lead generation and marketing automation, featuring marketo
DESCRIPTION
In this webinar presentation, Marketo’s VP, Marketing Content and Strategy, Jon Miller and Mediative’s Senior Manager, Direct Marketing, Angie Dzwonkiewicz cover the following topics: - The different types of channels and strategies that are used to generate leads. - The role of social media in lead generation. - How to implement and get the most out of lead scoring. - How to know which lead management platform is right for you. - How to measure your success.TRANSCRIPT
Lead Generation and Marketing AutomationFeaturing MarketoOctober 23, 2012 mediative.com
TODAY’S SPEAKERS
October 23, 2012 Mediative.com
Jon Miller VP, Marketing and Content StrategyMarketo
Angie DzwonkiewiczSenior Manager, Direct Marketing Mediative
Bill BarnesVP, Business DevelopmentMediative
• Follow the conversation - #MediativeWebinar
• For access to our Webinars, Case Studies, White Papers and more, visit: www.Mediative.com
ENGAGE WITH US ON TWITTER
1. INTRODUCTION TO LEAD GENERATION AND MARKETING AUTOMATION
2. B2B LEAD GENERATION STRATEGY
3. THE ROLE OF SOCIAL IN LEAD GENERATION
4. MARKETING AUTOMATION – THE MIDDLE OF THE FUNNEL
5. KEY TAKEAWAYS
AGENDA
INTRODUCTION TO LEAD GENERATION AND MARKETING AUTOMATION
INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
ABUNDANCEINFORMATION
But who is dancing?AT THE DANCE
Processes at scale
@JonMiller
B2B LEAD GENERATION STRATEGY
12
Mediative’s Approach
Convert more subscribers into qualified sales leads.
Communication
Content
Audience
Lead Generation
1Maximize thought leadership through content marketing.2
13
Identify Audience Personas
We are not selling to them at this stage – we are helping them.
Questions To Ask:
• What is their job and seniority level?
• What do they value most?
• What does a day in their work-life look like?
• What is the size of company they work at?
• What are their pain points?
• Where do they go for information?
14
Map Content to Intent
Assess Need
Pre-Awareness
Find Candidates
Define Criteria
ShortlistNegotiate
Purchase
Webinars
Case Studies
Cheat Sheets
Articles
eBooks
Sales Collateral
Stats, InfographicSearch
Optimized
Product Info
Opportunity Analysis
Verticalization
Whitepapers (Research)
NewsletterBrand Story -
Videos
Tools
Capture your audience
with free information that
is useful and engaging
• Multiple Audiences
• Multiple Buying
Stages
• Multiple Needs
• Multiple Offers
15
Content Editorial Requirements
• Key themes and verticals
• Network of contributors
• QA checklist
• Inventory list
16
Timely and Targeted Communication
Nurturing
1. Drip Nurturing2. Newsletters3. Custom Emails
CampaignsPromotion
1. Social 2. Digital Media3. Search
3rd Party Email Blast• 60% Conversion Rate• $22 Cost / Conversion• $31 Cost / Prospect
17
Lead Management Model
Marketo
• Email Marketing• Lead Scoring• Landing Page Dev./• Testing• Drip Nurturing• Triggered Campaigns• Salesforce Integration• Audience
Segmentation
Salesforce
• Discovery • Sales Collateral• Reporting• Pre-Sales Tracking
Pre-Sales /
Negotiate
Booked Sales
Subscriber acquisition via advertising channels / lead scoring starts
Creation of content map, inventory growth of various digital assets
Lead score triggers alerts based on activity and demographic
Lower funnel activities initiated
Handoff to sales OR prospect revisit
Measuring Success
1. Top Funnel • New Subscribers, Prospects
2. Mid Funnel• Raw Leads
3. Lower Funnel• Qualified Leads• Sales Opportunities
Form submissions, conversion by source, cost per conversion, new qualified subscribers, most popular opt-in content, email delivery rate, email opens, email CTR, subscriber downloads, email unsubscribes, top performing verticals, ratio of
active vs. inactive subscribers, lead score, number of raw leads, number of prospects, multiple activities, number of deep dives, discovery calls, etc.
