1. Get More from Less: Tips for Creative
Programs that Drive Results
Heidi Bullock, Sr. Director Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

2. Not for the faint of heart
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Marketo Proprietary and Confidential

3. Page 3
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Marketo Proprietary and Confidential

4. Content
Quick Tips
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

5. Content powers your lead gen engine
Good content = Optimized performance
Poor content = suboptimal performance
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

6. 5 golden rules for content
1.
2.
3.
4.
5.
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© 2013 Marketo, Inc.
It is not promotional
It is relevant
It closes a gap
It is well-written
It is relevant to your company
Marketo Proprietary and Confidential

7. Tip One: Make it visual
eBook
Interactive Infographic
17,000
views
145,000
views
Hits and Long-Tail Content
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

8. Tip Two: Map Content to Buying Stage
Early Stage - Awareness
Thought leadership and
entertainment to build
brand and awareness
Research data, funny videos,
curated lists, infographics,
thought leadership
Middle Stage - Evaluation
Tools that help buyers find
you when they are looking
for solutions
Buying guides, RFP templates,
ROI calculators, whitepapers,
analyst reports, webinars
Late Stage - Purchase
Company-specific
information to help evaluate
and reaffirm selection
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© 2013 Marketo, Inc.
Pricing, demos, services
information, 3rd party reviews,
customer case studies
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9. Tip Three: Repurpose! Repurpose!
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10. “Big Rock” content example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:
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Marketo Proprietary and Confidential

11. Rewrite and redesign
Before
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After
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12. Retire
I was the best
webinar in
2009.
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Marketo Proprietary and Confidential

13. Program Tactics
Quick Tips
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14. Your Blog
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@jonmiller
Marketo Proprietary and Confidential

15. Blog - Results
From average 14 a week to
145/week - 10X growth!
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Marketo Proprietary and Confidential

16. Slideshare
• You have a great deck
• Make it very visual and appealing
• Use the form for Slideshare
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

17. Facebook for lead generation
Test a mix of content offers – make sure they are visual!
Lighter
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Harder
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18. Facebook and EdgeRank
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Marketo Proprietary and Confidential

19. The 4-1-1 Rule
“For every one self-serving tweet, you should re-tweet
one relevant tweet and most importantly share four
pieces of relevant content written by others.”
Do This
Not This
I’m
awesome
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Marketo Proprietary and Confidential

20. Twitter promoted tweets - timelines
• Use gated resource
pages
• Have strong CTA
• Can still be playful
and fun
• Results depend on
content and message
Page 20
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

21. 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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Marketo Proprietary and Confidential

22. The Power of Peer to Peer
• Company to Buyer: 33% Trust
• Buyer to Buyer: 92% Trust
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
WOW!!

23. Frictionless & Incentivized Sharing
• Make every campaign social
• Increase your visibility and
engagement
Page 23
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Marketo Proprietary and Confidential

24. Paid Email Campaigns
1.
2.
3.
4.
5.
6.
Good vendors
Negotiate when possible
Email design – soup to nuts
Relevant and vetted offer
Test!
Back up plan if results don’t
meet your goal
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Marketo Proprietary and Confidential

25. Events Webinar: Multi-Touch Promotion
Typical Webinar Promotion:
Series Invite + Big Bang
Press Release
T-2 weeks invite
T-1 weeks invite v2
T-2 days invite
Typical Webinar Confirmation:
Confirmation Email
Reminder 2 days prior –
Email and Boxpilot
Reminder 1 hour prior
Typical Webinar Follow-up:
Minutes after event with
slides
1-2 days later with
recording
Phone call (Leads)
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Marketo Proprietary and Confidential

26. Events (all): Follow-Up Fast
1. Email with slides out
within the hour
2. Recording out within
48 hours
3. Immediate sales
notifications and
“interesting
moments”
4. Follow-up survey
included requests
for a demo
5. Follow-up offers to
continue
engagement
Page 26
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

27. Events (all): Make it Scalable
Use “Tokens” To
Parameterize
Clone Complete
Programs
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
Track Costs and Tags
for Measurement

28. Direct Mail – part of an integrated campaign
45% of social network
users have done
something as a result of
Direct Mail they’ve
received
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Marketo Proprietary and Confidential

29. Content Syndication:
Tips
1.
2.
3.
4.
5.
6.
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© 2013 Marketo, Inc.
Consider mid-stage content
Gate content
System integration
Get credit
New names matter
Freshness
Marketo Proprietary and Confidential

30. Program Measurement
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

31. Example: Multi-Touch Attribution
A deal worth $100,000 recently closed.
Three people were involved in the deal:
• Person A attended Seminar A and Trade Show B
• Person B attended Trade Show B
• Person C was sent Direct Mail C
$100,000 Revenue
$25,000
Seminar A
$25,000
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© 2013 Marketo, Inc.
$25,000
$25,000
Tradeshow B
$50,000
Marketo Proprietary and Confidential
$25,000
Direct Mail C
$25,000

32. Lead Analysis (TOFU) – Before Opportunity
Data
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Marketo Proprietary and Confidential

33. Opportunity Analysis (MOFU)
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Marketo Proprietary and Confidential

34. Group By Vendor/Channel For More Insights
Consider offer data, program goal, content asset, and
content stage to make final determination.
Page 34
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Marketo Proprietary and Confidential

35. % Above
Min*
89%
76%
75%
41%
57%
73%
67%
Source: Marketo Revenue Cycle Analytics, Nov 2013
* Percentage
of all programs in channel that achieve MT Ratio > 5
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
10.4 66%

36. Planning for Marketing Measurement
Measure ROI to find not just what
works, but what works better.
Establish Goals
and ROI Estimates
Up-Front
Design Programs
to Be Measurable
Focus on the
Decisions that
Improve ROI
Page 36
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

37. Key Takeaways
1.
Need a mix of inbound and outbound
for a successful demand gen strategy
2.
Repurpose content
3.
Consider 4-1-1 approach for social
campaigns
4.
Leverage “peer-to-peer” influence to
give every campaign a social boost
5.
Apply smart thinking for outbound like
‘follow up fast’ and ‘make it scalable’
for better results
6.
Measure every chance you get and be
able to course correct in real-time
Page 37
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Marketo Proprietary and Confidential
@heidibullock

38. Q&A
Heidi Bullock
@heidibullock
© 2013 Marketo, Inc. Marketo Proprietary and Confidential