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Building a B2B Demand Gen Engine

The document outlines essential strategies for building a successful B2B demand generation engine, emphasizing the importance of aligning marketing and sales efforts while tracking key performance metrics. It provides a dashboard template that helps measure the ROI of marketing activities and advocates for creating a strong brand foundation to attract and retain customers. The framework includes defining targets, integrating customer touches, optimizing content, and nurturing leads to enhance conversion rates and drive revenue growth.

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Building a B2B Demand Gen Engine Ten Musts for Success & Dashboard Template Todd Ebert Chief Marketing Officer
“The measure of marketing success isn’t the input, whether that’s the quality of a piece of content or a campaign, but rather the value of the output, whether that’s revenue, loyalty, or advocacy. Marketers of the past thought like artists, managers, and promoters. Today’s marketers need to push themselves to think more like innovators and entrepreneurs — creating enterprise value…” Source: https://hbr.org/2017/03/what-creativity-in-marketing-looks-like-today
The Purpose of This Deck is to … 1. Provide key insights on how to build a highly effective and predictable demand gen engine [aka lead-to-revenue / L2R] 2. Provide a template for a monthly demand gen dashboard that measures and reports the value and ROI of your efforts There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on. Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
Your Mission is Simple – To Help Sales Grow Revenue Grow Top of Funnel Shorten Sales Cycle Retain & Grow Customers Prospects notice us and want to engage with us • Engagements • Web visits & inquiries Sales people more easily turn prospects into customers • Lead conversion rates • Sales pipeline velocity Delighted customers buy more and become advocates • Retention & LTV • Advocacy
YourGoal=L2REngine Align sales and marketing to create a consistent, high performance, continuously optimized, predictable, lead-to-revenue [L2R] engine. Measure the cost of acquisition in order to focus on reducing it over time and simultaneously increasing retention and lifetime value. DISPLAY EVENTS
The Harsh Reality of B2B Demand Gen • Marketing’s goal is to generate leads and then help Sales turn them into customers • But according to research by Sirius Decisions only 7 in 1,000 marketing inquiries become customers…that’s less than 1% • So two things are critical – 1. drive a lot of inquiries to feed the machine and 2. deliver a great experience at every single interaction in order to improve your conversion rates • Small improvements in everything…campaigns, landing pages, offers, lead intake, follow-up times, nurturing, etc. have a huge impact on ROI Note: see appendix for top barriers to demand gen success
The 50,000’ Demand Gen Plan REACH - Be found before, during and after they need your solution. You must be present to win … your competitors are! ENGAGE - Be worth finding. What good is it to get someone to visit but fail to impress them with great stuff? EXCEED - Make them love you. Deliver a great customer experience that turns them into advocates. NURTURE - Be the right one. Give them the relevant, helpful content they need to make the decision to choose you.
Marketing Goals By Sales Stage • Build brand awareness and affinity • Communicate brand value • Drive brand searches and inbound web traffic • Establish thought leadership that leads to trust • Impress prospects with the right solutions to their pain points • Increase web conversions with valuable offers • Increase lead volume • Build opt-in and nurture list • Educate and engage prospects with great content • Continue to build thought leadership and trust • Build preference and aid the decision to buy • Score leads and send warm ones to sales • Welcome, onboard & train new customers • Drive adoption and usage • Create upsell & cross-sell opportunities • Increase retention rates • Create loyal advocates • Provide info to help validate and justify the buying decision - e.g. analyst reports, case studies, referrals, testimonials, etc. • Provide sales tools to help accelerate deals to close Attract Capture Nurture GrowLand BRAND DEMAND EXPAND GREAT CUSTOMER EXPERIENCE The overarching goal is to capture customers’ attention, interest, desire and conviction.
Disclaimer A Great Brand is THE #1 Prerequisite for Demand Gen The entire lead to revenue engine starts with your prospects being not only aware of your brand but also having a favorable impression of it. This is known as the “know-like-trust” cycle and it’s of critical importance. Building your demand generation Program on top of a weak brand ensures failure, while a strong brand helps you pull in more prospects, improve conversion rates, reduce sales cycles and increase Lifetime customer value. All that said, and for the sake of brevity, this deck assumes you already have a strong brand foundation. For those whose brands need an update please check out my ebook on rebranding.
Establishes Credibility What A Strong Brand Does For You Differentiates from Competition Creates Emotional Connection Conveys Quality & Value Motivates Action Encourages Loyalty
Ten “MUSTS” For Demand Gen Success 4 51 6 7 9 10 Build “Smarketing” Team Integrate Touches Define Lead Flows Define SLAs Create Content & Offers Test & Optimize Measure Performance 2 Define Targets 3 Enhance Data 8 Nurture & Warm
Must #1 - Create One Dedicated “Smarketing” Team*  One objective  One set of SLAs  One set of KPIs  One feedback loop  One dashboard Jointly accountable & rewarded *integrated demand generation team with members from Sales & Marketing
TechnographicFirmographic Intent Psychographic Must #2 – Define Your Target - Companies • Technologies used • Systems installed • Products used • Services used • Decision-maker authority • Decision-maker pain points • Decision-maker interests • Decision-maker goals • Geography • Revenue size • Employee size • Industry verticals The company that understands it’s buyers best wins! • Lead score • Content read • Budget • Timeframe
Must #2 – Define Your Target - DMU CEO Specialists Specialists Director Demand Purchasing Director National Accounts VP Marketing CFO VP Sales Manager 1 Manager 2 Reps Reps Manager 1 Manager 2 Most B2B purchases involve more than one buyer so you need to map the entire decision making unit including the specifier, influencers, approvers and ultimate economic signers. It’s critical to market to everyone with the specific content each person needs to choose you over the other alternatives.
Must #2 – Define Your Target - Personas Once you’ve carefully defined the target companies considered “good” leads, you need to carefully define the personas of the people you’re trying to reach with your “smarketing” activities. This is essential to creating and sending the right content with the right messages that will catch their eye and compel them to engage.
Track Behaviors & Intent Signals know what they read & add to lead score Add DMU Contacts build total picture of everyone in the decision making unit Add Firmographics & Technographics get details on every aspect of the company and the systems they use Clean Everything constantly check and update all records Must #3 – Build a Badass Database Those with the most intelligence on their target customers win. You must continuously capture and enhance the data on your targets in order to market/sell to the right people with the right content at the right time.
