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Content Marketing: Fuel for Your Lead Generation Strategy

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It’s no secret that content is a crucial component of any successful marketing strategy. However many businesses struggle to get started, build their team, and create enough engaging content that …

It’s no secret that content is a crucial component of any successful marketing strategy. However many businesses struggle to get started, build their team, and create enough engaging content that drives lead generation. Check out this presentation to learn how build a solid content marketing plan that gets you leads and grows revenue.

Heidi Bullock, Sr. Director of Marketing at Marketo, will show you:
• How to employ lean content marketing techniques
• How to construct your content marketing planned based around themes and personas
• Examples of Marketo’s own content marketing successes
• How to leverage content throughout the customer lifecycle
• Measuring ROI of content marketing

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  • Hi everyone! My name is Heidi Bullock and I am the Senior Director of Marketing here at Marketo.
  • For those of you that are unfamiliar with Marketo – here is a quick overview:Marketo is a cloud-based marketing SW platform that enables modern relationship marketing.The platform was built for marketers by marketers – you can learn more at marketo.com.>>So today, I will be talking about how CONTENT can fuel your lead generation efforts.
  • So I thought I would start things off by first talking a bit about lead generation. One important distinction before we get going is making sure we are thinking about lead generation in the right way. Many folks think about the tactics for lead generation and that is where you hear a lot of discussion.
  • Try not to think about lead generation as abasket of tactics.
  • It is critical to think about your strategy first, then consider which mix of tactics are going to be the best for your specific objectives.On this slide, I am showing you an example of what I often use. I look at the key overall company objectives and then see where lead gen fits into those. Identify for your business if top of funnel is where you need growth, or if you really need to focus in on optimizing middle of funnel. For many of us we have to think about growing each aspect!
  • The key though – is really the message and the content.Content is critical for you to have success with any type of lead generation.
  • When done well, content will power your lead generation engine. Keep in mind tactics are just the vehicles that deliver your content and message. If you content is not optimized (i.e. right stage, offer, message) then regardless of what channel you use, you will not have as good of results.
  • Today, the right content is more important than ever before – and that is why we hear about it so much today as marketers.According to Forrester research, 2/3 of the buyers journey is complete before the buyer reaches out to a sales person. So you need to ask yourself are you equipping your company to be seen in the right way and providing the right information to buyers to effectively evaluate solutions?78% of consumers feel that organizations behind the content are interested in building good relationships- so having good content and promoting it helps you build relationships – which is critical not only for acquiring new customers but for keeping them.And lastly, 68% of consumers will spend time reading content from a brand they are interested in – so again, good content not only helps you bring in customers, it helps keep themSo, what steps do you need to take to have effective content offers for your lead gen programs?
  • Step one – know WHO you are selling toI have seen people go crazy on this exercise, but I recommend keeping it simple. While it’s ideal to have specific personas for every person involved in the buying process – it is fine to start with two or three key personas, and work through the process. For example, for if you are selling technical software - you will have the user, the influencer and the buyer. This is a really important step to go through is the exercise to really get to know your buyers.
  • Step 2: Map out what the journey of your buyer persona looks likeThis is a very important exercise and as you can see from this image, the process can be complex --- but boil it down to something manageable:AwarenessConsideration Purchase
  • Step 3: Once you have the stages for your personas –ask, what do they need at that stage?? Put yourself in their shoes and think about what information you would need.
  • Step 4: Map your content to the right buying stage.
  • I really like thinking of the dating analogy for this exercise. You would not ask someone to marry you on your first date. Think about what you are asking your buyers. The majority are probably not ready to sign up for an online trial if they are unfamiliar with your company.
  • Step 5 – Lastly, - Understand what you ALREADY have. Perform a content audit. You may find you have a lot of great early stage content, but maybe you have less for late stage.Also, make sure to be honest – if an asset is very out dated – you may need to retire it.
  • >>At this point a lot of people freak out because it can feel like you need a lot of new assets for lead gen Many of us are faced with limited resources, time, etc. and the thought of developing a lot of great content is overwhelming.How do you plan what content you need for your programs?How should you think about content per channel?How do you optimize it?That’s where lean content creation comes in…..
  • Let’s go over a few tips!
  • First – let’s touch on the 5 golden rules for content – just a good reminder….It is not promotionalIt is relevantIt closes a gapIt is well-writtenIt is relevant to your company
  • Keep in mind, content is not just white papers or eBooks!Can be simple and short blog posts, 4 minute videos,infographics, etc.
