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Attract More Customers
with Inbound Marketing
Ray Coppinger
Senior Marketing Manager EMEA, Marketo
Housekeeping
Questions
Please use the chat
window to ask questions
during the webinar
Speaker Success Kit
Check your email later today
to receive The Inbound
Success Kit and webinar
recording and also to sign up
for more Summer Sessions.
Ray Coppinger
Senior Marketing Manager,
EMEA
Marketo
Today’s Twitter
#mktgnation
@marketo
• Rethinking Inbound Marketing
• PPC
• SEO
• Content, Content, Content…
• The Role of Personalisation
• Inbound Marketing Analytics
Agenda
Rethinking Inbound Marketing
From Interruption to Inbound
Source: Moz Blog
Inbound marketing
earns the attention of
customers and makes
the company easy to
be found.
Traditional Inbound
Marketing was:
1. Focused on lead
generation/acquisition
2. Very broad.
Attract Engage Close
Drive more
inbound
website traffic
Convert web
visitors to
leads
Right message
Right person
Right time
Accelerate the sales cycle
Increase quality leads
to sales
Win more deals
Inbound marketing needs to leverage valuable content
to attract and retain customers throughout their entire
lifecycle, not just before they are a customer, but even
after they become one.
Page 7© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Inbound Marketing 2.0
1. Valuable content that is entertaining, educational, or
inspirational, created to nurture buyers throughout
the customer lifecycle
2. Two-way communication: marketers listen and
respond to buyers in a relevant, personalised way
3. Attracting customers via content, social, SEO,
blogging, and paid techniques
4. Combining paid programs with traditional inbound
tactics to amplify and increase reach
Search Marketing (PPC)
Page 9© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
PPC Ads: Significant Factor in Search Results
Desktop
Mobile
Page 10© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Key Factors
1.Ad Relevance
1. Is your ad relevant to the search term (keyword)?
2.Ad Click-Through-Rate (CTR)
1. Does your ad satisfy the user intent of the search?
3.Landing Page Relevance/Quality
1. Does your landing page align with the content of your
ad?
Page 11© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Selecting your Keywords
1.Search volume
2.ROI
3.Relevance
4.Branding
5.Trending usage
Page 12© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Writing Your Ad Text
1.Keyword relevant
2.Search intent aligned
3.Compelling offer
4.Concise but descriptive
Page 13© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Creating your Landing Pages
1.Matches ad text
2.Keyword relevant
3.Search intent aligned
4.Clear call-to-action
5.Mobile-Friendly
Page 14© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
PPC: TOFU Reporting
Page 15© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
PPC: BOFU Reporting
Page 16© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Tips for Successful PPC
1.Focus on relevance and intent
2.Choose your keywords wisely
3.Watch your budget closely
4.Don’t fear the competition
5.Make sure you can measure
6.Test, test, test, repeat
!
Search Marketing (Organic)
Page 18© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Organic Search – 88% of All SERP Clicks
Page 19© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
1.Keywords
2.Website performance
3.Content
Key Factors (On-Site)
Page 20© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
1.Search volume
2.ROI
3.Relevance
4.Branding
5.Trending usage
6.Ranking difficulty
Selecting Your Keywords
Page 21© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
1.Back-end configuration
2.Front-end code
3.User experience
Optimising Your Website
Page 22© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
1.Make it:
1. Valuable
2. Engaging
3. Fresh
4. Relevant
5. For humans
Creating your Content
Page 23© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
1.Focus on relevance and intent
2.Choose your keywords wisely
3.Build internal buy-in and process
4.Set expectations and be patient
5.Balance your objectives
Tips for successful SEO
!
Social Media
Page 25© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Plethora of Social Platforms
Page 26© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
The Most Relevant for B2B
Page 27© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Promoted ImpressionsOrganic Impressions
Twitter: Organic Vs. Promoted
Page 28© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Facebook: Organic Vs. Promoted
Promoted ImpressionsOrganic Impressions
Page 29© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
80% 78% 41%
Think Mobile and Paid
Page 30© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Tips
1.Have a personality
2.Keep your content fresh
3.Match your tone to the network
4.Remember it’s not all about you
5.Promote your content
!
Content, Content, Content…
Page 32© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Tip 1: Tell a story and have a point of view
1. Compile your
data
2. Create a narrative
3. Have a unifying
theme – your
POV!
