1. Lead Generation and Conversion In B2B Markets

2. One of 3 Basic Marketing Strategies

3. Generation/Conversion Many Purchases = Multiple Steps Over Time.
Why is Lead
Generation/Conversion
Important?
Many Purchases = Multiple Steps Over Time.

4. What Is Conversion? Depends On: Stage in Customer Cycle
Marketing Activity
e.g. Social Media or Marketing Dept.

5. Key strategy in b2b markets

6. Some B2C High ticket, protracted sales cycle

7. Demand vs lead generation
Demand Generation = Generating Overall Demand for Product
Awareness + Lead Generation + Lead Nurturing + Customer Development
Lead Generation/Nurturing
Create a Particular Sale
Part of the Overall Process

8. Marketing Automation software Expensive, mission critical, many decision participants
This slide introduces the importance of campaign-specific landing pages.
The grande guides and other marketing materials including videos are on the site (Interactive Exercise 10.1)
The introductory blog post with video
The library
Each time I’ve looked over the past year or two, they have introduced more guides. A consistent and coherent content strategy.

9. Program metrics Activated Over 1,000 Inactive Contacts
Generated Over 250 Qualified Leads
4 Sales Opportunities “In the Pipeline”

10. B2B Buy Cycle Can Take Months or Even Years to Complete a Transaction
Often Many Participants in
Decision-Making Process

11. Lead Generation, conversion process

12. Many Channels to Generate Leads

13. Which Channels to Use?
Which Channels Does the TARGET AUDIENCE Use?

14. How Does Inbound Marketing Differ?
Disseminate Content as
Widely as Possible
Across the Web
Use Search and Other Tools
To “Get It Found”
The hammer vs. the magnet is a nice visual touch to point out.

15. Relevant, High Quality Content Search and Social to “Get it Found”

16. There’s no way to make this big enough to read easily.
The original post is
It’s worth going to live for Joe Chernov’s description of his own job as “director of irritation”
Also note that the post has gotten 52 comments and 2287 Retweets as of now. Those are impressive metrics. More important, posting them in this way on the blog makes it clear that Eloqua is a thought leader in this space.
Plus, the copy of the grid at the bottom of the post is actually large enough to read.

17. Cost of Lead Generation
Generally Agreed That Inbound Generates Leads More Cheaply
According to HubSpot Study of B2B Leads:
Outbound Averaged $332
Inbound Averaged $134
B2C Lower: One Study 88¢ to $1.47
Different Markets: $1.16 to $200
Students may be surprised at the B2B cost. Slide 21 is intended to help them understand why the whole process is so expensive.
There are continuing studies available on this subject, at least for B2B markets . Good B2C costs are hard to find.
Here are charts from the 2010 Hubspot annual study

18. QR Code to Create Facebook Likes

19. Qualifying sales leads
Desire for the Product/Service
Authority to Make the Purchase Decision
Money Budgeted for the Purchase
Need for Product Benefits

20. A form requesting Qualification Data
Content Marketing
Creates
Inbound Requests
For More Info.
Additional Content
Promoted on
Form Page

21. Generating Better Leads Lowers qualification cost

22. Must Score, Distribute Qualified Leads
Scoring
Commercial Tools are Available
Algorithm Must Capture True Value of Lead as a Potential Customer
Distribution
Depends Partly on Score, Partly on Readiness

23. All Leads Are Not Created Equal
Distribution Depends on Quality of Lead and
Proximity to Purchase

24. Sales Force Wants Better Leads
EDGAROnline was able to:
Generate 400% More Leads with Better Communication
Use Lead Scoring System to Increase Quality of Leads Distributed (to Internal and External Sales Teams)
Rate of Conversion of Leads More Than Double Industry Norms

25. Optimized Conversion Process
Identify Conversion Goals, KPIs
Profile Target Audience
Optimize Site Structure for Conversion
Use Compelling Message
Use Effective Calls to Action
If Visitors Do Not Purchase, Capture as Lead
TEST, MEASURE and REFINE

26. Definition of a lead, a Conversion?
No Single Definition.
Depends on Which Departments Involved, What their Roles Are
Social Media may Define as Lead as a Like on a Facebook page, for example
A Conversion as a Facebook Fan Who Registers on the Site
Measurable Objectives, Each Department, Each Stage are Key.

27. Different Channels, Different Stages

28. Have Difficulties with Their Hint: It’s Not Technology or Tools.
Why Do So Many Firms
Have Difficulties with Their
Lead Programs?
Hint: It’s Not Technology or Tools.
We Have Plenty of Those.

29. Organization Issues Hinder Process
Takes Time, Effort
Requires Disciplined Attention
Various Departments May Be in Conflict
Top Management Has to Accept Difficulties and Require Process

30. Personas a useful tool Humanize a Customer Data Profile
The Yellow Tail Wine customer persona is just 2 slides and is worth showing in class

31. Develop Purchase Scenarios
“Stories” of How Customers Make Purchases
Valuable to Understand What Works
Where the Site or Process Fails the Customer

32. Identify Appropriate Landing Page
Could Be a Product Page on the Site
Assumes Immediate Purchase
May Require a Campaign-Specific Page
To Provide Content that Corresponds with Campaign Message
To Acquire Contact Information for Lead Management Process

33. Above All, Test and Refine
Is worth asking students if or why they would predict that the optimized page works better.

34. Optimizing a Campaign Previous Step Test and Improve Landing Page
Test and Improve PPC Ad
Click-Through Rate %
Test and Improve Landing Page
Improve Structure, Chunk Content, Add Customer Testimonials
Click-Through to Registration Page 54%

35. Understanding, Improving Conversion Paths
Once a scenario helps understand how a particular segment is likely to navigate the site, a conversion path can be charted to see if the site needs the customer needs.

36. Summary Conversion 1 of 3 Basic Marketing Strategies
Process Necessary in Multiple Step Purchases, B2B or B2C
B2B Purchases Often Protracted, Many Participants
Generate, Quality, Distribute, Follow Up
Inbound Marketing, Content Marketing Useful
Optimize the Process, Elements Like Ads, Landing Pages
Organizational Issues Key; Not Technology, Tools
Personas, Scenarios, Conversion Paths Useful Tools
Above All, TEST, MEASURE, and REFINE.