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Pixlee is looking for a Marketing Operations Manager with Marketo experience. They are currently on Pardot but looking to make the switch over to Marketo.


Here is the link: - Interested in joining the Pixlee team?



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In Silicon Valley but can’t make it to the full four days of Summit? Marketo University is thrilled to announce that we are now offering University Day Single Day Pass for the Marketing Nation Summit 2018!


This Single Day Pass gets you full access to University Day 2018, where you can take your Marketo skills to the next level! Accelerate your Marketo learning and build expertise with focused instruction, practical demonstrations, and inspiring presentations by Marketo experts.


Register now to join us on April 29th, 2018.


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To add to your Summit registration, please use this link instead.

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We’ll see you at University Day!


Marketo University

My company, Payoneer, is hiring for a Head of Marketing in our Palo Alto office, to lead our Enterprise marketing team. If interested, please let me know, I'm happy to answer any questions!


In addition, I am looking for a content marketing consultant who can create and edit content for our marketing emails but also for other vehicles, ie. blog, white paper/eBooks, ads, and social medial channels. If anyone has worked with someone previously, please let me know. I'm looking for something in the Bay Area or at least on the west coast.

I just read Robb Barrett's blog in the Champions Program How to make a single-row form and got inspired to take a crack at trying to accomplish something similar (and simple) using only CSS. One of the advantages of using a CSS-only solution is that it gets you away from situations where you're altering the functionality of a form for the sake of its style, and for my money, I'll take function over form (style) when it comes to important pieces like lead gates.


I've included a few screenshots below to show the mobile and mobile+ styles for this form. The input box in the middle stretches with the container - ideally this would be placed into some parent container on your template to control its width. The mobile-only styles force the elements to display as full-width blocks so they'll stack up for us. Above mobile (480px+) the elements are displayed as tables and table-cells ( bad, they're good ) to keep the alignment and spacing in better order. Since this form only uses a single field, there is only one .mktoFieldWrap which holds both the label and input fields. This .mktoFieldWrap acts as a "column" when we turn it into a table. Inside that, we display the input and label as table-cells.


On the other side, we've got the button. The form is also setup to display as a table, so we're able to turn the .mktoButtonRow into a table-cell and align that vertically with the input and label. Like the label, you can control the width of the button and "squeeze" the center "column". So that leaves two things to set if you change the label or the button (text) - you'll want to adjust the width of the label (width:120px !important; /* adjust the label's width */) and the with of the button (width: 90px !important; /* adjust button width */).


I've brought in overrides for the button styles to try and make life a little easier.

The button can be restyled by changing the color, border, padding, font-size, background (for gradients), background-color, margins and width. You'll find those in the CSS below under /* override button styles */




.mktoOffset, .mktoGutter {

display: none;

/* hide these elements */


.mktoForm input, .mktoForm button {

min-height: 30px !important;

/* resize elments to the same height */


.mktoForm label {

/* edit the label styles here (for all screens) */

font-size: 15px !important;

line-height: 20px !important;





.mktoFormCol {

margin-bottom: 0px !important;





.mktoButtonWrap {

margin-left: 0px !important;

/* eliminate default mkto margin-left */


/* override button styles */



.mktoForm button.mktoButton {

color: white !important;

border: none !important;

padding: 4px 20px !important;

font-size: 14px !important;

background: none !important;

background-color: #babf33 !important;

margin-left: 20px !important;

/* add spacing left */

margin-right: 20px !important;

/* add spacing right */

min-width: 180px !important;

/* adjust button min-width */


/* swap button colors on hover */



.mktoForm button.mktoButton:hover {

background-color: white !important;

color: #babf33 !important;


@media screen and (max-width:480px) {

.mktoForm input, .mktoForm label, .mktoFormRow, .mktoButtonRow {

width: 100% !important;

display: block !important;

text-align: center !important;


.mktoFormCol {

margin-top: 10px;

margin-bottom: 10px !important;