  • Think about visual content!
  • Remember the 3 R’s
  • Every piece of content should have a limited shelf lifeAsk yourself:How is this content piece performing?Could we rewrite or redesign?Obvious content to retire:Reports that are datedAssets around an eventTopic is no longer relevant
  • Now that we have some good tips on content – let’s focus on where certain types of content perform for lead gen
  • It is really important to use the right content for a particular channel. For example – at the top of the funnel, social channels can work very well – so make sure your content is optimized for those channels.The example I am showing here is a valuable tip – facebook posts with images receive more likes.
  • http://www.chicagostyleseo.com/2013/02/choosing-the-right-social-media-channel-for-your-business/
  • Now we can move to some specific tactics for the top of funnel and how to best leverage content for these particular channels.
  • Before we start on tactics – this is just a reminder about form length. We have data that shows the shorter, the better conversions. A key top of funnel objective is bringing in new names, so make sure you think about your forms.
  • Now let’s start with a few tactics for top of the funnel.SlideShare as many of you know was acquired by LinkedIn in May 2012, and is the world's largest community for sharing presentations, like PowerPoint, videos and webinars. It boasts 60 million monthly visitors and 130 million page views, making it one of the most visited sites on the web today. Here are some SlideShare Tips:Make sure the content you select is in an area where you (or your company) has expertise. Make sure it looks good!!!Use both paid and earned media in your promotion strategy. Leverage the ability to present the viewer with a form (as you can see here on this slide)
  • Now let’s move to facebook. It is important to strike that critical balance of offering content that is relevant and adds value – with content that entertains. At Marketo, we like to ask two questions before every Facebook interaction we plan: Does this help our brand's likeability? Is this interesting, engaging, useful content? This slide shows a few examples of some of our promoted posts. We found the magic formula for promoted posts to be this: Clever messaging, with a fun visual, all tied back to a strong offer or piece of content. The timing is important as well. (We have found that posting on Tuesday mornings tend to have the best results.)
  • A Twitter strategy we have used with great success is Promoted Tweets in timelines. These are targeted to followers and users who were similar to our followers. Our Promoted Tweets contain timely and engaging content (like I am showing above – this is our recent Definitive Guide to Marketing Automation).Every promoted Tweet that we run goes to a gated resource page. It is important to do some testing and see what works for you. We often see significant spikes in relevant Tweets during industry events.  
  • Relevant and vetted offer for the audience Test!A/B split – offer one and offer two
  • Demand Generation Engagement with databaseKeep Marketo top of mindSpecifically – content:Strategies and tips from thought leaders, partners, and industry veteransExposure to new marketing paradigms and practicesInteractive networking with similar companies in the marketing community14,000 registered!
  • TipsConsider mid-stage contentGate content System integrationGet creditNew names matterFreshness
  • What needs to be different?Dance analogy:Broad top of funnel – use social and paid to get as many people to dance as possibleBut then do you just stand around waiting for someone to dance? No. Better to flirt a little (nurture). And look at their body language to see when they might be read to dance (scoring).
  • 18 triggers11 batches19 campaigns to manage the whole thing
  • Engagement Score enables marketers to quickly judge how effectively each piece of content is engaging prospects and customers over time. This proprietary metric takes many factors into consideration, and outputs a single number that gives marketers a fast, apples-to-apples method of measuring content performance…See trend over time, how updates to program improve engagement.
  • Mention Positive and Negative Demo Score
  • Here’s how Marketo does it. Latent behaviors – interestActive behaviors – buying intent
  • >>>> Now you have people in your database
  • Example definitive guide – data from august
  • Show accelerators
  • Content kind of a big deal
  • Here we see what works for Marketo over the last 12 months to generate prospects. (great place to start – need to then dive in further and understand where content is performing or underperforming)-------------------------Explain columns…Website+Blog = 38% of all oppsBut I’d be a bad stock picker if I put all my money in one stock, and I’d be a bad marketer if I bet all my prospect generation on one source. The reality is you need a portfolio of prospects and channels to achieve the best results. In fact, Marketo runs an average of 40 different Prospect generating programs each and every month across all these sources.
  • This is an analysis with all the same vendor. Which offer performed better? Important to keep data on WHICH offers perform more effectively for a particular vendor, or even channel.

