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Demand Generation: Marketo on Marketing
 

Demand Generation: Marketo on Marketing

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Learn the secrets of demand generation with this webinar detailing how Marketo is using marketing automation to nurture, score and deliver a greater number of qualified leads.

Learn the secrets of demand generation with this webinar detailing how Marketo is using marketing automation to nurture, score and deliver a greater number of qualified leads.

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  • Our #1 secret is that we believe that buying has changed forever, and that marketing and sales need to change as well.Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. In this world, it made perfect sense for marketing to pass all leads over to sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. Traditional marketing, characterized by Mad Men-style marketing, grew up in this era.
  • Two key ideas:Inbound to drive leadsDevelop them until sales ready
  • Many names are not yet our friends
  • In traditional marketing, companies need to buy (or beg) to get exposure using other people’s media. Whether it’s a display ad on a website, a booth at a tradeshow, or an email sent to a third-party list, companies are essentially “renting” attention that someone else built. This can be effective, but it’s also expensive. In contrast, with inbound marketing, companies build up their own audience and attract their own attention. They do this by creating and using relevant and compelling content to attract and convert leads – especially by having a presence when prospects search for information online or ask their social networks.
  • There are three main strategies for building your own attention.Utility. This is usually the “Freemium” model, in which a product or service is provided free of charge, but a premium is charged for advanced features, functionality, or related products or services. This can be a totally free product, an open source solution, a free trial, or something as simple as a highly useful online calculator. Regardless, to be successful, it needs to be useful with no direct human contact, and generate leads. Affinity. Some companies create great communities around themselves, which creates affinity. This is common in open source. Atlassian, which is famous for driving to $100M in revenue with zero sales people, has built an amazing ecosystem of customers, partners, and developers. Content. Create relevant and compelling content to attract and convert leads – show up when prospects search for information online or ask their social networks. This is the approach Marketo uses, so let me explain more.
  • Seed nurturing
  • Unfortunately, so many companies are producing content that there is too much to read.  To ensure our content is consumed we have to find ways to make it more visual and more consumable by our readers.  As each of you create and release content, please think of how we can share it visually (as a meme or infographic).  These can be very simple, and with the proper promotion will likely end up with more views than the actual written content piece you created.  Won’t even show up in Facebook timeline without a picture
  • Website is 4.4X better than average Paid (e.g. tradeshow)Paid Sources: AppExchange – 4.1x betterThis analysis has Virtual Tradeshow at 1.8xTradeshow – 0.8xPPC solid – 0.3x , Webinar – 0.3xOnline, Content syndication, 0.2xSocial Media – 0.1xRed velocity = NURTURE
  • How do we run 40+ programs a month?It’s so easy!!
  • “The art of maintaining permission to stay in front of your buyers as they educate themselves”Nurturing results in 50-75% more leadsLeads from our Prospect database represent $5.2M of 2012 BookingsEach 10% improvement in our Nurturing = $600K in incremental Bookings
  • Can use 411 approach here as well
  • BCG – 2X2 matrix
  • Mention Account ScoreMention Builtwith – tech systems
  • Start with the DataAccounts: CatapultContacts: ReadyContacts, Reachforce, MintigoTarget Account Lists by RepCommunication – calendar!!Dinners no work
  • Start with the DataAccounts: CatapultContacts: ReadyContacts, Reachforce, MintigoTarget Account Lists by RepCommunication – calendar!!Dinners no work
  • Rockstar “Unplugged”Sporting EventsExecutive SummitsRegional Amplification (Partners)Breakfast / Lunch (Dinner is hard)MSI InvitesEvent-automated on back-end (scale)
  • Manage it closely, make sure you start with good lists and get title right – MUST be places Sales wants to get into. Sales will like participating. Skip SDRFocus on Enabling sales to hit these non-up-the-center deals.
  • Direct mail = $40 a touchAutomatically sends email.F/u tasks automatically scheduled.34% engagement rate – 16x better than benchmarkGenerated $500k pipeline and closed 25% in first 90 days
  • Revenue Marketing = 24% of total S&M Budget16.3% budget ratio (all demand gen investment over revenue)
  • $480k ($375K on prospect generating activities)1/3 of Leads are from New Prospects, 2/3 from “Slow”