Op#fy	  Best	  Prac#ces	  LEAD	  GENERATION	  CAMPAIGNS	  
Agenda	   •  Op#fy’s	  framework	  for	  lead	  genera#on	  campaigns	   •  Available	  lead	  genera#on	  channels	  	   ...
The	  B2B	  Marke#ng	  Loop	                                                Define	  the	  buyer	                          ...
Define	  your	  target	  buyer	                    Loca#on	                          Industry	                             ...
Where	  is	  your	  target	  audience?	   •  Search	  terms	   •  Online	  publica#ons	   •  Social	  media	  networks,	  ...
Do	  you	  already	  have	  on-­‐target	  leads?	  Page	  6	                         Confiden#al	  
The	  B2B	  Marke#ng	  Loop	                                                Define	  the	  buyer	                          ...
Set	  goals	  and	  establish	  baseline:	   Understand	  the	  business	  mechanics	  Page	  8	                          ...
Start	  with	  the	  bodom	  line	          •  What	  is	  the	  average	  sales	               price	  (ASP)?	          •...
Make	  your	  way	  back	          •  What	  is	  the	  win	  rate?	          •  What	  cons#tutes	  as	  an	  Opportunity...
To	  get	  to	  your	  goals	          •        What	  is	  the	  conversion	  rate	  between	  leads	  to	  opportuni#es?...
And	  understand	  your	  KPI’s	          •  What’s	  the	             visitor-­‐lead	             conversion	            ...
Establish	  baseline	  and	  validate	  goals	                   BASELINE	                                                ...
ROI	  Calculator	                   hdp://www.op#fy.net/forms/inbound-­‐marke#ng-­‐roi-­‐calculator	  	  Page	  14	       ...
The	  B2B	  Marke#ng	  Loop	                                                 Define	  the	  buyer	                         ...
Plan	  and	  setup	  campaigns	   •  Find	  your	  on-­‐target	  leads	   •  Design	  the	  offers	   •  Set	  up	  campaig...
Where	  is	  your	  target	  audience?	   •  Search	  terms	   •  Online	  publica#ons	   •  Social	  media	  networks,	  ...
The	  Offer:	   The	  Essen#al	  Guide	  for	  B2B	  Lead	  Genera#on	  Campaigns	  Page	  18	                             ...
Landing	  Page:	   pages.op#fy.net/the-­‐essen#al-­‐guide-­‐for-­‐b2b-­‐lead-­‐genera#on-­‐campaigns	  	  	  Page	  19	   ...
The	  “Flow”	                                  §  The	  Essen#al	  Guide	  for	  B2B	  Lead	  Genera#on	  Guide	         ...
Demand	  Genera#on	  -­‐	  Where	  Do	  Leads	  Come	  From?	                                         Traffic	              ...
Promo#on	  checklist	  for	  new	  offers	                   In-­‐House	  Promo?on	  Op?ons	                               ...
Set	  up	  the	  promo#ons	   hdp://pages.op#fy.net/the-­‐essen#al-­‐guide-­‐for-­‐b2b-­‐lead-­‐genera#on-­‐campaigns?op#f...
The	  B2B	  Marke#ng	  Loop	                                                 Define	  the	  buyer	                         ...
Execu#ng	  the	  campaigns	   •        Use	  schedules	  to	  save	  #me	  and	  control	  the	  lead	  flow	   •        De...
The	  B2B	  Marke#ng	  Loop	                                                 Define	  the	  buyer	                         ...
Deliver	  leads	  to	  sales	   •  Lead	  score	  –	  seJng	  up	  a	  lead	  score	  built	  on	  indicators	  that	  sum...
The	  B2B	  Marke#ng	  Loop	                                                 Define	  the	  buyer	                         ...
Track	  and	  Measure	  Page	  29	                   Confiden#al	  
Ques#ons?	  Page	  30	                     Confiden#al	  
Addi#onal	  Resources	   •  Op#fy	  B2B	  Lead	  Genera#on	  Blog	  -­‐	      hdp://www.op#fy.net/lead-­‐genera#on-­‐sovwa...
uri@op#fy.net	                   ®                       	  	  	  	  	  	  @uribarjoseph	  	                         	  	 ...
Upcoming SlideShare
Loading in …5
×

