Inbound Marketing PDF

Amplify Your Impact:
How to Multply the Efects of Your Inbound Marketng Program

2012 Marketo, Inc | US +1.877.260.MKTO (6586) | www.marketo.com | www.twiter.com/marketo | blog.marketo.com
Whether youre thinking of adoptng inbound marketng or youve already begun, youre in good
company: many marketers are beneftng from the power of this tactc. Afer all, it helps you
connect with new prospects by giving them ways to fnd and learn about you without the high
cost or intrusion of more traditonal, outbound marketng techniques.
But, be warned: inbound marketng alone cannot drive the maximum revenue possible; it
must be incorporated into the overall marketng mix if you want to see botom-line results.
Unfortunately, many social media gurus and some inbound marketng solutons dont educate
marketers on how to create this mix. This paper does. In it, we cover what should be included in
your marketng mix a well-balanced combinaton of outbound and inbound marketng and
how to achieve this without breaking the bank. We also explore some misconceptons about
inbound marketng. And we discuss what we call the Inbound Marketng Multplier, which will
help you dramatcally improve the results of your inbound marketng programs.
Amplify Your Impact: How to Multply the Efects of Your Inbound Marketng Program 1.
Inbound Marketng 101
The days of relying solely on tradeshows, cold calls, and print advertsements
are over. The fact is that people tune out many traditonal forms of marketng.
And who can blame them? Lets face it, we all screen telemarketng calls,
commercials, and direct mail, to name a few. Prospectve buyers can aford to
do so because we live in a world where they can educate themselves before
engaging with sales. The Internet allows them to research their optons without
the annoyance of a hard sales pitch.
In the new world where buyers are in control of self-educatng, your job as a
marketer is not to fnd leads; it is to help leads fnd you. Inbound marketng
is a way of reaching prospects in this new buying model. In fact, as outbound
marketng gets less efectve and more annoying, inbound marketng takes on a
bigger role in your marketng mix.
So what is inbound marketng? Our defniton of inbound marketng is:
The process of helping potental customers fnd your company ofen
before they are even looking to make a purchase and then turning
that early awareness into brand preference and, ultmately, into leads
and revenue.
At its core, inbound marketng is about creatng interestng, informatve, and
even entertaining content and optmizing and distributng it across online
channels so it can be found by and hopefully engage prospectve buyers.
Fortunately, when a buyer is actvely seeking informaton or passively looking
to be entertained or educated, their ant-marketng shields go down and
you can begin to engage and build a relatonship with them. When done right,
this approach returns dramatcally beter results than traditonal marketng
techniques that rely on interruptng prospects.
Inbound Marketng: The Building Blocks
Inbound marketng techniques include content
such as blogs, white papers, and artcles; search
engine optmizaton (SEO); social networking;
and landing page optmizaton.
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Content: the Foundaton of
Inbound Marketng
Because inbound marketng relies on content to engage with prospects and customers,
the quality and appeal of that content must be strong. You must create content that begs
to be shared, that educates and inspires. In other words, you must ofer content that is not
promotonal in nature, but instead is relevant to your prospectve buyers, helping them
see how they can overcome their challenges or achieve their aspiratons. This content
can take the form of artcles, webinars, white papers, eBooks, slide presentatons, videos
and more, and can be shared via blogs, third-party sites, and social media where your
prospects fnd you.
Utlize Diferent Types of Content:
Artcles
Blog Posts
Books/eBooks
Brochures
Case Studies
Demos
Email
Free Trials
Images
Informaton Guides
Live Streamed Events
Manuals
Microsites/Web Pages
Online Courses
Podcasts/Videocasts
Presentatons
Press Releases
Product Data Sheets
Reference Guides
Resource Libraries
Get Creatve About Content
We know it can be overwhelming to consistently
generate a steady stream of content. So turn to
other resources, whether invitng those outside
of your organizaton such as industry analysts
and bloggers to contribute content, or curatng
content on a theme that appeals to your target
audience. The bonus? By surrounding your own
content with that from third partes, youre seen
as a trusted resource and your credibility rises.
