Integrating Social Media with Marketing Automation
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Transcript of Integrating Social Media with Marketing Automation
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Sweet Leads Are Made of This: Integrating Social Media With Marketing AutomationJason Miller, Sr. Manager Social Media Strategy@JasonMillerCA
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Jason MillerSubscribe to blog.marketo.com
@JasonMillerCA
1. Worked in the music industry for 12 Years2. Concert photographer & music blogger3. Played in a “Hair Metal” band and released two
records.4. Guns N Roses retweeted one of my Marketo blog
posts.
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Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Easy.Powerful. Complete.
Marketo makes
Marketing Software that is
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Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Philosophical Approach to Social is Killin’ Me
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Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
ROI of Social is No Longer a Mystery
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Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
A Few Presumptions
• A basic understanding of marketing automation.• You are already using social media for business.• You have content.• You are ready to prove that social works for lead
generation.
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70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales.
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Page 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
You Better Have Content that Answers Their Questions.
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Social Media Leads Do Not Come in a Box
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Page 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
All Leads are NOT Created Equal
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But, Social Leads are NOT Ready to Buy
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But who is ready?You got them to the dance
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Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing Relevance
A
B
C
D
1 23
Stages1. BUYING STAGES
• Early (4.1.1 cadence)• Mid and Late• Customer
2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%
Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN
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Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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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Behavioral Scoring: Examples
• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10
Latent Behaviors (Engagement)
• Pricing pages: • +10 regular, +15 detailed
• Watch demos: • +5 overview, +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8
Active Behaviors(Buying Intent)
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Stars and Flames show priority
Full list of Interesting Moments
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Processes at scale
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You Would Have Better Luck Finding…..
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Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Re
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Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al Li
ft
Events
Making Every Campaign Social
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Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Five Essentials for Success
Inbound is not Enough4-1-1 RuleContent is still kingSocial SignalsAdvocates
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Page 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Inbound + Outbound = Awesomeness
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Page 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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 This
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Page 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Fuels Social AND Marketing Automation: So ……….Repurpose, Repurpose, then Repurpose Some More
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Social Signals Influence Google
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Leverage Your Employees & Advocates
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Page 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Are You Ready to See Something Amazing?
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Page 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Twitter for Lead Generation
• Combination of search & timeline campaigns
• $109k invested• 2,995 Prospects• $ per Prospect: $37
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Page 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Lead Gen Cards Synched to MA
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Page 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Wait for it……
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Page 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Seventeen Thousand Dollar Tweet
First Touch Tweet!
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Page 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Prepare to Have Your Mind Blown
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Page 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Forty Thousand Dollar Facebook Post
First Touch Facebook!
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A Social Media Marketing Badass
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And the Award Goes to:
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Page 36© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Does Facebook Work for B2B Lead Gen? Hell Yes!
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• Current active opportunities – specific contacts
• Marketing executives at Target Enterprises
• Key bloggers, reporters, and analysts
• Fans of complementary solutions and competitors
Heavy focus on Mobile Feed
Facebook Custom Audiences – the biggest thing in Facebook since company pages
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Page 39© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Does Facebook Work for B2B Lead Gen? Hell Yes!
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Page 40© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Raising Affinity for the Big Delivery
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Page 41© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Optimizing Your Facebook Page
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Facebook for Lead Generation
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Page 43© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Which Social Channel Provides the Highest ROI? (Goes to Eleven)
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Slideshare: The Sleeping Giant for Lead Generation
• $5k invested• 2,765 names• 57 new prospects• $ per Prospect: $94• $107k pipeline to
date
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Page 45© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How About Some Free Links? Yes Please.
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Page 46© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How About Some Free Links? Yes Please.
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Page 47© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Give Your Content a Fighting Chance with Google Authorship:
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Page 48© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Research data, funny videos, curated lists, infographics, thought leadership
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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Page 49© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Research data, funny videos, curated lists, infographics, thought leadership
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
Middle Stage
Late Stage
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Page 50© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Short Forms Outperform Long Forms
Short (5)Conversion: 13.4%Cost per: $31.24
Medium (7)Conversion: 12.0%Cost per: $34.94
Long (9)Conversion: 10.0%Cost per: $41.90
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Page 51© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Perfect Social Landing Page
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The Rise of Visual Content
328,000 views!
17,000 views
Word
s
Visual
eBook Interactive Infographic
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Page 53© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Buyer to Buyer: 92% TrustSource: Nielsen Research 2011
Company to Buyer: 33% Trust
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Page 54© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Turn on the Power of Peer to Peer
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Page 55© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Test & Tune With Social Funnel Metrics
Measure,
Test and
Optimize
Coloring Book Results• 289 participants
shared• 354 registered
downloads• 19.8% increase in
registered downloads
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Page 56© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Incentive
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Page 57© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Test & Tune With Social Funnel Metrics
Measure,
Test and
Optimize
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Page 59© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Additional Resources
The Definitive Guide to Social Marketinghttp://marketo.com/DG2SM
The Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MM
Optimize Your Social Channels for Lead Generationhttp://www.marketo.com/ebooks/how-to-optimize-your-social-channels-for-lead-generation/