planning b2b lead generation marketing programs
TRANSCRIPT
Planning B2B Lead Generation Marketing Programs
A Better B2B Marketing Clinic
@Brainrider
Sco$ Armstrong is your presenter today. He is a partner @Brainrider where he specializes in be$er B2B marke?ng.
Planning Better B2B Marketing
• Driven by your objectives • Buyer-focused • Offers more relevant
marketing content • Identifies programs gaps • Focused on performance
measurement & improvement
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Planning Driven By Your Objectives
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Prioritizing Measureable Objectives
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Lead generation is not about !
you.
Your buyer is in
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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:
• 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
@Brainrider
… Align Your Offers With Your Programs
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:
• 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
Program Objective:
ACQUIRE PROSPECTS
NURTURE PROSPECTS
DETERMINE SALES-‐READINESS
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Inventory Current Programs By Objective
PROSPECTS MQL/SAL VISITORS
ACTIVE PROSPECTS
NURTURE PROSPECTS
QUALIFY SALES READINESS
ATTRACT & ACQUIRE PROSPECTS
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Identify Gaps By Objective
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PROSPECTS MQL/SAL VISITORS
PPC
Limited SEO
E-Blasts to 3rd Party Lists
Contact Us Form
Newsletter
ACTIVE PROSPECTS
Featured Download
Resource Center
NURTURE PROSPECTS
QUALIFY SALES READINESS
ATTRACT & ACQUIRE PROSPECTS
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Test Buyer-Focused Programs
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NURTURE PROSPECTS
QUALIFY SALES READINESS
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
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
q Contact us q Sales Readiness Offers
q Pricing info q Request a Quote q Trial/Demo q Needs assessment q Free consulta?on q ROI Tool q RFP/RFQ Guide q Product Webinars
@Brainrider
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.” • 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.
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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.” • 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
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Program Example: Form & Landing Page Optimization
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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” • 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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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 user-
friendly 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 customer-
focused 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.” • 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. 17
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Measuring & Reporting Performance
• Start by splitting your performance measurement and reporting into three categories
Business • Opportuni9es/Revenue Sourced by Marke9ng • Opportuni9es/Revenue Touched by Marke9ng
Marke9ng • Qualified Traffic • Acquisi9on • Ac9ve Prospects • Sales qualified leads
Diagnos9cs • Program by program metrics designed to iden9fy the right offers, messages, content, and channels
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Resources For Better B2B Marketing
For more helpful B2B Marketing content, visit:
Resources: brainrider.info
Articles: brainrider.com/blog
@Brainrider
www.linkedin.com/company/brainrider
Go to Brainrider.com/b2b_cheatsheets
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