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B2B Case Study | Digital Marketing Lead Generation Campaign
- 1. Chloë Garrett-Dyke April 2015 @EMP_Brighton @WestControlSolu A Case Study How a B2B Company Doubled Lead Generation Year on Year
- 2. @EMP_Brighton @WestControlSolu Intro •How do you define a lead? •Target setting for lead generation •Audience profiles •Content creation •Content distribution •Generating leads •Tracking results
- 3. @EMP_Brighton @WestControlSolu About me •10+ years working in-house in B2B marketing •3+ years Head of Marketing at West Control Solutions •Founder of Effective Marketing & PR Ltd
- 4. @EMP_Brighton @WestControlSolu About West Control Solutions •Industrial manufacturer •Targeting machine builders (OEMs) •Global customer base •Headquartered in Brighton, UK •£30m turnover •Part of Danaher ($20B)
- 5. @EMP_Brighton @WestControlSolu The objective To generate high quality, inbound leads from OEMs
- 6. @EMP_Brighton @WestControlSolu What is a lead? • Workshop with key stakeholders • Create the Universal Lead Definition (ULD) • Document and share the ULD Known? Prospect Raw Qualified Nurturing Disqualified Name Company Job Title Email Address Either Telephone Number Demonstrated interest Temperature Control Need Identified X Either Budget Identified
- 7. @EMP_Brighton @WestControlSolu What is a lead? • Workshop with key stakeholders • Create the Universal Lead Definition (ULD) • Document and share the ULD Known? Prospect Raw Qualified Nurturing Disqualified Name Company Job Title Email Address Either Telephone Number Demonstrated interest Temperature Control Need Identified X Either Budget Identified Tip 1 Create a Universal Lead Definition (ULD) that Marketing & Sales align on
- 8. @EMP_Brighton @WestControlSolu Who owns the lead? Budget Authority Need Time Owner L0 Prospect Lead ● ● ● ● Marketing L1 Raw Lead ● ● ● ● Inside Sales L2 Qualified Lead ● ● ● ● Sales L3 Nurturing Lead ● ●● ● ● Marketing L4 Disqualified Lead ● ●● ● ●● Inside Sales
- 9. @EMP_Brighton @WestControlSolu Who owns the lead? Budget Authority Need Time Owner L0 Prospect Lead ● ● ● ● Marketing L1 Raw Lead ● ● ● ● Inside Sales L2 Qualified Lead ● ● ● ● Sales L3 Nurturing Lead ● ●● ● ● Marketing L4 Disqualified Lead ● ●● ● ●● Inside Sales Tip 2 Set clear guidelines between sales and marketing on lead ownership
- 10. @EMP_Brighton @WestControlSolu Set targets Target Revenue (£ Wins) Average Order Value (£) # of Wins Opportunity to Win Conversion Rate (%) # of Opportunities Raw lead to Opportunity Conversion Rate (%) # of Raw Leads
- 11. @EMP_Brighton @WestControlSolu Set targets Target Revenue (£ Wins) Average Order Value (£) # of Wins Opportunity to Win Conversion Rate (%) # of Opportunities Raw lead to Opportunity Conversion Rate (%) # of Raw Leads Tip 3 Calculate targets based on conversion rates and ave. opp. value
- 12. @EMP_Brighton @WestControlSolu Understand & profile the audience Reliability Functionality Aesthetics Accuracy Language Job Function Country Industry Ease-of-Use Technical Expertise Application DEMOGRAPHICS CUSTOMER’S NEEDS
- 13. @EMP_Brighton @WestControlSolu Understand & profile the audience Reliability Functionality Aesthetics Accuracy Language Job Function Country Industry Ease-of-Use Technical Expertise Application DEMOGRAPHICS CUSTOMER’S NEEDS Tip 4 Use relevant criteria to create personas for each type of target customer
- 14. @EMP_Brighton @WestControlSolu What content do prospects use? Profile 1 US / Purchasing Profile 2 US / Design Engineer Profile 3 US / Process Engineer Application notes Brochures Case studies Industry commentary Industry news Pricing Technical specifications Thought leadership Videos ‘Best practise’ Videos ‘How-to’ Whitepapers
- 15. @EMP_Brighton @WestControlSolu What content do prospects use? Profile 1 US / Purchasing Profile 2 US / Design Engineer Profile 3 US / Process Engineer Application notes Brochures Case studies Industry commentary Industry news Pricing Technical specifications Thought leadership Videos ‘Best practise’ Videos ‘How-to’ Whitepapers Tip 5 Map out the types of information used by each target persona
- 16. @EMP_Brighton @WestControlSolu Ideas for content topics Brainstorming •Mix of customer facing staff (sales, technical support, customer service, existing customers) •What are the FAQs •What are customers interested in? •What are the perceived risks or barriers to buying the product?
