10 Steps to Lead Generating Web Engagement

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


Real-Time Personalization


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


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


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


3 W’s to Web Engagement

WhoOrganization / Vertical

Product interest

Location

Behavior / Stage

WhatContent

Case Studies

Videos

WhereWebsite

Mobile

Advertising


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


Use Cases

Location Vertical Known LeadAccount-Based Behavioral


Use Cases

Location Vertical Known LeadAccount-Based Behavioral

Step 3

Match content to audience for your use cases


Use Case Strategy

Location Vertical Known Lead

Demo OffersCase StudiesLocal Events

Account-Based

White Papers

Behavioral

Special Deals


Use Case Strategy

Location Vertical

Case StudiesLocal Events

Step 4

Segment and gather initial analytics


Segment Web Visitors

Organization Industry Revenue

Customer Journey

Size Persona Territory


Analytics

Step 5

Leverage existing content & generate calls to action



Leverage Content and Calls to Action

• Repurpose Content

• Predictive Content Recommendations


Calls to Action


Calls to Action

Step 6

Outline content per stages of the customer journey


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


Web Nurturing

Buyer’s Journey

Step 8

Power your ads with data to target


Web Nurturing

• Personalize Remarketing

• Optimize Cost Per Click

Prospect

Prospect Returns to your site

Your Site Prospect isTracked

ProspectLeaves

Your Ad onOther Sites


Facebook Custom Audiences

Higher Education Healthcare


Facebook Remarketing


Remarketing – Higher Ed Vertical

Step 9

A/B test and optimize performance


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


A/B Testing


A/B Testing

Step 10

Share reports, align with sales


Reports + Sales


Reports + Sales

1.Key Organizations from Sales Territories

2.Key Leads from Sales Territories

3.Specific reports on mobile data


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


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


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