Marketo presentation on Marketing Automation during the Masterclass on Tour "Digital & Social Marketing" - Dublin (September 2013)
More information at MasterclassOnTour.com
Heidi Bullock, VP of Demand Gen at Marketo, presents how to create a solid planning strategy for 2015. She discusses how to handle any challenges you may face next year, secrets to success, and great ideas for marketing programs.
The document is a case study presentation by Marketo about how they drive their own business through modern marketing techniques. It details how Marketo uses content marketing, lead generation, marketing automation, and analytics across the entire customer revenue cycle from awareness to sales. It shows examples of their lead scoring system, behavioral targeting, dynamic content nurturing programs, and multi-touch attribution analytics to measure marketing return on investment. The goal is to inspire other companies and illustrate how to effectively market and sell in the current digital environment.
Marketers today hear a lot about the promise of Marketing Automation. But much of what they hear focuses on the conceptual aspects of the technology, leaving marketers unsure exactly how it all works within their daily routine. In this session we'll dig down a few layers and highlight 5 specific use cases that clearly demonstrate the ability of Marketing Automation to drive better results.
This presentation was given by Karl Wirth, Marketo's Director of Product Marketing, at NEDMA's 2014 Marketing Technology Summit.
Marketo@Marketo: Putting Together Your Program PalaceMarketo
Marketo is chock-full of amazing functionality. Unfortunately, you won't be able to effectively leverage key features such as Marketing Calendar and Advanced Analytics without one essential component; Marketo Programs!
Join Marketo's Rick Siegfried as he walks you through Marketo's own structure and thought process behind Program building.
Content to include:
Why Programs are important
How to build Programs for scale
Tips for successful planning & reporting with proper Program procedures
This document discusses how lead nurturing can improve marketing and sales handoff. It presents data showing that lead nurturing increased marketing qualified leads by 50% and increased conversion from marketing qualified leads to sales ready leads by 400% for one company in one year. The document also outlines an agenda covering the revenue funnel, personalizing communications, nurturing best practices, sales visibility, proving ROI, and includes examples of nurturing blueprints and programs.
The New Rules of Marketing - Sanjay DholakiaMarketo
The document discusses Marketo's approach to marketing, which focuses on personalized, multi-channel communications across the entire customer journey. It outlines five new rules of marketing: 1) using behavioral data to personalize engagement, 2) nurturing continuous relationships rather than one-time blasts, 3) integrating communications across multiple channels, 4) making decisions based on data and automation rather than intuition, and 5) measuring impact and optimizing the marketing process. The case study then details how Marketo applies these rules through content marketing, lead scoring, nurturing programs, and analytics to drive engagement and revenue.
Heidi Bullock, VP of Demand Gen at Marketo, presents how to create a solid planning strategy for 2015. She discusses how to handle any challenges you may face next year, secrets to success, and great ideas for marketing programs.
The document is a case study presentation by Marketo about how they drive their own business through modern marketing techniques. It details how Marketo uses content marketing, lead generation, marketing automation, and analytics across the entire customer revenue cycle from awareness to sales. It shows examples of their lead scoring system, behavioral targeting, dynamic content nurturing programs, and multi-touch attribution analytics to measure marketing return on investment. The goal is to inspire other companies and illustrate how to effectively market and sell in the current digital environment.
Marketers today hear a lot about the promise of Marketing Automation. But much of what they hear focuses on the conceptual aspects of the technology, leaving marketers unsure exactly how it all works within their daily routine. In this session we'll dig down a few layers and highlight 5 specific use cases that clearly demonstrate the ability of Marketing Automation to drive better results.
This presentation was given by Karl Wirth, Marketo's Director of Product Marketing, at NEDMA's 2014 Marketing Technology Summit.
Marketo@Marketo: Putting Together Your Program PalaceMarketo
Marketo is chock-full of amazing functionality. Unfortunately, you won't be able to effectively leverage key features such as Marketing Calendar and Advanced Analytics without one essential component; Marketo Programs!
Join Marketo's Rick Siegfried as he walks you through Marketo's own structure and thought process behind Program building.
Content to include:
Why Programs are important
How to build Programs for scale
Tips for successful planning & reporting with proper Program procedures
This document discusses how lead nurturing can improve marketing and sales handoff. It presents data showing that lead nurturing increased marketing qualified leads by 50% and increased conversion from marketing qualified leads to sales ready leads by 400% for one company in one year. The document also outlines an agenda covering the revenue funnel, personalizing communications, nurturing best practices, sales visibility, proving ROI, and includes examples of nurturing blueprints and programs.
The New Rules of Marketing - Sanjay DholakiaMarketo
The document discusses Marketo's approach to marketing, which focuses on personalized, multi-channel communications across the entire customer journey. It outlines five new rules of marketing: 1) using behavioral data to personalize engagement, 2) nurturing continuous relationships rather than one-time blasts, 3) integrating communications across multiple channels, 4) making decisions based on data and automation rather than intuition, and 5) measuring impact and optimizing the marketing process. The case study then details how Marketo applies these rules through content marketing, lead scoring, nurturing programs, and analytics to drive engagement and revenue.
