The document summarizes the results of an experiment run by MECLABS to optimize the lead generation process for a software company. Testing various pay-per-click ads, the researchers found that an ad emphasizing the product as the #1 on-demand solution with over 6,000 clients and a free trial outperformed the original ad and increased clickthrough rates by 21%. Looking holistically, the optimized path increased overall conversion 272% through improvements to the ad, landing page, and form.

1. Finish 2011 Strong
Six Funnel Focal Points to
Maximize Time, Resources and
,
Revenues – Part I

2. B2B Lead Roundtable
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3. Poll
What are your top B2B marketing challenges right now?
a) Marketing to a lengthening sales cycle
b) Generating perceived value in “cutting edge” product benefits
c) Generating public relations “buzz”
Generating public relations “buzz”
d) Generating high quality leads
e) Generating a high volume of leads
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4. Poll
What are your top B2B marketing challenges right now?
a) Marketing to a lengthening sales cycle 10%
b) Generating perceived value in product benefits 15%
c) Generating public relations “buzz”
Generating public relations “buzz” 3%
d) Generating high quality leads 52%
e) Generating a high volume of leads 19%
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5. Top B2B marketing challenges
69%
Generating high quality leads
78%
35%
Generating a high volume of leads
44%
2009 2010
39%
Marketing to a lengthening sales cycle
41%
Generating perceived value in “cutting 37%
edge” product benefits 37%
33%
Generating public relations “buzz”
36%
Competing in lead generation across 27%
multiple media 36%
Marketing to a growing number of
g g g 33%
people involved in the buying process 34%
Source: MarketingSherpa B2B Marketing Benchmark Survey
gy g ,
Methodology: Fielded Aug 2010, N=935
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6. Poll
How long is your sales cycle? From first inquiry to purchase.
a) Less than a month
b) 1‐3 months
c) 4‐6
4 6 months
d) 7‐12 months
e) More than 1 year
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7. Poll
How long is your sales cycle? From first inquiry to purchase.
a) Less than a month 12%
b) 1‐3 months 26%
c) 4‐6
4 6 months 26%
d) 7‐12 months 23%
e) More than 1 year 13%
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8. Lengthening sales cycles
More than 1 Less than 1
year month
10% 10%
7 – 12 months 1 ‐ 3 months
26% 30%
4 – 6 months
24%
Source: MarketingSherpa B2B Marketing Benchmark Survey
gy g ,
Methodology: Fielded Aug 2010, N=935
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9. September is one week away
How can we maximize the resources we have to achieve our
end of year goals within budget and time constraints?
end‐of‐year goals within budget and time constraints?
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10. About MECLABS
• More than 10 years of research
• Over 1 billion emails
• 1,300 major experiments
• 10,000 sales‐paths tested
• Hundreds of publications and conferences
• 5 million phone calls
• 500,000 conversations
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11. About Brian Carroll
Brian Carroll is Executive Director of Applied Research at MECLABS.
Brian is also co‐founder of InTouch (now part of the MECLABS Leads
Group), a B2B marketing firm and one of the first companies to provide
lead generation services for the complex sale.
Author of the popular book, Lead Generation for the Complex Sale
Author of the popular book Lead Generation for the Complex Sale
(McGraw‐Hill), Carroll is a leading expert in lead generation and he's
@brianjcarroll profiled and regularly quoted in numerous publications. Brian also
speaks to 20,000 people a year on improving sales effectiveness and
lead generation strategies.
lead generation strategies
He’s been profiled and regularly quoted in numerous publications such
as BtoB Magazine, Selling Power, The Wall Street Journal, Entrepreneur,
Target Marketing, Inc. magazine, Marketing News, DM News,
MarketingProfs, MarketingSherpa, Software CEO and CMO Magazine.
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12. About Pamela Markey
Pamela Markey is the Director of Marketing at MECLABS.
Pamela builds strategic partnerships, plans promotional initiatives, and is
responsible for Applied Research communication‐ and marketing‐related
activities. Her first role at MECLABS was developing MarketingExperiments
case studies and Webclinics, and she continues to support the Conversion
case studies and Webclinics and she continues to support the Conversion
and Leads group teams on special client research projects.
@pamelamarkey Before joining the team in June 2009, Pamela worked for seven years as a
wireless marketing manager at Bell Canada, during which time she managed
campaigns for the Solo Mobile and Bell Mobility brands.
Pamela’s work has been recognized at Cannes, the CLIOs, and the Canadian
Marketing Awards among others. She started her career as a marketing
intern at Microsoft while completing her Bachelor of Commerce degree at
intern at Microsoft while completing her Bachelor of Commerce degree at
Dalhousie University.
