SugarCon 2010 Presentation - Pardot Introduction to B2B Lead Scoring and Nurturing Campaigns
Greysmoke's 11 Maxims on B2B Demand Generation Campaigns
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Transcript of Greysmoke's 11 Maxims on B2B Demand Generation Campaigns
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Greysmoke’s11 Maxims
On Demand Generation CampaignsFor the Business-to-Business Enterprise
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
About Maxims.
Maxim [noun] An expression of a truth or principle. Especially a truth that has been distilled from many years of experience.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
About Greysmoke.
Greysmoke
An icon in the world of business-to-business marketing. Literally. He’s a symbol, not a real person.
Because he’s an elder marketing campaigner with decades of experience, he’s at the point in both life and career where he can say, do or think whatever he damn well pleases.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Why 11 MaximsOn B2B Demand Generation?
It could have been 1100.
Campaigns are complex business processes that span every marketing discipline
Crushed between complexity and urgency, shortcuts are a frequent occurrence
It’s helpful to remember the steps we should be taking with an eye towards making our campaigns progressively stronger and more productive.
Demand generation is not pretty.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Know the Change.MAXIM
#1
Feel Think Do
Change.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Know the Change.MAXIM
#1
DoFeel Think
B2B Reality
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Chamber the Message.
MAXIM
#2Chamber, in the martial arts,
means to prepare for an action by drawing a limb or weapon to a position where it may be charged with kinetic energy.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
BrandYour universal promise of value.
It remains true regardless of what you sell or to whom.
Product / Service / SolutionWhat is it? Why does it exist?
What is it good for? Whom does it help?
Features / BenefitsHere’s what your product, service or solution does,
and what makes it valuable to your buyers.
Proof PointsDon’t take our word for it: here’s proof. A customer story for example.
Advantages / DifferentiatorsHere’s how your product or solution changes the business lives of your buyers.
And why it does so in a better or at least unique way, compared to your competitors.
Begin with your message architecture.(If you don’t have one, by the way, you’re in serious trouble. Your campaigns will almost certainly underperform.)
Chamber the Message.
MAXIM
#2
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
CampaignWebsite.com
Customer Testimonial: Proof
Point
Cautionary Tale #1: Disadvantage
Customer Story:Proof Point
Product / Service / Solution
Social Media Post:Differentiator
CautionaryTale #2:
Disadvantage
Social Media Post:Advantage
Bran
d M
essa
ges
White papers
Chamber the Message.
MAXIM
#2
And then, develop tactics from the message “stack”
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Chamber the Message.
MAXIM
#2And please don’t over-exert your campaign or your audience (or yourself)!
Do use copy sparingly
Don’t imagine you’re writing poetry
Do tell a simple story repeatedly, but
use diverse communication channels
Don’t make your audience jump
through hoops before presenting an offer
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Know the Fullness of Strategy.
MAXIM
#3
Sales Alignment Target
Audience
Campaign Budget
Campaign Name & Offering
Message Source Campaign
Objectives
Campaign Offers
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Here’s an actual quote from a meeting to set campaign objectives:
“Oh, this will be an awareness campaign. It’ll just have ‘soft’ objectives.”
Awareness activities have metrics, too. Measure everything, or nothing will deliver measured value.
Traps for the
Unwary.
Then, Know the Plan.
MAXIM
#4
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Then, Know the Plan.
MAXIM
#4
Timeline Budget Allocation
Fixed Events
Project Plan
VehiclesMetrics
Database
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Here’s an actual quote from a meeting on campaign budgets:
“We won’t budget for this campaign. We’ll just do emails to our own database.”
Email almost never has the power to meet campaign objectives on its own. No budget means no value!
Traps for the
Unwary.
Then, Know the Plan.
MAXIM
#4
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Be Where Less is More.
MAXIM
#5Ta
rget
Aud
ienc
es: I
ndus
try
& R
egio
n
Product & Solution OfferingsTa
rget
Aud
ienc
es: I
ndus
try
& R
egio
nProduct & Solution Offerings
Campaigns rely upon progressive iteration.
They are likely more successful when fewer in number, but encompassing more touch cycles.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Be Where Less is More.
MAXIM
#5Which means your campaigns can look to your customer like this:
?
Your customer sees her relationship with your company like this:
But your sales & marketing teams
may see it like this:
BU1 BU2 BU3
BRAND
Never let your customer think about your organizational structure!Her relationship should be governed by your brand.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
MAXIM
#6Know thy Ammunition.
There is no silver bullet.There is no perfect tactic. But
there are many quite good ones. Use as many as are available to you for reaching your target audiences.
One thing has never changed: campaigns that rely on a measured mix of tactics perform consistently better than those that don’t.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
MAXIM
#6Know thy Ammunition.
