Marketers today have more data on their customers and prospects than ever before. The challenge is not just making sense of it, but how to leverage it across multiple channels such as email, display, social, and web to create high impact, engaging experiences that guide your prospects and customers to purchase.
Check out this presentation to learn about cross-channel marketing strategy and best practices with real-world results, including:
• Mapping out your buyer journey
• Defining goals and KPIs
• Determining the right content & offers
• Planning your cross-channel execution
• Choosing the right metrics to measure & optimize programs
1. Your B2B Starter Kit
for Cross-Channel Marketing
LinkedIn | Marketo | Acquia
2. Got a question? Enter it in the chat box
Recorded? Yes, we’ll email a link
Feedback? Take our survey at the end
Keep the conversation going!
• Twitter: @LinkedInMktg / @Marketo / @Acquia
• www.linkedin.com/company/linkedin-marketing-solutions
• www.linkedin.com/company/marketo
• www.linkedin.com/company/acquia
Housekeeping
3. Hannah Corey
Team Lead,
Marketing Programs
Acquia
Pete Schott
Product Marketing
Manager
LinkedIn
Brian Glover
Senior Product
Marketing Manager
Marketo
Speakers
4. B2B Starter Kit for Cross-Channel Marketing
1. Start with the customer journey
2. Define your goals and key performance indicators (KPIs)
3. Determine the right content & offers
4. Plan your cross-channel execution
Acquia case study & real-world examples
Agenda
11. WHO IS THE CUSTOMER?
Identify the customer(s)
Develop personas
WHAT IS THE JOURNEY?
Define the stages & signals
Know the questions at
each stage
Understand the channels
HOW?
Conduct interviews
12. Awareness Consideration Evaluation Adoption Upsell/
Renewal
Questions Do I have this
problem?
Where can I
find information
on XYZ?
How do you
uniquely solve my
problem?
What 3rd parties
validate your
claims?
How are you
better than XYZ
competitor?
Can I see your
product in
action?
Where should I
start?
What
capabilities
solve my
pressing needs?
Is this still the
best option?
What other
problems could
you solve for
me?
Signals Anonymous
website or blog
visits
Downloading
product content,
visiting product
pages
Downloading
comparison
reports, asking
about pricing,
becoming a CRM
sales
opportunity
Visiting
customer
community,
training web
pages
Visiting product
pages, download
best practices
content for other
products
Resource: http://www.marketo.com/cheat-sheets/marketing-personas/
14. GOALS
Meaningful to the
business
Measurable
Achievable
KPIs
Pick a combination of
channel metrics + business
metrics
Set benchmarks
15. Marketing Goals
(the objective)
Strategy/Team Goals
(how you’ll do it)
KPIs
(how you measure success)
Increase pipeline by 15% Market to more profitable prospects
• Increase ENT MQLs by 10%
• Implement ad retargeting for ENT
prospects
• Build out 3 ENT nurture campaigns
Pipeline created*
MQLs, website conversions
Increase Marketing
Qualified Leads by 10%
Grow lead db & improve nurturing
• Add 7k new names to lead db
• Target “Engaged” leads across channels to
bump above score threasholds
• Decrease cost per lead by 10%
# of MQLs
New names, cost per lead
*marketing influenced
Resource: http://www.marketo.com/ebooks/marketing-success-series-measuring/
26. AUDIENCE DATA
Web behavior
Business demographics
Qualification & lead scoring
Buyer intent
Purchase history
Email, Display, Social, etc.
BUYER JOURNEY
Awareness
Consideration
Evaluation
Adoption
Upsell / Renewal
CONTENT
eBooks
Webinars
Blog
Videos
Demos
27. AUDIENCE DATA
Web behavior
Business demographics
Qualification & lead scoring
Buyer intent
Purchase history
Email, Display, Social, etc.
