0
The CMO’s Playbook for B2B
Lead Gen

Paul Taylor
CEO
January 28th, 2014

#123webinar | @webmarketing123
Frequently Asked Questions (FAQs)
Are the slides available?

Yes! Just email
results@webmarketing123.com

@webmarketing123...
About Us
#123webinar | @webmarketing123

3
We are a digital marketing agency
focusing on lead gen & revenue.
Search Engine Optimization
Paid Search & Display

Top 50...
We deliver on

revenue.

Not just leads & traffic.

Each campaign includes:
Business Research + Strategy
Custom Scorecard ...
On the Agenda

1
2
3

The Modern CMO Challenge
Capturing the New B2B Buyer

Lean Tools for the Digital Frontier
Fueling Re...
On the Agenda

1
2
3

The Modern CMO Challenge
Capturing the New B2B Buyer

Lean Tools for the Digital Frontier
Fueling Re...
Capturing the New B2B Buyer

1

Increasing ROI Accountability
“2/3 of CMOs will be held accountable for ROI
by 2015. But, ...
Capturing the New B2B Buyer

2

Navigating the Hidden Sales Cycle

Then

Now
Source: Branding in the Digital Age, McKinsey...
Capturing the New B2B Buyer

What does a winning lead gen strategy look like?

#123webinar | @webmarketing123
Capturing the New B2B Buyer

SEM

Email

SEO

Social

A winning lead gen program consists of an integrative outreach and
n...
Capturing the New B2B Buyer

It’s now critical to be the first influencer.

70%

of the buyer’s
journey now happens
online...
Capturing the New B2B Buyer

Be present at all touch points
Reads peer
reviews.

Discovers blog
covering vendor
differenti...
Capturing the New B2B Buyer

How you can leverage content marketing:
1

2

Tailor Content to the Funnel
Push prospects dow...
Capturing the New B2B Buyer

Over half of B2B marketers will increase their content budget in 2014.

Source: B2B Content M...
Capturing the New B2B Buyer

Content delivers leads.

No Content Strategy

Active Content Strategy

B2B companies with an ...
Capturing the New B2B Buyer

What does lead gen success look like?

#123webinar | @webmarketing123
Capturing the New B2B Buyer

Reach a sales & marketing consensus.
Determine the lead gen money metrics.

Website traffic

...
Capturing the New B2B Buyer

Reach a sales & marketing consensus.
Reinvest budget into the top performing lead gen channel...
On the Agenda

1
2
3

The Modern CMO Challenge
Capturing the New B2B Buyer

Lean Tools for the Digital Frontier
Fueling Re...
Where
does lean
fit in?
#123webinar | @webmarketing123

21
Fueling Revenue with Lean Marketing

“Agencies & clients that apply lean tools get

33% Better Results.”

- Boston Consult...
Fueling Revenue with Lean Marketing

Lean Digital Marketing enables

our clients to:

Get results 66% faster.
Cut cost per...
Client Case Study

“
Marina Antestenis,
Director, Integrated
Marketing

We have increased not only the quantity of leads,
...
Client Case Study

Challenge
inContact needed a best-in-class digital marketing strategy to stay ahead of
the curve in a h...
Client Case Study

Results
In just 5 months we have delivered:

29%
lead volume

260%
Top 10 keywords

30%
cost per lead

...
Fueling Revenue with Lean Marketing

How did lean drive these results?

#123webinar | @webmarketing123
Fueling Revenue with Lean Marketing

Lean accelerates digital results in

4 Steps:

1

2

3

4

Uncover the
head of the
pr...
Fueling Revenue with Lean Marketing

4

Develop an action plan.

Serves 3 purposes:
1

Creates a project timeline.

2

Ass...
On the Agenda

1
2
3

The Modern CMO Challenge
Capturing the New B2B Buyer

Lean Tools for the Digital Frontier
Fueling Re...
Next Steps

Accelerate digital lead generation with

4 Key Takeaways:
1

Strengthen digital presence to influence the Hidd...
THANK YOU

Paul Taylor
CEO

Meet with our team.
Let us help refine your lead gen
strategy to exceed your sales
goals.

