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In the Trenches Lead Generation by Example

Ryan Johnston
Demand Generation Manager
Hello!
About me!
•  Ryan Johnston"
•  Demand Generation Manager"
•  Almost 3 years at Pardot"
•  @ryanejohnston"

#PardotWebinar
Contributing to the Bottom Line

#PardotWebinar
Lead Generation
The Concept!
•  Create leads for sales"
•  Contribute to the bottom line"

Keys to Success!
•  Set goals"
•  # of qualified leads,
opportunities"
•  Define processes"
•  Campaign execution"
•  Build reporting"
•  Lead to close"
#PardotWebinar
Prepping for Lead Generation
Success

#PardotWebinar
The Modern Marketer
Advent of Technology!
•  Increased marketing spend"
•  Double edged sword"
•  More accountability"

Lead Gen Arsenal!
•  Campaign management"
•  Capture"
•  Qualify"
•  Assign"
•  Track"
"
#PardotWebinar
Lead Generation Sources
Organic/Natural!
•  If you build it, they will come"

Paid Advertising!
•  Find them where they are"

Third Party!
•  Targeting leads in another
database"

Internal!
•  Targeting your own database"
"

#PardotWebinar
Content
Importance of content!
•  Information exchange"

Choosing the right content!
•  Create qualifying content"
•  Ex. CMO Toolkit"
•  Understand the database"
•  Who are you targeting?"
•  Determine influential content"
•  Conversions and Influence"
•  Pick the right type"
•  Infographic vs. eBook"
"
#PardotWebinar

vs
Definitions
Ideal Prospect Profile!
•  Meet with sales"
•  Historical data"
•  Trends"
•  Top indicators!

Marketing Qualified Lead!
•  Meet with sales, again"
•  Strict definition"
*Always adapt"

#PardotWebinar
Executing the Campaigns

#PardotWebinar
Capturing Lead Info
Forms!
•  Content gating"
•  Core requirements"
•  Important forms"
•  Progressive Profiling"
"

Landing Pages!
•  Tracking"
•  No distractions"
•  A/B testing"
"
#PardotWebinar
Qualifying Leads
Qualifying Leads!
•  MQL"
•  Automatic qualification"

Scoring!
•  Interest"
•  Assign point values"
•  Pricing page"

Grading!
•  Prospect fit"
•  Grade threshold"
"
#PardotWebinar
Assignment
Lead Routing!
•  Sales-readiness"
•  Automatic assignment"

Qualified vs Unqualified!
•  Lead wasteland"

Sales Enablement!
•  Campaign reference"
•  Follow-up content"
"

#PardotWebinar
Nurturing
Pre-sales!
•  Build prospect profiles"
•  Generate interest"
•  Encourage action"

During the sales cycle!
•  Constant touch"
•  Provide value"

Lead revival!
•  About that lead wasteland"

#PardotWebinar
Reporting
Campaign tracking!
•  Tactic performance"
•  Lead performance"

Reports!
•  Goals"
•  Lifecycle (accountability)"
•  Net New vs. Influence"
Feedback!
•  Keep talking to sales"
"

#PardotWebinar
Scaling
Leads!
•  Quality vs. Quantity"
•  Pipeline"

Lead Routing!
•  Automatic assignment"

Campaigns!
•  Multiple channels"

Definitions!
•  Buyer profile"

#PardotWebinar
Questions

#PardotWebinar
Ryan Johnston
Demand Generation Manager
@ryanejohnston

Ryan.johnston@salesforce.com

#PardotWebinar
#PardotWebinar

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In the Trenches - Lead Generation By Example

  • 1. In the Trenches Lead Generation by Example Ryan Johnston Demand Generation Manager
  • 2. Hello! About me! •  Ryan Johnston" •  Demand Generation Manager" •  Almost 3 years at Pardot" •  @ryanejohnston" #PardotWebinar
  • 3. Contributing to the Bottom Line #PardotWebinar
  • 4. Lead Generation The Concept! •  Create leads for sales" •  Contribute to the bottom line" Keys to Success! •  Set goals" •  # of qualified leads, opportunities" •  Define processes" •  Campaign execution" •  Build reporting" •  Lead to close" #PardotWebinar
  • 5. Prepping for Lead Generation Success #PardotWebinar
  • 6. The Modern Marketer Advent of Technology! •  Increased marketing spend" •  Double edged sword" •  More accountability" Lead Gen Arsenal! •  Campaign management" •  Capture" •  Qualify" •  Assign" •  Track" " #PardotWebinar
  • 7. Lead Generation Sources Organic/Natural! •  If you build it, they will come" Paid Advertising! •  Find them where they are" Third Party! •  Targeting leads in another database" Internal! •  Targeting your own database" " #PardotWebinar
  • 8. Content Importance of content! •  Information exchange" Choosing the right content! •  Create qualifying content" •  Ex. CMO Toolkit" •  Understand the database" •  Who are you targeting?" •  Determine influential content" •  Conversions and Influence" •  Pick the right type" •  Infographic vs. eBook" " #PardotWebinar vs
  • 9. Definitions Ideal Prospect Profile! •  Meet with sales" •  Historical data" •  Trends" •  Top indicators! Marketing Qualified Lead! •  Meet with sales, again" •  Strict definition" *Always adapt" #PardotWebinar
  • 11. Capturing Lead Info Forms! •  Content gating" •  Core requirements" •  Important forms" •  Progressive Profiling" " Landing Pages! •  Tracking" •  No distractions" •  A/B testing" " #PardotWebinar
  • 12. Qualifying Leads Qualifying Leads! •  MQL" •  Automatic qualification" Scoring! •  Interest" •  Assign point values" •  Pricing page" Grading! •  Prospect fit" •  Grade threshold" " #PardotWebinar
  • 13. Assignment Lead Routing! •  Sales-readiness" •  Automatic assignment" Qualified vs Unqualified! •  Lead wasteland" Sales Enablement! •  Campaign reference" •  Follow-up content" " #PardotWebinar
  • 14. Nurturing Pre-sales! •  Build prospect profiles" •  Generate interest" •  Encourage action" During the sales cycle! •  Constant touch" •  Provide value" Lead revival! •  About that lead wasteland" #PardotWebinar
  • 15. Reporting Campaign tracking! •  Tactic performance" •  Lead performance" Reports! •  Goals" •  Lifecycle (accountability)" •  Net New vs. Influence" Feedback! •  Keep talking to sales" " #PardotWebinar
  • 16. Scaling Leads! •  Quality vs. Quantity" •  Pipeline" Lead Routing! •  Automatic assignment" Campaigns! •  Multiple channels" Definitions! •  Buyer profile" #PardotWebinar
  • 18. Ryan Johnston Demand Generation Manager @ryanejohnston Ryan.johnston@salesforce.com #PardotWebinar