The Path To A Killer Online Marketing Strategy
 

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If you’re interested in banking on your online efforts by giving your target audience an engaging experience, you’ll definitely want to check out this presentation by Marketo’s Co-Founder and VP ...

If you’re interested in banking on your online efforts by giving your target audience an engaging experience, you’ll definitely want to check out this presentation by Marketo’s Co-Founder and VP of Marketing Content and Strategy, Jon Miller.

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The Path To A Killer Online Marketing Strategy Presentation Transcript

  • 1. The Path To A Killer Online Marketing Strategy Jon Miller, VP Marketing and Co-Founder Executive Editor of Modern B2B Marketing blog @jonmiller© 2012 Marketo, Inc.
  • 2. © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 3. INFORMATIONABUNDANCE © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 4. © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 5. © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Content Marketing for Brand & Like Brand awareness Brand preference Risk reduction Blogs Resource Center Definitive Guides Webinars Video © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Visual Content Helps Stand Out eBook Interactive Infographic 17,000 145,000 views views Hits and Long-Tail Content © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 8. Types of Content Early Stage Thought leadership and Research data, funny videos, entertainment to build curated lists, infographics, brand and awareness thought leadership Middle buyers find Tools that help Stage Buying guides, RFP templates, you when they are looking ROI calculators, whitepapers, for solutions analyst reports, webinars Late Stage Company-specific Pricing, demos, services information to help evaluate information, 3rd party reviews, and reaffirm selection customer case studies © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 9. Problems With Self-Submitted Data © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 10. Short Forms Outperform Long Forms Short (5) Medium (7) Long (9) Conversion: 13.4% Conversion: 12.0% Conversion: 10.0% Cost per: $31.24 Cost per: $34.94 Cost per: $41.90 © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 11. Test, But Don’t Over Test! Number of Tests T = number of tests W = weeks for test R = responses / conversions per day www.marketo.com/calculator © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 12. Social MarketingPaid and Organic
  • 13. Social Marketing in Context Social Social Enterprise Listening Page Social Social Management Campaigns Engagement © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 14. Twitter Promoted Tweets • Combination of search & timeline campaigns • $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to date © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 15. Facebook and EdgeRank • Time Decay • Weight • Affinity © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 16. Facebook Timeline Campaigns © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Facebook Display Advertising © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 18. Slideshare • $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $148k pipeline to date © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 19. LinkedIn Definitely • Build a Company Page and Drive Followers • Participate in Groups • Share Status Updates and Links • Answer Questions Consider • Paid Advertising with Amazing Targeting • Marketo’s initial ROI not attractive © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 20. Also © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 21. ROI On Social Advertising: Tale of Two Types • Facebook and LinkedIn display ads not effective (yet) • Twitter drove many Prospects, especially early on, but slow to convert to Lead • Facebook memes are working great (but still new) • Slideshare great for acceleration (not lead gen), but smaller Source: Marketo Revenue Cycle Analytics © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 22. © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 23. © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 24. © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 25. Test & Tune With Social Funnel Metrics © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 26. © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 27. Making Every Campaign Social Social Lift Social Lift Reach & Engagement Social Lift Social Lift Social Lift Social Lift Website Landing Email Facebook Events Pages Online Ads Pages © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Other Lead Generation
  • 29. Marketo Prospect Generation: Last 12 Months Source Prospects Invest- % Lead Velocity Opp Index ment 12 mo (Days) Lead to 3rd Party Email Blast 19,039 $43 30% 147 0.2 Trade Show 12,619 $53 29% 153 1.0 Virtual Trade Show 4,120 $40 32% 213 0.8 Paid Webinar 3,849 $63 36% 156 0.4 Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8 Content Syndication 2,302 $126 40% 178 0.2 AppExchange 1,306 $26 80% 26 0.9 Website/Inbound 3,352 57% 75 2.8 Referral / WOM 179 36% 158 10.9 Sales Prospecting 440 28% 108 3.6 Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012 © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 30. Middle of the Funnel
  • 31. AT THE DANCEBut who is dancing? © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 32. Processes at scale © 2012#RevEngine Marketo, Inc. @JonMiller Marketo Proprietary and Confidential
  • 33. Lead Nurturing Relevance 1. BUYING STAGES 2. PERSONA • Early (Pre-MQL) • Molly Marketer • Mid (MQL) • Sam Sales • Late (Opportunity) • Jack Executive • Customer 4-1-1 cadence for content 3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLN © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 34. A Framework for Lead Scoring Explicit Inferred What the prospect tells you What you observe or infer Fit • Data append Are you inter- • Demographics (title) • Data quality ested in them? • Firmographics (size) • Corporate email Positive + • Geo Location Negative Factors • Behaviors (engagement) Interest • BANT • Social activity Are they inter- ested in you? • “Act Now” behaviors Get The “Definitive Guide to Lead Scoring” http://bit.ly/DGtoLS © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 35. Prioritizing Sales Time • Free Trial form • Viewed weekly live demo • Contact Me form • Viewed deep dive demo • Visited the detailed • Viewed demo on AppExchange pricing page • Request live demo 𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 𝐒𝐨𝐫𝐭 = 𝑩𝒆𝒉𝒂𝒗𝒊𝒐𝒓 + 𝑵𝒆𝒕 𝑫𝒆𝒎𝒐𝒈𝒓𝒂𝒑𝒉𝒊𝒄 × 𝟏𝟎 © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 36. Stars and Flames show priority Full list of Interesting Moments © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 37. Measuring Online Marketing’sImpact on Revenue
  • 38. Why Measuring Programs is Hard • Multiple touches. Seven touches needed to convert a cold lead into a sale • Multiple influencers. Typical buying committee has 5-21 people • Tyranny of time. The money you invest today will have an uncertain impact at an uncertain point in the future © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 39. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 40. Example: Multi-Touch Attribution Screenshot: Marketo Revenue Cycle Analytics © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 41. More Key Takeaways 1. Optimize Facebook EdgeRank to nurture relationships socially 2. Authentic social interaction drives more ROI than paid ads 3. Leverage “peer-to-peer” influence to give every campaign a social boost @jonmiller 4. Most leads are not “ready-to- dance” – nurture relationships over time 5. To measure ROI of social, you need to track all interactions with an account © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 42. Additional Resources The Definitive Guide to Social Marketing http://bit.ly/DGtoSM The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM Personalized Benchmark on Email Marketing http://www.marketo.com/benchmark © 2012#RevEngine Marketo, Inc. Marketo Proprietary and Confidential
  • 43. & Jon Miller @jonmillerjon@marketo.com