10 steps to lead generating web engagement
TRANSCRIPT
10 Steps to Lead Generating
Web Engagement
David MyersProduct Manager, Marketo
Mike Telem VP Product Marketing, Marketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Overview
• Intro to Web Engagement
• Tapping into your largest lead source
• 10 Steps to Lead Generating Web Engagement
• Getting Started
Marketo Research
Personalizing web experiences can lead to:
• Average time on site up 193% for visitors who engaged with personalized content
• Up to a 270% increase in content consumption
• 30% increase in conversion rates
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Real-Time Personalization
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Real-Time Personalization
“Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them”
(Microsoft Research)
Speed
“82% of prospects value content targetedto their specific industry”
(MarketingSherpa)
Relevancy
Personalizing your prospects experience while they are engaged and attentive
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10 Steps
Step 1: Figure out your Who, What and Where
Step 2: Select 2-3 use cases to implement
Step 3: Match content to audience for your use cases
Step 4: Segment and gather initial analytics
Step 5: Leverage existing content and create customized calls-to-action
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10 Steps
Step 6: Outline content per stages of the customer journey
Step 7: Engage in web nurturing to draw customers in
Step 8: Power your ads with data to target
Step 9: Implement A/B testing and optimize performance
Step 10: Share reports and align with sales
Step 1
Figure out your Who, What and Where
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3 W’s to Web Engagement
WhoOrganization / Vertical
Product interest
Location
Behavior / Stage
WhatContent
Case Studies
Videos
WhereWebsite
Mobile
Advertising
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3 W’s for Marketo
WhoFinance, Healthcare, Education
Lead Management, MA, RTP
USA, Europe, ANZ
SMB / Ent.
WhatCase Studies
Cust. Testimonials
Events Road Shows
WhereWebsite
Remarketing Ads
Step 2
Select 2-3 use cases to implement
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Use Cases
Location Vertical Known LeadAccount-Based Behavioral
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Use Cases
Location Vertical Known LeadAccount-Based Behavioral
Step 3
Match content to audience for your use cases
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Use Case Strategy
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals
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Use Case Strategy
Location Vertical
Case StudiesLocal Events
Step 4
Segment and gather initial analytics
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Segment Web Visitors
Organization Industry Revenue
Customer Journey
Size Persona Territory
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Analytics
Step 5
Leverage existing content & generate calls to action
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Leverage Content and Calls to Action
• Repurpose Content
• Predictive Content Recommendations
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Calls to Action
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Calls to Action
Step 6
Outline content per stages of the customer journey
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Web Nurturing
Buyer’s Journey
Target Segments Awareness Interest Decision
Finance
State of the Economy
Infographic
Bank of America OR Wells Fargo
Case Study
Advanced Solutions
User Group
HealthcareCompany intro for
Healthcare specialists
Intro Video
Top Hospital Customer
Testimonial
Annual Executive Summit
Conference
Step 7
Engage in Web Nurturing
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Web Nurturing
Buyer’s Journey
Step 8
Power your ads with data to target
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Web Nurturing
• Personalize Remarketing
• Optimize Cost Per Click
Prospect
Prospect Returns to your site
Your Site Prospect isTracked
ProspectLeaves
Your Ad onOther Sites
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Facebook Custom Audiences
Higher Education Healthcare
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Facebook Remarketing
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Remarketing – Higher Ed Vertical
Step 9
A/B test and optimize performance
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A/B Testing
• Optimize site content and landing pages by A/B testing different CTA’s per targeted segment
• Auto-Tune to automatically identify and accelerate the most effective CTA or content
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A/B Testing
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A/B Testing
Step 10
Share reports, align with sales
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Reports + Sales
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Reports + Sales
1.Key Organizations from Sales Territories
2.Key Leads from Sales Territories
3.Specific reports on mobile data
Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Summary
Step 1: Figure out your Who, What and Where
Step 2: Select 2-3 use cases to implement
Step 3: Match content to audience for your use cases
Step 4: Segment and gather initial analytics
Step 5: Leverage existing content and create customized calls-to-action
Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Summary
Step 6: Outline content per stages of the customer journey
Step 7: Engage in web nurturing to draw customers in
Step 8: Power your ads with data to target
Step 9: Implement A/B testing and optimize performance
Step 10: Share reports and align with sales
Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
Getting Started is Easy
Any CMS, Zero IT
Real-Time Campaigns in Seconds
Follow the 10 Steps
marketo.com/personalization@marketo
Thank you.
10 Steps to Lead Generating
Web Engagement