© 2019 eMarketer Inc.

Webinar: A Winning Demand Gen

Strategy—Tactics to Optimize the Funnel

Across the Buyer's JourneyYou will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is

recommended. Or you may select “Use Telephone” after joining the webinar. To join using your

telephone, dial the conference number and provide the access code noted in your control panel.

You will receive an email with a link to view the on-demand webinar materials.

Hayley Ferrante

Sr. Marketing

Specialist,

Commercial Demand

Generation

Marketo

Nancy Taffera-Santos

SVP Media Solutions &

Strategy

eMarketer

Presented by

PRESENTER MODERATOR

June 26, 2019

Tech-Talk Webinar

PRESENTER

Tim Ozmina

Sr. Marketing

Specialist,

Commercial Demand

Generation

Marketo

A Winning Demand Gen Strategy: Tactics to Optimize the Funnel Across the Buyer’s Journey

Hayley Ferrante, Sr. Marketing Specialist

Tim Ozmina, Sr. Marketing Specialist

Meet the Speakers

4

Tim OzminaSr. Marketing Specialist,

Commercial Demand Generation

Hayley FerranteSr. Marketing Specialist,

Commercial Demand Generation

Top of Funnel

Fill Your Funnel

6

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

Now It’s Time to Evaluate

7

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

Top of Funnel Content

Snackable Content:

Cheat Sheets

Blogs

Infographics

Light eBooks

8

Collaborate to Succeed

9

Digital Marketing Event Marketing Social Media Marketing

Why You Should Care

1. Align to ensure high priority prospects are targeted2. Tell a consistent story across all channels3. Widen the reach of demand gen campaigns

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)

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 2(Email 1)

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 3(Email 1+2)

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

What It All Means

• High open rate: People are interested

• High unsub. rate: We need to change our messaging

• We’re offering the email subscription center, next we’ll try offering top content instead

Middle of Funnel

Don’t Stop Nurturing

15

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

Middle of Funnel Content

An Entrée of Content:

Cheat Sheets

Blogs

Infographics

Light and Full eBooks

Definitive Guides

16

Webinars

17

• 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 Matter1. Registered2. Attended3. Attended On-Demand4. No Show5. New Names6. (FT)/(MT) Opportunities Created7. (FT)/(MT) Pipeline Created8. (FT)/(MT) Revenue Won

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

18

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%

Bottom of Funnel

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

20

The New Age of Direct Mail

21

• 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!

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

22

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…

23

Relevant!

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

24

Hand-off to Sales

25

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!

Questions?

Hayley Ferrante: https://www.linkedin.com/in/hayleyferrante/

Tim Ozmina: https://www.linkedin.com/in/timothy-ozmina/

© 2019 eMarketer Inc.

Webinar: A Winning Demand Gen

Strategy—Tactics to Optimize the Funnel

Across the Buyer's Journey

You will receive an email with a link to view the on-demand webinar materials.

Hayley Ferrante

Senior Marketing

Specialist

Marketo

Nancy Taffera-Santos

SVP Media Solutions &

Strategy

eMarketer

Presented by

PRESENTER MODERATOR

June 26, 2019

Tech-Talk WebinarQ&A Session

PRESENTER

Tim Ozmina

Senior Marketing

Specialist

Marketo