In this webinar, we took a step back and presented 8 strategies to revitalize the marketing funnel. Learn specific tactics that drive new leads for your database and how to reengage current dormant leads.

1. 1
8TacticstoRevitalizeYourMarketing Funnel
Featuring
September 2015

2. Introductions:
2
Michelle Law
Inbound Marketing Analyst
@MrktingMichelle
Alex Greger
Email Marketing Specialist
@AlexMGreger
Chris Powers
Enterprise Account Executive
@marketo

3. 8 Tactics to Revitalize
Your Marketing Funnel

4. 4
# Topic
1 Track, Measure and Optimize
2 Custom Audiences with Ad Bridge
3 Twitter Lead Generation Cards
4 SEO Tactics
5 Progressive Profiling
6 Map Your Nurture Streams to Your Inbound Plan
7 Re-Engagement
8 Test, Test, and Test Again

5. 5
• UTM Tracking
• Track
• Use to track on- and off-line marketing
tactics
• Use hidden fields to capture this
information
• Measure
• Collect 30 days or appropriate sample
size of data
Track, Measure and Optimize1
• Optimize
• Tie conversions directly to names in a database
• Show multi-touch attribution through UTM tracking

6. 6
Track, Measure and Optimize
• Using UTM tracking tied to the individual leads gives you the visibility to see which
networks and campaigns are driving true ROI
1

7. 7
• Ad Bridge Marketo Integration
• A middle-ware integration with Marketo and ad
networks such as Facebook, LinkedIn, Google, etc. to
create custom audiences and allow personalize
experiences beyond Marketo
• How to Use Custom Audiences
• Retain Current Customers
• Focus on the people you know first – website
visitors, email subscribers
• Acquire Your Most Ideal Customers
• Use smart lists and progressive profiling to
segment your audience and use highly
personalized ads
• Discover Similar Audiences
• Use lookalike audiences in Twitter and Facebook
create new audiences
• Refine your audience and exclude waste
CustomAudiences withAd Bridge2

8. 8
CustomAudiences withAd Bridge2

9. 9
Common Questions:
• What is a Twitter Lead
Generation Card?
• What are the benefits of them
to fill the top of the funnel?
• How much do they cost? How
do they work?
• How qualified and engaged are
these leads?
Twitter Lead Generation Cards
Lead Generation Card Tweet
Standard Tweet
3

10. 10
Twitter Lead Generation Cards
Lead Generation Card Tweet
Clicking the CTA Button
Thank You Screen
3

11. 11
Results:
• We found from a cost-per-acquisition view, that names being gathered by Twitter Lead
Generation cards were on average around $10/lead (Almost an 80% improvement when
compared to other tactics).
• Around 1/10 names collected used their business email address as opposed to their
personal email address. However since their email address is validated we saw a drastic
increase in engagement over that of fake or spam submissions.
• Once loaded into Marketo we found they had a higher deliverability rate and overall higher
engagement rate than any other top of the funnel tactics being ran for net-new leads.
• All of our key performance indicators showed trends anywhere from double or higher
increase in their performance.
Segment % Del. % Open % Click % Unsub. Name to MQL Conversion %
Twitter Leads 96.9% 34.7% 2.0% 0.2% 2.3%
Non-Twitter Leads* 84.4% 15.7% 0.9% 0.5% 1.6%
* Combination of Organic, Direct, Google AdWords, LinkedIn Display and LinkedIn Sponsored Posts
Twitter Lead Generation Cards3

12. 12
• Influence:
• Add Marketo Pages to the Sitemap.xml
• Submit the sitemap.xml to Google
and Bing Webmaster Tools
• Each Page Should be Assigned 1-3
Unique Keywords
• Optimize meta data on every page
• Follow or No-Follow?
• Maketo by default sets meta tag to
No-Follow
SEO Tactics4

13. 13
Progressive Profiling5
• What questions to Ask
• Create buyer personas by gathering information through discovery phase
• Determine key data points to create those personas
• Brainstorm questions to ask to achieve answer these data points
• Advanced Progressive Profiling
• Start with LinkedIn ads that are highly
targeted and separated by target
audience
• Link ads to separate landing pages
based on audience targeted with
incentive to fill out information
• Utilize separate retargeting
list/campaigns in Google/FB/Twitter
• Personalized ads based on the LP
the visitors hit

14. 14
• Utilize Facebook/LinkedIn to auto fill forms
• All social platforms have an API to
access users information
• Using Marketo social integration for
login
• Limited on number of fields you
have access to
• Utilizing API and building own
integration
• Gain a lot more information on the
user (Double if not triple the
number of fields)
Progressive Profiling5

15. Old Way:
Single path of emails and landing pages a lead sees
no matter where they come from
New Way:
Marketo Engagement Program
15
• Personalize ads based on demographics you are targeting
• Direct leads to specific content streams based on the content/event/network they are sourced
through
• Leads should be able to define their own path through your Marketing Funnel engaging or skipping
over content based on their demographics and behaviors
Map Your Nurture Streams to Your Inbound
Plan
6

16. 16
• Why Re-Engage:
• Leads that are in prime research mode will engage for short periods and naturally trail off
• Remind your inactive subscribers why they were attracted to your company in the first place
• Steps:
• Determining who you will be reengaging
• Creating your reengagement campaigns
• Saying farewell to permanent inactive subscribers
• Examples:
• Percentage off to increase sales and re-engage old customers
• Guilt trip, “We will miss you” message to re-subscribe
• Reminder emails, a lot of subscriber are busy and just miss initial emails
Re-Engagement7
We saw a 600% increase in sales engagement through
quarterly re-engagement emails.

17. 17
• Don’t Assume What Works for Others
Will Work for You
• Start with Industry Best Practice,
but measure and optimize base
on your data
• Different top of the funnel tactics
work for different industries/clients
• Case studies: Bottom or Top
of the Funnel Content?
• Facebook: B2B or B2C Tactic?
• Track, Measure and Optimize
• Testing is useless without proper
tracking set in place
• Adequate test period and number
within test pool
Test, Test, and TestAgain8

18. Questions?

19. 19
MARKETING • CREATIVITY • TECHNOLOGY
www.HilemanGroup.com

20. #RevEngine
Chris Powers
Enterprise Account Executive
@marketo
Chris Powers has 25+ years of experience as a sales
professional in the technology industry with the past 17 years
working for Silicon Valley-based software companies like Ariba
and Jive Software. Chris is in his 3rd year with Marketo as a
Named Account Executive responsible for some Marketo’s
most strategic customers.