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From Startup to IPO: How Marketo
Drives Growth with Content

©	
  2013	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  an...
About	
  Jon	
  Miller	
  
VP	
  Marke:ng	
  and	
  Co-­‐Founder	
  

1.  My	
  first	
  child	
  was	
  born	
  the	
  	
 ...
Marketo Strong Revenue Growth

Page	
  3	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
How Marketo Built our Brand

©	
  2013	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  5	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
@jonmiller	
  
INFORMATION

ABUNDANCE

Page	
  6	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
Page	
  7	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
Build Awareness

Page	
  8	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
Create Preference

Page	
  9	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
Reduce Risk

It’s one way to ‘reduce
whisk’. Get it? #groan

Page	
  10	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmil...
What Kind of Content Do We Create?

©	
  2013	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Topics	
  to	
  cover:	
  
•  Business	
  challenges	
  
•  Emo:ons	
  /	
  hopes	
  
•  Purchase	
  drivers	
  
•  Langua...
Early Stage
Thought leadership and
enjoyable content to build
brand, awareness, and desire

Blog, e-books, research data,
...
Content Mapping
Stages	
  

1	
  

2	
  

3	
  

A	
  

B	
  

C	
  

D	
  

Page	
  14	
  
©	
  2013	
  Marketo,	
  Inc.	...
5 Food Groups of Content
Tabasco	
  
Chocolate	
  Cake	
  
Roasts	
  
Spinach	
  
Raisin	
  Bran	
  

Page	
  15	
  
©	
  ...
The Right Content Per Channel Matters

Source: chicagostyleseo.com
Page	
  16	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@...
Influencer Egobait

Page	
  17	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
Creating Content at Scale

©	
  2013	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Return

How Much Content Should You Create?

Page	
  19	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Investment
@jonmiller	
...
Staffing for Content Creation
•  Appoint	
  execu:ve	
  editor	
  
•  Invest	
  in	
  content	
  creators	
  
Content	
  c...
The 3 R’s of Content Marketing

REPURPOSE, REWRITE, RETIRE

Page	
  21	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmill...
Repurpose Content

Page	
  22	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
Rewrite and Redesign
Before

Page	
  23	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

After

@jonmiller	
  
Retire
•  Every	
  piece	
  of	
  content	
  should	
  have	
  a	
  limited	
  
shelf	
  life	
  
•  Ask	
  yourself:	
  
...
Top of Funnel

©	
  2013	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  26	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  

26
•  Top	
  sources	
  of	
  Targets	
  rely	
  on	
  
Content	
  for	
  offers	
  
•  Note:	
  note	
  all	
  Channels	
  
c...
Early Stage
Thought leadership and
enjoyable content to build
brand, awareness, and desire

Blog, e-books, research data,
...
Page	
  29	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
Short Forms Outperform Long Forms

Short	
  (5)	
  

Medium	
  (7)	
  

Long	
  (9)	
  

Conversion:	
  13.4%	
   Conversi...
The Right Format for Each Channel

I’m	
  going	
  to	
  make	
  you	
  an	
  offer	
  
you	
  can’t	
  refuse.	
  
	
  
Le...
Page	
  32	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
Test & Tune With Social Funnel Metrics

Coloring	
  Book	
  
Results	
  
•  289	
  par:cipants	
  
shared	
  
•  354	
  re...
Middle of Funnel

©	
  2013	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Scoring and Nurturing

Nurture	
  

Pass	
  to	
  
Sales	
  

Pass	
  to	
  
Sales	
  

Nurture	
  

Disqualify	
  

•  On...
Lead Nurturing Relevance
Stages	
  
A	
  

B	
  

1	
  

2	
  

• 
• 
• 
• 

1.	
  BUYING	
  STAGES	
  
3	
  

Early:	
  B...
Page	
  37	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
Demographic “Fit” Score
PosiFve	
  Demographic	
  Score	
  
•  e.g.,	
  Marke:ng	
  Manager	
  :tle,	
  known	
  CRM	
  cu...
•  Early	
  stage	
  content	
  +3	
  
•  Ahend	
  webinar:	
  +5	
  
•  Visit	
  any	
  webpage	
  /	
  
blog	
  :	
  +1	...
How We Measure the Value of
Content

©	
  2013	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Metrics for Each Stage
Early

Mid

Late

•  Traffic	
  /	
  views	
  
•  Lead	
  generaFon	
  
(targets)	
  
•  Downloads	
 ...
Top Traffic (Q2+Q3)

Page	
  42	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
Top Resource Downloads (Q2+Q3)

Page	
  43	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
Why Allocation?

•  MulFple	
  touches.	
  	
