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10 Strategies for Content Marketing, Events, and Marketing Automation Success

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This must-view presentation for today’s revenue-focused marketer uses real-life case studies and Marketo benchmarks to share actionable strategies that help improve the results of your …

This must-view presentation for today’s revenue-focused marketer uses real-life case studies and Marketo benchmarks to share actionable strategies that help improve the results of your demand-generation campaigns.

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  • 1. 10 Strategies for Content Marketing, Events, & Marketing Automation Success Jon Miller, VP Marketing and Co-Founder, Marketo Co-author, Modern B2B Marketing blog @jonmiller2 Ann Handley, Chief Content Officer, MarketingProfs Co-author, Content Rules @marketingprofs© 2011 Marketo, Inc.
  • 2. Fastest Growing SaaS Company Salesforce SuccessFactors Omniture NetSuite Constant Contact Marketo Year 0 Year 1 Year 2 Year 3 Year 4 All revenue numbers normalized to Marketo Year 1Page 2 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 3. Highly Efficient Revenue Engine • $1.08 in Marketing for every $1 in Sales • 89% of revenue sourced by marketing • $1.2M annual recurring revenue quotaPage 3 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 4. Buying Has Changed Forever OLD DAYS: INFO SCARCITY TODAY: INFO ABUNDANCE 1960s – Recent BUYER SALES REP SALES REPPage 4 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 5. Marketo’s Revenue Cycle MQL AWARENESS Prospect & SAL All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Marketing SDR SalesPage 5 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 6. Marketo’s Revenue Cycle MQL AWARENESS Prospect & SAL All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Names are just names. Marketing SDR SalesPage 6 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 7. Marketo’s Revenue Cycle MQL AWARENESS Prospect & SAL All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Meaningful interaction with us. Marketing SDR SalesPage 7 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 8. Marketo’s Revenue Cycle MQL AWARENESS Prospect & SAL All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Qualified, engaged potential buyers. Marketing SDR SalesPage 8 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 9. Marketo’s Revenue Cycle MQL AWARENESS Prospect & SAL All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Showing buying Database signs or significant engagement. Marketing SDR SalesPage 9 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 10. Marketo’s Revenue Cycle MQL AWARENESS Prospect & SAL All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Qualified as sales-ready by a human. Marketing SDR SalesPage 10 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 11. Marketo’s Revenue Cycle MQL AWARENESS Prospect & SAL All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Accepted and actively worked by sales Marketing SDR SalesPage 11 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 12. WHY CONTENT? WHY NOW?
  • 13. The Rules HAVE Changed… “ Prior to the web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the web has changed the rules.” — David Meerman ScottPage 13 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 14. Page 14 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 15. Page 15 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 16. When To Ask For Registration Early Stage Thought leadership and best practices to build brand and awareness Middle Stage Buyers guides, RFP templates and industry information to help structure research Late Stage Company-specific information to help evaluate and reaffirm selectionPage 16 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 17. Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity Opp Index (Days) Lead to 3rd Party Email Blast 9,049 $36 20% 32 0.5 Trade Show 3,786 $36 22% 29 1.8 Trade Show – Virtual 3,125 $18 17% 48 1.0 Paid Webinar 1,971 $71 26% 33 0.7 PPC 1,494 $135 45% 15 1.8 AppExchange 1,128 $41 72% 3 2.4 Content Syndication 881 $69 18% 29 1.2 Social Media 588 $94 33% 16 0.2 Other Paid 1,645 $45 25% 32 0.9 Website/Inbound 5,133 58% 9 1.9 Referral / WOM 564 21% 32 1.4 Sales Prospecting 349 19% 71 3.9Page 17 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 18. Marketo Prospect Generation 1H2011 Prospects Cost % Lead Velocity Opp Index Source (Days) Lead to 3rd Party Email Blast 9,049 $36 20% 32 0.5 Trade Show 3,786 $36 22% 29 1.8 Trade Show – Virtual 3,125 $18 17% 48 1.0 Paid Webinar 1,971 prospects convert Web $71 26% 33 0.7 PPC 