FUEL that Powers B2B Marketing from Lead Generation to Sales Conversion

March 17 2011

Sponsored by

March 17 2011

FUEL that Powers B2B Marketing from Lead Generation to Sales Conversion

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Introductions

Sponsored by

March 17 2011

FUEL that Powers B2B Marketing from Lead Generation to Sales Conversion

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Introductions

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Introductions

Sponsored by

bull Setting the stage for B2B Marketing Success | FUEL that powers marketing effectiveness from lead generation to sales conversion

bull Building a foundation for lead generation and nurturing programs

bull Persona-based messaging for killer content

bull The effectiveness of lead generation tactics

bull Secrets to High ROI Lead Generation

bull Which tactics drive more leads for less money

bull Lead nurturing strategies

bull Content delivery based on stages of consideration

Todayrsquos agenda

Sponsored by

bull Over 900 B2B marketers surveyed on

bull Top challenges

bull Best marketing tactics

bull Lead scoring nurturing and management

bull Marketing automation

bull Marketing analysis

bull Marketing operations

bull Key finding The B2B marketing environment is changing and becoming increasingly challenging

bull Result of this study ndash MarketingSherparsquos FUEL methodology to power marketing effectiveness from lead generation to sales conversion

Research Background

Sponsored by

bull B2B marketing challenges are becoming more pertinent to organizations over time

bull Balancing quality and quantity of leads generated

bull Sales cycles becoming more complex

The Growing Challenges facing B2B Marketers

34

36

36

37

41

44

78

33

27

33

37

39

35

69

Marketing to a growing number of people involved in the buying process

Competing in lead generation across multiple media

Generating public relations ldquobuzzrdquo

Generating perceived value in ldquocutting-edgerdquo product benefits

Marketing to a lengthening sales cycle

Generating a high volume of leads

Generating high-quality leads

2009 2010

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Sponsored by

Sponsored by

FUEL Uphelliphellip and Drive Effectiveness

Find and attract leads

Building a foundation for your

lead generation programs

Mastering essential lead generation

How to select your lead generation mix

Uncover qualified leads

Bridging the gap between Marketing

and Sales

Identifying the Marketing-Sales

funnel

Identifying and qualifying leads

Harvesting high quality leads

Establish automated marketing processes

How to select marketing

automation software

Marketing automation

implementation and upkeep

Lift results

Lead generation analysis

Automation analysis

Metrics that matter

Delivering marketing value to the C-Suite

amp marketing leadership

Sponsored by

bull Why do we need buyer personas

Who are you Targeting Identifying Buyer Personas

Sponsored by

bull What is a buyer persona

A detailed profile that represents an

actual real-life group of your target

audience It includes common interests

motivators and expectations as well as

demographic and other behavioral

characteristics

Who are you Targeting Identifying Buyer Personas

1

Sponsored by

bull Isnrsquot that the same as a target market

Who are you Targeting Identifying Buyer Personas

Target market dictates the list buyer personas dictate what content is delivered to that list

A target market is a profile typically based on demographics such as location company size annual revenue etc Buyer personas are more in-depth profiles that include behavioral characteristics

Sponsored by

Demographic traits

bull Job title amp responsibilities

bull Organization size department size

bull Primary market (B2B B2C B2B2C)

bull Industry

bull Location

bull Budget

Key Buyer Persona Traits

Behaviors

bull Key concerns for purchase

bull Interests

bull Motivation

bull Expectations

bull Decision-making authority

bull Approvals needed for purchase

bull Urgency

bull Goals

bull Familiarity with product service

bull Pain points amp challenges

bull Validation needed for purchase

Sponsored by

bull Step 1 ndash Ask customer-facing departments

bull Step 2 ndash Ask prospects

bull Step 3 ndash Ask customers

bull Step 4 - Mine in-house database

bull What to look for

bull Common traits for ideal customers

bull Large deal sizes short timeframes to purchase most repeat purchases etc

bull Common traits for undesirable customers

bull Returns or refunds smallest deal sizes longest timeframes to purchase

bull Whatrsquos the difference

TIP DOCUMENT YOUR RESEARCH

Researching Buyer Personas10

Qualitative Research

Quantitative Research

Sponsored by

Sample buyer personas

Ideal customer - The B2C retailer with ample resources in house seeking a comprehensive platform to deploy promotional emails to a large list of over 100000 contacts They tend to have a solution in place but are seeking a more in-depth product Their organization has over 500 employees This buyer ldquogets itrdquo and has a clear understanding and value for the benefits of the product This buyer has ample resources both financial and departmental

Worst customer - The small business owner with limited marketing resources and experience This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10000 subscribers This buyer is relatively unfamiliar with the benefits of the product over their current free email system

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

bull Over 900 B2B marketers surveyed on

bull Top challenges

bull Best marketing tactics

bull Lead scoring nurturing and management

bull Marketing automation

bull Marketing analysis

bull Marketing operations

bull Key finding The B2B marketing environment is changing and becoming increasingly challenging

bull Result of this study ndash MarketingSherparsquos FUEL methodology to power marketing effectiveness from lead generation to sales conversion

