Jen Doyle, Lead Author of the 2012 B2B Marketing Benchmark Report and Kaci Bower will guide you through a five-step funnel-optimization process that drive real marketing results to end 2011 with a bang.

1. 2012 B2B Marketing
Benchmark Report
Benchmark Report
How Marketers are Transforming Mounting
Pressure, Challenges into Revenues
P Ch ll i t R
October 18, 2011
October 18 2011

2. B2B Lead Roundtable
1. You will receive a link to the webinar recording
2.
2 Please fill out the post‐webinar survey
Pl fill t th t bi
3. View past and sign up for future webinars
• B2BLeadBlog com/webinars
B2BLeadBlog.com/webinars
4. Join the B2B Lead Roundtable LinkedIn group
• B2BLeadBlog.com/Linkedin
5. Connect and share
• B2BLeadBlog.com
• Twitter @B2BLeadBlog
2
#b2blead

3. Today’s speakers
About Jen Doyle
About Jen Doyle
Senior Research Manager at MarketingSherpa covering B2B marketing,
social media and search engine marketing. Jen is the Lead Author of the
2011 and 2012 Editions of the B2B Marketing Benchmark Report, the
B2B Advanced Practices Handbook, and the 2011 Search Marketing
B2B Advanced Practices Handbook and the 2011 Search Marketing
Benchmark Reports.
Jen is a speaker at MarketingSherpa and partner events, a
@JenLDoyle MarketingSherpa newsletter columnist, blog contributor, and a speaker
for MarketingSherpa and partner webinars. Her research has been
f M k ti Sh d t bi H hh b
instrumental in the development of new media marketing practices,
including the FUEL methodology for B2B marketing effectiveness.
3
#b2blead

4. Today’s speakers
About Kaci Bower
About Kaci Bower
Kaci Bower is a Senior Research Analyst with MarketingSherpa. Her
area of focus is Search Marketing, and she’s the lead author of both
the SEO and PPC editions of the 2012 Search Marketing Benchmark
Report and is currently working on what will be MarketingSherpa’s
and is currently working on what will be MarketingSherpa s
first Inbound Marketing Handbook to be released early next year.
Kaci is also a co‐presenter at the B2B Advanced Practices Workshop
@KaciBower where she speaks on the topics of mastering essential lead
where she speaks on the topics of mastering essential lead
generation and lifting results.
4
#b2blead

5. Today’s speakers
About Brian Carroll
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.
provide lead generation services 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
profiled and regularly quoted in numerous publications. Brian also
speaks to 20,000 people a year on improving sales effectiveness and
lead generation strategies.
5
#b2blead

6. MarketingSherpa is a research and publishing
organization serving the marketing community
i i i h k i i
MarketingSherpa s annual research
MarketingSherpa’s annual research
cycle provides knowledge for
continuous marketing improvement
6
#b2blead

7. 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
7
#b2blead

8. Today, we’re going to discuss:
• Key findings of research on 1,745 B2B organizations
• How one B2B company applied an integrated nurturing approach that
created a 69% increase in inbound calls
• Top B2B marketing opportunities for 2012
• A 5‐step process to optimizing your funnel
i ii f l
8
#b2blead

9. Research background
1,745 B2B marketers were surveyed on:
• Top challenges
• Barriers to success
• Best practices
9
#b2blead

10. Key finding: Challenges growing in pertinence
• B2B marketing challenges Generating high quality leads
74%
78%
on the rise year‐over‐year 69%
49%
Generating a high volume of leads 44%
35%
• Last year’s focus on Generating perceived value in 41% 2011
37% 2010
q
quality has brought
y g "cutting edge" product benefits
37% 2009
marketers back to Competing in lead generation
across multiple media, from
40%
36%
27%
volume this year podcasts to paid search to
…
38%
Generating public relations "buzz" 36%
33%
• Continual struggle Marketing to a lengthening sales 38%
41%
cycle
between quality and 39%
Marketing to a growing number of 33%
q
quantity of leads
y p p
people involved in the buying
y g 34%
process 33%
Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
10
#b2blead

