10 Strategies for Content Marketing, Events, and Marketing Automation Success

10 Strategies for Content Marketing,

Events, & Marketing Automation Success

© 2011 Marketo, Inc.

Jon Miller, VP Marketing and Co-Founder, Marketo Co-author, Modern B2B Marketing blog @jonmiller2 Ann Handley, Chief Content Officer, MarketingProfs Co-author, Content Rules @marketingprofs

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© 2011 Marketo, Inc. Marketo Proprietary and Confidential

@jonmiller2 @marketingprofs

Fastest Growing SaaS Company

Year 0 Year 1 Year 2 Year 3 Year 4

Salesforce

SuccessFactors

Omniture

NetSuite

Constant Contact

Marketo

All revenue numbers normalized to Marketo Year 1

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Highly Efficient Revenue Engine

• $1.08 in Marketing for every $1 in Sales

• 89% of revenue sourced by marketing

• $1.2M annual recurring revenue quota

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Buying Has Changed Forever

SALES REP SALES REP

BUYER

OLD DAYS: INFO SCARCITY 1960s – Recent

TODAY: INFO ABUNDANCE

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Marketo’s Revenue Cycle

All N

am

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Pro

spect

&

Recycle

d

Lead

AW

AR

EN

ESS

Engaged

Opportunity Customer

Sale

s Lead

MQL

SAL SQL

Nurturing Database

Marketing SDR Sales

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All N

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es

Pro

spect

&

Recycle

d

Lead

AW

AR

EN

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Engaged


Sale

s Lead

MQL

SAL SQL

Nurturing Database

Marketing SDR Sales

Names are just names.

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All N

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Recycle

d

Lead

AW

AR

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Engaged


Sale

s Lead

MQL

SAL SQL

Nurturing Database

Marketing SDR Sales

Meaningful interaction with us.

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All N

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d

Lead

AW

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Engaged


Sale

s Lead

MQL

SAL SQL

Nurturing Database

Marketing SDR Sales

Qualified, engaged potential buyers.

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All N

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Lead

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Engaged


Sale

s Lead

MQL

SAL SQL

Nurturing Database

Marketing SDR Sales

Showing buying signs or significant

engagement.

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spect

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Recycle

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Lead

AW

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Engaged


Sale

s Lead

MQL

SAL SQL

Nurturing Database

Marketing SDR Sales

Qualified as sales-ready by a human.

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All N

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s Lead

MQL

SAL SQL

Nurturing Database

Marketing SDR Sales

Accepted and actively worked by sales

WHY CONTENT?

WHY NOW?

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The Rules HAVE Changed…

Prior to the web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the web has changed the rules.”

— David Meerman Scott

“

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Early Stage Thought leadership and best practices to build brand and awareness

When To Ask For Registration

Middle Stage Buyers guides, RFP templates and industry information to help structure research

Late Stage Company-specific information to help evaluate and reaffirm selection

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Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity

(Days) Lead to

Opp Index

3rd Party Email Blast 9,049 $36 20% 32 0.5

Trade Show 3,786 $36 22% 29 1.8

Trade Show – Virtual 3,125 $18 17% 48 1.0

Paid Webinar 1,971 $71 26% 33 0.7

PPC 1,494 $135 45% 15 1.8

AppExchange 1,128 $41 72% 3 2.4

Content Syndication 881 $69 18% 29 1.2

Social Media 588 $94 33% 16 0.2

Other Paid 1,645 $45 25% 32 0.9

Website/Inbound 5,133 58% 9 1.9

Referral / WOM 564 21% 32 1.4

Sales Prospecting 349 19% 71 3.9

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(Days) Lead to

Opp Index


Trade Show 3,786 $36 22% 29 1.8


Paid Webinar 1,971 $71 26% 33 0.7

PPC 1,494 $135 45% 15 1.8

AppExchange 1,128 $41 72% 3 2.4


Social Media 588 $94 33% 16 0.2

Other Paid 1,645 $45 25% 32 0.9


Referral / WOM 564 21% 32 1.4


Web prospects convert 5X better than paid prospects

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(Days) Lead to

Opp Index


Trade Show 3,786 $36 22% 29 1.8


Paid Webinar 1,971 $71 26% 33 0.7

PPC 1,494 $135 45% 15 1.8

AppExchange 1,128 $41 72% 3 2.4


Social Media 588 $94 33% 16 0.2

Other Paid 1,645 $45 25% 32 0.9


Referral / WOM 564 21% 32 1.4


Tradeshows focused on Salesforce and captive roadshows have dramatically improved ROI

