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#C2C16
The Right Message, The Right Time
Heidi Bullock, VP Demand Generation, Marketo
@heidibullock
YOUR
CUSTOMERS
The Quest
of Every
Revenue Team
#C2C16
The Challenge
Buyers are Self-Directing Journeys
66% to 90%
of a Buyer’s Journey
Today is Self-Directed
Today’s World
2900
Marketing
& Sales
Messages Per Day
Right Message, Right Buyer - at the Right TIme
#C2C16
1. Content
2. Acquisition
3. Engagement
4. ROI
Topics
#C2C16
Content
Everyone says they’re doing it
(WHEN ASKED, MOST MARKETERS SAY THEY DO CONTENT MARKETING)
B2B marketers B2C marketers
I usually scan the information then
trash it. 59%
Much of the material is useless. 62%
Base: 319 business and IT decision-makers and
senior-level IT and business executive decision-makers at companies with 1,000 or more employees
If everyone is a content marketer, how
does my stuff break through?
75%Vendors give me too much material
to sort through.
#C2C16
So what do you do? Hint…
Yo! We’re
not all the
same!
#C2C16
Formula for Engagement
E = Relevant Content
+ Right Time
+ Personal
#1 – Create Relevant Content
Higher
Ed
B2B: Enterprise
Healthcare
Competitor
Customers
Consumer
Page 15
Tips
1. Address a need – what does your reader care
about?
2. Be relatable – this is knowing your audience
3. Make a point and get to the point…
4. Standout
5. Listen to inputs from sales, social, and of course
your customers
Litmus test: If you are doing it well, your customers,
partners, and friends will thank you for it!
 Webinars
 SlideShare Presentations
 Videos
 Blog posts
 Podcasts
 Infographics
 Activity Books/Worksheets
 Articles
Maybe you don’t need another eBook…
#2 –Present it at the right time
#C2C16
Content and Gate at the RIGHT TIME
#C2C16
How do you know?
“Lead scoring is the shared sales and marketing methodology for
ranking leads in order to determine sales-readiness”
1. Lead Fit
2. Lead Interest
3. Lead Behavior
4. Buyer Stage and Timing
#C2C16
Example
Early
Score = 5
Mid
Score = 40
Late
Score = 100
Funny video Analyst report Demo
#C2C16
Acquire
Attract Engage ROI
Analysis
Email
Cross-Channel
Nurture
Real-time
Personalization
SEO
Your website is often the destination
#C2C16
Would you send the same email to your
entire database?
Page 25
• 74% of consumers
get frustrated when
website content
appears that has
nothing to do with
their interests.
• The average
website conversion
rate is 2%.
Page 26
#3 –Personalize the Experience
#C2C16
Where to Personalize
Website Social Email MobileVideo
Page 28
Visitors presented with personalized content convert 5X more than avg.
Local Live Events
Web Personalization - Location
Page 29
Web Personalization - Vertical-Based
Default View
Personalized for Visitors from the
Healthcare Industry
Higher engagement, with average visit duration rising
313% and average pages per visit increasing 163%.
Page 30
Account-Based Marketing (ABM)
Visitors from UPS Visitors from Barclays
Increased opportunity stream from key accounts
#C2C16
EDUCATION VERTICAL FINANCIAL SERVICES VERTICAL
CTR: 1.37% CTR: 2.37% CTR: 1.39% CTR: 1.96%
Testing – What works the best
Page 32
Conversion Rates
33%Conversion rates for personalized
campaigns
20%Increase in qualified lead gen
with selected content
Visitors presented with personalized
content convert 5X more than avg.
#C2C16
Retargeting - OK
An Internet User Visits Your Site Leaves Your Site
On Other Sites
Your Ad Appears
Your Ad Piques
Their Interest
Customer Visits
Your Website
YOUR
SITE
#C2C16
Personalized retargeting - Better
#C2C16
Leverage Behaviors and Profiles
Example 1: Google
These Ads drove 2x more lead conversions
117% increase yr./yr. in qualified leads
#C2C16
Example 2: Facebook
Higher Education Healthcare Enterprises
#C2C16
Example 3: LinkedIn Sponsored Update
#C2C16
Engage
Attract Engage ROI
Analysis
Email
Cross-Channel
Nurture
Real-time
Personalization
SEO
#C2C16
Define the Tactics and Cadence
#C2C16
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Bummer – too much, not relevant
#C2C16
• Here’s a cool video
• Check out this article
• See our latest offering
• Share this with friends
• Here’s what others like!
