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B2B Case Study | Digital Marketing Lead Generation Campaign

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Case study looking at how a business to business organisation used digital marketing to double the number of inbound leads generated year on year.

This case study walks through the process, looking at initial questions such as 'what is a lead?', how to set targets for digital marketing activities, creating personas for the target audience. There are also some tips regarding content creation, how to distribute and share content online and how to convert those interested prospects into leads.

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B2B Case Study | Digital Marketing Lead Generation Campaign

  1. 1. Chloë Garrett-Dyke April 2015 @EMP_Brighton @WestControlSolu A Case Study How a B2B Company Doubled Lead Generation Year on Year
  2. 2. @EMP_Brighton @WestControlSolu Intro •How do you define a lead? •Target setting for lead generation •Audience profiles •Content creation •Content distribution •Generating leads •Tracking results
  3. 3. @EMP_Brighton @WestControlSolu About me •10+ years working in-house in B2B marketing •3+ years Head of Marketing at West Control Solutions •Founder of Effective Marketing & PR Ltd
  4. 4. @EMP_Brighton @WestControlSolu About West Control Solutions •Industrial manufacturer •Targeting machine builders (OEMs) •Global customer base •Headquartered in Brighton, UK •£30m turnover •Part of Danaher ($20B)
  5. 5. @EMP_Brighton @WestControlSolu The objective To generate high quality, inbound leads from OEMs
  6. 6. @EMP_Brighton @WestControlSolu What is a lead? • Workshop with key stakeholders • Create the Universal Lead Definition (ULD) • Document and share the ULD Known? Prospect Raw Qualified Nurturing Disqualified Name     Company      Job Title   Email Address  Either    Telephone Number  Demonstrated interest    Temperature Control Need Identified  X Either Budget Identified 
  7. 7. @EMP_Brighton @WestControlSolu What is a lead? • Workshop with key stakeholders • Create the Universal Lead Definition (ULD) • Document and share the ULD Known? Prospect Raw Qualified Nurturing Disqualified Name     Company      Job Title   Email Address  Either    Telephone Number  Demonstrated interest    Temperature Control Need Identified  X Either Budget Identified  Tip 1 Create a Universal Lead Definition (ULD) that Marketing & Sales align on
  8. 8. @EMP_Brighton @WestControlSolu Who owns the lead? Budget Authority Need Time Owner L0 Prospect Lead ● ● ● ● Marketing L1 Raw Lead ● ● ● ● Inside Sales L2 Qualified Lead ● ● ● ● Sales L3 Nurturing Lead ● ●● ● ● Marketing L4 Disqualified Lead ● ●● ● ●● Inside Sales
  9. 9. @EMP_Brighton @WestControlSolu Who owns the lead? Budget Authority Need Time Owner L0 Prospect Lead ● ● ● ● Marketing L1 Raw Lead ● ● ● ● Inside Sales L2 Qualified Lead ● ● ● ● Sales L3 Nurturing Lead ● ●● ● ● Marketing L4 Disqualified Lead ● ●● ● ●● Inside Sales Tip 2 Set clear guidelines between sales and marketing on lead ownership
  10. 10. @EMP_Brighton @WestControlSolu Set targets Target Revenue (£ Wins) Average Order Value (£) # of Wins Opportunity to Win Conversion Rate (%) # of Opportunities Raw lead to Opportunity Conversion Rate (%) # of Raw Leads
  11. 11. @EMP_Brighton @WestControlSolu Set targets Target Revenue (£ Wins) Average Order Value (£) # of Wins Opportunity to Win Conversion Rate (%) # of Opportunities Raw lead to Opportunity Conversion Rate (%) # of Raw Leads Tip 3 Calculate targets based on conversion rates and ave. opp. value
  12. 12. @EMP_Brighton @WestControlSolu Understand & profile the audience Reliability Functionality Aesthetics Accuracy Language Job Function Country Industry Ease-of-Use Technical Expertise Application DEMOGRAPHICS CUSTOMER’S NEEDS
