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Back to Basics – Generating
More and Better Leads
David Myers
Product Manager, Marketo
Mike Telem
VP Product Marketing, Marketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Overview
• Typical Lead Gen Efforts
• Where your Untapped Potential lies
• Leveraging content in real-time to convert
• Examples and best practices
Lead Generation
71%
of B2B marketing say it’s
their top goal
60%
B2B marketers say generating
more leads is their biggest
challenge
45%
of marketers want to increase
lead quantity as their most
important objective
Source: b2bcontent marketing trends, Emarketer, Ascend2 & NetProspex
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
What you do today?
Ads
Events
Content
Emails
Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Are you missing
something?
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Prospects (Your Web Visitors)
Picture this… Every month
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
What can you do?
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Your Anonymous Visitors
• 98% of your prospects are anonymous
• B2B 35,000 avg. monthly unique / 33,614 are anonymous
• B2C 160,000 avg. monthly unique / 156,800 are anonymous
• You will never guess who they are
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Who are your web visitors?
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Your Anonymous Prospects
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
What to do?
•Engage Them!
• Like you do on other channels
• Deliver the right message to the right person
• Educate
• Nurture
• Convert
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Resource Allocation
TRADE SHOWS
5K Attendees
PAID / SOCIAL
500K Impressions
EMAIL
30K Leads
WEB SITE
20K visits/m
240K visits/y
MAIN MARKETING
ACTIVITIES
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
It’s Not So Easy…
How to do it?
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Create or discover high value content
• Ebooks
• Videos
• White Papers
• Case Studies
• Webinars
• Analyst Reports
RIGHT CONTENT
DEFINE
AUDIENCE
TARGET &
ENGAGE
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Gated Content
• Web visitor leaving details in order to access a content asset
• Four best practices:
1. Identify which prospects fit your ideal customer profile
2. Know when to gate content
• Early stage: non-gated “light” content
• Late stage: gated content based on visitor
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
When to Gate Content?
Non-Gated
• Video
• Company/Product
Overview
• Testimonial
• Data Sheet
Gated
• Vendor Comparison Guide
• White Paper
• eBook
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Define Audience and Timing
RIGHT CONTENT
DEFINE
AUDIENCE
TARGET &
ENGAGE
Firmographic
Persona
Product Intent
Behavior
Web Nurturing
2X
conversion rate for 2nd -
5th time visitors compared
to 1st visit
67%
find content targeted to their
job function valuable
82%
of prospects value content
targeted to their industry
Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
RIGHT CONTENT
DEFINE
AUDIENCE
TARGET &
ENGAGE
Identify visitors & Engage with the right content
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Real-Time Personalization
“Within the first 10 seconds of your visitor’s website
experience, you must explain what you can do for them”
(Microsoft Research)
Speed
“82% of prospects value content targeted
to their specific industry”
(MarketingSherpa)
Relevancy
Personalizing your prospects experience while they are engaged and attentive
Examples
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
eMarketer
Default View Personalized based on behavior
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Apprenda
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Marketo
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Real-Time Personalization
• Segments inbound prospects in real-time based on:
• Auto-engages segmented prospects with personalized
content or calls-to-action while on site and in context, even if
they are anonymous
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Use Cases
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Measuring Performance
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Getting Started is Easy
Any CMS, Zero IT
Real-Time Campaigns in Seconds
Hands Free capabilities
Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015
Key Takeaways
Back to Basics
• Generating quality Leads is still top priority
• The Web holds the biggest potential improvement
• Engage anonymous site visitors with the right gates content
• Based on Who they are and What they do
Back to basics: Generating more and better
leads
marketo.com/personalization
@marketo
Thank you.

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Back to Basics: Generating More and Better Leads

