Marketo Planning Strategy for 2015: 10 Success Secrets for Hitting Your Goals
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Heidi Bullock, VP of Demand Gen at Marketo, presents how to create a solid planning strategy for 2015. She discusses how to handle any challenges you may face next year, secrets to success, and great ideas for marketing programs.
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Marketo Planning Strategy for 2015: 10 Success Secrets for Hitting Your Goals
- 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Planning Strategy for 2015 Heidi Bullock VP Demand Generation, Marketo
- 2. Page 2 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Topics 1. Challenges 2. Success Secrets 3. Ideas
- 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Planning Thoughts
- 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Challenges
- 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential #1 Your budget is getting cut, now what?
- 6. Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential #2 How can you plan to hit your goals?
- 7. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential #3 How do you choose WHAT to do?
- 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential #4 How do you support your plan?
- 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential #5 How do you coordinate across teams?
- 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential #6 How do you show progress overtime?
- 11. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 10 Success Secrets
- 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Start with a high-level view
- 13. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Goal Objective Strategy Tactic(s) Metric Grow revenue by 15% -- Lead Generation To drive revenue growth of x% and build pipeline, bring in 20K new names, 10K MQLs, 4800 opps Ex: 1- 4 DG content launches for 2014 • Webinar • Resources Center • PPC Across all channels – 3K new names, 8 FT opps, 13 MT opps Brand Awareness Customer Acquisition Thought Leadership Customer Retention/Loyalty #1 – Understand corporate objectives and how you support them
- 14. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Consider Key Inputs • Themes or message arcs • Your product / services direction for the year (ex: product launches?) • Key content pieces • Large scale events
- 15. Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Need help? Check out: http://www.marketo.com/ebooks/how-to-define-a-lead/ #2 – Agree on definitions
- 16. Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Example Names from a tradeshow? Attended demo, right demographics? Pipeline
- 17. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential vs. #3 – Identify the right set of metrics
- 18. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 19. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential #4 – Identify what channels and programs perform the best for your business
- 20. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Inbound + Nurture = 58% of (MT) Pipeline Paid Programs = 42% of (MT) Pipeline
- 21. Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential (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
- 22. Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential #5 – Use Metrics to Set & Justify Budgets
- 23. Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Big Rocks
- 24. Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Create your plan Working back, what do you need to deliver for the quarter, each month?
- 25. Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The best event programs incorporate intentional measurement strategies in advance. Pre-Event: Engagemen t # downloads on your asset During Event: # booth visits, # demos, # attended talk Post-Event: # downloads on slides – on follow up email Leads > Opportunities 15 3 Closed Deals Jan Feb Apr May June #6 – Set goals for your programs
- 26. Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential #7 – Design programs to be measureable
- 27. Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential #8 – Scale your programs
- 28. Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential JUNEDATE:
- 29. Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential #9 – Map and coordinate your plans across teams
- 30. Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The right view for each role I need an executive level view of the quarter, globally for all business units. I need a weekly and monthly view globally for SMB and ENT. I need a daily view for North America SMB.
- 31. Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential #10 – Supporting your plan and iterate as needed The virtual event generated $500K in FT pipeline. What is working? What is not working? Where do you need to make adjustments?
- 32. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Ideas
- 33. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content powers your lead gen engine Good content = Optimized performance Poor content = suboptimal performance
- 34. Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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!
- 35. Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Repurpose: Taco Bell Content Strategy
- 36. Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential “Big Rock” content example Definitive Guide to MA: Webinars: Ebooks: Infographics:
- 37. Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Research data, funny videos, curated lists, infographics, thought leadership Map content to buying stage Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions 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 Early Stage - Awareness Middle Stage - Evaluation Late Stage - Purchase
- 38. Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Form length matters
- 39. Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Form completion for data augmentation Hidden Fields
- 40. Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Slideshare • You have a great deck • Make it very visual and appealing • Use the form for Slideshare
- 41. Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Customized messaging for visitors – industry, B2C/B2B, other technologies
- 42. Page 42 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
- 43. Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Facebook for lead generation Test a mix of content offers – make sure they are visual! Lighter Harder
- 44. Page 44 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Twitter website cards • 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’)
- 45. Page 45 © 2013 Marketo, Inc. Marketo Proprietary and Confidential LinkedIn promoted posts Great targeting! • Enterprise • B2C • SMB • Industries • Interests – ex: email marketing, SEO
- 46. Page 46 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your blog @jonmiller
- 47. Page 47 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Blog - Results From average 14 a week to 145/week - 10X growth!
