10 Strategies for Content Marketing, Events, and Marketing Automation Success

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<ul><li><p>10 Strategies for Content Marketing, </p><p>Events, &amp; Marketing Automation Success </p><p> 2011 Marketo, Inc. </p><p>Jon Miller, VP Marketing and Co-Founder, Marketo Co-author, Modern B2B Marketing blog @jonmiller2 Ann Handley, Chief Content Officer, MarketingProfs Co-author, Content Rules @marketingprofs </p></li><li><p>Page 2 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Fastest Growing SaaS Company </p><p>Year 0 Year 1 Year 2 Year 3 Year 4</p><p>Salesforce </p><p>SuccessFactors </p><p>Omniture </p><p>NetSuite </p><p>Constant Contact </p><p>Marketo </p><p>All revenue numbers normalized to Marketo Year 1 </p></li><li><p>Page 3 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Highly Efficient Revenue Engine </p><p> $1.08 in Marketing for every $1 in Sales </p><p> 89% of revenue sourced by marketing </p><p> $1.2M annual recurring revenue quota </p></li><li><p>Page 4 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Buying Has Changed Forever </p><p>SALES REP SALES REP </p><p>BUYER </p><p>OLD DAYS: INFO SCARCITY 1960s Recent </p><p>TODAY: INFO ABUNDANCE </p></li><li><p>Page 5 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketos Revenue Cycle </p><p>All N</p><p>am</p><p>es </p><p>Pro</p><p>spect </p><p>&amp; </p><p>Recycle</p><p>d </p><p>Lead </p><p>AW</p><p>AR</p><p>EN</p><p>ESS </p><p>Engaged </p><p>Opportunity Customer </p><p>Sale</p><p>s Lead </p><p>MQL </p><p>SAL SQL </p><p>Nurturing Database </p><p>Marketing SDR Sales </p></li><li><p>Page 6 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketos Revenue Cycle </p><p>All N</p><p>am</p><p>es </p><p>Pro</p><p>spect </p><p>&amp; </p><p>Recycle</p><p>d </p><p>Lead </p><p>AW</p><p>AR</p><p>EN</p><p>ESS </p><p>Engaged </p><p>Opportunity Customer </p><p>Sale</p><p>s Lead </p><p>MQL </p><p>SAL SQL </p><p>Nurturing Database </p><p>Marketing SDR Sales </p><p>Names are just names. </p></li><li><p>Page 7 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketos Revenue Cycle </p><p>All N</p><p>am</p><p>es </p><p>Pro</p><p>spect </p><p>&amp; </p><p>Recycle</p><p>d </p><p>Lead </p><p>AW</p><p>AR</p><p>EN</p><p>ESS </p><p>Engaged </p><p>Opportunity Customer </p><p>Sale</p><p>s Lead </p><p>MQL </p><p>SAL SQL </p><p>Nurturing Database </p><p>Marketing SDR Sales </p><p>Meaningful interaction with us. </p></li><li><p>Page 8 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketos Revenue Cycle </p><p>All N</p><p>am</p><p>es </p><p>Pro</p><p>spect </p><p>&amp; </p><p>Recycle</p><p>d </p><p>Lead </p><p>AW</p><p>AR</p><p>EN</p><p>ESS </p><p>Engaged </p><p>Opportunity Customer </p><p>Sale</p><p>s Lead </p><p>MQL </p><p>SAL SQL </p><p>Nurturing Database </p><p>Marketing SDR Sales </p><p>Qualified, engaged potential buyers. </p></li><li><p>Page 9 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketos Revenue Cycle </p><p>All N</p><p>am</p><p>es </p><p>Pro</p><p>spect </p><p>&amp; </p><p>Recycle</p><p>d </p><p>Lead </p><p>AW</p><p>AR</p><p>EN</p><p>ESS </p><p>Engaged </p><p>Opportunity Customer </p><p>Sale</p><p>s Lead </p><p>MQL </p><p>SAL SQL </p><p>Nurturing Database </p><p>Marketing SDR Sales </p><p>Showing buying signs or significant </p><p>engagement. </p></li><li><p>Page 10 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketos Revenue Cycle </p><p>All N</p><p>am</p><p>es </p><p>Pro</p><p>spect </p><p>&amp; </p><p>Recycle</p><p>d </p><p>Lead </p><p>AW</p><p>AR</p><p>EN</p><p>ESS </p><p>Engaged </p><p>Opportunity Customer </p><p>Sale</p><p>s Lead </p><p>MQL </p><p>SAL SQL </p><p>Nurturing Database </p><p>Marketing SDR Sales </p><p>Qualified as sales-ready by a human. </p></li><li><p>Page 11 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketos Revenue Cycle </p><p>All N</p><p>am</p><p>es </p><p>Pro</p><p>spect </p><p>&amp; </p><p>Recycle</p><p>d </p><p>Lead </p><p>AW</p><p>AR</p><p>EN</p><p>ESS </p><p>Engaged </p><p>Opportunity Customer </p><p>Sale</p><p>s Lead </p><p>MQL </p><p>SAL SQL </p><p>Nurturing Database </p><p>Marketing SDR Sales </p><p>Accepted and actively worked by sales </p></li><li><p>WHY CONTENT? </p><p>WHY NOW? </p></li><li><p>Page 13 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>The Rules HAVE Changed </p><p>Prior to the web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the web has changed the rules. </p><p> David Meerman Scott </p></li><li><p>Page 14 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p></li><li><p>Page 15 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p></li><li><p>Page 16 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Early Stage Thought leadership and best practices to build brand and awareness </p><p>When To Ask For Registration </p><p>Middle Stage Buyers guides, RFP templates and industry information to help structure research </p><p>Late Stage Company-specific information to help evaluate and reaffirm selection </p></li><li><p>Page 17 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity (Days) </p><p>Lead to Opp Index </p><p>3rd Party Email Blast 9,049 $36 20% 32 0.5 </p><p>Trade Show 3,786 $36 22% 29 1.8 </p><p>Trade Show Virtual 3,125 $18 17% 48 1.0 </p><p>Paid Webinar 1,971 $71 26% 33 0.7 </p><p>PPC 1,494 $135 45% 15 1.8 </p><p>AppExchange 1,128 $41 72% 3 2.4 </p><p>Content Syndication 881 $69 18% 29 1.2 </p><p>Social Media 588 $94 33% 16 0.2 </p><p>Other Paid 1,645 $45 25% 32 0.9 </p><p>Website/Inbound 5,133 58% 9 1.9 </p><p>Referral / WOM 564 21% 32 1.4 </p><p>Sales Prospecting 349 19% 71 3.9 </p></li><li><p>Page 18 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity (Days) </p><p>Lead to Opp Index </p><p>3rd Party Email Blast 9,049 $36 20% 32 0.5 </p><p>Trade Show 3,786 $36 22% 29 1.8 </p><p>Trade Show Virtual 3,125 $18 17% 48 1.0 </p><p>Paid Webinar 1,971 $71 26% 33 0.7 </p><p>PPC 1,494 $135 45% 15 1.8 </p><p>AppExchange 1,128 $41 72% 3 2.4 </p><p>Content Syndication 881 $69 18% 29 1.2 </p><p>Social Media 588 $94 33% 16 0.2 </p><p>Other Paid 1,645 $45 25% 32 0.9 </p><p>Website/Inbound 5,133 58% 9 1.9 </p><p>Referral / WOM 564 21% 32 1.4 </p><p>Sales Prospecting 349 19% 71 3.9 </p><p>Web prospects convert 5X better than paid prospects </p></li><li><p>Page 19 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity (Days) </p><p>Lead to Opp Index </p><p>3rd Party Email Blast 9,049 $36 20% 32 0.5 </p><p>Trade Show 3,786 $36 22% 29 1.8 </p><p>Trade Show Virtual 3,125 $18 17% 48 1.0 </p><p>Paid Webinar 1,971 $71 26% 33 0.7 </p><p>PPC 1,494 $135 45% 15 1.8 </p><p>AppExchange 1,128 $41 72% 3 2.4 </p><p>Content Syndication 881 $69 18% 29 1.2 </p><p>Social Media 588 $94 33% 16 0.2 </p><p>Other Paid 1,645 $45 25% 32 0.9 </p><p>Website/Inbound 5,133 58% 9 1.9 </p><p>Referral / WOM 564 21% 32 1.4 </p><p>Sales Prospecting 349 19% 71 3.9 </p><p>Tradeshows focused on Salesforce and captive roadshows have dramatically improved ROI </p></li><li><p>Page 20 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity (Days) </p><p>Lead to Opp Index </p><p>3rd Party Email Blast 9,049 $36 20% 32 0.5 </p><p>Trade Show 3,786 $36 22% 29 1.8 </p><p>Trade Show Virtual 3,125 $18 17% 48 1.0 </p><p>Paid Webinar 1,971 $71 26% 33 0.7 </p><p>PPC 1,494 $135 45% 15 1.8 </p><p>AppExchange 1,128 $41 72% 3 2.4 </p><p>Content Syndication 881 $69 18% 29 1.2 </p><p>Social Media 588 $94 33% 16 0.2 </p><p>Other Paid 1,645 $45 25% 32 0.9 </p><p>Website/Inbound 5,133 58% 9 1.9 </p><p>Referral / WOM 564 21% 32 1.4 </p><p>Sales Prospecting 349 19% 71 3.9 </p><p>PPC drives expensive prospects but they convert great </p></li><li><p>Page 21 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity (Days) </p><p>Lead to Opp Index </p><p>3rd Party Email Blast 9,049 $36 