Online lead generation in B2B marketing

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Some basic concepts on lead-gen in B2B including driving traffic and conversion optimization

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Online lead generation in B2B marketing

  1. 1. Online lead generation in B2B marketing Goran Candrlic
  2. 2. About Goran Candrlic Marketing Manager @GlobalDots Co-Founder @WebinyPlatform Twitter: @Chande LinkedIn: /gorancandrlic
  3. 3. Intro Why we talk about online lead generation? CEOs don’t trust marketing (ups!) 73% of CEOs stating “marketers lack business credibility and the ability to generate sufficient growth”. 80% of CEOs simply don’t trust marketers at all, while 91% do trust CIOs and CFOs. Source: survey by Fournaise Group
  4. 4. Reason? Commercial Disconnect – Marketers need to take responsibility for the very evident commercial disconnect with senior executives. Distraction, hoopla and hyperbole – the ever-evolving world of marketing, due in large to technology and a now very connected consumer, brings with it new marketing opportunities on a monthly basis. Lack of imagination and innovation. Marketing is about imagination, creating new ways to deliver a value to the customer, to earn disproportionate attention over trying to steal it with short-termism and promotionally led thinking.
  5. 5. Sales & Marketing Alignment
  6. 6. ...almost there
  7. 7. ...and the Holy Grail Source: http://www.kaushik.net/avinash/tips-for-improving-high-bounce-low-conversion-web-pages/
  8. 8. Goal of online marketing ● ● ● ● Define and implement online marketing strategy ○ Aligned with overall marketing strategy ○ Brand ○ Message ○ Goals, KPIs, Targets Drive traffic ○ Owned ○ Inbound (earned) ○ Outbound (paid) Drive leads ○ Conversion ○ Scoring ○ Nurturing Analyze, track, improve
  9. 9. Online marketing strategy ● ● ● ● ● ● Mission Vision Branding Value Proposition (Company) Communication framework Market conditions
  10. 10. Online marketing strategy ● ● Product ○ Product / market fit ○ Value proposition ○ USP ○ Key Selling Points ○ Cross-sells & Upsells ○ Pricing Acquisition channels ○ Owned (website, mailing lists, other properties & audiences) ○ Earned (SEO, Social, Content, Word of mouth, Reviews, Referrals) ○ Paid (PPC, Display, Production, SEO, Remarketing)
  11. 11. Online marketing strategy ● ● ● Lead-generation & Funnels ○ Conversion Rate Optimization ○ Landing page optimization ○ A/B testing Retention ○ Loyalty program ○ Customer support ○ Over-deliver Analytics Framework ○ Main goal: calculate CAC & LTV per channel ○ Include costs from all marketing and sales activities ○ Use cohort analysis to fuel growth and scalability
  12. 12. AIDA vs AARRR
  13. 13. AIDA vs AARRR
  14. 14. Topology of the sale 1. What is the action we want someone (potential client) to take? 2. Who are we trying to persuade to take this action? 3. What he needs to know to feel secure and confident to take this action? Source: Bryan Eisenberg - Waiting for your cat to bark - Persuading customers when they ignore marketing
  15. 15. Dimensions of sales complexity ● ● ● ● Need Risk Knowledge Consensus
  16. 16. Types of buyers ● ● ● ● Accidentals Knows exactly Knows approximately Just browsing
  17. 17. Relational vs Transactional shoppers ● Relational ○ consider transaction to be one in long series of transactions with the company ○ fear of making a poor choice ○ don’t enjoy the process of selecting, negotiating ○ consider the time as part of the price
  18. 18. Relational vs Transactional shoppers ● Transactional ○ focused on a single transaction ○ focused on price - don’t want to pay more than needed ○ enjoy process of comparing and negotiating ○ don’t consider time as a part of price
  19. 19. Modes of persuasion architecture (Personas) Methodical ● Business-like, goal oriented ● Disciplined, methodical ● How can your solution solve my problem?
  20. 20. Modes of persuasion architecture (Personas) Spontaneous ● Personal, activity oriented ● Spontaneous decision, fast decision ● Why is this the best solution to solve my problem? ● Address immediate needs and credibility
  21. 21. Modes of persuasion architecture (Personas) Humanistic ● Personal, relationship oriented ● Open, slow decision ● Who has used your solution to gain benefits? ● Address testimonials
  22. 22. Modes of persuasion architecture (Personas) Competitive ● Business-like, power-oriented ● Discipline, strategy ● What can you do for me? ● Address competitive advantage and strategic thinking
  23. 23. Acquisition Owned, Earned, Paid Media ● ● ● ● ● ● ● ● ● ● Direct Offline (TV, Print, Radio) SEO PPC (Google AdWords, Facebook) Display PR Social (Facebook, Twitter, LinkedIn, Google+) Video Reviews, referrals, blogs Word of mouth Find the right channel! Test, iterate. Look for LTV > CAC! Use specific landing page for each channel!
  24. 24. Activation Website concerns ● UX / UI ● Branding ● Information architecture ● Communications ● Visitor flow ● Design ● Conversion optimization
  25. 25. Retention User behavior ● What stage in the buying cycle? ● Email ● Phone ● Webinars ● PDF guides ● Remarketing
  26. 26. Revenue When they buy? Why? How to make the process easier? ● Lead nurturing ● Pre-sales ● Automate ● Remove obstacles
  27. 27. Referral ● ● ● ● Share Word of mouth Campaigns Contests Testimonials -> Customers validate!
  28. 28. Conversion decision Source: www.slideshare.net/randfish/big-picture-cro
  29. 29. Landing page optimization ● ● ● ● ● ● ● Message match 1 landing page per product / campaign / traffic source Attention ratio (only one action per page) Conversion-centered-design (design contrast, typography, encapsulation) Copy: ○ Value proposition (differentiator) ○ USP (why?) ○ Key selling points (benefits) ○ Testimonials (customer validation) A/B testing Calculate ROI, LTV, CAC
  30. 30. Stats :)
  31. 31. Stats :)
  32. 32. Stats :)
  33. 33. Platforms & Tools ● ● ● ● ● Marketing automation ○ Eloqua ○ Marketo ○ LeadLander Landing page testing ○ Unbounce A/B testing ○ Optimizely ○ Visual Website Optimizer Customer Analytics ○ KissMetrics ○ MixPanel Sales Automation ○ SalesForce ○ BaseCRM
  34. 34. Putting it all together ● ● ● ● Planning (Strategy) Implementation (Tactics) Analytics Feedback into the system
  35. 35. Thank you! Twitter: @Chande LinkedIn: /gorancandrlic

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