- 48. Page 48 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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!
- 49. Page 49 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The power of peer to peer • Company to Buyer: 33% Trust • Buyer to Buyer: 92% Trust WOW!!
- 50. Page 50 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Get the most out of your content • Get your users to SHARE • Make every campaign social • Increase your visibility and engagement
- 51. Page 51 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Successful nurture
- 52. Page 52 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Lead Nurturing Relevance A B C D 1 2 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
- 53. Page 53 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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 Late (Post-Opp) Why Marketo Pricing Demos Video Testimonials Case Studies
- 54. Page 54 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Key Takeaways 1. If your budget is cut, or you have fewer people, look for bigger impact through program scaling and big rock programs. 2. Measure every chance you get and be able to course correct in real- time to ensure you hit your goals. 3. Use data to identify what channels and programs work for your business. 4. Leverage a centralized calendar for effective planning and coordinating across teams. 5. Progress not perfection! @HeidiBullock
Editor's Notes
- Over the next 30 minutes or so, my goal is to walk through some best practices around creating your plan for 2015. Key topics I will cover: Challenges Success Secrets And lastly we’ll go through some ideas for programs
- Things that come to mind….
- Budget is cut – or goals go up and your team stays the same
- Ensuring you hit your goals
- Success Secret # 1 – Agree on definitions ---for what metrics matter ---and what key stakeholders need to see. **Let me provide a simple example of why this is so important. -
- Success Secret #3 – focus on decisions that improve marketing. A key part of your planning process is to identify up-front what decisions you need to make to drive company profits, and then build your measurements to capture the right information. This means you should measure things not just because they are measurable – but rather because they will guide you towards the decisions you need to make to improve company profitability. Like the dashboard in your car, three to five metrics are all you really want. Think about the contrast with a dashboard in a 747 airplane --- there are so many measurements it’s hard to quickly ascertain the most important ones.
- Here is a nice way to think about the right metrics. It can serve as a helpful taxonomy when you are developing your benchmarks or even if you want to improve on your current set. 1. Performance metrics – answering HOW DID YOU DO? 2. Diagnostics metrics – what is working, how can we improve 3. Lastly, there are leading indicators – these should help you forecast how you will be doing
- Success Secret # 6 – Set your goals upfront with key stake holders. Addresses challenge one – getting buy in from key stakeholders. It is very important before you even start on the event (signing the contract, etc.) to make sure that the team is aligned on objectives and outcomes. I have an example illustrated here for a tradeshow. I suggest setting up a meeting with key folks – may be your VP of Marketing, CEO, head of sales, head of product Review the reasons why you think the event has value and how you propose looking at success over time. The timing element is an important one because most likely you will not see closed won deals the day after the tradeshow. So here you can see there are pre-event goals, during event, and post event goals.
- Once you have identified what the goals look like, you need to figure out how you are going to measure success. Success Secret #7 is to design your programs to be measureable. This is really important because if you do not have a way to measure impact – it will be nearly impossible to report back on your goals. Using Marketing Automation like Marketo, it is very easy to look at metrics like I am showing on this slide. For a webinar, I can look at early metrics like ‘attended’ all the way to pipeline – which ultimately is the most important.
- Success Secret #8: 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.
- 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.
- Keep in mind, content is not just white papers or eBooks! Can be simple and short blog posts, 4 minute videos, infographics, etc.
- Repurpose like taco bell
- Map your content to the right buying stage.
- 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
- 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!
- 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. –
- https://docs.google.com/spreadsheet/ccc?key=0ApzbS2Hifm0ZdE54bmo4N2ozLVN1aF9pNU9qYl9jYUE#gid=0