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Improving B2B Lead Generation Performance

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
             Chad Pollitt
           Slingshot SEO
           J. David Green
      MECLABS / MarketingSherpa
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
Speaker Background
                    J. David Green
                    Director, Marketing Partnerships
                    MECLABS
@DaveGreenLeads
www.linkedin.com/in/davegreenmeclabs



 Case study: $1B lead pipeline in 20 months
OVERVIEW OF SESSION: DAVE GREEN
•   Lead generation challenges
•   The big picture
•   Lead generation economics
•   Marketing channel effectiveness research
•   Fundamentals:
    •   Targeting
    •   Messaging
• Key takeaways
THE CHALLENGES
GENERATING HIGH-QUALITY LEADS: #1 CHALLENGE

                          • Lead volume is #2
                          • The volume vs.
                            quality
                            conundrum

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Improving B2B Lead Generation Performance

  • 1. IMPROVING B2B LEAD GENERATION PERFORMANCE Chad Pollitt Slingshot SEO J. David Green MECLABS / MarketingSherpa
  • 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. Speaker Background J. David Green Director, Marketing Partnerships MECLABS @DaveGreenLeads www.linkedin.com/in/davegreenmeclabs Case study: $1B lead pipeline in 20 months
  • 4. OVERVIEW OF SESSION: DAVE GREEN • Lead generation challenges • The big picture • Lead generation economics • Marketing channel effectiveness research • Fundamentals: • Targeting • Messaging • Key takeaways
  • 6. GENERATING HIGH-QUALITY LEADS: #1 CHALLENGE • Lead volume is #2 • The volume vs. quality conundrum
  • 8. ONCE SALES PEOPLE CONTROLLED INFO
  • 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. LEAD GEN EXPANDS SALES CAPACITY * More Efficient Allocated Sales Resources Efficient Less Prospecting Nurturing Selling Buying Cycle Stages
  • 13. MARKETING CHANNEL RESEARCH
  • 14. EFFECTIVNESS OF TACTICS BY ORGANIZATIONAL MATURITY • The best companies prioritize: – Web design – Content – SEO
  • 15. PRIORITIES BY MATURITY LEVEL • Repeatable processes are scalable • Repeatable processes enable gradual process improvement
  • 16. THE MOST EFFECTIVE EMAIL MARKETING TACTICS • Targeting, subject lines, landing page optimization, calls-to-action are the most effective tactics
  • 17. EMAIL ENGAGEMENT TACTICS THAT WORK • Relevant content is king • Triggers are getting bigger
  • 18. EMAIL DELIVERY TACTICS THAT WORK • Respect • Reputation
  • 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. 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% relations Effectiveness 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. 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 traffic Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194
  • 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. WEBINARS SUCCESS DEPENDS ON CONTENT • Relevant content is still king • Lead generation and lead nurturing tactic • Great for reaching personas
  • 25. TARGETING TACTICS THAT WORK • Identify (which?) Ideal Customer Ideal Customer • Size (how many?) Account Buyer Persona • Stratify (how much Characteristics Characteristics effort?) Ideal Customer Opportunity Characteristics
  • 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. TARGETING TACTICS THAT WORK Think about your Ideal Customer Ideal Customer media strategy and Account Buyer Persona content strategy in Characteristics Characteristics terms of these characteristics. Ideal Customer Opportunity Characteristics
  • 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 have Characteristics more decision 10 to 99 Employees: 1.7MM Accounts makers and influencers . . . 1 to 9 Employees: 21.9MM Accounts Source: D&B/Hoovers
  • 29. VALIDATE QUALITATIVE WITH QUANTITATIVE Start with Ideal Customer Ideal Customer Account Buyer Persona Qualitative Characteristics Characteristics Validate with Ideal Customer Quantitative Opportunity Characteristics
  • 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. 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. 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. KEY TAKE-AWAYS • Lead generation scales sales teams • Relevant content matters in all channels • Focus on the right customers and prospects
  • 35. THANK YOU! J. David Green Director, Marketing Partnerships MECLABS @DaveGreenLeads www.linkedin.com/in/davegreenmeclabs (904) 372-2302
  • 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. THE ROLE OF SEO & SOCIAL 1» BRAND 2» CONTENT 3» DISTRIBUTION 4» ENGAGEMENT Twitter: #ET12 - @CPollittIU
  • 39. TAKEAWAY #1 Social Media and Search Engines are Content Distribution Platforms
  • 43. ONLINE LEAD GENERATION IN CONTEXT #ET12 - @CPollittIU
  • 44. TAKEAWAY #2 Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services
  • 45. INBOUND MARKETING CAMPAIGNS #ET12 - @CPollittIU
  • 46. TAKEAWAY #3 The Inbound Campaign Structure is a Lead Gen and Nurture Process
  • 47. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  • 48. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  • 49. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  • 50. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  • 51. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  • 52. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  • 53. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  • 54. EFFECTS ON TRAFFIC & LEADS #ET12 - @CPollittIU
  • 55. TAKEAWAY #4 Inbound Marketing Positively Effects ALL Inbound Lead Gen Channels
  • 56. TAKEAWAYS 1. Social Media and Search Engines are Content Distribution Platforms 2. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services 3. The Inbound Campaign Structure is a Lead Gen and Nurture Process 4. Inbound Marketing Positively Effects ALL Inbound Lead Gen Channels Twitter: #ET12 - @CPollittIU
  • 57. FINAL TAKEAWAY Right Content + Right Person + Right Time + Right Channel = Wider Sales Funnel + Acceleration Through it
  • 59. THANK YOU Chad Pollitt director of marketing Chad.Pollitt@SlingshotSEO.com OFFICE » 317.575.8852 ext. 256 MOBILE » 260.255.4006 WEB » SlingshotSEO.com Twitter: #ET12 - @CPollittIU