20% 32 0.5 </p><p>Trade Show 3,786 $36 22% 29 1.8 </p><p>Trade Show Virtual 3,125 $18 17% 48 1.0 </p><p>Paid Webinar 1,971 $71 26% 33 0.7 </p><p>PPC 1,494 $135 45% 15 1.8 </p><p>AppExchange 1,128 $41 72% 3 2.4 </p><p>Content Syndication 881 $69 18% 29 1.2 </p><p>Social Media 588 $94 33% 16 0.2 </p><p>Other Paid 1,645 $45 25% 32 0.9 </p><p>Website/Inbound 5,133 58% 9 1.9 </p><p>Referral / WOM 564 21% 32 1.4 </p><p>Sales Prospecting 349 19% 71 3.9 </p><p>Email blast, webinars, and virtual tradeshows are our workhorses </p><p>but need to watch saturation </p></li><li><p>Page 22 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity (Days) </p><p>Lead to Opp Index </p><p>3rd Party Email Blast 9,049 $36 20% 32 0.5 </p><p>Trade Show 3,786 $36 22% 29 1.8 </p><p>Trade Show Virtual 3,125 $18 17% 48 1.0 </p><p>Paid Webinar 1,971 $71 26% 33 0.7 </p><p>PPC 1,494 $135 45% 15 1.8 </p><p>AppExchange 1,128 $41 72% 3 2.4 </p><p>Content Syndication 881 $69 18% 29 1.2 </p><p>Social Media 588 $94 33% 16 0.2 </p><p>Other Paid 1,645 $45 25% 32 0.9 </p><p>Website/Inbound 5,133 58% 9 1.9 </p><p>Referral / WOM 564 21% 32 1.4 </p><p>Sales Prospecting 349 19% 71 3.9 </p><p>Very high conversion for AppExchange prospects </p></li><li><p>Page 23 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity (Days) </p><p>Lead to Opp Index </p><p>3rd Party Email Blast 9,049 $36 20% 32 0.5 </p><p>Trade Show 3,786 $36 22% 29 1.8 </p><p>Trade Show Virtual 3,125 $18 17% 48 1.0 </p><p>Paid Webinar 1,971 $71 26% 33 0.7 </p><p>PPC 1,494 $135 45% 15 1.8 </p><p>AppExchange 1,128 $41 72% 3 2.4 </p><p>Content Syndication 881 $69 18% 29 1.2 </p><p>Social Media 588 $94 33% 16 0.2 </p><p>Other Paid 1,645 $45 25% 32 0.9 </p><p>Website/Inbound 5,133 58% 9 1.9 </p><p>Referral / WOM 564 21% 32 1.4 </p><p>Sales Prospecting 349 19% 71 3.9 </p><p>Late stage content = 4X improvement in Opp Index </p></li><li><p>Page 24 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity (Days) </p><p>Lead to Opp Index </p><p>3rd Party Email Blast 9,049 $36 20% 32 0.5 </p><p>Trade Show 3,786 $36 22% 29 1.8 </p><p>Trade Show Virtual 3,125 $18 17% 48 1.0 </p><p>Paid Webinar 1,971 $71 26% 33 0.7 </p><p>PPC 1,494 $135 45% 15 1.8 </p><p>AppExchange 1,128 $41 72% 3 2.4 </p><p>Content Syndication 881 $69 18% 29 1.2 </p><p>Social Media 588 $94 33% 16 0.2 </p><p>Other Paid 1,645 $45 25% 32 0.9 </p><p>Website/Inbound 5,133 58% 9 1.9 </p><p>Referral / WOM 564 21% 32 1.4 </p><p>Sales Prospecting 349 19% 71 3.9 </p><p>Still working things out on paid Social Media advertising </p></li><li><p>Page 25 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity (Days) </p><p>Lead to Opp Index </p><p>3rd Party Email Blast 9,049 $36 20% 32 0.5 </p><p>Trade Show 3,786 $36 22% 29 1.8 </p><p>Trade Show Virtual 3,125 $18 17% 48 1.0 </p><p>Paid Webinar 1,971 $71 26% 33 0.7 </p><p>PPC 1,494 $135 45% 15 1.8 </p><p>AppExchange 1,128 $41 72% 3 2.4 </p><p>Content Syndication 881 $69 18% 29 1.2 </p><p>Social Media 588 $94 33% 16 0.2 </p><p>Other Paid 1,645 $45 25% 32 0.9 </p><p>Website/Inbound 5,133 58% 9 1.9 </p><p>Referral / WOM 564 21% 32 1.4 </p><p>Sales Prospecting 349 19% 71 3.9 </p><p>Most prospects not ready to be leads when they come in </p></li><li><p>Page 26 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>All N</p><p>am</p><p>es </p><p>Pro</p><p>spect </p><p>&amp; </p><p>Recycle</p><p>d </p><p>Engaged </p><p>Lead </p><p>Nurturing </p><p>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. </p><p>Lead </p><p>Opportunity </p><p>Sale</p><p>s Lead </p><p>MQL </p><p>SAL SQL </p><p>The art of maintaining permission to stay in front of your buyers as </p><p>they educate themselves </p></li><li><p>Page 27 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>The Value of Lead Nurturing </p><p>Fast Leads ( MQL 1 mo) </p><p>Total Leads (MQL) </p><p>Cost / Lead (MQL) </p><p>Without Nurturing 20% 6.67% 