I’m the customer and I’m
the hero!
Page 33© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Tip 2: Map content to buying stage
Page 34© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Tip 3: Make sure your content is ‘Findable’
1. Social promotion
2. H1 Tag
3. >2 H2 Tags
4. Metadata – including title,
descriptors, keywords
5. Links to related content
6. Alt tags for images
Page 35© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Lean Content Creation
Image Source: http://gameofthrones.wikia.com/wiki/Unsullied
Page 36© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
“Big Rock” Content Example
Definitive Guide:
Webinars:
Ebooks:
Infographics:
Page 37© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
• eBooks
• Blog posts
• Videos
• Podcasts
• SlideShare Presentations
• Infographics
• Activity Books/Worksheets
• Articles
• Webinars
Content is not just
whitepapers!
Page 38© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Visual content can help you stand out
eBook - 29,000 Views Slideshare - 367,000 Views
Page 39© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
The 3 R’s of Content Marketing
1. Repurpose 2. Rewrite 3. Retire
Page 40© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Repurpose
Page 41© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Rewrite and Redesign
Page 42© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Retire
Page 43© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Apply Science to Content
Page 44© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Apply Science to Content
The Role of Personalisation
Page 46© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
3W’sWho What Where
Personalisation – The Three W’s
Page 47© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Geo Location VerticalCompany Revenue
Local Events Case StudieseBooks
Many ways to Personalise
Page 48© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Personalisation - Example
Page 49© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Personalisation - Example
Page 50© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Geo Location Vertical
Local Events Case Studies
Analytics
Attract Engage Close
Drive more
inbound
website traffic
Convert web
visitors to
leads
Right message
Right person
Right time
Accelerate the sales cycle
Increase quality leads
to sales
Win more deals
Inbound marketing needs to leverage valuable content
to attract and retain customers throughout their entire
lifecycle, not just before they are a customer, but even
after they become one.
Page 53© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Track & measure the right metrics
1 • Lead Source
2 • Acquisition Program
3 • Successes
4 • Cost
5 • Revenue
Set yourself up for
success!
Page 54© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
What to analyse?
Early Late
1
• New names
2
• Qualified new names
3
• Cost / new name
4
• % New names
1
• Pipeline
2
• Opportunity
3
• Velocity to Opp
4
• Revenue
Page 55© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Where to decide to invest?
Page 56© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
How to decide where to invest?
Invest %
opportunities (or
targets) for each
channel**
% Opps, by Paid Channels
**Same analysis for programs to choose top performers for each channel
24%
18%
10%8%
9%
22%
9%
Content Syndication
Email - Sponsored
Live Events
Virtual Events
Webinars
PPC
Social
Page 57© 2015 Marketo, Inc.
Marketo Proprietary and Confidential
Key Takeaways
1.Set yourself up for success – track all programs
2.Segment and target your audience! Run programs
that bring in your potential buyers
3.Don’t stick to just one channel – use a portfolio
approach as your audience consumes content on all
channels
4.Personalise your content for each audience
5.Test, test, test
Questions?
Email: rcoppinger@marketo.com
Twitter: @raycop
Page 59© Marketo, Inc. 7/16/2015
Thank You for Attending!
• Sign up for our upcoming Summer
Session webinars here:
bit.ly/Marketo-SummerSessions
• 10 Ways Marketing Automation Can Help
Your Team Succeed 21 July
• Email & Nurture Best Practices 23 July
• Sales & Marketing Alignment 28 July

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Attract More Customers with Inbound and Outbound Marketing (EMEA)

  • 1. Attract More Customers with Inbound Marketing Ray Coppinger Senior Marketing Manager EMEA, Marketo
  • 2. Housekeeping Questions Please use the chat window to ask questions during the webinar Speaker Success Kit Check your email later today to receive The Inbound Success Kit and webinar recording and also to sign up for more Summer Sessions. Ray Coppinger Senior Marketing Manager, EMEA Marketo Today’s Twitter #mktgnation @marketo
  • 3. • Rethinking Inbound Marketing • PPC • SEO • Content, Content, Content… • The Role of Personalisation • Inbound Marketing Analytics Agenda
  • 5. From Interruption to Inbound Source: Moz Blog Inbound marketing earns the attention of customers and makes the company easy to be found. Traditional Inbound Marketing was: 1. Focused on lead generation/acquisition 2. Very broad.
