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started in just a few minutes. How To Use Content Marketing For Demand Generation +

How To Use Content Marketing
For Demand Generation Alicianne Rand VP, Marketing, NewsCred @aliciannerand Heidi Bullock VP, Demand Generation, Marketo @heidibullock #ThinkContent +

A marketer’s job is many
things…

The bottom line: A marketer’s
job is to generate demand.

of B2B and B2C buying
decisions are made before a buyer ever reaches sales. 70%

Website Blogs Newsletters Lead nurturing
Sponsored email campaigns Outbound marketing Advertising Retargeting Webinars Native advertising Social advertising

Today’s customer experience is extremely
fragmented.

Content fuels the modern marketing
engine.

Demand generation is not just
about customer acquisition. It’s about creating a lifetime of customer happiness.

Are you bringing value to
the entire customer journey? Top of the Funnel Quality, custom and licensed content focused on helping to answer our customer’s challenges and define the future of content marketing. Often focuses on longtail SEO keywords. Middle of the Funnel High value, original resources created for our Academy. Useful, timely, and also hits on niche topics specific to NewsCred’s offering and solutions. Bottom of the Funnel Custom content converting leads to customers: case studies, product offers, comparison guides, analyst reports, etc. Customer Stage Retaining customers with content specific to their industry and pain points, newsletters, product updates, and tutorials/training Awareness Retain Evaluation Purchase

Great content delivers ROI.

Great content delivers ROI. Source:
Hubspot 2014 79% of ‘best-in-class’ B2B marketers rate blogs as the most effective customer acquisition tactic.

Great content delivers ROI. Source:
Hubspot 2014 Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.

Great content delivers ROI. Source:
Hubspot 2014 79% of companies that prioritize content marketing report a positive ROI.

Customer growth.
Cost savings.
Revenue.

So how can you use
content marketing to scale your demand generation strategy? Let’s learn from the best.

© 2013 Marketo, Inc. Marketo
Proprietary and Confidential Identify / Prioritize Your Goals

Do not just jump to
content tactics… ebooks blog webinars SlideShare white papers infographics I just love infographics!

Goals for Content Marketing

Set and prioritize your goals
Content Marketing Goal Related Metrics Drive thought leadership Ex: Klout, pr mentions, increase in social (Twitter, FB), web traffic spikes post intiative Increase brand awareness Ex: share of voice (can measure share of traffic), increase in social (Twitter, FB) Lead generation Ex: Increase in key metrics (tofu, mofu, bofu) -> # downloads, # leads, # opps Customer acquisition Ex: # new customers, time to acquire Customer retention / loyalty Ex: NPS, #existing customers, renewals, turnover

Demand Gen Example Asset Stage
Programs Measurement 1 month 3 months 6 months Top 10 Reasons to Consider MA Mid - Stage Nurturing – mid stage track Engagement Score >90 6 MT opps 18K MT pipeline Website Form fill outs on website - 1000 10 FT opps, 14 MT opps 30K FT pipeline, 42K MT pipeline PPC Form fill outs - 1500 4 FT opps, 10 MT opps 12K FT pipeline, 30K MT pipeline Retargeting campaigns – lead score >50 Form fill outs - 300 5 MT opps 15K in MT pipeline Enterprise field event follow up Email ctr 2% - 100 form fill outs 4 MT opps 100K in MT pipeline

© 2013 Marketo, Inc. Marketo
Proprietary and Confidential Creating The Right Content – 5 Step Plan

New! 7 golden rules for
content 1. Meaningful to the reader 2. Actionable 3. Sharable 4. Findable 5. Relevant to your company 6. Readable 7. Consistent online and offline

Step 1: Buyer Personas +
Research Who are you selling to? What do they care about?

Step 2: Understand the buyer’s
journey

Step 3: Know your potential
buyer and what matters to them What are their big pain points? How can you help them? What do they respond to? Ex: Is it ‘fun’ or serious?

Research data, funny videos, curated
lists, infographics, thought leadership Step 4: Map content to buying stage 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

Step 5: Figure out what
you have, what you need

Provocative thought of the day…

Taco Bell Content Strategy Finite
set of ingredients….you may not need MORE

“Big Rock” content example Definitive
Guide to MA: Webinars: Ebooks: Infographics:

Content is not just whitepapers!
• eBooks • Blog posts • Videos • Podcasts • SlideShare presentations • Infographics • Moving Infographics • Activity books/worksheets • Articles • Webinars • And of course landing pages!

© 2013 Marketo, Inc. Marketo
Proprietary and Confidential Lead Generation - Examples and Tips

Content powers your demand gen
engine Good content = Optimized performance Poor content = Suboptimal performance

Form length matters

Form Completion for Data Augmentation
Hidden Fields

The right content per channel
matters Source: chicagostyleseo.com

Page 38
Website Personalization

Page 39
LinkedIn Sponsored Update

Facebook Test a mix of
content offers – make sure they are visual! Lighter Harder

• In-Video Gating • Adding
CTAs • Three key types • Annotations • Pop-Out CTAs • End of Video CTAs Video

Slideshare • You have a
great deck • Make it very visual and appealing • Use the form for Slideshare

Your Blog
@jonmiller

Blog - Results From average
14 a week to 145/week - 10X growth!

Registration = +18K Attendees =
4,976 Tweets = 2,224 in 4 hours Downloads of Marketo content = 12,112 New Names = 3,194 FT Pipeline - $955K MT Pipeline - $5M Registration = + 4K Attendees = 1464 FT Pipeline = $367K MT Pipeline = $332K Leverage partners

The Power of Peer to
Peer • Company to Buyer: 33% Trust • Buyer to Buyer: 92% Trust WOW!!

Get the most out of
your content • Get your users to SHARE • Make every campaign social • Increase your visibility and engagement

© 2013 Marketo, Inc. Marketo
Proprietary and Confidential Optimize for Mid-Funnel.

Source: Marketo data, Marketo Revenue
Cycle Analytics. Does not include all sources. 349 Days on Average

Use Lead Scoring Fit Interest
Buying Stage Nurture DisqualifyNurturePass to Sales Pass to Sales

Early (Pre-Opp) Be a Better
Marketer Blog Posts Funny Videos Infographics Thought Leadership Mid (Pre-Opp) Why Marketing Automation Buying Guides RFP Templates ROI Calculators Whitepapers Research Late (Post-Opp) Why Marketo Pricing Demos Video Testimonials Case Studies Content – Story Arcs

Define the tactics and cadence

© 2013 Marketo, Inc. Marketo
Proprietary and Confidential Program ROI

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 qualified leads? • Which assets are good for opportunity creation? • What content works best in nurturing? • What blog post topics have the best engagement?

Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics

Downloaded eBook on Analytics Registered
for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep First Touch 3 months $100K $100K

Downloaded eBook on Analytics Registered
for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Multi Touch 3 months $25K $0 $25K $25K $100K $25K

Know what is effective at
TOFU vs. MOFU Page FT Revenue MT Revenue Content $410,000 $525,000 Webinars $320,000 $903,000 Tradeshows $325,000 $117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads

Example Website – 23K views,
10,283 downloads Email – 2,730 clicked Slideshare – 7,693 views Social impressions – 1,149 Good BEST

Leverage Data to Determine Best
Offer For Each Vendor Consider offer data, program goal, content asset, and content stage to make final determination.

Content ROI 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

QUESTIONS?