You Can't Buy Love: The Secrets of Demand Generation Strategy and Success
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It's easy to spend some money to buy a bunch of cold "leads" for the sales team. But you can't buy interest, engagement or respect for your company and its products or services. Marketing may be a science, but making prospects love you before they've met you is an art called demand generation, and this webinar will show you how to build and implement a strategy to make it happen. Join us on this educational webinar to learn: • How to build and execute an end-to-end demand generation strategy • The role of content in demand generation • How to leverage social media • What email contact strategy is most effective for nurturing leads • How to tell when it's time for sales to make the call • The secrets that can make your program a success
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You Can't Buy Love: The Secrets of Demand Generation Strategy and Success
- 1. You Can't Buy Love: The secrets of demand generation strategy and success August 7, 2013 A special thank you to: Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted. #TMGWebinar
- 2. Today’s Speakers #TMGWebinar Moderator Thorin McGee Editor in Chief Target Marketing Heidi Bullock Director of Demand Generation Marketo Ruth Stevens eMarketing Strategy Consultant
- 3. Tips for Webinar Attendees • Technical difficulties? Let us know by using the “Q and A” box, or trouble-shoot by clicking the “Help” widget below → Quick tip: Common problems (like loss of sound and/or stall in the slides) can often be fixed by a quick refresh of your browser. • Have a question for today’s speaker? Submit via the “Q and A” box • Please disable pop-up blockers • See what this console can do! Click on the “Tips for Attendees” widget for the complete rundown. Don’t forget to “share” this webinar! #TMGWebinar
- 4. Please Welcome #TMGWebinar Ruth Stevens eMarketing Strategy Consultant
- 5. Ruth P. Stevens ruth@ruthstevens.com @RuthPStevens August 7, 2013 You Can't Buy Love The secrets of demand generation strategy and success 5
- 6. © Ruth P. Stevens 2013 6 What’s keeping B2B marketers up at night?
- 7. © Ruth P. Stevens 2013 BUYER BEHAVIOR IS CHANGING 7
- 8. © Ruth P. Stevens 2013 8 Buying groups are growing in size
- 9. © Ruth P. Stevens 2013 Only 7% of industrial purchases are made by one person alone 9 Source: Understanding the Industrial Buy Cycle, GlobalSpec Percent of decision made by respondents
- 10. © Ruth P. Stevens 2013 10 Consumer buying behavior is changing
- 11. © Ruth P. Stevens 2013 11
- 12. © Ruth P. Stevens 2013 12 Buyers’ top 3 sources of product information are online Source: Understanding the Industrial Buy Cycle, GlobalSpec
- 13. © Ruth P. Stevens 2013 B2B digital marketing to grow 14.4% annually
- 14. © Ruth P. Stevens 2013 How B-to-B marketing is evolving Traditional approach: The “funnel” • Generate a lead • Qualify • Hand off to sales • Cross-sell/up-sell The new B-to-B marketing: The “relationship” • Communications across a long sales cycle – Multiple touches, media, offers • Messaging relevant to multiple parties 14
- 15. © Ruth P. Stevens 2013 NEW APPROACHES TO LEAD GENERATION 15
- 16. © Ruth P. Stevens 2013 The new importance of content marketing A library of content assets that can serve different needs. – Case studies – White papers – Archived webinars – Podcasts – Videos – Infographics – Research reports – Blog entries
- 17. © Ruth P. Stevens 2013 91% of B-to-B marketers use content marketing. 54% of B-to-B marketers plan to increase their content spending in 2013.
- 18. © Ruth P. Stevens 2013 18 Content marketing increases in sophistication, now being created for specific target audiences.
- 19. © Ruth P. Stevens 2013 Segment content by buying stage Modified from Marketo Stage in the buying process Early Middle Late Prospect’s needs Education Specialized information Answers Tactics Online demo White paper Case study Webinar Seminar Live demo Technical white paper Comparison Free trial Case study Free consultation Pricing
- 20. © Ruth P. Stevens 2013 Social media is ramping up 58% of B2B marketers say they are using social media for lead generation. 2012 study from SocialMediaExaminer.com
- 21. © Ruth P. Stevens 2013 But it ain’t easy 21 Social media contributes less than 5% of all traffic and leads to B2B websites. Optify study, 2013
- 22. © Ruth P. Stevens 2013 22 Source: GlobalWebIndex 2013 Google+ recently overtook YouTube as the number 2 social network. Fastest growth Twitter: 40% Facebook: 32% Google+: 27%.