Research Background

Sponsored by

bull B2B marketing challenges are becoming more pertinent to organizations over time

bull Balancing quality and quantity of leads generated

bull Sales cycles becoming more complex

The Growing Challenges facing B2B Marketers

34

36

36

37

41

44

78

33

27

33

37

39

35

69

Marketing to a growing number of people involved in the buying process

Competing in lead generation across multiple media

Generating public relations ldquobuzzrdquo

Generating perceived value in ldquocutting-edgerdquo product benefits

Marketing to a lengthening sales cycle

Generating a high volume of leads

Generating high-quality leads

2009 2010

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Sponsored by

Sponsored by

FUEL Uphelliphellip and Drive Effectiveness

Find and attract leads

Building a foundation for your

lead generation programs

Mastering essential lead generation

How to select your lead generation mix

Uncover qualified leads

Bridging the gap between Marketing

and Sales

Identifying the Marketing-Sales

funnel

Identifying and qualifying leads

Harvesting high quality leads

Establish automated marketing processes

How to select marketing

automation software

Marketing automation

implementation and upkeep

Lift results

Lead generation analysis

Automation analysis

Metrics that matter

Delivering marketing value to the C-Suite

amp marketing leadership

Sponsored by

bull Why do we need buyer personas

Who are you Targeting Identifying Buyer Personas

Sponsored by

bull What is a buyer persona

A detailed profile that represents an

actual real-life group of your target

audience It includes common interests

motivators and expectations as well as

demographic and other behavioral

characteristics

Who are you Targeting Identifying Buyer Personas

1

Sponsored by

bull Isnrsquot that the same as a target market

Who are you Targeting Identifying Buyer Personas

Target market dictates the list buyer personas dictate what content is delivered to that list

A target market is a profile typically based on demographics such as location company size annual revenue etc Buyer personas are more in-depth profiles that include behavioral characteristics

Sponsored by

Demographic traits

bull Job title amp responsibilities

bull Organization size department size

bull Primary market (B2B B2C B2B2C)

bull Industry

bull Location

bull Budget

Key Buyer Persona Traits

Behaviors

bull Key concerns for purchase

bull Interests

bull Motivation

bull Expectations

bull Decision-making authority

bull Approvals needed for purchase

bull Urgency

bull Goals

bull Familiarity with product service

bull Pain points amp challenges

bull Validation needed for purchase

Sponsored by

bull Step 1 ndash Ask customer-facing departments

bull Step 2 ndash Ask prospects

bull Step 3 ndash Ask customers

bull Step 4 - Mine in-house database

bull What to look for

bull Common traits for ideal customers

bull Large deal sizes short timeframes to purchase most repeat purchases etc

bull Common traits for undesirable customers

bull Returns or refunds smallest deal sizes longest timeframes to purchase

bull Whatrsquos the difference

TIP DOCUMENT YOUR RESEARCH

Researching Buyer Personas10

Qualitative Research

Quantitative Research

Sponsored by

Sample buyer personas

Ideal customer - The B2C retailer with ample resources in house seeking a comprehensive platform to deploy promotional emails to a large list of over 100000 contacts They tend to have a solution in place but are seeking a more in-depth product Their organization has over 500 employees This buyer ldquogets itrdquo and has a clear understanding and value for the benefits of the product This buyer has ample resources both financial and departmental

Worst customer - The small business owner with limited marketing resources and experience This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10000 subscribers This buyer is relatively unfamiliar with the benefits of the product over their current free email system

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

bull B2B marketing challenges are becoming more pertinent to organizations over time

bull Balancing quality and quantity of leads generated

bull Sales cycles becoming more complex

The Growing Challenges facing B2B Marketers

34

36

36

37

41

44

78

33

27

33

37

39

35

69

Marketing to a growing number of people involved in the buying process

Competing in lead generation across multiple media

Generating public relations ldquobuzzrdquo

Generating perceived value in ldquocutting-edgerdquo product benefits

Marketing to a lengthening sales cycle

Generating a high volume of leads

Generating high-quality leads

2009 2010

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Sponsored by

Sponsored by

FUEL Uphelliphellip and Drive Effectiveness

Find and attract leads

Building a foundation for your

lead generation programs

Mastering essential lead generation

How to select your lead generation mix

Uncover qualified leads

Bridging the gap between Marketing

and Sales

Identifying the Marketing-Sales

funnel

Identifying and qualifying leads

Harvesting high quality leads

Establish automated marketing processes

How to select marketing

automation software

Marketing automation

implementation and upkeep

Lift results

Lead generation analysis

Automation analysis

Metrics that matter

Delivering marketing value to the C-Suite

amp marketing leadership

Sponsored by

bull Why do we need buyer personas

Who are you Targeting Identifying Buyer Personas

Sponsored by

bull What is a buyer persona

A detailed profile that represents an

actual real-life group of your target

audience It includes common interests

motivators and expectations as well as

demographic and other behavioral

characteristics

Who are you Targeting Identifying Buyer Personas

1

Sponsored by

bull Isnrsquot that the same as a target market

Who are you Targeting Identifying Buyer Personas

Target market dictates the list buyer personas dictate what content is delivered to that list

A target market is a profile typically based on demographics such as location company size annual revenue etc Buyer personas are more in-depth profiles that include behavioral characteristics

Sponsored by

Demographic traits

bull Job title amp responsibilities

bull Organization size department size

bull Primary market (B2B B2C B2B2C)

bull Industry

bull Location

bull Budget

Key Buyer Persona Traits

Behaviors

bull Key concerns for purchase

bull Interests

bull Motivation

bull Expectations

bull Decision-making authority

bull Approvals needed for purchase

bull Urgency

bull Goals

bull Familiarity with product service

bull Pain points amp challenges

bull Validation needed for purchase

Sponsored by

bull Step 1 ndash Ask customer-facing departments

bull Step 2 ndash Ask prospects

bull Step 3 ndash Ask customers

bull Step 4 - Mine in-house database

bull What to look for

bull Common traits for ideal customers

bull Large deal sizes short timeframes to purchase most repeat purchases etc

bull Common traits for undesirable customers

bull Returns or refunds smallest deal sizes longest timeframes to purchase

bull Whatrsquos the difference

TIP DOCUMENT YOUR RESEARCH

Researching Buyer Personas10

Qualitative Research

Quantitative Research

Sponsored by

Sample buyer personas

Ideal customer - The B2C retailer with ample resources in house seeking a comprehensive platform to deploy promotional emails to a large list of over 100000 contacts They tend to have a solution in place but are seeking a more in-depth product Their organization has over 500 employees This buyer ldquogets itrdquo and has a clear understanding and value for the benefits of the product This buyer has ample resources both financial and departmental

