the six pillars of b2b lead generation

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The Six Pillars of BtoB Lead Generation

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In this webinar, Mike Vannoy discusses the six essential components of any BtoB lead generation program, regardless of whether it’s in-house or outsourced. The discussion covers: Content Development Marketing Automation Audience Development Integrated Campaigns Sales Enablement Analytics …and more lead generation best practices and resources.

TRANSCRIPT

Page 1: The Six Pillars of B2B Lead Generation

The Six Pillars ofBtoB Lead Generation

Page 2: The Six Pillars of B2B Lead Generation
Page 3: The Six Pillars of B2B Lead Generation

Photo by Ben Garvin

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6 Pillars of B2B Lead-gen

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CONTENT ‘DEVELOPMENT’Pillar number one

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Why is the Marketing Automation space talking content?

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It’s not software, it’s… the content that converts

Marketo’s Videos Eloqua’s Whitepapers Sales Engine’s webinars

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So why is content ‘development’ such a problem?

3 buying stagesx 3 buying personas

= 9 Pieces of content

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So why is content ‘development’ such a problem?

3 buying stagesx 3 buying personas

= 9 Pieces of content

x 4 formats/mediums

= 36 Pieces of content

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So why is content ‘development’ such a problem?

3 buying stagesx 3 buying personas

= 9 Pieces of content

x 4 formats/mediums

= 36 Pieces of content

+ 96 eNews pieces= 132 pieces of

content

Page 14: The Six Pillars of B2B Lead Generation

So why is content ‘development’ such a problem?

3 buying stagesx 3 buying personas

= 9 Pieces of content

x 4 formats/mediums

= 36 Pieces of content

+ 96 eNews pieces= 132 pieces of

content

+ 52 weekly

blog posts

+ 12 monthly webinars + SEO landing

pages…

1/keyword

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MARKETING AUTOMATIONPillar number two

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Marketing Automation

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Marketing Automation

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AUDIENCE DEVELOPMENTPillar number three

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Audience Development

INBOUND LEADS/year1,784 Unique Visitors/mo*

x 4% conversion rate**= 71 MQL/mo

x 5.0% MQL>SAL rate= 43 SAL/year

x 30% SAL>SQL rate= 13 SQL Opportunities

x 40% win rate= 5 Wins

OUTBOUND LEADS/campaign

50,000 Recordsx 0.5% CTR

= 250 MQL/campaignx 2.6% MQL>SAL rate

= 60 SAL/campaign x 30% SAL>SQL rate

= 18 SQL Opportunitiesx 40% win rate

= 7 Wins

*Optify 2012 B2B Marketing Benchmark Report**MarketingExperiments “MarketingResearch: average conversion rates”

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Audience Development

• ‘Outbound’ (or inbound) is simply a conversation starter to a two way digital conversation

• IPP more important than ever when ‘first contact’ is a website instead of a trained sales rep

• Content must be developed and delivered to elicit “that’s me”

• Database atrophies at 2% per month

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INTEGRATED CAMPAIGNSPillar number four

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Integrated Campaigns

EmailSocialSearch

PC/Laptop

Mobile

White papers

Channel

Platform

Content Infographics

Video Articles

Sales

Your website

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SALES ENABLEMENTPillar number five

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Sales Enablement

Sales Executive• $150,000 TAE• $1M Quota• ASP $50,000• 20 wins needed• 25% win rate• Need 80 SQL’s

• MQL’s are not sales-ready…yet!

• Sales reps are trained to find and qualify ‘sales-ready’ leads

• Out of alignment…• Early stage buyers get

frustrated with ‘sales’ messaging

• Sales gets frustrated calling leads who aren’t sales-ready

• You can’t talk to MQL the same as a sales-ready SQL

Early-stage buyer• Matches IPP• Website visit• White paper

download• No budget• No sales

evaluation

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Sales Enablement

Sales Executive• $150,000 TAE• $1M Quota• ASP $50,000• 20 wins needed• 25% win rate• Need 80 SQL’s

Early-stage buyer• Matches IPP• Website visit• White paper

download• No budget• No sales

evaluation

Campaign Sales Playbooks

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[Webinar] How to Boost Conversions by 878%

Lead Warming Explained

% Leads converted• Suspects = 0.6%• MQL 3 = 0.7%• MQL 2 = 1.9%• MQL 1 = 5.3%

MQL 1 MQL 2 MQL 30%

100%

200%

300%

400%

500%

600%

700%

800%

900%

1000%878%

321%

124%

% MQL to SAL vs. Suspect to SAL

2.8X

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Sales Enablement

Sales Executive• $150,000 TAE• $1M Quota;• ASP $50,000;• 20 Deals to make quota; • 25% win rate;• Need 80 SQL’s

The call for BDR’s80 SQL’s needed

x 50% Marketing sourced÷ 30% SAL>SQL

= 120 SAL’’s needed÷ 5.1% MQL>SAL

= 2,353 MQL’s neededx 5 dials/MQL

= 11,765 Dials÷ 100 dials/day

= 118 days

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ANALYTICSPillar number six

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Analytics

Metric Measure

# = Quantity Explicit number of records in the funnel stage

% = Quality The percent of records that convert from one stage to the next is dependent on…• Quality of the creative• Quality of the lead

itself

Days = Velocity The speed at which a lead moves through the process

$ = Value Based on sales, the value of a record at each stage

Page 30: The Six Pillars of B2B Lead Generation

Analytics# Records % Conversion

# Days $ Value

Suspect271,006 2.75%

18 $4.32

MQL7,448 4.47%

23 $157.26

SAL333 27.03%

14 $3,517.33

SQL90 37.78%

7 $13,014.11

Wins34

$34,449.12

$1,171,270.00

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AnalyticsThen there was the man who drowned crossing a stream with an average depth of six inches.

- W.I.E. Gates

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Analytics

Funnel Entry Point

Email PPC SEO Social Media

Suspect208,470 2.40% 26,730 3.80% 33,502 4.10% 2,304 1.60%

$3.07 66 days $3.23 1 day $12.27 5 days $7.97 1 day

MQL5,003 4.70% 1,017 0.90% 1,368 6.10% 60 8.30%

$128.01 27 days $84.96 21 days $299.16 25 days $498.00 20 days

SAL235 26.20% 9 33.30% 84 27.00% 5 40.00%

$2,723.71 6 days $9,439.72 19 days $4,904.3

1 12 days $6,000.00 18 days

SQL62 36.40% 3 66.70% 23 38.20% 2 50.00%

$10,395.84 6 days $28,347.50 7 days $18,164.

10 9 days $15,000.00 7 days

Wins22 Wins 2 Wins 9 Wins 1 Win

$28,560.00 $42,500.00 $47,550.00 $30,000.00

$628,320.00 $85,000.00 $427,950.00 $30,000.00

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6 Pillars of B2B Lead-gen

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Sales Engine’s MaaS Offering

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Q&A