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@brianjcarroll
5 Things You Can Do to Improve
your B2B Lead Generation
Brian Carroll
@brianjcarroll
@brianjcarroll
About me
Brian Carroll
Brian Carroll is Former Chief Evangelist of MECLABS and founder of
InTouch, part of ...
@brianjcarroll
Biggest B2B Marketing Challenges
Source: 2015 Lead Generation Trend Report © 2015 Crowd Research Partners.
...
@brianjcarroll
The Problem
Photo credit: http://jephmaystruck.com
@brianjcarroll
The Problem
Photo credit: http://jephmaystruck.com
@brianjcarroll
Agenda
1. Get sales and marketing collaborating
2. Start doing lead re-engagement
3. Build a lead scoring a...
@brianjcarroll
1. Get sales and marketing
collaborating on these questions
@brianjcarroll
Marketing and Sales Collaboration
Increased
Performance
Marketing
Team
Sales Team
Lead acceleration
meeting...
@brianjcarroll
1. Lead Qualification is the bridge between the Marketing and Sales teams
2. Collaborate and get between Sa...
@brianjcarroll
2. Build a lead scoring approach
that really works
@brianjcarroll
LEAD MANAGEMENT FLOW WITH SCORING
Lead enters
system
Lead is scored by
intensity level
Lead IS optimal
inte...
@brianjcarroll
Background: Provider of professional management services for technology assets for
mid- and large-sized com...
@brianjcarroll
Leads Enter
System
Leads are Sent
Directly to Sales
Sales “cherry-
picks” best leads
Many leads are
overloo...
@brianjcarroll
LEVEL 3 LEADS
LEVEL 2 LEADS
LEVEL 1 LEADS
0 – 19 Points
20 – 39 Points
40+ Points
Sales-
Engaged
Leads
• Or...
@brianjcarroll
Profile Score
CEO, Owner President, VP of Sales 10 pts
Target Market ID – IBM BP 10 pts
Email Campaigns Sco...
@brianjcarroll
• Leads sent marketing content matched
to their particular score
• Aim was to nurture leads up the funnel
a...
@brianjcarroll
Increase in Lead Generation75%
New process increased total number of leads engaged by Sales
by 75% over pre...
@brianjcarroll
18
Touch points
User-tracked behavior
What have they engaged?
Explicit Information
Meets Universal Lead
Def...
@brianjcarroll
Responsive Lead Scoring
Most leads are not sales-ready leads.
The key is to know when someone achieves opti...
@brianjcarroll
3. Start doing lead re-engagement
to get more
@brianjcarroll
Background: A B2B company with a short sales cycle launched an email
series to nurture older leads.
Objecti...
@brianjcarrollSource: http://www.marketingsherpa.com/article/case-study/old-names-yield-37-customers
Topic BTopic A
Week 1...
@brianjcarroll
Email Series #1: Newsletter
This monthly email included short
columns from the company CEO, as well
as info...
@brianjcarroll
Email Series #2: Webinar Invites
Monthly emails to the leads that did not
convert beyond the initial 2-week...
@brianjcarroll
Email Series #3: “Tips” Email Series
• The primary goal was to maintain
contact and help potential customer...
@brianjcarroll
• One concern was that the new
email series would overwhelm the
leads and actually push them
away.
• So thi...
@brianjcarroll
Customers are from leads generated over three months ago37%
20% Customers are from leads generated over one...
@brianjcarroll
Lead Re-engagement
• Re-engage those you’ve met three or more months ago.
• Keep the conversation going
• P...
@brianjcarroll
4. Nurture customers more
effectively
@brianjcarroll
Understand
Audience
Organize
Content
Track Results
and
Engagement
Execute
Tracks
Messaging
Strategy
•Touch
...
@brianjcarroll
In one lead nurturing effort, you might be dealing with multiple
prospects before the lead becomes a sales-...
@brianjcarroll
Sample Persona
Diagnosis
Prospect-level Persona Diagnosis – The Business Manager (finding
solution)
The Rig...
@brianjcarroll
Background: TAB helps organizations store and manage print and digital documents.
Goal: To increase the ove...
@brianjcarroll
• Company loosely defined a sales lead as anyone who downloaded a whitepaper,
attended a webinar, or comple...
@brianjcarroll
Prospect #1: If I am a decision-maker looking for paper
management solutions (paper only), why should I pur...