Worst customer - The small business owner with limited marketing resources and experience This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10000 subscribers This buyer is relatively unfamiliar with the benefits of the product over their current free email system

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Sponsored by

Sponsored by

FUEL Uphelliphellip and Drive Effectiveness

Find and attract leads

Building a foundation for your

lead generation programs

Mastering essential lead generation

How to select your lead generation mix

Uncover qualified leads

Bridging the gap between Marketing

and Sales

Identifying the Marketing-Sales

funnel

Identifying and qualifying leads

Harvesting high quality leads

Establish automated marketing processes

How to select marketing

automation software

Marketing automation

implementation and upkeep

Lift results

Lead generation analysis

Automation analysis

Metrics that matter

Delivering marketing value to the C-Suite

amp marketing leadership

Sponsored by

bull Why do we need buyer personas

Who are you Targeting Identifying Buyer Personas

Sponsored by

bull What is a buyer persona

A detailed profile that represents an

actual real-life group of your target

audience It includes common interests

motivators and expectations as well as

demographic and other behavioral

characteristics

Who are you Targeting Identifying Buyer Personas

1

Sponsored by

bull Isnrsquot that the same as a target market

Who are you Targeting Identifying Buyer Personas

Target market dictates the list buyer personas dictate what content is delivered to that list

A target market is a profile typically based on demographics such as location company size annual revenue etc Buyer personas are more in-depth profiles that include behavioral characteristics

Sponsored by

Demographic traits

bull Job title amp responsibilities

bull Organization size department size

bull Primary market (B2B B2C B2B2C)

bull Industry

bull Location

bull Budget

Key Buyer Persona Traits

Behaviors

bull Key concerns for purchase

bull Interests

bull Motivation

bull Expectations

bull Decision-making authority

bull Approvals needed for purchase

bull Urgency

bull Goals

bull Familiarity with product service

bull Pain points amp challenges

bull Validation needed for purchase

Sponsored by

bull Step 1 ndash Ask customer-facing departments

bull Step 2 ndash Ask prospects

bull Step 3 ndash Ask customers

bull Step 4 - Mine in-house database

bull What to look for

bull Common traits for ideal customers

bull Large deal sizes short timeframes to purchase most repeat purchases etc

bull Common traits for undesirable customers

bull Returns or refunds smallest deal sizes longest timeframes to purchase

bull Whatrsquos the difference

TIP DOCUMENT YOUR RESEARCH

Researching Buyer Personas10

Qualitative Research

Quantitative Research

Sponsored by

Sample buyer personas

Ideal customer - The B2C retailer with ample resources in house seeking a comprehensive platform to deploy promotional emails to a large list of over 100000 contacts They tend to have a solution in place but are seeking a more in-depth product Their organization has over 500 employees This buyer ldquogets itrdquo and has a clear understanding and value for the benefits of the product This buyer has ample resources both financial and departmental

Worst customer - The small business owner with limited marketing resources and experience This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10000 subscribers This buyer is relatively unfamiliar with the benefits of the product over their current free email system

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Sponsored by

FUEL Uphelliphellip and Drive Effectiveness

Find and attract leads

Building a foundation for your

lead generation programs

Mastering essential lead generation

How to select your lead generation mix

Uncover qualified leads

Bridging the gap between Marketing

and Sales

Identifying the Marketing-Sales

funnel

Identifying and qualifying leads

Harvesting high quality leads

Establish automated marketing processes

How to select marketing

automation software

Marketing automation

implementation and upkeep

Lift results

Lead generation analysis

Automation analysis

Metrics that matter

Delivering marketing value to the C-Suite

amp marketing leadership

Sponsored by

bull Why do we need buyer personas

Who are you Targeting Identifying Buyer Personas

Sponsored by

bull What is a buyer persona

A detailed profile that represents an

actual real-life group of your target

audience It includes common interests

motivators and expectations as well as

demographic and other behavioral

characteristics

Who are you Targeting Identifying Buyer Personas

1

Sponsored by

bull Isnrsquot that the same as a target market

Who are you Targeting Identifying Buyer Personas

Target market dictates the list buyer personas dictate what content is delivered to that list

A target market is a profile typically based on demographics such as location company size annual revenue etc Buyer personas are more in-depth profiles that include behavioral characteristics

Sponsored by

Demographic traits

bull Job title amp responsibilities

bull Organization size department size

bull Primary market (B2B B2C B2B2C)

bull Industry

bull Location

bull Budget

Key Buyer Persona Traits

Behaviors

bull Key concerns for purchase

bull Interests

bull Motivation

bull Expectations

bull Decision-making authority

bull Approvals needed for purchase

bull Urgency

bull Goals

bull Familiarity with product service

bull Pain points amp challenges

bull Validation needed for purchase

Sponsored by

bull Step 1 ndash Ask customer-facing departments

bull Step 2 ndash Ask prospects

bull Step 3 ndash Ask customers

bull Step 4 - Mine in-house database

bull What to look for

bull Common traits for ideal customers

bull Large deal sizes short timeframes to purchase most repeat purchases etc

bull Common traits for undesirable customers

bull Returns or refunds smallest deal sizes longest timeframes to purchase

bull Whatrsquos the difference

TIP DOCUMENT YOUR RESEARCH

Researching Buyer Personas10

Qualitative Research

Quantitative Research

Sponsored by

Sample buyer personas

Ideal customer - The B2C retailer with ample resources in house seeking a comprehensive platform to deploy promotional emails to a large list of over 100000 contacts They tend to have a solution in place but are seeking a more in-depth product Their organization has over 500 employees This buyer ldquogets itrdquo and has a clear understanding and value for the benefits of the product This buyer has ample resources both financial and departmental

