1. Content to Close – Examples of Comprehensive
Inbound Strategies that Drive Revenue Success
Maria Pergolino
@inboundmarketer
@marketo

2. Presenter
Maria Pergolino
Director of Marketing, Marketo
Author of The Definitive Guide to
Social Media
Frequent Blogger and Speaker
Salesforce Certified Admin
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3. Fastest Growing SaaS Company
All revenue numbers normalized to Marketo Year 1
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4. Highly Efficient Revenue Engine
90 cents in Marketing for every $1 in Sales
80% of revenue directly sourced by marketing
$1.2M annual recurring revenue quota
Productivity (1‐year New Customer Bookings / $M+S )
2.00
1.50
1.00
0.50
0.00
Q3‐08 Q4‐08 Q1‐09 Q2‐09 Q3‐09 Q4‐09 Q1‐10 Q2‐10 Q3‐10 Q4‐10 Q1‐11 Q2‐11 Q3‐11 Q4‐11
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5. Understand The Metrics that Matter
Trends over time
Metrics that matter:
• Balance
• Flow
• Conversion
• Velocity
© 2011 Marketo, Inc. Page 5

6. Marketo Prospect Generation 2H2010
Source Prospects Cost Opps Velocity (Days)
Trade Show – Virtual 3,793 $25.44 45 81
3rd Party Email Blast 3,302 $34.65 27 43
Trade Show 2,703 $221.30 70 61
Paid Webinar 1,760 $68.50 14 60
PPC 990 $158.10 28 42
Content Syndication 536 $82.84 4 59
Other Paid 208 $187.50 16 93
Website (Non SM) 2,871 196 27
Sales Prospecting 1,888 80 46
Partner Co‐Marketing 903 19 102
AppExchange 353 15 37
Referral 80 66 12
Social Media 370 42 19
© 2011 Marketo, Inc. Page 6

7. Buying Has Changed Forever
OLD DAYS: INFO SCARCITY TODAY: INFO ABUNDANCE
1960s – Recent
BUYER
SALES REP SALES REP
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8. Risk and Branding in B2B
Fear Trust
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9. Social Media Across The Revenue Cycle
Seed Nurturing: Developing relationships with
early‐stage prospects before they enter your
database
Lead Nurturing: Building and maintaining
relationships with known prospects as they
educate themselves
Customer Nurturing: Deepening and expanding
relationships with existing customers
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10. Developing a B2B Social Media Plan
Who: Who are you targeting?
How: Which social media tactics will you
employ and how will you measure success?
What: What goals or objectives do you want
to accomplish and what are the action items?
Search Social Media Template on the Marketo
Website for a sample of mine!
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11. Other Benefits of Content Marketing
SEO
Social
Offers
Scoring
Popular Blogs Resource Center Definitive Guides Webinars Marketo TV
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12. What is Content?
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13. Content to use in Social Media
Articles Information Guides Resource Libraries
Blog Posts Live Streamed Events RSS/XML Feeds
Books/eBooks Manuals Radio/TV/Web TV
Brochures Microsites/Web Pages Surveys
Case Studies Online Courses Tweets
Demos Podcasts/Videocasts Videos
Email Presentations Webinars/Webcasts
Free trials Press Releases White Papers
Images Product Data Sheets Widgets
Infographics Reference Guides Workbook
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14. Content Consumption
Source: Techtarget + Google
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15. 1. Non Promotional
2. Relevant to Reader
3. Closes a Gap
4. Well‐Written
5. Relevant to Your Company
6. Gives Proof
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16. Good content is not enough
Promotion, Promotion, Promotion
Email + Lead Nurturing
Social Media
Content Syndication
Press
Search Engine Marketing
Website
Sponsorships
Events
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17. Social Content is not just for Blogs!
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18. …and don’t forget SEO
Plus:
• Keywords
• Meta Descriptions
• Title Tags
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19. Content Library
Use for easy reference
Note created date
Label by role, category, gated, author, etc.
Keep track of copyrights or other dated info
If 1000’s of assets consider a more formal system
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20. Social Sharing:
Customized E-mails and Landing Pages
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21. When To Ask For Registration?
Example: SiriusDecisions
Early Stage
Thought leadership and best
One: Loosening of the Status Quo
practices to build brand and
awareness
Two: Committing to Change
Middle Stage
Three: Exploring the Possible Solutions Buyers guides, RFP templates
and industry information to
Four: Committing to a Solution help structure research
Five: Justifying the Decision Late Stage
Company‐specific
information to help evaluate
Six: Making the Selection
and reaffirm selection
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22. Short Forms Outperform Long Forms
Short Form (5 fields) Medium Form (7 fields) Long Form (9 fields)
Conversion: 13.4% Conversion: 12.0% Conversion: 10.0%
Cost per: $31.24 Cost per: $34.94 Cost per: $41.90
© 2011 Marketo, Inc. Page 22

