In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.

1. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
TheTotal Economic Impact
of Marketo Engage
Copyright © 2020 Adobe. All Rights Reserved.
Lori Wizdo
VP & Principal
Analyst
Forrester
Making the Martech Business Case
Jennifer Adams
Senior Consultant
Forrester
Lauren Andrasco
Sr Director, Mktg Ops
Seismic
Bob Conklin
Solutions Mktg
Leader
Adobe
TM

2. ©2020 Adobe. All Rights Reserved. Adobe Confidential.

3. Lori Wizdo
VP & Principal Analyst
The Marketing
Automation Mandate

4. 4
The customer
engagement model
for B2B firms has
been disrupted.
Customers
are self-
directed
Marketing
has a bigger
role and
remit
Digital engagement
is becoming the
norm

5. 5© 2020 Forrester. Reproduction Prohibited.
The Covid-19 pandemic intensifies the disruption
29%
29%
29%
29%
30%
30%
31%
31%
32%
33%
34%
36%
36%
36%
36%
Direct email
General business websites
Vendor community
Industry associations
Peers
Industry websites
Technology industry…
Vendor sales phone/email
IT forums/message boards
Social media
Digital audio/video…
Technology information…
Search engines
Websites of technology…
Webinars
Increased importance or value
When considering any ongoing or upcoming organizational technology purchases, which of the following will have
the most change in their importance or value, in light of the COVID-19 pandemic?
20%
21%
21%
21%
21%
21%
22%
24%
25%
25%
25%
27%
27%
29%
37%
General business websites
SIs/consultants
Industry publications
Technology industry analysts
Vendor sales phone/email
Broadcast media
Vendor conferences/events
Industry conferences/trade…
Technology print publications
White papers
Direct mail
Business print publications
Catalogs
Signage
Vendor sales in person
Decreased importance or value
Forrester's Business Technographics Priorities And Journey Survey COVID-19 Recontact, 2020
Global, 500+ Employees
Base: Purchase influencers (past 12 months/next 12 months) who answered during COVID-19; ; N = 1,003 (Global COVID Recontact)

6. 6
Topnotch sellers can
sell anything to
anyone who has a
pain and a budget —

7. 7
Marketers can no longer operate with the techniques of the past.

8. 8
To be relevant to today’s business buyer, marketing needs to
target specific buyers with specific needs.

9. 9
Chris Blaik, VP of integrated global marketing campaigns at Dell EMC
“The best enterprise marketing today is
embracing digital at scale to do what great
salespeople have always done — personalize
their engagement and offer a great
experience.”
Source: Forrester Report, “What B2B Buyers Crave” May,2020

10. 10
It’s the job of
marketing to
guide the buyer
through the
buying journey.
While 73% of B2B marketers have buyer journeys,
only 19% build GTM strategies
around buyer use cases vs. products.

11. 11
You must
calibrate your
process to the
buyer’s journey.

12. 12
It’s all about aligned engagement
Digital
Social
In Person
Tele
Digital
The “hard
handoff” is
dead.

13. 13© 2020 Forrester. Reproduction Prohibited.
This new
engagement
model requires
new tools.

14. 14© 2020 Forrester. Reproduction Prohibited.
Marketing Automation Enables 21st Century Marketing
Scaling
outbound
campaigns
targeting finely
segmented
audiences.
Driving
inbound traffic
with
integrated cont
ent marketing
campaigns.
Easier to
develop and
scale multi-
channel
campaigns
Ability to
design a
journey-based
multi-channel
engagement
Insight into
customer
behavior and
engagement to
personalize
engagement,
consistently
across
channels
New
marketing/sale
s process
automation
(e.g. lead
scoring, lead
matriculation)
Ability to
measure/analy
ze/
attribute in new
ways … to
become data
driven.

15. 15
15© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Technology accounts over a fifth of the budget.
Base: 668 global B2B marketing decision-makers
Source: Forrester Analytics Global Business Technographics Marketing Survey, 2019
Personnel
26%
Marketing
Programs
27%
Technology
21%
Market research/
data services
19%
Other
7%
46% of B2B
marketers say they
lack the tech they
need
60% of B2B firms
will increase spend
on Martech

16. 16
16© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Technology spend is projected to outpace services
9.3%
9.6%
10.9%
4.0%
2.4%
3.8%
Source: Forrester Report, The US Marketing Technology And Services Outlook, 2017 to 2022

17. 17
17© 2019 FORRESTER. REPRODUCTION PROHIBITED.
And that raises C-suite questions
Is it worth it?
What are the total costs
of ownership?
How will we know if
we've achieved positive
ROI?

