MARKETING BRIEFSUnlocking the 5 Secrets of

Successful B2B Campaigns

SPEAKER BIO

BONNY PARKER-DAVIESSNR CONTENT STRATEGIST

Obsessed with story-telling and campaign development. As a Content Strategist, I focus on engaging buyers throughout the buying journey with the right message, to the right person, at the right time and most importantly, in the right channel and format.

SPEAKER BIO

ANDREA GLENNHEAD OF CLIENT SUCCESS

15 years of B2B marketing experience specialising in demand creation, lead & funnel management and communications strategies that drive conversion and revenue. Passionate about creating great campaigns that deliver results.

Marketing Briefs Webinar Series

• LBDGA are running a series of 30 minute webinars every 2 weeks.

• Short, focused and free of Marketing jargon.• Upcoming webinars:

• Account Based Marketing on 20th July• Social Selling on 14th September• Demand Centres on 12th October

• Interested in any of the upcoming topics? Email DemandMore@lbdga.com

AGENDA

Unlocking the Secrets of Successful B2B Campaigns:

1. Identifying the right measurements 2. Crafting messages that cut through3. Reducing time to Marketing Qualified Leads4. Feeding the Funnel5. Optimising campaign performance

If you feel like this when you think about your campaigns…

Then you’re in the right webinar!

1. Identifying the right measurements

• Marketing is complicated. Especially Digital Marketing!• You CAN measure (more or less)

everything. But what SHOULD you measure?• You need to understand the difference

between Objectives & KPIs.• Remember, that’s like saying that Gin

and Prosecco are the same thing because they’re both alcoholic!

1. Identifying the right measurements

Leads Contact Us Requested,AQLs, MQLs

Brand Awareness

Impressions, Website Visitors, Form Captures, New contacts within DB

Engagement Bounce rate, LP Conversion, Email

Click Through

Don’t forget to feed the pig!

2. Crafting messages that cut through

• Everyone wants to feel like a special snowflake and be treated as an individual.• Your challenge is that to create

truly personalised messaging is costly and takes a lot of time.• Instead, you need to think about

Biscuits!

BUYER

INSIGHT

TRIGGERS

CHANNELS

AUDIENCE

PRIORITY

BUYER

INSIGHT

TRIGGERS

CHANNELS

AUDIENCE

PRIORITY

2. Crafting messages that cut through

Existing Customers Known Prospects Unknown Prospects

They have a record within our DB & we know that they have bought a our product/solution

They have a record within our DB & we know that they have

not bought our product/solution

They do not have a record within our DB

Cross-sell/Up-sell message Educational message Disruptive messageEducational message

Build on their existing perception of company

Help them to tip the balance & make purchase

Attract their attention & add value

Identify Persona via explicit data capture (Form) or use Job

Title as proxy

Identify Persona via explicit data capture (Form) or use Job

Title as proxy

Identify Persona via explicit data capture (Form) or use

Inbound thread as proxy

How do we identify them?

How do we identify their persona?

Product Message

Corporate Message

3. Reducing time to Marketing Qualified Leads (MQLs)

If this is how it feels when you’re waiting for your pipeline to fill up, then

we’ve got a solution you need to consider!

BUILD

ACTIVATE

BUILD

ACTIVATE

BUILD

ACTIVATE

3. Reducing time to Marketing Qualified Leads

SALES

TIME

MQL

TTMQL

INVE

STM

ENT

Traditional Method of Building Campaigns

ACTIVATE, MEASURE, REFINE

3. Reducing time to Marketing Qualified Leads

BUILD

TTMQL

MQL

TIME

INVE

STM

ENT

Agile Method of Building Campaigns

4. Feed the Funnel

• Purely relying on your existing DB is a well trodden track to mediocre results!• Using Inbound improves your ability to

generate leads.• But there are a range of Inbound

tactics that you could use – so choose wisely!

4. Feed the Funnel

Events PR

Syndicated Conte

ntBlogs

Social Medi

a Advertising

Display

Landing

Page Optimisatio

n

Advocacy

Content

Marketing

Remarketin

g

Search

Engine

Optimisatio

n

Pay Per

Click

Social Medi

a Communities

Data Purch

ase

Programma

tic

Reach L M M M H H M M M L H H M M H

Cost H M H L M L L L M L L M L H H

Effectiveness M L L M H L H H M M H M M L M

Difficulty H M L L M M L H M L H M L L H

Lead Cycle H M L L L M L H M L H L M L M

Score according to their use within Demand Generation programmes

5. Optimising Campaign performance

• Important to remember that optimising is not the same as measuring• It’s not enough to just look at how

many leads you’ve generated• Instead you need to build a series of

measures for each stage of your campaign• Then comes the tricky bit, analysing

the numbers…

5. Improving Performance

% Social Traffic/ # of Visitors

% Email Traffic / # of Visitors

% Organic Search Traffic / # of Visitors

Landing Page Bounce Rate Form Completion

# of Prospects @ Discover # of Prospects @ Consider # of Prospects @ Decide

# of MQLs

# of SALs

# of AQLs

5. Improving Performance

Capture UTM in submissionUpdate first touch fields: UTM values

Update lead source: EloquaUpdate lead status: Inquiry

Lead scoring process: Lead reaches thresholdUpdate lead status: Automation Qualified

Qualifier accepts lead for qualificationUpdate lead status: Tele-qualification

Inquiry passes BANT criteria as part of Tele-prospecting

Update lead status: Tele-qualifiedUpdate lead source: Tele-prospecting

TAL passes BANT criteria Update lead status: Tele-qualified

Inquiry – Inbound

Unknown Visitors

Form Submission

Inquiry – Outbound

AQLTGL

TAL

Sales identify net new lead from separate activity

Update lead status: Sales leadUpdate lead source: Sales Self-

Generated

Closed Won

SGL

Qualifier rejects leadUpdate lead status: Rejected

Update Reject reason

Won businessUpdate opportunity stage: Close Won

Closed Lost

Lost businessUpdate opportunity stage: Close Lost

Sales reject leadUpdate lead status: Rejected

Update Reject reason

Sales accept lead to be followed upUpdate lead status: Contact & Investigation

or Appointment Setting

SAL

SQL

Sales identify lead as opportunityLead converted to opportunity in SFDC, all associated contacts added in Contact Roles

Update opportunity stage: Opportunity Identified

Rejection

Rejection

Lead placed in deferred nurture based on reject reason and/or

other criteria

Lead placed in recycle nurture based on lost reason and/or other

criteria

Lead qualified at an eventLead status: Contact & Investigation or

Appointment Setting Lead source: Event (if non blank)

Event

TQL

RECAP

Unlocking the Secrets of Successful B2B Campaigns:

1. Identifying the right measurements 2. Crafting messages that cut through3. Reducing time to Marketing Qualified

Leads4. Feeding the Funnel5. Improving performance

Question Time

Upcoming Webinars

If you’re looking for more information around some of the topics raised today:

• B2B Nurture Strategy on 3rd August• Gating Strategy on 28th September• Buyer Journeys on 7th December• Waterfall Reporting on 2nd February

Interested in any of the upcoming topics? Email DemandMore@lbdga.com