Whether you're a beginner or a seasoned pro, one of the biggest challenges that B2B marketers face is how to utilize content to convert visitors into customers.
Content marketing is a delicate dance as you guide leads towards conversion without disrupting their experience as they self-nurture. And as your list of contacts grows, can become more difficult to provide an experience that feels personalized.
This is 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 and what content is influencing their decision.
Let’s dive in and see how you can get the most out of both platforms!
How to set up your Marketo integration within Uberflip
Get started with these helpful resources:
- Set Up a Marketo Integration
- Get API Access Credentials for Your Marketo Account
- Create a Marketo Smart Campaign that sends Interesting Moments to Salesforce
- Embed a Marketo Form into a Hub Item
- Define a Custom Lead Source Value for Marketo
When you create an email lead form (called a Form CTA), you’ll be given the option to connect it to your Marketo account. Simply enter your Marketo API when prompted. That’s it! No support from your IT team required. Your marketing team can add, remove and update CTAs as your offers and goals evolve.
Within Marketo, you'll have the ability to create custom fields to link back to your Hub. These fields will then allow you to track behavior within your Hub and link it with specific contacts.
You can then link your Form CTA to one of your lists in Marketo. This is where the magic happens; any lead that fills in your Form CTA within Uberflip will have their information automatically fed into Marketo.
Now let's talk about how to put this integration into action.
Example #1: Set up a CTA to download an ebook or whitepaper
Within your Uberflip Hubs, you can use Form CTAs to generate leads form your high-value content. Form CTAs are designed to stream the leads they capture to Marketo, where you can make them part of your lead nurturing strategy. 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 a 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 #2: Trigger a personalized email 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 #3: Get smart about your subscriber lists
Develop an ongoing relationship with your leads by creating a list of subscribers to receive regular updates. 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 #4: Lead scoring and audience segmentation
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.