Right Message, Right Buyer – at the Right Time

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TheRightMessage,TheRightTime

HeidiBullock,VPDemandGeneration,Marketo@heidibullock

YOURCUSTOMERS

TheQuestofEveryRevenueTeam

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The Challenge

Buyers are Self-Directing Journeys

66%to90%ofaBuyer’sJourneyTodayisSelf-Directed

Today’s World

2900Marketing&Sales

MessagesPerDay

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1. Content

2. Acquisition

3. Engagement

4. ROI

Topics

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Content

Everyone says they’re doing it(WHEN ASKED, MOST MARKETERS SAY THEY DO CONTENT MARKETING)

B2B marketers B2C marketers

Iusuallyscantheinformationthentrashit. 59%Muchofthematerialisuseless. 62%

Base: 319 business and IT decision-makers and senior-level ITandbusinessexecutivedecision-makersatcompanieswith1,000ormore employees

If everyone is a content marketer, how does my stuff break through?

75%Vendorsgivemetoomuchmaterialtosortthrough.

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So what do you do? Hint…

Yo!We’renotallthesame!

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Formula for Engagement

E = Relevant Content + Right Time

+ Personal

#1 – Create Relevant Content

HigherEd

B2B: Enterprise

Healthcare

CompetitorCustomers

Consumer

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Tips

1. Addressaneed– whatdoesyourreadercareabout?

2. Berelatable – thisisknowingyouraudience3. Makeapointandgettothepoint…4. Standout5. Listentoinputsfromsales,social,andofcourse

yourcustomers

Litmustest:Ifyouaredoingitwell,yourcustomers,partners,andfriendswill thankyouforit!

§ Webinars§ SlideSharePresentations§ Videos§ Blogposts§ Podcasts§ Infographics§ ActivityBooks/Worksheets§ Articles

Maybe you don’t need another eBook…

#2 –Present it at the right time

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Content and Gate at the RIGHT TIME

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How do you know?

“Lead scoring is the shared sales and marketing methodology for ranking leads in order to determine sales-readiness”

1. LeadFit2. LeadInterest3. LeadBehavior4. BuyerStageandTiming

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Example

EarlyScore=5

MidScore=40

LateScore=100

Funnyvideo Analystreport Demo

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Acquire

Attract Engage ROI

AnalysisEmail

Cross-ChannelNurture

Real-timePersonalization

SEO

Your website is often the destination

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Would you send the same email to your entire database?

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• 74% of consumers get frustrated when website content appears that has nothing to do with their interests.

• The average website conversion rate is 2%.

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#3 –Personalize the Experience

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Where to Personalize

Website Social Email MobileVideo

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Visitorspresentedwithpersonalizedcontentconvert5Xmorethanavg.

LocalLiveEvents

Web Personalization - Location

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Web Personalization - Vertical-Based

DefaultViewPersonalizedforVisitorsfromtheHealthcareIndustry

Higherengagement,withaveragevisitdurationrising313%andaveragepagespervisitincreasing163%.

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Account-Based Marketing (ABM)

VisitorsfromUPS VisitorsfromBarclays

Increasedopportunitystreamfromkeyaccounts

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EDUCATIONVERTICAL FINANCIALSERVICESVERTICAL

CTR:1.37% CTR:2.37% CTR:1.39% CTR:1.96%

Testing – What works the best

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Conversion Rates

33%Conversionratesforpersonalizedcampaigns

20%Increaseinqualifiedleadgenwithselectedcontent

Visitorspresentedwithpersonalizedcontentconvert5Xmorethanavg.

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Retargeting - OK

AnInternetUser Visits YourSite LeavesYourSite

OnOtherSitesYourAdAppears

YourAdPiquesTheirInterest

CustomerVisitsYourWebsite

YOURSITE

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Personalized retargeting - Better

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Leverage Behaviors and Profiles

Example 1: Google

TheseAdsdrove2xmoreleadconversions117%increaseyr./yr. inqualifiedleads

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Example 2: Facebook

HigherEducation Healthcare Enterprises

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Example 3: LinkedIn Sponsored Update

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Engage

Attract Engage ROI

AnalysisEmail

Cross-ChannelNurture

Real-timePersonalization

SEO

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Define the Tactics and Cadence

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Hi,areyoureadytobuy?Hi,areyoureadytobuy?Hi,areyoureadytobuy?Hi,areyoureadytobuy?Hi,areyoureadytobuy?Hi,areyoureadytobuy?Hi,areyoureadytobuy?Hi,areyoureadytobuy?