- 23. © Ruth P. Stevens 2013 Facebook drives the traffic, but Twitter drives the leads Source: Optify study 2013
- 24. © Ruth P. Stevens 2013 Case study in B-to-B social media marketing Maddock Douglas in conversation
- 25. © Ruth P. Stevens 2013 Blog is promoted by Twitter
- 26. © Ruth P. Stevens 2013 Applying social media to lead generation objectives Objective Medium Application Inquiry generation Add an offer. Drive to landing page. Collect data. Lead qualification Supplement outbound communications with research on networks. Lead nurturing Keep in touch with unqualified prospects via every possible medium.
- 27. © Ruth P. Stevens 2013 The growing importance of mobile 27 Best B-to-B applications • Browsing: Enable your site! • Apps: Where appropriate. • Content: Make it legible. • Landing pages. SMS messaging • Region-specific info and alerts. • Order status notification. • Replenishment reminders. • New product updates. • Sales specials, coupons or announcements. • Event marketing alerts. • Customer service.
- 28. © Ruth P. Stevens 2013 Don’t think you can go entirely digital 28 Source: “Maximizing Your Touchpoints”: Enquiro.com/b2bResearch Both online and offline sources are important to buyers.
- 29. © Ruth P. Stevens 2013 Where B2B marketing budgets go 29
- 30. © Ruth P. Stevens 2013 Thank You ruth@ruthstevens.com @RuthPStevens Visit MaximizingLeadGeneration.com for a free sample chapter.
- 31. Please Welcome #TMGWebinar Heidi Bullock Director of Demand Generation Marketo
- 32. © 2013 Marketo, Inc. Marketo Proprietary and Confidential You Can't Buy Love: The secrets of demand generation strategy and success Heidi Bullock, Director Demand Generation, Marketo @heidibullock
- 33. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Not for the Faint of Heart
- 34. Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential You may be tasty, but I am more cost effective.
- 35. Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Average Cost to Generate a Lead
- 36. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Inbound Marketing
- 37. Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Help Leads Find You
- 38. Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Some Inbound Marketing Tactics Source: Optify.net
- 39. Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Source: constructionmarketingblog.org Most Effective Inbound Marketing
- 40. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content Quick Tips
- 41. Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Content Powers Your Demand Gen Engine Good content = Optimized performance Poor content = suboptimal performance
- 42. Page 42 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Tip One: Make it Visual 145,000 views 17,000 views eBook Interactive Infographic Hits and Long-Tail Content
- 43. Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Research data, funny videos, curated lists, infographics, thought leadership Tip Two: Map Content to Buying Stage Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage - Awareness Middle Stage - Evaluation Late Stage - Purchase
- 44. Page 44 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Tip Three: Form Length
- 45. Page 45 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Tip Four: Repurpose! Repurpose!
- 46. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Promoting Your Content for Demand Generation
- 47. Page 47 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Asset The Definitive Guide to Social Marketing: 111,000 Views
- 48. Page 48 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Webinars 1. Webinar 1: The Definitive Guide to Social Marketing 1. Registrants: 2,775 Attendees: 588 2. Recorded Asset: 14,000 Views 1. Webinar 2: The ROI of Social Marketing 1. Registrants: 2,289 Attendees: 568 2. Recorded Asset: 3,000 Views
- 49. Page 49 © 2013 Marketo, Inc. Marketo Proprietary and Confidential On Your Website
- 50. Page 50 © 2013 Marketo, Inc. Marketo Proprietary and Confidential On Your Blog
- 51. Page 51 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Email Promotions 1. Rolling Launch: 4 Email Blasts to Database
- 52. Page 52 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Frictionless & Incentivized Sharing • Make every campaign social • Increase your visibility and engagement
- 53. Page 53 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Social Promotions 1. Facebook Tab: 10,854 Views, 2,680 Form Fill-outs 2. Facebook Ads: 2620 Downloads 3. Twitter Ads: 1,430 views, 31 Form Fill-outs 4. SlideShare: 7,641 views, 312 Downloads
- 54. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Social Marketing Quick Tips
- 55. Page 55 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 6 Social Marketing Golden Rules 1. Don’t take yourself too seriously 2. Inbound is not enough 3. You must have good content and solid offers 4. You will need a strong call to action 5. Always add value 6. Never forget that social is a two-way street
- 56. Page 56 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Facebook for Lead Generation
- 57. Page 57 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Facebook and EdgeRank
- 58. Page 58 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Twitter Promoted Tweets - Timelines • Use gated resource pages • Have strong CTA • Can still be playful and fun • Results depend on content and message
- 59. Page 59 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The 4-1-1 Rule “For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.” Do This Not This I’m awesome
- 60. Page 60 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Slideshare • Make it part of something bigger • Base your presentation on your expertise • Take it on the road • Activate form capture to collect leads
- 61. Page 61 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Google + 1. SEO 2. Consider Google Hangouts!
