Creating Customer-centric Messaging for Optimal Lead Generation
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Creating Customer-centric Messaging for Optimal Lead Generation

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Join MarketingSherpa (http://www.marketingsherpa.com) speakers Jen Doyle and Stonie Clark for this free, hour-long webinar, sponsored by Act-On Software, Inc. ...

Join MarketingSherpa (http://www.marketingsherpa.com) speakers Jen Doyle and Stonie Clark for this free, hour-long webinar, sponsored by Act-On Software, Inc.

It includes:

An introduction to the FUEL methodology for optimal lead generation strategy
How to build the foundation for your lead generation program(s)
How to identify buyer personas and understand the importance of your organization’s value to them
How to develop key strategies to produce content your ideal customers will find valuable
A case study on how an online luggage retailer created a premium report based on a survey of e-newsletter subscribers, and captured five times more blog traffic by combining email, search, social and PR for a content marketing campaign

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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
  • Lead author - My expectation is that you will all leave here today with a revolutionized B2B Marketing plan that will generate highly qualified leads for your organizations, accelerate sales pipeline performance, and maximize Marketing’s impact on revenues. Kaci can share her expectations
  • Q. Which of the following marketing challenges are currently most pertinent to your organization?How many can relate to this challenge?
  • What has caused intensified challenges, expectations and demands of the B2B marketer?
  • How do we combat these challenges?By revolutionizing your B2B marketing approach, you will play an integral role in the overall success of your business. To achieve success, it is necessary to become more sophisticated than ever before with your marketing practices. You must elevate Marketing’s efficiency in all stages of the buying process, from lead generation to sales conversion.
  • In today’s market, it is essential for all marketing communications to be focused on the buyer, not the organization. Buyers do not want to be addressed as a mass audience, but as individuals with unique needs, concerns, interests and values. A traditional, one-size-fits-all approach will not be effective. By establishing buyer personas, organizations are enabled to deliver unique content to various personas that will attract and nurture new and existing leads.
  • How many of you feel like you have an idea of who your buyer personas are?
  • Now that you know what to look for, you may be wondering how to get this information. Your organization may have an idea of the key traits of your various buyer personas, but those ideas must be validated by true insights and data. To get started, use the worksheet below to record any perceptions or ideas that your organization has of your buyer’s traits and behaviors. Record anything that you have heard internally about your buyer’s key motivations, concerns, goals, expectations, etc.
  • If you have alignment issues with your Sales department, conducting preliminary interviews with key salespeople to help identify your organization’s buyer personas can be an effective first step in bridging the gap.
  • Why are we identifying our worst customers? You want to learn how to attract more of the customers you want for your organization, and detract any that you don’t want. Bad customers can be very damaging to your reputation, especially now since they can be heard through social media. The decision is up to you – your organization may still find that it’s effective to generate some revenue from their worst customers, however in most cases, attracting your ideal customers will result in maximum revenues and success.
  • We’re going to shift gears a little bit and talk about how you can improve you lead generation with content marketing. This case study is entitled: “Combining, Email, Social and PR for a Content Marketing Campaign”
  • Now, the study is about how suitcase.com, an online luggage retailer, used existing marketing channels and content to attract a relevant audience and drive blog traffic.
  • The marketing team at suitcase.com wanted to drive more traffic to the company blog in order to(A) help establish thought leadership and authority for their brandand (B) educate customers on product selection. However, the team didn’t want to spend more money on advertising…. Instead they decided to take advantage of existing marketing channels and assets that weren’t being used to their full potential.
  • The team also asked which suitcase features -- such as wheels or exterior pockets -- were most important in respondents' purchasing decisions. By compiling the answers to these questions, the team created a report to establish its authority on luggage and attract press articles about the change in travelers' behavior. This report would be the asset to ultimately drive traffic to Suitcase.com’s blog.
  • So, the team came up with a multichannel campaign that combined insights from search marketing and the reach of public relations, email and social media…They began research for the campaign by looking at search volumes for industry specific keywords…And doing this, they discovered several trends in suitcase-related searches:For one, they saw that a lot of people were looking up terms like “baggage restrictions” and “travel bags.”The popular search terms suggested that people were frustrated with airport luggage restrictions and searching for more information on the topic.Realizing this could be a great point to report on, they began to search competitor sites for similar content. Fortunately, they found that noone else had really addressed these issues and decided to go through with research on the topic.
