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Content Marketing Fuel for Your Lead Generation Strategy

Content Marketing Fuel for Your Lead Generation Strategy (by Marketo)
Энергия контент-маркетинга для вашей стратегии лидогенерации

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Content Marketing Fuel for Your Lead Generation Strategy

  1. 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content Marketing: Fuel for Your Lead Generation Strategy Heidi Bullock, Sr. Director Marketo @heidi.bullock
  2. 2. Page 2 © 2013 Marketo, Inc. Marketo Proprietary and Confidential How do you think about lead generation? Welcome to my toolbox of tactics!
  3. 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Lead gen is not just a basket of tactics PPC social webinars content syndication Grapes are so hot right now email retargeting
  4. 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content powers your lead gen engine Good content = Optimized performance Poor content = suboptimal performance
  5. 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The right content is more important than ever… • Influence Decision Making • 66%-90% of the buyer’s journey is complete before that buyer reaches out to a sales person – Forrester • Building a Relationship • 78% of consumers feel that organizations behind the content are interested in building good relationships – TMG Custom Media • Create Engagement • 68% of consumers spend time reading content from a brand they are interested in. – The CMA
  6. 6. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Creating your Plan
  7. 7. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Have a Point of View!
  8. 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Step 1: Buyer Personas Who are you selling to?
  9. 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Step 2: Understand the buyer’s journey
  10. 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Step 3: Create your funnel
  11. 11. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Research data, funny videos, curated lists, infographics, thought leadership Step 4: Map content to buying stage 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 - Awareness Middle Stage - Evaluation Late Stage - Purchase
  12. 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Use common sense No, it’s our first date! I’m not ready for a trial of your software either! Will you marry me?
  13. 13. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Step 5: Figure out what you have, what you need
  14. 14. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content creation can be tricky
  15. 15. Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential But, how do you create more content without a team of 40 writers? My budget is cut… I only have the PPC manager…
  16. 16. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Lean Content Creation.
  17. 17. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 5 golden rules for content 1. It is not promotional 2. It is relevant 3. It closes a gap 4. It is well-written 5. It is relevant to your company
  18. 18. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content isn’t just whitepapers! • Blog posts • Videos • Podcasts • SlideShare Presentations • Infographics • Moving Infographics • Activity Books/Worksheets • Articles
  19. 19. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Visual content can help you stand out VS.eBook - 29,000 Views Slideshare - 367,000 Views
  20. 20. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential THE 3 R’s OF CONTENT MARKETING Optimization Repurpose, Rewrite, Retire
  21. 21. Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Repurpose: Taco Bell Content Strategy
  22. 22. Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential “Big Rock” content example Definitive Guide to MA: Webinars: Ebooks: Infographics:
  23. 23. Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Repurpose blogs Blog to eBook
  24. 24. Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Rewrite and redesign Before After
  25. 25. Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Retire I was the best webinar in 2009.
  26. 26. © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Right Content per Channel EXAMPLES
  27. 27. Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Use the right content per channel Example – for FB – early stage
  28. 28. Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Visual content works well for social
  29. 29. Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The right content per channel matters Source: chicagostyleseo.com
  30. 30. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Top of Funnel EXAMPLES
  31. 31. Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Form length matters
  32. 32. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Form Completion for Data Augmentation Hidden Fields
  33. 33. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Slideshare • You have a great deck • Make it very visual and appealing • Use the form for Slideshare
  34. 34. Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Facebook for lead generation Test a mix of content offers – make sure they are visual! Lighter Harder
  35. 35. Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Twitter Lead Gen Cards • Keep your copy concise and exciting • Make sure your imagery is visually appealing • Have a clear call to action • Synch leads to MA platform for complete ROI