BUYER JOURNEY
Awareness
Consideration
Evaluation
Adoption
Upsell / Renewal
CONTENT
eBooks
Webinars
Blog
Videos
Demos
28. Let’s make it real:
Audience List: New leads that just
submitted information through
marketing contact form
29. Let’s make it real:
Audience List: New leads that just
submitted information through
marketing contact form
Reach across social and
display ads, on LinkedIn
and across the web
Encrypted audience data
30. Let’s make it real:
Encrypted audience data
Display ads
31. Acquia Background
→ Platform for building and
delivering extraordinary digital
experiences
→ 720 employees worldwide
→ Revenue Growth
▪ 2012: $30M
▪ 2014: $100M
→Growing Sales Org
32. Marketing Challenges
Support growth of sales team
with volume and quality of leads
→ Scale New Leads
▪ Hit aggressive lead / MQL
targets
→Nurture existing database
▪ Move quality leads through
the funnel, faster
35. +
→ LinkedIn Lead Accelerator:
Integrate display and social
advertising into Marketo nurturing
efforts
→ Defined target audiences:
▪ Known leads: Leads in marketo
database
▪ Unknown leads: Anonymous
traffic to our website
→ Built nurture stream for each
segment
36. Segmentation
→ Known Users
▪ Buyer persona / Job function
▪ Industry
▪ Marketo & Lattice scored leads
▪ Marketing/Sales funnel stage
▪ Drupal Users
→ Unknown Users:
▪ Visited high value web pages
• (i.e. product, pricing, free trial)
▪ Top trafficked web pages
• (i.e. home page & blog)
37. Content Alignment
→ Content analysis to find top
performing content
▪ Influenced and sourced
sales opportunities
▪ Most downloaded
→ Aligned the top content by
buyer persona
→ Whiteboard session to map
content to all segments
38. Nurturing with Meaning
→ Segmented entire database into
Engagement Programs / Streams
→ Grouped by persona, industry,
and buyer stage
→ Content easily dropped in /
removed
→ Removes risk of batch campaigns
▪ Same audience gets a
consistent message
→ Saves time
39. Nurturing with Meaning
→ Anonymous users on website
→ User segments in marketo
→ Lead scoring to define top leads
→ Grouped by persona, industry,
and buyer stage
→ Content easily dropped in /
removed
→ Audience gets a consistent
message across channels
40. Segmentation
SEGMENT 1: TARGET ACCOUNTS
Known leads in marketo
Segment Plan:
➔ Named Target Accounts
➔ Target Industries
➔ Buyer Persona: IT
Content Plan:
➔ Analyst Papers
➔ Case Studies
➔ Thought Leadership material
SEGMENT 2: FREE TRIAL VISITORS
Unknown (Anonymous) web visitors
Segment Plan:
➔ Visited free trial page
➔ Bounced without converting on
trial
Content Plan:
➔ Drupal 101 material
➔ Educational material on product
➔ Content on Drupal best practices
44. Tips to Get Started
→Start with a solid foundation
▪ Marketing automation
→Use tools and technologies that seamlessly work
together to achieve goals
→Don’t overcomplicate
▪ Start segmenting database with broad criteria and
then pare down
→Make sure you are creating and aligning the right
content to your buyer’s at the right time
45. Create Your Cross-Channel Digital Advertising Plan
• http://www.marketo.com/assets/uploads/Create-Your-Cross-
Channel-Digital-Advertising-Plan.pdf
LinkedIn/Marketo partnership & integration details
• http://launchpoint.marketo.com/linkedin/1917-linkedin-lead-
accelerator/
Additional Resources
47. Hannah Corey
Team Lead, Marketing
Programs
hannah.corey@acquia.com
Pete Schott
Product Marketing
Manager
pschott@linkedin.com
Brian Glover
Senior Product
Marketing Manager
bglover@marketo.com
Thank You!
Notas del editor
metrics and optimization
We came from a world of mass marketing
Where the focus was on the message
Winning was about taking that message and blasting it out into the marketplace over and over
Then along came the internet
And suddenly we had the ability to track each individual interaction – the “click”
But we’ve become transaction focused
And as the number of channels have expanded
We’ve developed very siloed ways of tracking the transaction
And buyers have become overwhelmed by the sheer volume of transactions and by how disconnected they are
From their needs and from one to the next
Today, customers demand a personalized, consistent experience – in fact 87% based on a report from Edelman
They’ve been taught by Apple, Dropbox, Chrome
And are now demanding that same level of personalized recognition from brands regardless of which channel they are on
This means knowing and responding personally across channels
And evolving that message as someone moves through the buyer journey
Delivering a personalized experience across channels requires doing a few things
You have to listen to what customers are telling you about their needs and preferences as you interact with them
You need the ability to think about and process those signals, so that you can…
Speak intelligently the next time you interact with your customer through any channel
And then you need to be able to store those learnings, so you begin to understand each person
Easy to do in person 1:1
Marketing automation can help you scale
But you still need to have several fundamentals in place
What about when someone falls off the buyer journey?
