Demand Generation for Marketers That Have to do it All - Heidi Bullock
•Download as PPTX, PDF•
5 likes•3,842 views
Heidi Bullock, VP of Demand Generation for Marketo, presents how to achieve better demand gen results through smarter marketing and how to analyze the performance of your marketing campaigns with the metrics that matter most.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (9)
Similar to Demand Generation for Marketers That Have to do it All - Heidi Bullock
Similar to Demand Generation for Marketers That Have to do it All - Heidi Bullock (20)
More from Marketo
More from Marketo (20)
Recently uploaded
Recently uploaded (20)
Demand Generation for Marketers That Have to do it All - Heidi Bullock
- 1. Demand Generation for Marketers that Have to do it All Heidi Bullock VP Demand Generation, Marketo © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 2. Demand Gen is not for the faint of heart Page 2 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 3. I need MORE MQLs,SQLs and opportunities!!! Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 4. Considerations Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 5. Lead gen is not just a basket of tactics social PPC content syndication webinars Grapes are so hot right now Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential email retargeting
- 6. Identify who you are selling to We are round but not the same… Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 7. Pick the right model Inbound marketing strategy: • Broad Field and target marketing strategy: • Targeted
- 8. Content Basics Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 9. Content powers your lead gen engine Good content = Optimized performance Poor content = suboptimal performance Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 10. New! 7 golden rules for content 1. Meaningful to the reader 2. Actionable 3. Sharable 4. Findable 5. Relevant to your company 6. Readable 7. Consistent online and offline Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 11. Tip 1: Tell a story and have a point of view Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 1. Compile your data 2. Create a narrative 3. Have a unifying theme – your POV! I’m the customer and I’m the hero!
- 12. Tip 2: Map content to buying stage Research data, funny videos, curated lists, infographics, thought leadership Early Stage - Awareness Thought leadership and entertainment to build brand and awareness Middle Stage - Evaluation Tools that help buyers find you when they are looking for solutions Late Stage - Purchase Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 13. Tip 3: Make sure your content is ‘findable’ Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 1. Social promotion 2. H1 Tag 3. >2 H2 Tags 4. Metadata – including title, descriptors, keywords 5. Links to related content 6. Alt tags for images
- 14. Lean Content Creation Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 15. But, how do you create more content without a team of 40 writers? My budget is cut… Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential I only have the PPC manager…
- 16. Content is not just whitepapers! • eBooks • Blog posts • Videos • Podcasts • SlideShare presentations • Infographics • Moving Infographics • Activity books/worksheets • Articles • Webinars • And of course landing pages! Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 17. Visual content can help you stand out eBook - 29,000 Views VS. Slideshare - 367,000 Views Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 18. THE 3 R’s OF CONTENT MARKETING Optimization Repurpose, Rewrite, Retire Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 19. Rewrite and redesign Before After Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 20. Repurpose: Taco Bell Content Strategy Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 21. “Big Rock” content example Definitive Guide to MA: Webinars: Ebooks: Infographics: Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 22. Repurpose blogs Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 23. Blog Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 24. Retire I was the best webinar in 2012. Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 25. Top of Funnel Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 26. Form length matters Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 27. Form completion for data augmentation Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Hidden Fields
- 28. Slideshare Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential • You have a great deck • Make it very visual and appealing • Use the form for Slideshare
- 29. Customized messaging for visitors – industry, B2C/B2B, other technologies Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 30. 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 Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential I’m awesome
