The document discusses planning and improving B2B lead generation marketing programs. It recommends taking a buyer-focused approach by understanding objectives, offering relevant content tailored to buyer needs, and identifying any gaps in programs. Examples are provided of implementing resource publishing, segmented email nurturing, optimized landing pages, and website redesigns. Performance should be measured using metrics related to traffic, lead generation, and revenue to evaluate programs and identify opportunities. Resources are offered to further assess marketing content, websites, and programs.

1. Planning B2B Lead Generation
Marketing Programs
A Better B2B Marketing Clinic
Sco$
Armstrong
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presenter
today.
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@Brainrider
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specializes
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be$er
B2B
marke?ng.
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2. Planning Better B2B Marketing
• Driven by your objectives
• Buyer-focused
• Offers more relevant
marketing content
• Identifies programs gaps
• Focused on performance
measurement &
improvement
2
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3. Planning Driven By Your Objectives
3
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4. Prioritizing Measureable Objectives
4
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5. Lead generation is
not about !
you.

6. Your buyer
is in

7. 7

8. 8

9. Offer Relevant Subject Matter Expertise
At Each Buyer Decision Stage
If your
customer
is asking:
What’s my
problem
How do I fix
my problem
Are you
right for me
They
want:
Education
& Thought
Leadership
Solutions
& Product
Suitability
Credentials &
Decision
Support
What to
share
with
them:
@Brainrider
• Trends
• Benchmarks
• Analyst coverage
• 101 Education
• How to guides
• How other people
are solving this
• What is the solution &
how does it work
• Solution comparisons
• Pitfall analysis
• Readiness & suitability
assessments
• How do I choose a
vendor
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• How to buy
• Working with us

10. … Align Your Offers With Your Programs
If your
customer
is asking:
What’s my
problem
ACQUIRE
PROSPECTS
Program
They
Objective:
want:
What to
share
with
them:
@Brainrider
Education
& Thought
Leadership
• Trends
• Benchmarks
• Analyst coverage
• 101 Education
• How to guides
• How other people
are solving this
How do I fix
my problem
Solutions
NURTURE
PROSPECTS
& Product
Suitability
Are you
right for me
Credentials &
Decision
Support
DETERMINE
SALES-­‐READINESS
• What is the solution &
how does it work
• Solution comparisons
• Pitfall analysis
• Readiness & suitability
assessments
• How do I choose a
vendor
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• How to buy
• Working with us

11. Inventory Current Programs By Objective
NURTURE
PROSPECTS
ATTRACT & ACQUIRE
PROSPECTS
VISITORS
@Brainrider
PROSPECTS
QUALIFY
SALES READINESS
ACTIVE
PROSPECTS
MQL/SAL

12. Identify Gaps By Objective
NURTURE
PROSPECTS
ATTRACT & ACQUIRE
PROSPECTS
QUALIFY
SALES READINESS
PPC
Limited SEO
E-Blasts to 3rd Party Lists
Newsletter
Contact Us Form
Resource Center
Featured Download
VISITORS
12
@Brainrider
PROSPECTS
ACTIVE
PROSPECTS
MQL/SAL

13. Test Buyer-Focused Programs
ATTRACT & ACQUIRE
PROSPECTS
q Inbound
q Resource
publishing
&
syndica?on
q Blogging
q SEO
q Onsite
content
&
CTA
merchandizing
q Gated
content
offers
q Form
and
landing
page
op?miza?on
q Social
q Social
publishing
q Social
listening
q Paid
q PPC
q E-­‐Blasts
q Content
sponsorship
13
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NURTURE
PROSPECTS
q Customer
segmenta?on
q Progressive
forms
q Nurturing
ac?ve
prospects
q Auto-­‐responders
q Thank-­‐you
content
q Drip
campaigns
q Nurturing
cold
prospects
q First
visit
follow-­‐up
q Streamed
newsle$ers
QUALIFY
SALES READINESS
q Contact
us
q Sales
Readiness
Offers
q
q
q
q
q
q
q
q
Pricing
info
Request
a
Quote
Trial/Demo
Needs
assessment
Free
consulta?on
ROI
Tool
RFP/RFQ
Guide
Product
Webinars

