8 Expert Lead Gen Tips for CMOs - slides

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@webmarketing123 8 EXPERT ONLINE LEAD GENERATION BEST PRACTICES Paul Taylor CEO facebook.com/webmarketing123 webmarketing123

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  • @webmarketing123

    8 EXPERT ONLINE LEAD GENERATION BEST PRACTICES

    Paul Taylor CEO

    facebook.com/webmarketing123 webmarketing123

  • @webmarketing123

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    ONE OF THE FASTEST GROWING

    PRIVATE U.S. COMPANIES

    Converting online visibility into

    measurable business results

    #9 FASTEST GROWING COMPANY IN BAY AREA

    A few of our clients: SEO | PPC | Social Media | Website Design

  • @webmarketing123

    Best Practice #1

    BUILD CAMPAIGNS FOR ALL STAGES OF THE BUYING CYCLE

    Content is everywhere. Multiple devices, platforms, and endless information sources empower

    them to do their own research regarding your product or service.

    1. Introduction to

    (your product category)

    Get into their purchase

    decision process early

    2. How to select the right

    (your product) Push them your

    direction when theyre closer to

    conversion

    3. Top reasons to

    select you as a vendor

    Your value proposition

    and differentiators

    First three pieces of content we recommend:

    Customers are up to 57-70% of the way through their purchase

    decision prior to engaging your sales reps. (Corporate Executive Board, Google)

    Top 3 content pieces you need right away:

  • @webmarketing123

    Best Practice #2

    DONT SETTLE FOR SUBPAR SEARCH RANKINGS

    90% of clicks happen on 1st page of results, 60%+ are on the top 3 results

    First three pieces of content we recommend:

    Position CTR

    1 45.46%

    2 15.69%

    3 10.09%

    4 5.49%

    5 5.00%

    6 3.94%

    7

    2.51%

    Eye tracking data from official Google blog

    Optify Study, 2011

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    Best Practice #2

    DONT SETTLE FOR SUBPAR SEARCH RANKINGS, CONT.

    Measuring SEO success by the following metrics is no longer effective:

    Keywords

    Revenue

    Resource Management $30,000

    Portfolio Management $60,000

    Project Management

    Software $400,000

    Number of keywords on page 1

    Traffic to your website

    Leads

    Qualified Leads (SQL/MQL)

    Sales Pipeline

    Closed Deal Revenue

    $

    $

    Measure the money metrics:

    $

    So that you can optimize for revenue:

  • @webmarketing123

    Best Practice #2

    DONT SETTLE FOR SUBPAR SEARCH RANKINGS, CONT.

    If you sell a product, dont settle for rankings

    below your third party distributors

    Ensure that your brand and message are front and center of your target audience

    Dont miss a chance to influence potential prospects and differentiate your

    product

    Distributors often also sell your competitors products, so every opportunity to

    influence the sales prospect directly is critical

    Client Case Study

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    Best Practice #3

    DONT FOCUS JUST ON LEAD VOLUME. OPTIMIZE CAMPAIGNS

    FOR LEAD QUALITY AND REVENUE ACQUISITION.

    More is better when it comes

    to leads, but quality is vital.

    First three pieces of content we recommend:

    Which campaigns and keywords are creating

    more pipeline opportunities that lead to sales?

    $85,000

    $60,000

    $275,000

    $ $

    $

    $ $ $

    Campaign Revenue

    Opportunity Allocation

    $

    Campaign A

    Campaign B

    Campaign C

    Track which channels are impacting revenue, and then optimize.

  • @webmarketing123

    Best Practice #4

    IMPLEMENT LEAD QUALIFICATION PROCESS FOR AN

    INCREASED WIN RATE

    B2B Marketers report their top priority

    is generating leads (62%)

    But their top challenge is converting

    qualified leads into customers (52%)

    (B2B Marketing Benchmark Report, Marketing Sherpa)

    $

    Leads

    Qualified Leads

    Opportunities

  • @webmarketing123

    Best Practice #4

    IMPLEMENT LEAD QUALIFICATION PROCESS FOR AN

    INCREASED WIN RATE

    Just 27% of all B2B leads are qualified and ready for an immediate conversation with a sales rep.

    IMMEDIATE FOLLOW UP IS KEY Research shows you are 7X more likely to reach a

    lead within an hour of their request for information

    For the 73% who arent ready now, make sure to keep them warm. Targeted email content (nurture programs) work well for this

    (Short Life of Online Sales Leads, Harvard Business Review)

    A qualification process is necessary

    to ensure efficient use of time.

    For those that ARE ready

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    Best Practice #5

    USE A TARGETED LEAD NURTURE PROGRAM TO CONVERT

    PROSPECTS THAT ARENT READY TO BUY.

    First three pieces of content we recommend:

    nurtured and closed $1.5 million in 4 months:

    65% of B2B marketers have yet to establish lead nurturing campaigns yet studies show a 35% lift in lead generation ROI by marketers that employ lead nurturing programs (MarketingSherpa)

    Citrix abandoned its traditional email newsletter to focus on sending

    targeted offers for premium content downloads with a singe call to action.

    {7 days} {7 days}

    (MarketingSherpa)

    Nurture the 73% of leads that arent ready yet

  • @webmarketing123

    Best Practice #6

    IDENTIFY LEAD SOURCE FOR NOT JUST LEADS, BUT

    OPPORTUNITIES AND DEALS AS WELL

    First three pieces of content we recommend:

    More than half of CMOs feel insufficiently prepared to provide hard numbers regarding marketing program ROI.

    (Deloitte CMO Summit, 2012)

    If youre only tracking # of leads generated, you need to shift focus onto which are generating opportunities and deals. Sample report:

  • @webmarketing123

    Best Practice #7

    CONDUCT AN ACCELERATION WORKSHOP TO ENSURE

    BUY-IN AND GET FASTER SEO RESULTS.

    First three pieces of content we recommend: Across multiple business units and 4 countries we produced

    34,356 new leads F o r a B 2 B M a n u f a c t u r e r

    Get all key stakeholders in the same room to identify and resolve implementation roadblocks

    Establish individual ownership and clear action plans

    Acceleration workshop streamlines direction and approval processes

  • @webmarketing123

    Best Practice #8 UTILIZE A MONTHLY KEY PERFORMANCE INDICATOR (KPI) SCORECARD

    WITH CLEAR GOALS TO KEEP STAKEHOLDERS INFORMED.

    First three pieces of content we recommend:

    Standardizes metrics (custom KPIs per unique business)

    Creates common vision, shared goals, accountability

    Which KPIs are your priorities?

    What will winning look

    like?

    What benchmarks should we

    use?

    What are the next steps?

  • @webmarketing123

    1. Build campaigns for all stages of the buying cycle

    2. Dont settle for subpar search rankings

    3. Dont focus just on lead volume. Optimize campaigns for lead quality and

    revenue acquisition

    4. Implement lead qualification process for an increased win rate

    5. Use a targeted lead nurture program to convert prospects that arent ready to

    buy

    6. Identify lead source for not just leads, but opportunities and deals as well

    7. Conduct an Acceleration Workshop to ensure buy-in and get faster SEO

    results

    8. Utilize a monthly key performance indicator (KPI) scorecard with clear goals

    to keep stakeholders informed.

    Implement these 8 best practices and boost your online lead generation

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