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How to Generate More High-Quality Leads in Today's Buyer-Driven Reality
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How to Generate More High-Quality Leads in Today's Buyer-Driven Reality

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Reviews. Product demos. Likes. Tweets. The Internet has revolutionized the B2B sales cycle like never before. Today's business buyers turn to search and social networks to gather the essential …

Reviews. Product demos. Likes. Tweets. The Internet has revolutionized the B2B sales cycle like never before. Today's business buyers turn to search and social networks to gather the essential information they need to make purchase decisions.
In order to generate high-quality leads for your sales team in this buyer-driven world, you must understand how buyers' needs have changed, produce content that meets those needs at every stage of the buying cycle, and make sure that content is available at their fingertips.
View this presentation to discover how to create relevant content that engages buyers and turns them into more quality leads for your sales team.
The companion webinar is available here http://marketingprofs.adobeconnect.com/p682g5p2uy8/

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  • 1. How to Generate More High-Quality Leads inTodays Buyer-Driven RealityPRESENTERS:  CARLOS  HIDALGO,  URI  BAR-­‐JOSEPH      SPONSOR:  OPTIFY,  WHEN:  TUE.,  NOV  27,  2012  1PM  ET  (10AM  PT)      LENGTH:  60  MIN          
  • 2. Carlos Hidalgo, CEO, Annuitas Group Carlos has helped clients identify over $700 million of potential revenue by developing and implementing lead management processes. Carlos is also the executive director and co-founder of The Marketing Automation Institute, the premier marketing automation community end-users that provides the highest level of vendor neutral curriculum, training and certification. Follow Carlos @cahidalgoPage  2  
  • 3. Uri Bar-Joseph, Director of Marketing, OptifyUri heads up lead generation efforts and manages theinside sales function at Optify. He excels at using the latestinternet technology to help his team generate and closemore leads.Uri exemplifies what it is to be a B2B marketer in today’sbuyer-driven economy and pushes tools and programs totheir limits to achieve outstanding results.Follow Uri @uribarjoseph www.linkedin.com/in/uribarjoseph #LeadIntel  Page  3  
  • 4. Snapshot of Today’s B2B Buyer •  70+% Engaged socially •  78% begin their purchase by doing an online search •  57% engage sales after initial research •  Average buyer checks at least 10 different sources before buying •  85% of Customers self-manage buying – by 2020 via GartnerSource:    Eloqua,  Gartner,  DemandGen  Report   Page  4  
  • 5. B2B Buyer Decision Cycle 8.  ReconsideraNon   1.  SaNsfacNon                            5%   7.  SelecNon   2.  Acknowledgment                2%                            79%       6.InvesNgaNon   3.  Decision                  2-­‐3%     5.Measurement   4.  Criteria  Source:    R.  Jolles  &  A.  Needles   Page  5  
  • 6. Today’s Buyers Go OnlineSource:  Enquiro,  “Integrated  Persuasion:  Online  and  Offline   Page  6  
  • 7. The Need for Buyer Engagement Average  B2B  Ini2al  Lead  Break-­‐down   17.50%   Discard  /  disqualified   12.50%   Sales-­‐ready  now   Longer-­‐term  opportunity  /   worth  nurturing   70%  Source: MarketingSherpa Page  7  
  • 8. It’s More Than Technology “Too many B2B marketers head down the automation path to solve a tactical problem and as a result do not experience the full potential that these platforms deliver. They are held back because they don’t have the right lead management process in place, the right contact information in their database, the right content for engaging buyers, or the right skill sets . . .”“B2B  Marketers  Must  BeBer  Prepare  For  MarkeDng  AutomaDon”,  Forrester  Research,  Inc.  2011   Page  8  
  • 9. Lead Management & Demand GenerationPage  9  
  • 10. Beginning of Effective Nurturing: Buyer Personas•  What is a persona? §  A short bio of the typical customer o Account Level o Functional Level §  Person description (not job description) §  Includes Information on o  Buyers Background o  Daily Activities o  Current Solutions to Problem o  What’s important to this Buyer o  Challenges•  Why is a persona important? §  Cannot have a conversation if you don’t know who you are communicating with §  Help you to understand exactly who you are nurturing and what content will be valuable to themPage  10  