23. Problems With Self-Submitted Data
© 2011 Marketo, Inc. Page 23

24. Test, Test, Test
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25. Content Mapping
BUYING STAGES
• Early (Pre-MQL)
• Mid (MQL)
Stages 1 2 3 • Late (Opportunity)
• Customer
A
CONTENT
B 1. Map your existing content
2. Blank cells determine your content roadmap
3. Short content is good! (YouTube approach)
C
4. Test and optimize
5. Start small, think big and adapt quickly
D
BUYING PROFILES
• Industry: 82%
• Role: 67%
• Company Size: 49%
• Geography: 29%
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26. Sample Scoring Rules
Demographics:
30 points based on manual Prospect review
0‐8 points based on title
‐20 to 0 based on inferred country
Source and Offer:
Website lead source: + 5
Thought leadership offer: ‐5
Latent Buying Behavior:
Attend webinar: +5
Download thought leadership: +3
Visit any webpage : +1
Visit careers pages: ‐10
Active Buying Behavior:
Install AppExchange app: +15
Download Marketo reviews: +12
Visit website 2X in one week: +8
Download buyers guides: +8
Watch demos: +5 each
Search for “Marketo”: +5
Visit pricing pages: +5
No activity in one month:
Score > 30: ‐15 points
Score 0 to 30: ‐5 points
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27. Nurturing without Lots of Content
IDEA EXAMPLE
Blog posts Yours or others
Testimonials Success Story
3rd party content Analyst, Press, Paid
Product documentation Benefits, Guides
Fact sheets Best Practice Document
Demo offers Amazon $50
3rd party sources Salary info, upcoming events, etc
Key to Success: What is important to my reader?
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28. Repurposing Content Example
• Website
ARTICLE • Blog
• Guest Blog
• Use all types for
• Website nurturing and
WHITEPAPER • Slideshare scoring
• Sribd
Webinar • Use all types to
SLIDES • Website drive traffic to
• Slide Share your website and
in social media
VIDEO CLIP • Website promotions
• Youtube
• Website
PODCAST • iTunes
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29. Example of Repurposed Content
< This Presentation >
Content from my Content
Marketing White Paper
Some content repurposed
from a customer webinar and live
presentation
2 Slides taken from Definitive Guide to Social Media Webinar
Also, used same content to create 2 blog posts
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30. Content Optimization
3 Rs:
Reorganize
Rewrite
Retire
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31. For More Information
Check out these resources: Vendors/Services Mentioned:
Modern B2B Marketing Blog Lead Management: Marketo
Content Creation for Demand Definitive Guides: Velocity Partners
Generation
Webinar Editing: Shayne,
Content marketing resources: MindYourMedia
Content Marketing Institute SEO, TopRank Online Marketing
Content Rules Book Resource Center: Flickerbox
ClickInsights Content Creation: Junta42, Avitage
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32. Contact Me
Marketo, Inc.
Maria Pergolino 901 Mariners Island
Director of Marketing Suite 200
maria@marketo.com San Mateo, CA 94404
@inboundmarketer
Direct: +1.650.898.7417
blog.marketo.com
www.marketo.com
The “Definitive Guide to Social Media”
www.marketo.com/dg2‐social‐media
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33. 7 Ways You Should Be Using
Social Media (but probably aren’t)
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34. Social Sharing
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35. Good Social Sharing
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36. Great Social Sharing
http://twitter.com/home?status=Are you a revenue
rockstar? Join the the Rock Your Revenue Tour coming to
a city near you! http://bit.ly/revrockstar
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37. Triggering on Social Media
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38. Social Media Referrers
…and if using marketing automation, see this data by
customer, industry or other segment
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39. Social Media as a Lead Source
Shows which social media sites are
working for your organization
Allows you to calculate ROI of social media
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40. Social Media Lead Scoring
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41. Social Validation
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42. Integrated Programs
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43. Contact Me
Maria Pergolino Marketo, Inc.
Director of Marketing 901 Mariners Island
Suite 200
maria@marketo.com San Mateo, CA 94404
@inboundmarketer
@marketo
Direct: +1.650.376‐2312
Mob: +1.415.710.2008
blog.marketo.com
www.marketo.com
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