Improving B2B Lead Generation Performance

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The following presentation was given at Exact Target's Connections 2012 by myself and MECLAB/MarketingSherpa's David Green.

Generating leads and attracting new customers is critical to any B2B company. Are you leveraging search to its potential? Are search and email working together for you? Learn to leverage search and other lead gen methods to boost your overall marketing ROI.

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Improving B2B Lead Generation Performance

  1. 1. IMPROVINGB2B LEAD GENERATION PERFORMANCE Chad Pollitt Slingshot SEO J. David Green MECLABS / MarketingSherpa
  2. 2. INTRODUCTION – Chad Pollitt • Director of Marketing at Slingshot SEO • Former Army Commander and Iraq War Veteran • Author of The Content Marketing Manifesto • Featured in The Wall Street Journal, Inc., PR Daily, BtoB Magazine, on MSNBC and others Twitter: #ET12 - @CPollittIU
  3. 3. Speaker Background J. David Green Director, Marketing Partnerships MECLABS@DaveGreenLeadswww.linkedin.com/in/davegreenmeclabs Case study: $1B lead pipeline in 20 months
  4. 4. OVERVIEW OF SESSION: DAVE GREEN• Lead generation challenges• The big picture• Lead generation economics• Marketing channel effectiveness research• Fundamentals: • Targeting • Messaging• Key takeaways
  5. 5. THE CHALLENGES
  6. 6. GENERATING HIGH-QUALITY LEADS: #1 CHALLENGE • Lead volume is #2 • The volume vs. quality conundrum
  7. 7. THE BIG PICTURE
  8. 8. ONCE SALES PEOPLE CONTROLLED INFO
  9. 9. NOW CUSTOMERS DO
  10. 10. LEAD GEN ECONOMICS
  11. 11. FOCUS ROI ON SALES PRODUCTIVITY GAINS • How much time 19% do your sales Lead Gen people spend Account prospecting? 37% Research Training 15% • How much is that Travel Account costing your Service team? 18% 12% Selling Admin CSO Insights Sales Performance Optimization report, 15th ed: N=1,800
  12. 12. LEAD GEN EXPANDS SALES CAPACITY * More EfficientAllocated SalesResources Efficient Less Prospecting Nurturing Selling Buying Cycle Stages
  13. 13. MARKETING CHANNEL RESEARCH
  14. 14. EFFECTIVNESS OF TACTICS BY ORGANIZATIONAL MATURITY • The best companies prioritize: – Web design – Content – SEO
  15. 15. PRIORITIES BY MATURITY LEVEL • Repeatable processes are scalable • Repeatable processes enable gradual process improvement
  16. 16. THE MOST EFFECTIVE EMAIL MARKETING TACTICS • Targeting, subject lines, landing page optimization, calls-to-action are the most effective tactics
  17. 17. EMAIL ENGAGEMENT TACTICS THAT WORK • Relevant content is king • Triggers are getting bigger
  18. 18. EMAIL DELIVERY TACTICS THAT WORK • Respect • Reputation
  19. 19. ARE YOU A HIPPO*? • Only 21% of Validated test result determines CMO or business companies use valid unit head makes the decision 21% the decision 23% tests to optimize web design Other 4% Marketing • Of those, only 40% department decides based on test for validity published best practices 16% threats Marketing department decides collaboratively 36% Source: ©2011 MarketingSherpa Landing Page Optimization Benchmark Survey Methodology: Fielded Feb ruary 2011, N=2,673 *Highest Paid Person in the Organization
  20. 20. BLOGGING AND BLOGGER RELATIONS RULE B2B 24% Sphere size indicates level of usage 21% Blogging • Blogging has high effectiveness and usage 18% Blogger and online influencer • Social networks are the 15% relationsEffectiveness Using social most commonly used 12% Sharing content media for SEO on multimedia social marketing platform sites Social 9% networks • Opportunity: blogger and Sharing email 6% content Microblogging online influencer Advertising on 3% Social news releases social media sites relations 0% 0% 10% 20% 30% 40% Effort required Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935
  21. 21. SOCIAL MEDIA IMPACTS SEO PERFORMANCE Social Media Users Non-Social Media Users 27% • Organizations with an integration strategy experienced a 59% lift in organic conversion rates over organizations 17% without an integration strategy • Social marketing builds trust – More listings – Improved rankings – Inbound links – Presence above competition conveys authority Organic search trafficSource / Methodology: MarketingSherpa Search Marketing Benchmark Survey / FieldedApril, 2010 N=2,194
  22. 22. THREE FACTORS OF A SUCCESSFUL PPC CAMPAIGN • Relevance: Keep the goals of the search engine in Relevance mind • Simplicity: Don’t confuse your audience in the ad or landing page • Measurement: One of the greatest benefits of PPC –Simplicity Measurement use it!
  23. 23. WEBINARS SUCCESS DEPENDS ON CONTENT • Relevant content is still king • Lead generation and lead nurturing tactic • Great for reaching personas
  24. 24. LEAD GEN TARGETING
