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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Overview: Inbound basics
1. Get Found
2. Convert
3. Analyze

2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Inbound Marketing
Get Found!

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Earn the attention of customers

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPage 5 © 2014 Marketo, Inc.#mktgnation14

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Some inbound marketing tactics
Source: Optify.net

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content powers your demand gen engine
Good content = Optimized performance
Poor content = suboptimal performance

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content creation can be tricky

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
How do you create more content without a
team of 40 writers?
My budget
is cut…
I only have
the PPC
manager…

10. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lean Content Creation

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Map content to buying stage
Research data, funny videos,
curated lists, infographics,
thought leadership
Thought leadership and
entertainment to build
brand and awareness
Tools that help buyers find
you when they are looking
for solutions
Company-specific
information to help evaluate
and reaffirm selection
Buying guides, RFP templates,
ROI calculators, whitepapers,
analyst reports, webinars
Pricing, demos, services
information, 3rd party reviews,
customer case studies
Early Stage - Awareness
Middle Stage - Evaluation
Late Stage - Purchase

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content isn’t just
whitepapers!
• Blog posts
• Videos
• Podcasts
• SlideShare Presentations
• Infographics
• Moving Infographics
• Activity Books/Worksheets
• Articles

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Visual content can help you stand out
VS.eBook - 29,000 Views Slideshare - 367,000 Views

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
THE 3 R’s OF CONTENT MARKETING
Optimization
Repurpose, Rewrite, Retire

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Repurpose: Taco Bell Content Strategy

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“Big Rock” content example
Definitive Guide to MA:
Webinars:
ebooks:
Infographics:

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Rewrite and redesign
Before After

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Retire
I was the best
white paper in
2012.

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Top of Funnel
EXAMPLES

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Make it Easy!

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Slideshare
• You have a great deck
• Make it very visual and
appealing
• Use the form for
Slideshare

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Facebook for lead generation
Test a mix of content offers – make sure they are visual!
Lighter Harder

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Twitter Lead Gen Cards
• Keep your copy
concise and exciting
• Make sure your
imagery is visually
appealing
• Have a clear call to
action
• Synch leads to MA
platform for complete
ROI

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Blog
@jonmiller

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Blog - Results
From average 14 a week to
145/week - 10X growth!

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Middle of Funnel
CONVERT

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Successful nurture

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tip 1: Behavioral targeting
Top Tactics to Increase Email Engagement

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tip 2: Effective segmentation
Survey says*:
• Industry (82%)
• Role (67%)
• Company Size (49%)
• Geo (29%)
Source: Marketing Sherpa – % saying content customized by category more relevant
Geography
Language Preference
Business Unit
Role
Stage
Interest
Verticals
Competitor

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Mid
Pre-Opp
Solution-focused
Why Marketing
Automation
• Buying Guides
• RFP Templates
• ROI Calculators
• Whitepapers
• Research
Early
Pre-Opp
Brand Awareness
Be a Better
Marketer
• Blog Posts
• Funny Videos
• Infographics
• Thought
Leadership
Late
Post-Opp
Company-focused
Why Marketo
• Pricing
• Demos
• Video
Testimonials
• Case Studies
Tip 3: Right content, right time

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead scoring for prioritization
“Shared sales and marketing methodology for ranking leads
in order to determine their sales readiness”
Nurture Nurture DisqualifyPass to
Sales
Pass to
Sales
Fit Interest Buying Stage

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Demographic “fit” score
Positive Demographic Score
• e.g., Marketing Manager title, known CRM customer,
known competitive solution customer
Negative Demographic Score
• e.g., Generic email address, illegitimate phone number,
non-existent company (unemployed, self, looking)

33. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Measurement
ANALYZE

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Key questions to ask
• Which content assets work best for you at TOFU,
MOFU, BOFU
• Which content assets are best performing for a
particular vendor (ex: paid email)?
• Which assets are good for bringing in new names?
• Which assets are good for opportunity creation?
• What content works best in nurturing?

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Leverage Data to Determine Best Offer For
Each Vendor
Consider offer data, program goal, content asset, and
content stage to make final determination.

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
ROI Basics
Make sure stakeholders agree on the
criteria.
Establish Goals
and ROI Estimates
Up-Front
Design Programs
to Be Measurable
Focus on the
Decisions that
Improve ROI

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tweetable Takeaways
1.Content is the fuel for your lead gen
engine.
2.Map your content to the buying stage.
3.Think lean – repurpose when possible.
4.Test and iterate on your inbound
programs - know what works for your
business.
@heidi.bullock