-cross-channel strategy needs to drive real business impact
-don’t get lost in a sea of channel-specific metrics
-need to pick metrics that align either with the output of marketing, like MQLs, or preferably metrics that prove the impact of marketing
-you may optimize individual
Thanks Brian and hi everyone. My name is Pete Schott, and I’m a product marketing manager at LinkedIn. So before we get into HOW to deliver content to your audiences across multiple channels, we wanted to touch on WHAT content we should be giving to prospects as they progress through the buyer journey.
As marketers we’ve come A LONG WAY with respect to content marketing and using data. This was the first-ever display, launched by AT&T that was hosted on Hotwired.com - this was 20 years ago already. Not only has content marketing online changed drastically since this first ad came out, but the targeting and personalization capabilities. By the way, this ad received a 44% click through rate back in 1994. Today you’re lucky if you get a 0.44% click through rate.
In recent years, particularly the last 2-3 years, marketers have gotten REALLY GOOD at content marketing, where we’re creating videos, ebooks and infographics, webinars, demo’s of our products and more.
But knowing what kind of content our audiences want, and when they want it, can be challenging. So we actually want to pull up a poll here and ask you - “which kind of content do you think buyers find most effective?”
***PULL UP THE POLL***
In a survey that LinkedIn ran with Ipsos of over 6,000 buyers, sales people, and marketers, we found that buyers are actually looking for information about products and their functionality, and demos, more than anything else.
But when we asked MARKETERS and SALES PEOPLE what they thought buyers wanted, Marketers actually ranked CASE STUDIES the highest.
But they key here is not just finding out what types of content your audiences find most valuable and effective, but getting it to them WHEN they need it. Earlier, Brian walked us through the importance of mapping out what the journey looks like for your buyers. We should also map out the TYPE of content that our prospects prefer at those different stages.
If you put yourself in the shoes of a buyer, its easy to realize that YES, while you may like a product demo, or a product how-to guide, if you know NOTHING about a brand and what their offering is --- and you’re more in the AWARENESS stage as a buyer --- content like research reports or infographics might actually be more valuable to you than heavy details about their products.
So we’ve discussed mapping out the buyers journey, key metrics you should be looking at, and the types of content we should be using….now let’s talk about how we can apply this and create a cross-channel marketing strategy.
NOW, I would bet that a lot of people on this webinar distribute content across multiple channels already - social media, maybe you spend some money on display ads, you have a blog... But you’ve joined this conversation today because you KNOW that theres more you can do to create better experiences online for your prospects.
In fact, the challenge that many marketers face is that they feel like they’re using these channels in silos -- where you have incredibly useful data locked up in one channel that you can’t leverage across others. What if you could break DOWN these barriers and unlock audience data from your CRM or Marketing Automation system, and use it to deliver personalized ad campaigns across other channels such as display or social ads?
The next level of cross channel marketing is all about aligning the data and assets we have, to different stages of the buyer’s journey, and amplifying this across every appropriate channel - so that our prospects and customers find the right information they need, whenever they’re ready to consume it, creating a consistent experience for our prospects to guide them through the buy cycle.
So for example, maybe you have a lead that you’ve qualified as being a really hot lead that’s giving you signs that they’re evaluating your product and might be ready to buy. So you decide that a product demo video, or a data sheet might be the perfect type of content for them. You can then take that data and create audience lists that can be reached across email, display, social, and more. If you use both Marketo and LinkedIn, you can use Marketo’s AdBridge connector to sync this audience across both platforms, so that the emails and ads that you send your prospects will not only be more relevant to where they are in the buyer journey, but also create a consistent experience across multiple channels.
I’m going to pass things to Hannah from Acquia in just a minute, but I’ll close here with an example from NewsCred. Newscred uses Marketo to nurture their brand new leads through email. In Marketo they can segment their leads in a variety of ways, but one of their lists is the new leads that have just recently submitted a marketing contact form.
