Planning B2B Lead Generation Marketing Programs

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Planning B2B Lead Generation Marketing Programs

  1. 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. 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. 3. Planning Driven By Your Objectives 3   @Brainrider
  4. 4. Prioritizing Measureable Objectives 4   @Brainrider
  5. 5. Lead generation is not about ! you.
  6. 6. Your buyer is in
  7. 7. 7  
  8. 8. 8  
  9. 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. 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. 11. Inventory Current Programs By Objective NURTURE PROSPECTS ATTRACT & ACQUIRE PROSPECTS VISITORS   @Brainrider PROSPECTS   QUALIFY SALES READINESS ACTIVE   PROSPECTS   MQL/SAL  
  12. 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. 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. 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. 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. 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. 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. 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. 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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