Planning Strategy for 2015 - Heidi Bullock

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Planning Strategy for 2015

Heidi BullockVP Demand Generation, Marketo


Topics

1. Challenges

2. Success Secrets

3. Ideas


Planning Thoughts


Challenges


#1 Your budget is getting cut, now what?


#2 How can you plan to hit your goals?


#3 How do you choose WHAT to do?


#4 How do you support your plan?


#5 How do you coordinate across teams?


#6 How do you show progress overtime?


10 Success Secrets


Start with a high-level view


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


Consider Key Inputs

• Themes or message arcs• Your product / services direction for the year (ex: product launches?)• Key content pieces• Large scale events


Need help? Check out:

http://www.marketo.com/ebooks/how-to-define-a-lead/

#2 – Agree on definitions


Example

Names from a tradeshow? Attended demo, right

demographics?

Pipeline


vs.

#3 – Identify the right set of metrics


#4 – Identify what channels and programs

perform the best for your business


Inbound + Nurture = 58% of (MT) PipelinePaid Programs = 42% of (MT) Pipeline


(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


#5 – Use Metrics to Set & Justify Budgets


Big Rocks


Create your plan

Working back, what do you need to deliver for the quarter,

each month?


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


#7 – Design programs to be measureable


#8 – Scale your programs


JUNEDATE:


#9 – Map and coordinate your plans across

teams


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.


#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?


Ideas


Content powers your lead gen engine

Good content = Optimized performance

Poor content = suboptimal performance


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!


Repurpose: Taco Bell Content Strategy


“Big Rock” content example

Definitive Guide to MA:

Webinars:

Ebooks:

Infographics:


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


Form length matters


Form completion for data augmentation

Hidden Fields


Slideshare

• You have a great deck

• Make it very visual and

appealing

• Use the form for

Slideshare


Customized messaging for visitors –industry, B2C/B2B, other

technologies


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


Facebook for lead generation

Test a mix of content offers – make sure they are visual!

Lighter Harder


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’)


LinkedIn promoted posts

Great targeting!• Enterprise• B2C• SMB• Industries• Interests – ex:

email marketing, SEO


Your blog

@jonmiller

@mpranikoff


Blog - Results

From average 14 a week to 145/week - 10X growth!


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!


The power of peer to peer

• Company to Buyer: 33% Trust

• Buyer to Buyer: 92% Trust WOW!!


Get the most out of your content

• Get your users to SHARE

• Make every campaign social

• Increase your visibility and

engagement


Successful nurture


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

http://marketo.com/DG2LN


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


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

Planning Strategy for 2015 - Heidi Bullock

Marketing

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