amplify your impact: how to multiply the effects of your inbound marketing

Amplify Your Impact: How to Multiply the

Effects of Your Inbound Marketing

Maria Pergolino, Marketo

Alex Pelletier, Acquisio

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Buyers are Changing

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Inbound Marketing

The process of helping potential customers find your company – often before they are even looking to make a purchase – and then turning that early awareness into brand preference and, ultimately, into leads and revenue.

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Benefits of Inbound Marketing

• Brains not budget

• Increased brand awareness

• Increased brand preference

• More leads for less budget

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Four Tactics for Inbound Marketing Success

1. Search engine optimization

2. Social media marketing

3. Content marketing

4. Conversion optimization

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

So is Inbound a Magic Bullet?

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Your aim is too wide.

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Some prospects may find you, but many

don’t know you exist.

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Others may know you exist, but don’t

understand what you do.

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

You aren’t reaching the decision makers.

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

You can’t break through the noise.

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Sometimes there isn’t any noise.

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

And there can by Diminishing Returns.

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

What Can You Do?

Mix inbound

marketing with

outbound

marketing

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

The Ideal Mix

Inbound Marketing + 1. A corporate communications strategy

2. An outbound marketing strategy

3. A nurturing or marketing automation strategy

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Corporate Marketing

• Branding

• Analyst relations

• Product launches

• Programs to upsell to and retain customers

• Communications - both internal and external

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Outbound Strategy

• Online campaigns

• Offline campaigns

• Field marketing

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Facebook Revenue

• Email

• Direct Mail

• Paid Advertising

• Trade Show

0

2000

4000

6000

8000

10000

12000

2011 Marketo

Facebook

Fans Growth

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Marketing Automation

• Raises open and click rates

• Enables A/B testing

• Improves conversion rates

• Shortens sales cycles

• Identify when their prospects are engaging online

• Automates repetitive tasks

• Delivers sophisticated reporting and analytics

• Wins more deals + generates higher revenue per deal

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Marketo, Inc. 901 Mariners Island Suite 200 San Mateo, CA 94404

Direct: +1.650.376-2312 Mob: +1.415.710.2008 blog.marketo.com www.marketo.com

Maria Pergolino Sr. Director, Marketing

maria@marketo.com @inboundmarketer @marketo

Contact Me

ACQUISIO CASE STUDY

INBOUND MARKETING

About Acquisio

• The leading platform to buy, track, manage, optimize and report on media across all major Search, Social and Display networks.

• In numbers • +300 Clients

• +20 Countries

• +100 Employees

• +4000 Users

• +9500 Brands

• #46 Deloitte Fast 50

SEARCH SOCIAL DISPLAY

Buy

Track

Manage Optimize

Report

Acquisio Marketing

Mix

PPC & Social Ads

Display Advertising

Trade Show

Lead Generation

Inbound Marketing

Lead Nurturing

Email

Print

Acquisio Marketing Mix

Acquisio Revenue Model

Prospects VS Leads

Lead Source Analysis

• Demo Request

• ebooks & Webinars

All Leads Are Not Equal

Demo Request Goal Completions

33%

ebook & Webinar Goal Completions

8%

Contribution To The Funnel

Inbound Marketing

Paid Media

Size Does Matter

• Revenue Growth

• Lead Volume

• Sales Team

• Buy display ads to generate leads with your content

• Send email campaigns via publishers in your industry

• Use your content in your nurturing programs

Extend Inbound Marketing Reach

Example Multi-Channel Content

Continuity Can Be A Challenge

Adapt To Your Target Market

Inbound Marketing may

be good for you

Inbound Marketing may

not be good for you

Thanks!

blog.apelletier.com

@apelletier

facebook.com/alexandre.pelletier

linkedin.com/in/apelletier

apelletier@acquisio.com