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

“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 2

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 3

There’s a webinar next week! Need 100 software engineers or developers $2,000 budget Two weeks 4

This S**KS! 5

$20 6

One week for campaign setup One week for running campaign 7

Techies like Freebies! $2 to $10 8

Multi-Campaign Approach In-house email Content syndication Display advertising Lead gen call center 9

Email Quick and cheap Quality, freshness, and relevance Lots of intelligence 10

Web and Mobile = More techies $20 to $50 CPL Publisher or Network Content Syndication 11

Display Advertising If $4.00/click and 5% conversion = $20 / registration If $8.00/click and 10% conversion, still $20 / registration 12

$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 Follow up all registrations with either phone or email to remind and re-confirm attendance! 13

Tactic 1: Drive inbound registrations PPC Blog Mobile opt-in

Tactic 5: Promote at a Local Event

Tactic 2: Social sign-in 10-50% form conversion lift

Tactic 3: Automation Registration Email follow-up Automated emails

Tactic 4: Social sharing Win RC Helicopter offer for new leads and existing database

Predicted results! $1,400 – Ads $600 – 3 helicopters $2,000 – Total 175 registrations = 105 attendees (60%)

Leverage thank you pages Webinar sign-up on Great content thank you page • 11,710 downloads • 3,050 registrants to webinar – 1,825 from thank you page • 1,425 attendees 21

Call qualified registrants • Guided voicemail reminder to registrants • Boxpilot costs less than $2 per call • 215 incremental attendees, cost per $8.50 22

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 23

1. Generate buzz and drive registrations with social media 24

2. Empower your sales team to drive attendance 25

3. Purchase a targeted, low- cost list and offer incentives to register 26

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. 27

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 Tech Partner Solutions and Services Differentiators • 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)

Tactic 2: Partner portal – partner page

Tactic 2: Drive traffic to partners

Tactic 2: Leverage data capture

Tactic 2: Leverage data capture WidgetCo VOIP Me • 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

Marketo: What generates fast, quality leads Velocity Lead to Source Prospects Cost % Lead (days) Opp Index 9,049 $36 20% 32 0.5 Third-Party Email Blast 3,786 $36 22% 29 1.8 Trade Show 3,125 $18 17% 48 1.0 Trade Show – Virtual 1,971 $71 26% 33 0.7 Paid Webinar 1,494 $135 45% 15 1.8 PPC 1,128 $41 72% 3 2.4 AppExchange 881 $69 18% 29 1.2 Content Syndication 588 $94 33% 16 0.2 Social Media 1,645 $45 25% 32 0.9 Other Paid 5,133 58% 9 1.9 Website/Inbound 564 21% 32 1.4 Referral / WOM 349 19% 71 3.9 Sales Prospecting 37

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 38

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

Partner community drying up Networking solutions company Hosted IP telephony Target: IT Managers Leads for partner community 40

$100,000 budget Now we can do some Two months real marketing! 41

Accelerate Along the Marketing/Sales Pipeline 42

Content Syndication Program Title and Abstract Generate compelling and relevant content! 43

Test content and optimize to maximize your ROI A/B test on title, abstract, cover graphics, form questions . . . Compare quality, lead flow rate, drop-off, download rate . . . Ensure landing page and form are working correctly! 44

Test and Measure Different Tactics: email, newsletter, network, display Keep the ones that work; trash the ones that don’t Internal Email List - Free External networks - $30 - $50 CPL Mobile – good for IT decision makers 45

Verify and Qualify Segment for Channel Brand for channel Add call-to-action Email Nurture Offer additional content Drive to channel partner 46

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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 our 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. 48

Need to switch our tactics Air War Ground War • Content marketing • Database build-out • Web optimization • Executive events • Lead nurturing • Appointment setting • Lead scoring • Pillaring 49

Caution! Our Target Executive 50

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 51

1. Help your core audience sell up to the executive audience 2. Leverage a low-cost direct mail solution 52

Too many low-level leads Authentication technology $12,000 budget Executive decision-makers 53