7 Habits of High Effective

B2B Marketing Teams

World-class marketing teams are built one habit at a time.

In this SlideShare, we want to share with you the habits and

processes we’ve implemented within the Socedo Marketing Team.

These habits, processes and systems help us diagnose problems

quickly, identify things we can improve and continuously get better at

what we do.

Consistently generate demand and qualified opportunities in a cost-effective, ROI-positive manner

What are we trying to accomplish?

7 Habits of Highly Effective B2B

Marketing Teams

1. Goal-Based Reporting

2. Disciplined experimentation

3. Conduct post-mortems

4. Assign owners to your funnel stages

5. Make revenue-driven marketing plans

6. Score your leads

7. Collaborate with other departments

It doesn’t look like our sales team has enough opportunities to meet our revenue target this quarter, how can marketing help?

“Marketing team - we have a problem…”

Implement goal based reporting to get everyone on the same page.Have a common view of the funnel

Where is the problem?

Traffic

New Visitors by source

TOFU – Are we attracting our

target audience?

MQL by source

SAL

Opportunities

Closed won

MOFU – Are we engaging

enough contacts?

Target Prospects

Engaged prospects

Opt-in target

prospects

BOFU – Are MQLs converting?

Is time to opportunity too long?

Total Leads

(MQL)

To figure out where the problem lies,

Look at your KPIs and break them out by funnel stage.

•Lead Volume

•Velocity

•Conversion rate

Who is the real culprit?

Visitor

Marketing Qualified Lead

Trial/Pricing Requests

Sales Accepted Lead

Opportunity

Close won

%

%

%

%

%

2. Run experiments: invest in areas aligned to business goals, measure success

How do we get better at what we do?

Example:

Goal: Increase MQLs from lead sources with

higher conversion rates

We know that Trial Leads convert to Opps at the

highest rate.

Test: Add “click to trial” CTA to emails that promote

content.

Anyone who clicks on “14-day trial” gets routed to

an AE.

A/B Test – use the 80/20 rule

2. Disciplined Experimentation

Understand what worked, what didn’t for every project that costs $a. What were the engagement metrics? b. How many leads did we drive? c. After 90 days, how much revenue?

3. Conduct Post-Mortem Analysis

Lead Status Total Leads No Opportunity Days No Opportunity Has Opportunity Has Opportunity %

Days Until

Opportunity

Total

Opportunity

Amount

Average

Opty

Amount

Total

Opportu

nity Won % Won

Total

Won

Amount

Touch8 45 45 35 0 0.0% 0 0.0% 0.00Touch7 6 6 29 0 0.0% 0 0.0% 0.00Touch6 9 9 25 0 0.0% 0 0.0% 0.00Touch5 4 4 15 0 0.0% 0 0.0% 0.00Touch4 13 13 18 0 0.0% 0 0.0% 0.00Touch3 9 9 22 0 0.0% 0 0.0% 0.00Touch2 17 17 11 0 0.0% 0 0.0% 0.00Touch1 1 1 3 0 0.0% 0 0.0% 0.00SDR Nurture 165 165 11 0 0.0% 0 0.0% 0.00Qualified 136 17 202 119 87.5% 6 25,490.00 217.86 117 21 21.2% 8,590.00Prospect Recycled 100 100 36 0 0.0% 0 0.0% 0.00

Not Interested 45 45 75 0 0.0% 0 0.0% 0.00Non-Saleable 249 248 61 1 0.4% 0 0.0% 0.00No Response 75 75 139 0 0.0% 0 0.0% 0.00New Lead 210 206 147 4 1.9% 23 1,000.00 250.00 4 1 33.3% 1,000.00Engaged 2 2 0 0.0% 0 0.0% 0.00Discovered 22 21 213 1 4.5% 95 1,000.00 1,000.00 1 1 100.0% 1,000.00Day7 11 11 103 0 0.0% 0 0.0% 0.00Day6 10 10 115 0 0.0% 0 0.0% 0.00Day4 3 3 110 0 0.0% 0 0.0% 0.00Day3 4 4 15 0 0.0% 0 0.0% 0.00Day2 5 5 32 0 0.0% 0 0.0% 0.00Day10 6 6 73 0 0.0% 0 0.0% 0.00Day1 9 9 142 0 0.0% 0 0.0% 0.00Appointment Set 16 0 16 100.0% 8 5,000.00 312.50 16 1 10.0% 500.00Active Lead 21 21 30 0 0.0% 0 0.0% 0.00