@media screen and (min-width:480px) {

/* Global Styles (many elements) */

form.mktoForm, .mktoFormRow, .mktoFormCol, .mktoFieldWrap, .mktoForm input {

width: 100% !important;

/* make these element full-width and responsive to their parent container */


/* display these elements as a table */

form.mktoForm, .mktoFieldWrap {

display: table !important;


/* display these elements as a table-cell */

.mktoFormRow, .mktoButtonRow, .mktoForm label, .mktoForm input {

display: table-cell !important;

/* for horizontal size & position inside 'table' (form) */

vertical-align: middle !important;

/* align content to vertical-middle */

float: none !important;


/* label */

.mktoForm label {

text-align: right;

padding-right: 10px;

width: 120px !important;

/* <<< adjust the label's width */


/* input */

.mktoForm input {

margin: 10px 0px !important;

/* spacing above/below input */




To add this to a form, spin up a new form in Marketo and add an email field to a new form. On the next page (2) you'll want to edit the Custom CSS of your form and make sure you're using the "Simple" form option (1 of 7). Simply, copy/paste the CSS above into the "Edit Custom CSS" pop-up editor, Save and then click the "Preview Draft" to see it live.




Hope this is helpful (and simple) enough to help someone out along the way. Let me know how it's working (or not working) for you, it'd be awesome to see what other ideas this brings up. Thanks again for the inspiration here Robb. I've been itching to tackle Marketo Form Styles for a while now, I'd also love to see/hear about other form setups that are commonly requested but tricky to accomplish.


High Five!




Were you one of the many who were stunned to learn that the pollsters and election forecasters called the presidential election wrong? Party affiliations aside, all marketers can learn an important lesson from this election: be careful not to put too much faith in data as absolute predictors of future outcomes.

“The uncertainty we have to account for is the uncertainty of things we don’t know we don’t know,” said Dr. Pradeep Mutalik, a research scientist at the Yale Center for Medical Informatics, who says the results of this year’s presidential election made a mockery of analytical election forecast modelers.

Big data and predictive marketing have changed how companies think about marketing. We’re supposed to know what will happen within a decimal place of precision when we plan the next six months. Suppose your CEO asks you: “If I give you [n] dollars for marketing, how many new customers and dollars of revenue can I expect?” You dutifully grind through the data and produce a report that declares some expected number of customers and revenue. And there it is: the defining moment when you and the executive team look one another in the eye and agree that this is how you will be measured month over month, quarter over quarter.

Now ask yourself: has everyone accounted for the uncertainty of the things you don’t know you don’t know? Unlikely. Did your model account for economic uncertainty? Or seasonality? New competitors? How about turnover on your team? And what about your friends in the sales organization – think anything might change that would impact the outcome?


The box you’re in isn’t the fault of the model, the data, or the software. No, it’s in the assumption that you Mr./Ms. Marketer have the immutable power to predict outcomes to a level of precision and accuracy that is not achievable.

You must shift your thinking to look at data more like clues than explicit instructions to guide your decisions. Just because a marketing campaign last quarter generated 128 new names doesn’t guarantee you’ll get the same results if you run the same program again next quarter. But if you compare that program against fifty campaigns you ran last quarter, you could stack rank them to determine the top performing campaigns for adding new names. The top three campaigns may reveal some clues as to why they were more successful than the others – then again, they may not.


Here’s advice on how to live with big uncertainty in your marketing analytics and forecasting:

  1. Consider how much data and what period of time are you looking at. Are you confident there’s enough “there” there to stand on?
  2. Know exactly how the analytics are derived. If you don’t, you risk making decisions on misinterpreted data and exposing yourself to a loss of credibility. For example, before you show data on multi-touch influence to sales pipeline, reverse engineer a handful of deals to understand how programs and people are assigned credit.
  3. Temper your faith in predictive. Just because a model predicts an outcome doesn’t mean it’s going to happen. Models can be useful as guides, but no marketing model can fully account for the vast number of variables in play.
  4. Planning based on what you already did discounts the untried. When past performance is the only input to planning you miss out on the potential of new ideas.
  5. Your past performance is a better predictor of future outcomes than someone else’s. Sure, benchmarks are interesting points of comparison but the farther they stray from your specific experience the less reliable they are.


