The Six Pillars ofBtoB Lead Generation

Photo by Ben Garvin

6 Pillars of B2B Lead-gen

CONTENT ‘DEVELOPMENT’Pillar number one

Why is the Marketing Automation space talking content?

It’s not software, it’s… the content that converts

Marketo’s Videos Eloqua’s Whitepapers Sales Engine’s webinars

So why is content ‘development’ such a problem?

3 buying stagesx 3 buying personas

= 9 Pieces of content

So why is content ‘development’ such a problem?

3 buying stagesx 3 buying personas

= 9 Pieces of content

x 4 formats/mediums

= 36 Pieces of content

So why is content ‘development’ such a problem?

3 buying stagesx 3 buying personas

= 9 Pieces of content

x 4 formats/mediums

= 36 Pieces of content

+ 96 eNews pieces= 132 pieces of

content

So why is content ‘development’ such a problem?

3 buying stagesx 3 buying personas

= 9 Pieces of content

x 4 formats/mediums

= 36 Pieces of content

+ 96 eNews pieces= 132 pieces of

content

+ 52 weekly

blog posts

+ 12 monthly webinars + SEO landing

pages…

1/keyword

MARKETING AUTOMATIONPillar number two

Marketing Automation

Marketing Automation

AUDIENCE DEVELOPMENTPillar number three

Audience Development

INBOUND LEADS/year1,784 Unique Visitors/mo*

x 4% conversion rate**= 71 MQL/mo

x 5.0% MQL>SAL rate= 43 SAL/year

x 30% SAL>SQL rate= 13 SQL Opportunities

x 40% win rate= 5 Wins

OUTBOUND LEADS/campaign

50,000 Recordsx 0.5% CTR

= 250 MQL/campaignx 2.6% MQL>SAL rate

= 60 SAL/campaign x 30% SAL>SQL rate

= 18 SQL Opportunitiesx 40% win rate

= 7 Wins

*Optify 2012 B2B Marketing Benchmark Report**MarketingExperiments “MarketingResearch: average conversion rates”

Audience Development

• ‘Outbound’ (or inbound) is simply a conversation starter to a two way digital conversation

• IPP more important than ever when ‘first contact’ is a website instead of a trained sales rep

• Content must be developed and delivered to elicit “that’s me”

• Database atrophies at 2% per month

INTEGRATED CAMPAIGNSPillar number four

Integrated Campaigns

EmailSocialSearch

PC/Laptop

Mobile

White papers

Channel

Platform

Content Infographics

Video Articles

Sales

Your website

SALES ENABLEMENTPillar number five

Sales Enablement

Sales Executive• $150,000 TAE• $1M Quota• ASP $50,000• 20 wins needed• 25% win rate• Need 80 SQL’s

• MQL’s are not sales-ready…yet!

• Sales reps are trained to find and qualify ‘sales-ready’ leads

• Out of alignment…• Early stage buyers get

frustrated with ‘sales’ messaging

• Sales gets frustrated calling leads who aren’t sales-ready

• You can’t talk to MQL the same as a sales-ready SQL

Early-stage buyer• Matches IPP• Website visit• White paper

download• No budget• No sales

evaluation

Sales Enablement

Sales Executive• $150,000 TAE• $1M Quota• ASP $50,000• 20 wins needed• 25% win rate• Need 80 SQL’s

Early-stage buyer• Matches IPP• Website visit• White paper

download• No budget• No sales

evaluation

Campaign Sales Playbooks

[Webinar] How to Boost Conversions by 878%

Lead Warming Explained

% Leads converted• Suspects = 0.6%• MQL 3 = 0.7%• MQL 2 = 1.9%• MQL 1 = 5.3%

MQL 1 MQL 2 MQL 30%

100%

200%

300%

400%

500%

600%

700%

800%

900%

1000%878%

321%

124%

% MQL to SAL vs. Suspect to SAL

2.8X

Sales Enablement

Sales Executive• $150,000 TAE• $1M Quota;• ASP $50,000;• 20 Deals to make quota; • 25% win rate;• Need 80 SQL’s

The call for BDR’s80 SQL’s needed

x 50% Marketing sourced÷ 30% SAL>SQL

= 120 SAL’’s needed÷ 5.1% MQL>SAL

= 2,353 MQL’s neededx 5 dials/MQL

= 11,765 Dials÷ 100 dials/day

= 118 days

ANALYTICSPillar number six

Analytics

Metric Measure

# = Quantity Explicit number of records in the funnel stage

% = Quality The percent of records that convert from one stage to the next is dependent on…• Quality of the creative• Quality of the lead

itself

Days = Velocity The speed at which a lead moves through the process

$ = Value Based on sales, the value of a record at each stage

Analytics# Records % Conversion

# Days $ Value

Suspect271,006 2.75%

18 $4.32

MQL7,448 4.47%

23 $157.26

SAL333 27.03%

14 $3,517.33

SQL90 37.78%

7 $13,014.11

Wins34

$34,449.12

$1,171,270.00

AnalyticsThen there was the man who drowned crossing a stream with an average depth of six inches.

- W.I.E. Gates

Analytics

Funnel Entry Point

Email PPC SEO Social Media

Suspect208,470 2.40% 26,730 3.80% 33,502 4.10% 2,304 1.60%

$3.07 66 days $3.23 1 day $12.27 5 days $7.97 1 day

MQL5,003 4.70% 1,017 0.90% 1,368 6.10% 60 8.30%

$128.01 27 days $84.96 21 days $299.16 25 days $498.00 20 days

SAL235 26.20% 9 33.30% 84 27.00% 5 40.00%

$2,723.71 6 days $9,439.72 19 days $4,904.3

1 12 days $6,000.00 18 days

SQL62 36.40% 3 66.70% 23 38.20% 2 50.00%

$10,395.84 6 days $28,347.50 7 days $18,164.

10 9 days $15,000.00 7 days

Wins22 Wins 2 Wins 9 Wins 1 Win

$28,560.00 $42,500.00 $47,550.00 $30,000.00

$628,320.00 $85,000.00 $427,950.00 $30,000.00

6 Pillars of B2B Lead-gen

Sales Engine’s MaaS Offering

Q&A