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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content Marketing: Fuel for Your Lead Generation Strategy
Heidi Bullock, Sr. Director Marketo
Page 2© 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
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How do you think about lead generation?
Welcome to my toolbox of tactics!
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Lead gen is not just a basket of tactics
PPC
social
webinars
contentsyndication
Grapes are so hot right now
retargeting
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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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Content is a critical component of effective lead generation
My lead gen is smokin’!
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Content powers your lead gen engine
Good content = Optimized performance
Poor content = suboptimal performance
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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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Step 1: Buyer Personas
Who are you selling to?
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Step 2: Understand the buyer’s journey
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Step 3: Create your funnel
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Research data, funny videos, curated lists, infographics, thought leadership
Step 4: Map content to buying stage
NO
YES
MOSTLYNO
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
Gated?Early Stage - Awareness
Middle Stage - Evaluation
Late Stage - Purchase
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Use common senseNo, it’s our first date! I’m not ready for a trial of your software either!
Will you marry me?
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Step 5: Figure out what you have, what you need
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But, how do you create more content without a team of 40 writers?
My budget is cut…
I only have the PPC manager…
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lean Content Creation.
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5 golden rules for content
1. It is not promotional2. It is relevant3. It closes a gap4. It is well-written5. It is relevant to your company
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Content isn’t just whitepapers!
• Blog posts• Videos• Podcasts• SlideShare Presentations • Infographics• Moving Infographics• Activity Books/Worksheets • Articles
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Visual helps content stand out
VS.
13,000 Views 339,000 Views
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THE 3 R’s OF CONTENT MARKETING Optimization
Repurpose, Rewrite, Retire
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Repurpose content
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“Big Rock” content example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:
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Videos:
Blogs:
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Repurpose blogs
Blog to eBook
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Rewrite and redesignBefore After
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Retire
I was the best webinar in 2009.
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Right Content per ChannelEXAMPLES
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Use the right content per channel
Example – for FB – early stage
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Visual content works well for social
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The right content per channel matters
Source: chicagostyleseo.com
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Top of FunnelEXAMPLES
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Form length matters
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Slideshare
• You have a great deck• Make it very visual and appealing• Use the form for Slideshare
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Facebook for lead generation
Test a mix of content offers – make sure they are visual!
Lighter Harder
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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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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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Your Blog
@jonmiller @mpranikoff
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Virtual event
Leverage the knowledge of other people!
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Content syndication:
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The Power of Peer to Peer
• Company to Buyer: 33% Trust• Buyer to Buyer: 92% Trust
WOW!!
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Frictionless and incentivized sharing
• Make every campaign social• Increase your visibility and
engagement
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Middle of FunnelEXAMPLES
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But who is ready?You got them to the dance
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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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All N
am
es
Targ
et
&
Recycle
d
En
gag
ed
LeadNurturi
ng
Lead Nurturing Plugs the LeakBuilding relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Con
-ta
cte
d OpportunityS
ale
sLead
MQLSAL
SQL
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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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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Italian Workspace Joe Smith: Acme Inc. Community Help
Search… +
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Recently Updated
Practical B2B Lead Generation
Added Mar 30, 2013 Sent
12,10582
Thought Leadership
Edited Mar 25, 2013 Sent
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Lead Scoring Best Practices
Edited Mar 22, 2013 Sent
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Lead Management Best Practice
D…
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Lead Scoring Best Practices
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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, 2013Engagement: 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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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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• Early stage content +3• Attend webinar: +5• Visit any webpage /
blog : +1• Visit careers pages: -10• Decay inactivity:
-1, -5, -10
Latent Behaviors (Engagement)
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for branded
keyword “Marketo” +8
Active Behaviors(Buying Intent)
Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS
Page 51© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Campaigns to your database
1. Segment2. Make them first!3. Watch the cadence – make
sure it maps to nurturing
Repurposed content from Virtual event
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Campaigns to the database
• 9047 pre-registrations for guide• 13,000 actual downloads • 5100 registrants for webinar series
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Later stage emails
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Program ROI
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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/AN/AN/A29%38%
52%7.6
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Key questions to ask
• 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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Leverage Data to Determine Best Offer For Each Vendor
Consider offer data, program goal, content asset, and content stage to make final determination.
Page 58© 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.
@heidi.bullock