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Marketo pre-awareness ‘The Definitive Guide to Marketing Automation campaign’

Tim Gibbon (Social Media Portal (SMP)) - 12 April 2013

Marketo pre-awareness ‘The Definitive Guide to Marketing Automation campaign’



Marketing software company Marketo uses a pre-awareness campaign for The Definitive Guide to Marketing Automation


Marketo logoCampaign name: The Definitive Guide to Marketing Automation
Company: Marketo
Audience: Marketers
Duration: Started 05/02/2013 to 14/02/2013
Budget:  Not disclosed / video production $55.00
Channels:  Email marketing, PR, social media and video
Results: 280 marketers requested the guide with 83 of those marketers were completely new to the Marketo database


Social Media Portal (SMP): The full name of the brand (company it is for) along with the URL?

Marketo (M): Marketo www.marketo.com

SMP: The official campaign name and why was it chosen?

M: The Definitive Guide to Marketing Automation (DG2MA) Pre-Awareness Campaign
Marketo The Definitive Guide to Marketing Automation cover

SMP: What was the start and end of the campaign?


M: The start date was 05/02/2013 and the campaign ended on14/02/13 when the guide launched.

SMP: Why was a pre-awareness video and landing page used (and how successful was it)?

M: Similar to when new books are released, we decided to try a pre-sale for our Definitive Guide to Marketing Automation. Launching a pre-awareness campaign would help us build buzz around the release of our guide as well as generate new leads prior to the launch. We also decided to add a video to do something different and out of the box. The video cost $55.00 in total.



SMP: The target audiences of the campaign, who are you trying to reach and why?


M: We wanted to reach anyone with an interest in marketing automation. Whether someone was looking to buy marketing automation, wanted to learn more about it, or if wanted to learn how to implement it, we wanted this to be the book for them. Our DG2MA is a non-bias piece of content that is created to answer everyone’s questions about marketing automation.

Marketo The Definitive Guide to Marketing Automation Facebook pre-awareness imageSMP: Because it’s a business-to-business audience (B2B) how have you approached this?

M: We wanted to take a B2B campaign and make it more interesting and fun by adding a tune. We thought that doing a pre-launch with a catchy song would add more flair and make it more like the B2C ones we see so often.





SMP: Briefly, tell us about your campaign

 
M: There are several commercials with a catchy tune that gets stuck in your head and that’s exactly what we wanted to do with this campaign. If you hear the song once, you’ll keep singing the “Definitive Guide to Marketing Automation” tune.

SMP: What are the goals / objectives of the campaign and why is it different?

M: We were hoping that 50 people would sign up for the pre-release and we ended up getting over double our goal.

Overall we were able to get 280 pre-sale requests, which proved that pre-awareness campaigns are a great addition to our content launches.

SMP: What are the channels, platforms and methods you used?

M: We sent an email announcing the jingle and the pre-release, posted it to Facebook, Twitter, Google+, and LinkedIn and also had our employees share it with their social networks using the social amplification tool GaggleAMP.

SMP: What were the results?


M: 280 people requested the guide and 83 of those people were completely new to our Marketo database.

SMP: What is the budget used for the campaign (if you can’t share the exact budget use ballpark figures e.g. a five figure sum)?

M: In addition to internal resources, our only expense was the $50 video we had created.

Marketo The Definitive Guide to Marketing Automation Facebook imageSMP: How are you making the campaign social?

M: The video on the landing page has Marketo Social Marketing video share features, which prompts people to share the video at the end of the video. We also posted the landing page on every social channel Marketo has a presence on and had Marketo employees share it through GaggleAMP.

SMP: Are there any dedicated hash tags or social media profiles for the campaign?

M: We used the hashtag #dg2ma Definitive Guide to Marketing Automation and posted about the pre-launch on Marketo’s Twitter, Facebook, Google Plus, and LinkedIn accounts.

SMP: Is there anything else we should know, or is there anything in particular that you’d like to share about the campaign?

M: The press releases on DG2MA are at the Marketo website in addition to the press release about the marketing automation song.

SMP: Best way to contact you and ‘Definitive Guide to Marketing Automation’?

M: DG2MA at www.marketo.com/dg2ma




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