© 2013 Marketo, Inc. Marketo Proprietary and Confidential Why Content Marketing Automation Is Your New Best Friend (With Benefits) #LaunchPoint Leo Strupczewski, Monetate Randy Frisch, Uberflip Maggie Jones, Marketo
Why Content Marketing Automation Is Your New Best Friend (With Benefits)
Aug 23, 2014
By now, you’ve probably jumped onto the content marketing bandwagon — and with good reason! Content marketing has the potential to decrease cost of acquisition, increase exposure, and help with customer retention.
But is your content performing to its full potential? Are people engaged with your content? More importantly, are you generating more leads?
Check out this SlideShare on how Monetate uses Marketo with content marketing platform Uberflip to maximize the impact of their content marketing.
You will discover how to:
- Create a content experience that is optimized for lead generation.
-Enhance the customer journey with tailored content. streams.
- Gain insight into how your content is really performing.
http://www.uberflip.com
But is your content performing to its full potential? Are people engaged with your content? More importantly, are you generating more leads?
Check out this SlideShare on how Monetate uses Marketo with content marketing platform Uberflip to maximize the impact of their content marketing.
You will discover how to:
- Create a content experience that is optimized for lead generation.
-Enhance the customer journey with tailored content. streams.
- Gain insight into how your content is really performing.
http://www.uberflip.com
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Transcript
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Content Marketing Automation Is Your New Best Friend (With Benefits)
#LaunchPoint
Leo Strupczewski, MonetateRandy Frisch, UberflipMaggie Jones, Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Leo StrupczewskiContent Manager
Randy FrischCOO & Co-Founder
Maggie JonesContent Marketer
Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions• There will be time for a Q&A at the end • We will be recording the webinar for future viewing• All attendees will receive a copy of the slides and the
recording of today’s webinar• Twitter hashtag: #LaunchPoint
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CONTENTMARKETING
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WHY IT’S HOT
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WHY IT’S NOT
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4 Pillars of Content Marketing
Authoring Experience Distribution Measurement
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4 Pillars of Content Marketing
Authoring Experience Distribution Measurement
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Example: Why do resource centers fail?
Backend Developer Graphic Designer
Demand GenFrontend Developer
Marketing Mary
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Solution: Content Marketing Automation
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It doesn’t stop with the resource center!
Mary becomes the the content quarterback:
Landing pagesSocial hubsCampaignsSales enablementTailored experiences
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MONETATE’S TARGET AUDIENCE
Digital marketers who are looking to create more relevant online experiences
Includes retail / ecommerce, B2B and many other verticals
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HOW MONETATE USES MARKETO
Using Marketo for 5 years focusing on:
Landing pages
Lead nurturing and lead scoring
Demand generation and multi-touch attribution
Syncing with Salesforce
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MONETATE’S CONTENT STRATEGY
Build credibility and thought leadership
Content that aligns with buyer interest
Content that aligns with Monetate’s offering
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Understanding what’s working and which content converts
Improving sales enablement
Creating a better customer experience
MONETATE’S CONTENT MARKETING CHALLENGES
Giving the marketing team more control
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Monetate’s Content Hub!
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250% increase in conversion
RESULTS
Landing Page
Integrateswith Marketo
Combines the power of a Marketo landingpage with the quickeraccess to the content!CTA Overlay
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Triggering campaigns in Marketo based on content engagement
Enhance lead scoring in Marketo based on consumption patterns
WHAT’S NEXT
Better insights > increased content ROI
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WHY WORKED FOR
Quick & easy setup live within 24 hours
Few resources needed less costly than building in house
Increased productivity better workflow for the marketing and demand gen teams
Integrated with Marketoconnecting content hub to Marketofor better insight
Measurable results 250% increase in conversion rate for content
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EXPERIENCE MATTERS
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TARGETING MATTERS
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CONTROL MATTERS
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CTAs MATTER
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Q&A
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Leo StrupczewskiContent Manager
Randy FrischCOO & Co-Founder
Maggie JonesContent Marketer
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
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