Content Marketing: Fuel for Your Lead Generation Strategy

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Content Marketing: Fuel for Your Lead

Generation Strategy

Dayna Rothman, Sr. Content Marketing Manager, Marketo

@dayroth

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• Cloud-based marketing software platform

• Enables modern relationship marketing

• Powerful, easy, complete

• >2,500 customers in the Marketing Nation

• For marketers, by marketers!

About Marketo

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How do you think about lead generation?

Welcome to my

toolbox of tactics!

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Lead gen is not just a basket of tactics

PPC

social

webinars

content

syndication

Grapes are

so hot right

now

email

retargeting

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Figure out your strategy, then tactics

How?

Grow lead generation efforts

Grow top of funnel

Optimize mid funnel

Leverage the database

How?

Be leader in big data

Thought Leader

Program

Customer success

initiative

How?

Launch new products

($xx M in 2014)

Product A

Product B

Key objective = xx % cml. growth

Example

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Content is a critical component of effective

lead generation

My lead

gen is

smokin’!

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Content powers your lead gen engine

Good content = Optimized performance

Poor content = suboptimal performance

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The right content is more important than

ever…

• Influence Decision Making• 66%-90% of the buyer’s journey is complete before that

buyer reaches out to a sales person – Forrester

• Building a Relationship• 78% of consumers feel that organizations behind the content

are interested in building good relationships – TMG Custom Media

• Create Engagement• 68% of consumers spend time reading content from a brand

they are interested in. – The CMA

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Step 1: Buyer Personas

Who are you selling to?

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Step 2: Understand the buyer’s journey

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Step 3: Create your funnel

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Research data, funny videos, curated lists, infographics, thought leadership

Step 4: Map content to buying stage

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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Use common sense

No, it’s our first

date! I’m not

ready for a trial

of your software

either!

Will you

marry me?

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Step 5: Figure out what you have, what you

need

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But, how do you create more content

without a team of 40 writers?

My budget

is cut…I only have

the PPC

manager…


Lean Content Creation.

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5 golden rules for content

1. It is not promotional

2. It is relevant

3. It closes a gap

4. It is well-written

5. It is relevant to your company

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Content isn’t just

whitepapers!

• Blog posts

• Videos

• Podcasts

• SlideShare Presentations

• Infographics

• Moving Infographics

• Activity Books/Worksheets

• Articles

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Visual helps content stand out

VS.

13,000 Views 339,000 Views

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THE 3 R’s OF CONTENT MARKETING

Optimization

Repurpose, Rewrite, Retire

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Repurpose content

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“Big Rock” content example

Definitive Guide to MA:

Webinars:

Ebooks:

Infographics:

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Videos:

Blogs:

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Repurpose blogs

Blog to eBook

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Rewrite and redesign

Before After

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Retire

I was the best

webinar in

2009.


The Right Content per ChannelEXAMPLES

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Use the right content per channel

Example – for

FB – early

stage

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Visual content works well for social

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The right content per channel matters

Source: chicagostyleseo.com


Top of FunnelEXAMPLES

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Form length matters

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Slideshare

• You have a great deck

• Make it very visual and appealing

• Use the form for Slideshare

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Facebook for lead generation

Test a mix of content offers – make sure they are visual!

Lighter Harder

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Twitter promoted tweets - timelines

• Use gated resource pages

• Have strong CTA

• Can still be playful and fun

• Results depend on content and message

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Paid email campaigns

1. Relevant and vetted offer for the audience and vendor

2. Early stage content will probably perform better

3. Test!• A/B split – offer one and offer

two

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Your Blog

@jonmiller

@mpranikoff

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Virtual event

Leverage the knowledge of other people!

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Content syndication:

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The Power of Peer to Peer

• Company to Buyer: 33% Trust

• Buyer to Buyer: 92% TrustWOW!!

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Frictionless and incentivized sharing

• Make every campaign social

• Increase your visibility and

engagement


Middle of FunnelEXAMPLES

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But who is ready?You got them to the dance

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Most buyers not ready to purchase…

• Optimize for lead nurturing• Figure out the optimal cadence – respect your prospect’s

schedule

• Make content valuable not self promotional

• Be personal, not pushy

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All N

am

es

Targ

et

&

Recycle

d

Engaged

Lead

Nurturing

Lead Nurturing Plugs the Leak

Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Con-

tacte

d

Opportunity

Sale

sLead

MQL

SALSQL

Marketo Data:

•% new Targets not Opp ready: 98%

•Target to Opp time: 123 days avg

•% Slow Leads: 80%

•50% more MQLs at 33% lower cost per lead

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Lead Nurturing Relevance

A

B

C

D

1 23

Stages1. BUYING STAGES

• Early: Be a Better Marketer• Mid: Why Marketing Automation• Late: Why Marketo• Customer: Success

2. BUYING PROFILES• Marketing• Sales• Exec

Get The “Definitive Guide to Lead Nurturing”

http://marketo.com/DG2LN



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Italian Workspace Joe Smith: Acme Inc. Community Help

Search… +

Search… +

Recently Updated

Practical B2B Lead Generation

Added Mar 30, 2013 Sent 12,10582

Thought Leadership

Edited Mar 25, 2013 Sent 12,10570

Lead Scoring Best Practices

Edited Mar 22, 2013 Sent 12,10555

Lead Management Best Practice D…

Added Mar 18, 2013 Sent 12,10535


Edited Mar 10, 2013 Sent 12,1059

Engagement Over Time

Dec Jan Feb Mar Apr May

100

80

60

40

20

0

Summary

1.5%Unsubscribe

65Engagement

55dNext Cast

Members

In Track Exhausted Paused

3,450

50 35

Mar 18, 2013

Engagement: 60

2013

Marketo’s Secret Sauce

Definitive Guide to Events

Lead Nurturing


Lead Management Best Practic

Practical B2B Lead Generation

Thought Leadership

Email Performance Report

Program Performance

Lead Nurturing Streams Setup My Tokens Members

View: Dashboard ▼ Streams: All Streams ▼

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Lead Scoring Defined

“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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• Early stage content +3• Attend webinar: +5• Visit any webpage /

blog : +1• Visit careers pages: -10• Decay inactivity:

-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 “Definitive Guide to Lead Scoring”

http://marketo.com/DG2LS



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Campaigns to your database

1. Segment

2. Make them first!

3. Watch the cadence – make sure it maps to nurturing

Repurposed content from

Virtual event

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Campaigns to the database

• 9047 pre-registrations for guide

• 13,000 actual downloads

• 5100 registrants for webinar series

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Later stage emails


Program ROI

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What channel works for your business?

Source: Marketo Revenue Cycle Analytics, June 2013* Percentage of all programs in channel that achieve MT Ratio > 5

Nurture Email - CTA

Nurture Email

Paid Online (PPC+Email)

Nurture (New)

% Above Min*

N/A

52%

N/A

39%

79%

46%

N/A

38%

N/A

N/A

N/A

29%

38%

52%7.6

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What content is working best per channel?

• 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?

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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.Make sure you use the right content per channel.

5.Test and compare your content offers - know what works for your business.

@dayroth

Date post:	15-Jul-2015
Category:	Technology
Upload:	marketo
View:	3,665 times
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Content Marketing: Fuel for Your Lead Generation Strategy

Technology