Some basic concepts on lead-gen in B2B including driving traffic and conversion optimization

1. Online lead
generation in B2B
marketing
Goran Candrlic

2. About
Goran Candrlic
Marketing Manager @GlobalDots
Co-Founder @WebinyPlatform
Twitter: @Chande
LinkedIn: /gorancandrlic

3. Intro
Why we talk about online lead generation?
CEOs don’t trust marketing (ups!)
73% of CEOs stating “marketers lack business credibility
and the ability to generate sufficient growth”. 80% of CEOs
simply don’t trust marketers at all, while 91% do trust CIOs
and CFOs.
Source: survey by Fournaise Group

4. Reason?
Commercial Disconnect – Marketers need to take responsibility for the very
evident commercial disconnect with senior executives.
Distraction, hoopla and hyperbole – the ever-evolving world of marketing, due
in large to technology and a now very connected consumer, brings with it new
marketing opportunities on a monthly basis.
Lack of imagination and innovation. Marketing is about imagination, creating
new ways to deliver a value to the customer, to earn disproportionate attention
over trying to steal it with short-termism and promotionally led thinking.

5. Sales & Marketing Alignment

6. ...almost there

7. ...and the Holy Grail
Source: http://www.kaushik.net/avinash/tips-for-improving-high-bounce-low-conversion-web-pages/

8. Goal of online marketing
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Define and implement online marketing strategy
○ Aligned with overall marketing strategy
○ Brand
○ Message
○ Goals, KPIs, Targets
Drive traffic
○ Owned
○ Inbound (earned)
○ Outbound (paid)
Drive leads
○ Conversion
○ Scoring
○ Nurturing
Analyze, track, improve

9. Online marketing strategy
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Mission
Vision
Branding
Value Proposition (Company)
Communication framework
Market conditions

10. Online marketing strategy
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Product
○ Product / market fit
○ Value proposition
○ USP
○ Key Selling Points
○ Cross-sells & Upsells
○ Pricing
Acquisition channels
○ Owned (website, mailing lists, other properties & audiences)
○ Earned (SEO, Social, Content, Word of mouth, Reviews, Referrals)
○ Paid (PPC, Display, Production, SEO, Remarketing)

11. Online marketing strategy
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Lead-generation & Funnels
○ Conversion Rate Optimization
○ Landing page optimization
○ A/B testing
Retention
○ Loyalty program
○ Customer support
○ Over-deliver
Analytics Framework
○ Main goal: calculate CAC & LTV per channel
○ Include costs from all marketing and sales activities
○ Use cohort analysis to fuel growth and scalability

19. AIDA vs AARRR

20. AIDA vs AARRR

21. Topology of the sale
1. What is the action we want someone
(potential client) to take?
2. Who are we trying to persuade to take this
action?
3. What he needs to know to feel secure and
confident to take this action?
Source: Bryan Eisenberg - Waiting for your cat to bark - Persuading customers when they ignore
marketing

22. Dimensions of sales complexity
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Need
Risk
Knowledge
Consensus

23. Types of buyers
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Accidentals
Knows exactly
Knows approximately
Just browsing

24. Relational vs Transactional shoppers
● Relational
○ consider transaction to be one in long series of
transactions with the company
○ fear of making a poor choice
○ don’t enjoy the process of selecting, negotiating
○ consider the time as part of the price

25. Relational vs Transactional shoppers
● Transactional
○ focused on a single transaction
○ focused on price - don’t want to pay more than
needed
○ enjoy process of comparing and negotiating
○ don’t consider time as a part of price

26. Modes of persuasion architecture (Personas)
Methodical
● Business-like, goal oriented
● Disciplined, methodical
● How can your solution solve my problem?

27. Modes of persuasion architecture (Personas)
Spontaneous
● Personal, activity oriented
● Spontaneous decision, fast decision
● Why is this the best solution to solve my
problem?
● Address immediate needs and credibility

28. Modes of persuasion architecture (Personas)
Humanistic
● Personal, relationship oriented
● Open, slow decision
● Who has used your solution to gain
benefits?
● Address testimonials

29. Modes of persuasion architecture (Personas)
Competitive
● Business-like, power-oriented
● Discipline, strategy
● What can you do for me?
● Address competitive advantage and
strategic thinking

30. Acquisition
Owned, Earned, Paid Media
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Direct
Offline (TV, Print, Radio)
SEO
PPC (Google AdWords, Facebook)
Display
PR
Social (Facebook, Twitter, LinkedIn, Google+)
Video
Reviews, referrals, blogs
Word of mouth
Find the right channel! Test, iterate. Look for LTV > CAC! Use specific landing page
for each channel!

31. Activation
Website concerns
● UX / UI
● Branding
● Information architecture
● Communications
● Visitor flow
● Design
● Conversion optimization

32. Retention
User behavior
● What stage in the buying cycle?
● Email
● Phone
● Webinars
● PDF guides
● Remarketing

33. Revenue
When they buy?
Why?
How to make the process easier?
● Lead nurturing
● Pre-sales
● Automate
● Remove obstacles

34. Referral
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Share
Word of mouth
Campaigns
Contests
Testimonials -> Customers validate!

35. Conversion decision
Source: www.slideshare.net/randfish/big-picture-cro

36. Landing page optimization
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Message match
1 landing page per product / campaign / traffic source
Attention ratio (only one action per page)
Conversion-centered-design (design contrast, typography, encapsulation)
Copy:
○ Value proposition (differentiator)
○ USP (why?)
○ Key selling points (benefits)
○ Testimonials (customer validation)
A/B testing
Calculate ROI, LTV, CAC

37. Stats :)

38. Stats :)

39. Stats :)

40. Platforms & Tools
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Marketing automation
○ Eloqua
○ Marketo
○ LeadLander
Landing page testing
○ Unbounce
A/B testing
○ Optimizely
○ Visual Website Optimizer
Customer Analytics
○ KissMetrics
○ MixPanel
Sales Automation
○ SalesForce
○ BaseCRM

41. Putting it all together
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Planning (Strategy)
Implementation (Tactics)
Analytics
Feedback into the system

42. Thank you!
Twitter: @Chande
LinkedIn: /gorancandrlic