5 tips to help B2B Marketers to achieve better campaign results.

1. MARKETINGBRIEFS
Unlocking the 5 Secrets of Successful B2B Campaigns

2. SPEAKER BIO
BONNY PARKER-DAVIES
SNR CONTENT STRATEGIST
Obsessed with story-telling and campaign
development. As a Content Strategist, I focus on
engaging buyers throughout the buying journey
with the right message, to the right person, at
the right time and most importantly, in the right
channel and format.

3. SPEAKER BIO
ANDREA GLENN
HEAD OF CLIENT SUCCESS
15 years of B2B marketing experience
specialising in demand creation, lead & funnel
management and communications strategies
that drive conversion and revenue. Passionate
about creating great campaigns that deliver
results.

4. Marketing Briefs
Webinar Series
• LBDGA are running a series of 30 minute
webinars every 2 weeks.
• Short, focused and free of Marketing jargon.
• Upcoming webinars:
• Account Based Marketing on 20th July
• Social Selling on 14th September
• Demand Centres on 12th October
• Interested in any of the upcoming topics? Email
DemandMore@lbdga.com

5. AGENDA
Unlocking the Secrets of Successful B2B
Campaigns:
1. Identifying the right measurements
2. Crafting messages that cut through
3. Reducing time to Marketing Qualified Leads
4. Feeding the Funnel
5. Optimising campaign performance

6. If you feel like this when you think about your
campaigns…
Then you’re in the right webinar!

7. 1. Identifying the
right
measurements
• Marketing is complicated. Especially
Digital Marketing!
• You CAN measure (more or less)
everything. But what SHOULD you
measure?
• You need to understand the difference
between Objectives & KPIs.
• Remember, that’s like saying that Gin
and Prosecco are the same thing
because they’re both alcoholic!

8. 1. Identifying the right measurements
Leads
Contact Us Requested,
AQLs, MQLs
Brand
Awareness
Impressions, Website Visitors,
Form Captures, New contacts
within DB
Engagement
Bounce rate, LP
Conversion, Email Click
Through

9. Don’t forget to feed the pig!

10. 2. Crafting
messages that
cut through
• Everyone wants to feel like a
special snowflake and be treated
as an individual.
• Your challenge is that to create
truly personalised messaging is
costly and takes a lot of time.
• Instead, you need to think about
Biscuits!

11. BUYER
INSIGHT
TRIGGERS
CHANNELS
AUDIENCE
PRIORITY
BUYER
INSIGHT
TRIGGERS
CHANNELS
AUDIENCE
PRIORITY

12. 2. Crafting messages that cut through
Existing Customers Known Prospects Unknown Prospects
They have a record within our
DB & we know that they have
bought a our product/solution
They have a record within our
DB & we know that they have
not bought our
product/solution
They do not have a record
within our DB
Cross-sell/Up-sell message Educational message
Disruptive message
Educational message
Build on their existing
perception of company
Help them to tip the balance
& make purchase
Attract their attention & add
value
Identify Persona via explicit
data capture (Form) or use Job
Title as proxy
Identify Persona via explicit
data capture (Form) or use Job
Title as proxy
Identify Persona via explicit
data capture (Form) or use
Inbound thread as proxy
How do we identify
them?
How do we identify
their persona?
Product Message
Corporate Message

13. 3. Reducing time to
Marketing
Qualified Leads
(MQLs)
If this is how it feels when you’re waiting
for your pipeline to fill up, then
we’ve got a solution you need to consider!

14. BUILD
ACTIVATE
BUILD
ACTIVATE
BUILD
ACTIVATE
3. Reducing time to Marketing Qualified Leads
SALES
TIME
MQL
TTMQL
INVESTMENT
Traditional Method of
Building Campaigns

15. ACTIVATE, MEASURE, REFINE
3. Reducing time to Marketing Qualified Leads
BUILD
TTMQL
MQL
TIME
INVESTMENT
Agile Method of
Building Campaigns

16. 4. Feed the Funnel
• Purely relying on your existing DB is a
well trodden track to mediocre results!
• Using Inbound improves your ability to
generate leads.
• But there are a range of Inbound
tactics that you could use – so choose
wisely!

17. 4. Feed the Funnel
Events
PR
Syndicated
Content
Blogs
SocialMedia
Advertising
Display
LandingPage
Optimisation
Advocacy
Content
Marketing
Remarketing
SearchEngine
Optimisation
PayPerClick
SocialMedia
Communities
DataPurchase
Programmatic
Reach L M M M H H M M M L H H M M H
Cost H M H L M L L L M L L M L H H
Effectiveness M L L M H L H H M M H M M L M
Difficulty H M L L M M L H M L H M L L H
Lead Cycle H M L L L M L H M L H L M L M
Score according to their use within Demand Generation programmes

18. 5. Optimising
Campaign
performance
• Important to remember that
optimising is not the same as
measuring
• It’s not enough to just look at how
many leads you’ve generated
• Instead you need to build a series of
measures for each stage of your
campaign
• Then comes the tricky bit, analysing
the numbers…

19. 5. Improving Performance
% Social Traffic/
# of Visitors
% Email Traffic /
# of Visitors
% Organic Search Traffic /
# of Visitors
Landing Page Bounce Rate Form Completion
# of Prospects @ Discover # of Prospects @ Consider # of Prospects @ Decide
# of MQLs
# of SALs
# of AQLs

20. 5. Improving Performance
Capture UTM in submission
Update first touch fields: UTM values
Update lead source: Eloqua
Update lead status: Inquiry
Lead scoring process: Lead reaches threshold
Update lead status: Automation Qualified
Qualifier accepts lead for qualification
Update lead status: Tele-qualification
Inquiry passes BANT criteria as part of
Tele-prospecting
Update lead status: Tele-qualified
Update lead source: Tele-prospecting
TAL passes BANT criteria
Update lead status: Tele-qualified
Inquiry – Inbound
Unknown Visitors
Form Submission
Inquiry – Outbound
AQL
TGL
TAL
Sales identify net new lead from
separate activity
Update lead status: Sales lead
Update lead source: Sales Self-
Generated
Closed Won
SGL
Qualifier rejects lead
Update lead status: Rejected
Update Reject reason
Won business
Update opportunity stage: Close Won
Closed Lost
Lost business
Update opportunity stage: Close Lost
Sales reject lead
Update lead status: Rejected
Update Reject reason
Sales accept lead to be followed up
Update lead status: Contact & Investigation
or Appointment Setting
SAL
SQL
Sales identify lead as opportunity
Lead converted to opportunity in SFDC, all associated contacts added in Contact Roles
Update opportunity stage: Opportunity Identified
Rejection
Rejection
Lead placed in deferred nurture
based on reject reason and/or
other criteria
Lead placed in recycle nurture
based on lost reason and/or
other criteria
Lead qualified at an event
Lead status: Contact & Investigation or
Appointment Setting
Lead source: Event (if non blank)
Event
TQL

21. RECAP
Unlocking the Secrets of Successful B2B
Campaigns:
1. Identifying the right measurements
2. Crafting messages that cut through
3. Reducing time to Marketing Qualified
Leads
4. Feeding the Funnel
5. Improving performance

22. Question Time

23. Upcoming Webinars
If you’re looking for more information around some of the topics raised
today:
• B2B Nurture Strategy on 3rd August
• Gating Strategy on 28th September
• Buyer Journeys on 7th December
• Waterfall Reporting on 2nd February
Interested in any of the upcoming topics?
Email DemandMore@lbdga.com