In this webinar, Mike Vannoy discusses the six essential components of any BtoB lead generation program, regardless of whether it’s in-house or outsourced. The discussion covers: Content Development Marketing Automation Audience Development Integrated Campaigns Sales Enablement Analytics …and more lead generation best practices and resources.

1. The Six Pillars of
BtoB Lead Generation

3. Photo by Ben Garvin

7. 6 Pillars of B2B Lead-gen

8. CONTENT ‘DEVELOPMENT’
Pillar number one

9. Why is the Marketing Automation space talking content?

10. It’s not software, it’s… the content that converts
Marketo’s Videos Eloqua’s Whitepapers Sales Engine’s webinars

11. So why is content ‘development’ such a problem?
3 buying stages
x 3 buying personas
= 9 Pieces of content

12. So why is content ‘development’ such a problem?
3 buying stages
x 3 buying personas
= 9 Pieces of content
x 4 formats/mediums
= 36 Pieces of content

13. So why is content ‘development’ such a problem?
3 buying stages
x 3 buying personas
= 9 Pieces of content
x 4 formats/mediums
= 36 Pieces of content
+ 96 eNews pieces
= 132 pieces of content

14. So why is content ‘development’ such a problem?
3 buying stages
x 3 buying personas
= 9 Pieces of content
x 4 formats/mediums
= 36 Pieces of content
+ 96 eNews pieces
= 132 pieces of content

15. MARKETING AUTOMATION
Pillar number two

16. Marketing Automation

17. Marketing Automation

18. AUDIENCE DEVELOPMENT
Pillar number three

19. Audience Development
INBOUND LEADS/year
1,784 Unique Visitors/mo*
x 4% conversion rate**
= 71 MQL/mo
x 5.0% MQL>SAL rate
= 43 SAL/year
x 30% SAL>SQL rate
= 13 SQL Opportunities
x 40% win rate
= 5 Wins
OUTBOUND LEADS/campaign
50,000 Records
x 0.5% CTR
= 250 MQL/campaign
x 2.6% MQL>SAL rate
= 60 SAL/campaign
x 30% SAL>SQL rate
= 18 SQL Opportunities
x 40% win rate
= 7 Wins
*Optify 2012 B2B Marketing Benchmark Report
**MarketingExperiments “MarketingResearch: average conversion rates”

20. Audience Development
• ‘Outbound’ (or inbound) is simply a
conversation starter to a two way
digital conversation
• IPP more important than ever when
‘first contact’ is a website instead of a
trained sales rep
• Content must be developed and
delivered to elicit “that’s me”
• Database atrophies at 2% per month

21. INTEGRATED CAMPAIGNS
Pillar number four

22. Integrated Campaigns
EmailSocialSearch
PC/Laptop
Mobile
White papers
Channel
Platform
Content
Infographics Video Articles
Sales
Your website

23. SALES ENABLEMENT
Pillar number five

24. Sales Enablement
Sales Executive
• $150,000 TAE
• $1M Quota
• ASP $50,000
• 20 wins needed
• 25% win rate
• Need 80 SQL’s
• MQL’s are not sales-ready…yet!
• Sales reps are trained to find and
qualify ‘sales-ready’ leads
• Out of alignment…
• Early stage buyers get
frustrated with ‘sales’
messaging
• Sales gets frustrated calling
leads who aren’t sales-ready
• You can’t talk to MQL the
same as a sales-ready SQL
Early-stage buyer
• Matches IPP
• Website visit
• White paper
download
• No budget
• No sales
evaluation

25. Sales Enablement
Sales Executive
• $150,000 TAE
• $1M Quota
• ASP $50,000
• 20 wins needed
• 25% win rate
• Need 80 SQL’s
Early-stage buyer
• Matches IPP
• Website visit
• White paper
download
• No budget
• No sales
evaluation
Campaign Sales Playbooks

26. [Webinar] How to Boost Conversions by 878%
Lead Warming Explained
% Leads converted
• Suspects = 0.6%
• MQL 3 = 0.7%
• MQL 2 = 1.9%
• MQL 1 = 5.3%
878%
321%
124%
0%
100%
200%
300%
400%
500%
600%
700%
800%
900%
1000%
MQL 1 MQL 2 MQL 3
% MQL to SAL vs. Suspect to SAL
2.8X

27. Sales Enablement
Sales Executive
• $150,000 TAE
• $1M Quota;
• ASP $50,000;
• 20 Deals to make quota;
• 25% win rate;
• Need 80 SQL’s
The call for BDR’s
80 SQL’s needed
x 50% Marketing sourced
÷ 30% SAL>SQL
= 120 SAL’’s needed
÷ 5.1% MQL>SAL
= 2,353 MQL’s needed
x 5 dials/MQL
= 11,765 Dials
÷ 100 dials/day
= 118 days

28. ANALYTICS
Pillar number six

29. Analytics
Metric Measure
# = Quantity Explicit number of records in
the funnel stage
% = Quality The percent of records that
convert from one stage to
the next is dependent on…
• Quality of the creative
• Quality of the lead itself
Days = Velocity The speed at which a lead
moves through the process
$ = Value Based on sales, the value of
a record at each stage

30. Analytics
# Records % Conversion
# Days $ Value
Suspect
271,006 2.75%
18 $4.32
MQL
7,448 4.47%
23 $157.26
SAL
333 27.03%
14 $3,517.33
SQL
90 37.78%
7 $13,014.11
Wins
34
$34,449.12
$1,171,270.00

31. Analytics

32. Analytics
Funnel Entry Point
Email PPC SEO Social Media
Suspect
208,470 2.40% 26,730 3.80% 33,502 4.10% 2,304 1.60%
$3.07 66 days $3.23 1 day $12.27 5 days $7.97 1 day
MQL
5,003 4.70% 1,017 0.90% 1,368 6.10% 60 8.30%
$128.01 27 days $84.96 21 days $299.16 25 days $498.00 20 days
SAL
235 26.20% 9 33.30% 84 27.00% 5 40.00%
$2,723.71 6 days $9,439.72 19 days $4,904.31 12 days $6,000.00 18 days
SQL
62 36.40% 3 66.70% 23 38.20% 2 50.00%
$10,395.84 6 days $28,347.50 7 days $18,164.10 9 days $15,000.00 7 days
Wins
22 Wins 2 Wins 9 Wins 1 Win
$28,560.00 $42,500.00 $47,550.00 $30,000.00
$628,320.00 $85,000.00 $427,950.00 $30,000.00

33. 6 Pillars of B2B Lead-gen

34. Sales Engine’s MaaS Offering

35. Q&A