Planning Strategy for 2015 - Heidi Bullock
Transcript of Planning Strategy for 2015 - Heidi Bullock
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Planning Strategy for 2015
Heidi BullockVP Demand Generation, Marketo
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Topics
1. Challenges
2. Success Secrets
3. Ideas
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Planning Thoughts
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Challenges
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#1 Your budget is getting cut, now what?
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#2 How can you plan to hit your goals?
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#3 How do you choose WHAT to do?
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#4 How do you support your plan?
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#5 How do you coordinate across teams?
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#6 How do you show progress overtime?
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10 Success Secrets
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Start with a high-level view
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Goal Objective Strategy Tactic(s) Metric
Grow revenue by 15% -- LeadGeneration
To drive revenue growth of x% and build pipeline, bring in 20K new names, 10K MQLs, 4800 opps
Ex: 1- 4 DG content
launches for 2014
• Webinar• Resources
Center• PPC
Across all channels – 3K new names, 8 FT opps, 13 MT opps
Brand Awareness
Customer Acquisition
Thought Leadership
Customer Retention/Loyalty
#1 – Understand corporate objectives and how
you support them
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Consider Key Inputs
• Themes or message arcs• Your product / services direction for the year (ex: product launches?)• Key content pieces• Large scale events
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Need help? Check out:
http://www.marketo.com/ebooks/how-to-define-a-lead/
#2 – Agree on definitions
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Example
Names from a tradeshow? Attended demo, right
demographics?
Pipeline
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vs.
#3 – Identify the right set of metrics
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#4 – Identify what channels and programs
perform the best for your business
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Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline
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(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
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#5 – Use Metrics to Set & Justify Budgets
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Big Rocks
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Create your plan
Working back, what do you need to deliver for the quarter,
each month?
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The best event programs incorporate intentional measurement strategies in advance.
Pre-Event:
Engagemen
t #
downloads
on your
asset
During
Event:
# booth
visits, #
demos, #
attended
talk
Post-Event:
#
downloads
on slides –
on follow
up email
Leads > Opportunities
15
3 Closed
Deals
Jan Feb Apr May June
#6 – Set goals for your programs
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#7 – Design programs to be measureable
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#8 – Scale your programs
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JUNEDATE:
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#9 – Map and coordinate your plans across
teams
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The right view for each role
I need an executive level view of the quarter, globally for all business units.
I need a weekly and monthly view globally for SMB and ENT.
I need a daily view for North America SMB.
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#10 – Supporting your plan and iterate as
needed
The virtual event generated $500K in FT pipeline.
What is working?
What is not working?
Where do you need to make adjustments?
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Ideas
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Content powers your lead gen engine
Good content = Optimized performance
Poor content = suboptimal performance
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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!
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Repurpose: Taco Bell Content Strategy
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“Big Rock” content example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:
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Research data, funny videos, curated lists, infographics, thought leadership
Map content to buying stage
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 - Awareness
Middle Stage - Evaluation
Late Stage - Purchase
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Form length matters
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Form completion for data augmentation
Hidden Fields
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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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Customized messaging for visitors –industry, B2C/B2B, other
technologies
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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
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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 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’)
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LinkedIn promoted posts
Great targeting!• Enterprise• B2C• SMB• Industries• Interests – ex:
email marketing, SEO
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Your blog
@jonmiller
@mpranikoff
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Blog - Results
From average 14 a week to 145/week - 10X growth!
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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!
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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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Get the most out of your content
• Get your users to SHARE
• Make every campaign social
• Increase your visibility and
engagement
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Successful nurture
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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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Content Approach - Example
Early
(Pre-Opp)
Be a Better Marketer
Blog Posts
Funny Videos
Infographics
Thought Leadership
Mid
(Pre-Opp)
Why Marketing Automation
Buying Guides
RFP Templates
ROI Calculators
Whitepapers
Research
Late
(Post-Opp)
Why Marketo
Pricing
Demos
Video Testimonials
Case Studies
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Key Takeaways
1. If your budget is cut, or you have fewer people, look for bigger impact through program scaling and big rock programs.
2. Measure every chance you get and be able to course correct in real-time to ensure you hit your goals.
3. Use data to identify what channels and programs work for yourbusiness.
4. Leverage a centralized calendar for effective planning and coordinating across teams.
5. Progress not perfection!
@HeidiBullock