• Download our new book
• Happy birthday
• Join us at our event
• You like X, check out Y
• Fun ways to learn more
• Take this survey
• You haven’t bought yet, here’s a 10%
discount
Ideal: Adjust, listen, respond
Page 44
• Personalized CTAs
resulted in a 42%
higher conversion rate
than generic CTAs.
• Leads who are
nurtured with
personalized content
produce a 20%
increase in sales
opportunities.
#C2C16
Email Personalization
1. Video
2. Dynamic content
3. Tokens
4. Triggers
#C2C16
Video Personalization
#C2C16
Dynamic Content
Here we are segmenting by AGE
#C2C16
Tokens
#C2C16
Listen Act
#C2C16
• Attends event
• Logs into mobile app
• Downloads content
• Click email
• Fills out form
• Score is changed
• Product interest
• Inactivity
IT
Finance
C-level
Triggers – Can listen for behavior
#C2C16
Marketo Aggregate Email Performance
Triggered
Nurture
provides 2x
Avg. Click to
Open Ratio to
Regular
Nurture
Triggered
Nurture
provides 10x
Avg. Click
Ratio to Batch
#C2C16
ROI
Attract Engage ROI
Analysis
Email
Cross-Channel
Nurture
Real-time
Personalization
SEO
#C2C16
Why Measuring Return is Hard
 Multiple touches. 7
 Unclear success. Opened? Clicked?
 Multiple influencers. 5-21
#C2C16
Reporting Maturity Curve
Multi-
touch ROI
Multi-touch
Revenue
Single-touch
Revenue
Opportunities Won
Conversion Based (Form Fill)
#C2C16
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
#C2C16
First Touch
Watched our
demo video on
home page
Registered for
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected with
Sales Rep
3 months
$100K
$100K
#C2C16
Multi Touch
Watched our
demo video
on home page
Registered for
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected
with Sales Rep
3 months
$25K
$0
$25K
$25K
$100K
$25K
#C2C16
Know what is effective at
TOFU vs. MOFU
Page FT Revenue MT Revenue
Tradeshows $410,000 $525,000
Webinars $320,000 $903,000
Content – Demo Video $500,000 $117,000
More efficient at pushing
leads through funnel
More efficient at
acquiring the right leads
#C2C16
Example
Goal: Brand awareness and lead generation
Metric: engagement with C- level, new names, pipeline
Timing: month one, three months out, 1 year
Questions:
 Did we create C-level engagement?
 Did this topic resonate with our target audience?
 Did this post bring in any news names?
 Did this content help create pipeline?
 What were the top performing channels?
 How did the program do overall wrt to pipeline?
Large Content Initiative
Google Analytics
Early Stage Assessment
Early Indicators Metric Comments Rating
Engagement 1.3K shares Above our
standard index of
50
New Names 2309 $17 / new name –
this is reasonable
Did it resonate with our target
audience (C-level marketers)?
% of names
– C level
50% were VP or
above, good
Later Stage Assessment
Late Indicators Metric Comments Rating
FT Pipeline $1.04M 26 FT ratio – good
ROI
MT Pipeline $2.34M 59 FT ratio – good
ROI
Closed Won $ (FT) $455K 10x - positive
Top Performing Channels Revenue Won
Webinar - sponsored $350K
Email - Marketo database $25K
Email - sponsored $22K
Social - paid $15K
All others $43K
Top Performing Channels
Did we create C-level engagement? Yes – 50% of new names were
VP and above
Did this topic resonate with our target audience? Yes – 1.3K shares, above our
index for the month
Did this post bring in any news names? Yes -2,309
Did this content help create pipeline? Yes - $1.04M -FT, $2.34M- MT
What were the top performing channels? Webinar
How did the program do overall wrt to pipeline? 10x ROI
Performance Report Card
#C2C16
The Right Message, At the Right Time:
1. Content is king but it has to be relevant and
mapped to the respective buying stage.
2. Make acquisition awesome - Grow your top of
funnel and increase conversion using
personalization across channels.
3. Engage potential buyers by listening to their
behaviors – and responding with multi-channel
relevant - conversations.
4. Deliver the purchase-ready leads to sales
through nurturing and scoring.
5. Measure channels and programs – so you know
what works and can course correct in real-time.
@HeidiBullock
#C2C16
Thank You!

