Transcript

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Right Audience, Right Message Increase the Return on Your Content Marketing

Maria Pergolino, Sr. Director of Marketing, Marketo

Cari Aves, Sr. Product Marketing Manager, Marketo

Anne Holland, President of Anne Holland Ventures Inc.

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Content Marketing is Growing

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Risk and Branding in B2B

Fear Trust

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

SEO

Social

Offers

Scoring

Popular Blogs Definitive Guides Resource Center Marketo TV Webinars

Other Benefits of Content Marketing

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

What is Content?

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Types of Content

• Resource Libraries

• RSS/XML Feeds

• Surveys

• Radio/TV/Web TV

• Videos

• Webinars/Webcasts

• White Papers

• Widgets

• Workbook

• + more!

• Articles

• Blog Posts

• Books/eBooks

• Brochures

• Case Studies

• Demos

• Email

• Free trials

• Images

• Information Guides

• Live Streamed Events

• Manuals

• Microsites/Web Pages

• Online Courses

• Podcasts/Videocasts

• Presentations

• Press Releases

• Product Data Sheets

• Reference Guides

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Content Consumption

Source: Techtarget + Google

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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

Inbound prospects convert 5X better than paid prospects

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Track Content Touches Across All

Decision Makers

Screenshot: Marketo Revenue Cycle Analytics

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Understand How Content Influences

Pipeline

First-touch allocation, multi-touch

allocation, investment, volume, etc

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

But Content Alone is Not Enough

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

You MUST:

• Create Interesting Content

• Vary Content Mediums

• TEST, TEST, TEST

• Promote using Segmentation

Personalization and Customization

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Testing for Content Marketing

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

A/B Test #1: Banners

©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

…and the Winner is:

©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

A/B Test #2: Email Newsletter Ads

©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Close-up of Ad Versions:

©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Result:

33.3% more clicks

34.9% more form

submits

…and the Winner is:

©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

A/B Test #3: Email Blast Layout

©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Result:

28.5% clicks to main

Whitepaper download

offer

…and the Winner is:

©2012, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Dynamic Content for Content Marketing

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

“The attention economy is not growing, which means

we have to grab the attention that someone else has

today.”

BRENT LEARY

FOUNDER, CRM ESSENTIALS

maven, flickr

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Grab Attention at Every Stage

• Improve deliverability and opens

• Differentiate messaging from your competition

• Engage the recipient and drive conversions

• Continue 1:1 conversation

• Increase qualified sales opportunities and customers

Responses

Engaged

Opportunities

Wins

Views

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Why?

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Tough to Setup

Low confidence in appearance of variations

How Do I Know It’s Effective?

Content Explosion

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Create a Dynamic Content Strategy

1

2

3

Segment Your Audience

Target Your Content

Preview Unique Versions

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Take Full Advantage of Dynamic Content

• Carefully prioritize segments

• Optimize most valuable segments to improve campaign effectiveness

• Control the number of content variations

• Report on the right metrics

• Separate segment definition from design

• Reuse dynamic content on emails and landing pages across campaigns

• Easily preview content by segment to ensure quality

IF INDUSTRY = FINANCIAL SVC

IF INDUSTRY = HEALTHCARE

IF INDUSTRY = HIGH TECH

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Bad Dynamic Content Good Dynamic Content

• Define SQL like rule logic within the content

• Easily define rules via drag and drop interface

• Duplicate rules for email and landing pages

• Apply dynamic content across email and landing pages

• Inability to validate unique versions in tool

• Preview dynamic content by segment prior to testing

• Exponential increase in content • Segmentation logic defined

separately from design for reusability

• Limited or no visibility into message performance

• Built in reports to easily track conversion for each version

Choose the Right Solution to Support Your Strategy

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Thank You


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