Pinpoint the Actions and Outcomes That Elevate Leads to Revenue

consideration

Starring Adam Blitzer, VP of B2B Marketing Automation, !Pardot an ExactTarget Company !

and!Lori Wizdo, Principal Analyst, Forrester Research!

#etwebinar!

@adamblitzer @loriwizdo!

The Funnel is not dead, but it…

…implies that marketing is just a numbers game.

© 2013 Forrester Research, Inc. Reproduction Prohibited

#etwebinar!

Success is not coming from putting more into this output machine!

Average conversion ratios from Forrester’s Research

MQL SQL Pipeline Won deal End-to-

end All 32%

(N = 211) 32%

(N = 196) 28%

(N = 201) 26%

(N = 195) 0.75%

Top Performers

39% (N = 65)

37% (N = 58)

34% (N = 59)

32% (N = 58)

1.54%

Bottom Performers

25% (N = 107)

28% (N = 98)

26% (N = 108)

21% (N = 107)

0.38%

Base: Marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US and Europe B2B Technology Marketing Tactics And Benchmarks Online Survey

You can’t get there from here!


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…doesn’t care about each individual lead.


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The Goal is NOT…

…to move hundreds or thousands of “leads” through a process of sequential attrition until tens or hundreds of deals emerge.

Attract Capture Nurture Convert Expand


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The Goal IS… …to take a single lead through a process optimized... ...and then repeat that process hundreds or thousands of times.


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…is blind to the buyer’s journey.


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Outside-In L2RM… Your process is important, but the buyer’s journey is key!


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How Inside-Out L2RM Goes Wrong: What’s working for lead generation?

“We are sending out mailings to purchased lists and names we pull from data.com and RainKing. We are sending one email every three weeks, but our open rates are pretty low, and click-through rates are practically non-existent. What’s working for other companies like mine?”

Source: Forrester Inquiry © 2013 Forrester Research, Inc. Reproduction Prohibited

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How can I improve conversions?

“How can I improve the conversions on my web forms? I want to ask for less information, but my VP of Sales and CEO say it’s not a lead if they won’t tell us their title, phone number, and size of their sales team at a minimum.”

Source: Forrester Inquiry

How Inside-Out L2RM Goes Wrong:


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How can I stop my inside team from trying to convert leads that aren’t ready?

“So, I see you just downloaded a whitepaper from our website, does that mean that you’re ready to sign up for the free try-and-buy I told you about last week?”

Source: Forrester Inquiry

How Inside-Out L2RM Goes Wrong:


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The Facts of Life!

The numbers game is over!

It’s a buyer’s world!

Marketing has to guide prospects through the buying journey with kid gloves!

1

2

3

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Don’t freak out, but … !

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Buyer’s Stages in the L2RM Process

awareness interest consideration commitment

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Use Buyer Journey Mapping to Plan

Who? When? Awareness

Interest

Commitment

Consideration

Wha

t? Questions

Packaging

Content


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B2B purchases are made by teams “What is the typical level of seniority of the IT employees primarily involved with each of the following IT purchasing activities?”

Base: 1,001 US and European business technology decision-makers at companies with 100 or more employees; Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers

Awareness Plan Implement Scope Select Roll out

Individual contributor in IT

Manager, non-IT

Manager of IT

Senior-most non-IT

Senior-most IT decision-maker


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•  Early-stage leads that don’t know they have a problem!

•  Be helpful – focus content on pain points, not your brand!

•  Not sales-ready – do not engage with a sales rep!

•  Be patient and watch your process at work!–  Lead scoring and grading!–  Look for key buying signals!


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•  Inbound Traffic!–  Blogging!–  Social Media!–  Natural Search!–  Thought Leadership!

•  Outbound Promotion!–  Paid Search!–  Sponsorships!–  Events!

Engaging Awareness-Stage Leads!#etwebinar!


Business People are Social (for Business!)!