  • 6. Attract Engage Close Drive more inbound website traffic Convert web visitors to leads Right message Right person Right time Accelerate the sales cycle Increase quality leads to sales Win more deals Inbound marketing needs to leverage valuable content to attract and retain customers throughout their entire lifecycle, not just before they are a customer, but even after they become one.
  • 7. Page 7© 2015 Marketo, Inc. Marketo Proprietary and Confidential Inbound Marketing 2.0 1. Valuable content that is entertaining, educational, or inspirational, created to nurture buyers throughout the customer lifecycle 2. Two-way communication: marketers listen and respond to buyers in a relevant, personalised way 3. Attracting customers via content, social, SEO, blogging, and paid techniques 4. Combining paid programs with traditional inbound tactics to amplify and increase reach
  • 9. Page 9© 2015 Marketo, Inc. Marketo Proprietary and Confidential PPC Ads: Significant Factor in Search Results Desktop Mobile
  • 10. Page 10© 2015 Marketo, Inc. Marketo Proprietary and Confidential Key Factors 1.Ad Relevance 1. Is your ad relevant to the search term (keyword)? 2.Ad Click-Through-Rate (CTR) 1. Does your ad satisfy the user intent of the search? 3.Landing Page Relevance/Quality 1. Does your landing page align with the content of your ad?
  • 11. Page 11© 2015 Marketo, Inc. Marketo Proprietary and Confidential Selecting your Keywords 1.Search volume 2.ROI 3.Relevance 4.Branding 5.Trending usage
  • 12. Page 12© 2015 Marketo, Inc. Marketo Proprietary and Confidential Writing Your Ad Text 1.Keyword relevant 2.Search intent aligned 3.Compelling offer 4.Concise but descriptive
  • 13. Page 13© 2015 Marketo, Inc. Marketo Proprietary and Confidential Creating your Landing Pages 1.Matches ad text 2.Keyword relevant 3.Search intent aligned 4.Clear call-to-action 5.Mobile-Friendly
  • 14. Page 14© 2015 Marketo, Inc. Marketo Proprietary and Confidential PPC: TOFU Reporting
  • 15. Page 15© 2015 Marketo, Inc. Marketo Proprietary and Confidential PPC: BOFU Reporting
  • 16. Page 16© 2015 Marketo, Inc. Marketo Proprietary and Confidential Tips for Successful PPC 1.Focus on relevance and intent 2.Choose your keywords wisely 3.Watch your budget closely 4.Don’t fear the competition 5.Make sure you can measure 6.Test, test, test, repeat !
  • 18. Page 18© 2015 Marketo, Inc. Marketo Proprietary and Confidential Organic Search – 88% of All SERP Clicks
  • 19. Page 19© 2015 Marketo, Inc. Marketo Proprietary and Confidential 1.Keywords 2.Website performance 3.Content Key Factors (On-Site)
  • 20. Page 20© 2015 Marketo, Inc. Marketo Proprietary and Confidential 1.Search volume 2.ROI 3.Relevance 4.Branding 5.Trending usage 6.Ranking difficulty Selecting Your Keywords
  • 21. Page 21© 2015 Marketo, Inc. Marketo Proprietary and Confidential 1.Back-end configuration 2.Front-end code 3.User experience Optimising Your Website
  • 22. Page 22© 2015 Marketo, Inc. Marketo Proprietary and Confidential 1.Make it: 1. Valuable 2. Engaging 3. Fresh 4. Relevant 5. For humans Creating your Content
  • 23. Page 23© 2015 Marketo, Inc. Marketo Proprietary and Confidential 1.Focus on relevance and intent 2.Choose your keywords wisely 3.Build internal buy-in and process 4.Set expectations and be patient 5.Balance your objectives Tips for successful SEO !