5X1,494 $135 paid prospects 1.8 better than 45% 15 AppExchange 1,128 $41 72% 3 2.4 Content Syndication 881 $69 18% 29 1.2 Social Media 588 $94 33% 16 0.2 Other Paid 1,645 $45 25% 32 0.9 Website/Inbound 5,133 58% 9 1.9 Referral / WOM 564 21% 32 1.4 Sales Prospecting 349 19% 71 3.9Page 18 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 19. Marketo Prospect Generation 1H2011 Prospects Cost % Lead Velocity Opp Index Source (Days) Lead to 3rd Party Email Blast 9,049 $36 20% 32 0.5 Trade Show 3,786 $36 22% 29 1.8 Trade Show – Virtual 3,125 $18 17% 48 1.0 Paid Webinar 1,971 $71 26% 33 0.7 PPC 1,494 $135 45% 15 1.8 AppExchange 1,128 $41 72% 3 2.4 Content Syndication 881 $69 18% 29 1.2 Social Media 588 $94 33% 16 Tradeshows focused on Salesforce 0.2 Other Paid and captive roadshows have 0.9 1,645 $45 25% 32 Website/Inbound dramatically 58% 5,133 improved ROI 1.9 9 Referral / WOM 564 21% 32 1.4 Sales Prospecting 349 19% 71 3.9Page 19 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 20. Marketo Prospect Generation 1H2011 Prospects Cost % Lead Velocity Opp Index Source (Days) Lead to 3rd Party Email Blast 9,049 $36 20% 32 0.5 Trade Show 3,786 $36 22% 29 1.8 Trade Show – Virtual 3,125 $18 17% 48 1.0 Paid Webinar 1,971 $71 26% 33 0.7 PPC 1,494 $135 45% 15 1.8 AppExchange 1,128 $41 72% 3 2.4 Content Syndication 881 $69 18% 29 1.2 Social Media 588 $94 33% 16 0.2 Other Paid PPC drives expensive25% 1,645 $45 prospects – 0.9 32 Website/Inbound but they convert great 9 5,133 58% 1.9 Referral / WOM 564 21% 32 1.4 Sales Prospecting 349 19% 71 3.9Page 20 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 21. Marketo Prospect Generation 1H2011 Prospects Cost % Lead Velocity Opp Index Source (Days) Lead to 3rd Party Email Blast 9,049 $36 20% 32 0.5 Trade Show 3,786 $36 22% 29 1.8 Trade Show – Virtual 3,125 $18 17% 48 1.0 Paid Webinar 1,971 $71 26% 33 0.7 PPC Email1,494 webinars, and15 blast, $135 45% virtual 1.8 AppExchange tradeshows are our72% 1,128 $41 “workhorses” –2.4 3 Content Syndication but need to watch saturation 881 $69 18% 29 1.2 Social Media 588 $94 33% 16 0.2 Other Paid 1,645 $45 25% 32 0.9 Website/Inbound 5,133 58% 9 1.9 Referral / WOM 564 21% 32 1.4 Sales Prospecting 349 19% 71 3.9Page 21 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 22. Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity Opp Index (Days) Lead to 3rd Party Email Blast 9,049 $36 20% 32 0.5 Trade Show 3,786 $36 22% 29 1.8 Trade Show – Virtual 3,125 $18 17% 48 1.0 Paid Webinar 1,971 $71 26% 33 0.7 PPC 1,494 $135 45% 15 1.8 AppExchange 1,128 $41 72% 3 2.4 Content Syndication 881 $69 18% 29 1.2 Social Media 588 $94 33% 16 0.2 Other Paid 1,645 $45 25% 32 0.9 Website/Inbound 5,133 high conversion9for Very 58% 1.9 Referral / WOM AppExchange prospects 564 21% 32 1.4 Sales Prospecting 349 19% 71 3.9Page 22 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 23. Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity Opp Index (Days) Lead to 3rd Party Email Blast 9,049 $36 20% 32 0.5 Trade Show 3,786 $36 22% 29 1.8 Trade Show – Virtual 3,125 stage content = 4X Late $18 17% 48 1.0 Paid Webinar improvement 26%Opp Index 0.7 1,971 $71 in 33 PPC 1,494 $135 45% 15 1.8 AppExchange 1,128 $41 72% 3 2.4 Content Syndication 881 $69 18% 29 1.2 Social Media 588 $94 33% 16 0.2 Other Paid 1,645 $45 25% 32 0.9 Website/Inbound 5,133 58% 9 1.9 Referral / WOM 564 21% 32 1.4 Sales Prospecting 349 19% 71 3.9Page 23 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 24. Marketo Prospect Generation 1H2011 Prospects Cost % Lead Velocity Opp Index Source (Days) Lead to 3rd Party Email Blast 9,049 $36 20% 32 0.5 Trade Show 3,786 $36 22% 29 1.8 Trade Show – Virtual 3,125 $18 17% 48 1.0 Paid Webinar Still working things out33 paid0.7 1,971 $71 26% on PPC Social $135 45% 1,494 Media advertising 1.8 15 AppExchange 1,128 $41 72% 3 2.4 Content Syndication 881 $69 18% 29 1.2 Social Media 588 $94 33% 16 0.2 Other Paid 1,645 $45 25% 32 0.9 Website/Inbound 5,133 58% 9 1.9 Referral / WOM 564 21% 32 1.4 Sales Prospecting 349 19% 71 3.9Page 24 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 25. Marketo Prospect Generation 1H2011 Prospects Cost % Lead Velocity Opp Index Source (Days) Lead to 3rd Party Email Blast 9,049 $36 20% 32 0.5 Trade Show 3,786 $36 22% 29 1.8 Trade Show – Virtual 3,125 $18 17% 48 1.0 Paid Webinar 1,971 $71 26% 33 0.7 PPC 1,494 $135 45% 15 1.8 AppExchange 1,128 $41 72% 3 2.4 Content Syndication 881 $69 18% 29 1.2 Social Media 588 $94 33% 16 0.2 Other Paid 1,645 $45 25% 32 0.9 Most prospects5,133 ready to58% Website/Inbound not be 9 1.9 Referral leads when they come in21% / WOM 564 32 1.4 Sales Prospecting 349 19% 71 3.9Page 25 