86% Engage

in social activity while working

32% Are

content creators

Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers *Source: North American Technographics® Online Benchmark Survey, Q2 2010 (US)

55% Cite online communities and forums

as influencers on their decisions

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Create Socially Consumable Content!•  Keyword-specific •  Conversationally human •  High variety

(blogs, microblogs, vblogs, podcasts, video, ebooks, webinars)

•  Repackage, Repurpose, Recycle

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Let technology simplify social…!•  Maintain a constant presence

(and save a lot of time) with scheduled social posts!

•  Simultaneously distribute content across multiple social outlets!

•  Make content easily shareable by adding share buttons to your blog posts and emails!

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…and make your efforts trackable!•  Social data provides

valuable insight for both marketing and sales!

•  Don’t waste time on what’s not working!

•  Look for content trends!

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•  Identified need for a solution like yours!

•  Deeper level of engagement!•  Permission to move the

relationship forward!•  Target and respond!•  May be ready for sales!

–  Define “sales ready”!–  Set triggers!


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•  Nurturing!–  Educational!–  Program Specific!–  Lost Leads!

•  Dynamic Content!–  Each touch is personal!–  Show them you know them!

Engaging Interest-Stage Leads!#etwebinar!

Why Lead Nurturing 1.0 Didn’t Work


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awareness interest consideration

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Case Study: Interest Phase •  Kana created multiple drip nurturing paths based on previous

downloads •  The average CTR of their drip nurturing emails was 3x higher

than a normal, un-segmented e-blast •  Submission rates for new downloads were higher than on CPC

landing pages (34.19% vs. 2.63%) •  Site visits originating from drip emails lasted an average of

3:02, versus a 1:56 average visit time for all traffic

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•  Things are getting serious!•  Want a deeper dive!

–  Product-specific information!•  Looking to validate their choices!•  Sales is leading the charge!

–  Give them alerts!–  Show them a history!


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•  Social Proof!–  Provide references!–  Use case studies!–  Social media love!

•  Sales Engagement!–  Product demos!–  Proposals!–  Solution consultants!

Engaging Consideration-Stage Leads!#etwebinar!


•  Define qualified lead with sales, but do hold the standard high. Synch with Sales

•  From the moment of first capture •  Linked with anonymous behaviors Start Early

•  Late-funnel content consumption •  Collegial activity levels

Accentuate the Positives

•  Downgrade with passage of time or discovery of new negative data

Adjust for Negatives

•  Trigger new offers/workflows/alerts based on score changes. Automate

•  Revisit attributes, actions, and scores on a regular basis Measure & Adjust

Lead Scoring Best Practices

150 90 185

55

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A

L2RM Improves Collaboration, 8-13%

35

Base: 522 B2B high-tech marketing executives at companies with 100 or more employees; Source: Q4 2011 Marketing Organization And Investments Online Survey

Percent of respondents who cited strong or very strong collaboration with sales on:

Has Marketing Automation No Marketing Automation

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Case Study: Consideration Phase •  Valuable lead tracking information helped Wistia to customize their

trial approach and improve their lead conversion from trial to lead to client!

•  Message was customized based on activity – those who uploaded 10 videos during their trial got different messaging from those who hadn’t uploaded any videos !

•  Conversions from free trials increased from 20% to 30% after implementing nurturing!

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•  Company-wide Effort!–  Stellar service!–  Ongoing nurturing!–  Renewals!

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consideration

QUESTIONS?

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consideration

@adamblitzer @loriwizdo

Download the full report: http://www2.pardot.com/leads-to-revenue-report!

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Thank you Lori Wizdo +1 617 613 8805 [email protected] Twitter: @loriwizdo

Engage beyond this event:

Community http://forr.com/CommunityTM

Blog http://forr.com/BlogTM

Twitter http://forr.com/ForrTwitter

Thank you!

#etwebinar!

Web!pardot.com!

!Blog!

pardot.com/blog!!

Twitter!@Pardot!

Adam Blitzer!VP of B2B Marketing Automation!!@AdamBlitzer!

Date post:	15-Jan-2015
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Pinpoint the Actions and Outcomes That Elevate Leads to Revenue

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