right message, right buyer – at the right time
TRANSCRIPT
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TheRightMessage,TheRightTime
HeidiBullock,VPDemandGeneration,Marketo@heidibullock
YOURCUSTOMERS
TheQuestofEveryRevenueTeam
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The Challenge
Buyers are Self-Directing Journeys
66%to90%ofaBuyer’sJourneyTodayisSelf-Directed
Today’s World
2900Marketing&Sales
MessagesPerDay
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1. Content
2. Acquisition
3. Engagement
4. ROI
Topics
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Content
Everyone says they’re doing it(WHEN ASKED, MOST MARKETERS SAY THEY DO CONTENT MARKETING)
B2B marketers B2C marketers
Iusuallyscantheinformationthentrashit. 59%Muchofthematerialisuseless. 62%
Base: 319 business and IT decision-makers and senior-level ITandbusinessexecutivedecision-makersatcompanieswith1,000ormore employees
If everyone is a content marketer, how does my stuff break through?
75%Vendorsgivemetoomuchmaterialtosortthrough.
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So what do you do? Hint…
Yo!We’renotallthesame!
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Formula for Engagement
E = Relevant Content + Right Time
+ Personal
#1 – Create Relevant Content
HigherEd
B2B: Enterprise
Healthcare
CompetitorCustomers
Consumer
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Tips
1. Addressaneed– whatdoesyourreadercareabout?
2. Berelatable – thisisknowingyouraudience3. Makeapointandgettothepoint…4. Standout5. Listentoinputsfromsales,social,andofcourse
yourcustomers
Litmustest:Ifyouaredoingitwell,yourcustomers,partners,andfriendswill thankyouforit!
§ Webinars§ SlideSharePresentations§ Videos§ Blogposts§ Podcasts§ Infographics§ ActivityBooks/Worksheets§ Articles
Maybe you don’t need another eBook…
#2 –Present it at the right time
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Content and Gate at the RIGHT TIME
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How do you know?
“Lead scoring is the shared sales and marketing methodology for ranking leads in order to determine sales-readiness”
1. LeadFit2. LeadInterest3. LeadBehavior4. BuyerStageandTiming
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Example
EarlyScore=5
MidScore=40
LateScore=100
Funnyvideo Analystreport Demo
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Acquire
Attract Engage ROI
AnalysisEmail
Cross-ChannelNurture
Real-timePersonalization
SEO
Your website is often the destination
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Would you send the same email to your entire database?
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• 74% of consumers get frustrated when website content appears that has nothing to do with their interests.
• The average website conversion rate is 2%.
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#3 –Personalize the Experience
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Where to Personalize
Website Social Email MobileVideo
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Visitorspresentedwithpersonalizedcontentconvert5Xmorethanavg.
LocalLiveEvents
Web Personalization - Location
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Web Personalization - Vertical-Based
DefaultViewPersonalizedforVisitorsfromtheHealthcareIndustry
Higherengagement,withaveragevisitdurationrising313%andaveragepagespervisitincreasing163%.
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Account-Based Marketing (ABM)
VisitorsfromUPS VisitorsfromBarclays
Increasedopportunitystreamfromkeyaccounts
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EDUCATIONVERTICAL FINANCIALSERVICESVERTICAL
CTR:1.37% CTR:2.37% CTR:1.39% CTR:1.96%
Testing – What works the best
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Conversion Rates
33%Conversionratesforpersonalizedcampaigns
20%Increaseinqualifiedleadgenwithselectedcontent
Visitorspresentedwithpersonalizedcontentconvert5Xmorethanavg.
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Retargeting - OK
AnInternetUser Visits YourSite LeavesYourSite
OnOtherSitesYourAdAppears
YourAdPiquesTheirInterest
CustomerVisitsYourWebsite
YOURSITE
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Personalized retargeting - Better
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Leverage Behaviors and Profiles
Example 1: Google
TheseAdsdrove2xmoreleadconversions117%increaseyr./yr. inqualifiedleads
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Example 2: Facebook
HigherEducation Healthcare Enterprises
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Example 3: LinkedIn Sponsored Update
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Engage
Attract Engage ROI
AnalysisEmail
Cross-ChannelNurture
Real-timePersonalization
SEO
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Define the Tactics and Cadence
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Hi,areyoureadytobuy?Hi,areyoureadytobuy?Hi,areyoureadytobuy?Hi,areyoureadytobuy?Hi,areyoureadytobuy?Hi,areyoureadytobuy?Hi,areyoureadytobuy?Hi,areyoureadytobuy?
