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

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  • 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.

  • Page 2

    2012 Marketo, Inc. Marketo Proprietary and Confidential

    Content Marketing is Growing

  • Page 3

    2012 Marketo, Inc. Marketo Proprietary and Confidential

    Risk and Branding in B2B

    Fear Trust

  • Page 4

    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

  • Page 5

    2012 Marketo, Inc. Marketo Proprietary and Confidential

    What is Content?

  • Page 6

    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

  • Page 7

    2012 Marketo, Inc. Marketo Proprietary and Confidential

  • Page 8

    2012 Marketo, Inc. Marketo Proprietary and Confidential

  • Page 9

    2012 Marketo, Inc. Marketo Proprietary and Confidential

    Content Consumption

    Source: Techtarget + Google

  • Page 10

    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

  • Page 11

    2012 Marketo, Inc. Marketo Proprietary and Confidential

    Track Content Touches Across All

    Decision Makers

    Screenshot: Marketo Revenue Cycle Analytics

  • Page 12

    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

  • Page 16

    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.

  • Page 17

    2012 Marketo, Inc. Marketo Proprietary and Confidential

    and the Winner is:

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

  • Page 18

    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.

  • Page 19

    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.

  • Page 20

    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.

  • Page 21

    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.

  • Page 22

    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

  • Page 24

    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

  • Page 25

    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

  • Page 26

    2012 Marketo, Inc. Marketo Proprietary and Confidential

  • Page 27

    2012 Marketo, Inc. Marketo Proprietary and Confidential

    Why?

  • Page 28

    2012 Marketo, Inc. Marketo Proprietary and Confidential

    Tough to Setup

    Low confidence in appearance of variations

    How Do I Know Its Effective?

    Content Explosion

  • Page 29

    2012 Marketo, Inc. Marketo Proprietary and Confidential

    Create a Dynamic Content Strategy

    1

    2

    3

    Segment Your Audience

    Target Your Content

    Preview Unique Versions

  • Page 30

    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

  • Page 31

    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