬĞƟŶŐ͕ƚŚĞƌĞŝƐĂŶ asymmetry between the upside and downside ŽĨϮƉƵƌĐŚĂƐĞƐ͗ƚŚĞďƵLJĞƌŵĂLJŽƌŵĂLJŶŽƚ be rewarded for making a good purchase, but a bad purchase can damage the buyer’s ƌĞƉƵƚĂƟŽŶĂŶĚũŽďƐĞĐƵƌŝƚLJ͘ 04 ƐĂƌĞƐƵůƚ͕ĨĞĂƌĂŶĚƌŝƐŬƉůĂLJůĂƌŐĞƌŽůĞƐ ŝŶϮďƵLJŝŶŐĚĞĐŝƐŝŽŶƐ͘KƌŐĂŶŝnjĂƟŽŶĂůƌŝƐŬ ĐĂŶďĞĚĞĂůƚǁŝƚŚƌĂƟŽŶĂůůLJ͕ďƵƚƉĞƌƐŽŶĂů ƌŝƐŬŝƐƵƐƵĂůůLJƵŶƐƚĂƚĞĚĂŶĚŚŝĚĚĞŶĨƌŽŵ ƚŚĞƌĂƟŽŶĂůƉƌŽĐĞƐƐ͘zĞƚƉĞƌƐŽŶĂůƌŝƐŬƌĞŵĂŝŶƐ ĂŚƵŐĞĨĂĐƚŽƌŝŶϮďƵLJŝŶŐ͘&ŽƌĞdžĂŵƉůĞ͕ ŝĨĂďŽĂƌĚŵĞŵďĞƌŵĞŶƟŽŶƐƐŽŵĞƚŚŝŶŐ ŶĞŐĂƟǀĞĂďŽƵƚĂƉŽƚĞŶƟĂůǀĞŶĚŽƌ͕ ƚŚĞƉĞƌƐŽŶĂůƌŝƐŬŽĨĐŚŽŽƐŝŶŐƚŚĂƚǀĞŶĚŽƌ ŐŽĞƐǁĂLJƵƉ͕ĂŶĚĂůƚĞƌŶĂƚĞůLJ͕ŝĨŚĞŽƌƐŚĞ ŵĞŶƟŽŶƐƐŽŵĞƚŚŝŶŐƉŽƐŝƟǀĞĂďŽƵƚĂǀĞŶĚŽƌ ŶŽƚƵŶĚĞƌĐŽŶƐŝĚĞƌĂƟŽŶ͕ƚŚĂƚǀĞŶĚŽƌŵĂLJ be “pre-‐wired” for success. dŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚďƌĂŶĚĂƩƌŝďƵƚĞƐĨŽƌ ĂϮǀĞŶĚŽƌĂƌĞŽŌĞŶĐƌĞĚŝďŝůŝƚLJĂŶĚƚƌƵƐƚ ʹĂŶĚƵŶůĞƐƐLJŽƵĂƌĞĂǁĞůůŬŶŽǁŶĐŽŵƉĂŶLJ ůŝŬĞ/D͕ƚŚĞďĞƐƚǁĂLJƚŽďƵŝůĚĐƌĞĚŝďŝůŝƚLJĂŶĚ ƚƌƵƐƚŝƐďLJƐŚĂƌŝŶŐƵƐĞĨƵůŝŶĨŽƌŵĂƟŽŶ͘/ĨLJŽƵ ĐĂŶŚĞůƉĨƌĂŵĞƚŚĞĚŝƐĐƵƐƐŝŽŶ͕LJŽƵƌĐŽŵƉĂŶLJ ǁŝůůďĞƐĞĞŶĂƐĂƚƌƵƐƚĞĚĂĚǀŝƐŽƌĂŶĚƚŚŽƵŐŚƚ ůĞĂĚĞƌ͘/ĨďƵLJĞƌƐďĞůŝĞǀĞƚŚĂƚLJŽƵƌĐŽŵƉĂŶLJ ƵŶĚĞƌƐƚĂŶĚƐƚŚĞŝƌƉƌŽďůĞŵƐĂŶĚŬŶŽǁƐŚŽǁ ƚŽƐŽůǀĞƚŚĞŵ͕ƚŚŝƐŚĞůƉƐƌĞĚƵĐĞƚŚĞĨĞĞůŝŶŐƐ ŽĨĨĞĂƌĂŶĚĐĂŶŵĂŬĞĂďŝŐĚŝīĞƌĞŶĐĞŝŶďĞŝŶŐ ƐĞůĞĐƚĞĚĨŽƌĐŽŶƐŝĚĞƌĂƟŽŶĂŶĚƉƵƌĐŚĂƐĞ͘ /ŶƚŽĚĂLJ͛ƐtĞďͲĐĞŶƚƌŝĐǁŽƌůĚǁŚĞƌĞďƵLJĞƌƐ ĂƌĞƌĞůƵĐƚĂŶƚƚŽĞŶŐĂŐĞǁŝƚŚƐĂůĞƐƵŶƟůŵƵĐŚ ůĂƚĞƌŝŶƚŚĞĚĞĐŝƐŝŽŶŵĂŬŝŶŐƉƌŽĐĞƐƐ͕ƚŚĞƌĞĂƌĞ ĂƚůĞĂƐƚƚŚƌĞĞĂƌĞĂƐǁŚĞƌĞŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐ ĐŽůůĂďŽƌĂƟŽŶďĞĐŽŵĞƐĂďƵƐŝŶĞƐƐŝŵƉĞƌĂƟǀĞ͗ ͻdŚĞĚĞĮŶŝƟŽŶŽĨĂƐĂůĞƐͲƌĞĂĚLJůĞĂĚĚĞƌŝǀĞĚ ĨƌŽŵĐŽͲĚĞĮŶĞĚůĞĂĚƐĐŽƌŝŶŐǀĂůƵĞƐ ͻdŚĞĂƉƉƌŽƉƌŝĂƚĞƚLJƉĞŽĨĐƵƐƚŽŵĞƌ ĐŽŵŵƵŶŝĐĂƟŽŶ͕ĂƐƐŽĐŝĂƚĞĚĐƵĞƐ ĂŶĚŽƉƟŵĂůƟŵŝŶŐ ͻdŚĞůĞĂĚƉƌŽĮůĞĂŶĚŚŝƐƚŽƌLJƚŚĂƚŝƐŵŽƐƚ ŝŶƚĞƌĞƐƟŶŐĂŶĚǀĂůƵĂďůĞƚŽƐĂůĞƐ͕ĞƐƉĞĐŝĂůůLJ ĨŽƌƌĞĐLJĐůĞĚůĞĂĚƐ ^ŝŵŝůĂƌƚŽƚŚĞƚƌƵƐƚĞĚĂĚǀŝƐŽƌƌĞůĂƟŽŶƐŚŝƉ LJŽƵƌĐŽŵƉĂŶLJŝƐďƵŝůĚŝŶŐǁŝƚŚƉƌŽƐƉĞĐƟǀĞ ĐƵƐƚŽŵĞƌƐ͕ŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐŵƵƐƚƐŚĂƌĞ ĂĐŽŵŵŽŶƌĞǀĞŶƵĞŐŽĂů͕ĂŶŝŶƚĞƌĚĞƉĞŶĚĞŶĐĞ ƚŚĂƚƌĞůŝĞƐŽŶĞĂƌŶĞĚƚƌƵƐƚĂŶĚƌĞƐƉĞĐƚ͕ ĂŶĚũŽŝŶƚĐƌĞĚŝƚĨŽƌƌĞǀĞŶƵĞĂĐŚŝĞǀĞŵĞŶƚ͘ Part One What Is Lead Nurturing? ĐŽŶƟŶƵĞĚ >ĞĂĚEƵƌƚƵƌŝŶŐ ĨŽƌdžŝƐƟŶŐWƌŽƐƉĞĐƚƐ dŚĞZĞƚƵƌŶŽŶ/ŶǀĞƐƚŵĞŶƚ ŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐ KŶĞŽĨƚŚĞďĞƐƚƉůĂĐĞƐƚŽĨŽĐƵƐLJŽƵƌůĞĂĚ ŶƵƌƚƵƌŝŶŐĞīŽƌƚƐŝƐLJŽƵƌĞdžŝƐƟŶŐĚĂƚĂďĂƐĞ͕ ĞƐƉĞĐŝĂůůLJǁŚĞŶŵĂƌŬĞƟŶŐďƵĚŐĞƚƐĂƌĞƟŐŚƚ͘ dŚĞŚŽƵƐĞĚĂƚĂďĂƐĞŐĞƚƐƵŶĚĞƌǀĂůƵĞĚĂƚ ŵŽƐƚĐŽŵƉĂŶŝĞƐ͗ŝĨƚŚĞĂǀĞƌĂŐĞĐŽƐƚƉĞƌŶĞǁ ĐŽŶƚĂĐƚŝƐΨϮϬ;ĂůŽǁĂƐƐƵŵƉƟŽŶͿĂŶĚLJŽƵ ŚĂǀĞĂŵŽĚĞƐƚĚĂƚĂďĂƐĞŽĨϮϱϬ͕ϬϬϬĐŽŶƚĂĐƚƐ͕ ƚŚĞŶLJŽƵƌŚŽƵƐĞĚĂƚĂďĂƐĞŝƐĂΨϱŵŝůůŝŽŶ ĂƐƐĞƚ͘ĞƐƉŝƚĞƚŚĞƟŵĞĂŶĚŵŽŶĞLJŝŶǀĞƐƚĞĚ͕ ŵĂƌŬĞƚĞƌƐŽŌĞŶůĂĐŬĐŽŶĐƌĞƚĞƉƌŽĐĞƐƐĞƐĨŽƌ ĞdžƚƌĂĐƟŶŐǀĂůƵĞĨƌŽŵƚŚĞŝƌĞdžŝƐƟŶŐĚĂƚĂďĂƐĞ͕ ĂƚďĞƐƚƐĞŶĚŝŶŐƚŚĞŽĐĐĂƐŝŽŶĂůŶĞǁƐůĞƩĞƌ Žƌ͚ƌĂŶĚŽŵĂĐƚŽĨŵĂƌŬĞƟŶŐ͛͘ƚƚŚĞƐĞ ĐŽŵƉĂŶŝĞƐ͕ŵŽƐƚƐĂůĞƐůĞĂĚƐĐŽŵĞĨƌŽŵŶĞǁ ƐƉĞŶĚŝŶŐ͕ƚŚĞƌĞŝƐŶŽůŽŶŐͲƚĞƌŵďĞŶĞĮƚĨƌŽŵ ŵĂƌŬĞƟŶŐŝŶǀĞƐƚŵĞŶƚƐ͕ĂŶĚŵĂƌŬĞƟŶŐŝƐƐĞĞŶ as a cost center. ĚŝƐĐƵƐƐŝŽŶŽŶƚŚĞǀĂůƵĞŽĨůĞĂĚŶƵƌƚƵƌŝŶŐ ǁŽƵůĚŶŽƚďĞĐŽŵƉůĞƚĞǁŝƚŚŽƵƚĞdžƉůŽƌŝŶŐ ZK/͘>Ğƚ͛ƐĮƌƐƚƚĂŬĞĂůŽŽŬĂƚƚŚĞƐĞĐŽŵƉĞůůŝŶŐ ƐƚĂƟƐƟĐƐƚĂŬĞŶĨƌŽŵƌĞƐĞĂƌĐŚĚŽŶĞďLJ Marketo, Forrester, ^K Insights, and others. ŽŵƉĂŶŝĞƐƚŚĂƚĞdžĐĞůĂƚůĞĂĚŶƵƌƚƵƌŝŶŐ͗ ͻ'ĞŶĞƌĂƚĞϱϬйŵŽƌĞƐĂůĞƐͲƌĞĂĚLJůĞĂĚƐ ĂƚϯϯйůŽǁĞƌĐŽƐƚƉĞƌůĞĂĚ ͻZĞĚƵĐĞƚŚĞƉĞƌĐĞŶƚŽĨŵĂƌŬĞƟŶŐͲ ŐĞŶĞƌĂƚĞĚůĞĂĚƐƚŚĂƚĂƌĞŝŐŶŽƌĞĚďLJƐĂůĞƐ ;ĨƌŽŵĂƐŚŝŐŚĂƐϴϬйƚŽĂƐůŽǁĂƐϮϱйͿ͘ ͻZĂŝƐĞǁŝŶƌĂƚĞƐŽŶŵĂƌŬĞƟŶŐͲŐĞŶĞƌĂƚĞĚ ůĞĂĚƐ;ϳйƉŽŝŶƚƐŚŝŐŚĞƌͿĂŶĚƌĞĚƵĐĞ ͞ŶŽĚĞĐŝƐŝŽŶƐ͟;ϲйƉŽŝŶƚƐůŽǁĞƌͿ ͻ,ĂǀĞŵŽƌĞƐĂůĞƐƌĞƉƌĞƐĞŶƚĂƟǀĞƐŵĂŬĞ ƋƵŽƚĂ;ϵйŚŝŐŚĞƌͿĂŶĚĂƐŚŽƌƚĞƌƌĂŵƉƵƉ ƟŵĞĨŽƌŶĞǁƌĞƉƐ;ϭϬйĚĞĐƌĞĂƐĞͿ ĚĚŝƟŽŶĂůůLJ͕ĂŶĞĐĚŽƚĂůĞǀŝĚĞŶĐĞƐƵŐŐĞƐƚƐ that nurtured prospects buy more, require ůĞƐƐĚŝƐĐŽƵŶƟŶŐ͕ĂŶĚŚĂǀĞƐŚŽƌƚĞƌƐĂůĞƐĐLJĐůĞƐ than prospects that were not nurtured. dŽĐĂůĐƵůĂƚĞƚŚĞZK/ŽĨůĞĂĚŶƵƌƚƵƌŝŶŐĂƚLJŽƵƌ ĐŽŵƉĂŶLJ͕ƉůĞĂƐĞŐŽƚŽ͗WĂƌƚ&ŽƵƌ͗ĂůĐƵůĂƟŶŐ the ROI of Lead Nurturing (page 29). © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ 05 06 Part Two Lead Nurturing Basics © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ 07 Part Two Lead Nurturing Basics ĂƐŝĐ>ĞĂĚEƵƌƚƵƌŝŶŐĂŵƉĂŝŐŶƐ >Ğƚ͛ƐĞdžƉůŽƌĞŚŽǁƚŽĚĞǀĞůŽƉĂůĞĂĚŶƵƌƚƵƌŝŶŐƉƌŽŐƌĂŵĂƚLJŽƵƌĐŽŵƉĂŶLJ͘ ǀĞŶŝĨLJŽƵŚĂǀĞĂůƌĞĂĚLJŝŵƉůĞŵĞŶƚĞĚůĞĂĚŶƵƌƚƵƌŝŶŐ͕ƚŚĞƐĞďĞƐƚƉƌĂĐƟĐĞƐ ĐĂŶŚĞůƉĂƵŐŵĞŶƚLJŽƵƌĐƵƌƌĞŶƚŝŶŝƟĂƟǀĞƐ͘dŚĞƌĞĂƌĞƚǁŽƚLJƉĞƐŽĨůĞĂĚŶƵƌƚƵƌŝŶŐ ĐĂŵƉĂŝŐŶƐĂŶĚƉƌŽĐĞƐƐĞƐƚŚĂƚĐĂŶŚĞůƉLJŽƵŐĞƚƐƚĂƌƚĞĚǁŝƚŚƚŚĞŐŽĂůŽĨŐĞŶĞƌĂƟŶŐ ŵŽƌĞĂŶĚďĞƩĞƌͲƋƵĂůŝĮĞĚůĞĂĚƐ͘ ͻ/ŶĐŽŵŝŶŐ>ĞĂĚWƌŽĐĞƐƐŝŶŐĂŵƉĂŝŐŶs ͻ^ƚĂLJŝŶdŽƵĐŚĂŵƉĂŝŐŶs dŽŐĞƚŚĞƌ͕ƚŚĞƐĞĐĂŵƉĂŝŐŶƐƉƵƚŝŶƉůĂĐĞĂůůƚŚĞŶĞĐĞƐƐĂƌLJ ƉƌŽĐĞƐƐĞƐƚŽŚĞůƉĞŶƐƵƌĞĂƐƚƌĞĂŵŽĨŵŽƌĞĂŶĚďĞƩĞƌͲ ƋƵĂůŝĮĞĚůĞĂĚƐĨŽƌƚŚĞƐĂůĞƐƚĞĂŵ͘ 08 Part Two Lead Nurturing Basics ĐŽŶƟŶƵĞĚ /ŶĐŽŵŝŶŐ>ĞĂĚWƌŽĐĞƐƐŝŶŐĂŵƉĂŝŐŶƐ >ĞĂĚŶƵƌƚƵƌŝŶŐŝƐŶŽĚŝīĞƌĞŶƚƚŚĂŶďƵŝůĚŝŶŐĂůŽŶŐͲƚĞƌŵƌĞůĂƟŽŶƐŚŝƉͶ LJŽƵŶĞĞĚƚŽĨŽƐƚĞƌƌĞƐƉĞĐƚĂŶĚƚƌƵƐƚ͕ďĞĂŐŽŽĚůŝƐƚĞŶĞƌ͕ĂŶĚŬĞĞƉƚŚŝŶŐƐ ŝŶƚĞƌĞƐƟŶŐ͘/ŶĐŽŵŝŶŐ>ĞĂĚWƌŽĐĞƐƐŝŶŐĐĂŵƉĂŝŐŶƐĂƌĞLJŽƵƌĐŚĂŶĐĞƚŽŵĂŬĞ ĂƉŽƐŝƟǀĞĮƌƐƚŝŵƉƌĞƐƐŝŽŶʹǁŚĂƚLJŽƵĚŽĂŶĚŚŽǁLJŽƵĂĐƚǁŚĞŶLJŽƵĮƌƐƚ ŵĞĞƚƐŽŵĞŽŶĞǁŝůůĂīĞĐƚŚŽǁƚŚĞLJƉĞƌĐĞŝǀĞLJŽƵĨƌŽŵƚŚĞƌĞŽŶŽƵƚ͘ tŚĂƚƐŚŽƵůĚLJŽƵďĞĚŽŝŶŐƚŽůĂLJƚŚĞƌŝŐŚƚĨŽƵŶĚĂƟŽŶ͍ ĞƚĞƌŵŝŶĞŝĨWƌŽƐƉĞĐƚƐĂƌĞZĞĂĚLJ ƚŽŶŐĂŐĞǁŝƚŚ^ĂůĞƐ For most marketers, the decision about which ůĞĂĚƐƚŽŶƵƌƚƵƌĞďĞŐŝŶƐŚĞƌĞ͘dŚĞƉƌŽĐĞƐƐŽĨ ĚĞĮŶŝŶŐǁŚĂƚĐŽŶƐƟƚƵƚĞƐĂ͞ƐĂůĞƐͲƌĞĂĚLJ͟ůĞĂĚ ƌĞƋƵŝƌĞƐŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐƚŽĂŐƌĞĞƵƉŽŶ ƚŚĞƉƌŽĮůĞŽĨĂŶŝĚĞĂůĐƵƐƚŽŵĞƌĂŶĚĂůĞĂĚ ƐĐŽƌŝŶŐŵĞƚŚŽĚŽůŽŐLJ͘tŚŝůĞƚŚĞƚŽƉŝĐŽĨůĞĂĚ scoring is not the focus of this guide, scoring ŵĞƚŚŽĚŽůŽŐŝĞƐƐŚŽƵůĚƵƐĞĂĐŽŵďŝŶĂƟŽŶŽĨ͗ ͻĞŵŽŐƌĂƉŚŝĐĂƩƌŝďƵƚĞƐ;ĐŽŵƉĂŶLJƐŝnjĞ͕ ƌŽůĞ͕ŝŶĚƵƐƚƌLJ͕ĞƚĐ͘Ϳ ͻ>ĞĂĚƐŽƵƌĐĞĂŶĚŽīĞƌ ͻƵĚŐĞƚ͕ĂƵƚŚŽƌŝƚLJ͕ŶĞĞĚ͕ĂŶĚƟŵĞůŝŶĞ (BANT) ͻŽŵƉůĞƚĞŶĞƐƐŽĨĚĂƚĂƉƌŽĮůĞ;ĚŽLJŽƵŚĂǀĞ ĞŶŽƵŐŚŽĨƚŚĞĂďŽǀĞŝŶĨŽƌŵĂƟŽŶͿ ͻĞŚĂǀŝŽƌĂůĂƩƌŝďƵƚĞƐ;ŶƵŵďĞƌŽĨƌĞƐƉŽŶƐĞƐ͕ ŽǀĞƌĂůůĞŶŐĂŐĞŵĞŶƚ͕ĞƚĐ͘Ϳ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ ĂƐĞĚŽŶƚŚĞĂďŽǀĞĐƌŝƚĞƌŝĂ͕ůĞĂĚƐĐĂŶďĞ ƐŽƌƚĞĚŝŶĂǀĂƌŝĞƚLJŽĨǁĂLJƐ͗ďƵĐŬĞƚĞĚŝŶƚŽ ͕͕͕ŽƌůĞĂĚƐ͖͞ĐŽůĚ͕͟͞ǁĂƌŵ͕͟Žƌ͞ŚŽƚ͟ ůĞĂĚƐ͖ƌĂŶŬĞĚŽŶĂŶƵŵĞƌŝĐĂůƐĐĂůĞ͖ƉůĂĐĞĚ ŝŶƚŽůĞĂĚƐƚĂŐĞƐ͕ĂŶĚƐŽŽŶ͘ĞƉĞŶĚŝŶŐŽŶƚŚĞ ƐŽƌƟŶŐŵĞƚŚŽĚLJŽƵƵƐĞ͕ƐŽŵĞŶĞǁůĞĂĚƐǁŝůů ďĞĚĞĞŵĞĚ͞ƐĂůĞƐƌĞĂĚLJ͟ĂŶĚƚŚĞŽƚŚĞƌƐǁŝůů ŶĞĞĚƚŽƌĞŵĂŝŶŝŶ;ŽƌƌĞƚƵƌŶƚŽͿŵĂƌŬĞƟŶŐĨŽƌ further nurturing. dŚĂŶŬƐƚŽƚŚĞƌŝĐŚĨƵŶĐƟŽŶĂůŝƚLJĂǀĂŝůĂďůĞ ŝŶƚŽĚĂLJ͛ƐŵĂƌŬĞƟŶŐĂƵƚŽŵĂƟŽŶƐŽůƵƟŽŶƐ͕ ŵĂƌŬĞƚĞƌƐĐĂŶƵƐĞƚĞĐŚŶŽůŽŐLJƚŽĂƵƚŽŵĂƚĞ ůĞĂĚƐĐŽƌŝŶŐĂŶĚƐĞŐŵĞŶƚĂƟŽŶ͘ƵƚŽŵĂƟŽŶ ŚĞůƉƐĞdžƉĞĚŝƚĞƚŚĞƉƌŽĐĞƐƐĂŶĚĂůůŽǁƐĨŽƌ ŵŽƌĞŐƌĂŶƵůĂƌƐĐŽƌŝŶŐƌƵůĞƐʹĞƐƉĞĐŝĂůůLJ ďĞŚĂǀŝŽƌĂůƌƵůĞƐƚŽŵĞĂƐƵƌĞĞŶŐĂŐĞŵĞŶƚ͘ ,ĞƌĞĂƌĞĂĨĞǁŝĚĞĂƐƚŽŚĞůƉLJŽƵĚĞĮŶĞǁŚĂƚ ŝƚŵĞĂŶƐƚŽďĞ͞ƐĂůĞƐƌĞĂĚLJ͗͟ ͻŽĞƐƚŚĞƉƌŽƐƉĞĐƚǀŝƐŝƚLJŽƵƌtĞďƐŝƚĞ͍ /ĨƐŽ͕ŚŽǁŽŌĞŶĂŶĚǁŚŝĐŚƉĂŐĞƐĚŝĚŚĞͬƐŚĞ ǀŝƐŝƚďŽƚŚďĞĨŽƌĞĂŶĚĂŌĞƌƌĞŐŝƐƚĞƌŝŶŐŽŶ your site? ͻtŚĂƚƐĞĂƌĐŚƚĞƌŵƐĚŝĚƚŚĞƉƌŽƐƉĞĐƚƵƐĞ ƚŽĮŶĚŵŽƌĞŝŶĨŽƌŵĂƟŽŶĂďŽƵƚLJŽƵ͍ ͻ,ĂƐƚŚĞƉƌŽƐƉĞĐƚǀŝƐŝƚĞĚ͞ŚŝŐŚͲǀĂůƵĞ͟ pages such as the pricing or contact ŝŶĨŽƌŵĂƟŽŶƉĂŐĞƐ͍ ͻ,ĂǀĞŽƚŚĞƌƉƌŽƐƉĞĐƚƐĨƌŽŵƚŚĞƐĂŵĞ ĐŽŵƉĂŶLJǀŝƐŝƚĞĚLJŽƵƌtĞďƐŝƚĞ͍ ͻ,ŽǁŚĂƐƚŚĞƉƌŽƐƉĞĐƚƌĞƐƉŽŶĚĞĚƚŽLJŽƵƌ ĞŵĂŝůĐĂŵƉĂŝŐŶƐŽƌŽīĞƌƐ͍ ͻtŚĂƚŝŶƚĞƌĂĐƟŽŶƐŚĂƐLJŽƵƌƐĂůĞƐƚĞĂŵ had with the prospect and when? ZĞŐĂƌĚůĞƐƐŽĨŚŽǁLJŽƵĐŚŽŽƐĞƚŽƐĐŽƌĞ ĂŶĚĐĂƚĞŐŽƌŝnjĞLJŽƵƌůĞĂĚƐ͕ŝŵƉůĞŵĞŶƟŶŐ ůĞĂĚŶƵƌƚƵƌŝŶŐŵƵƐƚďĞŐŝŶďLJĐŽůůĂďŽƌĂƟŶŐ ǁŝƚŚĂůůƐƚĂŬĞŚŽůĚĞƌƐƚŽĚĞĮŶĞĂƉƌŽĐĞƐƐĨŽƌ ĚĞƚĞƌŵŝŶŝŶŐǁŚŝĐŚůĞĂĚƐŐĞƚƐĞŶƚƚŽƐĂůĞƐ ĂŶĚǁŚŝĐŚůĞĂĚƐŐĞƚŶƵƌƚƵƌĞĚ͘ How Marketo Does It ƚDĂƌŬĞƚŽ͕ĂůůŝŶĐŽŵŝŶŐůĞĂĚƐ ĂƌĞƐĐŽƌĞĚƵƐŝŶŐĂĐŽŵďŝŶĂƟŽŶ ŽĨĚĞŵŽŐƌĂƉŚŝĐƐĂŶĚůĞĂĚƐŽƵƌĐĞ ŝŶĨŽƌŵĂƟŽŶ͕ƉůƵƐďĞŚĂǀŝŽƌĂů ƐĐŽƌĞƐŝŶĐůƵĚŝŶŐĂůůĂĐƟǀŝƚLJ ďĞĨŽƌĞƌĞŐŝƐƚƌĂƟŽŶ͘ ĞŵŽŐƌĂƉŚŝĐĂƩƌŝďƵƚĞƐĐĂŶƌĞƐƵůƚ in a score somewhere between 0 points to 35 points. From there, ĞĂĐŚďĞŚĂǀŝŽƌŝƐĂƐƐŝŐŶĞĚĂƉŽŝŶƚ ǀĂůƵĞ͕ĂŶLJǁŚĞƌĞĨƌŽŵŽŶĞƉŽŝŶƚ ĨŽƌĞĂĐŚǁĞďƉĂŐĞǀŝƐŝƚĞĚĂŶĚ ĞŵĂŝůŽƉĞŶĞĚƚŽϭϱƉŽŝŶƚƐĨŽƌ searching for “Marketo” on 'ŽŽŐůĞ͘YƵĂůŝĮĞĚůĞĂĚƐǁŝƚŚ ĨĞǁĞƌƚŚĂŶϲϱƉŽŝŶƚƐĂƌĞĐĂůůĞĚ ͞WƌŽƐƉĞĐƚƐ͟ĂŶĚƌĞĐĞŝǀĞĨƵƌƚŚĞƌ ŶƵƌƚƵƌŝŶŐ͖ƉĞŽƉůĞǁŝƚŚŵŽƌĞƚŚĂŶ ϲϱƉŽŝŶƚƐĂƌĞĐĂůůĞĚ͞>ĞĂĚƐ͟ĂŶĚ ĂƌĞƐĞŶƚƚŽƚĞůĞƐĂůĞƐĨŽƌĨƵƌƚŚĞƌ ƋƵĂůŝĮĐĂƟŽŶ͘dŚŝƐŚĞůƉƐĞŶƐƵƌĞ ƚŚĂƚůĞĂĚƐĂƌĞƉƌŝŽƌŝƟnjĞĚĂŶĚ ƚŚĂƚƚĞůĞƐĂůĞƐĨŽĐƵƐĞƐŽŶĐĂůůŝŶŐ ƚŚĞŵŽƐƚƋƵĂůŝĮĞĚ͕ĞŶŐĂŐĞĚ͕ ĂŶĚĞĚƵĐĂƚĞĚůĞĂĚƐ͘ 09 Part Two Lead Nurturing Basics ,ŽǁƚŽƐƚĂďůŝƐŚWĞƌŵŝƐƐŝŽŶĨŽƌEƵƌƚƵƌŝŶŐ Incoming Lead Processing campaigns are ĂůƐŽƚŚĞƟŵĞƚŽĂƐŬƉƌŽƐƉĞĐƚƐƚŽŽƉƚŝŶŽƌŽƉƚ out of your nurturing programs. The topic ŽĨƉĞƌŵŝƐƐŝŽŶŵĂƌŬĞƟŶŐĐŽŶƟŶƵĞƐƚŽŐĂƌŶĞƌ much debate among marketers. At the most ďĂƐŝĐůĞǀĞů͕ĂůůŵĂƌŬĞƚĞƌƐŝŶƚŚĞhŶŝƚĞĚ^ƚĂƚĞƐ ŵƵƐƚĐŽŵƉůLJǁŝƚŚƚŚĞEͲ^WDĐƚ͕ǁŚŝĐŚ ƌĞƋƵŝƌĞƐƚŚĂƚĐŽŵŵĞƌĐŝĂůĞŵĂŝůŵĂƌŬĞƚĞƌƐ ĂǀŽŝĚŚĞĂĚĞƌƐĂŶĚƐƵďũĞĐƚůŝŶĞƐƚŚĂƚĂƌĞ ͞ŵŝƐůĞĂĚŝŶŐ͟Žƌ͞ĚĞĐĞƉƟǀĞ͟ĂŶĚƚŚĂƚƚŚĞLJ ƉƌŽǀŝĚĞƌĞĐŝƉŝĞŶƚƐǁŝƚŚĂĐůĞĂƌǁĂLJƚŽŽƉƚŽƵƚ ŽĨƌĞĐĞŝǀŝŶŐĐŽŵŵƵŶŝĐĂƟŽŶƐ͘dŚĞEͲ^WD Đƚ͕ŚŽǁĞǀĞƌ͕ĚŽĞƐŶŽƚƌĞƋƵŝƌĞƌĞĐŝƉŝĞŶƚƐ ƚŽĂĐƚƵĂůůLJŽƉƚŝŶƚŽLJŽƵƌĐŽŵŵƵŶŝĐĂƟŽŶƐ͘ &ŽůůŽǁŝŶŐƚŚĞEͲ^WDĐƚŝƐƚŚĞďĂƌĞ ŵŝŶŝŵƵŵ͕ĂŶĚƐŝŶĐĞůĞĂĚŶƵƌƚƵƌŝŶŐƚŚƌŝǀĞƐ ŽŶƌĞůĞǀĂŶĐLJ͕ƌĞƐƉĞĐƚ͕ĂŶĚƌĞůĂƟŽŶƐŚŝƉ ďƵŝůĚŝŶŐ͕ŵĂŶLJŵĂƌŬĞƚĞƌƐǁŝůůǁĂŶƚƚŽŐŽ ĨƵƌƚŚĞƌŝŶĞƐƚĂďůŝƐŚŝŶŐƉĞƌŵŝƐƐŝŽŶ͘dŚĞŐŽĂů ŝƐƚŽďĂůĂŶĐĞĞdžƉůŝĐŝƚƉĞƌŵŝƐƐŝŽŶǁŝƚŚƚŚĞ ŶĞĞĚƚŽƌŝƐĞĂďŽǀĞƚŚĞŶŽŝƐĞŽĨĞƐƚĂďůŝƐŚŝŶŐ ƉĞƌŵŝƐƐŝŽŶŝŶƚŚĞĮƌƐƚƉůĂĐĞ͘DĂŶLJϮ ĐŽŵƉĂŶŝĞƐŚĂǀĞĂƉƌŝǀĂĐLJƉŽůŝĐLJƚŚĂƚƐŝŵƉůLJ ĂĚĚƐĞǀĞƌLJŽŶĞǁŚŽƌĞŐŝƐƚĞƌƐŽŶƚŚĞŝƌtĞď ƐŝƚĞƚŽƚŚĞŝƌŵĂŝůŝŶŐůŝƐƚ͘tŚŝůĞŚĂƌĚͲĐŽƌĞ permission marketers may disagree, ƚŚŝƐƉŽůŝĐLJŝƐĐŽŵƉůĞƚĞůLJůĞŐĂůĂŶĚŝƐĞīĞĐƟǀĞ at many companies. 10 dĂŬŝŶŐƚŚĞ͞ƐŝŶŐůĞŽƉƚͲŝŶ͟ĂƉƉƌŽĂĐŚĂƐƚĞƉ further, many experts recommend adding ĂĐŚĞĐŬďŽdžƚŽLJŽƵƌƌĞŐŝƐƚƌĂƟŽŶĨŽƌŵƐ ;ƉƌĞͲĐŚĞĐŬĞĚŽĨĐŽƵƌƐĞͿƚŚĂƚĞƐƚĂďůŝƐŚĞƐ ĞdžƉůŝĐŝƚƉĞƌŵŝƐƐŝŽŶƚŽƐĞŶĚĂĚĚŝƟŽŶĂů ŝŶĨŽƌŵĂƟŽŶǀŝĂĞŵĂŝů͘ĞƐƵƌĞƚŽŚŝŐŚůŝŐŚƚ ƚŚĞǀĂůƵĞŽĨLJŽƵƌŶƵƌƚƵƌŝŶŐĐŽŶƚĞŶƚ͕ƐŽƚŚĞ ƉƌŽƐƉĞĐƟǀĞĐƵƐƚŽŵĞƌŬŶŽǁƐLJŽƵǁŽŶ͛ƚ ũƵƐƚďĞƐĞŶĚŝŶŐƉƌŽŵŽƟŽŶĂůŵĂƚĞƌŝĂů͘ dŚĞĚŽƵďůĞŽƉƚͲŝŶĂƉƉƌŽĂĐŚŝƐŝĚĞĂů͗ zŽƵƐĞŶĚĂŶĞŵĂŝůƚŽĂƉƌŽƐƉĞĐƚƚŚĂƚŚĂƐ ĂůƌĞĂĚLJƌĞŐŝƐƚĞƌĞĚĂƐŬŝŶŐĞdžƉůŝĐŝƚƉĞƌŵŝƐƐŝŽŶ ƚŽƐĞŶĚĂĚĚŝƟŽŶĂůĞŵĂŝůƐ͘dŚŝƐŝƐĐŽŶƐŝĚĞƌĞĚ ĂďĞƐƚƉƌĂĐƟĐĞ͕ƐŝŶĐĞĂƚƚŚĞĞŶĚŽĨƚŚĞĚĂLJ ĞƐƚĂďůŝƐŚŝŶŐƉĞƌŵŝƐƐŝŽŶŝƐĂďŽƵƚďĞŐŝŶŶŝŶŐ ĂƌĞůĂƟŽŶƐŚŝƉ͘dŚĞĞdžƉůŝĐŝƚĚŽƵďůĞͲŽƉƚŝŶĐĂŶ ďĞĞƐƉĞĐŝĂůůLJƵƐĞĨƵůĨŽƌůĞĂĚƐLJŽƵŐĞŶĞƌĂƚĞ ǁŚĞƌĞƚŚĞůĞĂĚŵĂLJŶŽƚƌĞĐŽŐŶŝnjĞLJŽƵŽƌ LJŽƵƌĐŽŵƉĂŶLJ͘džĂŵƉůĞƐŽĨƚŚŝƐŝŶĐůƵĚĞ ůĞĂĚƐĨƌŽŵĐŽŶƚĞŶƚƐLJŶĚŝĐĂƟŽŶƐŝƚĞƐĂŶĚ ƚƌĂĚĞƐŚŽǁƐƚŚĂƚƐŚĂƌĞƚŚĞŶĂŵĞƐŽĨĂůů ĂƩĞŶĚĞĞƐǁŝƚŚƐƉŽŶƐŽƌƐ͘ This is where automated campaigns can ŚĞůƉ͗ǁŚĞŶĞǀĞƌLJŽƵŝŵƉŽƌƚĂůŝƐƚ͕LJŽƵĐĂŶ ĂƵƚŽŵĂƟĐĂůůLJůĂƵŶĐŚĂĐĂŵƉĂŝŐŶƚŽĐŽŶĮƌŵ permission. When recipients respond, you ĐĂŶƚŚĞŶĂƵƚŽŵĂƟĐĂůůLJĂĚĚƚŚĞŵƚŽƚŚĞ ĂƉƉƌŽƉƌŝĂƚĞŶƵƌƚƵƌŝŶŐƉƌŽŐƌĂŵ͖ŝĨƚŚĞLJĚŽŶ͛ƚ͕ you can either send them a “second chance”, ŽƌŵĂƌŬƚŚĞŵĂƐŵĂƌŬĞƟŶŐƐƵƐƉĞŶĚĞĚ͘ ^ĞƚŚ'ŽĚŝŶ͛ƐƉƉƌŽĂĐŚ to Permission ^ĞƚŚ'ŽĚŝŶ͕ĐƌĞĂƚŽƌŽĨƚŚĞ ĐŽŶĐĞƉƚŽĨWĞƌŵŝƐƐŝŽŶDĂƌŬĞƟŶŐ͕ ďĞůŝĞǀĞƐƉĞƌŵŝƐƐŝŽŶŝƐĐƌĞĂƟŶŐ ĂƉĞƌĐĞƉƟďůĞŶĞĞĚŽƌĞǀĞŶ ŚƵŶŐĞƌĨŽƌLJŽƵƌĐŽŵŵƵŶŝĐĂƟŽŶƐ͗ ͞ZĞĂůƉĞƌŵŝƐƐŝŽŶŝƐĚŝīĞƌĞŶƚ ĨƌŽŵƉƌĞƐƵŵĞĚŽƌůĞŐĂůŝƐƟĐ permission. Just because LJŽƵƐŽŵĞŚŽǁŐĞƚŵLJĞŵĂŝů address doesn’t mean you ŚĂǀĞƉĞƌŵŝƐƐŝŽŶ͘:ƵƐƚďĞĐĂƵƐĞ /ĚŽŶ͛ƚĐŽŵƉůĂŝŶĚŽĞƐŶ͛ƚŵĞĂŶ LJŽƵŚĂǀĞƉĞƌŵŝƐƐŝŽŶ͘ :ƵƐƚďĞĐĂƵƐĞŝƚ͛ƐŝŶƚŚĞĮŶĞƉƌŝŶƚ ŽĨLJŽƵƌƉƌŝǀĂĐLJƉŽůŝĐLJĚŽĞƐŶ͛ƚ mean it’s permission either. ZĞĂůƉĞƌŵŝƐƐŝŽŶǁŽƌŬƐůŝŬĞƚŚŝƐ͗ ŝĨLJŽƵƐƚŽƉƐŚŽǁŝŶŐƵƉ͕ƉĞŽƉůĞ ĐŽŵƉůĂŝŶ͕ƚŚĞLJĂƐŬǁŚĞƌĞ you went.” Part Two Lead Nurturing Basics ,ŽǁƚŽƐƚĂďůŝƐŚWĞƌŵŝƐƐŝŽŶĨŽƌEƵƌƚƵƌŝŶŐ /ŶŽƚŚĞƌǁŽƌĚƐ͕ƉĞƌŵŝƐƐŝŽŶĐŽŵĞƐĮƌƐƚ ĂŶĚĨŽƌĞŵŽƐƚĨƌŽŵƚŚĞƋƵĂůŝƚLJŽĨLJŽƵƌĐŽŶƚĞŶƚ͘ &ŽƌLJŽƵƌĐŽŵƉĂŶLJĂŶĚϮŵĂƌŬĞƟŶŐ ŽƌŐĂŶŝnjĂƟŽŶ͕ǁŚĂƚŝƐĂƚƐƚĂŬĞŚĞƌĞŝƐLJŽƵƌ ĞŵĂŝůƌĞƉƵƚĂƟŽŶĂŶĚĚĞůŝǀĞƌĂďŝůŝƚLJƌĂƚĞƐ͘ ĞůŝǀĞƌĂďŝůŝƚLJŝƐĂƌŐƵĂďůLJŽŶĞŽĨƚŚĞŵŽƐƚ ŝŵƉŽƌƚĂŶƚĂƐƉĞĐƚƐŽĨĞŵĂŝůŵĂƌŬĞƟŶŐ͘ 'ĞŽƌŐĞŝůďƌĞLJ͕KŽĨReturnPath͕ƚŚĞǁŽƌůĚ͛Ɛ ůĞĂĚŝŶŐĞŵĂŝůƐĞƌǀŝĐĞƐĐŽŵƉĂŶLJ͕ďĞůŝĞǀĞƐƚŚĂƚ ƉĞƌŵŝƐƐŝŽŶŝƐŝŵƉŽƌƚĂŶƚ͕ďƵƚ͞ĂĐŽŶĮƌŵĞĚ ŽƉƚͲŝŶĚŽĞƐŶŽƚĂƵƚŽŵĂƟĐĂůůLJĐŽŶĨĞƌĂŐŽŽĚ ƌĞƉƵƚĂƟŽŶ͘͟,ŽǁĞǀĞƌ͕ŚĞĚŽĞƐďĞůŝĞǀĞƚŚĂƚ ͞ƉĞƌŵŝƐƐŝŽŶŝŶŇƵĞŶĐĞƐĐŽŵƉůĂŝŶƚƐ͘ŵĂŝů ƌĞĐŝƉŝĞŶƚƐĐŽŵƉůĂŝŶĂďŽƵƚĞŵĂŝůƚŚĞLJĚŽŶ͛ƚ ƌĞĐŽŐŶŝnjĞ͘^Ž͕ĂĐŽŶĮƌŵĞĚŽƉƚͲŝŶƉƌŽĐĞƐƐ ĐĂŶďĞŚĞůƉĨƵů͕ƐŝŶĐĞƌĞĐŝƉŝĞŶƚƐĂƌĞůĞƐƐ ůŝŬĞůLJƚŽŵŝƐͲƌĞŵĞŵďĞƌŽƉƟŶŐƚŽƌĞĐĞŝǀĞ your messages.” Here are the pros and cons for the ŵĞƚŚŽĚƐǁĞĚŝƐĐƵƐƐĞĚŚĞƌĞ͖LJŽƵŵĂLJ ĞŶĚƵƉƵƐŝŶŐĚŝīĞƌĞŶƚĂƉƉƌŽĂĐŚĞƐ ĨŽƌĚŝīĞƌĞŶƚůĞĂĚƐŽƵƌĐĞƐ͘ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ ĐŽŶƟŶƵĞĚ EͲ^WD KŶůLJ ^ŝŶŐůĞKƉƚͲŝŶ ƉƉƌŽĂĐŚ ŽƵďůĞKƉƚͲŝŶ ƉƉƌŽĂĐŚ Pros ŽŶƐ ͻDŝŶŝŵĂůĞīŽƌƚ ͻ>ĞĂĚƐŽƵƌĐĞĂŶĚŽīĞƌ ͻ͞>ĞŐĂů͟ŝŶƚŚĞĞLJĞƐŽĨ ŐŽǀĞƌŶŵĞŶƚƌĞŐƵůĂƟŽŶƐ ͻ'ƌŽǁƐLJŽƵƌĚĂƚĂďĂƐĞ ƋƵŝĐŬůLJ ͻZŝƐŬƐƉŽŽƌĚĞůŝǀĞƌĂďŝůŝƚLJ ƐĐŽƌĞĂŶĚďĂĚƌĞƉƵƚĂƟŽŶ ͻĞƐƉŝƚĞĚĂƚĂďĂƐĞŐƌŽǁƚŚ͕ ƌĞůĂƟŽŶƐŚŝƉƋƵĂůŝƚLJǁŝůů ŶŽƚŝŵƉƌŽǀĞ ͻĞŵŽŶƐƚƌĂƚĞƐĂƉƌŽͲĂĐƟǀĞ concern for permission ͻWƌŽƐƉĞĐƚƐŵŝŐŚƚƌĞŵĞŵďĞƌ that they opted in ͻ/ŶĐƌĞĂƐĞƐĚĞůŝǀĞƌĂďŝůŝƚLJ ĂŶĚƐĞŶĚĞƌƌĞƉƵƚĂƟŽŶ scores ͻ^ƟůůĂƐƐƵŵĞƐƚŚĂƚũƵƐƚ because prospects ƌĞƋƵĞƐƚĞĚŝŶĨŽƌŵĂƟŽŶ ŽŶĞƟŵĞ͕ƚŚĞLJǁĂŶƚƚŽ hear from you again ͻĞŵŽŶƐƚƌĂƚĞƐƚŚĞŵŽƐƚ ĐŽŶĐĞƌŶĨŽƌƉƌŝǀĂĐLJ ĂŶĚƌĞůĞǀĂŶĐLJ ͻ^ƵďƐĐƌŝďĞƌƐƚƌƵůLJǁĂŶƚ to hear from you ͻ/ŶĐƌĞĂƐĞƐĚĞůŝǀĞƌĂďŝůŝƚLJ rates and send ƌĞƉƵƚĂƟŽŶƐĐŽƌĞƐ ͻĚĚƐĂŶŽƚŚĞƌůĂLJĞƌ ŽĨĐŽŵƉůĞdžŝƚLJĂŶĚ ĐŽŵŵƵŶŝĐĂƟŽŶǁŝƚŚ ƉŽƚĞŶƟĂůƐƵďƐĐƌŝďĞƌƐ ͻZŝƐŬƐůŽƐŝŶŐƐƵďƐĐƌŝďĞƌƐ ŝŶƚŚĞĐŽŶĮƌŵĂƟŽŶƉƌŽĐĞƐƐ How Marketo Does It ƚDĂƌŬĞƚŽ͕ǁĞƵƐĞƐŝŶŐůĞ ŽƉƚͲŝŶĨŽƌĂŶLJůĞĂĚƚŚĂƚĐŽŵĞƐ ŝŶďLJĮůůŝŶŐŽƵƚĂĨŽƌŵŽŶŽƵƌ tĞďƐŝƚĞ͕ƐŝŶĐĞƚŚĞƐĞůĞĂĚƐŚĂǀĞ ĂůƌĞĂĚLJƐŚŽǁŶƐŽŵĞŝŶƚĞƌĞƐƚ in our content. tĞƵƐĞĂĚŽƵďůĞŽƉƚͲŝŶ ĂƉƉƌŽĂĐŚĨŽƌůĞĂĚƐƚŚĂƚĐŽŵĞ from any other source, since we ƚŚŝŶŬŝƚ͛ƐŝŵƉŽƌƚĂŶƚƚŽĞdžƉůŝĐŝƚůLJ ĞƐƚĂďůŝƐŚĂƌĞůĂƟŽŶƐŚŝƉǁŝƚŚ ŽƵƌďƌĂŶĚ͘dŚĞƐŝŶŐůĞŽƉƚͲŝŶůĞĂĚƐ ĂƵƚŽŵĂƟĐĂůůLJƌĞĐĞŝǀĞĂǁĞůĐŽŵĞ ĞŵĂŝůĂĨĞǁĚĂLJƐĂŌĞƌƌĞŐŝƐƚĞƌŝŶŐ͕ ǁŚŝůĞƚŚĞĚŽƵďůĞŽƉƚͲŝŶůĞĂĚƐ ƌĞĐĞŝǀĞĂŵƵůƟͲƐƚĞƉƉƌŽŐƌĂŵ ƚŚĂƚŵĂŬĞƐƚǁŽĂƩĞŵƉƚƐƚŽ ĞƐƚĂďůŝƐŚƉĞƌŵŝƐƐŝŽŶ͘ Leads that do not respond are marked as suspended and are not counted as part of the database. 