0 2 5 8 9 14131110 17 21 22 24 4030 - ?27 91 Company visits website and downloads ebook Customer Sales Marketing sends nurture email with helpful content piece Rep listens to customer’s social media & engages on Twitter / LI Marketing sends email with unique market insight and video commercial Customer checks email & triggers increase in lead score Rep calls after seeing lead score go up in CRM Marketing emails webinar invite Co. watches registers & checks # pages on blog/website Rep calls and company agrees to meet Marketing sends nurturing email about product differentiation First meeting Marketing sends nurture email with case study and testimonial in vertical Company replies with questions Second meeting – Rep uses email system to send contract [and track who reads] Marketing sends new content pieces by email as published Company calls Rep with questions Company buys second product and series continues Marketing Rep emails thank you and proposal Must #4 – Integrate Touches to the Customer 90 Rep uses insights to send upsell email about need for another product Lead Pipeline Planned & Coordinated Series of Touches
Hot Lead Send Immediately to Rep Must #5 – Map Lead Flows - Simple Alert Rep When Lead Reaches Min Score [sales ready] Send Great Content Not Sales Ready Add to Nurture Existing Lead Update Record Add to Nurture Rep engages, conducts meetings and recycles to nurture if not ready. NEW LEADS Online Channels • Search - Paid • Search - Organic • Display ads • Email • Social posts & ads • Webinars • Affiliates • PR Offline Channels • Tele-prospecting • Radio • Seminars • Trade Shows • Partners • Sponsorships • Referrals
Must #5 - Map Lead Flows - Detailed
Must #6 - Define SLAs for Every Step & Action choose to do business with the company that calls them back first 50% increase in odds of contacting a lead by responding within 5 minutes 100X 49% increase in conversion rates by emailing within 20 minutes
Must #6 Continued – Track and Report SLA Status SALs Contacted w/in SLA % Not Touched in # Days Avg. Age of Lead Average # Attempts Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
Must #7 – Give Them The Great Content They Need Exploring Researching Evaluating Validating Purchasing • Educational videos • Infographics - interactive • Blog posts - industry issues • Industry news / POV • Tools/apps - interactive • Product trials [free] • Ebooks – provocative research • Assessments - interactive • Industry survey results • Webinars • Tips & Tricks articles • Curated lists • Industry analyst reports • Whitepapers - technical leadership • Executive briefing papers - thought leadership • Solution “tour” on website • Recorded demo / video • Best practice guide • How to videos • Use case examples • Customer testimonials • Expert webinar • About Us video • Solution finder tool • Custom proposal • Live solution demo via webinar • Product collateral • Product “explainer” videos • Competitive comparisons • Total cost of ownership calculator • ROI case study • User group insights • FAQs document • Industry analyst competitive comparisons • Customer referrals • Customer reviews • Product manager discussion • Product roadmap • Detailed case studies • Pricing / ROI tool • Deck & business case for champion to provide to bosses • What to expect next document • Onboarding introductions and processes • How to videos [e.g. understanding your reports] • Product guides • Customer webinars • User groups • Customer newsletters • Resource centers • Blog posts on key issues • Ebooks – advanced topics Marketing must capture attention and make a great first impression that you are a market leader & can solve their problem Marketing must create wow moments that get them to think highly of your brand and take the next step Marketing must keep you top-of- mind & show the value prop that differentiates you from the other choices Marketing must provide validation that you are best option and enable the champion to convince senior decision- makers [justification] Marketing must build trust through great onboarding experience, and showcase the great value you are providing
Must #7 Continued – Align Content to JourneyGenerate Awareness Capture Inquiries Nurture &Convert Close,Retain &Grow
Products Apps & Utilities Diagnostic tools, assessments & calculators that help identify opportunities & solve problems. e.g. HubSpot marketing grader Expertise Professional consultation and analysis of a key issue e.g. free website and SEO assessment Content Educational materials with unique insights about a relevant topic / pain point e.g. marketing dashboard ebook + template Effort to Acquire Value Free trials / ”freemium” products enable the user to try before they buy. E.g. 14-day trial of Constant Contact email marketing software. Must #7 Continued – Offer Compelling Offers People are very wary of providing their precious contact info so you have to make it worth their while. You must give value to get value in return. See appendix for offer criteria
Use Both Hard & Soft Offers
Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost (a) Nurtured leads produce a 20% increase in sales opportunities versus non- nurtured leads (b) Nurtured leads make 47% larger purchases than non-nurtured leads (c) Prospects Complete the Majority of Their Buying Journey Online Then Contact a Few Vendors for Proposals $ 70% Must #8 - Nurture Since Most are Not Ready to Buy Yet Sources: a. Forrester, b. Gleanster, c. Annuitas Great nurture programs provide the right content for each stage of the prospect’s buying journey. See appendix for examples.
Must #8 – Start with Simple Nurture Workflow You’ve got to give value to get value, so send leads relevant, educational and helpful content
• PPC keywords/ads • SEO keywords • Retargeting ads • Website • Lading pages • Blog/Resource Ctr. • Social pages • Mobile optimization • Reputation SEO • Reviews • Live Chat • Data sourcing • Data quality • Data appending • List compiling • Lead scoring • Directed calls/plays • Call methodology • Insights tools • Employee sharing • Tradeshows • Seminar series • Intake coverage • Intake response time • Nurture campaigns • Videos - Testimonials • Sales response time • Sales response time • Reference clients • Solution presentation • Presentation tool • Proposal tool • Product bundles • Promotional pricing • Specific offers • Videos - product • Sales comp/spiffs • Freemium products • Free apps/utilities • Email marketing • Webinars • Social campaigns • Display campaigns • Traditional ads • Ad creative • Content types • A/B Testing • PR / Media Stories • QA process/updates • Sales methodology • Sales email templates • Appointment setters • Lead nurturing • Live demos • Demo tool • Collateral • Reference clients • Onboarding • Nurturing campaigns • Proactive account recommendations • Special promos • Upsell emails • Product insights delivered AttractConvertClose Must #9 - Test & Optimize Everything – The Devil is in the Details
Must#10-TrackPerformance
Getting Started Begin with the End in Mind
• Build your “Smarketing” Team. You’ll need an email/marketing automation specialist, content specialist, lead development rep, sales operations specialist, and data/CRM specialist. Define clear shared objectives. • Create a culture of teamwork and accountability. Both the heads of sales and marketing must set the tone. • Budget for marketing programs to reach your targets. The amount obviously depends on who and how many you need to reach via SEO, PPC, display, retargeting, webinars, events, etc. [see appendix] • Develop compelling offers [CTAs] as lead magnets. These must meet a high benchmark for being relevant to the brand, valuable/compelling to the prospect, and super easy to get. [see appendix] • Optimize your website/landing pages for conversions. It makes no sense to bring lots of interested people there and not convert them into leads. Use prominent CTAs all over and test key site elements continuously. • Place tracking codes on everything in order to measure effectiveness of every program, offer and channel. Use cookies to track the behaviors of each visitor to your site so you can alert sales and the lead score. • Map lead flow processes and define SLAs. Capture-profile-nurture-score. Spell out the people, process and technologies required and make sure it all flows through your CRM/Marketing Automation system for maximum speed and effectiveness. • Deploy marketing automation SaaS and define lead scoring thresholds.. Make sure it integrates seamlessly with your CRM since a key value prop is notifications to reps when leads reach minimum scores. • Develop amazing/unique content. Each piece has to be super relevant, interesting, helpful, educational in order to build your brand and help the prospect make the decision to choose you. [see slide 20] • Design your dashboard. Capture all the information you need to determine ROI and make adjustments. • Hold a stand-up review every morning. Ask two simple questions: is what we’re doing working, and how can we make it better? Check the analytics on key items and plan daily updates. [see slide 23] • Prove your value. Put key lead, customer and revenue stats from your dashboard on screens around the office. Send monthly dashboard updates to all stakeholders and hold deep dive quarterly executive reviews. 12StepPlan
Inbound Search-Social-Display Outbound Emails-Events-Tele-prospecting Sales Accepted Lead Sales Qualified Lead Won New Customer Renewed Repeat/Upsell Suspect / Prospect Impressions & Website Visits Suspect/Prospect = person who could possibly buy from us but we know little about. Some are known to us and many ae unknown [not in database] but neither are leads. Inquiry = also known as a “contact” or a ”reveal,” this is a person who has engaged with us [call, download ebook, register for webinar, stop by show booth, complete form for demo/offer, etc.]. These are “raw” and relatively little is know about their needs or propensity to buy. They Include job seekers, competitors, consultants, etc. MQL = Meets min defined criteria to be ready to pass to Sales. i.e. profile fit for industry, size, need, etc. And/or achieves min lead score via engagements with content. SAL = Rep formally accepts the lead and the clock starts ticking on them following up within the agreed SLA. SQL = Lead has evolved into pipeline opportunity after rep has meaningful interaction and determines it meets defined criteria/score, e.g. right decision-maker with need, budget, authority, etc. [see appendix for sample scoring] Won = Opportunity that has signed a contract. Renewed = Customer that has purchased again and/or bought additional products. Marketing Qualified Lead Note: these definitions are largely based on the SiriusDecisions model Inquiry Definitions
• Marketing sourced leads are a top priority since they bring in net new prospects to the business • But… marketing influences ALL leads, including those sourced by Sales, and helps move them down the pipeline • How? Prospects rely on many sources of information to guide their decision including: whitepapers, videos, webinars, demos, testimonials, etc. all of which is housed on the website/blog, shared on social sites and sent in emails [see appendix for full list of content by stage] • Given this fact, you need to measure the impact of marketing “assists” on existing leads touched at least once by advertising, content and nurturing programs – Increase in SQLs – Improved close rates – Faster time to close Which is More Valuable? Marketing Sourced Lead Marketing Influenced Lead See appendix for more background on influence
Monthly Revenue Target - repeat “run-rate” base business - up-sells & cross-sells to base - channel partner contribution = Revenue Target for ”Smarketing” Team x % agreed from Marketing leads (a) = Marketing Contributed Revenue Target ÷ average deal size = # Closed Deals from Marketing Leads ÷ average lead to customer rate (b) = # Marketing Leads Required Work Backwards to Set Your Targets a) set by “smarketing” team based on historical trend data plus a stretch goal associated with spend on marketing programs. b) takes into account the conversion rates all the way down the funnel
Another Disclaimer This template covers the majority of what you will want to review and report on each month, but it will require a good bit of work complete unless you automate tracking and reports through your CRM and marketing automation system. If that is not possible you’ll want to scale back your efforts and focus on the key elements that enable you to make decisions on effectiveness and ROI. On the pages that follow I use sample bar charts and line charts to depict the information. What is not shown is the detailed spreadsheet that powers those chars and graphs [see appendix]. Your best bet is to create direct links that automatically update the PowerPoint file. If that isn’t possible then simply cut/paste the graphs each month.
