attract and convert more top-of-funnel buyers

Download Attract and Convert More Top-of-Funnel Buyers

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Find out how Innotas was able to leverage Captora to understand buyer needs, create campaigns at scale, convert them to leads at the top of the funnel, and then, with the power of Marketo, use that intelligence to turn those leads into customers.

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Getting Found: How to Attract and Convert More Buyers at the Top of the FunnelTushar Patel, InnotasDave Lehman, CaptoraMike Tomita, Marketo

2014 Marketo, Inc. Marketo Proprietary and Confidential Page # 2014 Marketo, Inc. Marketo Proprietary and ConfidentialTushar PatelVP, MarketingInnotas@tushar_m_patelDave LehmanSVP of SalesCaptora@lem41Mike TomitaSr. Marketing ManagerMarketo

2014 Marketo, Inc. Marketo Proprietary and Confidential Page # 2014 Marketo, Inc. Marketo Proprietary and ConfidentialQuick HousekeepingChat box is available if you have any questionsThere will be time for a Q&A at the end We will be recording the webinar for future viewingAll attendees will receive a copy of the slides and the recording of todays webinarTwitter hashtag: #LaunchPoint

Page # 2014 Marketo, Inc. Marketo Proprietary and Confidential

The buying process has changed. No longer is sales the first contact a buyer has with your company. Page # 2014 Marketo, Inc. Marketo Proprietary and ConfidentialAs marketers, you know that todays buying process has changed. No longer is sales the first contact a buyer has with your company. The old days of cold calling just arent as effective. Instead, because your buyers are doing their own research, it is marketings job to create relationships at the top of the funnel and to help engage a new buyer before he even reaches sales. Plus, marketers must work hard to get the right content in front of the right buyer at scale. But this is tough. 4

And your buyers have changed. They live in a multi-device, multi-channel world.Page # 2014 Marketo, Inc. Marketo Proprietary and ConfidentialNot only has the buying process changed, but your buyers have also changed. They are living in a multi-device, multi-channel world. They are always connected and their expectations are higher than ever. They expect you to be where they are and to provide them with relevant, interesting, and engaging content before they buy from you. Buyers today expect more from their companies. They are looking for the full brand experience. 5

The abundance of information is astounding. And buyers are doing their own research. So you have to be foundPage # 2014 Marketo, Inc. Marketo Proprietary and ConfidentialPlus, the abundance of information is simple astounding. According to Nielson, 27,000,0000 pieces of content are shared each day .That is a lot of information for your buyers to sift through! 6

This makes the job of marketing more complex than ever.Page # 2014 Marketo, Inc. Marketo Proprietary and ConfidentialAll of these factors makes the job of marketing more complex than ever before. 7Killer Problems Crushing Marketing ProductivityIn Todays Content-Driven, Multi-Channel WorldNot Data Driven: Too much guessing and reacting to old data

Hard to be Found Online: Too much information causing attention scarcity online.

Slow to Identify/Create & Optimize Campaigns: Campaigns take time to launch.

Quality Reporting is Nearly Impossible: Limits confidence to invest more in marketing

Page # 2014 Marketo, Inc. Marketo Proprietary and ConfidentialAnd there are problems crushing marketings productivity as they navigate todays content-driven multi-channel world.

There is not enough data. Todays marketers are guessing too often and reacting to old data to make decisionsIt is hard to be found online. There is too much information causing attention scarcityso marketers are having a tough time getting their content and companies foundCreating high-value, high-converting campaigns take time, and marketers are losing productivityQuality reporting is nearly impossible. Marketers are experiencing limits to what metrics and reporting are available to them, which limits confidence to invest more in marketing8Automation in the Bottom of the Funnel LEADSLEADS

Marketing Automation:Nurture Known Contacts

CRM:Track/Upsell CustomersEngage New BuyersPage # 2014 Marketo, Inc. Marketo Proprietary and ConfidentialCaptora amps your past investments in CRM and Marketing Automation. Most companies are identifying, creating, optimizing, and reporting on their digital marketing campaigns and assets manually. Captora changes that immediately. With Captora, we take the guesswork out of marketing no longer will you be surprised by competition or find yourself guessing which new campaigns to prioritize or what content works best to deliver more leads!

