The CMO Playbook for B2B Lead Gen - slides 012414

The CMO’s Playbook for B2B
Lead Gen

Paul Taylor
CEO
January 28th, 2014

#123webinar | @webmarketing123

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About Us

3

We are a digital marketing agency
focusing on lead gen & revenue.
Search Engine Optimization
Paid Search & Display

Top 500 Fastest
Growing Private
US Companies.

Social Media Marketing
Content Development


4

We deliver on

revenue.

Not just leads & traffic.

Each campaign includes:
Business Research + Strategy
Custom Scorecard Tracking
Attribution + Data-driven Optimizations


5

On the Agenda

1
2
3

The Modern CMO Challenge
Capturing the New B2B Buyer

Lean Tools for the Digital Frontier
Fueling Revenue with Lean Marketing

Next Steps

Winning Online Lead Gen in 2014



1

Increasing ROI Accountability
“2/3 of CMOs will be held accountable for ROI
by 2015. But, HALF feel insufficiently prepared
to provide hard numbers.”
- IBM 2013 CMO Study



2

Navigating the Hidden Sales Cycle

Then

Now
Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010



What does a winning lead gen strategy look like?



SEM

Email

SEO

Social

A winning lead gen program consists of an integrative outreach and
nurture strategy driven by smart content marketing.


It’s now critical to be the first influencer.

70%

of the buyer’s
journey now happens
online.
Source: SiriusDecisions



Be present at all touch points
Reads peer
reviews.

Discovers blog
covering vendor
differentiators.

Google searches
services.
Sees competitor
display ads.

*Sample buyer’s journey.


Contacts
sales rep
directly.


How you can leverage content marketing:
1

2

Tailor Content to the Funnel
Push prospects down the funnel with
tailored content for each buyer stage.
Create a Nurture Program
Craft a nurture program based on
unique lead behavior.

Source: BtoB Online’s 2013 Marketing
automation study



Over half of B2B marketers will increase their content budget in 2014.

Source: B2B Content Marketing – 2014
Benchmarks, Budgets & Trends;
MarketingProfs, CMI, BrightCove

30% of B2B marketing budgets are dedicated to content.


Content delivers leads.

No Content Strategy

Active Content Strategy

B2B companies with an active content and blog
strategy generate 67% more leads per month
than those who do not.
(Hubspot, The State of Inbound Lead Generation)



What does lead gen success look like?



Reach a sales & marketing consensus.
Determine the lead gen money metrics.

Website traffic

$

Qualified Leads (SQL/MQL)

Lead volume

$

Sales Pipeline

Cost Per Lead

$

Closed Deal Revenue

To measure which campaigns generate revenue, set up your CRM to track
closed deals back to influencing campaigns.


Reach a sales & marketing consensus.
Reinvest budget into the top performing lead gen channels.
Evaluate lead gen campaigns based on revenue rather than
lead volume.
First three pieces of content we recommend:

Campaign

Revenue
Opportunity

Allocation

SEO Leads

$85,000

$

Social Leads

$60,000

$

SEM Leads

$275,000

$

$

$

$


Where
does lean
fit in?

21


“Agencies & clients that apply lean tools get

33% Better Results.”

- Boston Consulting Group, ‘Cutting Complexity
Adding Value’, May 2013.



Lean Digital Marketing enables

our clients to:

Get results 66% faster.
Cut cost per lead in half.
Experience 2X lead volume.

Gain $8 pipeline revenue for every $1 spent.

Client Case Study

“
Marina Antestenis,
Director, Integrated
Marketing

We have increased not only the quantity of leads,
but the quality of leads with your efforts. I’m
excited about what we’ve been able to accomplish
so far and am looking forward to what’s in-store
for 2014.”


Client Case Study

Challenge
inContact needed a best-in-class digital marketing strategy to stay ahead of
the curve in a highly competitive SaaS business segment.
1

Improve digital marketing performance in terms of lead volume, lead
quality, and ROI.

2

Prove the value of each digital marketing channel with closed-loop
reporting.

Solution
Our team rose to the challenge with two primary countermeasures:
1

Digital Marketing Kaizen

2

Attribution Reporting Model


Client Case Study

Results
In just 5 months we have delivered:

29%
lead volume

260%
Top 10 keywords

30%
cost per lead

175%
social lead generation

199%
QoQ revenue



How did lean drive these results?



Lean accelerates digital results in

4 Steps:

1

2

3

4

Uncover the
head of the
problem.

Define the
RCCM.

Evaluate the
Impact vs.
Effort Matrix.

Develop an
action plan.



4

Develop an action plan.

Serves 3 purposes:
1

Creates a project timeline.

2

Assigns ownership.

3

Establishes standard KPIs.


Next Steps

Accelerate digital lead generation with

4 Key Takeaways:
1

Strengthen digital presence to influence the Hidden
Sales Cycle.

2

Conduct a lead generation content audit.

3

Invest in a multi-touch attribution model.

4

Apply lean optimization tactics to agreed upon KPIs.


THANK YOU

Paul Taylor
CEO

Meet with our team.
Let us help refine your lead gen
strategy to exceed your sales
goals.

Email results@webmarketing123.com or call 800.619.1570

32

The CMO Playbook for B2B Lead Gen - slides 012414

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