Dashboard Summary Monthly Executive Summary • Funnel Results • SLA Results • Performance Versus Goal • Analysis & Action Plan
Success Objectives for Time Period x to x We will increase brand awareness, engagement, consideration and purchases by marketing to the right prospects with the right content/offers for each step of their buying journey. We will measure success against the following KPIs. • Grow MQLs from # per month to # per month for the 12 months ending on [date] • x% being in our defined target sweet spot • x% being accepted by sales as workable leads [SALs] • Grow the base of opt-ins/nurtured leads from # to # in order to hit lead targets, help accelerate deal closure and reduce the average time to close below the current # days • Contribute x$ of total contract value from marketing leads for the 12 months ending on [date] • the percent of total contract value from marketing sourced leads increasing from x% to x% • the percent of total contract value from marketing influenced leads increasing from x% to x% • Reduce the CAC by x% from the current x$ to x$ for the 12 months ending [date] • Increase average deal size from the current x$ to x$ for the 12 months ending [date] • Increase renewals from the current x% to x% and upsells from x% to x% for the 12 months ending [date] Note: it is critical that these goals/metrics are jointly set and measured by Sales & Marketing against set SLAs
Month Highlights Inbound MQL Calls-Emails-Forms Outbound MQL Engagements with Emails #### SALs % In Target Segment SQLs ## Won # % % % % #### Reach Through Channels Impressions [paid + earned + emails] Website Visits [owned] LTV $______ CAC $______ Ratio_______ • Total Marketing reach grew X% • Website visits up X% to #, primary driver was ________ • # new leads this month, up X% • Marketing sourced leads brought in # customers, up X% • X% of new customers this month • X% of new revenue this month • Reduced CAC by X% to $# ###### ###### To get a true picture of conversion rates requires a full year view so that the leads can make it through the sales cycle. % Inquiries ###### ### Renewed # NurturedLeadsLeadsAddedtoNurture####
SummaryDashboard See Appendix for detailed dashboard examples by channel
Goal Result Status / Trend Marketing Spend $134,000 $130,000 New Customers 500 481 New Customers Sourced By Marketing 150 [30%] 155 [32%] New Customers Influenced By Mktg. 200 [40%] 212 [44%] Avg. Contract Size Per New Customer $32,000 $27,500 Avg. Cost Per New Customer $2,400 $2,250 MQLs 2,000 1,850 Cost Per MQL $200 $250 MQL to Opportunity / MQL to Customer* 25% / 7% 26% / 8% Website Visitors 35,000 32,000 Opt-in List [new added / % of TAM] 1,000 / 25% 820 / 12% PerformanceVersusGoal *Note: See appendix for research on average B2B lead to customer rates. Also be aware that the MQL to Customer rate requires a full sales cycle to be accurate so you can use a rolling x month average equal to your typical sales cycle.
Monthly SLA Performance All web leads [form-fills, registrations, chats] will be automatically forwarded to LDRs who will do a light check-in call/email within 10 minutes to make sure the person got what they were looking for. All inbound calls will be answered live by LDRs between the hours of 7:30am-6:30pm CST All inbound, after-hours voicemail and chats will be answered by LDRs within 1 hour the next morning Event leads will be sent back into marketing from the event champion each afternoon of the show. Marketing will upload and distribute new event leads and send follow-up email within 24 hours LDRs will engage leads in the “Immediate Response” queue within 10 minutes of receiving them. LDRs will engage leads in the “Sales Ready” queue within 1 day of receiving them. Reps will reach out by phone within 2 hours of receiving a warm/hot lead from an LDR. Reps will reach out [preferably via call] within 2 days of their lead reaching the score of 50 or higher in Marketo. Reps will make a minimum of 10 follow-up attempts on each lead before giving up. Reps will update CRM for every lead they engage [call, email exchange, meeting] within 24 hours. Sales Managers will review lead activity and lead reports daily and make necessary corrections to rep behavior.
Monthly Analysis & Action Plan [example] • Conduct agency reviews and pitch-offs • Set priorities and budget for rebuilding sites • Develop reputation goals for each brand GM • Find tech platform to monitor & get reviews • Review web analytics traffic and conversions • Find agency for digital marketing – SEO + map listings + advertising • Analyze email strategy NEXT STEPS • Websites not mobile which impacts search ranking • No one has Google Analytics logins / data • No standard review process w/GMs/DOs • No technology in place for managing reviews and getting new ones • No training on how best to reply to negative reviews • Ltd manpower/time BARRIERS • Web presence issues o Sites not mobile & not conversion optimized o No SEO or PPC o Directory listings not all claimed o No retargeting or targeted display • Store 2 reviews weak & MS next lowest • Store 3 down to 3.0 in Aug • Store 4 no reviews on FB LOWLIGHTS • Overall web presence is good with key sites claimed and updated with good pics and content • Overall online reputation is very good with great SERPs and strong ratings & review sites • Social is well done but content and process with locations could be further optimized HIGHLIGHTS
Details on Barriers Constraining Success • Only 16% of Leads have email address constraining ability to market/nurture them. • Sales people need to ask for email address. • Sales people need to enter the email in SFDC instead of hoarding them in their personal Outlook contacts. • Current SFDC Implementation Defines a Lead As a Company, Not a Person/People • Multiple people from same company are treated as duplicate leads and deleted or not entered to SFDC so we lose ability to reach the entire decision-making unit. • Our Marketo lead nurture campaigns target individuals not companies so our nurture campaign is severely hampered. • Limited Visibility to Marketing Campaign/Activity that Drives Leads • Currently marketing actions/campaigns are written to a text field called “Lead Source Description”, which is often overwritten by new actions/campaigns so we cannot gain insight on what is working or not. • If a new lead comes thru a Marketing activity, the default SFDC functionality of converting a lead to a contact under an existing account is no longer available. This results in losing tracking on these leads. • Lead Scoring Methodology Not Implemented Due to Inability to Backfill Headcount • Without lead scoring in place we cannot provide visibility to reps when a prospect has shown sufficient interest to warrant a call. Hence potential warm/hot leads are not being followed up on.