None of these will help you unless you take seriously the need to get everyone who consumes marketing analytics on the same page. This isn’t as simple as it sounds. On any given day, you and the marketing team should be prepared to talk about your plans and results in meaningful, relevant ways that anyone at your company with a vested interest in marketing (who doesn’t?) can understand. That’s right, stakeholders from the board on down have to buy into your approach, your data, your systems and most of all – you. This is a strategic endeavor that, if ignored, can leave you exposed to anyone who wants to use data to drive their agenda. One of the biggest challenges to winning hearts and minds is this: not everyone “gets” marketing, especially modern marketing analytics. Their ideas about marketing may be outdated, overly complex, unrealistic, or biased.

Reflecting on the presidential election, Dr. Mutalik points to innumeracy – a lack of basic skills in math – as a factor that played into this past election. He notes that a large portion of the population “can be led astray by statistical statements and quantitative arguments in news stories.” Is a lack of basic skills in marketing analytics at your company a risk factor for your marketing team? Can decision makers be led astray by data that’s sourced and interpreted by people at your company from other departments? Absolutely. I’ve seen good analytics from marketing disparaged just because they came from the marketing automation platform. I’ve seen executives and board members request reports that won’t tell you anything actionable. I’ve seen marketers give-in to, or green-light reports they know are wrong, or misleading.

What’s lost in all of this is a simple idea: the main use of marketing data and analytics is to continuously guide marketers and their companies toward better business outcomes. It’s about understanding marketing vs. marketing, not marketing vs. sales; in other words, you want to optimize marketing ROI, not whether it’s better to spend a dollar on sales or marketing. If you keep this simple idea at the forefront of everything marketing, your chances of putting data to work for your business are far better.

True high precision forecasting is still a ways off for marketing. Until then, account for the uncertainty of things you don’t know you don’t know.


For more insights on marketing analytics read: Lessons Learned from a Data-Driven CMO


Well, I missed week 2...whew, where did it go? Okay, so note to self, when planning a weekly update, make sure you have it in your calendar otherwise everyone books you in meetings.


So, this week we removed a whole load of dirty data. How? Well, first we installed a contact washing machine to catch data moving forward. You know, the types of data that nobody wants to see like 123, abc, etc. Next, we dove into SFDC and looked at the sales queues and removed 42,000 leads that were marked as Dead/Bad data to clear out the noise for the sales teams. Well, after that, we saw a huge uptick in good leads being passed with correct info. So much so, that we received three emails about how great the leads are looking. Yay team.


To build a contact washing machine is really pretty straight-forward. You can use smart campaigns and simply check for bad or missing data and then add them to a junk list or bad data list so they do not sync over. For more info on this check out this blog on how to build one:


Oh, well, in addition to all the lead clean up, I worked with a consultant group to scope out the process for daisy chaining our operations programs together--more on that next week. Then, I hired two people who start in the next two weeks. Our team is growing.


This week was spent in a lot of meetings getting to know everyone and learning roles and responsibilities. Meanwhile, many people have pulled me aside to handle "special projects." Well, I have been taking copious notes with a common response, "I will get back to you on an ETA for that project." All chuckling aside, it seems there is a pent up demand for marketing ops projects. Well, off to get my team on-boarded so we can rock and roll. More next week.

Hi Everyone! We currently use GoToWebinar and are evaluating WebEx Event Center for our public webinars which get >500 attendees. How well does WebEx Event Center integrate with Marketo? Do you experience any major lag time synching leads from WebEx Event Center into Marketo for webinars with hundreds of attendees? Any other thoughts on UX, features or reliability of GTW vs. WebEx?


Also, Mirantis is hiring a Marketing Operations Manager for our HQ in Sunnyvale. The Marketing Operations Manager will administer Marketo, Salesforce, and other tools to help maintain a best-in-class marketing function. The Marketing Operations Manager is a key team member and will be responsible for lead scoring, lead syncing, automated workflows, reports, analysis, and troubleshooting for the marketing team and for the company. Please see the full job description at: .