  Seven	
  touches	
  
needed	
  to	
  convert	
  a	
  cold	
  lead	
  into	
...
Track All Touches Across People

Screenshot: Marketo Revenue Cycle
Analytics

Page	
  45	
  

©	
  2013	
  Marketo,	
  Inc...
First vs. Multi-touch

Screenshot: Marketo Revenue Cycle
Analytics

Page	
  46	
  

©	
  2013	
  Marketo,	
  Inc.	
  	
  
...
Content Performs Better With Multi-touch

Screenshot: Marketo
Revenue Cycle Analytics
(actual data)

Page	
  47	
  
©	
  2...
Top Pipeline Drivers (YTD)

Page	
  48	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

@jonmiller	
  
Additional Resources
DefiniFve	
  Guide	
  to	
  MarkeFng	
  AutomaFon	
  
hep://marketo.com/DG2MA	
  	
  

The	
  DefiniFve...
Tweetable Takeaways & Q&A
1.  Informa:on	
  abundance	
  is	
  transforming	
  
how	
  buyers	
  buy	
  
2.  Modern	
  con...
#CONTENTSF
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From Startup to IPO: How Marketo Drives Growth with Content

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This presentation comes to us from Jon Miller of Marketo, who explains the central role of content in Marketo's broader marketing initatives, including how to measure success and tie content to revenue.

Transcript of "From Startup to IPO: How Marketo Drives Growth with Content"

