With Demand Generation encompassing a variety of campaigns at every stage of the funnel, how are marketers supposed to know what to focus on if everything seems vital to success? Watch Hayley Ferrante and Tim Ozmina, Sr. Marketing Specialists on Marketo's Commercial Demand Generation team, as they dive into the marketing campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
A Winning Demand Generation Strategy: Tactics to Optimize the Funnel Across the Buyer's Journey
1.
2. AWinning Demand Gen Strategy:
Tactics to Optimize the Funnel
Across the Buyer’s Journey
Hayley Ferrante, Sr. Marketing Specialist
Tim Ozmina, Sr. Marketing Specialist
3. Meet the Speakers
3
Mike Madden
Head of Commercial Demand
Generation
Tim Ozmina
Sr. MarketingSpecialist, Commercial
Demand Generation
Hayley Ferrante
Sr. MarketingSpecialist, Commercial
Demand Generation
4. Housekeeping
• This webinar is being recorded! Slides and recording will be sent to
you once the webinar concludes
• Have a question? Use the chat box and we’ll answer your questions
after the webinar
• Posting to social media? Use our hashtag #mktgnation
6. Fill Your Funnel
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Sponsored Programs
Emails, webinars, virtual events
You supply the content, the vendor
supplies the leads
It’s our job to follow up and score
them
Content
Syndication
55%
Sponsored
Emails
15%
Sponsored
Webinars
25%
Sponsored
Virtual Events
5%
Spend Percentage by Category
Content Syndication
Promote your content through third
parties and collect conversions
These are brand new leads that need
nurturing before sending them to
sales
7. Now It’s Time to Evaluate
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Phase 1: Pull Your Data
Phase 3: Evaluate
Phase 2: Dive Deeper
Vendor A
- Good amount of new
names
- CPNN is high
- Pipe/Cost is ideal – 6x!
Vendor B
- Also good new names
- CPNN is wide range
- Pipe/Cost is not ideal
- Rev. won looks good
Vendor C
- Expensive
- A ton of conversions
- High CPNN
- Rev. won/Cost is great!
Overall
- A: Worth trying again
- B: Low price, but not worth
it
- C: Expensive but worth it
8. Top of Funnel Content
Snackable Content:
Cheat Sheets
Blogs
Infographics
Light eBooks
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9. Collaborate to Succeed
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Digital
Marketing
Event Marketing Social Media
Marketing
Why You Should Care
1. Align to ensure high priority prospects are
targeted
2. Tell a consistent story across all channels
3. Widen the reach of demand gen campaigns
10. Welcome to the Marketo Family, Friend!
Phase 1 -
Goal: Test a series of welcome emails to new commercial subscribers to set expectations and increase
engagement
Group
1
(Control
)
Group
2
(Email
1)
Group 3
(Email
1+2)
12. Don’t Stop Nurturing
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Reactivation
Verticals
C-Level
Default
- Reinvigorate unengaged subscribers
- Multi-channel campaign on email and digital
- Credit Unions, Financial Services, Healthcare, Higher Ed, Manufacturing
- Using similar content but personalizing the messaging per industry
- Emails at a high frequency
- Lower cadence of emails
- C-Level assets only
- Messaging relevant for the C-suite
- If someone does not meet the above criteria
- Offering our top content with broad language
- Emails at a high frequency
13. Middle of Funnel Content
An Entrée of Content:
Cheat Sheets
Blogs
Infographics
Light and Full eBooks
Definitive Guides
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14. Webinars
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• Two demand gen* webinars per month
• *Demand gen: In the weeds, how-to’s, step-by-step
• Two thought leadership* webinars per quarter
• *Thought leadership: Higher level, broader topics
Metrics That Matter
1. Registered
2. Attended
3. Attended On-Demand
4. No Show
5. New Names
6. (FT)/(MT) Opportunities Created
7. (FT)/(MT) Pipeline Created
8. (FT)/(MT) Revenue Won
15. Multi-Channel Reactivation
Why Reactivation?
Determine who wants to hear from you (and who doesn’t)
Clean out your email list
Save $$$
How though?
Emails
Digital Ads
Paid Social
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Segment Total Inactive Total Reactivations % Reactivated Total Unsubscribes % Unsubscribed
ALL 200,000 12,000 6.00% 13,004 6.50%
ENT & MM 50,000 2,000 4.00% 2,729 5.46%
SMB 150,000 10,000 6.67% 14,275 9.52%
17. How Intent Data Provides Hot Leads
What is it?
“Data that is collected about business web users’ observed behavior -
specifically web content consumption- that provides insights into their
interests and from this indicate potential intent to take an action.”
How do you use it?
Triggered Email Campaigns
Ad retargeting
Sales Alerts
What should sales expect?
Warmer cold calls
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18. The New Age of Direct Mail
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• What: Personalized engagement, with the right person, at the right
time
• Why: Overall goal is to set more meetings
• Who: In the hands of the reps – they know who the right contacts are!
19. Email Accelerators
Email Accelerators
Sent to your most engaged audiences
What does this accomplish?
Starts the handoff to sales
How are they structured?
Not the typical marketing copy
From the sales rep
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20. Web Accelerators
Web Accelerators
Triggered campaigns to people that show specific behaviors on your website
What do they accomplish?
Send relevant content
Reach prospects in real time
How are they structured?
Copy that is relevant
Content that is relevant
Secondary CTA that is…
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Relevant!
21. Bottom of Funnel Content
A Four-Course Meal of Content:
Cheat Sheets
Blogs
Infographics
Light and Full eBooks
Definitive Guides
Case Study
Analyst Reports
Demos
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22. Hand-off to Sales
Get Sales the Leads
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Get Sales the Right Leads
Align with Sales throughout the funnel
Make Sure You’re Going After the Same Targets
Talk Through Each Stage of the Funnel Together
Sales is Our Ally!
Why use reactivation campaigns?
Awaken the sleeping subscribers that still want to hear from you
Determine who doesn’t want to hear from you
Clean out your email lists – the older emails become, meaning the longer it’s been since they have engaged with you, the higher the likelihood they could become a hard bounce or a spam trap
And most importantly, if the cost of acquiring a new customer is more than keeping an existing one, you should do everything you can to re-engage inactive customers or subscribers. Reactivation campaigns build upon a brand’s previous investments in acquiring and targeting new customers who already are aware of and have previously engaged with your brand. Re-engaging customers just makes good economic sense.
Cost per new name example: $30, you would save $360,000 in new names, and you know 13,004 people that you don’t need to waste any more effort on