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Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
Planning B2B Lead Generation Marketing Programs
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Planning B2B Lead Generation Marketing Programs

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  • 1. Planning B2B Lead Generation Marketing Programs A Better B2B Marketing Clinic Sco$  Armstrong  is  your  presenter  today.           He  is  a  partner  @Brainrider     where  he  specializes  in  be$er  B2B  marke?ng.       @Brainrider
  • 2. Planning Better B2B Marketing •  Driven by your objectives •  Buyer-focused •  Offers more relevant marketing content •  Identifies programs gaps •  Focused on performance measurement & improvement 2   @Brainrider
  • 3. Planning Driven By Your Objectives 3   @Brainrider
  • 4. Prioritizing Measureable Objectives 4   @Brainrider
  • 5. Lead generation is not about ! you.
  • 6. Your buyer is in
  • 7. 7  
  • 8. 8  
  • 9. Offer Relevant Subject Matter Expertise At Each Buyer Decision Stage If your customer is asking: What’s my problem How do I fix my problem Are you right for me They want: Education & Thought Leadership Solutions & Product Suitability Credentials & Decision Support What to share with them: @Brainrider • Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this • What is the solution & how does it work • Solution comparisons • Pitfall analysis • Readiness & suitability assessments • How do I choose a vendor • Pricing • Bench strength demonstration • Case studies • ROI/TCO • How to buy • Working with us
  • 10. … Align Your Offers With Your Programs If your customer is asking: What’s my problem ACQUIRE  PROSPECTS   Program They Objective: want: What to share with them: @Brainrider Education & Thought Leadership • Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this How do I fix my problem Solutions NURTURE  PROSPECTS   & Product Suitability Are you right for me Credentials & Decision Support DETERMINE  SALES-­‐READINESS   • What is the solution & how does it work • Solution comparisons • Pitfall analysis • Readiness & suitability assessments • How do I choose a vendor • Pricing • Bench strength demonstration • Case studies • ROI/TCO • How to buy • Working with us
  • 11. Inventory Current Programs By Objective NURTURE PROSPECTS ATTRACT & ACQUIRE PROSPECTS VISITORS   @Brainrider PROSPECTS   QUALIFY SALES READINESS ACTIVE   PROSPECTS   MQL/SAL  
  • 12. Identify Gaps By Objective NURTURE PROSPECTS ATTRACT & ACQUIRE PROSPECTS QUALIFY SALES READINESS PPC Limited SEO E-Blasts to 3rd Party Lists Newsletter Contact Us Form Resource Center Featured Download VISITORS   12   @Brainrider PROSPECTS   ACTIVE   PROSPECTS   MQL/SAL  
  • 13. Test Buyer-Focused Programs ATTRACT & ACQUIRE PROSPECTS q  Inbound     q  Resource  publishing  &   syndica?on   q  Blogging   q  SEO   q  Onsite  content  &  CTA   merchandizing   q  Gated  content  offers   q  Form  and  landing  page   op?miza?on   q  Social   q  Social  publishing   q  Social  listening   q  Paid   q  PPC   q  E-­‐Blasts   q  Content  sponsorship   13   @Brainrider NURTURE PROSPECTS q  Customer  segmenta?on   q  Progressive  forms   q  Nurturing  ac?ve   prospects   q  Auto-­‐responders   q  Thank-­‐you  content   q  Drip  campaigns   q  Nurturing  cold   prospects   q  First  visit  follow-­‐up   q  Streamed  newsle$ers     QUALIFY SALES READINESS q  Contact  us   q  Sales  Readiness  Offers   q  q  q  q  q  q  q  q  Pricing  info   Request  a  Quote   Trial/Demo   Needs  assessment   Free  consulta?on   ROI  Tool   RFP/RFQ  Guide   Product  Webinars      
  • 14. Program Example: Resource Publishing Problem: Generate leads, nurture prospects, support sales with STR subject matter expertise. •  •  •  Increase lead generation. Target hard to reach Oracle BI Publisher Technical users. Nurture long-sales cycle engagement with STR Software content. Solution: BI Publisher University. •  •  •  •  Develop a centralized “hub” of BI Publisher resources with links to relevant content developed as part of other programs. Opt-in prospects through a content subscription model. Implement progressive forms to profile engaged prospects. Promote BI Publisher University through home page. carousel, existing nurturing campaigns, social media, SEO, sponsored advertising and PPC. Results: “more qualified leads.” •  •  •  14   10% conversion rate on BIP U content forms, up from 1-2% compared to product-specific collateral. Improved engagement metrics: a 54% increase in website visits and a 67% increase in pageviews, plus increases in average time on page. Targeted email marketing campaigns to opt-in subscribers see 25-47% CTR and more qualified sales team opportunities. Click  to  view  site  
