The Path To A Killer Online Marketing Strategy

The Path To A Killer Online

Marketing Strategy

© 2012 Marketo, Inc.

Jon Miller, VP Marketing and Co-Founder Executive Editor of Modern B2B Marketing blog

@jonmiller

#RevEngine © 2012 Marketo, Inc. Marketo Proprietary and Confidential


ABUNDANCE INFORMATION




Brand awareness

Brand preference

Risk reduction

Blogs Definitive Guides Resource Center Video Webinars

Content Marketing for Brand & Like


Visual Content Helps Stand Out

145,000

views

17,000

views

eBook Interactive Infographic

Hits and Long-Tail Content


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


Problems With Self-Submitted Data


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


Test, But Don’t Over Test!

www.marketo.com/calculator

Number of Tests

T = number of tests W = weeks for test R = responses /

conversions per day

http://www.marketo.com/calculator

Social Marketing

Paid and Organic


Page Management

Social Engagement

Social Marketing in Context

Social Listening

Social Enterprise

Social Campaigns


Twitter Promoted Tweets

• Combination of search & timeline campaigns

• $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to date


Facebook and EdgeRank • Time Decay • Weight • Affinity


Facebook Timeline Campaigns


Facebook Display Advertising


Slideshare

• $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $148k pipeline to date


LinkedIn

Definitely

• Build a Company Page and Drive Followers

• Participate in Groups

• Share Status Updates and Links

• Answer Questions

Consider

• Paid Advertising with Amazing Targeting • Marketo’s initial ROI not attractive


Also


ROI On Social Advertising: Tale of Two Types

• Facebook and LinkedIn display ads not effective (yet)

• Twitter drove many Prospects, especially early on, but slow to convert to Lead

• Facebook memes are working great (but still new)

• Slideshare great for acceleration (not lead gen), but smaller

Source: Marketo Revenue Cycle Analytics





Test & Tune With Social Funnel Metrics



Re

ach

& E

ng

ag

em

en

t

Socia

l Lif

t

Socia

l Lif

t

Socia

l Lif

t

Socia

l Lif

t

Socia

l Lif

t

Landing

Pages Website Facebook

Pages Online Ads Email

Socia

l Lif

t

Events

Making Every Campaign Social

Other Lead Generation


Marketo Prospect Generation: Last 12 Months

Source Prospects Invest-ment

% Lead 12 mo

Velocity (Days)

Lead to Opp Index

3rd Party Email Blast 19,039 $43 30% 147 0.2

Trade Show 12,619 $53 29% 153 1.0

Virtual Trade Show 4,120 $40 32% 213 0.8

Paid Webinar 3,849 $63 36% 156 0.4

Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8

Content Syndication 2,302 $126 40% 178 0.2

AppExchange 1,306 $26 80% 26 0.9

Website/Inbound 3,352 57% 75 2.8

Referral / WOM 179 36% 158 10.9

Sales Prospecting 440 28% 108 3.6

Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012

Middle of the Funnel


But who is dancing? AT THE DANCE


Processes at scale

@JonMiller


Lead Nurturing Relevance

1. BUYING STAGES • Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer

2. PERSONA • Molly Marketer • Sam Sales • Jack Executive

Get The “Definitive Guide to Lead Nurturing”

http://bit.ly/DGtoLN

3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization

4-1-1 cadence

for content

http://bit.ly/DGtoLN


A Framework for Lead Scoring

Explicit What the prospect tells you

Inferred What you observe or infer

Fit Are you inter-ested in them? Positive + Negative Factors

• Demographics (title)

• Firmographics (size)

• Data append

• Data quality

• Corporate email

• Geo Location

Interest Are they inter-ested in you?

• BANT

• Behaviors (engagement)

• Social activity

• “Act Now” behaviors

Get The “Definitive Guide to Lead Scoring”

http://bit.ly/DGtoLS

http://bit.ly/DGtoLS


Prioritizing Sales Time

• Free Trial form • Contact Me form • Visited the detailed

pricing page

𝐒𝐨𝐫𝐭 = 𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 + 𝑵𝒆𝒕 𝑫𝒆𝒎𝒐𝒈𝒓𝒂𝒑𝒉𝒊𝒄 ×𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓

𝟏𝟎

• Viewed weekly live demo • Viewed deep dive demo • Viewed demo on AppExchange • Request live demo


Stars and Flames show priority

Full list of Interesting Moments

Measuring Online Marketing’s

Impact on Revenue


Why Measuring Programs is Hard

• Multiple touches. Seven touches needed to convert a cold lead into a sale

• Multiple influencers. Typical buying committee has 5-21 people

• Tyranny of time. The money you invest today will have an uncertain impact at an uncertain point in the future


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Example: Multi-Touch Attribution

Screenshot: Marketo Revenue Cycle Analytics


More Key Takeaways

1. Optimize Facebook EdgeRank to nurture relationships socially

2. Authentic social interaction drives more ROI than paid ads

3. Leverage “peer-to-peer” influence to give every campaign a social boost

4. Most leads are not “ready-to-dance” – nurture relationships over time

5. To measure ROI of social, you need to track all interactions with an account

@jonmiller


Additional Resources

The Definitive Guide to Social Marketing http://bit.ly/DGtoSM

The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM

Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark

http://bit.ly/DGtoSM

http://bit.ly/DG2MM

http://www.marketo.com/benchmark

Jon Miller @jonmiller

[email protected]

&

Technology

The Path To A Killer Online Marketing Strategy