- 62. Page 62 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Tweetable Takeaways 1. Need a mix of inbound and outbound for a successful demand gen strategy 2. Repurpose content when you can 3. Map content to the different stages of the buying cycle 4. Multi-channel content promotion will give you biggest bang for your buck 5. Consider 4-1-1 approach for social campaigns 6. Leverage “peer-to-peer” influence to give every campaign a social boost 7. Measure every chance you get and be able to course correct in real-time @heidibullock
- 63. Question & Answer Session If you haven’t done so already, please take this time to submit questions to our speakers using the “Q&A” box on your console. #TMGWebinar
- 64. Thank You Thank you for taking the time to attend our webinar today. For additional information about our webinar series, check out the following Web site: www.targetmarketingmag.com/webinar Please take a moment to fill out our feedback survey. (It will open in a new browser window/tab momentarily!) #TMGWebinar
Notes de l'éditeur
- Font accent color: Red, Accent 2, Darker 25%Line color: Yellow
- About 22 minutes. We'll do the normal breakdown: 5 min. intro, 22 minutes per speaker, 10-15 minutes for Q&A.
- ST:Marketing and Sales both identify marketing to a growing number of participants in the buying cycle as increasing challenge.Need for contentDepends on productWho are these people…led us to divide many results by decision makers vs. contributors…don’t underestimate the importance of the contributorKICK TO BRIAN for UNDERSTANDING THE CUSTOMERS BUYING PROCESS…
- Most people buy their car before they go to the showroom. F2f has lost control of the selling process.
- Most people buy their car before they go to the showroom. F2f has lost control of the selling process.It’s happening for healthcare, for clothing, everything. And it’s happening in B2B, big time.
- A recent Globalspec study showed Versus traditional info sources like printed catalogs, trade shows and trade pubs, buyers’ top 3 sources of info today are online! Specifically, search engines, supplier websites, and online catalogs. Buyers only want to engage with sales people in the last third of their process.
- Forrester: B2B Interactive Marketing Spend Forecast LowerPublished on November 21, 2011 Tags: B2B Marketing, Forecasts, Marketing Budgets, Research SummariesInteractive marketing budgets are forecast to grow at a compound annual growth rate (CAGR) of 17% over the next five years, but not all industries will invest at the same pace, according to a new report by Forrester Research. Overall, marketers across all industries are expected to spend nearly $77 billion, or 26% of all ad dollars, on interactive marketing by 2016. Companies in the financial services sector are expected to spend the most on interactive marketing, whereas automotive and consumer goods businesses will record the steepest growth over the five-year forecast period. B2B interactive marketing budgets are expected to remain relatively small and grow at lower rates through 2016.Read more: http://www.marketingprofs.com/charts/2011/6432/forrester-b2b-interactive-marketing-spend-forecast-lower#ixzz1eueoSril
- Less about campaigns, and more about relationships over timeMarketing must keep the relationship moving forwardfor a longer periodsynchronizing their communications throughout the buying process with multiple parties who have different agendas (and the buying groups are getting bigger every day)through a wide variety of media So this is multi-touch ongoing marketing communications. It’s no longer “throw the leads into the funnel” it’s less about campaigns. It’s more about managing relationships. And we direct marketers, we know how to do that.
- From Paul Gillin. “For example, marketers will no longer be able to push empty messages because they will simply be ignored. The only hope for marketing is to become a valued source of advice. That doesn't mean publishing more promotional white papers. It means listening to the market and helping customers make wiser decisions, even if that means recommending someone else's product.
