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How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
How to plan your lead generation campaigns for the new year
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How to plan your lead generation campaigns for the new year

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  • 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.
  • B2B respondents from 2011 Social Marketing Benchmark Study
  • Cost-per-lead analysis alone doesn’t factor in lead qualityOften, a single opportunity could receive mutlpile offers.
  • Don’t be afraid to make a change!
  • Previously, the team considered any name associated with a particular marketing effort a lead. For example, if they attended a trade show and received a list of 1,000 attendees, they considered all 1,000 of those names viable leads.
  • Transcript

    • 1. Accelerate!YourMarketing inAction Top Lead Generation Tactics for 2012 How to plan your lead generation campaigns for the New Year Jen Doyle, Senior Research Manager, MECLABS Meghan Lockwood, Research Analyst, MECLABS © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
    • 2. Jen Doyle, Senior Research Manager, MECLABS Jen.Doyle@MECLABS.com Meghan Lockwood, Research Analyst, MECLABS Meghan.Lockwood@MECLABS.com© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
    • 3. MarketingSherpa’s research cycle provides knowledge for continuous improvement of marketing performance 3© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
    • 4. • Which lead generation tactics were rated as the most effective in 2011, and how you can use them to generate qualified leads• How B2B marketers are allocating their marketing budgets, so attendees can stay on top of new trends and priorities• How one company increased pipeline opportunities by 65%, despite a 40% budget cut• 4 steps you can use to evaluate the performance of 2011 marketing activities, and make sound decisions for 2012 strategies© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
    • 5. • 1,745 organizations participated • 157 charts and analytical commentary • Key marketing insights on: • Lead generation • Automation • Personas • Propositions • Content • Key success stories© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
    • 6. 45% 45% • B2B organizations rated the 44% pertinence of several 44% challenges including: 43% 1. Lead quality Average Indication of Challenges 2. Lead volume 42% 3. Conveying value 41% 4. Competing in multichannel lead generation 40% 5. Generating PR buzz 39% 39% 38% • YEAR-OVER-YEAR, average 2009 2010 Year of Response 2011 indications of challenges Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey continue to grow Methodology: Fielded June 2011, N=1,745© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
    • 7. “The greatest challenge would be limited resources; my role combines multiplefunctions as well as requires applying knowledge from multiple discipline areas.”“My biggest challenge is generating quality leads. It’s pretty easy turning on a firehose of leads for our Sales team, but targeting and generating pre-qualified leadsis a nut we havent been able to crack.” “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.”© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
    • 8. Q. Which of the following challenges are most pertinent to yourorganization? 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 media, from podcasts to paid search to webinars to print ads e. Generating public relations “buzz” f. Marketing to a lengthening sales cycle g. Marketing to a growing number of people involved in the buying process© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
    • 9. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
    • 10. “How can we best address these challenges in 2012?”© 2011 Cisco and/or its affiliates. All rights reserved. 2010 Cisco Confidential 10
    • 11. • Build a foundation with Capture personas, value propositions and content • Select an optimal mix of lead generation tactics for multichannel engagement and generation© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
    • 12. Audience Question “Please address the use of CONTENT – especially whitepapers and case studies and do not lump them in with social media.”© 2011 Cisco and/or its affiliates. All rights reserved. 2010 Cisco Confidential 12
    • 13. Very effective Somewhat effective Not effective • Website Website design, management 31% 53% 10% and optimization optimization, SEO and Search engine optimization (SEO) 29% 46% 9% email are critical – these Email marketing 26% 56% 6% were top three tactics for Content marketing 23% 48% 10% 2010 and 2011 Trade shows 20% 43% 15% Virtual events / webinars 19% 29% 13% • The role of content Paid search (PPC) 16% 34% 17% Telemarketing 13% 31% 14% Public relations 13% 47% 17% • Must achieve an optimal Direct mail 6% 34% 21% mix for YOUR audience Social media 6% 40% 29% Print advertising 6% 30% 25% Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
    • 14. B2B organizations are prioritizing lead conversion, but struggling to gain maturity© 2011 Cisco and/or its affiliates. All rights reserved. 2010 Cisco Confidential 14
    • 15. 60% • The interdependence of lead Lead generation 48% generation and conversion Converting 57% qualified leads into paying customers 52% • Marketers prioritize conversion Branding, reputati on and awareness 45% over more traditional marketing 38% objectives like 44% Priority branding, reputation and Lead nurturing 40% Challenge awareness Lead qualification 36% and scoring 37% • Lead conversion is not simply a Lead hand-off and management 18% “sales job” 22% Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
    • 16. Audience Question “What tactics do you suggest to not just generate more leads, but generate quality leads?”© 2011 Cisco and/or its affiliates. All rights reserved. 2010 Cisco Confidential 16
    • 17. 35% The average lift organizations with a LEAD NURTURING strategy experienced Organizations that SCREENED LEADS from Sales experienced the same 77% The average lift for organizations with a LEAD SCORING strategy 163% The average lift for organizations using automationSource: ©2011 MarketingSherpa B2B Marketing Benchmark SurveyMethodology: Fielded June 2011, N=1,745© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
    • 18. • Consistent, relevant Nurture communications that build relationships and engagement to progress leads through the funnel • Provide your audience with the information they want / need, when they want / need it© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
