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/

1. How to Generate More High-Quality Leads in
Today's Buyer-Driven Reality
PRESENTERS:
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
@cahidalgo
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2

3. Uri Bar-Joseph, Director of Marketing, Optify
Uri heads up lead generation efforts and manages the
inside sales function at Optify. He excels at using the latest
internet technology to help his team generate and close
more leads.
Uri exemplifies what it is to be a B2B marketer in today’s
buyer-driven economy and pushes tools and programs to
their limits to achieve outstanding results.
Follow Uri
@uribarjoseph
www.linkedin.com/in/uribarjoseph
#LeadIntel
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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 Gartner
Source:
Eloqua,
Gartner,
DemandGen
Report
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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
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5

6. Today’s Buyers Go Online
Source:
Enquiro,
“Integrated
Persuasion:
Online
and
Offline
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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
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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
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8

9. Lead Management & Demand Generation
Page
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 them
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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
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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
time
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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, events
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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)
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14

15. *Content/Offer Mapping to Buyer
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Page
15

16. Mapping Content to Buyer Interaction
Page
16

17. What intelligence can you gather?
Page
17

18. Putting the pieces together
Page
18

19. What do we have?
Page
19

20. Translating intelligence into an actionable marketing
plan
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 marketing
plan
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 process
Page
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
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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
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24

25. Test the process
Page
25

26. Translating intelligence into an actionable marketing
plan
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 you
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27

28. Deliver leads to sales:
Filter on profile, score on behavior
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28

29. Enable Sales to (intelligently) Follow Up
Page
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 marketing
plan
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 find
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34

35. Contact Us
Optify – www.optify.net
Uri Bar-Joseph
uri@optify.net
206-388-4234
Twitter: @uribarjoseph
The Annuitas Group - www.annuitas.com
Carlos Hidalgo
carloshidalgo@annuitas.com
719-966-7548
Twitter: @cahidalgo
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35

36. About Optify
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36