Let’s talk about spam. No matter how many times you unsubscribe, the emails keep piling up. How can you make sure your email nurture campaign doesn’t end up as just more spam?

Well thought out nurture programs won’t start a nervous twitch in your prospect’s face when they open their inboxes. A good email nurture is almost as good as a Christmas present -- but delivered to your prospect’s inbox...a couple of times a month.

So let’s get to it. Here are the 5 types of email nurture programs that are bound to nudge your prospects along the funnel without getting on their nerves:

Basic cold lead nurture

Introduce your company and product to fresh new prospects with no more than 5 emails. If they don’t respond to the first 5, chances are they won’t respond to any others either.

A good sequence to follow looks like this:

  • Intro to the company and the product
  • A research report/press article
  • What customers say/case studies
  • Product brochure/free trial/demo
  • Break up email


A best practice is to target a few different segments (2 or 3) with slightly personalized content specific to industry use cases or specific titles -- case studies, examples, etc.

    1. 2-3 streams targeting 2-3 segments with slightly personalized content (i.e. specific industry use cases and case studies, if you are targeting specific industries)
    2. Secondary CTA could be white papers, e-books, any other assets that people wouldn’t mind exchanging their email address for


On-demand email series


These assets can also be marketed in paid advertising programs, promoted on the website, and are a great lead gen vehicle.

    1. Choose a topic that people want to learn about and put a short timeline on it (i.e. Learn about email nurturing in 2 weeks)
    2. Build a landing page with the opt in form describing what this program will give them (i.e. Subscribe to this email series and learn how to build the best nurture programs, outbound emails, and newsletters) and a form
    3. Set up a program in your marketing automation system dropping them into the email drip campaign once they fill out the form
    4. Schedule the stream to send an email to participants every 2 days or so
    5. Include upcoming topics at the end of each email so that people knew what to expect and look forward to


RSS-based digests:

RSS based digests are a great way to nurture leads that opt in to your updates. At BetterWorks, we use Perkuto’s Digesto for this.

Start by putting up a form up on your blog for people to sign up for updates with the latest content. An email will be triggered automatically every couple of weeks (or whatever cadence you decide on) to those who subscribe.


Auto-responder nurture flows

This is for people downloading your key assets, visiting key website pages, showing any other type of behavior that matters to you.

These trigger-based drip campaigns listen for the behaviors that you decide on (i.e. visits pricing page, downloads an e-book, clicks on an ad, etc.). Choose 3 things you think the prospect needs to see after completing these behaviors, and set up a cadence of 3 emails to go out to the prospect every 3 or 4 days.


Inside sales text email nurture

This is a different approach that works well with cold leads. Set up text emails from the inside sales rep that looks like a direct note from them.

Collaborate with your inside sales reps to come up with some outbound messaging, as well as a follow up a few days later. Drop the prospect into a basic nurture campaign afterwards if no response.


These are just a few ideas to try when setting up email nurture campaigns. Marketing is a multi-channel, multi-touch business though, so think about syncing your messaging across different channels to your target personas, but that is a whole different post… stay tuned!


Originally published by me on LinkedIn: From Cold to Closed: 5 Types of Email Nurture Programs That Work | Masha Finkelstein | LinkedIn

Companies are attributing close to 25% of sales to the email marketing channel and are working hard to improve on those results. Every day email marketers are throwing away valuable leads – leads that could result in significant increases in conversions and pipeline. We want to help you discover clients hiding amongst those almost-lost leads. Important actions to take are:

  • Make sure your marketing strategy efficiently supports re-engaging buyers who are job-change
  • Don’t miss important business opportunities who fall victim to your spam filter
  • Mine your out-of-office emails for improved lead volume and increased revenue

1. No Longer with the Company Doesn’t Mean No Longer a Lead

With 30% of lead data going bad every year due to changes in email addresses, phone numbers and employers, you have to realize the cost of decayed data and correct it. When a lead is acquired and nurtured through inbound marketing, there will be a point when he/she bounces after changing jobs. You will need to identify that lead and turn him/her back to the funnel. Those who used to be your leads are more likely to become your leads again if you trigger the acquisition.