  • 25. Page 25© 2015 Marketo, Inc. Marketo Proprietary and Confidential Plethora of Social Platforms
  • 26. Page 26© 2015 Marketo, Inc. Marketo Proprietary and Confidential The Most Relevant for B2B
  • 27. Page 27© 2015 Marketo, Inc. Marketo Proprietary and Confidential Promoted ImpressionsOrganic Impressions Twitter: Organic Vs. Promoted
  • 28. Page 28© 2015 Marketo, Inc. Marketo Proprietary and Confidential Facebook: Organic Vs. Promoted Promoted ImpressionsOrganic Impressions
  • 29. Page 29© 2015 Marketo, Inc. Marketo Proprietary and Confidential 80% 78% 41% Think Mobile and Paid
  • 30. Page 30© 2015 Marketo, Inc. Marketo Proprietary and Confidential Tips 1.Have a personality 2.Keep your content fresh 3.Match your tone to the network 4.Remember it’s not all about you 5.Promote your content !
  • 32. Page 32© 2015 Marketo, Inc. Marketo Proprietary and Confidential Tip 1: Tell a story and have a point of view 1. Compile your data 2. Create a narrative 3. Have a unifying theme – your POV! I’m the customer and I’m the hero!
  • 33. Page 33© 2015 Marketo, Inc. Marketo Proprietary and Confidential Tip 2: Map content to buying stage
  • 34. Page 34© 2015 Marketo, Inc. Marketo Proprietary and Confidential Tip 3: Make sure your content is ‘Findable’ 1. Social promotion 2. H1 Tag 3. >2 H2 Tags 4. Metadata – including title, descriptors, keywords 5. Links to related content 6. Alt tags for images
  • 35. Page 35© 2015 Marketo, Inc. Marketo Proprietary and Confidential Lean Content Creation Image Source: http://gameofthrones.wikia.com/wiki/Unsullied
  • 36. Page 36© 2015 Marketo, Inc. Marketo Proprietary and Confidential “Big Rock” Content Example Definitive Guide: Webinars: Ebooks: Infographics:
  • 37. Page 37© 2015 Marketo, Inc. Marketo Proprietary and Confidential • eBooks • Blog posts • Videos • Podcasts • SlideShare Presentations • Infographics • Activity Books/Worksheets • Articles • Webinars Content is not just whitepapers!
  • 38. Page 38© 2015 Marketo, Inc. Marketo Proprietary and Confidential Visual content can help you stand out eBook - 29,000 Views Slideshare - 367,000 Views
  • 39. Page 39© 2015 Marketo, Inc. Marketo Proprietary and Confidential The 3 R’s of Content Marketing 1. Repurpose 2. Rewrite 3. Retire
  • 40. Page 40© 2015 Marketo, Inc. Marketo Proprietary and Confidential Repurpose
  • 41. Page 41© 2015 Marketo, Inc. Marketo Proprietary and Confidential Rewrite and Redesign
  • 42. Page 42© 2015 Marketo, Inc. Marketo Proprietary and Confidential Retire
  • 43. Page 43© 2015 Marketo, Inc. Marketo Proprietary and Confidential Apply Science to Content
  • 44. Page 44© 2015 Marketo, Inc. Marketo Proprietary and Confidential Apply Science to Content
  • 45. The Role of Personalisation
  • 46. Page 46© 2015 Marketo, Inc. Marketo Proprietary and Confidential 3W’sWho What Where Personalisation – The Three W’s
  • 47. Page 47© 2015 Marketo, Inc. Marketo Proprietary and Confidential Geo Location VerticalCompany Revenue Local Events Case StudieseBooks Many ways to Personalise
  • 48. Page 48© 2015 Marketo, Inc. Marketo Proprietary and Confidential Personalisation - Example
  • 49. Page 49© 2015 Marketo, Inc. Marketo Proprietary and Confidential Personalisation - Example
  • 50. Page 50© 2015 Marketo, Inc. Marketo Proprietary and Confidential Geo Location Vertical Local Events Case Studies
  • 52. Attract Engage Close Drive more inbound website traffic Convert web visitors to leads Right message Right person Right time Accelerate the sales cycle Increase quality leads to sales Win more deals Inbound marketing needs to leverage valuable content to attract and retain customers throughout their entire lifecycle, not just before they are a customer, but even after they become one.
  • 53. Page 53© 2015 Marketo, Inc. Marketo Proprietary and Confidential Track & measure the right metrics 1 • Lead Source 2 • Acquisition Program 3 • Successes 4 • Cost 5 • Revenue Set yourself up for success!
