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FROM OLD SCHOOL TO CUTTING EDGE

How Booker Leveraged Content for Killer Results

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CONTENT IS KING

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PUBLISH.

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ALL OF THE TIME.PUBLISH.

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WE NEED BETTER CONTENT,

NOT MORE CONTENT

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“Great content is useful, inspired and pathologically empathetic to the needs of the people you’re trying to reach .”Ann Handley, CCO at Marketing Profs and author of Everybody Writes

WE NEED BETTER CONTENT, NOT MORE CONTENT

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HOW DO WE LEVERAGE CONTENT

TO GET RESULTS?

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(dirty little secret)

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(dirty little secret)

GREAT CONTENT

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(dirty little secret)

GREAT CONTENTIsn’t Enough.

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The Content Marketing Cycle

CREATION DISTRIBUTION INSIGHTS

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CREATION DISTRIBUTION INSIGHTS

FLAWEDThe Content Marketing Cycle

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The 4 Pillars of Content Marketing

CREATION DISTRIBUTION INSIGHTSEXPERIENCE

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CREATION DISTRIBUTION INSIGHTSEXPERIENCE

The 4 Pillars of Content Marketing

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We help marketers create, manage, and optimizetheir content experiences throughout the buyer journey

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Marketers easily connect their content:

To a beautiful, optimized front-end experience that is:

With built-in tools to:

ResponsiveDiscoverable Social

Target, Convert & Understand Leads

Organized Personalized

Video SocialBlog eBooks

Integrated

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Resource Center Blog Upgrade Content Library

Sales Enablement

Account Based Marketing

Custom Campaigns

Leveraging Content Through the Buyer’s Journey

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People that understand the cycle

Define the right process

Build the right tech infrastructure

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Jim D’ArcangeloSr. VP of Marketing at Booker

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OLD SCHOOL MARKETING…WITH OLD SCHOOL RESULTS

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• Inbound Leads drove ~ 50% of closed deals; cold calling drove the rest• Paid Search Drove Inbound Leads – with CPL of ~$50 and CPA of ~$350• Paid Search Lead Organic Leads by 5 to 1 Ratio• There was no content team or strategy or platform; no product marketing• No product marketing or user user insights• The marketing automation system was in a state of disarray

90,000 list and other-source-originating leads sat dead or dormant in SF There was no marketing funnel, no analytics No process for driving upsell and cross-sell ARPU opportunities

• People, Processes and Partners would be required to reach potential Content, marketing automation, and site and SEO optimization would be drivers

Booker - 1Q14

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Acqu

isitio

n,

Lead

gen

Chan

nel S

uppo

rt

Exist

ing

Verti

cals

Prospect, Client and Market-Aligned – and Built to Scale

Go-to-Market and Creative Operations

Client/Market/Competitive Intelligence & Research

Corp Branding, Reputation and Communications

New

Verti

cal(s

)

Cont

ent

Exec

utio

n

Content Needs, Concept, and Frame/Fodder

Transition after

Launch Period

Demand gen and Client Comms Management

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Critical Baseline Projects/Launches Timeline – 4/19 – 8/8/14M

arke

to In

itiati

ves

•4/15 Blog launch•6/19 - Data Clean Up Plan•6/20 - Marketo Governance Doc created

•6/24 - New Marketo Roles•6/25 - Campaign Request Process

•6/30 - Marketo Instance Clean-Up launch – 700+ landing pages and out of date coded lead sources

•7/1 - Content Assessment and Content mapping additions

•7/8 - Salesforce Campaigns linked from Marketo launch

•7/18 - Weekly Campaign Reporting launch

•8/6 – Uberflip launch•8/8 - Persona Development•8/18 - Nurture Campaign #1•8/18 - Lead Source Consolidation in Marketo launch

•8/12 - Sales’ Marketo tring•8/18 - Lead Scoring Model launch

•8/18 - Lead Stages launch•8/18 - Marketing Funnel•9/1 - Persona Finalization

Sale

sfor

ce In

itiati

ves

•6/1 - New opportunity stages launched

•6/15 - Sales forecasting turned on

•8/18 – Sales funnel launch

•8/31 – Cleaning active fields/ Fixing Data limits

•8/31 – PCI Compliance

•9/31 –Archiving old data (hundreds of thousands)

•In Progress - Overhauling the opportunity process SE

O /

SEM

Initi

ative

s

• 8/6 -adding URL parameters to every PPC campaign

• 8/6 – Marketo campaigns for tracking Google Adwords

List

Pro

cess

Initi

ative

s

•8/1 – List purchases tracked through Marketo and SFDC Campaigns launch

•8/5 – Launched Datanyze to pull list of competitor clients

•8/7 – Retooling the Task-Us project for new vertical lead gen - cost reduction

•8/8 – Expansion of list vendors to fit business growth needs.

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Marketo Data Clean Up & House KeepingIssue Initiative Launch Date

Current Marketo database is riddled with duplicates, bad data, invalid leads, missing data – hundreds of thousands of years-old bad data

Data Clean Up Plan – plan created to clean our database up. This will be an ongoing long-term effort

Jun 19, 2014

No standardization in naming conventions, structure, landing pages, or campaign management. Made management of Marketo next to impossible

Marketo Governance Document - a tool to govern the use of the Marketo platform as it has been configured for Booker.

