#pubcon | @AnnaCaseM
Better Lead Gen: Putting the Customer at the Center of Your Strategy
Anna CasePPC Supervisor
90octane
#pubcon | @AnnaCaseM
Approach to Audience-Centric Lead Generation
Know Your Audience
Create Value & Great
Experiences
Use Data & Knowledge to Connect
Measure & Evaluate
Performance
Define Your Marketing Personas
To build personas, interview sales people & real customers, leverage your site analytics & conduct social listening. #pubcon @AnnaCaseM
#pubcon | @AnnaCaseM
• Build an understanding of audience needs and interests
• Create a better, consistent understanding of targets
• Cater content to your audience and their values
• Improve the quality of leads you see
Behavioral Indicators
• Do they go to events or trade shows?• What sites do they visit?• What publications do they subscribe to?• How do they research before a purchase?
• Firmographics – job title, company name, company size, industry, annual revenue
• Demographics – household income, age, gender, education level
Firmographics & Demographics
Position in Buyer’s Journey
#pubcon | @AnnaCaseM
• Awareness – Identified a need for solution• Consideration – Researching solutions• Decision – Narrowed down options for final
selection
Create Valuable Content
When creating value with #content, think about the customer mindset & what kind of story they need to hear. #pubcon @AnnaCaseM
#pubcon | @AnnaCaseM
• Think about the story that your customer needs to hear
• Identify gaps in current content mix
• Segment assets into categories based on your audience
• Determine which assets to utilize, refresh, or retire
• Ensure that content aligns with the program goals
#pubcon | @AnnaCaseM
Create Great Experiences
• Pinpoint the channels that best fit the program
• Match content to context
• Determine CTAs, pages, and assets to use for each channel
• Continuously look for opportunities for new offers
Match content to context. What you say in each media channel should vary while remaining cohesive. #pubcon @AnnaCaseM
#pubcon | @AnnaCaseM
With all of the data out there, advertisers can launch intuitive and highly targeted campaigns that reach the right audiences.
#pubcon | @AnnaCaseM
• Select publications that have a high index of your target audience
• Use customer-focused ads and content to move your audience
• Don’t get too segmented with demographics and behavioral targeting
Intelligent Paid Media for Lead Generation
Hyper-targeted paid media campaigns can lead to very a high CPA or CPM and lack the scalability you need. #leadgen #pubcon @AnnaCaseM
#pubcon | @AnnaCaseM
• Know the ins-and-outs of your audience segments
• Use content that starts the conversation with your audience
• Don’t just pitch to your audience
Intelligent Paid Social for Lead Generation
For paid social, use content that moves people to act or continue the conversation with you. Don’t just pitch to them. #pubcon @AnnaCaseM
#pubcon | @AnnaCaseM
Household Income, Age, Gender
Customer Email Lists
Search Similar Audiences
In-Market Audiences for Search
YouTube Retargeting for Search
#pubcon | @AnnaCaseM
• Use knowledge of your audience to select campaign targeting
• Offer immediate gratification in your messaging and landing pages
• Optimize to keywords that work and get rid of ones that don’t
Intelligent Paid Search for Lead Generation
We'd love to target job titles, department & industry in @adwords, but there are other ways to do smart #B2B lead gen. #pubcon @AnnaCaseM
#pubcon | @AnnaCaseM
How to Track and Achieve Success
Measurement Framework
Lead CalendarReporting Dashboard
Development
Evaluation & Optimization
#pubcon | @AnnaCaseM
Measurement Framework
GOALS What are we trying to achieve?
OBJECTIVES What will we do to achieve it?
KPIs How will we measure success?
TARGETS How will we aim for success?
OUTCOMES What actually happened?
INSIGHTS Why did it happen? What does it mean?
RECOMMENDATIONS What should we do now?
BUSINESS GOALS
OBJECTIVES
PRIMARY KPIs
TARGETS
Grow applicant tracking system customers by 14% YoY in
2018.
Drive leads through the funnel to become BANT qualified leads.
# of inquires# of MQLs
Cost Per Lead
20,000 inquires8,000 MQLs
$65 CPL
#pubcon | @AnnaCaseM
Stay on Track: Lead Calendar
• Measure and track pacing of leads delivered
• Base lead goals on reaching sales/revenue goals
• Ensure that lead volume is manageable for sales teams
• Identify opportunities to shift budget
Stay on track with how you are measuring and pacing a #LeadGeneration program, by creating a lead calendar. #pubcon @AnnaCaseM
#pubcon | @AnnaCaseM
Dashboard Development
#pubcon | @AnnaCaseM
• Present performance measured against goals
• Keep dashboards simple and clear
• Use visuals that help to identify comparative trends
• Show the big picture and snapshots of channels
Reporting #dashboards should answer key questions, not just act as a data dump. #pubcon #dataviz @AnnaCaseM
#pubcon | @AnnaCaseM
Approach to Audience-Centric Lead Generation
Know Your Audience
Create Value & Great
Experiences
Use Data & Knowledge to Connect
Measure & Evaluate
Performance
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