social media and content ims marketo - sfo 19
TRANSCRIPT
Content to Close – Examples of Comprehensive Inbound Strategies that Drive Revenue Success
Maria Pergolino@inboundmarketer@marketo
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Maria Pergolino
Director of Marketing, Marketo
Author of The Definitive Guide to Social Media
Frequent Blogger and Speaker
Salesforce Certified Admin
Presenter
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Fastest Growing SaaS Company
All revenue numbers normalized to Marketo Year 1
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Highly Efficient Revenue Engine
90 cents in Marketing for every $1 in Sales80% of revenue directly sourced by marketing$1.2M annual recurring revenue quota
0.00
0.50
1.00
1.50
2.00
Q3‐08 Q4‐08 Q1‐09 Q2‐09 Q3‐09 Q4‐09 Q1‐10 Q2‐10 Q3‐10 Q4‐10 Q1‐11 Q2‐11 Q3‐11 Q4‐11
Productivity (1‐year New Customer Bookings / $M+S )
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Understand The Metrics that Matter
Metrics that matter:• Balance• Flow• Conversion• Velocity
Trends over time
© 2011 Marketo, Inc.
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Marketo Prospect Generation 2H2010Source Prospects Cost Opps Velocity (Days)
Trade Show – Virtual 3,793 $25.44 45 813rd Party Email Blast 3,302 $34.65 27 43Trade Show 2,703 $221.30 70 61Paid Webinar 1,760 $68.50 14 60PPC 990 $158.10 28 42Content Syndication 536 $82.84 4 59Other Paid 208 $187.50 16 93Website (Non SM) 2,871 196 27Sales Prospecting 1,888 80 46Partner Co‐Marketing 903 19 102AppExchange 353 15 37Referral 80 66 12Social Media 370 42 19
© 2011 Marketo, Inc.
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Buying Has Changed Forever
SALES REP SALES REP
BUYER
OLD DAYS: INFO SCARCITY1960s – Recent
TODAY: INFO ABUNDANCE
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Risk and Branding in B2B
Fear Trust
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Social Media Across The Revenue Cycle
Seed Nurturing: Developing relationships with early‐stage prospects before they enter your database
Lead Nurturing: Building and maintaining relationships with known prospects as they educate themselves
Customer Nurturing: Deepening and expanding relationships with existing customers
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Developing a B2B Social Media Plan
Who:Who are you targeting?
How:Which social media tactics will you employ and how will you measure success?
What: What goals or objectives do you want to accomplish and what are the action items?
Search Social Media Template on the Marketo Website for a sample of mine!
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SEO
Social
Offers
Scoring
Popular Blogs Definitive GuidesResource Center Marketo TVWebinars
Other Benefits of Content Marketing
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What is Content?
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Articles
Blog Posts
Books/eBooks
Brochures
Case Studies
Demos
Free trials
Images
Infographics
Resource Libraries
RSS/XML Feeds
Radio/TV/Web TV
Surveys
Tweets
Videos
Webinars/Webcasts
White Papers
Widgets
Workbook
Content to use in Social Media
Information Guides
Live Streamed Events
Manuals
Microsites/Web Pages
Online Courses
Podcasts/Videocasts
Presentations
Press Releases
Product Data Sheets
Reference Guides
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Content Consumption
Source: Techtarget + Google
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1. Non Promotional
2. Relevant to Reader
3. Closes a Gap
4. Well‐Written
5. Relevant to Your Company
6. Gives Proof
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Promotion, Promotion, Promotion
Email + Lead Nurturing
Social Media
Content Syndication
Press
Search Engine Marketing
Website
Sponsorships
Events
Good content is not enough
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Social Content is not just for Blogs!
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…and don’t forget SEO
Plus: • Keywords• Meta Descriptions• Title Tags
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Use for easy reference
Note created date
Label by role, category, gated, author, etc.
Keep track of copyrights or other dated info
If 1000’s of assets consider a more formal system
Content Library
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Social Sharing:Customized E-mails and Landing Pages
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When To Ask For Registration?
