• Like

Maximizing Today's Hottest Content Channels: Driving Leads Through Mobile, Social, and Video

  • 650 views
Uploaded on

Every marketer is trying to tap into the power of mobile, social, and video content, but how can you use these mediums to provide relevant and personalized content to anonymous visitors and—even more …

Every marketer is trying to tap into the power of mobile, social, and video content, but how can you use these mediums to provide relevant and personalized content to anonymous visitors and—even more importantly—turn them into qualified leads? In this session, we will discuss how you can effectively leverage today's hottest content formats and delivery channels to attract and nurture potential buyers.

You will learn:
• How to deliver personalized and relevant video content on web and social sites
• How you can apply elements of nurturing to even anonymous audiences to drive leads
• Ways to optimize your marketing and sales efforts with online and mobile video

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
650
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
18
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • 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.
  • But now, there is an explosion of readily available information… This is a recent phenomenon… The web as a mainstream solution is only 13 years old Over the next 4 years, we will generate more data than the entire previous history of the world Social creates even more sources of information Mobile is transforming not just our access to information – but how we interact with people. When did it become OK to look up info at the dinner table?All this access to information changes the power dynamics between buyer and sales people. Today buyers get most of their information themselves and don’t want to talk to a sales person until they are much further along. [Example: last time I bought a car.] SiriusDecisions says that 70% of the buying cycle has already taken place before buyers are willing to engage with a live sales person.
  • See nurturing…
  • The casual, “social” nature of socialis perfect for nurturing leads. Rather than the stuffy, uptight, or high-pressure reputation that haunts sales departments, social marketing allows you to build a relationship with qualified prospects in an informal, personable, low-pressure way.But you need your posts to show up! Explain Edgerank…Weight - different types of posts receive different points off the bat. In order from most to least points.Videos and photos – VISUAL A MUSTPosts that link to other Facebook pagesPosts that link to other websitesA plain old post gets the least number of pointsTHEN Shares, Comments, LikesIn this actual feed from one of our Prospects, Marketo’s posts shows highest b/c she likes our stuff, comments = high affinity.So important to keep your Affinity high, which can be measured by ‘people talking about this’How do we keep affinity high?
  • We also use the fun content for lead gen. 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.)You can use Promoted Posts to dramatically increasethe # who view it… 20% of our fans saw this organically (~10K)Paid added 300Kviews!
  • HERE IS THE MONEY SLIDE! (Literally and figuratively.)Summarizes our ROI… Key point – paid ads don’t work great in social, but being authentically social does…So how do we take advantage of that learning?
  • See customer preso
  • See customer preso
  • Make every sharing trackable, then testable and optimize over time
  • 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).
  • First reason: capturing & keeping the attention of your audience
  • Decision makers at ever level like video: including the C-Suite, who may have an even less time to give you than others: you need to communicate fast and with impact and make it easy. 60% of senior execs prefer watching online video over reading text80% of execs say they watch more video than they did last year (no wonder CEOs are so busy)If you don’t – you’ll miss the boat: 92% of your peers are doing it for demand generationAnd Google loves video – Google now places more emphasis on “content that engages, educates and incentivizes users to stay on a company’s website.” Well video does all these things, and as I’m sure you noticed, YouTube videos pop up are all over the place these days when you did a normal Google web search. It means that video content gives you the opportunity to rank higher in Google for your target keyword phrases.
  • Key pointsVideo can run the spectrum of types and purposes: from free home-made YouTube videos to expensive, high-production quality Super Bowl commercials.But it’s also webinar archives, product demos, eLearning, and more, running the spectrum in terms of cost and quality. It’s anything that synchronizes moving pictures and audioIt is being use not just for the top of the funnel for social channels or demand generation, but to accelerate sales conversations and strengthen customer relationshipsAnd it can be really easy to do!
  • “Prepare” getting reps ready for sales conversations: Egencia example: What your Leads are telling you (Egencia: We often assume our sales team understand marketing channels and tactics. Our recent Brainshark, “What are your LEADS trying to tell you?” explained our PPC and display advertising programs to the sales team in a step-by-step way, so the sales people could be more thoughtful in their follow up.)This was a good overview for the people who could not attend the live session, as well as a resource for onboarding new employees in the future.“Engage” prospecting“Advance” is about sharing of content via URL and leveraging viewer tracking/analytics so you can follow up with your audience more effectively.
