Date post: | 10-May-2015 |
Category: |
Business |
Upload: | marketing-mojo |
View: | 274 times |
Download: | 0 times |
@marketingmojo | #mojowebinar | marketing-mojo.com
Presented by
Janet Driscoll Miller
President and CEO, Marketing Mojo
Kelly J. Waffle
Vice President, Strategic Solutions Group, MarketBridge
MAXIMIZING LEAD GENERATION AND REVENUE USING MARKETING AUTOMATION
@marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTERS
KELLY J. WAFFLE Vice President, Strategic Solutions Group
MarketBridge
+KellyWaffle
JANET DRISCOLL MILLER President and CEO
Marketing Mojo
@janetdmiller +Janet Driscoll Miller
@marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
@marketingmojo | #mojowebinar | marketing-mojo.com
OUR CLIENTS
@marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETBRIDGE
• Managed marketing services firm with 20-year history working with Fortune 1000 and high-growth clients
• Formula for success:
Digital strategy/programs + data analytics = improved
sales productivity
• Headquartered in Bethesda, MD
› Offices in San Francisco, CA and Sofia, Bulgaria
• Website: www.market-bridge.com
• Blog: http://the-digital-bridge.com
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY MARKETING AUTOMATION?
@marketingmojo | #mojowebinar | marketing-mojo.com
HOW MANY WEBSITES PROCESS LEADS
Salesforce.com
Marketing Mojo Website
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY IS THIS A PROBLEM?
• Salesforce duplicates lead records
• Not everyone wants immediate contact
› Sales cycle of 90 days (sometimes longer)
• Some people may NEVER be qualified leads or buyers
› Learners vs. buyers
@marketingmojo | #mojowebinar | marketing-mojo.com
ADDING MARKETING AUTOMATION
Salesforce.com Marketing Automation
Search Mojo Website
@marketingmojo | #mojowebinar | marketing-mojo.com
CASE STUDY: MARKETING MOJO
Salesforce.com Alone Salesforce.com + Marketo
MQLs to Opportunities
@marketingmojo | #mojowebinar | marketing-mojo.com
CASE STUDY: MARKETING MOJO
Salesforce.com Alone Salesforce.com + Marketo
Opportunities Won
@marketingmojo | #mojowebinar | marketing-mojo.com
CASE STUDY: MARKETING MOJO
Salesforce.com Alone Salesforce.com + Marketo
Time to Close
@marketingmojo | #mojowebinar | marketing-mojo.com
HOW DO YOU GET SIMILAR RESULTS?
• Two main steps:
› Input leads into
the funnel more
effectively
› Address how you
move leads
through the
funnel
Campaign Management
Lead Management
Pipeline Management
Handoff to Sales CRM
Lead Nurturing
Lead Scoring
Segmentation around
Personas
Qualification Stages
Marketing Qualified Lead
Loyalty & Retention
Close
Sales Engagement & Qualification
Sales Qualified Opportunity
Marketing Automation
Web Landing Pages
Inbound Marketing
Outbound Marketing
Tele-prospecting
Follow-up Lists
Data cleansing, appending, and augmentation
@marketingmojo | #mojowebinar | marketing-mojo.com
PUTTING LEADS INTO THE FUNNEL
@marketingmojo | #mojowebinar | marketing-mojo.com
STEPS TO EFFECTIVE LEAD GENERATION WITH MARKETING AUTOMATION
• Understand/Develop Personas
• Optimize Forms
• Target Personas through Demand and Lead Generation Efforts
@marketingmojo | #mojowebinar | marketing-mojo.com
UNDERSTANDING PERSONAS
• Know your customers and target audience.
› Build personas, even basic
ones, from the information in
your customer database
› Understand their
demographics and behaviors
too
@marketingmojo | #mojowebinar | marketing-mojo.com
OPTIMIZE FORMS
• Reduced 9 form fields to only 3
Landing Page Conversion
Long Checkout 0.26%
Short Checkout 1.04%
Increase 300%
Source: Marketing Experiments
@marketingmojo | #mojowebinar | marketing-mojo.com
OPTIMIZE FORMS
• Propagating a user’s profile over time
• Marketers prioritize the fields to capture
@marketingmojo | #mojowebinar | marketing-mojo.com
OPTIMIZE FORMS
@marketingmojo | #mojowebinar | marketing-mojo.com
OPTIMIZE FORMS
42.3% of Respondents
Fill Out Additional
Information
@marketingmojo | #mojowebinar | marketing-mojo.com
OPTIMIZE FORMS
@marketingmojo | #mojowebinar | marketing-mojo.com
OPTIMIZE FORMS
10% used
social login
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY SOCIAL?
