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Planning B2B Lead Generation Campaigns & Leveraging Content Personalization


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The enormous amount of marketing channels that marketers work through every day can be challenging. But amazingly, a little bit of planning goes a long way in addressing even the most overwhelming of campaigns. Combine that with personalization, and you've got a focused campaign attack. Learn how to:

- Identify and prioritize your lead generation marketing program objectives
- Understand your audience and target their needs and pains
- Choose the most effective programs for your marketing plan
- Align your metrics with your objectives

Need planning help? Scott Armstrong, Co-Founder and Partner at Brainrider, lays it all out for us in this upcoming webinar. Join Scott for this practical “how to” review of planning B2B lead generation marketing programs that attract, acquire, nurture and qualify more prospects!

Published in: Marketing, Business, Technology

Planning B2B Lead Generation Campaigns & Leveraging Content Personalization

  1. 1. Planning B2B Lead Generation Campaigns & Leveraging Content Personalization Scott Armstrong Co-Founder and Partner Brainrider
  2. 2. Safe Harbor! Safe harbor statement under the Private Securities Litigation Reform Act of 1995:! ! !This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.!  ! !The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.! ! ! !Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.!
  3. 3. Planning B2B Lead Generation Marketing Programs
 " A Better B2B Marketing Clinic! Scott Armstrong is your presenter today. 
 He is a partner @Brainrider 
 where he specializes in better B2B marketing. ! @Brainrider Go to
  4. 4. Planning Better B2B Marketing! •  Driven by your objectives! •  Buyer-focused! •  Offers more relevant content! •  Identifies programs gaps ! •  Focused on performance measurement & improvement! •  Leveraging personalization! @Brainrider
  5. 5. Planning Driven By Your Objectives! @Brainrider
  6. 6. Prioritizing Measureable Objectives! @Brainrider
  8. 8. Identify Gaps By Objective! PROSPECTS   MQL/SAL  VISITORS   PPC Limited SEO E-Blasts to 3rd Party Lists Contact Us Form Newsletter ACTIVE   PROSPECTS   Featured Download Resource Center NURTURE PROSPECTS QUALIFY SALES READINESS ATTRACT & ACQUIRE PROSPECTS @Brainrider
  9. 9. Marketing Programs Pick List! NURTURE PROSPECTS QUALIFY SALES READINESS ATTRACT & ACQUIRE PROSPECTS q  Inbound q  Blogging q  SEO q  Content syndication q  Resource publishing q  Gated content q  Progressive forms q  Tiered opt-in q  Social q  Social publishing q  Social listening q  Paid q  PPC q  E-Blasts q  Content sponsorship q  Events q  Segmentation q  Nurturing cold prospects q  Monthly newsletter q  Recent visit follow-up q  Nurturing active prospects q  Auto-responders q  Thank-you content q  Other q  Contact us q  Sales Readiness Offers q  Pricing q  Gated free trial q  Video demos q  Quote q  Needs assessment q  Free consultation q  ROI tool q  RFP/RFQ Guide q  Events q  Product webinars
  10. 10. Measuring & Reporting Performance! Start by splitting your performance measurement and reporting into three categories! Business   •  Opportuni-es/Revenue  Sourced  by  Marke-ng   •  Opportuni-es/Revenue  Touched  by  Marke-ng   Marke-ng   •  Qualified  Traffic   •  Acquisi-on   •  Ac-ve  Prospects   •  Sales  qualified  leads   Diagnos-cs   •  Program  by  program  metrics  designed  to   iden-fy  the  right  offers,  messages,  content,  and   channels   @Brainrider
  11. 11. How To Execute 
 More Relevant Marketing Campaigns 
 By Leveraging Personalization! 11!
  12. 12. Lead generation is not about ! you.
  13. 13. Your buyer 
 is in"
  14. 14. Buyers need content to make a buying decision. What’s my problem? How do I fix my problem? Are you right for me? @Brainrider
  15. 15. Buyers look for what they want to know" … not what you want to tell them" @Brainrider
  16. 16. Offer Relevant Subject Matter Expertise At Each Buyer Decision Stage! If your customer is asking: What’s my problem How do I fix my problem Are you right for me They want: Education & Thought Leadership Solutions & Product Suitability Credentials & Decision Support What to share with them: •  Trends •  Benchmarks •  Analyst coverage •  101 Education •  How to guides •  How other people are solving this •  What is the solution & how does it work •  Solution comparisons •  Pitfall analysis •  Readiness & suitability assessments •  How do I choose a vendor •  Pricing •  Bench strength demonstration •  Case studies •  ROI/TCO •  How to buy •  Working with us @Brainrider – tweet this link:
  17. 17. Personalization!
  18. 18. Personalization!
  19. 19. Personalization = Better Relevance!
  20. 20. Start By Segmenting Your Prospects! Based On What They Want To Know
  21. 21. Gather Explicit Segmentation Using Form Fields!
  22. 22. Gather Explicit Segmentation Using Form Fields!
  23. 23. Gather Implicit Segmentation Using Behavior Tracking!
  24. 24. Help Prospects Manage Their Subscription Preferences! Email Preference Center
  25. 25. Stream Your Emails Based On Prospect Preferences!
  26. 26. Program Example: Streamed Email Nurturing! Problem: Time consuming, ineffective lead nurturing. " •  Do a better job uncovering leads in our database.! •  Reach more people, more frequently to improve engagement.! •  Build a more efficient and scalable process.! Solution: New segments, new newsletters, new 
 opt-in categories." •  Create content categories aligned with real customer needs and pains, ! •  Segment Tracom’s existing database based on needs and pains! •  Implement new communication opt-in preferences.! •  Execute a segmented newsletter program that ensured any targeted prospect received a maximum of one email per week.! Results: “we’re engaging with more customers in a meaningful way, but spending way less time doing it.”" •  Now targeting 25% of their database each month with segmented messaging.! •  Click-through rates have increased to between 10%-20% across all segments.! •  Improved productivity allowing for weekly newsletter deployment using the same investment in content development and newsletter production.! •  Profile behavior and segment Tracom’s existing database based on needs and pains.! Click to view preference center and newsletter samples @Brainrider
  27. 27. Advanced Personalization: Dynamic Web Content! Personalized 
 For More Information 
 Offers" @Brainrider
  28. 28. Advanced Personalization: Dynamic Web Content! @Brainrider
  29. 29. Resources For Better B2B Marketing! Or for more B2B Marketing content, visit:! Resources:! Articles: ! @Brainrider!!! ! Go  to­‐cheatsheets   to  download  today’s  presenta>on  
  30. 30. Questions?
  31. 31. Scott Armstrong Co-Founder and Partner Brainrider