Page 1 © 2013 Marketo, Inc.#mus13
Advanced Nurturing –
Creating and Sustaining Content
Lee Anne Wimberly, Intradiem
Cyndie...
Page 2 © 2013 Marketo, Inc.#mus13
Meet Your Speakers
Lee Anne Wimberly
Director of Marketing
Cyndie Beckwith
Executive Dir...
Page 3 © 2013 Marketo, Inc.#mus13
Once Upon a Time
CLICKER!!!
prospect
uninterested
stakeholder champion
Dormant but valua...
Page 4 © 2013 Marketo, Inc.#mus13
Great Perils
Page 5 © 2013 Marketo, Inc.#mus13
Happy Ending
Page 6 © 2013 Marketo, Inc.#mus13
Intradiem
• 50-person software company
• Contact center intraday management
• Direct sal...
Page 7 © 2013 Marketo, Inc.#mus13
Challenge
• Long sales cycle and low deal volume
• Difficult to see revenue results quic...
Page 8 © 2013 Marketo, Inc.#mus13
What Holds Us Back?
Page 10 © 2013 Marketo, Inc.#mus13
Overview of nurture tracks
• Each track has specific goal, aligned with buying stage
• ...
Page 11 © 2013 Marketo, Inc.#mus13
EXTREME CONTENT
Page 12 © 2013 Marketo, Inc.#mus13
Resources by Content Type
•Internal team
•Sales content
consultant
•Video Producer
•Int...
Page 13 © 2013 Marketo, Inc.#mus13
Tools: Editorial Calendar
• Editorial Calendar
• Yearly – broad topics (update as neede...
Page 14 © 2013 Marketo, Inc.#mus13
Editorial Calendar Example
Theme Ideas Industry Company PR/Ads Depth Relevance Signific...
Page 15 © 2013 Marketo, Inc.#mus13
Integrating with Calendar
Page 16 © 2013 Marketo, Inc.#mus13
Tools: Bi-Weekly Editorial Planning
Page 17 © 2013 Marketo, Inc.#mus13
Tools: Contentinator
Page 18 © 2013 Marketo, Inc.#mus13
Webinar
Page 19 © 2013 Marketo, Inc.#mus13
Re-Use
Webinar
Stats Article
Case
Study Snippets Quotes Blog
Survey
White paper Article...
Page 20 © 2013 Marketo, Inc.#mus13
Folding It In
General
GL-6-reasons-agents-disengage
DB-tips-choosing-contact-center-
ma...
Page 21 © 2013 Marketo, Inc.#mus13
Example: Video
Page 22 © 2013 Marketo, Inc.#mus13
Video Program
• Monthly sessions
• 4 pieces
– Thought leadership
– Tips
– Product
– Cul...
Page 23 © 2013 Marketo, Inc.#mus13
Measurement
• 7% increase in open reach year over year
• Opened/Delivered
• Overall eff...
Page 24 © 2013 Marketo, Inc.#mus13
Our Journey
Early 2012
• Scheduled blasts
• Mostly Early content
• Little targeted cont...
Page 25 © 2013 Marketo, Inc.#mus13
What’s Next?
• Lean Marketing Approach
• Expanded Product Suite
• Additional Markets
• ...
Page 26 © 2013 Marketo, Inc.#mus13
Content Rules @ Marketo
Page 27 © 2013 Marketo, Inc.#mus13
Marketo Revenue Model & Stages
Early Mid Late
Page 28 © 2013 Marketo, Inc.#mus13
Buying Stage & Content Types
Early
Pre- Opp
Mid
Pre- Opp
Late
Post-Opp
How to be a
Bett...
