Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing

Amplify Your Impact: How to Multiply theEffects of Your Inbound MarketingMaria Pergolino, MarketoAlex Pelletier, Acquisio

Inbound Marketing The process of helping potential customers find your company – often before they are even looking to make a purchase – and then turning that early awareness into brand preference and, ultimately, into leads and revenue.Page 3© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Four Tactics for Inbound Marketing Success 1. Search engine optimization 2. Social media marketing 3. Content marketing 4. Conversion optimizationPage 5© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Mix inboundmarketing withoutboundmarketing

The Ideal Mix Inbound Marketing + 1. A corporate communications strategy 2. An outbound marketing strategy 3. A nurturing or marketing automation strategyPage 16© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Corporate Marketing • Branding • Analyst relations • Product launches • Programs to upsell to and retain customers • Communications - both internal and externalPage 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Facebook  Revenue • Email • Direct Mail • Paid Advertising • Trade Show 12000 10000 8000 6000 4000 2011 Marketo 2000 Facebook 0 Fans GrowthPage 19© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Marketing Automation • Raises open and click rates • Enables A/B testing • Improves conversion rates • Shortens sales cycles • Identify when their prospects are engaging online • Automates repetitive tasks • Delivers sophisticated reporting and analytics • Wins more deals + generates higher revenue per dealPage 20© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Contact Me Maria Pergolino Marketo, Inc. Sr. Director, 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.comPage 21© 2011 Marketo, Inc. Marketo Proprietary and Confidential

ACQUISIO CASE STUDYINBOUND MARKETING

About Acquisio Buy• The leading platform to buy, track, manage, optimize and report on media across all Report Track SEARCH major Search, Social and SOCIAL Display networks. DISPLAY• In numbers Optimize Manage • +300 Clients • +20 Countries • +100 Employees • +4000 Users • +9500 Brands • #46 Deloitte Fast 50

Acquisio Marketing Mix PPC & Social Ads Display Print Advertising AcquisioEmail Marketing Trade Show Mix Lead Lead Nurturing Generation Inbound Marketing

Acquisio Revenue Model

Lead Source AnalysisProspects VS Leads

All Leads Are Not Equal• Demo Request• ebooks & Webinars

Demo Request Goal Completions 33%

ebook & Webinar Goal Completions 8%

Contribution To The FunnelInboundMarketing Paid Media

Size Does Matter• Revenue Growth• Lead Volume• Sales Team

Extend Inbound Marketing Reach• Buy display ads to generate leads with your content• Send email campaigns via publishers in your industry• Use your content in your nurturing programs

Example Multi-Channel Content

Continuity Can Be A Challenge

Adapt To Your Target Market Inbound Marketing may be good for youInbound Marketing maynot be good for you

Thanks!apelletier@acquisio.com blog.apelletier.com @apelletier facebook.com/alexandre.pelletier linkedin.com/in/apelletier

Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing

by Marketo on Feb 07, 2012

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