With Demand Generation encompassing a variety of campaigns at every stage of the funnel, how are marketers supposed to know what to focus on if everything seems vital to success? Watch Hayley Ferrante and Tim Ozmina, Sr. Marketing Specialists on Marketo's Commercial Demand Generation team, as they dive into the marketing campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.

2. AWinning Demand Gen Strategy:
Tactics to Optimize the Funnel
Across the Buyer’s Journey
Hayley Ferrante, Sr. Marketing Specialist
Tim Ozmina, Sr. Marketing Specialist

3. Meet the Speakers
3
Mike Madden
Head of Commercial Demand
Generation
Tim Ozmina
Sr. MarketingSpecialist, Commercial
Demand Generation
Hayley Ferrante
Sr. MarketingSpecialist, Commercial
Demand Generation

4. Housekeeping
• This webinar is being recorded! Slides and recording will be sent to
you once the webinar concludes
• Have a question? Use the chat box and we’ll answer your questions
after the webinar
• Posting to social media? Use our hashtag #mktgnation

5. TopofFunnel

6. 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

7. 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

8. Top of Funnel Content
 Snackable Content:
 Cheat Sheets
 Blogs
 Infographics
 Light eBooks
8

9. Collaborate to Succeed
9
Digital
Marketing
Event Marketing Social Media
Marketing
Why You Should Care
1. Align to ensure high priority prospects are
targeted
2. Tell a consistent story across all channels
3. Widen the reach of demand gen campaigns

10. 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
)
Group
2
(Email
1)
Group 3
(Email
1+2)

11. Middle of Funnel

12. Don’t Stop Nurturing
12
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

13. Middle of Funnel Content
 An Entrée of Content:
 Cheat Sheets
 Blogs
 Infographics
 Light and Full eBooks
 Definitive Guides
13

14. Webinars
14
• 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 Matter
1. Registered
2. Attended
3. Attended On-Demand
4. No Show
5. New Names
6. (FT)/(MT) Opportunities Created
7. (FT)/(MT) Pipeline Created
8. (FT)/(MT) Revenue Won

15. 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
15
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%

16. Bottom of Funnel

17. 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
17

18. The New Age of Direct Mail
18
• 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!

19. 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
19

20. 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…
20
Relevant!

21. 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
21

22. Hand-off to Sales
 Get Sales the Leads
22
 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!

23. Questions?
Hayley Ferrante: https://www.linkedin.com/in/hayleyferrante/
Tim Ozmina: https://www.linkedin.com/in/timothy-ozmina/