8 Expert Lead Gen Tips for CMOs - slides

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8 EXPERT ONLINE LEAD GENERATION BEST PRACTICES

Paul Taylor CEO

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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

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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 they’re 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:

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Best Practice #2

DON’T SETTLE FOR SUBPAR SEARCH RANKINGS

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


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

DON’T 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:

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Best Practice #2

DON’T SETTLE FOR SUBPAR SEARCH RANKINGS, CONT.

If you sell a product, don’t settle for rankings

below your third party distributors

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

Don’t 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

DON’T 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.


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.

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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

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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 aren’t 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 AREN’T READY TO BUY.


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 aren’t ready yet…

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Best Practice #6

IDENTIFY LEAD SOURCE FOR NOT JUST LEADS, BUT

OPPORTUNITIES AND DEALS AS WELL


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

(Deloitte CMO Summit, 2012)

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

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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

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

WITH CLEAR GOALS TO KEEP STAKEHOLDERS INFORMED.


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?

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1. Build campaigns for all stages of the buying cycle

2. Don’t settle for subpar search rankings

3. Don’t 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 aren’t 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

@webmarketing123

Thank you!

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8 Expert Lead Gen Tips for CMOs - slides

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Transcript of 8 Expert Lead Gen Tips for CMOs - slides