Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing
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Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing Maria Pergolino, Marketo Alex Pelletier, Acquisio
description
Inbound marketing helps you connect with new prospects by giving them ways to find and learn about you – without the high cost or intrusion of more traditional, outbound marketing techniques. But, be warned: inbound marketing alone cannot drive the maximum revenue possible; it must be incorporated into the overall marketing mix if you want to see bottom-line results. Unfortunately, many social media gurus and some inbound marketing solutions don’t educate marketers on how to create this mix. This presentation does.
Transcript of Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing
Amplify Your Impact: How to Multiply the
Effects of Your Inbound Marketing
Maria Pergolino, Marketo
Alex Pelletier, Acquisio
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Buyers are Changing
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Inbound Marketing
The process of helping potential customers find your company – often before they are even looking to make a purchase – and then turning that early awareness into brand preference and, ultimately, into leads and revenue.
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Benefits of Inbound Marketing
• Brains not budget
• Increased brand awareness
• Increased brand preference
• More leads for less budget
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Four Tactics for Inbound Marketing Success
1. Search engine optimization
2. Social media marketing
3. Content marketing
4. Conversion optimization
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
So is Inbound a Magic Bullet?
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Your aim is too wide.
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Some prospects may find you, but many
don’t know you exist.
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Others may know you exist, but don’t
understand what you do.
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
You aren’t reaching the decision makers.
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
You can’t break through the noise.
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Sometimes there isn’t any noise.
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
And there can by Diminishing Returns.
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
What Can You Do?
Mix inbound
marketing with
outbound
marketing
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The Ideal Mix
Inbound Marketing + 1. A corporate communications strategy
2. An outbound marketing strategy
3. A nurturing or marketing automation strategy
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Corporate Marketing
• Branding
• Analyst relations
• Product launches
• Programs to upsell to and retain customers
• Communications - both internal and external
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Outbound Strategy
• Online campaigns
• Offline campaigns
• Field marketing
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Facebook Revenue
• Direct Mail
• Paid Advertising
• Trade Show
0
2000
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2011 Marketo
Fans Growth
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketing Automation
• Raises open and click rates
• Enables A/B testing
• Improves conversion rates
• Shortens sales cycles
• Identify when their prospects are engaging online
• Automates repetitive tasks
• Delivers sophisticated reporting and analytics
• Wins more deals + generates higher revenue per deal
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketo, Inc. 901 Mariners Island Suite 200 San Mateo, CA 94404
Direct: +1.650.376-2312 Mob: +1.415.710.2008 blog.marketo.com www.marketo.com
Maria Pergolino Sr. Director, Marketing
[email protected] @inboundmarketer @marketo
Contact Me
ACQUISIO CASE STUDY
INBOUND MARKETING
About Acquisio
• The leading platform to buy, track, manage, optimize and report on media across all major Search, Social and Display networks.
• In numbers • +300 Clients
• +20 Countries
• +100 Employees
• +4000 Users
• +9500 Brands
• #46 Deloitte Fast 50
SEARCH SOCIAL DISPLAY
Buy
Track
Manage Optimize
Report
Acquisio Marketing
Mix
PPC & Social Ads
Display Advertising
Trade Show
Lead Generation
Inbound Marketing
Lead Nurturing
Acquisio Marketing Mix
Acquisio Revenue Model
Prospects VS Leads
Lead Source Analysis
• Demo Request
• ebooks & Webinars
All Leads Are Not Equal
Demo Request Goal Completions
33%
ebook & Webinar Goal Completions
8%
Contribution To The Funnel
Inbound Marketing
Paid Media
Size Does Matter
• Revenue Growth
• Lead Volume
• Sales Team
• Buy display ads to generate leads with your content
• Send email campaigns via publishers in your industry
• Use your content in your nurturing programs
Extend Inbound Marketing Reach
Example Multi-Channel Content
Continuity Can Be A Challenge
Adapt To Your Target Market
Inbound Marketing may
be good for you
Inbound Marketing may
not be good for you
Thanks!
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@apelletier
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