Transcript

  • 1. Content Marketing: Fuel for Your Lead Generation Strategy Heidi Bullock, Sr. Director Marketo © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 2. About Marketo • Cloud-based marketing software platform • Enables modern relationship marketing • Powerful, easy, complete • >2,500 customers in the Marketing Nation • For marketers, by marketers! Page 2 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 3. How do you think about lead generation? Welcome to my toolbox of tactics! Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. Lead gen is not just a basket of tactics Grapes are so hot right now retargeting social content syndication webinars PPC Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential email
  • 5. Figure out your strategy, then tactics Key objective = xx % cml. growth How? Grow lead generation efforts Grow top of funnel Optimize mid funnel Leverage the database How? Be leader in big data How? Launch new products ($xx M in 2014) Thought Leader Program Product A Customer success initiative Product B Example Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Content is a critical component of effective lead generation My lead gen is smokin’! Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Content powers your lead gen engine Good content = Optimized performance Poor content = suboptimal performance Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. The right content is more important than ever… • Influence Decision Making • 66%-90% of the buyer’s journey is complete before that buyer reaches out to a sales person – Forrester • Building a Relationship • 78% of consumers feel that organizations behind the content are interested in building good relationships – TMG Custom Media • Create Engagement • 68% of consumers spend time reading content from a brand they are interested in. – The CMA Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. Step 1: Buyer Personas Who are you selling to? Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 10. Step 2: Understand the buyer’s journey Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. Step 3: Create your funnel Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. Step 4: Map content to buying stage Early Stage - Awareness Thought leadership and entertainment to build brand and awareness Research data, funny videos, curated lists, infographics, thought leadership Middle Stage - Evaluation Tools that help buyers find you when they are looking for solutions Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Late Stage - Purchase Company-specific information to help evaluate and reaffirm selection Page 12 © 2013 Marketo, Inc. Pricing, demos, services information, 3rd party reviews, customer case studies Marketo Proprietary and Confidential
  • 13. Use common sense No, it’s our first date! I’m not ready for a trial of your software either! Will you marry me? Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 14. Step 5: Figure out what you have, what you need Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 15. But, how do you create more content without a team of 40 writers? My budget is cut… Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential I only have the PPC manager…
  • 16. Lean Content Creation. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. 5 golden rules for content 1. 2. 3. 4. 5. Page 17 © 2013 Marketo, Inc. It is not promotional It is relevant It closes a gap It is well-written It is relevant to your company Marketo Proprietary and Confidential
  • 18. Content isn’t just whitepapers! • • • • • • • • Blog posts Videos Podcasts SlideShare Presentations Infographics Moving Infographics Activity Books/Worksheets Articles Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. Visual helps content stand out VS. 13,000 Views Page 19 © 2013 Marketo, Inc. 339,000 Views Marketo Proprietary and Confidential
  • 20. THE 3 R’s OF CONTENT MARKETING Optimization Repurpose, Rewrite, Retire Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. Repurpose content Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 22. “Big Rock” content example Definitive Guide to MA: Webinars: Ebooks: Infographics: Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 23. Videos: Blogs: Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 24. Repurpose blogs Blog to eBook Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 25. Rewrite and redesign Before Page 25 © 2013 Marketo, Inc. After Marketo Proprietary and Confidential
  • 26. Retire I was the best webinar in 2009. Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. The Right Content per Channel EXAMPLES © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Use the right content per channel Example – for FB – early stage Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Visual content works well for social Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. The right content per channel matters Source: chicagostyleseo.com Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 31. Top of Funnel EXAMPLES © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 32. Form length matters Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 33. Slideshare • You have a great deck • Make it very visual and appealing • Use the form for Slideshare Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 34. Facebook for lead generation Test a mix of content offers – make sure they are visual! Lighter Page 34 © 2013 Marketo, Inc. Harder Marketo Proprietary and Confidential
  • 35. Twitter promoted tweets - timelines • Use gated resource pages • Have strong CTA • Can still be playful and fun • Results depend on content and message Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 36. Paid email campaigns 1. Relevant and vetted offer for the audience and vendor 2. Early stage content will probably perform better 3. Test! • Page 36 © 2013 Marketo, Inc. A/B split – offer one and offer two Marketo Proprietary and Confidential
  • 37. Your Blog Page 37 © 2013 Marketo, Inc. @jonmiller Marketo Proprietary and Confidential
  • 38. Virtual event Leverage the knowledge of other people! Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 39. Content syndication: Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 40. The Power of Peer to Peer • Company to Buyer: 33% Trust • Buyer to Buyer: 92% Trust Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential WOW!!