@brianjcarroll
Prospect sees problem
w/record management
Prospect desires to learn
more about solutions
Prospect considers...
@brianjcarroll
Interest Intimacy Intent
Interest Intimacy Intent
Nurturing
Track #1:
Nurturing
Track #2:
Email #1 Email #2...
@brianjcarroll
Overall increase in lead conversion rate of 32.6%.
650% Increase in Email Clickthrough
“Going forward, we a...
@brianjcarroll
5. Use Empathy as your intuition
to reconnect
@brianjcarroll
Use your empathy
Photo credit: http://theleadingedgeblog.com/
Sharing another's feeling and thoughts
Empath...
@brianjcarroll
Using your empathy
Instead of trying to sound interesting to others,
be interested in them.
Photo credit: h...
@brianjcarroll
Case Study on Empathy
42
Background: ActiveNetwork is a large event management software provider
Goal: To i...
@brianjcarroll
Control
Treatment
Case Study on Empathy
Using A/B testing
Source: http://www.marketingexperiments.com/blog/...
@brianjcarroll
Standard Sales Tone
Control
Empathetic/Service Tone
Treatment
Case Study on Empathy
Using A/B testing
Sourc...
@brianjcarroll
Treatment
Empathetic/Service Tone
7.08% Conversion Rate
Control
Standard Sales Tone
1.58% Conversion Rate
C...
@brianjcarroll
Control
Treatment
Case Study on Empathy
Using A/B testing
!
By addressing the customer’s anxiety (with empa...
@brianjcarroll
Summary
1. Get sales and marketing collaborating
2. Start doing lead re-engagement
3. Build a lead scoring ...
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5 Things You Can Do To Improve B2B Lead Generation

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B2B Lead generation is rapidly changing process for companies with the advent of MarTech. In this presentation learn where B2B marketers can focus and what are the “best few” things they can do to improve their b2b lead generation efforts immediately.

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5 Things You Can Do To Improve B2B Lead Generation

  1. 1. @brianjcarroll 5 Things You Can Do to Improve your B2B Lead Generation Brian Carroll @brianjcarroll
  2. 2. @brianjcarroll About me Brian Carroll Brian Carroll is Former Chief Evangelist of MECLABS and founder of InTouch, part of the MECLABS. Author of the bestseller, Lead Generation for the Complex Sale, Carroll is a leading expert in lead generation and he's profiled and regularly quoted in numerous publications. He has been profiled and quoted in numerous publications such as BtoB magazine, Selling Power, The Wall Street Journal, Entrepreneur, Target Marketing, Inc., Marketing News, DM News, MarketingProfs, MarketingSherpa, Software CEO and CMO Magazine. @brianjcarroll
  3. 3. @brianjcarroll Biggest B2B Marketing Challenges Source: 2015 Lead Generation Trend Report © 2015 Crowd Research Partners. Marketers see generating high quality leads as their number one business challenge.
  4. 4. @brianjcarroll The Problem Photo credit: http://jephmaystruck.com
  5. 5. @brianjcarroll The Problem Photo credit: http://jephmaystruck.com
  6. 6. @brianjcarroll Agenda 1. Get sales and marketing collaborating 2. Start doing lead re-engagement 3. Build a lead scoring approach that really works 4. Nurture customers more effectively 5. Use your empathy to reconnect
  7. 7. @brianjcarroll 1. Get sales and marketing collaborating on these questions
  8. 8. @brianjcarroll Marketing and Sales Collaboration Increased Performance Marketing Team Sales Team Lead acceleration meeting session with sales and marketing
  9. 9. @brianjcarroll 1. Lead Qualification is the bridge between the Marketing and Sales teams 2. Collaborate and get between Sales and Marketing concerning two defined standards:  Ideal Customer Profile – Do they have capacity to buy?  Universal Lead Definition – Do they enough motivation to be sales-ready lead? Internal Alignment Key takeaways Get free ULD agenda and tips b2bleadblog.com/uld !
