Maximizing Lead Generation and Revenue Using Marketing Automation

@marketingmojo | #mojowebinar | marketing-mojo.com

Presented by

Janet Driscoll Miller

President and CEO, Marketing Mojo

Kelly J. Waffle

Vice President, Strategic Solutions Group, MarketBridge

MAXIMIZING LEAD GENERATION AND REVENUE USING MARKETING AUTOMATION

TODAY’S PRESENTERS

KELLY J. WAFFLE Vice President, Strategic Solutions Group

MarketBridge

+KellyWaffle

JANET DRISCOLL MILLER President and CEO

Marketing Mojo

@janetdmiller +Janet Driscoll Miller

ABOUT MARKETING MOJO

• Originally founded as Search Mojo

• Demand generation marketing firm founded in 2005

› Search engine optimization (SEO)

› Paid media management

» Pay-per-click advertising management (PPC)

» Social media advertising

› Content marketing

› Marketing automation

› Analytics consulting

• Headquartered in Charlottesville, VA

› Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more

OUR CLIENTS

ABOUT MARKETBRIDGE

• Managed marketing services firm with 20-year history working with Fortune 1000 and high-growth clients

• Formula for success:

Digital strategy/programs + data analytics = improved

sales productivity

• Headquartered in Bethesda, MD

› Offices in San Francisco, CA and Sofia, Bulgaria

• Website: www.market-bridge.com

• Blog: http://the-digital-bridge.com

WHY MARKETING AUTOMATION?

HOW MANY WEBSITES PROCESS LEADS

Salesforce.com

Marketing Mojo Website

WHY IS THIS A PROBLEM?

• Salesforce duplicates lead records

• Not everyone wants immediate contact

› Sales cycle of 90 days (sometimes longer)

• Some people may NEVER be qualified leads or buyers

› Learners vs. buyers

ADDING MARKETING AUTOMATION

Salesforce.com Marketing Automation

Search Mojo Website

CASE STUDY: MARKETING MOJO

Salesforce.com Alone Salesforce.com + Marketo

MQLs to Opportunities

Opportunities Won

Time to Close

HOW DO YOU GET SIMILAR RESULTS?

• Two main steps:

› Input leads into

the funnel more

effectively

› Address how you

move leads

through the

funnel

Campaign Management

Lead Management

Pipeline Management

Handoff to Sales CRM

Lead Nurturing

Lead Scoring

Segmentation around

Personas

Qualification Stages

Marketing Qualified Lead

Loyalty & Retention

Sales Engagement & Qualification

Sales Qualified Opportunity

Marketing Automation

Web Landing Pages

Inbound Marketing

Outbound Marketing

Tele-prospecting

Follow-up Lists

Data cleansing, appending, and augmentation

PUTTING LEADS INTO THE FUNNEL

STEPS TO EFFECTIVE LEAD GENERATION WITH MARKETING AUTOMATION

• Understand/Develop Personas

• Optimize Forms

• Target Personas through Demand and Lead Generation Efforts

UNDERSTANDING PERSONAS

• Know your customers and target audience.

› Build personas, even basic

ones, from the information in

your customer database

› Understand their

demographics and behaviors

OPTIMIZE FORMS

• Reduced 9 form fields to only 3

Landing Page Conversion

Long Checkout 0.26%

Short Checkout 1.04%

Increase 300%

Source: Marketing Experiments

OPTIMIZE FORMS

• Propagating a user’s profile over time

• Marketers prioritize the fields to capture

OPTIMIZE FORMS

42.3% of Respondents

Fill Out Additional

Information

OPTIMIZE FORMS

10% used

social login

WHY SOCIAL?

• High level of demographic targeting

Facebook LinkedIn

Likes Industry

Gender Gender

Status Update Title and/or Function

Geographic Region Geographic Region

School Company Size

Age Seniority Level

Google Retargeting ads

focused on financial

planning assets

User Responds to Offer (Fills out form)

User Does Not Respond to Offer

(Doesn’t fill out form)

User clicks on social ad

Mark person as interested in financial planning

Ad targeted towards people with

interests in financial planning

Landing page, focused on

financial planning white paper

TARGETING PERSONAS

CASE STUDY: SCIENCELOGIC

0 100 200 300 400

Conversions

2011 2012

Cost per Lead

2011 2012

SEARCHMOJO.COM

281% 1178% (pipeline) (revenue)

MOVING LEADS THROUGH THE FUNNEL

BUILD A FUNNEL—IT’S VITAL

Great lead generation and management require more than just marketing automation. They require repeatable processes—which the funnel pulls together.

Campaign Management

Lead Management

Pipeline Management

Handoff to Sales CRM

Lead Nurturing

Lead Scoring

Segmentation around

Personas

Qualification Stages

Marketing Qualified Lead

Loyalty & Retention

Sales Engagement & Qualification

Sales Qualified Opportunity

Marketing Automation

Web Landing Pages

Inbound Marketing

Outbound Marketing

Tele-prospecting

Follow-up Lists

Data cleansing, appending, and augmentation

“A whopping 68% of B2B organizations have not identified their funnel.” MarketingSherpa

SPEAK THE SAME LANGUAGE

Marketing talks about:

• “Volume”

• “Activities”

• “Leads”

Sales talks about:

• “Quality”

• “Revenue”

• “Opportunities”

“61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.”

MarketingSherpa

SCORE LEADS TO TRACK FUNNEL ADVANCEMENT

Secret: Lead scoring is easy-to-implement but hard to leverage.

Make sure you are scoring both fit and behavior.

Still not working? Try using behavior triggers, not scores.

“79% of marketers have not established lead scoring.” Marketing Sherpa

NURTURE LEADS TO MAXIMIZE INVESTMENT

“Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.” Forrester

Tip: Before you attack the middle of the funnel, standardize your data with your marketing automation platform by role for better segmentation and more consistent and effective messaging.

Job Title Role

• Chief Financial

Officer

• Chief

Marketing

Officer

• VP, Sales and

Marketing

• VP, Marketing

• VP,

Administration

• Director of

Marketing

• Economic

Buyer/Decision

DEFINE FUNNEL STAGES TOGETHER

• What is an “inquiry”? A “prospect”? A “lead”?

• What is a “Marketing Qualified Lead (MQL)”?

• What does the handoff between Marketing and Sales look like?

“Only 25% of leads are legitimate and should advance to sales.” Gleanster Research

CONTACT

KELLY J. WAFFLE Vice President, Strategic Solutions Group

MarketBridge

+KellyWaffle

JANET DRISCOLL MILLER President and CEO

Marketing Mojo

@janetdmiller +Janet Driscoll Miller

LOOKING FOR HELP?

Contact Marketing Mojo 800-939-5938 ext. 101

jmiller@marketing-mojo.com

MARKETING MOJO Twitter: @MarketingMojo

Facebook: facebook.com/MarketingMojoAgency

Google+: +Marketing Mojo

Contact MarketBridge 1-888-GO-TO-MKT

kwaffle@market-bridge.com

MARKETBRIDGE Twitter: @marketbridge

Facebook: facebook.com/MarketBridge Google+: +MarketBridge

Maximizing Lead Generation and Revenue Using Marketing Automation

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