- 31. Facebook for lead generation Test a mix of content offers – make sure they are visual! Lighter Harder Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 32. Twitter website cards Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential • Keep your copy concise and exciting • Make sure your imagery is visually appealing • Have a clear call to action • Takes you to a landing page – more direct (pay for the click – not a ‘partial lead’)
- 33. LinkedIn promoted posts Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Great targeting! • Enterprise • B2C • SMB • Industries • Interests – ex: email marketing, SEO
- 34. Paid email campaigns 1. Good vendors 2. Negotiate when possible 3. Email design – soup to nuts 4. Relevant and vetted offer 5. Test! 6. Back up plan if results don’t meet your goal Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 35. Your blog @jonmiller Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 36. Blog - Results From average 14 a week to 145/week - 10X growth! Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 37. Virtual events and webinars Registration = 18,086 Attendees = 4,976 Tweets = 2,224 in 4 hours Downloads of Marketo content = 12,112 New Names = 3,194 FT Pipeline - $368K MT Pipeline - $2.5M Registration = + 4K Attendees = TBD! Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 38. Content syndication Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 1. Consider mid-stage content 2. Gate content 3. System integration 4. Get credit 5. New names matter 6. Freshness Partner website property Partner website property Partner website property
- 39. The power of peer to peer • Company to Buyer: 33% Trust • Buyer to Buyer: 92% Trust WOW!! Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 40. Get the most out of your content • Get your users to SHARE • Make every campaign social • Increase your visibility and engagement Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 41. Tip 1: 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) Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 42. Tip 2: 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 42 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 43. Tip 3: Make programs scalable Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 44. DATE: JUNE Page 44 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 45. Middle of Funnel Page 45 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 46. Why nurture? Fast Moving Leads Long Term Target Page 46 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 47. Most leads are not ready… 2% 98% Page 47 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 48. Successful nurture Page 48 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 49. Relevant emails = better engagement 400 350 300 250 200 150 100 50 0 100 1000 10000 100000 Engagement Score Email Send Size Page 49 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 50. Lead Nurturing Relevance A B C D 1 2 Page 50 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 3 Stages 1. BUYING STAGES • Early: Be a Better Marketer • Mid: Why Marketing Automation • Late: Why Marketo • Customer: Success 2. BUYING PROFILES • Marketing • Sales • Exec Get The “Definitive Guide to Lead Nurturing” http://marketo.com/DG2LN
- 51. Content Approach - Example Early (Pre-Opp) Be a Better Marketer Blog Posts Funny Videos Infographics Thought Leadership Mid (Pre-Opp) Why Marketing Automation Buying Guides RFP Templates ROI Calculators Whitepapers Research Page 51 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Late (Post-Opp) Why Marketo Pricing Demos Video Testimonials Case Studies
- 52. Page 52 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 53. Italian Workspace Joe Smith: Acme Inc. Community Help Search… + Summary Page 53 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Search… + 3,450 Recently Updated 50 35 Practical B2B Lead Generation Added Mar 30, 2013 Sent 12,105 82 Thought Leadership Edited Mar 25, 2013 Sent 12,105 70 Lead Scoring Best Practices Edited Mar 22, 2013 Sent 12,105 55 Lead Management Best Practice D… Added Mar 18, 2013 Sent 12,105 35 Lead Scoring Best Practices Edited Mar 10, 2013 Sent 12,105 9 Engagement Over Time Dec Jan Feb Mar Apr May 100 80 60 40 20 0 1.5% Unsubscribe 65 Engagement 55d Next Cast Members In Track Exhausted Paused Mar 18, 2013 Engagement: 60 2013 Marketo’s Secret Sauce Definitive Guide to Events Lead Nurturing Lead Scoring Best Practices Lead Management Best Practic Practical B2B Lead Generation Thought Leadership Email Performance Report Program Performance Lead Nurturing Streams Setup My Tokens Members View: Dashboard ▼ Streams: All Streams ▼
- 54. Lead Scoring Defined “Shared sales and marketing methodology for ranking leads in order to determine their sales readiness” Nurture Pass to Nurture Disqualify Sales Pass to Sales Fit Interest Buying Stage Page 54 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 55. • Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10 • Decay inactivity: -1, -5, -10 • Pricing pages: +10 • Watch demos: Page 55 © 2013 Marketo, Inc. Marketo Proprietary and Confidential • +5 overview • +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for branded keyword “Marketo” +8 Get The “Definitive Guide to Lead Scoring” http://marketo.com/DG2LS
