The Path to a Killer Online Marketing Strategy
Transcript of The Path to a Killer Online Marketing Strategy
The Path To A Killer Online Marketing Strategy
© 2012 Marketo, Inc.
Jon Miller, VP Marketing and Co-FounderExecutive Editor of Modern B2B Marketing blog@jonmiller
Jon MillerSubscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard4. My first child was born the same month
that we incorporated Marketo
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INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
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ABUNDANCEINFORMATION
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One Way to Reduce Whisk
#groan
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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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The Rise of Visual Content
328,000 views!
17,000 views
Word
s
Visual
eBook Interactive Infographic
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Your Customers Like to Have Fun As Well
9Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
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How Much Content is Right For You?
Investment
Ret
urn
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Staffing for Content Creation
• Appoint executive editor• Invest in content creators
• Content consumers• Great communicators• Self-promotional
• Distribute creation: internal + community-generated
• Create a content / social policy
Marketo invests 10% of headcount
into content
www.marketo.com/trust/social-media-
policy.php
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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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#RevEngine© 2013 Marketo, Inc. @jonmiller
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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www.marketo.com/calculator
Test, But Don’t Over Test!
T = number of testsW = weeks for test R = responses /
conversions per day
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Social media leads do not come in a box-@jonmiller
19
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EdgeRank• Time
Decay• Weight• Affinity
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I’m going to make you an offer you can’t refuse.
Learn how to make the most out of every lead in your database. Download The Definitive Guide to Lead Scoring: http://marketo.com/DG2LS
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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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ROI On Social Advertising: Tale of Two Types
• Traditional display ads on Facebook not effective• Twitter conversions slow to convert to Lead• Facebook memes and other highly engaging ads are
working great• Slideshare great for acceleration (not lead gen)
Source: Marketo Revenue Cycle Analytics
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Buyer to Buyer: 92% TrustSource: Nielsen Research 2011
Company to Buyer: 33% Trust
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Re
ach
& E
ng
age
me
nt
Soci
al Li
ft
Soci
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Soci
al Li
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Soci
al Li
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Soci
al Li
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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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#RevEngine© 2013 Marketo, Inc. @jonmiller
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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Source: Marketo Revenue Cycle Analytics, Q2-2013 programs as of 6/12/2013
Q2 2013 programs as of 6/12/13
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Lightbox – Blog New Names
From average 14 a week to 145/week - 10X growth!
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But who is ready?You got them to the dance
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Processes at scale
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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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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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One Way to Identify Marketing Qualified Leads
21+ Super-Target Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Engagement <20 20+ 45+ 90+
Buying Intent <6 6+ 13+ 19+
Fit
Inte
rest
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Stars and Flames show priority
Full list of Interesting Moments
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Why Measuring Online Programs is Hard
• Multiple touches. Seven touches needed to convert a cold lead into a sale
• Multiple influencers. Typical buying committee has 5-21 people
• Tyranny of time. The money you invest today will have an uncertain impact at an uncertain point in the future
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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First Touch vs Multi-Touch
Source: Marketo Revenue Cycle Analytics, June 2013
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)
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Tweetable Takeaways
1. Information abundance is transforming how buyers buy
2. Create content for each phase of the buying cycle
3. Leverage “peer-to-peer” influence to give every campaign a social boost
4. Most leads are not “ready-to-dance” – nurture relationships over time
5. To measure program ROI, you need to allocate all interactions with an account
@jonmiller
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Additional Resources
The Definitive Guide to Social Marketinghttp://marketo.com/DG2SM
The Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MM
Personalized Benchmark on Email Marketinghttp://marketo.com/DG2MA
#RevEngine© 2013 Marketo, Inc. @jonmiller
@jonmiller