Lead Generation in 2014 - What the Search Economy means for B2B Sales All B2B Sales teams want lead generation – right? All companies use Internet Marketing – wrong!! Research highlights How 351 companies use “Marketing Technology” A step-by-step path forward for B2B Lead Gen Interview with Louis Gudema – “Martech” tools

1. 1
Lead Generation in 2014
What the Search Economy means for B2B Sales
Dec 3, 2014
Peter R. Fillmore
Founder & CEO, SmartFunnel.com
Copyright © 2014 SmartFunnel.com

2. Agenda
• All B2B Sales teams want lead generation – right?
• All companies use Internet Marketing – wrong!!
• Research highlights
– How 351 companies use “Marketing Technology”
• A step-by-step path forward for B2B Lead Gen
• Interview with Louis Gudema – “Martech” tools
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3. While seeking B2B buyers…
Sales teams ask for
• More leads
• Better leads
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4. While seeking B2B buyers…
If you seek 1000s of buyers, they are also
consumers, and they are in the Search Economy
• Demographic adoption of “search”
• Friends and family
• Mobile browsers
• …Selling gizmos to factory, farm, gov’t?
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5. Inbound Marketing is here
Paradigm shift well underway:
Outbound Marketing
Inbound + Outbound
Marketing
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6. The “Search Economy”
Internet delivers
•Better leads – right now, and
• More leads …over time
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7. Who uses Inbound?
• Louis Gudema* of revenue + associates report
– tallied usage of 9 modern Martech tools
– 351 mid-market companies
– Usage pattern = very advanced, or very delayed
* Report: “6 Strategies for Marketing Technology Vendors that will accelerate growth” – Louis Gudema
At: http://insight.venturebeat.com/report/6-strategies-marketing-technology-vendors-will-accelerate-growth
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8. For Software companies
# of companies (total 85)
Median
0 1 2 3 4 5 6 7 8 9
# of Martech programs used
Chart Copyright © 2014 revenue + associates, used with permission 8

9. For non-Software companies
This is all unused Lead
What an amazing
opportunity for these
9
# of companies (total 266)
Wow !!
Generation turf.
companies!
Median
0 1 2 3 4 5 6 7 8 9
# of Martech programs used
Chart Copyright © 2014 revenue + associates, used with permission

10. Marketing automation tools
The 9 Martech toolkits – as used for Study
• Website analytics
• Search engine optimization (SEO)
• Conversion optimization
• Marketing Automation- analytics, tracking, scoring…
• Mobile-ready website
• Content marketing
• Search ads (paid)
• Social media
• Remarketing
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11. Path forward – step-by-step
1. Prepare
– Your “buyer persona(s)”
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12. Path forward – step-by-step
2. Prepare
– Buyer journey:
Consideration
Awareness
Buy
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13. Path forward – step-by-step
3. Engage with your papers, articles, blogs
– An interesting article >>> Call to action:
• A more detailed article >>> Call to action (gather email)
– A newsletter subscription ….etc
– A Webinar, a Chat window, etc
– …(you are now into Content Marketing!...)
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14. Align with buyer journey
4. Cross-map Engage tools with Buyer Journey
Awareness Consideration Buy
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Engage – Professional
Interest Whitepaper
Engage – Solutions for
specific problems
Engage – Products and
Services
CTA 1 – More detailed
Articles / Whitepapers
CTA 1 – Application brief CTA 1 – Demo
CTA 2 – Subscribe to our
Newsletter
CTA 2 – eBook (collection
of Whitepapers)
CTA 2 – Proposal offer

15. Track visitors and activity
5. Track and nurture
– Google Analytics – a starter kit
– SEO
– Inbound marketing system – e.g.
• Hubspot, Marketo, Eloqua
– Emails become contact names
• Names become leads!
– Contact nurturing, then lead management
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16. Talking about Martech
Interview of
Louis Gudema ….by Peter
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17. Thank you
Lead Generation in 2014
What the search economy means for B2B Sales
Peter Fillmore
peterf@smartfunnel.com
www.smartfunnel.com
Copyright © 2014 SmartFunnel.com 17

18. Appendix: Web Lead Gen
• Web Lead Gen has multiple benefits
– Communicate your domain expertise
• thought leadership
– Build your brand
– Attract Partners and Allies
– Generate a community of loyal followers
– Better “ready-to-buy” leads
– Eventually – a higher volume of leads
Copyright © 2014 SmartFunnel.com 18