10 Tips to Get on the Inc 500: How Two Companies Did...
Transcript of 10 Tips to Get on the Inc 500: How Two Companies Did...
![Page 1: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/1.jpg)
10 Tips to Get on the Inc 500:
How Two Companies Did It
Marketo
Content Marketing Institute
© 2012 Marketo, Inc.
![Page 2: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/2.jpg)
Today’s Speakers
#Inc500Secrets
Jon Miller
VP Marketing and Co-Founder, Marketo Editor of Modern B2B Marketing blog
@jonmiller
Joe Pulizzi
Founder, Content Marketing Institute
@juntajoe
![Page 3: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/3.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
![Page 4: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/4.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
#365 1,021%
#78 3,545%
![Page 5: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/5.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
![Page 6: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/6.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
ABUNDANCE INFORMATION
![Page 7: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/7.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
Wide top of funnel
Nurture until ready
Engage optimally Measure and optimize
Content marketing
![Page 8: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/8.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 9: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/9.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 10: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/10.jpg)
#RevEngine @juntajoe #Inc500Secrets
Search Engine Optimization
Lead Generation
Social Media
STORYTELLING
![Page 11: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/11.jpg)
#RevEngine @juntajoe #Inc500Secrets
Deliver content at all the right stages of the buying process
to attract and retain customers.
Subscribers continually show positive behaviors
throughout the year - purchase, sharing, attending
web events, subscribing, etc.
![Page 12: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/12.jpg)
#RevEngine @juntajoe #Inc500Secrets
SUBSCRIBER ($21)
Paid Events Paid Content
Consulting
Site & Event Sponsors Email Webinars
Magazine
![Page 13: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/13.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 14: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/14.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 15: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/15.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 16: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/16.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 17: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/17.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 18: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/18.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 19: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/19.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 20: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/20.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 21: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/21.jpg)
#RevEngine @juntajoe #Inc500Secrets
A Rising Tide Lifts All Ships
![Page 22: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/22.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 23: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/23.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 24: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/24.jpg)
#RevEngine @juntajoe #Inc500Secrets
Define Your Hit List of Influencers
![Page 25: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/25.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 26: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/26.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 27: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/27.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 28: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/28.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 29: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/29.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 30: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/30.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 31: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/31.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 32: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/32.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 33: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/33.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 34: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/34.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 35: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/35.jpg)
#RevEngine @juntajoe #Inc500Secrets
• Last five years – over 300 different guest posts, interviews or webinars
![Page 36: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/36.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 37: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/37.jpg)
#RevEngine @juntajoe #Inc500Secrets
The latest full-length books on the discipline of content marketing.
![Page 38: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/38.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 39: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/39.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 40: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/40.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 41: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/41.jpg)
#RevEngine @juntajoe #Inc500Secrets
50,000 followers/fans
![Page 42: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/42.jpg)
#RevEngine @juntajoe #Inc500Secrets
50,000 followers/fans
![Page 43: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/43.jpg)
#RevEngine @juntajoe #Inc500Secrets
50,000 followers/fans
![Page 44: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/44.jpg)
#RevEngine @juntajoe #Inc500Secrets
50,000
followers/fans
![Page 45: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/45.jpg)
#RevEngine @juntajoe #Inc500Secrets
50,000
followers/fans
![Page 46: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/46.jpg)
#RevEngine @juntajoe #Inc500Secrets
50,000
followers/fans
![Page 47: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/47.jpg)
#RevEngine @juntajoe #Inc500Secrets
50,000
followers/fans
![Page 48: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/48.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 49: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/49.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 50: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/50.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 51: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/51.jpg)
#RevEngine @juntajoe #Inc500Secrets
![Page 52: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/52.jpg)
#RevEngine @juntajoe #Inc500Secrets
Get Uncomfortable:
If you don’t feel like
you are going to run off
the road, you are not
driving fast enough.
http://taylordowns.com
![Page 53: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/53.jpg)
How Marketo Does It
![Page 54: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/54.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
Highly Efficient Revenue Engine
• 85% of revenue sourced by marketing
• Sales time spent selling = higher quotas
CAC Productivity
SaaS Average
![Page 55: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/55.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
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
• Demand Generation done locally in the “field” (~11 FTE)
• Demand Center for Operations and best practices (~6 FTE)
![Page 56: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/56.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
But who is dancing? AT THE DANCE
![Page 57: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/57.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
Lead Nurturing Relevance
1. BUYING STAGES • Early / Mid • 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
![Page 58: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/58.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
A Framework for Lead Scoring
Explicit What the prospect tells you
Inferred What you observe or infer
Fit Are you inter-ested in them? Positive + Negative Factors
• Demographics (title)
• Firmographics (size)
• Data append
• Data quality
• Corporate email
• Geo Location
Interest Are they inter-ested in you?
• BANT • Behaviors (engagement)
• “Act Now” behaviors
Get The “Definitive Guide to Lead Scoring”
http://bit.ly/DGtoLS
![Page 59: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/59.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
Lead Scoring - Examples
• Early stage content: +3 • Late stage content: +12 • Attend webinar: +5 • Visit any webpage: +1 • Visit careers pages: -10 • Searches for Marketo: +8 • Three website visits: +10
• Marketing Title +2 • Director/Executive +1 • Uses Salesforce.com +3 • Customer of Competitor +2 • Target Industry +3
• Generic Email Domain -1 • Bad Job Title -4
(intern, consultant, student unemployed, self, etc.)
• Missing Email -10
![Page 60: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/60.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
Prioritizing Sales Time
• Free Trial form • Contact Me form • Visited the detailed
pricing page
𝐒𝐨𝐫𝐭 = 𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 + 𝑵𝒆𝒕 𝑫𝒆𝒎𝒐𝒈𝒓𝒂𝒑𝒉𝒊𝒄 ×𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓
𝟏𝟎
• Viewed weekly live demo • Viewed deep dive demo • Viewed demo on AppExchange • Request live demo
![Page 61: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/61.jpg)
Proving — and Improving —
Marketing’s Impact on Revenue
![Page 62: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/62.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
![Page 63: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/63.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
Example: Multi-Touch Attribution
Screenshot: Marketo Revenue Cycle Analytics
![Page 64: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/64.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
![Page 65: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/65.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity
Trends over time
SLA violations
Screenshot: Marketo Revenue Cycle Analytics
![Page 66: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/66.jpg)
#RevEngine @juntajoe #Inc500Secrets
1. Find your content niche!
2. Know your number (call to action).
3. More bricks, less feathers.
4. Take seriously the idea that you NEED TO BE the leading informational provider in your niche.
5. Help create rock stars!
![Page 67: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/67.jpg)
#RevEngine © 2012 Marketo, Inc. @jonmiller #Inc500Secrets
Key Takeaways
1. The way buyers buy has changed forever – the way we market and sell must change as well
2. Invest in marketing to make sales more productive
3. Develop relationships with 81% prospects that aren’t yet to buy (123 day average)
4. Fit and interest are required for “win-ready” leads
5. Use analytics to turn marketing from a cost center into a revenue driver
![Page 69: 10 Tips to Get on the Inc 500: How Two Companies Did Itpages2.marketo.com/rs/marketob2/images/Inc500... · #RevEngine© 2012 Marketo, Inc. @jonmiller #Inc500Secrets Staffing for Success](https://reader033.fdocuments.us/reader033/viewer/2022042316/5f04641c7e708231d40dbd88/html5/thumbnails/69.jpg)