How to Generate More High-Quality Leads in Today's Buyer-Driven Reality PRESENTERS:  CARLOS  HIDALGO,  URI  BAR-­‐JOSEPH      SPONSOR:  OPTIFY,  WHEN:  TUE.,  NOV  27,  2012  1PM  ET  (10AM  PT)      LENGTH:  60  MIN          

Page  2  

Carlos Hidalgo, CEO, Annuitas Group

Carlos has helped clients identify over $700 million of potential revenue by developing and implementing lead management processes. Carlos is also the executive director and co-founder of The Marketing Automation Institute, the premier marketing automation community end-users that provides the highest level of vendor neutral curriculum, training and certification. Follow Carlos @cahidalgo

Page  3  

Uri Bar-Joseph, Director of Marketing, Optify

Uri heads up lead generation efforts and manages the inside sales function at Optify. He excels at using the latest internet technology to help his team generate and close more leads. Uri exemplifies what it is to be a B2B marketer in today’s buyer-driven economy and pushes tools and programs to their limits to achieve outstanding results. Follow Uri @uribarjoseph www.linkedin.com/in/uribarjoseph

#LeadIntel  

Page  4  

Snapshot of Today’s B2B Buyer

•  70+% Engaged socially •  78% begin their purchase by doing an online search •  57% engage sales after initial research •  Average buyer checks at least 10 different sources before buying •  85% of Customers self-manage buying –by 2020 via Gartner

Source:    Eloqua,  Gartner,  DemandGen  Report  

Page  5  

1.  SaNsfacNon                            5%  

2.  Acknowledgment                            79%    

3.  Decision  

4.  Criteria  

7.  SelecNon                2%    

6.InvesNgaNon                  2-­‐3%    

8.  ReconsideraNon  

5.Measurement  

B2B Buyer Decision Cycle

Source:    R.  Jolles  &  A.  Needles  

Page  6  

Today’s Buyers Go Online

Source:  Enquiro,  “Integrated  Persuasion:  Online  and  Offline  

Page  7  

The Need for Buyer Engagement

Source: MarketingSherpa

17.50%  

12.50%  

70%  

Average  B2B  Ini2al  Lead  Break-­‐down  

Discard  /  disqualified  

Sales-­‐ready  now  

Longer-­‐term  opportunity  /  worth  nurturing  

Page  8  

It’s More Than Technology

“Too many B2B marketers head down the automation path to solve a tactical problem and as a result do not experience the full potential that these platforms deliver. They are held back because they don’t have the right lead management process in place, the right contact information in their database, the right content for engaging buyers, or the right skill sets . . .”

“B2B  Marketers  Must  BeBer  Prepare  For  MarkeDng  AutomaDon”,  Forrester  Research,  Inc.  2011  

Page  9  

Lead Management & Demand Generation

Page  10  

Beginning of Effective Nurturing: Buyer Personas

•  What is a persona? § A short bio of the typical customer o Account Level o Functional Level

§ Person description (not job description) §  Includes Information on o Buyers Background o Daily Activities o Current Solutions to Problem o What’s important to this Buyer o Challenges

•  Why is a persona important? § Cannot have a conversation if you don’t know who you are

communicating with § Help you to understand exactly who you are nurturing and what

content will be valuable to them

Page  11  

Understanding Your Buyer

 Manager  Func2on  

 Director/Sr.  Director  

Func2on  

 Vice  –  President  

Func2on  

 CxO  

Buyer  Background  

Daily  AcNvity  

Challenges  

SoluNons  to  Challenges  

Compelling  Event    

Page  12  

The Buyer Journey

•  The path a buyer takes to purchase § Mapping the key steps to purchase § Integrating with the buyer persona(s) § Various steps in the buyers journey: o Awareness o Interest o Evaluation o Purchase

•  Understanding the buyer journey will guide the content & offer development

•  Enables sales to engage at the right time

Page  13  

Offers Defined •  An offer is content that is of value to visitor/prospect that they are willing to

exchange their contact details to access it •  Different offers will be more/less effective depending on the buyers

relationship with NCR and their place in the buying journey •  Offers can be used across multiple channels:

§ Web – Video, Print, Infographic §  Email §  Social Media § Mobile §  Call center § Offline: Direct mail, advertising, events

Page  14  

Quality Counts!

