As we enter Q4, many marketers are looking at their budgets for 2013. To help you plan, we'll review data from the MarketingSherpa 2012 B2B Marketing Benchmark Report, in which we surveyed 1,745 marketers to gain key marketing insights on lead generation, automation, and personas. In this webinar, you'll learn: 1.) Which lead generation tactics were rated as the most effective, and how you can use them to generate qualified leads 2.) How B2B marketers are allocating their marketing budgets, so attendees can stay on top of new trends and priorities 3.) How one company increased pipeline opportunities by 65%, despite a 40% budget cut 4.) Four steps you can use to evaluate the performance of your marketing activities, and make sound decisions for upcoming strategies.

1. Join the conversation
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@DanielBurstein @davidkonline

2. Planning for 2013:
How to best utilize top lead gen tactics in
the New Year
Provided by:
Nov. 5, 2012

3. Introductions
• Daniel Burstein, Director of Editorial Content
MECLABS/MarketingSherpa
Twitter: @DanielBurstein
• David Kirkpatrick, Senior Reporter
MECLABS/MarketingSherpa
Twitter: @davidkonline
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@DanielBurstein @davidkonline

4. Join the conversation
#SherpaWebinar
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@DanielBurstein @davidkonline

5. MarketingSherpa is a research and publishing
organization serving the marketing community
• MarketingSherpa’s annual
research cycle provides
knowledge for continuous
marketing improvement
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@DanielBurstein @davidkonline

6. Research Background
• 1,745 organizations participated
• 157 charts and analytical commentary
• Key marketing insights on:
• Lead generation
• Automation
• Personas
• Propositions
• Content
• Key success stories
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@DanielBurstein @davidkonline

7. Today, we will discuss..
• Top B2B marketing challenges
• How marketers can stay on top of new B2B trends and
priorities
• How one company increased pipeline opportunities by
65%, despite a 40% budget cut
• 4 steps to evaluate your marketing activities
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@DanielBurstein @davidkonline

8. Planning for 2013 – Lead Generation
3 key steps to optimize every sales funnel
1 Capture
2 Nurture
3 Convert
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@DanielBurstein @davidkonline

9. Poll – What are your top challenges?
Q. Which of the following challenges are most pertinent to your organization?
a. Generating high-quality leads
b. Generating a high volume of leads
c. Generating perceived value in “cutting edge” product benefits
d. Competing in lead generation across multiple mediums
e. Generating public relations “buzz”
f. Marketing to lengthening sales cycles
g. Marketing to a growing numbers of people involved in the buying process
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@DanielBurstein @davidkonline

10. Poll - Results
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11. Capture: Challenges on the rise
• YEAR-OVER-YEAR, average
indications of challenges
continue to grow
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12. CMOs Speak Out on Top Challenges
“The greatest challenge would be limited resources; my role combines
multiple functions as well as requires applying knowledge from
multiple discipline areas.” – 2012 B2B Marketing Benchmark Report
•Limited Resources
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13. Case Study: Background
 Experiment ID: Application Security, Inc.
Location: MarketingSherpa Case Study Library
Test Protocol Number: #CS31636
Research Notes:
Background: A B2B database security provider received a 40% budget cut
and staff reduction.
Goal: To evaluate the performance of their marketing while investing in
activities that generate revenue
Primary research question: How can you determine which marketing
activities are worthwhile of your marketing dollars?
Approach: Monitor various marketing activities while optimizing to
increase the lead volumes delivered to Sales.
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@DanielBurstein @davidkonline

14. Capture: Monitor Multiple Metrics
Measured cost-per-lead:
• CPL ranged from $4 - $100
• Measured the value of opportunities
created by each marketing channel
• Common for a single opportunity to
receive multiple marketing messages
• The team the divided the opportunity
values equally among each marketing
channel
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@DanielBurstein @davidkonline

15. Capture: Adjust Marketing Plan
Expand:
Use of low-cost, high value
activities
Dial Back:
Use of high-cost, low value
activities
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@DanielBurstein @davidkonline

16. Capture: Adjust Marketing Plan
• Adjusted marketing plan to
smaller events to minimize
cost
• Expanded the use of informal
email updates, drip nurturing
and thought-leadership
oriented events
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@DanielBurstein @davidkonline

17. Capture: Negotiate new contracts
• Using CPL analysis, they
determined optimum CPL for
various programs
• They used this to set limits
and get guarantees from
vendors for sponsorships or
other paid media
“They made opportunities available to me that I otherwise wouldn’t have known about.”
-Thomas Vanhorn, CMO, Application Security
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@DanielBurstein @davidkonline