RSS/XML Feeds
Surveys
Radio/TV/Web TV
Videos
Webinars/Webcasts
White Papers
Widgets
Workbook
Expanding Visibility and Reach
with SEO and Social
The concept of search engine optmizaton (SEO) will play a big part in your
success with inbound marketng. SEO is about optmizing and increasing
visibility of your site and content by including keywords that help you rank
high in organic search results (i.e., not because of paid advertsements on
search engines). The higher your content and site ranks in a search engines
results list, the more likely someone will fnd and click on the link to your
content. Plus, once your site ranks high, all future content will enjoy the
beneft of greater visibility. And the steady fow of additonal content will
help you maintain that search engine ranking. Youll be creatng a truly
virtuous circle.
This is where inbound marketng can really make its mark. If someone fnds
your content worthy of sharing, they can pass it along via social media
outlets. When you or someone else shares your content via Facebook,
Twiter, LinkedIn, or the blogosphere, you exponentally and instantly
expand your reach.
Even though inbound marketng ofers an alternatve to traditonal forms
of marketng, its not a stand-alone soluton to capturing the atenton of
todays buyer. Used together, blogs, SEO, and social media can help drive
trafc to your content. But you can do even more to create awareness of
your company and to ensure that those who fnd you through inbound
marketng end up becoming customers.
Why You Need Inbound Marketng
Todays buyers are in control of educatng
themselves on their problems and potental
solutons and they want to keep it that way.
Inbound marketng helps you get found by
ensuring your content shows up in the online
venues where prospectve buyers spend tme.
Where Inbound Marketng
Goes Wrong
Acme Sofware is a one-year old sofware company looking to grow
faster than larger compettors. Its frst few deals closed because
of investor relatonships and early press (and a great product, of
course). But it then needed to acquire more customers quickly with
litle marketng budget. It turned to inbound marketng. The company
created a blog, Twiter account, Facebook page, and LinkedIn group
and started using inbound marketng sofware. It also wrote two white
papers and used these as promotons in all its social channels. At frst,
it seemed like progress was being made. Website trafc rose, and a few
people flled out forms on the site. Afer a few months, the blog had
almost 70 subscribers and the Twiter account had atracted nearly 200
followers (though many are compettors or industry analysts). Acme
contnued to follow best practces for inbound marketng, so it regularly
added to its collecton of content, and made sure the content was
educatonal. By the end of the year, growth from inbound had slowed
and Acme had only closed a couple of deals from this channel. What
went wrong?
It can be common for organizatons that implement an inbound marketng
strategy to see an early lif. However, while early results are strong, the
leads can dwindle to a trickle. Even if youre seeing a consistent, steady
stream of leads flling the funnel from inbound sources, you may be
struggling to convert those leads into sales. Why? Because theres a
misconcepton that inbound marketng is enough, that its the silver bullet
to success.
Here are some reasons why inbound marketng is not a stand-alone
marketng strategy:
Your aim is too wide. Inbound works by carpet bombing the
Internet with content in the hopes people will fnd you. When
confronted with too many low-level leads, many marketers scramble
to run more of these same carpet-bombing campaigns, and then
wonder why they dont produce beter results. To connect with
prospectve buyers and move them along the path to purchase
you need to switch from air-war tactcs and focus on highly targeted
ground-war programs that break through the cluter. This means
delivering high-quality content to the right people in an engaging way
and doing so across multple channels including direct mail, email,
and phone.
Some prospects may fnd you, but many dont know you exist.
There are two things happening here. First, some people dont realize
they should or could seek you out. Think about it: If you dont know
about something, you cant search for it. An example of this is a
company using an in-house CRM system instead of an online one. The
company may be spending millions upgrading sofware and dealing
with on-site technicians, but the ultmate decision maker may not
know about online solutons. As a result, this person doesnt search
for an alternatve.