Dashboard Details 12 Month View of Current versus Prior Period for Each Lead Stage
Inbound Marketing Effectiveness Paid Impressions (Ad Campaigns Including SEM) Social Engagements [Likes, Shares, Comments] Owned Impressions (Blog, SEO, Social Media, Review Sites, etc.) Deeper Insights On: • Ad campaign performance [SEM & Display] • Top performing ad creative • Media coverage by source • Top performing media stories • Social media performance by site • Top performing content pieces on social • Etc. Earned Impressions (Media / PR) Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
Inbound Marketing Effectiveness Unique Website Visitors Web Visit to MQL Rate [conversion] MQLs Deeper Insights On: • Web visit by source & referring site • Return visits • Keyword rank by SE • Bounce rate • Time on site • Opt-ins / subscribers • Landing page effectiveness • Content effectiveness • Offer effectiveness • MQLs by content type [offer, demo, etc.] • Inquiry to MQL rate Raw Contacts (calls, emails, forms) Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior. See appendix for top channels for lead gen
Offer & Content Effectiveness Deeper Insights On Compare the effectiveness of all CTAs in terms of total MQLs and conversion rate • Contact Us • Free Trial • EBook • Demo • Analyst report • White paper • Webinar • Cost calculator • Grader tool • Newsletter subscriber • Etc. Two key metrics: 1. Offer acceptance rate = offer takers / total unique visitors 2. Number of form fills and then number of MQLs for each CTA See appendix for offer criteria
Outbound Marketing Effectiveness Database Size Records w/ Email Records Enhanced Records w/ Right Contacts Deeper Insights On • Data quality • when records were last updated • how many records have multiple contacts in the DMU • how many records have enhanced data fields • Data effectiveness • which list sources generate the most leads & customers Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
Outbound Marketing Effectiveness Emails Sent Deeper Insights On: • Percent of opt-ins that become customers • MQLs by email campaign • A/B testing of elements • Effectiveness of list sources • Etc. MQLs from Nurturing Clicks/Engagements [CTR]Opens [also %] Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior. Opt-outs [also %]
Pipeline Building Effectiveness SALs Deeper Insights On: • MQLs and SQLs by source: • Organic • Advertising • Email • Social • Webinars • Shows • MQLs and SQLs by industry vertical • MQLs and SQLs by disposition code: • Not contacted • Not able to contact • Not a fit [BANT] • In process • Moved to SQL MQL to SAL Rate SQLs SAL to SQL Rate Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
Lead Responsiveness & Velocity SALs Contacted w/in SLA % Not Touched in # Days Avg. Age of Lead Average # Attempts Deeper Insights On: • Average initial response time per MQL [SLA] • Average number of attempts to reach • Average age of: • MQL • SAL • SQL • Call & Meeting metrics • Mtg. rate • # calls to get mtg. • cancellation rate • # mtgs. to close • SQLs engaging with nurture campaignNote: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
Opportunity to Close Effectiveness New Customer [new logos] SQL to Close Rate Repeat Customer [renewal / upsell] Renewal Rate Avg. Deal Size [new customer] Avg. Deal Size [renewal / upsell] Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
Customer Acquisition Effectiveness CAC LTV This should be run Quarterly or Rolling 12 Month Avg. Why? Because due to longer sales cycles it is hard to associate current month customer to current month acquisition cost. LTV / CAC Ratio % Customers from Marketing Sources MQL to Customer Rate Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
About Me I believe the difference between winners and losers in today's hyper- competitive markets is great marketing, and that's something I know a bit about. I’ve spent twenty-five years with my sleeves rolled up leading marketing teams that drive growth and increase enterprise value. I'm a student of both the art and the science of marketing with lots of experience marrying the two for powerful results Let’s Connect: @ToddEbert www.toddebert.com https://www.slideshare.net/ToddEbert
Appendix Additional Resources
What are the Top Barriers to Demand Gen Success? Source: Holger Schulze, B2B Technology Marketing Community Survey via IDG Enterprise
• Unique, cuts through promotional clutter • High perceived value • Relevant to the prospect’s business pain points -- and to your brand • Desired, compels action • Attracts the right prospects [quality] • Appropriate for the stage of buying journey • Easy to get [simple short form] • Risk-free / low-risk What Makes a Good Offer? Response increases significantly when the offer is… For example, a contest to win a free iPad is not unique, has low perceived value, is not relevant to their business and is not desired since they already have one so the response rate is low.
SimpleLeadScoringMethod This is a very simple lead scoring scale using BANT – budget, authority, need, timing. It was developed by an agency [sorry can’t recall which one] for reps to evaluate the attractiveness of the lead they are engaging with. There are far more complex lead and predictive lead scoring methodologies used in conjunction with marketing automation systems based on engagements with marketing content.
Needs Vary During Buying Journey Stages
ContentMarketing Source: Conten Marketing Institute 2017
TheB2BBuyingJourney Exploring [Interest] Researching [Consideration] Evaluating [Intent] Validating Unaware [Passive] Purchasing The B2B buying journey is highly complex, not linear as depicted in this graphic. But for the sake of simplicity I am using the funnel to define the typical stages that buyers go through when trying to solve a business problem. Has no need or is unaware of business problem. Possibly unaware of many vendors. Becomes aware of a business issue or need and starts trying to learn about potential causes and solutions. Researches requirements and determines cost estimate. Adds and subtracts vendors from consideration set. Negotiates final price, Issues purchase order, and signs contract. Implements solution, goes through onboarding, and measures results. Chooses winner and justifies the choice to the decision-making unit. Gets approval and alerts key stakeholders. Seeks budget approval. Analyzes and compares vendors then narrows down to a short list. Solicits proposals/pricing.
You Must Be Present To Win Buying Journey NowThen Marketing Sales Marketing Sales Exploring [Interest] Researching [Consideration] Evaluating [Intent] Validating Unaware [Passive] Purchasing 80% of B2B buyers found their vendor not the other way around. Therefore, great digital marketing [content] is critical to reach, engage and influence buyers who now complete most of their journey online before making contact. Further, 93% of B2B buying starts with online search and if you’re not there with great content your competitors are!
The Majority of the Buying Journey is Self Guided Source: Content Marketing Institute 2017
MarketingInfluencesBuyers Exploring [Interest] Researching [Consideration] Evaluating [Intent] Validating Unaware [Passive] Purchasing Prospects see and engage with digital marketing [content] throughout their entire buying journey. When done correctly it accelerates their decision to buy.
Sample Spreadsheet Dashboard By Channel
Sample Spreadsheet Dashboard By Channel
How Many Leads Convert to Customers? Source: Holger Schulze, B2B Technology Marketing Community Survey via IDG Enterprise
ChannelEffectivenessforLeads
ChannelEffectivenessforLeads Source: Insidesales.com

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Building a B2B Demand Gen Engine

  • 1.
    Building a B2BDemand Gen Engine Ten Musts for Success & Dashboard Template Todd Ebert Chief Marketing Officer
  • 2.
    “The measure ofmarketing success isn’t the input, whether that’s the quality of a piece of content or a campaign, but rather the value of the output, whether that’s revenue, loyalty, or advocacy. Marketers of the past thought like artists, managers, and promoters. Today’s marketers need to push themselves to think more like innovators and entrepreneurs — creating enterprise value…” Source: https://hbr.org/2017/03/what-creativity-in-marketing-looks-like-today
  • 3.
    The Purpose ofThis Deck is to … 1. Provide key insights on how to build a highly effective and predictable demand gen engine [aka lead-to-revenue / L2R] 2. Provide a template for a monthly demand gen dashboard that measures and reports the value and ROI of your efforts There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on. Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
  • 4.
    Your Mission isSimple – To Help Sales Grow Revenue Grow Top of Funnel Shorten Sales Cycle Retain & Grow Customers Prospects notice us and want to engage with us • Engagements • Web visits & inquiries Sales people more easily turn prospects into customers • Lead conversion rates • Sales pipeline velocity Delighted customers buy more and become advocates • Retention & LTV • Advocacy
  • 5.
    YourGoal=L2REngine Align sales andmarketing to create a consistent, high performance, continuously optimized, predictable, lead-to-revenue [L2R] engine. Measure the cost of acquisition in order to focus on reducing it over time and simultaneously increasing retention and lifetime value. DISPLAY EVENTS
  • 6.
