how content marketing automation can boost roi & drive growth

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  • 2013 Marketo, Inc. Marketo Proprietary and Confidential

    Why Content Marketing Automation Is Your New Best

    Friend (With Benefits)

    #LaunchPoint

    Leo Strupczewski, Monetate

    Randy Frisch, Uberflip

    Maggie Jones, Marketo

  • 2013 Marketo, Inc. Marketo Proprietary and Confidential

    Your Speakers

    Leo Strupczewski Content Manager

    Randy Frisch COO & Co-Founder

    Maggie Jones Content Marketing

    Specialist

  • Page 3 2013 Marketo, Inc. Marketo Proprietary and Confidential

    Quick Housekeeping

    Chat box is available if you have any questions

    There will be time for a Q&A at the end

    We will be recording the webinar for future viewing

    All attendees will receive a copy of the slides and the

    recording of todays webinar

    Twitter hashtag: #LaunchPoint

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    CONTENT

    MARKETING

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    WHY ITS HOT

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    WHY ITS NOT

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    4 Pillars of Content Marketing

    Authoring Experience Distribution Measurement

  • Page 12 2013 Marketo, Inc. Marketo Proprietary and Confidential

    4 Pillars of Content Marketing

    Authoring Distribution

  • Page 13 2013 Marketo, Inc. Marketo Proprietary and Confidential

    Example: Why do resource centers fail?

    Backend Developer Graphic Designer

    Demand Gen Frontend Developer

    Marketing Mary

  • Page 14 2013 Marketo, Inc. Marketo Proprietary and Confidential

    Solution: Content Marketing Automation

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    It doesnt stop with the resource center!

    Mary becomes the the content

    quarterback:

    Landing pages

    Social hubs

    Campaigns

    Sales enablement

    Tailored experiences

  • Page 16 2013 Marketo, Inc. Marketo Proprietary and Confidential

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    MONETATES TARGET AUDIENCE

    Digital marketers who are looking to create more relevant online experiences

    Includes retail / ecommerce, B2B and many other verticals

  • Page 18 2013 Marketo, Inc. Marketo Proprietary and Confidential

    HOW MONETATE USES MARKETO

    Using Marketo for 5 years focusing on:

    Landing pages

    Lead nurturing and lead scoring

    Demand generation and multi-touch attribution

    Syncing with Salesforce

  • Page 19 2013 Marketo, Inc. Marketo Proprietary and Confidential

    MONETATES CONTENT STRATEGY

    Build credibility and thought leadership

    Content that aligns with buyer interest

    Content that aligns with Monetates offering

  • Page 20 2013 Marketo, Inc. Marketo Proprietary and Confidential

    Understanding whats working and which content converts

    Improving sales enablement

    Creating a better customer experience

    MONETATES CONTENT MARKETING CHALLENGES

    Giving the marketing team more control

  • Page 21 2013 Marketo, Inc. Marketo Proprietary and Confidential

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    Monetates Content Hub!

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    250% increase in conversion

    RESULTS

    Landing Page

    Integrates

    with Marketo

    Combines the power

    of a Marketo landing

    page with the quicker

    access to the content! CTA Overlay

  • Page 24 2013 Marketo, Inc. Marketo Proprietary and Confidential

    Triggering campaigns in Marketo based on content engagement

    Enhance lead scoring in Marketo based on consumption patterns

    WHATS NEXT

    Better insights > increased content ROI

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    WHY WORKED FOR

    Quick & easy setup live within 24 hours

    Few resources needed less costly than building in house

    Increased productivity better workflow for the marketing

    and demand gen teams

    Integrated with Marketo connecting content hub to Marketo for better insight

    Measurable results 250% increase in conversion rate for content

  • Page 33 2013 Marketo, Inc. Marketo Proprietary and Confidential

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    EXPERIENCE MATTERS

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    TARGETING MATTERS

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    CONTROL MATTERS

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    CTAs MATTER

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  • Page 39 2013 Marketo, Inc. Marketo Proprietary and Confidential

    Q&A

  • Page 40 2013 Marketo, Inc. Marketo Proprietary and Confidential

    Leo Strupczewski Content Manager

    Randy Frisch COO & Co-Founder

    Maggie Jones Content Marketer

  • 2013 Marketo, Inc. Marketo Proprietary and Confidential

    Thank you!