Second, you may not be sharing the right type of content or sharing it in
the right place for your prospect to fnd it. For example, you might create
white papers and host webinars about your product, but if prospects are
searching on terms related to their problems and you only talk about your
soluton, potental buyers probably wont fnd your content. Or perhaps
youre only postng content to your site and prospects early in the research
phases mainly turn to YouTube for informaton. You may never cross paths.
The key takeaway here: content developed for inbound marketng should
be more focused on your prospects problems and concerns than on your
product or soluton. Afer all, those in the early stages of the buying cycle
are looking for educatonal (i.e., non-promotonal) informaton.
Others may know you exist, but dont understand what you do. Think
about all the companies whose blog posts you read or Twiter accounts
you follow. Do you really know what each of them does? And, even if you
do, do you know if their product is the right ft for your organizaton? If you
answered no, youre not alone. Thats because the educatonal content that
is produced for inbound marketng ofen doesnt supply these answers.
And its why you ofen need to pair marketng automaton with inbound
marketng (more on this in a bit).
You must share your content where your prospects spend tme, taking into
consideraton industry- and locaton-focused sites and other venues, and
even less popular social media sites. The key is to understand where your
prospects spend tme and then to establish a presence there. And dont be
afraid to ask others to share your content, whether bloggers, prospects,
or partners, as they will ofen have a broader reach than you do. You can
encourage pass-along by adding social-sharing butons to your content,
landing pages, and emails.
You arent reaching the decision makers. We have consistently found that
leads generated through inbound marketng are ofen not the fnal decision
makers for B2B products. Why? Its unlikely that CXOs are going to spend
tme trolling the web for blogs or other content. Its far more likely that
they assign this exercise to someone working for them. If you are putng
too much emphasis on these inbound leads without fully qualifying them
and if your compettors are reaching the decisions makers your inbound
marketng eforts may be wasted.
Sometmes you cant break through the noise. Many tmes companies
pour lots of efort into their inbound marketng around big events such as
trade shows. Unfortunately, that is the hardest tme to get notced. Take
the popular cloud computng conference Dreamforce as an example. More
than once during the 2011 conference, hundreds of tweets were posted in
a mater of minutes. And most of those tweets probably went unnotced. It
becomes a situaton of youve seen one, youve seen them all. The same
goes for jumping on the bandwagon with Facebook, LinkedIn groups, a blog,
or other social channels.
The soluton to too much noise is not to make more noise, but to sound
diferent! And there are plenty of ways to stand out from the crowd. Create
content that is unique, with a fresh point of view. Or, commit to trying
a diferent format from the rest, so while everyone else is blogging, you
create a movie that gets the atenton of your audience.
Map Your Content to Buyer Roles & the
Buying Cycle
Understanding the buying cycle from your
prospects perspectve is critcal to success. If
your content is not reaching decision makers in
the early stages, create content that helps their
subordinates understand how to infuence those
with purchase authority. And as new buying
commitee members enter the process, make
sure your content is tailored to them.
Sometmes there isnt any noise. Other tmes you may fnd there isnt enough noise
to even create a sound. This happens when companies sell into vertcals that are not
receptve to inbound marketng, such as those concerned with privacy or industry
regulatons, or those who are just slow to adopt online channels. Regardless of the
reason, if there few or no people to consume your content, its not efcient to create it.
Instead you must focus on other outbound marketng channels.
Inbound marketng has a diminishing return. What does this mean? Wikipedia defnes
diminishing returns as a decrease in the marginal (per-unit) output of a producton
process as the amount of a single factor of producton is increased, while the amounts
of all other factors of producton stay constant. In the world of marketng, this means
theres not a direct correlaton between what you put in and what you get out.
Lets say, for example, a company publishes three blog posts per week and signs up 20
new subscribers per week. If it saw an increasing return (or proftng return), you would
expect that six blogs posted per week would net 40 new subscribers, but this is not
typically the case. In other words, increased output is not directly linked to a greater
number of leads or customers or higher proft. You need to strategically determine
where to spend your tme especially if you have a limited amount of resources. This
doesnt mean that the posts wont have a long-lastng efect; it just means that each
additonal inbound marketng efort may not yield as much return as the previous efort.