Worst customer - The small business owner with limited marketing resources and experience This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10000 subscribers This buyer is relatively unfamiliar with the benefits of the product over their current free email system

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

FUEL Uphelliphellip and Drive Effectiveness

Find and attract leads

Building a foundation for your

lead generation programs

Mastering essential lead generation

How to select your lead generation mix

Uncover qualified leads

Bridging the gap between Marketing

and Sales

Identifying the Marketing-Sales

funnel

Identifying and qualifying leads

Harvesting high quality leads

Establish automated marketing processes

How to select marketing

automation software

Marketing automation

implementation and upkeep

Lift results

Lead generation analysis

Automation analysis

Metrics that matter

Delivering marketing value to the C-Suite

amp marketing leadership

Sponsored by

bull Why do we need buyer personas

Who are you Targeting Identifying Buyer Personas

Sponsored by

bull What is a buyer persona

A detailed profile that represents an

actual real-life group of your target

audience It includes common interests

motivators and expectations as well as

demographic and other behavioral

characteristics

Who are you Targeting Identifying Buyer Personas

1

Sponsored by

bull Isnrsquot that the same as a target market

Who are you Targeting Identifying Buyer Personas

Target market dictates the list buyer personas dictate what content is delivered to that list

A target market is a profile typically based on demographics such as location company size annual revenue etc Buyer personas are more in-depth profiles that include behavioral characteristics

Sponsored by

Demographic traits

bull Job title amp responsibilities

bull Organization size department size

bull Primary market (B2B B2C B2B2C)

bull Industry

bull Location

bull Budget

Key Buyer Persona Traits

Behaviors

bull Key concerns for purchase

bull Interests

bull Motivation

bull Expectations

bull Decision-making authority

bull Approvals needed for purchase

bull Urgency

bull Goals

bull Familiarity with product service

bull Pain points amp challenges

bull Validation needed for purchase

Sponsored by

bull Step 1 ndash Ask customer-facing departments

bull Step 2 ndash Ask prospects

bull Step 3 ndash Ask customers

bull Step 4 - Mine in-house database

bull What to look for

bull Common traits for ideal customers

bull Large deal sizes short timeframes to purchase most repeat purchases etc

bull Common traits for undesirable customers

bull Returns or refunds smallest deal sizes longest timeframes to purchase

bull Whatrsquos the difference

TIP DOCUMENT YOUR RESEARCH

Researching Buyer Personas10

Qualitative Research

Quantitative Research

Sponsored by

Sample buyer personas

Ideal customer - The B2C retailer with ample resources in house seeking a comprehensive platform to deploy promotional emails to a large list of over 100000 contacts They tend to have a solution in place but are seeking a more in-depth product Their organization has over 500 employees This buyer ldquogets itrdquo and has a clear understanding and value for the benefits of the product This buyer has ample resources both financial and departmental

Worst customer - The small business owner with limited marketing resources and experience This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10000 subscribers This buyer is relatively unfamiliar with the benefits of the product over their current free email system

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

bull Why do we need buyer personas

Who are you Targeting Identifying Buyer Personas

Sponsored by

bull What is a buyer persona

A detailed profile that represents an

actual real-life group of your target

audience It includes common interests

motivators and expectations as well as

demographic and other behavioral

characteristics

Who are you Targeting Identifying Buyer Personas

1

Sponsored by

bull Isnrsquot that the same as a target market

Who are you Targeting Identifying Buyer Personas

Target market dictates the list buyer personas dictate what content is delivered to that list

A target market is a profile typically based on demographics such as location company size annual revenue etc Buyer personas are more in-depth profiles that include behavioral characteristics

Sponsored by

Demographic traits

bull Job title amp responsibilities

bull Organization size department size

bull Primary market (B2B B2C B2B2C)

bull Industry

bull Location

bull Budget

Key Buyer Persona Traits

Behaviors

bull Key concerns for purchase

bull Interests

bull Motivation

bull Expectations

bull Decision-making authority

bull Approvals needed for purchase

bull Urgency

bull Goals

bull Familiarity with product service

bull Pain points amp challenges

bull Validation needed for purchase

Sponsored by

bull Step 1 ndash Ask customer-facing departments

bull Step 2 ndash Ask prospects

bull Step 3 ndash Ask customers

bull Step 4 - Mine in-house database

bull What to look for

bull Common traits for ideal customers

bull Large deal sizes short timeframes to purchase most repeat purchases etc

bull Common traits for undesirable customers

bull Returns or refunds smallest deal sizes longest timeframes to purchase

bull Whatrsquos the difference

TIP DOCUMENT YOUR RESEARCH

Researching Buyer Personas10

Qualitative Research

Quantitative Research

Sponsored by

Sample buyer personas

Ideal customer - The B2C retailer with ample resources in house seeking a comprehensive platform to deploy promotional emails to a large list of over 100000 contacts They tend to have a solution in place but are seeking a more in-depth product Their organization has over 500 employees This buyer ldquogets itrdquo and has a clear understanding and value for the benefits of the product This buyer has ample resources both financial and departmental

Worst customer - The small business owner with limited marketing resources and experience This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10000 subscribers This buyer is relatively unfamiliar with the benefits of the product over their current free email system

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

bull What is a buyer persona

A detailed profile that represents an

actual real-life group of your target

audience It includes common interests

motivators and expectations as well as

demographic and other behavioral

characteristics

Who are you Targeting Identifying Buyer Personas

1

Sponsored by

bull Isnrsquot that the same as a target market

Who are you Targeting Identifying Buyer Personas

Target market dictates the list buyer personas dictate what content is delivered to that list

