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Demand Generation: Top Tips for Marketers Who Need to do it All

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Demand generation is not for the faint of heart. It is a continual dance of program optimization, finding new programs and channels, and trying to keep costs at a reasonable level – all to hit …

Demand generation is not for the faint of heart. It is a continual dance of program optimization, finding new programs and channels, and trying to keep costs at a reasonable level – all to hit growing revenue and growth goals. This session will provide actionable tips and strategies that you’ll be able to immediately implement to optimize both the inbound and outbound programs in your demand generation mix.

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  • 1. Demand Generation: Top Tips for Marketers Who Need to do it All Heidi Bullock, Director Demand Generation, Marketo @heidibullock© 2013 Marketo, Inc.
  • 2. Not for the Faint of Heart © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 3. © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 4. I need MORE SQLs and opportunities!!! © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 5. Inbound Marketing
  • 6. © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Some Inbound Marketing Tactics Source: Optify.net © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 8. ContentQuick Tips
  • 9. Tip One: Make it visual eBook Interactive Infographic 17,000 145,000 views views © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 10. Tip Two: Map Content to Buying Stage Early Stage - Awareness Thought leadership and Research data, funny entertainment to build videos, curated brand and awareness lists, infographics, thought leadership Middle Stage - Evaluation Tools that help buyers find Buying guides, RFP templates, you when they are looking ROI calculators, whitepapers, for solutions analyst reports, webinars Late Stage - Purchase Company-specific Pricing, demos, services information to help evaluate information, 3rd party and reaffirm selection reviews, customer case studies © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 11. Tip Three: Repurpose! Repurpose! © 2013 2012 Marketo, © Marketo, Inc.#RevEngine Inc. Marketo Proprietary and Confidential
  • 12. Social MarketingQuick Tips
  • 13. 6 Social Marketing Golden Rules 1. Don‟t take yourself too seriously 2. Inbound is not enough 3. You must have good content and solid offers 4. You will need a strong call to action 5. Always add value 6. Never forget that social is a two-way street © 2013 2012 Marketo, © Marketo, Inc.#RevEngine Inc. Marketo Proprietary and Confidential
  • 14. Facebook for Lead Generation © 2013 2012 Marketo, © Marketo, Inc.#RevEngine Inc. Marketo Proprietary and Confidential
  • 15. Facebook and EdgeRank © 2013 2012 Marketo, © Marketo, Inc.#RevEngine Inc. Marketo Proprietary and Confidential
  • 16. Twitter Promoted Tweets - Timelines • Use gated resource pages • Have strong CTA • Can still be playful and fun • Results depend on content and message © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 17. The 4-1-1 Rule “For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.” Do This Not This I‟m awesome © 2013 2012 Marketo, © Marketo, Inc.#RevEngine Inc. Marketo Proprietary and Confidential
  • 18. Company Page • Key rich text • Add Specialties • Consider video • Add RSS and enable „show news‟ © 2013 2012 Marketo, © Marketo, Inc.#RevEngine Inc. Marketo Proprietary and Confidential
  • 19. Slideshare • Make it part of something bigger • Base your presentation on your expertise • Take it on the road • Activate form capture to collect leads © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 20. The Power of Peer to Peer • Company to Buyer: 33% Trust • Buyer to Buyer: 92% Trust WOW!! © 2013 2012 Marketo, © Marketo, Inc.#RevEngine Inc. Marketo Proprietary and Confidential
  • 21. Frictionless & Incentivized Sharing • Make every campaign social • Increase your visibility and engagement © 2013 2012 Marketo, © Marketo, Inc.#RevEngine Inc. Marketo Proprietary and Confidential
  • 22. Outbound MarketingQuick Tips
  • 23. Powerful Impact = inbound + outbound • Inbound does not always drive people to take action • There are late adopters who need a push • Demand gen is about optimizing for different scenarios © 2013 2012 Marketo, © Marketo, Inc.#RevEngine Inc. Marketo Proprietary and Confidential
  • 24. Paid Email Campaigns 1. Good vendors 2. Negotiate when possible 3. Email design – soup to nuts 4. Relevant and vetted offer 5. Test! 6. Back up plan if results don’t meet your goal © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 25. Events Webinar: Multi-Touch Promotion Typical Webinar Promotion: Typical Webinar Confirmation: Series Invite + Big Bang Confirmation Email Press Release Reminder 2 days prior – T-2 weeks invite Email and Boxpilot T-1 weeks invite v2 Reminder 1 hour prior T-2 days invite Typical Webinar Follow-up: Minutes after event with slides 1-2 days later with recording Phone call (Leads) © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 26. Events (all): Follow-Up Fast 1. Email with slides out within the hour 2. Recording out within 48 hours 3. Immediate sales notifications and “interesting moments” 4. Follow-up survey included requests for a demo 5. Follow-up offers to continue engagement © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 27. Events (all): Make it Scalable Use “Tokens” To Parameterize Track Costs and Tags Clone Complete for Measurement Programs © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Direct Mail – part of an integrated campaign Merge online strategies with offline © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Content Syndication: Tips 1. Consider mid-stage content 2. Gate content 3. System integration 4. Get credit 5. New names matter 6. Freshness © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 30. Key Takeaways 1. Need a mix of inbound and outbound for a successful demand gen strategy 2. Repurpose content 3. Consider 4-1-1 approach for social campaigns 4. Leverage “peer-to-peer” influence to give every campaign a social boost @heidibullock 5. Apply smart thinking for outbound like ‘follow up fast’ and ‘make it scalable’ for better results 6. Measure every chance you get and be able to course correct in real-time © 2013 2012 Marketo, © Marketo, Inc.#RevEngine Inc. Marketo Proprietary and Confidential
  • 31. Q&A Heidi Bullock @heidibullockhbullock@marketo.com