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LEAD GENERATION AND CONVERSION IN B2B AND B2C MARKETS

LEAD GENERATION AND CONVERSION IN B2B AND B2C MARKETS. Chapter 9. THE GENERIC MARKETING OBJS – CH 1 & 4. WHAT IS A SALES LEAD?. Getting a Person to Self-Identify as a Potential Customer (Decision Maker). GENERATING HIGH QUALITY LEADS A MAJOR CHALLENGE. What is “High Quality?”.

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LEAD GENERATION AND CONVERSION IN B2B AND B2C MARKETS

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  1. LEAD GENERATION AND CONVERSION IN B2B AND B2C MARKETS Chapter 9 Internet Marketing, 3rd ed. Mary Lou Roberts & Debra Zahay-Blatz

  2. THE GENERIC MARKETING OBJS – CH 1 & 4 Internet Marketing, 3rd ed. Mary Lou Roberts & Debra Zahay-Blatz

  3. WHAT IS A SALES LEAD? • Getting a Person to Self-Identify as a Potential Customer (Decision Maker) Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  4. GENERATING HIGH QUALITY LEADSA MAJOR CHALLENGE What is “High Quality?” Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  5. MANY WAYS TO GENERATE LEADS B2B B2C Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  6. IS DEMAND GENERATION THE SAME? Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  7. REMEMBER JUAN VALDEZ? http://www.youtube.com/watch?v=1st6Bjopm2o&feature=related Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  8. MEET JUAN ELOQUA—GROW YOUR REVENUE! http://blog.eloqua.com/introducing-juan-eloqua-the-grande-guides/ Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  9. JUAN ELOQUA GENERATES SALES LEADS Landing Page Email Current Web Page Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz http://www.eloqua.com/grande/

  10. METRICS FOR THE INITIAL CAMPAIGN • We activated well over 1000 inactive contacts • We generated 250 marketing qualified leads • We have four [sales] opportunities in the pipeline as a direct result of this campaign. Joe Chernov, Director of Content, Eloqua Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  11. TWO LESSONS • An Integrated, Ongoing Campaign • B2B Can Be Fun and Creative! Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  12. THE B2B BUYING CYCLE IT IS USUALLY A GROUP PROCESS Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  13. LEAD GENERATION & MANAGEMENT PROCESS Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  14. Generate Leads Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  15. MANY CHANNELS, MANY TECHNIQUES Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  16. KNOW THE TARGET MARKET Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  17. INBOUND MARKETING > EFFICIENCY, EFFECTIVENESS

  18. HUBSPOT LEADING PROPONENT http://www.hubspot.com/marketing-kits/ Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  19. JOE CHERNOV’S CONTENT MARKETING GRID • CONTENT MARKETING • Story Telling • Repurposing Content • INFORMATIONAL CONTENT Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  20. HARD TO ESTIMATE WHAT A LEAD SHOULD COST • Hubspot • Outbound $322 • Inbound $134 • Pontiflex (B2C) • $.88 - $2.00 http://www.fastcompany.com/1667960/how-much-does-a-sales-lead-cost Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  21. THE RIGHT ANSWER? • IS UNIQUE TO EACH COMPANY/BRAND • Depends on Gross Margin, Other Costs Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  22. CAREFULLY MONITOR RESULTS Cloud Marketing Labs (startup) Doyenz • Blog • Public Relations • PPC • Metrics • 1200 Visits • 107 Registered for Webinar • 4 Proposals Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  23. Qualify Leads Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  24. THE QUALIFICATION MODEL • Desire for the product or service • Authority to make the purchase decision • Money, a budget for making the purchase • Need, the product will provide the desired • benefits to the customer Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  25. HUBSPOT QUALIFIES Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  26. GOOD QUALIFICATION LOWERS COSTS,INCREASES CONVERSIONS Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  27. Distribute Leads Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  28. GENERIC DISTRIBUTION MODEL Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  29. SOUNDS SIMPLE? REQUIRES • Good Database • Accurate Scoring Model • Disciplined Operations • COOPERATION BETWEEN MARKETING FUNCTIONS Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  30. Follow Up to Convert Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  31. STEPS IN CONVERSION PROCESS • Identify Conversion Goals & Key Performance Indicators • Define & Acquire Target Profiles • Reach the Right People with the Right Message at the Right time • Organize, Optimize Web Site • Develop Compelling Message • Provide Effective Calls to Action • Enhance Shopping Cart (B2C) and Lead Capture (B2B) Process • Test, Measure, Refine Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  32. WHAT IS A CONVERSION? • Each Firm Must Establish Its Own Definition Based on Its Objectives • Often Multiple Conversion Points • Goals for Various Functions Involved Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  33. THE CONVERSION FUNNEL Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  34. ALL TAKES PLACE IN CONTEXT OF ORGANIZATIONAL INERTIA, CONFLICTING GOALS, PERSONAL/POLITICAL CONFLICTS Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  35. ADDITIONAL ISSUES • Create Personas • Develop Scenarios • Develop, Test, Refine Landing Pages • Map Conversion Paths Through Website Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  36. PERSONA DEVELOPMENT INTERATIVE • Data • Site Analytics, Database Mining, Marketing Research • ‘Creative’ Development • Selection of Priority Targets • Validate Personas with Research • When Ready, Use in Site Development, Marketing Campaigns Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  37. PERSONAS Lisa Listmaker Sammy Specific

  38. SCENARIOS Stories About What Might Happen. How It Might Happen Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  39. LANDING PAGES—EXISTING, CAMPAIGN SPECIFIC • Is There a Product Page That Meets Needs? • Does Campaign Require Separate/Dedicated Landing Page? HOME PAGE—NEVER! Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  40. LANDING PAGES—BEST PRACTICES • Simplicity • Continuity • Relevance Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  41. LANDING PAGES—OPPORTUNITY TOTEST, REFINE • Improved Layout • ‘Chunk Copy’ • Relevance (customer • testimonials) Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  42. PART OF 3-STEP PROCESS • Improve PPC Ad • CTR to Landing Page Up 21% • Fewer Unqualified Clicks • Improve Landing Page • CTR to Forms Page Up 54% • Improve Forms • Number of Forms Submitted Up 97% • METRICS • Conversion Up 272% • Revenue Up 268% • Profit Up 302% Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  43. SIMPLE, HYPOTHETICAL CONVERSION PATH Site Metrics Map Conversion Path(s) Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  44. SUMMARY • Lead Generation, Conversion & Management • Complex, Multi-Step Process • Often Governed By Organizational Issues, Not Marketing • B2B Buying Process – Lengthy, Group • Produce High Quality Sales Leads to Meet Sales Force Requirements • Score and Distribute Leads • Conversion – Hard to Define, Multi-Step, Iterative • Manage the Process • Personas, Scenarios, Landing Pages, Conversion Paths Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

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