LUMA Digital Brief 006 - Market Report Q4 2015LUMA Partners
This document provides a quarterly market report from LUMApartners on digital media trends in Q4 2015. It summarizes M&A activity and performance of public companies in the areas of Ad Tech, MarTech and digital content. The report found that while M&A activity slowed in Q4, the year saw a record number of deals. It also observed that mobile and video were driving factors across sectors. Strategic buyers were increasingly interested in capabilities around consumer data and decisioning.
LUMA's State of Digital Marketing at DMS West 16LUMA Partners
This document summarizes the state of digital marketing, industry trends, and the future of digital marketing with a focus on Ad Tech and MarTech. Key points include:
- Ad Tech and MarTech stocks have stabilized after a rocky start to the year, with revenue growth remaining the primary driver of multiples.
- M&A activity has increased with strategic buyers like telcos and private equity paying premiums for scaled exits.
- Artificial intelligence is seen as transforming the industry as it moves from narrow uses to coordinating activities across channels.
- The convergence of Ad Tech and MarTech continues as data technologies like DMPs expand capabilities and identity solutions become more strategic.
Coffee with Marketo: You Have Questions, We Have AnswersMarketo
The document discusses balancing ease of use with impact in marketing automation. It notes that while checkboxes may seem easy, they reduce impact. A holistic view is recommended considering community, ecosystem, products and services together rather than individually. The document warns against a "good enough" solution and advocates thinking three years out to future needs like landing pages, emails, workflows and reports.
LUMA Digital Brief 012 - Market Report Q4 2016LUMA Partners
LUMA provides expertise at the intersection of media, marketing and technology. This includes digital content like online publishers, mobile gaming companies, and video platforms. It also includes advertising technology for display, video, mobile and other formats. Additionally, it includes marketing technology for data, analytics, sales automation and other tools. Mobile proliferation has had a major impact on these industries. In 2016, there was significant consolidation activity across digital media and marketing sectors through mergers and acquisitions. The deal activity was driven by growth in the pool of strategic buyers including telecommunications companies, international firms, and private equity investors.
Moderator: Scott Brinker, President & CTO, ion interactive, ChiefMarTech.com
Panelists: Franz Aman, SVP Brand & Demand, Informatica; Kristin Hersant, VP of Marketing, Livefyre; Susan Ganeshan, CMO, Clarabridge
Scott Brinker, President and CTO of ion interactive and founder of chiefmartec. com, will lead a discussion on the modern marketing technology landscape, followed by a deep dive into the tech stacks of marketing technologists from leading B2B companies. The panel will discuss the challenges of building an integrated marketing tech stack and discuss best practices for connecting data across silos. Each panelist will also share blueprints of their tech stacks, explaining how those solutions work together to help execute successful marketing programs. Don’t miss an inside view into the state-of-the-art marketing technology and methods driving successful B2B companies."
Digital Brief 002 - Market Report Q1 2015LUMA Partners
LUMApartners introduces its Quarterly Market Report as a new regular feature of its Digital Brief series. Each quarter, the report will track deal activity and market performance in the digital media industry, highlighting deals by subsector, size, and strategic buyer, along with commentary on trends. In Q1 2015, digital media M&A was active with 47 acquisitions. Notable deals included Nielsen acquiring Exelate and Under Armour acquiring MyFitnessPal. Ad tech and martech stocks declined on average 12% and 9% respectively in Q1. Upcoming consolidation is expected in areas like video, programmatic advertising, and commerce integration across online and offline channels.
LUMA Digital Brief 014 - Market Report Q1 2017LUMA Partners
This document provides a market report on digital media mergers and acquisitions (M&A) activity in Q1 2017. It summarizes that M&A was led by private equity and telecom companies, with notable deals including Altice acquiring Teads and Singtel acquiring Turn. Ad tech saw higher transaction volumes than martech. Notable startup financings included Appsflyer and DraftKings. The document was created by LUMA, a digital media consulting firm focused on the intersection of media, marketing and technology.
LUMA's State of Digital Media at DMS 16LUMA Partners
LUMA presents our annual State of Digital Media which covers our views on the market, the industry trends and the future of the ecosystem with a specific focus on digital media and marketing. We hope you enjoy it.
In this Dreamforce 2013 session, Brian Anderson of Luma Partners and Robin Bordolli of Marketo explore the near future of marketing and what you need to know to prepare for it.
LUMA Digital Brief 005 - Market Report Q3 2015LUMA Partners
This document provides a quarterly market report from LUMApartners on digital media, marketing technology, and advertising technology for Q3 2015. It summarizes M&A activity and stock performance in these sectors. Key points include a slowdown in ad tech deals but increased focus on mobile advertising, consolidation in digital content and video, and a crash in ad tech stock prices due to lowered guidance and concerns about ad blocking. Martech stocks also declined significantly in Q3. The report also profiles several large startup financings in digital areas like payments, predictive marketing, fantasy sports, virtual reality, and digital publishing.
