Maximizing Today's Hottest Content Channels: Driving Leads Through Mobile, Social, and Video

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Maximizing Today's Hottest Content Channels: Driving Leads Through Mobile, Social, and Video


Jon MillerSubscribe to blog.marketo.com

@jonmiller

1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard, captain of high school

debate team and newspaper staff4. My first child was born the same month that we

incorporated Marketo

Page 3© 2013 Marketo, Inc. @jonmiller

Information Scarcity

We Used to Live in a World of


AbundanceInformation


Investment

Ret

urn

Content

Tradeshows


Content Resources: Regular and Mobile Responsive Design


Website Personalization• Known /

Unknown• Repeat Visitor• Referral Source• Revenue Stage• Industry• Company Size• Blog Subscriber• Content

Downloads


Social Media Leads Do Not Come in a Box-@jonmiller

8


EdgeRank• Time

Decay• Weight• Affinity


I’m going to make you an offer you can’t refuse.

Learn how to make the most out of every lead in your database. Download The Definitive Guide to Lead Scoring: http://marketo.com/DG2LS

http://marketo.com/DG2LS


ROI On Social Advertising: Tale of Two Types

• Traditional display ads on Facebook not effective• Twitter conversions slow to convert to Lead• Facebook memes and other highly engaging ads are

working great• Slideshare great for acceleration (not lead gen)

Source: Marketo Revenue Cycle Analytics


Buyer to Buyer: 92% TrustSource: Nielsen Research 2011

Company to Buyer: 33% Trust


Re

ach

& E

ng

age

me

nt

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Landing Pages

Website Facebook Pages

Online Ads Email

Soci

al Li

ft

Events

Making Every Campaign Social



Test & Tune With Social Funnel Metrics

Measure,

Test and

Optimize


But Who is Ready?You Got Them to the Dance


Key Takeaways• Information abundance creates

attention scarcity• Use information to personalize

web experiences• Optimize content for mobile• Make every campaign social• Nurture: Only 20% of new

qualified Prospects are ready to engage with Sales


Video, Mobile, and Social

• Why it matters • Styles of video• Compelling

applications to drive demand

• Best practices & examples

Joan BabinskiVP MarketingBrainshark, Inc.

@jabobabo


Why Video for B2B?


Why Video for B2B?

60% of senior execs say they prefer video over text92% of B2B Marketers use video for demand genMobile! 54 million mobile video views in 2012 and views 3X as long Google LOVES Video Content


Video Spectrum

ProductDemosRecorded

Webinars

Testimonials

TrainingVideos

High-production ads

A Range of Video Types

Executive Perspectiv

es

User-generate

d

http://www.brainshark.com/brainsharkinc/vu?pi=zFaz196t4PzXRQz0

http://www.brainshark.com/brainsharkinc/vu?pi=zFMz5XFMjzXRQz0


Video at Every Stage of the Customer Lifecycle

Prepare

Engage

Advance



Prepare

Engage

Advance



Prepare

Engage

Advance


Best Practices for Demand Generation Videos

1. Keep it short & set expectations2. Make it interactive: use calls to action,

questions3. Re-use across social & web channels4. Combine w/ other media types5. Optimize pages for video search6. Identify your “premium” video content 7. Integrate with lead scoring & next steps8. Measure & adjust


Brainshark On Demand™

http://www.brainshark.com/brainsharkinc/TRSdemo?pt=18









http://www.brainshark.com/brainsharkinc/trsdemo?pt=18



Keep it Short, Set Expectations


Calls to Action & Interactivity


Use Video Across Channels

http://www.brainshark.com/brainsharkinc/vu?pi=zEMzbPB6oz43Hz0


What Can Your Video Tell You?

Engagement: Know quickly how well your content is working


What Can You Measure?

Content & Context: • Which video content is most effective? • Who is viewing what & for how long? • How well are you holding their attention? • On what social channels, devices content was

viewed?• Sharing activity• Interests & needs (through interactivity)Demand Generation Impact: • Conversions• Branded search volume • Subscribers to social channels


Lead Scoring & Next Steps

• Prospects who watch video are given a higher score for sales readiness

• Use view % to set benchmark


Top 3 Takeaways

1. Keep it short2. Optimize video for

mobile audiences3. Measure & adjust

Video Marketing eBookRequest via Twitter @brainshark or visit www.brainshark.com


Additional Resources

The Definitive Guide to Social Marketinghttp://marketo.com/DG2SM

The Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MM

Personalized Benchmark on Email Marketinghttp://marketo.com/DG2MA

http://marketo.com/DG2SM

http://marketo.com/DG2MM

http://marketo.com/DG2MA

http://marketo.com/DG2MA


Questions?

Jon Miller@jonmiller

Subscribe to blog.marketo.com

Joan Babinski@jabobabo

Maximizing Today's Hottest Content Channels: Driving Leads Through Mobile, Social, and Video

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