Page 29 © 2013 Marketo, Inc.#mus13
Organizing Content
Page 30 © 2013 Marketo, Inc.#mus13
1. Evaluate Content Performance Specific to
Stage, and role if applicable
2. Some Conte...
Page 31 © 2013 Marketo, Inc.#mus13
How To Measure
1. Organize Emails in Folders by Stage
1. Early Stage
2. Mid Stage
3. La...
Page 32 © 2013 Marketo, Inc.#mus13
Measuring Effectiveness of Content
Page 33 © 2013 Marketo, Inc.#mus13
Early Stage, Executive
27.0% Open Rate
13.3% Click to Open Rate (CTOR)
3.6% Click throu...
Page 34 © 2013 Marketo, Inc.#mus13
Early Stage, Executive
27.0% Open Rate
13.3% Click to Open Rate (CTOR)
3.6% Click throu...
Page 35 © 2013 Marketo, Inc.#mus13
Key Take Aways
• Get Started
• Nothing is perfect, get started and evolve
• Align your ...
Page 36 © 2013 Marketo, Inc.#mus13
Thank You!
Page 37 © 2013 Marketo, Inc.#mus13
Q&A
Lee Anne Wimberly
Director of Marketing
Cyndie Beckwith
Executive Director, Marketo
Page 38 © 2013 Marketo, Inc.#mus13
Thank you!
• Tweet with us at #MUS13
• Fill out the session survey to win an
iPad mini!...
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Advanced Nurturing - Creating and Sustaining Content

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Building an advanced lead nurturing program is really just the start of a journey. Keeping content flowing in order to engage prospects and customers over the long-term is often the biggest challenge for organizations.

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Advanced Nurturing - Creating and Sustaining Content

  1. 1. Page 1 © 2013 Marketo, Inc.#mus13 Advanced Nurturing – Creating and Sustaining Content Lee Anne Wimberly, Intradiem Cyndie Beckwith, Marketo
  2. 2. Page 2 © 2013 Marketo, Inc.#mus13 Meet Your Speakers Lee Anne Wimberly Director of Marketing Cyndie Beckwith Executive Director, Marketo
  3. 3. Page 3 © 2013 Marketo, Inc.#mus13 Once Upon a Time CLICKER!!! prospect uninterested stakeholder champion Dormant but valuable Content Fan
  4. 4. Page 4 © 2013 Marketo, Inc.#mus13 Great Perils
  5. 5. Page 5 © 2013 Marketo, Inc.#mus13 Happy Ending
  6. 6. Page 6 © 2013 Marketo, Inc.#mus13 Intradiem • 50-person software company • Contact center intraday management • Direct sales with marketing sourcing 70% of pipeline • Internal team • CMO • Director • 2 Managers • 3 Lead Generation Reps • External • Agency for creative • Industry expert authors • Sales-focused content consultant • Journalist trained freelancer • Video content producer
  7. 7. Page 7 © 2013 Marketo, Inc.#mus13 Challenge • Long sales cycle and low deal volume • Difficult to see revenue results quickly enough to direct course • Multiple stakeholders, inexperienced buyers • Limited marketing budget • Hodge-podge database, largely inactive • A lot of eggs in the email basket
  8. 8. Page 8 © 2013 Marketo, Inc.#mus13 What Holds Us Back?
