Downloaded 21 times
Uploaded byOptify
How to Generate More High-Quality Leads in Today's Buyer-Driven Reality
The document discusses strategies for generating high-quality leads in a buyer-driven market, emphasizing the importance of understanding buyer personas and their journey. It highlights the need for effective lead management processes and content mapping to engage potential buyers effectively. Additionally, it outlines the importance of data tracking and analysis for optimizing marketing campaigns to drive sales.
More Related Content
Similar to How to Generate More High-Quality Leads in Today's Buyer-Driven Reality
![[Webinar Slides] Align Your Marketing Mix to Your Buyers’ Journey: Solution S...](https://cdn.slidesharecdn.com/ss_thumbnails/webinarslide-solutionsearchstageoptify-120117193135-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
How to Generate More High-Quality Leads in Today's Buyer-Driven Reality
- 1. How to GenerateMore High-Quality Leads in Today's Buyer-Driven Reality PRESENTERS: CARLOS HIDALGO, URI BAR-‐JOSEPH SPONSOR: OPTIFY, WHEN: TUE., NOV 27, 2012 1PM ET (10AM PT) LENGTH: 60 MIN
- 2. Carlos Hidalgo, CEO,Annuitas Group Carlos has helped clients identify over $700 million of potential revenue by developing and implementing lead management processes. Carlos is also the executive director and co-founder of The Marketing Automation Institute, the premier marketing automation community end-users that provides the highest level of vendor neutral curriculum, training and certification. Follow Carlos @cahidalgo Page 2
- 3. Uri Bar-Joseph, Directorof Marketing, Optify Uri heads up lead generation efforts and manages the inside sales function at Optify. He excels at using the latest internet technology to help his team generate and close more leads. Uri exemplifies what it is to be a B2B marketer in today’s buyer-driven economy and pushes tools and programs to their limits to achieve outstanding results. Follow Uri @uribarjoseph www.linkedin.com/in/uribarjoseph #LeadIntel Page 3
- 4. Snapshot of Today’sB2B Buyer • 70+% Engaged socially • 78% begin their purchase by doing an online search • 57% engage sales after initial research • Average buyer checks at least 10 different sources before buying • 85% of Customers self-manage buying – by 2020 via Gartner Source: Eloqua, Gartner, DemandGen Report Page 4
- 5. B2B Buyer DecisionCycle 8. ReconsideraNon 1. SaNsfacNon 5% 7. SelecNon 2. Acknowledgment 2% 79% 6.InvesNgaNon 3. Decision 2-‐3% 5.Measurement 4. Criteria Source: R. Jolles & A. Needles Page 5
- 6. Today’s Buyers GoOnline Source: Enquiro, “Integrated Persuasion: Online and Offline Page 6
- 7. The Need forBuyer Engagement Average B2B Ini2al Lead Break-‐down 17.50% Discard / disqualified 12.50% Sales-‐ready now Longer-‐term opportunity / worth nurturing 70% Source: MarketingSherpa Page 7
