Right Audience, Right Message: Increase the Return on Your Content Marketing

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Right Audience, Right Message Increase the Return on Your Content Marketing

Maria Pergolino, Sr. Director of Marketing, Marketo

Cari Aves, Sr. Product Marketing Manager, Marketo

Anne Holland, President of Anne Holland Ventures Inc.

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Content Marketing is Growing

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Risk and Branding in B2B

Fear Trust

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SEO

Social

Offers

Scoring

Popular Blogs Definitive Guides Resource Center Marketo TV Webinars

Other Benefits of Content Marketing

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What is Content?

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Types of Content

• Resource Libraries

• RSS/XML Feeds

• Surveys

• Radio/TV/Web TV

• Videos

• Webinars/Webcasts

• White Papers

• Widgets

• Workbook

• + more!

• Articles

• Blog Posts

• Books/eBooks

• Brochures

• Case Studies

• Demos

• Email

• Free trials

• Images

• Information Guides

• Live Streamed Events

• Manuals

• Microsites/Web Pages

• Online Courses

• Podcasts/Videocasts

• Presentations

• Press Releases

• Product Data Sheets

• Reference Guides

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Content Consumption

Source: Techtarget + Google

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Marketo Prospect Generation 1H2011

Source Prospects Cost % Lead Velocity (Days)

Lead to Opp Index

3rd Party Email Blast 9,049 $36 20% 32 0.5

Trade Show 3,786 $36 22% 29 1.8

Trade Show – Virtual 3,125 $18 17% 48 1.0

Paid Webinar 1,971 $71 26% 33 0.7

PPC 1,494 $135 45% 15 1.8

AppExchange 1,128 $41 72% 3 2.4

Content Syndication 881 $69 18% 29 1.2

Social Media 588 $94 33% 16 0.2

Other Paid 1,645 $45 25% 32 0.9

Website/Inbound 5,133 58% 9 1.9

Referral / WOM 564 21% 32 1.4

Sales Prospecting 349 19% 71 3.9

Inbound prospects convert 5X better than paid prospects

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Track Content Touches Across All

Decision Makers

Screenshot: Marketo Revenue Cycle Analytics

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Understand How Content Influences

Pipeline

First-touch allocation, multi-touch

allocation, investment, volume, etc


But Content Alone is Not Enough


You MUST:

• Create Interesting Content

• Vary Content Mediums

• TEST, TEST, TEST

• Promote using Segmentation

Personalization and Customization


Testing for Content Marketing

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A/B Test #1: Banners

©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

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…and the Winner is:


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A/B Test #2: Email Newsletter Ads


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Close-up of Ad Versions:


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Result:

33.3% more clicks

34.9% more form

submits



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A/B Test #3: Email Blast Layout


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Result:

28.5% clicks to main

Whitepaper download

offer




Dynamic Content for Content Marketing

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“The attention economy is not growing, which means

we have to grab the attention that someone else has

today.”

BRENT LEARY

FOUNDER, CRM ESSENTIALS

maven, flickr

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Grab Attention at Every Stage

• Improve deliverability and opens

• Differentiate messaging from your competition

• Engage the recipient and drive conversions

• Continue 1:1 conversation

• Increase qualified sales opportunities and customers

Responses

Engaged

Opportunities

Wins

Views

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Why?

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Tough to Setup

Low confidence in appearance of variations

How Do I Know It’s Effective?

Content Explosion

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Create a Dynamic Content Strategy

1

2

3

Segment Your Audience

Target Your Content

Preview Unique Versions

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Take Full Advantage of Dynamic Content

• Carefully prioritize segments

• Optimize most valuable segments to improve campaign effectiveness

• Control the number of content variations

• Report on the right metrics

• Separate segment definition from design

• Reuse dynamic content on emails and landing pages across campaigns

• Easily preview content by segment to ensure quality

IF INDUSTRY = FINANCIAL SVC

IF INDUSTRY = HEALTHCARE

IF INDUSTRY = HIGH TECH

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Bad Dynamic Content Good Dynamic Content

• Define SQL like rule logic within the content

• Easily define rules via drag and drop interface

• Duplicate rules for email and landing pages

• Apply dynamic content across email and landing pages

• Inability to validate unique versions in tool

• Preview dynamic content by segment prior to testing

• Exponential increase in content • Segmentation logic defined

separately from design for reusability

• Limited or no visibility into message performance

• Built in reports to easily track conversion for each version

Choose the Right Solution to Support Your Strategy


Thank You

Right Audience, Right Message: Increase the Return on Your Content Marketing

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