Quick hit tactics to boost your lead gen Daniel Burstein, Director - - PowerPoint PPT Presentation

Lead Gen Apprentice: Quick hit tactics to boost your lead gen

Daniel Burstein, Director of Editorial Content, MECLABS Bob Alvin, Chief Executive Officer and Chairman, NetLine Corporation Bryan Brown, Director, Product Strategy, Silverpop Jon Miller, VP, Marketing, Marketo Doug Sechrist, Vice President, Demand Marketing, Eloqua

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“Quick Hit” Lead Gen Tactics Panel

Daniel Burstein, Director of Editorial Content, MECLABS, @DanielBurstein Bob Alvin, Chief Executive Officer and Chairman, NetLine Corporation, @NetLine_Corp Bryan Brown, Director, Product Strategy, Silverpop, @getvision Jon Miller, VP, Marketing, Marketo, @jonmiller2 Doug Sechrist, Vice President, Demand Marketing, @Eloqua

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Scenario #1: There’s a webinar next week!

• Who we are – Mid-sized technology and consulting firm
• Solution – Software development platform
• Business problem solved – Improves the speed, quality, and predictability of

software projects.

• Target audience – Software engineers and developers
• Goal – Get attendance for our first webinar. It’s in two weeks, and signup has been
• abysmal. We can’t rely on our internal list to get registrants. And we need at least

100 attendees (based on our cost-per-acquisition from other tactics) to make it worthwhile.

• Budget – $2,000
• Challenge – We are a distant fourth in market share, and our top-of-mind

awareness is low outside of current customers and our email list

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There’s a webinar next week!

$2,000 budget Two weeks Need 100 software engineers or developers

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This S**KS!

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$20

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One week for campaign setup One week for running campaign

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Techies like Freebies!

$2 to $10

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Multi-Campaign Approach

In-house email Content syndication Display advertising Lead gen call center

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Email

Quick and cheap

Lots of intelligence

Quality, freshness, and relevance

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Content Syndication

Publisher or Network

$20 to $50 CPL

Web and Mobile

More techies

=

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Display Advertising

If $4.00/click and 5% conversion = $20 / registration If $8.00/click and 10% conversion, still $20 / registration

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Follow up all registrations with either phone or email to remind and re-confirm attendance!

$75/Hour - 30 calls/hour

Depending on list quality 1 to 10 sign-ups / hour $8 to $75 / registration Straight CPA with third-party list $30 to $50 / registration

Tactic 1: Drive inbound registrations

PPC Blog Mobile opt-in

Tactic 5: Promote at a Local Event

10-50% form conversion lift

Tactic 2: Social sign-in

Registration Email follow-up Automated emails

Tactic 3: Automation

Tactic 4: Social sharing

Win RC Helicopter

• ffer for new leads and

existing database

Predicted results!

175 registrations = 105 attendees (60%)

$1,400 – Ads $600 – 3 helicopters $2,000 – Total

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Leverage thank you pages

Great content Webinar sign-up on thank you page

• 11,710 downloads
• 3,050 registrants to webinar – 1,825 from thank you page
• 1,425 attendees

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Call qualified registrants

• Guided voicemail reminder to registrants
• Boxpilot costs less than $2 per call
• 215 incremental attendees, cost per $8.50

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Scenario #1: Other ideas

• Targeted lists and SDR calls
• Leverage partners
• Multiple search engine optimized landing

pages

• Post on relevant groups in LinkedIn
• Post on Twitter with sponsored Tweets and

relevant hashtags

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• 1. Generate buzz and drive registrations with social media

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• 2. Empower your sales team to

drive attendance

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• 3. Purchase a targeted, low-

cost list and offer incentives to register

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Scenario #2: Partner community drying up

• Who we are – Networking solutions company
• Solution – Hosted IP telephony
• Business problem solved – No major capital outlay to create a virtual call center that

consolidates geographically dispersed physical locations

• Target audience – IT managers who need to support an increasingly distributed

workforce and need a predictable monthly IT spend to match their budget

• Goal – Deliver leads to our partner community. They do very little of their own

prospecting, most of their leads come through regional referrals from our corporate site.

• Budget – $100,000
• Challenge – Our product is highly commoditized. If we don’t deliver leads, the

competition will. We have our big partner event in two months, and the CEO wants to show increased amount of leads delivered to the partners.