A target market is a profile typically based on demographics such as location company size annual revenue etc Buyer personas are more in-depth profiles that include behavioral characteristics

Sponsored by

Demographic traits

bull Job title amp responsibilities

bull Organization size department size

bull Primary market (B2B B2C B2B2C)

bull Industry

bull Location

bull Budget

Key Buyer Persona Traits

Behaviors

bull Key concerns for purchase

bull Interests

bull Motivation

bull Expectations

bull Decision-making authority

bull Approvals needed for purchase

bull Urgency

bull Goals

bull Familiarity with product service

bull Pain points amp challenges

bull Validation needed for purchase

Sponsored by

bull Step 1 ndash Ask customer-facing departments

bull Step 2 ndash Ask prospects

bull Step 3 ndash Ask customers

bull Step 4 - Mine in-house database

bull What to look for

bull Common traits for ideal customers

bull Large deal sizes short timeframes to purchase most repeat purchases etc

bull Common traits for undesirable customers

bull Returns or refunds smallest deal sizes longest timeframes to purchase

bull Whatrsquos the difference

TIP DOCUMENT YOUR RESEARCH

Researching Buyer Personas10

Qualitative Research

Quantitative Research

Sponsored by

Sample buyer personas

Ideal customer - The B2C retailer with ample resources in house seeking a comprehensive platform to deploy promotional emails to a large list of over 100000 contacts They tend to have a solution in place but are seeking a more in-depth product Their organization has over 500 employees This buyer ldquogets itrdquo and has a clear understanding and value for the benefits of the product This buyer has ample resources both financial and departmental

Worst customer - The small business owner with limited marketing resources and experience This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10000 subscribers This buyer is relatively unfamiliar with the benefits of the product over their current free email system

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

bull Isnrsquot that the same as a target market

Who are you Targeting Identifying Buyer Personas

Target market dictates the list buyer personas dictate what content is delivered to that list

A target market is a profile typically based on demographics such as location company size annual revenue etc Buyer personas are more in-depth profiles that include behavioral characteristics

Sponsored by

Demographic traits

bull Job title amp responsibilities

bull Organization size department size

bull Primary market (B2B B2C B2B2C)

bull Industry

bull Location

bull Budget

Key Buyer Persona Traits

Behaviors

bull Key concerns for purchase

bull Interests

bull Motivation

bull Expectations

bull Decision-making authority

bull Approvals needed for purchase

bull Urgency

bull Goals

bull Familiarity with product service

bull Pain points amp challenges

bull Validation needed for purchase

Sponsored by

bull Step 1 ndash Ask customer-facing departments

bull Step 2 ndash Ask prospects

bull Step 3 ndash Ask customers

bull Step 4 - Mine in-house database

bull What to look for

bull Common traits for ideal customers

bull Large deal sizes short timeframes to purchase most repeat purchases etc

bull Common traits for undesirable customers

bull Returns or refunds smallest deal sizes longest timeframes to purchase

bull Whatrsquos the difference

TIP DOCUMENT YOUR RESEARCH

Researching Buyer Personas10

Qualitative Research

Quantitative Research

Sponsored by

Sample buyer personas

Ideal customer - The B2C retailer with ample resources in house seeking a comprehensive platform to deploy promotional emails to a large list of over 100000 contacts They tend to have a solution in place but are seeking a more in-depth product Their organization has over 500 employees This buyer ldquogets itrdquo and has a clear understanding and value for the benefits of the product This buyer has ample resources both financial and departmental

Worst customer - The small business owner with limited marketing resources and experience This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10000 subscribers This buyer is relatively unfamiliar with the benefits of the product over their current free email system

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Demographic traits

bull Job title amp responsibilities

bull Organization size department size

bull Primary market (B2B B2C B2B2C)

bull Industry

bull Location

bull Budget

Key Buyer Persona Traits

Behaviors

bull Key concerns for purchase

bull Interests

bull Motivation

bull Expectations

bull Decision-making authority

bull Approvals needed for purchase

bull Urgency

bull Goals

bull Familiarity with product service

bull Pain points amp challenges

bull Validation needed for purchase

Sponsored by

bull Step 1 ndash Ask customer-facing departments

bull Step 2 ndash Ask prospects

bull Step 3 ndash Ask customers

bull Step 4 - Mine in-house database

bull What to look for

bull Common traits for ideal customers

bull Large deal sizes short timeframes to purchase most repeat purchases etc

bull Common traits for undesirable customers

bull Returns or refunds smallest deal sizes longest timeframes to purchase

bull Whatrsquos the difference

TIP DOCUMENT YOUR RESEARCH

Researching Buyer Personas10

Qualitative Research

Quantitative Research

Sponsored by

Sample buyer personas

Ideal customer - The B2C retailer with ample resources in house seeking a comprehensive platform to deploy promotional emails to a large list of over 100000 contacts They tend to have a solution in place but are seeking a more in-depth product Their organization has over 500 employees This buyer ldquogets itrdquo and has a clear understanding and value for the benefits of the product This buyer has ample resources both financial and departmental

Worst customer - The small business owner with limited marketing resources and experience This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10000 subscribers This buyer is relatively unfamiliar with the benefits of the product over their current free email system

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

bull Step 1 ndash Ask customer-facing departments

bull Step 2 ndash Ask prospects

bull Step 3 ndash Ask customers

bull Step 4 - Mine in-house database

bull What to look for

bull Common traits for ideal customers

bull Large deal sizes short timeframes to purchase most repeat purchases etc

bull Common traits for undesirable customers

bull Returns or refunds smallest deal sizes longest timeframes to purchase

bull Whatrsquos the difference

TIP DOCUMENT YOUR RESEARCH

Researching Buyer Personas10

Qualitative Research

Quantitative Research

Sponsored by

Sample buyer personas

Ideal customer - The B2C retailer with ample resources in house seeking a comprehensive platform to deploy promotional emails to a large list of over 100000 contacts They tend to have a solution in place but are seeking a more in-depth product Their organization has over 500 employees This buyer ldquogets itrdquo and has a clear understanding and value for the benefits of the product This buyer has ample resources both financial and departmental

Worst customer - The small business owner with limited marketing resources and experience This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10000 subscribers This buyer is relatively unfamiliar with the benefits of the product over their current free email system

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Sample buyer personas

Ideal customer - The B2C retailer with ample resources in house seeking a comprehensive platform to deploy promotional emails to a large list of over 100000 contacts They tend to have a solution in place but are seeking a more in-depth product Their organization has over 500 employees This buyer ldquogets itrdquo and has a clear understanding and value for the benefits of the product This buyer has ample resources both financial and departmental

Worst customer - The small business owner with limited marketing resources and experience This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10000 subscribers This buyer is relatively unfamiliar with the benefits of the product over their current free email system

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Plotting the Buyer Persona QuadrantAdditional persona

The B2B2C marketer who is fairly educated with the benefits of

the product They often have a solution in-house that they are

unhappy with This buyer has a medium to large sized house list

of 30000 to 100000 subscribers

Ideal customer

The B2C retailer with ample resources in house seeking a

comprehensive platform to deploy promotional emails to a large

list of over 100000 contacts They tend to have a solution in

place but are seeking a more in-depth product Their

organization has over 500 employees This buyer ldquogets itrdquo and

has a clear understanding and value for the benefits of the

product This buyer has ample resources both financial and

departmental

Worst customer

The small business owner with limited Marketing resources and

experience This buyer thinks email marketing should be

inexpensive and they want to deploy messages to a list with

fewer than 10000 subscribers This buyer is relatively unfamiliar

with the benefits of the product over their current free email

system

Additional persona

The B2B marketer with limited resources in house seeking a cost

effective user-friendly system to deploy monthly newsletters

and promotions This buyer has a clear understanding of the

benefits and hopes to make a quick purchasing decision They

may say they ldquoneeded a solution yesterdayrdquo Their organization

has less than 100 employees

Education understanding of key benefits

Potential deal size

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

bull What is a value proposition

Creating the Killer Value Proposition

Your value proposition should define the key reason why you become the best

choice for your ideal customer It should clearly communicate what your company

does and the unique benefits you have over the competition

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

1 What does our company do

- Provide a clear and concise explanation of the product or service your company provides

2 Why should buyers that meet our ideal customer profile buy from us and not one of our competitors

- What key differentiator makes your solution unique and better than your competition for your ideal customer

Questions to Consider in Developing Value Propositions

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Sample Value Propositions

ldquo(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic searchrdquo

-SEO agency

ldquo(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivablesrdquo

-Accounting software solution provider

ldquo(Company C) is the office supply solution standard and a true must-have for todayrsquos busy organizationrdquo

-Office supply provider

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

bull Best practices in developing marketing content

bull Repurposing and reformatting existing content

bull Recruiting authors internally from other departments

bull Outsourcing to an agency

Delivering the Message with High Quality Content

20

27

48

53

64

Utilizing social media to encourage brand advocates to

produce content

Outsourcing to a consultant or

agency

Recruiting authors internally from

other departments

Encouraging customers to

submit testimonials and case studies

Repurposing and reformatting

existing content

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Research

bull What subject matter is going to be both interesting and valuable to our audience

bull What topics does our audience want to learn about

bull Are there any opportunities for us to fill a void

bull What language do they use in their discussions

related to our product or service

bull What formats do they prefer

bull Articles

bull Videos

bull Podcasts

bull Images

bull Etc

Supporting Content Development with Research

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Start by developing a list of targeted key terms includingbull Products

bull Services

bull Industry sectors

bull Technologies

bull Competitors

bull Brands

bull Key issues

bull Industry experts

bull Key employees

bull Recent press releases

bull Key needs and concerns of your audience

Where can we find this information

Supporting Content Development with Research

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

bull The importance of website design management and optimization

bull Growing trend of utilizing inbound marketing tactics

bull The effectiveness of social media

The Effectiveness of B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

bull The expense of website design management and optimization

bull The expense of trade shows

bull Email marketing effectiveness and expense

bull SEO ndash no cost-per-click but not free

The Allocation of B2B Marketing Budgets

4

6

6

7

7

7

8

9

11

12

12

13

Virtual events webinars

Print advertising

Marketing automation lead nurturing

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine optimization (SEO)

Email marketing

Tradeshows

Website design management and optimization

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Inbound Marketing WorkshopSecrets to High ROI Lead Generation

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Effectiveness of Inbound B2B Marketing Tactics

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine optimization (SEO)

Email marketing

Virtual events webinars

Website design management and optimization

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Inbound Marketing

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Inbound Marketing WorkshopWhat is Inbound

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Traditional (Outbound) Marketing is Dying