  1. 1. From Startup to IPO: How Marketo Drives Growth with Content ©  2013  Marketo,  Inc.  Marketo  Proprietary  and  Confiden:al  
  2. 2. About  Jon  Miller   VP  Marke:ng  and  Co-­‐Founder   1.  My  first  child  was  born  the     same  month  that  we  incorporated  Marketo   2.  Born  in  Ethiopia   3.  Studied  Physics  at  Harvard,  captain  of  high-­‐ school  debate  team  and  newspaper  staff   4.  I  have  a  top  secret  “Q”  clearance  from  DOE   @jonmiller   Page  2   ©  2013  Marketo,  Inc.     @jonmiller  
  3. 3. Marketo Strong Revenue Growth Page  3   ©  2013  Marketo,  Inc.     @jonmiller  
  4. 4. How Marketo Built our Brand ©  2013  Marketo,  Inc.  Marketo  Proprietary  and  Confiden:al  
  5. 5. Page  5   ©  2013  Marketo,  Inc.     @jonmiller   @jonmiller  
  6. 6. INFORMATION ABUNDANCE Page  6   ©  2013  Marketo,  Inc.     @jonmiller  
  7. 7. Page  7   ©  2013  Marketo,  Inc.     @jonmiller  
  8. 8. Build Awareness Page  8   ©  2013  Marketo,  Inc.     @jonmiller  
  9. 9. Create Preference Page  9   ©  2013  Marketo,  Inc.     @jonmiller  
  10. 10. Reduce Risk It’s one way to ‘reduce whisk’. Get it? #groan Page  10   ©  2013  Marketo,  Inc.     @jonmiller  
  11. 11. What Kind of Content Do We Create? ©  2013  Marketo,  Inc.  Marketo  Proprietary  and  Confiden:al  
  12. 12. Topics  to  cover:   •  Business  challenges   •  Emo:ons  /  hopes   •  Purchase  drivers   •  Language  they  use   (keywords)   •  Digital  habits   •  Where  they  go  to  learn   Personas  should  be:   •  Dis:nct  from  each   other   •  Cover  the  market   •  Feel  real  (I’ve  talked  to   that  person!)   •  Easy  to  explain   Don’t  have  too  many!    Four  to  six  is  most  common.   Page  12   ©  2013  Marketo,  Inc.     @jonmiller  
  13. 13. Early Stage Thought leadership and enjoyable content to build brand, awareness, and desire Blog, e-books, research data, funny videos, curated lists, infographics, webinars Middle Stage Tools that help buyers find you when they are looking for solutions Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports Late Stage Company-specific information to help evaluate and reaffirm selection Pricing, demos, services information, 3rd party reviews, customer case studies At  each  stage,  focus  on  InformaFon  Needs  more  than  Format   Page  13   ©  2013  Marketo,  Inc.     @jonmiller  
  14. 14. Content Mapping Stages   1   2   3   A   B   C   D   Page  14   ©  2013  Marketo,  Inc.     @jonmiller  
  15. 15. 5 Food Groups of Content Tabasco   Chocolate  Cake   Roasts   Spinach   Raisin  Bran   Page  15   ©  2013  Marketo,  Inc.     @jonmiller  
  16. 16. The Right Content Per Channel Matters Source: chicagostyleseo.com Page  16   ©  2013  Marketo,  Inc.     @jonmiller  
  17. 17. Influencer Egobait Page  17   ©  2013  Marketo,  Inc.     @jonmiller  
  18. 18. Creating Content at Scale ©  2013  Marketo,  Inc.  Marketo  Proprietary  and  Confiden:al  
  19. 19. Return How Much Content Should You Create? Page  19   ©  2013  Marketo,  Inc.     Investment @jonmiller  
  20. 20. Staffing for Content Creation •  Appoint  execu:ve  editor   •  Invest  in  content  creators   Content  consumers   o  Great  communicators   o  Self-­‐promo:onal   o  Marketo  invests   10%  of  markeFng   headcount  into   content   •  Distribute  crea:on:  internal   +  community-­‐generated   www.marketo.com •  Create  a  content  /  social   /trust/social-­‐media-­‐ policy   policy.php   Page  20   ©  2013  Marketo,  Inc.     @jonmiller  
  21. 21. The 3 R’s of Content Marketing REPURPOSE, REWRITE, RETIRE Page  21   ©  2013  Marketo,  Inc.     @jonmiller  
  22. 22. Repurpose Content Page  22   ©  2013  Marketo,  Inc.     @jonmiller  
  23. 23. Rewrite and Redesign Before Page  23   ©  2013  Marketo,  Inc.     After @jonmiller  
  24. 24. Retire •  Every  piece  of  content  should  have  a  limited   shelf  life   •  Ask  yourself:   •  •  How  is  this  content  piece  performing?   Should  we  rewrite  or  redesign?   •  Obvious  content  to  re:re:   •  •  •  Page  24   ©  2013  Marketo,  Inc.     Reports  that  are  dated   Assets  around  an  event   Topic  is  no  longer  relevant   @jonmiller  
  25. 25. Top of Funnel ©  2013  Marketo,  Inc.  Marketo  Proprietary  and  Confiden:al  
  26. 26. Page  26   ©  2013  Marketo,  Inc.     @jonmiller   26
  27. 27. •  Top  sources  of  Targets  rely  on   Content  for  offers   •  Note:  note  all  Channels   convert  the  same   Source:  Marketo  data,  Marketo   Revenue  Cycle  Analy6cs,  Q1  and  Q2   2013.  Does  not  include  all  sources.   Page  27   ©  2013  Marketo,  Inc.     @jonmiller  
  28. 28. Early Stage Thought leadership and enjoyable content to build brand, awareness, and desire Blog, e-books, research data, funny videos, curated lists, infographics, webinars Middle Stage Tools that help buyers find you when they are looking for solutions Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports Late Stage Company-specific information to help evaluate and reaffirm selection Pricing, demos, services information, 3rd party reviews, customer case studies At  each  stage,  focus  on  InformaFon  Needs  more  than  Format   Page  28   ©  2013  Marketo,  Inc.     @jonmiller  