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 26. Lead Nurturing Plugs the Leak Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. MQL Prospect & SAL All Names Recycled Engaged SQL Lead Sales Lead Lead Opportunity Nurturing “The art of maintaining permission to stay in front of your buyers as they educate themselves”Page 26 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 27. The Value of Lead Nurturing Marketo ROI Results Fast Leads Slow Leads Total Leads Cost / Lead ( MQL <1 mo) (MQL >1 mo) (MQL) (MQL) Without Nurturing 20% 6.67% 26.67% $206.00 With Nurturing 20% 20.0% 40.0% $137.50 Source: Actual Marketo data; assumes $55 per prospect Results: 50% more marketing qualified leads from lead nurturingPage 27 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 28. Lead Nurturing Relevance Stages 1 2 1. BUYING STAGES 3 A • Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) B 2. BUYING PROFILES • Customer • Industry: 82% C • Role: 67% • Company Size: 49% • D Geography: 29% Get The “Definitive Guide to Lead Nurturing” SMS your email to +1.650.262.0066 http://bit.ly/DGtoLNPage 28 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 29. Sounds great, right?
  • 30. Content (Noun) • Anything created and uploaded to the web; i.e.: the pages of your site; the things you create as marketing (blog posts, videos, photos, webinars, podcasts, email) • Anything published to outposts like Facebook, Twitter, LinkedIn group page.”Page 30 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 31. “Anything an individual ororganization creates andshares to tell their story.”
  • 32. “Every two days now we create as much information as we did from the dawn of civilization up until 2003.” — Eric SchmidtPage 32 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 33. Page 33 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 34. Good Content is the Soul of Who You ArePage 34 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 35. Page 35 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 36. Page 36 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 37. The problem: I don’t know what to say…. (Or how to say it.)Page 37 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 38. The problem: I don’t know what to say…. (Or how to say it.)“ It’s often difficult to find topics that have not already saturated the market.”Page 38 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 39. The problem: I don’t know what to say…. (Or how to say it.)“ It’s often difficult to find topics that have not already “ saturated the market.” “Our biggest challenge is finding things for our potential clients to get excited about.Page 39 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 40. Content Marketing is like sex in high school.Page 40 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 41. Page 41 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 42. “I need to be on Twitter, right? Everyone is on Twitter. “ “Twitter is stupid.” “LinkedIn might work – it’s where our users are.” “LinkedIn is stupid.” “Facebook makes sense. Everyone is on Facebook.” “Facebook is stupid.” “Our competitors all have blogs. Our CEO says we need one.” “Blogs are stupid.”Page 42 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 43. Page 43 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 44. First. What are your goals? How will you measure those goals? Loyalty? Money? Leads?Page 44 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 45. 5 Ways YourContent Can Rule
  • 46. Page 46 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 47. Content As Opportunity: What’s Your Broader Mission?Page 47 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 48. Page 48 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 49. Wisconsin Milk Marketing Board How does your product live in the world?Page 49 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 50. Or Like This?Page 50 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 51. Share StoriesPage 51 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 52. Page 52 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 53. Page 53 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 54. TARGETPage 54 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 55. Page 55 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 56. Wings to Soar (& Social Validation)Page 56 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 57. More optionsPage 57 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 58. Page 58 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 59. Reimagine What You Create Into Other FormsPage 59 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 60. Can You Create 5 Things Out Of 1 Thing? YES!Page 60 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 61. So Let’s Turn All This Into Revenue