Digital marketing boon or bane for indian businessesDhiraj Shirode
Digital marketing is the rapidly emerging trend in marketing practices; it is the drastic redesigning of marketing set of courses steady with business needs of the 21st century is required. The vision and aim of this research is to study the existing awareness of digital marketing in Indian business. And the contribution of DM trends is helping to grow all those business who adopt these trends for their business growth and branding to generate more revenue.
This paper has been developed to find out the major difference between traditional marketing and digital marketing, that can help to prove, Is DM boon or bane for Indian businesses?
Contact me- shirodedhiraj@gmail.com
LUMA Digital Brief 010 - Power to the PeopleLUMA Partners
This document discusses the emergence of people-based marketing as a solution to issues with digital advertising. People-based marketing uses first-party data to directly target individuals across devices and channels, unlike cookies which are tied to browsers. Major players like Google and Facebook have benefited from implementing people-based marketing within their own walled gardens using logged-in user data. The document argues that people-based marketing could simplify the supply chain and lead advertising to focus on real business outcomes rather than proxies like impressions. Identity solutions will be important to enable people-based marketing at scale across the wider digital ecosystem.
LUMA Digital Brief 009 - Market Report Q2 2016LUMA Partners
LUMA provides expertise at the intersection of media, marketing and technology. This includes digital content like online publishers, mobile gaming companies, and video platforms. It also covers advertising technology for display, video, mobile and other formats. Additionally, LUMA focuses on marketing technology for data, analytics, sales automation and other tools. Mobile proliferation has a major impact in these areas. The report discusses trends in mergers and acquisitions for the second quarter of 2016, noting continued consolidation activity across digital advertising, marketing technology and digital content sectors.
Digital marketing boon or bane for indian businessesDhiraj Shirode
This document presents a research paper on whether digital marketing is a boon or bane for Indian businesses. It provides an introduction to digital marketing and discusses its history and current developments. It then outlines the objectives and aims of the study, the types of digital marketing, drivers and barriers to digital marketing, and presents data analysis from a survey on digital marketing awareness and preferences among Indian businesses. It includes a case study example and provides suggestions and conclusions from the research that digital marketing has proven to be a boon for most Indian businesses by helping to increase sales, engagement, and growth.
This document discusses the impact of digital marketing on business. It begins with an introduction to the history and growth of digital marketing. It then discusses 10 important digital marketing trends that will impact business in 2015, including the growing role of big data, mobile, content marketing, social media, multi-channel marketing, personalization, ad retargeting, visual content, data analytics, and collaboration across platforms. It also outlines both the positive and negative impacts of digital media on business, such as faster information, greater reach, new technology, and more options. The conclusion is that digital marketing can minimize costs while increasing product awareness, reach, and sales through more effective targeting.
Most B2B organizations are lagging behind B2C, trying to figure out how to effectively use social media, and how it connects across the customer journey.
2 Case Studies, one an established Fintech company and another a B2B Fintech start-up.
LUMA Digital Brief 004 - Back to Mad MenLUMA Partners
LUMA Partners presents Digital Brief 004: Back to Mad Men. We explain what the future holds for ad agencies and five strategies they make take in a competitive marketplace.
The document provides an overview of LUMA's annual State of Digital Media report. It summarizes LUMA's views on the digital media market, industry trends, and the future ecosystem. The summary introduces LUMA's senior team and then covers topics like the performance of ad tech and martech stocks, the reopening of the IPO window, venture funding levels, M&A activity, issues in digital advertising around transparency and measurement, the growing digital duopoly of Facebook and Google, and the potential for Amazon to become a major third player.
The document discusses predictive social analytics and how marketers can use social media data to identify future customers. It provides case studies on how Appia used social listening to generate content, identify targeting opportunities around customer lifecycle events like engagements, and measure the results of their social media campaigns. Viralheat is presented as a platform that combines social media data with CRM to provide predictive analytics to marketers. The webinar aims to demonstrate how marketers can achieve better ROI through precise targeting and actions informed by big social data.
Innovation in the Nation - The Marketing First World - Sanjay Dholakia - MarketoMarketo
The document discusses the new rules of marketing in today's digital world. It outlines five new rules: 1) target customers based on their behaviors rather than demographics, 2) shift from mass advertising to 1:1 personalized communications, 3) focus on continuous relationships rather than one-time blasts, 4) integrate marketing across multiple expanding channels, and 5) leverage data-driven automation rather than intuitive decision making. The new approach is called engagement marketing, which aims to engage customers individually, continuously over time based on their actions, across various channels, and with measurable impact.
LUMA Digital Brief 006 - Market Report Q4 2015LUMA Partners
This document provides a quarterly market report from LUMApartners on digital media trends in Q4 2015. It summarizes M&A activity and performance of public companies in the areas of Ad Tech, MarTech and digital content. The report found that while M&A activity slowed in Q4, the year saw a record number of deals. It also observed that mobile and video were driving factors across sectors. Strategic buyers were increasingly interested in capabilities around consumer data and decisioning.
