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

16

What they want to hear

What you want to say

Content Ideas

Content Idea Generation

17

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

Email

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

44

45

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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