  • The team built a survey addressing each of the areas they found during their preliminary research. They then sent out the survey to their house list. Now, these were individuals who were already interested in luggage, so they made great subjects for the study.As CEO John Ebb told us, the team “wanted to make sure the people they sent the survey to were already interested in luggage...and not just people who liked to fill out surveys.“As incentive for the survey, they offered respondents an opportunity to win a free dinner for two.
  • Once the survey closed, the team compiled its results in a nine-page report that included:-ACover page-Table of contents- An Executive summary with methodology and key findings-Colorfulcharts and statistics-Analyses and quotes from the team -And descriptions of each company involvedThe team created journalist-friendly content by focusing on the data and analyses rather than self-promotion.
  • Instead, they strove to increase search visibility by attracting press mentions and external links.The key here is to pitch the idea to your partners in a context that's relevant to their audiences. So for instance, the team couldn’t have asked its PR agency to blog about the travel report's findings alone -- the subject would have been pretty irrelevant. In this case, the team asked the agencies to focus on its PR and content strategy, which applied to their audiences.They achieved additional visibility by distributing through partners with strong social media presence.
  • According to Ebb, the campaign was a huge success:-Blog traffic increased 518%, compared to the same period the previous year-The report generated numerous third-party blog posts and press mentionsAdditionally:-The report’s landing page had a 16% lower bounce rate than the site’s average
  • Search engines and social media sites can serve as excellent tools in conducting this research. By analyzing keyword search volumes and trends, as well as monitoring behaviors of your audience on social media sites, your will be able to identify answers to all of the questions above.Once you have a list of keywords that are relevant to you company and audience, you can start monitoring conversations that are happening on social media sites on those topics and conducting keyword research.There are a vast number of online tools available to assist with the monitoring process, both free and paid.
  • You will use the research you have conducted to determine subject matter, format, etc., but you also need to leave some room for innovation. After all, not all buyers always know exactly what they want, right? There is a famous quote from Henry Ford that states:We don’t want you to be afraid to get creative with your content development, and the best practice is to balance this creativity with key insights you have learned from your research. For example, if Henry Ford’s customers asked him for a faster horse, the fact that they desired to get to where they wanted to go faster may have helped him with his innovation. Your content needs to be centered on your audience, but only you understand your company’s goals and value proposition. You’re going to need to balance what your audience wants with your innovations and what you need to communicate.
  • By balancing research with innovation, and using personalization when possible, you will be able to develop effective content for your audience. You will find that some content formats and subjects will be more effective than others. In marketing, you’re constantly testing the effectiveness of your lead generation campaigns, and your content should be no different.
  • Act-On has made it extremly easy – removing the complexity to Marketing AutomationStarting with word class EMAIL – then we give a rich set of tools - all in a single platformThis combination has proven to be very successful in giving back time to the marketer to focus on Increasing Revenue. Next step.
  • Lead author - My expectation is that you will all leave here today with a revolutionized B2B Marketing plan that will generate highly qualified leads for your organizations, accelerate sales pipeline performance, and maximize Marketing’s impact on revenues. Kaci can share her expectations

Creating Customer-centric Messaging for Optimal Lead Generation Creating Customer-centric Messaging for Optimal Lead Generation Presentation Transcript

  • Creating Customer Centric Messaging For Optimal Lead Generation August 23rd 2012Sponsored by:
  • Introductions • Jen Doyle, Senior Research Manager, MarketingSherpa http://www.linkedin.com/in/jenldoyle Jen.Doyle@MECLABS.com • Stonie Clark, Research Associate, MarketingSherpa http://www.linkedin.com/pub/stonie-clark/33/567/ab1 Stonie.Clark@MECLABS.com $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Join the conversation #SherpaWebinar $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • MarketingSherpa is a research and publishingorganization serving the marketing community• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Today’s agenda• Introduction / background for the FUEL methodology• Building the foundation for your lead generation programs• Identifying buyer personas to improve relevance and engagement• MarketingSherpa case study: Combining Email, Search, Social and PR for a Content Marketing Campaign• Key strategies for developing valuable, in demand content $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Research Background• We surveyed over 3,000 marketers focusedon lead generation to uncover: • Top challenges • Best marketing tactics • Lead scoring, nurturing and management • Content strategies • Marketing automation • Marketing analysis • Marketing operations and metrics• Result of this research – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Key