Interruptions get ignored hellip

CALLER ID

800-555-1234

Annoying

Salesperson

Sponsored by

Why is Inbound Thriving

29

Sponsored by

Inbound Your Way to Lower Cost Leads

Source HubSpot 2011 State of Inbound Marketing Report

Sponsored by

Fix Your Mix amp Optimize for Your Sales Cycle

31

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine hellip

Email marketing

Virtual events webinars

Website hellip

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

4

6

6

7

7

7

8

9

11

12

1213

Virtual events hellip

Print advertising

Marketing automation hellip

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine hellip

Email marketing

Tradeshows

Website hellip

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Efficacy Budget Allocation

Sponsored by

Outbound Channels are Most Expensive

Sponsored by

Inbound Leads Cost the Least

Sponsored by

Inbound Marketing WorkshopExecuting on Inbound Tactics

Sponsored by

What do these have in common

35

Website SEO

Webinar

Email

Sponsored by

Create Repurpose amp Publish Everything

bull Blog Posts

bull Photos

bull Podcasts

bull Videos

bull Presentations

bull Webinars

bull eBooks

bull News Releases

Sponsored by

Increase Frequency to Get More Leads

Sponsored by

Use Content to Draw People Down the Funnel

38

SUSPECT Just Browsing Attract Me

PROSPECT Learning More

LEAD Interested

Nurture amp Engage

1) Different depth amp value of content at each stage

2) Different willingness to share personal data at each stage

Sponsored by

Content for Suspects

39

Sponsored by

Content for Prospects

40

Sponsored by

Content for Leads

41

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Fix Your Mix amp Optimize for Your Sales Cycle

31

10

16

22

23

25

31

35

36

40

43

50

56

59

56

56

52

60

53

57

55

48

43

34

25

21

20

22

9

12

7

5

9

7

Print advertising

Social media

Direct mail

Paid search (PPC)

Tradeshows

Public relations

Telemarketing

Search engine hellip

Email marketing

Virtual events webinars

Website hellip

Very effective Somewhat effective Not effective

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

4

6

6

7

7

7

8

9

11

12

1213

Virtual events hellip

Print advertising

Marketing automation hellip

Social media

Telemarketing

Public relations

Direct mail

Paid search (PPC)

Search engine hellip

Email marketing

Tradeshows

Website hellip

Source MarketingSherpa B2B Marketing Benchmark SurveyMethodology Fielded Aug 2010 N=935

Efficacy Budget Allocation

Sponsored by

Outbound Channels are Most Expensive

Sponsored by

Inbound Leads Cost the Least

Sponsored by

Inbound Marketing WorkshopExecuting on Inbound Tactics

Sponsored by

What do these have in common

35

Website SEO

Webinar

Email

Sponsored by

Create Repurpose amp Publish Everything

bull Blog Posts

bull Photos

bull Podcasts

bull Videos

bull Presentations

bull Webinars

bull eBooks

bull News Releases

Sponsored by

Increase Frequency to Get More Leads

Sponsored by

Use Content to Draw People Down the Funnel

38

SUSPECT Just Browsing Attract Me

PROSPECT Learning More

LEAD Interested

Nurture amp Engage

1) Different depth amp value of content at each stage

2) Different willingness to share personal data at each stage

Sponsored by

Content for Suspects

39

Sponsored by

Content for Prospects

40

Sponsored by

Content for Leads

41

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Outbound Channels are Most Expensive

Sponsored by

Inbound Leads Cost the Least

Sponsored by

Inbound Marketing WorkshopExecuting on Inbound Tactics

Sponsored by

What do these have in common

35

Website SEO

Webinar

Email

Sponsored by

Create Repurpose amp Publish Everything

bull Blog Posts

bull Photos

bull Podcasts

bull Videos

bull Presentations

bull Webinars

bull eBooks

bull News Releases

Sponsored by

Increase Frequency to Get More Leads

Sponsored by

Use Content to Draw People Down the Funnel

38

SUSPECT Just Browsing Attract Me

PROSPECT Learning More

LEAD Interested

Nurture amp Engage

1) Different depth amp value of content at each stage

2) Different willingness to share personal data at each stage

Sponsored by

Content for Suspects

39

Sponsored by

Content for Prospects

40

Sponsored by

Content for Leads

41

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Inbound Leads Cost the Least

Sponsored by

Inbound Marketing WorkshopExecuting on Inbound Tactics

Sponsored by

What do these have in common

35

Website SEO

Webinar

Email

Sponsored by

Create Repurpose amp Publish Everything

bull Blog Posts

bull Photos

bull Podcasts

bull Videos

bull Presentations

bull Webinars

bull eBooks

bull News Releases

Sponsored by

Increase Frequency to Get More Leads

Sponsored by

Use Content to Draw People Down the Funnel

38

SUSPECT Just Browsing Attract Me

PROSPECT Learning More

LEAD Interested

Nurture amp Engage

1) Different depth amp value of content at each stage

2) Different willingness to share personal data at each stage

Sponsored by

Content for Suspects

39

Sponsored by

Content for Prospects

40

Sponsored by

Content for Leads

41

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Inbound Marketing WorkshopExecuting on Inbound Tactics

Sponsored by

What do these have in common

35

Website SEO

Webinar

Email

Sponsored by

Create Repurpose amp Publish Everything

bull Blog Posts

bull Photos

bull Podcasts

bull Videos

bull Presentations

bull Webinars

bull eBooks

bull News Releases

Sponsored by

Increase Frequency to Get More Leads

Sponsored by

Use Content to Draw People Down the Funnel

38

SUSPECT Just Browsing Attract Me

PROSPECT Learning More

LEAD Interested

Nurture amp Engage

1) Different depth amp value of content at each stage

2) Different willingness to share personal data at each stage

Sponsored by

Content for Suspects

39

Sponsored by

Content for Prospects

40

Sponsored by

Content for Leads

41

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

What do these have in common

35

Website SEO

Webinar

Email

Sponsored by

Create Repurpose amp Publish Everything

bull Blog Posts

bull Photos

bull Podcasts

bull Videos

bull Presentations

bull Webinars

bull eBooks

bull News Releases

Sponsored by

Increase Frequency to Get More Leads

Sponsored by

Use Content to Draw People Down the Funnel

38

SUSPECT Just Browsing Attract Me

PROSPECT Learning More

LEAD Interested

Nurture amp Engage

1) Different depth amp value of content at each stage

2) Different willingness to share personal data at each stage

Sponsored by

Content for Suspects

39

Sponsored by

Content for Prospects

40

Sponsored by

Content for Leads

41

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Create Repurpose amp Publish Everything

