View
3.673
Download
0
Category
Preview:
Citation preview
10 Steps to Lead Generating
Web Engagement
David MyersProduct Manager, Marketo
Mike Telem VP Product Marketing, Marketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Overview
• Intro to Web Engagement
• Tapping into your largest lead source
• 10 Steps to Lead Generating Web Engagement
• Getting Started
Marketo Research
Personalizing web experiences can lead to:
• Average time on site up 193% for visitors who engaged with personalized content
• Up to a 270% increase in content consumption
• 30% increase in conversion rates
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Real-Time Personalization
Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Real-Time Personalization
“Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them”
(Microsoft Research)
Speed
“82% of prospects value content targetedto their specific industry”
(MarketingSherpa)
Relevancy
Personalizing your prospects experience while they are engaged and attentive
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
10 Steps
Step 1: Figure out your Who, What and Where
Step 2: Select 2-3 use cases to implement
Step 3: Match content to audience for your use cases
Step 4: Segment and gather initial analytics
Step 5: Leverage existing content and create customized calls-to-action
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
10 Steps
Step 6: Outline content per stages of the customer journey
Step 7: Engage in web nurturing to draw customers in
Step 8: Power your ads with data to target
Step 9: Implement A/B testing and optimize performance
Step 10: Share reports and align with sales
Step 1
Figure out your Who, What and Where
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
3 W’s to Web Engagement
WhoOrganization / Vertical
Product interest
Location
Behavior / Stage
WhatContent
Case Studies
Videos
WhereWebsite
Mobile
Advertising
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
3 W’s for Marketo
WhoFinance, Healthcare, Education
Lead Management, MA, RTP
USA, Europe, ANZ
SMB / Ent.
WhatCase Studies
Cust. Testimonials
Events Road Shows
WhereWebsite
Remarketing Ads
Step 2
Select 2-3 use cases to implement
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Use Cases
Location Vertical Known LeadAccount-Based Behavioral
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Use Cases
Location Vertical Known LeadAccount-Based Behavioral
Step 3
Match content to audience for your use cases
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Use Case Strategy
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Use Case Strategy
Location Vertical
Case StudiesLocal Events
Step 4
Segment and gather initial analytics
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Segment Web Visitors
Organization Industry Revenue
Customer Journey
Size Persona Territory
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Analytics
Step 5
Leverage existing content & generate calls to action
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Leverage Content and Calls to Action
• Repurpose Content
• Predictive Content Recommendations
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Calls to Action
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Calls to Action
Step 6
Outline content per stages of the customer journey
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Web Nurturing
Buyer’s Journey
Target Segments Awareness Interest Decision
Finance
State of the Economy
Infographic
Bank of America OR Wells Fargo
Case Study
Advanced Solutions
User Group
HealthcareCompany intro for
Healthcare specialists
Intro Video
Top Hospital Customer
Testimonial
Annual Executive Summit
Conference
Step 7
Engage in Web Nurturing
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Web Nurturing
Buyer’s Journey
Step 8
Power your ads with data to target
Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Web Nurturing
• Personalize Remarketing
• Optimize Cost Per Click
Prospect
Prospect Returns to your site
Your Site Prospect isTracked
ProspectLeaves
Your Ad onOther Sites
Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Facebook Custom Audiences
Higher Education Healthcare
Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Facebook Remarketing
Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Remarketing – Higher Ed Vertical
Step 9
A/B test and optimize performance
Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
A/B Testing
• Optimize site content and landing pages by A/B testing different CTA’s per targeted segment
• Auto-Tune to automatically identify and accelerate the most effective CTA or content
Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
A/B Testing
Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
A/B Testing
Step 10
Share reports, align with sales
Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Reports + Sales
Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Reports + Sales
1.Key Organizations from Sales Territories
2.Key Leads from Sales Territories
3.Specific reports on mobile data
Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Summary
Step 1: Figure out your Who, What and Where
Step 2: Select 2-3 use cases to implement
Step 3: Match content to audience for your use cases
Step 4: Segment and gather initial analytics
Step 5: Leverage existing content and create customized calls-to-action
Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Summary
Step 6: Outline content per stages of the customer journey
Step 7: Engage in web nurturing to draw customers in
Step 8: Power your ads with data to target
Step 9: Implement A/B testing and optimize performance
Step 10: Share reports and align with sales
Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Getting Started is Easy
Any CMS, Zero IT
Real-Time Campaigns in Seconds
Follow the 10 Steps
marketo.com/personalization@marketo
Thank you.
10 Steps to Lead Generating
Web Engagement
Recommended