1. Planning B2B Lead Generation
Marketing Programs
A Better B2B Marketing Clinic
Sco$
Armstrong
is
your
presenter
today.
He
is
a
partner
@Brainrider
where
he
specializes
in
be$er
B2B
marke?ng.
@Brainrider

2. Planning Better B2B Marketing
• Driven by your objectives
• Buyer-focused
• Offers more relevant
marketing content
• Identifies programs gaps
• Focused on performance
measurement &
improvement
2
@Brainrider

3. Planning Driven By Your Objectives
3
@Brainrider

4. Prioritizing Measureable Objectives
4
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5. Lead generation is
not about !
you.

6. Your buyer
is in

7. 7

8. 8

9. Offer Relevant Subject Matter Expertise
At Each Buyer Decision Stage
If your
customer
is asking:
What’s my
problem
How do I fix
my problem
Are you
right for me
They
want:
Education
& Thought
Leadership
Solutions
& Product
Suitability
Credentials &
Decision
Support
What to
share
with
them:
@Brainrider
• Trends
• Benchmarks
• Analyst coverage
• 101 Education
• How to guides
• How other people
are solving this
• What is the solution &
how does it work
• Solution comparisons
• Pitfall analysis
• Readiness & suitability
assessments
• How do I choose a
vendor
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• How to buy
• Working with us

10. … Align Your Offers With Your Programs
If your
customer
is asking:
What’s my
problem
ACQUIRE
PROSPECTS
Program
They
Objective:
want:
What to
share
with
them:
@Brainrider
Education
& Thought
Leadership
• Trends
• Benchmarks
• Analyst coverage
• 101 Education
• How to guides
• How other people
are solving this
How do I fix
my problem
Solutions
NURTURE
PROSPECTS
& Product
Suitability
Are you
right for me
Credentials &
Decision
Support
DETERMINE
SALES-­‐READINESS
• What is the solution &
how does it work
• Solution comparisons
• Pitfall analysis
• Readiness & suitability
assessments
• How do I choose a
vendor
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• How to buy
• Working with us

11. Inventory Current Programs By Objective
NURTURE
PROSPECTS
ATTRACT & ACQUIRE
PROSPECTS
VISITORS
@Brainrider
PROSPECTS
QUALIFY
SALES READINESS
ACTIVE
PROSPECTS
MQL/SAL

12. Identify Gaps By Objective
NURTURE
PROSPECTS
ATTRACT & ACQUIRE
PROSPECTS
QUALIFY
SALES READINESS
PPC
Limited SEO
E-Blasts to 3rd Party Lists
Newsletter
Contact Us Form
Resource Center
Featured Download
VISITORS
12
@Brainrider
PROSPECTS
ACTIVE
PROSPECTS
MQL/SAL

13. Test Buyer-Focused Programs
ATTRACT & ACQUIRE
PROSPECTS
q Inbound
q Resource
publishing
&
syndica?on
q Blogging
q SEO
q Onsite
content
&
CTA
merchandizing
q Gated
content
offers
q Form
and
landing
page
op?miza?on
q Social
q Social
publishing
q Social
listening
q Paid
q PPC
q E-­‐Blasts
q Content
sponsorship
13
@Brainrider
NURTURE
PROSPECTS
q Customer
segmenta?on
q Progressive
forms
q Nurturing
ac?ve
prospects
q Auto-­‐responders
q Thank-­‐you
content
q Drip
campaigns
q Nurturing
cold
prospects
q First
visit
follow-­‐up
q Streamed
newsle$ers
QUALIFY
SALES READINESS
q Contact
us
q Sales
Readiness
Offers
q
q
q
q
q
q
q
q
Pricing
info
Request
a
Quote
Trial/Demo
Needs
assessment
Free
consulta?on
ROI
Tool
RFP/RFQ
Guide
Product
Webinars

