© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Demand Generation for Marketers that Have to do it All
Heidi BullockVP Demand Generation, Marketo
Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Demand Gen is not for the faint of heart
Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
I need MORE MQLs,SQLs and opportunities!!!
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Considerations
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Lead gen is not just a basket of tactics
PPC
social
webinars
contentsyndication
Grapes are so hot right now
retargeting
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Identify who you are selling to
We are round but not the same…
Pick the right model
Inbound marketing strategy:• Broad
Field and target marketing strategy:• Targeted
Page 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content Basics
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Content powers your lead gen engine
Good content = Optimized performance
Poor content = suboptimal performance
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New! 7 golden rules for content
1. Meaningful to the reader2. Actionable 3. Sharable 4. Findable 5. Relevant to your company6. Readable 7. Consistent online and offline
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Tip 1: Tell a story and have a point of view
1. Compile your data
2. Create a narrative
3. Have a unifying theme – your POV!
I’m the customer and I’m the hero!
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Research data, funny videos, curated lists, infographics, thought leadership
Tip 2: Map content to buying stage
NO
YES
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 - Awareness
Middle Stage - Evaluation
Late Stage - Purchase
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Tip 3: Make sure your content is ‘findable’
1. Social promotion2. H1 Tag3. >2 H2 Tags4. Metadata –
including title, descriptors, keywords
5. Links to related content
6. Alt tags for images
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Lean Content Creation
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But, how do you create more content without a team of 40 writers?
My budget is cut…
I only have the PPC manager…
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Content is not just whitepapers!• eBooks• Blog posts• Videos• Podcasts• SlideShare presentations • Infographics• Moving Infographics• Activity books/worksheets • Articles• Webinars• And of course landing pages!
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Visual content can help you stand out
VS.eBook - 29,000 Views Slideshare - 367,000 Views
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THE 3 R’s OF CONTENT MARKETING Optimization
Repurpose, Rewrite, Retire
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Rewrite and redesignBefore After
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Repurpose: Taco Bell Content Strategy
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“Big Rock” content example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:
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Repurpose blogs
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Blog
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Retire
I was the best webinar in 2012.
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Top of Funnel
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Form length matters
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Form completion for data augmentation
Hidden Fields
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Slideshare
• You have a great deck• Make it very visual and
appealing• Use the form for
Slideshare
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Customized messaging for visitors – industry, B2C/B2B, other
technologies
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The 4-1-1 Rule
“For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.”
Do This Not ThisI’mawesome
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Facebook for lead generation
Test a mix of content offers – make sure they are visual!
Lighter Harder
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Twitter website cards
• Keep your copy concise and exciting
• Make sure your imagery is visually appealing
• Have a clear call to action
• Takes you to a landing page – more direct (pay for the click – not a ‘partial lead’)
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LinkedIn promoted posts
Great targeting!• Enterprise• B2C• SMB• Industries• Interests – ex:
email marketing, SEO
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Paid email campaigns
1. Good vendors2. Negotiate when possible3. Email design – soup to nuts4. Relevant and vetted offer5. Test!6. Back up plan if results don’t
meet your goal
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Your blog
@jonmiller @mpranikoff
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Blog - Results
From average 14 a week to 145/week - 10X growth!
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Virtual events and webinars
Registration = 18,086Attendees = 4,976Tweets = 2,224 in 4 hoursDownloads of Marketo content = 12,112New Names = 3,194FT Pipeline - $368KMT Pipeline - $2.5M Registration = + 4K
Attendees = TBD!
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Content syndication
1. Consider mid-stage content
2. Gate content 3. System
integration4. Get credit5. New names
matter6. Freshness
Partner website property Partner website property Partner website property
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The power of peer to peer
• Company to Buyer: 33% Trust• Buyer to Buyer: 92% Trust WOW!!
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Get the most out of your content
• Get your users to SHARE• Make every campaign social• Increase your visibility and
engagement
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Tip 1: Multi-Touch Promotion
Typical Webinar Promotion:Series Invite + Big Bang Press ReleaseT-2 weeks inviteT-1 weeks invite v2T-2 days invite
Typical Webinar Confirmation:Confirmation EmailReminder 2 days prior – Email and BoxpilotReminder 1 hour prior
Typical Webinar Follow-up:Minutes after event with slides1-2 days later with recordingPhone call (Leads)
3rd email drives the most
registrations
Page 42© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tip 2: Events (all): Follow-Up Fast
1. Email with slides out within the hour
2. Recording out within 48 hours
3. Immediate sales notifications and “interesting moments”
4. Follow-up survey included requests for a demo
5. Follow-up offers to continue engagement
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Tip 3: Make programs scalable
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JUNEDATE:
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Middle of Funnel
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Fast Moving Leads
Long Term Target
Why nurture?
