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How Content Marketing Automation Can Boost ROI & Drive Growth

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  • 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Why Content Marketing Automation Is Your New Best Friend (With Benefits) #LaunchPoint Leo Strupczewski, Monetate Randy Frisch, Uberflip Maggie Jones, Marketo
  • 2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your Speakers Leo Strupczewski Content Manager Randy Frisch COO & Co-Founder Maggie Jones Content Marketing Specialist
  • 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides and the recording of today’s webinar • Twitter hashtag: #LaunchPoint
  • 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential CONTENT MARKETING
  • 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential WHY IT’S HOT
  • 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential WHY IT’S NOT
  • 11. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 4 Pillars of Content Marketing Authoring Experience Distribution Measurement
  • 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 4 Pillars of Content Marketing Authoring Distribution
  • 13. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Example: Why do resource centers fail? Backend Developer Graphic Designer Demand Gen Frontend Developer Marketing Mary
  • 14. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Solution: Content Marketing Automation
  • 15. Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential It doesn’t stop with the resource center! Mary becomes the the content quarterback: Landing pages Social hubs Campaigns Sales enablement Tailored experiences
  • 16. Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential MONETATE’S TARGET AUDIENCE Digital marketers who are looking to create more relevant online experiences Includes retail / ecommerce, B2B and many other verticals
  • 18. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential HOW MONETATE USES MARKETO Using Marketo for 5 years focusing on: Landing pages Lead nurturing and lead scoring Demand generation and multi-touch attribution Syncing with Salesforce
  • 19. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential MONETATE’S CONTENT STRATEGY Build credibility and thought leadership Content that aligns with buyer interest Content that aligns with Monetate’s offering
  • 20. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Understanding what’s working and which content converts Improving sales enablement Creating a better customer experience MONETATE’S CONTENT MARKETING CHALLENGES Giving the marketing team more control
  • 21. Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 22. Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Monetate’s Content Hub!
  • 23. Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 250% increase in conversion RESULTS Landing Page Integrates with Marketo Combines the power of a Marketo landing page with the quicker access to the content!CTA Overlay
  • 24. Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Triggering campaigns in Marketo based on content engagement Enhance lead scoring in Marketo based on consumption patterns WHAT’S NEXT Better insights > increased content ROI
  • 25. Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 26. Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 31. Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 32. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential WHY WORKED FOR Quick & easy setup live within 24 hours Few resources needed less costly than building in house Increased productivity better workflow for the marketing and demand gen teams Integrated with Marketo connecting content hub to Marketo for better insight Measurable results 250% increase in conversion rate for content
  • 33. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 34. Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential EXPERIENCE MATTERS
  • 35. Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential TARGETING MATTERS
  • 36. Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential CONTROL MATTERS
  • 37. Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential CTAs MATTER
  • 38. Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 39. Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Q&A
  • 40. Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Leo Strupczewski Content Manager Randy Frisch COO & Co-Founder Maggie Jones Content Marketer
  • 41. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Thank you!