  10. 10. @brianjcarroll 2. Build a lead scoring approach that really works
  11. 11. @brianjcarroll LEAD MANAGEMENT FLOW WITH SCORING Lead enters system Lead is scored by intensity level Lead IS optimal intensity ULD Lead IS NOT optimal intensity Lead delivered to Sales Lead nurtured to optimal intensity Responsive Lead Scoring
  12. 12. @brianjcarroll Background: Provider of professional management services for technology assets for mid- and large-sized companies. Goal: To increase the total number of leads generated. Research question: Which lead qualification process will generate the greatest number of leads? Approach: A sequential test of the qualification process. Case Study on Responsive Lead Scoring Background: Provider of professional management services for technology assets for mid- and large-sized companies. Goal: To increase the total number of leads generated. Source: http://www.marketingsherpa.com/article/case-study/ revamped-marketing-automation-crm-technology
  13. 13. @brianjcarroll Leads Enter System Leads are Sent Directly to Sales Sales “cherry- picks” best leads Many leads are overlooked Case Study on Responsive Lead Scoring Original lead qualification process was very linear Source: http://www.marketingsherpa.com/article/case-study/ revamped-marketing-automation-crm-technology
  14. 14. @brianjcarroll LEVEL 3 LEADS LEVEL 2 LEADS LEVEL 1 LEADS 0 – 19 Points 20 – 39 Points 40+ Points Sales- Engaged Leads • Organization set up a responsive scoring system – leads assigned numeric value based on role/behavior • Scoring system had 3 levels – once lead scored enough points to enter third level (40+ points), Sales would engage Case Study on Responsive Lead Scoring Testing out a responsive scoring system Source: http://www.marketingsherpa.com/article/case-study/ revamped-marketing-automation-crm-technology
  15. 15. @brianjcarroll Profile Score CEO, Owner President, VP of Sales 10 pts Target Market ID – IBM BP 10 pts Email Campaigns Score Open an Email 5 pts Clickthrough an Email 7 pts Web Metric Scoring Score Visits Any Webpage 1 pts Visits Offering Page 5 pts Visits Thought Leadership Article 5 pts Visits Thought Leadership Video 10 pts Views a Previous Webinar 15 pts Visits Testimonial Page 5 pts Visits Demo 15 pts Web Metric Scoring Score Contact Us 25 pts Webinar Registration 20 pts Web Demo Request 25 pts Promotional Dialogue 25 pts Webinar Playback 25 pts Case Study on Responsive Lead Scoring Building a lead score card LEVEL 3 LEADS LEVEL 2 LEADS LEVEL 1 LEADS 0 – 19 Points 20 – 39 Points 40+ Points Sales- Engaged Leads Source: http://www.marketingsherpa.com/article/case-study/ revamped-marketing-automation-crm-technology
  16. 16. @brianjcarroll • Leads sent marketing content matched to their particular score • Aim was to nurture leads up the funnel and provide more opportunities to increase lead score Case Study on Responsive Lead Scoring Building custom nurture campaigns Source: http://www.marketingsherpa.com/article/case-study/ revamped-marketing-automation-crm-technology
  17. 17. @brianjcarroll Increase in Lead Generation75% New process increased total number of leads engaged by Sales by 75% over previous year “If you look back three years ago, we were doing all of this work and we weren't seeing any results, but we didn't really have the system set up to really be able to measure our success. So, I think for us it's really been looking at and revising processes and procedures, and just being smarter about how we operate.” Trish McLoughlin Marketing Manager Case Study on Responsive Lead Scoring The results Source: http://www.marketingsherpa.com/article/case-study/ revamped-marketing-automation-crm-technology
  18. 18. @brianjcarroll 18 Touch points User-tracked behavior What have they engaged? Explicit Information Meets Universal Lead Definition Contacts Companies Ideal Customer Profile Hand off possibilities to sales Implicit Information Does it meet the ULD? Rep call to qualify Assign to rep Inquiry comes into DB Optimized Lead Scoring Qualify leads based on Universal Lead Definition (ULD), not lead score Source: http://www.marketingsherpa.com/article/case-study/ revamped-marketing-automation-crm-technology
  19. 19. @brianjcarroll Responsive Lead Scoring Most leads are not sales-ready leads. The key is to know when someone achieves optimal intensity (ULD). Lead scoring is a responsive approach to assess the intensity of leads. Scoring is not meant to replace human touch, but rather to prioritize it. Key takeaways
  20. 20. @brianjcarroll 3. Start doing lead re-engagement to get more