Optify Best Practices - Lead Generation Campaigns

1,375 views
1,226 views

Published on

In this presentation:
- Optify’s framework for lead generation campaigns
- Available lead generation channels
- Planning and setting up lead generation campaigns
- Executing lead generation campaigns
- Measure and report on campaigns

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,375
On SlideShare
0
From Embeds
0
Number of Embeds
103
Actions
Shares
0
Downloads
39
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Optify Best Practices - Lead Generation Campaigns

  1. 1. Op#fy  Best  Prac#ces  LEAD  GENERATION  CAMPAIGNS  
  2. 2. Agenda   •  Op#fy’s  framework  for  lead  genera#on  campaigns   •  Available  lead  genera#on  channels     •  Planning  and  seJng  up  lead  genera#on  campaigns   •  Execu#ng  lead  genera#on  campaigns   •  Measure  and  report  on  campaigns   •  Q&A  Page  2   Confiden#al  
  3. 3. The  B2B  Marke#ng  Loop   Define  the  buyer   profile   Measure,  report,   refine  and  start   Set  goals  and   over   establish  baseline   Deliver  on-­‐target   Plan  and  set  up   leads  to  sales   campaigns   Execute  campaigns  Page  3   Confiden#al  
  4. 4. Define  your  target  buyer   Loca#on   Industry   Your  On-­‐Target  Profile   Title   Company  size  Page  4   Confiden#al  
  5. 5. Where  is  your  target  audience?   •  Search  terms   •  Online  publica#ons   •  Social  media  networks,  groups,  pages     •  Online  events   •  Offline  events  –  tradeshows,  networking  events   •  In  your  database  Page  5   Confiden#al  
  6. 6. Do  you  already  have  on-­‐target  leads?  Page  6   Confiden#al  
  7. 7. The  B2B  Marke#ng  Loop   Define  the  buyer   profile   Measure,  report,   refine  and  start   Set  goals  and   over   establish  baseline   Deliver  on-­‐target   Plan  and  set  up   leads  to  sales   campaigns   Execute  campaigns  Page  7   Confiden#al  
  8. 8. Set  goals  and  establish  baseline:   Understand  the  business  mechanics  Page  8   Confiden#al  
  9. 9. Start  with  the  bodom  line   •  What  is  the  average  sales   price  (ASP)?   •  What  are  the  business   (revenue)  goals?   •  How  many  deals  are  required   to  achieve  the  business  goals?   •  How  long  is  the  sales  cycle?   •  How  many  sales  reps?     Deals  -­‐  $  Page  9   Confiden#al  
  10. 10. Make  your  way  back   •  What  is  the  win  rate?   •  What  cons#tutes  as  an  Opportunity?   •  Who  creates  opportuni#es?   •  Do  opportuni#es  have  mul#ple  stages?   What  are  they?   •  What  is  the  average  opportunity  age?   Opportuni#es   Deals  -­‐  $  Page  10   Confiden#al  
  11. 11. To  get  to  your  goals   •  What  is  the  conversion  rate  between  leads  to  opportuni#es?   •  Who’s  processing  the  leads?  Who  “owns”  leads?   •  What  happens  with  new  leads?   •  What  happens  to  new  leads  that  don’t  convert?   •  How  fast  leads  are  processed?     Leads   Opportuni#es   Deals  -­‐  $  Page  11   Confiden#al  