- 56. Analytics Page 56 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 57. Page 57 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 58. Why Measuring Return is Hard • Multiple touches. Seven touches needed to convert a cold lead into a sale • Multiple influencers. Typical buying committee has 5-21 people Page 58 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 59. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics Page 59 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 60. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics Page 60 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 61. Example: Multi-Touch Attribution A deal worth $100,000 recently closed. Three people were involved in the deal: • Moe attended Webinar and Tradeshow • Larry attended Tradeshow • Curly responded to Direct Mail $100,000 Revenue $25,000 $25,000 $25,000 $25,000 Webinar $25,000 Tradeshow $50,000 Page 61 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Direct Mail $25,000
- 62. Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5 Page 62 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 63. Inbound + Nurture = 58% of (MT) Pipeline Paid Programs = 42% of (MT) Pipeline Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5 Page 63 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 64. (MT) Ratio = Pipeline / Investment >10 is Great and <5 is Fail Sponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events = 6.6, Content Syndication 7.7 Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5 Page 64 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 65. % Programs with MT Ratio > 5 e.g. Tradeshow has good average but 49% programs “fail” Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5 Page 65 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 66. Example Good Website – 23K views, 10,283 downloads Email – 2,730 clicked Slideshare – 7,693 views Social impressions – 1,149 BEST Page 66 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 67. Leverage Data to Determine Best Offer For Each Vendor Consider offer data, program goal, content asset, and content stage to make final determination. Page 67 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 68. Use Metrics to Set & Justify Budgets New Targets New MQLs Score>100 23,000 20,000 Inventory of Active MQLs New Names 60,000 131,000 Page 68 © 2013 Marketo, Inc. Marketo Proprietary and Confidential New Opps* 1,000 6 Month Created Opp Inv. 2,000 270 SDR capacity driven *Opps is bigger than SQLs because includes outbound and partner referrals Inbound / Programs 120K (900K DB Total) New SQLs 922 Wins Inventory Of Active Targets 15.3% 10.5% 2.4% 1.9% 75% 35%
- 69. Get the “Definitive Guide to Marketing Metrics & ROI” marketo.com/DG2MM Page 69 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 70. Key Takeaways 1. Content powers your lead gen engine – focus on quality 2. Consider 4-1-1 approach for social campaigns 3. Leverage “peer-to-peer” influence to give every campaign a social boost 4. Apply smart thinking for outbound like ‘follow up fast’ and ‘make it scalable’ for better results 5. Measure every chance you get and be able to course correct in real-time Page 70 © 2013 Marketo, Inc. Marketo Proprietary and Confidential @HeidiBullock
Editor's Notes
- I would like to start by saying effective demand generation is not easy, or even challenging – it’s hard. Many of us have aggressive goals and revenue targets that continue to increase. So today, I will go over a few key tips for demand gen marketers. I am not going to cover everything that is possible under the sun, but rather I will highlight a few strategies and approaches that you can go back and apply to your business. With that let’s get going!
- If you do not have a good program mix – you may get leads and sales opportunities, but maybe not as many as you need or in the right time frame. It is having a balanced mix that will help you hit your goals.
- One of the most important things is knowing whether or not the campaigns you were putting your marketing dollars into worked or not. And that obviously lets you make good decisions on how to spend future dollars in order to continually optimize your marketing efforts, and accelerate revenue at a faster pace. So let’s talk about program measurement.
- Effective lead generation does not START with the tactics. While they are critical, they are only effective -- if you have the right content and message for your respective audience.
- You need to know who you are selling to….. Is it an SMB or a large enterprise?
- One of the most important things is knowing whether or not the campaigns you were putting your marketing dollars into worked or not. And that obviously lets you make good decisions on how to spend future dollars in order to continually optimize your marketing efforts, and accelerate revenue at a faster pace. So let’s talk about program measurement.
- Tactics are just the vehicles that deliver your content and message. If you content is not optimized (i.e. right stage, offer, message) then regardless of what channel you use, you will not have as good of results.
