from startup to ipo - how marketo drives growth with content

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

From Startup to IPO: How Marketo

Drives Growth with Content

© 2013 Marketo, Inc. @jonmiller

About Jon MillerVP Marketing and Co-Founder

@jonmiller

1. My first child was born the same month that we incorporated Marketo

2. Born in Ethiopia

3. Studied Physics at Harvard, captain of high-school debate team and newspaper staff

4. I have a top secret “Q” clearance from DOE


Marketo Strong Revenue Growth


How Marketo Built our Brand


ABUNDANCEINFORMATION


Build Awareness


Create Preference


Reduce Risk

It’s one way to ‘reduce

whisk’. Get it? #groan


What Kind of Content Do We Create?


Topics to cover:• Business challenges• Emotions / hopes• Purchase drivers• Language they use

(keywords)• Digital habits• Where they go to learnPersonas should be:• Distinct from each

other• Cover the market• Feel real (I’ve talked

to that person!)• Easy to explain

Don’t have too many! Four to six is most common.


Blog, e-books, research data, funny videos, curated lists, infographics, webinars

Thought leadership and enjoyable content to build brand, awareness, and desire

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, definitive guides, analyst reports

Pricing, demos, services information, 3rd party reviews, customer case studies

Early Stage

Middle Stage

Late Stage

At each stage, focus on Information Needs more than Format


Content Mapping

A

B

C

D

1 2 3Stages


Tabasco

Chocolate Cake

Roasts

Spinach

Raisin Bran

5 Food Groups of Content


The Right Content Per Channel Matters

Source: chicagostyleseo.com


Influencer Egobait


Creating Content at Scale


Retu

rn

Investment

How Much Content Should You Create?


Staffing for Content Creation

• Appoint executive editor

• Invest in content creatorso Content consumers

o Great communicators

o Self-promotional

• Distribute creation: internal + community-generated

• Create a content / social policy

Marketo invests 10% of marketing

headcount into content

www.marketo.com/trust/social-media-

policy.php


The 3 R’s of Content Marketing

REPURPOSE, REWRITE, RETIRE


Repurpose Content


Rewrite and RedesignBefore After


Retire

• Every piece of content should have a limited shelf life

• Ask yourself:• How is this content piece performing?

• Should we rewrite or redesign?

• Obvious content to retire:• Reports that are dated

• Assets around an event

• Topic is no longer relevant


Top of Funnel


Source: Marketo data, Marketo Revenue Cycle Analytics, Q1 and Q2 2013. Does not include all sources.

• Top sources of Targets rely on Content for offers

• Note: note all Channels convert the same


Blog, e-books, research data, funny videos, curated lists, infographics, webinars

Thought leadership and enjoyable content to build brand, awareness, and desire

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, definitive guides, analyst reports

Pricing, demos, services information, 3rd party reviews, customer case studies

Early Stage

Middle Stage

Late Stage

At each stage, focus on Information Needs more than Format


Short Forms Outperform Long Forms

Short (5)Conversion: 13.4%

Cost per: $31.24

Medium (7)Conversion: 12.0%

Cost per: $34.94

Long (9)Conversion: 10.0%

Cost per: $41.90


I’m going to make you an offer you can’t refuse.

Learn how to make the most out of every lead in your database. Download The Definitive Guide to Lead Scoring:

http://marketo.com/DG2LS

The Right Format for Each Channel



Test & Tune With Social Funnel Metrics

Coloring Book Results

• 289 participants shared

• 354 registered downloads

• 19.8% increase in registered downloads


Middle of Funnel


Scoring and Nurturing

• Only 25% of new Prospects are ready for Sales

• Nurturing generates 50% more sales leads

• Score based on Fit, Engagement, and Timing

Nurture Nurture DisqualifyPass to Sales

Pass to Sales

Get The “Definitive Guide to Lead Nurturing”

http://marketo.com/DG2LN




Lead Nurturing Relevance

A

B

C

D

1 23

Stages1. BUYING STAGES

• Early: Be a Better Marketer• Mid: Why Marketing Automation• Late: Why Marketo• Customer: Success

2. BUYING PROFILES• Marketing• Sales• Exec

Get The “Definitive Guide to Lead Nurturing”





Demographic “Fit” Score

Positive Demographic Score

• e.g., Marketing Manager title, known CRM customer, known competitive solution customer

Negative Demographic Score

• e.g., Generic email address, illegitimate phone number, non-existent company (unemployed, self, looking)

Data Augmentation, Not Forms


• Early stage content +3• Attend webinar: +5• Visit any webpage /

blog : +1• Visit careers pages: -10• Decay inactivity:

-1, -5, -10

• Pricing pages: +10 • Watch demos:

• +5 overview • +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for branded

keyword “Marketo” +8

Get The “Definitive Guide to Lead Scoring”





How We Measure the Value of

Content


Metrics for Each Stage

Early Mid Late

• Traffic / views

• Downloads

• Links

• Shares and Likes

• Lead generation(targets)

• Pipeline and opportunity allocation

• Sales usage

• Sales usage

• Pipeline and opportunity allocation

• Revenueallocation


Top Traffic (Q2+Q3)


Top Resource Downloads (Q2+Q3)


Why Allocation?

• Multiple touches. Seven touches needed to convert a cold lead into a sale

• Multiple influencers. Typical buying committee has 5-21 people


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


First vs. Multi-touch

Screenshot: Marketo Revenue Cycle Analytics


Screenshot: Marketo

Revenue Cycle Analytics

(actual data)

Content Performs Better With Multi-touch


Top Pipeline Drivers (YTD)


Additional Resources

The Definitive Guide to Social Marketinghttp://marketo.com/DG2SM

The Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MM

Definitive Guide to Marketing Automationhttp://marketo.com/DG2MA

http://marketo.com/DG2SM

http://marketo.com/DG2MM

http://marketo.com/DG2MA

http://marketo.com/DG2MA


Tweetable Takeaways & Q&A

1. Information abundance is transforming how buyers buy

2. Modern consumers trust brands that provide useful content without trying to sell them something

3. You need different content for each persona, phase of the buying cycle, and channel

4. Create content at scale by repurposing and rewriting your content

5. Most leads from content are not ready-to-buy – nurture and score relationships over time

6. Measure early stage content by views; mid-stage by leads; and late stage by revenue allocation

@jonmiller

from startup to ipo - how marketo drives growth with content

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