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You Can't Buy Love: The secrets of demand generation strategy
and successAugust 7, 2013
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#TMGWebinar
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Today’s Speakers
#TMGWebinar
Moderator
Thorin McGeeEditor in ChiefTarget Marketing
Heidi BullockDirector of Demand Generation
Marketo
Ruth StevenseMarketing Strategy Consultant
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Please Welcome
#TMGWebinar
Ruth StevenseMarketing Strategy Consultant
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Ruth P. [email protected]
@RuthPStevensAugust 7, 2013
You Can't Buy LoveThe secrets of demand generation
strategy and success
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© Ruth P. Stevens 2013
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What’s keeping B2B marketers up at night?
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© Ruth P. Stevens 2013
BUYER BEHAVIOR IS CHANGING
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Buying groups are growing in size
Over 1,000 employees 501 - 1,000 employees 100 - 500 employees0
5
10
15
20
25
21
13.5
6.8
Members of the 'Buying Committee' for a Purchase over $...
Source: MarketingSherpa, Business Technology Buyers Survey, March 2007Methodology: N = 478
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© Ruth P. Stevens 2013
Only 7% of industrial purchases are made by one person alone
9
Source: Understanding the Industrial Buy Cycle, GlobalSpec
Percent of decision made by respondents
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© Ruth P. Stevens 2013
10Consumer buying behavior is changing
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Buyers’ top 3 sources of product information are online
Source: Understanding the Industrial Buy Cycle, GlobalSpec
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© Ruth P. Stevens 2013
B2B digital marketing to grow 14.4% annually
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© Ruth P. Stevens 2013
How B-to-B marketing is evolving
Traditional approach:
The “funnel”• Generate a lead• Qualify• Hand off to sales• Cross-sell/up-sell
The new B-to-B marketing:
The “relationship”• Communications across a long sales
cycle– Multiple touches, media, offers
• Messaging relevant to multiple parties
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NEW APPROACHES TO LEAD GENERATION
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© Ruth P. Stevens 2013
The new importance of content marketing
A library of content assets that can serve different needs.– Case studies– White papers– Archived webinars– Podcasts – Videos – Infographics– Research reports– Blog entries
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© Ruth P. Stevens 2013
91% of B-to-B marketers use content marketing.
54% of B-to-B marketers plan to increase their content spending in 2013.
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Content marketing increases in sophistication, now being created for specific target audiences.
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© Ruth P. Stevens 2013
Segment content by buying stage
Modified from Marketo
Stage in the buying process
Early Middle Late
Prospect’s needs Education Specialized
information Answers
Tactics Online demo
White paper
Case study Webinar
Seminar Live demo Technical
white paper
Comparison Free trial Case study Free consultation Pricing
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© Ruth P. Stevens 2013
Social media is ramping up
58% of B2B marketers say they are using social media for lead generation. 2012 study from SocialMediaExaminer.com
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© Ruth P. Stevens 2013
But it ain’t easy
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Social media contributes less than 5% of all traffic and leads to B2B websites.Optify study, 2013
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Source: GlobalWebIndex 2013
Google+ recently overtook YouTube as the number 2 social network.
Fastest growthTwitter: 40%Facebook: 32%Google+: 27%.
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Facebook drives the traffic, but Twitter drives the leads
Source: Optify study 2013
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© Ruth P. Stevens 2013
Case study in B-to-B social media marketing
Maddock Douglas in conversation
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© Ruth P. Stevens 2013
Blog is promoted by Twitter
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© Ruth P. Stevens 2013
Applying social media to lead generation objectives
Objective Medium Application
Inquiry generationAdd an offer.Drive to landing page.Collect data.
Lead qualificationSupplement outbound communications with research on networks.
Lead nurturingKeep in touch with unqualified prospects via every possible medium.
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© Ruth P. Stevens 2013
The growing importance of mobile
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Best B-to-B applications• Browsing: Enable your site!• Apps: Where appropriate.• Content: Make it legible.• Landing pages.
