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IMPROVING B2B LEAD GENERATION
PERFORMANCEChad Pollitt
Slingshot SEOJ. David Green
MECLABS / MarketingSherpa
INTRODUCTION – Chad Pollitt
• Director of Marketing at Slingshot SEO
• Former Army Commander and Iraq War Veteran
• Author of The Content Marketing Manifesto
• Featured in The Wall Street Journal, Inc., PR Daily, BtoB Magazine, on MSNBC and others
Twitter: #ET12 - @CPollittIU
Speaker Background
J. David Green
Director, Marketing Partnerships
MECLABS
@DaveGreenLeadswww.linkedin.com/in/davegreenmeclabs
Case study: $1B lead pipeline in 20 months
OVERVIEW OF SESSION: DAVE GREEN
• Lead generation challenges
• The big picture
• Lead generation economics
• Marketing channel effectiveness research
• Fundamentals:• Targeting
• Messaging
• Key takeaways
FOCUS ROI ON SALES PRODUCTIVITY GAINS
• How much timedo your sales people spend prospecting?
• How much is that costing your team?
19%
37%15%
12% 18%
Lead GenAccount Research
TrainingTravel
SellingAdmin
AccountService
CSO Insights Sales Performance Optimization report, 15th ed: N=1,800
LEAD GEN EXPANDS SALES CAPACITY
Buying Cycle Stages
Prospecting Nurturing Selling
Allocated Sales
Resources *
Effi
cie
nt
Mo
re E
ffic
ien
t
Less
EFFECTIVNESS OF TACTICS BY ORGANIZATIONAL MATURITY
• The best companies prioritize:
– Web design
– Content
– SEO
PRIORITIES BY MATURITY LEVEL
• Repeatable processes are scalable
• Repeatable processes enable gradual process improvement
THE MOST EFFECTIVE EMAIL MARKETING TACTICS
• Targeting, subject lines, landing page optimization, calls-to-action are the most effective tactics
ARE YOU A HIPPO*?
• Only 21% of companies use valid tests to optimize web design
• Of those, only 40% test for validity threats
CMO or business unit head makes
the decision
23%
Marketing department
decides based on
published best practices
16%Marketing
department decides
collaboratively36%
Other4%
Validated test result determines
the decision
21%
Source: ©2011 MarketingSherpa Landing Page Optimization Benchmark Survey Methodology: Fielded Feb ruary 2011, N=2,673
*Highest Paid Person in the Organization
BLOGGING AND BLOGGER RELATIONS RULE B2B
• Blogging has high effectiveness and usage
• Social networks are the most commonly used social marketing platform
• Opportunity: blogger and online influencer relations
Advertising on social media sites
Sharing email content
Blogger and online influencer
relations
Social news releases
Using social media for SEOSharing content
on multimedia sites
Blogging
Microblogging
Social networks
0%
3%
6%
9%
12%
15%
18%
21%
24%
0% 10% 20% 30% 40%
Effe
ctiv
en
ess
Effort required
Sphere size indicates level of usage
Source: MarketingSherpa B2B Marketing Benchmark SurveyMethodology: Fielded Aug 2010, N=935
SOCIAL MEDIA IMPACTS SEO PERFORMANCE
• Organizations with an integration strategy experienced a 59% lift in organic conversion rates over organizations without an integration strategy
• Social marketing builds trust
– More listings
– Improved rankings
– Inbound links
– Presence above competition conveys authority
27%
17%
Organic search traffic
Social Media Users Non-Social Media Users
Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded
April, 2010 N=2,194
THREE FACTORS OF A SUCCESSFUL PPC CAMPAIGN
• Relevance: Keep the goals of the search engine in mind
• Simplicity: Don’t confuse your audience in the ad or landing page
• Measurement: One of the greatest benefits of PPC –use it!
Relevance
MeasurementSimplicity
WEBINARS SUCCESS DEPENDS ON CONTENT
• Relevant content is still king
• Lead generation and lead nurturing tactic
• Great for reaching personas
TARGETING TACTICS THAT WORK
• Identify (which?)