  • 11. Understanding Your Buyer         Manager   Director/Sr.  Director   Vice  –  President   CxO   Func2on   Func2on   Func2on   Buyer   Background   Daily  AcNvity   Challenges   SoluNons  to   Challenges   Compelling   Event    Page  11  
  • 12. The Buyer Journey•  The path a buyer takes to purchase § Mapping the key steps to purchase § Integrating with the buyer persona(s) § Various steps in the buyers journey: o Awareness o Interest o Evaluation o Purchase•  Understanding the buyer journey will guide the content & offer development•  Enables sales to engage at the right timePage  12  
  • 13. Offers Defined •  An offer is content that is of value to visitor/prospect that they are willing to exchange their contact details to access it •  Different offers will be more/less effective depending on the buyers relationship with NCR and their place in the buying journey •  Offers can be used across multiple channels: §  Web – Video, Print, Infographic §  Email §  Social Media §  Mobile §  Call center §  Offline: Direct mail, advertising, eventsPage  13  
  • 14. Quality Counts! •  Good offers can should a long shelf life §  Offers should be usable for a minimum of 3 months and should be used longer •  Offers & Content can be repurposed for different campaigns and channels (Rule of 4) •  Offers should be developed for a specific persona(s)Page  14  
  • 15. *Content/Offer Mapping to Buyer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  ConfidenNal   2M6&+)$0"$)-3(5 +31.,77A,&+31.)(#53*&+9)(-5 P Page  15  
  • 16. Mapping Content to Buyer InteractionPage  16  
  • 17. What intelligence can you gather?Page  17  
  • 18. Putting the pieces togetherPage  18  
  • 19. What do we have?Page  19  
  • 20. Translating intelligence into an actionable marketingplan Define  the  buyer   profile   Measure,  report,   Set  goals  and   refine  and  start   establish  baseline   over   Plan,  set  up  and   Deliver  on-­‐target   execute  campaigns   leads  to  sales  Page  20  
  • 21. Translating intelligence into an actionable marketingplan Define  the  buyer   profile   Measure,  report,   Set  goals  and   refine  and  start   establish  baseline   over   Plan,  set  up  and  p  xecute   Plan,  set  u e and   Deliver  on-­‐target   execute  campaigns   campaigns   leads  to  sales  Page  21  
  • 22. Set it up for tracking and Analysis •  Know what you want to measure •  Create the framework •  Make sure data flows •  Test the processPage  22  
  • 23. Technical details for each offer Campaign   §  Campaign  Name:     Details   §  Campaign  ID:   §  Filter  based  on  profile   Lead  Scoring   §  Score  based  on  behavior   §  Source:  “source_name”   Tagging   §  Campaign  Name:  “campaign_name”   §  Details:  Include  in  form   §  Minimum  necessary   Form  fields   §  Include  fields  necessary  for  follow  up  and  segmentaNon   §  Hidden  fields  for  data  Page  23  
  • 24. Set it up for tracking and Analysis Leads  Quality   Leads   (conversion  rate)   Opportuni2es   Budget/Cost   CPO   Plan   Actual   Plan   Actual   Plan   Actual   Plan   Actual   Plan   Actual   Channel  Breakdown   PPC   50   6%   3   $2,500   $833   Content  Syndica2on   200   8%   16   $5,000   $312   Display     100   5%   5   $3,000   $600   Social  Media   350   5%   18   $4,200   $233   Organic  Search   10   30%   3   $500   $167   Total   710   6.3%   45   $15,200   $337   Content  Breakdown   Offer  #1   200   10%   20   $6,000   $300   Offer  #2   260   5%   13   $3,900   $300   Offer  #3   250   5%   12   $5,300   $441   Total   710   6.3%   45   $15,200   $337   Persona   Profile  #1   350   6.3%   22   Profile  #2   360   6.3%   23   Total   710   6.3%   45  Page  24  
  • 25. Test the processPage  25  
  • 26. Translating intelligence into an actionable marketingplan Set  goals  and   establish  baseline   Measure,  report,   Define  the  buyer   refine  and  start   profile   over   Deliver  on-­‐ Plan,  set  up  and   target  lo  sales   to   leads  t eads   Deliver  on-­‐target   execute  campaigns   sales  Page  26  
