The CMO Playbook for B2B Lead Gen - slides 012414

#123webinar | @webmarketing123

Paul TaylorCEO

January 28th, 2014

The CMO’s Playbook for B2B

Lead Gen


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Frequently Asked Questions (FAQs)

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About Us


We are a digital marketing agency focusing on lead gen & revenue.

Search Engine Optimization

Social Media Marketing

Paid Search & Display

Content Development

Top 500 Fastest

Growing Private

US Companies.


We deliver on revenue.Not just leads & traffic.

Each campaign includes:

Business Research + StrategyCustom Scorecard TrackingAttribution + Data-driven Optimizations


1 The Modern CMO ChallengeCapturing the New B2B Buyer

2 Lean Tools for the Digital FrontierFueling Revenue with Lean Marketing

3 Next StepsWinning Online Lead Gen in 2014

On the Agenda





On the Agenda


Capturing the New B2B Buyer

“2/3 of CMOs will be held accountable for ROIby 2015. But, HALF feel insufficiently prepared to provide hard numbers.”

- IBM 2013 CMO Study

1 Increasing ROI Accountability


Then Now

Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010


2 Navigating the Hidden Sales Cycle

http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1


What does a winning lead gen strategy look like?




A winning lead gen program consists of an integrative outreach and

nurture strategy driven by smart content marketing.

Email

Social

SEO

SEM


70% of the buyer’s

journey now happens online.

Source: SiriusDecisions


It’s now critical to be the first influencer.


Contacts sales rep directly.

Google searches services.

Reads peer reviews.

Sees competitor display ads.

Discovers blog covering vendor differentiators.


Be present at all touch points

*Sample buyer’s journey.


Source: BtoB Online’s 2013 Marketing

automation study


How you can leverage content marketing:

Tailor Content to the Funnel

Push prospects down the funnel with

tailored content for each buyer stage.

1

Create a Nurture Program

Craft a nurture program based on

unique lead behavior.

2


Over half of B2B marketers will increase their content budget in 2014.

30% of B2B marketing budgets are dedicated to content.


Source: B2B Content Marketing – 2014 Benchmarks, Budgets & Trends; MarketingProfs, CMI, BrightCove


B2B companies with an active content and blog

strategy generate 67% more leads per month

than those who do not.

(Hubspot, The State of Inbound Lead Generation)


Content delivers leads.

No Content Strategy

Active Content Strategy


What does lead gen success look like?




Reach a sales & marketing consensus.

$

$

$

To measure which campaigns generate revenue, set up your CRM to track closed deals back to influencing campaigns.

Determine the lead gen money metrics.

Qualified Leads (SQL/MQL)

Sales Pipeline

Closed Deal Revenue

Website traffic

Lead volume

Cost Per Lead


First three pieces of content we recommend:

$85,000

$60,000

$275,000

$

CampaignRevenue

OpportunityAllocation

SEO Leads

Social Leads

SEM Leads

Reinvest budget into the top performing lead gen channels.

Evaluate lead gen campaigns based on revenue rather than

lead volume.


Reach a sales & marketing consensus.

$

$

$ $ $





On the Agenda


Where does lean fit in?


“Agencies & clients that apply lean tools get

33% Better Results.”

- Boston Consulting Group, ‘Cutting Complexity Adding Value’, May 2013.

Fueling Revenue with Lean Marketing

http://www.bcg.com/expertise_impact/publications/PublicationDetails.aspx?id=tcm:12-134441


Lean Digital Marketing enables our clients to:

Get results 66% faster.

Cut cost per lead in half.

Experience 2X lead volume.

Gain $8 pipeline revenue for every $1 spent.



We have increased not only the quantity of leads,

but the quality of leads with your efforts. I’m excited about what we’ve been able to accomplish so far and am looking forward to what’s in-store for 2014.”Marina Antestenis,

Director, Integrated Marketing

“

Client Case Study


Challenge

inContact needed a best-in-class digital marketing strategy to stay ahead of the curve in a highly competitive SaaS business segment.

1 Improve digital marketing performance in terms of lead volume, lead quality, and ROI.

2 Prove the value of each digital marketing channel with closed-loop reporting.

Solution

Our team rose to the challenge with two primary countermeasures:

1 Digital Marketing Kaizen 2 Attribution Reporting Model

Client Case Study


Results

260%Top 10 keywords

lead volume

29%cost per lead

30%

social lead generation

175%QoQ revenue

199%

Client Case Study

In just 5 months we have delivered:


How did lean drive these results?



1 2 3 4Define the

RCCM.

Uncover the head of the problem.

Evaluate the Impact vs.

Effort Matrix.

Develop an action plan.


Lean accelerates digital results in

4 Steps:


4 Develop an action plan.

Serves 3 purposes:

1

2

3

Creates a project timeline.

Assigns ownership.

Establishes standard KPIs.






On the Agenda


Accelerate digital lead generation with

4 Key Takeaways:

2

3

Strengthen digital presence to influence the Hidden Sales Cycle.

Invest in a multi-touch attribution model.

Apply lean optimization tactics to agreed upon KPIs.

Next Steps

Conduct a lead generation content audit.

1

4


Email [email protected] or call 800.619.1570

THANK YOU

Paul TaylorCEO

Meet with our team.

Let us help refine your lead gen strategy to exceed your sales goals.

mailto:[email protected]

Education

The CMO Playbook for B2B Lead Gen - slides 012414