    The Harsh Realityof B2B Demand Gen • Marketing’s goal is to generate leads and then help Sales turn them into customers • But according to research by Sirius Decisions only 7 in 1,000 marketing inquiries become customers…that’s less than 1% • So two things are critical – 1. drive a lot of inquiries to feed the machine and 2. deliver a great experience at every single interaction in order to improve your conversion rates • Small improvements in everything…campaigns, landing pages, offers, lead intake, follow-up times, nurturing, etc. have a huge impact on ROI Note: see appendix for top barriers to demand gen success
  • 7.
    The 50,000’ DemandGen Plan REACH - Be found before, during and after they need your solution. You must be present to win … your competitors are! ENGAGE - Be worth finding. What good is it to get someone to visit but fail to impress them with great stuff? EXCEED - Make them love you. Deliver a great customer experience that turns them into advocates. NURTURE - Be the right one. Give them the relevant, helpful content they need to make the decision to choose you.
  • 8.
    Marketing Goals BySales Stage • Build brand awareness and affinity • Communicate brand value • Drive brand searches and inbound web traffic • Establish thought leadership that leads to trust • Impress prospects with the right solutions to their pain points • Increase web conversions with valuable offers • Increase lead volume • Build opt-in and nurture list • Educate and engage prospects with great content • Continue to build thought leadership and trust • Build preference and aid the decision to buy • Score leads and send warm ones to sales • Welcome, onboard & train new customers • Drive adoption and usage • Create upsell & cross-sell opportunities • Increase retention rates • Create loyal advocates • Provide info to help validate and justify the buying decision - e.g. analyst reports, case studies, referrals, testimonials, etc. • Provide sales tools to help accelerate deals to close Attract Capture Nurture GrowLand BRAND DEMAND EXPAND GREAT CUSTOMER EXPERIENCE The overarching goal is to capture customers’ attention, interest, desire and conviction.
  • 9.
    Disclaimer A Great Brandis THE #1 Prerequisite for Demand Gen The entire lead to revenue engine starts with your prospects being not only aware of your brand but also having a favorable impression of it. This is known as the “know-like-trust” cycle and it’s of critical importance. Building your demand generation Program on top of a weak brand ensures failure, while a strong brand helps you pull in more prospects, improve conversion rates, reduce sales cycles and increase Lifetime customer value. All that said, and for the sake of brevity, this deck assumes you already have a strong brand foundation. For those whose brands need an update please check out my ebook on rebranding.
  • 10.
    Establishes Credibility What A StrongBrand Does For You Differentiates from Competition Creates Emotional Connection Conveys Quality & Value Motivates Action Encourages Loyalty
  • 11.
    Ten “MUSTS” ForDemand Gen Success 4 51 6 7 9 10 Build “Smarketing” Team Integrate Touches Define Lead Flows Define SLAs Create Content & Offers Test & Optimize Measure Performance 2 Define Targets 3 Enhance Data 8 Nurture & Warm
  • 12.
    Must #1 -Create One Dedicated “Smarketing” Team*  One objective  One set of SLAs  One set of KPIs  One feedback loop  One dashboard Jointly accountable & rewarded *integrated demand generation team with members from Sales & Marketing
  • 13.
    TechnographicFirmographic Intent Psychographic Must #2– Define Your Target - Companies • Technologies used • Systems installed • Products used • Services used • Decision-maker authority • Decision-maker pain points • Decision-maker interests • Decision-maker goals • Geography • Revenue size • Employee size • Industry verticals The company that understands it’s buyers best wins! • Lead score • Content read • Budget • Timeframe
  • 14.
    Must #2 –Define Your Target - DMU CEO Specialists Specialists Director Demand Purchasing Director National Accounts VP Marketing CFO VP Sales Manager 1 Manager 2 Reps Reps Manager 1 Manager 2 Most B2B purchases involve more than one buyer so you need to map the entire decision making unit including the specifier, influencers, approvers and ultimate economic signers. It’s critical to market to everyone with the specific content each person needs to choose you over the other alternatives.
  • 15.
    Must #2 –Define Your Target - Personas Once you’ve carefully defined the target companies considered “good” leads, you need to carefully define the personas of the people you’re trying to reach with your “smarketing” activities. This is essential to creating and sending the right content with the right messages that will catch their eye and compel them to engage.
  • 16.
    Track Behaviors & IntentSignals know what they read & add to lead score Add DMU Contacts build total picture of everyone in the decision making unit Add Firmographics & Technographics get details on every aspect of the company and the systems they use Clean Everything constantly check and update all records Must #3 – Build a Badass Database Those with the most intelligence on their target customers win. You must continuously capture and enhance the data on your targets in order to market/sell to the right people with the right content at the right time.
  • 17.
    0 2 5 89 14131110 17 21 22 24 4030 - ?27 91 Company visits website and downloads ebook Customer Sales Marketing sends nurture email with helpful content piece Rep listens to customer’s social media & engages on Twitter / LI Marketing sends email with unique market insight and video commercial Customer checks email & triggers increase in lead score Rep calls after seeing lead score go up in CRM Marketing emails webinar invite Co. watches registers & checks # pages on blog/website Rep calls and company agrees to meet Marketing sends nurturing email about product differentiation First meeting Marketing sends nurture email with case study and testimonial in vertical Company replies with questions Second meeting – Rep uses email system to send contract [and track who reads] Marketing sends new content pieces by email as published Company calls Rep with questions Company buys second product and series continues Marketing Rep emails thank you and proposal Must #4 – Integrate Touches to the Customer 90 Rep uses insights to send upsell email about need for another product Lead Pipeline Planned & Coordinated Series of Touches
  • 18.
    Hot Lead Send Immediatelyto Rep Must #5 – Map Lead Flows - Simple Alert Rep When Lead Reaches Min Score [sales ready] Send Great Content Not Sales Ready Add to Nurture Existing Lead Update Record Add to Nurture Rep engages, conducts meetings and recycles to nurture if not ready. NEW LEADS Online Channels • Search - Paid • Search - Organic • Display ads • Email • Social posts & ads • Webinars • Affiliates • PR Offline Channels • Tele-prospecting • Radio • Seminars • Trade Shows • Partners • Sponsorships • Referrals
  • 19.
    Must #5 -Map Lead Flows - Detailed
  • 20.
    Must #6 -Define SLAs for Every Step & Action choose to do business with the company that calls them back first 50% increase in odds of contacting a lead by responding within 5 minutes 100X 49% increase in conversion rates by emailing within 20 minutes
  • 21.
    Must #6 Continued– Track and Report SLA Status SALs Contacted w/in SLA % Not Touched in # Days Avg. Age of Lead Average # Attempts Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
  • 22.
    Must #7 –Give Them The Great Content They Need Exploring Researching Evaluating Validating Purchasing • Educational videos • Infographics - interactive • Blog posts - industry issues • Industry news / POV • Tools/apps - interactive • Product trials [free] • Ebooks – provocative research • Assessments - interactive • Industry survey results • Webinars • Tips & Tricks articles • Curated lists • Industry analyst reports • Whitepapers - technical leadership • Executive briefing papers - thought leadership • Solution “tour” on website • Recorded demo / video • Best practice guide • How to videos • Use case examples • Customer testimonials • Expert webinar • About Us video • Solution finder tool • Custom proposal • Live solution demo via webinar • Product collateral • Product “explainer” videos • Competitive comparisons • Total cost of ownership calculator • ROI case study • User group insights • FAQs document • Industry analyst competitive comparisons • Customer referrals • Customer reviews • Product manager discussion • Product roadmap • Detailed case studies • Pricing / ROI tool • Deck & business case for champion to provide to bosses • What to expect next document • Onboarding introductions and processes • How to videos [e.g. understanding your reports] • Product guides • Customer webinars • User groups • Customer newsletters • Resource centers • Blog posts on key issues • Ebooks – advanced topics Marketing must capture attention and make a great first impression that you are a market leader & can solve their problem Marketing must create wow moments that get them to think highly of your brand and take the next step Marketing must keep you top-of- mind & show the value prop that differentiates you from the other choices Marketing must provide validation that you are best option and enable the champion to convince senior decision- makers [justification] Marketing must build trust through great onboarding experience, and showcase the great value you are providing
  • 23.
