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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Interactive Content Marketing: The Future of Your Funnel
#LaunchPoint
John Westby, SilkRoadSeth Lieberman, SnapAppJulie Ritchie, Marketo
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
John Westby Director of Digital Marketing
SilkRoad
Seth LiebermanCEO
SnapApp
Julie RitchieSr. Launchpoint Marketing Manager
Marketo
Page 3© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides and the recording of today’s webinar• Twitter hashtag: #LaunchPoint
Page 4© 2014 Marketo, Inc. Marketo Proprietary and Confidential
About SilkRoad
SilkRoad is a leading provider of cloud-based, end-to-end HR solutions that enable customers to find, attract,
develop, and retain the best talent possible.
Page 5© 2014 Marketo, Inc. Marketo Proprietary and Confidential
SnapApp is a content marketing platform that empowers marketers to build captivating
interactive content experiences and deploy them anywhere, anytime without IT or custom
development.
Build Dialogue. Drive Engagement. Deliver Results.
Page 7© 2014 Marketo, Inc. Marketo Proprietary and Confidential
2. Deliver Value To Your Audience
ExchangeValue
with your audience
Page 8© 2014 Marketo, Inc. Marketo Proprietary and Confidential
3. Make Your Content & Ideas Consumable
White papers are hard to eat
Sushi is delicious
Page 9© 2014 Marketo, Inc. Marketo Proprietary and Confidential
“Only 5% of buyers say they will provide detailed information in exchange for a white paper. With interactive content, the whole experience yields detailed information which the user willingly shares.”
- DemandGen Report
Page 10© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Snapshot of Success
Content
Results
Actionable Analytics
Page 12© 2014 Marketo, Inc. Marketo Proprietary and Confidential
ROI CalculatorsCalculators are content types that take inputs from a user and combine them based on a formula to generate numerical results. Typically they are used to calculate an increase/savings (often displayed as ROI).
Page 13© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Assessments
Assessments are used to deliver customized results based on how a user answers a series of questions.
Assessments are particularly powerful with an audience because they have a highly consultative feel and approach to a specific issue for users.
Page 14© 2014 Marketo, Inc. Marketo Proprietary and Confidential
InteractiveWhite papers
Interactive white papers repurpose thought leadership and long form pillar content and combine it with interactivity.
Typically, interactive white papers are a condensed version of the full white paper that highlight the core themes, and are paired with an assessment, survey, calculator or knowledge test.
Page 16© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Leverage Marketo Investment with Data
Page 17© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Mapping Data Into Marketo
Q&A data maps to Marketo
Hidden fields flow through
too
Page 18© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Tagging Content in Marketo Campaigns
Pulls in existing Marketo
campaigns
Page 19© 2014 Marketo, Inc. Marketo Proprietary and Confidential
SilkRoad Resources: What did it take?• Goals
• “what questions do we need answered? How can we use interactivity to engage conversations?”
• Existing Content Assets: • Previous less than successful assessment• Older spreadsheet based ROI tools• New assets being launched in other formats
• Internal Ownership (who)• Marketing communications and digital marketers• Started in North America, rolled this to our UK office easily
• Promotion• Social, Blogging, Website, House list, paid digital promotion • Great post-webinar follow up call to action – get’s people engaged one-
to-one
Page 20© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Where Do You Start? Be Introspective.
Page 21© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Do you phrase your content in the form of a
question?
Page 22© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Deliver value to your audience Make your big ideas consumable Engagement and interactivity matter Lead your audiences on the right journeys Collect data and make it structured
and actionable You already have most of what you need.
Parting Thoughts
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
John Westby Director of Digital Marketing
SilkRoad
Seth LiebermanCEO
SnapApp
Julie RitchieSr. Launchpoint Marketing Manager
Marketo