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Lead Generation and Marketing Automation, Featuring Marketo
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Lead Generation and Marketing Automation, Featuring Marketo

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In this webinar presentation, Marketo’s VP, Marketing Content and Strategy, Jon Miller and Mediative’s Senior Manager, Direct Marketing, Angie Dzwonkiewicz cover the following topics: …

In this webinar presentation, Marketo’s VP, Marketing Content and Strategy, Jon Miller and Mediative’s Senior Manager, Direct Marketing, Angie Dzwonkiewicz cover the following topics:

- The different types of channels and strategies that are used to generate leads.
- The role of social media in lead generation.
- How to implement and get the most out of lead scoring.
- How to know which lead management platform is right for you.
- How to measure your success.

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  • 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.
  • 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).
  • With this change, marketing has the opportunity to seize the day and take a much larger share of revenue – since Marketing is responsible for that 70%. Requires Marketing to think as rigorously about their process as Sales typically thinks about their. Here’s Marketo’s…. If you’ve seen this before, you’ll notice a few tweaks. Two key ideas:Inbound to drive leadsDevelop them until sales ready
  • A lead is not defined by name and email address alone. We consider folks who submit their personal details through a form to be a subscriber. It’s only when we’ve added them to our lead nurturing communications and they begin to increase activity do they start to take the form of a lead. So our objective is to take these subscribers we acquire through various marketing channels and turn them into qualified sales leads. This takes time in a b2b model and its not always possible to convert a subscriber to a sales lead instantly when your audience is involved in the purchase decision for higher ticket / higher risk purchases. This is why we decided to take the content marketing approach within our lead management strategy to keep the conversation alive with those that expressed interest in our services or insights, and help us learn more about the audience that is engageing with us to fuel future lead gen tactics and content planning. Buyers show up, but may not be ready to buy LEAD GENERATION IS CONTENT MARKETINGHave to keep running these in parallels as they strongly correlate to eachother – marketing automation facilitates thisBenefits: keep conversation alive with folks who have expressed an interest or need
  • Mapping content to intentFocus on what they are searching for to solve a pain and move away from in-house product jargon to describe your solutionsAlign with the buying cycleEarly-stage leads: Look to create content that educates and helps them with their business challenges, like blog posts and white papers.Mid-stage leads: Give your readers proof of ROI for your services, so they can build a business case around your offerings. Look to content like testimonials, data sheets, and case studies here.Late-stage leads: Here’s where you want to give them content that can overcome doubts and demonstrate why you’re better than your competitors, such as comparison sheets and customized content.Now, one of the biggest mistakes made is offering a lead gen option that has a high perceived risk proposition. What do I mean by that? Well, a free one hour consult is a high risk offer. In your mind (if you’re a service provider) you’re thinking, “I’m willing to give away an hour of my time—that’s real value.” But in your prospect’s mind, here’s what they’re thinking, “I’m not going to take that one free hour consult in order to give him/her an hour to try to sell me more expensive services.” Do you see the difference? In your mind, this is a low risk offer. But in theirs, it’s a high risk proposition because there’s a high chance they they’re going to be sold something more expensive (for “free”).So, if your lead gen isn’t producing the kinds of leads you want, go back and check your offer. If you have a great offer, people will take you up on it. If they aren’t, the market is telling you something (i.e. “Rework your offer.”). Remember, you run a business. And in business, numbers tell the story. If people aren’t taking you up on your offer, then you need a better offer. It doesn’t matter what you think of your offer. The market is telling you something.Best practics, expert opinions, strategic insight, digital research, quick wins, opportunity
