10 Tips to Get on the Inc 500: How Two Companies Did It

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10 Tips to Get on the Inc 500: How Two Companies Did It

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Check out this presentation from Jon Miller, VP of Marketing Content and Strategy at Marketo, and Joe Pulizzi, Founder of the Content Marketing Institute, as they discuss growth strategies and how......

Check out this presentation from Jon Miller, VP of Marketing Content and Strategy at Marketo, and Joe Pulizzi, Founder of the Content Marketing Institute, as they discuss growth strategies and how they were able to land on the Inc. 500.

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  • 1. 10 Tips to Get on the Inc 500: How Two Companies Did It Marketo Content Marketing Institute© 2012 Marketo, Inc.
  • 2. Today’s Speakers Jon Miller VP Marketing and Co-Founder, Marketo Editor of Modern B2B Marketing blog @jonmiller Joe Pulizzi Founder, Content Marketing Institute @juntajoe#Inc500Secrets
  • 3. © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 4. #78 #365 3,545% 1,021% © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 5. © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 6. INFORMATIONABUNDANCE © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 7. Wide top of funnel Content marketing Engage optimally Nurture until ready Measure and optimize © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 8. #RevEngine @juntajoe #Inc500Secrets
  • 9. #RevEngine @juntajoe #Inc500Secrets
  • 10. Search Engine Social Media Optimization STORYTELLING Lead Generation#RevEngine @juntajoe #Inc500Secrets
  • 11. Deliver content at all the right stages of the buying process to attract and retain customers. Subscribers continually show positive behaviors throughout the year - purchase, sharing, attending web events, subscribing, etc.#RevEngine @juntajoe #Inc500Secrets
  • 12. Site & Event Sponsors Email Webinars Magazine SUBSCRIBER ($21) Paid Events Consulting Paid Content#RevEngine @juntajoe #Inc500Secrets
  • 13. #RevEngine @juntajoe #Inc500Secrets
  • 14. #RevEngine @juntajoe #Inc500Secrets
  • 15. #RevEngine @juntajoe #Inc500Secrets
  • 16. #RevEngine @juntajoe #Inc500Secrets
  • 17. #RevEngine @juntajoe #Inc500Secrets
  • 18. #RevEngine @juntajoe #Inc500Secrets
  • 19. #RevEngine @juntajoe #Inc500Secrets
  • 20. #RevEngine @juntajoe #Inc500Secrets
  • 21. A Rising Tide Lifts All Ships#RevEngine @juntajoe #Inc500Secrets
  • 22. #RevEngine @juntajoe #Inc500Secrets
  • 23. #RevEngine @juntajoe #Inc500Secrets
  • 24. Define Your Hit List of Influencers#RevEngine @juntajoe #Inc500Secrets
  • 25. #RevEngine @juntajoe #Inc500Secrets
  • 26. #RevEngine @juntajoe #Inc500Secrets
  • 27. #RevEngine @juntajoe #Inc500Secrets
  • 28. #RevEngine @juntajoe #Inc500Secrets
  • 29. #RevEngine @juntajoe #Inc500Secrets
  • 30. #RevEngine @juntajoe #Inc500Secrets
  • 31. #RevEngine @juntajoe #Inc500Secrets
  • 32. #RevEngine @juntajoe #Inc500Secrets
  • 33. #RevEngine @juntajoe #Inc500Secrets
  • 34. #RevEngine @juntajoe #Inc500Secrets
  • 35. • Last five years – over 300 different guest posts, interviews or webinars#RevEngine @juntajoe #Inc500Secrets
  • 36. #RevEngine @juntajoe #Inc500Secrets
  • 37. The latest full-length books on the discipline of content marketing.#RevEngine @juntajoe #Inc500Secrets
  • 38. #RevEngine @juntajoe #Inc500Secrets
  • 39. #RevEngine @juntajoe #Inc500Secrets
  • 40. #RevEngine @juntajoe #Inc500Secrets
  • 41. 50,000 followers/fa#RevEngine @juntajoe #Inc500Secrets
  • 42. 50,000 followers/fa#RevEngine @juntajoe #Inc500Secrets
  • 43. 50,000 followers/fa#RevEngine @juntajoe #Inc500Secrets
  • 44. 50,000 followers/fans#RevEngine @juntajoe #Inc500Secrets
  • 45. 50,000 followers/fans#RevEngine @juntajoe #Inc500Secrets
  • 46. 50,000 followers/fans#RevEngine @juntajoe #Inc500Secrets
  • 47. 50,000 followers/fans#RevEngine @juntajoe #Inc500Secrets
  • 48. #RevEngine @juntajoe #Inc500Secrets
  • 49. #RevEngine @juntajoe #Inc500Secrets
  • 50. #RevEngine @juntajoe #Inc500Secrets
  • 51. #RevEngine @juntajoe #Inc500Secrets