  13. 13. @EMP_Brighton @WestControlSolu Understand & profile the audience Reliability Functionality Aesthetics Accuracy Language Job Function Country Industry Ease-of-Use Technical Expertise Application DEMOGRAPHICS CUSTOMER’S NEEDS Tip 4 Use relevant criteria to create personas for each type of target customer
  14. 14. @EMP_Brighton @WestControlSolu What content do prospects use? Profile 1 US / Purchasing Profile 2 US / Design Engineer Profile 3 US / Process Engineer Application notes   Brochures  Case studies   Industry commentary  Industry news  Pricing   Technical specifications    Thought leadership  Videos ‘Best practise’   Videos ‘How-to’  Whitepapers 
  15. 15. @EMP_Brighton @WestControlSolu What content do prospects use? Profile 1 US / Purchasing Profile 2 US / Design Engineer Profile 3 US / Process Engineer Application notes   Brochures  Case studies   Industry commentary  Industry news  Pricing   Technical specifications    Thought leadership  Videos ‘Best practise’   Videos ‘How-to’  Whitepapers  Tip 5 Map out the types of information used by each target persona
  16. 16. @EMP_Brighton @WestControlSolu Ideas for content topics Brainstorming •Mix of customer facing staff (sales, technical support, customer service, existing customers) •What are the FAQs •What are customers interested in? •What are the perceived risks or barriers to buying the product?
  17. 17. @EMP_Brighton @WestControlSolu Ideas for content topics Brainstorming •Mix of customer facing staff (sales, technical support, customer service, existing customers) •What are the FAQs •What are customers interested in? •What are the perceived risks or barriers to buying the product? Tip 6 Group content topics into themes to develop the story and increase impact
  18. 18. @EMP_Brighton @WestControlSolu Content creation – map shortcuts Brochures Technical Specifications Press Releases Product Presentations Tip 7 Use and repurpose existing materials for quick wins MARKETING
  19. 19. @EMP_Brighton @WestControlSolu Content creation – map shortcuts Application Stories Case Studies SALES Tip 8 Provide sales managers with a script to request case studies
  20. 20. @EMP_Brighton @WestControlSolu Tip 7 Interview specialists in the business. Write this up and provide as 1st draft of content. Content creation – map shortcuts Feature Articles Whitepapers ‘How to’ Videos ‘Best Practice’ Videos Technical
  21. 21. @EMP_Brighton @WestControlSolu Tip 7 Interview specialists in the business. Write this up and provide as 1st draft of content. Content creation – map shortcuts Feature Articles Whitepapers ‘How to’ Videos ‘Best Practice’ Videos Technical Tip 11 Always distribute content internally first.
  22. 22. @EMP_Brighton @WestControlSolu Distributing & Repurposing Content Company Website Email Trade Websites Industry Directories Twitter LinkedIn YouTube Slideshare Facebook Whitepaper
  23. 23. @EMP_Brighton @WestControlSolu Converting Content Assets to Leads
  24. 24. @EMP_Brighton @WestControlSolu Converting Content Assets to Leads Tip 12 Experiment with subtle changes to increase on-page conversions.
  25. 25. @EMP_Brighton @WestControlSolu Tracking Results •Record all leads in CRM •Set up goals in Google Analytics •Use automated reports and dashboards
  26. 26. @EMP_Brighton @WestControlSolu Tracking Results •Record all leads in CRM •Set up goals in Google Analytics •Use automated reports and dashboards •Share results Tip 13 Use dashboards and automated reporting wherever possible so you know your numbers!
  27. 27. @EMP_Brighton @WestControlSolu The Results Year # of Raw Leads 2012 340 2013 3,175 2014 6,890
  28. 28. @EMP_Brighton @WestControlSolu Thank you! @EMP_Brighton @WestControlSolu www.EffectiveMarketingandPR.com www.West-CS.com

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