  12. 12. And  understand  your  KPI’s   •  What’s  the   visitor-­‐lead   conversion   rate?   •  Do  all  leads   Visitors   come  from   visitors?   •  Where  do   most  visitors   Leads   come  from?   Opportuni#es   Deals  -­‐  $  Page  12   Confiden#al  
  13. 13. Establish  baseline  and  validate  goals   BASELINE   GOALS  &  KPI’S   30K/month   Visitors       35K/month   5%  conversion         1,500/month   Leads   2,000/month       10%  conversion           150/month   Opportuni#es   225/month       20%  win  rate     30  deals  -­‐  $30K   Deals  -­‐  $   $45K/month  Page  13   Confiden#al  
  14. 14. ROI  Calculator   hdp://www.op#fy.net/forms/inbound-­‐marke#ng-­‐roi-­‐calculator    Page  14   Confiden#al  
  15. 15. The  B2B  Marke#ng  Loop   Define  the  buyer   profile   Measure,  report,   refine  and  start   Set  goals  and   over   establish  baseline   Deliver  on-­‐target   Plan  and  set  up   leads  to  sales   campaigns   Execute  campaigns  Page  15   Confiden#al  
  16. 16. Plan  and  setup  campaigns   •  Find  your  on-­‐target  leads   •  Design  the  offers   •  Set  up  campaigns    Page  16   Confiden#al  
  17. 17. Where  is  your  target  audience?   •  Search  terms   •  Online  publica#ons   •  Social  media  networks,  groups,  pages     •  Online  events   •  Offline  events  –  tradeshows,  networking  events   •  In  your  database  Page  17   Confiden#al  
  18. 18. The  Offer:   The  Essen#al  Guide  for  B2B  Lead  Genera#on  Campaigns  Page  18   Confiden#al  
  19. 19. Landing  Page:   pages.op#fy.net/the-­‐essen#al-­‐guide-­‐for-­‐b2b-­‐lead-­‐genera#on-­‐campaigns      Page  19   Confiden#al  
  20. 20. The  “Flow”   §  The  Essen#al  Guide  for  B2B  Lead  Genera#on  Guide   Offer   §  An  email  checklist  (one-­‐pager)   §  URL:   Landing  pages   hdp://pages.op#fy.net/the-­‐essen#al-­‐guide-­‐for-­‐b2b-­‐lead-­‐genera#on-­‐campaigns     Thank  you  page   §  hdp://www.op#fy.net/thanks-­‐for-­‐reques#ng-­‐our-­‐white-­‐paper     Thank  you  email   §  Send  mass  email  to  all  leads  with  addi#onal  content     Campaign   §  Campaign  Name:  Lead-­‐Gen-­‐Campaign-­‐Guide   Details   §  Campaign  ID  in  SFDC:  70180000000Qtma   Tagging   §  Via  Op#fy   Form  fields   §  No  form  Page  20   Confiden#al  
  21. 21. Demand  Genera#on  -­‐  Where  Do  Leads  Come  From?   Traffic   Inbound   Outbound   Search  Engines   PPC   Social  Media   Display   Press  coverage   Paid  directories   Men#ons,  links,  referrals   Retarge#ng   Viral  content   Social  Ads   Directories   Email   Core  Website   Blog   Purchased  Leads   Offline  Leads   Landing  Pages   Purchased  lists   Events   3rd  Party  Lead  Vendors   Referrals   Content  Syndica#on   Webinars   Website  Leads   Affiliates   CRM  Page  21   Confiden#al  
