how marketo rocks socialpages2.marketo.com/rs/marketob2/images/jon-miller-austin...a framework for...

#MarketoTour © 2012 Marketo, Inc. Marketo Proprietary and Confidential.

How Marketo Rocks Social Austin, Texas August 21, 2012

Jon Miller VP, Marketing & Co-Founder @jonmiller


ABUNDANCE INFORMATION


But who is dancing? AT THE DANCE


Where Does Pipeline Come From?

Inbound 40%

Broad Outbound

27%

Target-Account

Outbound 31%

Referral 2%


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

• Two content creators, two social, two web

• Participation from all employees

• Great partners and agencies

Content Marketing


Content

Inbound


Brand awareness

Brand preference

Risk reduction

Blogs Definitive Guides Resource Center Video Webinars

Content Marketing for Brand & Like


Educational materials, research data, fun videos, curated lists, infographics,

Types of Content

Thought leadership and entertainment to build brand and awareness

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, whitepapers, analyst reports, webinars

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

Early Stage

Middle Stage

Late Stage


Visual Content is the Future


Visual Content Hits (Infographics)

3,000

tweets

136,000

views


Content Doesn’t Promote Itself

Social

SEO

Nurture

Paid

Throw logos on

Generating Leads from Social


Facebook and EdgeRank

• Time Decay

• Weight

• Affinity Social nurturing


Frequent, Visual Content to Raise Affinity


Facebook Timeline Campaigns

36% of our fans saw this (~9K) Paid added almost 35K views, all but 24 Likes Promoted Posts increase views (>25%), amplify to friends


Facebook Apps


Twitter Promoted Tweets

• Combination of search & timeline campaigns

• $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to date


LinkedIn

Definitely • Build a Company Page and Drive Followers • Participate in Groups • Share Status Updates and Links • Answer Questions

Consider • Paid Advertising with Amazing Targeting

• Marketo’s initial ROI not attractive


Slideshare

• $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $107k pipeline to date


Also


Marketo’s ROI On Social

• Facebook and LinkedIn display ads not effective • Twitter drove many Prospects, especially early on, but

slow to convert to Lead • Facebook memes are working great (but still new) • Slideshare great for acceleration (not lead gen), but

smaller

Peer to Peer Social “Boost”


Re

ach

& E

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ag

em

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t

Socia

l Lif

t

Socia

l Lif

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Socia

l Lif

t

Socia

l Lif

t

Socia

l Lif

t

Landing

Pages Website Facebook

Pages Online Ads Email

Socia

l Lif

t

Events

Making Every Campaign Social


Sharing Buttons are Ubiquitous and Invisible


Test & Tune With Social Funnel Metrics Data to Measure Effectiveness and Lift

Enter Marketing Automation


Why Marketing Automation

• Identify who’s hot – and who’s not

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

• Ensure no lead gets left behind

• Prove – and improve – marketing ROI


Lead Nurturing Relevance

1. BUYING STAGES • Early (Pre-MQL) • Mid (MQL) • 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 interested in them?

• Demographics

• Firmographics

• BANT

• Data append

• Data quality

• Corporate email

• Location

Interest Are they interested in you?

• BANT

• Latent behaviors (engagement)

• Active behaviors (sales readiness)

Get The “Definitive Guide to Lead Scoring”

http://bit.ly/DGtoLS

http://bit.ly/DGtoLS


Interest Scoring - Examples

• Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10

• Pricing pages:

• +10 regular, +15 detailed • Watch demos:

• +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8


Identifying Marketing Qualified Leads for SDRs

21+ Super-Target

Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

<2

Engagement <20 20+ 45+ 90+

Buying Intent <6 6+ 13+ 19+

Fit

Inte

rest


Sales Insight


No Lead Left Behind

Day 0 Notification

Day 1 If untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives

Day 7 If stale, reminder

Day 8 If stale, reminder cc boss

Day 9 If stale, alert executives


Key Takeaways

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

2. Publish / own content to help leads find you

3. Leverage peer-to-peer influence to give every campaign a social boost

4. Most social leads are not “sales ready” – nurture relationships over time

5. Use fit and interest scoring to maximize sales productivity


Marketo, Inc.

901 Mariners Island

Suite 200

San Mateo, CA 94404

Direct: +1.650.376-2310

blog.marketo.com

www.marketo.com

JON MILLER VP Marketing

[email protected]

@jonmiller

Contact Me

how marketo rocks socialpages2.marketo.com/rs/marketob2/images/jon-miller-austin...a framework for...

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