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demand generation
summit
2013
brought to you by the funnelholic
Thursday, May 23, 13
the handbook of
demand generation
what we learned from
matt heinz, president, heinz marketing inc.
koka sexton, social marketing manager, linkedin
scott albro, founder & ceo of topo
matt childs, vp sales & strategy, vidcaster
Thursday, May 23, 13
“To forget one’s purpose is the commonest form of stupidity.”
friedrich nietzsche
Thursday, May 23, 13
best practices for
highly effective
demand generation
featuring content from @heinzmarketing
1.
Thursday, May 23, 13
before you start generating leads, you need to
figure out which leads you want, and what to
do with them once you have them.
Thursday, May 23, 13
a marketing plan in
5 questions:
Thursday, May 23, 13
Who and what are your targets?
Thursday, May 23, 13
About what do they care?
Thursday, May 23, 13
Where do you find them?
Thursday, May 23, 13
Who or what influences them?
Thursday, May 23, 13
How do they want to engage and buy?
Thursday, May 23, 13
“Before you create any more ‘great content,’ figure out how you’re going to
market it.”
joe pulizzi & newt barrett, authors of get content get customers
Thursday, May 23, 13
social media marketing
that drives real
demand: how to move
from likes to leads
featuring content from @kokasexton
2.
Thursday, May 23, 13
social media is the
cheapest & most
pervasive form of
lead generation.
Thursday, May 23, 13
Why?
Thursday, May 23, 13
Because buyers are on
social media:
Thursday, May 23, 13
81% of buyers say their friends’ social
posts influence their purchase decisions.
78% of buyers say companies’ posts
influence their purchase decisions.
Thursday, May 23, 13
30Thursday, May 23, 13
30% of linkedin traffic that comes from social media.
Thursday, May 23, 13
And because social media leads cost
less than all other types of leads
Thursday, May 23, 13
55Thursday, May 23, 13
the % of social media generated leads that
cost less than the average lead.
55Thursday, May 23, 13
so how do you build a lead generation channel
on social media?
Thursday, May 23, 13
Step 1: Build a following.
Thursday, May 23, 13
The size of your following may just be a
social vanity metric,
Thursday, May 23, 13
But a large base of followers gives you an
audience to market to.
Thursday, May 23, 13
Step 2: Nurture the leads in your
system with content.
Thursday, May 23, 13
“You can buy attention (advertising.) You can beg for attention from the
media (PR). You can bug people one at a time to get attention (sales). Or you
can earn attention by creating something interesting and valuation and then
publishing it online for free.”
David Meerman Scott, author
Thursday, May 23, 13
building the ultimate
content marketing
machine
featuring content from @scottalbro
3.
Thursday, May 23, 13
Step 1: Plan it.
Thursday, May 23, 13
ask 10 customers which 3 pieces of content
they most want from you.
Thursday, May 23, 13
goal: drive
registration
goal: drive
active
prospects
goal: sell
goal:
collect
referrals
channel
grow network,
Twitter, Facebook,
blog, LinkedIn
drip email & social
campaigns
sales reps word of mouth
type of
content
ex: 10 tips guides,
white papers,
discovery events
newsletter,
success stories,
product
announcements
competitor
comparison,
product demos
referral programs,
tell a friend
campaigns
map your content to your audience
Thursday, May 23, 13
Step 2: Make it.
Thursday, May 23, 13
how hubspot publishes 5 blog posts per day:
If you are the best at what you do then you have thought leaders. Every
key person we hire at HubSpot is a respective thought leader. The
problem is they are all busy running the business with very little time
to write. And they don’t often write well. If you are to succeed in
Google, you need to pull that content out of them by setting a weekly
quota for new content from your thought leaders. So find and hire a
journalist or two (or more) who know how to write well under deadlines.
There are lots of them moving from the old world of print media to
digital. Have them interview each thought leader in rotation for 30 to
45 minutes a week. Turn your journalists loose on your bright
engineers, your sales gurus, your marketing wizards, your c-level types,
your founders. They know amazing things, but they’re all busy. - Mark
Roberge, SVP of Sales and Services at Hubspot
Thursday, May 23, 13
Step 3: Break it.
Thursday, May 23, 13
a white paper is never just a white paper.