- Before I cover steps, let’s just touch on some fundamentals. If you follow these 7 rules, your content should be pretty solid! First, your content needs to be meaningful to the reader (not promotional, relevant, closes a gap, addresses a pain point) Ask yourself if your content is Actionable (is there a CTA – what do you want them to do?) Sharable (is there a reason to share, do you make it easy?) Findable (metadata and tags) – I’ll go over this one more later – but keep in mind you could have the best piece of content in the world but if no one can find it – that’s a problem! Relevant to your company Readable (is it well-written and in a format your audience prefers?) Lastly, good content should be consistent online and offline (does your sales team, folks at events, or in-store teams have the ability to tell the story?) Now that we have covered those points – let’s get into creating your plan ->
- After you have mapped out your persona’s buyer’s journey – you then want to think about the story you want to be able to tell So it is essential to start with a point of view and be consistent with that viewpoint. Your customer is the hero – not YOU. Storytelling is not intended to be a “selling” tool; it’s a method of building strong relationships with your customers and potential customers over time. Your story identifies what your passions are and serves as the foundation for all your future content developments. Think thought leadership not talking about your products and services. I like to think about it in 3 phases: Compile your data (should have this from the persona exercise) Create a narrative Have a unifying theme- have a point of view- this should be present across all your assets If you want more details or even templates -> CMI is a great resource
- Map your content to the right buying stage.
- Ask yourself – is your content findable??? It is like if a tree falls in a forest and no one is around to hear it, does it make a sound?" - you can have the best content ever and if no one can find it – so what! Social promotion H1 Tag >2 H2 Tags Metadata – including title, descriptors, keywords Links to related content Alt tags for images This is a very important topic and something to make sure you or folks on your team are current on.
- One of the most important things is knowing whether or not the campaigns you were putting your marketing dollars into worked or not. And that obviously lets you make good decisions on how to spend future dollars in order to continually optimize your marketing efforts, and accelerate revenue at a faster pace. So let’s talk about program measurement.
- Many of us are faced with limited resources, time, etc. and the thought of developing a lot of great content is overwhelming. That’s where lean content creation comes in…..
- Keep in mind, content is not just white papers or eBooks! Can be simple and short blog posts, 4 minute videos, infographics, etc.
- Think about visual content!
- Remember the 3 R’s
- Repurpose like taco bell
- Thought leaders Contributors with in company part of MBO – management by objectives gamification – ex: Blog Wars – prizes
- Every piece of content should have a limited shelf life Ask yourself: How is this content piece performing? Could we rewrite or redesign? Obvious content to retire: Reports that are dated Assets around an event Topic is no longer relevant
- One of the most important things is knowing whether or not the campaigns you were putting your marketing dollars into worked or not. And that obviously lets you make good decisions on how to spend future dollars in order to continually optimize your marketing efforts, and accelerate revenue at a faster pace. So let’s talk about program measurement.
- Before we start on tactics – this is just a reminder about form length. Make it easy for people!!! We have data that shows the shorter, the better conversions. A key top of funnel objective is bringing in new names, so make sure you think about your forms. ***Data appending technologies
- Example: reachforce
- Now let’s start with a few tactics for top of the funnel. SlideShare as many of you know was acquired by LinkedIn in May 2012, and is the world's largest community for sharing presentations, like PowerPoint, videos and webinars. It boasts 60 million monthly visitors and 130 million page views, making it one of the most visited sites on the web today. Here are some SlideShare Tips: Make sure the content you select is in an area where you (or your company) has expertise. Make sure it looks good!!! Use both paid and earned media in your promotion strategy. Leverage the ability to present the viewer with a form (as you can see here on this slide)
- Let’s say you come to our site from a company that uses a competitive marketing automation tool, we’re able to identify that based on their IP address, or based on who they are, and change the page to present them with a more relevant message…in this case “our solution works with any marketing automation solution”.
- One thing we also do for our Twitter is the 4-1-1 rule. This is a good one to keep in mind and it works like this: For every Self serving tweet you do, Retweet one relevant tweet and then Share 4 pieces of content from others This helps your twitter feeds stay interesting and engaging – and will hopefully help you acquire more followers!