  • “Prepare” getting reps ready for sales conversations: Egencia example: What your Leads are telling you (Egencia: We often assume our sales team understand marketing channels and tactics. Our recent Brainshark, “What are your LEADS trying to tell you?” explained our PPC and display advertising programs to the sales team in a step-by-step way, so the sales people could be more thoughtful in their follow up.)This was a good overview for the people who could not attend the live session, as well as a resource for onboarding new employees in the future.“Engage” prospecting“Advance” is about sharing of content via URL and leveraging viewer tracking/analytics so you can follow up with your audience more effectively.
  • “Prepare” getting reps ready for sales conversations: Egencia example: What your Leads are telling you (Egencia: We often assume our sales team understand marketing channels and tactics. Our recent Brainshark, “What are your LEADS trying to tell you?” explained our PPC and display advertising programs to the sales team in a step-by-step way, so the sales people could be more thoughtful in their follow up.)This was a good overview for the people who could not attend the live session, as well as a resource for onboarding new employees in the future.Advance = demo’s saved 20 Weeks of A Salesperson’s Time in Live Demos“Engage” prospecting“Advance” is about sharing of content via URL and leveraging viewer tracking/analytics so you can follow up with your audience more effectively.
  • Here are 5 best practices – lets buzz through then I’ll show to show examples of a few of themKeep it shortMake it interactive - while you want content to be free on the social web, use calls to action within it – after you’ve offered something of value, drive to next steps where you have even more to offer, either to continue to provide helpful info – perhaps inviting social audiences to your own site, or to ask prospects to provide a little more info to get something of value. Re-use video assets in EVERY way you can on every channel and measure which channels are most effective. Video marketing or mobile marketing shouldn’t be a silo. Think about using these tactics across channels and at every stage of seed nurturing or lead nurturing and customer communications. Combine video with other media types – it can help you increase conversions on web forms, or attract those audiences at the earliest stages to engage in other ways. On web pages were you post or embed video, optimize those for search using text summaries about what is contained in the within the video and use relevant keywords. And even though you’ll want to make much or most of your content free without registration, you may have content that your audience would consider worth the premium of registration at the right stages. Last consider next steps – use Let’s show some examples of these tips.
  • Example of video Shared on TwitterExample of keeping & short and setting expectationsEnticement of hearing directly from the expert
  • Video can be a very interactive medium rather than a passive one… in this example from Corporate Visions, there’s an interactive poll to get the audience MORE engaged offering their thougths, or in this by Franklin Templeton, audiences can go to additional content on relevant topics.
  • Here’s an example of both re-using video content ACROSS many channels, AND combining it with other types of media, and this is an example of our own. It started with a white paper we produced on the convergence of the video, mobile and social media trends and the implications for businesses. It was a valuable piece of thought leadership content which, of course, we wanted to promote. So we took some key stats and compelling nuggets of information from it and put it into a nicely designed Powerpoint with cool animations, uploaded it to Brainshark, added some accompanying background music, and, voila, we had a video trailer for the white paper. We then promoted the video through social media channels including Twitter, Facebook and LinkedIn, and we published a copy to YouTube. THEN we wrote a blog article to explain HOW to create a simple video infographic similar to our, embedding our video in within the blog article, and posted the article as a guest blogger on a another relevant site, the Content Marketing Institute. The How-to topic was just as popular as the topic of the thought leadership! As Jon Miller said – always be helping! We promoted all of this content. of course, in various places on our website, ran Google adwords campaigns to promote it…and within the video – in ALL cases wherever you might find it – we pointed people to an SEO optimized landing page we set up that included a registration form so we could collect leads. And these leads – which include several hundred – have tended to be some of the most qualified leads we get.
  • Succeed or fail QUICKLY – and adjust quickly.
  • Since this webinar is about how we use these tactics to Generate Demand, measurement is key. Measurement can give you powerful insight about the appeal of your video content, HOW WELL you are truly engaging your audiences, and what topics are working best on what channels. Run your own A/B tests to see how video can help conversions. As you develop a reputation for thought leadership and gain that trust of your audiences, monitor trends in search traffic for your company and brand, and your subscribers to social channels.

