RECYCLING YOUR MARKETING COLLATERAL TO BOOST LEAD GENERATION

From clicks to clients – Optimizing the lead to sales process

Friday, April 22, 2011 Session Start Time – 1PM EST

Session agenda

• A note on the link between eMarketing and Green Marketing • The flow of marketing collateral • Types of marketing collateral for Recycling • New ways of publishing and syndicating collateral

Live example of social publishing – paste a link to your site or a blog in the Chat window!

eMarkeitng is Green Marketing

• Email marketing versus direct mail • Digital collateral versus print Tips to becoming a better “green marketer” 1. Use direct mail sparingly – email first, mail second 2. Use thumb-drives as collateral at trade shows 3. Use collaboration tools such as SharePoint instead of printing

SalesFUSION will donate $1 per attendee to Arbor Day

RECYCLING CONTENT

Collateral – what is fair game for recycling?

• Product data sheets • Sales presentations • Past webinar presentations • Case studies • White papers • Analyst & research documents • Press releases • Blog posts • Trade show presentations

The workflow of marketing collateral

• Publish….capture….nurture • Click to purchase – usually not a straight line • From click to purchase – time is measure in weeks/months • Not a one to one relationship – typically many to many

Marketing Cloud Landing Page Website/Resource Center CRM/Sales Process Deal Close

Right message – leverage your testimonials & case studies

Survey’s indicate the sooner you engage prospective buyers into communities of peers, the better. While there are moderate difference in tactic preference, peer enablement is the central theme.

Source: SiriusDecisions, B2B Buyers 2010 Survey from SiriusDecisions Summit

Early-Stage Tactics

Middle-Stage Sources

Along with peer preference in the middle buying stage is the decrease in search value and increase in vendor content needs.

Late-Stage Sources

Peers again! The stage analysis of sources indicates suppliers need to become publishers and thought leaders.

Content publishing – scenario 1 - PPC

A B

Hey Kids.. Can you find the word “HR or Human Resources” anywhere on THIS {NOT A LANDING} page?

Futility

Publishing opportunities – Social Publishing Sites

Free Syndicated Content/Social Business Media • Good for branding • Thought leadership • Use PDF with embedded links

Publishing Scenario – Social Business Sites

Become an expert/publisher • Re-purpose white papers • Post events • Post PowerPoint • Create valuable articles • Be seen as industry expert • SEO benefits • It’s free

Publishing Scenario 3 – SlideShare

Part of business social media Re-purpose PowerPoint presentations for lead gen and SEO

Publishing Scenario – LinkedIn

Part of business social media • Information from other tools such as Box.net, SlideShare, Blogs available on public profile. • Re-use case studies, product data sheets….etc

Publishing Scenario – LinkedIn Group Postings

Part of business social media • Careful – rules of the road apply • Post in news/discussions – depending on group policy • Leverage tracking URL’s • Events, presentations, white papers • Press releases – can also be shared from free-press sites (1888 press release; freepressrelease.com) • Open groups (new) allow for indexing of URL’s – contributes to SEO

Using Tracking URL’s, Sharing Widgets and IttyBity

• The ONLY true measure of social media posting effectiveness • Understands where your traffic is coming from to the post • Allows for multiple postings to single source (landing page)

Scribd

• Social media publishing • Author searchable white papers, articles and eBooks • Tie to blog, LinkedIn, Twitter, Facebook • Indexed by google

IttyBitty – Social Publishing

• Publish any content from the Marketing Automation platform • PDF, Blog, Press, Articles • Track traffic from sites • IttyBitty – Indexed by Google • Easy way to leverage social media • Easy way to syndicate existing content • One component of an integrated social media strategy

Steps to take to begin syndicating & recycling content

1. Create a document and link inventory 2. Update all materials (address, product names…etc.) 3. Create a publishing matrix and plan 4. Stagger your content syndication so that it is occurring frequently 5. Link to your content sites 6. Ensure new content is shared & published 7. Create a mechanism for tracking traffic/leads from sources

BUILDING AN ONLINE RESOURCE CENTER

Tips for building an online resource center

• Resource centers provide a consistent and trackable destination for leads from all sources. • Update frequently • Clearly label the type of content • Press releases don’t count • Provide mixture of industry education and product education • Like a restaurant with great food….they will come back • Ensure you capture basic information • Vary your lead capture forms based on content - higher value = more questions • Email the asset back to the lead using a trigger – ensures accurate email • Email when contents are updated

LEAD CAPTURE

Basic Rules of Lead Capture

• Simplicity – don’t clutter with flash, images….etc •Survey/form – above the fold and no additional clicks to get to it • Remove or understate extraneous links (that’s for the “thank you page”) • Only ask for what you need • One to One relationship between pages/ads • Offer should be specific and compelling “Download the white paper” “Register for webinar” “See a product demo”

Using Tracking URL’s, Sharing Widgets and IttyBity

• The ONLY true measure of social media posting effectiveness • Understands where your traffic is coming from to the post • Allows for multiple postings to single source (landing page)

NURTURING LEADS – WHAT DO YOU DO WHEN YOU CATCH ONE?

Nurturing b2b leads

Key Questions you need to answer •What initiates the nurture campaign? •What is the offer of the campaign?

•White Paper? •Free Trial? •Demo?

•What is the goal of the nurture campaign? •3 Months – 5 new opportunities – 1 closed deal •100 new leads per month? •$50,000 increase in pipeline value?

•What is the follow up plan? •Auto-responder? •Trigger email campaign? •Trigger Sales call? •Lead Scoring

Nurture campaign with a White Paper

Example of a “burst campaign” • Email Campaign – Call to action – download from resource center • Fulfill via return email (trigger) • Publish on resource center – allows for more flexible posting in social media • Use as a first-wave campaign element for multi-asset campaign

1. Send white paper 2. 2-5 Business days – trigger product data sheet 3. 3-5 Business days – trigger pdf of related powerpoint 4. 1-2 Business days – trigger additional product data/demo….etc

Nurture Marketing Workflow

Landing page complete

Email - Fulfill

Item

EMM

Trigger Campaigns

B, C, D

A CRM

Lead Scoring

• All movement of data needs to be bi-directional • Lead scoring acts as the traffic cop • CRM feeds revenue/opportunity back to the EMM

SalesFUSION solution for B2B Marketing & Sales

Inbound /Outbound Campaigns enabled by SalesFUSION 360

Landing Pages

PR

Email

Events

Online Ads

SEO/PPC

Social Media

Blog/RSS

Campaign Management

Lead Scoring Lead

Management

Decision Analytics Engine

Lead Nurturing

Marketing to Sales

Integration Engine

Web Activity

Integrated Marketing Platform & Sales Integration Solution

FUSION 360 CRM Sales Automation

Continuous Marketing To Leads

inbound

outbound

Sold Deals = Trackable ROI

Q&A – Do you want to give SF360 a try?

Question & Answer

Copy of today’s materials PDF of today’s PPT Questions - Email to kevin.miller@salesfusion.com

Thank you and good marketing! The SalesFUSION Team

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