Back to Basics: Generating More and Better Leads
Transcript of Back to Basics: Generating More and Better Leads
Back to Basics – Generating More and Better Leads
David MyersProduct Manager, Marketo
Mike Telem VP Product Marketing, Marketo
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Overview
• Typical Lead Gen Efforts• Where your Untapped Potential lies• Leveraging content in real-time to convert• Examples and best practices
Lead Generation
71%of B2B marketing say it’s their top goal
60%B2B marketers say generating more leads is their biggest challenge
45%of marketers want to increase lead quantity as their most important objective
Source: b2bcontent marketing trends, Emarketer, Ascend2 & NetProspex
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What you do today?
Ads
Events
Content
Emails
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Prospects (Your Web Visitors)
Picture this… Every month
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Your Anonymous Visitors
• 98% of your prospects are anonymous• B2B 35,000 avg. monthly unique / 33,614 are anonymous
• B2C 160,000 avg. monthly unique / 156,800 are anonymous
• You will never guess who they are
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What to do?
• Engage Them!• Like you do on other channels
• Deliver the right message to the right person• Educate• Nurture• Convert
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Resource Allocation
TRADE SHOWS5K Attendees
PAID / SOCIAL500K Impressions
EMAIL30K Leads
WEB SITE20K visits/m 240K visits/y
MAIN MARKETING ACTIVITIES
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Create or discover high value content• Ebooks
• Videos
• White Papers
• Case Studies
• Webinars
• Analyst Reports
RIGHT CONTENT DEFINE AUDIENCE
TARGET & ENGAGE
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Gated Content
• Web visitor leaving details in order to access a content asset
• Four best practices:1. Identify which prospects fit your ideal customer profile
2. Know when to gate content• Early stage: non-gated “light” content
• Late stage: gated content based on visitor
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When to Gate Content?
Non-Gated• Video• Company/Product
Overview• Testimonial• Data Sheet
Gated• Vendor Comparison Guide• White Paper• eBook
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Define Audience and Timing
RIGHT CONTENT DEFINE AUDIENCE
TARGET & ENGAGE
Firmographic
Persona
Product Intent
Behavior
Web Nurturing
2Xconversion rate for 2nd - 5th time visitors compared to 1st visit
67%find content targeted to their job function valuable
82%of prospects value content targeted to their industry
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RIGHT CONTENT DEFINE AUDIENCE
TARGET & ENGAGE
Identify visitors & Engage with the right content
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Real-Time Personalization
“Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them”
(Microsoft Research)
Speed
“82% of prospects value content targetedto their specific industry” (MarketingSherpa)
Relevancy
Personalizing your prospects experience while they are engaged and attentive
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eMarketer
Default View Personalized based on behavior
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Real-Time Personalization• Segments inbound prospects in real-time based on:
• Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
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Use Cases
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals
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Getting Started is Easy
Any CMS, Zero IT
Real-Time Campaigns in Seconds
Hands Free capabilities
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Key Takeaways
Back to Basics
• Generating quality Leads is still top priority
• The Web holds the biggest potential improvement
• Engage anonymous site visitors with the right gates content
• Based on Who they are and What they do