    Must #7 Continued– Align Content to JourneyGenerate Awareness Capture Inquiries Nurture &Convert Close,Retain &Grow
  • 24.
    Products Apps & Utilities Diagnostictools, assessments & calculators that help identify opportunities & solve problems. e.g. HubSpot marketing grader Expertise Professional consultation and analysis of a key issue e.g. free website and SEO assessment Content Educational materials with unique insights about a relevant topic / pain point e.g. marketing dashboard ebook + template Effort to Acquire Value Free trials / ”freemium” products enable the user to try before they buy. E.g. 14-day trial of Constant Contact email marketing software. Must #7 Continued – Offer Compelling Offers People are very wary of providing their precious contact info so you have to make it worth their while. You must give value to get value in return. See appendix for offer criteria
  • 25.
    Use Both Hard& Soft Offers
  • 26.
    Companies that excelat lead nurturing generate 50% more sales ready leads at 33% lower cost (a) Nurtured leads produce a 20% increase in sales opportunities versus non- nurtured leads (b) Nurtured leads make 47% larger purchases than non-nurtured leads (c) Prospects Complete the Majority of Their Buying Journey Online Then Contact a Few Vendors for Proposals $ 70% Must #8 - Nurture Since Most are Not Ready to Buy Yet Sources: a. Forrester, b. Gleanster, c. Annuitas Great nurture programs provide the right content for each stage of the prospect’s buying journey. See appendix for examples.
  • 27.
    Must #8 –Start with Simple Nurture Workflow You’ve got to give value to get value, so send leads relevant, educational and helpful content
  • 28.
    • PPC keywords/ads •SEO keywords • Retargeting ads • Website • Lading pages • Blog/Resource Ctr. • Social pages • Mobile optimization • Reputation SEO • Reviews • Live Chat • Data sourcing • Data quality • Data appending • List compiling • Lead scoring • Directed calls/plays • Call methodology • Insights tools • Employee sharing • Tradeshows • Seminar series • Intake coverage • Intake response time • Nurture campaigns • Videos - Testimonials • Sales response time • Sales response time • Reference clients • Solution presentation • Presentation tool • Proposal tool • Product bundles • Promotional pricing • Specific offers • Videos - product • Sales comp/spiffs • Freemium products • Free apps/utilities • Email marketing • Webinars • Social campaigns • Display campaigns • Traditional ads • Ad creative • Content types • A/B Testing • PR / Media Stories • QA process/updates • Sales methodology • Sales email templates • Appointment setters • Lead nurturing • Live demos • Demo tool • Collateral • Reference clients • Onboarding • Nurturing campaigns • Proactive account recommendations • Special promos • Upsell emails • Product insights delivered AttractConvertClose Must #9 - Test & Optimize Everything – The Devil is in the Details
  • 29.
  • 30.
  • 31.
    • Build your“Smarketing” Team. You’ll need an email/marketing automation specialist, content specialist, lead development rep, sales operations specialist, and data/CRM specialist. Define clear shared objectives. • Create a culture of teamwork and accountability. Both the heads of sales and marketing must set the tone. • Budget for marketing programs to reach your targets. The amount obviously depends on who and how many you need to reach via SEO, PPC, display, retargeting, webinars, events, etc. [see appendix] • Develop compelling offers [CTAs] as lead magnets. These must meet a high benchmark for being relevant to the brand, valuable/compelling to the prospect, and super easy to get. [see appendix] • Optimize your website/landing pages for conversions. It makes no sense to bring lots of interested people there and not convert them into leads. Use prominent CTAs all over and test key site elements continuously. • Place tracking codes on everything in order to measure effectiveness of every program, offer and channel. Use cookies to track the behaviors of each visitor to your site so you can alert sales and the lead score. • Map lead flow processes and define SLAs. Capture-profile-nurture-score. Spell out the people, process and technologies required and make sure it all flows through your CRM/Marketing Automation system for maximum speed and effectiveness. • Deploy marketing automation SaaS and define lead scoring thresholds.. Make sure it integrates seamlessly with your CRM since a key value prop is notifications to reps when leads reach minimum scores. • Develop amazing/unique content. Each piece has to be super relevant, interesting, helpful, educational in order to build your brand and help the prospect make the decision to choose you. [see slide 20] • Design your dashboard. Capture all the information you need to determine ROI and make adjustments. • Hold a stand-up review every morning. Ask two simple questions: is what we’re doing working, and how can we make it better? Check the analytics on key items and plan daily updates. [see slide 23] • Prove your value. Put key lead, customer and revenue stats from your dashboard on screens around the office. Send monthly dashboard updates to all stakeholders and hold deep dive quarterly executive reviews. 12StepPlan
  • 32.
    Inbound Search-Social-Display Outbound Emails-Events-Tele-prospecting Sales Accepted Lead Sales Qualified Lead Won NewCustomer Renewed Repeat/Upsell Suspect / Prospect Impressions & Website Visits Suspect/Prospect = person who could possibly buy from us but we know little about. Some are known to us and many ae unknown [not in database] but neither are leads. Inquiry = also known as a “contact” or a ”reveal,” this is a person who has engaged with us [call, download ebook, register for webinar, stop by show booth, complete form for demo/offer, etc.]. These are “raw” and relatively little is know about their needs or propensity to buy. They Include job seekers, competitors, consultants, etc. MQL = Meets min defined criteria to be ready to pass to Sales. i.e. profile fit for industry, size, need, etc. And/or achieves min lead score via engagements with content. SAL = Rep formally accepts the lead and the clock starts ticking on them following up within the agreed SLA. SQL = Lead has evolved into pipeline opportunity after rep has meaningful interaction and determines it meets defined criteria/score, e.g. right decision-maker with need, budget, authority, etc. [see appendix for sample scoring] Won = Opportunity that has signed a contract. Renewed = Customer that has purchased again and/or bought additional products. Marketing Qualified Lead Note: these definitions are largely based on the SiriusDecisions model Inquiry Definitions
  • 33.
    • Marketing sourcedleads are a top priority since they bring in net new prospects to the business • But… marketing influences ALL leads, including those sourced by Sales, and helps move them down the pipeline • How? Prospects rely on many sources of information to guide their decision including: whitepapers, videos, webinars, demos, testimonials, etc. all of which is housed on the website/blog, shared on social sites and sent in emails [see appendix for full list of content by stage] • Given this fact, you need to measure the impact of marketing “assists” on existing leads touched at least once by advertising, content and nurturing programs – Increase in SQLs – Improved close rates – Faster time to close Which is More Valuable? Marketing Sourced Lead Marketing Influenced Lead See appendix for more background on influence
  • 34.
    Monthly Revenue Target -repeat “run-rate” base business - up-sells & cross-sells to base - channel partner contribution = Revenue Target for ”Smarketing” Team x % agreed from Marketing leads (a) = Marketing Contributed Revenue Target ÷ average deal size = # Closed Deals from Marketing Leads ÷ average lead to customer rate (b) = # Marketing Leads Required Work Backwards to Set Your Targets a) set by “smarketing” team based on historical trend data plus a stretch goal associated with spend on marketing programs. b) takes into account the conversion rates all the way down the funnel
  • 35.
    Another Disclaimer This templatecovers the majority of what you will want to review and report on each month, but it will require a good bit of work complete unless you automate tracking and reports through your CRM and marketing automation system. If that is not possible you’ll want to scale back your efforts and focus on the key elements that enable you to make decisions on effectiveness and ROI. On the pages that follow I use sample bar charts and line charts to depict the information. What is not shown is the detailed spreadsheet that powers those chars and graphs [see appendix]. Your best bet is to create direct links that automatically update the PowerPoint file. If that isn’t possible then simply cut/paste the graphs each month.