  • Mapping content to intentFocus on what they are searching for to solve a pain and move away from in-house product jargon to describe your solutionsAlign with the buying cycleEarly-stage leads: Look to create content that educates and helps them with their business challenges, like blog posts and white papers.Mid-stage leads: Give your readers proof of ROI for your services, so they can build a business case around your offerings. Look to content like testimonials, data sheets, and case studies here.Late-stage leads: Here’s where you want to give them content that can overcome doubts and demonstrate why you’re better than your competitors, such as comparison sheets and customized content.Now, one of the biggest mistakes made is offering a lead gen option that has a high perceived risk proposition. What do I mean by that? Well, a free one hour consult is a high risk offer. In your mind (if you’re a service provider) you’re thinking, “I’m willing to give away an hour of my time—that’s real value.” But in your prospect’s mind, here’s what they’re thinking, “I’m not going to take that one free hour consult in order to give him/her an hour to try to sell me more expensive services.” Do you see the difference? In your mind, this is a low risk offer. But in theirs, it’s a high risk proposition because there’s a high chance they they’re going to be sold something more expensive (for “free”).So, if your lead gen isn’t producing the kinds of leads you want, go back and check your offer. If you have a great offer, people will take you up on it. If they aren’t, the market is telling you something (i.e. “Rework your offer.”). Remember, you run a business. And in business, numbers tell the story. If people aren’t taking you up on your offer, then you need a better offer. It doesn’t matter what you think of your offer. The market is telling you something.Best practics, expert opinions, strategic insight, digital research, quick wins, opportunity
  • Creating all these different types of content pieces can be time consuming and involve many variables so you want to make sure your content is being communicated properly and through the right channels. This is where marketing automation begins to hold value. We use Marketo not only to get our newest insights and research to our subscribers first, but also to send thought leadership to specific verticals and based on behaviour as well as measure engagement of content from outside sources such as social platforms, the web, third parties, etc.Exclusivity to latest research CampaignsHow to communicate through these campaigns – using all your marketing channels and marketing automation to support this.Audience is not willing to talk to sales until very last stages of their journey – communication throughout the journey keeps you top of mind as they narrow their focus and vendor evaluation process
  • Triggers Lead Qualification Specialist:Scores 15 points in 1 dayScores 20 points in 3 daysScores 20 points in 1 weekMultiple downloads by product
  • Measurement is all about data and behaviour analysis.Subscribers v.s qualified leadsWhat content is generating goal success?Popular downloads and who is downloading them?What marketing channel did they find the content from?
  • Raw Lead ConversionSync w/SalesforceMarketo Lead Score CheckpointTriggers Sales/Marketing
  • 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
  • See customer preso
  • Lead nurturing is a complicated topic and it could cover an entire presentation – in fact, I wrote a book on it (get it at bit.ly/DGtoLN). But if I had to summarize into one word, it’s relevance. If your lead nurturing is not relevant, your prospects will opt-out… or more likely emotionally opt-out and just stop paying attention.
  • The casual, “social” nature of social is 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 increase the # who view it… 36% of our fans saw this organically (~9K)Paid added almost 35K views! …. I’ll show ROI on this shortly
  • Brings us to lead scoring… also a complicated topic… also wrote a book. I don’t have a single word to sum it all up, but I do have a matrix. Note: worked at BCG – lots of 2X2 matrices in this section.Fit vs interest == if only focus on who you are interested in, you may be the sad guy in high school who wonders why the head cheerleader won’t go out with him… you need to pay attention to who’s interested in you. At Marketo, we keep our forms short, and tend to trust the info we can infer more than what someone tells us… For Fit, we focus primarily on data append using Reachforce and Data.com to figure out industry and company size. For interest, we trust behaviors…
  • Transcript

