1. The CMO’s Playbook for B2B
Lead Gen
Paul Taylor
CEO
January 28th, 2014
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2. Frequently Asked Questions (FAQs)
Are the slides available?
Yes! Just email
results@webmarketing123.com
@webmarketing123
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Get a consultation:
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4. We are a digital marketing agency
focusing on lead gen & revenue.
Search Engine Optimization
Paid Search & Display
Top 500 Fastest
Growing Private
US Companies.
Social Media Marketing
Content Development
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4
5. We deliver on
revenue.
Not just leads & traffic.
Each campaign includes:
Business Research + Strategy
Custom Scorecard Tracking
Attribution + Data-driven Optimizations
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6. On the Agenda
1
2
3
The Modern CMO Challenge
Capturing the New B2B Buyer
Lean Tools for the Digital Frontier
Fueling Revenue with Lean Marketing
Next Steps
Winning Online Lead Gen in 2014
#123webinar | @webmarketing123
7. On the Agenda
1
2
3
The Modern CMO Challenge
Capturing the New B2B Buyer
Lean Tools for the Digital Frontier
Fueling Revenue with Lean Marketing
Next Steps
Winning Online Lead Gen in 2014
#123webinar | @webmarketing123
8. Capturing the New B2B Buyer
1
Increasing ROI Accountability
“2/3 of CMOs will be held accountable for ROI
by 2015. But, HALF feel insufficiently prepared
to provide hard numbers.”
- IBM 2013 CMO Study
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9. Capturing the New B2B Buyer
2
Navigating the Hidden Sales Cycle
Then
Now
Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010
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10. Capturing the New B2B Buyer
What does a winning lead gen strategy look like?
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11. Capturing the New B2B Buyer
SEM
Email
SEO
Social
A winning lead gen program consists of an integrative outreach and
nurture strategy driven by smart content marketing.
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12. Capturing the New B2B Buyer
It’s now critical to be the first influencer.
70%
of the buyer’s
journey now happens
online.
Source: SiriusDecisions
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13. Capturing the New B2B Buyer
Be present at all touch points
Reads peer
reviews.
Discovers blog
covering vendor
differentiators.
Google searches
services.
Sees competitor
display ads.
*Sample buyer’s journey.
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Contacts
sales rep
directly.
14. Capturing the New B2B Buyer
How you can leverage content marketing:
1
2
Tailor Content to the Funnel
Push prospects down the funnel with
tailored content for each buyer stage.
Create a Nurture Program
Craft a nurture program based on
unique lead behavior.
Source: BtoB Online’s 2013 Marketing
automation study
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15. Capturing the New B2B Buyer
Over half of B2B marketers will increase their content budget in 2014.
Source: B2B Content Marketing – 2014
Benchmarks, Budgets & Trends;
MarketingProfs, CMI, BrightCove
30% of B2B marketing budgets are dedicated to content.
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16. Capturing the New B2B Buyer
Content delivers leads.
No Content Strategy
Active Content Strategy
B2B companies with an active content and blog
strategy generate 67% more leads per month
than those who do not.
(Hubspot, The State of Inbound Lead Generation)
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17. Capturing the New B2B Buyer
What does lead gen success look like?
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18. Capturing the New B2B Buyer
Reach a sales & marketing consensus.
Determine the lead gen money metrics.
Website traffic
$
Qualified Leads (SQL/MQL)
Lead volume
$
Sales Pipeline
Cost Per Lead
$
Closed Deal Revenue
To measure which campaigns generate revenue, set up your CRM to track
closed deals back to influencing campaigns.
#123webinar | @webmarketing123
19. Capturing the New B2B Buyer
Reach a sales & marketing consensus.
Reinvest budget into the top performing lead gen channels.
Evaluate lead gen campaigns based on revenue rather than
lead volume.
First three pieces of content we recommend:
Campaign
Revenue
Opportunity
Allocation
SEO Leads
$85,000
$
Social Leads
$60,000
$
SEM Leads
$275,000
$
$
$
$
#123webinar | @webmarketing123
20. On the Agenda
1
2
3
The Modern CMO Challenge
Capturing the New B2B Buyer
Lean Tools for the Digital Frontier
Fueling Revenue with Lean Marketing
Next Steps
Winning Online Lead Gen in 2014
#123webinar | @webmarketing123
22. Fueling Revenue with Lean Marketing
“Agencies & clients that apply lean tools get
33% Better Results.”
- Boston Consulting Group, ‘Cutting Complexity
Adding Value’, May 2013.
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23. Fueling Revenue with Lean Marketing
Lean Digital Marketing enables
our clients to:
Get results 66% faster.
Cut cost per lead in half.
Experience 2X lead volume.
Gain $8 pipeline revenue for every $1 spent.
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24. Client Case Study
“
Marina Antestenis,
Director, Integrated
Marketing
We have increased not only the quantity of leads,
but the quality of leads with your efforts. I’m
excited about what we’ve been able to accomplish
so far and am looking forward to what’s in-store
for 2014.”
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25. Client Case Study
Challenge
inContact needed a best-in-class digital marketing strategy to stay ahead of
the curve in a highly competitive SaaS business segment.
1
Improve digital marketing performance in terms of lead volume, lead
quality, and ROI.
2
Prove the value of each digital marketing channel with closed-loop
reporting.
Solution
Our team rose to the challenge with two primary countermeasures:
1
Digital Marketing Kaizen
2
Attribution Reporting Model
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26. Client Case Study
Results
In just 5 months we have delivered:
29%
lead volume
260%
Top 10 keywords
30%
cost per lead
175%
social lead generation
199%
QoQ revenue
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27. Fueling Revenue with Lean Marketing
How did lean drive these results?
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28. Fueling Revenue with Lean Marketing
Lean accelerates digital results in
4 Steps:
1
2
3
4
Uncover the
head of the
problem.
Define the
RCCM.
Evaluate the
Impact vs.
Effort Matrix.
Develop an
action plan.
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29. Fueling Revenue with Lean Marketing
4
Develop an action plan.
Serves 3 purposes:
1
Creates a project timeline.
2
Assigns ownership.
3
Establishes standard KPIs.
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30. On the Agenda
1
2
3
The Modern CMO Challenge
Capturing the New B2B Buyer
Lean Tools for the Digital Frontier
Fueling Revenue with Lean Marketing
Next Steps
Winning Online Lead Gen in 2014
#123webinar | @webmarketing123
31. Next Steps
Accelerate digital lead generation with
4 Key Takeaways:
1
Strengthen digital presence to influence the Hidden
Sales Cycle.
2
Conduct a lead generation content audit.
3
Invest in a multi-touch attribution model.
4
Apply lean optimization tactics to agreed upon KPIs.
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32. THANK YOU
Paul Taylor
CEO
Meet with our team.
Let us help refine your lead gen
strategy to exceed your sales
goals.
Email results@webmarketing123.com or call 800.619.1570
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