Demand Generation for Marketers That Have to do it All - Heidi Bullock

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Demand Generation for Marketers that Have to do it All

Heidi BullockVP Demand Generation, Marketo


Demand Gen is not for the faint of heart


I need MORE MQLs,SQLs and opportunities!!!


Considerations


Lead gen is not just a basket of tactics

PPC

social

webinars

contentsyndication

Grapes are so hot right now

email

retargeting


Identify who you are selling to

We are round but not the same…

Pick the right model

Inbound marketing strategy:• Broad

Field and target marketing strategy:• Targeted


Content Basics


Content powers your lead gen engine

Good content = Optimized performance

Poor content = suboptimal performance


New! 7 golden rules for content

1. Meaningful to the reader2. Actionable 3. Sharable 4. Findable 5. Relevant to your company6. Readable 7. Consistent online and offline


Tip 1: Tell a story and have a point of view

1. Compile your data

2. Create a narrative

3. Have a unifying theme – your POV!

I’m the customer and I’m the hero!


Research data, funny videos, curated lists, infographics, thought leadership

Tip 2: 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


Tip 3: Make sure your content is ‘findable’

1. Social promotion2. H1 Tag3. >2 H2 Tags4. Metadata –

including title, descriptors, keywords

5. Links to related content

6. Alt tags for images


Lean Content Creation


But, how do you create more content without a team of 40 writers?

My budget is cut…

I only have the PPC manager…


Content is not just whitepapers!• eBooks• Blog posts• Videos• Podcasts• SlideShare presentations • Infographics• Moving Infographics• Activity books/worksheets • Articles• Webinars• And of course landing pages!


Visual content can help you stand out

VS.eBook - 29,000 Views Slideshare - 367,000 Views


THE 3 R’s OF CONTENT MARKETING Optimization

Repurpose, Rewrite, Retire


Rewrite and redesignBefore After


Repurpose: Taco Bell Content Strategy


“Big Rock” content example

Definitive Guide to MA:

Webinars:

Ebooks:

Infographics:


Repurpose blogs


Blog


Retire

I was the best webinar in 2012.


Top of Funnel


Form length matters


Form completion for data augmentation

Hidden Fields


Slideshare

• You have a great deck• Make it very visual and

appealing• Use the form for

Slideshare


Customized messaging for visitors – industry, B2C/B2B, other

technologies


The 4-1-1 Rule

“For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.”

Do This Not ThisI’mawesome


Facebook for lead generation

Test a mix of content offers – make sure they are visual!

Lighter Harder


Twitter website cards

• Keep your copy concise and exciting

• Make sure your imagery is visually appealing

• Have a clear call to action

• Takes you to a landing page – more direct (pay for the click – not a ‘partial lead’)


LinkedIn promoted posts

Great targeting!• Enterprise• B2C• SMB• Industries• Interests – ex:

email marketing, SEO


Paid email campaigns

1. Good vendors2. Negotiate when possible3. Email design – soup to nuts4. Relevant and vetted offer5. Test!6. Back up plan if results don’t

meet your goal


Your blog

@jonmiller @mpranikoff


Blog - Results

From average 14 a week to 145/week - 10X growth!


Virtual events and webinars

Registration = 18,086Attendees = 4,976Tweets = 2,224 in 4 hoursDownloads of Marketo content = 12,112New Names = 3,194FT Pipeline - $368KMT Pipeline - $2.5M Registration = + 4K

Attendees = TBD!


Content syndication

1. Consider mid-stage content

2. Gate content 3. System

integration4. Get credit5. New names

matter6. Freshness

Partner website property Partner website property Partner website property


The power of peer to peer

• Company to Buyer: 33% Trust• Buyer to Buyer: 92% Trust WOW!!


Get the most out of your content

• Get your users to SHARE• Make every campaign social• Increase your visibility and

engagement


Tip 1: Multi-Touch Promotion

Typical Webinar Promotion:Series Invite + Big Bang Press ReleaseT-2 weeks inviteT-1 weeks invite v2T-2 days invite

Typical Webinar Confirmation:Confirmation EmailReminder 2 days prior – Email and BoxpilotReminder 1 hour prior

Typical Webinar Follow-up:Minutes after event with slides1-2 days later with recordingPhone call (Leads)

3rd email drives the most

registrations


Tip 2: Events (all): Follow-Up Fast

1. Email with slides out within the hour

2. Recording out within 48 hours

3. Immediate sales notifications and “interesting moments”

4. Follow-up survey included requests for a demo

5. Follow-up offers to continue engagement


Tip 3: Make programs scalable


JUNEDATE:


Middle of Funnel


Fast Moving Leads

Long Term Target

Why nurture?


98%2%

Most leads are not ready…


Successful nurture


Relevant emails = better engagement

100 1000 10000 1000000

50

100

150

200

250

300

350

400

Email Send Size

Enga

gem

ent S

core


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

http://marketo.com/DG2LN



Content Approach - Example

Early(Pre-Opp)

Be a Better Marketer

Blog PostsFunny VideosInfographics

Thought Leadership

Mid(Pre-Opp)

Why Marketing Automation

Buying GuidesRFP TemplatesROI Calculators

WhitepapersResearch

Late(Post-Opp)

Why Marketo

PricingDemos

Video TestimonialsCase Studies


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


12,10555

Lead Management Best Practice

D…

Added Mar 18, 2013 Sent

12,105

35



12,105 9

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 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 ▼


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


• 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




Analytics


Why Measuring Return is Hard

• Multiple touches. Seven touches needed to convert a cold lead into a sale

• Multiple influencers.Typical buying committee has 5-21 people


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Example: Multi-Touch Attribution

A deal worth $100,000 recently closed. Three people were involved in the deal:

• Moe attended Webinar and Tradeshow• Larry attended Tradeshow• Curly responded to Direct Mail

$100,000 Revenue

$25,000 $25,000 $25,000 $25,000

Webinar$25,000

Tradeshow$50,000

Direct Mail$25,000


Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5



Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline



(MT) Ratio = Pipeline / Investment

>10 is Great and <5 is FailSponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =

6.6, Content Syndication 7.7



% Programs with MT Ratio > 5e.g. Tradeshow has good average

but 49% programs “fail”


Example

Website – 23K views, 10,283 downloadsEmail – 2,730 clickedSlideshare – 7,693 viewsSocial impressions – 1,149

Good

BEST


Leverage Data to Determine Best Offer For Each Vendor

Consider offer data, program goal, content asset, and content stage to make final determination.


Use Metrics to Set & Justify Budgets

New Targets

New MQLsScore>100

23,000

Inventory of Active MQLs

20,000

New Opps*

1,000

6 Month Created Opp Inv.

2,000

270

*Opps is bigger than SQLs because includes outbound and partner referrals

SDR capacity driven

Inb

ou

nd

/ P

rog

ram

s

120K(900K DB Total)

New Names

New SQLs

922

Win

s

Inventory Of Active Targets

60,000

131,000

15.3%

10.5%

2.4%

1.9%

75%

35%


Get the “Definitive Guide to Marketing Metrics & ROI”marketo.com/DG2MM


Key Takeaways

1. Content powers your lead gen engine – focus on quality

2. Consider 4-1-1 approach for social campaigns

3. Leverage “peer-to-peer” influence to give every campaign a social boost

4. Apply smart thinking for outbound like ‘follow up fast’ and ‘make it scalable’ for better results

5. Measure every chance you get and be able to course correct in real-time

@HeidiBullock

Demand Generation for Marketers That Have to do it All - Heidi Bullock

Marketing

Transcript of Demand Generation for Marketers That Have to do it All - Heidi Bullock