  • 62. The ROI of Lead Scoring How Easy Is it To Get Information Other Benefits of Fewer About Prioritizing Sales Efforts? But Higher Quality Leads • Higher Win Rates • Shorter Sales Cycles • Higher Revenue Per Rep Source: CSO InsightsPage 62 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 63. A Framework for Lead Scoring Explicit Inferred What the prospect tells you What you observe or infer Fit • Data quality • Demographics Are you • Corporate vs. personal • Firmographics interested in email • BANT them? • Location Interest • Latent behaviors Are they (engagement) • BANT interested in • Active behaviors (sales you? readiness) Get The “Definitive Guide to Lead Scoring” SMS your email to +1.650.262.0066 http://bit.ly/DGtoLSPage 63 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 64. Interest Scoring - Examples • Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10 • Pricing pages: • +10 regular, +15 detailed • Watch demos: • +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8Page 64 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 65. Identifying Marketing Qualified Leads Super- 21+ Target Lead Lead Lead 9-20 Target Lead LeadFit 2-8 Other Lead <2Interest Engagement <20 20-44 45-89 90+ Buying Intent <6 6-12 13-18 19+Page 65 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 66. The Marketing-Sales Handoff (SDRs) • Best place for dramatic improvements in business performance are handoffs between functions • Benefits of a Sales Development function • Faster, more consistent, & better quality follow-up on leads • The human touch enhances lead nurturing • Better data and more metrics • Talent development for salesPage 66 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 67. Sales InsightsPage 67 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 68. Proving — and Improving— Marketing’s Impact on Revenue
  • 69. Measure Opportunity InfluencePage 69 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 70. First-touch allocation, multi-touch allocation, investment, volume, etc. Screenshot: Marketo Revenue Cycle AnalyticsPage 70 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 71. Revenue Cycle Modeler Screenshot: Marketo Revenue Cycle AnalyticsPage 71 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 72. Key topic areas: • Balance • Flow • Conversion • Velocity Trends over time Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc. SLA violationsPage 72 @jonmiller2Screenshot: Marketo Revenue Cycle Analytics Proprietary and Confidential© 2011 Marketo, Inc. Marketo @marketingprofs
  • 73. Marketo Revenue Cycle Metrics New Customers 80% of all deals ($5,800) follow this model Lead to Sales Lead: 7% Sales Lead to Opp: 80% Lead Type Opportunities 1.4 people per Opp 130 / mo Variants ($2,000) 1,000 Leads = 40 Opps Source 40% of prospects Channel Leads eventually become a lead Division 2,000 / mo ($137.50) Size 4.0% / mo 75% 9,500 / mo 20% Paid Active Prospect Names Prospects Database ($29.33) 3,800 / mo 40% ¾ paid ($73) Unpaid ¼ unpaid ($0) 80% Inactive Names ($55 average) 10% (Last 6 ($0) Months)Page 73 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 74. Conversion Over Time • Predict conversions from one stage to another over time • Create plans / forecasts about future Marginal Conversion Cumulative Conversion 70 2,000 1,800 60 1,600 50 y = 50.749x-0.571 R² = 0.4301 1,400 y = 994.2x0.1352 40 1,200 R² = 0.9551 1,000 30 800 20 600 10 400 200 0 3 13 23 33 43 53 63 73 - 3 13 23 33 43 53 63 73Page 74 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 75. Marketing Forecasts Get The “Definitive Guide to Marketing Metrics & ROI” SMS your email to +1.650.262.0066 http://bit.ly/DG2MMPage 75 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 76. Key Takeaways: 10 Strategies 1. Embrace being a publisher 2. Not just any kind of content will do – think about the right kind of content 3. Map development to strategy 4. Content Rules: Like bumpers on a bowling lane 5. Reimagine your content assets 6. Wings are as important as rootsPage 76 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 77. Key Takeaways: 10 Strategies 7. Grow revenue by making sales more productive, not just by hiring more reps 8. 80% of prospects are not ready to engage with sales 9. Demographic fit + buying intent = hot lead 10.Use forecasting to turn marketing from a cost center into a revenue driverPage 77 @jonmiller2© 2011 Marketo, Inc. Marketo Proprietary and Confidential @marketingprofs
  • 78. Thank you! Ann Handley Jon Miller@marketingprofs @jonmiller2Ann@MarketingProfs.com jon@marketo.com