the art and science of revenue-centric marketing in a digital world
TRANSCRIPT
Month Day, Year
Gary DeAsi Senior Manager, Corporate & Digital MarketingSmartBear Software@gdaz
Two-time Marketo Champion2013 Revvie Award Winner - Most Dramatic Business Impact 2014 Revvie Award Winner - Most Creative Integrated Marketing Campaign
The Art & Science of Revenue-Centric Marketing in a Digital World
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7M+downloads
2M+users
25K+organizations
90countries
12+products
Team
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artsomething that is created with imagination and skill and that is beautiful or that expresses important ideas or feelings
skill acquired by experience, study, or observation <the art of making friends>
the ability to use one's knowledge effectively and readily in execution or performance
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scienceknowledge about or study of the natural world based on facts learned through experiments and observation> scientific methodprinciples and procedures for the systematic pursuit of knowledge involving the recognition and formulation of a problem, the collection of data through observation and experiment, and the formulation and testing of hypotheses
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“rational”(cognitive)
“emotional” (affective)
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2009“From Head to Heart, Paper to Monitor: Rational & Emotional Advertising Content in Digital Media”
2015
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The Golden Circle
What?(Products/Services)
How?(Value Prop)
Why?(The Cause)
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“I have a dream”NOT
“I have a plan”
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The Golden Funnel
What?Products/Services
How?Value Prop
How?
What?
Why?Marketing
Marketing Automation
Marketo
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Early Stage
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Middle Stage
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Late Stage
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EngagingDigital Content
the art and science of…
UsefulEasy
Relevant
Social
Mobile
Consumable
Quality
Anatomy of Engaging Digital Content
User Experience
Interesting
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Digital Content TransformationPDFs Digital, Interactive
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Digital Content TransformationEmail Landing Page Social
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Website
Social
BlogEmail
Advertising
PPC
PR Events
Automated Nurture
Content Metrics: Channels/Sources
Channel Lead/Opportunity
Web/Organic 22.86%
Blog 20.00%
Paid Media 6.36%
Nurture 5.26%
Email 4.83%
PPC 1.29%
• Email Engagement • Click-through rate• Program successes• Social Engagement• Inbound search traffic• Conversions (#/%)• Net new leads• Opportunities (#, $)• % Conv/Opp
Metrics
Content MetricsVariables
• Funnel stage/stream• Timing• Age of content• Length of sales cycle• Opportunity stage• Spend• Impressions• Attempts/Casts• Gate or no gate?
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events
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“Thanks for stopping by the booth!”
Event Follow Up
Event Metrics
• # leads captured• Cost/Lead• % attendees captured• % leads with notes• % leads with grades• Follow-up conversions• Opportunities Influenced
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Getting Creative with Data and Marketo Objects!
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Smart Campaigns
ListsForms Fields Segmentations
Landing Pages
Programs
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Lead Score
+20
“Content Counter Fields”Problem: Scaling nurturing/scoring, efficiency, content reporting.
Content Count
2+
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Dynamic Lead Scoring
20 0 100 0
Highest Market Score:
API
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Tossing the balls together
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The Challenge
Previous Record Q2 Q4
5 weeks to launch…
+25%
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Back to the drawing board…
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Step 1: Ladies and Gentleman, our Sales Engineers!
Step 2: Sales Reps “Leak” Internal Marketing Email Prior to Promo Launch
FW: 2X
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Q2 Promo Conversions Q4 Promo Conversions
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Website
Social
Blog
PPC
Paid
Step 3: Widen the Funnel
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Most Content Downloads in Quarter
Impact of Scoring on Conversion
Revenue: 207% of Goal
Q4 2012 Sales Promo Q2 2013 Sales Promo Q4 2013 Sales Promo
$
December 31
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Takeaways
Thank You!