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Op#fy Best Prac#ces LEAD GENERATION CAMPAIGNS
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Optify Best Practices - Lead Generation Campaigns

May 16, 2015

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In this presentation:
- Optify’s framework for lead generation campaigns
- Available lead generation channels
- Planning and setting up lead generation campaigns
- Executing lead generation campaigns
- Measure and report on campaigns
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Page 1: Optify Best Practices - Lead Generation Campaigns

Op#fy  Best  Prac#ces  LEAD  GENERATION  CAMPAIGNS  

Page 2: Optify Best Practices - Lead Generation Campaigns

Page  2   Confiden#al  

•  Op#fy’s  framework  for  lead  genera#on  campaigns  •  Available  lead  genera#on  channels    •  Planning  and  seJng  up  lead  genera#on  campaigns  •  Execu#ng  lead  genera#on  campaigns  •  Measure  and  report  on  campaigns  •  Q&A  

Agenda  

Page 3: Optify Best Practices - Lead Generation Campaigns

Page  3   Confiden#al  

The  B2B  Marke#ng  Loop  Define  the  buyer  

profile  

Set  goals  and  establish  baseline  

Plan  and  set  up  campaigns  

Execute  campaigns  

Deliver  on-­‐target  leads  to  sales  

Measure,  report,  refine  and  start  

over  

Page 4: Optify Best Practices - Lead Generation Campaigns

Page  4   Confiden#al  

Define  your  target  buyer  

Loca#on  

Company  size  

Industry  

Title  

Your  On-­‐Target  Profile  

Page 5: Optify Best Practices - Lead Generation Campaigns

Page  5   Confiden#al  

Where  is  your  target  audience?  •  Search  terms  • Online  publica#ons  •  Social  media  networks,  groups,  pages    • Online  events  • Offline  events  –  tradeshows,  networking  events  •  In  your  database  

Page 6: Optify Best Practices - Lead Generation Campaigns

Page  6   Confiden#al  

Do  you  already  have  on-­‐target  leads?  

Page 7: Optify Best Practices - Lead Generation Campaigns

Page  7   Confiden#al  

The  B2B  Marke#ng  Loop  Define  the  buyer  

profile  

Set  goals  and  establish  baseline  

Plan  and  set  up  campaigns  

Execute  campaigns  

Deliver  on-­‐target  leads  to  sales  

Measure,  report,  refine  and  start  

over  

Page 8: Optify Best Practices - Lead Generation Campaigns

Page  8   Confiden#al  

Set  goals  and  establish  baseline:  Understand  the  business  mechanics  

Page 9: Optify Best Practices - Lead Generation Campaigns

Page  9   Confiden#al  

•  What  is  the  average  sales  price  (ASP)?  

•  What  are  the  business  (revenue)  goals?  

•  How  many  deals  are  required  to  achieve  the  business  goals?  

•  How  long  is  the  sales  cycle?  •  How  many  sales  reps?    

Start  with  the  bodom  line  

Deals  -­‐  $  

Page 10: Optify Best Practices - Lead Generation Campaigns

Page  10   Confiden#al  

Make  your  way  back  

Deals  -­‐  $  

Opportuni#es  

•  What  is  the  win  rate?  •  What  cons#tutes  as  an  Opportunity?  •  Who  creates  opportuni#es?  •  Do  opportuni#es  have  mul#ple  stages?  

What  are  they?  •  What  is  the  average  opportunity  age?  

Page 11: Optify Best Practices - Lead Generation Campaigns

Page  11   Confiden#al  

To  get  to  your  goals  

Deals  -­‐  $  

Opportuni#es  

Leads  

•  What  is  the  conversion  rate  between  leads  to  opportuni#es?  •  Who’s  processing  the  leads?  Who  “owns”  leads?  •  What  happens  with  new  leads?  •  What  happens  to  new  leads  that  don’t  convert?  •  How  fast  leads  are  processed?    

Page 12: Optify Best Practices - Lead Generation Campaigns

Page  12   Confiden#al  

And  understand  your  KPI’s  

Deals  -­‐  $  

Opportuni#es  

Leads  

Visitors  

•  What’s  the  visitor-­‐lead  conversion  rate?  

•  Do  all  leads  come  from  visitors?  

•  Where  do  most  visitors  come  from?  

