10 Steps to Lead Generating Web Engagement
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The document outlines a 10-step process for generating leads through web engagement, emphasizing the importance of personalization and relevance in visitor interactions. Key steps include identifying target demographics, matching content to use cases, segmenting analytics, and implementing A/B testing for optimization. Successful engagement can lead to significant increases in site time, content consumption, and conversion rates.
10 Steps to Lead Generating Web Engagement
- 1. 10 Steps to Lead Generating Web Engagement David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Overview • Intro to Web Engagement • Tapping into your largest lead source • 10 Steps to Lead Generating Web Engagement • Getting Started
- 3. Marketo Research Personalizing web experiences can lead to: • Average time on site up 193% for visitors who engaged with personalized content • Up to a 270% increase in content consumption • 30% increase in conversion rates
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Real-Time Personalization
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 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
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 10 Steps Step 1: Figure out your Who, What and Where Step 2: Select 2-3 use cases to implement Step 3: Match content to audience for your use cases Step 4: Segment and gather initial analytics Step 5: Leverage existing content and create customized calls-to-action
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 10 Steps Step 6: Outline content per stages of the customer journey Step 7: Engage in web nurturing to draw customers in Step 8: Power your ads with data to target Step 9: Implement A/B testing and optimize performance Step 10: Share reports and align with sales
- 8. Step 1 Figure out your Who, What and Where
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 3 W’s to Web Engagement Who Organization / Vertical Product interest Location Behavior / Stage What Content Case Studies Videos Where Website Mobile Advertising
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 3 W’s for Marketo Who Finance, Healthcare, Education Lead Management, MA, RTP USA, Europe, ANZ SMB / Ent. What Case Studies Cust. Testimonials Events Road Shows Where Website Remarketing Ads
- 11. Step 2 Select 2-3 use cases to implement
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Use Cases Location Vertical Known LeadAccount-Based Behavioral
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Use Cases Location Vertical Known LeadAccount-Based Behavioral
- 14. Step 3 Match content to audience for your use cases
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Use Case Strategy Location Vertical Known Lead Demo OffersCase StudiesLocal Events Account-Based White Papers Behavioral Special Deals
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Use Case Strategy Location Vertical Case StudiesLocal Events
- 17. Step 4 Segment and gather initial analytics
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Segment Web Visitors Organization Industry Revenue Customer Journey Size Persona Territory
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Analytics
- 20. Step 5 Leverage existing content & generate calls to action
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Leverage Content and Calls to Action • Repurpose Content • Predictive Content Recommendations
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Calls to Action
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Calls to Action
- 25. Step 6 Outline content per stages of the customer journey
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Web Nurturing Buyer’s Journey Target Segments Awareness Interest Decision Finance State of the Economy Infographic Bank of America OR Wells Fargo Case Study Advanced Solutions User Group Healthcare Company intro for Healthcare specialists Intro Video Top Hospital Customer Testimonial Annual Executive Summit Conference
- 27. Step 7 Engage in Web Nurturing
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Web Nurturing Buyer’s Journey
- 29. Step 8 Power your ads with data to target
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Web Nurturing • Personalize Remarketing • Optimize Cost Per Click Prospect Prospect Returns to your site Your Site Prospect is Tracked Prospect Leaves Your Ad on Other Sites
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Facebook Custom Audiences Higher Education Healthcare
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Facebook Remarketing
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Remarketing – Higher Ed Vertical
- 34. Step 9 A/B test and optimize performance
- 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 A/B Testing • Optimize site content and landing pages by A/B testing different CTA’s per targeted segment • Auto-Tune to automatically identify and accelerate the most effective CTA or content
- 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 A/B Testing
- 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 A/B Testing
- 38. Step 10 Share reports, align with sales
- 39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Reports + Sales
- 40. Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Reports + Sales 1.Key Organizations from Sales Territories 2.Key Leads from Sales Territories 3.Specific reports on mobile data
- 41. Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Summary Step 1: Figure out your Who, What and Where Step 2: Select 2-3 use cases to implement Step 3: Match content to audience for your use cases Step 4: Segment and gather initial analytics Step 5: Leverage existing content and create customized calls-to-action
- 42. Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Summary Step 6: Outline content per stages of the customer journey Step 7: Engage in web nurturing to draw customers in Step 8: Power your ads with data to target Step 9: Implement A/B testing and optimize performance Step 10: Share reports and align with sales
- 43. Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 9/24/2015 Getting Started is Easy Any CMS, Zero IT Real-Time Campaigns in Seconds Follow the 10 Steps
- 44. marketo.com/personalization @marketo Thank you. 10 Steps to Lead Generating Web Engagement
Editor's Notes
- #16: Go for Easy Wins Target regions where your company already performs well and try to increase business in these areas. Strategic Targeting Pinpoint regions where you hope to expand your business. Leverage Existing Content Start with audiences for which you already have good content and offers. Consider Local Events Do you have a conference coming up in the Northeast? Use RTP to target visitors from this region and advertise the event more effectively
- #17: Go for Easy Wins Target regions where your company already performs well and try to increase business in these areas. Strategic Targeting Pinpoint regions where you hope to expand your business. Leverage Existing Content Start with audiences for which you already have good content and offers. Consider Local Events Do you have a conference coming up in the Northeast? Use RTP to target visitors from this region and advertise the event more effectively
- #40: Increase web engagements and generate more qualified leads Acquire customers faster and grow their lifetime value Maximize marketing efficiencies and impact on revenue
- #41: Increase web engagements and generate more qualified leads Acquire customers faster and grow their lifetime value Maximize marketing efficiencies and impact on revenue