Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Integrated Demand Generation: Top Tips for Marketers Who Need to do it AllHeidi Bullock, Director Demand Generation, Marketo@heidibullock

Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Not for the Faint of Heart



I need MORE SQLs and opportunities!!!


Inbound Marketing



Some Inbound Marketing Tactics

Source: Optify.net


ContentQuick Tips


Tip One: Make it visual

145,000 views

17,000 views

Word

s

Visual

eBook Interactive Infographic

Hits and Long-Tail Content


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

Tip Two: Map Content to Buying Stage

NO

YES

MOSTLYNO

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

Gated?Early Stage - Awareness

Middle Stage - Evaluation

Late Stage - Purchase


Tip Three: Repurpose! Repurpose!


Social MarketingQuick Tips


6 Social Marketing Golden Rules

1. Don’t take yourself too seriously2. Inbound is not enough3. You must have good content and

solid offers4. You will need a strong call to action5. Always add value6. Never forget that social is a two-way

street


Facebook for Lead Generation


Facebook and EdgeRank


Twitter Promoted Tweets - Timelines

• Use gated resource pages

• Have strong CTA

• Can still be playful and fun

• Results depend on content and message


The 4-1-1 Rule

“For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.”

Do This Not ThisI’mawesome


Company Page

• Key rich text• Add Specialties• Consider video• Add RSS and enable

‘show news’


Slideshare

• Make it part of something bigger• Base your presentation on your expertise• Take it on the road• Activate form capture to collect leads


The Power of Peer to Peer

• Company to Buyer: 33% Trust• Buyer to Buyer: 92% Trust

WOW!!


Frictionless & Incentivized Sharing

• Make every campaign social• Increase your visibility and

engagement


Outbound MarketingQuick Tips


Powerful Impact = inbound + outbound

• Inbound does not always drive people to take action• There are late adopters who need a push• Demand gen is about optimizing for different scenarios

Outbound Marketing


Paid Email Campaigns

1. Good vendors2. Negotiate when possible3. Email design – soup to nuts4. Relevant and vetted offer5. Test!6. Back up plan if results don’t

meet your goal


Events Webinar: Multi-Touch PromotionTypical Webinar Promotion:

Series Invite + Big Bang Press ReleaseT-2 weeks inviteT-1 weeks invite v2T-2 days invite

Typical Webinar Confirmation:Confirmation EmailReminder 2 days prior – Email and BoxpilotReminder 1 hour prior

Typical Webinar Follow-up:Minutes after event with slides1-2 days later with recordingPhone call (Leads)

3rd email drives the most

registrations


Events (all): Follow-Up Fast

1. Email with slides out within the hour

2. Recording out within 48 hours

3. Immediate sales notifications and “interesting moments”

4. Follow-up survey included requests for a demo

5. Follow-up offers to continue engagement


Events (all): Make it Scalable

Clone Complete Programs

Track Costs and Tags for Measurement

Use “Tokens” To Parameterize


Direct Mail – part of an integrated campaign

45% of social network users have done something as a result of Direct Mail they’ve received


Content Syndication:

Tips1. Consider mid-stage content2. Gate content 3. System integration4. Get credit5. New names matter6. Freshness


Key Takeaways

1. Need a mix of inbound and outbound for a successful demand gen strategy

2. Repurpose content

3. Consider 4-1-1 approach for social campaigns

4. Leverage “peer-to-peer” influence to give every campaign a social boost

5. Apply smart thinking for outbound like ‘follow up fast’ and ‘make it scalable’ for better results

6. Measure every chance you get and be able to course correct in real-time

@heidibullock


Heidi Bullock@heidibullock

[email protected]

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Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All