  21. 21. @brianjcarroll Background: A B2B company with a short sales cycle launched an email series to nurture older leads. Objective: To reinvigorate leads that have passed the initial 30 day window in which most clients are most likely to convert. Primary Research Question: Which tactics can be implemented to re- engage existing leads in the database? Test Design: Intensive initial 30-day lead nurture campaign followed by regular newsletters, webinars and long term added-value email series. Source: http://www.marketingsherpa.com/article/case-study/old-names-yield-37-customers Case Study on Lead Re-engagement
  22. 22. @brianjcarrollSource: http://www.marketingsherpa.com/article/case-study/old-names-yield-37-customers Topic BTopic A Week 1 Email Series Week 2 Email Series Online Software Demo Sales-ready leads Leads Engage with Content Leads Engage with Content Re-engagement Case Study on Lead Re-engagement New approach with ongoing re-engagement nurturing
  23. 23. @brianjcarroll Email Series #1: Newsletter This monthly email included short columns from the company CEO, as well as information on industry events, book reviews, marketing advice and other content related to the company. Source: http://www.marketingsherpa.com/article/case-study/old-names-yield-37-customers Case Study on Lead Re-engagement New approach
  24. 24. @brianjcarroll Email Series #2: Webinar Invites Monthly emails to the leads that did not convert beyond the initial 2-week email series. Source: http://www.marketingsherpa.com/article/case-study/old-names-yield-37-customers Case Study on Lead Re-engagement New approach
  25. 25. @brianjcarroll Email Series #3: “Tips” Email Series • The primary goal was to maintain contact and help potential customers. • Bi-weekly series lasted for a year. Sample Biweekly Email Source: http://www.marketingsherpa.com/article/case-study/old-names-yield-37-customers Case Study on Lead Re-engagement New approach
  26. 26. @brianjcarroll • One concern was that the new email series would overwhelm the leads and actually push them away. • So this organization sent an email once every three months to give the lead the opportunity to unsubscribe. Sample Unsubscribe Email Source: http://www.marketingsherpa.com/article/case-study/old-names-yield-37-customers Case Study on Lead Re-engagement New approach - Avoid Overwhelming
  27. 27. @brianjcarroll Customers are from leads generated over three months ago37% 20% Customers are from leads generated over one year ago "Lead nurturing is actually producing…business for us that we would not have if we were not…staying in contact with these people” - Marketing Director Source: http://www.marketingsherpa.com/article/case-study/old-names-yield-37-customers Case Study on Lead Re-engagement Results
  28. 28. @brianjcarroll Lead Re-engagement • Re-engage those you’ve met three or more months ago. • Keep the conversation going • Provide content and tools help them have the conversations internally. What can you do to reach out to your existing list in a helpful way? Key takeaways
  29. 29. @brianjcarroll 4. Nurture customers more effectively
  30. 30. @brianjcarroll Understand Audience Organize Content Track Results and Engagement Execute Tracks Messaging Strategy •Touch •Track •Follow- Up 1 •Touch •Track •Follow- Up 2 •Touch •Track •Follow- Up 3 •Touch •Track •Follow- Up 4 Interest Intimacy Intent Progression Across Buying Stages What is Lead Nurturing? Relevant, consistent conversation with potential customers, regardless of readiness to buy
  31. 31. @brianjcarroll In one lead nurturing effort, you might be dealing with multiple prospects before the lead becomes a sales-ready lead: So how does the marketer ensure that the right message gets to the right prospect? CEO Practitioner Manager IT Admin The Right Prospect
  32. 32. @brianjcarroll Sample Persona Diagnosis Prospect-level Persona Diagnosis – The Business Manager (finding solution) The Right Prospect Build persona diagnoses for each prospect persona
  33. 33. @brianjcarroll Background: TAB helps organizations store and manage print and digital documents. Goal: To increase the overall response to email lead nurturing efforts Research Question: Which lead nurturing program will generate the greatest number of email responses? Test Design: Sequential test of lead nurturing program Case Study on Lead Nurturing Source: http://www.marketingsherpa.com/article/case-study/pilot-campaign-increases-conversion-326