If youve goten this far in the paper, you might be feeling frustrated or upset. You may have
been hoping that inbound marketng was going to be the marketng soluton of your dreams.
Or you may be surprised by its inherent faws. Our intenton isnt to disappoint you, but to
make you think about the marketng you are doing. We LOVE inbound marketng; we see
it as a key to our success. You just need to be clear: inbound marketng done in isolaton
doesnt lead to success.
How Some Companies Make Inbound Marketng Work
Many of us can think of a company or two that is making great
strides in inbound marketng. So how do they achieve those
results? What they have that you may not:
1. A good number of staf dedicated to inbound programs. We
explained how the law of diminishing returns means that you
probably wont double your lif by producing six blog posts
instead of three. But what if you could churn out 30 blog
posts? Companies with huge inbound marketng teams can
ofen overcome some of the limitatons of inbound marketng
by taking such radical measures. However, they have to pay
hefy salaries to maintain this staf. We would argue that they
can achieve the same growth smarter and faster by combining
diferent types of programs outside of inbound marketng,
rather than just throwing lots of resources at the issue.
2. Both inbound and outbound programs. Many companies that
appear to be doing great work in inbound marketng are ofen
found because of outbound marketng. Think about it: how did
you fnd the last white paper you downloaded? Was it through
a Google search? Or did you fnd it on a news website or
through a promoton from a thought leader you trust? Its quite
likely you are fnding much of your informaton through paid
promotons (even if youre not aware that theyre paid).
3. Nurturing programs. Some companies are extremely efcient
at turning inbound prospects into leads because of the scoring
and nurturing programs they use once a lead is in their system.
We are not talking about simple nurturing campaigns that send
out a new email to the database list every two weeks. Were
referring to organizatons that have segmented their databases
into their diferent buyer personas, sending them relevant
informaton when they are most likely to consume it. In other
words, these companies are sending their prospects the right
informaton at the right tme.
The Ideal Marketng Mix
To make inbound marketng work for you, you need three other essental
ingredients in additon to your inbound marketng programs, what we call
the Inbound Marketng Multplier:
1. An outbound marketng strategy
2. A corporate communicatons strategy
3. A nurturing or marketng automaton strategy
Before we describe how to multply the impact of your inbound marketng
leads with these other elements, we have to agree on something: marketng
to your target market is not shameful. In fact, the defniton of marketng per
Merriam-Webster is the act or process of selling or purchasing in a market.
And if youre not ultmately helping your company sell its products, what
value do you ofer?
Ofen those that use inbound marketng are so used to creatng thought
leadership for lead generaton that they view any promotonal content in a
negatve light. Marketng is important, even when promotonal. Again, lets
turn to Merriam-Webster, which says promoton means the furtherance
of the acceptance and sale of merchandise through advertsing, publicity,
or discountng. In other words, its one more step in the process of
making a sale. Its a mater of shifing your mind-set. Rather than viewing
promotons as sleazy or underhanded, think of them as providing the type of
informaton that your targeted prospects are seeking as they move further
along the path to purchase. Its just that to do it right you should only direct
promotonal content to those who will be interested, not to everyone in
your database or in purchased lists.
Now lets take a closer look at the Inbound Marketng Multplier.
Combine Outbound and Inbound
for Greater Results
Outbound marketng is any paid marketng both online and ofine used
to acquire new leads. It includes everything from trade shows to pay-per-
click marketng and is critcal to growing inbound marketng. Why? Well,
when a new piece of content is launched, inbound marketng supports that
content, for example, by sharing it in social media channels, making it faster
and easier for your content to be found. The paid advertsement or site
sponsorship of an outbound marketng campaign helps you further spread
the word about the content, ultmately multplying the number of new views
you generate, which in turn will increase the number of shares, thus further
increasing the number of potental customers viewing your content.