Collateral Customer Stories
CampaignWebsite.com
SHO
RT C
OPY
LON
G CO
PY
Search Engine Keywords
Advertising “Air Cover”
Press Announcements
Social Media Posts
Online Advertising
Blog Posts
Each tactic has its own art & science …and each has a contribution to make to the whole campaign.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
MAXIM
#6Know thy Ammunition.
Save 20%Click here to tell us you’re interested
This productcan saveyou money!
Hello! It’s us.BrandThis is who we are.
OfferingThis is what our companywants to sell.
OfferThis is an incentive to encourage audience response.
Call to ActionThis is the action that we want the audience to take.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
MAXIM
#7No Offer. No Campaign.
Offers are themost
neglected of all campaign assets.
Yet, they’re easily one of the most powerful.
(see Maxim #9)
Save 20%Click here to tell us you’re
interested
This productcan saveyou money!
Hello! It’s us.
This productcan saveyou money!
Click Here.Why? Well, because we’re
nice people and we want to sell you something. Please?
Hello! It’s us.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
MAXIM
#7No Offer. No Campaign.
Offers are not gimmicks.They’re transactions.
“Do you really expect me to believe someone’s going to buy my $1.5 million solution because I offer them a free T-shirt? Don’t be absurd. I have no budget for trinkets & trash, or gewgaws & gimcracks!”
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
MAXIM
#7No Offer. No Campaign.
Attention
Interest
Desire
Action
KnowledgeOffer
Incentive Offer
Personal Premium
Offer
Training Offer
Act Now!Free
T-shirt!!!
Best used for contacts about whom little is known.
White paper /
Webcast
For contacts known to be within the target audience, but not known to be in a buying cycle.
10% off!(act now)
For contacts known to be in a buying cycle(or for those who are already customers).
We’ll throw in
free training
Leverage training courses to sell new products to customers, or to prospects deep in a buying cycle, such as PoC stage.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Hear the Audience.
MAXIM
#8So… you’ve responded to my campaign, have you?
Now what?
I’m interested. Let’s talk further.
Hand over to Sales.
Immediately exit the campaign database.
Maybe some day.But not right now.
Nurture.
Nurture.
Nurture.
Cease your communications at
once!
Unsubscribe.
Monitor for campaign optimization and database erosion.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Hear the Audience.
MAXIM
#8
Touch 1n = 1,000(r = 150)
Touch 2n = 850(r = 50)
Touch 3n = 800
Touch 2n = 150(r = 50)
Touch 3n = 100
Touch 3n = 100
n = size of contact listr = number of responses
150 Responses
50 Responses 50 Responses
In this example of a 3-touch campaign, audience members who accept an offer at each touch point are moved to a different “swim lanes” where they receive different offers.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
If a campaign
fails and no one is there to measure
it, did it ever really fail?
MAXIM
#9Go Where Uplifting Begins
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
MAXIM
#9Go Where Uplifting Begins
PrimaryCampaign Variables
Performance Uplift
Potential
List 35%
Offer 30%
Vehicle 20%
Creative 15%If a campaign
fails and no one is there to measure it,
did it ever really fail?
If you believe creative content is the most important part of a campaign, you’re only 85% wrong.
Decisions about campaign optimization should be governed by Performance Uplift Potential.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
MAXIM
#9Go Where Uplifting Begins
I Beseech Thee:Send Cheaper Leads!Is it better to be efficient or effective?
Both – but each in its proper turn.
Don’t be trapped by the lure of CPL.
And don’t optimize a broken campaign. Either fix it, or discard it.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
MAXIM
#10
The Campaign Is Master
Campaign Databasen = 10,000
Group An =
4,500
Group Bn =
4,500
Controln =
1,000
“Hit ’em all!
We’ve no time for
extravagant testing. Our
entire company
depends on you launching
that email now!”
Campaigns are complex and time-consuming, so please never forgo the opportunity to learn from them.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
MAXIM
#10
The Campaign Is Master
Campaign Databasen = 10,000
Group An =
4,500
Group Bn =
4,500
Controln =
1,000
NoMessage
Offer #1Free White
Paper
Offer #215%
Savings
r = 10 r = 150 r = 225
Here’s why…
Offer #2, a 15% discount, has generated a 5% response vs. 3% for Offer #1. This is a significant difference that should affect future campaign tactics.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Be the Campaign.
MAXIM
#11
be the campaign
be the campaign
be the campaign
be the campaign
be the campaign
be the campaign
be the campaign
Do you love your campaign?
Then be the campaign!
Unheralded heroes of commerce!
Emerge from your cubicles.
If you are proud of your campaigns, speak of that pride.
If you love your campaigns, you must share that love.
And now you can….
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Be the Campaign.
MAXIM
#11Hey Network!
Sorry I’ve been so quiet lately, but I’ve been crunching like mad.
I just launched this killer new campaign. Please check it out and
tell me what you think.
Copyright © 2013, C. B. Egerton, Jr. All rights reserved.
Because campaigns are cool.— Greysmoke