How to implement B2B demand generation - work but not a lot of money.

1. How to Do Great Marketing
Without spending a lot

2. How to Do Great Marketing
• How to Get Started
– Laying the foundation
• Cranking up marketing
– Think Like a Publisher
• Ongoing marketing efforts
– The heartbeat of the business

5. Other keys
• Contact to Close
• Devise offers
• Think of the entire buying process
• Be patient – 6 months

6. PART 1 – SETTING THE
FOUNDATION

7. Attraction Strategies
• Top of Find
• Humor
• Personality
• Thought Leadership
• Seed Nurturing

8. Setting the Foundation – base
questions
• Who are you?
• What problems do we solve?
• Who needs solutions?
• What drives decisions?
• Where do they look?
• Whom do they trust?
• What are our goals?

9. Buyer Personas
The Single Most Valuable Thing You Can Do
• Job description
• Priority Initiatives
• Perceived Barriers
• Why We Win/Buyer Success
• Why We Lose
• Buying Triggers

10. Action Item
Download the free ebook at
www.buyerpersona.com
“The Buyer Persona Manifesto”
Watch Mistakes in Buyer Personas at
www.madmarketing.tv

11. Other Base Activities
• Keyword definition
What do people type into Google?
• Agreed lead definitions
What does a good lead look like?
• Buying process identification
How do people procure our offerings?

12. Attraction Strategies
• Top of Find
• Humor
• Personality
• Thought Leadership
Relevant X Distinctive = Effective

13. Action Item
Watch Mad Marketing TV – Leaping from the
Content Ocean with Doug Kessler
www.madmarketing.tv

14. Phase 2 – Putting it in motion

15. Content Engine
• Continually collect and curate content
• Map content to buying process
• Use all media – print, audio, video

16. Think Like a Publisher
• Daily/Weekly – a blog post
www.fearlesscompetitor.com for example
• Monthly – newsletter or video
• Bi-Monthly – press release
• Quarterly – in person event, ebook and webinar
• Half year – white paper and webinar
• Yearly – direct mail, in person event, white paper,
video release

17. Action Item
Watch Mad Marketing TV with content
marketing experts Joe Pulizzi and Jim Burns
www.madmarketing.tv

18. Lead Nurturing
• 9 out of 10 visitors are not ready to buy
• Stay in touch and earn their trust
• Tell a story – Problem to Solution

19. Action Item
To Learn More about Lead Nurturing, please visit
http://www.findnewcustomers.com/leadnurturing

20. Lead Scoring
• We may have earned their trust, but how do
we know when they’re ready.
• Lead Scoring
• Map the behaviors that mean they are ready.
– Demographics
– Behaviors (digital body language)

21. Action Item
Download and Read the Grande Guide to Lead Scorin
http://www.eloqua.com/topics/lead-scoring.html

22. Lead Handoff
• Process of giving a warm lead to sales
• Best to have tele call first
• Include history of prospect
• Need service level agreement
• Claw back un-followed up leads

23. Deployment and Measurement
Phase 3

24. Marketing Automation
• Now that everything is in place, buy software
to automate it all.
• Good vendors, but we plug our sponsor, Act-
On Software (inexpensive)
www.actonsoftware.com

25. Lead Nurturing Deployment
• Set up the steps for story
• Branch off based on behaviors
• Test and refine

26. TEST, TEST, TEST

27. Metrics and Measures
• Develop metrics to measure performance
• Focus on things that drive results
• Don’t worry about getting it right at first

28. Action Item
• Check out the content and free tools
www.lenskold.com

29. Action Items

30. Landing pages
• Landing page is web page for a single purpose
• Call to action to share content
• Goal is to drive action or result

31. Action Item
Watch Landing Page Optimization with Tim Ash
www.madmarketing.tv

32. QUESTIONS?

33. Thank You!
• Jeff Ogden, President of Find New Customers
• www.findnewcustomers.com
• http://about.me/jeffogden
• @fearlesscomp
• Or just Google “Jeff Ogden”