  • 36.
    Dashboard Summary Monthly ExecutiveSummary • Funnel Results • SLA Results • Performance Versus Goal • Analysis & Action Plan
  • 37.
    Success Objectives forTime Period x to x We will increase brand awareness, engagement, consideration and purchases by marketing to the right prospects with the right content/offers for each step of their buying journey. We will measure success against the following KPIs. • Grow MQLs from # per month to # per month for the 12 months ending on [date] • x% being in our defined target sweet spot • x% being accepted by sales as workable leads [SALs] • Grow the base of opt-ins/nurtured leads from # to # in order to hit lead targets, help accelerate deal closure and reduce the average time to close below the current # days • Contribute x$ of total contract value from marketing leads for the 12 months ending on [date] • the percent of total contract value from marketing sourced leads increasing from x% to x% • the percent of total contract value from marketing influenced leads increasing from x% to x% • Reduce the CAC by x% from the current x$ to x$ for the 12 months ending [date] • Increase average deal size from the current x$ to x$ for the 12 months ending [date] • Increase renewals from the current x% to x% and upsells from x% to x% for the 12 months ending [date] Note: it is critical that these goals/metrics are jointly set and measured by Sales & Marketing against set SLAs
  • 38.
    Month Highlights Inbound MQL Calls-Emails-Forms OutboundMQL Engagements with Emails #### SALs % In Target Segment SQLs ## Won # % % % % #### Reach Through Channels Impressions [paid + earned + emails] Website Visits [owned] LTV $______ CAC $______ Ratio_______ • Total Marketing reach grew X% • Website visits up X% to #, primary driver was ________ • # new leads this month, up X% • Marketing sourced leads brought in # customers, up X% • X% of new customers this month • X% of new revenue this month • Reduced CAC by X% to $# ###### ###### To get a true picture of conversion rates requires a full year view so that the leads can make it through the sales cycle. % Inquiries ###### ### Renewed # NurturedLeadsLeadsAddedtoNurture####
  • 39.
    SummaryDashboard See Appendix for detaileddashboard examples by channel
  • 40.
    Goal Result Status/ Trend Marketing Spend $134,000 $130,000 New Customers 500 481 New Customers Sourced By Marketing 150 [30%] 155 [32%] New Customers Influenced By Mktg. 200 [40%] 212 [44%] Avg. Contract Size Per New Customer $32,000 $27,500 Avg. Cost Per New Customer $2,400 $2,250 MQLs 2,000 1,850 Cost Per MQL $200 $250 MQL to Opportunity / MQL to Customer* 25% / 7% 26% / 8% Website Visitors 35,000 32,000 Opt-in List [new added / % of TAM] 1,000 / 25% 820 / 12% PerformanceVersusGoal *Note: See appendix for research on average B2B lead to customer rates. Also be aware that the MQL to Customer rate requires a full sales cycle to be accurate so you can use a rolling x month average equal to your typical sales cycle.
  • 41.
    Monthly SLA Performance Allweb leads [form-fills, registrations, chats] will be automatically forwarded to LDRs who will do a light check-in call/email within 10 minutes to make sure the person got what they were looking for. All inbound calls will be answered live by LDRs between the hours of 7:30am-6:30pm CST All inbound, after-hours voicemail and chats will be answered by LDRs within 1 hour the next morning Event leads will be sent back into marketing from the event champion each afternoon of the show. Marketing will upload and distribute new event leads and send follow-up email within 24 hours LDRs will engage leads in the “Immediate Response” queue within 10 minutes of receiving them. LDRs will engage leads in the “Sales Ready” queue within 1 day of receiving them. Reps will reach out by phone within 2 hours of receiving a warm/hot lead from an LDR. Reps will reach out [preferably via call] within 2 days of their lead reaching the score of 50 or higher in Marketo. Reps will make a minimum of 10 follow-up attempts on each lead before giving up. Reps will update CRM for every lead they engage [call, email exchange, meeting] within 24 hours. Sales Managers will review lead activity and lead reports daily and make necessary corrections to rep behavior.
  • 42.
    Monthly Analysis &Action Plan [example] • Conduct agency reviews and pitch-offs • Set priorities and budget for rebuilding sites • Develop reputation goals for each brand GM • Find tech platform to monitor & get reviews • Review web analytics traffic and conversions • Find agency for digital marketing – SEO + map listings + advertising • Analyze email strategy NEXT STEPS • Websites not mobile which impacts search ranking • No one has Google Analytics logins / data • No standard review process w/GMs/DOs • No technology in place for managing reviews and getting new ones • No training on how best to reply to negative reviews • Ltd manpower/time BARRIERS • Web presence issues o Sites not mobile & not conversion optimized o No SEO or PPC o Directory listings not all claimed o No retargeting or targeted display • Store 2 reviews weak & MS next lowest • Store 3 down to 3.0 in Aug • Store 4 no reviews on FB LOWLIGHTS • Overall web presence is good with key sites claimed and updated with good pics and content • Overall online reputation is very good with great SERPs and strong ratings & review sites • Social is well done but content and process with locations could be further optimized HIGHLIGHTS
  • 43.
    Details on BarriersConstraining Success • Only 16% of Leads have email address constraining ability to market/nurture them. • Sales people need to ask for email address. • Sales people need to enter the email in SFDC instead of hoarding them in their personal Outlook contacts. • Current SFDC Implementation Defines a Lead As a Company, Not a Person/People • Multiple people from same company are treated as duplicate leads and deleted or not entered to SFDC so we lose ability to reach the entire decision-making unit. • Our Marketo lead nurture campaigns target individuals not companies so our nurture campaign is severely hampered. • Limited Visibility to Marketing Campaign/Activity that Drives Leads • Currently marketing actions/campaigns are written to a text field called “Lead Source Description”, which is often overwritten by new actions/campaigns so we cannot gain insight on what is working or not. • If a new lead comes thru a Marketing activity, the default SFDC functionality of converting a lead to a contact under an existing account is no longer available. This results in losing tracking on these leads. • Lead Scoring Methodology Not Implemented Due to Inability to Backfill Headcount • Without lead scoring in place we cannot provide visibility to reps when a prospect has shown sufficient interest to warrant a call. Hence potential warm/hot leads are not being followed up on.
  • 44.
    Dashboard Details 12 MonthView of Current versus Prior Period for Each Lead Stage
  • 45.
    Inbound Marketing Effectiveness PaidImpressions (Ad Campaigns Including SEM) Social Engagements [Likes, Shares, Comments] Owned Impressions (Blog, SEO, Social Media, Review Sites, etc.) Deeper Insights On: • Ad campaign performance [SEM & Display] • Top performing ad creative • Media coverage by source • Top performing media stories • Social media performance by site • Top performing content pieces on social • Etc. Earned Impressions (Media / PR) Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
  • 46.
    Inbound Marketing Effectiveness UniqueWebsite Visitors Web Visit to MQL Rate [conversion] MQLs Deeper Insights On: • Web visit by source & referring site • Return visits • Keyword rank by SE • Bounce rate • Time on site • Opt-ins / subscribers • Landing page effectiveness • Content effectiveness • Offer effectiveness • MQLs by content type [offer, demo, etc.] • Inquiry to MQL rate Raw Contacts (calls, emails, forms) Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior. See appendix for top channels for lead gen
  • 47.
    Offer & ContentEffectiveness Deeper Insights On Compare the effectiveness of all CTAs in terms of total MQLs and conversion rate • Contact Us • Free Trial • EBook • Demo • Analyst report • White paper • Webinar • Cost calculator • Grader tool • Newsletter subscriber • Etc. Two key metrics: 1. Offer acceptance rate = offer takers / total unique visitors 2. Number of form fills and then number of MQLs for each CTA See appendix for offer criteria
  • 48.