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Right Message, Right Buyer - at the Right TIme

Editor's Notes

  1. 30 min
  2. Marketo provides software that helps marketers develop long-term relationships with their customers – from acquisition to advocacy Marketo has really helped the marketer become the steward of the customer journey.
  3. But this noise has also created a world of information abundance - buyers are more empowered than ever before. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyers journey is self-directed before they interact with you
  4. But, today’s mobile, social, digital world has made this really hard to create this virtuous cycle of customer success. First of all, there is lots of noise out there - buyers are being bombarded by more than 2900 messages per day; they can recognize about 50 and remember maybe four.
  5. Content marketing is the only marketing left
  6. Not always about MORE content Keep in mind, content is not just white papers or eBooks! Can be simple and short blog posts, 4 minute videos, infographics, etc. 93% of marketers use video
  7. In addition to unparalleled reach, Facebook lets you reach real people. Facebook is able to deliver results because of it’s incredible reach across devices. With 180M monthly active users with 153M of those people also on mobile, all of the people who matter to you are on Facebook no matter what device they’re using. Only a few digital publishers have a registered relationship with consumers offering a persistent connection to their audience. And Facebook has the largest addressable audience. Because on Facebook, who you are and what you represent is on your profile, and that’s incredibly powerful…especially when people’s authentic selves are represented across devices. In a world where audience attention is increasingly fragmented, it is important to leverage targeting platforms – like Facebook – that can reach audiences wherever they choose to consume content. Cookies are less accurate and don’t work on mobile The shift to mobile isn’t without its challenges – There are lots of different devices: 60% use more than 1 device per day, 25% use 3 devices every day (SOURCE: GfK, 2014; US & UK; n=~2000) Imagine 60 years ago if you would told the marketing world that you would put a screen literally in the palm of every consumers hands and enable realtime marketing message delivery: We would’ve called it “Marketing Nirvana”
  8. Where do you start? Your website is one of the first areas you want to spend time on and make sure it is optimized for lead generation.
  9. In other words, nearly all of the people who visit a site for the first time leave without some form of desired action. 
  10. People are different you cant just show them all the same thing. In the era of engagement you need to interact with your prospects as individuals, based on who they are and what they do, wherever they are. Web personalization delivers a personal and relevant experience to your visitors based on who they are and what they do—whether that visitor is an anonymous visitor, a known contact, or a loyal customer.
  11. We are going to go over four ways you can personalize with your audience. First, let’s discuss where you can personalize on the different channels you might use. Web Personalization – this includes your own website Email Personalization – personalizing the content and even the layout for your audience Social – personalizing the ads your consumers see on facebook or even through retargeting with google Mobile – if you audience is on mobile (chances they are), you can use this channel to personalize content they see on their mobile device
  12. NICE Systems is the worldwide leader of intent-based solutions. An enterprise B2B company running global operations, executing marketing activities around the world and targeting different verticals with different solutions. In this example, NICE promoted their US customer conference only to visitor coming from the US.
  13. Hortonworks develops, distributes and supports a 100% open source distribution of Apache Hadoop for the enterprise. Hortonworks.com has a high volume of website visitors with hundreds of content assets under the resources section. They used RTP to target specific industries such as Healthcare.
  14. Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Their key prospects are enterprise organizations with high revenues and employee size. They know who their key accounts are and target them using named account lists. In this example, Apprenda created special landing pages for key enterprise accounts like UPS and Barclays Bank.
  15. Make sure to continue your account based marketing, with personalized content, not just in your outbound campaigns, but also once you are able to drive some level of interest and traffic to your website. Here is an example where I am showing an example of content we might show for ENT vs. SMB at the top And then you can do really cool things – you can serve 2 ads using auto-tuning and then the winner will be shown. We have an education case study and a financial services case study. The winners are in red – and this is what was shown.
  16. As a quick overview to how retargeting works.
  17. Using marketing automation, specifically Marketo – you have the ability to Target the right potential customers Attract them with highly personalized ads Engage them throughout the buyer journey
  18. How does this work? With Marketo, there is the ability to connect Marketo’s rich data (such as a buying stage or target account) ---- to popular Ad Tech platforms such as linkedin, facebook, or google (personalized retargeting ads, target display ads, optimized pay per click ads)
  19. Now here is a personalized remarketing ad
  20. Now that you know who you will segment, you want to identify the type of nurture – for example (pre –MQl) then the right tactics and cadence. I am showing a simple example here. You will notice the tactics are NOT just limited to email.
  21. This is what it sounds like when done wrong. It beats an incessant drum for subscribers. And does not engage them or enthuse them to open in future.
