© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Integrated Demand Generation: Top Tips for Marketers Who Need to do it AllHeidi Bullock, Director Demand Generation, Marketo@heidibullock
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Not for the Faint of Heart
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I need MORE SQLs and opportunities!!!
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Inbound Marketing
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Help Leads Find You
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Average Cost to Generate a Lead
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Some Inbound Marketing Tactics
Source: Optify.net
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ContentQuick Tips
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Tip One: Make it visual
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
Tip Two: Map Content to Buying Stage
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 - Awareness
Middle Stage - Evaluation
Late Stage - Purchase
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To Gate or not to Gate?
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Form Length
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Tip Three: Repurpose! Repurpose!
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Repurpose “Big Rock” Content ExampleDefinitive Guide to MA:
Webinars:
Ebooks:
Infographics:
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Social MarketingQuick Tips
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6 Social Marketing Golden Rules
1. Don’t take yourself too seriously2. Inbound is not enough3. You must have good content and
solid offers4. You will need a strong call to action5. Always add value6. Never forget that social is a two-way
street
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Facebook for Lead Generation
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Facebook and EdgeRank
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Twitter Promoted Tweets - Timelines
• Use gated resource pages
• Have strong CTA
• Can still be playful and fun
• Results depend on content and message
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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
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Company Page
• Key rich text• Add Specialties• Consider video• Add RSS and enable
‘show news’
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Slideshare
• Make it part of something bigger• Base your presentation on your expertise• Take it on the road• Activate form capture to collect leads
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Google +
• SEO• Consider Google Hangouts!
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The Power of Peer to Peer
• Company to Buyer: 33% Trust• Buyer to Buyer: 92% Trust WOW!!
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Frictionless & Incentivized Sharing
• Make every campaign social• Increase your visibility and
engagement
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Outbound MarketingQuick Tips
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Powerful Impact = inbound + outbound
• Inbound does not always drive people to take action• There are late adopters who need a push• Demand gen is about optimizing for different scenarios
Outbound Marketing
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Paid Email Campaigns
1. Good vendors2. Negotiate when possible3. Email design – soup to nuts4. Relevant and vetted offer5. Test!6. Back up plan if results don’t
meet your goal
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Events Webinar: Multi-Touch PromotionTypical Webinar Promotion:
Series Invite + Big Bang Press ReleaseT-2 weeks inviteT-1 weeks invite v2T-2 days invite
Typical Webinar Confirmation:Confirmation EmailReminder 2 days prior – Email and BoxpilotReminder 1 hour prior
Typical Webinar Follow-up:Minutes after event with slides1-2 days later with recordingPhone call (Leads)
3rd email drives the most
registrations
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Events (all): Follow-Up Fast
1. Email with slides out within the hour
2. Recording out within 48 hours
3. Immediate sales notifications and “interesting moments”
4. Follow-up survey included requests for a demo
5. Follow-up offers to continue engagement
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Events (all): Make it Scalable
Clone Complete Programs
Track Costs and Tags for Measurement
Use “Tokens” To Parameterize
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Direct Mail – part of an integrated campaign
45% of social network users have done something as a result of Direct Mail they’ve received
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Content Syndication:
Tips1. Consider mid-stage content2. Gate content 3. System integration4. Get credit5. New names matter6. Freshness
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Avg Demographic Score: Which programs bring in the targets we want?
$ / Target: Which programs bring in targets most cost-effectively?
% New: Where are we exhausting the lists?
Top Of Funnel Metrics (TOFU)
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Source: Marketo Revenue Cycle Analytics, Q2-2013 paid programs only (as of 7/22/2013)
Sponsored email is the workhorse for TOFU
Tradeshows, events, and PPC drive expensive targets
Virtual tradeshows = low cost targets
But not all targets are equal value!
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Key Takeaways
1. Need a mix of inbound and outbound for a successful demand gen strategy
2. Repurpose content
3. Consider 4-1-1 approach for social campaigns
4. Leverage “peer-to-peer” influence to give every campaign a social boost
5. Apply smart thinking for outbound like ‘follow up fast’ and ‘make it scalable’ for better results
6. Measure every chance you get and be able to course correct in real-time
@heidibullock
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Heidi Bullock@heidibullock
Q&A
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