Bummer – too much, not relevant

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• Here’sacoolvideo• Checkoutthisarticle• Seeourlatestoffering• Sharethiswithfriends• Here’swhatotherslike!• Downloadournewbook• Happybirthday• Joinusatourevent• YoulikeX,checkoutY• Funwaystolearnmore• Takethissurvey• Youhaven’tboughtyet,here’sa10%

discount

Ideal: Adjust, listen, respond

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• Personalized CTAs resulted in a 42% higher conversion rate than generic CTAs.

• Leads who are nurtured with personalized content produce a 20%increase in sales opportunities.

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Email Personalization

1. Video2. Dynamiccontent3. Tokens4. Triggers

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Video Personalization

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Dynamic Content

HerewearesegmentingbyAGE

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Tokens

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Listen Act

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• Attendsevent• Logsintomobileapp• Downloadscontent• Clickemail• Fillsoutform• Scoreischanged• Productinterest• Inactivity

IT

Finance

C-level

Triggers – Can listen for behavior

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Marketo Aggregate Email Performance

TriggeredNurture

provides2xAvg.ClicktoOpenRatioto

RegularNurture

TriggeredNurture

provides10xAvg.Click

RatiotoBatch

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ROI

Attract Engage ROI

AnalysisEmail

Cross-ChannelNurture

Real-timePersonalization

SEO

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Why Measuring Return is Hard

§ Multipletouches.7

§ Unclearsuccess.Opened?Clicked?

§ Multipleinfluencers.5-21

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Reporting Maturity CurveMulti-

touchROIMulti-touchRevenue

Single-touchRevenue

OpportunitiesWon

ConversionBased(FormFill)

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Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

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First Touch

Watchedourdemovideoonhomepage

RegisteredforAnalyticsWebinar

DownloadedAnalytics

SurveyResults

Attended“Top10MarketingReports”Webinar

EngagedwithusatBig

Tradeshow

ConnectedwithSalesRep

3months

$100K

$100K

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Multi Touch

Watchedourdemovideo

onhomepage

RegisteredforAnalyticsWebinar

DownloadedAnalytics

SurveyResults

Attended“Top10MarketingReports”Webinar

EngagedwithusatBigTradeshow

ConnectedwithSalesRep

3months

$25K

$0

$25K

$25K $100K

$25K

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Know what is effective at TOFU vs. MOFU

Page FTRevenue MTRevenue

Tradeshows $410,000 $525,000

Webinars $320,000 $903,000

Content– DemoVideo $500,000 $117,000

Moreefficientatpushingleadsthrough funnel

Moreefficientatacquiring therightleads

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Example

Goal: BrandawarenessandleadgenerationMetric: engagementwithC- level,newnames,pipelineTiming:monthone,threemonthsout,1yearQuestions:

§ DidwecreateC-levelengagement?§ Didthistopicresonatewithourtargetaudience?§ Didthispostbringinanynewsnames?§ Didthiscontenthelpcreatepipeline?§ Whatwerethetopperformingchannels?§ Howdidtheprogramdooverallwrt topipeline?

Large Content Initiative

Google Analytics

Early Stage AssessmentEarly Indicators Metric Comments Rating

Engagement 1.3Kshares Aboveourstandardindexof

50

NewNames 2309 $17/newname–this isreasonable

Did itresonatewithour targetaudience(C-levelmarketers)?

%ofnames– Clevel

50%wereVPorabove, good

Later Stage AssessmentLate Indicators Metric Comments Rating

FTPipeline $1.04M 26FT ratio– goodROI

MT Pipeline $2.34M 59FT ratio– goodROI

ClosedWon$(FT) $455K 10x- positive

TopPerformingChannels RevenueWon

Webinar- sponsored $350K

Email- Marketodatabase $25K

Email - sponsored $22K

Social- paid $15K

Allothers $43K

Top Performing Channels

DidwecreateC-levelengagement? Yes– 50%ofnewnameswereVPandabove

Didthistopicresonatewithour targetaudience? Yes– 1.3Kshares,aboveourindexforthemonth

Didthispostbring inanynewsnames? Yes-2,309

Didthiscontenthelpcreatepipeline? Yes- $1.04M-FT,$2.34M- MT

Whatwerethetopperforming channels? Webinar

Howdidtheprogramdooverallwrt topipeline? 10xROI

Performance Report Card

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The Right Message, At the Right Time:1. Content is king but it has to be relevant and

mapped to the respective buying stage.

2. Make acquisition awesome - Grow your top of funnel and increase conversion using personalization across channels.

3. Engage potential buyers by listening to their behaviors – and responding with multi-channel relevant - conversations.

4. Deliver the purchase-ready leads to sales through nurturing and scoring.

5. Measure channels and programs – so you know what works and can course correct in real-time.

@HeidiBullock

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Thank You!

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