  22. This is more like what you want your email program to be. Note the use of 4+1+1 cadence Done well this should have branches that adjust, listen, respond, react. SO HOW DO YOU DO THAT?
  23. Marketers see an average increase of 20% in sales when using personalized web experiences. (Source)  CLICK TO TWEET  Personalized CTAs resulted in a 42% higher conversion rate than generic CTAs. (Source) CLICK TO TWEET  Leads who are nurtured with personalized content produce a 20% increase in sales opportunities. (Source)
  24. Another channel you can personalize is on email. Here are 3 ways you can personalize with email is with dynamic content, tokens and nurture. I will go into this further next.
  25. First is dynamic content. What is dynamic content? Dynamic content is where you can create a single email and make changes within the single email for each segmentation. The great thing about this is you only have to create one email and just switch out the image or maybe the offer for each segment. In this example we are segmenting by age, but you can also think about it based on motivations. Each age group has different preferences when it comes to going on a vacation even if they are all going to the same place. For the younger crowd, they might be interested in the spring break activities and adventures. For the middle aged group, they are more interested in family vacations and adventures you can go on with kids. And finally for the older generation, they could be more interested in relaxation. Though all three of these groups are getting the same offer – the reasoning behind the offer is different and you can use dynamic content to build these out and segment your database. dynamic content is based on marketo segmentation that we set up
  26. Another way to personalize an email is with tokens. Tokens pull in specified information from your database and use that information to personalize an email. In this example, we are personalizing by the customer’s name, pet type, % discount and food brand. Easily personalize any email with tokens. The more personal, the more engagement. Especially in the subject line. Here it could say ‘Hi Lizzy, We hope you are enjoying your pet fish. For a limited time we are offering a 50% discount on the super fancy fish food…’ I would definitely be more likely to go spoil my new fish after receiving this personalized email.
  27. Today’s digitally-empowered buyer is channel-agnostic. This new buyer has become the undisputed controller of her relationship with your brand. Now, more than ever, your customer is in charge. As a Multi-channel marketer, you’ll need to do two things- • Listen: Pay close attention to buyer behavior across all channels so you have a single, integrated view of the buyer persona. • Act: Manage, personalize, and act on conversations with buyers across channels. A conversation you start in an email must continue when the buyer navigates to your website, and shouldn’t skip a beat when she jumps over to your Facebook page. Some of the channels to consider are: Email, Web, Retargeting, Direct mail, Social media, Mobile( SMS/MMS)
  28. An ideal situation, it to nurture based on your buyer’s behavior. Based on these inputs, you can send relevant information at the right time.
  29. Star – when Marketo released CEE
  30. But you know, marketing measurement is hard. And it’s hard for a number of reasons. Back in the age of information scarcity, it made sense to tie all the revenue for a win back to the source campaign, but today that doesn’t make any sense at all. Today there are multiple campaigns touches. For Marketo, our buyers engage with an average of 7 marketing campaigns before buying. At some companies, the number is as high as 25 to 30. Campaign success is also hard to measure. Often campaign successes are tied to meaningless criteria such as a click, which doesn’t correlate to the desired business outcome the marketer had in mind for the campaign. Further complicating mattes is that there isn’t often just a single buyer. You may have two buyers, and both come into the process at different times, through different marketing campaigns. With Marketo, we’ve seen as many as 21 people involved in the buying decision. Feel bad for the rep! So how do you measure ROI with that sort of complexity. It starts with actually having the data. I’ve seen situations where sales will close a large deal, and marketers go through a manual effort to figure out, and show the different ways that marketing helped closed the deal, so that they get some credit for it. And that can get crazy pretty quickly.
  31. Step 1: Important to track all touches
  32. Third party Cost decent amount of $$$$ Plan to leverage for about 1 year
  33. Attached is a breakdown by traffic source. Time period is Q3.   Organic search has the best engagement in terms of pages per visit combined with duration, although email referrals do great as an entry point but the content doesn’t seem to resonate much with that audience (given the visit duration).   Looking at PPC and referrals it looks like we can improve the ads to better match the content since engagement doesn’t seem great there.   Overall traffic isn’t impressive compared to other areas of the site, but it is also very specific types of content for a targeted group so that isn’t a big surprise.  
  34. 2309 new names Investment = $40K $17/new name
  35. To summarize, I will leave you with these five takeaways! Again, I covered a lot of this very quickly today – for more details please attend one of the other 30 min webinars in the bootcamp!