back to basics: generating more and better leads

Back to Basics – Generating More and Better Leads

David MyersProduct Manager, Marketo

Mike Telem VP Product Marketing, Marketo

Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023

Overview

• Typical Lead Gen Efforts• Where your Untapped Potential lies• Leveraging content in real-time to convert• Examples and best practices

Lead Generation

71%of B2B marketing say it’s their top goal

60%B2B marketers say generating more leads is their biggest challenge

45%of marketers want to increase lead quantity as their most important objective

Source: b2bcontent marketing trends, Emarketer, Ascend2 & NetProspex


What you do today?

Ads

Events

Content

Emails


Are you missing something?


Prospects (Your Web Visitors)

Picture this… Every month


What can you do?


Your Anonymous Visitors

• 98% of your prospects are anonymous• B2B 35,000 avg. monthly unique / 33,614 are anonymous

• B2C 160,000 avg. monthly unique / 156,800 are anonymous

• You will never guess who they are


Who are your web visitors?


Your Anonymous Prospects


What to do?

• Engage Them!• Like you do on other channels

• Deliver the right message to the right person• Educate• Nurture• Convert


Resource Allocation

TRADE SHOWS5K Attendees

PAID / SOCIAL500K Impressions

EMAIL30K Leads

WEB SITE20K visits/m 240K visits/y

MAIN MARKETING ACTIVITIES


It’s Not So Easy…

How to do it?


Create or discover high value content• Ebooks

• Videos

• White Papers

• Case Studies

• Webinars

• Analyst Reports

RIGHT CONTENT DEFINE AUDIENCE

TARGET & ENGAGE


Gated Content

• Web visitor leaving details in order to access a content asset

• Four best practices:1. Identify which prospects fit your ideal customer profile

2. Know when to gate content• Early stage: non-gated “light” content

• Late stage: gated content based on visitor


When to Gate Content?

Non-Gated• Video• Company/Product

Overview• Testimonial• Data Sheet

Gated• Vendor Comparison Guide• White Paper• eBook


Define Audience and Timing


TARGET & ENGAGE

Firmographic

Persona

Product Intent

Behavior

Web Nurturing

2Xconversion rate for 2nd - 5th time visitors compared to 1st visit

67%find content targeted to their job function valuable

82%of prospects value content targeted to their industry



TARGET & ENGAGE

Identify visitors & Engage with the right content


Real-Time Personalization

“Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them”

(Microsoft Research)

Speed

“82% of prospects value content targetedto their specific industry” (MarketingSherpa)

Relevancy

Personalizing your prospects experience while they are engaged and attentive

Examples


eMarketer

Default View Personalized based on behavior


Apprenda


Marketo


Real-Time Personalization• Segments inbound prospects in real-time based on:

• Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous


Use Cases

Location Vertical Known Lead

Demo OffersCase StudiesLocal Events

Account-Based

White Papers

Behavioral

Special Deals


Measuring Performance


Getting Started is Easy

Any CMS, Zero IT

Real-Time Campaigns in Seconds

Hands Free capabilities


Key Takeaways

Back to Basics

• Generating quality Leads is still top priority

• The Web holds the biggest potential improvement

• Engage anonymous site visitors with the right gates content

• Based on Who they are and What they do

Back to basics: Generating more and better leads

marketo.com/personalization@marketo

Thank you.