11. Key finding: Challenges apparent in effectiveness
• Perceived effectiveness Website design, management 50%
of all tactics and optimization 31%
Search engine optimization
S h i ti i ti 36%
experienced severe (SEO) 29%
declines this year Email marketing
26%
40%
Tradeshows 25%
20%
43%
• It’s becoming more Virtual events / webinars
19%
challenging to Paid search (PPC)
16%
23%
2010
2011
accomplish results from Telemarketing
13%
35%
the same activities Public relations 31%
13%
Direct mail 22%
6%
Social media
Social media 16%
6%
Print advertising 10%
6%
Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
11
#b2blead

12. Despite an increasingly challenging environment,
Despite an increasingly challenging environment
marketers are not optimizing their funnels.

13. Key finding: Marketers must improve funnel
optimization
i i i
68% of B2B marketers have not identified
of B2B marketers have not identified
their Sales and Marketing funnel
Source: ©2011 MarketingSherpa B2B
Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
#b2blead

14. Key finding: Marketers must improve funnel
optimization
i i i
68% of B2B marketers have not identified
of B2B marketers have not identified
their Sales and Marketing funnel
61% send all leads directly to sales
Only 27% of those leads will be
qualified at point of conversion
Source: ©2011 MarketingSherpa B2B
Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
#b2blead

15. Key finding: Marketers must improve funnel
optimization
i i i
68% of B2B marketers have not identified
of B2B marketers have not identified
their Sales and Marketing funnel
61% send all leads directly to sales
Only 27% of those leads will be
qualified at point of conversion
79% have not established lead scoring
have not established lead scoring
Source: ©2011 MarketingSherpa B2B
Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
#b2blead

16. Key finding: Marketers must improve funnel
optimization
i i i
68% of B2B marketers have not identified
of B2B marketers have not identified
their Sales and Marketing funnel
61% send all leads directly to sales
Only 27% of those leads will be
qualified at point of conversion
79% have not established lead scoring
have not established lead scoring
65% have not established lead nurturing
Source: ©2011 MarketingSherpa B2B
Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
#b2blead

17. How can I generate more qualified leads?

18. Case Study: Background
Experiment ID: Postcard Mania
Location: MarketingSherpa Case Study Library
Test Protocol Number: #CS31948
T t P t l N b #CS31948
Research Notes:
Background: A B2B direct‐marketing company serving small to mid‐size
k d d k ll d
businesses did not sell online, and needed to generate offline sales.
Goal: To drive inbound calls which resulted in 19% conversion rate.
Primary research question: Which approach will drive the best inbound
call volume?
Approach: Implement a lead‐generation effort with a three‐part
Approach: Implement a lead generation effort with a three part
nurturing funnel to turn web‐form registrations into inbound calls.
18
#b2blead

19. The Problem
• Did not sell online, and needed to generate offline sales
• Customers becoming more averse to engagement and offline response
• Web form leads converted at 5% but web leads who called in converted at
Web form leads converted at 5%, but web leads who called in converted at
19%
“We were trying very hard to get [a potential
y g y g [ p
customer’s] first touch to be a call‐in, which is
harder and harder each year.”
‐Sarah Kicinski, SVP Marketing and Business
g
Development, PostcardMania
19
#b2blead

20. Multichannel lead generation
• PostcardMania drove leads to landing
pages using:
• Direct mail
• PPC ads
• Organic search
Organic search
• Social media
• Lead generation calls to action
L d i ll i
included:
• Free postcard samples
• Free marketing reports
20
#b2blead

21. Relevant, multichannel nurturing campaign
• Nurturing tracks included 28
emails on:
• Facts about PostcardMania
• Marketing tips
• Information about direct
Information about direct
mailing lists
• Calls to action included
Calls to action included
• A reason to call a sales rep,
signed by the prospect’s rep
21
#b2blead

22. Relevant, multichannel nurturing campaign
• Incorporated teleprospecting and direct mail to support nurturing
22
#b2blead

