Quest For The Perfect B2B Lead Generation And Nurturing Cocktail
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Digital Marketing Webinar Quest For The Perfect B2B Lead Generation And Nurturing Cocktail Jan 23, 2015 | Anol Bhattacharya, CEO, GetIT Comms www.digitalvidya.com
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Transcript of Quest For The Perfect B2B Lead Generation And Nurturing Cocktail
Digital Marketing WebinarQuest For The Perfect B2B Lead
Generation And Nurturing CocktailJan 23, 2015 | Anol Bhattacharya, CEO, GetIT Comms
www.digitalvidya.com
QUEST FOR THE PERFECT B2B LEAD
GENERATION AND NURTURING COCKTAIL
Anol Bhattacharya, CEO
MARKETING SOLUTIONSFOR TECHNOLOGY COMPANIES
B2B Purchase Patterns are Changing
of a B2B purchase decision is made even before contacting a sales representative *MarketingSherpa’s Business Technology Marketing Benchmark Guide
80%
Content – the Linchpin of B2B Marketing
4
Website
Blog
Newsletter
Hub & Spoke Model
5
Don’t build your house on rented land.“
6
7
8
9
10
Dimension Data – EnterpriseCloudAsia.com
11
Use Human Language – avoid Gobbledygook
“next generation”, “flexible”, “robust”, “world class”, “scalable”, “easy to use”, “cutting edge”, “mission critical”, “market leading”, “industry standard”, “turnkey”, “groundbreaking”, “interoperable”, “best of breed”, “user friendly”, etc.
Content Tonality
12
Not your PRODUCTIt’s about ‘their’ business context
Content Tonality
13
THE RIDERThe rational mind(Data, ROI)
THE ELEPHANTThe emotional mind(Stories, case studies)
Good Content Should Address
14
Re-Purpose Create Curate
15
Content Audit
Channel – Content MatrixCustomer Lifecycle – Content Matrix
Persona – Content Matrix
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What they want to hear
What you want to say
Content Ideas
Content Idea Generation
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CONVERSION
18
Demographics*Name, email, phone*Job title and designation*Social handlesFirmographics*Company*Industry and business
*Size*Country/City
BANTB (udget)A (uthority)N (eed)T (imeline)
Components of Qualified Lead
Completion
Match / Fit
Engagement
B2B Purchases are a Group DecisionComponents of Qualified Lead
Lead Generation Campaign Effectiveness
me = rv ( of + i ) – ( f + a )
= Relevance ( Offer Value + Incentive ) – ( Friction + Anxiety )
MessagingEffectiveness
me = rv ( of + i ) – ( f + a )
Defining Personae
me = rv ( of + i ) – ( f + a )
Offer Value
Awareness Content (Non-Gated)
Conversion Content (Gated)
Blog posts
Visual Explainer Videos
E-Book
Survey Whitepaper
TOFU / MOFU / BOFU
Aware
Interested
Named
Prospect
Lead
Opportunity
Sales
TOFU
MOFU
BOFU
me = rv ( of + i ) – ( f + a )
Landing Page
me = rv ( of + i ) – ( f + a )
Conversion Form: Progressive Elaboration
me = rv ( of + i ) – ( f + a )
Conversion Form: Anxiety Fields
A/B Testing
Multivariate Testing
ComponentTesting
ClusterTesting
Traffic DriversConsistency and Flow between Traffic Drivers and Landing Page
Email Marketing
Digital Advertisement
Retargeting
Prospects
Visit web page…
…but leave without ‘conversion’
(15 to 30 days) Later, they visit sites running Google Display Network (GDN) or
Yahoo Ad Network…
…and they see YOUR banner ads
Recapture interest – drive back to web
page
X
Facebook Retargeting
Paid Content Syndication
33
Conversion Metrics
Traffic Source
Lead QualityGO
Traffic Conversion
35
LEAD NURTURING AND MARKETING AUTOMATION
35
50%Qualifying
ProposalQuote
$$ $
25% 25%
Prospecting
Fragmented Lead Lifecycle
Search
eDM Campaign
Website
Content
Conference
Trade Show
Lead Definition - Gap between Marketing and Sales
Movement of Prospects within the Funnel
OPEN
NOTOPENED
Web meeting
DOWNLOADED
NOT DOWNLOADED
Tele-call
Web meeting
LEAD SCORING+10
+5
+15
+5
inactive
-10
+20
+25
Completion
Match / Fit
Engagement
TOTAL POINTS
THRESHOLD
SALES FUNNEL
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ADDRESS 6 Ubi Road 1Wintech Centre #06-07Singapore 408726
PHONEFAX
+65 6225 2115+65 6225 2113
EMAIL [email protected]@getitcomms.com
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