  34. 34. @brianjcarroll • Company loosely defined a sales lead as anyone who downloaded a whitepaper, attended a webinar, or completed one of a range of other actions • Number of leads generated was overwhelming for a salesperson – average salesperson did not have enough time to call or email all leads, so many leads were getting wasted • Only nurturing effort in place was a regular generic email newsletter Challenges faced by the organization Marketing decided to test a more targeted lead nurturing program to help qualify and nurture leads before sending to Sales Source: http://www.marketingsherpa.com/article/case-study/pilot-campaign-increases-conversion-326 Case Study on Lead Nurturing
  35. 35. @brianjcarroll Prospect #1: If I am a decision-maker looking for paper management solutions (paper only), why should I purchase from you rather than any of you competitors? Prospect #2: If I am a decision-maker looking for hybrid management solutions (paper and digital), why should I purchase from you rather than any of your competitors? Approach to building targeted lead nurturing program Focused efforts on the two main prospects:1 Source: http://www.marketingsherpa.com/article/case-study/pilot-campaign-increases-conversion-326 Case Study on Lead Nurturing
  36. 36. @brianjcarroll Prospect sees problem w/record management Prospect desires to learn more about solutions Prospect considers different providers Prospect encounters resistance to solution Prospect makes a selection 2. EDUCATION1. RECOGNITION 3. EVALUATION 4. OBJECTION 5. DECISION Interest Intimacy Intent Mapped decision sequence average prospect experienced during purchase/nurturing cycle 2 Approach to building targeted lead nurturing program Source: http://www.marketingsherpa.com/article/case-study/pilot-campaign-increases-conversion-326 Case Study on Lead Nurturing
  37. 37. @brianjcarroll Interest Intimacy Intent Interest Intimacy Intent Nurturing Track #1: Nurturing Track #2: Email #1 Email #2 Email #3 Email #4 Email #5 Email #1 Email #2 Email #3 Email #4 Email #5 Score: 15 Score: 30 Score: 45 Score: 60 Score: 75 Score: 15 Score: 30 Score: 45 Score: 60 Score: 75 Organize and build the nurture tracks Source: http://www.marketingsherpa.com/article/case-study/pilot-campaign-increases-conversion-326 Case Study on Lead Nurturing
  38. 38. @brianjcarroll Overall increase in lead conversion rate of 32.6%. 650% Increase in Email Clickthrough “Going forward, we are expanding the number of campaigns to reach other topics and we are going to use more complex decision- tree logic to dictate the next message in the cycle.” -VP, Global Marketing The results Source: http://www.marketingsherpa.com/article/case-study/pilot-campaign-increases-conversion-326 Case Study on Lead Nurturing
  39. 39. @brianjcarroll 5. Use Empathy as your intuition to reconnect
  40. 40. @brianjcarroll Use your empathy Photo credit: http://theleadingedgeblog.com/ Sharing another's feeling and thoughts Empathy is the marketer’s intuition.
  41. 41. @brianjcarroll Using your empathy Instead of trying to sound interesting to others, be interested in them. Photo credit: http://blog.referralinstitutenn.co.uk/
  42. 42. @brianjcarroll Case Study on Empathy 42 Background: ActiveNetwork is a large event management software provider Goal: To increase total lead inquiries (phone calls + form sign-ups) from visitors who abandoned the free trial sign-up process Research Question: Which email tone will result in a higher rate of lead inquiries? Test Design: A/B single factor split Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/ email-copywriting-change-tone.html
  43. 43. @brianjcarroll Control Treatment Case Study on Empathy Using A/B testing Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/ email-copywriting-change-tone.html
  44. 44. @brianjcarroll Standard Sales Tone Control Empathetic/Service Tone Treatment Case Study on Empathy Using A/B testing Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/ email-copywriting-change-tone.html
  45. 45. @brianjcarroll Treatment Empathetic/Service Tone 7.08% Conversion Rate Control Standard Sales Tone 1.58% Conversion Rate Case Study on Empathy Using A/B testing Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/ email-copywriting-change-tone.html
  46. 46. @brianjcarroll Control Treatment Case Study on Empathy Using A/B testing ! By addressing the customer’s anxiety (with empathy) through the tone of the email copy, they saw a 349% increase in total lead inquiries Source: http://www.marketingexperiments.com/blog/research-topics/email-marketing/ email-copywriting-change-tone.html
  47. 47. @brianjcarroll Summary 1. Get sales and marketing collaborating 2. Start doing lead re-engagement 3. Build a lead scoring approach that really works 4. Nurture customers more effectively 5. Use your empathy to reconnect

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