Ema...
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  1. 1. The CMO’s Playbook for B2B Lead Gen Paul Taylor CEO January 28th, 2014 #123webinar | @webmarketing123
  2. 2. Frequently Asked Questions (FAQs) Are the slides available? Yes! Just email results@webmarketing123.com @webmarketing123 Engage with us on Social: facebook.com/webmarketing123 webmarketing123 Get a consultation: Email us at “results@webmarketing123.com” #123webinar | @webmarketing123
  3. 3. About Us #123webinar | @webmarketing123 3
  4. 4. We are a digital marketing agency focusing on lead gen & revenue. Search Engine Optimization Paid Search & Display Top 500 Fastest Growing Private US Companies. Social Media Marketing Content Development #123webinar | @webmarketing123 4
  5. 5. We deliver on revenue. Not just leads & traffic. Each campaign includes: Business Research + Strategy Custom Scorecard Tracking Attribution + Data-driven Optimizations #123webinar | @webmarketing123 5
  6. 6. On the Agenda 1 2 3 The Modern CMO Challenge Capturing the New B2B Buyer Lean Tools for the Digital Frontier Fueling Revenue with Lean Marketing Next Steps Winning Online Lead Gen in 2014 #123webinar | @webmarketing123
  7. 7. On the Agenda 1 2 3 The Modern CMO Challenge Capturing the New B2B Buyer Lean Tools for the Digital Frontier Fueling Revenue with Lean Marketing Next Steps Winning Online Lead Gen in 2014 #123webinar | @webmarketing123
  8. 8. Capturing the New B2B Buyer 1 Increasing ROI Accountability “2/3 of CMOs will be held accountable for ROI by 2015. But, HALF feel insufficiently prepared to provide hard numbers.” - IBM 2013 CMO Study #123webinar | @webmarketing123
  9. 9. Capturing the New B2B Buyer 2 Navigating the Hidden Sales Cycle Then Now Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010 #123webinar | @webmarketing123
  10. 10. Capturing the New B2B Buyer What does a winning lead gen strategy look like? #123webinar | @webmarketing123
  11. 11. Capturing the New B2B Buyer SEM Email SEO Social A winning lead gen program consists of an integrative outreach and nurture strategy driven by smart content marketing. #123webinar | @webmarketing123
  12. 12. Capturing the New B2B Buyer It’s now critical to be the first influencer. 70% of the buyer’s journey now happens online. Source: SiriusDecisions #123webinar | @webmarketing123
  13. 13. Capturing the New B2B Buyer Be present at all touch points Reads peer reviews. Discovers blog covering vendor differentiators. Google searches services. Sees competitor display ads. *Sample buyer’s journey. #123webinar | @webmarketing123 Contacts sales rep directly.
  14. 14. Capturing the New B2B Buyer How you can leverage content marketing: 1 2 Tailor Content to the Funnel Push prospects down the funnel with tailored content for each buyer stage. Create a Nurture Program Craft a nurture program based on unique lead behavior. Source: BtoB Online’s 2013 Marketing automation study #123webinar | @webmarketing123
  15. 15. Capturing the New B2B Buyer Over half of B2B marketers will increase their content budget in 2014. Source: B2B Content Marketing – 2014 Benchmarks, Budgets & Trends; MarketingProfs, CMI, BrightCove 30% of B2B marketing budgets are dedicated to content. #123webinar | @webmarketing123
  16. 16. Capturing the New B2B Buyer Content delivers leads. No Content Strategy Active Content Strategy B2B companies with an active content and blog strategy generate 67% more leads per month than those who do not. (Hubspot, The State of Inbound Lead Generation) #123webinar | @webmarketing123
  17. 17. Capturing the New B2B Buyer What does lead gen success look like? #123webinar | @webmarketing123
