Date post: | 12-Apr-2017 |
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MARKETING BRIEFSUnlocking the 5 Secrets of
Successful B2B Campaigns
SPEAKER BIO
BONNY PARKER-DAVIESSNR CONTENT STRATEGIST
Obsessed with story-telling and campaign development. As a Content Strategist, I focus on engaging buyers throughout the buying journey with the right message, to the right person, at the right time and most importantly, in the right channel and format.
SPEAKER BIO
ANDREA GLENNHEAD OF CLIENT SUCCESS
15 years of B2B marketing experience specialising in demand creation, lead & funnel management and communications strategies that drive conversion and revenue. Passionate about creating great campaigns that deliver results.
Marketing Briefs Webinar Series
• LBDGA are running a series of 30 minute webinars every 2 weeks.
• Short, focused and free of Marketing jargon.• Upcoming webinars:
• Account Based Marketing on 20th July• Social Selling on 14th September• Demand Centres on 12th October
• Interested in any of the upcoming topics? Email [email protected]
AGENDA
Unlocking the Secrets of Successful B2B Campaigns:
1. Identifying the right measurements 2. Crafting messages that cut through3. Reducing time to Marketing Qualified Leads4. Feeding the Funnel5. Optimising campaign performance
If you feel like this when you think about your campaigns…
Then you’re in the right webinar!
1. Identifying the right measurements
• Marketing is complicated. Especially Digital Marketing!• You CAN measure (more or less)
everything. But what SHOULD you measure?• You need to understand the difference
between Objectives & KPIs.• Remember, that’s like saying that Gin
and Prosecco are the same thing because they’re both alcoholic!
1. Identifying the right measurements
Leads Contact Us Requested,AQLs, MQLs
Brand Awareness
Impressions, Website Visitors, Form Captures, New contacts within DB
Engagement Bounce rate, LP Conversion, Email
Click Through
Don’t forget to feed the pig!
2. Crafting messages that cut through
• Everyone wants to feel like a special snowflake and be treated as an individual.• Your challenge is that to create
truly personalised messaging is costly and takes a lot of time.• Instead, you need to think about
Biscuits!
BUYER
INSIGHT
TRIGGERS
CHANNELS
AUDIENCE
PRIORITY
BUYER
INSIGHT
TRIGGERS
CHANNELS
AUDIENCE
PRIORITY
2. Crafting messages that cut through
Existing Customers Known Prospects Unknown Prospects
They have a record within our DB & we know that they have bought a our product/solution
They have a record within our DB & we know that they have
not bought our product/solution
They do not have a record within our DB
Cross-sell/Up-sell message Educational message Disruptive messageEducational message
Build on their existing perception of company
Help them to tip the balance & make purchase
Attract their attention & add value
Identify Persona via explicit data capture (Form) or use Job
Title as proxy
Identify Persona via explicit data capture (Form) or use Job
Title as proxy
Identify Persona via explicit data capture (Form) or use
Inbound thread as proxy
How do we identify them?
How do we identify their persona?
Product Message
Corporate Message
3. Reducing time to Marketing Qualified Leads (MQLs)
If this is how it feels when you’re waiting for your pipeline to fill up, then
we’ve got a solution you need to consider!
BUILD
ACTIVATE
BUILD
ACTIVATE
BUILD
ACTIVATE
3. Reducing time to Marketing Qualified Leads
SALES
TIME
MQL
TTMQL
INVE
STM
ENT
Traditional Method of Building Campaigns
ACTIVATE, MEASURE, REFINE
3. Reducing time to Marketing Qualified Leads
BUILD
TTMQL
MQL
TIME
INVE
STM
ENT
Agile Method of Building Campaigns
4. Feed the Funnel
• Purely relying on your existing DB is a well trodden track to mediocre results!• Using Inbound improves your ability to
generate leads.• But there are a range of Inbound
tactics that you could use – so choose wisely!
4. Feed the Funnel
Events PR
Syndicated Conte
ntBlogs
Social Medi
a Advertising
Display
Landing
Page Optimisatio
n
Advocacy
Content
Marketing
Remarketin
g
Search
Engine
Optimisatio
n
Pay Per
Click
Social Medi
a Communities
Data Purch
ase
Programma
tic
Reach L M M M H H M M M L H H M M H
Cost H M H L M L L L M L L M L H H
Effectiveness M L L M H L H H M M H M M L M
Difficulty H M L L M M L H M L H M L L H
Lead Cycle H M L L L M L H M L H L M L M
Score according to their use within Demand Generation programmes
5. Optimising Campaign performance
• Important to remember that optimising is not the same as measuring• It’s not enough to just look at how
many leads you’ve generated• Instead you need to build a series of
measures for each stage of your campaign• Then comes the tricky bit, analysing
the numbers…
5. Improving Performance
% Social Traffic/ # of Visitors
% Email Traffic / # of Visitors
% Organic Search Traffic / # of Visitors
Landing Page Bounce Rate Form Completion
# of Prospects @ Discover # of Prospects @ Consider # of Prospects @ Decide
# of MQLs
# of SALs
# of AQLs
5. Improving Performance
Capture UTM in submissionUpdate first touch fields: UTM values
Update lead source: EloquaUpdate lead status: Inquiry
Lead scoring process: Lead reaches thresholdUpdate lead status: Automation Qualified
Qualifier accepts lead for qualificationUpdate lead status: Tele-qualification
Inquiry passes BANT criteria as part of Tele-prospecting
Update lead status: Tele-qualifiedUpdate lead source: Tele-prospecting
TAL passes BANT criteria Update lead status: Tele-qualified
Inquiry – Inbound
Unknown Visitors
Form Submission
Inquiry – Outbound
AQLTGL
TAL
Sales identify net new lead from separate activity
Update lead status: Sales leadUpdate lead source: Sales Self-
Generated
Closed Won
SGL
Qualifier rejects leadUpdate lead status: Rejected
Update Reject reason
Won businessUpdate opportunity stage: Close Won
Closed Lost
Lost businessUpdate opportunity stage: Close Lost
Sales reject leadUpdate lead status: Rejected
Update Reject reason
Sales accept lead to be followed upUpdate lead status: Contact & Investigation
or Appointment Setting
SAL
SQL
Sales identify lead as opportunityLead converted to opportunity in SFDC, all associated contacts added in Contact Roles
Update opportunity stage: Opportunity Identified
Rejection
Rejection
Lead placed in deferred nurture based on reject reason and/or
other criteria
Lead placed in recycle nurture based on lost reason and/or other
criteria
Lead qualified at an eventLead status: Contact & Investigation or
Appointment Setting Lead source: Event (if non blank)
Event
TQL
RECAP
Unlocking the Secrets of Successful B2B Campaigns:
1. Identifying the right measurements 2. Crafting messages that cut through3. Reducing time to Marketing Qualified
Leads4. Feeding the Funnel5. Improving performance
Question Time
Upcoming Webinars
If you’re looking for more information around some of the topics raised today:
• B2B Nurture Strategy on 3rd August• Gating Strategy on 28th September• Buyer Journeys on 7th December• Waterfall Reporting on 2nd February
Interested in any of the upcoming topics? Email [email protected]