- Now let’s move to Facebook. It is important to strike that critical balance of offering content that is relevant and adds value – with content that entertains. At Marketo, we like to ask two questions before every Facebook interaction we plan: Does this help our brand's likeability? Is this interesting, engaging, useful content? This slide shows a few examples of some of our promoted posts. We found the magic formula for promoted posts to be this: Clever messaging, with a fun visual, all tied back to a strong offer or piece of content. The timing is important as well. (We have found that posting on Tuesday mornings tend to have the best results.) Native retargeting
- Pro tip: Don’t include any links or hashtags in the tweet copy because you want to limit which links your audience can engage with. No one wants to pay for clicks on a hashtag. #moneydoesntgrowontrees
- My favorite are paid email campaigns. This is when a third party sends an email out on your behalf. Paid emails (when done well) can be VERY effective. Here are a few considerations: Work with Good vendors – make sure they update their house lists, are flexible and are willing to negotiate. Good vendors will inform you on their database sizes and also will work with you on what lead gen package is best for your business. Another very important point is GOOD Email design – soup to nuts – this is critical - to the right is an example of one of our emails. It has a prominent button above the fold, a clear CTA, and provides a quick over view of the asset. Make sure your offer is relevant and vetted for the audience you are sending to Every send you do is an opportunity to test, learn, and optimize. You can talk to vendors and set up a/bs with your paid sends. Lastly, have a Back up plan if results don’t meet your goal. If you thought your email was going to bring in 500 new names, but your received 200, make sure to have a plan to make up that gap. If it was not a technical problem, some vendors will work with you on a make up send.
- Think about your blog. Do you have a good methodology for collecting names? By adding the sign up for email updates we saw a nice lift.
- From average 14 a week to 145/week - 10X growth!
- Lastly, I will touch on content syndication. Content syndication is another popular B2B internet marketing strategy used to generate leads online. Content syndication is a method by which pieces of content, they can be articles, white papers, ebooks, are shared with permission from the writer. Here are some tips for consideration: 1. Use mid-stage content – this way you are selecting leads that are further along in the buying cycle. 2. Gate content – using forms 3. Have system integration. I set up all Content Syndication programs this way to names instantly are updated in Marketo – versus waiting for a vendor to send you and Excel doc. 4. Get credit. What I mean by this, is just make sure your content is branded so there is no confusion about who it is coming from. 5. Double check your names to make sure they are new. You do not want to pay for names you already have. 6. And lastly, check in with your vendors to see how often they get fresh prospects so your content is not circling the drain with the same folks.
- Let’s now touch on events. A great event tip is multi –touch promotion. This works well for physical or virtual events. This slide will walk us through a typical example of what we do for a webinar: We kick off our webinar series with a Press release We do a series of emails and interestingly - > it is the third email drives the most registration!! We then have a confirmation process: When someone registers, we send a confirmation email, then a reminder 2 days prior. We also use a phone message service called - Boxpilot – and this helps us improve our performance There is a reminder 1 hour before – include calendar – (ics file) so folks can add the event to their calendar Lastly, for our follow up process: we send out slides within 45 min, then the recording.
- The most critical tips for all events is to Follow up FAST! This is one of the most valuable things we do here at Marketo. You can see the data on the right hand side that the organization that gets their follow up out first has a much higher click to open rate.
- Some systems are simple, but require manual repetition of basic tasks, over and over again. In Marketo, not only are campaigns launched rapidly, they can be replicated in a matter of seconds, as only Marketo offers the ability to clone a campaign, including all of its assets, in a single click.
- Take a webinar for example. You’ll have the email invites, registration page, reminders, follow-ups, and more. Once the webinar is cloned, simply change the date, title, description and more, and all of the assets in the cloned campaign will be updated in one fell swoop.
- One of the most important things is knowing whether or not the campaigns you were putting your marketing dollars into worked or not. And that obviously lets you make good decisions on how to spend future dollars in order to continually optimize your marketing efforts, and accelerate revenue at a faster pace. So let’s talk about program measurement.
