The perfect B2B lead generation mix

THE PERFECT B2B LEAD GENERATION MIX Anol Bhattacharya

GETIT COMMSMARKETING SOLUTIONSFOR TECHNOLOGY COMPANIES

www.B2Bento.com

insanity |ɪnˈsanəәti|noun [ mass noun ]

DEFINITION OF

Doing the same thing over and over again and expecting different results.

insanity |ɪnˈsanəәti|noun [ mass noun ]

DEFINITION OF

Doing the same thing over and over again and expecting different results.

87.43% of Marketers are Insane!

U Mad?

“50% of my marketing doesn't work... I just don't know which 50%

Email Campaign

Banner Adverts SEM

Social Media

CONVERSION

email

Not Open

Open

Web Meeting Tele-Call

Web MeetingDownloaded

1

Not Downloaded

LEAD QUALIFICATION THROUGH DRIP CAMPAIGN

25% 25%

50%Prospecting

Qualifying

Proposal

Quote

$$$

Marketing

Sales

LEAD NURTURING

me = r v ( o f + i ) - ( f + a )Messaging Effectiveness = Relevance (Offer Value + Incentive) - (Friction + Anxiety)

LEAD GENERATION CAMPAIGN EFFECTIVENESS

MaclabsTM

“Insert quote that characterizes this

persona in one sentence.”

< Persona Name >

Pellentesque quis facilisis lorem.

Nullam fringilla, est eget pulvinar

elementum, enim erat rhoncus sem,

sit amet vestibulum eros augue

lobortis nulla.

Name

Type Role

< Name >

< Type >

< Role >

Motivations

•  Phasellus ut lectus ac diam blandi.

•  Phasellus id mauris ipsum.

Goals •  Donec venenatis nibh enim.

•  Aliquam aliquam, nibh in gravida.

Pain Points

•  Praesent libero odio, ullamcorper.

•  Aliquam bibendum posuere mollis.

Media Consumption

•  Praesent libero odio, ullamcorper.

•  Aliquam bibendum posuere mollis.

Social Media Presence

•  Duis dignissim mauris sit amet velit.

•  Euismod tempor.

PERSONA - TOUCH POINT - CONTENT MATRIX

“Insert quote that characterizes this

persona in one sentence.”

< Persona Name >

Pellentesque quis facilisis lorem.

Nullam fringilla, est eget pulvinar

elementum, enim erat rhoncus sem,

sit amet vestibulum eros augue

lobortis nulla.

Name

Type Role

< Name >

< Type >

< Role >

Motivations

•  Phasellus ut lectus ac diam blandi.

•  Phasellus id mauris ipsum.

Goals •  Donec venenatis nibh enim.

•  Aliquam aliquam, nibh in gravida.

Pain Points

•  Praesent libero odio, ullamcorper.

•  Aliquam bibendum posuere mollis.

Media Consumption

•  Praesent libero odio, ullamcorper.

•  Aliquam bibendum posuere mollis.

Social Media Presence

•  Duis dignissim mauris sit amet velit.

•  Euismod tempor.

EDMSEM DISPLAY NETWORK SOCIAL MEDIA

PERSONA 1

PERSONA 2

PERSONA 3

PERSONA - TOUCH POINT - CONTENT MATRIX

“Insert quote that characterizes this

persona in one sentence.”

< Persona Name >

Pellentesque quis facilisis lorem.

Nullam fringilla, est eget pulvinar

elementum, enim erat rhoncus sem,

sit amet vestibulum eros augue

lobortis nulla.

Name

Type Role

< Name >

< Type >

< Role >

Motivations

•  Phasellus ut lectus ac diam blandi.

•  Phasellus id mauris ipsum.

Goals •  Donec venenatis nibh enim.

•  Aliquam aliquam, nibh in gravida.

Pain Points

•  Praesent libero odio, ullamcorper.

•  Aliquam bibendum posuere mollis.

Media Consumption

•  Praesent libero odio, ullamcorper.

•  Aliquam bibendum posuere mollis.

Social Media Presence

•  Duis dignissim mauris sit amet velit.

•  Euismod tempor.

EDMSEM DISPLAY NETWORK SOCIAL MEDIA

PERSONA 1

PERSONA 2

PERSONA 3

PERSONA - TOUCH POINT - CONTENT MATRIX

EBOOK INFOGRAPHIC VISUAL EXPLAINER SURVEY

PERSONA 1

PERSONA 2

PERSONA 3

FOR B2B CONTENT IS THE KINGUse Human Language – avoid Gobbledygook “next generation,” “flexible,” “robust,” “world class,” “scalable,” “easy to use,” “cutting edge,” “mission critical,” “market leading,” “industry standard,” “turnkey,” “groundbreaking,” “interoperable,” “best of breed,” “user friendly,” etc.

me = rv (of + i) - (f+a)

FOR B2B CONTENT IS THE KINGUse Human Language – avoid Gobbledygook “next generation,” “flexible,” “robust,” “world class,” “scalable,” “easy to use,” “cutting edge,” “mission critical,” “market leading,” “industry standard,” “turnkey,” “groundbreaking,” “interoperable,” “best of breed,” “user friendly,” etc.

It’s about ‘their’ business contextNot your PRODUCT

me = rv (of + i) - (f+a)

NOT YOUR GRANDFATHER'S CONTENT ONLY

NOT YOUR GRANDFATHER'S CONTENT ONLY

NOT YOUR GRANDFATHER'S CONTENT ONLY

DO YOU REALLY WANT TO UPSIZE THAT FORM?

me = rv (of + i) - (f+a)

LEAD GENERATION THROUGH SOCIAL MEDIA

Unify My Data Center Facebook Campaign

Unify My Data Center Facebook Campaign

Unify My Data Center Facebook Campaign

LEAD GENERATION THROUGH DIGITAL ADS

Persona / Demography Based Action / Event Based

LEAD GENERATION THROUGH DIGITAL ADS

‣Retargeting

Persona / Demography Based Action / Event Based

ROI MEASUREMENT - ANALYTICS

Traffic - Conversion - Lead Quality

Traffic Source

GO

ROI MEASUREMENT - ANALYTICS : TAG URL

http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2

Short URL Medium Source Campaign

ROI MEASUREMENT - ANALYTICS : TAG URL

http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2

Short URL Medium Source Campaign

Google Analytics URL Builder: http://goo.gl/bCkQ3

ROI MEASUREMENT - ANALYTICS

STARHUB CAMPAIGN

STARHUB CAMPAIGN ANALYTICS

STARHUB CAMPAIGN ANALYTICS

ROI MEASUREMENT - ANALYTICS

Traffic - Conversion - Lead Quality

Traffic Source

GO

http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2

Short URL Medium Source Campaign

“50% of my marketing doesn't work... I just don't know which 50%

“50% of my marketing doesn't work... I just don't know which 50%

B@%#% Please

QUESTIONS?

QUESTIONS?

Y U NO ASK?