  9. 9. Page 10 © 2013 Marketo, Inc.#mus13 Overview of nurture tracks • Each track has specific goal, aligned with buying stage • Content sent should support the goal • Leads promoted to different nurture tracks based on specific actions (success) or demoted, based on inaction General •Gain trust •Thought leadership •Blog type content •Success = content consumption (3 emails ) Early •Integrate Intradiem messaging, gauge interest •Intradiem papers, webinars •Blog content •Success = Attend appt. Middle •Educate/validate value prop •Analyst reports •ROI calculator •Stakeholder info •Success = Sales stage changed Late •Stay in touch/reinforce sales efforts •Case studies •Intradiem impact •Success = Deal closed Buyer Goals Shifting: Latent Need to Risk Mitigation
  10. 10. Page 11 © 2013 Marketo, Inc.#mus13 EXTREME CONTENT
  11. 11. Page 12 © 2013 Marketo, Inc.#mus13 Resources by Content Type •Internal team •Sales content consultant •Video Producer •Internal team •Sales content consultant •Internal team •Freelancer •Experts •Video Producer •Internal team •Experts •Freelancer General Early LateMiddle
  12. 12. Page 13 © 2013 Marketo, Inc.#mus13 Tools: Editorial Calendar • Editorial Calendar • Yearly – broad topics (update as needed) • Quarterly – plan out big pieces and fill out plan • Bi-weekly editorial meetings • Write, rinse and repeat • Evaluating Topic Themes: • Relevance: Is it related to your prospect’s primary goals and the challenges they’re interested in addressing? • Depth: Is it broad enough to be approached from several different perspectives? • Significance: Does it reflect your strongest areas? Credit: Content Marketing Institute
  13. 13. Page 14 © 2013 Marketo, Inc.#mus13 Editorial Calendar Example Theme Ideas Industry Company PR/Ads Depth Relevance Significance Jan Different in 2013 Fulfilling resolutions 9.0 Launches ICMI guest topic: culture and morale, Feb Social Media Michael Pace Social Webinar Support World Mar Metrics that Matter commentar y on Contact Babel report CCA's Call Center Expo CMIQ blog Apr Back Office Research Results Webinar SWPP, NICE, Hosted Event SWPP Member Email
  14. 14. Page 15 © 2013 Marketo, Inc.#mus13 Integrating with Calendar
  15. 15. Page 16 © 2013 Marketo, Inc.#mus13 Tools: Bi-Weekly Editorial Planning
  16. 16. Page 17 © 2013 Marketo, Inc.#mus13 Tools: Contentinator
  17. 17. Page 18 © 2013 Marketo, Inc.#mus13 Webinar
  18. 18. Page 19 © 2013 Marketo, Inc.#mus13 Re-Use Webinar Stats Article Case Study Snippets Quotes Blog Survey White paper Article Infographic Fast Facts Webinar Conference Presentation White Paper Article Blog Conference Presentation Snippets Quotes Video Article Blog Case Study Press Release Quotes
  19. 19. Page 20 © 2013 Marketo, Inc.#mus13 Folding It In General GL-6-reasons-agents-disengage DB-tips-choosing-contact-center- manager GL-5-WFM-practices-NEW GL-5-metrics-customer-centricity MP-Social Media CCH-creative-scheduling-NEW JB-frontline-agents-rescue-cust-NEW VH-5-ideas-minimize absences Early VH-5-ideas-minimize-absences MM-7-fundamentals-coaching Baseball vs basketball video GL-5-WFM-practices-NEW JB-frontline-agents-rescue-cust-NEW CCH-creative-scheduling-NEW Middle 3 steps to help agents retain info Convergys case study video Dynamic delivery video Performance-based assignments Late Q: 15 minute sessions Q: Prioritize assignments Q: Existing technologies Topical BlogNew VideoWebinar
  20. 20. Page 21 © 2013 Marketo, Inc.#mus13 Example: Video
  21. 21. Page 22 © 2013 Marketo, Inc.#mus13 Video Program • Monthly sessions • 4 pieces – Thought leadership – Tips – Product – Culture • Live switch = quick turnaround • Feature different speakers • Video-Lite • Phone or live audio interviews • Audio editing • Set backgrounds and formats • Key point call-outs • Product, best practices, objections