Thursday, May 23, 13
a white paper is never just a white paper.
ebook
slideshare
video
ebook
slideshare
slideshare
video
video
blog post
blog post
blog post
blog post
blog post
facebook post
facebook post
facebook post
facebook post
facebook post
facebook post
facebook post
facebook post
facebook post
video
Thursday, May 23, 13
Step 3: Measure it.
Thursday, May 23, 13
stage definition sales action marketing action
open/interacts with
content
New lead, has not been
contacted by sales.
if qualified, begin 7 step
contact process
if not qualified, enter into
drip campaign
attempting to contact
In the process of sales
follow-up.
qualified lead, 7 steps to
schedule meeting
enter into active prospect
drip campaign
interested
Prospect interacts with
content, not yet qualified
no action enter into drip campaign
nurturing
Prospect expresses interest,
but no near term opportunity
no action
drip marketing 1-2 x per
month, value-add content
marketing qualified
Prospect fits initial lead
qualification criteria.
no action
provide thought
leadership content
sales accepted
Prospect fits all lead
qualification criteria
get prospect to commit to
meeting
provide thought
leadership content
presentation/demo
Sales has scheduled
meeting.
get permission to present
proposal
provide case studies/
sales enablement content
proposal
Sales has presented formal
proposal.
get verbal agreement
provide case studies/
sales enablement content
negotiation
Prospect has verbally agreed
to contract, has not signed
maintain communication
with prospect
no action
closed won Customer. take a victory lap no action
closed lost Opportunity lost. no action
Return to drip marketing
campaign.
sample lead measurement chart.
featuring content from @heinzmarketing
Thursday, May 23, 13
Step 4: Score it.
Thursday, May 23, 13
score description follow-up
A1
Perfect fit. Aligned on all lead
qualification criteria; ideal
prospect profile.
Immediate sales call/email
within 4 hours of reaching queue.
A2
Strong fit. Aligned on most lead
qualification criteria; ideal
prospect profile
Immediate sales call/email
within 4 hours of reaching queue.
A3
Good fit. Aligned on some lead
qualification criteria; partially
ideal prospect profile
Sales call/email within 2 days of
reaching queue.
A4
Potential fit. Aligned on some
lead qualification criteria or
partially ideal prospect profile
Sales call/email within 1 week of
reaching queue with white
paper/case study/content
B1
Potential fit. Company is a fit,
discovery required to determine
need, budget, authority, timing
Sales call/email within 1 week of
reaching queue with white
paper/case study/content
B2
Potential fit. Prospect engages
with content campaign,
qualification required
Sales call/email within 1 week of
reaching queue, entered in
marketing nurture campaign
B3
Potential fit. Long term
opportunity. Lead is a fit, but has
no immediate need.
Sales call/email within 1 week of
reaching queue, entered in
marketing nurture campaign
sample lead scoring chart.
featuring content from @heinzmarketing
Thursday, May 23, 13
the secrets to
successfully using
video in your
marketing
featuring content from @mattychilds
4.
Thursday, May 23, 13
of the us internet audience
74%
Thursday, May 23, 13
online videos
36b
consumed
Thursday, May 23, 13
in january.
Thursday, May 23, 13
high quality videos may cost a lot of $$$$
Thursday, May 23, 13
but they’re also the most consumed form of
online content.
Thursday, May 23, 13
How to develop a video marketing
plan that doesn’t suck:
Thursday, May 23, 13
Thursday, May 23, 13
what???
Thursday, May 23, 13
hosting on youtube hosting on your sitevs.
• You send visitors away from
your site.
• You don’t get SEO for your
website when your content is
on Youtube.
• Competitor videos – or
completely unrelated videos –
show up in the side bar of your
videos
• You have no control of user
experience on Youtube.
• You can monitor exactly how
users engage with your video
content.
• Views can become leads in your
CRM.
• You can control the user
experience.
• You can measure views, clicks,
shares, likes, searches, etc.
• You can direct viewers to other
videos you’ve made.
Thursday, May 23, 13
“People shop and learn in a whole new way compared to just a few years ago,
so marketers need to adapt or risk extinction.”
brian halligan, ceo, hubspot
Thursday, May 23, 13
are you ready to rethink
your demand generation
strategy yet?