SMS messaging• Region-specific info and
alerts.• Order status notification. • Replenishment reminders.• New product updates.• Sales specials, coupons or
announcements.• Event marketing alerts.• Customer service.
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© Ruth P. Stevens 2013
Don’t think you can go entirely digital
28Source: “Maximizing Your Touchpoints”: Enquiro.com/b2bResearch
Both online and offline sources are important to buyers.
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Where B2B marketing budgets go
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Thank You
@RuthPStevens Visit MaximizingLeadGeneration.com
for a free sample chapter.
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Please Welcome
#TMGWebinar
Heidi BullockDirector of Demand Generation
Marketo
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
You Can't Buy Love: The secrets of demand generation strategy and successHeidi Bullock, Director Demand Generation, Marketo@heidibullock
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Not for the Faint of Heart
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You may be tasty, but I am more cost effective.
Inbound
Outbound
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Average Cost to Generate a Lead
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Inbound Marketing
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Help Leads Find You
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Some Inbound Marketing Tactics
Source: Optify.net
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Source: constructionmarketingblog.org
Most Effective Inbound Marketing
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ContentQuick Tips
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Content Powers Your Demand Gen Engine
Good content = Optimized performance
Poor content = suboptimal performance
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Tip One: Make it Visual
145,000 views
17,000 views
Word
s
Visual
eBook Interactive Infographic
Hits and Long-Tail Content
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Research data, funny videos, curated lists, infographics, thought leadership
Tip Two: Map Content to Buying Stage
NO
YES
MOSTLYNO
Thought leadership and entertainment to build brand and awareness
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Gated?Early Stage - Awareness
Middle Stage - Evaluation
Late Stage - Purchase
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Tip Three: Form Length
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Tip Four: Repurpose! Repurpose!
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Promoting Your Content for Demand Generation
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The Asset
The Definitive Guide to Social Marketing: 111,000 Views
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Webinars1. Webinar 1: The Definitive Guide to Social Marketing
1. Registrants: 2,775 Attendees: 5882. Recorded Asset: 14,000 Views
2. Webinar 2: The ROI of Social Marketing1. Registrants: 2,289 Attendees: 5682. Recorded Asset: 3,000 Views
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On Your Website
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On Your Blog
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Email Promotions
1. Rolling Launch: 4 Email Blasts to Database
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Frictionless & Incentivized Sharing
• Make every campaign social• Increase your visibility and
engagement
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Social Promotions
1. Facebook Tab: 10,854 Views, 2,680 Form Fill-outs2. Facebook Ads: 2620 Downloads3. Twitter Ads: 1,430 views, 31 Form Fill-outs 4. SlideShare: 7,641 views, 312 Downloads
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Social MarketingQuick Tips
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6 Social Marketing Golden Rules
1. Don’t take yourself too seriously2. Inbound is not enough3. You must have good content and
solid offers4. You will need a strong call to action5. Always add value6. Never forget that social is a two-way
street
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Facebook for Lead Generation
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Facebook and EdgeRank
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Twitter Promoted Tweets - Timelines
• Use gated resource pages
• Have strong CTA
• Can still be playful and fun
• Results depend on content and message
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Page 59© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The 4-1-1 Rule
“For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.”
Do This Not ThisI’mawesome
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Slideshare
• Make it part of something bigger• Base your presentation on your expertise• Take it on the road• Activate form capture to collect leads
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Google +
1. SEO2. Consider Google Hangouts!
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Tweetable Takeaways
1. Need a mix of inbound and outbound for a successful demand gen strategy
2. Repurpose content when you can
3. Map content to the different stages of the buying cycle
4. Multi-channel content promotion will give you biggest bang for your buck
5. Consider 4-1-1 approach for social campaigns
6. Leverage “peer-to-peer” influence to give every campaign a social boost
7. Measure every chance you get and be able to course correct in real-time
@heidibullock
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Question & Answer Session
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questions to our speakers using the “Q&A” box on your console.
#TMGWebinar
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