18. Capture: Negotiate new contracts
• For example: The team set CPL limit for a whitepaper hosting deal that
was lower than the vendor’s offer, the vendor responded with new
options to meet their goal.
Estimate lead Determine Negotiate
generation target CPL with vendor
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@DanielBurstein @davidkonline

19. Capture: Test New Tactics
• Online film series
• The team created a six-
“I don’t think you can base everything on episode miniseries and hosted
past results. We spend fair amount of them on a microsite
time trying new stuff to see what sticks.” • User-generated video contest
• The team ran a contest which
-Thomas Vanhorn
asked users to make their own
CMO
Application Security videos
• Finalists received $500 in
prizes
• After their initial analysis, the
team reviewed performance on a
weekly and monthly basis
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@DanielBurstein @davidkonline

20. Case Study: Results
Adjusting
marketing
Negotiating plan
12% Increase in lead volume
new
contracts
Testing
65% Increase in opportunity value
Significant reductions in CPL
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@DanielBurstein @davidkonline

21. Capture: Top Lead Generation Tactics
• Website optimization, SEO and
email are critical – these remain
top three tactics year-after-year
• The role of content
• Must achieve an optimal mix for
YOUR audience
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@DanielBurstein @davidkonline

22. Top of the funnel – Capture leads
Capture
• Build a foundation with
personas, value propositions
and content
• Select an optimal mix of
lead generation tactics for
multichannel engagement
and generation
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@DanielBurstein @davidkonline

23. Planning for 2013 – Lead Generation
3 key steps to optimize every sales funnel
1 Capture
2 Nurture
3 Convert
#sherpawebinar
@DanielBurstein @davidkonline

24. CMOs Speak Out on Top Challenges
“My biggest challenge is generating quality leads. It’s pretty easy
turning on a fire hose of leads for our Sales team, but targeting and
generating pre-qualified leads is a nut we haven't been able to crack.”
– 2012 B2B Marketing Benchmark Report
•Generating Quality Leads
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@DanielBurstein @davidkonline

25. Case Study: Background
 Experiment ID: SciQuest, Inc.
Location: MarketingSherpa Case Study Library
Test Protocol Number: #CS860
Research Notes:
Background: A B2B procurement firm that uses weekly webinars to
generate leads.
Goal: To reduce the number of events and increase relevancy.
Primary research question: How can you determine if fewer webinars is
more effective?
Approach: Properly identify and segment the audience to give them
targeted content.
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@DanielBurstein @davidkonline

26. Nurture: Case study
Challenge: Weekly webinars
were not generating volume
and quality of leads needed to
meet goals for the
collaborative procurement and
supplier management
solutions company
Approach: Properly identify
and segment the audience to
give them targeted content.
#sherpawebinar
@DanielBurstein @davidkonline

27. Nurture: Case study
Cleaned up the in-house marketing database and got persona-
specific content to the correct audience:
• They recognized inconsistencies in the way contacts’ job
descriptions were recorded.
• They began standardizing the way contacts were identified. A
dozen standard job description categories were created.
• They hired a summer intern to manually examine each
contact and assign them to one of the 12 standard categories.
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@DanielBurstein @davidkonline

28. Results
• Better segmentation capabilities from their improved
database allowed them to create higher-quality segmented
lists for webinar invites.
• The webinars could now be advertised to the specific
audiences they could benefit.
• An invitation on an advanced webinar for the healthcare
industry, for example, achieved a 4% acceptance rate –
quadrupling the 1% acceptance rate for the company’s basic
webinar invitation…a 300% increase in acceptance rate
 Source: http://www.marketingsherpa.com/article.php?ident=30653
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29. Beyond personas: Using the CRM for
targeting and segmentation
Targeted email promotion
• One week before the webinar, the team sends a dedicated
promotional email about the upcoming event to a select
segment of the house database.
• They track users' past actions in their CRM system to match the
targeted promotion to contacts’ profiles, based on:
- Past webinar attendance
- Past white paper downloads
- Specific article clicks from past newsletters
Source: http://www.marketingsherpa.com/article/how-to/use-email-social-viral-referrals
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@DanielBurstein @davidkonline

30. Key finding: Funnel marketing strategies
demonstrate proven ROI
35% The average lift organizations with a LEAD NURTURING strategy experienced
77% The average lift for organizations with a LEAD SCORING strategy
163% The average lift for organizations using automation
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@DanielBurstein @davidkonline

31. Poll: Expected Changes to Marketing Budgets
Q. Which of the following tactics will you be increasing your marketing investment
in for 2013? Check all that apply.
a. Social media
b. Website upgrades
c. Content
d. Search (SEO / PPC)
e. Landing page optimization
f. Online advertising
g. Email
h. Direct Mail
i. Print advertising
j. Telemarketing
k. Broadcast advertising
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@DanielBurstein @davidkonline

