david myers - web nurturing
TRANSCRIPT
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Web Nurturing
David MyersProduct Manager, Marketo@dovimyers
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Overview
• The Changing Buyer’s Journey
• Engagement Marketing
• Lead and Web Nurturing
• Discovering and Mapping Effective Content
• Predictive Content Recommendations
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Changing Buying Journey
MARKETING SALES
Evaluate Options
GatherInformation
Buying Decision PurchaseNeed
SalesSALES
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Changing Buying Journey
MARKETING SALES
Evaluate Options
GatherInformation
Buying Decision PurchaseNeed
Sales
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Changing Buying Journey
MARKETING SALES
Nurturing
Evaluate Options
GatherInformation
Buying Decision PurchaseNeed
Sales
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
70%Of a customer’s journey today is self directed1
2900Marketing messages per day vying for your customer’s attention2
50%of all purchasing decisions are influenced by third-parties3
Today’s Digital World has Made it Hard for Marketers
1. SuperProfile 2. Forrester 3. McKinsey Quarterly
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What is Engagement Marketing?
Engagement MarketingBuild personalized & lifelong relationships with people
Engage People:
• As individuals
• Based on what they do
• Continuously over time
• Directed towards an outcome
• Everywhere they are
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What is Lead Nurturing?
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Lead Nurturing
• Lead nurturing is the process of building effective
relationships with potential customers throughout the
buying cycle.
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
79%of marketing leads never convert to sales. Lack of lead nurturing common cause.
Source: Marketing Sherpa, Marketo Research, Annuitas Group
Lead Nurturing
50%more sales ready leads for companies doing nurturing, at 33% lower cost.
47%of nurtured leads make larger purchasers than non-nurtured.
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Why Web Nurturing?
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Your Web Visitors
Picture this… Every month
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Your Web Visitors… Are not all the same
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
83%of B2B buyers say company websites are the most popular channel for their online research.
Web Visitors
30,000avg. monthly web visitors for SMB
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Sample Buyer Journey
PAID & EMAIL
WEB & MOBILE
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Web Nurturing
2Xconversion rate for 2nd - 5th time visitors compared to 1st visit
67%find content targeted to their job function valuable
82%of prospects value content targeted to their industry
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Personalize your Web Content in Real-Time
Web Nurturing
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Personalization Attributes
Organization
Industry
Revenue
Buyer Journey
Size
Persona
Territory
B2B
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B2CBuyer Journey
Geo-Location
Price Sensitivity
Profile
Buying History
Product Intent
Personalization Attributes
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How to do Web Nurturing?
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• Buyer’s Journey
Target Segments Anonymous1st-2nd visit
Anonymous3rd-5th Visit Known Lead Score > 75
FinanceState of the Economy
Infographic
Bank of America OR Wells Fargo
Case Study
How Video Conf. can Help You
Live Demo
Advanced Solutions
User Group
HealthCareCompany Intro for
Healthcare Specialists
Intro Video
Top Hospital Customer
Testimonial
How Video Boosts Health Services by 45%
White Paper
Annual Executive Healthcare Summit
Conference
How to do Web Nurturing?
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How to do Web Nurturing?
Content Based on
Number of visits
Known vs. unknown visitors
Account-Based
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Behavioral + Unknown Number of Visits + Clicks
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Early Stage
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Late Stage + Specific Interest
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Account-Based
Small Schools Higher Education
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Account-Based
All Visitors Existing Customers
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Predictive Content Recommendations
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Content Recommendations
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Content Recommendations
• Auto-Discovers and map your content
• Machine Learns which content works best
• Recommends relevant content to onsite visitors
• Increases content consumption and onsite engagement
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
315%Increase in site engagements (pages per visit, time on site) for targeted visitors
201%Increase in content specific lead conversion
3xMore views on recommended content compared to generic views
Content Recommendation Results
18%Increase in content consumption
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Takeaways
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Key Takeaways
Web Nurturing as a Content Marketing strategy
• The Web is your main interaction channel and key to your
nurturing programs
• Engage visitors based on who they are and what they do
• Increase engagement rates and nurture leads throughout
the buying journey