LUMA's State of Digital Marketing at DMS West 16LUMA Partners
This document summarizes the state of digital marketing, industry trends, and the future of digital marketing with a focus on Ad Tech and MarTech. Key points include:
- Ad Tech and MarTech stocks have stabilized after a rocky start to the year, with revenue growth remaining the primary driver of multiples.
- M&A activity has increased with strategic buyers like telcos and private equity paying premiums for scaled exits.
- Artificial intelligence is seen as transforming the industry as it moves from narrow uses to coordinating activities across channels.
- The convergence of Ad Tech and MarTech continues as data technologies like DMPs expand capabilities and identity solutions become more strategic.
Coffee with Marketo: You Have Questions, We Have AnswersMarketo
The document discusses balancing ease of use with impact in marketing automation. It notes that while checkboxes may seem easy, they reduce impact. A holistic view is recommended considering community, ecosystem, products and services together rather than individually. The document warns against a "good enough" solution and advocates thinking three years out to future needs like landing pages, emails, workflows and reports.
LUMA Digital Brief 012 - Market Report Q4 2016LUMA Partners
LUMA provides expertise at the intersection of media, marketing and technology. This includes digital content like online publishers, mobile gaming companies, and video platforms. It also includes advertising technology for display, video, mobile and other formats. Additionally, it includes marketing technology for data, analytics, sales automation and other tools. Mobile proliferation has had a major impact on these industries. In 2016, there was significant consolidation activity across digital media and marketing sectors through mergers and acquisitions. The deal activity was driven by growth in the pool of strategic buyers including telecommunications companies, international firms, and private equity investors.
Moderator: Scott Brinker, President & CTO, ion interactive, ChiefMarTech.com
Panelists: Franz Aman, SVP Brand & Demand, Informatica; Kristin Hersant, VP of Marketing, Livefyre; Susan Ganeshan, CMO, Clarabridge
Scott Brinker, President and CTO of ion interactive and founder of chiefmartec. com, will lead a discussion on the modern marketing technology landscape, followed by a deep dive into the tech stacks of marketing technologists from leading B2B companies. The panel will discuss the challenges of building an integrated marketing tech stack and discuss best practices for connecting data across silos. Each panelist will also share blueprints of their tech stacks, explaining how those solutions work together to help execute successful marketing programs. Don’t miss an inside view into the state-of-the-art marketing technology and methods driving successful B2B companies."
Digital Brief 002 - Market Report Q1 2015LUMA Partners
LUMApartners introduces its Quarterly Market Report as a new regular feature of its Digital Brief series. Each quarter, the report will track deal activity and market performance in the digital media industry, highlighting deals by subsector, size, and strategic buyer, along with commentary on trends. In Q1 2015, digital media M&A was active with 47 acquisitions. Notable deals included Nielsen acquiring Exelate and Under Armour acquiring MyFitnessPal. Ad tech and martech stocks declined on average 12% and 9% respectively in Q1. Upcoming consolidation is expected in areas like video, programmatic advertising, and commerce integration across online and offline channels.
LUMA Digital Brief 014 - Market Report Q1 2017LUMA Partners
This document provides a market report on digital media mergers and acquisitions (M&A) activity in Q1 2017. It summarizes that M&A was led by private equity and telecom companies, with notable deals including Altice acquiring Teads and Singtel acquiring Turn. Ad tech saw higher transaction volumes than martech. Notable startup financings included Appsflyer and DraftKings. The document was created by LUMA, a digital media consulting firm focused on the intersection of media, marketing and technology.
LUMA's State of Digital Media at DMS 16LUMA Partners
LUMA presents our annual State of Digital Media which covers our views on the market, the industry trends and the future of the ecosystem with a specific focus on digital media and marketing. We hope you enjoy it.
In this Dreamforce 2013 session, Brian Anderson of Luma Partners and Robin Bordolli of Marketo explore the near future of marketing and what you need to know to prepare for it.
LUMA Digital Brief 005 - Market Report Q3 2015LUMA Partners
This document provides a quarterly market report from LUMApartners on digital media, marketing technology, and advertising technology for Q3 2015. It summarizes M&A activity and stock performance in these sectors. Key points include a slowdown in ad tech deals but increased focus on mobile advertising, consolidation in digital content and video, and a crash in ad tech stock prices due to lowered guidance and concerns about ad blocking. Martech stocks also declined significantly in Q3. The report also profiles several large startup financings in digital areas like payments, predictive marketing, fantasy sports, virtual reality, and digital publishing.
Digital marketing boon or bane for indian businessesDhiraj Shirode
Digital marketing is the rapidly emerging trend in marketing practices; it is the drastic redesigning of marketing set of courses steady with business needs of the 21st century is required. The vision and aim of this research is to study the existing awareness of digital marketing in Indian business. And the contribution of DM trends is helping to grow all those business who adopt these trends for their business growth and branding to generate more revenue.
This paper has been developed to find out the major difference between traditional marketing and digital marketing, that can help to prove, Is DM boon or bane for Indian businesses?
