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The Principles of Demand: Key Ingredients and Benefits of a Killer Inbound Marketing Program
This document provides an overview of inbound marketing basics. It discusses getting found through content marketing, converting leads through nurturing programs, and analyzing results. It emphasizes creating and optimizing content across the customer journey from awareness to purchase. Specific tactics covered include mapping content to buying stages, repurposing content, using blogs, social media, and visual content. Guidance is provided on segmentation, lead scoring, and measuring results to improve inbound marketing ROI.
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The Principles of Demand: Key Ingredients and Benefits of a Killer Inbound Marketing Program
- 1. Page 1 © 2013Marketo, Inc. Marketo Proprietary and Confidential Overview: Inbound basics 1. Get Found 2. Convert 3. Analyze
- 2. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Inbound Marketing Get Found!
- 3. Page 3 © 2013Marketo, Inc. Marketo Proprietary and Confidential Earn the attention of customers
- 4. Page 4 © 2013Marketo, Inc. Marketo Proprietary and Confidential
- 5. Page 5 © 2013Marketo, Inc. Marketo Proprietary and ConfidentialPage 5 © 2014 Marketo, Inc.#mktgnation14
- 6. Page 6 © 2013Marketo, Inc. Marketo Proprietary and Confidential Some inbound marketing tactics Source: Optify.net
- 7. Page 7 © 2013Marketo, Inc. Marketo Proprietary and Confidential Content powers your demand gen engine Good content = Optimized performance Poor content = suboptimal performance
- 8. Page 8 © 2013Marketo, Inc. Marketo Proprietary and Confidential Content creation can be tricky
- 9. Page 9 © 2013Marketo, Inc. Marketo Proprietary and Confidential How do you create more content without a team of 40 writers? My budget is cut… I only have the PPC manager…
- 10. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Lean Content Creation
- 11. Page 11 © 2013Marketo, Inc. Marketo Proprietary and Confidential Map content to buying stage Research data, funny videos, curated lists, infographics, thought leadership 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 Early Stage - Awareness Middle Stage - Evaluation Late Stage - Purchase
- 12. Page 12 © 2013Marketo, Inc. Marketo Proprietary and Confidential Content isn’t just whitepapers! • Blog posts • Videos • Podcasts • SlideShare Presentations • Infographics • Moving Infographics • Activity Books/Worksheets • Articles
- 13. Page 13 © 2013Marketo, Inc. Marketo Proprietary and Confidential Visual content can help you stand out VS.eBook - 29,000 Views Slideshare - 367,000 Views
- 14. Page 14 © 2013Marketo, Inc. Marketo Proprietary and Confidential THE 3 R’s OF CONTENT MARKETING Optimization Repurpose, Rewrite, Retire
- 15. Page 15 © 2013Marketo, Inc. Marketo Proprietary and Confidential Repurpose: Taco Bell Content Strategy
- 16. Page 16 © 2013Marketo, Inc. Marketo Proprietary and Confidential “Big Rock” content example Definitive Guide to MA: Webinars: ebooks: Infographics:
- 17. Page 17 © 2013Marketo, Inc. Marketo Proprietary and Confidential Rewrite and redesign Before After
- 18. Page 18 © 2013Marketo, Inc. Marketo Proprietary and Confidential Retire I was the best white paper in 2012.
- 19. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Top of Funnel EXAMPLES
- 20. Page 20 © 2013Marketo, Inc. Marketo Proprietary and Confidential Make it Easy!
- 21. Page 21 © 2013Marketo, Inc. Marketo Proprietary and Confidential Slideshare • You have a great deck • Make it very visual and appealing • Use the form for Slideshare
- 22. Page 22 © 2013Marketo, Inc. Marketo Proprietary and Confidential Facebook for lead generation Test a mix of content offers – make sure they are visual! Lighter Harder
- 23. Page 23 © 2013Marketo, Inc. Marketo Proprietary and Confidential Twitter Lead Gen Cards • Keep your copy concise and exciting • Make sure your imagery is visually appealing • Have a clear call to action • Synch leads to MA platform for complete ROI
- 24. Page 24 © 2013Marketo, Inc. Marketo Proprietary and Confidential Your Blog @jonmiller
- 25. Page 25 © 2013Marketo, Inc. Marketo Proprietary and Confidential Blog - Results From average 14 a week to 145/week - 10X growth!
- 26. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Middle of Funnel CONVERT
- 27. Page 27 © 2013Marketo, Inc. Marketo Proprietary and Confidential Successful nurture
- 28. Page 28 © 2013Marketo, Inc. Marketo Proprietary and Confidential Tip 1: Behavioral targeting Top Tactics to Increase Email Engagement
- 29. Page 29 © 2013Marketo, Inc. Marketo Proprietary and Confidential Tip 2: Effective segmentation Survey says*: • Industry (82%) • Role (67%) • Company Size (49%) • Geo (29%) Source: Marketing Sherpa – % saying content customized by category more relevant Geography Language Preference Business Unit Role Stage Interest Verticals Competitor
- 30. Page 30 © 2013Marketo, Inc. Marketo Proprietary and Confidential Mid Pre-Opp Solution-focused Why Marketing Automation • Buying Guides • RFP Templates • ROI Calculators • Whitepapers • Research Early Pre-Opp Brand Awareness Be a Better Marketer • Blog Posts • Funny Videos • Infographics • Thought Leadership Late Post-Opp Company-focused Why Marketo • Pricing • Demos • Video Testimonials • Case Studies Tip 3: Right content, right time
- 31. Page 31 © 2013Marketo, Inc. Marketo Proprietary and Confidential Lead scoring for prioritization “Shared sales and marketing methodology for ranking leads in order to determine their sales readiness” Nurture Nurture DisqualifyPass to Sales Pass to Sales Fit Interest Buying Stage
- 32. Page 32 © 2013Marketo, Inc. Marketo Proprietary and Confidential Demographic “fit” score Positive Demographic Score • e.g., Marketing Manager title, known CRM customer, known competitive solution customer Negative Demographic Score • e.g., Generic email address, illegitimate phone number, non-existent company (unemployed, self, looking)
- 33. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Measurement ANALYZE
- 34. Page 34 © 2013Marketo, Inc. Marketo Proprietary and Confidential Key questions to ask • Which content assets work best for you at TOFU, MOFU, BOFU • Which content assets are best performing for a particular vendor (ex: paid email)? • Which assets are good for bringing in new names? • Which assets are good for opportunity creation? • What content works best in nurturing?
- 35. Page 35 © 2013Marketo, Inc. Marketo Proprietary and Confidential Leverage Data to Determine Best Offer For Each Vendor Consider offer data, program goal, content asset, and content stage to make final determination.
- 36. Page 36 © 2013Marketo, Inc. Marketo Proprietary and Confidential ROI Basics Make sure stakeholders agree on the criteria. Establish Goals and ROI Estimates Up-Front Design Programs to Be Measurable Focus on the Decisions that Improve ROI
- 37. Page 37 © 2013Marketo, Inc. Marketo Proprietary and Confidential Tweetable Takeaways 1.Content is the fuel for your lead gen engine. 2.Map your content to the buying stage. 3.Think lean – repurpose when possible. 4.Test and iterate on your inbound programs - know what works for your business. @heidi.bullock