NewsCred is able to send that list of new leads over to LinkedIn, which automatically encrypts and secures that data, over to LinkedIn so that they can reach that audience with the same content and messages on LinkedIn and across the web.
So as those new contacts receive email from NewsCred through Marketo, NewsCred is also able to create LinkedIn ads, Facebook ads, and Display ads directly in their LinkedIn dashboard to reach those same prospects across all of these channels.
With that, I’ll pass things to Hannah so she can talk us through cross-channel marketing from her perspective.
Slide 1: Acquia Background
I am on the demand generation team at Acquia where my number one priority is getting qualified leads to the sales team.
To give a little background Acquia provides a platform that enables organizations to manage and deliver great digital experiences across all devices
We’ve been a revenue generating business for 8 years, in 2012 we were at about 30M, that grew to 68M in 2013, 100M in 2014 and now is over 100M. In the 4 years I have been a part of the company, we’ve grown from 150 to 720 employees globally
As the organization grew, our bookings targets continued to increase and with that our lead targets increased and our marketing team needed to hit aggressive lead and MQL goals.
My team is responsible for scaling both the top of the funnel to hit these aggressive goals, as well as nurturing our existing database to move the leads through the funnel to sales.
We are goaled on number of new leads, number qualified leads to sales, as well as a pipeline target. So we need to make sure we have a high volume as well as high quality leads
To give you an idea, the right you can see how our demand gen team is expected to grow new leads from Q4 15 to Q4 ‘16 with only a slight budget increase
Because of these challenges we are constantly asking ourselves how we can scale existing channels leveraging the technologies we use (- How Do I get more volume and more quality - existing program)
Because of these challenges, our team is always looking for ways to use our channels and tools/technologies together to increase engagement and conversions, as well as drive net new leads
This is a view of our current marketing technology stack, you can see the tools we’re using for collaboration, prospecting, inbound marketing, and analytics.
Like most companies we are driving leads through social media, but we wanted a better way to send highly targeted messages through these channels
We knew that being able to reach an audience that had engaged with us in some way was way more likely to convert then a broad based ad
By using Linkedin & Marketo together we could do just that. Without the integration, it was almost impossible to tell which users were getting what message across channels
Marketo: As a quick background, we are currently using marketo for lead and campaign management across channels,
this includes lead scoring, segmentation, nurturing programs, customer marketing and campaign reporting among other things
We have a very targeted approach to how we segment our users in marketo, and are able to nurture them through a series of engagement programs depending on where they are in the buyer’s journey
LinkedIn: We are currently engaging with prospects and customers via the LinkedIn channel with paid and organic advertising including the LinkedIn Lead Accelerator platform.
So let’s take a deep dive into how we’re using these two technologies together.
The LinkedIn Lead Accelerator platform allows us to integrate display and social advertising into our Marketo nurturing efforts by syncing over the leads in our database
Essentially what this means is we can take our segments we’re nurturing in marketo, and sync those contacts to Linkedin. Linkedin then cross references them and lets us set up nurture tracks in LinkedIn that mimic those in Marketo.
By having these two platforms working together, we can extend our nurturing across multiple channels and deliver the right message, to the right people, which in turn increases engagement and conversion with our users.
For example, if you’re a product marketer you may get our email on our personalization ebook on Monday, then when you head over to LinkedIn or Facebook, you see that same eBook promoted.
LinkedIn also lets us target anonymous site traffic (or what i call unknown leads) and speeds up the process of converting these users and to turn them into known leads in our database
For example, say you came to our site was on our product pricing page, got pulled into a meeting and forgot to return. Once you go to linkedin, or facebook you will get a series of ads that are related to the page you were on
So how did we do this?
To get started we had to define the segments we wanted to go after in LinkedIn , by looking at our buyer persona’s and where they were in the buyer journey
And create the nurture streams for each segment to guide people with relevant content across different channels
Slide 7: Segmentation
So to get started, we mapped out our known users and segmented them by demographic criteria including buyer persona and industry
We also used a combination of Marketo and Lattice lead scoring to prioritize the leads we focused on
This was fairly easy for us, as we had already built our nurturing criteria in Marketo and how we target our other campaigns to talk to the right buyers.
We then defined our target segments for our unknown users by identifying our “high value” web pages.