    • 19. Audience Question “Lead nurturing campaigns – how many is too many?”© 2011 Cisco and/or its affiliates. All rights reserved. 2010 Cisco Confidential 19
    • 20. • Enable Sales with the Convert information they need on prospects and opportunities • Deliver conversion nurturing materials to late funnel prospects to support the sale© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
    • 21. • Consider the entire funnel for optimal lead generation Capture effectiveness • A comprehensive, multich Nurture annel approach works best Convert • Partner with Sales • Continually optimize© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
    • 22. “What trends do I need to know for 2012?”© 2011 Cisco and/or its affiliates. All rights reserved. 2010 Cisco Confidential 22
    • 23. Q. Which of the following tactics will you be increasing your marketinginvestment in for 2012? 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© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
    • 24. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
    • 25. Budget will decrease Budget will increase • Organizations Social media -2% 64% increasing Website upgrades -6% 55% investments in Content creation -3% 53% social, website and Search (SEO/PPC) -4% 51% content Landing page optimization -1% 48% • Inbound strategies 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: ©2011 MarketingSherpa Social Marketing Benchmark Survey Methodology: Fielded Feb ruary 2011, N=3,342© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
    • 26. “How can I develop my optimal lead generation mix for 2012?”© 2011 Cisco and/or its affiliates. All rights reserved. 2010 Cisco Confidential 26
    • 27.  Experiment ID: Application Security, Inc. Location: MarketingSherpa Case Study Library Test Protocol Number: #CS31636 Research Notes Background: A B2B database security provider experienced 40% budget cut and staff reduction, and needed to optimize their marketing activities. Goal: Evaluate the performance of their marketing activities and decide which activities were worthwhile given their limited marketing budget. Approach: • Monitor, adjust and negotiate spend on various marketing activities • Determine an optimal CPL – and cut programs that didn’t deliver ROI • Test and optimize to increase lead volume and opportunities delivered to Sales.© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
    • 28. 1. Monitor Multiple Metrics2. Adjust Marketing Plan3. Negotiate New Contracts4. Test New Tactics© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
    • 29. • Cost-per-lead •CPL ranged from $4 - $100 • Reduce overlap and maximize each channel’s output •Determine the dollar value of the leads in each marketing channel •High cost activities did not always produce high value conversions • Optimize analysis •Revisit these numbers regularly to see what works, and what needs further tweaking© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
    • 30. Expand the use of low-cost, high value activities Dial Back on high-cost, low value activities “I don’t think you can base everything on past results. We spend fair amount of time trying new stuff to see what sticks.” -Thomas Vanhorn, CMO, Application Security© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
    • 31. •Tradeshows produced the highest-cost leads, which also took the longest to become opportunities….. •So they participated in smaller, local events to minimize cost© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
    • 32. • Expand the use of informal email updates, email drip nurturing and thought-leadership oriented events. • Deploy low-cost, creative campaigns •“Online film mini-series” boost visibility and customer interaction.© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
    • 33. • Using their CPL analysis, they determined optimum CPL for various programs • This allowed them 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© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
    • 34. • 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 Determine Negotiate lead target CPL with vendor generation© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
    • 35. • Online film series: •The team created a six-episode miniseries and hosted them on a microsite • User-generated video contest •The team ran a contest which asked users to make their own videos •Finalists received $500 in prizes • After their initial analysis, the team reviewed performance on a weekly and monthly basis© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
    • 36. Adjusting marketing Negotiating plan new contracts Testing 12% Increase in lead volume 65% increase in opportunity value Significant reductions in CPL© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
    • 37. How to conduct your lead generation analysis in 4 steps© 2011 Cisco and/or its affiliates. All rights reserved. 2010 Cisco Confidential 37
    • 38. Step #1 – Review closed deals New leads • 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© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
    • 39. Step #2 – Review New Leads 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© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
    • 40. Step #3 – Ask Sales • Check in with Sales to gather feedback on performance of lead generation campaigns Step #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© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40
    • 41. Audience Question “Metrics you use to determine ROI?”© 2011 Cisco and/or its affiliates. All rights reserved. 2010 Cisco Confidential 41
    • 42. • 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)© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
    • 43. Lead Total Qualified % of Closing Average Time to Total Total CPL (Cost- CPA (Cost- ROI generation lead lead qualified rate deal size close investment Revenue per-lead) per- campaign volume volume leads acquisition)© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
    • 44. • Capture, nurture and convert to maximize the Capture performance of lead generation activities in 2012 • Conduct a marketing Nurture performance evaluation and then adjust marketing plans, negotiate new contracts, and test new Convert initiatives© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44

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