32. Poll: Results
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33. Nurture: Expected changes to budgets
Budget will decrease Budget will increase
• Organizations
Social media -2% 64%
increasing investments
Website upgrades -6% 55% in social, website and
Content creation -3% 53% content
Search (SEO/PPC) -4% 51%
Landing page optimization
• Inbound strategies
-1% 48%
Online advertising -8% 41%
continue to grow in
Email -5% 39%
popularity
Direct mail -26% 14%
Print advertising -30% 12%
Telemarketing -17% 10%
Broadcast advertising -16% 7%
-40% -20% 0% 20% 40% 60% 80%
Source: ©2012 MarketingSherpa Social Marketing Benchmark Survey
Methodology: Fielded February 2012, N=3,342
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@DanielBurstein @davidkonline

34. Mid-funnel – Nurture leads
Nurture
1. Provide your audience with the
information they want.
2. Consistent communications
that build relationships and
engagement.
#sherpawebinar
@DanielBurstein @davidkonline

35. Planning for 2013 – Lead Generation
3 key steps to optimize every sales funnel
1 Capture
2 Nurture
3 Convert
#sherpawebinar
@DanielBurstein @davidkonline

36. #sherpawebinar
@DanielBurstein @davidkonline

37. CMOs Speak Out on Top Challenges
“Demonstrating marketing's contribution to revenue. Attribution is
always the toughest thing to achieve in trying to demonstrate
alignment and attribution to revenue unless it’s an online portal with a
click to purchase funnel metric in place.” – 2012 B2B Marketing
Benchmark Report
•Attribution to Revenue
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@DanielBurstein @davidkonline

38. Greatest priority is generation, however greatest
challenge is conversion
• The interdependence of lead
generation and conversion
• Marketers prioritize conversion
over more traditional marketing
objectives like branding,
reputation and awareness
• Lead conversion is not simply a
“sales job”
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@DanielBurstein @davidkonline

39. Bottom of the funnel: Convert leads
Convert
• Enable Sales with the
information they need on
prospects and opportunities
• Deliver conversion
nurturing materials to late
funnel prospects to support
the sale
#sherpawebinar
@DanielBurstein @davidkonline

40. Convert: Lead Generation Analysis
New leads
Step #1 – Review closed deals
• Begin with an analysis of the deals that
have closed
• How did these closed deals enter the
system?
• Record number of deals won, total
revenue, average deal size, buyer
persona traits etc. for each channel and
specific campaign
Closed deals
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@DanielBurstein @davidkonline

41. Convert: Lead Generation Analysis
New leads
Step #2 – Review New Leads
• Analyze by lead generation
tactic first
• How many leads?
• How many qualified leads?
• How much did they cost?
• Total lead volume, qualified
lead volume and percentage of
qualified leads per marketing
channel
Closed deals
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@DanielBurstein @davidkonline

42. Convert: Lead Generation Analysis
Step #3 – Ask Sales
• Check in with Sales to gather feedback on
performance of lead generation campaigns
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@DanielBurstein @davidkonline

43. Convert: Lead Generation Analysis
Step #4 – Identify Opportunities
• Use this complimentary data to identify the
most effective channels and campaigns
• Considerations:
• Lead volume
• Qualified lead volume
• Percentage of qualified leads per channel
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@DanielBurstein @davidkonline

44. Marketing Analysis – Metrics that Matter
• Total lead volume
• Qualified lead volume
• Percentage of qualified leads
• Closing rate
• Qualified closing rate
• Average deal size
• Time to close
• Total investment
• CPL (cost-per-lead)
• CPA (cost-per-acquisition)
• CLV (customer lifetime value)
• ROI (return on investment)
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@DanielBurstein @davidkonline

45. Worksheet: Evaluating Lead Generation
Performance
Lead Total Qualified % of Closing Average Time to Total Total CPL (Cost- CPA (Cost- ROI
generation lead lead qualified rate deal size close investment Revenue per-lead) per-
campaign volume volume leads acquisition)
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@DanielBurstein @davidkonline

46. Capture. Nurture. Convert.
Capture
Capture Consider the entire funnel for optimal
lead generation effectiveness
Nurture
Build relationships that progress leads
Nurture through the funnel by using
consistent communications that
are relevant to their needs.
Convert
Convert Partner with Sales and support with
information.
Continually optimize
#sherpawebinar
@DanielBurstein @davidkonline

47. Thank You!
• Daniel Burstein, Director of Editorial Content
MECLABS/MarketingSherpa
Twitter: @DanielBurstein
• David Kirkpatrick, Senior Reporter
MECLABS/MarketingSherpa
Twitter: @davidkonline
#sherpawebinar
@DanielBurstein @davidkonline