the perfect b2b lead generation mix
DESCRIPTION
"50% of my marketing doesn\'t work . . . I just don\'t know which 50%" Search for the holy grail of perfect marketing mix is still on, even at the everything-measurable-digital-marketing era. In this presentation we\'ll discuss the recipes of perfect cocktail for B2B Marketing - including social, SEO, SEM, demography based advertisements, offline marketing etc. With case studies from Marketing Campaigns for Cisco Systems, Visa, Hitachi etc. some of the topics will be covered - - Content marketing for Lead generation and Lead Nurturing- Lead Generation through B2B Social media- Lead Generation Search engine marketing for B2B- Lead Qualification and Drip Campaigns- Measuring and Analyzing the perfect mix- Bridging the digital and traditional marketing gapTRANSCRIPT
THE PERFECT B2B LEAD GENERATION MIX Anol Bhattacharya
GETIT COMMSMARKETING SOLUTIONSFOR TECHNOLOGY COMPANIES
insanity |ɪnˈsanəәti|noun [ mass noun ]
DEFINITION OF
Doing the same thing over and over again and expecting different results.
insanity |ɪnˈsanəәti|noun [ mass noun ]
DEFINITION OF
Doing the same thing over and over again and expecting different results.
87.43% of Marketers are Insane!
U Mad?
“50% of my marketing doesn't work... I just don't know which 50%
Email Campaign
Banner Adverts SEM
Social Media
CONVERSION
Not Open
Open
Web Meeting Tele-Call
Web MeetingDownloaded
1
Not Downloaded
LEAD QUALIFICATION THROUGH DRIP CAMPAIGN
25% 25%
50%Prospecting
Qualifying
Proposal
Quote
$$$
Marketing
Sales
LEAD NURTURING
me = r v ( o f + i ) - ( f + a )Messaging Effectiveness = Relevance (Offer Value + Incentive) - (Friction + Anxiety)
LEAD GENERATION CAMPAIGN EFFECTIVENESS
MaclabsTM
“Insert quote that characterizes this
persona in one sentence.”
< Persona Name >
Pellentesque quis facilisis lorem.
Nullam fringilla, est eget pulvinar
elementum, enim erat rhoncus sem,
sit amet vestibulum eros augue
lobortis nulla.
Name
Type Role
< Name >
< Type >
< Role >
Motivations
• Phasellus ut lectus ac diam blandi.
• Phasellus id mauris ipsum.
Goals • Donec venenatis nibh enim.
• Aliquam aliquam, nibh in gravida.
Pain Points
• Praesent libero odio, ullamcorper.
• Aliquam bibendum posuere mollis.
Media Consumption
• Praesent libero odio, ullamcorper.
• Aliquam bibendum posuere mollis.
Social Media Presence
• Duis dignissim mauris sit amet velit.
• Euismod tempor.
PERSONA - TOUCH POINT - CONTENT MATRIX
“Insert quote that characterizes this
persona in one sentence.”
< Persona Name >
Pellentesque quis facilisis lorem.
Nullam fringilla, est eget pulvinar
elementum, enim erat rhoncus sem,
sit amet vestibulum eros augue
lobortis nulla.
Name
Type Role
< Name >
< Type >
< Role >
Motivations
• Phasellus ut lectus ac diam blandi.
• Phasellus id mauris ipsum.
Goals • Donec venenatis nibh enim.
• Aliquam aliquam, nibh in gravida.
Pain Points
• Praesent libero odio, ullamcorper.
• Aliquam bibendum posuere mollis.
Media Consumption
• Praesent libero odio, ullamcorper.
• Aliquam bibendum posuere mollis.
Social Media Presence
• Duis dignissim mauris sit amet velit.
• Euismod tempor.
EDMSEM DISPLAY NETWORK SOCIAL MEDIA
PERSONA 1
PERSONA 2
PERSONA 3
PERSONA - TOUCH POINT - CONTENT MATRIX
“Insert quote that characterizes this
persona in one sentence.”
< Persona Name >
Pellentesque quis facilisis lorem.
Nullam fringilla, est eget pulvinar
elementum, enim erat rhoncus sem,
sit amet vestibulum eros augue
lobortis nulla.
Name
Type Role
< Name >
< Type >
< Role >
Motivations
• Phasellus ut lectus ac diam blandi.
• Phasellus id mauris ipsum.
Goals • Donec venenatis nibh enim.
• Aliquam aliquam, nibh in gravida.
Pain Points
• Praesent libero odio, ullamcorper.
• Aliquam bibendum posuere mollis.
Media Consumption
• Praesent libero odio, ullamcorper.
• Aliquam bibendum posuere mollis.
Social Media Presence
• Duis dignissim mauris sit amet velit.
• Euismod tempor.
EDMSEM DISPLAY NETWORK SOCIAL MEDIA
PERSONA 1
PERSONA 2
PERSONA 3
PERSONA - TOUCH POINT - CONTENT MATRIX
EBOOK INFOGRAPHIC VISUAL EXPLAINER SURVEY
PERSONA 1
PERSONA 2
PERSONA 3
FOR B2B CONTENT IS THE KINGUse 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.
me = rv (of + i) - (f+a)
FOR B2B CONTENT IS THE KINGUse 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.
It’s about ‘their’ business contextNot your PRODUCT
me = rv (of + i) - (f+a)
NOT YOUR GRANDFATHER'S CONTENT ONLY
NOT YOUR GRANDFATHER'S CONTENT ONLY
NOT YOUR GRANDFATHER'S CONTENT ONLY
DO YOU REALLY WANT TO UPSIZE THAT FORM?
me = rv (of + i) - (f+a)
LEAD GENERATION THROUGH SOCIAL MEDIA
Unify My Data Center Facebook Campaign
Unify My Data Center Facebook Campaign
Unify My Data Center Facebook Campaign
LEAD GENERATION THROUGH DIGITAL ADS
Persona / Demography Based Action / Event Based
LEAD GENERATION THROUGH DIGITAL ADS
‣Retargeting
Persona / Demography Based Action / Event Based
ROI MEASUREMENT - ANALYTICS
Traffic - Conversion - Lead Quality
Traffic Source
GO
ROI MEASUREMENT - ANALYTICS : TAG URL
http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2
Short URL Medium Source Campaign
ROI MEASUREMENT - ANALYTICS : TAG URL
http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2
Short URL Medium Source Campaign
Google Analytics URL Builder: http://goo.gl/bCkQ3
ROI MEASUREMENT - ANALYTICS
STARHUB CAMPAIGN
STARHUB CAMPAIGN ANALYTICS
STARHUB CAMPAIGN ANALYTICS
ROI MEASUREMENT - ANALYTICS
Traffic - Conversion - Lead Quality
Traffic Source
GO
http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2
Short URL Medium Source Campaign
“50% of my marketing doesn't work... I just don't know which 50%
“50% of my marketing doesn't work... I just don't know which 50%
B@%#% Please
QUESTIONS?
QUESTIONS?
Y U NO ASK?