•  Good offers can should a long shelf life

§ Offers should be usable for a minimum of 3 months and should be used longer

•  Offers & Content can be repurposed for different campaigns and channels (Rule of 4)

•  Offers should be developed for a speci#c persona(s)

Page  15  

*Content/Offer Mapping to Buyer

ConfidenNal  15  

!"#$%&%''()&*%$%'* +%'%#$,-(./&'01%$#2/& 34#56#2/& 76$,-#'%

7$08#$9:+%';/&'0<050*9

=#$>%2&?:@%#1:A%&%$#2/&B:!"#$%&'()*%+(,)-,&.(,/,(,*0,&)*%&%,1)*%=#$>%2&?:@%#1:C6$*6$%B&2,#*/3(0,&)4)(,*,55&3/&*,,%6%,*7/8&53$"73*5&+(,)-,&#*-,(,5-&#*&/"(-9,(&,:.$3()73*;55#5-&#*&#%,*7/8#*<&%,0#5#3*&0(#-,(#)&)*%&.35#73*&83"(&53$"73*&4#-9&-9)-&0(#-,(#)&#*&1#*%

=#$>%2&?:@%#1:C6$*6$%B:;55,55&#/&.(35.,0-5&)(,&5)$,5=(,)%8>,)(*&13(,&)'3"-&*,,%5&)*%&(,5.3*%&4#-9&)..(3.(#)-,&#*/3(1)73*2,#*/3(0,&*,,%5&3/&.(35.,0-?5-)'$#59&)&(,$)73*59#.&4#-9&-9,&.(35.,0-

=#$>%2&?:@%#1:C6$*6$%B:;55,55&#/&.(35.,0-5&)(,&5)$,5=(,)%8>,)(*&13(,&)'3"-&*,,%5&)*%&(,5.3*%&4#-9&)..(3.(#)-,&#*/3(1)73*@3$#%#/8&031.,77A,&)%A)*-)<,5+3*7*",&%,A,$3.#*<&-9,&(,$)73*59#.D#5%'B:!,<#*&%,A,$3.#*<&-9,&.(35.,0-&(,$)73*59#.B(3A#%,&.(3.35)$5&)*%&C"3-,5

D#5%'B&D)*)<,&*,<37)73*5&)*%&0$35,&-9,&5)$,

E69%$:=0&1F$#8%

6%,*7/8#*<&*,,%?5-)'$#59#*<&.(#3(#7,5E9#(%&.)(-8&3.#*#3*5&)(,&#1.3(-)*-F3-&(,)%8&/3(&)&5)$,5&.#-09&6*%#0)-,%&#*-,(,5-&#*&83"(&.(3%"0-5&3(&5,(A#0,5

6%,*7G,%&-9,&*,,%!"%<,-&#5&$#H,$8&)..(3A,%&)*%&-9,8&',<#*&593..#*<>,)(*#*<&13(,&)'3"-&'"5#*,55,5&-9)-&0)*&1,,-&-9,&*,,%I5J&)*%&)%%(,55&#55",5

!,<#*&031.)(#*<&-9,&A,*%3(5&)*%&53$"73*5&/3(&,A)$")73*&)*%&#*#7)$&5,$,073*K5")$$8&(,)%8&/3(&5)$,5&03*-)0-&)-&-9#5&.3#*-@"'1#-&2LB5F)((34&A,*%3(&093#0,5

