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

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In this presentation by Heidi Bullock, Director of Demand Generation at Marketo, you'll learn how to optimize your inbound and outbound marketing efforts. Topics include: social marketing, content …

In this presentation by Heidi Bullock, Director of Demand Generation at Marketo, you'll learn how to optimize your inbound and outbound marketing efforts. Topics include: social marketing, content marketing, and events.

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  • 1. © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialIntegrated Demand Generation:Top Tips for Marketers Who Need to doit AllHeidi Bullock, Director Demand Generation, Marketo@heidibullock
  • 2. Page 2© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialNot for the Faint of Heart
  • 3. Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. Page 4© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialI need MORESQLs andopportunities!!!
  • 5. © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialInbound Marketing
  • 6. Page 6© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Page 7© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSome Inbound Marketing TacticsSource: Optify.net
  • 8. © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialContentQuick Tips
  • 9. Page 9© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialTip One: Make it visual145,000views17,000viewseBook Interactive InfographicHits and Long-Tail Content
  • 10. Page 10© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialResearch data, funny videos,curated lists, infographics,thought leadershipTip Two: Map Content to Buying StageThought leadership andentertainment to buildbrand and awarenessTools that help buyers findyou when they are lookingfor solutionsCompany-specificinformation to help evaluateand reaffirm selectionBuying guides, RFP templates,ROI calculators, whitepapers,analyst reports, webinarsPricing, demos, servicesinformation, 3rd party reviews,customer case studiesEarly Stage - AwarenessMiddle Stage - EvaluationLate Stage - Purchase
  • 11. Page 11© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialTip Three: Repurpose! Repurpose!
  • 12. © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSocial MarketingQuick Tips
  • 13. Page 13© 2013 Marketo, Inc. Marketo Proprietary and Confidential6 Social Marketing Golden Rules1. Don‟t take yourself too seriously2. Inbound is not enough3. You must have good content andsolid offers4. You will need a strong call to action5. Always add value6. Never forget that social is a two-waystreet
  • 14. Page 14© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialFacebook for Lead Generation
  • 15. Page 15© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialFacebook and EdgeRank
  • 16. Page 16© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialTwitter Promoted Tweets - Timelines• Use gated resourcepages• Have strong CTA• Can still be playful andfun• Results depend oncontent and message
  • 17. Page 17© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialThe 4-1-1 Rule“For every one self-serving tweet, you should re-tweetone relevant tweet and most importantly share fourpieces of relevant content written by others.”Do This Not ThisI‟mawesome
  • 18. Page 18© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialCompany Page• Key rich text• Add Specialties• Consider video• Add RSS and enable„show news‟
  • 19. Page 19© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSlideshare• Make it part of something bigger• Base your presentation on your expertise• Take it on the road• Activate form capture to collect leads
  • 20. Page 20© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialThe Power of Peer to Peer• Company to Buyer: 33% Trust• Buyer to Buyer: 92% TrustWOW!!
  • 21. Page 21© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialFrictionless & Incentivized Sharing• Make every campaign social• Increase your visibility andengagement
  • 22. © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialOutbound MarketingQuick Tips
  • 23. Page 23© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPowerful 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
  • 24. Page 24© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPaid Email Campaigns1. Good vendors2. Negotiate when possible3. Email design – soup to nuts4. Relevant and vetted offer5. Test!6. Back up plan if results don’tmeet your goal
  • 25. Page 25© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialEvents Webinar: Multi-Touch PromotionTypical Webinar Promotion:Series Invite + Big BangPress ReleaseT-2 weeks inviteT-1 weeks invite v2T-2 days inviteTypical Webinar Confirmation:Confirmation EmailReminder 2 days prior –Email and BoxpilotReminder 1 hour priorTypical Webinar Follow-up:Minutes after event withslides1-2 days later withrecordingPhone call (Leads)
  • 26. Page 26© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialEvents (all): Follow-Up Fast1. Email with slides outwithin the hour2. Recording out within48 hours3. Immediate salesnotifications and“interestingmoments”4. Follow-up surveyincluded requestsfor a demo5. Follow-up offers tocontinueengagement
  • 27. Page 27© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialEvents (all): Make it ScalableClone CompleteProgramsTrack Costs and Tagsfor MeasurementUse “Tokens” ToParameterize
  • 28. Page 28© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialDirect Mail – part of an integrated campaign45% of social networkusers have donesomething as a result ofDirect Mail they‟vereceived
  • 29. Page 29© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialContent Syndication:Tips1. Consider mid-stage content2. Gate content3. System integration4. Get credit5. New names matter6. Freshness
  • 30. Page 30© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialKey Takeaways1. Need a mix of inbound and outboundfor a successful demand gen strategy2. Repurpose content3. Consider 4-1-1 approach for socialcampaigns4. Leverage “peer-to-peer” influence togive every campaign a social boost5. Apply smart thinking for outbound like‘follow up fast’ and ‘make it scalable’for better results6. Measure every chance you get and beable to course correct in real-time@heidibullock
  • 31. © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialHeidi Bullock@heidibullockhbullock@marketo.com&