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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Maximizing Today's Hottest Content Channels: Driving Leads Through Mobile, Social, and Video
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Jon MillerSubscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard, captain of high school
debate team and newspaper staff4. My first child was born the same month that we
incorporated Marketo
Page 7© 2013 Marketo, Inc. @jonmiller
Website Personalization• Known /
Unknown• Repeat Visitor• Referral Source• Revenue Stage• Industry• Company Size• Blog Subscriber• Content
Downloads
Page 10© 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 Definitive Guide to Lead Scoring: http://marketo.com/DG2LS
Page 11© 2013 Marketo, Inc. @jonmiller
ROI On Social Advertising: Tale of Two Types
• Traditional display ads on Facebook not effective• Twitter conversions slow to convert to Lead• Facebook memes and other highly engaging ads are
working great• Slideshare great for acceleration (not lead gen)
Source: Marketo Revenue Cycle Analytics
Page 12© 2013 Marketo, Inc. @jonmiller
Buyer to Buyer: 92% TrustSource: Nielsen Research 2011
Company to Buyer: 33% Trust
Page 13© 2013 Marketo, Inc. @jonmiller
Re
ach
& E
ng
age
me
nt
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Soci
al Li
ft
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al Li
ft
Events
Making Every Campaign Social
Page 15© 2013 Marketo, Inc. @jonmiller
Test & Tune With Social Funnel Metrics
Measure,
Test and
Optimize
Page 17© 2013 Marketo, Inc. @jonmiller
Key Takeaways• Information abundance creates
attention scarcity• Use information to personalize
web experiences• Optimize content for mobile• Make every campaign social• Nurture: Only 20% of new
qualified Prospects are ready to engage with Sales
Page 18© 2013 Marketo, Inc. @jonmiller
Video, Mobile, and Social
• Why it matters • Styles of video• Compelling
applications to drive demand
• Best practices & examples
Joan BabinskiVP MarketingBrainshark, Inc.
@jabobabo
Page 20© 2013 Marketo, Inc. @jonmiller
Why Video for B2B?
60% of senior execs say they prefer video over text92% of B2B Marketers use video for demand genMobile! 54 million mobile video views in 2012 and views 3X as long Google LOVES Video Content
Page 21© 2013 Marketo, Inc. @jonmiller
Video Spectrum
ProductDemosRecorded
Webinars
Testimonials
TrainingVideos
High-production ads
A Range of Video Types
Executive Perspectiv
es
User-generate
d
Page 22© 2013 Marketo, Inc. @jonmiller
Video at Every Stage of the Customer Lifecycle
Prepare
Engage
Advance
Page 23© 2013 Marketo, Inc. @jonmiller
Video at Every Stage of the Customer Lifecycle
Prepare
Engage
Advance
Page 24© 2013 Marketo, Inc. @jonmiller
Video at Every Stage of the Customer Lifecycle
Prepare
Engage
Advance
Page 25© 2013 Marketo, Inc. @jonmiller
Best Practices for Demand Generation Videos
1. Keep it short & set expectations2. Make it interactive: use calls to action,
questions3. Re-use across social & web channels4. Combine w/ other media types5. Optimize pages for video search6. Identify your “premium” video content 7. Integrate with lead scoring & next steps8. Measure & adjust
Page 26© 2013 Marketo, Inc. @jonmiller
Brainshark On Demand™
Page 29© 2013 Marketo, Inc. @jonmiller
Use Video Across Channels
Page 30© 2013 Marketo, Inc. @jonmiller
What Can Your Video Tell You?
Engagement: Know quickly how well your content is working
Page 31© 2013 Marketo, Inc. @jonmiller
What Can You Measure?
Content & Context: • Which video content is most effective? • Who is viewing what & for how long? • How well are you holding their attention? • On what social channels, devices content was
viewed?• Sharing activity• Interests & needs (through interactivity)Demand Generation Impact: • Conversions• Branded search volume • Subscribers to social channels
Page 32© 2013 Marketo, Inc. @jonmiller
Lead Scoring & Next Steps
• Prospects who watch video are given a higher score for sales readiness
• Use view % to set benchmark
Page 33© 2013 Marketo, Inc. @jonmiller
Top 3 Takeaways
1. Keep it short2. Optimize video for
mobile audiences3. Measure & adjust
Video Marketing eBookRequest via Twitter @brainshark or visit www.brainshark.com
Page 34© 2013 Marketo, Inc. @jonmiller
Additional Resources
The Definitive Guide to Social Marketinghttp://marketo.com/DG2SM
The Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MM
Personalized Benchmark on Email Marketinghttp://marketo.com/DG2MA