The Six Pillars ofBtoB Lead Generation
Photo by Ben Garvin
6 Pillars of B2B Lead-gen
CONTENT ‘DEVELOPMENT’Pillar number one
Why is the Marketing Automation space talking content?
It’s not software, it’s… the content that converts
Marketo’s Videos Eloqua’s Whitepapers Sales Engine’s webinars
So why is content ‘development’ such a problem?
3 buying stagesx 3 buying personas
= 9 Pieces of content
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
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
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
MARKETING AUTOMATIONPillar number two
Marketing Automation
Marketing Automation
AUDIENCE DEVELOPMENTPillar number three
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”
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
INTEGRATED CAMPAIGNSPillar number four
Integrated Campaigns
EmailSocialSearch
PC/Laptop
Mobile
White papers
Channel
Platform
Content Infographics
Video Articles
Sales
Your website
SALES ENABLEMENTPillar number five
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
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
[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
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
ANALYTICSPillar number six
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
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
AnalyticsThen there was the man who drowned crossing a stream with an average depth of six inches.
- W.I.E. Gates
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
6 Pillars of B2B Lead-gen
Sales Engine’s MaaS Offering
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