Social media and content ims marketo - sfo 19

Content to Close – Examples of ComprehensiveInbound Strategies that Drive Revenue SuccessMaria Pergolino@inboundmarketer@marketo

PresenterMaria Pergolino Director of Marketing, Marketo Author of The Definitive Guide to Social Media Frequent Blogger and Speaker Salesforce Certified Admin Page 2

Fastest Growing SaaS Company All revenue numbers normalized to Marketo Year 1 Page 3

Highly Efficient Revenue Engine 90 cents in Marketing for every $1 in Sales 80% of revenue directly sourced by marketing $1.2M annual recurring revenue quota Productivity (1‐year New Customer Bookings / $M+S ) 2.00 1.50 1.00 0.50 0.00 Q3‐08 Q4‐08 Q1‐09 Q2‐09 Q3‐09 Q4‐09 Q1‐10 Q2‐10 Q3‐10 Q4‐10 Q1‐11 Q2‐11 Q3‐11 Q4‐11 Page 4

Marketo Prospect Generation 2H2010 Source Prospects Cost Opps Velocity (Days) Trade Show – Virtual 3,793 $25.44 45 81 3rd Party Email Blast 3,302 $34.65 27 43 Trade Show 2,703 $221.30 70 61 Paid Webinar 1,760 $68.50 14 60 PPC 990 $158.10 28 42 Content Syndication 536 $82.84 4 59 Other Paid 208 $187.50 16 93 Website (Non SM) 2,871 196 27 Sales Prospecting 1,888 80 46 Partner Co‐Marketing 903 19 102 AppExchange 353 15 37 Referral 80 66 12 Social Media 370 42 19© 2011 Marketo, Inc. Page 6

Buying Has Changed ForeverOLD DAYS: INFO SCARCITY TODAY: INFO ABUNDANCE 1960s – Recent BUYER SALES REP SALES REP Page 7

Risk and Branding in B2B Fear Trust Page 8

Social Media Across The Revenue Cycle Seed Nurturing: Developing relationships with early‐stage prospects before they enter your database Lead Nurturing: Building and maintaining relationships with known prospects as they educate themselves Customer Nurturing: Deepening and expanding relationships with existing customers Page 9

Developing a B2B Social Media Plan Who: Who are you targeting? How: Which social media tactics will you employ and how will you measure success? What: What goals or objectives do you want to accomplish and what are the action items? Search Social Media Template on the Marketo Website for a sample of mine! Page 10

Other Benefits of Content Marketing SEO Social Offers ScoringPopular Blogs Resource Center Definitive Guides Webinars Marketo TV Page 11

What is Content? Page 12

Content to use in Social MediaArticles Information Guides Resource LibrariesBlog Posts Live Streamed Events RSS/XML FeedsBooks/eBooks Manuals Radio/TV/Web TVBrochures Microsites/Web Pages SurveysCase Studies Online Courses TweetsDemos Podcasts/Videocasts VideosEmail Presentations Webinars/WebcastsFree trials Press Releases White PapersImages Product Data Sheets WidgetsInfographics Reference Guides Workbook Page 13

Content ConsumptionSource: Techtarget + Google Page 14

1. Non Promotional2. Relevant to Reader3. Closes a Gap4. Well‐Written5. Relevant to Your Company6. Gives Proof Page 15

Good content is not enoughPromotion, Promotion, Promotion Email + Lead Nurturing Social Media Content Syndication Press Search Engine Marketing Website Sponsorships Events Page 16

Social Content is not just for Blogs! Page 17

…and don’t forget SEO Plus: • Keywords • Meta Descriptions • Title Tags Page 18

Content Library Use for easy reference Note created date Label by role, category, gated, author, etc. Keep track of copyrights or other dated info If 1000’s of assets consider a more formal system Page 19

Social Sharing:Customized E-mails and Landing Pages Page 20

When To Ask For Registration? Example: SiriusDecisions Early Stage Thought leadership and best One: Loosening of the Status Quo practices to build brand and awareness Two: Committing to Change Middle Stage Three: Exploring the Possible Solutions Buyers guides, RFP templates and industry information to Four: Committing to a Solution help structure research Five: Justifying the Decision Late Stage Company‐specific information to help evaluate Six: Making the Selection and reaffirm selection Page 21