  25. 25. TARGETING TACTICS THAT WORK • Identify (which?)Ideal Customer Ideal Customer • Size (how many?) Account Buyer Persona • Stratify (how muchCharacteristics Characteristics effort?) Ideal Customer Opportunity Characteristics
  26. 26. TARGETING TACTICS THAT WORK Who to ask:Ideal Customer Ideal Customer Account Buyer Persona • Sales (Lead Roundtable)Characteristics Characteristics • Solution Management • Professional Service Ideal Customer • Customer Service Opportunity Characteristics • Best customers (duh!)
  27. 27. TARGETING TACTICS THAT WORK Think about yourIdeal Customer Ideal Customer media strategy and Account Buyer Persona content strategy inCharacteristics Characteristics terms of these characteristics. Ideal Customer Opportunity Characteristics
  28. 28. MARKET PYRAMID: INBOUND PITFALL There aren’t 1K+ Employees: 23K Accounts many large accounts.Ideal Customer 100 to 999 Employees:156k Accounts . . . but large Account accounts haveCharacteristics more decision 10 to 99 Employees: 1.7MM Accounts makers and influencers . . . 1 to 9 Employees: 21.9MM Accounts Source: D&B/Hoovers
  29. 29. VALIDATE QUALITATIVE WITH QUANTITATIVE Start with Ideal Customer Ideal Customer Account Buyer Persona Qualitative Characteristics Characteristics Validate with Ideal Customer Quantitative Opportunity Characteristics
  30. 30. LEAD GEN MESSAGING
  31. 31. VOICE OF THE CUSTOMER PLAYBOOK I• Conversational interviews: – From each department, 7 to 10 internal thought- leaders with deep customer insight – 7 – 10 buyer persona types for each solution (start with your most important solution and persona) from ideal current customers – Go on sales calls and use the phone• Open-ended questions, probes (oh? ROI?), silence so they can think
  32. 32. VOICE OF THE CUSTOMER PLAYBOOK II• Confidential• Record – video/audio – the conversations (with permission)• Draft a report with key findings and the transcript, including gaps between departments and with customers• Look for case study material• Start a customer council
  33. 33. MARKETING MONEY QUESTIONS• What motivated you and others to look for our solution?• What problems / challenges were you trying to solve?• What was your process for researching and making a decision?• What channels, search phrases did you use?• What challenges did you face in making a decision?• Why did you select our solution?• What else should I know.
  34. 34. KEY TAKE-AWAYS • Lead generation scales sales teams • Relevant content matters in all channels • Focus on the right customers and prospects
  35. 35. THANK YOU! J. David Green Director, Marketing Partnerships MECLABS@DaveGreenLeadswww.linkedin.com/in/davegreenmeclabs(904) 372-2302
  36. 36. Chad PollittSlingshot SEO
  37. 37. AGENDA: Chad Pollitt• The Role of SEO & Social Media• Online Lead Generation in Context• The Inbound Campaign Structure• Inbound’s Effects on Traffic & Leads by Channel Twitter: #ET12 - @CPollittIU
  38. 38. THE ROLE OF SEO & SOCIAL 1» BRAND 2» CONTENT 3» DISTRIBUTION 4» ENGAGEMENT Twitter: #ET12 - @CPollittIU
  39. 39. TAKEAWAY #1 Social Media and Search Enginesare Content Distribution Platforms
  40. 40. #ET12 - @CPollittIU
  41. 41. #ET12 - @CPollittIU
  42. 42. #ET12 - @CPollittIU
  43. 43. ONLINE LEADGENERATION IN CONTEXT #ET12 - @CPollittIU
  44. 44. TAKEAWAY #2Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services
  45. 45. INBOUND MARKETING CAMPAIGNS #ET12 - @CPollittIU
  46. 46. TAKEAWAY #3 The Inbound Campaign Structureis a Lead Gen and Nurture Process
  47. 47. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  48. 48. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  49. 49. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  50. 50. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  51. 51. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  52. 52. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  53. 53. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  54. 54. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  55. 55. TAKEAWAY #4Inbound Marketing Positively Effects ALL Inbound Lead Gen Channels
  56. 56. TAKEAWAYS1. Social Media and Search Engines are Content Distribution Platforms2. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services3. The Inbound Campaign Structure is a Lead Gen and Nurture Process4. Inbound Marketing Positively Effects ALL Inbound Lead Gen Channels Twitter: #ET12 - @CPollittIU
  57. 57. FINAL TAKEAWAY Right Content + Right Person + Right Time + Right Channel= Wider Sales Funnel + Acceleration Through it
  58. 58. THANK YOUChad Pollittdirector of marketingChad.Pollitt@SlingshotSEO.comOFFICE » 317.575.8852 ext. 256MOBILE » 260.255.4006WEB » SlingshotSEO.com Twitter: #ET12 - @CPollittIU

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