  29. 29. Page  29   ©  2013  Marketo,  Inc.     @jonmiller  
  30. 30. Short Forms Outperform Long Forms Short  (5)   Medium  (7)   Long  (9)   Conversion:  13.4%   Conversion:  12.0%   Conversion:  10.0%   Cost  per:  $31.24   Cost  per:  $34.94   Cost  per:  $41.90   Page  30   ©  2013  Marketo,  Inc.     @jonmiller  
  31. 31. The Right Format for Each Channel I’m  going  to  make  you  an  offer   you  can’t  refuse.     Learn  how  to  make  the  most  out   of  every  lead  in  your  database.     Download  The  Defini:ve  Guide   to  Lead  Scoring:   hhp://marketo.com/DG2LS     Page  31   ©  2013  Marketo,  Inc.     @jonmiller  
  32. 32. Page  32   ©  2013  Marketo,  Inc.     @jonmiller  
  33. 33. Test & Tune With Social Funnel Metrics Coloring  Book   Results   •  289  par:cipants   shared   •  354  registered   downloads   •  19.8%  increase  in   registered   downloads     Page  33   ©  2013  Marketo,  Inc.     @jonmiller  
  34. 34. Middle of Funnel ©  2013  Marketo,  Inc.  Marketo  Proprietary  and  Confiden:al  
  35. 35. Scoring and Nurturing Nurture   Pass  to   Sales   Pass  to   Sales   Nurture   Disqualify   •  Only  25%  of  new  Prospects  are  ready  for  Sales   •  Nurturing  generates  50%  more  sales  leads   •  Score  based  on  Fit,  Engagement,  and  Timing   Get  The  “DefiniFve  Guide  to  Lead  Nurturing”   hep://marketo.com/DG2LN       Page  35   ©  2013  Marketo,  Inc.     @jonmiller  
  36. 36. Lead Nurturing Relevance Stages   A   B   1   2   •  •  •  •  1.  BUYING  STAGES   3   Early:  Be  a  Beeer  Marketer   Mid:  Why  MarkeFng  AutomaFon   Late:  Why  Marketo   Customer:  Success   2.  BUYING  PROFILES   C   •  MarkeFng   •  Sales   D   •  Exec   Get  The  “DefiniFve  Guide  to  Lead  Nurturing”   hep://marketo.com/DG2LN       Page  36   ©  2013  Marketo,  Inc.     @jonmiller  
  37. 37. Page  37   ©  2013  Marketo,  Inc.     @jonmiller  
  38. 38. Demographic “Fit” Score PosiFve  Demographic  Score   •  e.g.,  Marke:ng  Manager  :tle,  known  CRM  customer,  known  compe::ve   solu:on  customer     NegaFve  Demographic  Score   •  e.g.,  Generic  email  address,  illegi:mate  phone  number,  non-­‐existent  company   (unemployed,  self,  looking)   Data Augmentation, Not Forms Page  38   ©  2013  Marketo,  Inc.     @jonmiller  
  39. 39. •  Early  stage  content  +3   •  Ahend  webinar:  +5   •  Visit  any  webpage  /   blog  :  +1   •  Visit  careers  pages:  -­‐10   •  Decay  inac:vity:     -­‐1,  -­‐5,  -­‐10   •  Pricing  pages:  +10     •  Watch  demos:     •  +5  overview     •  +10  detailed   •  Mid-­‐stage  content  +8   •  Late-­‐stage  content  +12   •  Searches  for  branded   keyword  “Marketo”  +8   Get  The  “DefiniFve  Guide  to  Lead  Scoring”   hep://marketo.com/DG2LS       Page  39   ©  2013  Marketo,  Inc.     @jonmiller  
  40. 40. How We Measure the Value of Content ©  2013  Marketo,  Inc.  Marketo  Proprietary  and  Confiden:al  
  41. 41. Metrics for Each Stage Early Mid Late •  Traffic  /  views   •  Lead  generaFon   (targets)   •  Downloads   •  Pipeline  and   •  Links   opportunity   •  Shares  and  Likes   allocaFon   •  Sales  usage   Page  41   ©  2013  Marketo,  Inc.     @jonmiller   •  Sales  usage   •  Pipeline  and   opportunity   allocaFon   •  Revenue   allocaFon  
  42. 42. Top Traffic (Q2+Q3) Page  42   ©  2013  Marketo,  Inc.     @jonmiller  
  43. 43. Top Resource Downloads (Q2+Q3) Page  43   ©  2013  Marketo,  Inc.     @jonmiller  
  44. 44. Why Allocation? •  MulFple  touches.    Seven  touches   needed  to  convert  a  cold  lead  into  a   sale   •  MulFple  influencers.    Typical   buying  commihee  has  5-­‐21  people   Page  44   ©  2013  Marketo,  Inc.     @jonmiller  
  45. 45. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics Page  45   ©  2013  Marketo,  Inc.     @jonmiller  
  46. 46. First vs. Multi-touch Screenshot: Marketo Revenue Cycle Analytics Page  46   ©  2013  Marketo,  Inc.     @jonmiller  
  47. 47. Content Performs Better With Multi-touch Screenshot: Marketo Revenue Cycle Analytics (actual data) Page  47   ©  2013  Marketo,  Inc.     @jonmiller  
  48. 48. Top Pipeline Drivers (YTD) Page  48   ©  2013  Marketo,  Inc.     @jonmiller  
  49. 49. Additional Resources DefiniFve  Guide  to  MarkeFng  AutomaFon   hep://marketo.com/DG2MA     The  DefiniFve  Guide  to  Social  MarkeFng   hep://marketo.com/DG2SM     The  DefiniFve  Guide  to  MarkeFng  Metrics  &  ROI   hep://marketo.com/DG2MM     Page  49   ©  2013  Marketo,  Inc.     @jonmiller  
  50. 50. Tweetable Takeaways & Q&A 1.  Informa:on  abundance  is  transforming   how  buyers  buy   2.  Modern  consumers  trust  brands  that   provide  useful  content  without  trying  to   sell  them  something   3.  You  need  different  content  for  each   persona,  phase  of  the  buying  cycle,  and   channel   4.  Create  content  at  scale  by  repurposing   and  rewri:ng  your    content   5.  Most  leads  from  content  are  not  ready-­‐ to-­‐buy  –  nurture  and  score   rela:onships  over  :me   6.  Measure  early  stage  content  by  views;   mid-­‐stage  by  leads;  and  late  stage  by   revenue  alloca:on   Page  50   ©  2013  Marketo,  Inc.     @jonmiller   @jonmiller  
  51. 51. #CONTENTSF
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