?:)1#*#*<&2M6&)*%&E+M2,/,(,*0,&09,0H#*<&)*%&A,*%3(&5,$,073*F,<37)73*5&)*%&."(09)5,

E9#(%&B)(-8&B3%0)5-5!(309"(,5

B(3'$,1N@-)-,&L$)59&O#%,35

O#%,35L)0-&@9,,-5

2M6&+)$0"$)-3(5

+31.,77A,&+31.)(#53*&+9)(-5P

QR=S)8&L(,,&E(#)$T

;55#5-,%&S,13

B(#0,&S#503"*-T

S)-)&@9,,-5

E9#(%&B)(-8&U9#-,.).,(5&V&6*-,(*)$&U9#-,.).,(5&I!,5-&B()070,5JE9#(%&B)(-8&U,'#*)(5&V&6*-,(*)$&U,'#*)(5&I!,5-&B()070,5J

6*-,(*)$&U,'#*)(5&IMA,(A#,45&W&S,135J+"5-31,(&E,5713*#)$5

+"5-31,(&@"00,55&@-3(#,5

@30#)$&D,%#)&IE4#X,(Y&!$3<&B35-5Y&>#*H,%6*Y&L)0,'33HY&,-0ZJ

Page  16  

Mapping Content to Buyer Interaction

Page  17  

What intelligence can you gather?

Page  18  

Putting the pieces together

Page  19  

What do we have?

Page  20  

Translating intelligence into an actionable marketing plan Define  the  buyer  

profile  

Set  goals  and  establish  baseline  

Plan,  set  up  and  execute  campaigns  Deliver  on-­‐target  

leads  to  sales  

Measure,  report,  refine  and  start  

over  

Page  21  

Translating intelligence into an actionable marketing plan Define  the  buyer  

profile  

Set  goals  and  establish  baseline  

Plan,  set  up  and  execute  campaigns  Deliver  on-­‐target  

leads  to  sales  

Measure,  report,  refine  and  start  

over  

Plan,  set  up  and  execute  campaigns  

Page  22  

Set it up for tracking and Analysis

•  Know what you want to measure •  Create the framework •  Make sure data flows •  Test the process

Page  23  

Campaign  Details  

§  Campaign  Name:    §  Campaign  ID:  

Lead  Scoring  §  Filter  based  on  profile  §  Score  based  on  behavior  

Tagging  §  Source:  “source_name”  §  Campaign  Name:  “campaign_name”  §  Details:  Include  in  form  

Form  fields  §  Minimum  necessary  §  Include  fields  necessary  for  follow  up  and  segmentaNon  §  Hidden  fields  for  data  

Technical details for each offer

Page  24  

Set it up for tracking and Analysis

Leads  Leads  Quality  (conversion  rate)   Opportuni2es   Budget/Cost   CPO  

Plan   Actual   Plan   Actual   Plan   Actual   Plan   Actual   Plan   Actual  

Channel  Breakdown  PPC   50   6%   3   $2,500   $833  

Content  Syndica2on   200   8%   16   $5,000   $312  

Display     100   5%   5   $3,000   $600  

Social  Media   350   5%   18   $4,200   $233  

Organic  Search   10   30%   3   $500   $167  

Total   710   6.3%   45   $15,200   $337  

Content  Breakdown  Offer  #1   200   10%   20   $6,000   $300  

Offer  #2   260   5%   13   $3,900   $300  

Offer  #3   250   5%   12   $5,300   $441  

Total   710   6.3%   45   $15,200   $337  

Persona  Profile  #1   350   6.3%   22  

Profile  #2   360   6.3%   23  

Total   710   6.3%   45  

Page  25  

Test the process

Page  26  

Translating intelligence into an actionable marketing plan Set  goals  and  

establish  baseline  

Define  the  buyer  profile  

Plan,  set  up  and  execute  campaigns  Deliver  on-­‐target  

leads  to  sales  

Measure,  report,  refine  and  start  

over  

Deliver  on-­‐target  leads  to  

sales  

Page  27  

Deliver leads to sales – 4 methods •  Lead score – setting up a lead score built on

indicators that sum up to a score threshold at which leads are transferred to your sales team

•  Lead qualifiers – using human touch to qualify leads with a defined checklist process that is used to determine if a lead is ready or not

•  Self qualifying – use form questions and offers that leads can use to self-qualify and identify themselves as sales-ready

•  Self-serve process – build your online purchase process as a complete self-serve process. This basically eliminates the need for a sales team in the purchase process and puts all the burden of new-business revenue on you

