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MARKETINGBRIEFS
Unlocking the 5 Secrets of Successful B2B Campaigns
SPEAKER BIO
BONNY PARKER-DAVIES
SNR CONTENT STRATEGIST
Obsessed with story-telling and campaign
development. As a Content ...
SPEAKER BIO
ANDREA GLENN
HEAD OF CLIENT SUCCESS
15 years of B2B marketing experience
specialising in demand creation, lead...
Marketing Briefs
Webinar Series
• LBDGA are running a series of 30 minute
webinars every 2 weeks.
• Short, focused and fre...
AGENDA
Unlocking the Secrets of Successful B2B
Campaigns:
1. Identifying the right measurements
2. Crafting messages that ...
If you feel like this when you think about your
campaigns…
Then you’re in the right webinar!
1. Identifying the
right
measurements
• Marketing is complicated. Especially
Digital Marketing!
• You CAN measure (more or...
1. Identifying the right measurements
Leads
Contact Us Requested,
AQLs, MQLs
Brand
Awareness
Impressions, Website Visitors...
Don’t forget to feed the pig!
2. Crafting
messages that
cut through
• Everyone wants to feel like a
special snowflake and be treated
as an individual.
•...
BUYER
INSIGHT
TRIGGERS
CHANNELS
AUDIENCE
PRIORITY
BUYER
INSIGHT
TRIGGERS
CHANNELS
AUDIENCE
PRIORITY
2. Crafting messages that cut through
Existing Customers Known Prospects Unknown Prospects
They have a record within our
D...
3. Reducing time to
Marketing
Qualified Leads
(MQLs)
If this is how it feels when you’re waiting
for your pipeline to fill...
BUILD
ACTIVATE
BUILD
ACTIVATE
BUILD
ACTIVATE
3. Reducing time to Marketing Qualified Leads
SALES
TIME
MQL
TTMQL
INVESTMENT...
ACTIVATE, MEASURE, REFINE
3. Reducing time to Marketing Qualified Leads
BUILD
TTMQL
MQL
TIME
INVESTMENT
Agile Method of
Bu...
4. Feed the Funnel
• Purely relying on your existing DB is a
well trodden track to mediocre results!
• Using Inbound impro...
4. Feed the Funnel
Events
PR
Syndicated
Content
Blogs
SocialMedia
Advertising
Display
LandingPage
Optimisation
Advocacy
Co...
5. Optimising
Campaign
performance
• Important to remember that
optimising is not the same as
measuring
• It’s not enough ...
5. Improving Performance
% Social Traffic/
# of Visitors
% Email Traffic /
# of Visitors
% Organic Search Traffic /
# of V...
5. Improving Performance
Capture UTM in submission
Update first touch fields: UTM values
Update lead source: Eloqua
Update...
RECAP
Unlocking the Secrets of Successful B2B
Campaigns:
1. Identifying the right measurements
2. Crafting messages that c...
Question Time
Upcoming Webinars
If you’re looking for more information around some of the topics raised
today:
• B2B Nurture Strategy on...
Unlocking the 5 secrets of successful B2B campaigns
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Unlocking the 5 secrets of successful B2B campaigns

5 tips to help B2B Marketers to achieve better campaign results.

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Unlocking the 5 secrets of successful B2B campaigns