Transcript

  • 1. © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialMaximizing Todays HottestContent Channels: Driving LeadsThrough Mobile, Social, and Video
  • 2. © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialJon MillerSubscribe to blog.marketo.com@jonmiller1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard, captain of highschool debate team and newspaper staff4. My first child was born the same monththat we incorporated Marketo
  • 3. Page 3© 2013 Marketo, Inc. @jonmiller
  • 4. Page 4© 2013 Marketo, Inc. @jonmillerAbundanceInformation
  • 5. Page 5© 2013 Marketo, Inc. @jonmillerInvestmentReturnContentTradeshows
  • 6. Page 6© 2013 Marketo, Inc. @jonmillerContent Resources: Regular and MobileResponsive Design
  • 7. Page 7© 2013 Marketo, Inc. @jonmillerWebsitePersonalization• Known /Unknown• Repeat Visitor• Referral Source• Revenue Stage• Industry• Company Size• Blog Subscriber• ContentDownloads
  • 8. Page 8© 2013 Marketo, Inc. @jonmillerSocialMediaLeads DoNot Comein a Box-@jonmiller8
  • 9. Page 9© 2013 Marketo, Inc. @jonmillerEdgeRank• TimeDecay• Weight• Affinity
  • 10. Page 10© 2013 Marketo, Inc. @jonmillerI’m going to make you anoffer you can’t refuse.Learn how to make themost out of every lead inyour database.Download The DefinitiveGuide to Lead Scoring:http://marketo.com/DG2LS
  • 11. Page 11© 2013 Marketo, Inc. @jonmillerROI On Social Advertising: Tale of Two Types• Traditional display ads on Facebook not effective• Twitter conversions slow to convert to Lead• Facebook memes and other highly engaging ads areworking great• Slideshare great for acceleration (not lead gen)Source: Marketo Revenue Cycle Analytics
  • 12. Page 12© 2013 Marketo, Inc. @jonmiller
  • 13. Page 13© 2013 Marketo, Inc. @jonmillerReach&EngagementSocialLiftSocialLiftSocialLiftSocialLiftSocialLiftLandingPagesWebsite FacebookPagesOnline Ads EmailSocialLiftEventsMaking Every Campaign Social
  • 14. Page 14© 2013 Marketo, Inc. @jonmiller
  • 15. Page 15© 2013 Marketo, Inc. @jonmillerTest & Tune With Social Funnel Metrics
  • 16. Page 16© 2013 Marketo, Inc. @jonmillerBut Who is Ready?You Got Them to the Dance
  • 17. Page 17© 2013 Marketo, Inc. @jonmillerKey Takeaways• Information abundance createsattention scarcity• Use information to personalizeweb experiences• Optimize content for mobile• Make every campaign social• Nurture: Only 20% of newqualified Prospects are ready toengage with Sales
  • 18. Page 18© 2013 Marketo, Inc. @jonmillerVideo, Mobile, and Social• Why it matters• Styles of video• Compelling applicationsto drive demand• Best practices &examplesJoan BabinskiVP MarketingBrainshark, Inc.@jabobabo
  • 19. Page 19© 2013 Marketo, Inc. @jonmillerWhy Video for B2B?
  • 20. Page 20© 2013 Marketo, Inc. @jonmillerWhy Video for B2B?60% of senior execs say they prefer videoover text92% of B2B Marketers use video for demandgenMobile! 54 million mobile video views in2012 and views 3X as longGoogle LOVES Video Content
  • 21. Page 21© 2013 Marketo, Inc. @jonmillerProductDemosRecordedWebinarsTestimonialsTrainingVideosHigh-production adsA Range of Video TypesExecutivePerspectivesUser-generate
  • 22. Page 22© 2013 Marketo, Inc. @jonmillerVideo at Every Stageof the Customer LifecyclePrepareEngageAdvance
  • 23. Page 23© 2013 Marketo, Inc. @jonmillerVideo at Every Stageof the Customer LifecyclePrepareEngageAdvance
  • 24. Page 24© 2013 Marketo, Inc. @jonmillerVideo at Every Stageof the Customer LifecyclePrepareEngageAdvance
  • 25. Page 25© 2013 Marketo, Inc. @jonmillerBest Practices for Demand GenerationVideos1. Keep it short & set expectations2. Make it interactive: use calls toaction, questions3. Re-use across social & web channels4. Combine w/ other media types5. Optimize pages for video search6. Identify your “premium” video content7. Integrate with lead scoring & next steps8. Measure & adjust
  • 26. Page 26© 2013 Marketo, Inc. @jonmillerBrainshark On Demand™
  • 27. Page 27© 2013 Marketo, Inc. @jonmillerKeep it Short, Set Expectations
  • 28. Page 28© 2013 Marketo, Inc. @jonmillerCalls to Action & Interactivity
  • 29. Page 29© 2013 Marketo, Inc. @jonmillerUse Video Across Channels
  • 30. Page 30© 2013 Marketo, Inc. @jonmillerWhat Can Your Video Tell You?Engagement: Know quickly howwell your content is working
  • 31. Page 31© 2013 Marketo, Inc. @jonmillerWhat Can You Measure?Content & Context:• Which video content is most effective?• Who is viewing what & for how long?• How well are you holding their attention?• On what social channels, devices content wasviewed?• Sharing activity• Interests & needs (through interactivity)Demand Generation Impact:• Conversions• Branded search volume• Subscribers to social channels
  • 32. Page 32© 2013 Marketo, Inc. @jonmillerLead Scoring & Next Steps• Prospects who watch videoare given a higher scorefor sales readiness• Use view % to setbenchmark
  • 33. Page 33© 2013 Marketo, Inc. @jonmillerTop 3 Takeaways1. Keep it short2. Optimize video formobile audiences3. Measure & adjustVideo Marketing eBookRequest via Twitter@brainshark or visitwww.brainshark.com
  • 34. Page 34© 2013 Marketo, Inc. @jonmillerAdditional ResourcesThe Definitive Guide to Social Marketinghttp://marketo.com/DG2SMThe Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MMPersonalized Benchmark on Email Marketinghttp://marketo.com/DG2MA
  • 35. © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialQuestions?Jon Miller@jonmillerSubscribe to blog.marketo.comJoan Babinski@jabobabo