In additon to generatng more views, marketers can realize the following
benefts through an inbound/outbound mix:
Create Brand Recogniton and Business: The greater the number
of outbound campaigns you execute, the more likely that people will
recognize and get to know your brand. The more they know and trust
your brand, the more likely they will be to respond to your inbound
marketng, and ultmately, become a customer.
Make Prospects Speak your Language: When you run paid promotons,
you choose the language used to describe your product or service.
Prospects who repeatedly see these paid promotons are likely to pick
up on the terms you use and plug those in when they are searching for
a soluton. As a result, you are more likely to appear high in the search
engine results.
Corporate Marketng Gets You
Recognized
Ofen inbound marketng specialists say press releases are dead or only
good for paid SEO links. They also may suggest that because press releases
arent relevant, corporate marketng isnt needed at all. This is not true.
Corporate marketng is made up of much more than press releases. This
area of marketng includes branding, analyst relatons, product launches,
programs to upsell to and retain customers, and communicatons, both
internal and external all essental components of a marketng program.
Inbound marketng doesnt replace corporate marketng, but should
work hand in hand with it. By establishing a consistent brand and set
of messages, your company becomes recognizable and trusted. And
by conjuring feelings of trust, knowledge, and quality in the minds of
prospects, you have the opportunity to stand out in the deluge of content
available online. You may not be the only one doing what you do, but
you want to be thought of as the best. Think of it like the Pepsi-or-Coke
argument. A Pepsi drinker chooses to drink Pepsi even though she is aware
of Coke. Thats because brand loyalty is powerful and long lastng. Once
you establish a strong brand image, inbound marketng can carry it far and
wide. At the same tme, youll see a greater return on inbound marketng
because people will be more receptve to your content.
Capture Your Target: Knowing and appealing to your target audience
is one thing, reaching them is another. Lets say your target market
is Fortune 1000 companies. Through outbound marketng, you can
target this group exclusively by purchasing lead-generaton programs
where you only pay for leads that satsfy your criteria. This makes your
campaigns very efcient and keeps your database clear of names that
will never purchase from you. In inbound marketng you can target
specifc groups in your content, but you cant do anything to ensure that
the content reaches and is consumed by your target audience.
The Personal Touch: When you meet a prospect face-to-face, or even talk
to them on the phone, you establish a relatonship that can be far more
powerful than one developed via any email or tweet. With outbound
marketng you can build the one-on-one relatonships that are not possible
to develop with inbound marketng.
Marketng Automaton
Enhances Inbound
Marketng automaton is the use of technology to manage and automate
the process of convertng prospectve customers into actual buyers. By
automatng the various tasks and workfows involved in demand generaton,
lead management, and sales and marketng alignment, marketng
automaton contributes to shorter sales cycles, increased revenue, and
beter marketng ROI. And this is necessary for the success of your inbound
marketng campaigns.
The leads youve generated via inbound marketng are ofen stll conductng
research and evaluatng their soluton optons. Thats where lead nurturing
comes in you need to invest in the process of building relatonships with
qualifed prospects, with the goal of earning their business when they are
ready to buy. Marketng automaton helps you deliver relevant informaton
over tme to keep leads interested, engaged, and educated untl theyve
made that decision.
Plus, marketng automaton helps you score leads, which enables you to
identfy the ones that are ready to move to sales and those that require
further nurturing. It does so by taking into account demographic and
frmographic atributes such as company size, industry, and job ttle
along with behaviors such as email click-throughs, web visits, and content
downloads.
Marketng Automaton supports inbound
marketng in the following ways:
Raises open and click rates: By tapping into email deliverability best
practces and delivering mult-step campaigns aligned with prospects
profles, interests, and online actvites, you boost the efectveness of
your emails.
Enables A/B testng beyond just landing pages on your website: With
marketng automaton, you can test the potental efectveness of your
emails and ofers.