18. 18© 2020 Forrester. Reproduction Prohibited.
Don't view building your business case as a necessary evil to get funding. It’s your chance to make sure you:
• Clarify your initiative.
• Align all stakeholders.
• Resource the initiative
properly.
• Assess risk and future
flexibility.
• Define your unique path to
value realization.
MA investment requires a strong business case

19. 19© 2020 Forrester. Reproduction Prohibited.
• Improving end-to-end conversion
ratios.
• Increasing average deal size.
• Improving deal velocity.
• Increasing contribution to pipeline
and revenue.
Marketing Automation pioneers have proven the payoff.

20. The Total Economic
Impact Of Marketo
Engage
Jennifer Adams
Senior TEI Consultant

21. 21© 2020 Forrester. Reproduction Prohibited. 21
Agenda
Introduction
What is TEI?
Executive summary
Customer journeys
Study results
Question and answer
Please note:
This slide presentation is an abridged,
graphical, and complementary
representation of a case study.
For a full explanation of methodology
and details on model calculations,
please refer to the full case study (The
Total Economic Impact of Marketo
Engage, July 2020)

22. 22© 2020 Forrester. Reproduction Prohibited.
“Next-level” business case justifications are
increasingly important for technology investments
TCO ROI TEI
IT impact
IT costs
IT cost savings
Business
impact
User efficiency
Business effectiveness
Risk/
uncertainty
Risk mitigation
Risk versus reward
Strategic
impact
Scalability
Flexibility
What is an effective business case?

23. 23© 2020 Forrester. Reproduction Prohibited.
Project approach
Forrester took a multistep approach to evaluate the impact of Marketo Engage
DUE
DILIGENCE
CUSTOMER
INTERVIEWS
COMPOSITE AND
FINANCIAL
MODEL
WRITE CASE
STUDY
REVIEW AND
FINALIZE

24. 24
Background
• Marketers look to technology to collect data, generate
insights, target audiences, and deliver relevant interactions
to continuously improve and enhance customer
engagement.
• Forrester has found that B2B companies using marketing
automation solutions grow revenue faster than their
competitors.
• Forrester is also seeing increased adoption of these
solutions in B2C use cases, particularly with high-
consideration purchase decisions that need an approach
more like B2B marketing than traditional B2C marketing.

25. 25© 2020 Forrester. Reproduction Prohibited.
“Marketo is the keystone to how we work
as a marketing organization. We are so
happy with the relationship. We love this
vendor. Their support is active, they are
helpful. Sometimes we need very quick
support if we do something funky, and
they’re responsive. This relationship is
going to be a long-term one for us.”
Forrester has determined the following
three-year impact:
— Senior director of
demand generation,
cybersecurity
ROI
267%
BENEFITS
$15.7M
NPV
$11.4M

26. 26© 2020 Forrester. Reproduction Prohibited.
• A US telecom services company with $24 billion of annual revenue and 45,000 employees. Fifty employees use
Marketo Engage to support both B2B and B2C marketing.
• A global technology company with $54 billion of annual revenue and 54,000 employees. Approximately 40 employees
use Marketo Engage to support both B2B and B2C marketing
• A global cybersecurity company with $3 billion of annual revenue and 7,000 employees. Seventy-five employees use
Marketo Engage to support B2B marketing.
• A software company operating in the US and Europe with $12,500,000 of annual revenue and 1,100 employees.
Twenty-five employees use Marketo Engage to support B2B marketing.
• A US software company with $200 million of annual revenue and 800 employees. Thirty employees use Marketo
Engage to support B2B marketing.
• An APAC health and lifestyle company with $10 million of annual revenue. Fifteen employees use Marketo Engage to
support B2C marketing.
Forrester interviewed 6 users of Marketo Engage

27. 27© 2020 Forrester. Reproduction Prohibited.
Prior challenges
Drivers to make the investment
• The companies had limited visibility into their
customers’ buyer journeys
• Lead nurturing was limited
• Content was not personalized
• The marketing teams spent a lot of time on
back-office work
• The legacy platforms were difficult to use

28. 28
Key results
Impacts from the investment
• Marketo Engage enhanced B2B customer engagement at
multiple touchpoints
• Marketo Engage improved audience segmentation, lead
nurturing and lead management
• Sales team effectiveness improved
• Marketing teams spent more time on higher value-added work
• Marketing teams could quickly pivot campaigns if necessary
• Marketo Engage easily integrated with CRMs and other
marketing tools

29. “We do the majority of our marketing
out of Marketo, whether it’s email
campaigns, event campaigns, or
webinars with full integration with our
sales and customer success teams.”
— Senior manager of marketing operations, software

30. 30© 2020 Forrester. Reproduction Prohibited.
Creating a business case for Marketo Engage
Forrester created a composite organization to convey the aggregate financial analysis
REVENUE
$10B
EMPLOYEES
20,000
ORGANIZATION
Global B2B
AVERAGE ORDER VALUE
$50,000
MARKETO ENGAGE USERS
40
POWER USERS
15