• High level of demographic targeting
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
@marketingmojo | #mojowebinar | marketing-mojo.com
Google Retargeting ads
focused on financial
planning assets
User Responds to Offer (Fills out form)
User Does Not Respond to Offer
(Doesn’t fill out form)
User clicks on social ad
Mark person as interested in financial planning
Ad targeted towards people with
interests in financial planning
Landing page, focused on
financial planning white paper
TARGETING PERSONAS
@marketingmojo | #mojowebinar | marketing-mojo.com
CASE STUDY: SCIENCELOGIC
0 100 200 300 400
2011
2012
Conversions
@marketingmojo | #mojowebinar | marketing-mojo.com
CASE STUDY: SCIENCELOGIC
2011 2012
Cost per Lead
@marketingmojo | #mojowebinar | marketing-mojo.com
CASE STUDY: SCIENCELOGIC
2011 2012
Cost
@marketingmojo | #mojowebinar | marketing-mojo.com
SEARCHMOJO.COM
CASE STUDY: SCIENCELOGIC
281% 1178% (pipeline) (revenue)
ROI
@marketingmojo | #mojowebinar | marketing-mojo.com
MOVING LEADS THROUGH THE FUNNEL
@marketingmojo | #mojowebinar | marketing-mojo.com
BUILD A FUNNEL—IT’S VITAL
Great lead generation and management require more than just marketing automation. They require repeatable processes—which the funnel pulls together.
Campaign Management
Lead Management
Pipeline Management
Handoff to Sales CRM
Lead Nurturing
Lead Scoring
Segmentation around
Personas
Qualification Stages
Marketing Qualified Lead
Loyalty & Retention
Close
Sales Engagement & Qualification
Sales Qualified Opportunity
Marketing Automation
Web Landing Pages
Inbound Marketing
Outbound Marketing
Tele-prospecting
Follow-up Lists
Data cleansing, appending, and augmentation
“A whopping 68% of B2B organizations have not identified their funnel.” MarketingSherpa
@marketingmojo | #mojowebinar | marketing-mojo.com
SPEAK THE SAME LANGUAGE
Marketing talks about:
• “Volume”
• “Activities”
• “Leads”
Sales talks about:
• “Quality”
• “Revenue”
• “Opportunities”
“61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.”
MarketingSherpa
@marketingmojo | #mojowebinar | marketing-mojo.com
SCORE LEADS TO TRACK FUNNEL ADVANCEMENT
Secret: Lead scoring is easy-to-implement but hard to leverage.
Make sure you are scoring both fit and behavior.
Still not working? Try using behavior triggers, not scores.
“79% of marketers have not established lead scoring.” Marketing Sherpa
@marketingmojo | #mojowebinar | marketing-mojo.com
NURTURE LEADS TO MAXIMIZE INVESTMENT
“Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.” Forrester
Tip: Before you attack the middle of the funnel, standardize your data with your marketing automation platform by role for better segmentation and more consistent and effective messaging.
Job Title Role
• Chief Financial
Officer
• Chief
Marketing
Officer
• VP, Sales and
Marketing
• VP, Marketing
• VP,
Administration
• Director of
Marketing
• Economic
Buyer/Decision
Maker
@marketingmojo | #mojowebinar | marketing-mojo.com
DEFINE FUNNEL STAGES TOGETHER
• What is an “inquiry”? A “prospect”? A “lead”?
• What is a “Marketing Qualified Lead (MQL)”?
• What does the handoff between Marketing and Sales look like?
“Only 25% of leads are legitimate and should advance to sales.” Gleanster Research
@marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
KELLY J. WAFFLE Vice President, Strategic Solutions Group
MarketBridge
+KellyWaffle
JANET DRISCOLL MILLER President and CEO
Marketing Mojo
@janetdmiller +Janet Driscoll Miller
@marketingmojo | #mojowebinar | marketing-mojo.com
LOOKING FOR HELP?
Contact Marketing Mojo 800-939-5938 ext. 101
MARKETING MOJO Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo
Contact MarketBridge 1-888-GO-TO-MKT
MARKETBRIDGE Twitter: @marketbridge
Facebook: facebook.com/MarketBridge Google+: +MarketBridge