The moment when a buyer is most open to new solutions is right after changing employers. A person who recently changed jobs likely has an empty inbox, so if you approach them at this time, you gain the first mover advantage of reaching them first. If you then take this opportunity to re-establish yourself as a trusted advisor, you can help to frame their purchasing decisions by educating them on the market.

While the results from both inbound marketing and outbound marketing are usually top of funnel leads, the results from this rebound marketing strategy are more often middle of the funnel leads. Inbound and outbound too often include heavy competition for the prospect’s time, while rebound marketing leverages your previous goodwill to earn their time before your competitors even know where to find them. Having started closer to the middle of the funnel, you will also spend less time and effort nurturing them.

The workflow for Rebound Marketing looks like this:

1.    Identify bounced leads and isolate job changers

2.    Update data with reliable social media channels or personal contacts

3.    Score these leads based on their previous engagement level and updated data

4.    Determine the method and moment to reach out

5.    Offer them a special marketing campaign combining customer retention and lead acquisition

6.    When leads are re-acquired, record and treat them as past leads or buyers, not strangers

Instead of letting these job changers fall through the cracks, you have now created an even stronger relationship than before with higher potential for success. Remember, they already know about you and absolutely do not want to download materials for early-stage prospects. Match the level of your previous relationship, creating a sense of continuity across your buyer’s career.

2. Don’t Lose Email Leads to Your Spam Filter

Chances are you could be missing important business opportunities if your email Inbox utilizes a spam filter. Take a few minutes now to investigate your email screening procedures for messages received from unknown senders. You might even discover a new client hiding among the spam!

Email inquiries from new business prospects, which by definition are unknown and unexpected when they arrive in your Inbox, can take a detour to your spam box without your knowledge.

When was the last time you did not receive an email sent by a client or friend? Failed email delivery can be quite common. Businesses frequently contact vendors via email and engage the most qualified candidate who responds first. You miss out on a potential engagement if the email inquiry does not show up in your inbox.

Here are five easy steps to protect your email, receive incoming leads, and avoid technical nightmares:

1. Check your spam box often if you use automated email filtering.

2. Add a response form to your Website. Your Webmaster can set this up so that you are automatically alerted with an email recognized by your server.

3. Update your “safe” and “blocked” sender lists often, especially if delivery is controlled at the ISP level. Add a company’s email domain to your approved email list when you get a new lead from the company.

4. Separate business from personal correspondence by using two different email accounts.

5. Avoid downloading free software or clicking on unsolicited ads. If you do, you may find yourself subject to a virus or malicious Adware attack.

3. Out-of-Office Responses Are Filled with Leads

U.S. workers are away from the office just under 6% of the year. Mining out-of-office (OOO) emails can significantly improve your lead volume and, more importantly, your revenue! Let’s look at some numbers to see just how much potential opportunity is lost in these responses.

Let’s say the average U.S. worker receives one week of vacation and ten federal holidays each year. If the number of leads that can be found in each out-of-office email is about one out of every two emails, that’s a lot of potential loss.

For example, if you send out 5000 emails per week for a campaign, you would receive 1200 out-of-office emails per month. Assuming one lead for every two OOO emails, then you receive 600 additional leads each month!  All this from data you have access to, but are not effectively leveraging.

So the next question is: What would it take to mine this information manually? You can look into automated services or follow the manual process:

1. First, sift through the email in your campaign response inbox to find out-of-office emails.

2. Next, read the out-of-office email and capture the relevant information.

3. Note: You will most often capture name and email address and rarely company, phone number, and title.

4. Finally, upload this information into your email service provider, marketing automation solution, or customer relationship management system.

Even though there are limitations to what can be accomplished by this process, the results can add up quickly. Out-of-office emails will deliver significant value to your company if you are able to mine them. Note that both frequency of email campaigns and the target audience size of each campaign directly affect the return you can expect from mining out-of-office emails.

