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Planning for 2013: How to best utilize top lead gen tactics in the New Year
 

Planning for 2013: How to best utilize top lead gen tactics in the New Year

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As we enter Q4, many marketers are looking at their budgets for 2013. To help you plan, we'll review data from the MarketingSherpa 2012 B2B Marketing Benchmark Report, in which we surveyed 1,745 ...

As we enter Q4, many marketers are looking at their budgets for 2013. To help you plan, we'll review data from the MarketingSherpa 2012 B2B Marketing Benchmark Report, in which we surveyed 1,745 marketers to gain key marketing insights on lead generation, automation, and personas. In this webinar, you'll learn: 1.) Which lead generation tactics were rated as the most effective, and how you can use them to generate qualified leads 2.) How B2B marketers are allocating their marketing budgets, so attendees can stay on top of new trends and priorities 3.) How one company increased pipeline opportunities by 65%, despite a 40% budget cut 4.) Four steps you can use to evaluate the performance of your marketing activities, and make sound decisions for upcoming strategies.

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  • Everyone should have a copy of the handbook – worksheets Certification at the end of the day – Q & A at the end of each section– EvaluationsInteractive session
  • 1. Which lead generation tactics were rated as the most effective in 2012, and how you can use them to generate qualified leads2.How B2B marketers are allocating their marketing budgets, so attendees can stay on top of new trends and priorities3.How one company increased pipeline opportunities by 65%, despite a 40% budget cut4 steps you can use to evaluate the performance of 2012 marketing activities, and make sound decisions for 2012 strategies
  • For the poll, we will keep this slide, then open the poll with the bolded phrases as answers
  • Quote 1:“The greatest challenge would be limited resources; my role combines multiple functions as well as requires applying knowledge from multiple discipline areas.”
  • Background:A B2B database security provider received a 40% budget cut and staff reduction that needed to optimize their marketing activities.Goal: To evaluate the performance of their marketing while investing in activities that generate revenuePrimary research question: How can you determine which marketing activities are worthwhile of your marketing dollars?Approach: Monitor, adjust and negotiate spend on various marketing activities, continually testing and optimizing to increase lead volume and opportunities delivered to Sales.
  • The Cost-per-lead analysis alone doesn’t factor in lead quality.Measured cost-per-lead:CPL ranged from $4 - $100Measured the value of opportunities created by each marketing channelIt was common for a single opportunity to receive multiple marketing messagesThe team took the dollar value of the opportunity and divided it equally among each marketing channel
  • Tradeshows produced high-cost leads and took the longest to become opportunities.So the team…Adjusted marketing plan to smaller events to minimize costExpanded the use of informal email updates, drip nurturing and thought-leadership oriented events
  • Quote 2: “My biggest challenge is generating quality leads. It’s pretty easy turning on a fire hose of leads for our Sales team, but targeting and generating pre-qualified leads is a nut we haven't been able to crack.”
  • Taken From Article: Laura Grover, Director, Marketing Operations for SciQuest explained… “We had one webinar a week, and it was all about SciQuest,” and “What we did to market it was just send out a schedule of upcoming events.” To get out of that bind, Grover and her team wanted to focus on developing fewer events with a more relevant educational focus. And she wanted to sharpen their outbound marketing tactics and measurement tasks to demonstrate the effectiveness of fewer webinars. 
  • webinars as an effective lead gen tactic, and maybe how/why new integrations (like CRM and marketing automation connectors/applications) are playing an even more crucial part in the process relating to faster follow-up and better opportunities to close deals, better data, etc.
  • Taken from a 2012 MarketingSherpa B2B Marketing Benchmark Survey: 35% :The average lift organizations with a LEAD NURTURING strategy experienced. Organizations that SCREENED LEADS from Sales experienced the same77%: The average lift for organizations with a LEAD SCORING strategy163%: The average lift for organizations using automation
  • B2B respondents from 2012 Social Marketing BenchmarkStudy
  • Bullet 1:Provide your audience with the information they want / need, when they want / need itBullet 2: Consistent, relevant communications that build relationships and engagement to progress leads through the funnel
  • Quote 3:“Demonstrating marketing's contribution to revenue. Attribution is always the toughest thing to achieve in trying to demonstrate alignment and attribution to revenue unless it’s an online portal with a click to purchase funnel metric in place.”
  • While lead generation presents a greater priority, and converting qualified leads presents a greater challenge, response levels are relatively similar for the priority and challenge of both tactics. This demonstrates their interdependence.
