View
3.165
Download
1
Tags:
Embed Size (px)
DESCRIPTION
This presentation comes to us from Jon Miller of Marketo, who explains the central role of content in Marketo's broader marketing initatives, including how to measure success and tie content to revenue.
Citation preview
© 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
From Startup to IPO: How Marketo Drives Growth with Content
Page 2 © 2013 Marketo, Inc. @jonmiller
About Jon Miller VP Marke:ng and Co-‐Founder
@jonmiller
1. My first child was born the same month that we incorporated Marketo
2. Born in Ethiopia 3. Studied Physics at Harvard, captain of high-‐
school debate team and newspaper staff 4. I have a top secret “Q” clearance from DOE
Page 3 © 2013 Marketo, Inc. @jonmiller
Marketo Strong Revenue Growth
© 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
How Marketo Built our Brand
Page 5 © 2013 Marketo, Inc. @jonmiller @jonmiller
Page 6 © 2013 Marketo, Inc. @jonmiller
ABUNDANCE INFORMATION
Page 7 © 2013 Marketo, Inc. @jonmiller
Page 8 © 2013 Marketo, Inc. @jonmiller
Build Awareness
Page 9 © 2013 Marketo, Inc. @jonmiller
Create Preference
Page 10 © 2013 Marketo, Inc. @jonmiller
Reduce Risk
It’s one way to ‘reduce whisk’. Get it? #groan
© 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
What Kind of Content Do We Create?
Page 12 © 2013 Marketo, Inc. @jonmiller
Topics to cover: • Business challenges • Emo:ons / hopes • Purchase drivers • Language they use
(keywords) • Digital habits • Where they go to learn Personas should be: • Dis:nct from each
other • Cover the market • Feel real (I’ve talked to
that person!) • Easy to explain
Don’t have too many! Four to six is most common.
Page 13 © 2013 Marketo, Inc. @jonmiller
Blog, e-books, research data, funny videos, curated lists, infographics, webinars
Thought leadership and enjoyable content to build brand, awareness, and desire
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, definitive guides, analyst reports
Pricing, demos, services information, 3rd party reviews, customer case studies
Early Stage
Middle Stage
Late Stage
At each stage, focus on InformaFon Needs more than Format
Page 14 © 2013 Marketo, Inc. @jonmiller
Content Mapping
A
B
C
D
1 2 3 Stages
Page 15 © 2013 Marketo, Inc. @jonmiller
Tabasco
Chocolate Cake
Roasts
Spinach
Raisin Bran
5 Food Groups of Content
Page 16 © 2013 Marketo, Inc. @jonmiller
The Right Content Per Channel Matters
Source: chicagostyleseo.com
Page 17 © 2013 Marketo, Inc. @jonmiller
Influencer Egobait
© 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
Creating Content at Scale
Page 19 © 2013 Marketo, Inc. @jonmiller
Retu
rn
Investment
How Much Content Should You Create?
Page 20 © 2013 Marketo, Inc. @jonmiller
Staffing for Content Creation
• Appoint execu:ve editor • Invest in content creators
o Content consumers o Great communicators o Self-‐promo:onal
• Distribute crea:on: internal + community-‐generated
• Create a content / social policy
Marketo invests 10% of markeFng headcount into
content
www.marketo.com/trust/social-‐media-‐
policy.php
Page 21 © 2013 Marketo, Inc. @jonmiller
The 3 R’s of Content Marketing
REPURPOSE, REWRITE, RETIRE
Page 22 © 2013 Marketo, Inc. @jonmiller
Repurpose Content
Page 23 © 2013 Marketo, Inc. @jonmiller
Rewrite and Redesign Before After
Page 24 © 2013 Marketo, Inc. @jonmiller
Retire
• Every piece of content should have a limited shelf life
• Ask yourself: • How is this content piece performing? • Should we rewrite or redesign?
• Obvious content to re:re: • Reports that are dated • Assets around an event • Topic is no longer relevant
© 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
Top of Funnel
Page 26 © 2013 Marketo, Inc. @jonmiller 26
Page 27 © 2013 Marketo, Inc. @jonmiller
Source: Marketo data, Marketo Revenue Cycle Analy6cs, Q1 and Q2 2013. Does not include all sources.
• Top sources of Targets rely on Content for offers
• Note: note all Channels convert the same
Page 28 © 2013 Marketo, Inc. @jonmiller
Blog, e-books, research data, funny videos, curated lists, infographics, webinars
Thought leadership and enjoyable content to build brand, awareness, and desire
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, definitive guides, analyst reports
Pricing, demos, services information, 3rd party reviews, customer case studies
Early Stage
Middle Stage
Late Stage
At each stage, focus on InformaFon Needs more than Format
Page 29 © 2013 Marketo, Inc. @jonmiller
Page 30 © 2013 Marketo, Inc. @jonmiller
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
Page 31 © 2013 Marketo, Inc. @jonmiller
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 Defini:ve Guide to Lead Scoring: hhp://marketo.com/DG2LS
The Right Format for Each Channel
Page 32 © 2013 Marketo, Inc. @jonmiller
Page 33 © 2013 Marketo, Inc. @jonmiller
Test & Tune With Social Funnel Metrics
Coloring Book Results • 289 par:cipants shared
• 354 registered downloads
• 19.8% increase in registered downloads
© 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
Middle of Funnel
Page 35 © 2013 Marketo, Inc. @jonmiller
Scoring and Nurturing
• Only 25% of new Prospects are ready for Sales • Nurturing generates 50% more sales leads • Score based on Fit, Engagement, and Timing
Nurture Nurture Disqualify Pass to Sales
Pass to Sales
Get The “DefiniFve Guide to Lead Nurturing” hep://marketo.com/DG2LN
Page 36 © 2013 Marketo, Inc. @jonmiller
Lead Nurturing Relevance
A
B
C
D
1 2 3 Stages 1. BUYING STAGES
• Early: Be a Beeer Marketer • Mid: Why MarkeFng AutomaFon • Late: Why Marketo • Customer: Success
2. BUYING PROFILES • MarkeFng • Sales • Exec
Get The “DefiniFve Guide to Lead Nurturing” hep://marketo.com/DG2LN
Page 37 © 2013 Marketo, Inc. @jonmiller
Page 38 © 2013 Marketo, Inc. @jonmiller
Demographic “Fit” Score
PosiFve Demographic Score • e.g., Marke:ng Manager :tle, known CRM customer, known compe::ve
solu:on customer NegaFve Demographic Score • e.g., Generic email address, illegi:mate phone number, non-‐existent company
(unemployed, self, looking)
Data Augmentation, Not Forms
Page 39 © 2013 Marketo, Inc. @jonmiller
• Early stage content +3 • Ahend webinar: +5 • Visit any webpage / blog : +1
• Visit careers pages: -‐10 • Decay inac:vity: -‐1, -‐5, -‐10
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-‐stage content +8 • Late-‐stage content +12 • Searches for branded keyword “Marketo” +8
Get The “DefiniFve Guide to Lead Scoring” hep://marketo.com/DG2LS
© 2013 Marketo, Inc. Marketo Proprietary and Confiden:al
How We Measure the Value of Content
Page 41 © 2013 Marketo, Inc. @jonmiller
Metrics for Each Stage
Early Mid Late • Traffic / views • Downloads • Links • Shares and Likes
• Lead generaFon (targets)
• Pipeline and opportunity allocaFon
• Sales usage
• Sales usage • Pipeline and opportunity allocaFon
• Revenue allocaFon
Page 42 © 2013 Marketo, Inc. @jonmiller
Top Traffic (Q2+Q3)
Page 43 © 2013 Marketo, Inc. @jonmiller
Top Resource Downloads (Q2+Q3)
Page 44 © 2013 Marketo, Inc. @jonmiller
Why Allocation?
• MulFple touches. Seven touches needed to convert a cold lead into a sale
• MulFple influencers. Typical buying commihee has 5-‐21 people
Page 45 © 2013 Marketo, Inc. @jonmiller
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 46 © 2013 Marketo, Inc. @jonmiller
First vs. Multi-touch
Screenshot: Marketo Revenue Cycle Analytics
Page 47 © 2013 Marketo, Inc. @jonmiller
Screenshot: Marketo Revenue Cycle Analytics (actual data)
Content Performs Better With Multi-touch
Page 48 © 2013 Marketo, Inc. @jonmiller
Top Pipeline Drivers (YTD)
Page 49 © 2013 Marketo, Inc. @jonmiller
Additional Resources
The DefiniFve Guide to Social MarkeFng hep://marketo.com/DG2SM
The DefiniFve Guide to MarkeFng Metrics & ROI hep://marketo.com/DG2MM
DefiniFve Guide to MarkeFng AutomaFon hep://marketo.com/DG2MA
Page 50 © 2013 Marketo, Inc. @jonmiller
Tweetable Takeaways & Q&A
1. Informa:on abundance is transforming how buyers buy
2. Modern consumers trust brands that provide useful content without trying to sell them something
3. You need different content for each persona, phase of the buying cycle, and channel
4. Create content at scale by repurposing and rewri:ng your content
5. Most leads from content are not ready-‐to-‐buy – nurture and score rela:onships over :me
6. Measure early stage content by views; mid-‐stage by leads; and late stage by revenue alloca:on
@jonmiller
#CONTENTSF