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Digital Marketing Webinar
Quest For The Perfect B2B Lead
Generation And Nurturing Cocktail
Jan 23, 2015 | Anol Bhattacharya, CEO, GetIT Comms
www.digitalvidya.com
QUEST FOR THE PERFECT B2B
LEAD
GENERATION AND NURTURING
COCKTAIL
Anol Bhattacharya, CEO
MARKETING SOLUTIONS
FOR TECHNOLOGY COMPANIES
B2B Purchase Patterns are Changing
of a B2B purchase decision is made even before
contacting a sales representative
*MarketingSherpa’s Business Technology Marketing Benchmark Guide
80%
Content – the Linchpin of B2B Marketing
4
Website
Blog
Newsletter
Hub & Spoke Model
5
Don’t build your house on rented land.
“
6
7
8
9
10
Dimension Data – EnterpriseCloudAsia.com
11
Use 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.
Content Tonality
12
Not your PRODUCT
It’s about ‘their’ business context
Content Tonality
13
THE RIDER
The rational mind
(Data, ROI)
THE ELEPHANT
The emotional mind
(Stories, case studies)
Good Content Should Address
14
Re-Purpose Create Curate
15
Content Audit
Channel – Content Matrix
Customer Lifecycle – Content Matrix
Persona – Content
Matrix
16
What they
want to hear
What you
want to say
Content Ideas
Content Idea Generation
17
CONVERSION
18
Demographic
s
*Name, email, phone
*Job title and
designation
*Social handles
Firmographic
s
*Company
*Industry and
business
*Size
*Country/Cit
y
BANT
B (udget)
A
(uthority)
N (eed)
T (imeline)
Components of Qualified Lead
Completion
Match / Fit
Engagement
B2B Purchases are a Group Decision
Components of Qualified Lead
Quest For The Perfect B2B Lead Generation And Nurturing Cocktail
Lead Generation Campaign
Effectiveness
me = rv ( of + i ) – ( f + a )
= Relevance ( Offer Value + Incentive ) – (
Friction + Anxiety )
Messaging
Effectiveness
me = rv ( of + i ) – ( f + a )
Defining Personae
me = rv ( of + i ) – ( f + a )
Offer Value
Awareness Content
(Non-Gated)
Conversion Content
(Gated)
Blog
posts
Visual Explainer
Videos
E-
Book
Survey Whitepa
per
TOFU / MOFU / BOFU
Aware
Interested
Named
Prospect
Lead
Opportunity
Sales
TO
FU
MO
FU
BO
FU
me = rv ( of + i ) – ( f + a )
Landing Page
me = rv ( of + i ) – ( f + a )
Conversion Form: Progressive Elaboration
me = rv ( of + i ) – ( f + a )
Conversion Form: Anxiety Fields
A/B Testing
Multivariate
Testing
Component
Testing
Cluster
Testing
Traffic Drivers
Consistency and Flow between Traffic Drivers and Landing Page
Email
Marketing
Digital
Advertisement
Retargeting
Prospe
cts
Visit web
page…
…but leave without
‘conversion’
(15 to 30 days) Later, they
visit sites running Google
Display Network (GDN) or
Yahoo Ad Network…
…and they see YOUR
banner ads
Recapture interest –
drive back to web
page
X
Facebook Retargeting
Paid Content Syndication
33
Conversion Metrics
Traffic Source
Lead QualityG
O
Traffic Conversion
35
LEAD NURTURING AND
MARKETING AUTOMATION
35
50%
Qualifying
Proposal
Quote
$
$ $
25% 25%
Prospecting
Fragmented Lead Lifecycle
Search
eDM Campaign
Website
Content
Conference
Trade Show
Quest For The Perfect B2B Lead Generation And Nurturing Cocktail
Quest For The Perfect B2B Lead Generation And Nurturing Cocktail
Lead Definition - Gap between Marketing and Sales
Movement of Prospects within the Funnel
OPEN
NOT
OPENED
Email
Web meeting
DOWNLOADED
NOT DOWNLOADED
Tele-call
Web meeting
Quest For The Perfect B2B Lead Generation And Nurturing Cocktail
LEAD SCORING
+10
+5
+15
+5
inactive
-10
+20
+25
Completion
Match / Fit
Engagement
TOTAL
POINTS
THRESHOLD
SALES
FUNNEL
44
45
ADDRESS 6 Ubi Road 1
Wintech Centre #06-07
Singapore 408726
PHONE
FAX
+65 6225 2115
+65 6225 2113
EMAIL sales@getitcomms.com
info@getitcomms.com
Found It Useful?
Join upcoming Digital Marketing Webinar live!
http://www.digitalvidya.com/webinars/
www.digitalvidya.com

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