  • Capture:Consider the entire funnel for optimal lead generation effectiveness(A comprehensive, multichannel approach works best)Nurture: Consistent, relevant communications that build relationships and engagement to progress leads through the funnelConvert:Partner with sales and continually optimize.

Planning for 2013: How to best utilize top lead gen tactics in the New Year Planning for 2013: How to best utilize top lead gen tactics in the New Year Presentation Transcript

  • Join the conversation #SherpaWebinar #sherpawebinar #sherpawebinar @DanielBurstein @davidkonline
  • Planning for 2013: How to best utilize top lead gen tactics in the New YearProvided by: Nov. 5, 2012
  • Introductions • Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa Twitter: @DanielBurstein • David Kirkpatrick, Senior Reporter MECLABS/MarketingSherpa Twitter: @davidkonline #sherpawebinar @DanielBurstein @davidkonline
  • Join the conversation #SherpaWebinar #sherpawebinar @DanielBurstein @davidkonline
  • MarketingSherpa is a research and publishingorganization serving the marketing community• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement #sherpawebinar @DanielBurstein @davidkonline
  • Research Background • 1,745 organizations participated • 157 charts and analytical commentary • Key marketing insights on: • Lead generation • Automation • Personas • Propositions • Content• Key success stories #sherpawebinar @DanielBurstein @davidkonline
  • Today, we will discuss.. • Top B2B marketing challenges • How marketers can stay on top of new B2B trends and priorities • How one company increased pipeline opportunities by 65%, despite a 40% budget cut • 4 steps to evaluate your marketing activities #sherpawebinar @DanielBurstein @davidkonline
  • Planning for 2013 – Lead Generation 3 key steps to optimize every sales funnel1 Capture2 Nurture3 Convert #sherpawebinar @DanielBurstein @davidkonline
  • Poll – What are your top challenges?Q. Which of the following challenges are most pertinent to your organization? a. Generating high-quality leads b. Generating a high volume of leads c. Generating perceived value in “cutting edge” product benefits d. Competing in lead generation across multiple mediums e. Generating public relations “buzz” f. Marketing to lengthening sales cycles g. Marketing to a growing numbers of people involved in the buying process #sherpawebinar @DanielBurstein @davidkonline
  • Poll - Results #sherpawebinar @DanielBurstein @davidkonline
  • Capture: Challenges on the rise • YEAR-OVER-YEAR, average indications of challenges continue to grow #sherpawebinar @DanielBurstein @davidkonline
  • CMOs Speak Out on Top Challenges“The greatest challenge would be limited resources; my role combines multiple functions as well as requires applying knowledge from multiple discipline areas.” – 2012 B2B Marketing Benchmark Report •Limited Resources #sherpawebinar @DanielBurstein @davidkonline
  • Case Study: Background Experiment ID: Application Security, Inc. Location: MarketingSherpa Case Study Library Test Protocol Number: #CS31636Research Notes:Background: A B2B database security provider received a 40% budget cutand staff reduction.Goal: To evaluate the performance of their marketing while investing inactivities that generate revenuePrimary research question: How can you determine which marketingactivities are worthwhile of your marketing dollars?Approach: Monitor various marketing activities while optimizing toincrease the lead volumes delivered to Sales. #sherpawebinar @DanielBurstein @davidkonline
  • Capture: Monitor Multiple Metrics Measured cost-per-lead: • CPL ranged from $4 - $100 • Measured the value of opportunities created by each marketing channel • Common for a single opportunity to receive multiple marketing messages • The team the divided the opportunity values equally among each marketing channel #sherpawebinar @DanielBurstein @davidkonline
  • Capture: Adjust Marketing Plan Expand: Use of low-cost, high value activities Dial Back: Use of high-cost, low value activities #sherpawebinar @DanielBurstein @davidkonline
  • Capture: Adjust Marketing Plan • Adjusted marketing plan to smaller events to minimize cost • Expanded the use of informal email updates, drip nurturing and thought-leadership oriented events #sherpawebinar @DanielBurstein @davidkonline
  • Capture: Negotiate new contracts • Using CPL analysis, they determined optimum CPL for various programs • They used this to set limits and get guarantees from vendors for sponsorships or other paid media“They made opportunities available to me that I otherwise wouldn’t have known about.” -Thomas Vanhorn, CMO, Application Security #sherpawebinar @DanielBurstein @davidkonline