Finding: Challenges Still Growing 45% 45% • B2B organizations rated 44% the pertinence of several 44% challenges including: 43% • Lead qualityAverage Indication of Challenges • Lead volume 42% • Lengthening sales cycles 41% • Growing committees 40% • YEAR-OVER- 39% 39% YEAR, average indications 38% of challenges continue to 2009 2010 2011 grow Year of Response Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745 $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Live Poll• What is your top b2b marketing challenge? • Generating high-quality leads • Generating a high volume of leads • Generating high perceived value of products • Lead gen across multimedia • Generating PR “buzz” • Marketing to a extended sales cycle • Marketing to an increased # of people in buying process $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • The Growing Challenges facing B2B Marketers 74% Generating high-quality leads 69% 78% • B2B marketing challenges 49% have become more Generating a high-volume of leads 35% 44% pertinent to organizations Generating perceived value in 41% 2011 over time 37% 2010 "cutting-edge" product benefits 37% 2009Competing in lead generation across multiple media, from podcasts to 40% 36% • Balancing quality andpaid search to webinars to print ads 27% quantity of leads 38% Generating public relations "buzz" 36% generated 33% Marketing to a lengthening sales 38% • Sales cycles becoming 41% cycle 39% Marketing to a growing number of 33% more complex people involved in the buying 34% process 33% Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745 $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • What has caused these challenges? There are internal and external influencers $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • B2B Marketers are Resistant to Change Our research indicates the industry is resistant to the changes happening in the marketplace, and the resulting new best practices that are vital to success. So, are you resistant to change? Let me ask you a few questions… $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Q1 – Do you send all leads directly to Sales? • 61% send all leads No 39% directly to Sales … but • Only 27% of leads Yes generated are actually 61% qualified Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745 $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Q2 – Have you defined your sales and marketingfunnel?• 68% have not identified Yes 32% their funnels• Before you can optimize lead progression through No the buying cycle, you first 68% need a map Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745 $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Q3 – Do you score and nurture your leads? • 79% of B2B organizations are • 65% of B2B organizations have no not scoring their leads nurturing campaigns in place Yes 21% Yes 35% No 65% No 79% Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745 $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • How can we combat these new challenges? $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • FUEL Up…….. and Drive Effectiveness Find and attract Uncover qualified Establish automated Lift results leads leads marketing processes Building a Bridging the gap How to select foundation for your Lead generation between Marketing marketing lead generation analysis and Sales automation software programs Marketing Identifying the Mastering essential automation Marketing-Sales Automation analysis lead generation implementation and funnel upkeep How to select your Identifying and Metrics that matter lead generation mix qualifying leads Delivering marketing Harvesting high value to the C-Suite quality leads & marketing leadership $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • BUILDING THE FOUNDATION FOR YOUR LEAD GENERATION PROGRAMS $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Who are you Targeting? Identifying BuyerPersonas• Why do we need buyer personas? $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Who are you Targeting? Identifying BuyerPersonas• What is a buyer persona? A detailed profile that represents an actual, real-life group of your target audience. It includes common interests, motivators and expectations, as well as demographic and other behavioral characteristics. $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Who are you Targeting? Identifying BuyerPersonas• Isn’t that the same as a target market? A target market is a profile typically based on demographics, such as location, company size, annual revenue, etc. Buyer personas are more in-depth profiles that include behavioral characteristics. $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Top Tactics in Developing Buyer Personas Interviewing prospects 64% and/or customers Interviewing Sales 56% • #1 Tactic – go straight to the Conducting a survey ofprospects and/or customers 47% source!Mining in-house database to identify characteristics of 43% best and/or worst … • Balancing qualitative and Evaluating Web analytics reports 34% quantitative data Interviewing customer 27% service Using keyword research to 25% identify topics of interestMonitoring activity on social 20% media sites Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745 $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Key Buyer Persona TraitsDemographic traits Behaviors • Job title & responsibilities • Key concerns for purchase • Organization size / • Interests department size • Motivation • Primary market • Expectations (B2B, B2C, B2B2C) • Decision-making authority • Industry • Approvals needed for purchase • Location • Urgency • Budget • Goals • Familiarity with product / service • Pain points & challenges • Validation needed for purchase $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Exercise: Initial Perceptions of Buyer PersonasInitial thoughts and perceptions of buyer personas Ideal customer Worst customer Additional persona Additional persona $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Researching Buyer Personas - Qualitative• Step 1 – Ask customer-facing departments • Ask Sales about prospect motivations, barriers, objections, etc. • Ask Customer Service about customer expectations, problems, concerns, etc. • Be sure to ask who your best and worst prospects and customers are and why.