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How Content Marketing Automation Can Boost ROI & Drive Growth
- 1. © 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
- 2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Leo Strupczewski
Content Manager
Randy Frisch
COO & Co-Founder
Maggie Jones
Content Marketing
Specialist
- 3. 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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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CONTENT
MARKETING
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
WHY
IT’S
HOT
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
WHY
IT’S
NOT
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
4 Pillars of Content Marketing
Authoring Experience Distribution Measurement
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
4 Pillars of Content Marketing
Authoring Distribution
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Example: Why do resource centers fail?
Backend Developer Graphic Designer
Demand Gen
Frontend Developer
Marketing Mary
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Solution: Content Marketing Automation
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
It doesn’t stop with the resource center!
Mary becomes the the content
quarterback:
Landing pages
Social hubs
Campaigns
Sales enablement
Tailored experiences
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Monetate’s
Content Hub!
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
250% increase in conversion
RESULTS
Landing Page
Integrates
with Marketo
Combines the power
of a Marketo landing
page with the quicker
access to the content!CTA Overlay
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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 Marketo connecting content hub to Marketo
for better insight
Measurable results 250% increase in conversion rate
for content
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
EXPERIENCE MATTERS
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
TARGETING MATTERS
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CONTROL MATTERS
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CTAs MATTER
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Q&A
- 40. Page 40
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Leo Strupczewski
Content Manager
Randy Frisch
COO & Co-Founder
Maggie Jones
Content Marketer