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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Attract and Convert More Top-of-Funnel Buyers
- 1. Getting Found: How to Attract and Convert More Buyers at the Top of the Funnel Tushar Patel, Innotas Dave Lehman, Captora Mike Tomita, Marketo © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 2. Tushar Patel VP, Marketing Innotas @tushar_m_patel © 2014 Marketo, Inc. Marketo Proprietary and Confidential Dave Lehman SVP of Sales Captora @lem41 Mike Tomita Sr. 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. The buying process has changed. No longer is sales the first contact a buyer has with your company. Page 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 5. And your buyers have changed. They live in a multi-device, multi-channel world. Page 5 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 6. The abundance of information is astounding. And buyers are doing their own research. So you have to be found Page 6 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 7. This makes the job of marketing more complex than ever. Page 7 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 8. Killer Problems Crushing Marketing Productivity In Today’s Content-Driven, Multi-Channel World 1) Not Data Driven: Too much guessing and reacting to old data 2) Hard to be Found Online: Too much information causing attention scarcity online. 1) Slow to Identify/Create & Optimize Campaigns: Campaigns take time to launch. 1) Quality Reporting is Nearly Impossible: Limits confidence to invest more in marketing Page 8 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 9. Automation in the Bottom of the Funnel Engage New Buyers LEADS Marketing Automation: Nurture Known Contacts LEADS Page 9 © 2014 Marketo, Inc. Marketo Proprietary and Confidential CRM: Track/Upsell Customers
- 10. Point Solutions at the Top of the Funnel Engage New Buyers LEADS Marketing Automation: Nurture Known Contacts LEADS Page 10 © 2014 Marketo, Inc. Marketo Proprietary and Confidential CRM: Track/Upsell Customers
- 11. Manual Effort from Everyone Agencies Partners Marketing Demand Generation Executive Content Marketing Engage New Buyers LEADS Marketing Automation: Nurture Known Contacts LEADS Page 11 © 2014 Marketo, Inc. Marketo Proprietary and Confidential CRM: Track/Upsell Customers
- 12. The Team Needs a Platform Marketing Demand Generation Executive Content Marketing See Buyer Behavior & Competitive Intelligence Page 12 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Win Report Successes Across Channels & Content Do Launching More Context- Specific Campaigns Agencies Partners
- 13. New Digital Marketing Stack See Increase Marketing Productivity Automated Buyer & Competitive Intelligence Do Automate Launching Context- Specific Campaigns Digital Context Marketing: Marketing Automation: Nurture Known Contacts Page 13 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Win Report Successes Across Channels & Content Engage New Buyers LEADS LEADS CRM: Track/Upsell Customers
- 14. Agenda • Innotas Overview • The Marketing Opportunity • Innotas Approach & Constraints • Solution Alternatives • Captora • Integration: Captora + Marketo + SFDC • Results (thus far) Page 14 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 15. Innotas Overview Cloud Portfolio Management For Visibility & Alignment Project Portfolio Management (PPM) Application Portfolio Management (APM) Agile Portfolio Management Resource Management Predictive Portfolio Analysis 400+ Customers – Healthcare, Education, Technology, Retail, “Leader” in Cloud PPM – Three Years Running “Leader” “Winner” in Project Management Software Page 15 © 2014 Marketo, Inc. Marketo Proprietary and Confidential “Top 10” - Three Years Running Government, and Financial Services
- 16. The Opportunity: Expanding Reach Solve a broad set of problems – adjacent opportunities Market and customer evolution in IT Management – buying process and personas has changed Market forces that are impacting how prospects are finding solutions Be inline with modern demand signals of prospects Page 16 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 17. Innotas’ Approach & Constraints Boost Organic and Paid Search Results Limited Budget Lean Team Real-Time Competitive Intelligence Real-Time Buyer Intelligence Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 18. Solution Options Solution Boost Organic & Paid Results Buyer Intelligence Page 18 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Competitive Intelligence Scalable Increase Paid & Syndication Spend ++ + Upgrade Website ++ ++ ++ Captora +++ +++ ++ +++
- 19. Solution Options Solution Boost Organic & Paid Results Buyer Intelligence Page 19 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Competitive Intelligence Scalable Increase Paid & Syndication Spend ++ + Upgrade Website ++ ++ ++ Captora +++ +++ ++ +++
- 20. Captora: Real-Time Buyer Intelligence Demand Signal Family Relative Positioning Competitor Positioning Page 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 21. Captora: Real-Time Buyer Intelligence Specific Demand Signal Relative Positioning for Demand Signal Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 22. Captora: Real-Time Competitive Intelligence Page 22 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content-Level Insights Real-Time Competitive Insights
- 23. Captora: Create Targeted Campaigns Simple One-Click Campaign Kick-Off Page 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Targeted Campaign Targeted CTA / Asset
- 24. Captora + Marketo + Salesforce Integration Targeted Campaigns Specific CTA Customized Templates Custom Fields / Data Capture Lead Buyer / Persona Data Nurture Page 24 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Campaign Programs Sales Follow Up Tracking & ROI
- 25. Results Improved Visibility On Relative Positioning Insights Into Where Competitors Are Focused Trending Topics and Content Types Launched 200+ Campaigns Dedicated Success Team @ Captora for Marketing Strategy Page 25 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 26. Q&A Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 27. Tushar Patel @tushar_m_patel Dave Lehman @lem41 Page 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Mike Tomita @ Your Speakers
- 28. LaunchPoint Launchpoint.marketo.com Page 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 29. Thank you! © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Notas del editor
- As marketers, you know that today’s buying process has changed. No longer is sales the first contact a buyer has with your company. The old days of cold calling just aren’t as effective. Instead, because your buyers are doing their own research, it is marketing’s 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.
- Not 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.
- Plus, 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!
- All of these factors makes the job of marketing more complex than ever before.
- And there are problems crushing marketing’s productivity as they navigate today’s content-driven multi-channel world. There is not enough data. Today’s marketers are guessing too often and reacting to old data to make decisions It is hard to be found online. There is too much information causing attention scarcity—so marketers are having a tough time getting their content and companies found Creating high-value, high-converting campaigns take time, and marketers are losing productivity Quality reporting is nearly impossible. Marketers are experiencing limits to what metrics and reporting are available to them, which limits confidence to invest more in marketing
- Captora 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 data Captora 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!
- Captora 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 data Captora 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!
- Captora 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 data Captora 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!
- Captora 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 data Captora 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!
- Screenshots of “long tail” Show Demand Family with Demand Signals underneath Map to CaptureSites and show the 1:1 relationship and output Show the Content Stream snapshot for example of competitive intelligence
- Screenshots of “long tail” Show Demand Family with Demand Signals underneath Map to CaptureSites and show the 1:1 relationship and output Show the Content Stream snapshot for example of competitive intelligence
- Screenshots of “long tail” Show Demand Family with Demand Signals underneath Map to CaptureSites and show the 1:1 relationship and output Show the Content Stream snapshot for example of competitive intelligence
- To look up more on Captora and other solutions that integrate into Marketo you can check out LaunchPoint, Marketo’s technology ecosystem, on launchpoint.marketo.com