10 tips to get on the inc 500: how two companies did...

10 Tips to Get on the Inc 500:

How Two Companies Did It

Marketo

Content Marketing Institute

© 2012 Marketo, Inc.

Today’s Speakers

#Inc500Secrets

Jon Miller

VP Marketing and Co-Founder, Marketo Editor of Modern B2B Marketing blog

@jonmiller

Joe Pulizzi

Founder, Content Marketing Institute

@juntajoe


#365 1,021%

#78 3,545%


ABUNDANCE INFORMATION


Wide top of funnel

Nurture until ready

Engage optimally Measure and optimize

Content marketing

#RevEngine @juntajoe #Inc500Secrets


Search Engine Optimization

Lead Generation

Social Media

STORYTELLING


Deliver content at all the right stages of the buying process

to attract and retain customers.

Subscribers continually show positive behaviors

throughout the year - purchase, sharing, attending

web events, subscribing, etc.


SUBSCRIBER ($21)

Paid Events Paid Content

Consulting

Site & Event Sponsors Email Webinars

Magazine


A Rising Tide Lifts All Ships


Define Your Hit List of Influencers


• Last five years – over 300 different guest posts, interviews or webinars


The latest full-length books on the discipline of content marketing.


50,000 followers/fans


50,000

followers/fans


Get Uncomfortable:

If you don’t feel like

you are going to run off

the road, you are not

driving fast enough.

http://taylordowns.com

http://taylordowns.com/

How Marketo Does It


Highly Efficient Revenue Engine

• 85% of revenue sourced by marketing

• Sales time spent selling = higher quotas

CAC Productivity

SaaS Average


Staffing for Success

CMO (~45 heads)

Product / Customer Marketing

Content Top-of-Funnel

(TOFU)

Inbound / Social

Corporate Communications

Demand Gen

Middle-of-Funnel (MOFU)

Nurture / Score

Sales Development

Field Marketing

Alliances / Ecosystem

Operations

• ~7 FTE dedicated to Content, Inbound & Social

• Founder serves as “Managing Editor”, strategist, and evangelist

• Demand Generation done locally in the “field” (~11 FTE)

• Demand Center for Operations and best practices (~6 FTE)


But who is dancing? AT THE DANCE


Lead Nurturing Relevance

1. BUYING STAGES • Early / Mid • 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

http://bit.ly/DGtoLN


A Framework for Lead Scoring

Explicit What the prospect tells you

Inferred What you observe or infer

Fit Are you inter-ested in them? Positive + Negative Factors

• Demographics (title)

• Firmographics (size)

• Data append

• Data quality

• Corporate email

• Geo Location

Interest Are they inter-ested in you?

• BANT • Behaviors (engagement)

• “Act Now” behaviors

Get The “Definitive Guide to Lead Scoring”

http://bit.ly/DGtoLS

http://bit.ly/DGtoLS


Lead Scoring - Examples

• Early stage content: +3 • Late stage content: +12 • Attend webinar: +5 • Visit any webpage: +1 • Visit careers pages: -10 • Searches for Marketo: +8 • Three website visits: +10

• Marketing Title +2 • Director/Executive +1 • Uses Salesforce.com +3 • Customer of Competitor +2 • Target Industry +3

• Generic Email Domain -1 • Bad Job Title -4

(intern, consultant, student unemployed, self, etc.)

• Missing Email -10


Prioritizing Sales Time

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

pricing page

𝐒𝐨𝐫𝐭 = 𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 + 𝑵𝒆𝒕 𝑫𝒆𝒎𝒐𝒈𝒓𝒂𝒑𝒉𝒊𝒄 ×𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓

𝟏𝟎

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

Proving — and Improving —

Marketing’s Impact on Revenue


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Example: Multi-Touch Attribution



Revenue Cycle Modeler



Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity

Trends over time

SLA violations



1. Find your content niche!

2. Know your number (call to action).

3. More bricks, less feathers.

4. Take seriously the idea that you NEED TO BE the leading informational provider in your niche.

5. Help create rock stars!


Key Takeaways

1. The way buyers buy has changed forever – the way we market and sell must change as well

2. Invest in marketing to make sales more productive

3. Develop relationships with 81% prospects that aren’t yet to buy (123 day average)

4. Fit and interest are required for “win-ready” leads

5. Use analytics to turn marketing from a cost center into a revenue driver

Questions?

Jon Miller @jonmiller

[email protected]

Joe Pulizzi @juntajoe

[email protected]

10 tips to get on the inc 500: how two companies did...

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