Contact me- shirodedhiraj@gmail.com
LUMA Digital Brief 010 - Power to the PeopleLUMA Partners
This document discusses the emergence of people-based marketing as a solution to issues with digital advertising. People-based marketing uses first-party data to directly target individuals across devices and channels, unlike cookies which are tied to browsers. Major players like Google and Facebook have benefited from implementing people-based marketing within their own walled gardens using logged-in user data. The document argues that people-based marketing could simplify the supply chain and lead advertising to focus on real business outcomes rather than proxies like impressions. Identity solutions will be important to enable people-based marketing at scale across the wider digital ecosystem.
LUMA Digital Brief 009 - Market Report Q2 2016LUMA Partners
LUMA provides expertise at the intersection of media, marketing and technology. This includes digital content like online publishers, mobile gaming companies, and video platforms. It also covers advertising technology for display, video, mobile and other formats. Additionally, LUMA focuses on marketing technology for data, analytics, sales automation and other tools. Mobile proliferation has a major impact in these areas. The report discusses trends in mergers and acquisitions for the second quarter of 2016, noting continued consolidation activity across digital advertising, marketing technology and digital content sectors.
Digital marketing boon or bane for indian businessesDhiraj Shirode
This document presents a research paper on whether digital marketing is a boon or bane for Indian businesses. It provides an introduction to digital marketing and discusses its history and current developments. It then outlines the objectives and aims of the study, the types of digital marketing, drivers and barriers to digital marketing, and presents data analysis from a survey on digital marketing awareness and preferences among Indian businesses. It includes a case study example and provides suggestions and conclusions from the research that digital marketing has proven to be a boon for most Indian businesses by helping to increase sales, engagement, and growth.
This document discusses the impact of digital marketing on business. It begins with an introduction to the history and growth of digital marketing. It then discusses 10 important digital marketing trends that will impact business in 2015, including the growing role of big data, mobile, content marketing, social media, multi-channel marketing, personalization, ad retargeting, visual content, data analytics, and collaboration across platforms. It also outlines both the positive and negative impacts of digital media on business, such as faster information, greater reach, new technology, and more options. The conclusion is that digital marketing can minimize costs while increasing product awareness, reach, and sales through more effective targeting.
Most B2B organizations are lagging behind B2C, trying to figure out how to effectively use social media, and how it connects across the customer journey.
2 Case Studies, one an established Fintech company and another a B2B Fintech start-up.
LUMA Digital Brief 004 - Back to Mad MenLUMA Partners
LUMA Partners presents Digital Brief 004: Back to Mad Men. We explain what the future holds for ad agencies and five strategies they make take in a competitive marketplace.
The document provides an overview of LUMA's annual State of Digital Media report. It summarizes LUMA's views on the digital media market, industry trends, and the future ecosystem. The summary introduces LUMA's senior team and then covers topics like the performance of ad tech and martech stocks, the reopening of the IPO window, venture funding levels, M&A activity, issues in digital advertising around transparency and measurement, the growing digital duopoly of Facebook and Google, and the potential for Amazon to become a major third player.
The document discusses predictive social analytics and how marketers can use social media data to identify future customers. It provides case studies on how Appia used social listening to generate content, identify targeting opportunities around customer lifecycle events like engagements, and measure the results of their social media campaigns. Viralheat is presented as a platform that combines social media data with CRM to provide predictive analytics to marketers. The webinar aims to demonstrate how marketers can achieve better ROI through precise targeting and actions informed by big social data.
Innovation in the Nation - The Marketing First World - Sanjay Dholakia - MarketoMarketo
The document discusses the new rules of marketing in today's digital world. It outlines five new rules: 1) target customers based on their behaviors rather than demographics, 2) shift from mass advertising to 1:1 personalized communications, 3) focus on continuous relationships rather than one-time blasts, 4) integrate marketing across multiple expanding channels, and 5) leverage data-driven automation rather than intuitive decision making. The new approach is called engagement marketing, which aims to engage customers individually, continuously over time based on their actions, across various channels, and with measurable impact.
How Content Marketing Automation Can Boost ROI & Drive GrowthMarketo
This document summarizes a webinar about content marketing automation. It discusses how content marketing automation can help resource centers become more effective through features like landing pages, social hubs, campaigns and tailored experiences. It also provides an example of how Monetate, a customer of Marketo, implemented Uberflip's content marketing automation platform to create a content hub. This resulted in a 250% increase in conversion rates for their landing page. The webinar advocates that experience, targeting, control and calls-to-action matter for effective content marketing automation.
Work Together Even When You're Not Together: Marketing Collaboration in the C...Marketo
Collaboration, coordination, and consistency around marketing campaigns and messaging can be challenging when running a global marketing organization. Without the ability to store, share, and monitor your campaigns and content on a common platform, you are doomed to work within the silos of your company and the silos of your laptop. The potential result of this disconnect can range from wasted content to inconsistent messaging.