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98%2%
Most leads are not ready…
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Successful nurture
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Relevant emails = better engagement
100 1000 10000 1000000
50
100
150
200
250
300
350
400
Email Send Size
Enga
gem
ent S
core
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Lead Nurturing Relevance
A
B
C
D
1 23
Stages1. BUYING STAGES
• Early: Be a Better Marketer• Mid: Why Marketing Automation• Late: Why Marketo• Customer: Success
2. BUYING PROFILES• Marketing• Sales• Exec
Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN
Page 51© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content Approach - Example
Early(Pre-Opp)
Be a Better Marketer
Blog PostsFunny VideosInfographics
Thought Leadership
Mid(Pre-Opp)
Why Marketing Automation
Buying GuidesRFP TemplatesROI Calculators
WhitepapersResearch
Late(Post-Opp)
Why Marketo
PricingDemos
Video TestimonialsCase Studies
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Italian Workspace Joe Smith: Acme Inc. Community Help
Search… +
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Recently Updated
Practical B2B Lead Generation
Added Mar 30, 2013 Sent
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Thought Leadership
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Lead Scoring Best Practices
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Lead Management Best Practice
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Lead Scoring Best Practices
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Engagement Over Time
Dec Jan Feb Mar Apr May
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Summary
1.5%
Unsubscribe
65Engagement
55dNext Cast
Members
In Track Exhausted Paused
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Mar 18, 2013Engagement: 60
2013
Marketo’s Secret Sauce
Definitive Guide to Events
Lead Nurturing
Lead Scoring Best Practices
Lead Management Best Practic
Practical B2B Lead Generation
Thought Leadership
Email Performance Report
Program Performance
Lead Nurturing Streams Setup My Tokens Members
View: Dashboard ▼ Streams: All Streams ▼
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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
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• Early stage content +3• Attend webinar: +5• Visit any webpage /
blog : +1• Visit careers pages: -10• Decay inactivity:
-1, -5, -10
Latent Behaviors (Engagement)
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for branded
keyword “Marketo” +8
Active Behaviors(Buying Intent)
Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS
Page 56© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Analytics
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Why Measuring Return is Hard
• Multiple touches. Seven touches needed to convert a cold lead into a sale
• Multiple influencers.Typical buying committee has 5-21 people
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Example: Multi-Touch Attribution
A deal worth $100,000 recently closed. Three people were involved in the deal:
• Moe attended Webinar and Tradeshow• Larry attended Tradeshow• Curly responded to Direct Mail
$100,000 Revenue
$25,000 $25,000 $25,000 $25,000
Webinar$25,000
Tradeshow$50,000
Direct Mail$25,000
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
(MT) Ratio = Pipeline / Investment
>10 is Great and <5 is FailSponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =
6.6, Content Syndication 7.7
Page 65© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
% Programs with MT Ratio > 5e.g. Tradeshow has good average
but 49% programs “fail”
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Example
Website – 23K views, 10,283 downloadsEmail – 2,730 clickedSlideshare – 7,693 viewsSocial impressions – 1,149
Good
BEST
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Leverage Data to Determine Best Offer For Each Vendor
Consider offer data, program goal, content asset, and content stage to make final determination.
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Use Metrics to Set & Justify Budgets
New Targets
New MQLsScore>100
23,000
Inventory of Active MQLs
20,000
New Opps*
1,000
6 Month Created Opp Inv.
2,000
270
*Opps is bigger than SQLs because includes outbound and partner referrals
SDR capacity driven
Inb
ou
nd
/ P
rog
ram
s
120K(900K DB Total)
New Names
New SQLs
922
Win
s
Inventory Of Active Targets
60,000
131,000
15.3%
10.5%
2.4%
1.9%
75%
35%
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Get the “Definitive Guide to Marketing Metrics & ROI”marketo.com/DG2MM
Page 70© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways
1. Content powers your lead gen engine – focus on quality
2. Consider 4-1-1 approach for social campaigns
3. Leverage “peer-to-peer” influence to give every campaign a social boost
4. Apply smart thinking for outbound like ‘follow up fast’ and ‘make it scalable’ for better results
5. Measure every chance you get and be able to course correct in real-time
@HeidiBullock