demand generation handbook
Post on 17-Oct-2014
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Radius sponsored The Funnelholic's Demand Generation Summit, a combination of 4 Webinars with social, marketing, and sales experts Koka Sexton, Scott Albro, Matt Childs, and Matt Heinz. We put together a definitive guide on demand generation based on what we learned from the summit.TRANSCRIPT
demand generation summit
2013
brought to you by the funnelholic
Thursday, May 23, 13
the handbook of demand generation
what we learned from
matt heinz, president, heinz marketing inc.koka sexton, social marketing manager, linkedin
scott albro, founder & ceo of topomatt childs, vp sales & strategy, vidcaster
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“To forget one’s purpose is the commonest form of stupidity.” friedrich nietzsche
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best practices for highly effective
demand generation
featuring content from @heinzmarketing
1.
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before you start generating leads, you need to figure out which leads you want, and what to
do with them once you have them.
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a marketing plan in 5 questions:
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Who and what are your targets?
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About what do they care?
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Where do you find them?
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Who or what influences them?
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How do they want to engage and buy?
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“Before you create any more ‘great content,’ figure out how you’re going to market it.” joe pulizzi & newt barrett, authors of get content get customers
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social media marketing that drives real
demand: how to move from likes to leads
featuring content from @kokasexton
2.
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social media is the cheapest & most
pervasive form of lead generation.
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Why?Thursday, May 23, 13
Because buyers are on social media:
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81% of buyers say their friends’ social posts influence their purchase decisions.
78% of buyers say companies’ posts influence their purchase decisions.
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30Thursday, May 23, 13
30% of linkedin traffic that comes from social media.
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And because social media leads cost less than all other types of leads
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55Thursday, May 23, 13
the % of social media generated leads that cost less than the average lead.
55Thursday, May 23, 13
so how do you build a lead generation channel on social media?
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Step 1: Build a following.
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The size of your following may just be a social vanity metric,
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But a large base of followers gives you an audience to market to.
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Step 2: Nurture the leads in your system with content.
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“You can buy attention (advertising.) You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuation and then publishing it online for free.”David Meerman Scott, author
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building the ultimate content marketing
machine
featuring content from @scottalbro
3.
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Step 1: Plan it. Thursday, May 23, 13
ask 10 customers which 3 pieces of content they most want from you.
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goal: drive registration
goal: drive active
prospectsgoal: sell
goal: collect
referrals
channelgrow network,
Twitter, Facebook, blog, LinkedIn
drip email & social campaigns
sales reps word of mouth
type of content
ex: 10 tips guides, white papers,
discovery events
newsletter, success stories,
product announcements
competitor comparison,
product demos
referral programs, tell a friend campaigns
map your content to your audience
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Step 2: Make it. Thursday, May 23, 13
how hubspot publishes 5 blog posts per day:
If you are the best at what you do then you have thought leaders. Every key person we hire at HubSpot is a respective thought leader. The problem is they are all busy running the business with very little time to write. And they don’t often write well. If you are to succeed in Google, you need to pull that content out of them by setting a weekly quota for new content from your thought leaders. So find and hire a journalist or two (or more) who know how to write well under deadlines. There are lots of them moving from the old world of print media to digital. Have them interview each thought leader in rotation for 30 to 45 minutes a week. Turn your journalists loose on your bright engineers, your sales gurus, your marketing wizards, your c-level types, your founders. They know amazing things, but they’re all busy. - Mark Roberge, SVP of Sales and Services at Hubspot
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Step 3: Break it. Thursday, May 23, 13
a white paper is never just a white paper.
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a white paper is never just a white paper.
ebook
slideshare
video
ebook
slideshare
slideshare
video
video
blog postblog post
blog postblog post
blog post
facebook post
facebook post
facebook post
facebook post
facebook post
facebook post
facebook post
facebook post
facebook post
video
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Step 3: Measure it. Thursday, May 23, 13
stage definition sales action marketing action
open/interacts with content
New lead, has not been contacted by sales.
if qualified, begin 7 step contact process
if not qualified, enter into drip campaign
attempting to contactIn the process of sales follow-up.
qualified lead, 7 steps to schedule meeting
enter into active prospect drip campaign
interestedProspect interacts with content, not yet qualified
no action enter into drip campaign
nurturingProspect expresses interest, but no near term opportunity
no actiondrip marketing 1-2 x per month, value-add content
marketing qualifiedProspect fits initial lead qualification criteria.
no actionprovide thought leadership content
sales acceptedProspect fits all lead qualification criteria
get prospect to commit to meeting
provide thought leadership content
presentation/demoSales has scheduled meeting.
get permission to present proposal
provide case studies/sales enablement content
proposalSales has presented formal proposal.
get verbal agreement provide case studies/sales enablement content
negotiationProspect has verbally agreed to contract, has not signed
maintain communication with prospect
no action
closed won Customer. take a victory lap no action
closed lost Opportunity lost. no action Return to drip marketing campaign.
sample lead measurement chart.featuring content from @heinzmarketing
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Step 4: Score it. Thursday, May 23, 13
score description follow-up
A1Perfect fit. Aligned on all lead qualification criteria; ideal prospect profile.
Immediate sales call/email within 4 hours of reaching queue.
A2Strong fit. Aligned on most lead qualification criteria; ideal prospect profile
Immediate sales call/email within 4 hours of reaching queue.
A3Good fit. Aligned on some lead qualification criteria; partially ideal prospect profile
Sales call/email within 2 days of reaching queue.
A4Potential fit. Aligned on some lead qualification criteria or partially ideal prospect profile
Sales call/email within 1 week of reaching queue with white paper/case study/content
B1Potential fit. Company is a fit, discovery required to determine need, budget, authority, timing
Sales call/email within 1 week of reaching queue with white paper/case study/content
B2Potential fit. Prospect engages with content campaign, qualification required
Sales call/email within 1 week of reaching queue, entered in marketing nurture campaign
B3Potential fit. Long term opportunity. Lead is a fit, but has no immediate need.
Sales call/email within 1 week of reaching queue, entered in marketing nurture campaign
sample lead scoring chart.
featuring content from @heinzmarketing
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the secrets to successfully using
video in your marketing
featuring content from @mattychilds
4.
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of the us internet audience
74%Thursday, May 23, 13
online videos
36bconsumed
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in january.
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high quality videos may cost a lot of $$$$
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but they’re also the most consumed form of online content.
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How to develop a video marketing
plan that doesn’t suck: Thursday, May 23, 13
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what???
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hosting on youtube hosting on your sitevs.
• You send visitors away from your site.
• You don’t get SEO for your website when your content is on Youtube.
• Competitor videos – or completely unrelated videos – show up in the side bar of your videos
• You have no control of user experience on Youtube.
• You can monitor exactly how users engage with your video content.
• Views can become leads in your CRM.
• You can control the user experience.
• You can measure views, clicks, shares, likes, searches, etc.
• You can direct viewers to other videos you’ve made.
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“People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.”brian halligan, ceo, hubspot
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are you ready to rethink your demand generation
strategy yet?
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about radius
Radius provides the most accurate and comprehensive index of insights about small businesses in the US. Radius‘ technology collects and monitors data from hundreds of thousands of online and social sources. The easy-to-use dashboard allows marketers and salespeople to discover new prospects, prioritize leads and synchronize data.
see how radius can help you find the right leads for your business.
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