your b2b starter kit for cross-channel marketing
TRANSCRIPT
Your B2B Starter Kitfor Cross-Channel Marketing
LinkedIn | Marketo | Acquia
Got a question? Enter it in the chat boxRecorded? Yes, we’ll email a linkFeedback? Take our survey at the endKeep the conversation going!
• Twitter: @LinkedInMktg / @Marketo / @Acquia• www.linkedin.com/company/linkedin-marketing-solutions• www.linkedin.com/company/marketo• www.linkedin.com/company/acquia
Housekeeping
Hannah Corey
Team Lead, Marketing Programs
Acquia
Pete Schott
Product Marketing Manager
Brian Glover
Senior Product Marketing Manager
Marketo
Speakers
B2B Starter Kit for Cross-Channel Marketing1. Start with the customer journey2. Define your goals and key performance indicators (KPIs)3. Determine the right content & offers4. Plan your cross-channel execution
Acquia case study & real-world examples
Agenda
Mass Marketing Focused on the Message
Campaign Marketing Evolved with the Internet
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
87% of people demand a meaningful brand experience (Edelman Consulting, 2014)
Today, Customers Demand a Personalized Experience
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
POLL #1What is your experience level with cross-channel marketing?
• None at all• Just getting started• Fairly experienced• Advanced
Listen Speak
Think
Learn
Step #1:Start with the customer journey
WHO IS THE CUSTOMER? Identify the customer(s) Develop personas
WHAT IS THE JOURNEY? Define the stages & signals Know the questions at
each stage Understand the channels
HOW? Conduct interviews
Awareness Consideration Evaluation Adoption Upsell/ Renewal
Questions Do I have this problem?
Where can I find information on XYZ?
How do you uniquely solve my problem?
What 3rd parties validate your claims?
How are you better than XYZ competitor?
Can I see your product in action?
Where should I start?
What capabilities solve my pressing needs?
Is this still the best option?
What other problems could you solve for me?
Signals Anonymous website or blog visits
Downloading product content, visiting product pages
Downloading comparison reports, asking about pricing, becoming a CRM sales opportunity
Visiting customer community, training web pages
Visiting product pages, download best practices content for other products
Resource: http://www.marketo.com/cheat-sheets/marketing-personas/
Step #2:Set goals and key performance indicators (KPIs)
GOALS Meaningful to the business Measurable Achievable
KPIs Pick a combination of
channel metrics + business metrics
Set benchmarks
Marketing Goals(the objective)
Strategy/Team Goals(how you’ll do it)
KPIs(how you measure success)
Increase pipeline by 15% Market to more profitable prospects• Increase ENT MQLs by 10%
• Implement ad retargeting for ENT prospects
• Build out 3 ENT nurture campaigns
Pipeline created*MQLs, website conversions
Increase Marketing Qualified Leads by 10%
Grow lead db & improve nurturing• Add 7k new names to lead db• Target “Engaged” leads across channels to
bump above score threasholds• Decrease cost per lead by 10%
# of MQLsNew names, cost per lead
*marketing influenced
Resource: http://www.marketo.com/ebooks/marketing-success-series-measuring/
Step #3:Determine the right content and offers to use
1994
2016
POLL: Which type of content do buyers find most effective?
*LinkedIn / Ipsos 2015
*LinkedIn / Ipsos 2015
Aligning content to stages of the buyer’s journey
Awareness Customer / Upsell / renewal
Higher-level contentResearch reports (e.g. Forrester)InfographicseBooksBlog postsMedia bylines Webinars
Deeper-level contentHow-to guidesProduct datasheetsWebinarsProduct DemosCase studies
Step #4:Plan your cross-channel execution
AUDIENCE DATA
Web behaviorBusiness demographicsQualification & lead scoringBuyer intentPurchase history
Email, Display, Social, etc.
BUYER JOURNEY
AwarenessConsiderationEvaluationAdoptionUpsell / Renewal
CONTENT
eBooksWebinarsBlogVideosDemos
AUDIENCE DATA
Web behaviorBusiness demographicsQualification & lead scoringBuyer intentPurchase history
Email, Display, Social, etc.
BUYER JOURNEY
AwarenessConsiderationEvaluationAdoptionUpsell / Renewal
CONTENT
eBooksWebinarsBlogVideosDemos
Let’s make it real:
Audience List: New leads that just submitted information through marketing contact form
Let’s make it real:
Audience List: New leads that just submitted information through marketing contact form
Reach across social and display ads, on LinkedIn and across the web
Encrypted audience data
Let’s make it real:
Encrypted audience data
Display ads
Acquia Background→ Platform for building and
delivering extraordinary digital experiences
→ 720 employees worldwide→ Revenue Growth▪2012: $30M▪2014: $100M
→Growing Sales Org
Marketing ChallengesSupport growth of sales team with volume and quality of leads→ Scale New Leads▪Hit aggressive lead / MQL targets
→Nurture existing database▪Move quality leads through the funnel, faster
+ → LinkedIn Lead Accelerator:
Integrate display and social advertising into Marketo nurturing efforts
→ Defined target audiences: ▪Known leads: Leads in
marketo database▪Unknown leads: Anonymous traffic to our website
→ Built nurture stream for each segment
Segmentation→ Known Users▪ Buyer persona / Job function▪ Industry▪Marketo & Lattice scored leads▪Marketing/Sales funnel stage▪ Drupal Users
→ Unknown Users:▪ Visited high value web pages
• (i.e. product, pricing, free trial)▪ Top trafficked web pages
• (i.e. home page & blog)
Content Alignment→ Content analysis to find
top performing content▪ Influenced and sourced
sales opportunities▪Most downloaded
→ Aligned the top content by buyer persona
→ Whiteboard session to map content to all segments
Nurturing with Meaning→ Segmented entire database
into Engagement Programs / Streams
→ Grouped by persona, industry, and buyer stage
→ Content easily dropped in / removed
→ Removes risk of batch campaigns▪ Same audience gets a
consistent message→ Saves time
Nurturing with Meaning→ Anonymous users on website→ User segments in marketo→ Lead scoring to define top
leads→ Grouped by persona, industry,
and buyer stage→ Content easily dropped in /
removed→ Audience gets a consistent
message across channels
SegmentationSEGMENT 1: TARGET ACCOUNTS
Known leads in marketo
Segment Plan:➔ Named Target Accounts➔ Target Industries➔ Buyer Persona: IT
Content Plan:➔ Analyst Papers➔ Case Studies➔ Thought Leadership material
SEGMENT 2: FREE TRIAL VISITORS
Unknown (Anonymous) web visitors
Segment Plan:➔ Visited free trial page➔ Bounced without converting on
trial
Content Plan:➔ Drupal 101 material➔ Educational material on product➔ Content on Drupal best practices
Results
Leads increased 330% from Q3 to Q4
Tips to Get Started→Start with a solid foundation▪Marketing automation
→Use tools and technologies that seamlessly work together to achieve goals
→Don’t overcomplicate▪Start segmenting database with broad
criteria and then pare down→Make sure you are creating and aligning the right
content to your buyer’s at the right time
Create Your Cross-Channel Digital Advertising Planhttp://www.marketo.com/assets/uploads/Create-Your-Cross-Channel-Digital-Advertising-Plan.pdf
LinkedIn/Marketo partnership & integration detailshttp://launchpoint.marketo.com/linkedin/1917-linkedin-lead-accelerator/
Additional Resources
Hannah Corey
Team Lead, Marketing Programs
Pete Schott
Product Marketing Manager
Brian Glover
Senior Product Marketing Manager
Thank You!