  • 54. Page 54© 2015 Marketo, Inc. Marketo Proprietary and Confidential What to analyse? Early Late 1 • New names 2 • Qualified new names 3 • Cost / new name 4 • % New names 1 • Pipeline 2 • Opportunity 3 • Velocity to Opp 4 • Revenue
  • 55. Page 55© 2015 Marketo, Inc. Marketo Proprietary and Confidential Where to decide to invest?
  • 56. Page 56© 2015 Marketo, Inc. Marketo Proprietary and Confidential How to decide where to invest? Invest % opportunities (or targets) for each channel** % Opps, by Paid Channels **Same analysis for programs to choose top performers for each channel 24% 18% 10%8% 9% 22% 9% Content Syndication Email - Sponsored Live Events Virtual Events Webinars PPC Social
  • 57. Page 57© 2015 Marketo, Inc. Marketo Proprietary and Confidential Key Takeaways 1.Set yourself up for success – track all programs 2.Segment and target your audience! Run programs that bring in your potential buyers 3.Don’t stick to just one channel – use a portfolio approach as your audience consumes content on all channels 4.Personalise your content for each audience 5.Test, test, test
  • 59. Page 59© Marketo, Inc. 7/16/2015 Thank You for Attending! • Sign up for our upcoming Summer Session webinars here: bit.ly/Marketo-SummerSessions • 10 Ways Marketing Automation Can Help Your Team Succeed 21 July • Email & Nurture Best Practices 23 July • Sales & Marketing Alignment 28 July

Editor's Notes

  1. Hello – welcome everyone. Excited to be here to introduce the Era of Engagement Marketing and how marketers like yourself are embracing technology in today’s dynamic world to rise above the noise to drive engagement with people I’m one of you, not to sell you anything (small commercial on the back end) , but to talk about some of the cutting edge marketing that members of our Marketing Nation have been able to achieve with some of these best practices.
  2. Over the last ten years, Ray has worked in a range of marketing roles in some of the worlds largest and most innovative technology companies such as Marketo, SAP and PGi. He is responsible for all online marketing in EMEA for Marketo and looks after PPC, SEO, website development and social.
  3. No, not really. But these are the foundation and should be nailed first, so start here. At it’s core SEO really just boils down to a set of guidelines that make sure your website provides an easy and valuable user experience for your visitors. What exactly does the algorithm take into account? No one who know will ever tell. It’s Google’s secret blend of 16 herbs and spices. Keywords You want to target particular keyword themes by aligning the broader content of your site to those target keywords Website performance Performance (site speed, server errors, code errors, mobile support) Configuration (META tags, OG/Twitter tags, robots.txt, sitemaps, crawl-able code) User experience When a user does find your website in a search and clicks on the listing your site should load quickly, without errors, and present a clear and focused user experience. Content Finally, the content on the site should satisfy the intent of the user’s search. Whether that’s looking for a information, or a service, or a product.
  4. This slide should look familiar to everyone Many of the same considerations go into selecting your SEO keywords as your PPC keywords The only other factor added to the SEO equation is how difficult a keyword term is to rank for. That is how much competition is there and how long will it take to challenge that competition. Difficulty shouldn’t exclude a keyword term, but it may affect the priority that you assign to it Again, it’s all about balancing your needs, resources, and expected return
  5. SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet. It’s everyone’s job, not just the SEO manager. It takes discipline across departments and buy-in from all levels.
  6. SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet. It’s everyone’s job, not just the SEO manager. It takes discipline across departments and buy-in from all levels.
  7. Really, these are the big 3 for B2B. Twitter, Facebook, and LinkedIn offer the most advertising options at the moment. But the questions remains, should I invest in PAID social media advertising? If this is where my target audience can be found, I’ll spend some money to get in front of them. And yes, they do work for B2B lead generation. LinkedIn is the obvious choice due to the very granular targeting options and business information However Facebook and Twitter are surprisingly effective as well. Especially Facebook.
  8. SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet. It’s everyone’s job, not just the SEO manager. It takes discipline across departments and buy-in from all levels.
  9. SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet. It’s everyone’s job, not just the SEO manager. It takes discipline across departments and buy-in from all levels.
  10. SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet. It’s everyone’s job, not just the SEO manager. It takes discipline across departments and buy-in from all levels.
