2011 trends and challenges
DESCRIPTION
The economic pressure is not letting up and 2011 will demand more of B2B marketers than ever before. How can you deliver what CEOs most want – quality leads - within tight timelines and even tighter budgets? Where should you place your priorities? How can you rapidly make an impact on your company’s revenue capacity, profit, and growth?TRANSCRIPT
2011 Lead Generation 2011 Lead Generation
Trends and ChallengesTrends and ChallengesJ. David GreenJ. David Green
Director of Best Practices, MECLABSDirector of Best Practices, MECLABS
#b2bleadgen#b2bleadgen
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• Audience Poll
• Challenges and Trends
• Economics of Demand Generation and Lead Management
• Sales costs and a cost-avoidance argument
• A revenue capacity argument
• Metrics
• Summary – Key Takeaways
Agenda
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#b2bleadgen
Today’s speaker
J. David Green – Director of Best Practices, MECLABS
• Case study: $1B pipeline in 20 months
• Author and co-author of numerous white paper, blog posts, articles, and
the book, The B2B Refinery®
• Speak at MarketingSherpa, DMA, and other events
• 25 years of wide ranging B2B lead generation experience
• Working with large Cisco partner on lead nurturing projects
• Consultant on technology channel marketing
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By J. David Green &
Michael C. Saylor
#b2bleadgen
MECLABS: A science lab with a consultancy
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• More than 10 years of research
• 1,300+ major experiments
• Over 1 billion emails
• 10,000 sales-paths tested
• Hundreds of publications and
conferences
#b2bleadgen
Audience poll
• How many direct or indirect sales full time employees do you support with
leads?
• 500+
• 100-499
• 50-99
• 20-49
• Less than 19
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Audience poll
• On a scale of 1-5, how advanced would you say your lead generation
practices are today? (5=best)
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Challenges & Trends
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What is the biggest worry of
innovative B2B marketers?
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• In 2009, 68% of marketers saw generating high quality leads as their
number one business challenge.
• In 2010, the percentage rose to 75%
Source: MarketingSherpa 2010 and 2011 B2B Marketing Benchmark Report
The challenge
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#b2bleadgen
For the last three years, marketers have focused increasingly on lead quality.
This focus, in turn, has placed greater emphasis on:
• Data hygiene and enhancement
• Lead nurturing
• Lead scoring
• Funnel metrics
• Alignment
The current economy intensifies C-suite demands on marketing for ROI
The challenge
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#b2bleadgen
What are the content implications
of lead nurturing and lead scoring?
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#b2bleadgen
• More segmentation for relevance (personas, stage of consideration,
verticals)
• Low-production value content (e.g., blogs, raw video)
• More employee writers/thought-leaders
• More re-purposing/multi-purposing
• Content aggregation services through web-crawling and linkage/summary
• Integration of social media into lead nurture streams (as well as a demand
generation tool)
Based on trends in 2010 and projected for 2011,
nurturing and scoring depend on content
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#b2bleadgen
What are data implications of lead
nurturing and lead scoring?
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• Less-end user data capture at the top of the funnel
• Incremental, optional, conditional end-user data capture
• Great focus on data hygiene
• Data appends (account, contact, triggers)
• Account-level modeling (propensity to buy and buying
potential)
• Content extrapolation of problems, function, level, depth
of interest
Based on trends in 2010 and projected for 2011,
relevant content-nurturing requires data
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Economics of demand gen:
The cost of sales follow up
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How does sales leadership see the
economics of lead generation?
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Eight out of ten marketers hand
raw leads straight to sales
Source: MarketingSherpa 2010 and 2011 B2B Marketing Benchmark Report
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Decline in lead population through
the funnel’s early stages.
@ up to 5 attempts/lead
& @ 10 dials/hour
Sales-ready leads
Lead scoring, tele-qualifications4 - 71.6 – 2.8
hours
New leads
Filled out web form, called toll-free number, visited booth,
attended webinar, etc.
10040
hours
Valid leads
Insufficient info, bogus info,
not in target market
70 - 8528 - 34
hours
Mountains of leads, molehill of sales
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#b2bleadgen
So what should those funnel
numbers mean in terms of expense?
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Assumes 1,960 hours per year and 19,600 dials.
“Cheap” leads cost a lot of money
Annual cost Hourly cost
Loaded cost/ Field sales rep $ (200,000) $ (102)
Leads Hours Cost/Hour
New leads 100 40 $ (4,082)
Valid leads 70 34 $ (3,469)
Sales-ready leads 7 2.8 $ (286)
100
70
7
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Economics of demand gen:
The cost-avoidance argument
#b2bleadgen
What financial yardsticks exist in
your company for measuring lead
generation effectiveness?