Bummer – too much, not relevant
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• Here’sacoolvideo• Checkoutthisarticle• Seeourlatestoffering• Sharethiswithfriends• Here’swhatotherslike!• Downloadournewbook• Happybirthday• Joinusatourevent• YoulikeX,checkoutY• Funwaystolearnmore• Takethissurvey• Youhaven’tboughtyet,here’sa10%
discount
Ideal: Adjust, listen, respond
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• Personalized CTAs resulted in a 42% higher conversion rate than generic CTAs.
• Leads who are nurtured with personalized content produce a 20%increase in sales opportunities.
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Email Personalization
1. Video2. Dynamiccontent3. Tokens4. Triggers
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Video Personalization
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Dynamic Content
HerewearesegmentingbyAGE
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Tokens
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Listen Act
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• Attendsevent• Logsintomobileapp• Downloadscontent• Clickemail• Fillsoutform• Scoreischanged• Productinterest• Inactivity
IT
Finance
C-level
Triggers – Can listen for behavior
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Marketo Aggregate Email Performance
TriggeredNurture
provides2xAvg.ClicktoOpenRatioto
RegularNurture
TriggeredNurture
provides10xAvg.Click
RatiotoBatch
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ROI
Attract Engage ROI
AnalysisEmail
Cross-ChannelNurture
Real-timePersonalization
SEO
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Why Measuring Return is Hard
§ Multipletouches.7
§ Unclearsuccess.Opened?Clicked?
§ Multipleinfluencers.5-21
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Reporting Maturity CurveMulti-
touchROIMulti-touchRevenue
Single-touchRevenue
OpportunitiesWon
ConversionBased(FormFill)
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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First Touch
Watchedourdemovideoonhomepage
RegisteredforAnalyticsWebinar
DownloadedAnalytics
SurveyResults
Attended“Top10MarketingReports”Webinar
EngagedwithusatBig
Tradeshow
ConnectedwithSalesRep
3months
$100K
$100K
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Multi Touch
Watchedourdemovideo
onhomepage
RegisteredforAnalyticsWebinar
DownloadedAnalytics
SurveyResults
Attended“Top10MarketingReports”Webinar
EngagedwithusatBigTradeshow
ConnectedwithSalesRep
3months
$25K
$0
$25K
$25K $100K
$25K
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Know what is effective at TOFU vs. MOFU
Page FTRevenue MTRevenue
Tradeshows $410,000 $525,000
Webinars $320,000 $903,000
Content– DemoVideo $500,000 $117,000
Moreefficientatpushingleadsthrough funnel
Moreefficientatacquiring therightleads
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Example
Goal: BrandawarenessandleadgenerationMetric: engagementwithC- level,newnames,pipelineTiming:monthone,threemonthsout,1yearQuestions:
§ DidwecreateC-levelengagement?§ Didthistopicresonatewithourtargetaudience?§ Didthispostbringinanynewsnames?§ Didthiscontenthelpcreatepipeline?§ Whatwerethetopperformingchannels?§ Howdidtheprogramdooverallwrt topipeline?
Large Content Initiative
Google Analytics
Early Stage AssessmentEarly Indicators Metric Comments Rating
Engagement 1.3Kshares Aboveourstandardindexof
50
NewNames 2309 $17/newname–this isreasonable
Did itresonatewithour targetaudience(C-levelmarketers)?
%ofnames– Clevel
50%wereVPorabove, good
Later Stage AssessmentLate Indicators Metric Comments Rating
FTPipeline $1.04M 26FT ratio– goodROI
MT Pipeline $2.34M 59FT ratio– goodROI
ClosedWon$(FT) $455K 10x- positive
TopPerformingChannels RevenueWon
Webinar- sponsored $350K
Email- Marketodatabase $25K
Email - sponsored $22K
Social- paid $15K
Allothers $43K
Top Performing Channels
DidwecreateC-levelengagement? Yes– 50%ofnewnameswereVPandabove
Didthistopicresonatewithour targetaudience? Yes– 1.3Kshares,aboveourindexforthemonth
Didthispostbring inanynewsnames? Yes-2,309
Didthiscontenthelpcreatepipeline? Yes- $1.04M-FT,$2.34M- MT
Whatwerethetopperforming channels? Webinar
Howdidtheprogramdooverallwrt topipeline? 10xROI
Performance Report Card
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The Right Message, At the Right Time:1. Content is king but it has to be relevant and
mapped to the respective buying stage.
2. Make acquisition awesome - Grow your top of funnel and increase conversion using personalization across channels.
3. Engage potential buyers by listening to their behaviors – and responding with multi-channel relevant - conversations.
4. Deliver the purchase-ready leads to sales through nurturing and scoring.
5. Measure channels and programs – so you know what works and can course correct in real-time.
@HeidiBullock
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Thank You!
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