Page 13: Optify Best Practices - Lead Generation Campaigns

Page  13   Confiden#al  

Establish  baseline  and  validate  goals  

BASELINE  

30K/month    5%  conversion    1,500/month    10%  conversion      150/month    20%  win  rate  30  deals  -­‐  $30K  

GOALS  &  KPI’S  

 35K/month  

   

2,000/month        

225/month      

$45K/month  Deals  -­‐  $  

Opportuni#es  

Leads  

Visitors  

Page 14: Optify Best Practices - Lead Generation Campaigns

Page  14   Confiden#al  

ROI  Calculator  

hdp://www.op#fy.net/forms/inbound-­‐marke#ng-­‐roi-­‐calculator    

Page 15: Optify Best Practices - Lead Generation Campaigns

Page  15   Confiden#al  

The  B2B  Marke#ng  Loop  Define  the  buyer  

profile  

Set  goals  and  establish  baseline  

Plan  and  set  up  campaigns  

Execute  campaigns  

Deliver  on-­‐target  leads  to  sales  

Measure,  report,  refine  and  start  

over  

Page 16: Optify Best Practices - Lead Generation Campaigns

Page  16   Confiden#al  

Plan  and  setup  campaigns  •  Find  your  on-­‐target  leads  •  Design  the  offers  •  Set  up  campaigns    

Page 17: Optify Best Practices - Lead Generation Campaigns

Page  17   Confiden#al  

Where  is  your  target  audience?  •  Search  terms  • Online  publica#ons  •  Social  media  networks,  groups,  pages    • Online  events  • Offline  events  –  tradeshows,  networking  events  •  In  your  database  

Page 18: Optify Best Practices - Lead Generation Campaigns

Page  18   Confiden#al  

The  Offer:  The  Essen#al  Guide  for  B2B  Lead  Genera#on  Campaigns  

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Page  19   Confiden#al  

Landing  Page:  pages.op#fy.net/the-­‐essen#al-­‐guide-­‐for-­‐b2b-­‐lead-­‐genera#on-­‐campaigns      

Page 20: Optify Best Practices - Lead Generation Campaigns

Page  20   Confiden#al  

Offer  §  The  Essen#al  Guide  for  B2B  Lead  Genera#on  Guide  §  An  email  checklist  (one-­‐pager)  

Landing  pages  §  URL:  

hdp://pages.op#fy.net/the-­‐essen#al-­‐guide-­‐for-­‐b2b-­‐lead-­‐genera#on-­‐campaigns    

Thank  you  page   §  hdp://www.op#fy.net/thanks-­‐for-­‐reques#ng-­‐our-­‐white-­‐paper    

Thank  you  email   §  Send  mass  email  to  all  leads  with  addi#onal  content    

Campaign  Details  

§  Campaign  Name:  Lead-­‐Gen-­‐Campaign-­‐Guide  §  Campaign  ID  in  SFDC:  70180000000Qtma  

Tagging   §  Via  Op#fy  

Form  fields   §  No  form  

The  “Flow”  

Page 21: Optify Best Practices - Lead Generation Campaigns

Page  21   Confiden#al  

Traffic  

Website  Leads  

Offline  Leads  Purchased  Leads  

Outbound  Inbound  

Demand  Genera#on  -­‐  Where  Do  Leads  Come  From?  

Core  Website  

Directories  

Blog  

Men#ons,  links,  referrals  

PPC  

Press  coverage  

Search  Engines  

Paid  directories  

Social  Media  

Retarge#ng  

Viral  content  

Referrals  Events  Purchased  lists  

3rd  Party  Lead  Vendors  

CRM  

Display  

Social  Ads  

Content  Syndica#on  

Webinars  

Email  

Affiliates  

Landing  Pages  

Page 22: Optify Best Practices - Lead Generation Campaigns

Page  22   Confiden#al  

Promo#on  checklist  for  new  offers  In-­‐House  Promo?on  Op?ons   Include  in  

Campaign    Email  to  house  list  (blast  or  segmented)   Uri  

Home  page  promo   Jen  

Other  website  page  promos     Uri  

Sales  team  promo#ons   Woody  

Social  media  promo#ons   Jen  

Blog  post   Jeanede  

Add  as  resource  to  our  AppExchange  lis#ng   Jen  

Add  as  offer  to  SEO  page  descrip#ons  (?)  

