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B2B Lead Gen and Brand Building - B2B Product Marketing Series
The document discusses strategies for B2B product marketing, emphasizing the importance of brand awareness and lead generation with a focus on high ROI and low-cost frameworks. Key tactics include increasing brand recognition, leveraging digital marketing, and optimizing marketing efficiency through analytics and automation. It highlights the role of face-to-face marketing, thought leadership, and targeted outreach as essential components in achieving sales growth and building a strong brand.
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B2B Lead Gen and Brand Building - B2B Product Marketing Series
- 1. B2B Product Marke/ng Brand Awareness and Lead Genera-on High ROI, High Impact and Low Cost Framework Michael Fertman B2B SaaS Product Marke/ng Leader August 7, 2014
- 2. Typical Assump/ons for a B2B Brand or Product Marke/ng Annual Plan 2 • Sales Growth ACCELERATION o Primary marke/ng goal is to profitably generate a ‘step-‐change’ increase in annual sales growth o E.g. 15% annual growth ! 30% annual growth • Brand Recogni-on o Eleva=ng the Brand is a key founda/on in the achievement of this goal o I.e. Increase in brand awareness in close associa/on with key differen/ators • Marke-ng Efficiency o Marke/ng efforts (i.e. expenses) clearly /ed to outcomes o E.g. Repurpose content and campaigns across mul/ple channels
- 3. Typical Assump/ons for a B2B Brand or Product Marke/ng Annual Plan (con/nued) 3 • Profitable, ‘step-‐change’ increase in annual sales growth is the primary marke/ng goal o Accelerate the increase in penetra/on within exis/ng customers o Accelerate the increase in the number and value of new customers o Reduce cost of sale by con/nuously evalua/ng ROI by marke/ng channel / program • Brand Awareness improvement is a key driver of goal achievement -‐-‐ Examples: Tradi-onal o Tradeshows o PR o Print • Marke/ng Tac/cs will typically Include focus on: o Building the Brand: See above o Increasing Penetra-on: Incen/ve and Loyalty program(s), communica/ons plaXorms, training, materials o Genera-ng Demand: " Integrated Marke/ng programs – e.g. Direct Mail + Email + Search Engine Marke/ng + Telemarke/ng " Lead Nurturing – ongoing digital communica/on based on digital or offline interac/ons with sales and marke/ng " Clear Value Props – what problems does your product solve? For whom? And why is yours beber? " New Sales Channels – Iden/fy new, less expensive sales channels, poten/ally outside typical approaches to reaching prospects Digital o Website / SEO o Thought Leadership & relevant content distributed via... o … PR, Email, Newslebers, Blog Posts, Social Media, Paid Search
- 4. In B2B Marke/ng, the Following Three Principles Lead to Effec/ve and Profitable Growth Accelera/on Face-‐to-‐Face marke-ng elevates the brand o Face-‐to-‐face rela/onships are / can be the brand in many cases o Target Customers must believe that your product is an industry leader and that you are too Thought Leadership Drives Brand Awareness and Improves Brand Image o Valuable insight for target customers will help them make beber decisions… o … and will elevate brand percep/on … o … and will provide ‘air cover’ for poten/al customers when selec/ng your product Marke-ng Efficiency is Cri-cal o Focus: Choose the 20% -‐ 25% of effort that will drive 80% -‐ 90% of poten/al impact o Scale: Enhance brand building with digital marke/ng efforts o Tools and Analy-cs " Produc-vity: Marke/ng automa/on (e.g. Marketo, Hubspot, Pardot, Eloqua) fully integrated with CRM " Op-miza-on: End-‐to-‐end measurement of success and ROI of all programs 4 1 2 3
- 5. Mapping the Marke/ng Mix to These Guidelines Can Profitably and Efficiently Generate Sales Growth Accelera/on 5 Marke-ng Approach Descrip-on Face-‐to-‐Face Marke-ng Trade Shows and Industry Events Goals: Generate new rela/onships with thought leaders and prospects, advance exis/ng rela/onships, build Brand. Client Advisory Panel Goal: Increase value for large current clients • Share best prac/ces • Understand addi/onal services and ROI Thought Leadership / Face-‐to-‐Face Marke-ng Roundtables with exis-ng and target customers Goal: Establish your company and product as a thought leader on relevant topics. Increase posi/ve brand awareness. Company Leaders on Industry Panels Goal: Establish your company as a thought leader within relevant ver/cals. Build brand awareness. Thought Leadership / Remote and Electronic Topics relevant to the problems your company solves Goals: (1) Establish your company and product team as a thought-‐leader on important, ‘key word rich’ topics. (2) Develop ‘rela/onships’ with prospects whom you would otherwise not reach. Delivery Methods Webinars, Teleconferences, Ar/cles / Blog Posts, Newslebers Goal: Package content in a manner that can be mass-‐ distributed and ‘re-‐purposed’ Marke-ng Efficiency Distribu-on Methods Electronic – press releases, email, social media, website, Newslebers Goal: Build Brand and generate inbound leads – inexpensively and efficiently. Face-‐to-‐Face Marke-ng • Trade Shows & Sponsorship • Advisory Panels • Topical Thought Leadership • Topics: Focus on problems that product solves • Formats: Roundtables, panel discussions… Roundtables • Speaking on Panels …White Papers, Blog Posts, Webinars, Teleconferences, Independent surveys Marke-ng Efficiency Low cost distribu/on: Press Releases, Email, Social Media, Website, Newslebers, YouTube , Slideshare
