More Related Content Similar to From Startup to IPO: How Marketo Drives Growth with Content (20) From Startup to IPO: How Marketo Drives Growth with Content1. From Startup to IPO: How Marketo
Drives Growth with Content
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
2. About
Jon
Miller
VP
Marke:ng
and
Co-‐Founder
1. My
first
child
was
born
the
same
month
that
we
incorporated
Marketo
2. Born
in
Ethiopia
3. Studied
Physics
at
Harvard,
captain
of
high-‐
school
debate
team
and
newspaper
staff
4. I
have
a
top
secret
“Q”
clearance
from
DOE
@jonmiller
Page
2
©
2013
Marketo,
Inc.
@jonmiller
4. How Marketo Built our Brand
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
5. Page
5
©
2013
Marketo,
Inc.
@jonmiller
@jonmiller
7. Page
7
©
2013
Marketo,
Inc.
@jonmiller
10. Reduce Risk
It’s one way to ‘reduce
whisk’. Get it? #groan
Page
10
©
2013
Marketo,
Inc.
@jonmiller
11. What Kind of Content Do We Create?
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
12. Topics
to
cover:
• Business
challenges
• Emo:ons
/
hopes
• Purchase
drivers
• Language
they
use
(keywords)
• Digital
habits
• Where
they
go
to
learn
Personas
should
be:
• Dis:nct
from
each
other
• Cover
the
market
• Feel
real
(I’ve
talked
to
that
person!)
• Easy
to
explain
Don’t
have
too
many!
Four
to
six
is
most
common.
Page
12
©
2013
Marketo,
Inc.
@jonmiller
13. Early Stage
Thought leadership and
enjoyable content to build
brand, awareness, and desire
Blog, e-books, research data,
funny videos, curated lists,
infographics, webinars
Middle Stage
Tools that help buyers find
you when they are looking for
solutions
Buying guides, RFP templates,
ROI calculators, definitive guides,
analyst reports
Late Stage
Company-specific
information to help evaluate
and reaffirm selection
Pricing, demos, services
information, 3rd party reviews,
customer case studies
At
each
stage,
focus
on
InformaFon
Needs
more
than
Format
Page
13
©
2013
Marketo,
Inc.
@jonmiller
15. 5 Food Groups of Content
Tabasco
Chocolate
Cake
Roasts
Spinach
Raisin
Bran
Page
15
©
2013
Marketo,
Inc.
@jonmiller
16. The Right Content Per Channel Matters
Source: chicagostyleseo.com
Page
16
©
2013
Marketo,
Inc.
@jonmiller
20. Staffing for Content Creation
• Appoint
execu:ve
editor
• Invest
in
content
creators
Content
consumers
o Great
communicators
o Self-‐promo:onal
o
Marketo
invests
10%
of
markeFng
headcount
into
content
• Distribute
crea:on:
internal
+
community-‐generated
www.marketo.com
• Create
a
content
/
social
/trust/social-‐media-‐
policy
policy.php
Page
20
©
2013
Marketo,
Inc.
@jonmiller
21. The 3 R’s of Content Marketing
REPURPOSE, REWRITE, RETIRE
Page
21
©
2013
Marketo,
Inc.
@jonmiller
24. Retire
• Every
piece
of
content
should
have
a
limited
shelf
life
• Ask
yourself:
•
•
How
is
this
content
piece
performing?
Should
we
rewrite
or
redesign?
• Obvious
content
to
re:re:
•
•
•
Page
24
©
2013
Marketo,
Inc.
Reports
that
are
dated
Assets
around
an
event
Topic
is
no
longer
relevant
@jonmiller
26. Page
26
©
2013
Marketo,
Inc.
@jonmiller
26
27. • Top
sources
of
Targets
rely
on
Content
for
offers
• Note:
note
all
Channels
convert
the
same
Source:
Marketo
data,
Marketo
Revenue
Cycle
Analy6cs,
Q1
and
Q2
2013.
Does
not
include
all
sources.
Page
27
©
2013
Marketo,
Inc.
@jonmiller
28. Early Stage
Thought leadership and
enjoyable content to build
brand, awareness, and desire
Blog, e-books, research data,
funny videos, curated lists,
infographics, webinars
Middle Stage
Tools that help buyers find
you when they are looking for
solutions
Buying guides, RFP templates,
ROI calculators, definitive guides,
analyst reports
Late Stage
Company-specific
information to help evaluate
and reaffirm selection
Pricing, demos, services
information, 3rd party reviews,
customer case studies
At
each
stage,
focus
on
InformaFon
Needs
more
than
Format
Page
28
©
2013
Marketo,
Inc.
@jonmiller
30. 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
Page
30
©
2013
Marketo,
Inc.
@jonmiller
31. The Right Format for Each Channel
I’m
going
to
make
you
an
offer
you
can’t
refuse.
Learn
how
to
make
the
most
out
of
every
lead
in
your
database.
