Marketo User Group8 Inbound Tactics to Revitalize Your Marketing

FunnelJuly, 2015

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Introductions:

Michelle LawInbound Marketing Analyst @MrktingMichelle

Alex GregerEmail Marketing Specialist @AlexMGreger

8 Inbound Tactics to RevitalizeYour Marketing Funnel

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# Topic

1 Track, Measure and Optimize

2 Custom Audiences with Ad Bridge

3 Twitter Lead Generation Cards

4 SEO Tactics

5 Progressive Profiling

6 Map Your Nurture Streams to Your Inbound Plan

7 Re-Engagement

8 Test, Test, and Test Again

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• UTM Tracking

• Track• Use to track on- and off-line marketing

tactics• Use hidden fields to capture this

information

• Measure• Collect 30 days or appropriate sample

size of data

Track, Measure and Optimize1

• Optimize• Tie conversions directly to names in a database• Show multi-touch attribution through UTM tracking

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Track, Measure and Optimize• Using UTM tracking tied to the individual leads gives you the visibility to see which

networks and campaigns are driving true ROI

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• Ad Bridge Marketo Integration• A middle-ware integration with Marketo and ad

networks such as Facebook, LinkedIn, Google, etc. to create custom audiences and allow personalize experiences beyond Marketo

• How to Use Custom Audiences• Retain Current Customers

• Focus on the people you know first – website visitors, email subscribers

• Acquire Your Most Ideal Customers• Use smart lists and progressive profiling to

segment your audience and use highly personalized ads

• Discover Similar Audiences• Use lookalike audiences in Twitter and Facebook

create new audiences• Refine your audience and exclude waste

Custom Audiences with Ad Bridge2

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Custom Audiences with Ad Bridge2

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Common Questions:

• What is a Twitter Lead Generation Card?

• What are the benefits of them to fill the top of the funnel?

• How much do they cost? How do they work?

• How qualified and engaged are these leads?

Twitter Lead Generation Cards

Lead Generation Card Tweet

Standard Tweet

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Twitter Lead Generation Cards

Lead Generation Card Tweet

Clicking the CTA Button

Thank You Screen

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Results:

• We found from a cost-per-acquisition view, that names being gathered by Twitter Lead Generation cards were on average around $10/lead (Almost an 80% improvement when compared to other tactics).

• Around 1/10 names collected used their business email address as opposed to their personal email address. However since their email address is validated we saw a drastic increase in engagement over that of fake or spam submissions.

• Once loaded into Marketo we found they had a higher deliverability rate and overall higher engagement rate than any other top of the funnel tactics being ran for net-new leads.

• All of our key performance indicators showed trends anywhere from double or higher increase in their performance.

Segment % Del. % Open % Click % Unsub. Name to MQL Conversion %

Twitter Leads 96.9% 34.7% 2.0% 0.2% 2.3%

Non-Twitter Leads* 84.4% 15.7% 0.9% 0.5% 1.6%

* Combination of Organic, Direct, Google AdWords, LinkedIn Display and LinkedIn Sponsored Posts

Twitter Lead Generation Cards3

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• Influence:

• Add Marketo Pages to the Sitemap.xml• Submit the sitemap.xml to Google

and Bing Webmaster Tools• Each Page Should be Assigned 1-3

Unique Keywords• Optimize meta data on every page

• Follow or No-Follow?• Maketo by default sets meta tag to

No-Follow

SEO Tactics4

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• Measure:

• Marketo SEO Dashboard• SEO Dashboard• Keywords (Rank & Trends, Competition, Searches, URL)• Pages (Optimization & Trends, Links, Keywords, Issues)• Inbound Links (Priority, Link Relationships, Page Rank)• Reports

SEO Tactics4

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Progressive Profiling5

• What questions to Ask

• Create buyer personas by gathering information through discovery phase

• Determine key data points to create those personas

• Brainstorm questions to ask to achieve answer these data points

• Advanced Progressive Profiling

• Start with LinkedIn ads that are highly targeted and separated by target audience

• Link ads to separate landing pages based on audience targeted with incentive to fill out information

• Utilize separate retargeting list/campaigns in Google/FB/Twitter

• Personalized ads based on the LP the visitors hit

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• Utilize Facebook/LinkedIn to auto fill forms

• All social platforms have an API to access users information

• Using Marketo social integration for login

• Limited on number of fields you have access to

• Utilizing API and building own integration

• Gain a lot more information on the user (Double if not triple the number of fields)

Progressive Profiling5

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Old Way:

Single path of emails and landing pages a lead sees no matter where they come from

New Way:

Marketo Engagement Program

• Personalize ads based on demographics you are targeting

• Direct leads to specific content streams based on the content/event/network they are sourced through

• Leads should be able to define their own path through your Marketing Funnel engaging or skipping over content based on their demographics and behaviors

Map Your Nurture Streams to Your Inbound Plan

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• Why Re-Engage:

• Leads that are in prime research mode will engage for short periods and naturally trail off

• Remind your inactive subscribers why they were attracted to your company in the first place

• Steps:

• Determining who you will be reengaging

• Creating your reengagement campaigns

• Saying farewell to permanent inactive subscribers

• Examples:

• Percentage off to increase sales and re-engage old customers

• Guilt trip, “We will miss you” message to re-subscribe

• Reminder emails, a lot of subscriber are busy and just miss initial emails

Re-Engagement7

We saw a 600% increase in sales engagement through quarterly re-engagement emails.

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• Don’t Assume What Works for Others Will Work for You

• Start with industry best practices, but measure and optimize base on your data

• Different top of the funnel tactics work for different industries/clients

• Case studies: Bottom or Top of the Funnel Content?

• Facebook: B2B or B2C Tactic?

• Track, Measure and Optimize• Testing is useless without proper

tracking set in place• Adequate test period and number

within test pool

Test, Test, and Test Again8

Questions?

Lunch:About Hileman Group

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Who We AreHileman Group specializes in smart digital

solutions by working at the intersection of Marketing, Creativity and Technology to help our

clients implement real measurable solutions.

We do this by:

• Leveraging an approach that integrates multiple disciplines across Marketing, Creativity and Technology to provide custom solutions for our client’s business needs

• Partnering with our clients to help manage the growing complexity and the industry’s velocity of change

• Measuring the solution to understand performance and its impact on the client’s business needs with continued optimization to ensure optimal performance

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