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

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF

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ABUNDANCEINFORMATION

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Brand awareness

Brand preference

Risk reduction

Blogs Definitive GuidesResource Center VideoWebinars

Content Marketing for Brand & Like

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Visual Content Helps Stand Out

145,000 views

17,000 views

Word

s

Visual

eBook Interactive Infographic

Hits and Long-Tail Content

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Research data, funny videos, curated lists, infographics, thought leadership

Types of Content

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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Problems With Self-Submitted Data

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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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Test, But Don’t Over Test!

www.marketo.com/calculator

Number of Tests

T = number of tests

W = weeks for test R = responses /

conversions per day

Social MarketingPaid and Organic

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PageManagement

Social Engagement

Social Marketing in Context

Social Listening

Social Enterprise

Social Campaigns

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Twitter Promoted Tweets

• Combination of search & timeline campaigns

• $109k invested• 2,995 Prospects• $ per Prospect: $37• $290k pipeline to date

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Facebook and EdgeRank• Time Decay• Weight• Affinity

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Facebook Timeline Campaigns

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Facebook Display Advertising

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Slideshare

• $5k invested• 2,765 names• 57 new prospects• $ per Prospect: $94• $148k pipeline to date

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LinkedIn

Definitely• Build a Company Page and Drive Followers• Participate in Groups• Share Status Updates and Links• Answer Questions

Consider• Paid Advertising with Amazing Targeting

• Marketo’s initial ROI not attractive

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Also

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ROI On Social Advertising: Tale of Two Types

• Facebook and LinkedIn display ads not effective (yet)• Twitter drove many Prospects, especially early on, but

slow to convert to Lead• Facebook memes are working great (but still new)• Slideshare great for acceleration (not lead gen), but

smallerSource: Marketo Revenue Cycle Analytics

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Company to Buyer: 33% Trust

Source: Nielsen Research 2011

Online Ads

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Buyer to Buyer: 92% TrustSource: Nielsen Research 2011

More relevance!

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Currency &

Triggered &

Trackable

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Test & Tune With Social Funnel Metrics

Test and

Optimize

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Marketo

“Klout”

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Re

ach

& E

ng

age

me

nt

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Landing Pages

Website Facebook Pages

Online Ads Email

Soci

al Li

ft

Events

Making Every Campaign Social

Other Lead Generation

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Marketo Prospect Generation: Last 12 Months

Source Prospects Invest-ment % Lead 12 mo Velocity (Days) Lead to Opp Index3rd Party Email Blast 19,039 $43 30% 147 0.2Trade Show 12,619 $53 29% 153 1.0Virtual Trade Show 4,120 $40 32% 213 0.8Paid Webinar 3,849 $63 36% 156 0.4Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8Content Syndication 2,302 $126 40% 178 0.2AppExchange 1,306 $26 80% 26 0.9Website/Inbound 3,352 57% 75 2.8Referral / WOM 179 36% 158 10.9Sales Prospecting 440 28% 108 3.6

Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012

Middle of the Funnel

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But who is dancing?AT THE DANCE

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Processes at scale

@JonMiller

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Lead Nurturing Relevance

1. BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• 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

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A Framework for Lead Scoring

ExplicitWhat the prospect tells you

InferredWhat you observe or infer

FitAre you inter-ested in them?

Positive + Negative Factors

• Demographics (title)• Firmographics (size)

• Data append• Data quality• Corporate email• Geo Location

InterestAre they inter-ested in you?

• BANT• Behaviors (engagement)• Social activity• “Act Now” behaviors

Get The “Definitive Guide to Lead Scoring”http://bit.ly/DGtoLS

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Prioritizing Sales Time

• Free Trial form• Contact Me form• Visited the detailed

pricing pageAct N

ow

𝐒𝐨𝐫𝐭=𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 +(𝑵𝒆𝒕 𝑫𝒆𝒎𝒐𝒈𝒓𝒂𝒑𝒉𝒊𝒄 )× 𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓𝟏𝟎

• Viewed weekly live demo• Viewed deep dive demo • Viewed demo on AppExchange• Request live demo

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Stars and Flames show priority

Full list of Interesting Moments

Measuring Online Marketing’s Impact on Revenue

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Why Measuring 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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Example: Multi-Touch Attribution

Screenshot: Marketo Revenue Cycle Analytics

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More Key Takeaways

1. Optimize Facebook EdgeRank to nurture relationships socially

2. Authentic social interaction drives more ROI than paid ads

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 ROI of social, you need to track all interactions with an account

@jonmiller

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Additional Resources

The Definitive Guide to Social Marketinghttp://bit.ly/DGtoSM

The Definitive Guide to Marketing Metrics & ROIhttp://bit.ly/DG2MM

Personalized Benchmark on Email Marketinghttp://www.marketo.com/benchmark

Jon Miller@jonmiller

jon@marketo.com

Q&A