3rd  Party  Promo?on  Op?ons    

Content  syndica#on   Uri  

3rd  party  email  blast   Jeanede  

3rd  party  webinars   TBD  

Follow  up  email  to  new  leads  (webinar  invita#on)   Uri  

In-­‐House  Promo?on  Op?ons   Included  in  Campaign?   Notes  

Email  to  house  list  (blast  or  segmented)   ✓  Home  page  promo   ✓  

Other  website  page  promos     ✓   Site-­‐wide  banner,  thank  you  pages  banner  

Sales  team  promo#ons   ✓  Social  media  promo#ons   ✓  Blog  post   ✓  Add  as  resource  to  our  AppExchange  lis#ng   No  Add  as  offer  to  SEO  page  descrip#ons   No  Social  media  contest  for  customers  to  share  these  offers?   No  3rd  Party  Promo?on  Op?ons    

Display   No  Content  syndica#on   ✓   If  needed  

3rd  party  email  blast   No   Find  a  list  

3rd  party  webinars   ✓   With  MP  

Other  online  promo#ons?   ?  Add  as  offer  to  PPC  campaign   No  

Page 23: Optify Best Practices - Lead Generation Campaigns

Page  23   Confiden#al  

Set  up  the  promo#ons  hdp://pages.op#fy.net/the-­‐essen#al-­‐guide-­‐for-­‐b2b-­‐lead-­‐genera#on-­‐campaigns?op#fy_r=webinar&op#fy_rd=lead-­‐gen-­‐campaigns      

Page 24: Optify Best Practices - Lead Generation Campaigns

Page  24   Confiden#al  

The  B2B  Marke#ng  Loop  Define  the  buyer  

profile  

Set  goals  and  establish  baseline  

Plan  and  set  up  campaigns  

Execute  campaigns  

Deliver  on-­‐target  leads  to  sales  

Measure,  report,  refine  and  start  

over  

Page 25: Optify Best Practices - Lead Generation Campaigns

Page  25   Confiden#al  

Execu#ng  the  campaigns  •  Use  schedules  to  save  #me  and  control  the  lead  flow  •  Define  and  manage  the  follow  up  process  •  Monitor  performance  in  real  #me  •  Track  overall  cost  

Page 26: Optify Best Practices - Lead Generation Campaigns

Page  26   Confiden#al  

The  B2B  Marke#ng  Loop  Define  the  buyer  

profile  

Set  goals  and  establish  baseline  

Plan  and  set  up  campaigns  

Execute  campaigns  

Deliver  on-­‐target  leads  to  sales  

Measure,  report,  refine  and  start  

over  

Page 27: Optify Best Practices - Lead Generation Campaigns

Page  27   Confiden#al  

Deliver  leads  to  sales  •  Lead  score  –  seJng  up  a  lead  score  built  on  indicators  that  sum  up  to  a  score  threshold  at  which  leads  are  transferred  to  your  sales  team  

•  CRM  Integra#on    •  Lead  Alerts  –  Email  and  Dashboard  •  Daily  email  •  Export  &  Import  

Page 28: Optify Best Practices - Lead Generation Campaigns

Page  28   Confiden#al  

The  B2B  Marke#ng  Loop  Define  the  buyer  

profile  

Set  goals  and  establish  baseline  

Plan  and  set  up  campaigns  

Execute  campaigns  

Deliver  on-­‐target  leads  to  sales  

Measure,  report,  refine  and  start  

over  

Page 29: Optify Best Practices - Lead Generation Campaigns

Page  29   Confiden#al  

Track  and  Measure  

Page 30: Optify Best Practices - Lead Generation Campaigns

Page  30   Confiden#al  

Ques#ons?  

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Page  31   Confiden#al  

Addi#onal  Resources  •  Op#fy  B2B  Lead  Genera#on  Blog  -­‐  hdp://www.op#fy.net/lead-­‐genera#on-­‐sovware-­‐blog  

•  Digital  Marke#ng  Resources  -­‐  hdp://www.op#fy.net/inbound-­‐marke#ng-­‐resources    

•  Op#fy  Help  hdp://help.op#fy.net/entries/20611788-­‐geJng-­‐the-­‐most-­‐from-­‐landing-­‐pages      

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Page  32   Confiden#al  

®uri@op#fy.net              @uribarjoseph                in/uribarjoseph