31. 31
Three-year risk-
adjusted benefits
Based on interviews with current customer
organizations, as applied to the composite
$4.5M
$9.3M
$744.2K
$1.2M
Increased
customer
engagement
Improved lead
conversion
Enhanced
marketing team
productivity
Avoided
marketing
support costs
Benefits (Three-Year)

32. 32© 2020 Forrester. Reproduction Prohibited.
Marketers use Marketo Engage to better understand
their customers and to create resonant marketing
CUSTOMER EXPERIENCE CAPTURING VALUE FINANCIAL IMPACT
“Marketo’s audience
segmentation is super
valuable. We have a
portfolio of products, and
it makes sure that we
understand who’s who
and what they are
interested in.”
20% improvement in email
open rate
15% increase in clickthrough
rate
33% increase in leads at
events
50% increase in webinar
attendance
47,800 additional engaged
annual leads
$4.5M
Increased customer
engagement
Senior director of demand
generation, cybersecurity

33. 33© 2020 Forrester. Reproduction Prohibited.
With Marketo
Engage, the
organization had
more information
about how to convert
leads to sales.
“We use the Marketo activity history to
see customer intent. It saves the sales
team a ton of time, energy, and effort
because they’re not calling the phone
book, and it’s helping their close rate.”
– Senior marketing manager, telecom services
25% increase in conversion rate
2,500 additional MQLs to SQLs
annually
$31.25M increase in incremental
revenue annually
$9.3M risk-adjusted 3 year PV

34. 34© 2020 Forrester. Reproduction Prohibited.
The marketing team can now spend more time on
creative activities to drive engagement and growth
CUSTOMER EXPERIENCE CAPTURING VALUE FINANCIAL IMPACT
“The simplicity of Marketo
and the ease of use allow
us to do more things. My
team isn’t spending hours
coding an email. They can
move onto things where
they are able to push the
envelope and drive revenue
for the company.”
20% improvement in
marketing team productivity
50% of hours saved are
converted into productive
time for the organization
40 Marketo Engage users
15 power users
$744K
Enhanced marketing
team productivity
Senior marketing operations
manager, telecom services

35. 35© 2020 Forrester. Reproduction Prohibited.
The organization brought marketing-related
vendor services in house
Calculation
variables
Year 1 - 3
Legacy marketing
automation software
annual cost
$200,000
Reduction in ad agency
fees
$400,000
• Six months after installing the platform, the
organization decommissioned their legacy
marketing automation software, saving $200,000
per year.
• The platform makes it easier and faster for the
internal marketing team to run campaigns, so the
organization spends less on third-party services.
The cost savings are phased in, and by Year 2,
the organization saves $400,000 per year.
Three-year PV: $1.2 million

36. 36© 2020 Forrester. Reproduction Prohibited.
Quickly repivoted
marketing
campaigns
Enabled cross-
channel
coordination
Supported
secondary
marketing use
cases
There are benefits to using Marketo Engage that the
customers couldn’t quantify

37. 37
Customers
incurred two
areas of cost
Marketo Engage installation and subscription
costs
• The composite organization deployed Marketo Engage
and integrated it with its CRM system
• $1.9M PV three-year risk-adjusted total
Internal team to support Marketo Engage
• The composite organization dedicated a cross-
functional internal team to install and maintain Marketo
Engage.
• $2.4M three-year risk-adjusted total

38. 38
Financial summary
“With Marketo, if I find out creative is failing
and we’re getting no opens, no hits, and no
clicks, that’s fine. I can pivot very, very fast.”
- Senior marketing operations manager, telecom
services
ROI
267%
NPV
$11.4M

39. 39
Disclosures
The audience should be aware of the following:
• This document is an abridged webinar version of a full case study (Forrester Total Economic Impact of
Marketo Engage, July 2020).
• The study is commissioned by Adobe and delivered by the Forrester Consulting group.
• Forrester makes no assumptions as to the potential return on investment that other organizations will
receive. Forrester strongly advises that readers should use their own estimates within the framework
provided in the report to determine the appropriateness of an investment in Marketo Engage.
• Adobe reviewed and provided feedback to Forrester, but Forrester maintains editorial control over the
study and its findings and does not accept changes to the study that contradict Forrester’s findings or
obscure the meaning of the study.
• The customer names for the interviews were provided by Adobe.
• Forrester does not endorse Adobe.

42. 42Integrating marketing & sales

44. 

45. 01 0302

46. ©2020 Adobe. All Rights Reserved. Adobe Confidential.Copyright © 2020 Adobe. All Rights Reserved.
Lori Wizdo
VP & Principal
Analyst
Forrester
Jennifer Adams
Senior Consultant
Forrester
Lauren Andrasco
Sr Director, Mktg Ops
Seismic
Bob Conklin
Solutions Mktg
Leader
Adobe
Q&A

47. Thank You