- 8. It’s More ThanTechnology “Too many B2B marketers head down the automation path to solve a tactical problem and as a result do not experience the full potential that these platforms deliver. They are held back because they don’t have the right lead management process in place, the right contact information in their database, the right content for engaging buyers, or the right skill sets . . .” “B2B Marketers Must BeBer Prepare For MarkeDng AutomaDon”, Forrester Research, Inc. 2011 Page 8
- 9. Lead Management &Demand Generation Page 9
- 10. Beginning of EffectiveNurturing: Buyer Personas • What is a persona? § A short bio of the typical customer o Account Level o Functional Level § Person description (not job description) § Includes Information on o Buyers Background o Daily Activities o Current Solutions to Problem o What’s important to this Buyer o Challenges • Why is a persona important? § Cannot have a conversation if you don’t know who you are communicating with § Help you to understand exactly who you are nurturing and what content will be valuable to them Page 10
- 11. Understanding Your Buyer Manager Director/Sr. Director Vice – President CxO Func2on Func2on Func2on Buyer Background Daily AcNvity Challenges SoluNons to Challenges Compelling Event Page 11
- 12. The Buyer Journey • The path a buyer takes to purchase § Mapping the key steps to purchase § Integrating with the buyer persona(s) § Various steps in the buyers journey: o Awareness o Interest o Evaluation o Purchase • Understanding the buyer journey will guide the content & offer development • Enables sales to engage at the right time Page 12
- 13. Offers Defined • An offer is content that is of value to visitor/prospect that they are willing to exchange their contact details to access it • Different offers will be more/less effective depending on the buyers relationship with NCR and their place in the buying journey • Offers can be used across multiple channels: § Web – Video, Print, Infographic § Email § Social Media § Mobile § Call center § Offline: Direct mail, advertising, events Page 13
- 14. Quality Counts! • Good offers can should a long shelf life § Offers should be usable for a minimum of 3 months and should be used longer • Offers & Content can be repurposed for different campaigns and channels (Rule of 4) • Offers should be developed for a specific persona(s) Page 14
- 15. *Content/Offer Mapping toBuyer !"#$%&%''()&*%$%'* +%'%#$,-(./&'01%$#2/& 34#56#2/& 76$,-#'% =#$>%2&?:@%#1:A%&%$#2/&B: =#$>%2&?:@%#1:C6$*6$%B: !"#$%&'()*% ;55,55&#/&.(35.,0-5&)(,&5)$,5=(,)%8 =#$>%2&?:@%#1:C6$*6$%B: +(,)-,&.(,/,(,*0,&)*%&%,1)*% >,)(*&13(,&)'3"-&*,,%5&)*%&(,5.3*%&4#-9&)..(3.(#)-,& ;55,55&#/&.(35.,0-5&)(,&5)$,5=(,)%8 =#$>%2&?:@%#1:C6$*6$%B& #*/3(1)73* >,)(*&13(,&)'3"-&*,,%5&)*%&(,5.3*%&4#-9&)..(3.(#)-,& D#5%'B& 7$08#$9:+%';/&'0<050*9 2,#*/3(0,&)4)(,*,55&3/&*,,% @3$#%#/8&031.,77A,&)%A)*-)<,5 #*/3(1)73* D)*)<,&*,<37)73*5&)*%&0$35,&-9,&5)$, 6%,*7/8&53$"73*5& +3*7*",&%,A,$3.#*<&-9,&(,$)73*59#. 2,#*/3(0,&*,,%5&3/&.(35.,0- +(,)-,&#*-,(,5-&#*&/"(-9,(&,:.$3()73* D#5%'B: ?5-)'$#59&)&(,$)73*59#.&4#-9&-9,&.