Join this month's LaunchPoint series webinar to discover:
- The latest and greatest in marketing automation and file sharing platforms
- Content collaboration tools that save time and keep branding consistent between teams
- How centralizing assets can ease global content translation and localization
- Real-time content and campaign sharing that can spark new ideas and educate your organization
Social Media Sharing - It's Kind of a Big DealMarketo
This document summarizes a webinar about using social media sharing to promote marketing campaigns. Some key points:
- Social sharing can help reach customers through friends and family recommendations, with 70% trusting those sources over company messages.
- Successful social sharing involves encouraging shares, using visuals, integrating social into all campaigns, having resources to support social efforts, and measuring social media results.
- Social networks like Facebook, Twitter, LinkedIn and SlideShare provide opportunities for social sharing, including landing pages, lead generation cards, and company updates.
- Tracking social referral traffic and conversions can show the impact of social sharing efforts. Engaging stakeholders like customers, employees and resellers in sharing content can also help
Print is Not Dead: The Power of Multi-Channel MarketingMarketo
Like many of us, you've probably heard the rumor that print marketing is dead. Well, we think it's time to squash that rumor.
Adding a print component to digital marketing strengthens your campaigns and increases conversion, retention, and sales. Then, when print and promotional marketing are seamlessly automated, you can transform the customer experience by engaging in a 1:1 dialogue that is memorable, tangible, and high-impact.
Join this month's LaunchPoint webinar to find out how Mathnasium uses PrintingForLess.com and Marketo to automate print marketing as part of a national, multi-channel campaign to drive brand awareness and membership.
You'll discover how to:
- Seamlessly automate your print marketing
- Drive customer engagement and action through a more meaningful channel
- Increase sales efficacy by making more timely and relevant sales calls
Integrated Demand Generation: Top Tips for Marketers Who Need to Do it AllMarketo
Demand generation is not for the faint of heart. Integrated marketing is even harder – being able to efficiently create, execute, and optimize demand gen programs across multiple channels that stay aligned with business strategy, and prove their ROI is tough work. This session will provide actionable tips and strategies that you’ll be able to immediately implement to optimize both the inbound and outbound programs in your demand generation mix. Find out how to work cross channel, leverage social marketing, and develop a framework to evaluate all your marketing programs.
The Secret to Sales and Marketing AlignmentMarketo
The document discusses how marketing and sales teams can work together effectively at Marketo. It provides four tips for collaboration: 1) agreeing on definitions for lead stages, 2) training both teams together, 3) sharing processes and joint planning, and 4) using marketing automation. It also outlines Marketo's revenue cycle of moving leads through different stages from awareness to customer. Finally, it discusses Marketo's sales development representative methodology which focuses on process, commitment, and leadership.
Marketing’s Move to Predictive Social AnalyticsViralheat
Sally Lowery VP of Marketing at Appia, Jeff Revoy CEO of Viralheat and Carra Manahan Marketing Programs Specialist at Marketo discuss the new technologies marketers use to targets potential clients on social media.
Content Marketing: Fuel for Your Lead Generation StrategyMarketo
It’s no secret that content is a crucial component of any successful marketing strategy. However many businesses struggle to get started, build their team, and create enough engaging content that drives lead generation. Check out this presentation to learn how build a solid content marketing plan that gets you leads and grows revenue.
Heidi Bullock, Sr. Director of Marketing at Marketo, will show you:
• How to employ lean content marketing techniques
• How to construct your content marketing planned based around themes and personas
• Examples of Marketo’s own content marketing successes
• How to leverage content throughout the customer lifecycle
• Measuring ROI of content marketing
Improving Student/Alumni Lifecycle Engagement with MarketoMarketo
Shannon Workman gives a presentation on how higher education institutions can improve student, alumni, and donor engagement through the use of marketing automation. She discusses trends in online education and social media that are changing the decision making process of prospective students. Workman then outlines Marketo's student lifecycle engagement solution, which uses tools like website tracking, personalized messaging, lead scoring, and contact management to automate multi-channel marketing campaigns. Finally, she proposes conducting a marketing strategy assessment and implementation roadmap to help schools adopt a marketing automation approach.
Engaging Content Marketing: A Strategy You Can Stick ToMarketo
The document provides guidance on developing an effective content marketing strategy. It discusses challenges with content marketing, including lack of clear goals, unengaging content, inconsistent production and distribution, and inability to measure effectiveness. It then outlines steps to create engaging content, such as understanding buyer personas, mapping content to the buyer's journey, and ensuring content is findable online. The document also discusses ways to efficiently produce content at scale, such as repurposing existing content, and how to promote content through various channels. It stresses the importance of testing content to determine what is most effective and driving ROI.
Why Content Marketing Automation Is Your New Best Friend (With Benefits)Uberflip
This document summarizes a webinar about content marketing automation. It discusses how content marketing automation can help solve problems like resource centers failing to engage audiences. It provides an example of how Monetate, a digital marketing company, implemented Uberflip's content hub solution integrated with Marketo to better author, distribute, and measure their content marketing. This resulted in a 250% increase in conversion rates for Monetate's content. The webinar advocates that experience, targeting, control, and calls-to-action matter for effective content marketing and how automation can help improve productivity, workflow, and insights.