• Size (how many?)
• Stratify (how much effort?)
Ideal CustomerAccount
Characteristics
Ideal CustomerBuyer Persona Characteristics
Ideal CustomerOpportunity
Characteristics
TARGETING TACTICS THAT WORK
Who to ask:
• Sales (Lead Roundtable)
• Solution Management
• Professional Service
• Customer Service
• Best customers (duh!)
Ideal CustomerAccount
Characteristics
Ideal CustomerBuyer Persona Characteristics
Ideal CustomerOpportunity
Characteristics
TARGETING TACTICS THAT WORK
Ideal CustomerAccount
Characteristics
Ideal CustomerBuyer Persona Characteristics
Ideal CustomerOpportunity
Characteristics
Think about your media strategy and content strategy in terms of these characteristics.
MARKET PYRAMID: INBOUND PITFALL
Source: D&B/Hoovers
Ideal CustomerAccount
Characteristics
1K+ Employees: 23K Accounts
100 to 999 Employees:156k Accounts
10 to 99 Employees: 1.7MM Accounts
1 to 9 Employees: 21.9MM Accounts
There aren’t many large accounts.. . . but large accounts have more decision makers and influencers . . .
VALIDATE QUALITATIVE WITH QUANTITATIVE
Start with Qualitative
Validate with Quantitative
Ideal CustomerAccount
Characteristics
Ideal CustomerBuyer Persona Characteristics
Ideal CustomerOpportunity
Characteristics
VOICE OF THE CUSTOMER PLAYBOOK I
• Conversational interviews:
– From each department, 7 to 10 internal thought-leaders with deep customer insight
– 7 – 10 buyer persona types for each solution (start with your most important solution and persona) from ideal current customers
– Go on sales calls and use the phone
• Open-ended questions, probes (oh? ROI?), silence so they can think
VOICE OF THE CUSTOMER PLAYBOOK II
• Confidential
• Record – video/audio – the conversations (with permission)
• Draft a report with key findings and the transcript, including gaps between departments and with customers
• Look for case study material
• Start a customer council
MARKETING MONEY QUESTIONS
• What motivated you and others to look for our solution?
• What problems / challenges were you trying to solve?
• What was your process for researching and making a decision?
• What channels, search phrases did you use?
• What challenges did you face in making a decision?
• Why did you select our solution?
• What else should I know.
KEY TAKE-AWAYS
• Lead generation scales sales teams
• Relevant content matters in all channels
• Focus on the right customers and prospects
THANK YOU!
J. David Green
Director, Marketing Partnerships
MECLABS
@DaveGreenLeadswww.linkedin.com/in/davegreenmeclabs(904) 372-2302
AGENDA: Chad Pollitt
• The Role of SEO & Social Media
• Online Lead Generation in Context
• The Inbound Campaign Structure
• Inbound’s Effects on Traffic & Leads by Channel
Twitter: #ET12 - @CPollittIU
THE ROLE OF SEO & SOCIAL
Twitter: #ET12 - @CPollittIU
1» BRAND
2» CONTENT
3» DISTRIBUTION
4» ENGAGEMENT
TAKEAWAY #2Expect Demand Generation to Create
Demand for Your Content and NOT
for Your Products or Services
TAKEAWAYS
Twitter: #ET12 - @CPollittIU
1. Social Media and Search Engines are Content Distribution Platforms
2. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services
3. The Inbound Campaign Structure is a Lead Gen and Nurture Process
4. Inbound Marketing Positively Effects ALL Inbound Lead Gen Channels
FINAL TAKEAWAYRight Content + Right Person
+ Right Time + Right Channel
= Wider Sales Funnel + Acceleration Through it
THANK YOU
Chad Pollittdirector of marketing
OFFICE » 317.575.8852 ext. 256MOBILE » 260.255.4006
WEB » SlingshotSEO.com
Twitter: #ET12 - @CPollittIU