• Step 2 – Ask prospects • Ask prospects about motivators, challenges, barriers, etc. • Interview best and worst prospects• Step 3 – Ask customers • Ask customers about motivators, challenges, barriers, etc. • Interview best and worst customers $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Researching Buyer Personas - Quantitative • Step 4 - Mine in-house database • What to look for • Common traits for ideal customers • Large deal sizes, short timeframes to purchase, most repeat purchases, etc. • Common traits for undesirable customers • Returns or refunds, smallest deal sizes, longest timeframes to purchase • What’s the difference? TIP: DOCUMENT YOUR RESEARCH $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Sample buyer personasIdeal customer - The B2C retailer with ample resourcesin house, seeking a comprehensive platform to deploypromotional emails to a large list of over 100,000contacts. They tend to have a solution in place but areseeking a more in-depth product. Their organization hasover 500 employees. This buyer “gets it” and has a clearunderstanding and value for the benefits of the product.This buyer has ample resources both financial anddepartmental.Worst customer - The small business owner with limited marketing resourcesand experience. This buyer thinks email marketing should be inexpensive andthey want to deploy messages to a list with fewer than 10,000 subscribers.This buyer is relatively unfamiliar with the benefits of the product over theircurrent free email system. $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Plotting the Buyer Persona Quadrant Additional persona Ideal customer The B2B2C marketer who is fairly educated with the benefits of The B2C retailer with ample resources in house, seeking a the product. They often have a solution in-house that they are comprehensive platform to deploy promotional emails to a large unhappy with. This buyer has a medium to large sized house list list of over 100,000 contacts. They tend to have a solution in of 30,000 to 100,000 subscribers. place but are seeking a more in-depth product. Their organization has over 500 employees. This buyer “gets it” and has a clear understanding and value for the benefits of the product. This buyer has ample resources both financial andPotential departmental.deal size Worst customer Additional persona The small business owner with limited Marketing resources and The B2B marketer with limited resources in house, seeking a cost experience. This buyer thinks email marketing should be effective, user-friendly system to deploy monthly newsletters inexpensive and they want to deploy messages to a list with and promotions. This buyer has a clear understanding of the fewer than 10,000 subscribers. This buyer is relatively unfamiliar benefits and hopes to make a quick purchasing decision. They with the benefits of the product over their current free email may say they “needed a solution yesterday.” Their organization system. has less than 100 employees. Education / understanding of key benefits $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • MARKETINGSHERPA CASE STUDY: COMBININGEMAIL, SEARCH, SOCIAL AND PR FOR A CONTENT MARKETING CAMPAIGN $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Case Study: Combining Email, Search, Social andPR for a Content Marketing Campaign • Suitcase.com, online luggage retailer • Used existing marketing channels and content to attract a relevant audience to drive blog traffic $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Campaign Goals • Suitcase.com wanted to drive more blog traffic to: • Establish thought leadership and authority • Educate customers on product selection $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Campaign Tactic – Research Topics• The team built an online survey to gather prospect insight on how they have been affected by the changes in airline regulations including: • “Has the increase in airline baggage fees caused you to do any of the following?” Pack lighter, Check fewer bags, Consider related features, None of the above • “Which of the following factors have the greatest influence on your baggage purchase?” Weight, Size and dimensions, Warranties, Features / functionality, Price, Style, Other $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Campaign Tactic – Research topics • The team looked at search volumes for industry specific keywords • Identified trends in new travel restrictions and baggage fees: • “baggage restrictions” • “travel bags” • Competitive research • Monitored competitor press mentions and websites for content $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Campaign Tactic – Research Topics • The team distributed the survey via an email blast • The selected a relevant database for the send "We wanted to make sure the people we sent it to were interested in luggage...and not someone who just liked to fill out surveys" • They included an incentive to boost responses $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Campaign Tactic – Develop & Distribute Content • A nine-page report was developed based on the study results • The report included: • Cover, TOC, Executive Summary, Stats and charts, Analysis, and company descriptions • Content was highly relevant to audience and light on self- promotion • The team made this report available through a .pdf download $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Campaign Tactic – Develop & Distribute Content • The team distributed a well- optimized press release and reached out to key bloggers and publications • Pitches were done individually with tailored messages • They received further distribution through partners with strong social media presence $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Campaign Results • Blog traffic increased 518% YOY • The report was picked up by numerous media outlets, and a number of third-party blog posts were generated • The report’s landing page was the top-performing landing page of their site – with a 16% lower bounce rate than the site’s average $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • KEY STRATEGIES FOR DEVELOPING VALUABLE, IN DEMAND CONTENT $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Delivering the Message with High Quality Content Repurposing and reformatting 64% • Best practices in existing content developing marketing Encouraging content customers to 53%submit testimonials and case studies • Repurposing andRecruiting authors internally from 48% reformatting existingother departments content Outsourcing to a • Recruiting authors consultant or 27% agency internally from other Utilizing socialmedia to encourage 20% departmentsbrand advocates to produce content Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 • Outsourcing to an agency $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • The New Rules of Content DevelopmentStep #1 – Research• What subject matter is going to be both interesting and valuable to our audience?• What topics does our audience want to learn about?• Are there any opportunities for us to fill a void?• What language do they use in their discussions related to our product or service?• What formats do they prefer? • Articles • Videos • Podcasts • Images • Etc. $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Thorough research leads to engaging contentStart by developing a list of targeted key terms including: • Products • Services • Industry sectors • Technologies • Competitors • Brands • Key issues • Industry experts • Key employees • Recent press releases • Key needs and concerns of your audienceWhere can we find this information? $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Balance research with innovation for optimalcontent development “If I had asked what my customers wanted, I would have made a faster horse.” - Henry Ford $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • The New Rules of Content Development - Personalize • The personalization of We regularly personalize the messaging of our marketing 40% marketing materials materials • The vast majority of B2BWe tend to personalize messaging from time to time, but not on a 41% organizations are using regular basis some level of personalization We don’t personalize any of our 19% marketing materials • Why? Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • You can’t make the grade without a good test• In Marketing, we’re constantly testing lead generation campaigns, landing pages, calls-to- action, etc.• Things to test: • Subject matter • Format • Style (Formal? Informal?) • Length • Readability • Timing of distribution • Subject lines / titles • Calls-to-action $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Exercise: Taking InventoryExisting content for reformatting and repurposing1. 9.2. 10.3. 11. 4. 12. 5. 13. 6. 14. 7. 15. $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Home Grown Content VS 3rd Party Home Grown 3rd Party √ Inexpensive Often expensive X √ Specific Broad X √ Controlled Uncontrolled X √ Can be pulled down There forever X √ Technically accurate Can be inaccurate X X Lower value to reader High perceived value √ X “Sales job” Endorsement √ $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • WRAP-UP & KEY TAKEAWAYS$100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Summary: FUEL B2B Marketing Effectiveness Find and attract Uncover qualified Establish automated Lift results leads leads marketing processes Building a Bridging the gap How to select foundation for your Lead generation between Marketing marketing lead generation analysis and Sales automation software programs Marketing Identifying the Mastering essential automation Marketing-Sales Automation analysis lead generation implementation and funnel upkeep How to select your Identifying and Metrics that matter lead generation mix qualifying leads Delivering marketing Harvesting high value to the C-Suite quality leads & marketing leadership $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Marketing Automation for the Fortune 5 Million Marketing Automation for the Fortune 5 Million World-Class E-mail Complete Set of Tools Approach & Terms Marketing Core & on One Platform that Work Deliverability • Drip/Nurturing, Web • Start Simple, Automate at Analytics, Landing Pages, Your Own Pace• Third-Generation Email Forms, Scoring, CRM Marketing Platform Integration, Social Media, • Affordable Pricing; Month- Reporting and More to-Month Contracts• No extra charge for deliverability • Focus Usability, Simplicity & • Live Customer Support – At Manageability No Additional Costs www.act-on.com
  • $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008
  • Thank You! • Jen Doyle, Senior Research Manager, MarketingSherpa http://www.linkedin.com/in/jenldoyle Jen.Doyle@MECLABS.com • Stonie Clark, Research Associate, MarketingSherpa http://www.linkedin.com/pub/stonie-clark/33/567/ab1 Stonie.Clark@MECLABS.com $100 Off the Full 2012 Lead Gen Benchmark Report Meclabs.com/100-acton Discount code: 305-BM-4008