In summary, marketers are masters at creating demand and generating leads, and email is a marketer’s go-to tool. It is flexible, engaging, and provides tremendous return on investment (ROI). Mining your out-of-office, no longer works here, and spammed emails will help make sure you’re getting the most out of this valuable tool.

Love to know if we can add to this list.

If I had an unlimited budget, what kind of marketing automation and demand generation tools would I use? I will dream about my ideal world in this post...

#1. Marketing automation platform. My pick: Marketo

WHY: We live in a connected world driven by data. You need a system that will let you see all the data and make decisions based on it. A marketing automation platform will do just that - help you manage, analyze and execute all your programs in one place. Why is Marketo my favorite? The biggest pro is that it has a huge user community and tons of educational resources available online, has many integration partners and nice API that allows you to plug in to pretty much anything you want. It is also the leader in the space and plays well with other major (and minor) tools.

#2. Social media management platform. My pick: SproutSocial

WHY: You need a social media management system to save time, primarily, and to figure out what kind of messages resonate well with your audience. Why SproutSocial? It integrates with most commonly used social media platform, and not only allows scheduling messages directly from the platform, but also allows to reply to messages addressed to you, follow, and assign tasks to people on your team. It's easy to use and affordably priced.

#3. Website testing software. My pick: Optimizely

WHY: We (marketers) *think* we know what the best message is and what image looks the best on the website. But in reality, our target audience might disagree. Data is the best decision-making tool you'll ever had and for that you need to test different theories and see what performs the best (without compromising your brand, of course). Optimizely is budget friendly (hint: license cost starts at FREE), super easy to use, requires no deep programming skills and drives results. It also has multivariate testing and custom targeting.

#4. Website personalization software. My pick: Marketo RTP/DemandBase

WHY: When your target prospect comes to your site, you want to show them content that is relevant and personalized to them. Showing a generic message won’t drive high conversion rate and might ***** lose your prospects' interest quickly. The good thing about solutions such as Marketo RTP and DemandBase is that they are intelligent and learn from user behaviors an action. Consumer companies have been using personalization practices for a while but B2B marketing now have ways to borrow and take advtange of the same techniques.

#5. Webinar platform. My pick: ON24

WHY: Webinars are a channel that you might want to start as a test. It tends to be among the top 3 lead drivers for high tech companies (at least from my experience). Webinar platform needs to support all the things you want to do during the webinar, before, and after. Cross-platform integration is critical so you aren’t pulling your hair out trying to synchronize data or do it manually. ON24 has a smooth Marketo integration, great customizations- so you aren’t forced to use badly designed forms, good customer service and above all it is reliable. Last thing you want is your webinar to tap out mid-way through your presentation.

#5. Revenue analytics platform. My pick: Brightfunnel 2nd choice: Marketo RCA

WHY: You want to keep improving your campaigns and optimize them based on revenue generated. You need a way to look at the ROI and compare returns of your programs. Marketing campaigns are not linear and most of the time leads have multiple touches with your content, so the system you choose needs to be able to differentiate between first touch and multi-touch generated revenue. I really like Brightfunnel's platform - it has cool features like waterfall charts and is very easy to use and visualize the data. Marketo RCA is my 2nd choice, because it also has the right data, but in order for it to makes sense there is some prep work and ground work that you need to do in Marketo that is not obvious. RCA is also free once you reach a certain database size.

#6. RSS-based email digest. My pick: Digesto

WHY: Yes, you can send monthly newsletter manually every 4 weeks or so, but you can also automate it to your blog readers by letting them subscribe to an email digest of your latest blog posts. Digesto is my favorite, because it integrates well with Marketo, is easy to set up, and requires no attention from me once I get it rolling.