26.67% $206.00 </p><p>With Nurturing 20% 20.0% 40.0% $137.50 </p><p> Source: Actual Marketo data; assumes $55 per prospect </p><p>Marketo ROI Results </p><p>Results: 50% more marketing qualified leads from lead nurturing </p></li><li><p>Page 28 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Lead Nurturing Relevance </p><p>A </p><p>B </p><p>C </p><p>D </p><p>1 2 3 </p><p>Stages 1. BUYING STAGES </p><p> Early (Pre-MQL) Mid (MQL) Late (Opportunity) Customer 2. BUYING PROFILES </p><p> Industry: 82% Role: 67% Company Size: 49% Geography: 29% </p><p>Get The Definitive Guide to Lead Nurturing SMS your email to +1.650.262.0066 http://bit.ly/DGtoLN </p></li><li><p>Sounds great, right? </p></li><li><p>Page 30 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Content (Noun) </p><p> Anything created and uploaded to the web; i.e.: the pages of your site; the things you create as marketing (blog posts, videos, photos, webinars, podcasts, email) </p><p> Anything published to outposts like Facebook, Twitter, LinkedIn group page. </p></li><li><p>Anything an individual or organization creates and </p><p>shares to tell their story. </p></li><li><p>Page 32 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Every two days now we create as much information as we did from the dawn of civilization up until 2003. Eric Schmidt </p></li><li><p>Page 33 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p></li><li><p>Page 34 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Good Content is the Soul of Who You Are </p></li><li><p>Page 35 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p></li><li><p>Page 36 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p></li><li><p>Page 37 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>The problem: I dont know what to say. (Or how to say it.) </p></li><li><p>Page 38 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Its often difficult to find topics that have not already saturated the market. </p><p>The problem: I dont know what to say. (Or how to say it.) </p></li><li><p>Page 39 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Its often difficult to find topics that have not already saturated the market. </p><p>Our biggest challenge is finding things for our potential clients to get excited about. </p><p> The problem: I dont know what to say. (Or how to say it.) </p></li><li><p>Page 40 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Content Marketing is like </p><p>sex in high school. </p></li><li><p>Page 41 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p></li><li><p>Page 42 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p> I need to be on Twitter, right? Everyone is on Twitter. </p><p> Twitter is stupid. </p><p> LinkedIn might work its where our users are. </p><p> LinkedIn is stupid. </p><p> Facebook makes sense. Everyone is on Facebook. </p><p> Facebook is stupid. </p><p> Our competitors all have blogs. Our CEO says we need one. </p><p> Blogs are stupid. </p></li><li><p>Page 43 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p></li><li><p>Page 44 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>First. What are your goals? </p><p>How will you measure those goals? </p><p> Loyalty? </p><p> Money? </p><p> Leads? </p></li><li><p>5 Ways Your </p><p>Content Can Rule </p></li><li><p>Page 46 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p></li><li><p>Page 47 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Content As Opportunity: Whats Your Broader Mission? </p></li><li><p>Page 48 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p></li><li><p>Page 49 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Wisconsin Milk Marketing Board How does your product live in the world? </p></li><li><p>Page 50 </p><p> 2011 Marketo, Inc. Marketo Proprietary and Confidential </p><p>@jonmiller2 @marketingprofs </p><p>Or Like T...</p></li></ul>