Thursday, May 23, 13
about radius
Radius provides the most accurate and comprehensive index of insights
about small businesses in the US. Radius‘ technology collects and monitors
data from hundreds of thousands of online and social sources. The easy-to-
use dashboard allows marketers and salespeople to discover new
prospects, prioritize leads and synchronize data.
see how radius can help you find the right leads for your business.
Thursday, May 23, 13
Thursday, May 23, 13

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Demand generation handbook

  • 1. demand generation summit 2013 brought to you by the funnelholic Thursday, May 23, 13
  • 2. the handbook of demand generation what we learned from matt heinz, president, heinz marketing inc. koka sexton, social marketing manager, linkedin scott albro, founder & ceo of topo matt childs, vp sales & strategy, vidcaster Thursday, May 23, 13
  • 3. “To forget one’s purpose is the commonest form of stupidity.” friedrich nietzsche Thursday, May 23, 13
  • 4. best practices for highly effective demand generation featuring content from @heinzmarketing 1. Thursday, May 23, 13
  • 5. before you start generating leads, you need to figure out which leads you want, and what to do with them once you have them. Thursday, May 23, 13
  • 6. a marketing plan in 5 questions: Thursday, May 23, 13
  • 7. Who and what are your targets? Thursday, May 23, 13
  • 8. About what do they care? Thursday, May 23, 13
  • 9. Where do you find them? Thursday, May 23, 13
  • 10. Who or what influences them? Thursday, May 23, 13
  • 11. How do they want to engage and buy? Thursday, May 23, 13
  • 12. “Before you create any more ‘great content,’ figure out how you’re going to market it.” joe pulizzi & newt barrett, authors of get content get customers Thursday, May 23, 13
  • 13. social media marketing that drives real demand: how to move from likes to leads featuring content from @kokasexton 2. Thursday, May 23, 13
  • 14. social media is the cheapest & most pervasive form of lead generation. Thursday, May 23, 13
  • 16. Because buyers are on social media: Thursday, May 23, 13
  • 17. 81% of buyers say their friends’ social posts influence their purchase decisions. 78% of buyers say companies’ posts influence their purchase decisions. Thursday, May 23, 13
  • 19. 30% of linkedin traffic that comes from social media. Thursday, May 23, 13
  • 20. And because social media leads cost less than all other types of leads Thursday, May 23, 13
  • 22. the % of social media generated leads that cost less than the average lead. 55Thursday, May 23, 13
  • 23. so how do you build a lead generation channel on social media? Thursday, May 23, 13
  • 24. Step 1: Build a following. Thursday, May 23, 13
  • 25. The size of your following may just be a social vanity metric, Thursday, May 23, 13
  • 26. But a large base of followers gives you an audience to market to. Thursday, May 23, 13
  • 27. Step 2: Nurture the leads in your system with content. Thursday, May 23, 13
  • 28. “You can buy attention (advertising.) You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuation and then publishing it online for free.” David Meerman Scott, author Thursday, May 23, 13
  • 29. building the ultimate content marketing machine featuring content from @scottalbro 3. Thursday, May 23, 13
  • 30. Step 1: Plan it. Thursday, May 23, 13
  • 31. ask 10 customers which 3 pieces of content they most want from you. Thursday, May 23, 13
  • 32. goal: drive registration goal: drive active prospects goal: sell goal: collect referrals channel grow network, Twitter, Facebook, blog, LinkedIn drip email & social campaigns sales reps word of mouth type of content ex: 10 tips guides, white papers, discovery events newsletter, success stories, product announcements competitor comparison, product demos referral programs, tell a friend campaigns map your content to your audience Thursday, May 23, 13
  • 33. Step 2: Make it. Thursday, May 23, 13
  • 34. how hubspot publishes 5 blog posts per day: If you are the best at what you do then you have thought leaders. Every key person we hire at HubSpot is a respective thought leader. The problem is they are all busy running the business with very little time to write. And they don’t often write well. If you are to succeed in Google, you need to pull that content out of them by setting a weekly quota for new content from your thought leaders. So find and hire a journalist or two (or more) who know how to write well under deadlines. There are lots of them moving from the old world of print media to digital. Have them interview each thought leader in rotation for 30 to 45 minutes a week. Turn your journalists loose on your bright engineers, your sales gurus, your marketing wizards, your c-level types, your founders. They know amazing things, but they’re all busy. - Mark Roberge, SVP of Sales and Services at Hubspot Thursday, May 23, 13