#7. Paid advertising management platform. My pick: AdStage

WHY: In day to day campaign management I spend a lot of time setting up ads on various channels, figuring out what the best campaigns are, pausing under-performing ads, and looking at click through rates. Without paid ad management system this takes a lot of time, because you need to login to every single channel, optimize them individually, remember which ad is running where, and what you need to pause. A tool like AdStage plugs into all of your systems at once (currently, they support Adwords, Twitter ads, Facebook ads, and LinkedIn ads) and pulls the data and ads into one place, which is extremely convenient and time saving.

#8. Predictive analytics platform. My pick: Everstring

WHY: Once you reach a certain lead volume you might hear sales ask for a prioritized way to follow up on leads. This is a good problem for any marketer but can often be confusing if done manually. Predictive lead scoring platform will take your historic data, figure out what kind of lead is the best lead and surface those leads to you and/or your sales team. Everstring would be my pick because their system uses Hadoop, which means it can process HUGE volume of signals in real time, they have a prospecting module, and are easy to use.

#9. Data enrichment software. My pick: DemandBase

WHY: When people come to your website and start filling out forms, you want to ask as few questions as possible, because conversion rate is highly correlated with the number of form fields. Data enrichment tools will populate the values in the fields that are not visible on the forms. For example, you can as email address, company name and full name and have the form enrichment software supplement that data with company size, industry, address, HQ phone number, etc. Why DemandBase - they have the most comprehensive lookup tech, not IP based like most others, which overall drives much better data quality. This will also help standardize company names in your database.


I hope you found this useful. I am constantly curious about latest cool technology out there, so let me know your thoughts and favorite tools that you use for marketing.


Originally posted on LinkedIn: 9 Marketing Technologies To Maximize ROI | Masha Finkelstein | LinkedIn

Are you thinking of joining a B2B startup in demand generation role? Or maybe you just started working at one? If so, this post is for you.

I've been through my fair share of startups and launched demand generation programs of various stages. I wanted to share the 5 types of programs that are almost guaranteed to add value (and ultimately revenue) to your organization.

  1. Focus on follower growth: Before you can really market a product, you need an audience to market to. Growing a base of loyal fans on social networks is relatively easy and does not require too much budget. Follower focused campaigns on Twitter, boosted posts targeting your persona on Facebook, and sponsored posts on LinkedIn are the basic tools you need to achieve this.
  2. Search engine marketing: Did you know you can launch Adwords campaigns with $0? Google often runs promotions and offers $50 coupons to get the campaigns started. Go in and set up just a couple of basic campaigns – your brand terms, competitors, and the top 5 keywords (don’t forget to use Google’s Keyword Tool to estimate volume and competition!)
  3. Basic nurture email drips: In your marketing automation system (which is a good idea to use from the very beginning, by the way) set up email drip campaigns to your database. The key here is to repurpose as much content as you can. Think blog posts, white papers, products data sheets, research articles mentioning your company, videos, anything you have. Write emails and organize them into streams based on common denominators (i.e. lead stage, target persona, whether there is an opportunity already, etc.). Set them up to go out every 3-4 weeks – that way you have more time to generate more content – once you have enough you can switch to every week or 2. Marketo has a special type of program just for email nurture – engagement program.
  4. A/B testing on the website: Need I say more?? Testing anything and everything you can think of will help your conversion rates. And when you go in to set up your tests – assume nothing. A lot of the times we think we know what our prospects want to see and will react to, but in reality it’s the opposite. Let the data drive the direction you take, not the complainers (i.e. your CEO who says “That button just looks wrong”). One of my favorite tools for this is Optimizely – there is a free starter level that you can sign up for.
  5. Retargeting campaigns: Retargeting users that come to your site and don’t convert works. They are already familiar with your brand and will recognize it if they see an ad somewhere. Click through rates on retargeting campaigns are 5-10 times higher than regular display campaigns (in my experience). Twitter ads now enables retargeting, so does Facebook and Adwords. There are also tools that specialize in retargeting – like AdRoll. When you start running retargeting campaigns – watch carefully your cost per click. It should range around $1-$5 depending on your industry. Above $10 is a red flag.

These are just a few ideas to get your started on your demand gen path. Have any other tips? Please share them in the comments.