How Content Marketing Automation Can Boost ROI & Drive Growth
-
Upload
marketo -
Category
Technology
-
view
2.950 -
download
1
Transcript of How Content Marketing Automation Can Boost ROI & Drive Growth
![Page 1: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/1.jpg)
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Content Marketing Automation Is Your New Best
Friend (With Benefits)
#LaunchPoint
Leo Strupczewski, Monetate
Randy Frisch, Uberflip
Maggie Jones, Marketo
![Page 2: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/2.jpg)
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Leo Strupczewski Content Manager
Randy Frisch COO & Co-Founder
Maggie Jones Content Marketing
Specialist
![Page 3: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/3.jpg)
Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides and the
recording of today’s webinar
• Twitter hashtag: #LaunchPoint
![Page 4: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/4.jpg)
Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 5: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/5.jpg)
Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 6: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/6.jpg)
Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 7: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/7.jpg)
Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 8: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/8.jpg)
Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
CONTENT
MARKETING
![Page 9: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/9.jpg)
Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
WHY IT’S HOT
![Page 10: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/10.jpg)
Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
WHY IT’S NOT
![Page 11: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/11.jpg)
Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
4 Pillars of Content Marketing
Authoring Experience Distribution Measurement
![Page 12: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/12.jpg)
Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
4 Pillars of Content Marketing
Authoring Distribution
![Page 13: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/13.jpg)
Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Example: Why do resource centers fail?
Backend Developer Graphic Designer
Demand Gen Frontend Developer
Marketing Mary
![Page 14: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/14.jpg)
Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Solution: Content Marketing Automation
![Page 15: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/15.jpg)
Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
It doesn’t stop with the resource center!
Mary becomes the the content
quarterback:
Landing pages
Social hubs
Campaigns
Sales enablement
Tailored experiences
![Page 16: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/16.jpg)
Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 17: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/17.jpg)
Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
MONETATE’S TARGET AUDIENCE
Digital marketers who are looking to create more relevant online experiences
Includes retail / ecommerce, B2B and many other verticals
![Page 18: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/18.jpg)
Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
HOW MONETATE USES MARKETO
Using Marketo for 5 years focusing on:
Landing pages
Lead nurturing and lead scoring
Demand generation and multi-touch attribution
Syncing with Salesforce
![Page 19: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/19.jpg)
Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
MONETATE’S CONTENT STRATEGY
Build credibility and thought leadership
Content that aligns with buyer interest
Content that aligns with Monetate’s offering
![Page 20: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/20.jpg)
Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Understanding what’s working and which content converts
Improving sales enablement
Creating a better customer experience
MONETATE’S CONTENT MARKETING CHALLENGES
Giving the marketing team more control
![Page 21: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/21.jpg)
Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 22: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/22.jpg)
Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Monetate’s
Content Hub!
![Page 23: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/23.jpg)
Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
250% increase in conversion
RESULTS
Landing Page
Integrates
with Marketo
Combines the power
of a Marketo landing
page with the quicker
access to the content! CTA Overlay
![Page 24: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/24.jpg)
Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Triggering campaigns in Marketo based on content engagement
Enhance lead scoring in Marketo based on consumption patterns
WHAT’S NEXT
Better insights > increased content ROI
![Page 25: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/25.jpg)
Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 26: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/26.jpg)
Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 27: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/27.jpg)
Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 28: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/28.jpg)
Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 29: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/29.jpg)
Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 30: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/30.jpg)
Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 31: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/31.jpg)
Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 32: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/32.jpg)
Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
WHY WORKED FOR
Quick & easy setup live within 24 hours
Few resources needed less costly than building in house
Increased productivity better workflow for the marketing
and demand gen teams
Integrated with Marketo connecting content hub to Marketo
for better insight
Measurable results 250% increase in conversion rate
for content
![Page 33: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/33.jpg)
Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 34: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/34.jpg)
Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
EXPERIENCE MATTERS
![Page 35: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/35.jpg)
Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
TARGETING MATTERS
![Page 36: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/36.jpg)
Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
CONTROL MATTERS
![Page 37: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/37.jpg)
Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
CTAs MATTER
![Page 38: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/38.jpg)
Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 39: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/39.jpg)
Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Q&A
![Page 40: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/40.jpg)
Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Leo Strupczewski Content Manager
Randy Frisch COO & Co-Founder
Maggie Jones Content Marketer
![Page 41: How Content Marketing Automation Can Boost ROI & Drive Growth](https://reader031.fdocuments.net/reader031/viewer/2022032103/55d50254bb61eb627e8b46f2/html5/thumbnails/41.jpg)
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!