Online lead generation in B2B marketing

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Online lead generation in B2B marketingGoran Candrlic

Goran CandrlicMarketing Manager @GlobalDotsCo-Founder @WebinyPlatform

Twitter: @ChandeLinkedIn: /gorancandrlic

Why we talk about online lead generation?CEOs don’t trust marketing (ups!)

73% of CEOs stating “marketers lack business credibility and the ability to generate sufficient growth”. 80% of CEOs simply don’t trust marketers at all, while 91% do trust CIOs

and CFOs.Source: survey by Fournaise Group

Reason?Commercial Disconnect – Marketers need to take responsibility for the very evident commercial disconnect with senior executives.

Distraction, hoopla and hyperbole – the ever-evolving world of marketing, due in large to technology and a now very connected consumer, brings with it new marketing opportunities on a monthly basis.

Lack of imagination and innovation. Marketing is about imagination, creating new ways to deliver a value to the customer, to earn disproportionate attention over trying to steal it with short-termism and promotionally led thinking.

Sales & Marketing Alignment

...almost there

...and the Holy Grail

Source: http://www.kaushik.net/avinash/tips-for-improving-high-bounce-low-conversion-web-pages/

Goal of online marketing● Define and implement online marketing strategy

○ Aligned with overall marketing strategy○ Brand○ Message○ Goals, KPIs, Targets

● Drive traffic○ Owned○ Inbound (earned)○ Outbound (paid)

● Drive leads○ Conversion○ Scoring○ Nurturing

● Analyze, track, improve

Online marketing strategy

● Mission● Vision● Branding● Value Proposition (Company)● Communication framework● Market conditions

Online marketing strategy● Product

○ Product / market fit○ Value proposition○ USP○ Key Selling Points○ Cross-sells & Upsells○ Pricing

● Acquisition channels○ Owned (website, mailing lists, other properties & audiences)○ Earned (SEO, Social, Content, Word of mouth, Reviews, Referrals)○ Paid (PPC, Display, Production, SEO, Remarketing)

Online marketing strategy● Lead-generation & Funnels

○ Conversion Rate Optimization○ Landing page optimization○ A/B testing

● Retention○ Loyalty program○ Customer support○ Over-deliver

● Analytics Framework○ Main goal: calculate CAC & LTV per channel○ Include costs from all marketing and sales activities○ Use cohort analysis to fuel growth and scalability

AIDA vs AARRR

Topology of the sale

1. What is the action we want someone (potential client) to take?

2. Who are we trying to persuade to take this action?

3. What he needs to know to feel secure and confident to take this action?

Source: Bryan Eisenberg - Waiting for your cat to bark - Persuading customers when they ignore marketing

Dimensions of sales complexity

● Need● Risk● Knowledge● Consensus

Types of buyers

● Accidentals● Knows exactly● Knows approximately● Just browsing

Relational vs Transactional shoppers

● Relational○ consider transaction to be one in long series of

transactions with the company○ fear of making a poor choice○ don’t enjoy the process of selecting, negotiating○ consider the time as part of the price

Relational vs Transactional shoppers

● Transactional○ focused on a single transaction○ focused on price - don’t want to pay more than

needed○ enjoy process of comparing and negotiating○ don’t consider time as a part of price

Modes of persuasion architecture (Personas)

Methodical● Business-like, goal oriented● Disciplined, methodical● How can your solution solve my problem?

Spontaneous● Personal, activity oriented● Spontaneous decision, fast decision● Why is this the best solution to solve my

problem?● Address immediate needs and credibility

Humanistic● Personal, relationship oriented● Open, slow decision● Who has used your solution to gain

benefits? ● Address testimonials

Competitive● Business-like, power-oriented● Discipline, strategy● What can you do for me?● Address competitive advantage and

strategic thinking

AcquisitionOwned, Earned, Paid Media● Direct● Offline (TV, Print, Radio)● SEO● PPC (Google AdWords, Facebook)● Display● PR● Social (Facebook, Twitter, LinkedIn, Google+)● Video● Reviews, referrals, blogs● Word of mouth

Find the right channel! Test, iterate. Look for LTV > CAC! Use specific landing page for each channel!

ActivationWebsite concerns● UX / UI● Branding● Information architecture● Communications● Visitor flow● Design● Conversion optimization

Retention

User behavior● What stage in the buying cycle?● Email● Phone● Webinars● PDF guides● Remarketing

Revenue

When they buy?Why?How to make the process easier?● Lead nurturing● Pre-sales● Automate● Remove obstacles

Referral

● Share● Word of mouth● Campaigns● Contests

Testimonials -> Customers validate!

Conversion decision

Source: www.slideshare.net/randfish/big-picture-cro

Landing page optimization● Message match● 1 landing page per product / campaign / traffic source● Attention ratio (only one action per page)● Conversion-centered-design (design contrast, typography, encapsulation)● Copy:

○ Value proposition (differentiator)○ USP (why?)○ Key selling points (benefits)○ Testimonials (customer validation)

● A/B testing● Calculate ROI, LTV, CAC

Stats :)

Platforms & Tools● Marketing automation

○ Eloqua○ Marketo○ LeadLander

● Landing page testing○ Unbounce

● A/B testing○ Optimizely○ Visual Website Optimizer

● Customer Analytics○ KissMetrics○ MixPanel

● Sales Automation○ SalesForce○ BaseCRM

Putting it all together

● Planning (Strategy)● Implementation (Tactics)● Analytics● Feedback into the system

Thank you!

Twitter: @ChandeLinkedIn: /gorancandrlic