19
Lead Nurturing Example
Fills out contact us form
Twitter connection
Sales Opportunity
Visits Mediative.com web pages
Discovery call
Opportunity analysis
Drip nurturing campaign
Newsletter subscriber
Prospect
Raw Lead
Lead Score Builds as more information
is gained from prospect
Subscriber
Qualified Lead
THE ROLE OF SOCIAL IN LEAD GENERATION
ROI On Social Advertising: Tale of Two Ads
• Facebook and LinkedIn display ads not effective (yet)• Twitter drove many Prospects, especially early on, but slow to
convert to Lead• Facebook memes are working great (but still new)• Slideshare great for acceleration (not lead gen), but smaller
Source: Marketo Revenue Cycle Analytics
Company to Buyer: 33% Trust
Source: Nielsen Research 2011
Online Ads
Buyer to Buyer: 92% TrustSource: Nielsen Research 2011
More relevance!
Currency &
Triggered &
Trackable
Test & Tune With Social Funnel Metrics
Test and Optimize
Reac
h &
Eng
agem
ent
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift Soci
al L
ift
Soci
al L
ift
Landing PagesWebsite Facebook PagesOnline Ads Email
Soci
al L
ift
Events
Making Every Campaign Social
MARKETING AUTOMATION THE MIDDLE OF THE FUNNEL
#RevEngine© 2012 Marketo, Inc. @jonmiller
Nurturing With Facebook
EdgeRank• Time Decay• Weight• Affinity
#RevEngine© 2012 Marketo, Inc. @jonmiller
Facebook Timeline Campaigns
#RevEngine© 2012 Marketo, Inc. @jonmiller
A Framework for Lead Scoring
ExplicitWhat the prospect tells you
InferredWhat you observe or infer
FitAre you inter-ested in them?
Positive + Negative Factors
• Demographics (title)• Firmographics (size)
• Data append• Data quality• Corporate email• Geo Location
InterestAre they inter-ested in you?
• BANT• Behaviors (engagement)• Social activity• “Act Now” behaviors
Get The “Definitive Guide to Lead Scoring”http://bit.ly/DGtoLS
#RevEngine© 2012 Marketo, Inc. @jonmiller
Prioritizing Sales Time
• Free Trial form• Contact Me form• Visited the detailed
pricing pageAct N
ow • Viewed weekly live demo• Viewed deep dive demo • Viewed demo on AppExchange• Request live demo
#RevEngine© 2012 Marketo, Inc. @jonmiller
Sales Development Reps (SDRs) Pass The Baton from Marketing to Sales
• Faster, more consistent, & better quality follow-up on leads
• Better economics• The human touch
enhances lead nurturing
• Better data and more metrics
• Talent development for sales
Best place for dramatic improvements in business performance are handoffs between functions
KEY TAKEAWAYS
1. Build content framework based on company differentiators that align to needs of your audience so they can find you
2. Be flexible. this is not a static approach and need to adapt to changes in the market and be responsive
3. Measure entire funnel performance - don't just focus on top of funnel
4. The way buyers buy has changed forever – the way we market and sell must change as well
5. Don’t run social campaigns – make every campaign social
6. Focus on the entire revenue cycle, not just the top of the funnel
CONNECT WITH ONE OF OUR DIGITAL EXPERTS
mediative.com/contact
mediative.com/youtube
mediative.com/linkedinmediative.com/facebook
mediative.com/twitter
mediative.com/googleplus
TODAY’S SPEAKERS
October 23, 2012 Mediative.com
Jon Miller VP, Marketing and Content StrategyMarketo
Angie DzwonkiewiczSenior Manager, Direct Marketing Mediative
Bill BarnesVP, Business DevelopmentMediative