  • 27. Deliver leads to sales – 4 methods •  Lead score – setting up a lead score built on indicators that sum up to a score threshold at which leads are transferred to your sales team ✔   •  Lead qualifiers – using human touch to qualify leads with a defined checklist process that is used to determine if a lead is ready or not ✔   •  Self qualifying – use form questions and offers that leads can use to self-qualify and identify themselves as sales-ready ✔   •  Self-serve process – build your online purchase process as a complete self-serve process. This basically eliminates the need for a sales team in the ✔   purchase process and puts all the burden of new-   business revenue on youPage  27  
  • 28. Deliver leads to sales: Filter on profile, score on behaviorPage  28  
  • 29. Enable Sales to (intelligently) Follow UpPage  29  
  • 30. Enable Sales to prioritize and focus Here’s  an  example  of  a  Daily  Email  from  OpDfy  Page  30  
  • 31. Translating intelligence into an actionable marketingplan Define  the  buyer   profile   Measure,  rreport,   Measure,   eport,   Set  goals  and   refine  aand  start   refine   nd  start   over   establish  baseline   over   Plan,  set  up  and   Deliver  on-­‐target   execute  campaigns   leads  to  sales  Page  31  
  • 32. Let the data “flow” into your framework Leads  Quality   Leads   (conversion  rate)   Opportuni2es   Budget/Cost   CPO   Plan   Actual   Plan   Actual   Plan   Actual   Plan   Actual   Plan   Actual   Channel  Breakdown   PPC   50   55   6%   3.6%   3   2   $2,500   $2,500   $833   $1,250   Content  Syndica2on   200   200   8%   7.5%   16   15   $5,000   $5,000   $312   $333   Display     100   120   5%   5.8%   5   7   $3,000   $3,000   $600   $428   Social  Media   350   460   5%   4.8%   18   22   $4,200   $4,200   $233   $190   Organic  Search   10   15   30%   33%   3   5   $500   $500   $167   $100   Total   710   850   6.3%   6%   45   51   $15,200   $15,200   $337   $298   Content  Breakdown   Offer  #1   200   150   10%   10%   20   15   $6,000   $6,000   $300   $400   Offer  #2   260   350   5%   4.5%   13   16   $3,900   $3,900   $300   $243   Offer  #3   250   350   5%   8%   12   20   $5,300   $5,300   $441   $265   Total   710   850   6.3%   6%   45   51   $15,200   $15,200   $337   $298   Persona   Profile  #1   350   550   6.3%   5.2%   22   29   Profile  #2   360   300   6.3%   7.3%   23   22   Total   710   850   6.3%   6%   45   51  Page  32  
  • 33. Let the data “flow” into your framework Leads  Quality   Leads   (conversion  rate)   Opportuni2es   Budget/Cost   CPO   Plan   Actual   Plan   Actual   Plan   Actual   Plan   Actual   Plan   Actual   Channel  Breakdown   PPC   50   55   6%   3.6%   3   2   $2,500   $2,500   $833   $1,250   Content  Syndica2on   200   200   8%   7.5%   16   15   $5,000   $5,000   $312   $333   Display     100   120   5%   5.8%   5   7   $3,000   $3,000   $600   $428   Social  Media   350   460   5%   4.8%   18   22   $4,200   $4,200   $233   $190   Organic  Search   10   15   30%   33%   3   5   $500   $500   $167   $100   Total   710   850   6.3%   6%   45   51   $15,200   $15,200   $337   $298   Content  Breakdown   Offer  #1   200   150   10%   10%   20   15   $6,000   $6,000   $300   $400   Offer  #2   260   350   5%   4.5%   13   16   $3,900   $3,900   $300   $243   Offer  #3   250   350   5%   8%   12   20   $5,300   $5,300   $441   $265   Total   710   850   6.3%   6%   45   51   $15,200   $15,200   $337   $298   Persona   Profile  #1   350   550   6.3%   5.2%   22   29   Profile  #2   360   300   6.3%   7.3%   23   22   Total   710   850   6.3%   6%   45   51  Page  33  
  • 34. Key takeaways •  Successful demand generation program must be buyer-centric Technology is an enabler--it is not enough in and of itself. •  There is more than one buyer--make sure you understand the roles of each and message to them •  Know what data you want to collect •  Set up your campaigns to collect that data •  Be open to what you will findPage  34  
  • 35. Contact Us Optify – www.optify.net Uri Bar-Joseph uri@optify.net 206-388-4234 Twitter: @uribarjosephThe Annuitas Group - www.annuitas.comCarlos Hidalgocarloshidalgo@annuitas.com719-966-7548Twitter: @cahidalgoPage  35  
  • 36. About OptifyPage  36  

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