Download
The
Defini:ve
Guide
to
Lead
Scoring:
hhp://marketo.com/DG2LS
Page
31
©
2013
Marketo,
Inc.
@jonmiller
33. Test & Tune With Social Funnel Metrics
Coloring
Book
Results
• 289
par:cipants
shared
• 354
registered
downloads
• 19.8%
increase
in
registered
downloads
Page
33
©
2013
Marketo,
Inc.
@jonmiller
35. Scoring and Nurturing
Nurture
Pass
to
Sales
Pass
to
Sales
Nurture
Disqualify
• Only
25%
of
new
Prospects
are
ready
for
Sales
• Nurturing
generates
50%
more
sales
leads
• Score
based
on
Fit,
Engagement,
and
Timing
Get
The
“DefiniFve
Guide
to
Lead
Nurturing”
hep://marketo.com/DG2LN
Page
35
©
2013
Marketo,
Inc.
@jonmiller
36. Lead Nurturing Relevance
Stages
A
B
1
2
•
•
•
•
1.
BUYING
STAGES
3
Early:
Be
a
Beeer
Marketer
Mid:
Why
MarkeFng
AutomaFon
Late:
Why
Marketo
Customer:
Success
2.
BUYING
PROFILES
C
• MarkeFng
• Sales
D
• Exec
Get
The
“DefiniFve
Guide
to
Lead
Nurturing”
hep://marketo.com/DG2LN
Page
36
©
2013
Marketo,
Inc.
@jonmiller
38. Demographic “Fit” Score
PosiFve
Demographic
Score
• e.g.,
Marke:ng
Manager
:tle,
known
CRM
customer,
known
compe::ve
solu:on
customer
NegaFve
Demographic
Score
• e.g.,
Generic
email
address,
illegi:mate
phone
number,
non-‐existent
company
(unemployed,
self,
looking)
Data Augmentation, Not Forms
Page
38
©
2013
Marketo,
Inc.
@jonmiller
39. • Early
stage
content
+3
• Ahend
webinar:
+5
• Visit
any
webpage
/
blog
:
+1
• Visit
careers
pages:
-‐10
• Decay
inac:vity:
-‐1,
-‐5,
-‐10
• Pricing
pages:
+10
• Watch
demos:
• +5
overview
• +10
detailed
• Mid-‐stage
content
+8
• Late-‐stage
content
+12
• Searches
for
branded
keyword
“Marketo”
+8
Get
The
“DefiniFve
Guide
to
Lead
Scoring”
hep://marketo.com/DG2LS
Page
39
©
2013
Marketo,
Inc.
@jonmiller
40. How We Measure the Value of
Content
©
2013
Marketo,
Inc.
Marketo
Proprietary
and
Confiden:al
41. Metrics for Each Stage
Early
Mid
Late
• Traffic
/
views
• Lead
generaFon
(targets)
• Downloads
• Pipeline
and
• Links
opportunity
• Shares
and
Likes
allocaFon
• Sales
usage
Page
41
©
2013
Marketo,
Inc.
@jonmiller
• Sales
usage
• Pipeline
and
opportunity
allocaFon
• Revenue
allocaFon
44. Why Allocation?
• MulFple
touches.
Seven
touches
needed
to
convert
a
cold
lead
into
a
sale
• MulFple
influencers.
Typical
buying
commihee
has
5-‐21
people
Page
44
©
2013
Marketo,
Inc.
@jonmiller
45. Track All Touches Across People
Screenshot: Marketo Revenue Cycle
Analytics
Page
45
©
2013
Marketo,
Inc.
@jonmiller
47. Content Performs Better With Multi-touch
Screenshot: Marketo
Revenue Cycle Analytics
(actual data)
Page
47
©
2013
Marketo,
Inc.
@jonmiller
49. Additional Resources
DefiniFve
Guide
to
MarkeFng
AutomaFon
hep://marketo.com/DG2MA
The
DefiniFve
Guide
to
Social
MarkeFng
hep://marketo.com/DG2SM
The
DefiniFve
Guide
to
MarkeFng
Metrics
&
ROI
hep://marketo.com/DG2MM
Page
49
©
2013
Marketo,
Inc.
@jonmiller
50. Tweetable Takeaways & Q&A
1. Informa:on
abundance
is
transforming
how
buyers
buy
2. Modern
consumers
trust
brands
that
provide
useful
content
without
trying
to
sell
them
something
3. You
need
different
content
for
each
persona,
phase
of
the
buying
cycle,
and
channel
4. Create
content
at
scale
by
repurposing
and
rewri:ng
your
content
5. Most
leads
from
content
are
not
ready-‐
to-‐buy
–
nurture
and
score
rela:onships
over
:me
6. Measure
early
stage
content
by
views;
mid-‐stage
by
leads;
and
late
stage
by
revenue
alloca:on
Page
50
©
2013
Marketo,
Inc.
@jonmiller
@jonmiller