  18. 18. Capturing the New B2B Buyer Reach a sales & marketing consensus. Determine the lead gen money metrics. Website traffic $ Qualified Leads (SQL/MQL) Lead volume $ Sales Pipeline Cost Per Lead $ Closed Deal Revenue To measure which campaigns generate revenue, set up your CRM to track closed deals back to influencing campaigns. #123webinar | @webmarketing123
  19. 19. Capturing the New B2B Buyer Reach a sales & marketing consensus. Reinvest budget into the top performing lead gen channels. Evaluate lead gen campaigns based on revenue rather than lead volume. First three pieces of content we recommend: Campaign Revenue Opportunity Allocation SEO Leads $85,000 $ Social Leads $60,000 $ SEM Leads $275,000 $ $ $ $ #123webinar | @webmarketing123
  20. 20. On the Agenda 1 2 3 The Modern CMO Challenge Capturing the New B2B Buyer Lean Tools for the Digital Frontier Fueling Revenue with Lean Marketing Next Steps Winning Online Lead Gen in 2014 #123webinar | @webmarketing123
  21. 21. Where does lean fit in? #123webinar | @webmarketing123 21
  22. 22. Fueling Revenue with Lean Marketing “Agencies & clients that apply lean tools get 33% Better Results.” - Boston Consulting Group, ‘Cutting Complexity Adding Value’, May 2013. #123webinar | @webmarketing123
  23. 23. Fueling Revenue with Lean Marketing Lean Digital Marketing enables our clients to: Get results 66% faster. Cut cost per lead in half. Experience 2X lead volume. Gain $8 pipeline revenue for every $1 spent. #123webinar | @webmarketing123
  24. 24. Client Case Study “ Marina Antestenis, Director, Integrated Marketing We have increased not only the quantity of leads, but the quality of leads with your efforts. I’m excited about what we’ve been able to accomplish so far and am looking forward to what’s in-store for 2014.” #123webinar | @webmarketing123
  25. 25. Client Case Study Challenge inContact needed a best-in-class digital marketing strategy to stay ahead of the curve in a highly competitive SaaS business segment. 1 Improve digital marketing performance in terms of lead volume, lead quality, and ROI. 2 Prove the value of each digital marketing channel with closed-loop reporting. Solution Our team rose to the challenge with two primary countermeasures: 1 Digital Marketing Kaizen 2 Attribution Reporting Model #123webinar | @webmarketing123
  26. 26. Client Case Study Results In just 5 months we have delivered: 29% lead volume 260% Top 10 keywords 30% cost per lead 175% social lead generation 199% QoQ revenue #123webinar | @webmarketing123
  27. 27. Fueling Revenue with Lean Marketing How did lean drive these results? #123webinar | @webmarketing123
  28. 28. Fueling Revenue with Lean Marketing Lean accelerates digital results in 4 Steps: 1 2 3 4 Uncover the head of the problem. Define the RCCM. Evaluate the Impact vs. Effort Matrix. Develop an action plan. #123webinar | @webmarketing123
  29. 29. Fueling Revenue with Lean Marketing 4 Develop an action plan. Serves 3 purposes: 1 Creates a project timeline. 2 Assigns ownership. 3 Establishes standard KPIs. #123webinar | @webmarketing123
  30. 30. On the Agenda 1 2 3 The Modern CMO Challenge Capturing the New B2B Buyer Lean Tools for the Digital Frontier Fueling Revenue with Lean Marketing Next Steps Winning Online Lead Gen in 2014 #123webinar | @webmarketing123
  31. 31. Next Steps Accelerate digital lead generation with 4 Key Takeaways: 1 Strengthen digital presence to influence the Hidden Sales Cycle. 2 Conduct a lead generation content audit. 3 Invest in a multi-touch attribution model. 4 Apply lean optimization tactics to agreed upon KPIs. #123webinar | @webmarketing123
  32. 32. THANK YOU Paul Taylor CEO Meet with our team. Let us help refine your lead gen strategy to exceed your sales goals. Email results@webmarketing123.com or call 800.619.1570 #123webinar | @webmarketing123 32
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