14. Program Example:
Resource Publishing
Problem: Generate leads, nurture
prospects, support sales with STR subject
matter expertise.
•
•
•
Increase lead generation.
Target hard to reach Oracle BI Publisher Technical users.
Nurture long-sales cycle engagement with STR Software
content.
Solution: BI Publisher University.
•
•
•
•
Develop a centralized “hub” of BI Publisher resources with
links to relevant content developed as part of other
programs.
Opt-in prospects through a content subscription model.
Implement progressive forms to profile engaged
prospects.
Promote BI Publisher University through home page.
carousel, existing nurturing campaigns, social media,
SEO, sponsored advertising and PPC.
Results: “more qualified leads.”
•
•
•
14
10% conversion rate on BIP U content forms, up from
1-2% compared to product-specific collateral.
Improved engagement metrics: a 54% increase in website
visits and a 67% increase in pageviews, plus increases in
average time on page.
Targeted email marketing campaigns to opt-in subscribers
see 25-47% CTR and more qualified sales team
opportunities.
Click
to
view
site

15. Program Example:
Streamed Choose Your Own Adventure Nurturing
Problem: Time consuming, ineffective lead
nurturing.
•
•
•
Do a better job uncovering leads in our database.
Reach more people, more frequently to improve engagement.
Build a more efficient and scalable process.
Solution: New segments, new newsletters, new
opt-in categories.
•
•
•
•
Create content categories aligned with real customer needs and
pains,
Segment Tracom’s existing database based on needs and pains
Implement new communication opt-in preferences.
Execute a segmented newsletter program that ensured any
targeted prospect received a maximum of one email per week.
Results: “we’re engaging with more customers in
a meaningful way, but spending way less time
doing it.”
•
•
•
•
15
Now targeting 25% of their database each month with segmented
messaging.
Click-through rates have increased to between 10%-20% across
all segments.
Improved productivity allowing for weekly newsletter deployment
using the same investment in content development and
newsletter production.
Segment Tracom’s existing database based on needs and pains.
@Brainrider
Click
to
view
preference
center
and
newsle4er
samples

16. Program Example:
Form & Landing Page Optimization
Problem: Better prospect acquisition
& profiling
•
•
•
Do a better job converting traffic into leads.
Capture more complete prospect profiles
Accelerate prospect qualification
Solution: Redesigned landing pages
and progressive forms.
•
•
•
•
Redesigned Landing Pages to increase conversion
Built progressive form logic
Combine lead form data with activity data to
create a complete prospect profile.
Provide multiple touch-points to
qualify prospects at a more rapid rate
Results: “38.6% increase in prospect
acquisition”
•
•
16
Total prospects captured and completion rates
increased during landing page test
Statistical modeling showed a 90% confidence rate
that progressive forms will increase completion
rates for future campaigns
@Brainrider

17. Website Optimization Example:
Buyer Centric Website Redesign
Problem: Dated website design, complex site
management, poor SEO, lack of lead
generation.
•
•
•
Increase lead generation.
Design a customer focused website-experience with a userfriendly Content Management System.
Manage the migration and updating of existing web content.
Solution: Customer-focused WordPress
website.
•
•
•
•
•
Implementing B2B SEO.
Reorganizing their navigation and site map for a customerfocused user experience.
Designing more prominent and visible calls-to-action.
Targeting different levels of engagement: from “Contact Us”
to “Subscribe to Our Newsletter”.
Expanded their content to attract and acquire more
prospects.
Results: “more qualified leads.”
•
•
•
•
•
17
Website was delivered on time and on budget in under 18
weeks.
Unique site visitors are up 25%.
Phone calls are up 286% while form completions are up 42%.
Website generated leads are up 156%.
Segment Tracom’s existing database based on needs and
pains.
Click
to
view
site

18. Measuring & Reporting Performance
• Start by splitting your performance measurement
and reporting into three categories
Business
Marke9ng
Diagnos9cs
@Brainrider
• Opportuni9es/Revenue
Sourced
by
Marke9ng
• Opportuni9es/Revenue
Touched
by
Marke9ng
•
•
•
•
Qualified
Traffic
Acquisi9on
Ac9ve
Prospects
Sales
qualified
leads
• Program
by
program
metrics
designed
to
iden9fy
the
right
offers,
messages,
content,
and
channels

19. Resources For Better B2B Marketing
Evaluate your Content, Website, & Programs with our
Free Better B2B Marketing Checklist
Let’s review your marketing programs
Free 20-minute consultation
Go to Brainrider.com/b2b_cheatsheets
For more helpful B2B Marketing content, visit:
Resources: brainrider.info
Articles: brainrider.com/blog
@Brainrider
www.linkedin.com/company/brainrider
Scott@Brainrider.com