- 6. Example: Up-‐Front Planning and Analysis for a company with few tools and processes already in place • Add Site Analy/cs • Website SEO • Audit materials / gaps • Close major gaps (website, materials) • Compe/tor Monitoring • Plan marke/ng automa/on sooware • Con/nue closing major gaps • Implement marke/ng automa/on sooware • Assemble data on exis/ng customers • ID key clients and prospects to interview ID differen/a/ng characteris/cs • “New” Clients • “Growing” Clients • “Lost / Declining” Analyses to develop models for: • Abri/on warning • Likely upsell / Cross-‐sell Align on KPIs PR Planning / Calendar • Iden/fy ‘Influencers’ & Awards • Create General communica/ons calendar Align on KPIs Create Marke-ng Calendar • Trade shows • Client outreach • Incen/ve / Loyalty programs • Topics for ‘content marke/ng’ calendar Implement Calendar Align on KPIs for 2015 Con-nued Execu-on (see Q2) Rplan Planning for Next Year • Full year ROI analysis • Map opera/onal readiness to marke/ng poten/al • Full Year Marke/ng Calendar 6 Cri-cal Tools to Increase insight, reach and efficiency Key Insights to Drive Cross-‐Sell and Upsell Customer Segmenta-on & Targe-ng Planning Planning Q1 Q2 Q3 Q4 Tools and Enablement TOOLS, ANALYSIS AND PLANNING
- 7. • Add Q1 Q2 Q3 Q4 Site Analy/cs • SEO: Directories • SEO: Website changes • SEO: Case studies • SEO: Inbound Links TBD • New / enhanced materials for target segment(s) • Design, send branded ‘desk items’ to clients TBD • Newsleber(s) • Integrated mktg campaign(s) • Email • Paid Search (LinkedIn) • PR, Social, webinar • Targeted outreach • Design loyalty program(s) • Client Advisory Panel • Ramp up campaigns • Improve targe/ng • Develop repor/ng & scorecards for acquisi/on, calculators, scorecards • Begin targeted PR campaign towards key influencers – ‘road show’ • Ongoing applica/ons to relevant industry awards • Tradeshows • Bi-‐Weekly ‘content’ and campaigns: white papers, webinars, infographics, etc via email, SEM, social, blogging, PR • Trade shows Example: Execu/on Calendar 7 Website and Collateral Website Marke-ng Collateral Penetra-on Increase, Acquisi-on, Branding TACTICAL EXECUTION Increase Penetra-on Acquisi-on and Branding
- 8. Mission: Know that trade group’s mission and how it relates to your brand, product and differen/a/on Know membership Know compe/tor rela/onship Annual Conference (Date, Loca?on) Compe=tor is Silver Sponsor Gold Sponsor: $6,500 Silver Sponsor: $3,200 Eastern Regional Mee?ng (Date, Loca?on) Western Regional Mee?ng (Date, Loca?on) Same as Above Industry Summit Summit (Date and Loca?on) Exhibitor: $1,650 + T&E 2014 Industry Symposium (Dates, Loca?on) Exhibitor: TBD Example: Brand-‐Building – Industry Events 8 Industry Events Industry Trade Associa-on #2 Overview Q2 ‘14 Q3 ‘14 Q4 ‘14 Industry Trade Associa-on #1 Industry Sponsorship Opportuni/es
- 9. Michael Fertman – About the Author Michael Fertman is a B2B Product Marke/ng Expert whose 20+ year career has included leadership roles in B2B Corporate Marke/ng, Product Marke/ng and Product Management primarily for SaaS and Informa/on Services companies and products. He is currently providing product marke/ng consul/ng services to B2B firms with 10-‐200 employees and $0mm to $50mm in annual sales. Previously, as CMO of an interna/onal market research firm serving the Investment community, he built the marke/ng func/on from the ground up. During his tenure the firm generated double-‐digit growth in a flat market two years in a a row, taking share from the compe//on. Before his CMO role, He held a variety of Product Marke/ng roles at D&B, where his teams more than doubled the growth rate of six different product lines. His career also includes marke/ng strategy consul/ng at Booz & Company and Strategic Marke/ng for New York Life. He began his career as a Naval Officer, serving as Navigator of a Nuclear Powered Cruiser during the First Gulf War aoer abending the Wharton School of the University of Pennsylvania on a Navy ROTC Scholarship. He also holds an MBA in Marke/ng from the University of Chicago Booth School of Business. 9
- 10. Michael Fertman – Areas of Exper/se • Search Engine Op/miza/on o Gain first page Google and Bing rank for 3 to 5 cri/cal keywords o 5x to 10x increase in keyword-‐driven site visits o Strategy, Planning and Execu/on o Examples: Primary Research Firms (Guidepoint Global); B2B SaaS CMO NYC (Michael Fertman) o Engagements ranging from 2 days to 3 weeks • Sales Growth Strategy -‐-‐ Diagnos/c and Ac/on Plan o Company must have 200+ clients o Customer Segmenta/on by growth category (new, growing, lost, declining) o Root cause analysis o Priori/zed ac/on plan o Plan execu/on • Integrated CRM and Marke/ng Automa/on procurement and implementa/on o Suitable for companies with $10mm+ annual sales and/or 200+ clients o Map sales process to CRM and Marke/ng automa/on o Procure suitable systems based on company maturity and growth trajectory o Manage implementa/on and rollout (requires some outside programming support) 10
- 11. Michael Fertman – Areas of Exper/se (con/nued) • Product Launch Management o Crao comprehensive launch plan " External: PR, Adver/sing, Customer and Prospect Communica/ons, Case Studies and Tes/monials " Internal: Internal launch communica/ons plan, sales enablement o Launch Plan Execu/on " Marke/ng Materials (see above) " PR " Website changes o Engagements ranging from weeks to months 11