- 17. @EMP_Brighton @WestControlSolu Ideas for content topics Brainstorming •Mix of customer facing staff (sales, technical support, customer service, existing customers) •What are the FAQs •What are customers interested in? •What are the perceived risks or barriers to buying the product? Tip 6 Group content topics into themes to develop the story and increase impact
- 18. @EMP_Brighton @WestControlSolu Content creation – map shortcuts Brochures Technical Specifications Press Releases Product Presentations Tip 7 Use and repurpose existing materials for quick wins MARKETING
- 19. @EMP_Brighton @WestControlSolu Content creation – map shortcuts Application Stories Case Studies SALES Tip 8 Provide sales managers with a script to request case studies
- 20. @EMP_Brighton @WestControlSolu Tip 7 Interview specialists in the business. Write this up and provide as 1st draft of content. Content creation – map shortcuts Feature Articles Whitepapers ‘How to’ Videos ‘Best Practice’ Videos Technical
- 21. @EMP_Brighton @WestControlSolu Tip 7 Interview specialists in the business. Write this up and provide as 1st draft of content. Content creation – map shortcuts Feature Articles Whitepapers ‘How to’ Videos ‘Best Practice’ Videos Technical Tip 11 Always distribute content internally first.
- 22. @EMP_Brighton @WestControlSolu Distributing & Repurposing Content Company Website Email Trade Websites Industry Directories Twitter LinkedIn YouTube Slideshare Facebook Whitepaper
- 23. @EMP_Brighton @WestControlSolu Converting Content Assets to Leads
- 24. @EMP_Brighton @WestControlSolu Converting Content Assets to Leads Tip 12 Experiment with subtle changes to increase on-page conversions.
- 25. @EMP_Brighton @WestControlSolu Tracking Results •Record all leads in CRM •Set up goals in Google Analytics •Use automated reports and dashboards
- 26. @EMP_Brighton @WestControlSolu Tracking Results •Record all leads in CRM •Set up goals in Google Analytics •Use automated reports and dashboards •Share results Tip 13 Use dashboards and automated reporting wherever possible so you know your numbers!
- 27. @EMP_Brighton @WestControlSolu The Results Year # of Raw Leads 2012 340 2013 3,175 2014 6,890
- 28. @EMP_Brighton @WestControlSolu Thank you! @EMP_Brighton @WestControlSolu www.EffectiveMarketingandPR.com www.West-CS.com
Hinweis der Redaktion
- Others giving expert advice on optimising for search engines Focusing on how companies in B2B actually convert that traffic from digital content into leads
- Manufacturer of industrial temperature control products Sell to original equipment manufacturers (OEMs) in scientific and industrial markets Use products as the temperature control component in their machines Global customer base, but with particular focus on EU and NA
- First Q – how do you define a lead? Wanted to ensure everyone in agreement with what constitutes a lead Workshop with Marketing, Sales and IT Sales and Marketing had different opinions on criteria of a lead Decided to create definitions for each stage of lead during its life cycle
- First Q – how do you define a lead? Wanted to ensure everyone in agreement with what constitutes a lead Workshop with Marketing, Sales and IT Sales and Marketing had different opinions on criteria of a lead Decided to create definitions for each stage of lead during its life cycle
- Other part of the workshop – assign ownership Depending on stage in the sales cycle leads pass from Marketing -> Inside Sales -> Field Sales Nurturing leads being reassigned to Marketing
- Other part of the workshop – assign ownership Depending on stage in the sales cycle leads pass from Marketing -> Inside Sales -> Field Sales Nurturing leads being reassigned to Marketing
- Set targets to track and monitor performance WCS – target driven KPIs like other Dept. Starting point – Total £ target Use Ave. order £ and Conv. Rates Calculate # of Opps & # Raw Leads for funnel Historical CRM data If data not available – use sales leaders
- Set targets to track and monitor performance WCS – target driven KPIs like other Dept. Starting point – Total £ target Use Ave. order £ and Conv. Rates Calculate # of Opps & # Raw Leads for funnel Historical CRM data If data not available – use sales leaders
- Think more about target audience break these out into profiles Used demographics country/language Industry e.g. plastics and rubber processing or laboratory & testing equipment Job function – purchasing & engineers Also about customer requirements e.g. Product reliability Some applications use controllers several hours a day, others run 24/7 for years
- Think more about target audience break these out into profiles Used demographics country/language Industry e.g. plastics and rubber processing or laboratory & testing equipment Job function – purchasing & engineers Also about customer requirements e.g. Product reliability Some applications use controllers several hours a day, others run 24/7 for years