Tactic 1: Educate and reward

• Partner Education Road Show

– Three regions (East, Central, West) – Face-to-face interaction to foster relationships

• Bi-directional education
• Acme Technology: SPIFF reward program

– $500 flat SPIFF to Acme Tech rep

• For every deal that they introduce

a Partner into (that results in closed business)

Acme Tech Differentiators Partner Solutions and Services

Tactic 2: Partner portal – partner page

Tactic 2: Drive traffic to partners

Tactic 2: Leverage data capture

Tactic 2: Leverage data capture

• Leverage captured data to drive targeted

communications

• Co-branded partner collateral

– Driven by region of prospect

Tactic 3: Very Important Partner (VIP) club

Tactic 3: Very Important Partner (VIP) club – sponsored ads

Tactic 4: Cross-sell/upsell campaign

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Marketo: What generates fast, quality leads

Source Prospects Cost % Lead

Velocity (days) Lead to Opp Index

Third-Party Email Blast

9,049 $36 20% 32 0.5

Trade Show

3,786 $36 22% 29 1.8

Trade Show – Virtual

3,125 $18 17% 48 1.0

Paid Webinar

1,971 $71 26% 33 0.7

PPC

1,494 $135 45% 15 1.8

AppExchange

1,128 $41 72% 3 2.4

Content Syndication

881 $69 18% 29 1.2

Social Media

588 $94 33% 16 0.2

Other Paid

1,645 $45 25% 32 0.9

Website/Inbound

5,133 58% 9 1.9

Referral / WOM

564 21% 32 1.4

Sales Prospecting

349 19% 71 3.9

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Marketo Accelerator Campaign

Resurrect stalled leads with an accelerator campaign

Mailed 41,578 Responded 1,709 4.1% Demos 139 8.1% Opportunities 71 51.1% Wins 91

Take it to the Road!

Use targeted field events to build lead generation momentum for channel partners

↑25% invitation open rate 10% of all pipeline ↓29% attendee attrition rates ↑84% opportunity conversion

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Partner community drying up

Networking solutions company Hosted IP telephony Leads for partner community Target: IT Managers

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$100,000 budget Two months

Now we can do some real marketing!

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Accelerate Along the Marketing/Sales Pipeline

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Content Syndication Program

Generate compelling and relevant content!

Title and Abstract

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Test content and optimize to maximize your ROI

A/B test on title, abstract, cover graphics, form questions . . .

Ensure landing page and form are working correctly!

Compare quality, lead flow rate, drop-off, download rate . . .

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Test and Measure Different Tactics:

email, newsletter, network, display

Keep the ones that work; trash the

• nes that don’t

External networks - $30 - $50 CPL

Mobile – good for IT decision makers

Internal Email List - Free

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Verify and Qualify Segment for Channel

Brand for channel Add call-to-action Offer additional content Drive to channel partner

Email Nurture

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Scenario #3: Too many low-level leads

• Who we are – Authentication solution company
• Solution – Authentication technology
• Business problem solved – Secure log-in of verified users, such as employees
• Target audience – Executive-level decision makers, who need to protect the

proprietary assets and trade secrets of their company

• Goal – We already have a vibrant IT practitioner that eats up everything we write on
• ur blogs and newsletters, but now we need more executive-level leads.
• Budget – $12,000
• Challenge – We have no problem winning over IT practitioners, but we keep losing

sales to larger competition with executive relationships. Even though we sell a point product and have larger competition with entire security platforms, we have large channel partners with executive relationships who have a high close rate…but only introduce our product when asked. Our VC investors are getting nervous and scrutinizing our pipeline, so we need to show more executive-level leads by next month our lose our next round of funding.

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Need to switch our tactics

Air War Ground War

• Content marketing
• Web optimization
• Lead nurturing
• Lead scoring
• Database build-out
• Executive events
• Appointment setting
• Pillaring

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Caution!

Our Target Executive

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Break through the clutter

• Basics still matter
• Laser targeting
• Quality content
• Agenda for events
• Multi-touch programs
• Direct mail / email / phone
• Marketo 34% connect rate

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• 1. Help your core audience sell up to the executive audience
• 2. Leverage a low-cost direct mail solution

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Too many low-level leads

Authentication technology $12,000 budget Executive decision-makers

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Nervous VCs scrutinizing

• ur pipeline :-(

Focus on Marketing and Sales pipeline, and show stage impact with spend To make the VCs happy: Accelerate and demonstrate repeatable success

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Can’t do much with $12k! What happen to that VC funding? You need a detailed multi-pronged demand generation strategy Bottom Line:

IT exec decision-makers are going to cost more!

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Need to test and run many different programs to find out what will work best

Email and call center to qualify or disqualify $1 to $30 per lead Acquire additional names for targets $1 to $2 per name

Build list of verified and qualified leads

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$1000 to $2000 per appointment Use target list to set appointments

200 to 400 qualified leads $2,000 5 to 10 appointments $10,000

Demonstrate Repeatability

Tactic 1: Exclusive roundtable with analyst

• Hire an analyst for $10,000 to host roundtable event

to help validate position in the market

• Partners’ prospects
• Practitioners’ boss

Tactic 2: Educate partners (nurture)

Incentive invite Nurture education series

Tactic 3: Partners’ incentive

Partners that register the most prospects will be entered to win a $2,000 gift card.

• Partner URL / Page

Tactic 4: Invite practitioners’ boss

• Encourage practitioners to share blogs,

articles and contents with their executive

• Invite boss to Analyst Webinar Event

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