The document discusses strategies for maximizing marketing ROI through demand generation, lead scoring, and lead nurturing. It outlines objectives like increasing revenues and conversion rates. It also discusses allocating budgets toward priorities like demand generation, product marketing, and operations. Tactical budgets are often allocated to activities like content creation, email, paid search, and events. The role of demand generation in ROI and strategic campaign workflows are examined.

1. The hidden value of the
marketing budget
Presented by:
Liz Woodbridge
Account Director
@mardevdm2

2. marketing objectives & options
Objectives – What?
Increase revenues – build relationships that create
an increase in demand for more products/services
Example: nurturing programs based on customer needs
Increase speed – accelerate the consideration
process by getting the right information at the right
time to the buyers
Example: behaviour-based auto-responders
Options – How?
Increase conversion – optimise CTAs to get more
buyers to raise their hands
Example: landing page testing and optimisation
Increase efficiency – leverage and scale integrated
marketing communications to maximise ROI
Example: communication templates for re-use or
p p
promotion of campaigns via additional low cost channels

3. where the strategic budget goes
Marketing objectives
that
th t commandd
budgets
Top 3 priorities
demand generation
product marketing
marketing operations
Source: Forrester Research Inc

4. where the tactical budget goes
Website Design
Management | Optimisation 69% 5% 25%
Social Media 69% 4% 27%
Marketing tactics
Virtual Events | Webinars 60% 6% 34%
that get more/less
SEO 60% 5% 35% B2B budget
Email Marketing 59% 6% 35%
increasing investment
Paid Search 49% 11% 40%
decreasing investment
Public Relations 40% 11% 50%
no charge
Telemarketing 32% 13% 54%
Direct Mail 24% 28% 48%
Tradeshows 22% 30% 48%
Print Advertising 15% 39% 47%
Source: MarketingSherpa B2B Marketing Benchmark Survey

5. measuring ROI in stages
Attraction Conversion Life-time Retention
Value
How much What is your What
does it cost to conversion How many percent age
attract each from visitor to transactions of your opt-ins
new visitor or opt-in? does the become paying
prospect? average customers?
customer make
over time? At
what value?

6. challenges measuring ROI
Many marketers do not build metrics
in from the start:
62% of marketers struggle with “turning
data into action
57% say their top bottleneck is
measurement, analysis, and learning
53% of marketers use social media
marketing but find it difficult to measure
the value
44% of marketers are using mobile apps
and are just starting to integrate
with email
Source: 2011 Unica Marketing Survey

7. the role of demand generation in ROI
Demand generation is critical for B2B marketers who need
to get most value from their marketing budget
customer profiling – what does your customer look like?
database segmentation – start simple, group contact data by a common
set of criteria
automated/triggered campaigns – test and see what works, nurture
active customers
outbound promotions – target the same characteristics and behaviours
as your test responders
lead scoring – assign a score to each action that a prospect takes
economic impact – given the current economy, the marketing team needs
to accomplish all of the above in a measured and cost-effective manner

8. strategic campaign workflow
pass to
field sales
microsite
whitepapers
case studies
competitions lead
blogs
forums
scoring
webinars
podcasts
RFQ
pass to
tele sales
tracking and scoring
monitor level of interest based on:
email opens; visits to microsite ; downloads; reading/posting on Blogs

9. lead generation: tactical
ROI-based
Campaign Objectives
reporting
lead definition & qualification
whitepaper download, appointment
target audience leads
company size, business sector, job title email
resource optimisation
Channel Selection
email, digital, telemarketing
Collateral Creation online nurture
case study, whitepapers,
y
webinars
Analyse, Optimise and Adapt
increase what’s working – adapt or
switch off what’s not
tele
Deliverables marketing prospects
volumes, timescales, CPL
reporting