- Nurturing is Building relationships with qualified prospects regardless of their timing to buy Context as to why we nurture -Fast Moving Leads: Close within the first 30 Days -Long Term Targets: Everyone else. Leads who require more information, to be better engaged, or who we require more information from
- Why do we nurture? -Fast moving leads only represent 2% -Long term targets represents 98% -Communicating to 2% ignores a large set of our audience Brand awareness and preference Build trust Improve sales efficiency *Increase velocity at which leads flow
- So how do you nurture those 98%? Saying the Right thing to right person at RIGHT TIME!! How do we do it? How we do it is through relevancy -The right piece of content to the right person at the right time -Determining who are your audiences and how do we speak to each of them because a message that works for one person doesn’t mean it will necessarily work for someone else -To be relevant you need to segment the most part is a simple concept. –
- More targeted emails are more relevant, get better engagement
- https://docs.google.com/spreadsheet/ccc?key=0ApzbS2Hifm0ZdE54bmo4N2ozLVN1aF9pNU9qYl9jYUE#gid=0
- 18 triggers 11 batches 19 campaigns to manage the whole thing
- Engagement Score enables marketers to quickly judge how effectively each piece of content is engaging prospects and customers over time. This proprietary metric takes many factors into consideration, and outputs a single number that gives marketers a fast, apples-to-apples method of measuring content performance… See trend over time, how updates to program improve engagement.
- Lead scoring is a methodology to rank leads to determine their sales readiness. Can score demographics – for example, for our business VP of Marketing = high likelihood to purchase, will be scored higher, student lower Other key element is behavior – what someone does – for example going to your pricing page or engaging with a high value later stage piece of content – score this highly
- Here is a simple example – Latent behaviors – interest Active behaviors – buying intent Because this presentation is focused on the content aspect – you want to think about how can score your content based on the stage. If you are not using lead scoring, think about any intelligence you have on where your customers are on their journey and what makes sense for them.
- One of the most important things is knowing whether or not the campaigns you were putting your marketing dollars into worked or not. And that obviously lets you make good decisions on how to spend future dollars in order to continually optimize your marketing efforts, and accelerate revenue at a faster pace. So let’s talk about program measurement.
- One of the things we hear a lot in speaking with CMO’s --is that their biggest pain point was having the ability to PROVE the impact that marketing was having on revenue. Sales typically does a really good job presenting their forecast, what they expected to bring in in terms of revenue, and the CRM systems they use make it easy to discuss meaningful metrics to the exec team. So what tools does marketing have available? And today, where marketing owns 50% to 80% of the revenue cycle, you should have an equal voice in revenue discussions – so tools that enable you to get the analytics you need ---are crucial.
- And as you know, marketing measurement is hard. And it’s hard for a number of reasons. First of all, people who buy Marketo don’t simply respond to one of our marketing campaigns and then buy. Rather, it’s a journey where, on average, they are responding to 7 different campaigns. So maybe they come in via a tradeshow, then download a definitive guide, then watch a webinar, and so on. It takes 7 campaign successes before a purchase is typically made. Now, the way the CRM works when measuring marketing success is it ties all revenue from a win back to the ‘source campaign’, which means that the first touch gets all the credit for the revenue. This worked great in the age of information scarcity, because as soon as a lead was generated by that campaign, it was tossed over the fence to sales. But we don’t live in that world anymore. In today’s world, those other 6 marketing touch points along that buyer journey may have had as much or more influence on a purchase decision as compared to the source campaign. So taking those other touch points into consideration when measuring campaign performance can be hard. Further complicating mattes is that there isn’t often just a single buyer. So what if you have two buyers, and both come into the process at different times, through different marketing campaigns. With Marketo, we’ve seen as many as 21 people involved in the buying decision. By the way, we don’t recommend this. So how do you measure ROI with that sort of complexity. It starts with actually having the data. I’ve seen situations where sales will close a large deal, and marketers go through a manual effort to figure out, and show the different ways that marketing helped closed the deal, so that they get some credit for it. And that can get crazy pretty quickly….