Creates new landing pages in minutes without IT: Marketng
automaton empowers you to create and launch relevant and
optmized landing page whenever needed and in turn, generate
dramatcally higher conversion rates.
Shortens sales cycles: By identfying, prioritzing, and connectng with
the best leads, you can close deals faster.
Lets sales know when their prospects are engaging online: With
insight into how much content prospects have consumed and how
much tme theyve spent on your site, your sales reps can strike while
the iron is hot.
Automates repettve tasks: By automatng tasks that can be tme
consuming to handle manually such as managing leads you can
spend your tme on more strategic initatves.
Delivers sophistcated reportng and analytcs: As marketers are
increasingly held accountable for the impact of their actvites, they
need tools that help them assess and increase their efectveness
and impact on revenue.
Wins more deals and generates higher revenue per deal: By driving
a greater number of qualifed leads, streamlining the entre sales
cycle, and focusing on the most promising opportunites, marketng
automaton helps you generate beter results.
While each of these can make a big impact on your marketng, by combining
them you can dramatcally improve the results of your marketng program
and reduce costs across the sales and marketng organizaton.
Inbound Marketng: What Not to Do
Finally, you should know that not all inbound marketng is created equal.
We consistently see companies using the following bad practces in
inbound marketng:
Inefectve Social Sharing Some companies use a generic social-
sharing widget, or one built into a content management system
(CMS) or inbound marketng platorm. Ofen, these types of widgets
only allow you to share the ttle tag or artcle ttle. As a result, the
share comes across as very impersonal. Use sharing functonality that
allows you to customize messages to be more conversatonal, as this
drives conversions.
Poor Segmentaton The beter you know your target buyers, the
beter you can tailor your communicatons to them. Unfortunately,
many companies stop at the ttle and company size. But what
can you really know about a prospect based on that informaton?
Certainly not enough to develop content that hits a nerve and
keeps prospects engaged over tme. Instead, you should customize
messages to your prospects acquired via both inbound and
outbound marketng based on more than ttle and company size. You
do that by segmentng on the types of content they prefer, the last
tme they engaged with your content, or based on interests theyve
specifed on your registraton forms.
Flat Lead Nurturing Flat lead nurturing is ted to not knowing enough
about the distnctons in your target audience. The result is that
marketers deploy a single drip campaign to the entre database. The
problem is that each person in the database has unique issues to solve
and this one-size-fts-all approach means youll ultmately alienate
all your prospects with messages and content that doesnt resonate.
Instead, create compelling nurturing campaigns based on the interests
or pains of your prospects.
Generic SEO: While search engine optmizaton can help your site and
content get found online, a generic approach can drive the wrong
trafc to your site. Again, it gets back to how well you understand your
prospectve buyers and their concerns. If you simply focus on high-level
keywords in your content and pages, youre going to atract a broad
range of people, many of whom are probably not in the market for
your ofering. Many companies fall into this trap because they rely on
free SEO tools, or ones that come with their CMS or inbound marketng
soluton. By allocatng a bit more of your budget to SEO and calling in
the experts, companies ofen realize an exponental ROI.
Lack of Sales Visibility You can generate all the great leads in the
world using inbound marketng, but it wont amount to anything if your
sales team isnt in sync with your inbound marketng actvites. Imagine
someone tweets that they are looking at three diferent vendors, and
then visits your site the next day and downloads a white paper. If
your sales reps cant see both the social comments and the content
consumpton in their CRM system, you risk them delivering the wrong
message when reaching out to the prospect.
Measuring on First Touch Alone Knowing the source of a lead and
atributng revenue to that lead source doesnt actually tell you how to
optmize your campaigns. Instead, you need to know how much each
program inbound and outbound infuenced the purchase. Some
actvites are going to create buzz, others downloads (i.e., leads), and
others will drive purchases. If you only measure the lead source, you
wont accurately be gauging the value of other important programs that
ultmately contribute to revenue.