    • 1. Lead Generation and Marketing AutomationFeaturing MarketoOctober 23, 2012  mediative.com
    • 2. TODAY’S SPEAKERS Jon Miller VP, Marketing and Content Strategy Marketo Angie Dzwonkiewicz Senior Manager, Direct Marketing Mediative Bill Barnes VP, Business Development Mediative October 23, 2012  Mediative.com
    • 3. ENGAGE WITH US ON TWITTER• Follow the conversation - #MediativeWebinar• For access to our Webinars, Case Studies, White Papers and more, visit: www.Mediative.com
    • 4. AGENDA1. INTRODUCTION TO LEAD GENERATION AND MARKETING AUTOMATION2. B2B LEAD GENERATION STRATEGY3. THE ROLE OF SOCIAL IN LEAD GENERATION4. MARKETING AUTOMATION – THE MIDDLE OF THE FUNNEL5. KEY TAKEAWAYS
    • 5. INTRODUCTION TO LEAD GENERATION ANDMARKETING AUTOMATION
    • 6. INFORMATIONABUNDANCE
    • 7. AT THE DANCEBut who is dancing?
    • 8. Processes at scale @JonMiller
    • 9. B2B LEAD GENERATION STRATEGY
    • 10. Mediative’s Approach1Convert more subscribers into qualifiedsales leads. Audience2 Maximize thought leadership through content marketing. Lead Generation Content Communication 12
    • 11. Identify Audience Personas Questions To Ask: • What is their job and seniority level? • What do they value most? • What does a day in their work-life look like? • What is the size of company they work at? • What are their pain points? • Where do they go for information?We are not selling to them at this stage – we are helping them. 13
    • 12. Map Content to Intent eBooksCapture your audience Brand Story - Newsletter Videoswith free information that Whitepapersis useful and engaging Articles (Research) Assess Need Webinars Stats, Infographic Search • Multiple Audiences Optimized Find Candidates Tools Cheat Sheets • Multiple Buying Stages Pre-Awareness Verticalization Purchase Define Criteria • Multiple Needs Opportunity Analysis Negotiate Product • Multiple Offers Sales Collateral Shortlist Info Case Studies 14
    • 13. Content Editorial Requirements • Key themes and verticals • Network of contributors • QA checklist • Inventory list 15
    • 14. Timely and Targeted Communication Campaigns Promotion Nurturing 1. Social 1. Drip Nurturing 2. Digital Media 2. Newsletters 3. Search 3. Custom Emails 3rd Party Email Blast • 60% Conversion Rate • $22 Cost / Conversion • $31 Cost / Prospect 16
    • 15. Lead Management Model Creation of content map, inventory growth of various digital assets Marketo Subscriber acquisition via advertising channels / lead• Email Marketing scoring starts• Lead Scoring• Landing Page Dev./ Lead score triggers alerts• Testing• Drip Nurturing based on activity and• Triggered Campaigns demographic• Salesforce Integration• Audience Lower funnel activities Segmentation initiated Handoff to sales OR prospect revisit Salesforce Pre-Sales /• Discovery Negotiate• Sales Collateral• Reporting• Pre-Sales Tracking Booked Sales 17
    • 16. Measuring Success 1. Top Funnel • New Subscribers, Prospects 2. Mid Funnel • Raw Leads 3. Lower Funnel • Qualified Leads • Sales Opportunities Form submissions, conversion by source, cost per conversion, new qualifiedsubscribers, most popular opt-in content, email delivery rate, email opens, emailCTR, subscriber downloads, email unsubscribes, top performing verticals, ratio of active vs. inactive subscribers, lead score, number of raw leads, number of prospects, multiple activities, number of deep dives, discovery calls, etc.
    • 17. Lead Nurturing Example Subscriber ProspectTwitterconnection Newsletter subscriber Drip nurturing campaign Raw Lead Visits Mediative.co Qualified Lead m web pages Fills out contact us form Discovery call Opportunity analysis Sales Opportunity 19
    • 18. THE ROLE OF SOCIAL IN LEAD GENERATION
    • 19. ROI On Social Advertising: Tale of Two Ads• 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 smallerSource: Marketo Revenue Cycle Analytics
    • 20. Test & Tune With Social Funnel Metrics
    • 21. Reach & Engagement Social LiftWebsite Social Lift Landing Pages Social Lift Online AdsEmail Social Lift Social Lift Making Every Campaign Social Facebook Pages Social Lift Events
    • 22. MARKETING AUTOMATIONTHE MIDDLE OF THE FUNNEL
    • 23. Nurturing With Facebook EdgeRank • Time Decay • Weight • Affinity © 2012#RevEngine Marketo, Inc. @jonmiller
    • 24. Facebook Timeline Campaigns © 2012#RevEngine Marketo, Inc. @jonmiller
    • 25. 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. @jonmiller
    • 26. 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 © 2012#RevEngine Marketo, Inc. @jonmiller
    • 27. Sales Development Reps (SDRs) Pass The Baton from Marketing to Sales Best place for dramatic improvements in business performance are handoffs between functions • Faster, more consistent, & better quality follow-up on leads • Better economics • The human touch enhances lead nurturing • Better data and more metrics • Talent development for sales © 2012#RevEngine Marketo, Inc. @jonmiller
    • 28. KEY TAKEAWAYS1. Build content framework based on company differentiators that align to needs of your audience so they can find you2. Be flexible. this is not a static approach and need to adapt to changes in the market and be responsive3. Measure entire funnel performance - dont just focus on top of funnel4. The way buyers buy has changed forever – the way we market and sell must change as well5. Don’t run social campaigns – make every campaign social6. Focus on the entire revenue cycle, not just the top of the funnel
    • 29. CONNECT WITH ONE OF OUR DIGITALEXPERTS mediative.com/facebook mediative.com/linkedin mediative.com/twitter mediative.com/youtube mediative.com/googleplus mediative.com/contact
    • 30. TODAY’S SPEAKERS Jon Miller VP, Marketing and Content Strategy Marketo Angie Dzwonkiewicz Senior Manager, Direct Marketing Mediative Bill Barnes VP, Business Development Mediative October 23, 2012  Mediative.com

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