Captora does three things:We provide real-time data telling you where to spend time based on buyer and competitive dataCaptora improves marketing productivity by an order of magnitude. Before Captora, most marketing teams identify, create, and manage ~10 digital campaigns per person (across search, advertising, and social channels). After deploying Captora that number will increase to above 100 campaigns per person you can use that additional productivity to launch more thought leadership campaigns, or competitive attack campaigns, or to open up new market segments, launch new products, or merely to drive more high-quality leads!We provide clear and simple to share reports e.g., which campaigns are working best, what CTAs/content assets perform best by persona. And the best news is that we show time-based reporting! Most of our customers provide us with their Marketing Automation, Analytics tool, and CRM credentials so we show conversion details all the way through the funnel!9Point Solutions at the Top of the FunnelLEADSLEADS

Marketing Automation:Nurture Known Contacts

CRM:Track/Upsell Customers

Engage New BuyersPage # 2014 Marketo, Inc. Marketo Proprietary and ConfidentialCaptora amps your past investments in CRM and Marketing Automation. Most companies are identifying, creating, optimizing, and reporting on their digital marketing campaigns and assets manually. Captora changes that immediately. With Captora, we take the guesswork out of marketing no longer will you be surprised by competition or find yourself guessing which new campaigns to prioritize or what content works best to deliver more leads!

Captora does three things:We provide real-time data telling you where to spend time based on buyer and competitive dataCaptora improves marketing productivity by an order of magnitude. Before Captora, most marketing teams identify, create, and manage ~10 digital campaigns per person (across search, advertising, and social channels). After deploying Captora that number will increase to above 100 campaigns per person you can use that additional productivity to launch more thought leadership campaigns, or competitive attack campaigns, or to open up new market segments, launch new products, or merely to drive more high-quality leads!We provide clear and simple to share reports e.g., which campaigns are working best, what CTAs/content assets perform best by persona. And the best news is that we show time-based reporting! Most of our customers provide us with their Marketing Automation, Analytics tool, and CRM credentials so we show conversion details all the way through the funnel!10Manual Effort from EveryoneLEADSLEADS

Marketing Automation:Nurture Known Contacts

Marketing ExecutiveContent MarketingDemand GenerationCRM:Track/Upsell Customers

Engage New BuyersAgenciesPartnersPage # 2014 Marketo, Inc. Marketo Proprietary and ConfidentialCaptora amps your past investments in CRM and Marketing Automation. Most companies are identifying, creating, optimizing, and reporting on their digital marketing campaigns and assets manually. Captora changes that immediately. With Captora, we take the guesswork out of marketing no longer will you be surprised by competition or find yourself guessing which new campaigns to prioritize or what content works best to deliver more leads!

Captora does three things:We provide real-time data telling you where to spend time based on buyer and competitive dataCaptora improves marketing productivity by an order of magnitude. Before Captora, most marketing teams identify, create, and manage ~10 digital campaigns per person (across search, advertising, and social channels). After deploying Captora that number will increase to above 100 campaigns per person you can use that additional productivity to launch more thought leadership campaigns, or competitive attack campaigns, or to open up new market segments, launch new products, or merely to drive more high-quality leads!We provide clear and simple to share reports e.g., which campaigns are working best, what CTAs/content assets perform best by persona. And the best news is that we show time-based reporting! Most of our customers provide us with their Marketing Automation, Analytics tool, and CRM credentials so we show conversion details all the way through the funnel!11

The Team Needs a PlatformSeeBuyer Behavior & Competitive Intelligence

WinReport Successes Across Channels & ContentDoLaunching More Context-Specific Campaigns

Marketing ExecutiveContent MarketingDemand GenerationAgenciesPartnersPage # 2014 Marketo, Inc. Marketo Proprietary and Confidential

New Digital Marketing Stack

SeeAutomated Buyer & Competitive Intelligence

DoAutomate Launching Context-Specific CampaignsWinReport Successes Across Channels & ContentLEADSLEADSCRM:Track/Upsell CustomersDigital Context Marketing:Engage New BuyersMarketing Automation:Nurture Known ContactsIncrease Marketing Productivity

Page # 2014 Marketo, Inc. Marketo Proprietary and ConfidentialCaptora amps your past investments in CRM and Marketing Automation. Most companies are identifying, creating, optimizing, and reporting on their digital marketing campaigns and assets manually. Captora changes that immediately. With Captora, we take the guesswork out of marketing no longer will you be surprised by