New Languages and New Markets: Expanding the Reach of Your Marketing CampaignsCloudwords, Inc.
This document discusses expanding marketing campaigns into new languages and markets. It highlights challenges like content proliferation, non-global technologies, and costly localization processes. The webinar speakers then explain how Coupa has benefited from using Marketo and Cloudwords to automate and streamline their global marketing efforts, reducing costs and time to market while improving brand consistency. They are now able to launch campaigns in any language within weeks instead of months.
New Languages and New Markets: Expanding the Reach of Your Marketing CampaignsMarketo
This document discusses expanding marketing campaigns into new languages and markets. It highlights the challenges of globalization, including untapped revenue opportunities, content proliferation, non-global technologies, inefficient processes, and high costs. The webinar speakers from Coupa, Cloudwords, and Marketo discuss how their companies help manage multilingual marketing automation and localization to reduce costs and time to market while ensuring message consistency across regions.
This document summarizes the seven secrets of Marketo's success in digital marketing. The secrets are: 1) engaging people as individuals based on what they do continuously over time, 2) always directing marketing efforts towards a measurable outcome, 3) nurturing relationships with people over time through engaging conversations, 4) using behavioral targeting for maximum relevance, 5) operating at the speed of digital with connected systems, 6) measuring marketing impact and ROI, and 7) driving customer success to retain and grow relationships.
The Survivalist's Guide to Data-Driven MarketingMarketo
In this presentation from Heidi Bullock, VP of Demand Generation at Marketo, she shares how to become more data-driven, forecast more accurately, and determine the right metrics to measure in order to improve your marketing efforts.
Engage and convert - The New Rules for Success in Digital Advertising finalMarketo
Hear Ray Coppinger, Senior Digital Marketing Manager at Marketo, and Adam Levinson, Customer Success Manager at Optimizely, as they explore the state of digital advertising, identify the building blocks of a successful strategy, and outline how a culture of optimisation is critical to digital advertising success.
[Webinar] Predictive Lead Scoring: How To Turn Data Into RevenueMintigo1
To watch the entire webinar replay, please visit:
http://www.mintigo.com/predictive-lead-scoring-how-to-turn-data-into-revenue/
Description:
“Predictive Analytics” is the buzzword du jour. With so many digital marketing tools, technologies, and channels at our disposal and the ability to track prospect and customer behavior, we are awash with data to be analyzed in order to predict and drive our marketing results. So, how do we cut through the clutter, sift through the hype, and bring the most critical data into focus? How do we put it to use?
Download the slides and watch this Marketo LaunchPoint webinar replay to discover how predictive lead scoring will put all of your data to work for you. Learn how the marketing ninjas at SmartBear Software have used Marketo and Mintigo to build an automated system that targets the right leads with the right messages at the right time.
You will learn how to:
- Profile your ideal customer so that you can target high-fit leads
- Score your leads in real-time based on that profile
- Optimally engage the leads by routing them to the appropriate nurture track or sales reps before even gathering behavioral data
Speakers:
Patrick Chen - Sr. Manager of Marketing Operations at Marketo
Tony Yang - Director of Demand Generation at Mintigo
Gary DeAsi - Sr. Marketing Manager & Marketo Champion at SmartBear Software
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We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup.
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Marketo provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships. Marketo makes marketing software that is:easy to adopt and usepowerful enough to solve real-world challengescomplete, for our customers and for their customers
Marketo was one of the fastest growing private companies, and is now one of the fastest growing public companies, sustaining over 130% compounded annual revenue growth.We expect our customer, partner, and community member counts to continue growing rapidly as recognition of the need/opportunity to graduate to a modern marketing approach accelerates among marketers.
Our customer list speaks for itself…but others in the industry are often talking about Marketo. This is just a sampling of acknowledgements made so far in 2013 regarding Marketo’s industry leadership.
So how are we responding to this? Not good.So between the marketers that are still batching and blasting, or sending personalized messages that aren’t relevant right now, this is kind of what it feels like to be a consumer today. On any given day, the average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember 4 – SuperProfile 2010
We believe that buying has changed forever.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. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. But now, there is an explosion of readily available information— so much that 90% of the data in the world today has been created in the last two years alone.All this data = buyers today are more empowered. The Web provides them with instant information gratification. They can access detailed specs, pricing, and reviews about goods and services 24/7 with a few flicks of their thumbs. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of the experience. Result: Forrester Reports that 65-90% of buying process is complete when consumer walks into store/branch/dealer, or contacts sales. This translates to an organizational power shift from Sales to Marketing, and a corresponding responsibility shift to Marketing for a much greater share of the buying cycle.All this requires deep changes in how we market.
From the mission of Marketing, to how Marketing’s impact is measured, today’s CMO and her leadership team need to make sure they understand and are taking advantage of modern marketing approaches to align with the behavior of today’s buyer and to stay competitive. In particular, marketers need to make a shift from demographics-based marketing to behavior-based marketing, and from batch & blast tactics to continuous relationship-building and nurturing.