  • 1. Back to Basics – Generating More and Better Leads David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
  • 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Overview • Typical Lead Gen Efforts • Where your Untapped Potential lies • Leveraging content in real-time to convert • Examples and best practices
  • 3. Lead Generation 71% of B2B marketing say it’s their top goal 60% B2B marketers say generating more leads is their biggest challenge 45% of marketers want to increase lead quantity as their most important objective Source: b2bcontent marketing trends, Emarketer, Ascend2 & NetProspex
  • 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 What you do today? Ads Events Content Emails
  • 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Are you missing something?
  • 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Prospects (Your Web Visitors) Picture this… Every month
  • 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 What can you do?
  • 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Your Anonymous Visitors • 98% of your prospects are anonymous • B2B 35,000 avg. monthly unique / 33,614 are anonymous • B2C 160,000 avg. monthly unique / 156,800 are anonymous • You will never guess who they are
  • 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Who are your web visitors?
  • 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Your Anonymous Prospects
  • 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 What to do? •Engage Them! • Like you do on other channels • Deliver the right message to the right person • Educate • Nurture • Convert
  • 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Resource Allocation TRADE SHOWS 5K Attendees PAID / SOCIAL 500K Impressions EMAIL 30K Leads WEB SITE 20K visits/m 240K visits/y MAIN MARKETING ACTIVITIES
  • 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 It’s Not So Easy…
  • 14. How to do it?
  • 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Create or discover high value content • Ebooks • Videos • White Papers • Case Studies • Webinars • Analyst Reports RIGHT CONTENT DEFINE AUDIENCE TARGET & ENGAGE
  • 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Gated Content • Web visitor leaving details in order to access a content asset • Four best practices: 1. Identify which prospects fit your ideal customer profile 2. Know when to gate content • Early stage: non-gated “light” content • Late stage: gated content based on visitor
  • 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 When to Gate Content? Non-Gated • Video • Company/Product Overview • Testimonial • Data Sheet Gated • Vendor Comparison Guide • White Paper • eBook
  • 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Define Audience and Timing RIGHT CONTENT DEFINE AUDIENCE TARGET & ENGAGE Firmographic Persona Product Intent Behavior
  • 19. Web Nurturing 2X conversion rate for 2nd - 5th time visitors compared to 1st visit 67% find content targeted to their job function valuable 82% of prospects value content targeted to their industry
  • 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 RIGHT CONTENT DEFINE AUDIENCE TARGET & ENGAGE Identify visitors & Engage with the right content
  • 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Real-Time Personalization “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research) Speed “82% of prospects value content targeted to their specific industry” (MarketingSherpa) Relevancy Personalizing your prospects experience while they are engaged and attentive
  • 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 eMarketer Default View Personalized based on behavior
  • 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Apprenda
  • 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Marketo
  • 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Real-Time Personalization • Segments inbound prospects in real-time based on: • Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
  • 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Use Cases Location Vertical Known Lead Demo OffersCase StudiesLocal Events Account-Based White Papers Behavioral Special Deals
  • 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Measuring Performance
  • 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Getting Started is Easy Any CMS, Zero IT Real-Time Campaigns in Seconds Hands Free capabilities
  • 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 8/13/2015 Key Takeaways Back to Basics • Generating quality Leads is still top priority • The Web holds the biggest potential improvement • Engage anonymous site visitors with the right gates content • Based on Who they are and What they do
  • 31. Back to basics: Generating more and better leads marketo.com/personalization @marketo Thank you.

Editor's Notes

  1. All optimized, Where can you improve, SIGNIFICANTLY?
  2. Marketers putting time for lead gen in these activities: - Events, Paid, Lists, Missing out out on untapped, unused, under utilized (iceberg) potential
  3. Anonymous web visitors they are active, interest and relevant what is the problem? they unaddressable (no email no phone number) on avg 98% anonymous, avg SMB 20K show 19800 unreachable going to waste
  4. Anonymous web visitors they are active, interest and relevant what is the problem? they unaddressable (no email no phone number) on avg 98% anonymous, avg SMB 20K show 19800 unreachable going to waste
  5. Marketing resource allocation, why PAID, EVENT, EMAIL Solution
  6. Engagement is low, people leave your site to quickly, don’t read many pages, don’t educate Conversions are even worse, 1-5%, many of them unqualified Online engagement Convert more anonymous into leads It’s not easy Show stats low percentage of conversion rates (negative web visitor stats)
  7. + Gated Content Define it Must be right gated content, and offer you cant refuse Based on Vertical, Company Size, Stage in Cycle + Behavior
  8. + Gated Content Define it Must be right gated content, and offer you cant refuse Based on Vertical, Company Size, Stage in Cycle + Behavior
  9. + Gated Content Define it Must be right gated content, and offer you cant refuse Based on Vertical, Company Size, Stage in Cycle + Behavior
  10. + Apprenda 3 or more visits to page – PRO REPORT
  11. + Gated Content Define it Must be right gated content, and offer you cant refuse Based on Vertical, Company Size, Stage in Cycle + Behavior
  12. Increase web engagements and generate more qualified leads Acquire customers faster and grow their lifetime value Maximize marketing efficiencies and impact on revenue