Lead Generation and Marketing AutomationFeaturing MarketoOctober 23, 2012 mediative.com

TODAY’S SPEAKERS

October 23, 2012 Mediative.com

Jon Miller VP, Marketing and Content StrategyMarketo

Angie DzwonkiewiczSenior Manager, Direct Marketing Mediative

Bill BarnesVP, Business DevelopmentMediative

• Follow the conversation - #MediativeWebinar

• For access to our Webinars, Case Studies, White Papers and more, visit: www.Mediative.com

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1. INTRODUCTION TO LEAD GENERATION AND MARKETING AUTOMATION

2. B2B LEAD GENERATION STRATEGY

3. THE ROLE OF SOCIAL IN LEAD GENERATION

4. MARKETING AUTOMATION – THE MIDDLE OF THE FUNNEL

5. KEY TAKEAWAYS

AGENDA

INTRODUCTION TO LEAD GENERATION AND MARKETING AUTOMATION

INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF

ABUNDANCEINFORMATION

But who is dancing?AT THE DANCE

Processes at scale

@JonMiller

B2B LEAD GENERATION STRATEGY

12

Mediative’s Approach

Convert more subscribers into qualified sales leads.

Communication

Content

Audience

Lead Generation

1Maximize thought leadership through content marketing.2

13

Identify Audience Personas

We are not selling to them at this stage – we are helping them.

Questions To Ask:

• What is their job and seniority level?

• What do they value most?

• What does a day in their work-life look like?

• What is the size of company they work at?

• What are their pain points?

• Where do they go for information?

14

Map Content to Intent

Assess Need

Pre-Awareness

Find Candidates

Define Criteria

ShortlistNegotiate

Purchase

Webinars

Case Studies

Cheat Sheets

Articles

eBooks

Sales Collateral

Stats, InfographicSearch

Optimized

Product Info

Opportunity Analysis

Verticalization

Whitepapers (Research)

NewsletterBrand Story -

Videos

Tools

Capture your audience

with free information that

is useful and engaging

• Multiple Audiences

• Multiple Buying

Stages

• Multiple Needs

• Multiple Offers

15

Content Editorial Requirements

• Key themes and verticals

• Network of contributors

• QA checklist

• Inventory list

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Timely and Targeted Communication

Nurturing

1. Drip Nurturing2. Newsletters3. Custom Emails

CampaignsPromotion

1. Social 2. Digital Media3. Search

3rd Party Email Blast• 60% Conversion Rate• $22 Cost / Conversion• $31 Cost / Prospect

17

Lead Management Model

Marketo

• Email Marketing• Lead Scoring• Landing Page Dev./• Testing• Drip Nurturing• Triggered Campaigns• Salesforce Integration• Audience

Segmentation

Salesforce

• Discovery • Sales Collateral• Reporting• Pre-Sales Tracking

Pre-Sales /

Negotiate

Booked Sales

Subscriber acquisition via advertising channels / lead scoring starts

Creation of content map, inventory growth of various digital assets

Lead score triggers alerts based on activity and demographic

Lower funnel activities initiated

Handoff to sales OR prospect revisit

Measuring Success

1. Top Funnel • New Subscribers, Prospects

2. Mid Funnel• Raw Leads

3. Lower Funnel• Qualified Leads• Sales Opportunities

Form submissions, conversion by source, cost per conversion, new qualified subscribers, most popular opt-in content, email delivery rate, email opens, email CTR, subscriber downloads, email unsubscribes, top performing verticals, ratio of

active vs. inactive subscribers, lead score, number of raw leads, number of prospects, multiple activities, number of deep dives, discovery calls, etc.

19

Lead Nurturing Example

Fills out contact us form

Twitter connection

Sales Opportunity

Visits Mediative.com web pages

Discovery call

Opportunity analysis

Drip nurturing campaign

Newsletter subscriber

Prospect

Raw Lead

Lead Score Builds as more information

is gained from prospect

Subscriber

Qualified Lead

THE ROLE OF SOCIAL IN LEAD GENERATION

ROI On Social Advertising: Tale of Two Ads

• Facebook and LinkedIn display ads not effective (yet)• 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

Source: Marketo Revenue Cycle Analytics

Company to Buyer: 33% Trust

Source: Nielsen Research 2011

Online Ads

Buyer to Buyer: 92% TrustSource: Nielsen Research 2011

More relevance!

Currency &

Triggered &

Trackable

Test & Tune With Social Funnel Metrics

Test and Optimize

Reac

h &

Eng

agem

ent

Soci

al L

ift

Soci

al L

ift

Soci

al L

ift Soci

al L

ift

Soci

al L

ift

Landing PagesWebsite Facebook PagesOnline Ads Email

Soci

al L

ift

Events

Making Every Campaign Social

MARKETING AUTOMATION THE MIDDLE OF THE FUNNEL

#RevEngine© 2012 Marketo, Inc. @jonmiller

Nurturing With Facebook

EdgeRank• Time Decay• Weight• Affinity

#RevEngine© 2012 Marketo, Inc. @jonmiller

Facebook Timeline Campaigns

#RevEngine© 2012 Marketo, Inc. @jonmiller

A Framework for Lead Scoring

ExplicitWhat the prospect tells you

InferredWhat you observe or infer

FitAre you inter-ested in them?

Positive + Negative Factors

• Demographics (title)• Firmographics (size)

• Data append• Data quality• Corporate email• Geo Location

InterestAre they inter-ested in you?

• BANT• Behaviors (engagement)• Social activity• “Act Now” behaviors

Get The “Definitive Guide to Lead Scoring”http://bit.ly/DGtoLS

#RevEngine© 2012 Marketo, Inc. @jonmiller

Prioritizing Sales Time

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

pricing pageAct N

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

#RevEngine© 2012 Marketo, Inc. @jonmiller

Sales Development Reps (SDRs) Pass The Baton from Marketing to Sales

• Faster, more consistent, & better quality follow-up on leads

• Better economics• The human touch

enhances lead nurturing

• Better data and more metrics

• Talent development for sales

Best place for dramatic improvements in business performance are handoffs between functions

KEY TAKEAWAYS

1. Build content framework based on company differentiators that align to needs of your audience so they can find  you

2. Be flexible. this is not a static approach and need to adapt to changes in the market and be responsive

3. Measure entire funnel performance - don't just focus on top of funnel

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

5. Don’t run social campaigns – make every campaign social

6. Focus on the entire revenue cycle, not just the top of the funnel

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TODAY’S SPEAKERS

October 23, 2012 Mediative.com

Jon Miller VP, Marketing and Content StrategyMarketo

Angie DzwonkiewiczSenior Manager, Direct Marketing Mediative

Bill BarnesVP, Business DevelopmentMediative