  • 52. Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. http://taylordowns.com#RevEngine @juntajoe #Inc500Secrets
  • 53. How Marketo Does It
  • 54. Highly Efficient Revenue Engine • 85% of revenue sourced by marketing • Sales time spent selling = higher quotas CAC Productivity SaaS Average © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 55. Staffing for Success CMO (~45 heads) Product / Top-of-Funnel Middle-of-Funnel Alliances / Customer Content (TOFU) (MOFU) Ecosystem Marketing • ~7 FTE dedicated to Content, Inbound & Social Inbound / Social Nurture / Score • Founder serves as “Managing Editor”, strategist, and evangelist Corporate Sales • Demand Generation done Communications Development locally in the “field” (~11 FTE) • Demand Center for Demand Gen Field Marketing Operations and best practices (~6 FTE) Operations © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 56. AT THE DANCEBut who is dancing? © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 57. Lead Nurturing Relevance 1. BUYING STAGES 2. PERSONA • Early / Mid • Molly Marketer • Late (Opportunity) • Sam Sales • Customer • Jack Executive 4-1-1 cadence for content 3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLN © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 58. A Framework for Lead Scoring Explicit Inferred What the prospect tells you What you observe or infer Fit • Data append Are you inter- • Demographics (title) • Data quality ested in them? • Firmographics (size) • Corporate email Positive + • Geo Location Negative Factors Interest • BANT • Behaviors (engagement) Are they inter- • “Act Now” behaviors ested in you? Get The “Definitive Guide to Lead Scoring” http://bit.ly/DGtoLS © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 59. Lead Scoring - Examples • Marketing Title +2 • Early stage content: +3 • Director/Executive +1 • Uses Salesforce.com +3 • Late stage content: +12 • Customer of Competitor +2 • Attend webinar: +5 • Target Industry +3 • Visit any webpage: +1 • Visit careers pages: -10 • Searches for Marketo: +8 • Three website visits: +10 • Generic Email Domain -1 • Bad Job Title -4 (intern, consultant, student unemployed, self, etc.) • Missing Email -10 © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 60. Prioritizing Sales Time • Free Trial form • Viewed weekly live demo • Contact Me form • Viewed deep dive demo • Visited the detailed • Viewed demo on AppExchange pricing page • Request live demo 𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 𝐒𝐨𝐫𝐭 = 𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 + 𝑵𝒆𝒕 𝑫𝒆𝒎𝒐𝒈𝒓𝒂𝒑𝒉𝒊𝒄 × 𝟏𝟎 © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 61. Proving — and Improving —Marketing’s Impact on Revenue
  • 62. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 63. Example: Multi-Touch Attribution Screenshot: Marketo Revenue Cycle Analytics © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 64. Revenue Cycle Modeler Screenshot: Marketo Revenue Cycle Analytics © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 65. Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Trends over time Filter/Drill into data, e.g. by SLA violations Program Type, Business Unit, Geography, etc. Screenshot: Marketo Revenue Cycle Analytics © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 66. 1. Find your content niche! 2. Know your number (call to action). 3. More bricks, less feathers. 4. Take seriously the idea that you NEED TO BE the leading informational provider in your niche. 5. Help create rock stars!#RevEngine @juntajoe #Inc500Secrets
  • 67. Key Takeaways 1. The way buyers buy has changed forever – the way we market and sell must change as well 2. Invest in marketing to make sales more productive 3. Develop relationships with 81% prospects that aren’t yet to buy (123 day average) 4. Fit and interest are required for “win-ready” leads 5. Use analytics to turn marketing from a cost center into a revenue driver © 2012#RevEngine Marketo, Inc. @jonmiller #Inc500Secrets
  • 68. Questions? Jon Miller Joe Pulizzi @jonmiller @juntajoejon@marketo.com joe@contentinstitute.com