demand generation for lead generation success

@marketingmojo | #mojowebinar | marketing-mojo.com

Presented by Janet Driscoll Miller

President and CEO, Marketing Mojo

DEMAND GENERATION FOR LEAD GENERATION SUCCESS


TODAY’S PRESENTER

JANET DRISCOLL MILLER President and CEO

Marketing Mojo

@janetdmiller +Janet Driscoll Miller

MARKETING MOJO Twitter: @MarketingMojo

Facebook: facebook.com/MarketingMojoAgency

Google+: +Marketing Mojo


ABOUT MARKETING MOJO

• Originally founded as Search Mojo

• Demand generation marketing firm founded in 2005

› Search engine optimization (SEO)

› Paid media management

» Pay-per-click advertising management (PPC)

» Social media advertising

› Content marketing

› Marketing automation

› Analytics consulting

• Headquartered in Charlottesville, VA

› Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more


OUR CLIENTS


DEMAND GENERATION VS.

LEAD GENERATION


WHAT IS DEMAND GENERATION?

• Build awareness

• Facilitate discovery of brand

• Creating demand for your product


WHAT IS LEAD GENERATION?

• Generating conversions

• Developing prospects into leads


HOW DO THEY WORK TOGETHER?

• Demand feeds leads

• Demand generation creates awareness and some level of initial trust

Campaigns and Nurturing

Leads

Opportunities

Sales


HOW DO THEY WORK TOGETHER?

Awareness

Consideration

Conversion

Loyalty

Advocacy

Demand Generation

Lead Generation


GENERATING DEMAND AND LEADS


WHAT ARE THE TACTICS FOR DEMAND GENERATION?

• Often composed of potentially both inbound and outbound marketing efforts

› Inbound

» SEO

» Paid search

» Social media

» Email marketing

› Outbound

» Direct mail


WHICH TACTICS SHOULD YOU FOCUS ON?

Google 71.67%

Bing 2.76%

Yahoo 5.53%

Other Social 2.01%

LinkedIn 2.51%

Personal Networks

15.58%

Source: Salesforce.com/Pardot

Where do you typically start your research for a future business purchase?


WHY SEARCH?

• Search (paid or organic) accounts for nearly 80% of how business buyers research products

• Search = Demand Fulfillment

• Associates your brand with a particular product

• Searcher identifies that he/she has a need based on the search performed


WHY SEARCH?

Source: RKG


LINKEDIN FOR B2B

• Specifically hone your audience to the persona group most receptive to your message


ROI OF LINKEDIN

281% 1178% (pipeline) (revenue)

ROI


WHAT ROLE DOES CONTENT PLAY?

• Content is the foundation of demand generation

› Every outreach

needs an offer to

compel a prospect

to respond or take

interest Yes 76%

No 24%


Do you agree with the following statement: “I prefer different content at each stage of my research process.”


WHAT TYPE OF CONTENT WORKS BEST FOR DEMAND GENERATION?

As Long As It Takes To Inform

Me 28%

I'd Prefer Under 5 Pages

70%

I'd Prefer Over 5 Pages 2%


How long do you think a written piece of content should be? (For example: whitepapers, case studies, etc., excluding ebooks)


CASE STUDY 1: VIDEO OFFER VS. WHITEPAPER OFFER

Video Conversions

White Paper Conversions

Nu

mb

er

of

Co

nv

ers

ion

s

Video Landing Page Test - Conversions


CASE STUDY 2: VIDEO OFFER VS. CASE STUDY OFFER

Video Conversions

Case Study Conversions

Nu

mb

er

of

Co

nv

ers

ion

s

Video Landing Page Test - Conversions



Source: MarketingSherpa

Industry-targeted content is

more valuable

Content targeted to job

function is more valuable

Content targeted to

company size is more

valuable

Geographically-targeted

content is preferred



• Type = Format (i.e., video vs. whitepaper)

1. What format fits the information best?

2. What format fits the channel best?

3. What format best conveys thought leadership?

4. What format best fits your target audience?


HOW DO TACTICS DIFFER? Tactic Demand Generation Lead Generation

Facebook Ads/ LinkedIn Ads

• Targeted on education, brand awareness

• Likely targeted towards specific offers

• Promoted posts to fans with specific offers

Organic Search • Keywords are likely broader in nature

• Associate brand with certain products/categories

• Optimize thought leadership content

• Keywords likely more specific, long tail

• Optimize purchase decision content

Paid Search • Non-brand ads focus on offering thought leadership content

• Retargeting

• Mix of ads focused on buyer messages

• Retargeting


HOW DOES CONTENT DIFFER?

Tactic Demand Generation Lead Generation

Content Marketing • Educational pieces, best practices

• Industry-specific solutions with thought leadership

• Company-specific information

• Industry-specific buyer’s guides

• Solution-specific pieces

• Company-specific information

Source: Marketo


Campaign Goal Tactic Measurement

Brand awareness

HOW CAN DEMAND GENERATION BE MEASURED?

• Depends on the tactic used in some cases and the goals of a campaign


Campaign Goal Tactic Measurement

Site Traffic Unique Visitors

HOW CAN DEMAND GENERATION BE MEASURED?

• Depends on the tactic used in some cases and the goals of a campaign


ATTRIBUTION

• Allows you to see which tactics contributed to conversions

• Attribution modeling available in Google Analytics


ATTRIBUTION


INCORPORATING MARKETING AUTOMATION

• Allows you to track the “lifecycle” of the lead

• Gives great insight into what demand generation tactics worked best

• Also enhances lead generation and success throughout the funnel via nuturing and scoring abilities


PUTTING IT ALL TOGETHER


DEMAND GENERATION TO LEAD GENERATION

Demand Generation Tactics

Lead Generation Tactics

Lead Nurturing/ Lead Nurturing

Sales Qualified Lead

Opportunity

Sale


LOOKING FOR HELP? Contact Marketing Mojo

Sean McCusty

800-939-5938 ext. 116

[email protected]


CONTACT

JANET DRISCOLL MILLER President and CEO

Search Mojo

@janetdmiller +Janet Driscoll Miller

MARKETING MOJO Twitter: @MarketingMojo

Facebook: facebook.com/MarketingMojoAgency

Google+: +Marketing Mojo

demand generation for lead generation success

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