The CMO Playbook for B2B Lead Gen - slides 012414
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Transcript of The CMO Playbook for B2B Lead Gen - slides 012414
![Page 1: The CMO Playbook for B2B Lead Gen - slides 012414](https://reader033.fdocuments.us/reader033/viewer/2022052821/5549a2f9b4c905a6758b4fdc/html5/thumbnails/1.jpg)
#123webinar | @webmarketing123
Paul TaylorCEO
January 28th, 2014
The CMO’s Playbook for B2B
Lead Gen
![Page 2: The CMO Playbook for B2B Lead Gen - slides 012414](https://reader033.fdocuments.us/reader033/viewer/2022052821/5549a2f9b4c905a6758b4fdc/html5/thumbnails/2.jpg)
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Engage with us on Social:
Get a consultation:Email us at “[email protected]”
@webmarketing123
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Yes! Just email
Frequently Asked Questions (FAQs)
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About Us
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We are a digital marketing agency focusing on lead gen & revenue.
Search Engine Optimization
Social Media Marketing
Paid Search & Display
Content Development
Top 500 Fastest
Growing Private
US Companies.
![Page 5: The CMO Playbook for B2B Lead Gen - slides 012414](https://reader033.fdocuments.us/reader033/viewer/2022052821/5549a2f9b4c905a6758b4fdc/html5/thumbnails/5.jpg)
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We deliver on revenue.Not just leads & traffic.
Each campaign includes:
Business Research + StrategyCustom Scorecard TrackingAttribution + Data-driven Optimizations
![Page 6: The CMO Playbook for B2B Lead Gen - slides 012414](https://reader033.fdocuments.us/reader033/viewer/2022052821/5549a2f9b4c905a6758b4fdc/html5/thumbnails/6.jpg)
#123webinar | @webmarketing123
1 The Modern CMO ChallengeCapturing the New B2B Buyer
2 Lean Tools for the Digital FrontierFueling Revenue with Lean Marketing
3 Next StepsWinning Online Lead Gen in 2014
On the Agenda
![Page 7: The CMO Playbook for B2B Lead Gen - slides 012414](https://reader033.fdocuments.us/reader033/viewer/2022052821/5549a2f9b4c905a6758b4fdc/html5/thumbnails/7.jpg)
#123webinar | @webmarketing123
1 The Modern CMO ChallengeCapturing the New B2B Buyer
2 Lean Tools for the Digital FrontierFueling Revenue with Lean Marketing
3 Next StepsWinning Online Lead Gen in 2014
On the Agenda
![Page 8: The CMO Playbook for B2B Lead Gen - slides 012414](https://reader033.fdocuments.us/reader033/viewer/2022052821/5549a2f9b4c905a6758b4fdc/html5/thumbnails/8.jpg)
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Capturing the New B2B Buyer
“2/3 of CMOs will be held accountable for ROIby 2015. But, HALF feel insufficiently prepared to provide hard numbers.”
- IBM 2013 CMO Study
1 Increasing ROI Accountability
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Then Now
Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010
Capturing the New B2B Buyer
2 Navigating the Hidden Sales Cycle
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What does a winning lead gen strategy look like?
Capturing the New B2B Buyer
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#123webinar | @webmarketing123
Capturing the New B2B Buyer
A winning lead gen program consists of an integrative outreach and
nurture strategy driven by smart content marketing.
Social
SEO
SEM
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70% of the buyer’s
journey now happens online.
Source: SiriusDecisions
Capturing the New B2B Buyer
It’s now critical to be the first influencer.
![Page 13: The CMO Playbook for B2B Lead Gen - slides 012414](https://reader033.fdocuments.us/reader033/viewer/2022052821/5549a2f9b4c905a6758b4fdc/html5/thumbnails/13.jpg)
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Contacts sales rep directly.
Google searches services.
Reads peer reviews.
Sees competitor display ads.
Discovers blog covering vendor differentiators.
Capturing the New B2B Buyer
Be present at all touch points
*Sample buyer’s journey.
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Source: BtoB Online’s 2013 Marketing
automation study
Capturing the New B2B Buyer
How you can leverage content marketing:
Tailor Content to the Funnel
Push prospects down the funnel with
tailored content for each buyer stage.
1
Create a Nurture Program
Craft a nurture program based on
unique lead behavior.
2
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Over half of B2B marketers will increase their content budget in 2014.
30% of B2B marketing budgets are dedicated to content.
Capturing the New B2B Buyer
Source: B2B Content Marketing – 2014 Benchmarks, Budgets & Trends; MarketingProfs, CMI, BrightCove
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B2B companies with an active content and blog
strategy generate 67% more leads per month
than those who do not.
(Hubspot, The State of Inbound Lead Generation)
Capturing the New B2B Buyer
Content delivers leads.
No Content Strategy
Active Content Strategy
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What does lead gen success look like?