June 20, 2014

Every user was an admin. No controls over anyone's access to make mass changes

New marketo roles - Audited and implemented

June 24, 2014

Old Campaigns were still running/never shut down upon closure/completion, campaign structure not organized at all, leads tagged randomly, landing pages with no order or logic, no “key” or roadmap

Marketo Instance Clean Up - a complete cleaning of current system to meet standards outlined in governance document

June 30, 2014

No insights into what was happening in Marketo was reflected in Salesforce. No linkage btween the two so measurement of campaigns converting to opps was hit and miss.

Salesforce Campaigns – Every Marketo campaign now has an accompanying Salesforce campaign to allow us to track opps created, won, lost by campaign.

July 8, 2014

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Process InitiativesIssue Initiative Launch DatePoor Marketo state - campaign requests unstructured so few clear goals for each campaign defined - manual consideration to other campaigns running at same time.

Campaign Request Process – formal request process to prevent last minute fire drills, unnecessary work, ensure team on the same page and strategically communicating with clients and prospects.

June 25, 2014

Poor Marketo state - minimal reporting on campaign success or failure

Weekly Campaign Reporting – implemented July 18, 2014

Poor Marketo state - lead source not accurate- open field that sales rep can change(!). Also various forms and old campaigns changing lead source randomly. Too many lead sources (700+ landing pages).

Lead Source Consolidation – consolidated all lead sources into 12 new categories from 32, allowing for more accurate reporting on effectiveness of each marketing channel.

August 8, 2014

Poor Marketo state - lead scoring set up was random and outdated / scoring old items / not used by sales at all

Lead Scoring Model – new model scoring relevant content and passing only leads to Sales over certain threshold.

August 18, 2014

Poor Marketo/SF state - no insight to close rates by timing, related quality of leads – all “leads” went to sales. And marked as “Demo requested.” No nurturing at all!

Lead Stages – Only qualified leads passed to sales, measure velocity of leads by source leading to yield rates, churn, and LTV by channel.

August 18, 2014

No Marketo-driven Marketing Funnel

Marketing Funnel! August 18, 2014

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Content Initiatives

Issue Initiative Launch Date

Poor Marketo state made manual what content was going out to who. Too many old campaigns and outdated materials being sent.

Content Assessment – complete audit of content being sent out to who and when. Archived outdated materials. Revamping current ones.

July 1, 2014

No Marketo funnel – so content not focused on maintaining engagement, converting readers into leads.

UberFlip -centralized content into one experience, to increase key engagement metrics and generate leads

August 6, 2014

Poor Marketo state - content being sent is not based on stage in buying cycle or personas. Generic content resulting in low engagement

Persona Development – persona’s created. Mapped content to the persona and stage .

August 8, 2014

Due to poor Marketo state, no campaigns in place to move people through the stages once we make the switch to lead stages.

Nurture Campaign #1 – initial general nurture campaign to to move engaged leads through the funnel to marketing qualified and passed to sales.

August 18th

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Engagement Streams for net new leads created based on buyer stage and persona. Net new and TOF leads – Engagement Stream

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Buyer Consideration Cycle

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The marketing automation system was rebuilt in nine weeks - June - August 14,000 nurture leads in pipeline from dead or dormant in SF Marketing funnel drives daily forecasts and pacing reports >50% of upsell/cross-sell ARPU opportunities driven by content/marketing automation

Uberflip enabled us to completely overhaul and optimize content in 3(!) weeks Organized, centralized our content as a critical enabler to facilitating demand gen

New web site launch - mid-September Blew out content and Marketo/SF linkages

New web site manifested repositioning of Booker and ignited demand gen ramp

The purpose of all work was to stream to drive more ideal contracts more efficiently – by capturing, channeling and monetizing content

Critical, Enabling Milestones

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January 2014 2000 page views1625 unique views1.50 minutes spent per page

March 201540,000 page views36,000 unique views2.58 minutes spent per page

Our Blog – 2014 vs. 2015 Stats

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Video Stats

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Gated Guide Stats

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Email Stats• 45% open rate • 10% CTR

Social Stats• 15,482 reach• 1,461 clicks• Avg CPC - $0.37

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LIVING THECONTENT2CONVERSION

DREAM

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Results!

• Inbound lead volume up 3.5X versus Dec ’14; Inbound lead spend down 60%

• Inbound leads now drive ~100% of closed deals; cold calling non-existent

• Organic Drives Inbound Leads – with CPL of ~$20 and CPA of ~$190

• Organic Leads Outpace Paid Search by 11 to 1• Churn cut in half; LTV up dramatically• Unique visits up 150+%

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• The content team and strategy thrive and drive the organization – rock stars!

• Foundation/template laid out to scale partners and BD deals quickly, efficiently

• Closed Series C – with the Marketing and Sales growth story as a cornerstone

Results! 2Q15 State

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• Became launching point for Predictive Lead Scoring, Account-based marketing, and advanced list/personal profiling

• Next steps in further dramatic Inbound lead leaps

Results! 2Q15 State

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Critical Enablers and Success Factors A handful of flexible, committed, very strong partners like Uberflip

A fully supportive Board

A fully supportive CEO and CFO who gave the team a lot of autonomy

A Marketing team of rock stars

A great Booker culture that allowed for very different approaches and very different processes to replace all that was before

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DELIVERING AN AMAZINGCONTENT EXPERIENCE

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FOCUS ON THE OUTCOMES

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OPTIMIZE WITH INSIGHTS

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THANK YOU