So how do you move from bad to best practces? Use a robust marketng
automaton or revenue performance management system to optmize
inbound programs that generate leads and help move leads through the
sales funnel. Not only will your company see increased revenue from
marketng programs, but as a marketer, you will be able to prove the value
youre delivering so the marketng team fnally gets the credit it deserves.
Creatng the Proper Program Mix
Creatng the proper campaign mix starts by understanding your objectves.
Are you trying to boost brand awareness? Do you need to fll the pipeline
with more leads from a partcular vertcal? Is the goal to drive trafc to your
site in support of an upcoming webinar? Once you nail this down, you can
determine the tactcs that will help you achieve your goals.
Many of the methods that have worked for us are listed below; the key is to
fgure out what will work best for your organizaton. Dont forget that these
tactcs and their efectveness can change over tme, so its ofen best
to start with a few tactcs and then expand. And dont be afraid to remove
tactcs from your mix if they stop working.
Whats your mix? Check of the tactcs in your B2B Marketng Program Mix
(aka Demand Generaton). The more you are employing, the farther along
you are. Those not checked are opportunites for you to enhance your
marketng success.
Inbound Marketng:

SEO: Search engine optmizaton is how you increase the likelihood of
ranking high in the search engine results.
Blogging: A great way to build your brand, establish thought
leadership, and engage prospects over tme by getng them to
subscribe to your posts and by pointng them to other content of
interest.
Social media: Sites and networks such as LinkedIn, Twiter, Facebook
and more niche-oriented venues are conduits to prospectve buyers,
and places you can make them aware of your expertse and content.
Forums and online communites: Partcipatng in online discussions is
a way to fnd out what issues are top of mind for prospects, while also
positoning you as a valuable resource of informaton.
White papers and eBooks: White papers are typically 4-8 pages in
length, and explore a business issue, helping readers understand
best practces and optons. While typically longer than white papers,
eBooks also explore business issues but ofen in a more conversatonal
and visually appealing manner.
Videos: Snack-sized content in a visual format helps you engage busy
prospects that may not have tme to read your white paper or eBook.
Outbound Marketng:

Online Campaigns
Banner and display: An advertsement appearing on a website.
Virtual events: A tradeshow, conference, or meetng online.
Webinars: A presentaton or workshop delivered over the web to educate
prospectve buyers.
Sponsored newsleter and emails: Allows you access to a target audience
that might not otherwise be reached.
Ofine Campaigns
Tradeshows: In-person exhibits that ofer the chance to display your
soluton and interact one-on-one with prospects.
Roadshows: A series of marketng events staged at multple locatons to
generate interest in your companys ideas or oferings.
Direct mail: Advertsing sent to a prospects home through a mail service.
TV & radio advertsing: Using the radio or TV to deliver a scripted
message to atract new clients.
Out-of-home advertsing: Advertsing that appears when you are in
transit, or at an actvity outside of your home, in order to drive awareness
or encourage a specifc call-to-acton.
Print advertsing: From fyers to newspapers and magazine ads, print
advertsing includes all advertsing found in printed media.
Field Marketng
Targeted events (e.g., dinners, sportng events): A direct selling
opportunity to a specifc audience.
Appointment setng: Making calls to qualify leads and schedule calls
between them and sales reps.
List purchases: Paying for a highly targeted list of individuals based on a
range of criteria, such as ttles, industry, and solutons used, to be used in
marketng campaigns.
Telemarketng: Using the phone to make your sales pitch in an efort to
drive prospects farther down the sales funnel.
Corporate Marketng:

Communicatons: The internal and external messages that a company
develops and disseminates.
Analyst and public relatons: Engaging relevant analysts and media contacts
to keep them informed of your company positoning and oferings.
Guerilla marketng: A form of marketng that tries to generate brand
awareness at a low cost by using atypical methods like graft, fash mobs. and
poster campaigning.
Marketng Automaton:

Lead nurturing: The process of building relatonships with qualifed prospects
regardless of their tming to buy, with the goal of earning their business when
they are ready.
Lead scoring: A shared sales and marketng methodology for ranking leads in
order to determine their sales-readiness.