  • 35. Step 3: Break it. Thursday, May 23, 13
  • 36. a white paper is never just a white paper. Thursday, May 23, 13
  • 37. a white paper is never just a white paper. ebook slideshare video ebook slideshare slideshare video video blog post blog post blog post blog post blog post facebook post facebook post facebook post facebook post facebook post facebook post facebook post facebook post facebook post video Thursday, May 23, 13
  • 38. Step 3: Measure it. Thursday, May 23, 13
  • 39. stage definition sales action marketing action open/interacts with content New lead, has not been contacted by sales. if qualified, begin 7 step contact process if not qualified, enter into drip campaign attempting to contact In the process of sales follow-up. qualified lead, 7 steps to schedule meeting enter into active prospect drip campaign interested Prospect interacts with content, not yet qualified no action enter into drip campaign nurturing Prospect expresses interest, but no near term opportunity no action drip marketing 1-2 x per month, value-add content marketing qualified Prospect fits initial lead qualification criteria. no action provide thought leadership content sales accepted Prospect fits all lead qualification criteria get prospect to commit to meeting provide thought leadership content presentation/demo Sales has scheduled meeting. get permission to present proposal provide case studies/ sales enablement content proposal Sales has presented formal proposal. get verbal agreement provide case studies/ sales enablement content negotiation Prospect has verbally agreed to contract, has not signed maintain communication with prospect no action closed won Customer. take a victory lap no action closed lost Opportunity lost. no action Return to drip marketing campaign. sample lead measurement chart. featuring content from @heinzmarketing Thursday, May 23, 13
  • 40. Step 4: Score it. Thursday, May 23, 13
  • 41. score description follow-up A1 Perfect fit. Aligned on all lead qualification criteria; ideal prospect profile. Immediate sales call/email within 4 hours of reaching queue. A2 Strong fit. Aligned on most lead qualification criteria; ideal prospect profile Immediate sales call/email within 4 hours of reaching queue. A3 Good fit. Aligned on some lead qualification criteria; partially ideal prospect profile Sales call/email within 2 days of reaching queue. A4 Potential fit. Aligned on some lead qualification criteria or partially ideal prospect profile Sales call/email within 1 week of reaching queue with white paper/case study/content B1 Potential fit. Company is a fit, discovery required to determine need, budget, authority, timing Sales call/email within 1 week of reaching queue with white paper/case study/content B2 Potential fit. Prospect engages with content campaign, qualification required Sales call/email within 1 week of reaching queue, entered in marketing nurture campaign B3 Potential fit. Long term opportunity. Lead is a fit, but has no immediate need. Sales call/email within 1 week of reaching queue, entered in marketing nurture campaign sample lead scoring chart. featuring content from @heinzmarketing Thursday, May 23, 13
  • 42. the secrets to successfully using video in your marketing featuring content from @mattychilds 4. Thursday, May 23, 13
  • 43. of the us internet audience 74% Thursday, May 23, 13
  • 46. high quality videos may cost a lot of $$$$ Thursday, May 23, 13
  • 47. but they’re also the most consumed form of online content. Thursday, May 23, 13
  • 48. How to develop a video marketing plan that doesn’t suck: Thursday, May 23, 13
  • 51. hosting on youtube hosting on your sitevs. • You send visitors away from your site. • You don’t get SEO for your website when your content is on Youtube. • Competitor videos – or completely unrelated videos – show up in the side bar of your videos • You have no control of user experience on Youtube. • You can monitor exactly how users engage with your video content. • Views can become leads in your CRM. • You can control the user experience. • You can measure views, clicks, shares, likes, searches, etc. • You can direct viewers to other videos you’ve made. Thursday, May 23, 13
  • 52. “People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.” brian halligan, ceo, hubspot Thursday, May 23, 13
  • 53. are you ready to rethink your demand generation strategy yet? Thursday, May 23, 13
  • 54. about radius Radius provides the most accurate and comprehensive index of insights about small businesses in the US. Radius‘ technology collects and monitors data from hundreds of thousands of online and social sources. The easy-to- use dashboard allows marketers and salespeople to discover new prospects, prioritize leads and synchronize data. see how radius can help you find the right leads for your business. Thursday, May 23, 13