11 Part Two Lead Nurturing Basics ĞƚĞƌŵŝŶĞWƌĞĨĞƌĞŶĐĞƐ Fine-‐tuning your nurturing approaches ĐĂŶŽŌĞŶďĞĂƐĞĂƐLJĂƐĚŝƌĞĐƚůLJĂƐŬŝŶŐ ƉƌŽƐƉĞĐƚƐǁŚĂƚƚŚĞLJ͛ĚůŝŬĞƚŽƌĞĐĞŝǀĞ ĨƌŽŵLJŽƵ͘KīĞƌŝŶŐƉƌŽƐƉĞĐƚƐƚŚĞĂďŝůŝƚLJ ƚŽĐƵƐƚŽŵŝnjĞƚŚĞŝƌĐŽŵŵƵŶŝĐĂƟŽŶƐǁŝƚŚ LJŽƵŝƐĂŚƵŐĞƉĂƌƚŽĨŵĂŬŝŶŐLJŽƵƌŵĂƌŬĞƟŶŐ ŵŽƌĞƌĞůĞǀĂŶƚͶĂŶĚŵĂƌŬĞƟŶŐĂƵƚŽŵĂƟŽŶ ŵĂŬĞƐŝƚĞĂƐLJƚŽĂĐĐŽŵƉůŝƐŚƚŚŝƐ͘zŽƵŵŝŐŚƚ ďĞƉůĞĂƐĂŶƚůLJƐƵƌƉƌŝƐĞĚĂƚŚŽǁƌĞĐĞƉƟǀĞ ĂŶĚǁŝůůŝŶŐƉĞŽƉůĞĂƌĞƚŽƉůĂLJĂŶĂĐƟǀĞƌŽůĞ ŝŶŚĞůƉŝŶŐLJŽƵĞƐƚĂďůŝƐŚƚŚĞďĂƐŝƐĨŽƌLJŽƵƌ ƉĞƌŵŝƐƐŝŽŶŵĂƌŬĞƟŶŐ͘ ,ĞƌĞĂƌĞƐŽŵĞƋƵĞƐƟŽŶƐƚŚĂƚŵŝŐŚƚďĞŚĞůƉĨƵů ŝŶĚĞǀĞůŽƉŝŶŐƉƌĞĨĞƌĞŶĐĞƐĨŽƌŝŶĐƌĞĂƐŝŶŐ ƌĞůĞǀĂŶĐLJ͗ ͻ,ŽǁŽŌĞŶǁŽƵůĚLJŽƵůŝŬĞƚŽƌĞĐĞŝǀĞ ĐŽŵŵƵŶŝĐĂƟŽŶƐĨƌŽŵƵƐ͍ ͻtŚŝĐŚƚLJƉĞƐŽĨĐŽŵŵƵŶŝĐĂƟŽŶǁŽƵůĚ LJŽƵůŝŬĞƚŽƌĞĐĞŝǀĞ͍ ;Ğ͘Ő͘ĞŵĂŝů͕ĚŝƌĞĐƚŵĂŝů͕ƚĞdžƚŵĞƐƐĂŐĞƐ͕ĞƚĐ͘Ϳ ͻtŚĂƚĂƌĞLJŽƵƌƉƌŝŵĂƌLJŝŶƚĞƌĞƐƚƐ͍ ;KīĞƌŵƵůƟƉůĞĐŚĞĐŬďŽdžĞƐƚŚĂƚĂƉƉůLJ ƚŽLJŽƵƌƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞŽīĞƌŝŶŐƐͿ 12 How Marketo Does It ƐƉĂƌƚŽĨƚŚĞǁĞůĐŽŵĞͬŽƉƚͲŝŶ ĞŵĂŝůƐƚŚĂƚDĂƌŬĞƚŽƐĞŶĚƐ͕ ǁĞŐŝǀĞƉƌŽƐƉĞĐƚƐƚŚĞŽƉƟŽŶ ƚŽ͞ĂĐĐĞůĞƌĂƚĞ͟ƚŚĞĨƌĞƋƵĞŶĐLJ ŽĨƚŚĞŝƌĐŽŵŵƵŶŝĐĂƟŽŶƐ͕ƐŽƚŚĞLJ ŚĂǀĞĐŽŶƚƌŽůŽǀĞƌŚŽǁŽŌĞŶƚŚĞLJ ƌĞĐĞŝǀĞŶƵƌƚƵƌŝŶŐĐŽŶƚĞŶƚĨƌŽŵ ƵƐ͘dŚĞLJĂůƐŽĐĂŶŵĂƌŬǁŚŝĐŚ topics they are most interested ŝŶ͕ǁŚŝĐŚŚĞůƉƐƵƐƚƵŶĞƚŚĞŝƌ nurturing content. Part Two Lead Nurturing Basics ĐŽŶƟŶƵĞĚ ^ƚĂLJŝŶdŽƵĐŚĂŵƉĂŝŐŶƐ ͚^ƚĂLJŝŶdŽƵĐŚ͛ĐĂŵƉĂŝŐŶƐĂƌĞƵƐĞĨƵůĨŽƌĂůůƉƌŽƐƉĞĐƚƐƚŚĂƚĂƌĞŶŽƚŝŵŵĞĚŝĂƚĞůLJ ƌĞĂĚLJƚŽĞŶŐĂŐĞǁŝƚŚƐĂůĞƐ͘dŚĞLJĨŽƌŵƚŚĞďĂĐŬďŽŶĞŽĨLJŽƵƌůĞĂĚŶƵƌƚƵƌŝŶŐƉƌŽŐƌĂŵ ďLJ͞ĚƌŝƉƉŝŶŐ͟ŽƵƚƌĞůĞǀĂŶƚĐŽŶƚĞŶƚƚŽƉƌŽƐƉĞĐƚƐŽǀĞƌƟŵĞ͕ŚĞůƉŝŶŐƚŽĞĚƵĐĂƚĞƚŚĞŵ ĂŶĚďƵŝůĚƚƌƵƐƚĂŶĚĐƌĞĚŝďŝůŝƚLJĨŽƌLJŽƵƌĐŽŵƉĂŶLJ͘LJƚŽƵĐŚŝŶŐƉƌŽƐƉĞĐƚƐƌĞŐƵůĂƌůLJ͕ ƚŚĞLJŚĞůƉŬĞĞƉLJŽƵƌďƌĂŶĚƚŽƉŽĨŵŝŶĚƐŽƚŚĂƚƚŚĞƉƌŽƐƉĞĐƚǁŝůůĐŽŶƚĂĐƚLJŽƵǁŚĞŶ ƚŚĞLJĂƌĞƌĞĂĚLJƚŽŵŽǀĞƚŽƚŚĞŶĞdžƚƐƚĞƉ͘ ƵLJĞƌZŽůĞƐ ŐŽŽĚƉůĂĐĞƚŽƐƚĂƌƚŝƐǁŝƚŚƚŚĞ͞ƵLJŝŶŐ ŽŵŵŝƩĞĞ͟ͶƚŚĞŐƌŽƵƉŽĨŝŶĚŝǀŝĚƵĂůƐ ƚŚĂƚǁŝůůďĞŝŶǀŽůǀĞĚŝŶƚŚĞƉƵƌĐŚĂƐŝŶŐ ĚĞĐŝƐŝŽŶ͘/ŶƚŚĞDĂƌŬĞƟŶŐEĞǁƐĂƌƟĐůĞ /ƚdĂŬĞƐĂŽŵŵŝƩĞĞƚŽƵLJŝŶƚŽͲƚŽͲ͕ dŽŶLJ:ĂƌŽƐ͕ǀŝĐĞƉƌĞƐŝĚĞŶƚŽĨƌĞƐĞĂƌĐŚ ĂƚŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐƌĞƐĞĂƌĐŚĮƌŵ ^ŝƌŝƵƐĞĐŝƐŝŽŶƐ͕ƐƵŐŐĞƐƚƐƚŚĂƚ͗ ͞DŽƐƚŽĨƚŚĞƉĞŽƉůĞƚŚĂƚLJŽƵƐƉĞĂŬƚŽĂƚ ĂĐŽŵƉĂŶLJǁŝůůĨĂůůƵŶĚĞƌĐĂƚĞŐŽƌŝĞƐƌĞůĂƚĞĚ ƚŽLJŽƵƌŵĂƌŬĞƟŶŐĞīŽƌƚƐ͕ǁŚĞƚŚĞƌƚŚĞLJ ŚĂǀĞĮŶĂůƐĂLJŝŶƚŚĞĐŽŶƚƌĂĐƚŽƌŶŽƚ͘ dŚĞĐĂƚĞŐŽƌLJĚĞƐŝŐŶĂƟŽŶƐŵĂLJŝŶĐůƵĚĞ ƚŚĞŚĂŵƉŝŽŶ͕ĂƵƐĞƌǁŝƚŚƉƵƌĐŚĂƐŝŶŐ ĂƵƚŚŽƌŝƚLJ͖ƚŚĞ/ŶŇƵĞŶĐĞƌ͕ĂƉĞƌƐŽŶǁŝƚŚŽƵƚ ƚŚĞďƵLJŝŶŐĂƵƚŚŽƌŝƚLJďƵƚǁŝƚŚƐŝŐŶŝĮĐĂŶƚ ŝŶƉƵƚ͕ƐƵĐŚĂƐĂĐŽŶƐƵůƚĂŶƚŽƌŵŝĚĚůĞ ŵĂŶĂŐĞƌŽƌƵƐĞƌ͖ĂŶĚƚŚĞyK͕ĂŵĞŵďĞƌ ŽĨƚŚĞĞdžĞĐƵƟǀĞƐƚĂī͘͟ dŽĚĞǀĞůŽƉĞīĞĐƟǀĞ^ƚĂLJŝŶdŽƵĐŚ ĐĂŵƉĂŝŐŶƐ͕ŵĂƌŬĞƚĞƌƐƐŚŽƵůĚĨŽĐƵƐ ŽŶĨŽƵƌĂƐƉĞĐƚƐ͗ ͻƵLJĞƌZŽůĞƐ ͻƵLJŝŶŐ^ƚĂŐĞs ͻŽŶƚĞŶt ͻTiming According to DĂƌŬĞƟŶŐ^ŚĞƌƉĂ͕ĞǀĞŶĂƚƐŵĂůů ĐŽŵƉĂŶŝĞƐ;ϭϬϬͲϱϬϬĞŵƉůŽLJĞĞƐͿ͕ƚŚĞĂǀĞƌĂŐĞ ŶƵŵďĞƌŽĨƉĞŽƉůĞŝŶǀŽůǀĞĚŝŶĂĚĞĐŝƐŝŽŶ ŝƐϲ͘ϴͶĂŶĚƚŚĂƚŶƵŵďĞƌŐŽĞƐĂƐŚŝŐŚĂƐϮϭ ŝŶĚŝǀŝĚƵĂůƐŽŶĂďƵLJŝŶŐĐŽŵŵŝƩĞĞĂƚůĂƌŐĞƌ ĐŽŵƉĂŶŝĞƐ͘zŽƵƌŶƵƌƚƵƌŝŶŐĐŽŶƚĞŶƚǁŝůůŶĞĞĚ to speak to each of them and address their unique needs. ͞WĞŽƉůĞǁĂŶƚƚŽĚŽďƵƐŝŶĞƐƐǁŝƚŚƉĞŽƉůĞ͘tĞ͛ƌĞŚƵŵĂŶ͕ ĂŶĚǁĞĐƌĂǀĞŝŶƚĞƌĂĐƟŽŶǁŝƚŚƉĞŽƉůĞǁŚŽŬŶŽǁƵƐ͘ tŚĞŶLJŽƵďƵŝůĚĐŽŶƚĞŶƚĞƐƉĞĐŝĂůůLJĨŽƌLJŽƵƌďƵLJĞƌƉĞƌƐŽŶĂƐ͕ LJŽƵďƵŝůĚĂƌĞůĂƟŽŶƐŚŝƉǁŝƚŚƉĞŽƉůĞďĞĨŽƌĞLJŽƵ͛ǀĞĞǀĞŶŵĞƚƚŚĞŵ͘͟ zŽƵƌƌŽůĞƐǁŝůůĂůƐŽǀĂƌLJďĂƐĞĚŽŶƚŚĞ ĚŝīĞƌĞŶƚĂƵĚŝĞŶĐĞƐLJŽƵƐĞƌǀĞ͕ƉĞƌŚĂƉƐ ďƌŽŬĞŶĚŽǁŶďLJƉƌŽĚƵĐƚůŝŶĞ͕ĐŽŵƉĂŶLJƐŝnjĞ͕ ŝŶĚƵƐƚƌLJ͕ŽƌŐĞŽŐƌĂƉŚLJ͘^ŽŵĞĐŽŵƉĂŶŝĞƐ ǁŝůůƐĞƌǀĞĚŝīĞƌĞŶƚƐŝnjĞĐŽŵƉĂŶŝĞƐ;Ğ͘Ő͘ ƐŵĂůůďƵƐŝŶĞƐƐ͕ŵŝĚͲŵĂƌŬĞƚ͕ĂŶĚĞŶƚĞƌƉƌŝƐĞͿ ǁŝƚŚĚŝīĞƌĞŶƚŝŶĨŽƌŵĂƟŽŶŶĞĞĚƐ͖LJĞƚŽƚŚĞƌ ŵĂƌŬĞƚĞƌƐǁŝůůŶĞĞĚƚŽƐƉĞĂŬƚŽĚŝīĞƌĞŶƚ ŐĞŽŐƌĂƉŚŝĞƐ͕ƵƐƵĂůůLJŝŶĚŝīĞƌĞŶƚůĂŶŐƵĂŐĞƐ ĂŶĚǁŝƚŚĚŝīĞƌĞŶƚĐƵůƚƵƌĂůŶŽƌŵƐ͘dŚĞŬĞLJ ŝƐƚŽƵŶĚĞƌƐƚĂŶĚLJŽƵƌĚŝīĞƌĞŶƚĂƵĚŝĞŶĐĞƐ ĂŶĚĞŶƐƵƌĞLJŽƵŚĂǀĞĐŽŶƚĞŶƚĨŽƌƚŚĞŵ͘ ďƵLJĞƌƉĞƌƐŽŶĂĨŽƌĂŶŽŶůŝŶĞŬƐƚŽƌĞ ŵŝŐŚƚďĞƚŚĞĨŽůůŽǁŝŶŐ͗:ĂŶĞ͕ĂŐĞƚŚŝƌƚLJͲĞŝŐŚƚ͕ ŝƐĂŵŽƚŚĞƌŽĨƚŚƌĞĞ͕ĂǀŝĐĞƉƌĞƐŝĚĞŶƚŽĨ ŵĂƌŬĞƟŶŐ͕ĂŶĂǀŝĚĮĐƟŽŶƌĞĂĚĞƌ͕ĂŶĚďƵLJƐ ĂƚůĞĂƐƚŽŶĞŬƉĞƌŵŽŶƚŚŽŶůŝŶĞ͘ƵLJĞƌ ƉƌŽĮůĞƐĂƌĞƉĂƌƟĐƵůĂƌůLJƌĞůĞǀĂŶƚƚŽůĞĂĚ ŶƵƌƚƵƌŝŶŐͶƚŚĞLJŚĞůƉLJŽƵƌĐĂŵƉĂŝŐŶƐƚĂƌŐĞƚ LJŽƵƌŵŽƐƚƋƵĂůŝĮĞĚƐĞŐŵĞŶƚƐĂŶĚĂůƐŽĂĚĚ Ă͞ŚƵŵĂŶ͟ĞůĞŵĞŶƚƚŽƚŚĞƌĞůĂƟŽŶƐŚŝƉͲ ďƵŝůĚŝŶŐƉƌŽĐĞƐƐ͘ ĂǀŝĚDĞĞƌŵĂŶ^ĐŽƩ͕DĂƌŬĞƟŶŐ^ƚƌĂƚĞŐŝƐƚĂŶĚƵƚŚŽƌ dŚĞEĞǁZƵůĞƐŽĨDĂƌŬĞƟŶŐΘWZ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ 13 Part Two Lead Nurturing Basics ƵLJĞƌZŽůĞƐ ƐLJŽƵ͛ƌĞĚĞǀĞůŽƉŝŶŐLJŽƵƌƉĞƌƐŽŶĂƐ͕ŬĞĞƉ ŝŶŵŝŶĚƚŚĂƚƚŚĞLJŵƵƐƚǁŽƌŬĨŽƌƚŚĞƐƉĞĐŝĮĐ ƉƵƌƉŽƐĞŽĨůĞĂĚŶƵƌƚƵƌŝŶŐ͘dŚŝŶŬĂďŽƵƚƚŚĞ ĐŚĂƌĂĐƚĞƌŝƐƟĐƐŽĨLJŽƵƌĂƵĚŝĞŶĐĞƚŚĂƚǁŽƵůĚ ŚĞůƉƉƌŽǀŝĚĞLJŽƵǁŝƚŚŐƌĞĂƚĞƌŝŶƐŝŐŚƚŝŶƚŽ ŚŽǁƚŽďĞƐƚďƵŝůĚĂƌĞůĂƟŽŶƐŚŝƉǁŝƚŚƚŚĞŵ͘ &ŽƌŝŶƐƚĂŶĐĞ͕ŚŽǁĚŽƚŚĞLJƉƌĞĨĞƌƚŽƌĞĐĞŝǀĞ ĐŽŵŵƵŶŝĐĂƟŽŶƐĨƌŽŵLJŽƵ;ĞŵĂŝů͕ŵŽďŝůĞ ƉŚŽŶĞ͕dǁŝƩĞƌ͕ĞƚĐ͘Ϳ͍ &ŝŶĂůůLJ͕LJŽƵŶĞĞĚƚŽŝĚĞŶƟĨLJǁŚŝĐŚƉƌŽĮůĞ ŽƌƌŽůĞƐŚŽƵůĚĂƉƉůLJƚŽĞĂĐŚŶĞǁůĞĂĚ͘ zŽƵĐĂŶƵƐĞŽŶůŝŶĞĨŽƌŵƐĂŶĚ/ŶĐŽŵŝŶŐ >ĞĂĚWƌŽĐĞƐƐŝŶŐĐĂŵƉĂŝŐŶƐƚŽĮŶĚŽƵƚƚŚŝƐ ŝŶĨŽƌŵĂƟŽŶ͕ĞƐƉĞĐŝĂůůLJŝĨLJŽƵƵƐĞƚĞĐŚŶŝƋƵĞƐ ƐƵĐŚĂƐWƌŽŐƌĞƐƐŝǀĞWƌŽĮůŝŶŐ;Ğ͘Ő͘ƚŚĞƉƌĂĐƟĐĞ ŽĨŵŽĚŝĨLJŝŶŐƚŚĞĮĞůĚƐŽŶLJŽƵƌĨŽƌŵƐƚŽ ĂƵŐŵĞŶƚƚŚĞŝŶĨŽƌŵĂƟŽŶLJŽƵĂůƌĞĂĚLJŚĂǀĞͿ͘ zŽƵĐĂŶĂůƐŽŽďƐĞƌǀĞǁŚĞƌĞLJŽƵƌƉƌŽƐƉĞĐƚƐ ƐƉĞŶĚƚŚĞŵĂũŽƌŝƚLJŽĨƚŚĞŝƌƟŵĞŽŶLJŽƵƌ tĞďƐŝƚĞ͘dŽŐĞƚŚĞƌ͕ƚŚĞƐĞƚĞĐŚŶŝƋƵĞƐǁŝůůŚĞůƉ LJŽƵŵĂƚĐŚƚŚĞƌŝŐŚƚƌŽůĞͲďĂƐĞĚĐŽŶƚĞŶƚǁŝƚŚ each prospect. 14 ƵLJĞƌ^ƚĂŐĞƐ zŽƵǁŝůůĂůƐŽǁĂŶƚƚŽĚĞĮŶĞƚŚĞƐƚĂŐĞƐ a prospect goes through in buying your ƉƌŽĚƵĐƚƐŽƌƐŽůƵƟŽŶƐ͕ƐŝŶĐĞƚŚĞďĞƐƚůĞĂĚ ŶƵƌƚƵƌŝŶŐŝƐƐLJŶĐŚƌŽŶŝnjĞĚǁŝƚŚƚŚĞďƵLJĞƌ͛Ɛ ƉƌŽĐĞƐƐ͘ůĂƐƐŝĐĂůůLJ͕ƚŚĞƌĞĂƌĞĨŽƵƌŵĂŝŶ ƐƚĂŐĞƐ͖ǁĂƌĞŶĞƐƐ͗/ĚĞŶƟĨLJĂďƵƐŝŶĞƐƐŶĞĞĚ͖ ŽŶƐŝĚĞƌĂƟŽŶ͗ĞƚĞƌŵŝŶĞƉŽƐƐŝďůĞƐŽůƵƟŽŶƐ͖ ZĞƐĞĂƌĐŚ͗ǀĂůƵĂƚĞĚŝīĞƌĞŶƚƐŽůƵƟŽŶƐ͖ ĂŶĚWƵƌĐŚĂƐĞ͗^ĞůĞĐƚĂƐŽůƵƟŽŶ ĂŶĚŶĞŐŽƟĂƚĞƉƵƌĐŚĂƐĞ͘ ŶĂůLJƐƚĮƌŵ^ŝƌŝƵƐĞĐŝƐŝŽŶƐƉƌĞƐĞŶƚƐĂƐůŝŐŚƚůLJ ĚŝīĞƌĞŶƚĨƌĂŵĞǁŽƌŬ͗ ͻ^ƚĂŐĞϭͲ>ŽŽƐĞŶŝŶŐŽĨƚŚĞ^ƚĂƚƵƐYƵŽ ͻ^ƚĂŐĞϮͲŽŵŵŝƫŶŐƚŽŚĂŶŐĞ ͻ^ƚĂŐĞϯͲdžƉůŽƌŝŶŐWŽƐƐŝďůĞ^ŽůƵƟŽŶƐ ͻ^ƚĂŐĞϰͲŽŵŵŝƫŶŐƚŽĂ^ŽůƵƟŽŶ ͻ^ƚĂŐĞϱͲ:ƵƐƟĨLJŝŶŐƚŚĞĞĐŝƐŝŽŶ ͻ^ƚĂŐĞϲͲDĂŬŝŶŐƚŚĞ^ĞůĞĐƟŽŶ &ŝŶĂůůLJ͕ϮƌĞƐĞĂƌĐŚĮƌŵEnquiro suggests ƚŚĂƚƚŚĞďƵLJŝŶŐƉƌŽĐĞƐƐŝƐŶŽƚĂƐŝŵƉůĞůŽŐŝĐĂů͕ ƌĂƟŽŶĂů͕ĂŶĚůŝŶĞĂƌƉƌŽĐĞƐƐǁŚĞƌĞĂƉƌŽƐƉĞĐƚ ŵŽǀĞƐŶĞĂƚůLJĨƌŽŵŽŶĞƐƚĂŐĞƚŽƚŚĞŶĞdžƚ͖ ƌĂƚŚĞƌ͕ƉƌŽƐƉĞĐƚƐŵŽǀĞĐŚĂŽƟĐĂůůLJĨŽƌǁĂƌĚ and backwards through the process as they ďĂůĂŶĐĞƌĂƟŽŶĂůĚĞĐŝƐŝŽŶŵĂŬŝŶŐǁŝƚŚƚŚĞ ĞŵŽƟŽŶĂůŝŵƉĂĐƚƐŽĨĨĞĂƌĂŶĚƌŝƐŬ͘ZĞŐĂƌĚůĞƐƐ͕ ƚŚĞďĞƩĞƌLJŽƵƵŶĚĞƌƐƚĂŶĚƚŚĞƉƌŽĐĞƐƐLJŽƵƌ prospect goes through as they purchase your ƉƌŽĚƵĐƚŽƌƐŽůƵƟŽŶ͕ƚŚĞďĞƩĞƌLJŽƵǁŝůůďĞĂďůĞ ƚŽĚĞƐŝŐŶLJŽƵƌůĞĂĚŶƵƌƚƵƌŝŶŐƚŽĨĂĐŝůŝƚĂƚĞͶ ĂŶĚƉĞƌŚĂƉƐĂĐĐĞůĞƌĂƚĞͶƚŚĞŝƌƉƵƌĐŚĂƐĞ͘ Part Two Lead Nurturing Basics ŽŶƚĞŶƚ ƵLJĞƌƌŽůĞƐĂŶĚďƵLJŝŶŐƐƚĂŐĞƐĐŽŵĞƚŽŐĞƚŚĞƌ with your content. Lead nurturing is about ŵĂŝŶƚĂŝŶŝŶŐĂŶŽŶŐŽŝŶŐĐŽŶǀĞƌƐĂƟŽŶ with your prospects, and in this case, the ĐŽŶǀĞƌƐĂƟŽŶŽĐĐƵƌƐŝŶƚŚĞŵĂƌŬĞƟŶŐĂƐƐĞƚƐ LJŽƵƵƐĞĂƐǁĞůůĂƐƚŚĞǁĂLJŝŶǁŚŝĐŚLJŽƵƌ company communicates with prospects. ŽŶƚĞŶƚƉůĂLJƐĂƚƌĞŵĞŶĚŽƵƐƌŽůĞŝŶůĞĂĚ ŶƵƌƚƵƌŝŶŐ͕ĂƐŝƚŽŌĞŶĂĐƚƐĂƐĂƐĂůĞƐƌĞƉ͛Ɛ ƐƚĂŶĚͲŝŶǁŚĞŶĂƉĞƌƐŽŶŝƐŶŽƚLJĞƚƐĂůĞƐƌĞĂĚLJ͘ dŽĞŶƐƵƌĞƌĞůĞǀĂŶĐĞ͕ŝƚŝƐĐƌŝƟĐĂůƚŽĨŽĐƵƐ LJŽƵƌĐŽŶƚĞŶƚŽŶďŽƚŚƚŚĞďƵLJĞƌƌŽůĞ and the buying stage. ĐŽŶƟŶƵĞĚ ƵLJĞƌƌŽůĞ͗WƌŽƐƉĞĐƚƐĮŶĚĐŽŶƚĞŶƚƚĂƌŐĞƚĞĚ ƚŽƚŚĞŝƌƌŽůĞŽƌŝŶĚƵƐƚƌLJŵƵĐŚŵŽƌĞǀĂůƵĂďůĞ than generic content. ,ĞƌĞĂƌĞƐŽŵĞĂĚĚŝƟŽŶĂůďĞƐƚƉƌĂĐƟĐĞƐ ĨŽƌĚĞǀĞůŽƉŝŶŐĐŽŶƚĞŶƚŽƉƟŵŝnjĞĚĨŽƌ ůĞĂĚŶƵƌƚƵƌŝŶŐ͗ ĐĐŽƌĚŝŶŐƚŽƌĞƐĞĂƌĐŚĮƌŵDĂƌŬĞƟŶŐ^ŚĞƌƉĂ͗ ͻϴϮйŽĨƉƌŽƐƉĞĐƚƐƐĂLJĐŽŶƚĞŶƚƚĂƌŐĞƚĞĚ ƚŽƚŚĞŝƌƐƉĞĐŝĮĐŝŶĚƵƐƚƌLJŝƐŵŽƌĞǀĂůƵĂďůĞ ͻϲϳйƐĂLJĐŽŶƚĞŶƚƚĂƌŐĞƚĞĚƚŽƚŚĞŝƌũŽď ĨƵŶĐƟŽŶŝƐŵŽƌĞǀĂůƵĂďůĞ ͻϰϵйƐĂLJƚŚĞƐĂŵĞĨŽƌĐŽŶƚĞŶƚƚĂƌŐĞƚĞĚ ƚŽƚŚĞŝƌĐŽŵƉĂŶLJƐŝnjĞ ͻϮϵйƉƌĞĨĞƌĐŽŶƚĞŶƚƚĂƌŐĞƚĞĚ to their geography ĞƐĞŶƐŝƟǀĞƚŽLJŽƵƌƉƌŽƐƉĞĐƚ͛ƐƐĐŚĞĚƵůĞ ĂŶĚĂƩĞŶƟŽŶƐƉĂŶͶŵĂŬĞLJŽƵƌĐŽŶƚĞŶƚ easy to digest Just as the B2B buying process has changed, ƐŽŚĂǀĞƚŚĞǁĂLJƐƚŚĂƚƉƌŽƐƉĞĐƚƐŝŶƚĞƌĂĐƚ ǁŝƚŚƚŚĞĐŽŶƚĞŶƚLJŽƵƉƌŽǀŝĚĞ͘/ĨLJŽƵ͛ƌĞůƵĐŬLJ ĞŶŽƵŐŚƚŽŚĂǀĞƚŚĞŵůŽŽŬĂƚLJŽƵƌĐŽŶƚĞŶƚ͕ LJŽƵďĞƩĞƌŵĂŬĞŝƚĞŶŐĂŐŝŶŐͶǁŚŝĐŚŝŶŵŽƐƚ cases means it has to be short, sweet, and to the point. ƵLJŝŶŐƐƚĂŐĞ͗dŚĞĐŽŶƚĞŶƚƐŽŵĞŽŶĞǁŽƵůĚ ĮŶĚƌĞůĞǀĂŶƚĐŚĂŶŐĞƐĂƐƚŚĞLJŵŽǀĞƚŚƌŽƵŐŚ the process. DĂŬĞĐŽŶƚĞŶƚǀĂůƵĂďůĞ͕ŶŽƚƐĞůĨͲƉƌŽŵŽƟŽŶĂů͘ ĞĨŽƌĞĐƌĞĂƟŶŐĂŶLJƉŝĞĐĞŽĨĐŽŶƚĞŶƚ͕ make sure you put your audience’s interests ĂŚĞĂĚŽĨLJŽƵƌŽǁŶ͘WĞŽƉůĞƵŶĚĞƌƐƚĂŶĚ ƚŚĂƚŝĨƚŚĞLJ͛ƌĞƌĞĂĚŝŶŐĂǀĞŶĚŽƌͲƐƉŽŶƐŽƌĞĚ ŽƌǀĞŶĚŽƌͲǁƌŝƩĞŶƌĞƐŽƵƌĐĞ͕ƚŚĞŵĂƚĞƌŝĂů ƉƌŽďĂďůLJĂůůƵĚĞƐƚŽǁŚĂƚƚŚĞǀĞŶĚŽƌ͛ƐƉƌŽĚƵĐƚ ŽƌƐĞƌǀŝĐĞĐĂŶĚŽ͘ &ŽƌĞdžĂŵƉůĞ͗ ͻĚƵĐĂƟŽŶĂůƉŝĞĐĞƐǁŽƌŬǁĞůůĚƵƌŝŶŐ ƚŚĞĞĂƌůLJĂǁĂƌĞŶĞƐƐƐƚĂŐĞƐ͘tŝƚŚƚŚĞƐĞ ƉŝĞĐĞƐ͕LJŽƵĂƌĞƐŝŵƉůLJĞĚƵĐĂƟŶŐƉĞŽƉůĞ ĂŶĚƐŚĂƌŝŶŐďĞƐƚƉƌĂĐƟĐĞƐ͘ ͻ/ŶĚƵƐƚƌLJͲŽƌŝĞŶƚĞĚƉŝĞĐĞƐǁŽƌŬǁĞůůũƵƐƚ ĂƐƉƌŽƐƉĞĐƚƐƐƚĂƌƚůŽŽŬŝŶŐĨŽƌĂƐŽůƵƟŽŶ͘ džĂŵƉůĞƐĐĂŶďĞŝŶĚƵƐƚƌLJŽǀĞƌǀŝĞǁƐ͕ ĂŶĂůLJƐƚƌĞƉŽƌƚƐ͕ďƵLJĞƌ͛ƐŐƵŝĚĞƐ͕ĞƚĐ͘ ͻ^ŽůƵƟŽŶͲŽƌŝĞŶƚĞĚĂŶĚĐŽŵƉĂŶLJͲĨŽĐƵƐĞĚ ŵĂƚĞƌŝĂůƐĂƌĞĂƉƉƌŽƉƌŝĂƚĞĨŽƌƉƌŽƐƉĞĐƚƐ ĞŶŐĂŐĞĚŝŶĂŶĂĐƟǀĞďƵLJŝŶŐĐLJĐůĞ͘ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ ŽƵŐ<ĞƐƐůĞƌ͛ƐĞĮŶŝƟŽŶ ŽĨŽŶƚĞŶƚDĂƌŬĞƟŶŐ ŽƵŐ<ĞƐƐůĞƌ͕ĐƌĞĂƟǀĞ ĚŝƌĞĐƚŽƌĂƚsĞůŽĐŝƚLJWĂƌƚŶĞƌƐ and author of The ϮŽŶƚĞŶƚ DĂƌŬĞƟŶŐtŽƌŬk͕ƉƌŽǀŝĚĞƐ ƐƵĐĐŝŶĐƚĂĚǀŝĐĞŽŶŚŽǁƚŽ ƚƵƌŶŽƌŐĂŶŝnjĂƟŽŶĂůƚŚŝŶŬŝŶŐ ŝŶƚŽĞīĞĐƟǀĞĐŽŶƚĞŶƚďĂƐĞĚ ŵĂƌŬĞƟŶŐĐĂŵƉĂŝŐŶƐ͘ “ Thought Leadership is ĞdžƉůŽŝƟŶŐLJŽƵƌƵŶŝƋƵĞƉŽƐŝƟŽŶ in your markets to generate ǀĂůƵĂďůĞŝŶƐŝŐŚƚĂŶĚĂĚǀŝĐĞ on issues your customers and prospects care most about. ŽŶƚĞŶƚDĂƌŬĞƟŶŐŝƐƚƵƌŶŝŶŐ LJŽƵƌŝŶƐŝŐŚƚĂŶĚĂĚǀŝĐĞŝŶƚŽ ĐĂŵƉĂŝŐŶƐƚŚĂƚĐŚĂŶŐĞƉĞŽƉůĞ͛Ɛ ŵŝŶĚƐĂŶĚŝŶĐŝƚĞĂĐƟŽŶ͘͟ hƐĞƐĂůĞƐĂŶĚŵĂƌŬĞƟŶŐĞŵĂŝůƐĂƐĂĐŚĂŶĐĞ ƚŽŐĞƚƉĞƌƐŽŶĂůͶŶŽƚƉƵƐŚLJ dŚĞĐŽŶƚĞŶƚŽƌĚŝĂůŽŐƵĞŝŶLJŽƵƌĂĐƚƵĂů ĐŽŵŵƵŶŝĐĂƟŽŶƐǁŝƚŚƉƌŽƐƉĞĐƚƐŝƐĂŶ ŝŵƉŽƌƚĂŶƚĐŽŶƐŝĚĞƌĂƟŽŶǁŝƚŚůĞĂĚŶƵƌƚƵƌŝŶŐ͘ hƐĞ,dD>ĞŵĂŝůƐƚŽŶƵƌƚƵƌĞůĞĂĚƐ͕ƚŚĞŶĨŽůůŽǁ ƵƉĐŽƌƉŽƌĂƚĞĞŵĂŝůƐǁŝƚŚŵŽƌĞƉĞƌƐŽŶĂů͕ ƚĞdžƚͲŽŶůLJĞŵĂŝůƐĨƌŽŵƐĂůĞƐ͘ 15 Part Two Lead Nurturing Basics dŝŵŝŶŐ ^ƵĐĐĞƐƐĨƵůůĞĂĚŶƵƌƚƵƌŝŶŐĚĞƉĞŶĚƐŽŶ ŐĞƫŶŐƚŚĞĨƌĞƋƵĞŶĐLJŽĨĐŽŵŵƵŶŝĐĂƟŽŶƌŝŐŚƚ͘ dŚĞƟŵŝŶŐŽĨůĞĂĚŶƵƌƚƵƌŝŶŐĐĂŵƉĂŝŐŶƐǁŝůůďĞ ĚŝīĞƌĞŶƚĨŽƌĞǀĞƌLJĐŽŵƉĂŶLJ͘ƐĂǀĞƌLJŐĞŶĞƌĂů ŐƵŝĚĞůŝŶĞ͕ĐŽŶƚĂĐƟŶŐƉƌŽƐƉĞĐƚƐŵŽƌĞƚŚĂŶ ŽŶĐĞĂǁĞĞŬŝƐƚŽŽŵƵĐŚĂŶĚůĞƐƐƚŚĂŶŽŶĐĞ a month is not enough. ,ĞƌĞĂƌĞƐŽŵĞƟƉƐĨŽƌĚĞƚĞƌŵŝŶŝŶŐƚŚĞ ŽƉƟŵĂůĨƌĞƋƵĞŶĐLJĨŽƌLJŽƵƌĐŽŵƉĂŶLJ͗ ŽŶƐŝĚĞƌƚŚĞůĞŶŐƚŚŽĨƚŚĞďƵLJŝŶŐƉƌŽĐĞƐƐ ĂŶĚƚŚĞĐŽŵŵƵŶŝĐĂƟŽŶĂƉƉƌŽĂĐŚĞƐƵƐĞĚ dŚĞƟŵŝŶŐŽĨLJŽƵƌůĞĂĚŶƵƌƚƵƌŝŶŐƉƌŽŐƌĂŵƐ ĂƌĞŝŵƉĂĐƚĞĚďLJďŽƚŚƚŚĞůĞŶŐƚŚŽĨLJŽƵƌ ĂǀĞƌĂŐĞďƵLJŝŶŐƉƌŽĐĞƐƐĂƐǁĞůůĂƐƚŚĞ ĂƉƉƌŽĂĐŚĞƐLJŽƵƵƐĞĨŽƌůĞĂĚŶƵƌƚƵƌŝŶŐ ;ĞŵĂŝů͕ĚŝƌĞĐƚŵĂŝů͕ƉŚŽŶĞ͕ĞƚĐ͘Ϳ͘ŝƌĞĐƚŵĂŝů ĂŶĚĞŵĂŝůĐŽƵůĚďĞĐŽŶƐŝĚĞƌĞĚůĞƐƐŝŶƚƌƵƐŝǀĞ ƚŚĂŶĂƉŚŽŶĞĐĂůů͕ĞƐƉĞĐŝĂůůLJŝĨƚŚĞĐŽŶƚĞŶƚ ŽĨLJŽƵƌĐŽŵŵƵŶŝĐĂƟŽŶŝƐŵŽƌĞĞĚƵĐĂƟŽŶĂů ƚŚĂŶƐĂůĞƐͲŽƌŝĞŶƚĞĚ͘/ŶƚŚĞĨŽůůŽǁŝŶŐĞdžĂŵƉůĞ͕ ůĞƚ͛ƐĂƐƐƵŵĞĂƉƌŽƐƉĞĐƚĚŽǁŶůŽĂĚƐ a whitepaper from your Web site, ĂŶĚLJŽƵƌůĞĂĚƐĐŽƌŝŶŐŵĞƚŚŽĚŽůŽŐLJĚĞĞŵƐ ƚŚŝƐŝŶĚŝǀŝĚƵĂůĂůĞĂĚŶƵƌƚƵƌŝŶŐĐĂŶĚŝĚĂƚĞ͘ 16 /ĨƚŚĞďƵLJŝŶŐĐLJĐůĞĨŽƌLJŽƵƌƉƌŽĚƵĐƚŝƐƚŚƌĞĞͲ ŵŽŶƚŚƐ͕LJŽƵƌůĞĂĚŶƵƌƚƵƌŝŶŐƉĂƚŚŵŝŐŚƚ ůŽŽŬůŝŬĞƚŚŝƐ͗ ͻĂLJϭͲ&ŽůůŽǁͲƵƉǁŝƚŚŝŶƚƌŽĚƵĐƚŽƌLJĞŵĂŝů ͻĂLJϭϬͲŵĂŝůŽīĞƌŝŶŐŶĞǁĐŽŶƚĞŶƚ ƌĞůĂƚĞĚƚŽĮƌƐƚĚŽǁŶůŽĂĚĂŶĚƐƵďƐĞƋƵĞŶƚ tĞďƐŝƚĞĂĐƟǀŝƚLJ ͻĂLJϭϱͲWĞƌƐŽŶĂůĞŵĂŝůĨƌŽŵƐĂůĞƐƌĞƉ ͻĂLJϯϬͲŵĂŝůďĞƐƚƉƌĂĐƟĐĞƐǁŚŝƚĞƉĂƉĞƌ ͻĂLJϰϱͲĂůůĨƌŽŵƐĂůĞƐƌĞƉƚŽ͚ĐŚĞĐŬŝŶ͛ ͻĂLJϲϬͲŵĂŝůƉƌŽŵŽƟŶŐǁĞďŝŶĂƌƐĞƌŝĞƐ ͻĂLJϳϱͲWĞƌƐŽŶĂůĞŵĂŝůĨƌŽŵƐĂůĞƐƌĞƉ ŽīĞƌŝŶŐĂƉƌŽĚƵĐƚĚĞŵŽ ͻĂLJϴϱͲĂůůĨƌŽŵƐĂůĞƐƌĞƉƚŽƐĐŚĞĚƵůĞ ŝŶͲƉĞƌƐŽŶŵĞĞƟŶŐ ͻĂLJϵϬͲ^ĞŶĚƐĂůĞƐƉƌŽƉŽƐĂůǀŝĂĞŵĂŝů There are two things to keep in mind here. &ŝƌƐƚ͕ŶŽƟĐĞƚŚĂƚƚŚĞĐŽŵŵƵŶŝĐĂƟŽŶƐďĞĐŽŵĞ ŵŽƌĞĨƌĞƋƵĞŶƚĂƐƚŚĞďƵLJŝŶŐĐLJĐůĞƉƌŽŐƌĞƐƐĞƐ͘ ^ĞĐŽŶĚ͕ƚŚŝƐŝƐũƵƐƚŽŶĞƉĂƚŚĂŶƵƌƚƵƌĞĚůĞĂĚ ĐŽƵůĚƚĂŬĞ͘ dĞƐƚƚŚĞĞīĞĐƚƐŽĨĨƌĞƋƵĞŶĐLJ ǁŝƚŚŵƵůƟƉůĞĐĂŵƉĂŝŐŶƐ dĞƐƟŶŐŝƐŽŌĞŶĐŽŶĮŶĞĚƚŽĞŵĂŝůƐƵďũĞĐƚůŝŶĞƐ ĂŶĚĐŽŶƚĞŶƚ͕ďƵƚϮŵĂƌŬĞƚĞƌƐĐĂŶĂůƐŽƵƐĞ ƚĞƐƟŶŐƚŽŽƉƟŵŝnjĞĨƌĞƋƵĞŶĐLJĂŶĚƟŵŝŶŐ͘ tŚĞŶĚĞǀĞůŽƉŝŶŐLJŽƵƌĂƵƚŽŵĂƚĞĚŶƵƌƚƵƌŝŶŐ ĐĂŵƉĂŝŐŶƐ͕ƵƐĞƚŚĞǁĂŝƟŶŐƉĞƌŝŽĚďĞƚǁĞĞŶ ƚƌŝŐŐĞƌƐĂŶĚĂĐƟŽŶƐĂƐĂƚĞƐƚĞůĞŵĞŶƚƚŽƐĞĞ ŝĨĂŶĚŚŽǁĐŽŶǀĞƌƐŝŽŶƌĂƚĞƐĂƌĞŝŵƉĂĐƚĞĚ ďLJƟŵĞƉĞƌŝŽĚĐŚĂŶŐĞƐ͘ ƐŬLJŽƵƌƉƌŽƐƉĞĐƚƐĚŝƌĞĐƚůLJ ŶƵŶĚĞƌƌĂƚĞĚƚĞĐŚŶŝƋƵĞƚŽŝŵƉƌŽǀĞ ůĞĂĚŶƵƌƚƵƌŝŶŐŝƐƚŽũƵƐƚĂƐŬƉƌŽƐƉĞĐƚƐ ŚŽǁŽŌĞŶƚŚĞLJ͛ĚůŝŬĞƚŽďĞĐŽŶƚĂĐƚĞĚ͕ ĂŶĚǁŝƚŚǁŚĂƚŝŶĨŽƌŵĂƟŽŶ͘ How Marketo Does It Marketo’s nurturing program ŚĂƐĨŽƵƌŵĂŝŶƌŽůĞƐͶŵĂƌŬĞƟŶŐ ŵĂŶĂŐĞƌ͕ŵĂƌŬĞƟŶŐĞdžĞĐƵƟǀĞ͕ ƐĂůĞƐƌĞƉ͕ĂŶĚĂŐĞŶĐLJͶ ĂŶĚƚŚƌĞĞŵĂŝŶďƵLJŝŶŐƐƚĂŐĞƐ͗ ĞĂƌůLJƐƚĂŐĞĂǁĂƌĞŶĞƐƐ͖ŵŝĚĚůĞͲ ƐƚĂŐĞĐŽŶƐŝĚĞƌĂƟŽŶ͖ĂŶĚůĂƚĞͲ ƐƚĂŐĞĞǀĂůƵĂƟŽŶ͘ dŚĞƌĞĂƌĞŽǀĞƌϱϬƉŝĞĐĞƐŽĨ nurturing content spread across ƚŚŽƐĞƌŽůĞƐĂŶĚƐƚĂŐĞƐ͕ƐŽƚŚĞ ƚLJƉŝĐĂůƉƌŽƐƉĞĐƚǁŝůůƌĞĐĞŝǀĞ ďĞƚǁĞĞŶϭϬĂŶĚϯϬƚŽƚĂůƚŽƵĐŚĞƐ across the nurturing programs. LJĚĞĨĂƵůƚ͕ƉƌŽƐƉĞĐƚƐǁŝůů ƌĞĐĞŝǀĞĂŶƵƌƚƵƌŝŶŐĐĂŵƉĂŝŐŶ ĞǀĞƌLJƚǁŽƚŽƚŚƌĞĞǁĞĞŬƐ͕ ĂŶĚƐůŝŐŚƚůLJŵŽƌĞĨƌĞƋƵĞŶƚůLJ ůĂƚĞƌŝŶƚŚĞďƵLJŝŶŐĐLJĐůĞͶ ƚŚŽƵŐŚƉƌŽƐƉĞĐƚƐŚĂǀĞƚŚĞ ŽƉƟŽŶƚŽ͞ĂĐĐĞůĞƌĂƚĞ͟ĂŶĚ ƌĞĐĞŝǀĞŝŶĨŽƌŵĂƟŽŶŵŽƌĞŽŌĞŶ͛͘ Part Two Lead Nurturing Basics ĐŽŶƟŶƵĞĚ ĞǀĞůŽƉŝŶŐzŽƵƌ^ƚĂLJŝŶdŽƵĐŚĂŵƉĂŝŐŶDĂƚƌŝdž dŚĞŐŽĂůŽĨƚŚŝƐŵĂƚƌŝdžŝƐƚŽƉƌŽǀŝĚĞLJŽƵǁŝƚŚ ĂŶĂƚͲĂͲŐůĂŶĐĞƌĞƐŽƵƌĐĞĨŽƌĚĞƚĞƌŵŝŶŝŶŐƚŚĞ ƐƚƌƵĐƚƵƌĞŽĨLJŽƵƌ^ƚĂLJŝŶdŽƵĐŚĐĂŵƉĂŝŐŶƐ͘ LJĐŽŵƉůĞƟŶŐƚŚŝƐŵĂƚƌŝdž͕LJŽƵ͛ůůĞŶƐƵƌĞƚŚĂƚ ĂůůŽĨLJŽƵƌĐĂŵƉĂŝŐŶĐŽŵƉŽŶĞŶƚƐͶďƵLJĞƌ ƉƌŽĮůĞƐ͕ďƵLJŝŶŐƐƚĂŐĞƐ͕ĐŽŶƚĞŶƚĂŶĚƟŵŝŶŐͶ ĂƌĞĞīĞĐƟǀĞůLJĂůŝŐŶĞĚǁŝƚŚĞĂĐŚŽƚŚĞƌƐŽƚŚĂƚ LJŽƵĐĂŶĐŽŵŵƵŶŝĐĂƚĞŝŶƚŚĞŵŽƐƚƌĞůĞǀĂŶƚ way with your prospects according to their ďƵLJŝŶŐƐƚĂŐĞ͘ĂĐŚŝŶƚĞƌƐĞĐƟŽŶŽĨƚŚĞŵĂƚƌŝdž ƐŚŽƵůĚŵĂƉŽƵƚƚŚĞĐŽŶƚĞŶƚƚŽĚƌŝƉŽƵƚ͕ ĂĐĐŽƌĚŝŶŐƚŽďƵLJĞƌƉƌŽĮůĞĂŶĚƐƚĂŐĞͶ ŝĚĞĂůůLJLJŽƵǁĂŶƚƚŽĮůůŽƵƚĞĂĐŚŐƌŝĚďŽdž ǁŝƚŚŵƵůƟƉůĞƉŝĞĐĞƐŽĨĐŽŶƚĞŶƚŽǀĞƌƟŵĞ͘ ƵLJŝŶŐ^ƚĂŐĞƐ /ŶƚŚŝƐĞdžĂŵƉůĞ͕ǁĞ͛ůůƵƐĞƚŚĞďƵLJŝŶŐĐLJĐůĞƐƚĂŐĞƐŽƵƚůŝŶĞĚďLJ^ŝƌŝƵƐĞĐŝƐŝŽŶƐ. ^ƚĂŐĞƐ 1 Loosening ƚŚĞ^ƚĂƚƵƐYƵŽ Ϯ ŽŵŵŝƫŶŐ ƚŽŚĂŶŐĞ ϯ džƉůŽƌŝŶŐ WŽƐƐŝďůĞ^ŽůƵƟŽŶƐ ϰ ŽŵŵŝƫŶŐ ƚŽĂ^ŽůƵƟŽŶ ϱ :ƵƐƟĨLJŝŶŐ the Decision 6 Making ƚŚĞ^ĞůĞĐƟŽŶ 4 5 6 A B zŽƵƌdƵƌŶ /ŶƐĞƌƚƚŚĞƐƚĂŐĞƐŽĨLJŽƵƌĐŽŵƉĂŶLJ͛ƐďƵLJŝŶŐĐLJĐůĞŚĞƌĞ͕ĂĚĚŝŶŐŽƌĚĞůĞƟŶŐĐŽůƵŵŶƐĂƐŶĞĞĚĞĚ͘ ^ƚĂŐĞƐ 1 2 3 A B © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ 17 Part Two Lead Nurturing Basics ƵLJŝŶŐZŽůĞƐ /ŶƐĞƌƚƵLJĞƌZŽůĞƐ͘>Ğƚ͛ƐƵƐĞƚŚĞƌŽůĞƐƐƵŐŐĞƐƚĞĚďLJ^ŝƌŝƵƐĞĐŝƐŝŽŶƐ. ^ƚĂŐĞƐ 1 Loosening ƚŚĞ^ƚĂƚƵƐYƵŽ Ϯ ŽŵŵŝƫŶŐ ƚŽŚĂŶŐĞ ϯ džƉůŽƌŝŶŐ WŽƐƐŝďůĞ^ŽůƵƟŽŶƐ ϰ ŽŵŵŝƫŶŐ ƚŽĂ^ŽůƵƟŽŶ ϱ :ƵƐƟĨLJŝŶŐ the Decision 6 Making ƚŚĞ^ĞůĞĐƟŽŶ 4 5 6 ŚĂŵƉŝŽŶ hƐĞƌ yK IT zŽƵƌdƵƌŶ /ŶƐĞƌƚƚŚĞďƵLJĞƌƌŽůĞƐŽĨLJŽƵƌĐŽŵƉĂŶLJŚĞƌĞ͕ĂĚĚŝŶŐŽƌĚĞůĞƟŶŐƌŽǁƐĂƐŶĞĞĚĞĚ͘ ^ƚĂŐĞƐ A B D 18 1 2 3 Part Two Lead Nurturing Basics ĐŽŶƟŶƵĞĚ ŽŶƚĞŶƚ &ŝŶĂůůLJ͕ůĞƚ͛ƐŵĂƉLJŽƵƌĐŽŶƚĞŶƚŝŶƚŽƚŚĞĐĞůůƐŽĨƚŚĞŵĂƚƌŝdž͘&ŽƌĞĂĐŚŐƌŝĚďŽdž͕ďĞĂƐƐƉĞĐŝĮĐ ĂƐLJŽƵĐĂŶĂďŽƵƚLJŽƵƌĐŽŶƚĞŶƚĂŶĚůŝƐƚĂƐŵĂŶLJƌĞƐŽƵƌĐĞƐĂƐLJŽƵĐĂŶƚŚĂƚǁŽƵůĚďĞƌĞůĞǀĂŶƚ for each person and buying stage. ^ƚĂŐĞƐ 1 2 3 4 5 6 A B D DŽƐƚĐŽŵƉĂŶŝĞƐǁŝůůŚĂǀĞĂƚďĞƐƚƚǁŽŽƌƚŚƌĞĞ KǀĞƌƟŵĞ͕LJŽƵǁŝůůǁĂŶƚŵƵůƟƉůĞƉŝĞĐĞƐ ƉŝĞĐĞƐŽĨĐŽŶƚĞŶƚĨŽƌĞĂĐŚĐĞůů͕ĂŶĚǁŝůůŚĂǀĞ ŽĨĐŽŶƚĞŶƚĨŽƌĞĂĐŚĐĞůů͕ƐŽƵƐĞƚŚĞďůĂŶŬ ŵĂŶLJďůĂŶŬĐĞůůƐĂƚƚŚĞďĞŐŝŶŶŝŶŐ͘dŚĂƚ͛ƐĮŶĞ ƐƉĂĐĞƐƚŽďƵŝůĚŽƵƚLJŽƵƌĐŽŶƚĞŶƚƌŽĂĚŵĂƉ͘ ʹLJŽƵĐĂŶŐĞƚƐƚĂƌƚĞĚǁŝƚŚůĞĂĚŶƵƌƚƵƌŝŶŐƵƐŝŶŐ ƚŚĞĐŽŶƚĞŶƚLJŽƵĂůƌĞĂĚLJŚĂǀĞ͘ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ ĞƐƵƌĞƚŽƉƌŽǀŝĚĞĞŶŽƵŐŚĚĞƚĂŝůĂďŽƵƚƚŽƉŝĐ͕ ĨŽƌŵĂƚ͕ĂŶĚůĞŶŐƚŚƚŽŚĞůƉĞŶƐƵƌĞƚŚĂƚƚŚĞ ŝŶĨŽƌŵĂƟŽŶŵĂŬĞƐƐĞŶƐĞǁŝƚŚŝŶƚŚĞĐŽŶƚĞdžƚ ŽĨLJŽƵƌŽǀĞƌĂůůŶƵƌƚƵƌŝŶŐƉůĂŶ͘ 19 20 Part Three ĚǀĂŶĐĞĚ>ĞĂĚEƵƌƚƵƌŝŶŐ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ 21 Part Three ĚǀĂŶĐĞĚ>ĞĂĚEƵƌƚƵƌŝŶŐ In Part One͕ǁĞĚĞĮŶĞĚůĞĂĚŶƵƌƚƵƌŝŶŐͶ͞ƚŚĞƉƌŽĐĞƐƐŽĨďƵŝůĚŝŶŐƌĞůĂƟŽŶƐŚŝƉƐ ǁŝƚŚƋƵĂůŝĮĞĚƉƌŽƐƉĞĐƚƐƌĞŐĂƌĚůĞƐƐŽĨƚŚĞŝƌƟŵŝŶŐƚŽďƵLJ͕ǁŝƚŚƚŚĞŐŽĂůŽĨĞĂƌŶŝŶŐ ƚŚĞŝƌďƵƐŝŶĞƐƐǁŚĞŶƚŚĞLJĂƌĞƌĞĂĚLJ͘͟tĞĚŝƐĐƵƐƐĞĚŝƚƐǀŝƚĂůƌŽůĞŝŶĞŶŚĂŶĐŝŶŐďƌĂŶĚ͕ ƚŚŽƵŐŚƚůĞĂĚĞƌƐŚŝƉĂŶĚZK/ƌĞƐƵůƚƐĂŶĚǁĞƌĞǀŝĞǁĞĚƚŚĞŝŵƉŽƌƚĂŶĐĞŽĨŵĂƌŬĞƟŶŐ ĂŶĚƐĂůĞƐĐŽůůĂďŽƌĂƟŽŶŝŶƚŽĚĂLJ͛ƐďƵLJĞƌͲŝƐͲŝŶͲĐŽŶƚƌŽůǁŽƌůĚ͘ In Part Two͕ǁĞůĞĂƌŶĞĚďĞƐƚƉƌĂĐƟĐĞƐŝŶůĞĂĚŶƵƌƚƵƌŝŶŐďĂƐŝĐƐ͕ƉƌĂĐƟĐĂůĂĚǀŝĐĞ ĨƌŽŵŝŶĚƵƐƚƌLJĞdžƉĞƌƚƐ͕ĂŶĚƉƌŽǀĞŶƐƚƌĂƚĞŐŝĞƐĨŽƌ/ŶĐŽŵŝŶŐ>ĞĂĚWƌŽĐĞƐƐŝŶŐ ĂŵƉĂŝŐŶƐĂŶĚ^ƚĂLJŝŶdŽƵĐŚĂŵƉĂŝŐŶƐ͘ tŝƚŚƚŚŝƐĨŽƵŶĚĂƟŽŶŝŶƉůĂĐĞ͕ǁĞĂƌĞŶŽǁƌĞĂĚLJƚŽĞdžĂŵŝŶĞƚŚĞŶƵĂŶĐĞƐ ĂŶĚǁŝŶŶŝŶŐƐƚƌĂƚĞŐŝĞƐĨŽƌĂĚǀĂŶĐĞĚůĞĂĚŶƵƌƚƵƌŝŶŐ͗ ͻĐĐĞůĞƌĂƚŽƌĂŵƉĂŝŐŶs ͻ>ĞĂĚ>ŝĨĞĐLJĐůĞĂŵƉĂŝŐŶs 22 Part Three ĚǀĂŶĐĞĚ>ĞĂĚEƵƌƚƵƌŝŶŐ ĐŽŶƟŶƵĞĚ ĐĐĞůĞƌĂƚŽƌĂŵƉĂŝŐŶƐ ĐĐĞůĞƌĂƚŽƌĐĂŵƉĂŝŐŶƐĂƌĞĐĂŵƉĂŝŐŶƐƚŚĂƚĂƩĞŵƉƚƚŽŵŽǀĞƉƌŽƐƉĞĐƚƐĂůŽŶŐƚŚĞ ďƵLJŝŶŐĐLJĐůĞĨĂƐƚĞƌďLJƉƌŽǀŝĚŝŶŐƌĞůĞǀĂŶƚ͞ŶƵĚŐĞƐ͟ĂƚƚŚĞƌŝŐŚƚƟŵĞ͕ƵƐƵĂůůLJƚƌŝŐŐĞƌĞĚ ďLJƐƉĞĐŝĮĐďƵLJĞƌďĞŚĂǀŝŽƌƐŽƌƐĂůĞƐƵƉĚĂƚĞƐ͘LJŽďƐĞƌǀŝŶŐƚŚĞƚLJƉĞŽĨĐŽŶƚĞŶƚ ƉƌŽƐƉĞĐƚƐƌĞƋƵĞƐƚ͕ǁŚĞƌĞƚŚĞLJŐŽĂŶĚŚŽǁŽŌĞŶƚŚĞLJǀŝƐŝƚLJŽƵƌtĞďƐŝƚĞ͕ŵĂƌŬĞƚĞƌƐ ĐĂŶĂĚĂƉƚƚŚĞŝƌŶƵƌƚƵƌŝŶŐĂƉƉƌŽĂĐŚĞƐĂĐĐŽƌĚŝŶŐůLJ͕ƉůĂĐŝŶŐƉƌŽƐƉĞĐƚƐǁŝƚŚƐƚƌŽŶŐĞƌ ŝŶƚĞƌĞƐƚŽŶĂŵŽƌĞĂĐĐĞůĞƌĂƚĞĚƉĂƚŚƚŽǁĂƌĚĂƐĂůĞƐĐŽŶǀĞƌƐĂƟŽŶĂŶĚƐĐĂůŝŶŐďĂĐŬ ĐŽŵŵƵŶŝĐĂƟŽŶƐǁŝƚŚůĞƐƐŝŶƚĞƌĞƐƚĞĚŝŶĚŝǀŝĚƵĂůƐ͘ hŶůŝŬĞ^ƚĂLJŝŶdŽƵĐŚĐĂŵƉĂŝŐŶƐŝŶǁŚŝĐŚ ŶƵƌƚƵƌŝŶŐ͞ĚƌŝƉƐ͟ĂƌĞƉůĂŶŶĞĚĂƚƉƌĞͲĚĞĮŶĞĚ ƟŵĞŝŶƚĞƌǀĂůƐ͕ĐĐĞůĞƌĂƚŽƌĐĂŵƉĂŝŐŶƐ ƌĞĂĐƚƚŽĂǀĂƌŝĞƚLJŽĨƚƌŝŐŐĞƌƐͶĐŚĂŶŐĞƐŽƌ ƵƉĚĂƚĞƐŝŶƉƌŽƐƉĞĐƚƉƌŽĮůĞƐĂŶĚďĞŚĂǀŝŽƌƐͶ ǁŚŝĐŚƚŚĞŶƐĞƚŽīĂƐƉĞĐŝĮĐƚLJƉĞŽĨĂĐƟŽŶ ŽƌƐĞƚŽĨĂĐƟŽŶƐ͘dŚĞƚƌŝŐŐĞƌƐĐĂŶďĞďĂƐĞĚ ŽŶŝŵƉůŝĐŝƚďĞŚĂǀŝŽƌĂůĚĂƚĂ;Ğ͘Ő͘ŽƉĞŶĞĚ ĞŵĂŝůĂŶĚǀŝƐŝƚĞĚ͞ƉƌŝĐŝŶŐ͟tĞďƉĂŐĞͿ ŝŶĐŽŵďŝŶĂƟŽŶǁŝƚŚĚĞŵŽŐƌĂƉŚŝĐƐ͘ It’s easiest to think of triggers and their ĐŽƌƌĞƐƉŽŶĚŝŶŐĂĐƟŽŶƐĂƐƉƌŽŐƌĂŵƐƚŚĂƚůŝǀĞ ŽƵƚƐŝĚĞLJŽƵƌďĂƐŝĐ^ƚĂLJ/ŶdŽƵĐŚĐĂŵƉĂŝŐŶƐ ĂŶĚƚŽƵĐŚƉƌŽƐƉĞĐƚƐŽƌƚŚŽŐŽŶĂůůLJ͕ŽƌƚŚĂƚ ĂīĞĐƚƚŚĞ^ƚĂLJ/ŶdŽƵĐŚĐĂŵƉĂŝŐŶƐďLJŵŽǀŝŶŐ ƉƌŽƐƉĞĐƚƐďĞƚǁĞĞŶĚŝīĞƌĞŶƚƚƌĂĐŬƐ͘ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ dƌŝŐŐĞƌͲďĂƐĞĚĐĐĞůĞƌĂƚŽƌĐĂŵƉĂŝŐŶƐĂƌĞ ŽŶĞŽĨƚŚĞŵŽƐƚĞdžĐŝƟŶŐĂƐƉĞĐƚƐŽĨůĞĂĚ nurturing, and they are a great sandbox ĨŽƌůĞĂƌŶŝŶŐǁŚĂƚǁŽƌŬƐĂŶĚǁŚĂƚĚŽĞƐŶ͛ƚ ǁŚĞŶŝƚĐŽŵĞƐƚŽďƵŝůĚŝŶŐƌĞůĂƟŽŶƐŚŝƉƐǁŝƚŚ LJŽƵƌƉƌŽƐƉĞĐƚƐ͘tŚĞƚŚĞƌLJŽƵ͛ƌĞũƵƐƚŐĞƫŶŐ ƐƚĂƌƚĞĚǁŝƚŚƚƌŝŐŐĞƌͲďĂƐĞĚŵĂƌŬĞƟŶŐŽƌ ůŽŽŬŝŶŐƚŽĞŶŚĂŶĐĞLJŽƵƌĐƵƌƌĞŶƚĂƉƉƌŽĂĐŚ͕ ŚĞƌĞĂƌĞƐŽŵĞĐŽŶƐŝĚĞƌĂƟŽŶƐƚŚĂƚĐĂŶŚĞůƉ ĂĐĐĞůĞƌĂƚĞƚŚĞďƵLJŝŶŐĐLJĐůĞ͗ ĞƚĞƌŵŝŶĞƚŚĞŬĞLJŝŶĚŝĐĂƚŽƌƐ ƚŚĂƚƐŚŽǁŝŶƚĞƌĞƐƚůĞǀĞů tŚĂƚĂƌĞƚŚĞǁĂLJƐŝŶǁŚŝĐŚƉĞŽƉůĞ demonstrate interest during a buying ƉƌŽĐĞƐƐ͍/ŶĂĨĂĐĞͲƚŽͲĨĂĐĞŝŶƚĞƌĂĐƟŽŶďĞƚǁĞĞŶ ĂƉƌŽƐƉĞĐƟǀĞĐƵƐƚŽŵĞƌĂŶĚĂƐĂůĞƐƉĞƌƐŽŶ ŝŶǀŽůǀŝŶŐĂĐŽŶƐƵŵĞƌƉƵƌĐŚĂƐĞ;ůĞƚ͛ƐƐĂLJ ĂsƉůĂLJĞƌͿ͕ƚŚĞŝŶƚĞƌĞƐƚĞĚŝŶĚŝǀŝĚƵĂůŵĂLJ ďĞŐŝŶďLJďƌŽǁƐŝŶŐƚŚĞsƉůĂLJĞƌĂŝƐůĞ͕ ƉƌĞƐƐŝŶŐƚŚĞďƵƩŽŶƐŽŶĐĞƌƚĂŝŶŵĂĐŚŝŶĞƐ͕ ƚĂŬŝŶŐŶŽƚĞƐĂďŽƵƚƚŚĞĚŝīĞƌĞŶƚďƌĂŶĚƐ͕ ŽƌĂƐŬŝŶŐĚĞƚĂŝůĞĚƋƵĞƐƟŽŶƐĂďŽƵƚƉƌŝĐĞ ĂŶĚƋƵĂůŝƚLJ͘&ŽƌŽŶůŝŶĞϮŵĂƌŬĞƚĞƌƐ͕ ƚŚĞƐĞŝŶƚĞƌĞƐƚŝŶĚŝĐĂƚŽƌƐĐĂŶďĞƚƌĂŶƐůĂƚĞĚ ŝŶƚŽĚĂƚĂƐƵĐŚĂƐtĞďƐŝƚĞǀŝƐŝƚƐ͕ĚŽǁŶůŽĂĚƐ͕ ŵƵůƟƉůĞǀŝƐŝƚƐƚŽƚŚĞƉƌŝĐŝŶŐƉĂŐĞ͕ŽƌĮůůŝŶŐŽƵƚ a “contact us” form. Once you determine the ŝŶĚŝĐĂƚŽƌƐLJŽƵ͛ĚůŝŬĞƚŽƵƐĞ͕LJŽƵĐĂŶĂĐĐĞůĞƌĂƚĞ ĂƉƌŽƐƉĞĐƚďĂƐĞĚŽŶďĞŚĂǀŝŽƌĂůŽŶĞŽƌĂƐƐŝŐŶ ĞĂĐŚĂƩƌŝďƵƚĞŽƌďĞŚĂǀŝŽƌĂƐƉĞĐŝĮĐǀĂůƵĞ ƚŽďĞĂĚĚĞĚƚŽĂƉƌŽƐƉĞĐƚ͛ƐůĞĂĚƐĐŽƌĞŽŶĐĞ ƚŚĞƉƌŽĮůĞƵƉĚĂƚĞŽƌďĞŚĂǀŝŽƌŽĐĐƵƌƐ͘ Make the Most Out of dƌŝŐŐĞƌͲďĂƐĞĚDĂƌŬĞƟŶŐ ^ĂŵƉůĞƚƌŝŐŐĞƌƐƚŚĂƚƐƵŐŐĞƐƚ ŝƚŵĂLJďĞƟŵĞĨŽƌĂŶĂĐĐĞůĞƌĂƚŽƌ ĐĂŵƉĂŝŐŶ͗ ͻtĞďƉĂŐĞƐ͗ǀŝƐŝƟŶŐƚŚĞƉĂŐĞ ŽŶLJŽƵƌtĞďƐŝƚĞƚŚĂƚĞdžƉůĂŝŶƐ how to buy ͻŽŶƚĞŶƚ͗ĚŽǁŶůŽĂĚŝŶŐĐŽŶƚĞŶƚ LJŽƵ͛ǀĞŵĂƌŬĞĚĂƐďĞŝŶŐƌĞůĞǀĂŶƚ ƚŽůĂƚĞƌƐƚĂŐĞďƵLJĞƌƐ ͻŵĂŝů͗ŽƉĞŶŝŶŐĞǀĞƌLJĞŵĂŝů you send ͻ^ĐŽƌŝŶŐ͗/ĨĂƉƌŽƐƉĞĐƚŝƐ͞ƐƚƵĐŬ͟ at the same score with no ƌĞĐĞŶƚĂĐƟǀŝƚLJ͕ŝƚŵĂLJďĞƟŵĞ ƚŽƚƌLJĂĚŝīĞƌĞŶƚĂƉƉƌŽĂĐŚ ŽƌŽīĞƌ 23 Part Three ĚǀĂŶĐĞĚ>ĞĂĚEƵƌƚƵƌŝŶŐ ĞǀĞůŽƉŵƵůƟƉůĞĂĐĐĞůĞƌĂƚŽƌƉĂƚŚƐďĂƐĞĚ ŽŶƉƌŽƐƉĞĐƚŝŶƚĞƌĞƐƚůĞǀĞůĂŶĚďƵLJŝŶŐƐƚĂŐĞ DĂŬĞƐƵƌĞƚŚĂƚLJŽƵƌƉƌŽƐƉĞĐƚƐŚĂǀĞ ĂƉůĂĐĞƚŽŐŽŝĨƚŚĞLJƐŚŽǁŐƌĞĂƚĞƌ ŝŶƚĞƌĞƐƚͶďƵƚĂůƐŽŝĨƚŚĞLJďĞŐŝŶƚŽŝŶĚŝĐĂƚĞ ĚŝƐŝŶƚĞƌĞƐƚƚŚƌŽƵŐŚƉƌŽůŽŶŐĞĚŝŶĂĐƟǀŝƚLJ͘ >Ğƚ͛ƐƐĂLJLJŽƵŚĂǀĞƚŚƌĞĞŵĂŝŶŶƵƌƚƵƌĞ ƉĂƚŚƐ͕ĨŽƌĞĂƌůLJͲƐƚĂŐĞďƵLJĞƌƐ;Ϳ͕ŵŝĚͲ ƐƚĂŐĞďƵLJĞƌƐ;Ϳ͕ĂŶĚůĂƚĞͲƐƚĂŐĞďƵLJĞƌƐ;Ϳ͘ KŶĐĞĞĂƌůLJͲƐƚĂŐĞƉƌŽƐƉĞĐƚƐĂƌĞĚĞĞŵĞĚ ĐĂŶĚŝĚĂƚĞƐĨŽƌŶƵƌƚƵƌŝŶŐ͕ƚŚĞLJĂƌĞƉůĂĐĞĚ on path A. If they begin to exhibit stronger interest, you can jump them to path B ǁŝƚŚŽƵƚĮŶŝƐŚŝŶŐ͕ĂŶĚǁŚĞŶƚŚĞLJĂƌĞƌĞĂĚLJ ƚŽĞŶŐĂŐĞǁŝƚŚƐĂůĞƐ͕ƚŚĞLJĂƌĞĂĐĐĞůĞƌĂƚĞĚ ƚŽƉĂƚŚ͘KŶƚŚĞŽƚŚĞƌŚĂŶĚ͕ŝĨƚŚĞLJĨĂŝů ƚŽƌĞƐƉŽŶĚƚŽŵƵůƟƉůĞĐĂŵƉĂŝŐŶƐĂŶĚ ĚĞŵŽŶƐƚƌĂƚĞŽƚŚĞƌƐŝŐŶƐŽĨŝŶĂĐƟǀŝƚLJ͕ you can send them back to path A or create ĂĚŝīĞƌĞŶƚƉĂƚŚĞdžƉůŝĐŝƚůLJĨŽƌƚŚŽƐĞƉƌŽƐƉĞĐƚƐ͘ 24 ^ƚĂƌƚƐŝŵƉůĞͶĚŽŶ͛ƚŐŽŽǀĞƌďŽĂƌĚ ǁŝƚŚŵƵůƟƉůĞǁŽƌŬŇŽǁƐŽƌƐĞŐŵĞŶƚƐ ũƵƐƚďĞĐĂƵƐĞLJŽƵĐĂŶ tŚĞŶŝƚĐŽŵĞƐƚŽƐƚƌƵĐƚƵƌŝŶŐǁŽƌŬŇŽǁƐ ĨŽƌƚƌŝŐŐĞƌĐĂŵƉĂŝŐŶƐ͕ŝƚŵĂLJƐĞĞŵůŝŬĞƚŚĞ ƐŬLJ͛ƐƚŚĞůŝŵŝƚ͕ĞƐƉĞĐŝĂůůLJŝĨƚŚĞƌĞĂƌĞĂŶƵŵďĞƌ ŽĨŽƉƟŽŶƐĨŽƌďŽƚŚƚƌŝŐŐĞƌƐĂŶĚĂĐƟŽŶƐ͘ In the beginning, it’s best to resist this ƚĞŵƉƚĂƟŽŶ͘^ƚĂƌƚŽƵƚďLJĐƌĞĂƟŶŐĨĂŝƌůLJ ƐƚƌĂŝŐŚƞŽƌǁĂƌĚǁŽƌŬŇŽǁƐ;Ğ͘Ő͘ŝĨĂƉƌŽƐƉĞĐƚ ŽƉĞŶƐĂŶĞŵĂŝůĂŶĚǀŝƐŝƚƐĂůĂŶĚŝŶŐƉĂŐĞďƵƚ ĚŽĞƐŶŽƚĮůůŽƵƚƚŚĞĨŽƌŵ͕ǁĂŝƚĂĨĞǁĚĂLJƐ ĂŶĚƚŚĞŶƐĞŶĚĂŶŽƚŚĞƌĞŵĂŝůǁŝƚŚĂƌĞůĂƚĞĚ ŽīĞƌͿ͘KŶĐĞLJŽƵ͛ǀĞŐŽƚĂŚĂŶĚůĞŽŶďĂƐŝĐ ǁŽƌŬŇŽǁƐ͕ĐŽŶƐŝĚĞƌǀĂƌLJŝŶŐƚŚĞĨŽůůŽǁͲƵƉ ĂĐƟŽŶƐĂĐĐŽƌĚŝŶŐƚŽĚŝīĞƌĞŶƚďĞŚĂǀŝŽƌƐ ;ĞŵĂŝůŽƉĞŶǀĞƌƐƵƐĐůŝĐŬͲƚŚƌŽƵŐŚͿŽƌĚŝīĞƌĞŶƚ ƐĞŐŵĞŶƚƐ;ƚŚĞƉƌŽƐƉĞĐƚŚĂĚƉƌĞǀŝŽƵƐ ĚŽǁŶůŽĂĚƐŽƌŝƐƉĂƌƚŽĨĂŶĂĐƟǀĞŽƉƉŽƌƚƵŶŝƚLJͿ͘ 'ŝǀĞLJŽƵƌĐĂŵƉĂŝŐŶƐƌŽŽŵƚŽĞǀŽůǀĞ ZĞŵĞŵďĞƌƚŚĂƚĂůĞĂĚŶƵƌƚƵƌŝŶŐĐĂŵƉĂŝŐŶ ŝƐŵŽƌĞŽĨĂŶĞǀŽůǀŝŶŐĐŽŶǀĞƌƐĂƟŽŶƚŚĂŶ a rigid, mapped-‐out process. When you’re ĐƌĞĂƟŶŐĐĂŵƉĂŝŐŶƐ͕ĚŽŶ͛ƚŐĞƚĚŝƐĐŽƵƌĂŐĞĚ ŝĨƉƌŽƐƉĞĐƚƐĚŽŶ͛ƚƌĞƐƉŽŶĚĂƐLJŽƵĞdžƉĞĐƚĞĚͶ instead, use this data to create new segments ŽƌĚŝƐĐŽǀĞƌŶĞǁǁĂLJƐƚŽĐŽƌƌĞůĂƚĞďƵLJŝŶŐ ƐƚĂŐĞƐǁŝƚŚĐĞƌƚĂŝŶŽŶůŝŶĞďĞŚĂǀŝŽƌƐ͘ zŽƵƌŵĂƌŬĞƟŶŐĂƵƚŽŵĂƟŽŶƐŽůƵƟŽŶ ƐŚŽƵůĚŐŝǀĞLJŽƵƚŚĞŇĞdžŝďŝůŝƚLJƚŽƌĞĂĐƚ ƋƵŝĐŬůLJƚŽŶĞǁŽƉƉŽƌƚƵŶŝƟĞƐĂŶĚƌĞǀŝƐĞ LJŽƵƌĐĂŵƉĂŝŐŶƐĂĐĐŽƌĚŝŶŐůLJ͘ hƐĞĐĂŵƉĂŝŐŶƐĂƐƚĞƐƟŶŐŐƌŽƵŶĚƐĨŽƌ ĚŝīĞƌĞŶƚŶƵƌƚƵƌŝŶŐĐŽŵƉŽŶĞŶƚƐ tŚĞŶǁĞƚŚŝŶŬŽĨƚĞƐƟŶŐ͕ǁĞŽŌĞŶĨŽĐƵƐ ŽŶĞŵĂŝůƐĂŶĚůĂŶĚŝŶŐƉĂŐĞƐ͘ƵƚLJŽƵĐĂŶ ĂůƐŽƵƐĞĐĂŵƉĂŝŐŶƐƚŽƚĞƐƚŽƚŚĞƌĂƌĞĂƐŽĨ ůĞĂĚŶƵƌƚƵƌŝŶŐ͕ƐƵĐŚĂƐƚŚĞŝŵƉĂĐƚŽĨĐĞƌƚĂŝŶ ŵĂƌŬĞƟŶŐĂƐƐĞƚƐŽŶĂƐƉĞĐŝĮĐƐĞŐŵĞŶƚ͕ ƚŚĞǁĂLJƐƚŚĂƚĐŽŵŵƵŶŝĐĂƟŽŶĨƌĞƋƵĞŶĐLJ ĐĂŶĂīĞĐƚĂƉƌŽƐƉĞĐƚ͛ƐďƵLJŝŶŐƉƌŽĐĞƐƐ͕ ĂŶĚŵŽƌĞ͘ĞĚŝĐĂƚĞLJŽƵƌĞĂƌůLJƚƌŝŐŐĞƌ ĐĂŵƉĂŝŐŶƐƚŽǀĂůŝĚĂƚĞƐƉĞĐŝĮĐĞůĞŵĞŶƚƐ ŽĨLJŽƵƌůĞĂĚŶƵƌƚƵƌŝŶŐƐƚƌĂƚĞŐŝĞƐ͕ĂŶĚĂƉƉůLJ ǁŚĂƚLJŽƵůĞĂƌŶƚŽĨƵƚƵƌĞĞīŽƌƚƐ͘ How Marketo Does It ƚDĂƌŬĞƚŽ͕ǁĞƵƐĞĐĐĞůĞƌĂƚŽƌ campaigns in two ways. First, when Prospects reach ĂƐƉĞĐŝĮĐƚŚƌĞƐŚŽůĚůĞĂĚƐĐŽƌĞ that indicates interest but then ƐƚĂůůŽƵƚďĞĨŽƌĞŵĂŬŝŶŐŝƚĂůůƚŚĞ ǁĂLJƚŽďĞĐŽŵŝŶŐ͞ƐĂůĞƐƌĞĂĚLJ͕͟ we trigger a series of high ǀĂůƵĞŽīĞƌƐŝŶƚĞŶĚĞĚƚŽƐƉĂƌŬ ƌĞͲĞŶŐĂŐĞŵĞŶƚ͘^ĞĐŽŶĚůLJ͕ǁĞ ǁĂƚĐŚĨŽƌƐƉĞĐŝĮĐďĞŚĂǀŝŽƌƐ ƚŚĂƚŝŶĚŝĐĂƚĞǁŚĞŶǁĞƐŚŽƵůĚ ŵŽǀĞĂƉƌŽƐƉĞĐƚĨƌŽŵĂƌůLJ ^ƚĂŐĞŶƵƌƚƵƌŝŶŐƚŽDŝĚͲ^ƚĂŐĞ͕ ŽƌDŝĚͲ^ƚĂŐĞŶƵƌƚƵƌŝŶŐƚŽ >ĂƚĞ^ƚĂŐĞ͘ Part Three ĚǀĂŶĐĞĚ>ĞĂĚEƵƌƚƵƌŝŶŐ >ĞĂĚ>ŝĨĞĐLJĐůĞĂŵƉĂŝŐŶƐ >ĞĂĚ>ŝĨĞĐLJĐůĞĐĂŵƉĂŝŐŶƐŵĂdžŝŵŝnjĞŵĂƌŬĞƟŶŐ͛ƐŝŶǀĞƐƚŵĞŶƚŝŶůĞĂĚŐĞŶĞƌĂƟŽŶďLJ ĞŶƐƵƌŝŶŐƚŚĂƚůĞĂĚƐǁŝůůŶĞǀĞƌŐƌŽǁƐƚĂŐŶĂŶƚŽƌůŽƐƚ͘ƐĂŐĞŶĞƌĂůůĞĂĚŶƵƌƚƵƌŝŶŐ ƌƵůĞ͕ƚŚĞƌĞƐŚŽƵůĚďĞŶŽƉůĂĐĞŝŶƚŚĞďƵLJŝŶŐƉƌŽĐĞƐƐǁŚĞƌĞůĞĂĚƐũƵƐƚ͞Ɛŝƚ͕͟ĂŶĚLJŽƵ ƐŚŽƵůĚŚĂǀĞŽŶůLJŽŶĞůĞĂĚƐƚĂŐĞǀĂůƵĞĨŽƌůĞĂĚƐďĞŝŶŐŶƵƌƚƵƌĞĚ͘ůůŽƚŚĞƌůĞĂĚƐƚĂƚƵƐ ǀĂůƵĞƐƐŚŽƵůĚŚĂǀĞĂƟŵĞůŝŵŝƚ͕ĂŶĚůĞĂĚƐƚŚĂƚƐŝƚŝĚůĞƉĂƐƚƚŚĞĚĞĂĚůŝŶĞƐŚŽƵůĚďĞ ĂƵƚŽŵĂƟĐĂůůLJƌĞĐLJĐůĞĚĨŽƌĨƵƌƚŚĞƌŶƵƌƚƵƌŝŶŐ͘/ŶƐƵŵ͕>ĞĂĚ>ŝĨĞĐLJĐůĞĐĂŵƉĂŝŐŶƐĞŶƐƵƌĞ ŵŽǀĞŵĞŶƚĂŶĚŝŶƚĞƌĂĐƟŽŶǁŝƚŚƉƌŽƐƉĞĐƚƐ͕ĞǀĞŶŝĨƚŚĞLJĂƌĞŶŽƚƌĞĂĚLJƚŽďƵLJŽƌƐĂůĞƐ does not engage. >ĞĂĚ,ĂŶĚŽī tŚĞŶĂůĞĂĚďĞĐŽŵĞƐƐĂůĞƐƌĞĂĚLJ͕ĂŶ ĂƵƚŽŵĂƚĞĚĐĂŵƉĂŝŐŶƚŽƉĂƐƐƚŚĞůĞĂĚ ƚŽƐĂůĞƐĐĂŶŵĂŬĞƚŚĞĚŝīĞƌĞŶĐĞďĞƚǁĞĞŶ ƟŵĞůLJĨŽůůŽǁͲƵƉĂŶĚŶŽƌĞƐƉŽŶƐĞ͘dŚĞƌĞĂƌĞ ŵĂŶLJǁĂLJƐƚŽůĞƚƐĂůĞƐŬŶŽǁǁŚĞŶĂůĞĂĚ ŝƐƌĞĂĚLJĨŽƌƐĂůĞƐĞŶŐĂŐĞŵĞŶƚ͗ďLJůŽĂĚŝŶŐ ŝƚŝŶƚŽƚŚĞZDƐLJƐƚĞŵ͖ĐŚĂŶŐŝŶŐƚŚĞůĞĂĚ͛Ɛ ^ƚĂƚƵƐĮĞůĚ͖ĐŚĂŶŐŝŶŐƚŚĞŽǁŶĞƌŽƌĐƌĞĂƟŶŐ ĂƚĂƐŬŝŶƚŚĞZDƐLJƐƚĞŵ͖ŽƌďLJƐĞŶĚŝŶŐĂŶ ĂůĞƌƚŽǀĞƌĞŵĂŝůŽƌ^D^͘ĞƉĞŶĚŝŶŐŽŶLJŽƵƌ ĐŽŵƉĂŶLJ͛ƐŽƌŐĂŶŝnjĂƟŽŶĂŶĚƚŚĞ͞ŚŽƚŶĞƐƐ͟ ŽĨƚŚĞůĞĂĚ͕LJŽƵŵĂLJĐŚŽŽƐĞĂĐŽŵďŝŶĂƟŽŶ ŽĨƚŚĞƐĞĨƵŶĐƟŽŶƐ͘ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ ĐŽŶƟŶƵĞĚ There are three important categories ŽĨ>ĞĂĚ>ŝĨĞĐLJĐůĞĐĂŵƉĂŝŐŶƐ͗ ͻ>ĞĂĚ,ĂŶĚŽī ͻ>ĞĂĚZĞĐLJĐůŝŶg ͻEĞǁƵƐƚŽŵĞƌs zŽƵƐŚŽƵůĚĂůƐŽŝĚĞŶƟĨLJƚŚĞĚĂƚĞĂůĞĂĚ ŝƐŚĂŶĚĞĚƚŽƐĂůĞƐ͘dŚŝƐůĞƚƐLJŽƵĞĂƐŝůLJ ĐĂůĐƵůĂƚĞŚŽǁůŽŶŐĂůĞĂĚǁĂƐŶƵƌƚƵƌĞĚ ĂŶĚŚŽǁƋƵŝĐŬůLJƐĂůĞƐĞŶŐĂŐĞƐǁŝƚŚƚŚĞ ůĞĂĚ͘/ƚ͛ƐĂŐŽŽĚŝĚĞĂƚŽĞƐƚĂďůŝƐŚĂ͞ƐĞƌǀŝĐĞ ůĞǀĞůĂŐƌĞĞŵĞŶƚ͟ŝŶǁŚŝĐŚƐĂůĞƐĐŽŵŵŝƚƐ ƚŽŚĂŶĚůŝŶŐƚŚĞůĞĂĚŝŶĂƟŵĞůLJĨĂƐŚŝŽŶ͖ ĂŶLJůĞĂĚƐƚŚĂƚĂƌĞŶŽƚŵŽǀĞĚĨŽƌǁĂƌĚ in the process, or sent backward, within ƚŚĂƚƟŵĞĨƌĂŵĞƐŚŽƵůĚďĞĂƵƚŽŵĂƟĐĂůůLJ ƌĞĂƐƐŝŐŶĞĚŽƌƌĞĐLJĐůĞĚďĂĐŬƚŽŵĂƌŬĞƟŶŐ͘ dŚŝƐĞŶƐƵƌĞƐƚŚĂƚůĞĂĚƐĐŽŶƟŶƵĞƚŽŇŽǁ ĂŶĚŶŽƚŚŝŶŐŐĞƚƐ͞ƐƚƵĐŬ͟ŽƌůŽƐƚŝŶƚŚĞƐĂůĞƐ ůĞĂĚƐƚĂŐĞ͘ 25 Part Three ĚǀĂŶĐĞĚ>ĞĂĚEƵƌƚƵƌŝŶŐ >ĞĂĚZĞĐLJĐůŝŶŐ ƐLJŽƵ͛ůůƌĞĐĂůů͕/ŶĐŽŵŝŶŐ>ĞĂĚWƌŽĐĞƐƐŝŶŐ ĐĂŵƉĂŝŐŶƐĂƌĞƵƐĞĚƚŽĚĞƚĞƌŵŝŶĞŝĨĂůĞĂĚ ŝƐ͞ƐĂůĞƐƌĞĂĚLJ͟ĂĐĐŽƌĚŝŶŐƚŽĂŐƌĞĞĚͲƵƉŽŶ ĐƌŝƚĞƌŝĂĨƌŽŵLJŽƵƌŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐƚĞĂŵƐ͘ ƵƚǁŚĂƚŚĂƉƉĞŶƐŝĨ͕͚ƐĂůĞƐͲƌĞĂĚLJ͛ůĞĂĚƐĂƌĞ not contacted or a rep decides that some ŽĨƚŚĞƐĞůĞĂĚƐǁĞƌĞƐƟůůŶŽƚƌĞĂĚLJƚŽĞŶŐĂŐĞ͍ dŚĞŝŵƉŽƌƚĂŶĐĞŽĨůĞĂĚƌĞĐLJĐůŝŶŐďĞĐŽŵĞƐ ĞǀĞŶŵŽƌĞĂƉƉĂƌĞŶƚǁŚĞŶǁĞĐŽŶƐŝĚĞƌƚŚĂƚ ŽĨĂůůůĞĂĚƐƚŚĂƚĞŶƚĞƌƚŚĞƐĂůĞƐƉŝƉĞůŝŶĞ͕ ĂůŵŽƐƚϴϬйŽĨƚŚĞŵĂƌĞůŽƐƚŽƌŝŐŶŽƌĞĚďLJ ƐĂůĞƐ͘tŚĂƚƐŽƌƚŽĨƌĞĂůͲǁŽƌůĚŝŵƉĂĐƚĐĂŶ ƚŚŝƐŚĂǀĞŽŶƌĞǀĞŶƵĞ͍ƌŝĂŶĂƌƌŽůů͕K of InTouch͕ŽīĞƌƐĂĐŽŵƉĞůůŝŶŐĐĂƐĞ͗ ͞tĞŚĂĚĂĐůŝĞŶƚƚŚĂƚŚĂĚƉĂƐƐĞĚĂďŽƵƚ ϭϮ͕ϬϬϬůĞĂĚƐƚŽŝƚƐƐĂůĞƐĨŽƌĐĞŝŶƚŚĞLJĞĂƌ͘ ƵƚŽĨƚŚŽƐĞ͕ĂďŽƵƚϮ͕ϱϬϬǁĞƌĞƐŝŵƉůLJ ůŽƐƚͶŶŽďŽĚLJŬŶĞǁǁŚĂƚŚĂƉƉĞŶĞĚ to them… we found that a number had ďŽƵŐŚƚĨƌŽŵĂĐŽŵƉĞƟƚŽƌŽƌǁĞƌĞŶ͛ƚ ĂĐƟǀĞůLJŝŶƚĞƌĞƐƚĞĚĂŶLJŵŽƌĞ͘ƵƚǁĞĂůƐŽ ĨŽƵŶĚƚŚĂƚϭϱйͶĂďŽƵƚϯϳϱĐŽŶƚĂĐƚƐͶ ǁĞƌĞĂĐƚƵĂůůLJŚŽƚůĞĂĚƐƚŚĂƚŝŶĚŝĐĂƚĞĚ ƚŚĞLJǁĞƌĞƌĞĂĚLJƚŽƚĂůŬƚŽĂƐĂůĞƐƉĞƌƐŽŶ͘ KĨƚŚŽƐĞ͕ϳйĂĐƚƵĂůůLJďŽƵŐŚƚ͕ƌĞƐƵůƟŶŐ ŝŶΨϭ͘ϮŵŝůůŝŽŶŝŶĂĚĚĞĚƌĞǀĞŶƵĞ͘͟ 26 /ŶŐĞŶĞƌĂů͕ƚŚĞƌĞĂƌĞƚǁŽƚLJƉĞƐŽĨůĞĂĚ ƌĞĐLJĐůŝŶŐƐĐĞŶĂƌŝŽƐͶŽŶĞŝŶǁŚŝĐŚůĞĂĚƐ ĂƌĞĂƵƚŽŵĂƟĐĂůůLJƌĞĐLJĐůĞĚĂĐĐŽƌĚŝŶŐƚŽĂƐĞƚ ŽĨďƵƐŝŶĞƐƐƌƵůĞƐĂŶĚƚŚĞŽƚŚĞƌŝŶǁŚŝĐŚůĞĂĚƐ ĂƌĞŵĂŶƵĂůůLJƌĞĐLJĐůĞĚďLJƐĂůĞƐ͘ dŚĞŐŽĂůŽĨƚŚĞƌĞĐLJĐůŝŶŐĐĂŵƉĂŝŐŶŝƐƚŽ ƌĞĂƐƐŝŐŶͶĂŶĚƚƌĂĐŬͶůĞĂĚƐƚŚĂƚĨŽƌĂŶLJ ƌĞĂƐŽŶĐĂŶŶŽƚďĞƉƵƌƐƵĞĚďLJƐĂůĞƐŝŶĂƟŵĞůLJ ŵĂŶŶĞƌ͘WĞƌŚĂƉƐLJŽƵƌĞĐĞŝǀĞĚĂŇŽŽĚŽĨŚŽƚ ƐĂůĞƐͲƌĞĂĚLJůĞĂĚƐĨƌŽŵĂƐƉĞĐŝĮĐĐĂŵƉĂŝŐŶ͕ ŵĂŬŝŶŐŝƚŝŵƉŽƐƐŝďůĞĨŽƌƌĞƉƐƚŽĨŽůůŽǁƵƉ ǁŝƚŚĂůůƋƵĂůŝĮĞĚůĞĂĚƐŝŶĂƟŵĞůLJĨĂƐŚŝŽŶ͘ /ŶƚŚŝƐƐŝƚƵĂƟŽŶ͕ŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐŵƵƐƚ ũŽŝŶƚůLJƐĞƚƵƉŐƌŽƵŶĚƌƵůĞƐƌĞŐĂƌĚŝŶŐǁŚŝĐŚ ůĞĂĚƐǁŝůůďĞĂƵƚŽŵĂƟĐĂůůLJƌĞĂƐƐŝŐŶĞĚŝĨƚŚĞLJ ĂƌĞŶŽƚƉƵƌƐƵĞĚǁŝƚŚŝŶĂĐĞƌƚĂŝŶƟŵĞĨƌĂŵĞ͘ ŌĞƌŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐĂŐƌĞĞŽŶĂŶ ĂƉƉƌŽĂĐŚ͕ŵĂƌŬĞƟŶŐĐĂŶƐĞƚƵƉĂƵƚŽŵĂƚĞĚ ĐĂŵƉĂŝŐŶƐƚŽŵĂŶĂŐĞƚŚĞůĞĂĚƌĞĐLJĐůŝŶŐ ǁŚĞŶĞǀĞƌƚŚĞƐƉĞĐŝĮĐďƵƐŝŶĞƐƐƌƵůĞƐ ŽƌĐŽŶĚŝƟŽŶƐĂƌĞŵĞƚ͘ dŚĞƌĞǁŝůůĂůƐŽďĞƐŝƚƵĂƟŽŶƐǁŚĞŶůĞĂĚƐ ƐŚŽƵůĚďĞŵĂŶƵĂůůLJƌĞĐLJĐůĞĚďLJƐĂůĞƐ͘ /Ĩ͕ĂŌĞƌĐŽŶƚĂĐƟŶŐĂŐƌŽƵƉŽĨůĞĂĚƐ͕ ĂƌĞƉĚĞƚĞƌŵŝŶĞƐƚŚĂƚƚŚĞLJĂƌĞƐƟůůŶŽƚ ƐĂůĞƐͲƌĞĂĚLJ͕ƚŚĞƐĞƉƌŽƐƉĞĐƚƐƐŚŽƵůĚďĞƐĞŶƚ ďĂĐŬƚŽŵĂƌŬĞƟŶŐ͘tŚĂƚŵĂŬĞƐƚŚŝƐƐŝƚƵĂƟŽŶ ƵŶŝƋƵĞ͕ŚŽǁĞǀĞƌ͕ŝƐƚŚĞĨĂĐƚƚŚĂƚƐĂůĞƐŚĂƐ ĂůƌĞĂĚLJŚĂĚĂĐŽŶǀĞƌƐĂƟŽŶǁŝƚŚƚŚĞƐĞůĞĂĚƐ and knows more about their buying intent ƚŚĂŶĨŽƌůĞĂĚƐǁŝƚŚŽƵƚĂŶLJƐĂůĞƐŝŶƚĞƌĂĐƟŽŶ͘ ĞĐĂƵƐĞŽĨƚŚŝƐĂĚĚĞĚŝŶƐŝŐŚƚ͕ƐĂůĞƐƐŚŽƵůĚďĞ ĂďůĞƚŽŵĂŶƵĂůůLJƌĞĐLJĐůĞƚŚĞƐĞůĞĂĚƐďĂĐŬƚŽ ŵĂƌŬĞƟŶŐ͕ƉƌŽǀŝĚĞĂĚĚĞĚĚĞƚĂŝůƐĂďŽƵƚƚŚĞŝƌ ŝŶƚĞƌĂĐƟŽŶ͕ĂŶĚŝŶĚŝĐĂƚĞŚŽǁĂŶĚǁŚĞŶƚŚĞ ůĞĂĚƐƐŚŽƵůĚďĞŵŽǀĞĚďĂĐŬŝŶƚŽƐĂůĞƐ͘ KŶĞŽƉƟŽŶŝƐƚŽďĂƐĞƐĂůĞƐƌĞͲĞŶŐĂŐĞŵĞŶƚ ŽŶĂďƵƐŝŶĞƐƐƌƵůĞƐƵĐŚĂƐĂůĞĂĚƐĐŽƌĞĐŚĂŶŐĞ͘ &ŽƌĞdžĂŵƉůĞ͕ŝĨĂůĞĂĚŝƐĚĞƚĞƌŵŝŶĞĚƚŽďĞŶŽƚ ƐĂůĞƐͲƌĞĂĚLJ͕ŝƚƐƐĐŽƌĞǁŝůůďĞƌĞƐĞƚƚŽϭϱĂŶĚŝƚ ǁŝůůŶŽƚďĞƉĂƐƐĞĚďĂĐŬƚŽƐĂůĞƐƵŶƟůŝƚƌĞĂĐŚĞƐ ĂƐĐŽƌĞŽĨϳϬ͘ůƚĞƌŶĂƟǀĞůLJ͕ƐĂůĞƐĐĂŶƵƐĞŝƚƐ ŬŶŽǁůĞĚŐĞŽĨƚŚĞůĞĂĚƐ͛ďƵLJŝŶŐŝŶƚĞƌĞƐƚƐƚŽ ŝŶĚŝĐĂƚĞĂƐƉĞĐŝĮĐƟŵĞĨƌĂŵĞŝŶǁŚŝĐŚƚŚĞůĞĂĚ ƐŚŽƵůĚďĞƌĞͲĞŶŐĂŐĞĚ͘ Part Three ĚǀĂŶĐĞĚ>ĞĂĚEƵƌƚƵƌŝŶŐ >ĞĂĚZĞĐLJĐůŝŶŐ tŚĞŶůĞĂĚƐĂƌĞƌĞĐLJĐůĞĚ͕LJŽƵĐĂŶĞŝƚŚĞƌ put them back into one of your basic ^ƚĂLJŝŶdŽƵĐŚĐĂŵƉĂŝŐŶƐ͕ŽƌĞǀĞŶďĞƩĞƌ͕ LJŽƵĐĂŶĐƌĞĂƚĞĂƐƉĞĐŝĂůŝnjĞĚǀĞƌƐŝŽŶŽĨ ƚŚĞ^ƚĂLJŝŶdŽƵĐŚĐĂŵƉĂŝŐŶƚŚĂƚŝƐŽƉƟŵŝnjĞĚ ĨŽƌƚŚĞƐƉĞĐŝĮĐŝŶĨŽƌŵĂƟŽŶƚŚĞƌĞƉĐŽůůĞĐƚĞĚ ĚƵƌŝŶŐƚŚĞŝƌŝŶƚĞƌĂĐƟŽŶƐ;Ğ͘Ő͘ŝŶƚĞƌĞƐƚƐ ĂŶĚƟŵŝŶŐͿ͘,ĞƌĞĂƌĞƐŽŵĞƟƉƐĨŽƌ ŽƉƟŵŝnjŝŶŐƚŚĞƐĞƐƚƌĂƚĞŐŝĞƐ͗ ĞĞdžƚƌĂƐĞŶƐŝƟǀĞƚŽƌĞůĞǀĂŶĐLJĂŶĚƟŵŝŶŐ ,ĂǀĞƌĞƉƐĂĚĚĚĞƚĂŝůĞĚŶŽƚĞƐĂďŽƵƚƚŚĞŝƌ ŝŶƚĞƌĂĐƟŽŶƐƐŽĨĂƌĂŶĚǁŚLJƚŚĞůĞĂĚŝƐďĞŝŶŐ ƌĞĐLJĐůĞĚͶĂŶĚŵĂŬĞƐƵƌĞƚŚĂƚLJŽƵƌŶƵƌƚƵƌŝŶŐ ĂƉƉƌŽĂĐŚĂĐĐŽƵŶƚƐĨŽƌƚŚŝƐŝŶĨŽƌŵĂƟŽŶ͘ zŽƵŵĂLJĞǀĞŶǁĂŶƚƚŽǁŽƌŬǁŝƚŚƐĂůĞƐ ƚŽĚĞǀĞůŽƉĐƵƐƚŽŵĮĞůĚƐŝŶLJŽƵƌZD ĂŶĚŵĂƌŬĞƟŶŐĂƵƚŽŵĂƟŽŶƐŽůƵƟŽŶƐƚŚĂƚ ǁŝůůŚĞůƉLJŽƵŝŶĐƌĞĂƐĞƌĞůĞǀĂŶĐLJǁŝƚŚƚŚĞƐĞ ƌĞĐLJĐůĞĚůĞĂĚƐ͘ ŽŶƐŝĚĞƌĚŝīĞƌĞŶƚĂƉƉƌŽĂĐŚĞƐǁŚĞŶ LJŽƵŬŶŽǁĂƉƌŽƐƉĞĐƚ͛ƐƟŵĞĨƌĂŵĞ /ŶŵĂŶLJĐĂƐĞƐ͕ůĞĂĚƐǁŝůůďĞƌĞĐLJĐůĞĚďĞĐĂƵƐĞ ƚŚĞLJĂƌĞƐƟůůƌĞƐĞĂƌĐŚŝŶŐŽƌƚŚĞŝƌƟŵĞĨƌĂŵĞ ƚŽďƵLJĨĂůůƐŽƵƚƐŝĚĞŽĨǁŚĂƚLJŽƵƌĐŽŵƉĂŶLJ ĐŽŶƐŝĚĞƌƐƐĂůĞƐƌĞĂĚLJ͘/ŶŽƚŚĞƌĐĂƐĞƐ͕ƚŚĞ ƟŵĞĨƌĂŵĞŵĂLJďĞƵŶŬŶŽǁŶ͘dŚĞƐĞǀĂƌŝĂďůĞƐ ŵĂLJǁĂƌƌĂŶƚƚŚĞĚĞǀĞůŽƉŵĞŶƚŽĨƐƉĞĐŝĮĐ nurturing paths. © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ &ŽƌĞdžĂŵƉůĞ͕ŝĨLJŽƵŬŶŽǁĂƉƌŽƐƉĞĐƚ͛Ɛ ƟŵĞĨƌĂŵĞƚŽďƵLJ͕LJŽƵĐŽƵůĚŝŶĐƌĞĂƐĞ ƚŚĞĨƌĞƋƵĞŶĐLJŽĨĐŽŵŵƵŶŝĐĂƟŽŶƐ͕ƉƌŽǀŝĚĞ ŚŝŐŚͲǀĂůƵĞŽīĞƌƐŽƌƉƌŽŵŽƟŽŶƐ͕ŽƌŵĞƐƐĂŐĞ ŵŽƌĞĂŐŐƌĞƐƐŝǀĞůLJĂƐŚŝƐŽƌŚĞƌƟŵŝŶŐ ŵŝůĞƐƚŽŶĞĂƉƉƌŽĂĐŚĞƐ͘KŶƚŚĞŽƚŚĞƌŚĂŶĚ͕ ŝĨLJŽƵĚŽŶ͛ƚŬŶŽǁƚŚĞƟŵĞĨƌĂŵĞ͕LJŽƵŵŝŐŚƚ ďĞŵŽƌĞĐŽŶǀĞƌƐĂƟŽŶĂůĂŶĚĞĚƵĐĂƟŽŶĂů ŝŶƚŽŶĞǁŝƚŚLJŽƵƌĞŵĂŝůƐ͘ ,ŽǁĞǀĞƌ͕ĞǀĞŶŝĨƚŚĞƟŵĞĨƌĂŵĞŝƐƵŶŬŶŽǁŶ͕ LJŽƵĐŽƵůĚƐƟůůĚŝīĞƌĞŶƟĂƚĞĂƌĞĐLJĐůĞĚůĞĂĚ ĨƌŽŵĂ^ƚĂLJŝŶdŽƵĐŚĐĂŵƉĂŝŐŶĐĂŶĚŝĚĂƚĞďLJ ĐƌĞĂƟŶŐŶĞǁůĞĂĚĨŽƌŵƵůĂƐďĂƐĞĚŽŶǁŚĞƚŚĞƌ ĂƉƌŽƐƉĞĐƚŝƐƌĞĐLJĐůĞĚŽƌŶŽƚ͘&ŽƌĞdžĂŵƉůĞ͕ ĂtĞďƉĂŐĞǀŝƐŝƚĨŽƌĂ͞ŶŽƌŵĂů͟ŶƵƌƚƵƌĞĚůĞĂĚ ǁŽƵůĚŐĂƌŶĞƌƚǁŽƉŽŝŶƚƐ͕ďƵƚĂƌĞĐLJĐůĞĚůĞĂĚ ŵŝŐŚƚĞĂƌŶĮǀĞƉŽŝŶƚƐ͕ƐŝŶĐĞĞĂƌůŝĞƌƚŚĞƉĞƌƐŽŶ ĚĞŵŽŶƐƚƌĂƚĞĚĂŚŝŐŚĞƌůĞǀĞůŽĨŝŶƚĞƌĞƐƚ͘ Don’t be afraid to incorporate phone outreach ŵŽƌĞƚŚĂŶLJŽƵŶŽƌŵĂůůLJǁŽƵůĚ͘/ŶŵĂŶLJĐĂƐĞƐ͕ ƐĂůĞƐƌĞƉƐŚĂǀĞĂůƌĞĂĚLJĐŽŵŵƵŶŝĐĂƚĞĚǁŝƚŚ ƌĞĐLJĐůĞĚůĞĂĚƐďLJƉŚŽŶĞ͘^ŝŶĐĞĂƉŚŽŶĞ ĐŽŶǀĞƌƐĂƟŽŶŝƐĂĐŽǀĞƚĞĚŝŶƚĞƌĂĐƟŽŶǁŚĞŶ ďƵŝůĚŝŶŐĂƌĞůĂƟŽŶƐŚŝƉ͕ďĞƐƵƌĞƚŽŝŶĐŽƌƉŽƌĂƚĞ ƉŚŽŶĞŽƵƚƌĞĂĐŚǁŝƚŚƌĞĐLJĐůĞĚůĞĂĚƐŵŽƌĞ ƚŚĂŶLJŽƵŵŝŐŚƚǁŝƚŚůĞĂĚƐŽŶŽƚŚĞƌŶƵƌƚƵƌŝŶŐ ƉĂƚŚƐ͘ƵƚƌĞŵĞŵďĞƌ͕ĂƉŚŽŶĞĐŽŶǀĞƌƐĂƟŽŶ ĚŽĞƐŶŽƚŶĞĐĞƐƐĂƌŝůLJŵĞĂŶŐƌĞĂƚĞƌ ĐŽŵŵŝƚŵĞŶƚƚŽĂƐĂůĞŽŶƚŚĞƉĂƌƚŽĨƚŚĞ ƉƌŽƐƉĞĐƚ͘hƐĞƚŚĞƐĞĐŽŶǀĞƌƐĂƟŽŶƐĂƐǁĂLJƐ ƚŽŝŶĐƌĞĂƐĞƚƌƵƐƚĂŶĚĮŶĚŽƵƚŵŽƌĞĂďŽƵƚ LJŽƵƌƉƌŽƐƉĞĐƚƐ͛ŶĞĞĚƐͶƌĂƚŚĞƌƚŚĂŶƐŝŵƉůLJ ƚƌLJŝŶŐƚŽ͞ĐůŽƐĞĂĚĞĂů͘͟ ĐŽŶƟŶƵĞĚ ƐǁĞŶŽƚĞĚŝŶŽƵƌŝŶƚƌŽĚƵĐƟŽŶƚŽůĞĂĚ ŶƵƌƚƵƌŝŶŐďĂƐŝĐƐ͕ŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐ ĐŽůůĂďŽƌĂƟŽŶŝƐĂďĞƐƚƉƌĂĐƟĐĞ͘/ŶƚŚĞĐĂƐĞ ŽĨ>ĞĂĚ>ŝĨĞĐLJĐůĞĐĂŵƉĂŝŐŶƐ͕ŝƚŝƐĂďƵƐŝŶĞƐƐ ŝŵƉĞƌĂƟǀĞ͘tŚĞŶďŽƚŚŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐ ŚĂǀĞďĞŐƵŶƚŽďƵŝůĚƌĞůĂƟŽŶƐŚŝƉƐǁŝƚŚ ƌĞĐLJĐůĞĚůĞĂĚƐ͕ĞĂĐŚƚĞĂŵƐŚŽƵůĚďĞŝŶǀŽůǀĞĚ ŝŶĂŶĚĂǁĂƌĞŽĨƚŚĞŽƚŚĞƌ͛ƐĂĐƟǀŝƟĞƐ͕ƉĂLJŝŶŐ ƐƉĞĐŝĂůĂƩĞŶƟŽŶƚŽƚŚĞĐĂŵƉĂŝŐŶƐĂŶĚƐĂůĞƐ ŝŶƚĞƌĂĐƟŽŶƐƚŚĂƚŽĐĐƵƌƌĞĚďĞĨŽƌĞĂŶĚĂŌĞƌ ƚŚĞůĞĂĚǁĂƐƌĞĐLJĐůĞĚ͘ &ŽƌĞdžĂŵƉůĞ͕ŝĨŵĂƌŬĞƟŶŐǁĂŶƚƐƚŽƌƵŶĂŶĞǁ ĞŵĂŝůĐĂŵƉĂŝŐŶƚŽƌĞĐLJĐůĞĚůĞĂĚƐŵŽƌĞƚŚĂŶ ƚŚƌĞĞŵŽŶƚŚƐŽůĚ͕ŝƚƐŚŽƵůĚĐŽůůĂďŽƌĂƚĞǁŝƚŚ ƐĂůĞƐŽŶƐƉĞĐŝĂůŵĞƐƐĂŐŝŶŐƚŚĂƚƌĞͲŝŶƚƌŽĚƵĐĞƐ ƚŚĞĐŽŵƉĂŶLJĂŶĚͬŽƌƉƌŽĚƵĐƚĂƉƉƌŽƉƌŝĂƚĞůLJ͘ /ŶƚŚĞĐĂƐĞŽĨ>ĞĂĚ>ŝĨĞĐLJĐůĞĐĂŵƉĂŝŐŶƐ͕ ƉƌŽǀŝĚŝŶŐĞŵĂŝůƚĞŵƉůĂƚĞƐĨŽƌLJŽƵƌƐĂůĞƐƚĞĂŵ ĐĂŶƉƌŽŵŽƚĞŵĞƐƐĂŐŝŶŐƐƉĞĐŝĮĐĂůůLJƚĂŝůŽƌĞĚ to re-‐engaging prospects. How Marketo Does It ^ĂůĞƐƌĞƉƐĐĂŶƌĞĐLJĐůĞůĞĂĚƐ ďĂĐŬƚŽŵĂƌŬĞƟŶŐƐŝŵƉůLJďLJ ĐůŝĐŬŝŶŐĂďƵƩŽŶ͘tŚĞŶůĞĂĚƐ ĂƌĞƌĞĐLJĐůĞĚ͕ƚŚĞLJĐĂŶŵĂƌŬ ŽŶĞŽĨƚǁŽƌĞĂƐŽŶƐ͗͞dĂƌŐĞƚ ŽŵƉĂŶLJƵƚŝĚEŽƚŽŶŶĞĐƚ͟ Žƌ͞dĂƌŐĞƚŽŵƉĂŶLJƵƚEŽ ĐƟǀĞǀĂůƵĂƟŽŶ͘͟/ĨƚŚĞůĂƩĞƌ ŝƐĐŚŽƐĞŶ͕ƚŚĞƌĞƉĐĂŶĂůƐŽƐĞůĞĐƚ ĂƟŵĞĨƌĂŵĞ͗ƚǁŽǁĞĞŬƐ͕ŽŶĞ month, three months, six months, ŽƌhŶŬŶŽǁŶ͘ tŚĞŶĂƐƉĞĐŝĮĐƟŵĞĨƌĂŵĞŝƐ ĐŚŽƐĞŶ͕ƚŚĞƌĞƉĐĂŶďĞĐŽŶĮĚĞŶƚ ƚŚĂƚƚŚĞƉƌŽƐƉĞĐƚǁŝůůƌĞĐĞŝǀĞ ĂĐƵƐƚŽŵŝnjĞĚŶƵƌƚƵƌŝŶŐƉĂƚŚ ŽƉƟŵŝnjĞĚĨŽƌƚŚĂƚƟŵĞƉĞƌŝŽĚͶ ŝŶĐůƵĚŝŶŐƉĞƌƐŽŶĂůŝnjĞĚĐŽŶƚĂĐƚƐ ĨƌŽŵƚŚĞƌĞƉͶĂŶĚƚŚĂƚĂŌĞƌƚŚĞ ƐƉĞĐŝĮĞĚƟŵĞ͕ƚŚĞůĞĂĚǁŝůůďĞ ƐĞŶƚďĂĐŬƚŽƚŚĞƌĞƉĂƵƚŽŵĂƟĐĂůůLJ ĨŽƌĨŽůůŽǁͲƵƉ͘ 27 Part Three ĚǀĂŶĐĞĚ>ĞĂĚEƵƌƚƵƌŝŶŐ EĞǁƵƐƚŽŵĞƌƐ tŚĞŶĂŶŽƉƉŽƌƚƵŶŝƚLJŝƐĐůŽƐĞĚĂŶĚǁŽŶ͕ ŝƚŝƐĂŐƌĞĂƚŽƉƉŽƌƚƵŶŝƚLJƚŽƉƵƚĂůůƚŚĞ ĂƐƐŽĐŝĂƚĞĚĐŽŶƚĂĐƚƐŝŶƚŽĂŶĞǁĚƌŝƉŵĂƌŬĞƟŶŐ ĐĂŵƉĂŝŐŶƚŚĂƚ͛ƐŽƉƟŵŝnjĞĚĨŽƌĐƵƐƚŽŵĞƌƐ͘ dŚŝƐĐĂŶŝŶĐůƵĚĞŵĂƌŬŝŶŐƚŚĞŵĂƐĐƵƐƚŽŵĞƌƐ ŝŶLJŽƵƌĚĂƚĂďĂƐĞ͖ƐĞŶĚŝŶŐĂǁĞůĐŽŵĞŶŽƚĞ͖ ĂŶĚůĂƵŶĐŚŝŶŐĂƐĞƌŝĞƐŽĨ^ƚĂLJ/ŶdŽƵĐŚ ĂŶĚĐĐĞůĞƌĂƚŽƌĐĂŵƉĂŝŐŶƐ͘dŚĞƐĞĐĂŵƉĂŝŐŶƐ ĂƌĞĚĞƐŝŐŶĞĚƚŽĮƌƐƚŝŶƚƌŽĚƵĐĞĐƵƐƚŽŵĞƌƐ ƚŽLJŽƵƌƉƌŽĚƵĐƚƐĂŶĚƐĞƌǀŝĐĞƐ͕ĂŶĚƚŚĞŶ ŽǀĞƌƟŵĞƚŽŚĞůƉĐƌŽƐƐͲƐĞůůͬƵƉͲƐĞůůĂĚĚŝƟŽŶĂů ƉƌŽĚƵĐƚƐĂŶĚƌĞƚĂŝŶƚŚĞŵĨŽƌůŝĨĞ;ĂůůŝŵƉŽƌƚĂŶƚ topics which are beyond the scope of this ůĞĂĚŶƵƌƚƵƌŝŶŐŐƵŝĚĞͿ͘ 28 Part Four ĂůĐƵůĂƟŶŐƚŚĞZK/ŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ 29 Part Four ĂůĐƵůĂƟŶŐƚŚĞZK/ŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐ In Part OneŽĨƚŚĞĞĮŶŝƟǀĞ'ƵŝĚĞƚŽ>ĞĂĚEƵƌƚƵƌŝŶŐ͕ǁĞůĞĂƌŶĞĚƚŚĞǀĂůƵĞ ŽĨůĞĂĚŶƵƌƚƵƌŝŶŐĚŽŶĞǁĞůů͕ĂŶĚŝŶWĂƌƚƐTwo and Three͕ǁĞĞdžƉůŽƌĞĚďĞƐƚ ƉƌĂĐƟĐĞƐĨŽƌĂƌĂŶŐĞŽĨůĞĂĚŶƵƌƚƵƌŝŶŐƐƚƌĂƚĞŐŝĞƐ͗ ͻ/ŶĐŽŵŝŶŐ>ĞĂĚWƌŽĐĞƐƐŝŶŐĂŵƉĂŝŐŶs ͻ^ƚĂLJŝŶdŽƵĐŚĂŵƉĂŝŐŶs ͻ ĐĐĞůĞƌĂƚŽƌĂŵƉĂŝŐŶs ͻ >ĞĂĚ>ŝĨĞĐLJĐůĞĂŵƉĂŝŐŶs ƵƚŚŽǁĚŽLJŽƵƉƌŽǀĞƚŚĞZK/ŽĨůĞĂĚŶƵƌƚƵƌŝŶŐŝŶLJŽƵƌŽǁŶŽƌŐĂŶŝnjĂƟŽŶ͍ ͻ^ŚŽǁƚŚĞZK/ŽĨůĞĂĚŶƵƌƚƵƌŝŶŐďLJĐŽŵƉĂƌŝŶŐ͞ďĞĨŽƌĞ͟ĂŶĚ͞ĂŌĞƌ͟ƐĐĞŶĂƌŝŽƐ based on industry metrics. ͻhƐĞƚŚŝƐĨƌĂŵĞǁŽƌŬƚŽĐĂůĐƵůĂƚĞƚŚĞƉŽƚĞŶƟĂůZK/ĂƚLJŽƵƌŽƌŐĂŶŝnjĂƟŽŶ͘ &ŽƌĞǀĞƌLJƐƚĞƉ͕LJŽƵ͛ůůƐĞĞĂŶ͞džĂŵƉůĞ͟ĨŽůůŽǁĞĚďLJ͞zŽƵƌdƵƌŶ” in which you ĐĂŶƚƌLJŽƵƚƚŚĞŵĞƚŚŽĚƵƐŝŶŐLJŽƵƌŽǁŶĚĂƚĂ͘ŌĞƌĐŽŵƉůĞƟŶŐƚŚĞǁŽƌŬƐŚĞĞƚ͕ LJŽƵƐŚŽƵůĚŚĂǀĞƚŚĞŝŶĨŽƌŵĂƟŽŶLJŽƵŶĞĞĚƚŽďŽůƐƚĞƌƚŚĞĐĂƐĞĨŽƌůĞĂĚŶƵƌƚƵƌŝŶŐ ĂƚLJŽƵƌŽƌŐĂŶŝnjĂƟŽŶ͘KƌŝĨLJŽƵŚĂǀĞĂůƌĞĂĚLJĞƐƚĂďůŝƐŚĞĚůĞĂĚŶƵƌƚƵƌŝŶŐƉƌŽŐƌĂŵƐ͕ ƵƐĞƚŚŝƐǁŽƌŬƐŚĞĞƚƚŽĐŽŵƉĂƌĞLJŽƵƌƌĞƐƵůƚƐƚŽŝŶĚƵƐƚƌLJƐƚĂŶĚĂƌĚƐ͘ 30 Part Four ĂůĐƵůĂƟŶŐƚŚĞZK/ŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐ ĐŽŶƟŶƵĞĚ ZK/ĂůĐƵůĂƟŽŶKŶĞ dŚĞ/ŵƉĂĐƚŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐŽŶWƌŽƐƉĞĐƚͲƚŽͲ>ĞĂĚŽŶǀĞƌƐŝŽŶĂŶĚŽƐƚWĞƌ^ĂůĞƐͲZĞĂĚLJ>ĞĂĚ &ŝƌƐƚ͕ĚĞĮŶĞƚŚĞůĞĂĚƐƚĂŐĞƐƚŚĂƚŵĂƩĞƌƚŽLJŽƵƌŽƌŐĂŶŝnjĂƟŽŶ hƐĞĂƐŵĂŶLJƐƚĂŐĞĚĞĮŶŝƟŽŶƐĂƐŶĞĐĞƐƐĂƌLJ͖ƚŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚƚŚŝŶŐŝƐĐŽŶƐĞŶƐƵƐ ĂŵŽŶŐƐƚŵĂƌŬĞƟŶŐ͕ƐĂůĞƐ͕ĂŶĚƚŚĞĞdžĞĐƵƟǀĞƚĞĂŵĂďŽƵƚƚŚĞĞĂĐŚƐƚĂŐĞ͛ƐĚĞĮŶŝƟŽŶ͘ /ŶƚŚŝƐĞdžĂŵƉůĞ͕ŵĂƌŬĞƟŶŐƐƵĐĐĞƐƐŵĞƚƌŝĐƐǁŝůůďĞĚĞƚĞƌŵŝŶĞĚďLJƚŚĞĐŽŶǀĞƌƐŝŽŶ ƌĂƚĞƐĨƌŽŵƚŚĞƐƚĂŐĞƐŽĨƉƌŽƐƉĞĐƚƚŽůĞĂĚƚŽŽƉƉŽƌƚƵŶŝƚLJ͘ zŽƵƌdƵƌŶ ŽĐƵŵĞŶƚLJŽƵƌƐƚĂŐĞĚĞĮŶŝƟŽŶƐŚĞƌĞ͘ ^ƚĂŐĞƐ ^ƚĂŐĞĞĮŶŝƟŽŶ ^ƚĂŐĞƐ ϭůůEĂŵĞƐ ůůŝŶĚŝǀŝĚƵĂůƐďĞŐŝŶĂƚƚŚŝƐƐƚĂŐĞďĞĨŽƌĞďĞŝŶŐ ƋƵĂůŝĮĞĚŝŶĂŶLJǁĂLJ͘ 1 2 Prospect ŶŝŶĚŝǀŝĚƵĂůǁŚŽŵĞĞƚƐƚŚĞĚĞŵŽŐƌĂƉŚŝĐ ƌĞƋƵŝƌĞŵĞŶƚƐŽĨƚŚĞ͞ƋƵĂůŝĮĞĚ͟ĐƵƐƚŽŵĞƌ ƉƌŽĮůĞ͘ 2 ϯ^ĂůĞƐ>ĞĂĚ ŶŝŶĚŝǀŝĚƵĂůǁŚŽŚĂƐĂ͞ƋƵĂůŝĮĞĚ͟ĐƵƐƚŽŵĞƌ ƉƌŽĮůĞEŚĂƐƐŚŽǁŶƐƵĸĐŝĞŶƚŝŶƚĞƌĞƐƚĂŶĚ ĞŶŐĂŐĞŵĞŶƚƚŽďĞǁŽƌƚŚLJŽĨĂƐĂůĞƐĐŽŶƚĂĐƚ͕ ƉĞƌŚĂƉƐŝŶĚŝĐĂƚĞĚďLJĂŚŝŐŚůĞĂĚƐĐŽƌĞ͘* 3 4 Opportunity ĐŽŶƚĂĐƚͬĂĐĐŽƵŶƚƚŚĂƚĂƐĂůĞƐƌĞƉŚĂƐ ĐŽŶĮƌŵĞĚĂƐĂƉŽƚĞŶƟĂůƐĂůĞĂŶĚǁŝůůŶŽǁďĞ ĂĐĐŽƵŶƚĞĚĨŽƌŝŶƚŚĞƐĂůĞƐĨŽƌĞĐĂƐƚŽƌƉŝƉĞůŝŶĞ͘ 4 ^ƚĂŐĞĞĮŶŝƟŽŶ Ύ/ĨLJŽƵĚŽŶ͛ƚŚĂǀĞƚŚĞĂďŝůŝƚLJƚŽŵĞĂƐƵƌĞŝŶƚĞƌĞƐƚĂŶĚĞŶŐĂŐĞŵĞŶƚ͕ůĞƚƚŚĞƐĂůĞƐƚĞĂŵƚĞůůLJŽƵǁŚŝĐŚůĞĂĚƐ ǁĞƌĞ͞ƐĂůĞƐƌĞĂĚLJ͕͟ĂŶĚĐŽƵŶƚƚŚŽƐĞ͘^ŝŶĐĞŵŽƐƚůĞĂĚƐƚĂŬĞƟŵĞƚŽďĞĐŽŵĞƐĂůĞƐƌĞĂĚLJ͕ƚŚŝƐǁŝůůƚLJƉŝĐĂůůLJ ďĞũƵƐƚĂƐƵďũĞĐƚŽĨĂůůƚŚĞƋƵĂůŝĮĞĚƉƌŽƐƉĞĐƚƐ͘ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ 31 Part Four ĂůĐƵůĂƟŶŐƚŚĞZK/ŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐ EĞdžƚ͕ůĞƚ͛ƐĐĂůĐƵůĂƚĞŚŽǁůĞĂĚŶƵƌƚƵƌŝŶŐ ŝŵƉĂĐƚƐƚŚĞĐŽŶǀĞƌƐŝŽŶďĞƚǁĞĞŶƐƚĂŐĞƐ͖ ŝŶƚŚŝƐĐĂƐĞ͕ǁĞ͛ůůůŽŽŬŝŶƚŽƚŚĞĐŽŶǀĞƌƐŝŽŶŽĨ WƌŽƐƉĞĐƚƐƚŽ^ĂůĞƐͲZĞĂĚLJ>ĞĂĚƐ͘ƐŵĞŶƟŽŶĞĚ ĞĂƌůŝĞƌ͕ůĞĂĚŶƵƌƚƵƌŝŶŐƐŚŽƵůĚďĞĚŽŶĞĨŽƌďŽƚŚ ŶĞǁĂŶĚĞdžŝƐƟŶŐƉƌŽƐƉĞĐƚƐ͕ƐŽůĞƚ͛ƐƐĞƚƵƉ ĂƚĂďůĞƚŽŐĂƚŚĞƌĚĂƚĂĨŽƌƚŚĞƐĞƐƚĂŐĞƐĨŽƌ ďŽƚŚŶĞǁĂŶĚĞdžŝƐƟŶŐůĞĂĚƐ͘WŝĐŬĂĚĂƚĞƌĂŶŐĞ͕ ŝ͘Ğ͘ŽǀĞƌŽŶĞŵŽŶƚŚ͕ĂŶĚůŽŽŬĂƚŚŽǁĂƚLJƉŝĐĂů ƉƌŽƐƉĞĐƚƚŽůĞĂĚƚŽŽƉƉŽƌƚƵŶŝƚLJĐŽŶǀĞƌƐŝŽŶ ŵŝŐŚƚĞǀŽůǀĞt/d,KhdůĞĂĚŶƵƌƚƵƌŝŶŐ͘ džĂŵƉůĞ 1 Number of new prospects per month – &ŽƌƚŚŝƐĞdžĂŵƉůĞ͕ǁĞ͛ůůƵƐĞϴϬϬ͘ ϮEƵŵďĞƌŽĨĞdžŝƐƟŶŐƉƌŽƐƉĞĐƚƐŝŶƚŚĞ database at beginning on month – tĞ͛ůůƵƐĞϭϬ͕ϬϬϬ͘ ϯEƵŵďĞƌŽĨƐĂůĞƐͲƌĞĂĚLJůĞĂĚƐĨƌŽŵŶĞǁ prospects that month – Let’s use 80. ϰEƵŵďĞƌŽĨƐĂůĞƐͲƌĞĂĚLJůĞĂĚƐĨƌŽŵ ƚŚĞĞdžŝƐƟŶŐĚĂƚĂďĂƐĞ;ŝ͘Ğ͘ƉƌŽƐƉĞĐƚƐ ŵŽƌĞƚŚĂŶŽŶĞŵŽŶƚŚŽůĚͿʹ>Ğƚ͛ƐƐĂLJϰϬ͘ <ĞLJZK/ƉŽŝŶƚ͗>ŽŽŬŝŶŐĂĐƌŽƐƐDĂƌŬĞƚŽ ĐƵƐƚŽŵĞƌƐ͕ůĞĂĚŶƵƌƚƵƌŝŶŐĐĂŶŝŵƉƌŽǀĞ ƚŚĞĐŽŶǀĞƌƐŝŽŶŽĨƉƌŽƐƉĞĐƚƐĨƌŽŵLJŽƵƌĞdžŝƐƟŶŐ ĚĂƚĂďĂƐĞƚŽƐĂůĞƐͲƌĞĂĚLJůĞĂĚƐďLJϮ͘Ϭʹϯ͘Ϭ ƟŵĞƐ͕ƉŽƚĞŶƟĂůůLJĞǀĞŶŵŽƌĞ͘/ŶƚŚŝƐĐĂƐĞ͕ ĂϮ͘ϱdžŝŵƉƌŽǀĞŵĞŶƚŝŶƚŚĂƚĐŽŶǀĞƌƐŝŽŶŵĞƚƌŝĐ ŵĞĂŶƐĞĂĐŚŵŽŶƚŚϭ͘ϬйŽĨƚŚĞƉƌŽƐƉĞĐƚ ĚĂƚĂďĂƐĞďĞĐŽŵĞƐƐĂůĞƐƌĞĂĚLJ͕ŶŽƚϬ͘ϰй͘ zŽƵƌZDŽƌŵĂƌŬĞƟŶŐĂƵƚŽŵĂƟŽŶ ƐLJƐƚĞŵƐƐŚŽƵůĚŵĂŬĞŝƚĞĂƐLJƚŽĐĂůĐƵůĂƚĞ ƚŚĞƐĞŵĞƚƌŝĐƐ͘dŽĐĂůĐƵůĂƚĞƚŚƌĞĞĂŶĚĨŽƵƌ͕ ĂƚƚŚĞĞŶĚŽĨƚŚĞŵŽŶƚŚ͕ĞdžƉŽƌƚĂůŝƐƚŽĨĂůů ƚŚĞƚƌƵůLJ͞ƐĂůĞƐͲƌĞĂĚLJ͟ůĞĂĚƐƐĞŶƚƚŽƐĂůĞƐ ƚŚĂƚŵŽŶƚŚ͘^ĞƉĂƌĂƚĞĂůůƚŚĞůĞĂĚƐƚŚĂƚǁĞƌĞ ĮƌƐƚĐƌĞĂƚĞĚƚŚŝƐŵŽŶƚŚǀƐ͘ĞĂƌůŝĞƌ͘ǀĞŶďĞƩĞƌ͕ ĂĚĚĂĚĂƚĞĮĞůĚƚŚĂƚĂƵƚŽŵĂƟĐĂůůLJƚƌĂĐŬƐ ƚŚĞĚĂƚĞĂůĞĂĚŝƐŵĂƌŬĞĚĂƐ͞ƐĂůĞƐƌĞĂĚLJ͕͟ ĂŶĚĐĂůĐƵůĂƚĞƚŚĞŶƵŵďĞƌŽĨĚĂLJƐďĞƚǁĞĞŶ ƚŚĞ͞ƐĂůĞƐƌĞĂĚLJ͟ĚĂƚĞĂŶĚƚŚĞ͞ĐƌĞĂƚĞĚĂƚĞ͘͟ dŚŝƐǁŝůůƐŚŽǁLJŽƵǁŚŝĐŚůĞĂĚƐĂƌĞŶĞǁ (created < 30 days). EŽƚĞ͗ĂƚĐŽŵƉĂŶŝĞƐƚŚĂƚĞdžĐĞůĂƚůĞĂĚ ŶƵƌƚƵƌŝŶŐ͕ƚŚŝƐĐŽŶǀĞƌƐŝŽŶŵĞƚƌŝĐĐĂŶ ďĞĂƐŚŝŐŚĂƐϰ͘ϬйƚŽϱ͘Ϭй͘ ZĞƐƵůƚ͗ĞĨŽƌĞŶƵƌƚƵƌŝŶŐ͕ƚŚĞƌĞǁĞƌĞϭϮϬƐĂůĞƐ ƌĞĂĚLJůĞĂĚƐƉĞƌŵŽŶƚŚ͖ďƵƚǁŝƚŚŶƵƌƚƵƌŝŶŐ͕ ƚŚĞƌĞĂƌĞϭϴϬƐĂůĞƐƌĞĂĚLJůĞĂĚƐĂŵŽŶƚŚʹ ŵĞĂŶŝŶŐůĞĂĚŶƵƌƚƵƌŝŶŐŚĞůƉĞĚƚŽŐĞŶĞƌĂƚĞ ϱϬйŵŽƌĞƋƵĂůŝĮĞĚƐĂůĞƐͲƌĞĂĚLJůĞĂĚƐǁŝƚŚŽƵƚ ĂŶLJĂĚĚŝƟŽŶĂůƐƉĞŶĚŝŶŐŽŶůĞĂĚŐĞŶĞƌĂƟŽŶ͘ ƐƐƵŵŝŶŐĂŵŽŶƚŚůLJůĞĂĚŐĞŶĞƌĂƟŽŶďƵĚŐĞƚ ŽĨΨϵϬ͕ϬϬϬ͕ƚŚĞĐŽƐƚƉĞƌƐĂůĞƐͲƌĞĂĚLJůĞĂĚŐŽĞƐ ĚŽǁŶďLJϯϯй͕ĨƌŽŵΨϳϱϬĞĂĐŚƚŽΨϱϬϬĞĂĐŚ͘ 32 Before Nurturing Prospects Prospect-‐to-‐Lead ŽŶǀĞƌƐŝŽŶZĂƚĞ Leads New 800 ϭϬй 80 džŝƐƟŶŐ Database 10,000 Ϭ͘ϰй 40 Prospects Prospect-‐to-‐Lead ŽŶǀĞƌƐŝŽŶZĂƚĞ Leads New 800 ϭϬй 80 džŝƐƟŶŐ Database 10,000 ϭ͘Ϭй 100 ŌĞƌEƵƌƚƵƌŝŶŐ Part Four ĂůĐƵůĂƟŶŐƚŚĞZK/ŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐ zŽƵƌdƵƌŶ EŽǁŝƚ͛ƐƟŵĞƚŽƉůƵŐŝŶLJŽƵƌŽǁŶŶƵŵďĞƌƐ͘ ĞĨŽƌĞEƵƌƚƵƌŝŶŐ͗ŚŽŽƐĞĂƐƉĞĐŝĮĐ ĚĂƚĂƌĂŶŐĞ͕ĂŶĚŝŶƚŚĞĮƌƐƚĐŽůƵŵŶ͕ enter the number of prospects (or your ƚĞƌŵĨŽƌŝŶĚŝǀŝĚƵĂůƐďĞĨŽƌĞƚŚĞLJďĞĐŽŵĞ ƐĂůĞƐͲƌĞĂĚLJůĞĂĚƐͿĨŽƌďŽƚŚŶĞǁŝŶĚŝǀŝĚƵĂůƐ ĂŶĚƚŚŽƐĞĞdžŝƐƟŶŐŝŶLJŽƵƌŚŽƵƐĞĚĂƚĂďĂƐĞ͘ /ŶƚŚĞƚŚŝƌĚĐŽůƵŵŶ͕ĞŶƚĞƌƚŚĞŶƵŵďĞƌ ŽĨƐĂůĞƐͲƌĞĂĚLJůĞĂĚƐLJŽƵŐĞŶĞƌĂƚĞĚ ĨƌŽŵďŽƚŚŶĞǁĂŶĚĞdžŝƐƟŶŐƉƌŽƐƉĞĐƚƐ͕ for your chosen date range. /ŶƚŚĞƐĞĐŽŶĚĐŽůƵŵŶ͕ĐĂůĐƵůĂƚĞƚŚĞĐƵƌƌĞŶƚ ĐŽŶǀĞƌƐŝŽŶƌĂƚĞďĞƚǁĞĞŶƚŚĞƚǁŽƐƚĂŐĞƐ͘ ŌĞƌEƵƌƚƵƌŝŶŐ͗EŽǁĐĂůĐƵůĂƚĞƚŚĞƉŽƚĞŶƟĂů ŝŵƉĂĐƚŽĨůĞĂĚŶƵƌƚƵƌŝŶŐŽŶLJŽƵƌĐƵƌƌĞŶƚĚĂƚĂ͘ <ĞĞƉƚŚĞĮƌƐƚƌŽǁƚŚĞƐĂŵĞ͘/ŶƚŚĞƐĞĐŽŶĚ ĐŽůƵŵŶ͕ŝŶĐƌĞĂƐĞƚŚĞĐŽŶǀĞƌƐŝŽŶƌĂƚĞďLJ ϮyͲϯy͕ĂŶĚƚŚĞŶĐĂůĐƵůĂƚĞƚŚĞŶĞǁŶƵŵďĞƌ ŽĨƐĂůĞƐͲƌĞĂĚLJůĞĂĚƐŝŶƚŚĞƚŚŝƌĚĐŽůƵŵŶ͘ tŚĂƚŝƐLJŽƵƌŶĞǁƚŽƚĂů͍tŚĂƚŝƐƚŚĞƌĞƐƵůƟŶŐ ƌĞĚƵĐƟŽŶŝŶĐŽƐƚƉĞƌƐĂůĞƐͲƌĞĂĚLJůĞĂĚ͍ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ ĐŽŶƟŶƵĞĚ Before Nurturing Prospects Prospect-‐to-‐Lead ŽŶǀĞƌƐŝŽŶZĂƚĞ Leads Prospects Prospect-‐to-‐Lead ŽŶǀĞƌƐŝŽŶZĂƚĞ Leads New džŝƐƟŶŐ Database ŌĞƌEƵƌƚƵƌŝŶŐ New džŝƐƟŶŐ Database 33 Part Four ĂůĐƵůĂƟŶŐƚŚĞZK/ŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐ ZK/ĂůĐƵůĂƟŽŶdǁŽ >ĞĂĚEƵƌƚƵƌŝŶŐ/ŵƉĂĐƚŽŶKƉƉŽƌƚƵŶŝƟĞƐtŽŶ DŽƐƚĐŽŵƉĂŶŝĞƐĂƌĞƉƌĞƩLJŐŽŽĚĂƚ ŝĚĞŶƟĨLJŝŶŐůĞĂĚƐƚŚĂƚǁĂŶƚƚŽĞŶŐĂŐĞ ǁŝƚŚƐĂůĞƐƌŝŐŚƚĂǁĂLJ;ŝ͘Ğ͘ĨĂƐƚͲŵŽǀŝŶŐůĞĂĚƐͿ͕ ďƵƚĂƌĞůĞƐƐƉƌŽĮĐŝĞŶƚĂƚƐƚĂLJŝŶŐŝŶƚŽƵĐŚǁŝƚŚ ƚŚĞƌĞŵĂŝŶŝŶŐůĞĂĚƐƚŚĂƚŶĞĞĚŵŽƌĞƟŵĞ͘ ƐĂƌĞƐƵůƚ͕ŵĂŶLJƉŽƚĞŶƟĂůŽƉƉŽƌƚƵŶŝƟĞƐ ŶĞǀĞƌŐĞƚĐƌĞĂƚĞĚďĞĐĂƵƐĞĂƉƌŽƐƉĞĐƚǁĂƐŶ͛ƚ ƌĞĂĚLJƚŽĞŶŐĂŐĞǁŚĞŶƚŚĞLJĮƌƐƚŵĞƚƚŚĞ company, and the company didn’t stay in touch so they did not remain top-‐of-‐mind ǁŚĞŶƚŚĞůĞĂĚǁĂƐƌĞĂĚLJƚŽŵŽǀĞĨŽƌǁĂƌĚ͘ &ŽƌĂŶŽƚŚĞƌZK/ĐĂůĐƵůĂƟŽŶ͕ůĞƚ͛ƐůŽŽŬ ĂƚĂůůƚŚĞ͚ŽƉƉŽƌƚƵŶŝƟĞƐǁŽŶ͛ŐĞŶĞƌĂƚĞĚ ďLJŵĂƌŬĞƟŶŐŽǀĞƌĂŐŝǀĞŶƟŵĞƉĞƌŝŽĚ͕ ƐĂLJĂLJĞĂƌ͕ĂŶĚĐĂůĐƵůĂƚĞŚŽǁŵĂŶLJĐĂŵĞ ĨƌŽŵĨĂƐƚͲŵŽǀŝŶŐůĞĂĚƐƚŚĂƚǁĞƌĞůĞƐƐƚŚĂŶ ϯϬĚĂLJƐŽůĚďĞĨŽƌĞďĞŝŶŐƐĞŶƚƚŽƐĂůĞƐǀƐ͘ŚŽǁ ŵĂŶLJĐĂŵĞĨƌŽŵŽůĚĞƌůĞĂĚƐŝŶƚŚĞĚĂƚĂďĂƐĞ͘ ƚĐŽŵƉĂŶŝĞƐǁŝƚŚŽƵƚůĞĂĚŶƵƌƚƵƌŝŶŐ͕ ƐŽŵĞƟŵĞƐƚŚŝŶŐƐĂƌĞƐŽďĂĚƚŚĂƚEK͚ǁŽŶ͛ ŽƉƉŽƌƚƵŶŝƟĞƐĂƌĞĚĞƌŝǀĞĚĨƌŽŵŽůĚĞƌůĞĂĚƐ͕ ǁŚĞƌĞĂƐĂƚĐŽŵƉĂŶŝĞƐƚŚĂƚĞdžĐĞůĂƚůĞĂĚ ŶƵƌƚƵƌŝŶŐ͕ĂƐŵĂŶLJĂƐϭͬϮ;ϱϬйͿŽĨƚŚĞ͚ǁŽŶ͛ ŽƉƉŽƌƚƵŶŝƟĞƐĂŶĚĂƐƐŽĐŝĂƚĞĚƌĞǀĞŶƵĞĐŽŵĞ ĨƌŽŵŽůĚĞƌ͕ŶƵƌƚƵƌĞĚůĞĂĚƐ͘ >Ğƚ͛ƐĐĂůĐƵůĂƚĞƚŚĞƌĂƟŽĂƚLJŽƵƌ ĐŽŵƉĂŶLJĂŶĚƐĞĞƚŚĞƉŽƚĞŶƟĂůZK/ ĨƌŽŵŝŵƉƌŽǀĞĚŶƵƌƚƵƌŝŶŐ͘ 34 džĂŵƉůĞ ĞĨŽƌĞŶƵƌƚƵƌŝŶŐ͗&ŽƌĂŐŝǀĞŶĚĂƚĞƌĂŶŐĞ ;ƐĂLJŽŶĞLJĞĂƌͿ͕ǁĞ͛ǀĞĐŽůůĞĐƚĞĚƚŚĞĨŽůůŽǁŝŶŐ ŝŶĨŽƌŵĂƟŽŶ͘ƚƚŚŝƐĐŽŵƉĂŶLJ͕ϭͬϯ;ϯϯйͿŽĨ ƚŚĞŵĂƌŬĞƟŶŐͲŐĞŶĞƌĂƚĞĚ͚ǁŽŶŽƉƉŽƌƚƵŶŝƟĞƐ͛ ĐĂŵĞĨƌŽŵŽůĚĞƌůĞĂĚƐ͘EŽƚƚŽŽďĂĚ͘ ŌĞƌŶƵƌƚƵƌŝŶŐ͗/ĨƚŚŝƐĐŽŵƉĂŶLJĐŽƵůĚ ŝŵƉůĞŵĞŶƚůĞĂĚŶƵƌƚƵƌŝŶŐĂŶĚŐĞƚĐůŽƐĞƌ ƚŽƚŚĞďĞŶĐŚŵĂƌŬƚŚĂƚŚĂůĨƚŚĞ͚ǁŽŶ͛ ŽƉƉŽƌƚƵŶŝƟĞƐƐŚŽƵůĚĐŽŵĞĨƌŽŵŶƵƌƚƵƌĞĚ ůĞĂĚƐ͕ǁĞĐĂŶĞdžƉĞĐƚƚŚĞƐĂŵĞŶƵŵďĞƌŽĨ ͚ǁŽŶ͛ŽƉƉŽƌƚƵŶŝƟĞƐĨƌŽŵƚŚĞ͞ĨĂƐƚŵŽǀŝŶŐ ůĞĂĚƐ͟;ϮϬϬͿďƵƚŝŶƚŚŝƐĐĂƐĞ͕ƚŚĞƌĞǁŽƵůĚ ďĞĂŶĂĚĚŝƟŽŶĂůϭϬϬ͚ǁŽŶ͛ŽƉƉŽƌƚƵŶŝƟĞƐ͘ tŝƚŚůĞĂĚŶƵƌƚƵƌŝŶŐ͕ǁĞƐĞĞĂƚůĞĂƐƚ ĂϯϯйŝŶĐƌĞĂƐĞŝŶƚŽƚĂůŵĂƌŬĞƟŶŐͲŐĞŶĞƌĂƚĞĚ ǁŽŶŽƉƉŽƌƚƵŶŝƟĞƐ͘ Before Nurturing tŽŶKƉƉŽƌƚƵŶŝƟĞƐĨƌŽŵ>ĞĂĚƐ hŶĚĞƌϯϬĚĂLJƐŽůĚ 200 tŽŶKƉƉŽƌƚƵŶŝƟĞƐĨƌŽŵ>ĞĂĚƐ KǀĞƌϯϬĚĂLJƐŽůĚ 100 tŽŶKƉƉŽƌƚƵŶŝƟĞƐ dŽƚĂůDĂƌŬĞƟŶŐͲ'ĞŶĞƌĂƚĞĚ 300 ŌĞƌEƵƌƚƵƌŝŶŐ tŽŶKƉƉŽƌƚƵŶŝƟĞƐĨƌŽŵ>ĞĂĚƐ hŶĚĞƌϯϬĚĂLJƐŽůĚ 200 tŽŶKƉƉŽƌƚƵŶŝƟĞƐĨƌŽŵ>ĞĂĚƐ KǀĞƌϯϬĚĂLJƐŽůĚ 200 tŽŶKƉƉŽƌƚƵŶŝƟĞƐ dŽƚĂůDĂƌŬĞƟŶŐͲ'ĞŶĞƌĂƚĞĚ 400 Part Four ĂůĐƵůĂƟŶŐƚŚĞZK/ŽĨ>ĞĂĚEƵƌƚƵƌŝŶŐ zŽƵƌdƵƌŶ EŽǁůĞƚ͛ƐƐĞĞŚŽǁLJŽƵƌĐŽŵƉĂŶLJ ŝƐĚŽŝŶŐĂŶĚŚŽǁŝƚŵŝŐŚƚŝŵƉƌŽǀĞ͘ ŚŽŽƐĞĂĚĂƚĞƌĂŶŐĞĂŶĚĐŽůůĞĐƚ ƚŚĞĨŽůůŽǁŝŶŐŝŶĨŽƌŵĂƟŽŶ͗ /Ĩх͕LJŽƵĂƌĞŶƵƌƚƵƌŝŶŐǁĞůů;ŽƌƉŽƐƐŝďůLJ ŶŽƚŐĞŶĞƌĂƟŶŐĞŶŽƵŐŚŶĞǁůĞĂĚƐͿ͘/ĨŶŽƚ͕ subtract A – B to get the number of extra ŵĂƌŬĞƟŶŐͲŐĞŶĞƌĂƚĞĚǁŽŶŽƉƉŽƌƚƵŶŝƟĞƐ LJŽƵŵŝŐŚƚĞdžƉĞĐƚĨƌŽŵďĞƩĞƌůĞĂĚŶƵƌƚƵƌŝŶŐ͘ ĂůĐƵůĂƚĞ;ʹͿͬƚŽŵĞĂƐƵƌĞƚŚĞйŝŶĐƌĞĂƐĞ ŝŶƚŽƚĂůŵĂƌŬĞƟŶŐͲŐĞŶĞƌĂƚĞĚƌĞǀĞŶƵĞĨƌŽŵ ďĞƩĞƌůĞĂĚŶƵƌƚƵƌŝŶŐĂƚLJŽƵƌĐŽŵƉĂŶLJ͘ © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ ĐŽŶƟŶƵĞĚ Before Nurturing tŽŶKƉƉŽƌƚƵŶŝƟĞƐĨƌŽŵ>ĞĂĚƐ hŶĚĞƌϯϬĚĂLJƐŽůĚ A tŽŶKƉƉŽƌƚƵŶŝƟĞƐĨƌŽŵ>ĞĂĚƐ KǀĞƌϯϬĚĂLJƐŽůĚ B tŽŶKƉƉŽƌƚƵŶŝƟĞƐ dŽƚĂůDĂƌŬĞƟŶŐͲ'ĞŶĞƌĂƚĞĚ ͞^ƵĐĐĞƐƐĨƵůŽƌŐĂŶŝnjĂƟŽŶƐ ĐĂŶŶŽƚĂīŽƌĚƚŽƐƉĞŶĚ ŵŽŶĞLJŐĞŶĞƌĂƟŶŐƋƵĂůŝĮĞĚ ůĞĂĚƐƚŚĂƚƐůŝƉƚŚƌŽƵŐŚ ƚŚĞƉŝƉĞůŝŶĞǁŚĞŶƚŚĞLJ ĚŽŶŽƚƌĞƐƵůƚŝŶŝŵŵĞĚŝĂƚĞ ŽƉƉŽƌƚƵŶŝƟĞƐ͘͟ /ĂŶDŝĐŚŝĞůƐ͕^ĞŶŝŽƌŶĂůLJƐƚ͕ ďĞƌĚĞĞŶ'ƌŽƵƉ 35 ŽŶĐůƵƐŝŽŶ >ĞĂĚŶƵƌƚƵƌŝŶŐŝƐƚŚĞƉƌŽĐĞƐƐŽĨďƵŝůĚŝŶŐƌĞůĂƟŽŶƐŚŝƉƐǁŝƚŚƋƵĂůŝĮĞĚƉƌŽƐƉĞĐƚƐ ƌĞŐĂƌĚůĞƐƐŽĨƚŚĞŝƌƟŵŝŶŐƚŽďƵLJ͕ǁŝƚŚƚŚĞŐŽĂůŽĨĞĂƌŶŝŶŐƚŚĞŝƌďƵƐŝŶĞƐƐǁŚĞŶ ƚŚĞLJĂƌĞƌĞĂĚLJ͘tŚLJ͍ĞĐĂƵƐĞϵϱйŽĨƚŚĞƉƌŽƐƉĞĐƚƐǀŝƐŝƟŶŐLJŽƵƌtĞďƐŝƚĞƚŽĚĂLJ ĂƌĞƚŚĞƌĞƚŽƌĞƐĞĂƌĐŚ͕ďƵƚĂƐŵĂŶLJĂƐϳϬйŽĨƚŚĞŵǁŝůůĞǀĞŶƚƵĂůůLJďƵLJĂƉƌŽĚƵĐƚ ĨƌŽŵLJŽƵŽƌĨƌŽŵLJŽƵƌĐŽŵƉĞƟƚŽƌ͘ĞĐĂƵƐĞƚŽĚĂLJ͛ƐďƵLJĞƌƐƉƌĞĨĞƌŶŽƚƚŽĞŶŐĂŐĞ ǁŝƚŚƐĂůĞƐƵŶƟůƚŚĞůĂƐƚƚŚŝƌĚ;ϭͬϯͿŽĨƚŚĞƉƵƌĐŚĂƐŝŶŐƉƌŽĐĞƐƐ͕ŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐ ŵƵƐƚĐŽůůĂďŽƌĂƚĞƚŚƌŽƵŐŚŽƵƚĞǀĞƌLJƐƚĂŐĞŝŶƚŚĞƌĞǀĞŶƵĞĐLJĐůĞƚŽƉƌŽǀŝĚĞ ƉƌŽƐƉĞĐƟǀĞĐƵƐƚŽŵĞƌƐǁŝƚŚŚŝŐŚƋƵĂůŝƚLJŝŶĨŽƌŵĂƟŽŶĂŶĚĐŽŶƚĞŶƚƚŚĂƚŝƐƟŵĞůLJ͕ ƌĞůĞǀĂŶƚĂŶĚƌĞƐƉŽŶƐŝǀĞƚŽƚŚĞŝƌƐŝƚƵĂƟŽŶ͘ dŚĞĞĮŶŝƟǀĞ'ƵŝĚĞƚŽ>ĞĂĚEƵƌƚƵƌŝŶŐ ŽƵƚůŝŶĞĚƚŚĞŝŵƉŽƌƚĂŶĐĞŽĨůĞĂĚŶƵƌƚƵƌŝŶŐ ĂŶĚƚŚŽƵŐŚƚůĞĂĚĞƌƐŚŝƉŝŶĞƐƚĂďůŝƐŚŝŶŐ your company’s brand and your customer’s ƚƌƵƐƚ͘/ƚƉƌŽǀŝĚĞĚĞdžĞƌĐŝƐĞƐĂŶĚǁŽƌŬƐŚĞĞƚƐ ŽŶŚŽǁƚŽĐĂůĐƵůĂƚĞƌĞƚƵƌŶŽŶŝŶǀĞƐƚŵĞŶƚ ;ZK/ͿĨƌŽŵůĞĂĚŶƵƌƚƵƌŝŶŐŽŶƉƌŽƐƉĞĐƚͲƚŽͲ ůĞĂĚĐŽŶǀĞƌƐŝŽŶ͕ĐŽƐƚƉĞƌƐĂůĞƐͲƌĞĂĚLJůĞĂĚ͕ ĂŶĚŝŵƉĂĐƚŽŶŽƉƉŽƌƚƵŶŝƟĞƐǁŽŶƚŚƌŽƵŐŚ ůĞĂĚŶƵƌƚƵƌŝŶŐ͘EĞĞĚŵŽƌĞĞǀŝĚĞŶĐĞ͍ ŽŵƉĂŶŝĞƐƚŚĂƚĞdžĐĞůĂƚůĞĂĚŶƵƌƚƵƌŝŶŐ ŐĞŶĞƌĂƚĞϱϬйŵŽƌĞƐĂůĞƐͲƌĞĂĚLJůĞĂĚƐ ĂƚϯϯйůŽǁĞƌĐŽƐƚƉĞƌůĞĂĚĂŶĚƐƚƐĂůĞƐ͛ ĂĐĐĞƉƚĂŶĐĞŽĨŵĂƌŬĞƟŶŐͲŐĞŶĞƌĂƚĞĚůĞĂĚƐ ďLJĂƚůĞĂƐƚϮϱй͘ 36 &ŽƌďŽƚŚŶŽǀŝĐĞĂŶĚĞdžƉĞƌŝĞŶĐĞĚƉƌĂĐƟƟŽŶĞƌƐ͕ ƚŚĞĞĮŶŝƟǀĞ'ƵŝĚĞƚŽ>ĞĂĚEƵƌƚƵƌŝŶŐŽīĞƌĞĚ ĂĚǀŝĐĞ͕ďĞƐƚƉƌĂĐƟĐĞƐĂŶĚĂƐƵŵŵĂƌLJŽĨ,Žǁ DĂƌŬĞƚŽŽĞƐ/ƚĐŽǀĞƌŝŶŐ͗ ͻ/ŶĐŽŵŝŶŐ>ĞĂĚWƌŽĐĞƐƐŝŶŐĂŵƉĂŝŐŶs, ŝŶĐůƵĚŝŶŐůĞĂĚƐĐŽƌŝŶŐĂŶĚƉĞƌŵŝƐƐŝŽŶ for nurturing ͻ^ƚĂLJŝŶdŽƵĐŚĂŵƉĂŝŐŶs͕ŝŶĐůƵĚŝŶŐďƵLJĞƌ ƌŽůĞƐ͕ďƵLJŝŶŐƐƚĂŐĞƐĂŶĚĐŽŶƚĞŶƚďĂƐĞĚ ŽŶƟŵŝŶŐĂŶĚƐƚĂŐĞ ͻĐĐĞůĞƌĂƚŽƌĂŵƉĂŝŐŶs͕ĨĂĐŝůŝƚĂƚĞĚ ďLJƚƌŝŐŐĞƌĞĚͲďĂƐĞĚŵĂƌŬĞƟŶŐ ͻ>ĞĂĚ>ŝĨĞĐLJĐůĞĂŵƉĂŝŐŶs to increase ƚŚĞĞĸĐŝĞŶĐLJĂŶĚĞīĞĐƟǀĞŶĞƐƐŽĨůĞĂĚ ŚĂŶĚŽī͕ůĞĂĚƌĞĐLJĐůŝŶŐĂŶĚĐŽŶƟŶƵŝŶŐ ƚŚĞĚŝĂůŽŐǁŝƚŚŶĞǁĐƵƐƚŽŵĞƌƐ tŚĞŶLJŽƵŝŶǀĞƐƚŝŶůĞĂĚŶƵƌƚƵƌŝŶŐ͕LJŽƵŵĂŬĞ ƚŚĞŵŽƐƚŽƵƚŽĨĞǀĞƌLJĚŽůůĂƌLJŽƵƌŽƌŐĂŶŝnjĂƟŽŶ ƐƉĞŶĚƐŽŶĚĞŵĂŶĚŐĞŶĞƌĂƟŽŶ͕ĂŶĚLJŽƵĐĂŶ ƌĞŬŝŶĚůĞŽŶĐĞͲƐƚĂŐŶĂŶƚŽƉƉŽƌƚƵŶŝƟĞƐĨƌŽŵ LJŽƵƌĞdžŝƐƟŶŐĚĂƚĂďĂƐĞ͘LJƵƐŝŶŐůĞĂĚŶƵƌƚƵƌŝŶŐ campaigns to interact with your prospects ĂŶĚƵŶĚĞƌƐƚĂŶĚƚŚĞŝƌŝŶƚĞƌĞƐƚĂŶĚďĞŚĂǀŝŽƌ͕ you gain deeper insight into their buying ŝŶƚĞŶƚ͕ŝŶĐƌĞĂƐĞƚŚĞƌĞůĞǀĂŶĐLJŽĨĨƵƚƵƌĞůĞĂĚ ŶƵƌƚƵƌŝŶŐĐĂŵƉĂŝŐŶƐ͕ĂŶĚƵůƟŵĂƚĞůLJďĞŶĞĮƚ ĨƌŽŵŵŽƌĞĂŶĚŚŝŐŚĞƌƋƵĂůŝƚLJƐĂůĞƐůĞĂĚƐ͕ ŝŶĐƌĞĂƐĞĚĐŽŶǀĞƌƐŝŽŶƌĂƚĞƐĂŶĚĞdžƉůŽƐŝǀĞ ƌĞǀĞŶƵĞŐƌŽǁƚŚ͘ ŽŶƚĂĐƚhƐ Ăůů͗ϲϱϬͲϲϱϱͲϰϴϯϬ ŵĂŝů͗[email protected] sŝƐŝƚŽƵƌtĞďƐŝƚĞ͗www.marketo.com dŽŐĞƚdŚĞĞĮŶŝƟǀĞ'ƵŝĚĞƚŽ>ĞĂĚEƵƌƚƵƌŝŶŐŽŶůŝŶĞ͕ ǀŝƐŝƚ͗ǁǁǁ͘ŵĂƌŬĞƚŽ͘ĐŽŵͬĚŐϮͲůĞĂĚͲŶƵƌƚƵƌŝŶg sŝƐŝƚŽƵƌďůŽŐ͗ďůŽŐ͘ŵĂƌŬĞƚŽ͘ĐŽm ďŽƵƚDĂƌŬĞƚŽ DĂƌŬĞƚŽŝƐƚŚĞĨĂƐƚĞƐƚŐƌŽǁŝŶŐƉƌŽǀŝĚĞƌ ŽĨŵĂƌŬĞƟŶŐĂƵƚŽŵĂƟŽŶĂŶĚƌĞǀĞŶƵĞͲ ďƵŝůĚŝŶŐďĞƐƚƉƌĂĐƟĐĞƐ͘ Marketo’s uncompromising on-‐demand ƐŽůƵƟŽŶƐĞŶĂďůĞŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐ ƚĞĂŵƐƚŽĐŽůůĂďŽƌĂƚĞƚŚƌŽƵŐŚŽƵƚƚŚĞƌĞǀĞŶƵĞ ĐLJĐůĞ͕ĨƌŽŵƚŚĞĞĂƌůŝĞƐƚƐƚĂŐĞƐŽĨĚĞŵĂŶĚ ŐĞŶĞƌĂƟŽŶĂŶĚůĞĂĚŵĂŶĂŐĞŵĞŶƚƚŽƚŚĞ ƉƵƌƐƵŝƚŽĨƌĞǀĞŶƵĞĂŶĚĐƵƐƚŽŵĞƌůŽLJĂůƚLJ͘ DĂƌŬĞƚŽ>ĞĂĚDĂŶĂŐĞŵĞŶƚŐŝǀĞƐDĂƌŬĞƟŶŐ ƚŚĞƉŽǁĞƌĂŶĚŇĞdžŝďŝůŝƚLJƚŽĂƵƚŽŵĂƚĞ ĚĞŵĂŶĚŐĞŶĞƌĂƟŽŶĐĂŵƉĂŝŐŶƐĂŶĚĚĞůŝǀĞƌ ŵŽƌĞŚŝŐŚͲƋƵĂůŝƚLJůĞĂĚƐǁŝƚŚůĞƐƐĞīŽƌƚ͕ ĂŶĚDĂƌŬĞƚŽ^ĂůĞƐ͘ /ŶƐŝŐŚƚŚĞůƉƐ^ĂůĞƐƵŶĚĞƌƐƚĂŶĚ͕ ƉƌŝŽƌŝƟnjĞĂŶĚŝŶƚĞƌĂĐƚǁŝƚŚƚŚĞŚŽƩĞƐƚ ůĞĂĚƐĂŶĚŽƉƉŽƌƚƵŶŝƟĞƐƚŽĐůŽƐĞŵŽƌĞ ďƵƐŝŶĞƐƐĨĂƐƚĞƌ͘<ŶŽǁŶĨŽƌƉƌŽǀŝĚŝŶŐ ƚŚĞŵŽƐƚŝŶŶŽǀĂƟǀĞĐƵƐƚŽŵĞƌĞdžƉĞƌŝĞŶĐĞ ĂŶĚƚŚĞĨĂƐƚĞƐƚƟŵĞƚŽǀĂůƵĞ͕DĂƌŬĞƚŽ ǁĂƐǀŽƚĞĚ͚ĞƐƚDĂƌŬĞƟŶŐƵƚŽŵĂƟŽŶ ƉƉůŝĐĂƟŽŶ͛ďLJ^ĂůĞƐĨŽƌĐĞĐƵƐƚŽŵĞƌƐ on the Force.com AppExchange. ƐŽĨ:ƵůLJϮϬϬϵ͕ŵŽƌĞƚŚĂŶϮϮϬŵŝĚͲŵĂƌŬĞƚ and enterprise companies in nine countries ŚĂǀĞƐĞůĞĐƚĞĚDĂƌŬĞƚŽ͘ ĐŬŶŽǁůĞĚŐĞŵĞŶƚƐ DĂƌŬĞƚŽǁŽƵůĚůŝŬĞƚŽƚŚĂŶŬƚŚĞĨŽůůŽǁŝŶŐ ƚŚŽƵŐŚƚůĞĂĚĞƌƐĨŽƌĐŽŶƚƌŝďƵƟŶŐƚŽƚŚĞ ĞĮŶŝƟǀĞ'ƵŝĚĞƚŽ>ĞĂĚEƵƌƚƵƌŝŶŐ͘ /ĂŶDŝĐŚŝĞůƐ͕ďĞƌĚĞĞŶ'ƌŽƵƉ ^K Insights ĞŵĂŶĚ'ĞŶ Report Enquiro Forrester Research ƌŝĂŶĂƌƌŽůů͕In Touch DĂƌŬĞƟŶŐ^ŚĞƌƉĂ 'ĞŽƌŐĞŝůďƌĞLJ͕Return Path Tony Jaros, ^ŝƌŝƵƐĞĐŝƐŝŽŶƐ ^ĐŽƩůďƌŽ͕Tippit ĞƐŝŐŶĞĚΘŝůůƵƐƚƌĂƚĞĚďLJsĞůŽĐŝƚLJ͕ ƚŚĞϮŵĂƌŬĞƟŶŐĂŐĞŶĐy. © 2009 Marketo, Inc. ůůƌŝŐŚƚƐƌĞƐĞƌǀĞĚ͘ 37 [email protected] www.marketo.com
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