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Using Mobile, Social and Video to Generate
Leads and Revenue
• Interact with the presenters anytime – ask questions! • Type into the “ask a question” text area – click submit. • The slides will advance automatically throughout the event. • Having trouble? Click “Help” link below the media player.
Before We Get Started
Hi, I’m Joe Pulizzi (@juntajoe)
Content Marketing Information & Research
Events & Workshops
Consulting Services
Today you will leave here with: • Common sense strategies for
generating leads.
• Look at Video/Social/Mobile not as separate pieces, but ones that can be powerful together.
• Tactics and examples that work.
Today’s Presenters
Jon Miller, VP Marketing, Marketo
Joan Babinski, VP Marketing, Brainshark
About Jon Miller • Co-founder of Marketo • Leads strategy and
execution • Named a Top 10 CMO by
CMO Institute • Stanford MBA
Today’s Agenda
• Changing buyer behaviors • Social lead nurturing • Seed nurturing
Jon Miller VP Marketing Marketo @jonmiller2
SALES REP SALES REP
BUYER
THEN NOW
Information Availability
• Information Scarcity
• Information Online
• Information Abundance
Marketing Processes
• Brand and Awareness
• All Leads Passed to Sales
• SEO, PPC Email • Lead Nurturing
and Scoring
• Social and Content Marketing
• “Seed Nurturing”
Before Google
Before Social Now
Two Key Phases
“Lead Nurturing” “Seed Nurturing”
After Registration Before Registration
Making it easy to share
All
Nam
es
Pros
pect
&
Recy
cled
Enga
ged
Lead Nurturing
Social Prospects Not Ready to Buy Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Lead
Opportunity
Sale
s Le
ad
MQL SAL
SQL
Get The “Definitive Guide to Lead Nurturing” SMS your email to +1.650.262.0066 http://bit.ly/DGtoLN
Social Listening
RPM
RPM ROI Email
Social Activity
Social Response
Social Scoring is Liked on Facebook
+35 Lead Score
• Segment campaigns based on social interactions • Trigger follow-up campaigns based on social media interactions • Adjust lead scoring to reflect social conversations • Notify sales reps when prospects & customers make interesting comments
Seed Nurturing
• Make valuable content freely available
• Share it: – RSS – Facebook – Social influencers
Social Increasing as Traffic Driver
Organic SEO = 30% Social = 10% but growing 8X faster
Make Your Content Social
Mobile Content
• Short attention spans • Actionable: click to call; short forms; QR codes; SMS • Video works great
Get The “Definitive Guide to Lead Nurturing” SMS your email to +1.650.262.0066
Key Takeaways • Buyers will opt out, screen
out, throw out • Always be helping / be
remarkable and relevant • Set your content free • Convert traffic into prospects • Nurture: Only 20% of new
qualified Prospects are ready to engage with Sales
About Joan Babinski • Founder and VP of
Marketing • Leads marketing and
demand generation • Former VP USTrust • Babson College MBA
Today’s Agenda
• Why video & mobile matters for social
• Styles of video • Best practices & examples
to drive demand
Joan Babinski VP Marketing Brainshark, Inc. @jabobabo
Why Video for Seed Nurturing?
Why do people like online videos?
10% Easily shareable on social networking sites or email
Source: Harris Interactive Poll
36% Engaging and
memorable
25%
Online Video Goes Mainstream
Source: The Nielsen Company
Watch Online Videos
Source: Cisco
Mobile Video Traffic Growing 92% per Year
2010 2011 2015 Source: Cisco
Styles of Video
High Production
Value
Business Casual
User Generated
Video Infographic
Mini Webinar
Example: Video & Social
Generating Demand with Video 5 Best Practices
1. Calls to action & interactivity 2. Re-use across social & web channels 3. Combine w/ other media types 4. Optimize pages for search 5. Identify your “premium” video content
Ex: Calls to Action & Interactivity
Ex: Using Video Across Channels
Ex: Optimize Pages for Search
When Video goes Mobile: 3 Considerations
Context: How do people interact with this channel? Calls to action: Are they mobile optimized? Share-appeal: Consider your audience and THEIR audience
What can you Measure?
Content & Context: • Which video content is most attractive? • How long are you holding their attention? • On what social channels, devices • Sharing activity Demand Generation Results: • Conversions • Branded search volume • Subscribers to social channels
Key Takeaways
• Be engaging, valuable, and brief! • Video can take many forms – it doesn’t have
to be difficult or expensive • Share-ability & mobility of your video will
extend your reach & impact • Re-use & re-purpose on multiple channels • Measure effectiveness
Questions & Answers
Keep your questions coming. Type into the “ask a question” text area
and click submit.
Thank you for attending today’s webinar!
A link to the archive will be sent to you
within the next 2 business days.
For more on CMI PRO ContentMarketingInstitute.com/Membership