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#b2bleadgen
• How much time do your
sales people spend
prospecting?
• How much is that
prospecting time costing
your company?
Sales prospecting costs more than a CFO might expect
Source: CSO Insights “Sales Performance Optimization” report, 15th edition: over 1,800 companies surveyed. Copyright © 2009 CSO Insights. All Rights Reserved.
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#b2bleadgen
In this example at 20%
of time spent on sales
prospecting, the entire
marketing budget
equals the portion of
the sales budget
allocated to
prospecting.
Sales prospecting cost ≥ Marketing budget?
Sales prospecting
scenario
Revenue $ 1,000,000,000
Profit $ 100,000,000
Marketing budget $ (50,000,000)
Sales budget $ (250,000,000)
Other expenses $ (600,000,000)
Sales budget
line item
Time prospecting $ 1,000,000,000
Prospecting allocation $ 50,000,000
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#b2bleadgen
Given that $50m budget allocation to sales prospecting from the prior slide, a
$200k loaded cost/field resource is the equivalent of 250 sales people.
($50m sales budget allocation) / ($200k/rep) = 250 reps
Sales prospecting equals a lot of FTEs
Annual cost
Sales budget $ (50,000,000)
Loaded cost/field sales rep $ (200,000)
Sales FTEs 250
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Economics of demand gen:
The revenue capacity argument
#b2bleadgen
What revenue capacity can lead
generation unleash?
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#b2bleadgen
Sales & Marketing Resource Allocation & the Buying Cycle
Prospecting Selling
Allocated
percent of
sales
resources
0%
100% These reallocated
sales resources
result in
increased
revenue
capacity/higher
sales productivity
More
efficient
sales
resources
Less
efficient
sales
resources
As much as possible, replace
these sales resources with lower-
cost methods of marketing &
telemarketing contact
Nurturing
Buying cycle stages
Lead generation scales sales
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#b2bleadgen
Sales-ready leads increase revenue capacity,
profits and growth
Sales prospecting
scenario
Scalable lead gen
scenario
Revenue $ 1,000,000,000 $ 1,100,000,000
Profit $ 100,000,000 $ 190,000,000
Marketing budget $ (50,000,000) $ (60,000,000)
Sales budget $ (250,000,000) $ (250,000,000)
Other expenses $ (600,000,000) $(600,000,000)
Sales budget line item
Time prospecting 20% 10%
Prospecting allocation $ (50,000,000) $ (25,000,000)
• 10% more selling time
• $10m increase in
marketing budget
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Economics of demand gen:
Key pipeline metrics for forecasting and analysis
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What funnel metrics can improve
sales and marketing planning,
forecasting and efficiency?
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#b2bleadgen
Source: CSO Insights “2010 Lead Generation Optimization” report. Copyright © 2010 CSO Insights. All Rights Reserved.
For the first time in the seven years of this
report, a slim majority (51%) of responding firms
now track the ROI of their marketing campaigns.
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#b2bleadgen
• Complex sales make
forecasting, analysis
and funnel-tuning
difficult
• Discrete funnel
conversion stages
improve forecasting
accuracy and narrow
problem identification
• Feedback loops can
improve upstream and
downstream stages.
Copyright © MECLABS 2010, all rights reserved.
Bu
ying
cycle
New leads
Registered leads
Rules-validated leads
Phone-ready leads
Phone-validated leads
Sales-ready leads
Sales-validated leads
Sales outcomes
Sales-forecasted opportunities
75%
to
95%
Measuring discrete funnel stages improves
forecasting and operational efficiency
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Key takeaways
#b2bleadgen
• Lead quality concerns are driving initiatives in lead nurturing and lead
scoring, which both are driving numerous marketing changes
• Sales prospecting offers marketers a financial yardstick for measuring
lead generation effectiveness
• The cost avoidance argument:
• Sales qualification is very expensive
• Sales prospecting is very expensive
Key takeaways
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#b2bleadgen
• The revenue capacity argument: lead generation can improve the sales
and marketing expense-to-revenue ratio (sales scalability and sales
productivity)
• The right metrics can improve forecasting and drive continuous funnel
improvement
Key takeaways
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#b2bleadgen
Contact information
Dave Green
Director of Best Practices, MECLABS
Co-Author of The B2B Refinery®
409-770-0710
MECLABS.com ∙ MarketingExperiments.com
MarketingSherpa.com ∙ StartWithaLead.com
StartWithaLead.com/LinkedIn
J. David Green &
Michael C. Saylor
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