  1. 1. MARKETINGBRIEFS Unlocking the 5 Secrets of Successful B2B Campaigns
  2. 2. SPEAKER BIO BONNY PARKER-DAVIES SNR CONTENT STRATEGIST Obsessed with story-telling and campaign development. As a Content Strategist, I focus on engaging buyers throughout the buying journey with the right message, to the right person, at the right time and most importantly, in the right channel and format.
  3. 3. SPEAKER BIO ANDREA GLENN HEAD OF CLIENT SUCCESS 15 years of B2B marketing experience specialising in demand creation, lead & funnel management and communications strategies that drive conversion and revenue. Passionate about creating great campaigns that deliver results.
  4. 4. Marketing Briefs Webinar Series • LBDGA are running a series of 30 minute webinars every 2 weeks. • Short, focused and free of Marketing jargon. • Upcoming webinars: • Account Based Marketing on 20th July • Social Selling on 14th September • Demand Centres on 12th October • Interested in any of the upcoming topics? Email DemandMore@lbdga.com
  5. 5. AGENDA Unlocking the Secrets of Successful B2B Campaigns: 1. Identifying the right measurements 2. Crafting messages that cut through 3. Reducing time to Marketing Qualified Leads 4. Feeding the Funnel 5. Optimising campaign performance
  6. 6. If you feel like this when you think about your campaigns… Then you’re in the right webinar!
  7. 7. 1. Identifying the right measurements • Marketing is complicated. Especially Digital Marketing! • You CAN measure (more or less) everything. But what SHOULD you measure? • You need to understand the difference between Objectives & KPIs. • Remember, that’s like saying that Gin and Prosecco are the same thing because they’re both alcoholic!
  8. 8. 1. Identifying the right measurements Leads Contact Us Requested, AQLs, MQLs Brand Awareness Impressions, Website Visitors, Form Captures, New contacts within DB Engagement Bounce rate, LP Conversion, Email Click Through
  9. 9. Don’t forget to feed the pig!
  10. 10. 2. Crafting messages that cut through • Everyone wants to feel like a special snowflake and be treated as an individual. • Your challenge is that to create truly personalised messaging is costly and takes a lot of time. • Instead, you need to think about Biscuits!
  11. 11. BUYER INSIGHT TRIGGERS CHANNELS AUDIENCE PRIORITY BUYER INSIGHT TRIGGERS CHANNELS AUDIENCE PRIORITY
  12. 12. 2. Crafting messages that cut through Existing Customers Known Prospects Unknown Prospects They have a record within our DB & we know that they have bought a our product/solution They have a record within our DB & we know that they have not bought our product/solution They do not have a record within our DB Cross-sell/Up-sell message Educational message Disruptive message Educational message Build on their existing perception of company Help them to tip the balance & make purchase Attract their attention & add value Identify Persona via explicit data capture (Form) or use Job Title as proxy Identify Persona via explicit data capture (Form) or use Job Title as proxy Identify Persona via explicit data capture (Form) or use Inbound thread as proxy How do we identify them? How do we identify their persona? Product Message Corporate Message
  13. 13. 3. Reducing time to Marketing Qualified Leads (MQLs) If this is how it feels when you’re waiting for your pipeline to fill up, then we’ve got a solution you need to consider!
  14. 14. BUILD ACTIVATE BUILD ACTIVATE BUILD ACTIVATE 3. Reducing time to Marketing Qualified Leads SALES TIME MQL TTMQL INVESTMENT Traditional Method of Building Campaigns
  15. 15. ACTIVATE, MEASURE, REFINE 3. Reducing time to Marketing Qualified Leads BUILD TTMQL MQL TIME INVESTMENT Agile Method of Building Campaigns
  16. 16. 4. Feed the Funnel • Purely relying on your existing DB is a well trodden track to mediocre results! • Using Inbound improves your ability to generate leads. • But there are a range of Inbound tactics that you could use – so choose wisely!
  17. 17. 4. Feed the Funnel Events PR Syndicated Content Blogs SocialMedia Advertising Display LandingPage Optimisation Advocacy Content Marketing Remarketing SearchEngine Optimisation PayPerClick SocialMedia Communities DataPurchase Programmatic Reach L M M M H H M M M L H H M M H Cost H M H L M L L L M L L M L H H Effectiveness M L L M H L H H M M H M M L M Difficulty H M L L M M L H M L H M L L H Lead Cycle H M L L L M L H M L H L M L M Score according to their use within Demand Generation programmes
  18. 18. 5. Optimising Campaign performance • Important to remember that optimising is not the same as measuring • It’s not enough to just look at how many leads you’ve generated • Instead you need to build a series of measures for each stage of your campaign • Then comes the tricky bit, analysing the numbers…
  19. 19. 5. Improving Performance % Social Traffic/ # of Visitors % Email Traffic / # of Visitors % Organic Search Traffic / # of Visitors Landing Page Bounce Rate Form Completion # of Prospects @ Discover # of Prospects @ Consider # of Prospects @ Decide # of MQLs # of SALs # of AQLs
  20. 20. 5. Improving Performance Capture UTM in submission Update first touch fields: UTM values Update lead source: Eloqua Update lead status: Inquiry Lead scoring process: Lead reaches threshold Update lead status: Automation Qualified Qualifier accepts lead for qualification Update lead status: Tele-qualification Inquiry passes BANT criteria as part of Tele-prospecting Update lead status: Tele-qualified Update lead source: Tele-prospecting TAL passes BANT criteria Update lead status: Tele-qualified Inquiry – Inbound Unknown Visitors Form Submission Inquiry – Outbound AQL TGL TAL Sales identify net new lead from separate activity Update lead status: Sales lead Update lead source: Sales Self- Generated Closed Won SGL Qualifier rejects lead Update lead status: Rejected Update Reject reason Won business Update opportunity stage: Close Won Closed Lost Lost business Update opportunity stage: Close Lost Sales reject lead Update lead status: Rejected Update Reject reason Sales accept lead to be followed up Update lead status: Contact & Investigation or Appointment Setting SAL SQL Sales identify lead as opportunity Lead converted to opportunity in SFDC, all associated contacts added in Contact Roles Update opportunity stage: Opportunity Identified Rejection Rejection Lead placed in deferred nurture based on reject reason and/or other criteria Lead placed in recycle nurture based on lost reason and/or other criteria Lead qualified at an event Lead status: Contact & Investigation or Appointment Setting Lead source: Event (if non blank) Event TQL
  21. 21. RECAP Unlocking the Secrets of Successful B2B Campaigns: 1. Identifying the right measurements 2. Crafting messages that cut through 3. Reducing time to Marketing Qualified Leads 4. Feeding the Funnel 5. Improving performance
  22. 22. Question Time
  23. 23. Upcoming Webinars If you’re looking for more information around some of the topics raised today: • B2B Nurture Strategy on 3rd August • Gating Strategy on 28th September • Buyer Journeys on 7th December • Waterfall Reporting on 2nd February Interested in any of the upcoming topics? Email DemandMore@lbdga.com

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5 tips to help B2B Marketers to achieve better campaign results.

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