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(Days) Lead to

Opp Index


Trade Show 3,786 $36 22% 29 1.8


Paid Webinar 1,971 $71 26% 33 0.7

PPC 1,494 $135 45% 15 1.8

AppExchange 1,128 $41 72% 3 2.4


Social Media 588 $94 33% 16 0.2

Other Paid 1,645 $45 25% 32 0.9


Referral / WOM 564 21% 32 1.4


PPC drives expensive prospects – but they convert great

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(Days) Lead to

Opp Index


Trade Show 3,786 $36 22% 29 1.8


Paid Webinar 1,971 $71 26% 33 0.7

PPC 1,494 $135 45% 15 1.8

AppExchange 1,128 $41 72% 3 2.4


Social Media 588 $94 33% 16 0.2

Other Paid 1,645 $45 25% 32 0.9


Referral / WOM 564 21% 32 1.4


Email blast, webinars, and virtual tradeshows are our “workhorses” –

but need to watch saturation

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(Days) Lead to

Opp Index


Trade Show 3,786 $36 22% 29 1.8


Paid Webinar 1,971 $71 26% 33 0.7

PPC 1,494 $135 45% 15 1.8

AppExchange 1,128 $41 72% 3 2.4


Social Media 588 $94 33% 16 0.2

Other Paid 1,645 $45 25% 32 0.9


Referral / WOM 564 21% 32 1.4


Very high conversion for AppExchange prospects

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(Days) Lead to

Opp Index


Trade Show 3,786 $36 22% 29 1.8


Paid Webinar 1,971 $71 26% 33 0.7

PPC 1,494 $135 45% 15 1.8

AppExchange 1,128 $41 72% 3 2.4


Social Media 588 $94 33% 16 0.2

Other Paid 1,645 $45 25% 32 0.9


Referral / WOM 564 21% 32 1.4


Late stage content = 4X improvement in Opp Index

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(Days) Lead to

Opp Index


Trade Show 3,786 $36 22% 29 1.8


Paid Webinar 1,971 $71 26% 33 0.7

PPC 1,494 $135 45% 15 1.8

AppExchange 1,128 $41 72% 3 2.4


Social Media 588 $94 33% 16 0.2

Other Paid 1,645 $45 25% 32 0.9


Referral / WOM 564 21% 32 1.4


Still working things out on paid Social Media advertising

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(Days) Lead to

Opp Index


Trade Show 3,786 $36 22% 29 1.8


Paid Webinar 1,971 $71 26% 33 0.7

PPC 1,494 $135 45% 15 1.8

AppExchange 1,128 $41 72% 3 2.4


Social Media 588 $94 33% 16 0.2

Other Paid 1,645 $45 25% 32 0.9


Referral / WOM 564 21% 32 1.4


Most prospects not ready to be leads when they come in

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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.

Lead

Opportunity

Sale

s Lead

MQL

SAL SQL

“The art of maintaining permission to stay in front of your buyers as

they educate themselves”

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The Value of Lead Nurturing

Fast Leads ( MQL <1 mo)

Slow Leads (MQL >1 mo)

Total Leads (MQL)

Cost / Lead (MQL)

Without Nurturing 20% 6.67% 26.67% $206.00

With Nurturing 20% 20.0% 40.0% $137.50

Source: Actual Marketo data; assumes $55 per prospect

Marketo ROI Results

Results: 50% more marketing qualified leads from lead nurturing

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Lead Nurturing Relevance

A

B

C

D

1 2 3

Stages 1. BUYING STAGES

• Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer 2. BUYING PROFILES

• Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29%

Get The “Definitive Guide to Lead Nurturing” SMS your email to +1.650.262.0066 http://bit.ly/DGtoLN

http://bit.ly/DGtoLN

Sounds great, right?

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Content (Noun)

• Anything created and uploaded to the web; i.e.: the pages of your site; the things you create as marketing (blog posts, videos, photos, webinars, podcasts, email)

• Anything published to outposts like Facebook, Twitter, LinkedIn group page.”

“Anything an individual or

organization creates and

shares to tell their story.”

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“Every two days now we create as much information as we did from the dawn of civilization up until 2003.” — Eric Schmidt

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Good Content is the Soul of Who You Are

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The problem: I don’t know what to say….

(Or how to say it.)

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It’s often difficult to find topics that have not already

saturated the market.” “

The problem: I don’t know what to say….

(Or how to say it.)

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It’s often difficult to find topics that have not already

saturated the market.” “

“Our biggest challenge is finding things for our

potential clients to get excited about.

“ The problem: I don’t know what to say….

(Or how to say it.)

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Content Marketing is like

sex in high school.