✔  ✔  

✔  

✔    

Page  28  

Deliver leads to sales: Filter on profile, score on behavior

Page  29  

Enable Sales to (intelligently) Follow Up

Page  30  

Here’s  an  example  of  a  Daily  Email  from  OpDfy  

Enable Sales to prioritize and focus

Page  31  

Translating intelligence into an actionable marketing plan Define  the  buyer  

profile  

Set  goals  and  establish  baseline  

Plan,  set  up  and  execute  campaigns  Deliver  on-­‐target  

leads  to  sales  

Measure,  report,  refine  and  start  

over  

Measure,  report,  refine  and  start  

over  

Page  32  

Let the data “flow” into your framework

Leads  Leads  Quality  (conversion  rate)   Opportuni2es   Budget/Cost   CPO  

Plan   Actual   Plan   Actual   Plan   Actual   Plan   Actual   Plan   Actual  

Channel  Breakdown  PPC   50   55   6%   3.6%   3   2   $2,500   $2,500   $833   $1,250  

Content  Syndica2on   200   200   8%   7.5%   16   15   $5,000   $5,000   $312   $333  

Display     100   120   5%   5.8%   5   7   $3,000   $3,000   $600   $428  

Social  Media   350   460   5%   4.8%   18   22   $4,200   $4,200   $233   $190  

Organic  Search   10   15   30%   33%   3   5   $500   $500   $167   $100  

Total   710   850   6.3%   6%   45   51   $15,200   $15,200   $337   $298  

Content  Breakdown  Offer  #1   200   150   10%   10%   20   15   $6,000   $6,000   $300   $400  

Offer  #2   260   350   5%   4.5%   13   16   $3,900   $3,900   $300   $243  

Offer  #3   250   350   5%   8%   12   20   $5,300   $5,300   $441   $265  

Total   710   850   6.3%   6%   45   51   $15,200   $15,200   $337   $298  

Persona  Profile  #1   350   550   6.3%   5.2%   22   29  

Profile  #2   360   300   6.3%   7.3%   23   22  

Total   710   850   6.3%   6%   45   51  

Page  33  

Let the data “flow” into your framework

Leads  Leads  Quality  (conversion  rate)   Opportuni2es   Budget/Cost   CPO  

Plan   Actual   Plan   Actual   Plan   Actual   Plan   Actual   Plan   Actual  

Channel  Breakdown  PPC   50   55   6%   3.6%   3   2   $2,500   $2,500   $833   $1,250  

Content  Syndica2on   200   200   8%   7.5%   16   15   $5,000   $5,000   $312   $333  

Display     100   120   5%   5.8%   5   7   $3,000   $3,000   $600   $428  

Social  Media   350   460   5%   4.8%   18   22   $4,200   $4,200   $233   $190  

Organic  Search   10   15   30%   33%   3   5   $500   $500   $167   $100  

Total   710   850   6.3%   6%   45   51   $15,200   $15,200   $337   $298  

Content  Breakdown  Offer  #1   200   150   10%   10%   20   15   $6,000   $6,000   $300   $400  

Offer  #2   260   350   5%   4.5%   13   16   $3,900   $3,900   $300   $243  

Offer  #3   250   350   5%   8%   12   20   $5,300   $5,300   $441   $265  

Total   710   850   6.3%   6%   45   51   $15,200   $15,200   $337   $298  

Persona  Profile  #1   350   550   6.3%   5.2%   22   29  

Profile  #2   360   300   6.3%   7.3%   23   22  

Total   710   850   6.3%   6%   45   51  

Page  34  

Key takeaways •  Successful demand generation program must be buyer-centric

Technology is an enabler--it is not enough in and of itself. •  There is more than one buyer--make sure you understand the roles of

each and message to them •  Know what data you want to collect •  Set up your campaigns to collect that data •  Be open to what you will find

Page  35  

Contact Us

The Annuitas Group - www.annuitas.com Carlos Hidalgo carloshidalgo@annuitas.com 719-966-7548 Twitter: @cahidalgo

Optify – www.optify.net Uri Bar-Joseph uri@optify.net 206-388-4234 Twitter: @uribarjoseph

Page  36  

About Optify