- 91% of b2b marketers use content marketing.54% of b2b marketers plan to increase their content spending in 2013. (eMarketer, reporting on Curata study, Nov 2012 “B2B Marketing Trends 2012 Report”
- To reach prospects, targeting based on vertical industry was the top approach used. Vertical industry targeting marries well with B2B content marketing, putting the focus on identifying the industries a B2B company can best support and demonstrating how a particular service can help. The report mentioned case studies and demonstrations of results as some of the most effective means of drawing in clients.Vertical industry targeting was also cited as the most expensive approach, another indication that while content marketing may deliver results, it must be good to be worth the effort. In keeping with the vertical industry focus, about three-quarters of B2B marketers surveyed said they decided what new content to create based on a company’s specific business needs, followed by the industry or company type targeted. Read more at http://www.emarketer.com/Article/B2B-Marketers-Building-Relationships-Trumps-Blanket-Approach/1009577#DSY8P3CsWTXt5qpo.99
- Social media still generates less than 5% of overall traffic and leads to B2B websites, according to a new study by digital marketing software provider Optify, with Facebook as the strongest driver of traffic among the top three social media platforms studied. But Twitter is by far the strongest social media channel for B2B lead generation; fully 82% of social media leads come from Twitter, outperforming Facebook and LinkedIn by 9-to-1. Other highlights from the study:B2B traffic exhibited two clear peak seasons: Q1 (Jan-March) and September to mid-Novemberorganic search is the strongest driver of known traffic to B2B sites (41% of traffic)Google is the single most important referring domain to B2B websites, responsible for over 36% of all visitsemail shows high engagement rates (3.75 pageviews per visit) as well as strong conversion rates (an average 2.9% lead conversion rate)paid search usage showed a constant decline among B2B marketers in 2012; over 10% of companies in the report discontinued their paid search campaigns during 2012Are you surprised that, despite gaining momentum in 2012, social media still ranks the lowest – in terms of B2B traffic and lead generation – among all other major online channels? Though, as the study asserts, “the potential is big.” And did you expect that Twitter would drive more B2B leads than other major social platforms?Optify’s study analyzed the performance of the primary sources of traffic to B2B websites, looking at over 62 million visits, 215 million pageviews and 350,000 leads from more than 600 small and medium-sized B2B websites.
- According to Greg Depalma, VP for Innovation at MaddockDouglas consultancy, they generate leads with a blog as the central focus.Twitter drives to blog.LinkedIn group drives traffic.Strategy has dramatically improved search rankings and visits and length of visits. Keeps an eye on the domains people are coming from. Google on “innovation” went from 4 to 5. Staffing: ½ a guy. Targets certain industries. Note email sign up in upper right corner.
- Mostly about listening (research), customer service, buzz/viral pass-along, so far.
- Mobile web and apps get most investmentSpending on mobile marketing keeps rising, as brands learn the power of reaching consumers on these devices, and consumers become increasingly mobile-first.The Mobile Marketing Association (MMA), in partnership with IHS Global Insight, studied US mobile marketing expenditures and their impact on sales for the “Mobile Marketing Impact Study,” released in May. The study found that this year spending on mobile marketing—including mobile advertising, mobile customer-relationship management and mobile direct-response marketing on nonmobile media—will reach $10.46 billion. By 2015, spending on the channel will approach $20 billion.That spending will translate to an economywide impact of $216.9 billion in sales in 2013, according to the MMA’s projections, rising to $401 billion in sales in 2015, a ratio of about $1 in mobile spending to $20 in sales, also known as the marketing impact ratio (MIR). The study noted the seeming lack of diminishing returns for mobile investment. As companies spent more money on mobile marketing, their MIR did not decrease.Mobile advertising accounts for the biggest share of total mobile marketing spending, at just under 50% of expenditures this year, or $4.87 billion—a share that will hold relatively steady through 2015. eMarketer estimates higher US mobile ad spending, projected to reach $7.3 billion this year.There is no question that as mobile and tablet advertising help companies achieve their brand goals, and thereby drive sales, it is spurring bigger outlays. InsightExpress found that in 2013, mobile and tablet advertising got strong results across brand health metrics, raising ad awareness, purchase intent and brand favorability. Tablets performed particularly well.Read more at http://www.emarketer.com/Article/Mobile-Marketing-Spending-Translates-Sales-Brand-Lift/1009892#1yTG1eGPlLZQcqHi.99
- Budget allocation
- Content kind of a big deal