  22. 22. Page 23 © 2013 Marketo, Inc.#mus13 Measurement • 7% increase in open reach year over year • Opened/Delivered • Overall effectiveness metric • By track • Email metrics for content • Success metrics for track • Active vs. Inactive • Content engine • More • Varied • Efficient • More testing opportunities
  23. 23. Page 24 © 2013 Marketo, Inc.#mus13 Our Journey Early 2012 • Scheduled blasts • Mostly Early content • Little targeted content – industry or title • Mini welcome program Fall 2012 • General Track launched • Early Track Launched • Transition existing leads based on behavior • Expanded welcome program incorporating tracks Winter 2013 • Middle Track Launched • Late Track Launched • Customized welcome program based on source Spring 2013 • Fold in expanded product – Phase 1 • Improved measurement Summer 2013 • Fold in expanded product – Phase 2 • Re-engagement program Late 2013 • Fold in 4 new markets
  24. 24. Page 25 © 2013 Marketo, Inc.#mus13 What’s Next? • Lean Marketing Approach • Expanded Product Suite • Additional Markets • Pipeline velocity • More general and early track stakeholder content • Improved Measurement
  25. 25. Page 26 © 2013 Marketo, Inc.#mus13 Content Rules @ Marketo
  26. 26. Page 27 © 2013 Marketo, Inc.#mus13 Marketo Revenue Model & Stages Early Mid Late
  27. 27. Page 28 © 2013 Marketo, Inc.#mus13 Buying Stage & Content Types Early Pre- Opp Mid Pre- Opp Late Post-Opp How to be a Better Marketer Why Marketing Automation Why Marketo • Research • Funny videos • Infographics • Thought Leadership • Buying Guides • RFP Templates • ROI Calculators • Whitepapers • Webinars • Pricing • Demos • 3rd Party Reviews • Case Studies
  28. 28. Page 29 © 2013 Marketo, Inc.#mus13 Organizing Content
  29. 29. Page 30 © 2013 Marketo, Inc.#mus13 1. Evaluate Content Performance Specific to Stage, and role if applicable 2. Some Content may not perform well in one stage or with specific role, but does in another 3. Test, test, test Measuring Effectiveness of Content
  30. 30. Page 31 © 2013 Marketo, Inc.#mus13 How To Measure 1. Organize Emails in Folders by Stage 1. Early Stage 2. Mid Stage 3. Late Stage 2. If segmenting by Role/Title add this into the foldering of the emails 3. Through RCA, run reports accessing the folder for results of all emails in that folder Effectiveness of Content
  31. 31. Page 32 © 2013 Marketo, Inc.#mus13 Measuring Effectiveness of Content
  32. 32. Page 33 © 2013 Marketo, Inc.#mus13 Early Stage, Executive 27.0% Open Rate 13.3% Click to Open Rate (CTOR) 3.6% Click through Rate (CTR) Subject: Executive Viewpoint: More Predictable Revenue Through RPM 35.5% Open Rate 28.1% Click to Open Rate (CTOR) 10.0% Click through Rate (CTR) Subject: Improve ROI of Your CRM
  33. 33. Page 34 © 2013 Marketo, Inc.#mus13 Early Stage, Executive 27.0% Open Rate 13.3% Click to Open Rate (CTOR) 3.6% Click through Rate (CTR) Subject: Executive Viewpoint: More Predictable Revenue Through RPM 35.5% Open Rate 28.1% Click to Open Rate (CTOR) 10.0% Click through Rate (CTR) Subject: Improve ROI of Your CRM
  34. 34. Page 35 © 2013 Marketo, Inc.#mus13 Key Take Aways • Get Started • Nothing is perfect, get started and evolve • Align your content type to your Stage(s) • You don’t have to have all stages laid out • Bust Up Your Content! • Produce one piece, bust up in to many Evolve • Content Aligned to Title, Segment • Test content in different stages
  35. 35. Page 36 © 2013 Marketo, Inc.#mus13 Thank You!
  36. 36. Page 37 © 2013 Marketo, Inc.#mus13 Q&A Lee Anne Wimberly Director of Marketing Cyndie Beckwith Executive Director, Marketo
  37. 37. Page 38 © 2013 Marketo, Inc.#mus13 Thank you! • Tweet with us at #MUS13 • Fill out the session survey to win an iPad mini! • Check email or Text ‘mus13’ to 32075 • Session presentations will be posted to the Marketo Community within 2 weeks • Questions? Visit the Marketo Booth in the Expo

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