Marketo’s customer base is over 2,500 strong, with good representation across verticals, geographies, and size of company.
The areas of transformation taking place in Marketing create a roadmap for defining the solution modern marketers need:Mission of being found = need for Inbound MarketingCustomer intelligence and tactics that are behavior-based and deliver a continuous relationship with customers = need for Relationship MarketingMeasurement with owned, Big Data = need for Analytics & MeasurementIn addition, marketers need a solution that delivers:Revenue Effectiveness to build and maintain tight alignment between Marketing and SalesA Customer System of Record that is the source of truth for marketing.
Marketo provides the de facto cloud-based marketing platform for modern marketers, helping them make the shift to behavioral-based marketing that spans today’s digital, social, mobile, and offline channels.Marketo offers 5 key applications that sit on top of the Marketo platform, including applications for marketing automation, social campaigns, sales insight, revenue cycle analytics, and marketing planning & management. Just some of the functionality provided by these applications include:Email MarketingRelationship Marketing Lead ManagementContent MarketingScoringNurturingSocial CampaignsEventsLanding PagesCampaign ManagementFinancial ManagementInbound MarketingReporting & Analytics
Start with the funnel. We really have marketing initiatives dedicated to each part of the funnel.
Many names are not yet our friendsNames are NOT leads, don’t call them leads
Majority of leads NOT sales ready. This is OK since human interaction is part of developing the relationship (nurturing). These Lead are recycled back to Target for additional nurturing until Sales Ready.
Sales does on call, and converts if Opp
This is how Marketing gets paid… carry a quota for Opportunity created.Only Sales can create the opportunities. [Requires very solid definitions of what is an opp, since people get paid on it – can’t be subjective.]
Herbert Simon, one of the early leaders in attention economics, said “A wealth of information means a dearth of whatever consumes information – a wealth of information creates a poverty of attention.” In traditional marketing, companies needed to rent (or beg) attention from other people’s media. Whether it’s a display ad on a website, a booth at a tradeshow, or an email sent to a third-party list, companies are essentially “renting” attention that someone else built. This can be effective, but it’s also expensive – and become less effective with attention scarcity. In contrast, with inbound marketing, companies build up their own audience and attract their own attention. In other words, inbound marketing is about applying more brains, not more budget, to drive revenue.
Map content to the buying stage {keep it short}
See customer preso
Another example – these roadshows!!
HERE IS THE MONEY SLIDE! (Literally and figuratively.)Summarizes our ROI… = PPC + 3rd party emails
OK, so we’ve generated Prospects from Inbound and Outbound sources…. What next?
For twitter: For every one self-serving tweet, you should re-tweetone relevant tweet and most importantly sharefour pieces of relevant content written by others. – Joe Pulizzi and TippingPoint labs
Here’s an example of how Marketo created even more relevance.Topic of interest nurturing: Nurture tracks based on four different topics that we thought our customers were interested in (email, social marketing, marketing automation, and Microsoft Dynamics). Welisten for signs that may be interested in this (events attended, web visits, keywords used etc.), and if so assign them to the specific track nurture track. If they get to the end of that specific track, we put them back to regular until they do something else specific.
Result: Big lift!More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html
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…
Get rid of “old sort score”
OK, so we’ve generated Prospects from Inbound and Outbound sources…. What next?
Next, let’s focus on “Investment” side of ROI. Notice it’s investment, not cost. You “invest’ in growth, marketing is a growth driver.-Then you enter and track your budget plan-as invoices come in from your financial system, you can map them to line items-you can also map your Marketo programs to specific budget categories or line items-you can track planned, forecasted and actual spend, and indicate whether forecasted spend is committed or optional
Step 1: Important to track all touches
Step 1: Important to track all touches
Here we see what works for Marketo over the last 12 months to generate prospects. Explain columns…Website+Blog = 38% of all oppsBut I’d be a bad stock picker if I put all my money in one stock, and I’d be a bad marketer if I bet all my prospect generation on one source. The reality is you need a portfolio of prospects and channels to achieve the best results. In fact, Marketo runs an average of 40 different Prospect generating programs each and every month across all these sources.
ModelNote Success Path and Detours; Inventory and SLAs
Google Analytics for Revenue
Marketo provides the de facto cloud-based marketing platform for modern marketers, helping them make the shift to behavioral-based marketing that spans today’s digital, social, mobile, and offline channels.Marketo offers 5 key applications that sit on top of the Marketo platform, including applications for marketing automation, social campaigns, sales insight, revenue cycle analytics, and marketing planning & management. Just some of the functionality provided by these applications include:Email MarketingRelationship Marketing Lead ManagementContent MarketingScoringNurturingSocial CampaignsEventsLanding PagesCampaign ManagementFinancial ManagementInbound MarketingReporting & Analytics
Our customer list speaks for itself…but others in the industry are often talking about Marketo. This is just a sampling of acknowledgements made so far in 2013 regarding Marketo’s industry leadership.