23. Staggered nurturing frequencies
Immediate
onversion
thank you
email and call
email and call
from Prospects
onth 1
teleprospector receive mail
every 3 days
Frequency
h 2
drops to once a
Upon co
Mo
Month
week
Frequency
Months 4
drops to once a
s 3 ‐
month
U
23
#b2blead

24. Results
69% increase in inbound rep calls
The campaign optimization resulted in 69% more calls
The campaign optimization resulted in 69% more calls
Inbound Web leads
Approach
calls contacted
Original nurturing campaign 29% 67.7%
Optimized nurturing campaign 49% 77.6%
Relative difference 69% 15%
! What you need to understand: Optimizing the lead generation effort
What you need to understand: Optimizing the lead‐generation effort
with a three‐part nurturing funnel successfully converted web‐form
registrations into inbound calls.
24
#b2blead

25. Marketers must use funnel optimization strategies to
Marketers must use funnel optimi ation strategies to
ensure optimal qualified lead generation.

26. What is funnel optimization?
Sales and marketing functions and processes that encourage a lead’s progression
through the sales and marketing funnel. Processes include lead qualification, scoring,
nurturing, management and optimization
nurturing, management and optimization
Leads generated
Lead qualification
& scoring Sales qualified? Y/N
Qualified leads go Continual
Lead nurturing & to Sales – others
management optimization
get nurtured
Lead
conversion
New customer nurturing
New customer nurturing 26
#b2blead

27. Funnel optimization – benefits
Funnel optimization will enable you to:
• Generate a greater volume of qualified, sales‐ready leads
g q , y
• Dramatically reduce any frustrations that exist among Sales
• Improve sales and marketing alignment
• Increase sales effectiveness
Increase sales effectiveness
• Accelerate sales pipeline performance
• Ultimately increase overall revenues
27
#b2blead

28. Key finding: Lead generation is top priority,
conversion is greatest challenge
• Interdependence of lead
Interdependence of lead Lead generation
L d i
60%
48%
generation and
Converting qualified
conversion leads into paying
57%
customers 52%
Branding, reputation 45%
• Marketers now prioritize and awareness 38%
lead conversion over
44% Priority
branding, reputation and
branding, reputation and Lead nurturing
40% Challenge
awareness 36%
Lead qualification and
scoring 37%
Lead hand‐off and 18%
management 22%
Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
28
#b2blead

29. Key finding: Funnel optimization presents great
opportunity
13%
• Marketers beginning to
g g Lead generation
Lead generation 46%
embrace sales conversion 37%
as a sales and marketing Lead qualification
23%
41%
priority, however… 31%
41%
Lead scoring 29%
19%
• Marketers are struggling
30% No process or guidelines
to gain maturity in funnel Lead nurturing 41% y
currently
22%
optimization tactics Informal process, few
25% guidelines, sporadic
Lead hand‐off /
37% performance
management
29% Formal process, thorough
guidelines, routine
38% performance
Funnel
34%
optimization
16%
Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
29
#b2blead

30. How can we gain maturity in funnel
How can we gain maturity in funnel
optimization?

31. Optimize your Sales and Marketing Funnel
Step 1: Identify your sales and marketing funnel
Step 2: Establish lead qualification and scoring
Step 3: Nurture non‐qualified leads until they are ready to engage
Step 4: Continue to nurture throughout the funnel
Step 4: Continue to nurture throughout the funnel
Step 5: Adapt & optimize
31
#b2blead

32. Optimize your Sales and Marketing Funnel
Step 1: Identify your sales and marketing funnel
Step 2: Establish lead qualification and scoring
Step 3: Nurture non‐qualified leads until they are ready to engage
Step 4: Continue to nurture throughout the funnel
Step 4: Continue to nurture throughout the funnel
Step 5: Adapt & optimize
32
#b2blead