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13. Clarify channel message
Optimize list approach
p pp
Re‐engage your base
Tune data streams
Time it right
Close the
loop
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14. Clarify channel message
Optimize list approach
p pp
Re‐engage your base
Tune data streams
Time it right
Close the
loop
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15. Which B2B search ad would you click? Why?
data centers Search
CalPOP Data Center
CalPOP Data Center Next‐Gen Data Center
Next‐Gen Data Center
$88 Unmetered bandwidth data center 100% Uptime, SAS 70 Audited Greenfield
24hr on‐site support ‐ 100% uptime Data Center. Tour Online
calpop.com www.DataFoundry.com
Dedicated Web Servers Qwest® Data Services
Secure, World‐Class Data Centers, Customized data center for medium
pp
Fanatical Support™ & 0% Downtime! to large business.
www.Rackspace.com/Data‐Centers www.Qwest.com/Business
Terremark: Industry Leader E Solutions Data Centers
World Class Hosting Solutions. Great Deals & Service Tier 3 SAS 70
Live Chat with a Specialist Today! 813‐301‐2600 Move in Today 24/7/365
www.terremark.com www.esnet.com
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16. Experiment: Background
Experiment ID: (Protected)
Location: MECLABS Conversion Group Library
Test Protocol Number: TP1214
Test Protocol Number: TP1214
Research Notes:
Background: A leading software provider
B k d A l di f id
Goal: To increase total leads captured
Primary research question: Which process will generate the most leads?
Approach: Lead generation process redesign, with a focus on strengthening
the communication of the value proposition
the communication of the value proposition
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17. Experiment: Background
Original Ad
{Keyword} Business Software
Award‐Winning Business Software.
Fully Integrated. Free Trial
www.NetSuite.com/Business
The experiment ran for 18 weeks, testing 16 different ads (control PPC ad
above) and observing more than 950,000 unique impressions.
above) and observing more than 950,000 unique impressions.
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18. Experiment: Example Treatments
{KeyWord} Business Solutions {KeyWord} Business Solutions
Run Your Entire Business with One Support the Entire Company with One
System. Accounting + CRM. Free Trial. Low Cost Solution. NetSuite.
L C t S l ti N tS it
www.NetSuite.com/Business‐Solutions www.NetSuite.com/Business‐Solutions
Business Software Suite #1 Business Software
#1 Business Software
#1 On‐Demand. 6459+ World Clients 6459+ Clients. On‐Demand Access.
Award‐Winning Solution. Free Trial One System for the Entire Company.
www.NetSuite.com/BusinessSoftware www.NetSuite.com/BusinessSoftware
Small Business Software Small Business Software
6459+ Clients Worldwide Free Trial Worlds #1 On‐Demand Suite.
Software You Won t Outgrow.
Software You Won't Outgrow 6459+ Clients. Free Trial Today.
6459+ Clients Free Trial Today
www.NetSuite.com/BusinessSoftware www.NetSuite.com/BusinessSoftware
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19. Experiment: Results
21% Increase in Clickthrough
The new ad generated 20.9% more clicks than the original
Th d t d 20 9% li k th th i i l
Original Ad
O i i l Ad Best Performing Ad
B P f i Ad
{Keyword} Business Software Business Software Suite
Award‐Winning Business Software.
g #1 On‐Demand. 6459+ World Clients
Fully Integrated. Free Trial Award‐Winning Solution. Free Trial
www.NetSuite.com/Business www.NetSuite.com/BusinessSoftware
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20. Experiment: A Holistic View
The PPC ad test was only part of a testing strategy that involved the entire
conversion funnel from the ad to the landing page and form.
Business Software Suite
#1 On‐Demand. 6459+ World Clients
Award‐Winning Solution. Free Trial
www.NetSuite.com/BusinessSoftware
20.9% 54.26% 97.27%
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21. Experiment: Results
272% Increase in Overall Conversion
The optimized path’s conversion rate increased by 272.2%
Relative
Metric Control Treatment
Difference
PPC Advertisement
PPC Advertisement 0.89%
0 89% 1.08
1 08 20.9%
20 9%
Landing Page Clickthrough 7.17% 11.06% 54.26%
Form Completion 15.84% 31.25% 97.27%
Impression‐to‐lead Conversion .009% .033% 272.2%
What you need to understand: In this experiment, a 272% increase in
! conversion led to 268% more projected revenue and, when combined with
l d d d h b d h
the corresponding 66% reduction in cost‐per‐acquisition, the optimized
path produced more than four times the monthly profit (302% increase).
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22. What made this ad successful?