  • Capture: Negotiate new contracts • For example: The team set CPL limit for a whitepaper hosting deal that was lower than the vendor’s offer, the vendor responded with new options to meet their goal. Estimate lead Determine Negotiate generation target CPL with vendor #sherpawebinar @DanielBurstein @davidkonline
  • Capture: Test New Tactics • Online film series • The team created a six-“I don’t think you can base everything on episode miniseries and hosted past results. We spend fair amount of them on a micrositetime trying new stuff to see what sticks.” • User-generated video contest • The team ran a contest which -Thomas Vanhorn asked users to make their own CMO Application Security videos • Finalists received $500 in prizes • After their initial analysis, the team reviewed performance on a weekly and monthly basis #sherpawebinar @DanielBurstein @davidkonline
  • Case Study: Results Adjusting marketing Negotiating plan12% Increase in lead volume new contracts Testing 65% Increase in opportunity value Significant reductions in CPL #sherpawebinar @DanielBurstein @davidkonline
  • Capture: Top Lead Generation Tactics• Website optimization, SEO and email are critical – these remain top three tactics year-after-year• The role of content• Must achieve an optimal mix for YOUR audience #sherpawebinar @DanielBurstein @davidkonline
  • Top of the funnel – Capture leads Capture • Build a foundation with personas, value propositions and content • Select an optimal mix of lead generation tactics for multichannel engagement and generation #sherpawebinar @DanielBurstein @davidkonline
  • Planning for 2013 – Lead Generation 3 key steps to optimize every sales funnel1 Capture2 Nurture3 Convert #sherpawebinar @DanielBurstein @davidkonline
  • CMOs Speak Out on Top Challenges“My biggest challenge is generating quality leads. It’s pretty easy turning on a fire hose of leads for our Sales team, but targeting and generating pre-qualified leads is a nut we havent been able to crack.” – 2012 B2B Marketing Benchmark Report •Generating Quality Leads #sherpawebinar @DanielBurstein @davidkonline
  • Case Study: Background Experiment ID: SciQuest, Inc. Location: MarketingSherpa Case Study Library Test Protocol Number: #CS860Research Notes:Background: A B2B procurement firm that uses weekly webinars togenerate leads.Goal: To reduce the number of events and increase relevancy.Primary research question: How can you determine if fewer webinars ismore effective?Approach: Properly identify and segment the audience to give themtargeted content. #sherpawebinar @DanielBurstein @davidkonline
  • Nurture: Case studyChallenge: Weekly webinarswere not generating volumeand quality of leads needed tomeet goals for thecollaborative procurement andsupplier managementsolutions companyApproach: Properly identifyand segment the audience togive them targeted content. #sherpawebinar @DanielBurstein @davidkonline
  • Nurture: Case studyCleaned up the in-house marketing database and got persona-specific content to the correct audience:• They recognized inconsistencies in the way contacts’ job descriptions were recorded.• They began standardizing the way contacts were identified. A dozen standard job description categories were created.• They hired a summer intern to manually examine each contact and assign them to one of the 12 standard categories. #sherpawebinar @DanielBurstein @davidkonline
  • Results• Better segmentation capabilities from their improved database allowed them to create higher-quality segmented lists for webinar invites.• The webinars could now be advertised to the specific audiences they could benefit.• An invitation on an advanced webinar for the healthcare industry, for example, achieved a 4% acceptance rate – quadrupling the 1% acceptance rate for the company’s basic webinar invitation…a 300% increase in acceptance rate  Source: http://www.marketingsherpa.com/article.php?ident=30653 #sherpawebinar @DanielBurstein @davidkonline
  • Beyond personas: Using the CRM fortargeting and segmentationTargeted email promotion• One week before the webinar, the team sends a dedicated promotional email about the upcoming event to a select segment of the house database.• They track users past actions in their CRM system to match the targeted promotion to contacts’ profiles, based on: - Past webinar attendance - Past white paper downloads - Specific article clicks from past newslettersSource: http://www.marketingsherpa.com/article/how-to/use-email-social-viral-referrals #sherpawebinar @DanielBurstein @davidkonline
  • Key finding: Funnel marketing strategiesdemonstrate proven ROI 35% The average lift organizations with a LEAD NURTURING strategy experienced 77% The average lift for organizations with a LEAD SCORING strategy 163% The average lift for organizations using automation #sherpawebinar @DanielBurstein @davidkonline