- So going back to our first slide – HOW can we make this easier – to leverage marketing analytics? At Marketo, we use our Opportunity Influence Analyzer to do this really easily. The horizontal axis shows time, and the vertical axis shows the number of marketing interactions we’ve had with this account. The green portion represents the opening of the opportunity in the CRM, and then the opportunity closed won. Now, by default, we’re showing the people attached to this deal based on them having roles in the opp in the CRM system, and what you see is that sales interacted heavily with the primary contacts during the time that the opportunity was open. So it appears that marketing had little to do with this win because the number of interactions, or lack thereof, in the blue area, when it was a lead and not yet an opportunity. But if you look more closely over at the contacts on the right, you can see that Sarah Miller had 11 interactions, and if we mouse over her name, we can see that she is their CEO. So if we click on her name…
- We get a complete view of how this deal was won. Marketing was keeping in touch with Sarah before this opportunity was created. And the story behind this deal, which is a real deal we won, is that Sarah had downloaded a DG, gone to an event, and just before the opportunity was created, went to Manny, someone on her team, and asked him to investigate Marketo. Only when you have a marketing system that can show you all of these touches across the buying journey, can you really understand how marketing is driving revenue.
- Once you have the data, you can then start to allocate pipeline or revenue from a deal, across all those marketing touches, in order to understand the ROI for each campaign. We call this multi-touch revenue attribution. Let’s look at an example of how this works. There is a deal worth $100K that recently closed, and three people were involved in the deal. In many cases, the webinar would receive the entire attribution of $100K – but by looking at it this way, you can see other programs get the credit they deserve as well. Each of the programs mattered and touched these individuals at different time points. The webinar would have a MT attribution of $25K The tradeshow would have a MT attribution of $50K And the direct mail would get $25K in MT attribution
- So with the multi-touch framework in place, we can now get a deep understanding of how our marketing activities are driving pipeline and revenue for the company. In fact, we can PROVE it. In the chart above, I can see how much investment we’ve made in each channel. And notice that we call it investment, and not cost. Ok, so we also show how much multi-touch pipeline, and how many multi-touch opportunities we generated from that channel, using the framework we just discussed.
- And what you see is that the inbound and the nurture, together make up about 58% of our pipeline. The paid programs make up the rest – 42% of all pipeline.
- Another useful metric we use is the multi-touch ratio. The MT ratio = is the ratio of the pipeline each channel generates, compared to the investment we’ve made in that channel. And you can look at it by channel, as well as each individual program. For us, any MT ratio greater than 10 is good, and we should do more of that. If anything falls below a 5, we don’t want to do more of that. In between 5 and 10, it depends on whether the goal is primarily to generate awareness or to generate dollars and we’ll usually discuss it. So you can see for the sponsored email, which we talked about earlier, even though it has a low conversion rate, it eventually gets to a 12.8, so pretty good. Now, this is the channel view, the next step is to do some analysis WITHIN the channel. -
- Our tradeshow channel has an average MT ratio of 12. But that’s the average. If we dig into a program view, we’ll see that almost half of our tradeshows fall below our minimum threshold of 5. In other words, they are losing us money. So we want to be VERY selective about which tradeshows we participate in. And as a sidenote, you can see that a percentage 56%of our channels are currently meeting our minimum threshold of 5. BUT ---- That means that 44% are losing money. So our job as marketers is to continue to push this % higher. So in this case, we know exactly which programs are working and which aren’t. And by the way, you should have programs that aren’t working. If you aren’t, your not experimenting enough.
- Feb 28, 2014 on slideshare
- This is an analysis with all the same vendor. Which offer performed better? Important to keep data on WHICH offers perform more effectively for a particular vendor, or even channel.
- Once we understand how the revenue process works, we then use this information to set our budget. So at Marketo, we don’t simply say marketing should be 7% of revenue. What we do is say we need this many wins in order to achieve the revenue targets we set. And since we have a deep understanding of how the revenue process works, including conversion rates and velocity, we can simply work backwards. We know how many opps we’ll need, how many SQL’s we’ll need, how many new MQL’s and Targets we’ll need, as some of the wins will come from existing targets and mql’s. Then we can budget for a marketing program that drive the wins we need to hit our revenue targets. That’s really powerful, because if someone comes to us and says “I need to take 10% out of your budget”, we can say “okay, that will have a 12% impact on revenue next quarter, what do you want to do?”
- It also lets us look forward, it lets us make forecasts. It lets us talk not just about what happened, but what WILL happen.. And we show it like this. With each row, we can show how many opps did we create, how many will we create the month after that, and the month after that. This is probably the most critical thing marketers can do to build credibility.