33. Step 1: Identify your sales and marketing funnel
• The funnel does not begin once a lead is handed off to Sales, it begins
once a lead has responded to a marketing campaign.
• Three guiding principles in developing your funnel:
• It should be measurable
It should be measurable
• It should encourage accountability Measurability
• It should be simple
Accountability Simplicity
33
#b2blead

34. Step 1: Identify your sales and marketing funnel
Demand Generation Content
Response Capture
Lead Scoring
Lead Nurturing
Lead to Pipeline Sale
Conversion Rate
Conversion Rate X% Sales Engagement
g g
34
#b2blead

35. Optimize your Sales and Marketing Funnel
Step 1: Identify your sales and marketing funnel
Step 2: Establish lead qualification and scoring
Step 3: Nurture non‐qualified leads until they are ready to engage
Step 4: Continue to nurture throughout the funnel
Step 4: Continue to nurture throughout the funnel
Step 5: Adapt & optimize
35
#b2blead

36. Step 2: Establish lead qualification and scoring
• Determine your universal lead definition (ULD)
• Outline specific criteria of a qualified lead
• Develop automated scoring methodologies using demographics and
Develop automated scoring methodologies using demographics and
behaviors
36
#b2blead

37. Step 2: Establish lead qualification and scoring
Action Item: ULD
Create your own version of the universal lead definition,
apply it to every lead, and leave room for iteration as
apply it to every lead and leave room for iteration as
you close the loop with your sales team.
37
#b2blead

38. Step 2: Establish lead qualification and scoring
Action Item: ULD checklist
What makes a good sales lead?
• How can we raise the bar and give your better more actionable leads?
• What initiative or need makes this a good fit?
• What info is necessary to determine if a lead is worth the follow‐up?
What info is necessary to determine if a lead is worth the follow‐up?
• What are the titles/job functions of economic buyers and influencers?
• What does this company values? What’s its culture like?
• What are the common business issues?
38
#b2blead

39. Step 2: Establish lead qualification and scoring
Action Item: ULD checklist
What information is required to qualify leads as being sales ready?
• What are the characteristics of the ideal sales opportunity?
• What are the questions sales want answered before getting a lead?
• What info is must‐have vs. nice‐to‐have?
What info is must‐have vs nice‐to‐have?
• Which questions tend to gather the most‐needed information?
• What should we start doing to make leads more actionable?
• What things should we stop doing with leads that don’t value?
39
#b2blead

40. Step 2: Establish lead qualification and scoring
Action Item: ULD checklist
Use the ULD to delineate “sales ready” vs. “nurture” lead statuses
• Will there be a time frame to evaluate and implement a solution?
• Will there be a formal or informal budget in place?
• Are there specific behaviors or traits you are looking for?
Are there specific behaviors or traits you are looking for?
40
#b2blead

41. Step 2: Establish lead qualification and scoring
Action Item: ULD next steps
Identify key info a sales rep would value in speaking with a prospect
• What fuels interest and how must we focus on it with the solution?
• Where is the best entry point?
• Who is involved in the buying process as it evolves?
• Should anyone else be contacted?
• Where’s the funding coming from and who has authority over it?
Then, only send as many sales ready leads that the sales person can effectively handle
41
#b2blead

42. Optimize your Sales and Marketing Funnel
Step 1: Identify your sales and marketing funnel
Step 2: Establish lead qualification and scoring
Step 3: Nurture non‐qualified leads until they are ready to engage
Step 4: Continue to nurture throughout the funnel
Step 4: Continue to nurture throughout the funnel
Step 5: Adapt & optimize
42
#b2blead

43. Step 3: Nurture non‐qualified leads until they
are ready to engage
Nurturing – the process of relevant, ongoing communications to increase
the process of relevant, ongoing communications to increase
interest and engagement
• Ongoing nurturing
O go g u u g
• Outreach nurturing
• Engagement nurturing
43
#b2blead

44. Step 3: Nurture non‐qualified leads
Action Item: Set up basic lead nurturing
1. Set up your nurturing database
• Include all of the people you could potentially sell to: people
c ude a o e peop e you cou d po e a y se o peop e
you’ve met at trade shows, who have spoken with your sales team,
who have responded to your website, etc.
2. Review your database
• What do you know about the people in it?
• What industry are they in?
What industry are they in?
• What are their titles?
44
#b2blead

