Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All
Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All
-
Upload
marketo -
Category
Technology
-
view
649 -
download
0
description
Transcript of Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All
![Page 1: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/1.jpg)
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Integrated Demand Generation: Top Tips for Marketers Who Need to do it AllHeidi Bullock, Director Demand Generation, Marketo@heidibullock
![Page 2: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/2.jpg)
Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Not for the Faint of Heart
![Page 3: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/3.jpg)
Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 4: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/4.jpg)
Page 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential
I need MORE SQLs and opportunities!!!
![Page 5: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/5.jpg)
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Inbound Marketing
![Page 6: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/6.jpg)
Page 6© 2013 Marketo, Inc. Marketo Proprietary and Confidential
![Page 7: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/7.jpg)
Page 7© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Some Inbound Marketing Tactics
Source: Optify.net
![Page 8: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/8.jpg)
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
ContentQuick Tips
![Page 9: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/9.jpg)
Page 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tip One: Make it visual
145,000 views
17,000 views
Word
s
Visual
eBook Interactive Infographic
Hits and Long-Tail Content
![Page 10: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/10.jpg)
Page 10© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Research data, funny videos, curated lists, infographics, thought leadership
Tip Two: Map Content to Buying Stage
NO
YES
MOSTLYNO
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
Gated?Early Stage - Awareness
Middle Stage - Evaluation
Late Stage - Purchase
![Page 11: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/11.jpg)
Page 11© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tip Three: Repurpose! Repurpose!
![Page 12: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/12.jpg)
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Social MarketingQuick Tips
![Page 13: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/13.jpg)
Page 13© 2013 Marketo, Inc. Marketo Proprietary and Confidential
6 Social Marketing Golden Rules
1. Don’t take yourself too seriously2. Inbound is not enough3. You must have good content and
solid offers4. You will need a strong call to action5. Always add value6. Never forget that social is a two-way
street
![Page 14: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/14.jpg)
Page 14© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Facebook for Lead Generation
![Page 15: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/15.jpg)
Page 15© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Facebook and EdgeRank
![Page 16: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/16.jpg)
Page 16© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Twitter Promoted Tweets - Timelines
• Use gated resource pages
• Have strong CTA
• Can still be playful and fun
• Results depend on content and message
![Page 17: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/17.jpg)
Page 17© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The 4-1-1 Rule
“For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.”
Do This Not ThisI’mawesome
![Page 18: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/18.jpg)
Page 18© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Company Page
• Key rich text• Add Specialties• Consider video• Add RSS and enable
‘show news’
![Page 19: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/19.jpg)
Page 19© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Slideshare
• Make it part of something bigger• Base your presentation on your expertise• Take it on the road• Activate form capture to collect leads
![Page 20: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/20.jpg)
Page 20© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Power of Peer to Peer
• Company to Buyer: 33% Trust• Buyer to Buyer: 92% Trust
WOW!!
![Page 21: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/21.jpg)
Page 21© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Frictionless & Incentivized Sharing
• Make every campaign social• Increase your visibility and
engagement
![Page 22: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/22.jpg)
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Outbound MarketingQuick Tips
![Page 23: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/23.jpg)
Page 23© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Powerful Impact = inbound + outbound
• Inbound does not always drive people to take action• There are late adopters who need a push• Demand gen is about optimizing for different scenarios
Outbound Marketing
![Page 24: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/24.jpg)
Page 24© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Paid Email Campaigns
1. Good vendors2. Negotiate when possible3. Email design – soup to nuts4. Relevant and vetted offer5. Test!6. Back up plan if results don’t
meet your goal
![Page 25: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/25.jpg)
Page 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Events Webinar: Multi-Touch PromotionTypical Webinar Promotion:
Series Invite + Big Bang Press ReleaseT-2 weeks inviteT-1 weeks invite v2T-2 days invite
Typical Webinar Confirmation:Confirmation EmailReminder 2 days prior – Email and BoxpilotReminder 1 hour prior
Typical Webinar Follow-up:Minutes after event with slides1-2 days later with recordingPhone call (Leads)
3rd email drives the most
registrations
![Page 26: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/26.jpg)
Page 26© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Events (all): Follow-Up Fast
1. Email with slides out within the hour
2. Recording out within 48 hours
3. Immediate sales notifications and “interesting moments”
4. Follow-up survey included requests for a demo
5. Follow-up offers to continue engagement
![Page 27: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/27.jpg)
Page 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Events (all): Make it Scalable
Clone Complete Programs
Track Costs and Tags for Measurement
Use “Tokens” To Parameterize
![Page 28: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/28.jpg)
Page 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Direct Mail – part of an integrated campaign
45% of social network users have done something as a result of Direct Mail they’ve received
![Page 29: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/29.jpg)
Page 29© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content Syndication:
Tips1. Consider mid-stage content2. Gate content 3. System integration4. Get credit5. New names matter6. Freshness
![Page 30: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/30.jpg)
Page 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways
1. Need a mix of inbound and outbound for a successful demand gen strategy
2. Repurpose content
3. Consider 4-1-1 approach for social campaigns
4. Leverage “peer-to-peer” influence to give every campaign a social boost
5. Apply smart thinking for outbound like ‘follow up fast’ and ‘make it scalable’ for better results
6. Measure every chance you get and be able to course correct in real-time
@heidibullock
![Page 31: Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All](https://reader036.fdocuments.net/reader036/viewer/2022062702/554c09abb4c9053f078b55e2/html5/thumbnails/31.jpg)
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Heidi Bullock@heidibullock
Q&A