10. multi-touch: microsite driven

11. multi-touch: microsite driven

12. customer retention/development
Who?
leads not ready to buy
customers for upsell/cross-sell
trial/pilot customers, etc.
Marketing challenges/pain points:
leads t
l d not qualified b i id or fi ld sales
lifi d by inside field l
old/dormant leads sitting in CRM
lack of a method to prioritize
no structure to nurture to “sales readiness”
Bottom line
wasted investments in lead generation
decreased marketing department credibility
“We’re changing our sales plan.
decreased sales productivity From now on, instead of trying
to get lots of customers, we’re going to find just one really,
What? really rich person to buy a whole lot of stuff.
segmentation
personalisation
relevant call-to-actions

13. improve ROI with lead scoring
Lead scoring and nurturing improve ROI
Objectives:
improve conversion to qualified leads
improve quality of leads
prioritise follow-up
follow up
harvest dormant leads and re-engage
helps measure channel effectiveness
“We felt that this way, at least your bonus would
reflect some element of personal skill.”

14. strategic nurturing objectives
Lead/customer nurture strategy:
Build trust within your customers and prospects
Educate them:
who are you?
what does the company do?
how does it benefit them?
Establish credibility as experts
Be relevant to the issues/pain points of your different segments
All of the above will help you differentiate your organization as a partner
to the prospect as opposed to a vendor

15. lead nurture: rules of engagement
1. do not initiate contact without a clear objective
2.
2 start with the customer not with your
customer,
product/service
3. pick-up where the interaction left-off
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4. don’t ask the prospect for the same thing more
than once
5. make the interaction personal and personalised
6.
6 deliver information that reflects what you’ve
you ve
learned about them
7. learn about the customers/prospects in bits
p p
... not all at once
Source : Peppers, D., Rogers, M., One to One Fieldbook, 1999

16. defining your lead nurturing program
1.
1 define your objective
2. define the WHO
3. define collateral needed
Touch point:
emails | postcards
phone scripts | letter
Content assets:
white papers | webinars
analyst reports | podcasts
articles | flash demo
research papers
Interactive media:
poll | survey
scorecard | rank yourself
4. map ou the cus o e e pe e ce
ap out e customer experience
5. test and launch
6. ongoing evaluation and monitor
7. keep content fresh

17. dynamic lead scoring model
Score on profile fit and level of engagement
Profile Fit Level of Engagement
A = Target fit (BANT qualified) 1 = Showing buyer interest
B = Potential fit (nurture) 2 = Showing some interest
C = N t hi h enough now
Not high h 3 = N t enough i f
Not h information
ti
D = Not a fit 4 = Inactive
Don’t
D ’t send unqualified l d t sales… nurture
d lifi d leads to l t
Nurturing programs generate on average:
7-10% increase in marketing qualified lead (MQL) generation
> 50% acceptance from sales (SAL)
“Marketing dashboards help address one key tenet
Marketing
of marketing accountability – the transparent communication of results.”
Forrester Research

18. lead scoring and nurturing: best practices
Best practices:
KISS – do not score on too many criteria
as it will be unclear what values are defining
the score
sales and marketing SLA with protocol
around MQL to SQL, follow-up, etc.
focus on scoring criteria that has
standardized values this will facilitate
values,
program execution and ease refinement,
as needed
continuously re-evaluate and tweak the
re evaluate
scoring system
conduct a closed-deal analysis to uncover
insights into conversions

19. measure what matters
Measure what matters for your business
Funnel value
on track to meet revenue targets?
how much revenue from each source?
what is th quality of th pipeline?
h t i the lit f the i li ?
Channel performance
top
t campaigns b l d acceptance
i by lead t
top campaigns by number of high scoring leads
Investment effectiveness
I t t ff ti
which campaigns yield the best returns?

20. marketing performance benchmarks
Performance benchmarks
track improvement over time
against KPIs
prioritise & launch
enhancements based on
business objectives
monitor demand generation
process and measure its
impact to revenues
“It has come to my attention that you are taking
performance enhancing drugs. Keep up the good work.”

21. thank you
Liz Woodbridge
Account Director
t: 020 8652 4515
e: liz.woodbridge@mardevdm2.com
@lizwoodbridge
Join Us: @mardevdm2