14. Program Example:
Resource Publishing
Problem: Generate leads, nurture
prospects, support sales with STR subject
matter expertise.
•
•
•
Increase lead generation.
Target hard to reach Oracle BI Publisher Technical users.
Nurture long-sales cycle engagement with STR Software
content.
Solution: BI Publisher University.
•
•
•
•
Develop a centralized “hub” of BI Publisher resources with
links to relevant content developed as part of other
programs.
Opt-in prospects through a content subscription model.
Implement progressive forms to profile engaged
prospects.
Promote BI Publisher University through home page.
carousel, existing nurturing campaigns, social media,
SEO, sponsored advertising and PPC.
Results: “more qualified leads.”
•
•
•
14
10% conversion rate on BIP U content forms, up from
1-2% compared to product-specific collateral.
Improved engagement metrics: a 54% increase in website
visits and a 67% increase in pageviews, plus increases in
average time on page.
Targeted email marketing campaigns to opt-in subscribers
see 25-47% CTR and more qualified sales team
opportunities.
Click
to
view
site

15. Program Example:
Streamed Choose Your Own Adventure Nurturing
Problem: Time consuming, ineffective lead
nurturing.
•
•
•
Do a better job uncovering leads in our database.
Reach more people, more frequently to improve engagement.
Build a more efficient and scalable process.
Solution: New segments, new newsletters, new
opt-in categories.
•
•
•
•
Create content categories aligned with real customer needs and
pains,
Segment Tracom’s existing database based on needs and pains
Implement new communication opt-in preferences.
Execute a segmented newsletter program that ensured any
targeted prospect received a maximum of one email per week.
Results: “we’re engaging with more customers in
a meaningful way, but spending way less time
doing it.”
•
•
•
•
15
Now targeting 25% of their database each month with segmented
messaging.
Click-through rates have increased to between 10%-20% across
all segments.
Improved productivity allowing for weekly newsletter deployment
using the same investment in content development and
newsletter production.
Segment Tracom’s existing database based on needs and pains.
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Click
to
view
preference
center
and
newsle4er
samples

16. Program Example:
Form & Landing Page Optimization
Problem: Better prospect acquisition
& profiling
•
•
•
Do a better job converting traffic into leads.
Capture more complete prospect profiles
Accelerate prospect qualification
Solution: Redesigned landing pages
and progressive forms.
•
•
•
•
Redesigned Landing Pages to increase conversion
Built progressive form logic
Combine lead form data with activity data to
create a complete prospect profile.
Provide multiple touch-points to
qualify prospects at a more rapid rate
Results: “38.6% increase in prospect
acquisition”
•
•
16
Total prospects captured and completion rates
increased during landing page test
Statistical modeling showed a 90% confidence rate
that progressive forms will increase completion
rates for future campaigns
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17. Website Optimization Example:
Buyer Centric Website Redesign
Problem: Dated website design, complex site
management, poor SEO, lack of lead
generation.
•
•
•
Increase lead generation.
Design a customer focused website-experience with a userfriendly Content Management System.
Manage the migration and updating of existing web content.
Solution: Customer-focused WordPress
website.
•
•
•
•
•
Implementing B2B SEO.
Reorganizing their navigation and site map for a customerfocused user experience.
Designing more prominent and visible calls-to-action.
Targeting different levels of engagement: from “Contact Us”
to “Subscribe to Our Newsletter”.
Expanded their content to attract and acquire more
prospects.
Results: “more qualified leads.”
•
•
•
•
•
17
Website was delivered on time and on budget in under 18
weeks.
Unique site visitors are up 25%.
Phone calls are up 286% while form completions are up 42%.
Website generated leads are up 156%.
Segment Tracom’s existing database based on needs and
pains.
Click
to
view
site

18. Measuring & Reporting Performance
• Start by splitting your performance measurement
and reporting into three categories
Business
Marke9ng
Diagnos9cs
@Brainrider
• Opportuni9es/Revenue
Sourced
by
Marke9ng
• Opportuni9es/Revenue
Touched
by
Marke9ng
•
•
•
•
Qualified
Traffic
Acquisi9on
Ac9ve
Prospects
Sales
qualified
leads
• Program
by
program
metrics
designed
to
iden9fy
the
right
offers,
messages,
content,
and
channels

19. Resources For Better B2B Marketing
Evaluate your Content, Website, & Programs with our
Free Better B2B Marketing Checklist
Let’s review your marketing programs
Free 20-minute consultation
Go to Brainrider.com/b2b_cheatsheets
For more helpful B2B Marketing content, visit:
Resources: brainrider.info
Articles: brainrider.com/blog
@Brainrider
www.linkedin.com/company/brainrider
Scott@Brainrider.com