The Path to a Killer Online Marketing Strategy

The Path To A Killer Online Marketing Strategy

Jon Miller, VP Marketing and Co-FounderExecutive Editor of Modern B2B Marketing blog@jonmiller

Jon MillerSubscribe to blog.marketo.com

@jonmiller

1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard4. My first child was born the same month

that we incorporated Marketo

INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF

ABUNDANCEINFORMATION

One Way to Reduce Whisk

#groan

Research data, funny videos, curated lists, infographics, thought leadership

Types of Content

Thought leadership and entertainment to build brand and awareness

Tools that help buyers find you when they are looking for solutions

Company-specific information to help evaluate and reaffirm selection

Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars

Pricing, demos, services information, 3rd party reviews, customer case studies

Early Stage

Middle Stage

Late Stage

The Rise of Visual Content

328,000 views!

17,000 views

Visual

eBook Interactive Infographic

Your Customers Like to Have Fun As Well

How Much Content is Right For You?

Investment

Staffing for Content Creation

• Appoint executive editor• Invest in content creators

• Content consumers• Great communicators• Self-promotional

• Distribute creation: internal + community-generated

• Create a content / social policy

Marketo invests 10% of headcount

into content

www.marketo.com/trust/social-media-

policy.php

Research data, funny videos, curated lists, infographics, thought leadership

MOSTLYNO

Thought leadership and entertainment to build brand and awareness

Tools that help buyers find you when they are looking for solutions

Company-specific information to help evaluate and reaffirm selection

Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars

Pricing, demos, services information, 3rd party reviews, customer case studies

Gated?Early Stage

Middle Stage

Late Stage

Short Forms Outperform Long Forms

Short (5)Conversion: 13.4%Cost per: $31.24

Medium (7)Conversion: 12.0%Cost per: $34.94

Long (9)Conversion: 10.0%Cost per: $41.90

www.marketo.com/calculator

Test, But Don’t Over Test!

T = number of testsW = weeks for test R = responses /

conversions per day

Social media leads do not come in a box-@jonmiller

EdgeRank• Time

Decay• Weight• Affinity

I’m going to make you an offer you can’t refuse.

Learn how to make the most out of every lead in your database. Download The Definitive Guide to Lead Scoring: http://marketo.com/DG2LS

• Current active opportunities – specific contacts

• Marketing executives at Target Enterprises

• Key bloggers, reporters, and analysts

• Fans of complementary solutions and competitors

Heavy focus on Mobile Feed

Facebook Custom Audiences – the biggest thing in Facebook since company pages

ROI On Social Advertising: Tale of Two Types

• Traditional display ads on Facebook not effective• Twitter conversions slow to convert to Lead• Facebook memes and other highly engaging ads are

working great• Slideshare great for acceleration (not lead gen)

Source: Marketo Revenue Cycle Analytics

Buyer to Buyer: 92% TrustSource: Nielsen Research 2011

Company to Buyer: 33% Trust

Landing Pages

Website Facebook Pages

Online Ads Email

Events

Making Every Campaign Social

Test & Tune With Social Funnel Metrics

Measure,

Test and

Optimize

Coloring Book Results• 289 participants

shared• 354 registered

downloads• 19.8% increase in

registered downloads

Source: Marketo Revenue Cycle Analytics, Q2-2013 programs as of 6/12/2013

Q2 2013 programs as of 6/12/13

Lightbox – Blog New Names

From average 14 a week to 145/week - 10X growth!

But who is ready?You got them to the dance

Processes at scale

Lead Nurturing Relevance

Stages1. BUYING STAGES

• Early (4.1.1 cadence)• Mid and Late• Customer

2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%

Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN

Lead Scoring Defined

“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”

Nurture Nurture DisqualifyPass to Sales

Pass to Sales

Fit Interest Buying Stage

Behavioral Scoring: Examples

• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10

Latent Behaviors (Engagement)

• Pricing pages: • +10 regular, +15 detailed

• Watch demos: • +5 overview, +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8

Active Behaviors(Buying Intent)

One Way to Identify Marketing Qualified Leads

21+ Super-Target Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

Engagement <20 20+ 45+ 90+

Buying Intent <6 6+ 13+ 19+

Stars and Flames show priority

Full list of Interesting Moments

Why Measuring Online Programs is Hard

• Multiple touches. Seven touches needed to convert a cold lead into a sale

• Multiple influencers. Typical buying committee has 5-21 people

• Tyranny of time. The money you invest today will have an uncertain impact at an uncertain point in the future

Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

First Touch vs Multi-Touch

Source: Marketo Revenue Cycle Analytics, June 2013

Nurture Email - CTA

Nurture Email

Paid Online (PPC+Email)

Nurture (New)

Tweetable Takeaways

1. Information abundance is transforming how buyers buy

2. Create content for each phase of the buying cycle

3. Leverage “peer-to-peer” influence to give every campaign a social boost

4. Most leads are not “ready-to-dance” – nurture relationships over time

5. To measure program ROI, you need to allocate all interactions with an account

@jonmiller

Additional Resources

The Definitive Guide to Social Marketinghttp://marketo.com/DG2SM

The Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MM

Personalized Benchmark on Email Marketinghttp://marketo.com/DG2MA

@jonmiller

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