Best Practices to Fuel Your Lead Generation

Best Practices to Fuel your Lead
Generation
Heidi Bullock
Senior Director Marketing,
Marketo
@heidi.bullock

© 2014 Marketo, Inc.#mktgnation14
PPC
social
webinars
content
syndication
Retargeting is
so right now- I
better do it.
email
retargeting

retargeting

Source: Optify.net

He needs
more content!
Inbound

Good content powers your lead gen engine
Good content = Optimized performance
Poor content = suboptimal performance

5 golden rules for content
1. Not promotional
2. Relevant for user
3. Closes a gap
4. Well-written
5. Relevant to your company

Step 1: Buyer personas
Who are you selling to?

Step 2: Understand the buyer’s journey

Step 3: Map content to stage
Customer
Stage
Early Stage - Awareness Middle Stage - Evaluate Late Stage - Purchase
Customer
Need
Understand range of
solutions to a problem
Understand product
specifics, comparisons,
brand
Buying terms, buying
options
Marketing
Objective
Be discovered in search,
social, etc. Be trusted
information source.
Be considered – provide
clear value, features,
cost/benefit
Make it easy to buy,
provide proof, reduce
risk
Content
Examples:
Blog, Infographic Case study, ROI
calculator
Pricing, demos
Gated? No Yes Mostly No

When in doubt – dating analogy
No, it’s our first
date! I’m not
ready for a trial
of your software
either!
Will you
marry me?

Step 4: Figure out what you have, what you need

But, how do you create more content without a
team of 40 writers?
My
budget is
cut…
I only have
the PPC
manager…

Content isn’t just whitepapers!
• Blog posts
• Videos
• Podcasts
• SlideShare Presentations
• Infographics
• Moving Infographics
• Activity Books/Worksheets
• Articles

Visual content can help you stand out
VS.eBook - 29,000 Views Slideshare - 367,000 Views

THE 3 R’s OF CONTENT MARKETING Optimization
Repurpose, Rewrite, Retire

Repurpose: Taco Bell Content Strategy

Definitive Guide to MA:
Webinars:
ebooks:
Infographics:

Repurpose blogs
Blog to eBook

Rewrite and redesign
Before After

Retire
I was the best
white paper in
2012.

10 Marketing Program Success Secrets

Success Secret 1: Agree on definitions
1. How do you define a MQL, SQL, opportunity?
2. How do you define a program success?
3. What is the agreed upon time period to measure?

Event example
Defining a lead
Names from a tradeshow?
or
Attended demo, right
demographics?

Success Secret 2: Set goals upfront
What does success look like at different time points?
Pre-Event:
Engagement
# downloads
on your asset
Jan Feb Feb Apr May Jun
Event Example
During Event:
# booth visits,
# demos, #
attended talk
Post-Event:
# downloads on
slides - on follow
up email
Leads ->
Opportunities
15
3 Closed Deals

Social example
Form fill outs
Pipeline
Likes

Success Secret 3: Design programs to be
measureable
Events Example

Success Secret 4: Make it easy for people to
engage

Success Secret 5: Multi-touch promotion
Typical Webinar Promotion:
Series Invite + Big Bang
Press Release
T-2 weeks invite
T-1 weeks invite v2
T-2 days invite
Typical Webinar Confirmation:
Confirmation Email
Reminder 2 days prior –
Email and Boxpilot
Reminder 1 hour prior
Webinar Follow-up:
Minutes after event with
slides
1-2 days later with recording
Phone call (if late stage)

JUNEDATE:

Success Secret 6: Make it scalable
Clone
Complete
Programs
Track Costs and
Tags for
Measurement
Use “Tokens”
To
Parameterize

Reach&
Engagement
SocialLift
Social
Lift
Social
Lift
SocialLift
SocialLift
Landing
Pages
Website Facebook
Pages
Online Ads Email
SocialLift
Events
Success Secret 7: Making every campaign social

• 280 participants
shared (15%)
• 15 qualified for
sweepstakes
• 144 incremental
registrations
• 7.4% increase in
registrations
Example: JumpStart Tour referral results

Success Secret 8: Follow-up fast
1. Email with slides out
within the hour
2. Recording out within
48 hours
3. Immediate sales
notifications and
“interesting moments”
4. Follow-up survey
included requests for a
demo
5. Follow-up offers to
continue engagement

GoodBest
Success Secret 9: Measure ROI

Success Secret 10: Focus on decisions to improve
ROI

Facebook
Test a mix of content offers – make sure they are visual!
Harder offer

Twitter lead gen cards
• Keep your copy
concise and exciting
• Make sure your
imagery is visually
appealing
• Have a clear call to
action
• Synch leads to MA
platform for complete
ROI

Slideshare
• You have a great deck
• Make it very visual and
appealing
• Use the form for
Slideshare

Your blog

Blog – results from subscribe opt-in
From average 14 a week to
145/week - 10X growth!

Webinars
• Consider partnering to extend your reach
• Social promotion
• Calendar (ics files)
• Fast follow-up (slides and recording)
• Post on your website or in nurturing
• You do not have to call it a webinar!

Post-event content
• All sessions posted
to website
• Slides made
available
• Videos made
available
• eBook created from
Keynote session

Paid email campaigns
• Vendor relations
• Relevant and vetted offer
for the audience and
vendor
• Test!
• A/B split – offer one and offer
two
• Consider secondary CTA

Content syndication
• Use mid-stage
content
• Use forms
• Get credit
• Synch leads to
MA platform
for complete
ROI

Tip 1: Anatomy of a Nurture Email
The 30 second summary rule
Secondary CTA

Tip 2: The right cadence – 411 Rule
Do This Not This
I’m
awesome
*Popularized by Tippingpoint Labs and Joe Pulizzi, founder of Junta42 and the Content Marketing Institute

4-1-1 Rule for Nurture
4 1 1

Tip 3: Accelerators for late stage
LT Target

We invest in a broad mix of programs
PPC
Email
Sponsored
Webinars
Paid Social
Strategic PR
Events
Organic Social
Inbound
SEO
Paid Unpaid
Great Content

Know what works and what doesn’t
You have $100K more
this month, where
will you invest it?

Program Analysis
Evaluate programs against metrics that
matter
• Amount of pipeline generated compared to program
spend
• Number of first touch and multi-touch opportunities
created
• Investment per qualified new lead
Look at programs at different time points
• Immediately – did it have the response I expected?
– New names? % New names?
– If it didn’t do what you expect, correct
• 2-4 months later – did it generate opportunities?
• Periodic reassessment – how does the program do
over time?

Which programs bring in a good # of
targets most cost-effectively?
Lead Analysis: Before opportunity data
Where are we
exhausting the lists?

Opportunity Analysis
*Which programs create the most
pipeline for the spend?
Check # of opps to
make sure numbers
aren’t skewed by just
one high $ opportunity
Which program has the lowest
investment per opportunity?

Content ROI
Which content offer performed the best?

Tweetable Takeaways
1. Agree on definitions and success goals
upfront.
2. Design programs to be measureable and
scalable.
3. Map your content to the buying stage
for all programs.
4. Think lean with content – repurpose
when possible.
5. Test and iterate on your programs –
know what works for your business!
@heidi.bullock

Best Practices to Fuel Your Lead Generation

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