Example: SiriusDecisionsEarly StageThought leadership and best practices to build brand and awareness
Middle StageBuyers guides, RFP templates and industry information to help structure research
Late StageCompany‐specific information to help evaluate and reaffirm selection
Six: Making the Selection
Five: Justifying the Decision
Four: Committing to a Solution
Three: Exploring the Possible Solutions
Two: Committing to Change
One: Loosening of the Status Quo
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Short Forms Outperform Long Forms
Short Form (5 fields)
Conversion: 13.4%
Cost per: $31.24
Medium Form (7 fields)
Conversion: 12.0%
Cost per: $34.94
Long Form (9 fields)
Conversion: 10.0%
Cost per: $41.90
© 2011 Marketo, Inc.
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Problems With Self-Submitted Data
© 2011 Marketo, Inc.
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Test, Test, Test
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Content Mapping
A
B
C
D
1 2 3Stages
CONTENT1. Map your existing content
2. Blank cells determine your content roadmap
3. Short content is good! (YouTube approach)
4. Test and optimize
5. Start small, think big and adapt quickly
BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer
BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%
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Demographics:30 points based on manual Prospect review0‐8 points based on title‐20 to 0 based on inferred country
Source and Offer:Website lead source: + 5Thought leadership offer: ‐5
Latent Buying Behavior:Attend webinar: +5Download thought leadership: +3Visit any webpage : +1Visit careers pages: ‐10
Active Buying Behavior:Install AppExchange app: +15Download Marketo reviews: +12Visit website 2X in one week: +8Download buyers guides: +8Watch demos: +5 eachSearch for “Marketo”: +5Visit pricing pages: +5
No activity in one month: Score > 30: ‐15 pointsScore 0 to 30: ‐5 points
Sample Scoring Rules
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IDEA
Blog posts
Testimonials
3rd party content
Product documentation
Fact sheets
Demo offers
3rd party sources
Nurturing without Lots of Content
EXAMPLE
Yours or others
Success Story
Analyst, Press, Paid
Benefits, Guides
Best Practice Document
Amazon $50
Salary info, upcoming events, etc
Key to Success: What is important to my reader?
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Repurposing Content Example
• Use all types for nurturing and scoring
• Use all types to drive traffic to your website and in social media promotions
ARTICLE
WHITEPAPER
SLIDES
VIDEO CLIP
PODCAST
• Website• iTunes
• Website• Youtube
• Website• Slide Share
• Website• Blog• Guest Blog
• Website• Slideshare• Sribd
Webinar
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Content from my ContentMarketing White Paper
Some content repurposed from a customer webinar and live presentation
2 Slides taken from Definitive Guide to Social Media Webinar
Also, used same content to create 2 blog posts
Example of Repurposed Content
< This Presentation >
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3 Rs:
Content Optimization
Reorganize
Rewrite
Retire
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Check out these resources:
Modern B2B Marketing Blog
Content Creation for Demand Generation
Content marketing resources:
Content Marketing Institute
Content Rules Book
ClickInsights
Vendors/Services Mentioned:
Lead Management: Marketo
Definitive Guides: Velocity Partners
Webinar Editing: Shayne, MindYourMedia
SEO, TopRank Online Marketing
Resource Center: Flickerbox
Content Creation: Junta42, Avitage
For More Information
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Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404
Direct: +1.650.898.7417
blog.marketo.comwww.marketo.com
Maria PergolinoDirector of Marketing
[email protected]@inboundmarketer
Contact Me
The “Definitive Guide to Social Media”www.marketo.com/dg2‐social‐media
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7 Ways You Should Be Using Social Media (but probably aren’t)
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Social Sharing
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Good Social Sharing
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Great Social Sharing
http://twitter.com/home?status=Are you a revenue rockstar? Join the the Rock Your Revenue Tour coming to a city near you! http://bit.ly/revrockstar
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Triggering on Social Media
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Social Media Referrers
…and if using marketing automation, see this data by customer, industry or other segment
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Shows which social media sites are working for your organizationAllows you to calculate ROI of social media
Social Media as a Lead Source
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Social Media Lead Scoring
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Social Validation
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Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404
Direct: +1.650.376‐2312Mob: +1.415.710.2008
blog.marketo.comwww.marketo.com
Maria PergolinoDirector of Marketing
[email protected]@inboundmarketer@marketo
Contact Me