One of the biggest challenges for marketers – whether they’re beginners or seasoned pros – is utilizing their content to convert visitors into customers. As a list of contacts becomes bigger and bigger, it becomes even more difficult to target the right people with the right offers. Content marketing can be a very delicate dance as you guide leads toward making a decision when they are ready on their own terms.
This is precisely why we’ve added Marketo to our growing list of integrations. By syncing your Uberflip Hub with your Marketo account, you’ll be able to generate highly qualified leads and create campaigns with a better understanding of who exactly your audience is.
Let’s dive in and see how it all works!
How The Marketo / Uberflip Integration Works
The ability to connect an Uberflip Call-To-Action (CTA) to a Marketo landing page or sync a CTA to a Marketo email list provides a seamless experience for the end user while making the process as simple as possible for marketers.
In the Uberflip application, there are 2 types of CTAs you can create:
- A form CTA to collect email addresses, names and companies.
- A link CTA to direct people to a site, post or landing page.
When you create a form CTA, you’ll be given the option to connect it to your Marketo account. You can do this quickly by entering your Marketo API when prompted. We’ll even link you directly to where you can find this info if you’re not sure where it’s located. That’s it – no IT required, meaning your marketing team can add, remove and update CTAs as your offers and goals evolve.
The next step will be to create new fields within Marketo to link back to your Hub – Marketo users will be familiar with this process when integrating with another service. These fields will then allow you to track behavior within your Hub and link it with specific contacts.
Next, you’ll be given the option to link that CTA to one of your lists in Marketo. Note that the list has to be created within Marketo before you can connect it to a CTA. If you’re not sure which list to connect to, you can set contacts to come into Marketo under All Leads; however, we recommend choosing a list so new contacts won’t get lost in a sea of contacts and can even start to receive emails immediately.
This is where the magic happens – any lead that fills in your Uberflip CTA will have their information automatically fed into Marketo. Why is this so powerful? There are several ways you can slice and dice the user information within Marketo, but it boils down to this:
- Identify high converting content: Track how your audience consumes your content to learn what converts best.
- Score leads better: Access content engagement metrics that let you deliver higher quality leads to your sales team.
- Trigger campaigns instantly: Send contacts captured in your Uberflip Hub directly to your marketing automation software to trigger lead nurture campaigns.
Let’s take a look at a few examples of how you can use Uberflip and Marketo together.
Example #1 – Set Up A Subscriber List
Creating a list of subscribers to receive regular updates is a great way to develop an ongoing relation with your leads. These contacts have indicated a clear interest in your content, so sending regular updates will likely be welcomed. You can even start to segment different updates to various Smart Lists within Marketo. So, instead of sending one mass weekly digest, send a Stream of featured tweets to contacts that have viewed 3 or more tweets (but no blog posts) and the week’s new blog content to those that have viewed 3 or more blog posts (but no tweets).
Example #2 – A CTA to Download an eBook or Whitepaper
If you’re a modern marketer who subscribes to the Uberflip / Marketo way of doing things (focusing on content marketing and providing real value) then chances are you have existing content to generate and nurture leads. There are three ways you can give people access to your content.
1. Form CTA + Email Follow Up
Use a form CTA as a direct call to action to download a whitepaper and sync it with the Marketo list associated to that piece of content. When someone fills out the form to receive the whitepaper, send a follow up email that allows them to download the book immediately.
2. Link CTA + Landing Page
Create a link CTA that directs people to an Marketo landing page that has been created for this content. This is quick, easy and effective, giving you the opportunity to display a “Thank You” page after the user submits their information to download your content.
3. Success CTA (All In One Step!)
Lastly, you can also use an Uberflip “Success” CTA, which allows you to display the link to download as soon as the form is filled out within your own Hub. This is a less intrusive way of capturing info and provides instant gratification for the user since they receive the content right away.
Example #3 – Trigger a Campaign
Once you’ve captured the contact information you need via a form CTA (either by asking people to subscribe or enticing them to access gated content) you can trigger an email campaign as soon as the info hits your Marketo account. You can even trigger different campaigns based on which CTA was filled out and what content that particular contact finds interesting.
Example #4 – Lead Scoring & Audience Segmentation
In addition to creating a clear path for your audience to help transition them from visitor to lead, the Uberflip / Marketo integration also provides you with insights into how people are consuming your content, what they find most compelling, and what type of content converts best for you.
In essence, lead scoring not only allows you to determine their level of interest in you (based on engagement) but also lets you determine your interest in them (do they fit within your target demographic).
With Uberflip, you can customize your content to become hyper targeted, displaying a call to action on specific content pieces. You’ll know exactly which piece of content caught the attention of your audience, allowing you to better customize your lead nurturing emails.
As we gain more insights into the types of content people are engaging with, lead scoring within Marketo can be refined based on what’s working. This allows you to send more qualified leads to your sales team and make better decisions as you plan out your content marketing strategy.