The perfect B2B lead generation mix

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"50% of my marketing doesn\'t work . . . I just don\'t know which 50%"

Search for the holy grail of perfect marketing mix is still on, even at the everything-measurable-digital-marketing era. In this presentation we\'ll discuss the recipes of perfect cocktail for B2B Marketing - including social, SEO, SEM, demography based advertisements, offline marketing etc. With case studies from Marketing Campaigns for Cisco Systems, Visa, Hitachi etc. some of the topics will be covered -

- Content marketing for Lead generation and Lead Nurturing
- Lead Generation through B2B Social media
- Lead Generation Search engine marketing for B2B
- Lead Qualification and Drip Campaigns
- Measuring and Analyzing the perfect mix
- Bridging the digital and traditional marketing gap

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The perfect B2B lead generation mix

  1. 1. THE PERFECT B2B LEAD GENERATION MIX Anol Bhattacharya
  2. 2. GETIT COMMSMARKETING SOLUTIONSFOR TECHNOLOGY COMPANIES
  3. 3. www.B2Bento.com
  4. 4. DEFINITION OF insanity |ɪnˈsanəәti| noun [ mass noun ] Doing the same thing over and over again and expecting different results.
  5. 5. DEFINITION OF insanity |ɪnˈsanəәti| noun [ mass noun ] Doing the same thing over and over again and expecting different results.
  6. 6. 87.43% of Marketers are Insane! U Mad?
  7. 7. “50% of my marketingdoesnt work... I just dontknow which 50%
  8. 8. Email Campaign CONVERSIONBanner Adverts SEM Social Media
  9. 9. LEAD QUALIFICATION THROUGH DRIP CAMPAIGN Web Meeting Tele-Call Open email 1 Not Open Downloaded Web Meeting Not Downloaded
  10. 10. LEAD NURTURING 25% 25% Marketing 50% Prospecting Qualifying Proposal Sales Quote $ $ $
  11. 11. LEAD GENERATION CAMPAIGN EFFECTIVENESS me = rv (of + i) - (f+a)Messaging Effectiveness = Relevance (Offer Value + Incentive) - (Friction + Anxiety) MaclabsTM
  12. 12. PERSONA - TOUCH POINT - CONTENT MATRIX > a Name < Name >< Person Name Type < Type > < Role > Role Motivat ions m blandi. c tus ac dia llus ut le is ipsum. •  Phase aur llus id m •  Phase . Goals nibh enim c venenatis ibh in gravida. •  Done aliquam, n m •  Aliqua . ints mcorper Pain Po odio, ulla . nt libero re mollis •  Praese bibendum posue m •  Aliqua n umptio per. Med ia Cons o odio, ullamcor is. nt liber re moll •  Praese bibendum posue rizes this m t characte •  Aliqua uote tha Presenc e “Insert q one sentence.” l Media mauris sit amet velit. persona in S ocia ignissim ilisis lore m. •  Duis d tempor. qu e quis fac t pulvinar •  Euism od Pellentes gilla, est ege in us sem, Nullam fr , enim erat rhonc m e elementu ros augu ves tibulum e sit amet lla. nu lobortis
  13. 13. PERSONA - TOUCH POINT - CONTENT MATRIX > a Name < Name >< Person Name Type < Type > < Role > Role ions EDM m blandi. Motivat PERSONA 1 c tus ac dia llus ut le is ipsum. SEM DISPLAY NETWORK •  Phase aur •  Phase llus id m SOCIAL MEDIA . PERSONA 2 Goals nibh enim c venenatis ibh in gravida. •  Done aliquam, n m •  Aliqua . PERSONA 3 ints mcorper Pain Po odio, ulla . nt libero re mollis •  Praese bibendum posue m •  Aliqua n umptio per. Med ia Cons o odio, ullamcor is. nt liber re moll •  Praese bibendum posue rizes this m t characte •  Aliqua uote tha Presenc e “Insert q one sentence.” l Media mauris sit amet velit. persona in S ocia ignissim ilisis lore m. •  Duis d tempor. qu e quis fac t pulvinar •  Euism od Pellentes gilla, est ege in us sem, Nullam fr , enim erat rhonc m e elementu ros augu ves tibulum e sit amet lla. nu lobortis
  14. 14. PERSONA - TOUCH POINT - CONTENT MATRIX > a Name < Name >< Person Name Type < Type > < Role > Role ions EDM m blandi. Motivat PERSONA 1 c tus ac dia llus ut le is ipsum. SEM DISPLAY NETWORK •  Phase aur •  Phase llus id m SOCIAL MEDIA . PERSONA 2 Goals nibh enim c venenatis ibh in gravida. •  Done aliquam, n m •  Aliqua . PERSONA 3 ints mcorper Pain Po odio, ulla . nt libero re mollis •  Praese bibendum posue m •  Aliqua n umptio per. Med ia Cons o odio, ullamcor is. nt liber re moll •  Praese bibendum posue rizes this m SURVEY characte •  Aliqua uote tha t “Insert q one sentence.” Presenc e velit. INFOGRAPHIC VISUAL EXPLAINER persona in S ocia EBOOK l Media mauris sit amet ignissim ilisis lore m. •  Duis d tempor. qu e quis fac t pulvinar •  Euism od Pellentes gilla, est ege PERSONA 1 in us sem, Nullam fr , enim erat rhonc m e elementu ros augu ves tibulum e sit amet lla. lobortis nu PERSONA 2 PERSONA 3
  15. 15. FOR B2B CONTENT IS THE KINGUse Human Language – avoid Gobbledygook“next generation,” “flexible,” “robust,” “world class,” “scalable,” “easy to use,”“cutting edge,” “mission critical,” “market leading,” “industry standard,”“turnkey,” “groundbreaking,” “interoperable,” “best of breed,” “user friendly,” etc. me = rv (of + i) - (f+a)
  16. 16. FOR B2B CONTENT IS THE KINGUse Human Language – avoid Gobbledygook“next generation,” “flexible,” “robust,” “world class,” “scalable,” “easy to use,”“cutting edge,” “mission critical,” “market leading,” “industry standard,”“turnkey,” “groundbreaking,” “interoperable,” “best of breed,” “user friendly,” etc.It’s about ‘their’ business contextNot your PRODUCT me = rv (of + i) - (f+a)
  17. 17. NOT YOUR GRANDFATHERS CONTENT ONLY
  18. 18. NOT YOUR GRANDFATHERS CONTENT ONLY
  19. 19. NOT YOUR GRANDFATHERS CONTENT ONLY
  20. 20. DO YOU REALLY WANT TO UPSIZE THAT FORM? me = rv (of + i) - (f+a)
  21. 21. LEAD GENERATION THROUGH SOCIAL MEDIA
  22. 22. Unify My Data Center Facebook Campaign
  23. 23. Unify My Data Center Facebook Campaign
  24. 24. Unify My Data Center Facebook Campaign
  25. 25. LEAD GENERATION THROUGH DIGITAL ADS Persona / Demography Based Action / Event Based
  26. 26. LEAD GENERATION THROUGH DIGITAL ADS Persona / Demography Based Action / Event Based ‣ Retargeting
  27. 27. ROI MEASUREMENT - ANALYTICS Traffic - Conversion - GO Lead Quality Traffic Source
  28. 28. ROI MEASUREMENT - ANALYTICS : TAG URLhttp://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
  29. 29. ROI MEASUREMENT - ANALYTICS : TAG URL Google Analytics URL Builder: http://goo.gl/bCkQ3http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
  30. 30. ROI MEASUREMENT - ANALYTICS
  31. 31. STARHUB CAMPAIGN
  32. 32. STARHUB CAMPAIGN ANALYTICS
  33. 33. STARHUB CAMPAIGN ANALYTICS
  34. 34. ROI MEASUREMENT - ANALYTICS Traffic - Conversion - GO Lead Quality Traffic Sourcehttp://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2 Short URL Medium Source Campaign
  35. 35. “50% of my marketingdoesnt work... I just dontknow which 50%
  36. 36. “50% of my marketingdoesnt work... I just dontknow which 50% B@%#% Please
  37. 37. QUESTIONS?
  38. 38. QUESTIONS?Y U NO ASK?

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