Your B2B Starter Kit for Cross-Channel Marketing

Your B2B Starter Kitfor Cross-Channel Marketing

LinkedIn | Marketo | Acquia

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• Twitter: @LinkedInMktg / @Marketo / @Acquia• www.linkedin.com/company/linkedin-marketing-solutions• www.linkedin.com/company/marketo• www.linkedin.com/company/acquia

Housekeeping

Hannah Corey

Team Lead, Marketing Programs

Acquia

Pete Schott

Product Marketing Manager

LinkedIn

Brian Glover

Senior Product Marketing Manager

Marketo

Speakers

B2B Starter Kit for Cross-Channel Marketing1. Start with the customer journey2. Define your goals and key performance indicators (KPIs)3. Determine the right content & offers4. Plan your cross-channel execution

Acquia case study & real-world examples

Agenda

Mass Marketing Focused on the Message

Campaign Marketing Evolved with the Internet

Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

87% of people demand a meaningful brand experience (Edelman Consulting, 2014)

Today, Customers Demand a Personalized Experience

Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

POLL #1What is your experience level with cross-channel marketing?

• None at all• Just getting started• Fairly experienced• Advanced

Listen Speak

Think

Learn

Step #1:Start with the customer journey

WHO IS THE CUSTOMER? Identify the customer(s) Develop personas

WHAT IS THE JOURNEY? Define the stages & signals Know the questions at

each stage Understand the channels

HOW? Conduct interviews

Awareness Consideration Evaluation Adoption Upsell/ Renewal

Questions Do I have this problem?

Where can I find information on XYZ?

How do you uniquely solve my problem?

What 3rd parties validate your claims?

How are you better than XYZ competitor?

Can I see your product in action?

Where should I start?

What capabilities solve my pressing needs?

Is this still the best option?

What other problems could you solve for me?

Signals Anonymous website or blog visits

Downloading product content, visiting product pages

Downloading comparison reports, asking about pricing, becoming a CRM sales opportunity

Visiting customer community, training web pages

Visiting product pages, download best practices content for other products

Resource: http://www.marketo.com/cheat-sheets/marketing-personas/

Step #2:Set goals and key performance indicators (KPIs)

GOALS Meaningful to the business Measurable Achievable

KPIs Pick a combination of

channel metrics + business metrics

Set benchmarks

Marketing Goals(the objective)

Strategy/Team Goals(how you’ll do it)

KPIs(how you measure success)

Increase pipeline by 15% Market to more profitable prospects• Increase ENT MQLs by 10%

• Implement ad retargeting for ENT prospects

• Build out 3 ENT nurture campaigns

Pipeline created*MQLs, website conversions

Increase Marketing Qualified Leads by 10%

Grow lead db & improve nurturing• Add 7k new names to lead db• Target “Engaged” leads across channels to

bump above score threasholds• Decrease cost per lead by 10%

# of MQLsNew names, cost per lead

*marketing influenced

Resource: http://www.marketo.com/ebooks/marketing-success-series-measuring/

Step #3:Determine the right content and offers to use

1994

2016

POLL: Which type of content do buyers find most effective?

*LinkedIn / Ipsos 2015

*LinkedIn / Ipsos 2015

Aligning content to stages of the buyer’s journey

Awareness Customer / Upsell / renewal

Higher-level contentResearch reports (e.g. Forrester)InfographicseBooksBlog postsMedia bylines Webinars

Deeper-level contentHow-to guidesProduct datasheetsWebinarsProduct DemosCase studies

Step #4:Plan your cross-channel execution

AUDIENCE DATA

Web behaviorBusiness demographicsQualification & lead scoringBuyer intentPurchase history

Email, Display, Social, etc.

BUYER JOURNEY

AwarenessConsiderationEvaluationAdoptionUpsell / Renewal

CONTENT

eBooksWebinarsBlogVideosDemos

AUDIENCE DATA

Web behaviorBusiness demographicsQualification & lead scoringBuyer intentPurchase history

Email, Display, Social, etc.

BUYER JOURNEY

AwarenessConsiderationEvaluationAdoptionUpsell / Renewal

CONTENT

eBooksWebinarsBlogVideosDemos

Let’s make it real:

Audience List: New leads that just submitted information through marketing contact form

Let’s make it real:

Audience List: New leads that just submitted information through marketing contact form

Reach across social and display ads, on LinkedIn and across the web

Encrypted audience data

Let’s make it real:

Encrypted audience data

Display ads

Acquia Background→ Platform for building and

delivering extraordinary digital experiences

→ 720 employees worldwide→ Revenue Growth▪2012: $30M▪2014: $100M

→Growing Sales Org

Marketing ChallengesSupport growth of sales team with volume and quality of leads→ Scale New Leads▪Hit aggressive lead / MQL targets

→Nurture existing database▪Move quality leads through the funnel, faster

+ → LinkedIn Lead Accelerator:

Integrate display and social advertising into Marketo nurturing efforts

→ Defined target audiences: ▪Known leads: Leads in

marketo database▪Unknown leads: Anonymous traffic to our website

→ Built nurture stream for each segment

Segmentation→ Known Users▪ Buyer persona / Job function▪ Industry▪Marketo & Lattice scored leads▪Marketing/Sales funnel stage▪ Drupal Users

→ Unknown Users:▪ Visited high value web pages

• (i.e. product, pricing, free trial)▪ Top trafficked web pages

• (i.e. home page & blog)

Content Alignment→ Content analysis to find

top performing content▪ Influenced and sourced

sales opportunities▪Most downloaded

→ Aligned the top content by buyer persona

→ Whiteboard session to map content to all segments

Nurturing with Meaning→ Segmented entire database

into Engagement Programs / Streams

→ Grouped by persona, industry, and buyer stage

→ Content easily dropped in / removed

→ Removes risk of batch campaigns▪ Same audience gets a

consistent message→ Saves time

Nurturing with Meaning→ Anonymous users on website→ User segments in marketo→ Lead scoring to define top

leads→ Grouped by persona, industry,

and buyer stage→ Content easily dropped in /

removed→ Audience gets a consistent

message across channels

SegmentationSEGMENT 1: TARGET ACCOUNTS

Known leads in marketo

Segment Plan:➔ Named Target Accounts➔ Target Industries➔ Buyer Persona: IT

Content Plan:➔ Analyst Papers➔ Case Studies➔ Thought Leadership material

SEGMENT 2: FREE TRIAL VISITORS

Unknown (Anonymous) web visitors

Segment Plan:➔ Visited free trial page➔ Bounced without converting on

trial

Content Plan:➔ Drupal 101 material➔ Educational material on product➔ Content on Drupal best practices

Results

Leads increased 330% from Q3 to Q4

Tips to Get Started→Start with a solid foundation▪Marketing automation

→Use tools and technologies that seamlessly work together to achieve goals

→Don’t overcomplicate▪Start segmenting database with broad

criteria and then pare down→Make sure you are creating and aligning the right

content to your buyer’s at the right time

Create Your Cross-Channel Digital Advertising Planhttp://www.marketo.com/assets/uploads/Create-Your-Cross-Channel-Digital-Advertising-Plan.pdf

LinkedIn/Marketo partnership & integration detailshttp://launchpoint.marketo.com/linkedin/1917-linkedin-lead-accelerator/

Additional Resources

Hannah Corey

Team Lead, Marketing Programs

[email protected]

Pete Schott

Product Marketing Manager

[email protected]

Brian Glover

Senior Product Marketing Manager

[email protected]

Thank You!