    Outbound Marketing Effectiveness DatabaseSize Records w/ Email Records Enhanced Records w/ Right Contacts Deeper Insights On • Data quality • when records were last updated • how many records have multiple contacts in the DMU • how many records have enhanced data fields • Data effectiveness • which list sources generate the most leads & customers Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
  • 49.
    Outbound Marketing Effectiveness EmailsSent Deeper Insights On: • Percent of opt-ins that become customers • MQLs by email campaign • A/B testing of elements • Effectiveness of list sources • Etc. MQLs from Nurturing Clicks/Engagements [CTR]Opens [also %] Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior. Opt-outs [also %]
  • 50.
    Pipeline Building Effectiveness SALs DeeperInsights On: • MQLs and SQLs by source: • Organic • Advertising • Email • Social • Webinars • Shows • MQLs and SQLs by industry vertical • MQLs and SQLs by disposition code: • Not contacted • Not able to contact • Not a fit [BANT] • In process • Moved to SQL MQL to SAL Rate SQLs SAL to SQL Rate Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
  • 51.
    Lead Responsiveness &Velocity SALs Contacted w/in SLA % Not Touched in # Days Avg. Age of Lead Average # Attempts Deeper Insights On: • Average initial response time per MQL [SLA] • Average number of attempts to reach • Average age of: • MQL • SAL • SQL • Call & Meeting metrics • Mtg. rate • # calls to get mtg. • cancellation rate • # mtgs. to close • SQLs engaging with nurture campaignNote: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
  • 52.
    Opportunity to CloseEffectiveness New Customer [new logos] SQL to Close Rate Repeat Customer [renewal / upsell] Renewal Rate Avg. Deal Size [new customer] Avg. Deal Size [renewal / upsell] Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
  • 53.
    Customer Acquisition Effectiveness CACLTV This should be run Quarterly or Rolling 12 Month Avg. Why? Because due to longer sales cycles it is hard to associate current month customer to current month acquisition cost. LTV / CAC Ratio % Customers from Marketing Sources MQL to Customer Rate Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.
  • 54.
    About Me I believethe difference between winners and losers in today's hyper- competitive markets is great marketing, and that's something I know a bit about. I’ve spent twenty-five years with my sleeves rolled up leading marketing teams that drive growth and increase enterprise value. I'm a student of both the art and the science of marketing with lots of experience marrying the two for powerful results Let’s Connect: @ToddEbert www.toddebert.com https://www.slideshare.net/ToddEbert
  • 55.
  • 56.
    What are theTop Barriers to Demand Gen Success? Source: Holger Schulze, B2B Technology Marketing Community Survey via IDG Enterprise
  • 57.
    • Unique, cutsthrough promotional clutter • High perceived value • Relevant to the prospect’s business pain points -- and to your brand • Desired, compels action • Attracts the right prospects [quality] • Appropriate for the stage of buying journey • Easy to get [simple short form] • Risk-free / low-risk What Makes a Good Offer? Response increases significantly when the offer is… For example, a contest to win a free iPad is not unique, has low perceived value, is not relevant to their business and is not desired since they already have one so the response rate is low.
  • 58.
    SimpleLeadScoringMethod This isa very simple lead scoring scale using BANT – budget, authority, need, timing. It was developed by an agency [sorry can’t recall which one] for reps to evaluate the attractiveness of the lead they are engaging with. There are far more complex lead and predictive lead scoring methodologies used in conjunction with marketing automation systems based on engagements with marketing content.
  • 59.
    Needs Vary DuringBuying Journey Stages
  • 60.
  • 61.
    TheB2BBuyingJourney Exploring [Interest] Researching [Consideration] Evaluating [Intent] Validating Unaware [Passive] Purchasing The B2B buyingjourney is highly complex, not linear as depicted in this graphic. But for the sake of simplicity I am using the funnel to define the typical stages that buyers go through when trying to solve a business problem. Has no need or is unaware of business problem. Possibly unaware of many vendors. Becomes aware of a business issue or need and starts trying to learn about potential causes and solutions. Researches requirements and determines cost estimate. Adds and subtracts vendors from consideration set. Negotiates final price, Issues purchase order, and signs contract. Implements solution, goes through onboarding, and measures results. Chooses winner and justifies the choice to the decision-making unit. Gets approval and alerts key stakeholders. Seeks budget approval. Analyzes and compares vendors then narrows down to a short list. Solicits proposals/pricing.
  • 62.
    You Must BePresent To Win Buying Journey NowThen Marketing Sales Marketing Sales Exploring [Interest] Researching [Consideration] Evaluating [Intent] Validating Unaware [Passive] Purchasing 80% of B2B buyers found their vendor not the other way around. Therefore, great digital marketing [content] is critical to reach, engage and influence buyers who now complete most of their journey online before making contact. Further, 93% of B2B buying starts with online search and if you’re not there with great content your competitors are!
  • 63.
    The Majority ofthe Buying Journey is Self Guided Source: Content Marketing Institute 2017
  • 64.
    MarketingInfluencesBuyers Exploring [Interest] Researching [Consideration] Evaluating [Intent] Validating Unaware [Passive] Purchasing Prospects see andengage with digital marketing [content] throughout their entire buying journey. When done correctly it accelerates their decision to buy.
  • 65.
  • 66.
  • 67.
    How Many LeadsConvert to Customers? Source: Holger Schulze, B2B Technology Marketing Community Survey via IDG Enterprise
  • 68.
  • 69.

Editor's Notes

  • #13 Used to be totally separate groups tossing things over the fence to each other. Instead we should maximize the power of doing both together leveraging technology to automate, measure and enhance the process.
  • #18 Once you have your team you need to map a series of touches to the customer over the course of a period of time. In our case we try 9 touches in 30 days consisting of emails, direct engagement on Twitter or LinkedIn on an area of interest, more emails and then strategically placed phone calls based on insights from the marketing automation system. If they haven’t engaged or turned into a solid lead after the 30 days then we put them back into the database and continue the lead nurture campaign but stop the calls for a period of time so we don’t completely annoy them.
  • #22 Hundreds of levers -- Trick is to focus on ones with highest impact on overall results
  • #29 This is an early draft of the funnel score card that we use to track our results. We’ve improved it a quite a bit since then but you can see that we are measuring all aspects of our sales and marketing funnel - from conversion rates all the way down to the lifetime value of a new customer compared to the cost to acquire that customer. Our goal is to get a 3X return on LTV to Cost to Acquire. We’re not quite there yet and are in process of optimizing key elements down the funnel. I’ve listed over 50 here and the trick is to optimize the ones with the greatest impact on your results. That will vary for each of us here in this room but one thing is for sure – optimization is the key to getting ROI since hardly anyone gets everything right the first time. It takes lots of cycles of measuring and optiimizing each aspect. For example….
  • #33 Hundreds of levers -- Trick is to focus on ones with highest impact on overall results
  • #38 Used Input Sheet On Excel Document + Assumptions
  • #39 Hundreds of levers -- Trick is to focus on ones with highest impact on overall results
  • #46 Hundreds of levers -- Trick is to focus on ones with highest impact on overall results
  • #47 Hundreds of levers -- Trick is to focus on ones with highest impact on overall results
  • #49 Hundreds of levers -- Trick is to focus on ones with highest impact on overall results
  • #50 Hundreds of levers -- Trick is to focus on ones with highest impact on overall results
  • #51 Hundreds of levers -- Trick is to focus on ones with highest impact on overall results
  • #52 Hundreds of levers -- Trick is to focus on ones with highest impact on overall results
  • #53 Hundreds of levers -- Trick is to focus on ones with highest impact on overall results
  • #54 Hundreds of levers -- Trick is to focus on ones with highest impact on overall results
  • #63 Unaware of problem and not seeking solutions Exploring the problem and learning about possible solutions Researching more deeply and adding/subtracting solutions from consideration set Narrowing down the consideration set and evaluating the few candidates to buy – checking all aspects and calling for quote Validating their choice/decision to others in the decision-making unit Buying