65 58 195 7 10.8% 73 3,600.00 900.00 4 1 33.3% 350.00

Total 1594 1443 62.32 151 9.5% 10.26 37,590.00 261.04 144 26 22.2% 11,940.00

Webinar program at

Socedo

Example: Post-Mortem from Marketo Summit

Results•147 badge scans + 48 business cards•78 MQLs in 90 days•5 Deals Won•ROI: 158%

Takeaways •Momentum lost during follow-up•Pre-booked meetings brought in quality opportunities

3. Post-Mortem Reports

1. Why your team members should own funnel stage metrics a. increases accountabilityb. Earlier detection of problems

2. Create personal plans a. What are my priorities this month to meet the goals set out? b. What tactics/plans will I use to influence the key metrics?c. What are the dependencies?

4. Assign owners to funnel-stage metrics

Where to look for these metrics

4. Assign owners to funnel-stage metrics

TOFU

Google Analytics, Oktopost

MOFU - Marketo

BOFU metrics - Salesforce

4. Assign owners to funnel-stage metrics

Create a monthly marketing plan informed by revenue target

5. Revenue-Driven Marketing Plans

Data needed: conversion rates across lead lifecycle, revenue target, ASP

Example:

We need $250,000 in bookings next month

-At ASP of $1500, we need to close 167 deals.

-At Opp to close rate of 50%, we need to create 333 opportunities

-At 30% MQL to Opportunity Rate, we need to generate 1110 MQLs

-Not all lead sources convert at the same rate, we need to drive 20% increase in

MQLs from trial sign-ups next month… 10% increase from pricing requests

1. Create a monthly marketing plan informed by revenue target

5. Revenue-Driven Marketing Plans

Data needed: conversion rates across lead lifecycle, revenue target, ASP

Example:

We need $250,000 in bookings next month

-At ASP of $1500, we need to close 167 deals.

-At Opp to close rate of 50%, we need to create 333 opportunities

-At 30% MQL to Opportunity Rate, we need to generate 1110 MQLs

-Not all lead sources convert at the same rate, we need to drive 20% increase in

MQLs from trial sign-ups next month… 10% increase from pricing requests

Create a work back plan and set goals

5. Revenue-Driven Planning

MQLs Lead Source October Projected

November

Goal

MQLs by

Source (Last

Touch)

Trial Signup 200 250

Pricing Request 100 120

Clicked Trial CTA 60 70

Live Webinar 10 10

On-Demand Webinar 20 25

Blog 5 10

Whitepaper Download 50 70

Other 10 10

Total 455 565

MQLs Acquisition program October Projected

November

Goal

MQLs by

Acquisition

(First Touch)

Paid Ads 75 100

Organic 100 110

Blog 50 50

Webinars 50 60

Whitepaper Download 15 20

Email 15 20

Paid Search 50 55

Event 100 150

Total 455 565

1. Lead scoring should balance quality & quantity

2. Use regression analysis to determine weightings

3. Why & how social factors into lead scoring

6. Lead Scoring Analyses

Use Regression Analysis to Inform your Lead Scoring Model

a. Email Clicks b. website Visitsc. Content downloadsd. Social media engagements

Create weighted score for each action

6. Lead Scoring Analyses

Example with dummy data

We send real-time emails based on social activities

Conversions from real-time SLA Emails

16.8% Prospect to MQL

1.9% Prospect to Opp

Conversions from Nurture Emails

11.3% Prospect to MQL

0.4% Prospect to Opp

6. Lead Scoring Analyses

1. Have Sales Huddles

2. Meet with the product team

3. Lean on Customer Success

7. Collaborate Across Teams

A Check List of Habits to Develop 1. Use Goal-Based Reports – Measure the Whole Funnel

2. Disciplined experimentation

3. Conduct post-mortems

4. Assign owners to your funnel stages

5. Make revenue-driven marketing plans

6. Score your leads based on regression analysis

7. Collaborate with other departments

Learn more at www.blog.Socedo.com

About Socedo:

Socedo has created a demand generation system that helps B2B marketersdiscover, engage and qualify leads through social media to increase revenue at scale.