  • 41. Frictionless and incentivized sharing • Make every campaign social • Increase your visibility and engagement Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 42. Middle of Funnel EXAMPLES © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 43. You got them to the dance But who is ready? Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 44. Most buyers not ready to purchase… • Optimize for lead nurturing • Figure out the optimal cadence – respect your prospect’s schedule • Make content valuable not self promotional • Be personal, not pushy Page 44 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 45. Lead Nurturing Plugs the Leak MQL SAL Sales Lead Lead Nurturing Contacted Target & Recycled Engaged All Names Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. SQL Opportunity Marketo Data: •% new Targets not Opp ready: 98% •Target to Opp time: 123 days avg •% Slow Leads: 80% •50% more MQLs at 33% lower cost per lead Page 45 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 46. Lead Nurturing Relevance Stages A B 1 1. BUYING STAGES 2 • • • • 3 Early: Be a Better Marketer Mid: Why Marketing Automation Late: Why Marketo Customer: Success 2. BUYING PROFILES C • Marketing D • Sales • Exec Get The “Definitive Guide to Lead Nurturing” http://marketo.com/DG2LN Page 46 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 47. Page 47 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 48. Italian Workspace  Joe Smith: Acme Inc.  Lead Nurturing Streams Setup My Tokens View: Dashboard ▼ Community Help Members Streams: All Streams ▼ 2013 Marketo’s Secret Sauce Definitive Guide to Events Summary Lead Nurturing Members 3,450 65 1.5% 55d Engagement Search… Unsubscribe Next Cast + 50 In Track 35 Exhausted Paused Lead Scoring Best Practices Lead Management Best Practic Engagement Over Time Recently Updated Practical B2B Lead Generation Thought Leadership Practical B2B Lead Generation 100 Added Mar 30, 2013 Email Performance Report 80 Program Performance Sent 12,105 82 Sent 12,105 70 Thought Leadership Edited Mar 25, 2013 Mar 18, 2013 Engagement: 60 60 Lead Scoring Best Practices Edited Mar 22, 2013 Sent 12,105 55 40 Lead Management Best Practice D… Added Mar 18, 2013 20 Page 48 Search… © 2013 Marketo, Inc. + 0 Sent 12,105 Lead Scoring Best Practices Dec Jan MarketoFeb Apr Proprietary Mar and Confidential May Edited Mar 10, 2013 Sent 12,105 35 9
  • 49. Lead Scoring Defined “Shared sales and marketing methodology for ranking leads in order to determine their sales readiness” Nurture Fit Page 49 © 2013 Marketo, Inc. Pass to Sales Pass to Sales Interest Marketo Proprietary and Confidential Nurture Disqualify Buying Stage
  • 50. • Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10 • Decay inactivity: -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 “Definitive Guide to Lead Scoring” http://marketo.com/DG2LS Page 50 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 51. Campaigns to your database 1. Segment 2. Make them first! 3. Watch the cadence – make sure it maps to nurturing Repurposed content from Virtual event Page 51 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 52. Campaigns to the database • 9047 pre-registrations for guide • 13,000 actual downloads • 5100 registrants for webinar series Page 52 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 53. Later stage emails Page 53 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 54. Program ROI © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 55. What channel works for your business? % Above Min* N/A Paid Online (PPC+Email) 52% Nurture Email 79% N/A 46% Nurture Email - CTA N/A 38% 39% N/A N/A Nurture (New) N/A 29% 38% Source: Marketo Revenue Cycle Analytics, June 2013 * Percentage Page 55 © 2013 Marketo, Inc. of all programs in channel that achieve MT Ratio > 5 Marketo Proprietary and Confidential 7.6 52%
  • 56. Key questions to ask • Which content assets work best for you at TOFU, MOFU, BOFU • Which content assets are best performing for a particular vendor (ex: paid email)? • Which assets are good for bringing in new names? • Which assets are good for opportunity creation? Page 56 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 57. Leverage Data to Determine Best Offer For Each Vendor Consider offer data, program goal, content asset, and content stage to make final determination. Page 57 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 58. Tweetable Takeaways 1.Content is the fuel for your lead gen engine. 2.Map your content to the buying stage. 3.Think lean – repurpose when possible. 4.Make sure you use the right content per channel. 5.Test and compare your content offers - know what works for your business. Page 58 © 2013 Marketo, Inc. Marketo Proprietary and Confidential @heidi.bullock