Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Integrated Demand Generation:
Top Tips for Marketers Who Need
to do it All
Heidi Bullock, Director Demand Generation, Marketo
@heidibullock

Not for the Faint of Heart

I need MORE
SQLs and
opportunities!!!

Inbound Marketing

Help Leads Find You

Average Cost to Generate a Lead

Some Inbound Marketing Tactics
Source: Optify.net

Content
Quick Tips

Tip One: Make it visual
145,000
views
17,000
views
eBook Interactive Infographic
Hits and Long-Tail Content

Research data, funny videos,
curated lists, infographics,
thought leadership
Tip Two: 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

To Gate or not to Gate?

Form Length

Tip Three: Repurpose! Repurpose!

Repurpose “Big Rock” Content Example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:

Social Marketing
Quick Tips

6 Social Marketing Golden Rules
1. Don‟t take yourself too seriously
2. Inbound is not enough
3. You must have good content and
solid offers
4. You will need a strong call to action
5. Always add value
6. Never forget that social is a two-way
street

Facebook for Lead Generation

Facebook and EdgeRank

Twitter Promoted Tweets - Timelines
• Use gated resource
pages
• Have strong CTA
• Can still be playful and
fun
• Results depend on
content and message

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 This
I‟m
awesome

Company Page
• Key rich text
• Add Specialties
• Consider video
• Add RSS and enable
„show news‟

Slideshare
• Make it part of something bigger
• Base your presentation on your expertise
• Take it on the road
• Activate form capture to collect leads

Google +
• SEO
• Consider Google Hangouts!

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

Frictionless & Incentivized Sharing
• Make every campaign social
• Increase your visibility and
engagement

Outbound Marketing
Quick Tips

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

Paid Email Campaigns
1. Good vendors
2. Negotiate when possible
3. Email design – soup to nuts
4. Relevant and vetted offer
5. Test!
6. Back up plan if results don’t
meet your goal

Events Webinar: Multi-Touch Promotion
Typical Webinar Promotion:
Series Invite + Big Bang
Press Release
T-2 weeks invite
T-1 weeks invite v2
T-2 days invite
Typical Webinar Confirmation:
Confirmation Email
Reminder 2 days prior –
Email and Boxpilot
Reminder 1 hour prior
Typical Webinar Follow-up:
Minutes after event with
slides
1-2 days later with
recording
Phone call (Leads)

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

Events (all): Make it Scalable
Clone Complete
Programs
Track Costs and Tags
for Measurement
Use “Tokens” To
Parameterize

Direct Mail – part of an integrated campaign
45% of social network
users have done
something as a result of
Direct Mail they‟ve
received

Content Syndication:
Tips
1. Consider mid-stage content
2. Gate content
3. System integration
4. Get credit
5. New names matter
6. Freshness

Avg Demographic
Score: Which
programs bring in
the targets we
want?
$ / Target: Which programs
bring in targets most cost-
effectively?
% New: Where are we
exhausting the lists?
Top Of Funnel Metrics (TOFU)

Source: Marketo Revenue Cycle Analytics, Q2-2013 paid programs only (as of 7/22/2013)
Sponsored email is
the workhorse for
TOFU
Tradeshows,
events, and PPC
drive expensive
targets
Virtual tradeshows
= low cost targets
But not all targets
are equal value!

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

Heidi Bullock
@heidibullock
hbullock@marketo.com
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Integrated Demand Generation: Top Tips for Marketers Who Need to Do it All

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