We chose our pages by the top trafficked pages and pages we considered important including users that visited product pages, pricing pages, our free trial, the home page, blog, and users who interacted with us more than a few times
Slide 8: Content Alignment
Channels are channels, and we can do all the segmenting optimizing we want, but if we don’t have the right content, we won’t see conversions.
So our next step was to align our content with our segments, luckily we’ve done an in depth content analysis on what content drives the most downloads and influences and sources the most sales opportunities.
We look at this data to drive the content strategy for all of our programs to ensure we get the highest conversions possible per channel
To do this, we had a whiteboard session with the LinkedIn team and mapped our content to each segment
Slide 9: Nurturing with Meaning: Marketo
So here’s a look at how we’re segmenting and nurturing our leads in Marketo
We’ve created engagement programs with broader audiences, and then pared them down into certain streams depending on persona and industry
This streamlines our nurturing and email campaign processes and we can add / remove content easily
On the right you can see our different engagement programs, and at the bottom you can see one our Catch All engagement program, segmented into two streams for business and IT users, for users who do not fall into other categories
Slide 10: Nurturing with Meaning: LinkedIn
Next, you’ll see how we’re segmenting and nurturing in Linkedin. This is just a few examples of the segments we’re targeting.
You can see here that we’re targeting both anonymous users and known users in our database, these are also pared down into persona and industry, and content can be easily added or removed
By using this method of nurturing in Linkedin our audience get a consistent message across channels
Example segments - how we market differently to known and unknown segments
Slide 11: Segmentation
So let’s take a look into some of our LinkedIn segments and the experience they are getting based on what we know about them.
Here are two segments currently running.
On the left we’re going after target accounts that are known leads in marketo, in certain industries, with specific buyer personas
Our goal here is to get these leads to engage and convert with us in order to get them ready to pass over and have a discussion with our sales team
In this segment we are offering high value assets such as Analyst papers, case studies and thought leadership materials.
We have a mix of gated and ungated content, as we already have their contact information, so we’re less concerned about them filling out a form
On the right we’re going after anonymous web visitors that have visited our free trial page and have bounced.
Our goal here is to get these leads to engage and convert with us in order to find out who they are
We want to target these users with content that encouraged them to convert, as they were interacting with us, but not identifying themselves.
So since they were looking at our free trial and abandoned, they probably need more educational materials and product information to feel comfortable before testing our product.
We focus on gated content here, as we are trying to ensure a conversion to find out who they are, so we can then add them into our known segments.
Slide 12: Segmentation - back end
On this slide you can see the back end experience to set up these nurture streams in marketo and linkedin.
On the left you can see how we’ve set up the audience for our IT Target account segment, and have chosen the first promotion to be a case study. Each one of these linkedin streams has multiple assets in them
On the right you can see how we’ve set up the audience for our IT users to get that same case study, as well as analyst reports and other content. We can set up a cadence of emails as far in advance as we like.
Slide 13: Segmentation - What the User Sees
So that’s how we set it up, but what does the user see?
On the left you can see the ads that the IT target account segment will see on Facebook, LinkedIn and through retargeting, and on the right the email that promotes the same asset through marketo.
Users then get a consistent message, that lets us guide people through the buyer’s journey with relevant content across channels and gets them to convert faster.
this is what it looks like to the user
reinforce message across channels
[Hannah] Audiences nurtured through Marketo and LinkedIn - same messages across all channels
Slide 14 Results
You might be wondering, how much faster? This chart shows how we’ve scaled the linkedin channels total leads (new leads and leds in our database) over Q3 to Q4. Leads have increased QoQ drastically as we launched and we’re always optimizing and looking to expand our audiences so we expect this to continue to grow.
We’ve also seen extremely high engagement rates, including CTRs double what we normally see with this type of advertising.
Slide 15: Tips to Get Started
So, no matter what technologies you’re using today, I have a few tips to get started.
Start with a solid foundation to manage your lead and campaign processes. Marketo has been transformational to our marketing department and lets us do our jobs faster and better
Use technologies that integrate and give your marketing efforts a seamless approach across channel
In terms of segmentation, at first don’t over complicate. We started by segmenting our database in broad terms like Buyer persona, then by industry and pared down from there. You want to make sure the effort put in is worth the output, and if a segment is too small you might want to think bigger.
and last, content is king, make sure you’re creating and aligning the right content to your buyers at the right time.