- List of Content types Profiles – Map - Content types of interest Purchasing use technical specifications and price lists Design engineers interested in industry news and developments, whitepapers and case studies
- List of Content types Profiles – Map - Content types of interest Purchasing use technical specifications and price lists Design engineers interested in industry news and developments, whitepapers and case studies
- Another brainstorming session NOT just a marketing Invite multiple functions Particularly customer facing staff Tech support and customer service know FAQs Account Managers understand types of industry news that’s of interest & any barriers or perceived risks that they typically come up against during the sales cycle that content assets could address
- Another brainstorming session NOT just a marketing Invite multiple functions Particularly customer facing staff Tech support and customer service know FAQs Account Managers understand types of industry news that’s of interest & any barriers or perceived risks that they typically come up against during the sales cycle that content assets could address
- SEO – not going to talk about keyword research and incorporating that into content as other sessions will go into proper detail on that. Focus on quick wins and tactics that were useful to get content created in timely manner. First step – quick wins. Historical content still relevant just needed a refresh Case studies, reassure the customer and increase buy in by providing info on: Benefit to customer to do a case study Where the case study will be used What the process will be The approval process Always offer to liaise directly with customer (and de-briefing account manager) Technical content: Interview colleague(s) on subject matter write up notes Provide as a 1st draft to review and edit Much easier than putting a blank piece of paper in front of a colleague and asking for a 1,000 word technical article KNOW LIMITS
- Case studies, reassure the customer and increase buy in by providing info on: Benefit to customer to do a case study Where the case study will be used What the process will be The approval process Always offer to liaise directly with customer (and de-briefing account manager)
- Technical content: Interview colleague(s) on subject matter write up notes Provide as a 1st draft to review and edit Much easier than putting a blank piece of paper in front of a colleague and asking for a 1,000 word technical article
- Technical content: Interview colleague(s) on subject matter write up notes Provide as a 1st draft to review and edit Much easier than putting a blank piece of paper in front of a colleague and asking for a 1,000 word technical article
- Hosted on own website Email campaigns to validated databases of target customers Repurpose content into videos – YouTube Powerpoint presentations for slideshare Called out interesting facts for sharing on social – FB, Twitter & LinkedIn Use trade websites & industry directories – online exhibitions Target customers regularly visit these sites for info Content used in campaigns such as whitepaper downloads Sites provide us with leads from users that sign in to download content What about convert traffic from website, email and social into leads?
- Used campaign specific landing pages with lead capture forms Use consistent messaging in the heading and copy Include a clear call-to-action Tell the user what will happen after they submit their details Only ask for essential information Show which fields are mandatory Use a relevant “action” button
- Used campaign specific landing pages with lead capture forms Use consistent messaging in the heading and copy Include a clear call-to-action Tell the user what will happen after they submit their details Only ask for essential information Show which fields are mandatory Use a relevant “action” button
- Capture everything Don’t spend hours or even days monitoring and reporting on data Set up dashboards and use automated emails wherever possible I have email report at 8am every morning tells me MTD and YTD results for leads/opportunties and wins Share results – time for marketing to shine If content hasn’t got results expected, helps get input from other parts of business
- Capture everything Don’t spend hours or even days monitoring and reporting on data Set up dashboards and use automated emails wherever possible I have email report at 8am every morning tells me MTD and YTD results for leads/opportunties and wins Share results – time for marketing to shine If content hasn’t got results expected, helps get input from other parts of business
- 2012 – getting started 2013 – improving quality of content and experimenting with new channels to share it 2014 – fine-tuning the channels and improving landing page conversion rates
- Thank you Hope you’ve found at least 1 or 2 tips to try out