Short Forms Outperform Long FormsShort Form (5 fields) Medium Form (7 fields) Long Form (9 fields)Conversion: 13.4% Conversion: 12.0% Conversion: 10.0%Cost per: $31.24 Cost per: $34.94 Cost per: $41.90 © 2011 Marketo, Inc. Page 22

Test, Test, Test Page 24

Content Mapping BUYING STAGES • Early (Pre-MQL) • Mid (MQL) Stages 1 2 3 • Late (Opportunity) • Customer A CONTENT B 1. Map your existing content 2. Blank cells determine your content roadmap 3. Short content is good! (YouTube approach) C 4. Test and optimize 5. Start small, think big and adapt quickly D BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29% Page 25

Sample Scoring Rules Demographics: 30 points based on manual Prospect review 0‐8 points based on title ‐20 to 0 based on inferred country Source and Offer: Website lead source: + 5 Thought leadership offer: ‐5 Latent Buying Behavior: Attend webinar: +5 Download thought leadership: +3 Visit any webpage : +1 Visit careers pages: ‐10 Active Buying Behavior: Install AppExchange app: +15 Download Marketo reviews: +12 Visit website 2X in one week: +8 Download buyers guides: +8 Watch demos: +5 each Search for “Marketo”: +5 Visit pricing pages: +5 No activity in one month: Score > 30: ‐15 points Score 0 to 30: ‐5 points Page 26

Nurturing without Lots of ContentIDEA EXAMPLE Blog posts Yours or others Testimonials Success Story 3rd party content Analyst, Press, Paid Product documentation Benefits, Guides Fact sheets Best Practice Document Demo offers Amazon $50 3rd party sources Salary info, upcoming events, etc Key to Success: What is important to my reader? Page 27

Repurposing Content Example • Website ARTICLE • Blog • Guest Blog • Use all types for • Website nurturing and WHITEPAPER • Slideshare scoring • SribdWebinar • Use all types to SLIDES • Website drive traffic to • Slide Share your website and in social media VIDEO CLIP • Website promotions • Youtube • Website PODCAST • iTunes Page 28

Example of Repurposed Content< This Presentation > Content from my Content Marketing White Paper Some content repurposed from a customer webinar and live presentation 2 Slides taken from Definitive Guide to Social Media Webinar Also, used same content to create 2 blog posts Page 29

Content Optimization3 Rs: Reorganize Rewrite Retire Page 30

For More InformationCheck out these resources: Vendors/Services Mentioned: Modern B2B Marketing Blog Lead Management: Marketo Content Creation for Demand Definitive Guides: Velocity Partners Generation Webinar Editing: Shayne, Content marketing resources: MindYourMedia Content Marketing Institute SEO, TopRank Online Marketing Content Rules Book Resource Center: Flickerbox ClickInsights Content Creation: Junta42, Avitage Page 31

Contact Me Marketo, Inc. Maria Pergolino 901 Mariners Island Director of Marketing Suite 200 maria@marketo.com San Mateo, CA 94404 @inboundmarketer Direct: +1.650.898.7417 blog.marketo.com www.marketo.com The “Definitive Guide to Social Media” www.marketo.com/dg2‐social‐media Page 32

7 Ways You Should Be UsingSocial Media (but probably aren’t) Page 33

Social Sharing Page 34

Good Social Sharing Page 35

Great Social Sharinghttp://twitter.com/home?status=Are you a revenuerockstar? Join the the Rock Your Revenue Tour coming toa city near you! http://bit.ly/revrockstar Page 36

Triggering on Social Media Page 37

Social Media Referrers…and if using marketing automation, see this data bycustomer, industry or other segment Page 38

Social Media as a Lead Source Shows which social media sites are working for your organization Allows you to calculate ROI of social media Page 39

Social Media Lead Scoring Page 40

Social Validation Page 41

Integrated Programs Page 42

Contact Me Maria Pergolino Marketo, Inc. Director of Marketing 901 Mariners Island Suite 200 maria@marketo.com San Mateo, CA 94404 @inboundmarketer @marketo Direct: +1.650.376‐2312 Mob: +1.415.710.2008 blog.marketo.com www.marketo.com Page 43

Social media and content ims marketo - sfo 19

by Inbound Marketing Summit on Jun 20, 2011

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Social media and content ims marketo - sfo 19 — Presentation Transcript