Metrics that Mater:

Closed Loop Reportng: A way to measure the impact of marketng actvites
on revenues.
Revenue Performance Management: Optmizing interactons with buyers
across the revenue cycle to accelerate predictable revenue growth.
Michael Brito
Book: Smart Business, Social Business
Blog: www.britopian.com
Twiter: @Britopian
Paul Gillin
Blog: www.PaulGillin.com
Twiter: @pgillin
Adam Metz
Website: www.AdamMetz.com
Blog: htp://adammetz.com/metzmash
Twiter: @theMetz
Douglas Karr
Blog: www.MarketngTechBlog.com
Twiter: @DouglasKarr
Ann Handley
Book: Content Rules
Website: www.MarketngProfs.com
Blog: www.mpdailyfx.com
Twiter: @MarketngProfs
C.C. Chapman
Book: Content Rules
Blog: htp://www.cc-chapman.com/blog
Twiter: @cc_chapman
Chris Brogan
Website: www.ChrisBrogan.com
Twiter: @ChrisBrogan
Cindy King
Blog: www.SocialMediaExaminer.com
Twiter: @CindyKing
Michael Stelzner
Blog: www.SocialMediaExaminer.com
Twiter: @Mike_Stelzner
Guy Kawasaki
Website: htp://alltop.com
Twiter: @GuyKawasaki
Jef Bullas
Blog: www.JefBullas.com
Twiter: @JefBullas
Mari Smith
Blog: htp://www.marismith.com
Twiter: @MariSmith
Neal Schafer
Book: Understanding, Leveraging &
Maximizing Linkedin
Blog: htp://windmillnetworking.com
Twiter: @NealSchafer
Pam Moore
Blog: htp://www.pammarketngnut.com
Twiter: @PamMktgNut
Frank Reed
Website: www.FrankReed.com
Blog: htp://www.marketngpilgrim.com
Twiter: @FrankReed
Maya Grinberg
Webiste: www.Wildfreapp.com
Blog: htp://blog.wildfreapp.com
Twiter: @Papayamaya
Kipp Bodnar
Blog: www.SocialMediaB2B.com
Twiter: @kippbodnar
Dan Zarrella
Blog: www.DanZarrella.com
Twiter: @DanZarrella
18 Must-Know Inbound
Marketng Experts
Need help getng started or advancing your current inbound marketng
strategy? The experts below represent the best of the best when it comes to
inbound marketng. Some have books, others consultng frms, but all have
the A+ smarts to push your inbound marketng to the next level.
Tap into the Power of
Inbound Marketng
Companies seeking to take advantage of all ways of reaching and
connectng with prospectve buyers need to include inbound
marketng in the mix. But the key is just that to incorporate inbound
marketng into a larger group of marketng tactcs that amplify the
impact of inbound marketng actvites. By building a marketng
foundaton around a combinaton of outbound and inbound
marketng and automatng the lead nurturing and management
process using marketng automaton sofware and revenue
performance management technology your company will generate
far higher returns for its eforts.
Marketo is the fastest growing provider in Revenue Performance Management.
Marketos powerful yet easy-to-use marketng automaton and sales efectveness
solutons transform how marketng and sales teams of all sizes work and
work together to drive dramatcally increased revenue performance and fuel
business growth. The companys proven technology, comprehensive services and
expert guidance are helping enterprise and mid-market companies around the
world to turn marketng from a cost center to a business-building revenue driver.
Marketo also ofers Spark by Marketo, a new brand of marketng automaton
tailored specifcally for small businesses the fastest-growing and largest
segment of todays economy.
About Marketo
U.S.A. Headquarters
901 Mariners Island Blvd, Suite 200
San Mateo, CA 94402
Tel: + 650.376.2300
Fax: + 650.376.2331
www.marketo.com
EMEA Ltd.
Cairn House
South County Business Park
Leopardstown
Dublin 18, Ireland
Tel: + 353.1.242.3000
IBM-020712

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