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“I need to be on Twitter, right? Everyone is on Twitter. “

“Twitter is stupid.”

“LinkedIn might work – it’s where our users are.”

“LinkedIn is stupid.”

“Facebook makes sense. Everyone is on Facebook.”

“Facebook is stupid.”

“Our competitors all have blogs. Our CEO says we need one.”

“Blogs are stupid.”

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First. What are your goals?

How will you measure those goals?

Loyalty?

Money?

Leads?

5 Ways Your

Content Can Rule

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Content As Opportunity: What’s Your

Broader Mission?

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Wisconsin Milk Marketing Board How does your product live in the world?

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Or Like This?

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Share Stories

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TARGET

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Wings to Soar (& Social Validation)

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More

options

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Reimagine What You Create

Into Other Forms

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Can You Create 5 Things Out Of 1 Thing?

YES!

So Let’s Turn

All This Into

Revenue

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The ROI of Lead Scoring

• Higher Win Rates

• Shorter Sales Cycles

• Higher Revenue Per Rep

Source: CSO Insights

How Easy Is it To Get Information About Prioritizing Sales Efforts?

Other Benefits of Fewer But Higher Quality Leads

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A Framework for Lead Scoring

Explicit What the prospect tells you

Inferred What you observe or infer

Fit Are you interested in them?

• Demographics

• Firmographics

• BANT

• Data quality

• Corporate vs. personal email

• Location

Interest Are they interested in you?

• BANT

• Latent behaviors (engagement)

• Active behaviors (sales readiness)

Get The “Definitive Guide to Lead Scoring” SMS your email to +1.650.262.0066 http://bit.ly/DGtoLS

http://bit.ly/DGtoLS

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Interest Scoring - Examples

• Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10

• Pricing pages:

• +10 regular, +15 detailed • Watch demos:

• +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8

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Identifying Marketing Qualified Leads

21+ Super-Target

Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

<2

Engagement <20 20-44 45-89 90+

Buying Intent <6 6-12 13-18 19+

Fit

Inte

rest

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The Marketing-Sales Handoff (SDRs)

• Best place for dramatic improvements in business performance are handoffs between functions

• Benefits of a Sales Development function • Faster, more consistent, & better quality follow-up on leads • The human touch enhances lead nurturing • Better data and more metrics • Talent development for sales

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Sales Insights

Proving — and Improving — Marketing’s Impact on

Revenue

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Measure Opportunity Influence

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Screenshot: Marketo Revenue Cycle Analytics

First-touch allocation, multi-touch

allocation, investment, volume, etc.

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Revenue Cycle Modeler


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Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas: • Balance • Flow • Conversion • Velocity

Trends over time

SLA violations


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Marketo Revenue Cycle Metrics

Opportunities 130 / mo ($2,000)

New Customers ($5,800)

Leads 2,000 / mo ($137.50)

Prospects 3,800 / mo ¾ paid ($73)

¼ unpaid ($0)

($55 average)

20% Active Prospect

Database

4.0% / mo 75%

Paid Names

($29.33)

10% Unpaid Names

($0)

40%

Inactive (Last 6

Months)

40% of prospects eventually become a lead

80%

80% of all deals follow this model Lead to Sales Lead: 7%

Sales Lead to Opp: 80% 1.4 people per Opp 1,000 Leads = 40 Opps

9,500 / mo

Lead Type Variants

Source

Channel

Division

Size

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Conversion Over Time

• Predict conversions from one stage to another over time

• Create plans / forecasts about future

y = 50.749x-0.571 R² = 0.4301

0

10

20

30

40

50

60

70

3 13 23 33 43 53 63 73

Marginal Conversion

y = 994.2x0.1352 R² = 0.9551

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

3 13 23 33 43 53 63 73

Cumulative Conversion

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Marketing Forecasts

Get The “Definitive Guide to Marketing Metrics & ROI”

SMS your email to +1.650.262.0066 http://bit.ly/DG2MM

http://bit.ly/DG2MM

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Key Takeaways: 10 Strategies

1. Embrace being a publisher

2. Not just any kind of content will do – think about the right kind of content

3. Map development to strategy

4. Content Rules: Like bumpers on a bowling lane

5. Reimagine your content assets

6. Wings are as important as roots

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Key Takeaways: 10 Strategies

7. Grow revenue by making sales more productive, not just by hiring more reps

8. 80% of prospects are not ready to engage with sales

9. Demographic fit + buying intent = hot lead

10.Use forecasting to turn marketing from a cost center into a revenue driver

Thank you!

Jon Miller @jonmiller2 [email protected]

Ann Handley @marketingprofs

[email protected]