45. Step 3: Nurture non‐qualified leads
Action Item: Set up basic lead nurturing
3. Decide what information would be most relevant to them
• Ask your sales team, “What questions do your customers ask most
s you sa es ea , a ques o s do you cus o e s as os
often? What do they care about? What issues are they facing?”
• Find content to address these issues.
• Pass this content by your sales team Ask them whether their
Pass this content by your sales team. Ask them whether their
customers would value it. As much as you can, repurpose content.
4.
4 Email prospects this relevant content
Email prospects this relevant content
• Whatever you do, don’t pitch!
45
#b2blead

46. Step 3: Nurture non‐qualified leads
Action Item: Set up basic lead nurturing
5. Follow up with a human touch
• Make a personal connection and follow up emails with phone calls
a e a pe so a co ec o a d o o up e a s p o e ca s
to directly gauge prospects’ interest. Never rely on email alone.
46
#b2blead

47. Optimize your Sales and Marketing Funnel
Step 1: Identify your sales and marketing funnel
Step 2: Establish lead qualification and scoring
Step 3: Nurture non‐qualified leads until they are ready to engage
Step 4: Continue to nurture throughout the funnel
Step 4: Continue to nurture throughout the funnel
Step 5: Adapt & optimize
47
#b2blead

48. Step 4: Continue to nurture through the funnel
• Conversion nurturing
• New customer nurturing
g
Leads generated
Sales qualified? Y/N
Qualified leads go
Conversion to Sales – others
materials get nurtured Customer
experience
i
Lead
materials
conversion
New customer nurturing
New customer nurturing 48
#b2blead

49. Step 4: Continue to nurture through the funnel
Action Item: Ongoing lead nurturing
1. Establish a lead‐development process
2. Motivate sales people to have consistent contact with prospects who
may not yet be ready to buy
3.
3 Ensure that your Sales team hands back inactive leads for further
Ensure that your Sales team hands back inactive leads for further
nurturing by marketing
• Leverage a centralized data base
• Ask sales can to make notes why a lead is sales ready
Ask sales can to make notes why a lead is sales‐ready
49
#b2blead

50. Step 4: Continue to nurture through the funnel
Action Item: Ongoing lead nurturing
4. Capture future opportunities that are being currently missed
5. Leverage content to position sales people as trusted advisors
• A carefully crafted lead nurturing program anticipates the
p p
prospect’s questions and responds with timely answers
q p y
• This builds value by providing useful information
• Relevancy is the key
6. This process positions sales people as trusted advisors.
50
#b2blead

51. Optimize your Sales and Marketing Funnel
Step 1: Identify your sales and marketing funnel
Step 2: Establish lead qualification and scoring
Step 3: Nurture non‐qualified leads until they are ready to engage
Step 4: Continue to nurture throughout the funnel
Step 4: Continue to nurture throughout the funnel
Step 5: Adapt & optimize
51
#b2blead

52. Step 5: Adapt and optimize
• Evaluate lead generation performance
• Evaluate funnel optimization performance
p p
• Lead qualification and scoring
• Lead nurturing
Lead gen
• Lead management
Lead management
• Deliver marketing value to the C‐Suite
Lead Lead
management qualification
Lead
Lead scoring
nurturing
52
#b2blead

53. Step 5: Adapt and optimize
Events, Events, Summits, Guides, Subscribers, Website, Teleprospecting
Inquiries (Level 1) Not a Fit
Marketing Nurturing (Level 2)
Pipeline
Level 3,4,5 Leads
Sales
Pipeline
Pi li
53
#b2blead

54. Step 5: Adapt and optimize
Events, Events, Summits, Guides, Subscribers, Website, Teleprospecting
Inquiries (Level 1) Not a Fit
Marketing Nurturing (Level 2)
Pipeline
Level 3,4,5 Leads
HANDOFF
Sales
l
Sales Ready Generated
Leads Leads
Sales Existing
Clients
Pipeline
Pi li
Customers
54
#b2blead

