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Chloë Garrett-DykeApril 2015 @EMP_Brighton
@WestControlSolu
A Case Study How a B2B Company
Doubled Lead Generation Year on Year
@EMP_Brighton @WestControlSolu
Intro
•How do you define a lead?
•Target setting for lead generation
•Audience profiles
•Content creation
•Content distribution
•Generating leads
•Tracking results
@EMP_Brighton @WestControlSolu
About me
•10+ years working in-house in B2B marketing
•3+ years Head of Marketing at West Control Solutions
•Founder of Effective Marketing & PR Ltd
@EMP_Brighton @WestControlSolu
About West Control Solutions
• Industrial manufacturer
•Targeting machine builders (OEMs)
•Global customer base
•Headquartered in Brighton, UK
•£30m turnover
•Part of Danaher ($20B)
@EMP_Brighton @WestControlSolu
The objective
To generate high quality, inbound leads from OEMs
@EMP_Brighton @WestControlSolu
What is a lead?
• Workshop with key stakeholders
• Create the Universal Lead Definition (ULD)
• Document and share the ULD
Known? Prospect Raw Qualified Nurturing Disqualified
Name
Company
Job Title
Email Address Either
Telephone Number
Demonstrated interest
Temperature Control Need Identified
X EitherBudget Identified
@EMP_Brighton @WestControlSolu
What is a lead?
• Workshop with key stakeholders
• Create the Universal Lead Definition (ULD)
• Document and share the ULD
Known? Prospect Raw Qualified Nurturing Disqualified
Name
Company
Job Title
Email Address Either
Telephone Number
Demonstrated interest
Temperature Control Need Identified
X EitherBudget Identified
Tip 1 Create a Universal Lead Definition (ULD) that Marketing & Sales align on
@EMP_Brighton @WestControlSolu
Who owns the lead?
Budget Authority Need Time Owner
L0 Prospect Lead ● ● ● ● Marketing
L1 Raw Lead ● ● ● ● Inside Sales
L2 Qualified Lead ● ● ● ● Sales
L3 Nurturing Lead ● ●● ● ● Marketing
L4 Disqualified Lead ● ●● ● ●● Inside Sales
@EMP_Brighton @WestControlSolu
Who owns the lead?
Budget Authority Need Time Owner
L0 Prospect Lead ● ● ● ● Marketing
L1 Raw Lead ● ● ● ● Inside Sales
L2 Qualified Lead ● ● ● ● Sales
L3 Nurturing Lead ● ●● ● ● Marketing
L4 Disqualified Lead ● ●● ● ●● Inside Sales
Tip 2 Set clear guidelines between sales and marketing on lead ownership
@EMP_Brighton @WestControlSolu
Set targets
Target Revenue (£ Wins)
Average Order Value (£) # of Wins
Opportunity to Win Conversion Rate (%)
# of Opportunities
Raw lead to Opportunity Conversion Rate (%)
# of Raw Leads
@EMP_Brighton @WestControlSolu
Set targets
Target Revenue (£ Wins)
Average Order Value (£) # of Wins
Opportunity to Win Conversion Rate (%)
# of Opportunities
Raw lead to Opportunity Conversion Rate (%)
# of Raw Leads
Tip 3 Calculate targets based on conversion rates and ave.opp. value
@EMP_Brighton @WestControlSolu
Understand & profile the audience
Reliability
Functionality
Aesthetics
Accuracy
Language
Job Function Country
Industry
Ease-of-Use
Technical Expertise
Application
DEMOGRAPHICS
CUSTOMER’S NEEDS
@EMP_Brighton @WestControlSolu
Understand & profile the audience
Reliability
Functionality
Aesthetics
Accuracy
Language
Job Function Country
Industry
Ease-of-Use
Technical Expertise
Application
DEMOGRAPHICS
CUSTOMER’S NEEDS
Tip 4 Use relevant criteria to create personas for each type of target customer
@EMP_Brighton @WestControlSolu
What content do prospects use?
Profile 1US / Purchasing
Profile 2US / Design Engineer
Profile 3US / Process Engineer
Application notes
Brochures
Case studies
Industry commentary
Industry news
Pricing
Technical specifications
Thought leadership
Videos ‘Best practise’
Videos ‘How-to’
Whitepapers
@EMP_Brighton @WestControlSolu
What content do prospects use?
Profile 1US / Purchasing
Profile 2US / Design Engineer
Profile 3US / Process Engineer
Application notes
Brochures
Case studies
Industry commentary
Industry news
Pricing
Technical specifications
Thought leadership
Videos ‘Best practise’
Videos ‘How-to’
Whitepapers
Tip 5 Map out the types of information used by each target persona
@EMP_Brighton @WestControlSolu
Ideas for content topics
Brainstorming•Mix of customer facing staff (sales, technical support, customer service, existing customers)•What are the FAQs•What are customers interested in?•What are the perceived risks or barriers to buying the product?
@EMP_Brighton @WestControlSolu
Ideas for content topics
Brainstorming•Mix of customer facing staff (sales, technical support, customer service, existing customers)•What are the FAQs•What are customers interested in?•What are the perceived risks or barriers to buying the product?
Tip 6 Group content topics into themes to develop the story and increase impact
@EMP_Brighton @WestControlSolu
Content creation – map shortcuts
Brochures
Technical Specifications
Press Releases
Product Presentations
Tip 7 Use and repurpose
existing materials for
quick wins
MARKETING
@EMP_Brighton @WestControlSolu
Content creation – map shortcuts
Application Stories
Case Studies
SALES
Tip 8 Provide sales managers with a script to request
case studies
@EMP_Brighton @WestControlSolu
Tip 7 Interview specialists in the business. Write
this up and provide as 1st
draft of content.
Content creation – map shortcuts
Feature Articles
Whitepapers‘How to’ Videos
‘Best Practice’ Videos
Technical
@EMP_Brighton @WestControlSolu
Tip 7 Interview specialists in the business. Write
this up and provide as 1st
draft of content.
Content creation – map shortcuts
Feature Articles
Whitepapers‘How to’ Videos
‘Best Practice’ Videos
Technical
Tip 11 Always distribute content internally first.
@EMP_Brighton @WestControlSolu
Distributing & Repurposing ContentCompany Website Email
Trade Websites
Industry Directories
YouTube
Slideshare
Whitepaper
@EMP_Brighton @WestControlSolu
Converting Content Assets to Leads
@EMP_Brighton @WestControlSolu
Converting Content Assets to Leads
Tip 12 Experiment with subtle changes to increase on-page conversions.
@EMP_Brighton @WestControlSolu
Tracking Results
•Record all leads in CRM •Set up goals in Google Analytics•Use automated reports and dashboards
@EMP_Brighton @WestControlSolu
Tracking Results
•Record all leads in CRM •Set up goals in Google Analytics•Use automated reports and dashboards•Share results
Tip 13 Use dashboards and automated reporting wherever possible so you know your numbers!
@EMP_Brighton @WestControlSolu
The Results
Year # of Raw Leads
2012 340
2013 3,175
2014 6,890
@EMP_Brighton @WestControlSolu
Thank you!
@EMP_Brighton @WestControlSolu
www.EffectiveMarketingandPR.com www.West-CS.com