© 2013 Marketo, Inc. Marketo Proprietary and Confidential Content Marketing: Fuel for Your Lead Generation Strategy Heidi Bullock, Sr. Director Marketo @heidi.bullock
Aug 08, 2015
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content Marketing: Fuel for Your Lead Generation Strategy
Heidi Bullock, Sr. Director [email protected]
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How do you think about lead generation?
Welcome to my toolbox of tactics!
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Lead gen is not just a basket of tactics
PPC
social
webinars
contentsyndication
Grapes are so hot right now
retargeting
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Content powers your lead gen engine
Good content = Optimized performance
Poor content = suboptimal performance
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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
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Creating your Plan
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Have a Point of View!
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Step 1: Buyer Personas
Who are you selling to?
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Step 2: Understand the buyer’s journey
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Step 3: Create your funnel
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Research data, funny videos, curated lists, infographics, thought leadership
Step 4: Map content to buying stage
NO
YES
MOSTLYNO
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
Gated?Early Stage - Awareness
Middle Stage - Evaluation
Late Stage - Purchase
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Use common senseNo, it’s our first date! I’m not ready for a trial of your software either!
Will you marry me?
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Step 5: Figure out what you have, what you need
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Content creation can be tricky
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But, how do you create more content without a team of 40 writers?
My budget is cut…
I only have the PPC manager…
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lean Content Creation.
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5 golden rules for content
1. It is not promotional2. It is relevant3. It closes a gap4. It is well-written5. It is relevant to your company
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Content isn’t just whitepapers!
• Blog posts• Videos• Podcasts• SlideShare Presentations • Infographics• Moving Infographics• Activity Books/Worksheets • Articles
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Visual content can help you stand out
VS.eBook - 29,000 Views Slideshare - 367,000 Views
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THE 3 R’s OF CONTENT MARKETING Optimization
Repurpose, Rewrite, Retire
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Repurpose: Taco Bell Content Strategy
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“Big Rock” content example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:
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Repurpose blogs
Blog to eBook
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Rewrite and redesignBefore After
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Retire
I was the best webinar in 2009.
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Right Content per ChannelEXAMPLES
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Use the right content per channel
Example – for FB – early stage
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Visual content works well for social
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The right content per channel matters
Source: chicagostyleseo.com
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Top of FunnelEXAMPLES
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Form length matters
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Form Completion for Data Augmentation
Hidden Fields
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Slideshare
• You have a great deck• Make it very visual and
appealing• Use the form for
Slideshare
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Facebook for lead generation
Test a mix of content offers – make sure they are visual!
Lighter Harder
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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
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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
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Your Blog
@jonmiller @mpranikoff
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Blog - Results
From average 14 a week to 145/week - 10X growth!
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Virtual event
Leverage the knowledge of other people!
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Content syndication:
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The Power of Peer to Peer
• Company to Buyer: 33% Trust• Buyer to Buyer: 92% Trust WOW!!
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Get the most out of your content
• Get your users to SHARE• Make every campaign social• Increase your visibility and
engagement
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Middle of FunnelEXAMPLES
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Fast Moving Leads
Long Term Target
Why nurture?
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98%2%
Most leads are not ready…
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Successful nurture
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Relevant emails = better engagement
100 1000 10000 1000000
50
100
150
200
250
300
350
400
Email Send Size
Enga
gem
ent S
core
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Lead Nurturing Relevance
A
B
C
D
1 23
Stages1. 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
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Content Approach - Example
Early(Pre-Opp)
Be a Better Marketer
Blog PostsFunny VideosInfographics
Thought Leadership
Mid(Pre-Opp)
Why Marketing
Automation
Buying GuidesRFP TemplatesROI Calculators
WhitepapersResearch
Late(Post-Opp)
Why Marketo
PricingDemos
Video TestimonialsCase Studies
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Italian Workspace Joe Smith: Acme Inc. Community Help
Search… +
Search… +
Recently Updated
Practical B2B Lead Generation
Added Mar 30, 2013 Sent
12,10582
Thought Leadership
Edited Mar 25, 2013 Sent
12,10570
Lead Scoring Best Practices
Edited Mar 22, 2013 Sent
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Lead Management Best Practice
D…
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Lead Scoring Best Practices
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Engagement Over Time
Dec Jan Feb Mar Apr May
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0
Summary
1.5%
Unsubscribe
65Engagement
55dNext Cast
Members
In Track Exhausted Paused
3,450
50 35
Mar 18, 2013Engagement: 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 ▼
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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
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• Early stage content +3• Attend webinar: +5• Visit any webpage /
blog : +1• Visit careers pages: -10• Decay inactivity:
-1, -5, -10
Latent Behaviors (Engagement)
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for branded
keyword “Marketo” +8
Active Behaviors(Buying Intent)
Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Program ROI
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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/AN/AN/A29%38%
52%7.6
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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?
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Example
Website - 6K viewsEmail – 642 clicksWebinar – 318 reg, 104 attended
GOOD
BETTER
Late stage asset
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Leverage Data to Determine Best Offer For Each Vendor
Consider offer data, program goal, content asset, and content stage to make final determination.
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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
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