(35.,0- ;55#5-&#*&#%,*7/8#*<&%,0#5#3*&0(#-,(#)&)*%&.35#73*&83"(&53$"73*& !,<#*&%,A,$3.#*<&-9,&.(35.,0-&(,$)73*59#. 4#-9&-9)-&0(#-,(#)&#*&1#*% B(3A#%,&.(3.35)$5&)*%&C"3-,5 6%,*7/8#*<&*,,% !,<#*&031.)(#*<&-9,&A,*%3(5&)*%&53$"73*5&/3(&,A)$")73*&)*%& 6%,*7G,%&-9,&*,,% ?5-)'$#59#*<&.(#3(#7,5 #*#7)$&5,$,073* ?:)1#*#*<&2M6&)*%&E+M !"%<,-&$#H,$8&)..(3A,%&)*%&-9,8&',<#*&593..#*< E69%$:=0&1F$#8% E9#(%&.)(-8&3.#*#3*5&)(,.3(-)*- K5")$$8&(,)%8&/3(&5)$,5&03*-)0-&)-&-9#5&.3#*- 2,/,(,*0,&09,0H#*<&)*%&A,*%3(&5,$,073* >,)(*#*<&13(,&)'3"-&'"5#*,55,5&-9)-&0)*&1,,-&-9,&*,,%I5J&)*%& F3-&(,)%8&/3(&)&5)$,5&.#-09& @"'1#-&2LB5 F,<37)73*5&)*%&."(09)5, )%%(,557",5 6*%#0)-,%&#*-,(,5-&#*&83"(&.(3%"0-5&3(&5,(A#0,5 F)((34&A,*%3(&093#0,5 E9#(%&B)(-8&U9#-,.).,(5&V&6*-,(*)$&U9#-,.).,(5&I!,5-&B()070,5J E9#(%&B)(-8&U,'#*)(5&V&6*-,(*)$&U,'#*)(5&I!,5-&B()070,5J @30#)$&D,%#)&IE4#X,(Y&!$3<&B35-5Y&>#*H,%6*Y&L)0,'33HY&,-0ZJ E9#(%&B)(-8&B3%0)5-5 !(309"(,5 B(3'$,1N@-)-,&L$)59&O#%,35 6*-,(*)$&U,'#*)(5&IMA,(A#,45&W&S,135J +"5-31,(&E,5713*#)$5 +"5-31,(&@"00,55&@-3(#,5 ;55#5-,%&S,13 O#%,35 L)0-&@9,,-5 S)-)&@9,,-5 QR=S)8&L(,,&E(#)$ T B(#0,&S#503"*- T 15 ConfidenNal 2M6&+)$0"$)-3(5 +31.,77A,&+31.)(#53*&+9)(-5 P Page 15
- 16. Mapping Content toBuyer Interaction Page 16
- 17. What intelligence canyou gather? Page 17
- 18. Putting the piecestogether Page 18
- 19. What do wehave? Page 19
- 20. Translating intelligence intoan actionable marketing plan Define the buyer profile Measure, report, Set goals and refine and start establish baseline over Plan, set up and Deliver on-‐target execute campaigns leads to sales Page 20
- 21. Translating intelligence intoan actionable marketing plan Define the buyer profile Measure, report, Set goals and refine and start establish baseline over Plan, set up and p xecute Plan, set u e and Deliver on-‐target execute campaigns campaigns leads to sales Page 21
- 22. Set it upfor tracking and Analysis • Know what you want to measure • Create the framework • Make sure data flows • Test the process Page 22
- 23. Technical details foreach offer Campaign § Campaign Name: Details § Campaign ID: § Filter based on profile Lead Scoring § Score based on behavior § Source: “source_name” Tagging § Campaign Name: “campaign_name” § Details: Include in form § Minimum necessary Form fields § Include fields necessary for follow up and segmentaNon § Hidden fields for data Page 23
- 24. Set it upfor tracking and Analysis Leads Quality Leads (conversion rate) Opportuni2es Budget/Cost CPO Plan Actual Plan Actual Plan Actual Plan Actual Plan Actual Channel Breakdown PPC 50 6% 3 $2,500 $833 Content Syndica2on 200 8% 16 $5,000 $312 Display 100 5% 5 $3,000 $600 Social Media 350 5% 18 $4,200 $233 Organic Search 10 30% 3 $500 $167 Total 710 6.3% 45 $15,200 $337 Content Breakdown Offer #1 200 10% 20 $6,000 $300 Offer #2 260 5% 13 $3,900 $300 Offer #3 250 5% 12 $5,300 $441 Total 710 6.3% 45 $15,200 $337 Persona Profile #1 350 6.3% 22 Profile #2 360 6.3% 23 Total 710 6.3% 45 Page 24
- 25.