  22. 22. Promo#on  checklist  for  new  offers   In-­‐House  Promo?on  Op?ons   Include  in   Included  in   Notes   In-­‐House  Promo?on  Op?ons   Campaign?   Campaign     Email  to  house  list  l(ist  (blast  or  segmented)   Email  to  house   blast  or  segmented)   ✓   Uri   Home  page  promo   Home  page  promo   ✓   Jen   Site-­‐wide  banner,  thank   Other  website  page  promos     Other  website  page  promos     Uri   ✓   you  pages  banner   Sales  team  promo#ons   Sales  team  promo#ons   Woody   ✓   Social  mmedia  promo#ons   Social   edia  promo#ons   Jen   ✓   Blog  post   Blog  post   Jeanede   ✓   Add  as  resource  to  our  our  AppExchange  lis#ng   Add  as  resource  to   AppExchange  lis#ng   Jen   No   Add  as  offer  to  So  SEO  page  descrip#ons  (?)   Add  as  offer  t EO  page  descrip#ons   No   Social  arty  Promo?on  customers  to  share  these  offers?   3rd  P media  contest  for   Op?ons     No   3Content  romo?on  Op?ons     rd  Party  P syndica#on   Uri   Display   email  blast   3rd  party   Jeanede   No   3rd  party  webinars   Content  syndica#on   TBD   ✓   If  needed   3Follow  email  blast  o  new  leads  (webinar  invita#on)   rd  party  up  email  t Uri   No   Find  a  list   3rd  party  webinars   ✓   With  MP   Other  online  promo#ons?   ?   Add  as  offer  to  PPC  campaign   No  Page  22   Confiden#al  
  23. 23. Set  up  the  promo#ons   hdp://pages.op#fy.net/the-­‐essen#al-­‐guide-­‐for-­‐b2b-­‐lead-­‐genera#on-­‐campaigns?op#fy_r=webinar&op#fy_rd=lead-­‐gen-­‐campaigns      Page  23   Confiden#al  
  24. 24. The  B2B  Marke#ng  Loop   Define  the  buyer   profile   Measure,  report,   refine  and  start   Set  goals  and   over   establish  baseline   Deliver  on-­‐target   Plan  and  set  up   leads  to  sales   campaigns   Execute  campaigns  Page  24   Confiden#al  
  25. 25. Execu#ng  the  campaigns   •  Use  schedules  to  save  #me  and  control  the  lead  flow   •  Define  and  manage  the  follow  up  process   •  Monitor  performance  in  real  #me   •  Track  overall  cost  Page  25   Confiden#al  
  26. 26. The  B2B  Marke#ng  Loop   Define  the  buyer   profile   Measure,  report,   refine  and  start   Set  goals  and   over   establish  baseline   Deliver  on-­‐target   Plan  and  set  up   leads  to  sales   campaigns   Execute  campaigns  Page  26   Confiden#al  
  27. 27. Deliver  leads  to  sales   •  Lead  score  –  seJng  up  a  lead  score  built  on  indicators  that  sum  up  to  a  score   threshold  at  which  leads  are  transferred  to  your  sales  team   •  CRM  Integra#on     •  Lead  Alerts  –  Email  and  Dashboard   •  Daily  email   •  Export  &  Import  Page  27   Confiden#al  
  28. 28. The  B2B  Marke#ng  Loop   Define  the  buyer   profile   Measure,  report,   refine  and  start   Set  goals  and   over   establish  baseline   Deliver  on-­‐target   Plan  and  set  up   leads  to  sales   campaigns   Execute  campaigns  Page  28   Confiden#al  
  29. 29. Track  and  Measure  Page  29   Confiden#al  
  30. 30. Ques#ons?  Page  30   Confiden#al  
  31. 31. Addi#onal  Resources   •  Op#fy  B2B  Lead  Genera#on  Blog  -­‐   hdp://www.op#fy.net/lead-­‐genera#on-­‐sovware-­‐blog   •  Digital  Marke#ng  Resources  -­‐   hdp://www.op#fy.net/inbound-­‐marke#ng-­‐resources     •  Op#fy  Help   hdp://help.op#fy.net/entries/20611788-­‐geJng-­‐the-­‐most-­‐from-­‐landing-­‐pages      Page  31   Confiden#al  
  32. 32. uri@op#fy.net   ®            @uribarjoseph                in/uribarjoseph    Page  32   Confiden#al  

×