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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content Marketing: Fuel for Your Lead
Generation Strategy
Dayna Rothman, Sr. Content Marketing Manager, Marketo
@dayroth
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
• Cloud-based marketing software platform
• Enables modern relationship marketing
• Powerful, easy, complete
• >2,500 customers in the Marketing Nation
• For marketers, by marketers!
About Marketo
Page 3
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
How do you think about lead generation?
Welcome to my
toolbox of tactics!
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead gen is not just a basket of tactics
PPC
social
webinars
content
syndication
Grapes are
so hot right
now
retargeting
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Figure out your strategy, then tactics
How?
Grow lead generation efforts
Grow top of funnel
Optimize mid funnel
Leverage the database
How?
Be leader in big data
Thought Leader
Program
Customer success
initiative
How?
Launch new products
($xx M in 2014)
Product A
Product B
Key objective = xx % cml. growth
Example
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content is a critical component of effective
lead generation
My lead
gen is
smokin’!
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content powers your lead gen engine
Good content = Optimized performance
Poor content = suboptimal performance
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The right content is more important than
ever…
• Influence Decision Making• 66%-90% of the buyer’s journey is complete before that
buyer reaches out to a sales person – Forrester
• Building a Relationship• 78% of consumers feel that organizations behind the content
are interested in building good relationships – TMG Custom Media
• Create Engagement• 68% of consumers spend time reading content from a brand
they are interested in. – The CMA
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Step 1: Buyer Personas
Who are you selling to?
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Step 2: Understand the buyer’s journey
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Research data, funny videos, curated lists, infographics, thought leadership
Step 4: Map content to buying stage
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 - Awareness
Middle Stage - Evaluation
Late Stage - Purchase
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Use common sense
No, it’s our first
date! I’m not
ready for a trial
of your software
either!
Will you
marry me?
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Step 5: Figure out what you have, what you
need
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
5 golden rules for content
1. It is not promotional
2. It is relevant
3. It closes a gap
4. It is well-written
5. It is relevant to your company
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content isn’t just
whitepapers!
• Blog posts
• Videos
• Podcasts
• SlideShare Presentations
• Infographics
• Moving Infographics
• Activity Books/Worksheets
• Articles
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Visual helps content stand out
VS.
13,000 Views 339,000 Views
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
THE 3 R’s OF CONTENT MARKETING
Optimization
Repurpose, Rewrite, Retire
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
“Big Rock” content example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Retire
I was the best
webinar in
2009.
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Use the right content per channel
Example – for
FB – early
stage
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Visual content works well for social
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The right content per channel matters
Source: chicagostyleseo.com
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Slideshare
• You have a great deck
• Make it very visual and appealing
• Use the form for Slideshare
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Facebook for lead generation
Test a mix of content offers – make sure they are visual!
Lighter Harder
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Twitter promoted tweets - timelines
• Use gated resource pages
• Have strong CTA
• Can still be playful and fun
• Results depend on content and message
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Paid email campaigns
1. Relevant and vetted offer for the audience and vendor
2. Early stage content will probably perform better
3. Test!• A/B split – offer one and offer
two
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Virtual event
Leverage the knowledge of other people!
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Power of Peer to Peer
• Company to Buyer: 33% Trust
• Buyer to Buyer: 92% TrustWOW!!
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Frictionless and incentivized sharing
• Make every campaign social
• Increase your visibility and
engagement
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
But who is ready?You got them to the dance
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Most buyers not ready to purchase…
• Optimize for lead nurturing• Figure out the optimal cadence – respect your prospect’s
schedule
• Make content valuable not self promotional
• Be personal, not pushy
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
All N
am
es
Targ
et
&
Recycle
d
Engaged
Lead
Nurturing
Lead Nurturing Plugs the Leak
Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Con-
tacte
d
Opportunity
Sale
sLead
MQL
SALSQL
Marketo Data:
•% new Targets not Opp ready: 98%
•Target to Opp time: 123 days avg
•% Slow Leads: 80%
•50% more MQLs at 33% lower cost per lead
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Italian Workspace Joe Smith: Acme Inc. Community Help
Search… +
Search… +
Recently Updated
Practical B2B Lead Generation
Added Mar 30, 2013 Sent 12,10582
Thought Leadership
Edited Mar 25, 2013 Sent 12,10570
Lead Scoring Best Practices
Edited Mar 22, 2013 Sent 12,10555
Lead Management Best Practice D…
Added Mar 18, 2013 Sent 12,10535
Lead Scoring Best Practices
Edited Mar 10, 2013 Sent 12,1059
Engagement Over Time
Dec Jan Feb Mar Apr May
100
80
60
40
20
0
Summary
1.5%Unsubscribe
65Engagement
55dNext Cast
Members
In Track Exhausted Paused
3,450
50 35
Mar 18, 2013
Engagement: 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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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
• Early stage content +3• Attend webinar: +5• Visit any webpage /
blog : +1• Visit careers pages: -10• Decay inactivity:
-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 “Definitive Guide to Lead Scoring”
http://marketo.com/DG2LS
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Campaigns to your database
1. Segment
2. Make them first!
3. Watch the cadence – make sure it maps to nurturing
Repurposed content from
Virtual event
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Campaigns to the database
• 9047 pre-registrations for guide
• 13,000 actual downloads
• 5100 registrants for webinar series
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What channel works for your business?
Source: Marketo Revenue Cycle Analytics, June 2013* Percentage of all programs in channel that achieve MT Ratio > 5
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)
% Above Min*
N/A
52%
N/A
39%
79%
46%
N/A
38%
N/A
N/A
N/A
29%
38%
52%7.6
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What content is working best per channel?
• Which content assets work best for you at TOFU, MOFU, BOFU
• Which content assets are best performing for a particular vendor (ex: paid email)?
• Which assets are good for bringing in new names?
• Which assets are good for opportunity creation?
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tweetable Takeaways
1.Content is the fuel for your lead gen engine.
2.Map your content to the buying stage.
3.Think lean – repurpose when possible.
4.Make sure you use the right content per channel.
5.Test and compare your content offers - know what works for your business.
@dayroth
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