  11. SEO requires a lot of focus, because SEO takes TIME. You need to keep your eye on the prize, even if you can’t see it yet. It’s everyone’s job, not just the SEO manager. It takes discipline across departments and buy-in from all levels.
  12. After you have mapped out your persona’s buyer’s journey – you then want to think about the story you want to be able to tell So it is essential to start with a point of view and be consistent with that viewpoint. Your customer is the hero – not YOU. Storytelling is not intended to be a “selling” tool; it’s a method of building strong relationships with your customers and potential customers over time. Your story identifies what your passions are and serves as the foundation for all your future content developments. Think thought leadership not talking about your products and services. I like to think about it in 3 phases: Compile your data (should have this from the persona exercise) Create a narrative Have a unifying theme- have a point of view- this should be present across all your assets If you want more details or even templates -> CMI is a great resource
  13. Map your content to the right buying stage.
  14. Ask yourself – is your content findable??? It is like if a tree falls in a forest and no one is around to hear it, does it make a sound?" - you can have the best content ever and if no one can find it – so what! Social promotion H1 Tag >2 H2 Tags Metadata – including title, descriptors, keywords Links to related content Alt tags for images This is a very important topic and something to make sure you or folks on your team are current on.
  15. Keep in mind, content is not just white papers or eBooks! Can be simple and short blog posts, 4 minute videos, infographics, etc. Divide and Conquer Revise & Update Find your Community Find internal writers Hire freelancers
  16. Think about visual content!
  17. Every piece of content should have a limited shelf life Ask yourself: How is this content piece performing? Could we rewrite or redesign? Obvious content to retire: Reports that are dated Assets around an event Topic is no longer relevant
  18. So this is great and all – you have now optimized getting all these amazing new names into your database, but how do you know whether or not these new people will actually buy your product.
  19. First, you need to make sure you are tracking and measuring the right metrics. This will set you up for success. If you are tracking the right metrics, the analysis part will be 10x easier. Here are some of the important things we track at Marketo: Lead Source – tracks the channel in which a lead enters our database – this could be PPC, Social, Sponsored Email or even the website Acquisition Program – tracks the specific program that brought the lead into our database, for example if a new lead was brought in via PPC, the lead source would be PPC and the acquisition program would be the specific program that brought it in whether that is a keyword or geography Successes – measure engagement within each channel. We classify successes differently for each channel. For example, if someone registers for a webinar – they are not a success, but if they attend, they are a success. Successes track how much our leads are engaging with us directly. Cost – you want to constantly track cost so you can keep track of how much each channel and program is costing you Revenue – by tracking revenue, you can track which programs and channels are contributing the most revenue to your business
  20. Once you have tracked each of those metrics you can start to analyze each program and each channel on how it performs at the top of the funnel including the number of new names, number of qualified new names, cost per new name and % of new names. The top performing programs will bring in a large number of new names and qualified new names at a very low cost. Also, channels that bring in a high percentage of new names shows that you are targeting the right audience that you haven’t reached yet. And at the bottom of the funnel, you can track the performance by measuring the amount of pipeline and the number of opportunities each channel brings in. Also, seeing how fast these channels are generating opportunities is important to track. And finally how much real revenue is generated from each channel.
  21. Once you have figured out your top programs and channels for ROI – how are you to decide where to invest. The first piece of advice I can give you is don’t stick to a single channel or program. Even if some channels and programs aren’t very top performers, you’ll still need to include them and optimize them. This is because your audience consumes content in different ways – some of your potential buyers prefer facebook and others will prefer browsing marketing sites where they will see your content.
  22. But how do you figure out where to put your money in each channel and program at the top of the funnel? Here at marketo, we determine how to split our budget based on the opportunity performance for each channel. However, you can choose which ever metric is most important for your business. It could be subscriptions, trial sign ups, etc. In this example, Content syndication brought in 24% of all opportunities for top of the funnel programs, so they will get 24% of my budget. And with that, we’ll head into a quick summary and then into questions.
  23. A quick look back at the funnel – so today we have been focusing on the attract part of the funnel. But we want to make sure these visitors and leads actually close the deal with you. I will give you some tricks on how you can track each of your top of the funnel programs to the end of the sales cycle to the bottom of the funnel.