55. Step 5: Adapt and optimize
Events, Events, Summits, Guides, Subscribers, Website, Teleprospecting
Inquiries (Level 1) Not a Fit
Marketing Nurturing (Level 2)
Pipeline
Level 3,4,5 Leads
Returned
Returned
Prospects
HANDOFF
Sales
l
Sales Ready Generated
Leads Leads
Sales Existing
Clients
Pipeline
Pi li
Customers
55
#b2blead

56. Step 5: Adapt and optimize
Events, Events, Summits, Guides, Subscribers, Website, Teleprospecting
Inquiries (Level 1) Not a Fit
Marketing Nurturing (Level 2)
Pipeline
Level 3,4,5 Leads
Returned
Returned
Prospects
CRM
Closed Loop
Feedback
HANDOFF
Sales
l
Sales Ready Generated
Leads Leads
Sales Existing
Clients
Pipeline
Pi li
Measure ROI
Customers
56
#b2blead

57. Funnel optimization framework review
In an increasingly challenging environment, funnel optimization presents a
great opportunity to marketers
Step 1: Identify your sales and marketing funnel
Step 2: Establish lead qualification and scoring
Step 3: Nurture non‐qualified leads until they are ready to engage
Step 4: Continue to nurture throughout the funnel
Step 5: Adapt & optimize
57
#b2blead

58. Today’s key takeaways
2012 B2B Marketing Benchmark Report
• Key findings of 1,745 B2B organizations
y g , g
• Struggle to generate both high quality/quantity of leads
• Declining effectiveness of tactics
The Opportunity: To optimize the sales and marketing funnel
58
#b2blead

59. Today’s key takeaways
2012 B2B Marketing Benchmark Report
• Key findings of 1,745 B2B organizations
y g , g
• Struggle to generate both high quality/quantity of leads
• Declining effectiveness of tactics
The Opportunity: To optimize the sales and marketing funnel
Case Study
• Tactical steps to increase inbound calls 69%
• Multichannel lead generation
g
• Staggered multichannel nurturing campaign
59
#b2blead

60. Today’s key takeaways
The funnel optimization framework
1. Identify your sales and marketing funnel
yy g
2. Establish lead qualification and scoring
3. Nurture non‐qualified leads ready to engage
4. Continue to nurture through the funnel
4 Continue to nurture through the funnel
5. Adapt & optimize
60
#b2blead

61. Today’s key takeaways
The funnel optimization framework
1. Identify your sales and marketing funnel
yy g
2. Establish lead qualification and scoring
3. Nurture non‐qualified leads ready to engage
4. Continue to nurture through the funnel
4 Continue to nurture through the funnel
5. Adapt & optimize
Your tactical action items
• Define your Universal Lead Definition
• Implement near and long‐term nurturing
p g g
• Refine your lead management model
61
#b2blead

62. 62
#b2blead

63. MECLABS Research Partnership Opportunities
MECLABS conducts rigorous experiments in the new science of optimization.
We apply our discoveries to help leaders optimize the financial performance
of their sales and marketing programs.
of their sales and marketing programs
Learn more about how you may
be a fit for a MECLABS research
be a fit for a MECLABS research
partnership:
• Select your Research
Partnership interest type on
the post‐webinar survey
✗
• Contact us directly
di l
info@MECLABS.com
1‐877‐635‐0565
63
#b2blead

64. B2B Lead Roundtable
1. You will receive a link to the webinar recording
2.
2 Please fill out the post‐webinar survey
Pl fill t th t bi
3. View past and sign up for future webinars
• B2BLeadBlog com/webinars
B2BLeadBlog.com/webinars
4. Join the B2B Lead Roundtable LinkedIn group
• B2BLeadBlog.com/Linkedin
5. Connect and share
• B2BLeadBlog.com
• Twitter @B2BLeadBlog
64
#b2blead