Integrating Social Media with Marketing Automation

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Sweet Leads Are Made of This: Integrating Social Media With Marketing AutomationJason Miller, Sr. Manager Social Media Strategy@JasonMillerCA

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Jason MillerSubscribe to blog.marketo.com

@JasonMillerCA

1. Worked in the music industry for 12 Years2. Concert photographer & music blogger3. Played in a “Hair Metal” band and released two

records.4. Guns N Roses retweeted one of my Marketo blog

posts.

Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Easy.Powerful. Complete.

Marketo makes

Marketing Software that is


Your Philosophical Approach to Social is Killin’ Me


ROI of Social is No Longer a Mystery


A Few Presumptions

• A basic understanding of marketing automation.• You are already using social media for business.• You have content.• You are ready to prove that social works for lead

generation.


70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales.


You Better Have Content that Answers Their Questions.

Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential 9

Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential 10

Social Media Leads Do Not Come in a Box


All Leads are NOT Created Equal


But, Social Leads are NOT Ready to Buy


But who is ready?You got them to the dance


Lead Nurturing Relevance

A

B

C

D

1 23

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

http://marketo.com/DG2LN

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)


Stars and Flames show priority

Full list of Interesting Moments


Processes at scale


You Would Have Better Luck Finding…..


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& E

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age

me

nt

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

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Soci

al Li

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Landing Pages

Website Facebook Pages

Online Ads Email

Soci

al Li

ft

Events

Making Every Campaign Social


Five Essentials for Success

Inbound is not Enough4-1-1 RuleContent is still kingSocial SignalsAdvocates


Inbound + Outbound = Awesomeness


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 This


Content Fuels Social AND Marketing Automation: So ……….Repurpose, Repurpose, then Repurpose Some More


Social Signals Influence Google


Leverage Your Employees & Advocates


Are You Ready to See Something Amazing?


Twitter for Lead Generation

• Combination of search & timeline campaigns

• $109k invested• 2,995 Prospects• $ per Prospect: $37


Lead Gen Cards Synched to MA


Wait for it……


The Seventeen Thousand Dollar Tweet

First Touch Tweet!


Prepare to Have Your Mind Blown


The Forty Thousand Dollar Facebook Post

First Touch Facebook!


A Social Media Marketing Badass


And the Award Goes to:


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Does Facebook Work for B2B Lead Gen? Hell Yes!


• 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


Does Facebook Work for B2B Lead Gen? Hell Yes!


Raising Affinity for the Big Delivery


Optimizing Your Facebook Page


Facebook for Lead Generation


Which Social Channel Provides the Highest ROI? (Goes to Eleven)


Slideshare: The Sleeping Giant for Lead Generation

• $5k invested• 2,765 names• 57 new prospects• $ per Prospect: $94• $107k pipeline to

date


How About Some Free Links? Yes Please.


How About Some Free Links? Yes Please.


Give Your Content a Fighting Chance with Google Authorship:


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


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

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

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


The Perfect Social Landing Page


The Rise of Visual Content

328,000 views!

17,000 views

Word

s

Visual

eBook Interactive Infographic


Buyer to Buyer: 92% TrustSource: Nielsen Research 2011

Company to Buyer: 33% Trust


Turn on the Power of Peer to Peer


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


Incentive


Test & Tune With Social Funnel Metrics

Measure,

Test and

Optimize


Additional Resources

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

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

Optimize Your Social Channels for Lead Generationhttp://www.marketo.com/ebooks/how-to-optimize-your-social-channels-for-lead-generation/

http://marketo.com/DG2SM

http://marketo.com/DG2MM

http://www.marketo.com/ebooks/how-to-optimize-your-social-channels-for-lead-generation/

http://www.marketo.com/ebooks/how-to-optimize-your-social-channels-for-lead-generation/

Education

Integrating Social Media with Marketing Automation