- 26. Translating intelligence intoan actionable marketing plan Set goals and establish baseline Measure, report, Define the buyer refine and start profile over Deliver on-‐ Plan, set up and target lo sales to leads t eads Deliver on-‐target execute campaigns sales Page 26
- 27. Deliver leads tosales – 4 methods • Lead score – setting up a lead score built on indicators that sum up to a score threshold at which leads are transferred to your sales team ✔ • Lead qualifiers – using human touch to qualify leads with a defined checklist process that is used to determine if a lead is ready or not ✔ • Self qualifying – use form questions and offers that leads can use to self-qualify and identify themselves as sales-ready ✔ • Self-serve process – build your online purchase process as a complete self-serve process. This basically eliminates the need for a sales team in the ✔ purchase process and puts all the burden of new- business revenue on you Page 27
- 28. Deliver leads tosales: Filter on profile, score on behavior Page 28
- 29. Enable Sales to(intelligently) Follow Up Page 29
- 30. Enable Sales toprioritize and focus Here’s an example of a Daily Email from OpDfy Page 30
- 31. Translating intelligence intoan actionable marketing plan Define the buyer profile Measure, rreport, Measure, eport, Set goals and refine aand start refine nd start over establish baseline over Plan, set up and Deliver on-‐target execute campaigns leads to sales Page 31
- 32. Let the data“flow” into your framework Leads Quality Leads (conversion rate) Opportuni2es Budget/Cost CPO Plan Actual Plan Actual Plan Actual Plan Actual Plan Actual Channel Breakdown PPC 50 55 6% 3.6% 3 2 $2,500 $2,500 $833 $1,250 Content Syndica2on 200 200 8% 7.5% 16 15 $5,000 $5,000 $312 $333 Display 100 120 5% 5.8% 5 7 $3,000 $3,000 $600 $428 Social Media 350 460 5% 4.8% 18 22 $4,200 $4,200 $233 $190 Organic Search 10 15 30% 33% 3 5 $500 $500 $167 $100 Total 710 850 6.3% 6% 45 51 $15,200 $15,200 $337 $298 Content Breakdown Offer #1 200 150 10% 10% 20 15 $6,000 $6,000 $300 $400 Offer #2 260 350 5% 4.5% 13 16 $3,900 $3,900 $300 $243 Offer #3 250 350 5% 8% 12 20 $5,300 $5,300 $441 $265 Total 710 850 6.3% 6% 45 51 $15,200 $15,200 $337 $298 Persona Profile #1 350 550 6.3% 5.2% 22 29 Profile #2 360 300 6.3% 7.3% 23 22 Total 710 850 6.3% 6% 45 51 Page 32
- 33. Let the data“flow” into your framework Leads Quality Leads (conversion rate) Opportuni2es Budget/Cost CPO Plan Actual Plan Actual Plan Actual Plan Actual Plan Actual Channel Breakdown PPC 50 55 6% 3.6% 3 2 $2,500 $2,500 $833 $1,250 Content Syndica2on 200 200 8% 7.5% 16 15 $5,000 $5,000 $312 $333 Display 100 120 5% 5.8% 5 7 $3,000 $3,000 $600 $428 Social Media 350 460 5% 4.8% 18 22 $4,200 $4,200 $233 $190 Organic Search 10 15 30% 33% 3 5 $500 $500 $167 $100 Total 710 850 6.3% 6% 45 51 $15,200 $15,200 $337 $298 Content Breakdown Offer #1 200 150 10% 10% 20 15 $6,000 $6,000 $300 $400 Offer #2 260 350 5% 4.5% 13 16 $3,900 $3,900 $300 $243 Offer #3 250 350 5% 8% 12 20 $5,300 $5,300 $441 $265 Total 710 850 6.3% 6% 45 51 $15,200 $15,200 $337 $298 Persona Profile #1 350 550 6.3% 5.2% 22 29 Profile #2 360 300 6.3% 7.3% 23 22 Total 710 850 6.3% 6% 45 51 Page 33
- 34. Key takeaways • Successful demand generation program must be buyer-centric Technology is an enabler--it is not enough in and of itself. • There is more than one buyer--make sure you understand the roles of each and message to them • Know what data you want to collect • Set up your campaigns to collect that data • Be open to what you will find Page 34
- 35. Contact Us Optify– www.optify.net Uri Bar-Joseph uri@optify.net 206-388-4234 Twitter: @uribarjoseph The Annuitas Group - www.annuitas.com Carlos Hidalgo carloshidalgo@annuitas.com 719-966-7548 Twitter: @cahidalgo Page 35
- 36.