bull Blog Posts

bull Photos

bull Podcasts

bull Videos

bull Presentations

bull Webinars

bull eBooks

bull News Releases

Sponsored by

Increase Frequency to Get More Leads

Sponsored by

Use Content to Draw People Down the Funnel

38

SUSPECT Just Browsing Attract Me

PROSPECT Learning More

LEAD Interested

Nurture amp Engage

1) Different depth amp value of content at each stage

2) Different willingness to share personal data at each stage

Sponsored by

Content for Suspects

39

Sponsored by

Content for Prospects

40

Sponsored by

Content for Leads

41

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Increase Frequency to Get More Leads

Sponsored by

Use Content to Draw People Down the Funnel

38

SUSPECT Just Browsing Attract Me

PROSPECT Learning More

LEAD Interested

Nurture amp Engage

1) Different depth amp value of content at each stage

2) Different willingness to share personal data at each stage

Sponsored by

Content for Suspects

39

Sponsored by

Content for Prospects

40

Sponsored by

Content for Leads

41

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Use Content to Draw People Down the Funnel

38

SUSPECT Just Browsing Attract Me

PROSPECT Learning More

LEAD Interested

Nurture amp Engage

1) Different depth amp value of content at each stage

2) Different willingness to share personal data at each stage

Sponsored by

Content for Suspects

39

Sponsored by

Content for Prospects

40

Sponsored by

Content for Leads

41

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Content for Suspects

39

Sponsored by

Content for Prospects

40

Sponsored by

Content for Leads

41

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Content for Prospects

40

Sponsored by

Content for Leads

41

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Content for Leads

41

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Inbound Marketing WorkshopWhat works for HubSpot

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Lead Generation Vehicles | Test What Works

43

OFFER2010 New

Leads Generated

Conversion to Customer

2010 eBooks 30000+ Moderate2010 Webinars 25000+

Moderate - High2010 Kits 15000+ Moderate - High2010 Free Trials 5000+ High

Quality Quantity

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Elements of a Successful Webinar

44

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Why eBooks amp Webinars are Like PB amp J

bull Webinars = Base of an eBook

ndash Transcribe webinars hellip create eBooks faster

bull Co-Promotion Serial Promotion

bull eBooks Convert Higher due to lower time commitment ndash also easy to share

45

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Consider a Kit for a lsquoFull Blown Mealrsquo

46

bull Kits combine a variety of single-topic content in one package

ndash Blog Posts

ndash Videos

ndash Webinars

ndash eBooks

ndash Etc

bull Great indictor of interests amp challenges

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Whichever Tactic | Nurture Those Leads

bull Additional Content is lsquoNew to Themrsquo

bull Staying in Touch is Proven To

ndashShorten sales cycles

ndashImprove close rates

ndashIncrease deal sizes

47

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

bull What is lead nurturing

bull Ongoing nurturing

-Consistent communications intended to

keep brands on prospects minds

bull Outreach nurturing

- Captures new leads permissions

additional data etc

bull Engagement nurturing

- Targets early stage prospects to build

stronger relationships and increase interest

bull Conversion nurturing

- Targets later stage prospects to convert

bull New customer nurturinghellip

Harvesting High-Quality Leads with Lead Nurturing

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

What is Lead Nurturing and What Isnrsquot

Lead nurturing IS Lead nurturing IS NOT

Providing valuable relevant and timely content to

your audience

Continually sending promotions to your audience

Segmenting your audience to deliver the most

relevant content to various segments

Sending one monthly newsletter out to an entire

database without any regard to segmentation

Calling leads to notify them of a valuable article or

having another valid business reason to make the call

Calling leads once a month to ldquotouch baserdquo and see if

they are ready to buy

Offering content of value to your audience whether

itrsquos self-promotional or not

Offering only self-promotional whitepapers or product

brochures

Providing valuable content and communications to

your audience whether or not they ever buy from you

Intending to encourage a purchase of your product or

service with every interaction

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Step 1 ndash Define segments

bull Deliver highly relevant content by segmenting on multiple factors and developing unique lead nurturing tracks for segments

bull Buyer personas identify traits interests and needs

bull Balance buyer personas with buying cycle stage ndash ongoing outreach engagement conversion and new customer nurturing

Step 2 ndash Collect and develop content

bull Audit your library of existing content

bull Develop content that meets the interests and needs of various buyer personas in specific buying cycle stages

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Step 3 ndash Add a human touch with teleprospecting

bull Collect prospect information - Outreach nurturing

bull Teleprospecting VS telemarketing

Step 4 ndash Further expand the types of lead nurturing touch points

bull Deliver content in the preferred formats of your segments

bull Consider original lead generation campaigns

Step 5 ndash Perfect your timing

bull Deliver content to various segments when they need it the most

bull Timing amp frequency of delivery

bull Scheduled amp triggered nurturing messages

bull Make an educated guess for launch

Step 6 ndash Test test and test again

Six Steps for Establishing Lead Nurturing Campaigns

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Drafting Lead Nurturing Content

Ongoing Outreach Engagement Conversion New customer

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Stage of the buying cycle

Buyer personas

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

Key Takeaways

bull Take a comprehensive approach for greatest results

bull The importance of segmentation

bull Developing high-quality content

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions

Sponsored by

bull Jen Doyle Senior Research Analyst MarketingSherpa

JenLDoyle

JenDoyleMECLABScom

bull Kirsten Knipp Director Product Evangelism HubSpot

kirstenpetra

kknipphubspotcom

Questions