  • 15. Program Example: Streamed Choose Your Own Adventure Nurturing Problem: Time consuming, ineffective lead nurturing. •  •  •  Do a better job uncovering leads in our database. Reach more people, more frequently to improve engagement. Build a more efficient and scalable process. Solution: New segments, new newsletters, new opt-in categories. •  •  •  •  Create content categories aligned with real customer needs and pains, Segment Tracom’s existing database based on needs and pains Implement new communication opt-in preferences. Execute a segmented newsletter program that ensured any targeted prospect received a maximum of one email per week. Results: “we’re engaging with more customers in a meaningful way, but spending way less time doing it.” •  •  •  •  15   Now targeting 25% of their database each month with segmented messaging. Click-through rates have increased to between 10%-20% across all segments. Improved productivity allowing for weekly newsletter deployment using the same investment in content development and newsletter production. Segment Tracom’s existing database based on needs and pains. @Brainrider Click  to  view  preference  center     and  newsle4er  samples  
  • 16. Program Example: Form & Landing Page Optimization Problem: Better prospect acquisition & profiling •  •  •  Do a better job converting traffic into leads. Capture more complete prospect profiles Accelerate prospect qualification Solution: Redesigned landing pages and progressive forms. •  •  •  •  Redesigned Landing Pages to increase conversion Built progressive form logic Combine lead form data with activity data to create a complete prospect profile. Provide multiple touch-points to qualify prospects at a more rapid rate Results: “38.6% increase in prospect acquisition” •  •  16   Total prospects captured and completion rates increased during landing page test Statistical modeling showed a 90% confidence rate that progressive forms will increase completion rates for future campaigns @Brainrider
  • 17. Website Optimization Example: Buyer Centric Website Redesign Problem: Dated website design, complex site management, poor SEO, lack of lead generation. •  •  •  Increase lead generation. Design a customer focused website-experience with a userfriendly Content Management System. Manage the migration and updating of existing web content. Solution: Customer-focused WordPress website. •  •  •  •  •  Implementing B2B SEO. Reorganizing their navigation and site map for a customerfocused user experience. Designing more prominent and visible calls-to-action. Targeting different levels of engagement: from “Contact Us” to “Subscribe to Our Newsletter”. Expanded their content to attract and acquire more prospects. Results: “more qualified leads.” •  •  •  •  •  17   Website was delivered on time and on budget in under 18 weeks. Unique site visitors are up 25%. Phone calls are up 286% while form completions are up 42%. Website generated leads are up 156%. Segment Tracom’s existing database based on needs and pains. Click  to  view  site  
  • 18. Measuring & Reporting Performance •  Start by splitting your performance measurement and reporting into three categories Business   Marke9ng   Diagnos9cs   @Brainrider •  Opportuni9es/Revenue  Sourced  by  Marke9ng   •  Opportuni9es/Revenue  Touched  by  Marke9ng   •  •  •  •  Qualified  Traffic   Acquisi9on   Ac9ve  Prospects   Sales  qualified  leads   •  Program  by  program  metrics  designed  to  iden9fy   the  right  offers,  messages,  content,  and  channels  
  • 19. Resources For Better B2B Marketing Evaluate your Content, Website, & Programs with our Free Better B2B Marketing Checklist Let’s review your marketing programs Free 20-minute consultation Go to Brainrider.com/b2b_cheatsheets For more helpful B2B Marketing content, visit: Resources: brainrider.info Articles: brainrider.com/blog @Brainrider www.linkedin.com/company/brainrider Scott@Brainrider.com

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