Capturing the New B2B Buyer
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Capturing the New B2B Buyer
Reach a sales & marketing consensus.
$
$
$
To measure which campaigns generate revenue, set up your CRM to track closed deals back to influencing campaigns.
Determine the lead gen money metrics.
Qualified Leads (SQL/MQL)
Sales Pipeline
Closed Deal Revenue
Website traffic
Lead volume
Cost Per Lead
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First three pieces of content we recommend:
$85,000
$60,000
$275,000
$
CampaignRevenue
OpportunityAllocation
SEO Leads
Social Leads
SEM Leads
Reinvest budget into the top performing lead gen channels.
Evaluate lead gen campaigns based on revenue rather than
lead volume.
Capturing the New B2B Buyer
Reach a sales & marketing consensus.
$
$
$ $ $
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#123webinar | @webmarketing123
1 The Modern CMO ChallengeCapturing the New B2B Buyer
2 Lean Tools for the Digital FrontierFueling Revenue with Lean Marketing
3 Next StepsWinning Online Lead Gen in 2014
On the Agenda
![Page 21: The CMO Playbook for B2B Lead Gen - slides 012414](https://reader033.fdocuments.us/reader033/viewer/2022052821/5549a2f9b4c905a6758b4fdc/html5/thumbnails/21.jpg)
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Where does lean fit in?
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“Agencies & clients that apply lean tools get
33% Better Results.”
- Boston Consulting Group, ‘Cutting Complexity Adding Value’, May 2013.
Fueling Revenue with Lean Marketing
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#123webinar | @webmarketing123
Lean Digital Marketing enables our clients to:
Get results 66% faster.
Cut cost per lead in half.
Experience 2X lead volume.
Gain $8 pipeline revenue for every $1 spent.
Fueling Revenue with Lean Marketing
![Page 24: The CMO Playbook for B2B Lead Gen - slides 012414](https://reader033.fdocuments.us/reader033/viewer/2022052821/5549a2f9b4c905a6758b4fdc/html5/thumbnails/24.jpg)
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We have increased not only the quantity of leads,
but the quality of leads with your efforts. I’m excited about what we’ve been able to accomplish so far and am looking forward to what’s in-store for 2014.”Marina Antestenis,
Director, Integrated Marketing
“
Client Case Study
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#123webinar | @webmarketing123
Challenge
inContact needed a best-in-class digital marketing strategy to stay ahead of the curve in a highly competitive SaaS business segment.
1 Improve digital marketing performance in terms of lead volume, lead quality, and ROI.
2 Prove the value of each digital marketing channel with closed-loop reporting.
Solution
Our team rose to the challenge with two primary countermeasures:
1 Digital Marketing Kaizen 2 Attribution Reporting Model
Client Case Study
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Results
260%Top 10 keywords
lead volume
29%cost per lead
30%
social lead generation
175%QoQ revenue
199%
Client Case Study
In just 5 months we have delivered:
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How did lean drive these results?
Fueling Revenue with Lean Marketing
![Page 28: The CMO Playbook for B2B Lead Gen - slides 012414](https://reader033.fdocuments.us/reader033/viewer/2022052821/5549a2f9b4c905a6758b4fdc/html5/thumbnails/28.jpg)
#123webinar | @webmarketing123
1 2 3 4Define the
RCCM.
Uncover the head of the problem.
Evaluate the Impact vs.
Effort Matrix.
Develop an action plan.
Fueling Revenue with Lean Marketing
Lean accelerates digital results in
4 Steps:
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4 Develop an action plan.
Serves 3 purposes:
1
2
3
Creates a project timeline.
Assigns ownership.
Establishes standard KPIs.
Fueling Revenue with Lean Marketing
![Page 30: The CMO Playbook for B2B Lead Gen - slides 012414](https://reader033.fdocuments.us/reader033/viewer/2022052821/5549a2f9b4c905a6758b4fdc/html5/thumbnails/30.jpg)
#123webinar | @webmarketing123
1 The Modern CMO ChallengeCapturing the New B2B Buyer
2 Lean Tools for the Digital FrontierFueling Revenue with Lean Marketing
3 Next StepsWinning Online Lead Gen in 2014
On the Agenda
![Page 31: The CMO Playbook for B2B Lead Gen - slides 012414](https://reader033.fdocuments.us/reader033/viewer/2022052821/5549a2f9b4c905a6758b4fdc/html5/thumbnails/31.jpg)
#123webinar | @webmarketing123
Accelerate digital lead generation with
4 Key Takeaways:
2
3
Strengthen digital presence to influence the Hidden Sales Cycle.
Invest in a multi-touch attribution model.
Apply lean optimization tactics to agreed upon KPIs.
Next Steps
Conduct a lead generation content audit.
1
4
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Email [email protected] or call 800.619.1570
THANK YOU
Paul TaylorCEO
Meet with our team.
Let us help refine your lead gen strategy to exceed your sales goals.