  • Poll: Expected Changes to Marketing BudgetsQ. Which of the following tactics will you be increasing your marketing investmentin for 2013? Check all that apply. a. Social media b. Website upgrades c. Content d. Search (SEO / PPC) e. Landing page optimization f. Online advertising g. Email h. Direct Mail i. Print advertising j. Telemarketing k. Broadcast advertising #sherpawebinar @DanielBurstein @davidkonline
  • Poll: Results #sherpawebinar @DanielBurstein @davidkonline
  • Nurture: Expected changes to budgets Budget will decrease Budget will increase • Organizations Social media -2% 64% increasing investments Website upgrades -6% 55% in social, website and Content creation -3% 53% content Search (SEO/PPC) -4% 51%Landing page optimization • Inbound strategies -1% 48% Online advertising -8% 41% continue to grow in Email -5% 39% popularity Direct mail -26% 14% Print advertising -30% 12% Telemarketing -17% 10% Broadcast advertising -16% 7% -40% -20% 0% 20% 40% 60% 80% Source: ©2012 MarketingSherpa Social Marketing Benchmark Survey Methodology: Fielded February 2012, N=3,342 #sherpawebinar @DanielBurstein @davidkonline
  • Mid-funnel – Nurture leads Nurture 1. Provide your audience with the information they want. 2. Consistent communications that build relationships and engagement. #sherpawebinar @DanielBurstein @davidkonline
  • Planning for 2013 – Lead Generation 3 key steps to optimize every sales funnel1 Capture2 Nurture3 Convert #sherpawebinar @DanielBurstein @davidkonline
  • #sherpawebinar@DanielBurstein @davidkonline
  • CMOs Speak Out on Top Challenges“Demonstrating marketings contribution to revenue. Attribution is always the toughest thing to achieve in trying to demonstrate alignment and attribution to revenue unless it’s an online portal with a click to purchase funnel metric in place.” – 2012 B2B Marketing Benchmark Report •Attribution to Revenue #sherpawebinar @DanielBurstein @davidkonline
  • Greatest priority is generation, however greatestchallenge is conversion • The interdependence of lead generation and conversion • Marketers prioritize conversion over more traditional marketing objectives like branding, reputation and awareness • Lead conversion is not simply a “sales job” #sherpawebinar @DanielBurstein @davidkonline
  • Bottom of the funnel: Convert leads Convert • Enable Sales with the information they need on prospects and opportunities • Deliver conversion nurturing materials to late funnel prospects to support the sale #sherpawebinar @DanielBurstein @davidkonline
  • Convert: Lead Generation Analysis New leadsStep #1 – Review closed deals• Begin with an analysis of the deals that have closed • How did these closed deals enter the system?• Record number of deals won, total revenue, average deal size, buyer persona traits etc. for each channel and specific campaign Closed deals #sherpawebinar @DanielBurstein @davidkonline
  • Convert: Lead Generation Analysis New leadsStep #2 – Review New Leads• Analyze by lead generation tactic first • How many leads? • How many qualified leads? • How much did they cost?• Total lead volume, qualified lead volume and percentage of qualified leads per marketing channel Closed deals #sherpawebinar @DanielBurstein @davidkonline
  • Convert: Lead Generation AnalysisStep #3 – Ask Sales• Check in with Sales to gather feedback on performance of lead generation campaigns #sherpawebinar @DanielBurstein @davidkonline
  • Convert: Lead Generation AnalysisStep #4 – Identify Opportunities• Use this complimentary data to identify the most effective channels and campaigns• Considerations: • Lead volume • Qualified lead volume • Percentage of qualified leads per channel #sherpawebinar @DanielBurstein @davidkonline
  • Marketing Analysis – Metrics that Matter• Total lead volume• Qualified lead volume• Percentage of qualified leads• Closing rate• Qualified closing rate• Average deal size• Time to close• Total investment• CPL (cost-per-lead)• CPA (cost-per-acquisition)• CLV (customer lifetime value)• ROI (return on investment) #sherpawebinar @DanielBurstein @davidkonline
  • Worksheet: Evaluating Lead GenerationPerformanceLead Total Qualified % of Closing Average Time to Total Total CPL (Cost- CPA (Cost- ROIgeneration lead lead qualified rate deal size close investment Revenue per-lead) per-campaign volume volume leads acquisition) #sherpawebinar @DanielBurstein @davidkonline
  • Capture. Nurture. Convert. Capture Capture Consider the entire funnel for optimal lead generation effectiveness Nurture Build relationships that progress leads Nurture through the funnel by using consistent communications that are relevant to their needs. Convert Convert Partner with Sales and support with information. Continually optimize #sherpawebinar @DanielBurstein @davidkonline
  • Thank You! • Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa Twitter: @DanielBurstein • David Kirkpatrick, Senior Reporter MECLABS/MarketingSherpa Twitter: @davidkonline #sherpawebinar @DanielBurstein @davidkonline