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The enormous amount of marketing channels that marketers work through every day can be challenging. But amazingly, a little bit of planning goes a long way in addressing even the most overwhelming of campaigns. Combine that with personalization, and you've got a focused campaign attack. Learn how to: - Identify and prioritize your lead generation marketing program objectives - Understand your audience and target their needs and pains - Choose the most effective programs for your marketing plan - Align your metrics with your objectives Need planning help? Scott Armstrong, Co-Founder and Partner at Brainrider, lays it all out for us in this upcoming webinar. Join Scott for this practical “how to” review of planning B2B lead generation marketing programs that attract, acquire, nurture and qualify more prospects!
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Planning B2B Lead Generation Campaigns & Leveraging Content Personalization Scott Armstrong Co-Founder and Partner Brainrider
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Planning B2B Lead Generation Marketing Programs
"
A Better B2B Marketing Clinic!
Scott Armstrong is your presenter today.
He is a partner @Brainrider where he specializes in better B2B marketing. !
@Brainrider Go to Brainrider.com/b2b-cheatsheets
Planning Better B2B Marketing!
• Driven by your objectives!• Buyer-focused!• Offers more relevant content!• Identifies programs gaps !• Focused on performance
measurement & improvement!• Leveraging personalization!
@Brainrider
Planning Driven By Your Objectives!
@Brainrider
Prioritizing Measureable Objectives!
@Brainrider
Inventory Current Programs By Objective!
PROSPECTS MQL/SAL VISITORS
ACTIVE PROSPECTS
NURTURE PROSPECTS
QUALIFY SALES READINESS
ATTRACT & ACQUIRE PROSPECTS
@Brainrider
Identify Gaps By Objective!
PROSPECTS MQL/SAL VISITORS
PPC
Limited SEO
E-Blasts to 3rd Party Lists
Contact Us Form
Newsletter
ACTIVE PROSPECTS
Featured Download
Resource Center
NURTURE PROSPECTS
QUALIFY SALES READINESS
ATTRACT & ACQUIRE PROSPECTS
@Brainrider
Marketing Programs Pick List!NURTURE PROSPECTS
QUALIFY SALES READINESS
ATTRACT & ACQUIRE PROSPECTS
q Inbound q Blogging q SEO q Content syndication q Resource publishing q Gated content q Progressive forms q Tiered opt-in
q Social q Social publishing q Social listening
q Paid q PPC q E-Blasts q Content sponsorship q Events
q Segmentation q Nurturing cold prospects
q Monthly newsletter q Recent visit follow-up
q Nurturing active prospects q Auto-responders q Thank-you content
q Other
q Contact us q Sales Readiness Offers
q Pricing q Gated free trial q Video demos q Quote q Needs assessment q Free consultation q ROI tool q RFP/RFQ Guide
q Events q Product webinars
Measuring & Reporting Performance!Start by splitting your performance
measurement and reporting into three categories!
Business • Opportuni-es/Revenue Sourced by Marke-ng • Opportuni-es/Revenue Touched by Marke-ng
Marke-ng • Qualified Traffic • Acquisi-on • Ac-ve Prospects • Sales qualified leads
Diagnos-cs • Program by program metrics designed to
iden-fy the right offers, messages, content, and channels
@Brainrider
How To Execute More Relevant Marketing Campaigns
By Leveraging Personalization!
11!
Lead generation is not about !
you.
Your buyer is in"
Buyers need content to make a buying decision.
What’s my problem?
How do I fix my problem?
Are you right for me?
@Brainrider
Buyers look for what they want to know"… not what you want to tell them"
@Brainrider
Offer Relevant Subject Matter Expertise At Each Buyer Decision Stage!
If your customer is asking:
What’s my problem
How do I fix my problem
Are you right for me
They want:
Education & Thought Leadership
Solutions & Product Suitability
Credentials & Decision Support
What to share
with them:
• Trends • Benchmarks • Analyst
coverage • 101 Education • How to guides • How other
people are solving this
• What is the solution & how does it work
• Solution comparisons
• Pitfall analysis • Readiness &
suitability assessments
• How do I choose a vendor
• Pricing • Bench strength
demonstration • Case studies • ROI/TCO • How to buy • Working with us
@Brainrider – tweet this link: http://brshar.es/1qtUy4u
Personalization!
Personalization!
Personalization = Better Relevance!
Start By Segmenting Your Prospects!
Based On What They Want To Know
Gather Explicit Segmentation Using Form Fields!
Gather Explicit Segmentation Using Form Fields!
Gather Implicit Segmentation Using Behavior Tracking!
Help Prospects Manage Their Subscription Preferences!
Email Preference Center
Stream Your Emails Based On Prospect Preferences!
Program Example: Streamed Email Nurturing!Problem: Time consuming, ineffective lead nurturing. "• Do a better job uncovering leads in our database.!• Reach more people, more frequently to improve engagement.!• Build a more efficient and scalable process.!
Solution: New segments, new newsletters, new opt-in categories."• Create content categories aligned with real customer needs and pains, !• Segment Tracom’s existing database based on needs and pains!• Implement new communication opt-in preferences.!• Execute a segmented newsletter program that ensured any targeted prospect received
a maximum of one email per week.!
Results: “we’re engaging with more customers in a meaningful way, but spending way less time doing it.”"• Now targeting 25% of their database each month with segmented messaging.!• Click-through rates have increased to between 10%-20% across all segments.!• Improved productivity allowing for weekly newsletter deployment using the same
investment in content development and newsletter production.!• Profile behavior and segment Tracom’s existing database based on needs and pains.! Click to view preference center
and newsletter samples
@Brainrider
Advanced Personalization: Dynamic Web Content!
Personalized For More Information
Offers"
@Brainrider
Advanced Personalization: Dynamic Web Content!
@Brainrider
Resources For Better B2B Marketing!
Or for more B2B Marketing content, visit:!Resources: brainrider.info!Articles: brainrider.com/blog !@Brainrider!linkedin.com/company/[email protected]!!
Go to brainrider.com/b2b-‐cheatsheets to download today’s presenta>on
Questions?
Scott Armstrong Co-Founder and Partner Brainrider
![Our top 10 B2B email marketing campaigns [and why they work]](https://img.pdfslide.us/doc/110x75/58ef0a341a28abfe568b4623/our-top-10-b2b-email-marketing-campaigns-and-why-they-work.jpg)