  36. 36. Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Email campaigns 1. Subject line 2. Relevant and vetted content offer for the audience 3. Early stage content will probably perform better 4. Test! • A/B split – offer one and offer two
  37. 37. Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your Blog @jonmiller
  38. 38. Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Blog - Results From average 14 a week to 145/week - 10X growth!
  39. 39. Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Virtual event Leverage the knowledge of other people!
  40. 40. Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content syndication:
  41. 41. Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Power of Peer to Peer • Company to Buyer: 33% Trust • Buyer to Buyer: 92% Trust WOW!!
  42. 42. Page 42 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Get the most out of your content • Get your users to SHARE • Make every campaign social • Increase your visibility and engagement
  43. 43. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Middle of Funnel EXAMPLES
  44. 44. Page 44 © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPage 44 © 2014 Marketo, Inc.#mktgnation14 Fast Moving Leads Long Term Target Why nurture?
  45. 45. Page 45 © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPage 45 © 2014 Marketo, Inc.#mktgnation14 98%2% Most leads are not ready…
  46. 46. Page 46 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Successful nurture
  47. 47. Page 47 © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPage 47 © 2014 Marketo, Inc.#mktgnation14 Relevant emails = better engagement 0 50 100 150 200 250 300 350 400 100 1000 10000 100000 EngagementScore Email Send Size
  48. 48. Page 48 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Lead Nurturing Relevance A B C D 1 2 3 Stages 1. 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” http://marketo.com/DG2LN
  49. 49. Page 49 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content Approach - Example Early (Pre-Opp) Be a Better Marketer Blog Posts Funny Videos Infographics Thought Leadership Mid (Pre-Opp) Why Marketing Automation Buying Guides RFP Templates ROI Calculators Whitepapers Research Late (Post-Opp) Why Marketo Pricing Demos Video Testimonials Case Studies
  50. 50. Page 50 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  51. 51. Page 51 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Italian Workspace  Joe Smith: Acme Inc.  Community Help Search… + Search… + Recently Updated Practical B2B Lead Generation Added Mar 30, 2013 Sent 12,105 82 Thought Leadership Edited Mar 25, 2013 Sent 12,105 70 Lead Scoring Best Practices Edited Mar 22, 2013 Sent 12,105 55 Lead Management Best Practice D… Added Mar 18, 2013 Sent 12,105 35 Lead Scoring Best Practices Edited Mar 10, 2013 Sent 12,105 9 Engagement Over Time Dec Jan Feb Mar Apr May 100 80 60 40 20 0 Summary 1.5% Unsubscribe 65 Engagement 55d Next Cast Members In Track Exhausted Paused 3,450 50 35 Mar 18, 2013 Engagement: 60 2013 Marketo’s Secret Sauce Definitive Guide to Events Lead Nurturing Lead Scoring Best Practices Lead Management Best Practic Practical B2B Lead Generation Thought Leadership Email Performance Report Program Performance Lead Nurturing Streams Setup My Tokens Members View: Dashboard ▼ Streams: All Streams ▼
  52. 52. Page 52 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Lead Scoring Defined “Shared sales and marketing methodology for ranking leads in order to determine their sales readiness” Nurture Nurture DisqualifyPass to Sales Pass to Sales Fit Interest Buying Stage
  53. 53. Page 53 © 2013 Marketo, Inc. Marketo Proprietary and Confidential • 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” http://marketo.com/DG2LS
  54. 54. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Program ROI
  55. 55. Page 55 © 2013 Marketo, Inc. Marketo Proprietary and Confidential What channel works for your business? Source: Marketo Revenue Cycle Analytics, June 2013 * Percentage of all programs in channel that achieve MT Ratio > 5 Nurture Email - CTA Nurture Email Paid Online (PPC+Email) Nurture (New) % Above Min* N/A 52% N/A 39% 79% 46% N/A 38% N/A N/A N/A 29% 38% 52%7.6
  56. 56. Page 56 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Key questions to ask • Which content assets work best for you at TOFU, MOFU, BOFU • Which content assets are best performing for a particular vendor (ex: paid email)? • Which assets are good for bringing in new names? • Which assets are good for opportunity creation? • What content works best in nurturing? • What blog post topics have the best engagement?
  57. 57. Page 57 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Example Website - 6K views Email – 642 clicks Webinar – 318 reg, 104 attended GOOD BETTER Late stage asset
  58. 58. Page 58 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Leverage Data to Determine Best Offer For Each Vendor Consider offer data, program goal, content asset, and content stage to make final determination.
  59. 59. Page 59 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content ROI Make sure stakeholders agree on the criteria. Establish Goals and ROI Estimates Up-Front Design Programs to Be Measurable Focus on the Decisions that Improve ROI
  60. 60. Page 60 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Tweetable Takeaways 1.Content is the fuel for your lead gen engine. 2.Map your content to the buying stage. 3.Think lean – repurpose when possible. 4.Make sure you use the right content per channel. 5.Test and compare your content offers - know what works for your business. @heidi.bullock

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