Business Software Suite
Business Software Suite
#1 On‐Demand. 6459+ World Clients
Award‐Winning Solution. Free Trial
www.NetSuite.com/BusinessSoftware
The success of this PPC ad over the original can be traced back to the
systematic approach the researchers took in optimizing for offer
response.
But more narrowly, to one key aspect of that methodology:
But more narrowly to one key aspect of that methodology:
The Clarity of the Value Proposition.
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23. Value Proposition Worksheet
• Dig into the reasons why your ideal
customer should buy from you and not
your competitor
• Score the quality and uniqueness of
your value proposition
• Use the Value Proposition Evaluation
Matrix to approximate the potential
appeal of an offer
• Focus on the clarity of your messaging
MarketingExperiments.com/ValueProp
Download free – no sign up required
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24. Clarify channel message
Optimize list approach
p pp
Re‐engage your base
Tune data streams
Time it right
Close the
loop
24
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25. Experiment: Background
Experiment ID: Telecom organization data test
Location: MECLABS Leads Group Research Library
Test Protocol: LG1001
Test Protocol: LG1001
Background: A telecom organization engaged MECLABS for lead generation
Objective: To determine if higher cost/higher quality data can drive down
overall cost per lead – so we can focus on the most efficient list source.
Primary research question: Which campaign data source will drive the most
Primary research question: Which campaign data source will drive the most
efficient value?
Test Design: Four multi‐source lists, a user‐generated list, and a single‐source
list were tested under consistent experiment conditions, with 300 accounts
and 80 hours of Teleprospecting hours
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26. Experiment: Results
Record No longer with Dials to Dials to sales‐
Segments
Cost company disqualify ready lead
Multi source 1 $24.00 1% 90 77
Multi source 2 $14.50 .06% 53 110
Multi source 3 $6.00 14% 27 127
Multi source 4 $3.00 23% 26 135
User generated
U t d $1.00
$1 00 67% 11 240
Single source $0.49 13.3% 7 210
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27. Experiment 2: Record Cost
$30.00
$25.00
$24
$20.00
$15.00
$10.00
$10 00
$5.00
$1
$0.00
Multi 1 Multi 2 Multi 3 Multi 4 User‐gen Single
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28. Experiment 2: List Cost
$30,000
$25,000
$25 000 $
$24k
$20,000
$15,000
$10,000
$
$
$9k
$5,000
$0
Multi 1 Multi 2 Multi 3 Multi 4 User‐gen Single
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29. Experiment 2: Call per lead
300.00
250.00
250 00
240
200.00
150.00
100.00
77
50.00
0.00
Multi 1 Multi 2 Multi 3 Multi 4 User‐gen Single
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30. Experiment 2: Cost per lead
$1,200
$1,000
$1 000
$954
$800
$600
$400
$ $373
$200
$0
Multi 1 Multi 2 Multi 3 Multi 4 User‐gen Single
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31. Experiment 2: Cost of calling
$350,000
$300,000
$288k
$250,000
$200,000
$150,000
$100,000
$92k
$50,000
$0
Multi 1 Multi 2 Multi 3 Multi 4 User‐gen Single
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32. Experiment 2: Total campaign cost
$350,000
$300,000
$297k
$250,000
$200,000
$150,000
$
$116k
$100,000
$50,000
$0
Multi 1 Multi 2 Multi 3 Multi 4 User‐gen Single
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33. Experiment: Results
60.85 % Decrease in Overall Campaign Costs
The $24/record list requires 60.85% less investment than the $1/record list
Cost per
Segments Record Cost List Cost Call Cost Total Cost
Lead
Multi 1 $24 $373 $24,000 $92,400 $116,400
User‐gen $1 $954 $9,350 $287,980 $297,330
Difference ($14,650) $195,580 $180,930
What you need to understand: The “best deal” list at $1 per record results in a
! campaign that is over 2.5 times more costly than the most efficient list.
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34. But what about the time investment?
Record No longer with Dials to Dials to sales‐
Segments
Cost company disqualify ready lead
Multi source 1 $24.00 1% 90 77
Multi source 2 $14.50 .06% 53 110
Multi source 3 $6.00 14% 27 127
Multi source 4 $3.00 23% 26 135
User generated
U t d $1.00
$1 00 67% 11 240
Single source $0.49 13.3% 7 210
What you need to understand: A rep would need to spend 20 hours of
! calling to generate 1 lead in the user‐generated segment vs. 6 hours in
multi‐source segment 1.
