How Marketo Rocks Socialpages2.marketo.com/rs/marketob2/images/jon-miller-austin...A Framework for...
Transcript of How Marketo Rocks Socialpages2.marketo.com/rs/marketob2/images/jon-miller-austin...A Framework for...
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
How Marketo Rocks Social Austin, Texas August 21, 2012
Jon Miller VP, Marketing & Co-Founder @jonmiller
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
ABUNDANCE INFORMATION
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But who is dancing? AT THE DANCE
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Where Does Pipeline Come From?
Inbound 40%
Broad Outbound
27%
Target-Account
Outbound 31%
Referral 2%
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Staffing for Success
CMO (~45 heads)
Product / Customer Marketing
Content Top-of-Funnel
(TOFU)
Inbound / Social
Corporate Communications
Demand Gen
Middle-of-Funnel (MOFU)
Nurture / Score
Sales Development
Field Marketing
Alliances / Ecosystem
Operations
• ~7 FTE dedicated to Content, Inbound & Social
• Founder serves as “Managing Editor”, strategist, and evangelist
• Two content creators, two social, two web
• Participation from all employees
• Great partners and agencies
Content Marketing
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Content
Inbound
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Brand awareness
Brand preference
Risk reduction
Blogs Definitive Guides Resource Center Video Webinars
Content Marketing for Brand & Like
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Educational materials, research data, fun videos, curated lists, infographics,
Types of Content
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
Early Stage
Middle Stage
Late Stage
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Visual Content is the Future
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Visual Content Hits (Infographics)
3,000
tweets
136,000
views
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Content Doesn’t Promote Itself
Social
SEO
Nurture
Paid
Throw logos on
Generating Leads from Social
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Facebook and EdgeRank
• Time Decay
• Weight
• Affinity Social nurturing
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Frequent, Visual Content to Raise Affinity
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Facebook Timeline Campaigns
36% of our fans saw this (~9K) Paid added almost 35K views, all but 24 Likes Promoted Posts increase views (>25%), amplify to friends
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Facebook Apps
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Twitter Promoted Tweets
• Combination of search & timeline campaigns
• $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to date
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Definitely • Build a Company Page and Drive Followers • Participate in Groups • Share Status Updates and Links • Answer Questions
Consider • Paid Advertising with Amazing Targeting
• Marketo’s initial ROI not attractive
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Slideshare
• $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $107k pipeline to date
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Also
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Marketo’s ROI On Social
• Facebook and LinkedIn display ads not effective • Twitter drove many Prospects, especially early on, but
slow to convert to Lead • Facebook memes are working great (but still new) • Slideshare great for acceleration (not lead gen), but
smaller
Peer to Peer Social “Boost”
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
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#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.
Re
ach
& E
ng
ag
em
en
t
Socia
l Lif
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Socia
l Lif
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Socia
l Lif
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Socia
l Lif
t
Socia
l Lif
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Landing
Pages Website Facebook
Pages Online Ads Email
Socia
l Lif
t
Events
Making Every Campaign Social
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Sharing Buttons are Ubiquitous and Invisible
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Test & Tune With Social Funnel Metrics Data to Measure Effectiveness and Lift
Enter Marketing Automation
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Why Marketing Automation
• Identify who’s hot – and who’s not
• Develop relationships with 81% prospects that aren’t yet to buy (123 day average)
• Ensure no lead gets left behind
• Prove – and improve – marketing ROI
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Lead Nurturing Relevance
1. BUYING STAGES • Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer
2. PERSONA • Molly Marketer • Sam Sales • Jack Executive
Get The “Definitive Guide to Lead Nurturing”
http://bit.ly/DGtoLN
3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization
4-1-1 cadence
for content
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A Framework for Lead Scoring
Explicit What the prospect tells you
Inferred What you observe or infer
Fit Are you interested in them?
• Demographics
• Firmographics
• BANT
• Data append
• Data quality
• Corporate email
• Location
Interest Are they interested in you?
• BANT
• Latent behaviors (engagement)
• Active behaviors (sales readiness)
Get The “Definitive Guide to Lead Scoring”
http://bit.ly/DGtoLS
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Interest Scoring - Examples
• Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10
• Pricing pages:
• +10 regular, +15 detailed • Watch demos:
• +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8
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Identifying Marketing Qualified Leads for SDRs
21+ Super-Target
Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Engagement <20 20+ 45+ 90+
Buying Intent <6 6+ 13+ 19+
Fit
Inte
rest
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Sales Insight
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No Lead Left Behind
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
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Key Takeaways
1. The way buyers buy has changed forever – the way we market and sell must change as well
2. Publish / own content to help leads find you
3. Leverage peer-to-peer influence to give every campaign a social boost
4. Most social leads are not “sales ready” – nurture relationships over time
5. Use fit and interest scoring to maximize sales productivity
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Marketo, Inc.
901 Mariners Island
Suite 200
San Mateo, CA 94404
Direct: +1.650.376-2310
blog.marketo.com
www.marketo.com
JON MILLER VP Marketing
@jonmiller
Contact Me