© 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
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
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
• 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
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
You MUST:
• Create Interesting Content
• Vary Content Mediums
• TEST, TEST, TEST
• Promote using Segmentation
Personalization and Customization
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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.
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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
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