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35. Clarify channel message
Optimize list approach
p pp
Re‐engage your base
Tune data streams
Time it right
Close the
loop
35
#b2blead

36. Re‐engage your base
• Reconnect with prospects you have engaged months ago – do not focus
only on net new leads as they will likely build your base for early next year
• Prospects that already know you and your story are more likely to buy
since they may have done so already – significantly shortened sales cycle
• Continue or pick up the conversation you already started
• Make them an offer they can’t refuse and build loyalty
• Multiple product lines
li l d li
• Upgrades
• Bundled opportunities
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37. Case Study
Experiment ID: Infusionsoft email nurturing
Location: MarketingSherpa Case Study Library
Test Protocol: CS31985
Test Protocol: CS31985
Research Notes:
Background: A B2B company with a short sales cycle launched an email series to
nurture older leads
Objective: To reinvigorate leads that have passed the initial 30 day window in which
most clients are most likely to convert.
most clients are most likely to convert.
Primary research question: Which tactics can be implemented to re‐engage existing
leads in the database?
Test Design: Intensive initial 30‐day lead nurture campaign followed by regular
newsletters, webinars and long term added‐value email series.
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38. Step 1: Nurture the fresh leads first
Leads generated through content downloads
Topic A Topic B Topic C Topic D
Week
1
Week
2
CTA: sign up for online software demo
Online Software
Sales‐ready leads Re‐engagement
Demo
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39. Step 2: Maintain an ongoing email program
If leads finish the initial nurturing series without converting, Infusionsoft
sends two other types of emails to the audience:
Email Newsletter
This monthly email includes short columns
from the company CEO, as well as information
on industry events, book reviews, marketing
on industry events, book reviews, marketing
advice and other content related to the
company.
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40. Step 2: Maintain an ongoing email program
Once leads finish the initial nurturing series without converting, Infusionsoft
sends two other types of emails to the audience:
Monthly webinar invitations
• The term "webinar" in its subject line
• Personal salutation
• Description of the event
Description of the event
• One link and one button to register
• Header image linked to registration page
Manage your email subscriptions
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41. Step 3: Design long‐term "tips" email series
In addition to the newsletters and webinar invitations,
a biweekly email series that features marketing tips and
other practical information for 12 months. Leads enter
this series immediately after finishing the short‐term
series.
Primary Goal: Maintain contact with the leads and
showcase the company's expertise
De‐emphasized call to action: Register for online demo
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42. Step 3: Design long‐term "tips" email series
Pro‐active option to opt‐out
Above and beyond CANSPAM, an email is
sent three months into this series which
g
gives them an opportunity to opt‐out.
pp y p
Shows respect for the prospect and gives
them a chance to reaffirm their interest.
them a chance to reaffirm their interest
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43. Step 4: Avoid overwhelming the audience
The schedules and scenarios surrounding the email marketing were
thoroughly outlined and conditions were set, including:
• Stop emailing sales‐ready leads
Leads that scheduled an online product demo stop receiving the nurturing
Leads that scheduled an online product demo stop receiving the nurturing
emails and are handed to the company's sales team.
• Start over for new downloads
Start over for new downloads
Any leads in the long‐term series that fill out a form to download more
content are taken out of the long‐term series and placed into one of the
four short‐term series.
f h i
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44. Results
Customers are from leads generated
over three months ago
over three months ago
Customers are from leads generated
over one year ago
Key takeaways: Focus on your fresh, relevant leads but don’t
! neglect those you met three or more months ago.
neglect those you met three or more months ago
Ensure your brand stays top of mind but communicate to them in a
way that is relevant and respectful.
What can you do to reach out to your existing list in a helpful way?
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45. Funnel Focus Next Steps
Clarify channel message
• Complete the Value Proposition Optimize list approach
Worksheet
Re‐engage your base
• Adjust your channel communication to
align with your worksheet discoveries Tune data streams
• Align your conversion path with your
g y p y Time it right
Time it right
channel communication Close the
loop
MarketingExperiments.com/ValueProp
MarketingExperiments com/ValueProp
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46. Funnel Focus Next Steps
Clarify channel message
• Take a step back from your lists to Optimize list approach
determine what is driving the results –
Re‐engage your base
and what isn’t
• Consider your resource cost as well as Tune data streams
hard cost of lists Time it right
Time it right
• Adjust and recalibrate your focus on lists Close the
that will drive leads in the next 4 months loop
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47. Funnel Focus Next Steps
Clarify channel message
• Dig back through your customer lists Optimize list approach
from 3, 6, 9 months ago – what was
Re‐engage your base
their last touch?
• Re‐engage in a relevant, respectful way Tune data streams
– give them something of value Time it right
Time it right
• Start simple and build on success Close the
loop
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48. Funnel Focus Next Steps
Clarify channel message
Join us September 20, 2011 for Part 2 Optimize list approach
Register now: Re‐engage your base
B2BLeadBlog.com/Part2 Tune data streams
Time it right
Time it right
Close the
loop
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49. 49
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50. Thank You