Interactive Content Marketing Future Funnel
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Do you want to increase conversion rates, accelerate initial inquiry to sales-qualified leads, and substantially boost lead quality by combining interactive content with the power of marketing automation? Of course you do. Find out how SilkRoad, a leading HR platform, generated thousands of leads and over $250K of new pipeline value. Plus, learn how leveraging SnapApp and Marketo can help you deliver the right experience to the right person, at the right time. Discover how to: - Deliver valuable content experiences across channels - Increase lead volume and generate more inbound leads - Score and route leads more efficiently and effectively through marketing automation and engaging content - Create various types of interactive content to educate prospects and keep them moving through the funnel
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Interactive Content Marketing Future Funnel
- 1. Interactive Content Marketing: The Future of Your Funnel John Westby, SilkRoad Seth Lieberman, SnapApp Julie Ritchie, Marketo #LaunchPoint © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 2. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Your Speakers John Westby Director of Digital Marketing SilkRoad Seth Lieberman CEO SnapApp Julie Ritchie Sr. Launchpoint Marketing Manager Marketo
- 3. 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 today’s webinar • Twitter hashtag: #LaunchPoint Page 3 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 4. About SilkRoad SilkRoad is a leading provider of cloud-based, end-to-end HR solutions that enable customers to find, attract, develop, and retain the best talent possible. Page 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 5. SnapApp is a content marketing platform that empowers marketers to build captivating interactive content experiences and deploy them anywhere, anytime without IT or custom development. Build Dialogue. Drive Engagement. Deliver Results. Page 5 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 6. 1. Build Dialogues Page 6 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 7. 2. Deliver Value To Your Audience Exchange Value with your audience Page 7 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 8. 3. Make Your Content & Ideas Consumable White papers are hard to eat Page 8 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Sushi is delicious
- 9. “Only 5% of buyers say they will provide detailed information in exchange for a white paper. With interactive content, the whole experience yields detailed information which the user willingly shares.” - DemandGen Report Page 9 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 10. Snapshot of Success Content Results Actionable Analytics Page 10 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 11. What SilkRoad Built - Phase 1 Page 11 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 12. ROI Calculators Calculators are content types that take inputs from a user and combine them based on a formula to generate numerical results. Typically they are used to calculate an increase/savings (often displayed as ROI). Page 12 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 13. Assessments Assessments are used to deliver customized results based on how a user answers a series of questions. Assessments are particularly powerful with an audience because they have a highly consultative feel and approach to a specific issue for users. Page 13 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 14. Interactive White papers Interactive white papers repurpose thought leadership and long form pillar content and combine it with interactivity. Typically, interactive white papers are a condensed version of the full white paper that highlight the core themes, and are paired with an assessment, survey, calculator or knowledge test. Page 14 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 15. Quizzes, Polls & Surveys Page 15 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 16. Leverage Marketo Investment with Data Page 16 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 17. Mapping Data Into Marketo Q&A data maps to Marketo Hidden fields flow through too Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 18. Tagging Content in Marketo Campaigns Pulls in existing Marketo campaigns Page 18 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 19. SilkRoad Resources: What did it take? • Goals • “what questions do we need answered? How can we use interactivity to engage conversations?” • Existing Content Assets: • Previous less than successful assessment • Older spreadsheet based ROI tools • New assets being launched in other formats • Internal Ownership (who) • Marketing communications and digital marketers • Started in North America, rolled this to our UK office easily • Promotion • Social, Blogging, Website, House list, paid digital promotion • Great post-webinar follow up call to action – get’s people engaged one-to- one Page 19 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 20. Where Do You Start? Be Introspective. Page 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 21. Do you phrase your content in the form of a question? Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 22. Parting Thoughts Deliver value to your audience Make your big ideas consumable Engagement and interactivity matter Lead your audiences on the right journeys Collect data and make it structured and actionable You already have most of what you need. Page 22 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 23. Q&A Page 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 24. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Your Speakers John Westby Director of Digital Marketing SilkRoad Seth Lieberman CEO SnapApp Julie Ritchie Sr. Launchpoint Marketing Manager Marketo
- 25. Thank you! © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Notas do Editor
- Talking points for John: Getting real results form content Driving great engagement but more importantly driving pipeline growth and sales A few months in and already proof of success that can be replicated and ROI justification
- Talking points for John: Have built a number of pieces of content quickly Very easy to repurpose existing thought leadership and ideas into consumable content Plans to continue rolling out content Low resource commitment
- Talking points for John: Calculators are are particularly compelling and successful due to the nature of SilkRoad products Well received by audience and gives actual hard number calculations to audience Collects amazingly deep data about users A core part of the SilkRoad resource center going forward Easy to update and maintain
- Talking points for John: Assessments great starting point for SilkRoad audience to understand their HR strategy Drives audience down a specific journey Collects deep data Feels less formal and more casual than calculators but no less powerful Everygreen content
- Talking points for John: Created a big experience that leverages existing metrics and through leadership Made it interactive by peppering it through out with questions so that the audience can directly benchmark themselves from industry leading research and data Benchmarking is another way for the audience to understand where they are strong or weak Larger content like this can serve as the central point of longer campaigns
- Talking points for John: Polls, quizzes and surveys can be quick hits These serve to just create engagment- it doesn’t always have to be about lead generation sometimes it is about building trust and credibility or simply building a relationship with the audience Quick and easy to duplicate and post anywhere Fun and simple Also can provide rich audience data or collect research for the next report/infographic etc.
- Talking points for John: SnapApp is really easy to integrate into our Marketo instance We can map question and answer data directly to Marketo fields We can pass hidden data like campaign ID or other information all the way through to Marketo and then SalesForce if we want SnapApp can sit inside of Marketo landing pages, SilkRoad CMS and works on mobile devises so we can quickly and easily get data from experiences actionable in Marketo
- Talking points for John: SnapApps can be tagged with Marketo campaigns for attribution Set it and forget it- SilkRoad can connect SnapApp and Marketo APIs one time and then the integration and data flow is seamless