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Back to Basics – Generating More and Better Leads David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
Overview Typical Lead Gen Efforts Where your Untapped Potential lies Leveraging content in real-time to convert Examples and best practices
71% of B2B marketing say it’s their top goal 60% B2B marketers say generating more leads is their biggest challenge 45% of marketers want to increase lead quantity as their most important objective Source: b2bcontent marketing trends, Emarketer, Ascend2 & NetProspex
What you do today? Ads Events Content Emails
Are you missing something?
Prospects (Your Web Visitors) Picture this… Every month
What can you do?
Your Anonymous Visitors 98% of your prospects are anonymous B2B 35,000 avg. monthly unique / 33,614 are anonymous B2C 160,000 avg. monthly unique / 156,800 are anonymous You will never guess who they are
Who are your web visitors?
Your Anonymous Prospects
What to do? Engage Them! Like you do on other channels Deliver the right message to the right person Educate Nurture Convert
It’s Not So Easy…
How to do it?
Create or discover high value content Ebooks Videos White Papers Case Studies Webinars Analyst Reports
Gated Content Web visitor leaving details in order to access a content asset Four best practices: Identify which prospects fit your ideal customer profile Know when to gate content Early stage: non-gated “light” content Late stage: gated content based on visitor
Define Audience and Timing Firmographic Persona Product Intent Behavior
Identify visitors & Engage with the right content
Real-Time Personalization “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research) Speed “82% of prospects value content targeted to their specific industry” (MarketingSherpa) Relevancy Personalizing your prospects experience while they are engaged and attentive
eMarketer Default View Personalized based on behavior
Real-Time Personalization Segments inbound prospects in real-time based on: Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
Use Cases Location Vertical Known Lead Demo Offers Case Studies Local Events Account-Based White Papers Behavioral Special Deals
Getting Started is Easy Any CMS, Zero IT Real-Time Campaigns in Seconds Hands Free capabilities
Key Takeaways Back to Basics Generating quality Leads is still top priority The Web holds the biggest potential improvement Engage anonymous site visitors with the right gates content Based on Who they are and What they do
Back to basics: Generating more and better leads marketo.com/personalization @marketo Thank you.