LEAD GENERATION AND CONVERSION IN B2B AND B2C MARKETS Chapter 9 Spring 2011 Internet Marketing, 3 rd ed. Mary Lou Roberts & Debra Zahay-Blatz

3 Spring 2011 Internet Marketing, 3 rd ed. Mary Lou Roberts & Debra Zahay-Blatz THE GENERIC MARKETING OBJS – CH 1 & 4

4 WHAT IS A SALES LEAD? Spring 2011 Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Getting a Person to Self-Identify as a Potential Customer (Decision Maker)

GENERATING HIGH QUALITY LEADS A MAJOR CHALLENGE What is “High Quality?” Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

MANY WAYS TO GENERATE LEADS B2BB2C Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

IS DEMAND GENERATION THE SAME? AWARENESS LEAD GENERATION LEAD NURTURING CUSTOMER (VALUE) NURTURING DEMAND GENERATION Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

REMEMBER JUAN VALDEZ? Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

MEET JUAN ELOQUA—GROW YOUR REVENUE! Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

JUAN ELOQUA GENERATES SALES LEADS Landing Page Current Web Page Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

METRICS FOR THE INITIAL CAMPAIGN We activated well over 1000 inactive contacts We generated 250 marketing qualified leads We have four [sales] opportunities in the pipeline as a direct result of this campaign. Joe Chernov, Director of Content, Eloqua Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

12 TWO LESSONS An Integrated, Ongoing Campaign B2B Can Be Fun and Creative! Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

THE B2B BUYING CYCLE IT IS USUALLY A GROUP PROCESS Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

LEAD GENERATION & MANAGEMENT PROCESS Generate Leads Qualify Leads Distribute Leads Follow Up to Convert Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

Generate Leads Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

MANY CHANNELS, MANY TECHNIQUES Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

KNOW THE TARGET MARKET Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz INBOUND MARKETING > EFFICIENCY, EFFECTIVENESS Spring 2011

HUBSPOT LEADING PROPONENT Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

JOE CHERNOV’S CONTENT MARKETING GRID CONTENT MARKETING Story Telling Repurposing Content INFORMATIONAL CONTENT Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

21 HARD TO ESTIMATE WHAT A LEAD SHOULD COST Hubspot Outbound $322 Inbound $134 Pontiflex (B2C) $.88 - $2.00 Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

22 THE RIGHT ANSWER? IS UNIQUE TO EACH COMPANY/BRAND Depends on Gross Margin, Other Costs Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

CAREFULLY MONITOR RESULTS Cloud Marketing Labs (startup) Blog Public Relations PPC Metrics 1200 Visits 107 Registered for Webinar 4 Proposals Doyenz Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

Qualify Leads Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

THE QUALIFICATION MODEL D esire for the product or service A uthority to make the purchase decision M oney, a budget for making the purchase N eed, the product will provide the desired benefits to the customer Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

HUBSPOT QUALIFIES Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

GOOD QUALIFICATION LOWERS COSTS, INCREASES CONVERSIONS Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

Distribute Leads Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

GENERIC DISTRIBUTION MODEL Distribute to Sales Force for Immediate Follow-up Hot (Sales-Ready) Leads Distribute to Appropriate Communications Mode Call Center for Highly Qualitied (Definite Purchase Time Frame) Newsletter for Other (No Budget, No Firm Purchase Timetable) Rescore at Stated Intervals and Reclassify as Warranted Valid, Non-Sales Ready Leads No or Low Cost Followup Rescore at Stated Intervals and Reclassify (to Valid or Inactive) as Warranted Cold Leads (Meet No Qualifying Criteria) Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

30 SOUNDS SIMPLE? REQUIRES Good Database Accurate Scoring Model Disciplined Operations COOPERATION BETWEEN MARKETING FUNCTIONS Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

Follow Up to Convert Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

32 STEPS IN CONVERSION PROCESS Identify Conversion Goals & Key Performance Indicators Define & Acquire Target Profiles – Reach the Right People with the Right Message at the Right time Organize, Optimize Web Site Develop Compelling Message Provide Effective Calls to Action Enhance Shopping Cart (B2C) and Lead Capture (B2B) Process Test, Measure, Refine Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

33 WHAT IS A CONVERSION? Each Firm Must Establish Its Own Definition Based on Its Objectives Often Multiple Conversion Points – Goals for Various Functions Involved Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

THE CONVERSION FUNNEL Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

35 ALL TAKES PLACE IN CONTEXT OF ORGANIZATIONAL INERTIA, CONFLICTING GOALS, PERSONAL/POLITICAL CONFLICTS Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

36 ADDITIONAL ISSUES Create Personas Develop Scenarios Develop, Test, Refine Landing Pages Map Conversion Paths Through Website Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

37 PERSONA DEVELOPMENT INTERATIVE Data – Site Analytics, Database Mining, Marketing Research ‘Creative’ Development Selection of Priority Targets Validate Personas with Research When Ready, Use in Site Development, Marketing Campaigns Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz PERSONAS Lisa Listmaker Sammy Specific Spring 2011

SCENARIOS Stories About What Might Happen. How It Might Happen Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

40 LANDING PAGES— EXISTING, CAMPAIGN SPECIFIC Is There a Product Page That Meets Needs? Does Campaign Require Separate/Dedicated Landing Page? HOME PAGE—NEVER! Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

41 LANDING PAGES—BEST PRACTICES Simplicity Continuity Relevance Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

LANDING PAGES—OPPORTUNITY TO TEST, REFINE Improved Layout ‘Chunk Copy’ Relevance (customer testimonials) Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

43 PART OF 3-STEP PROCESS 1.Improve PPC Ad – CTR to Landing Page Up 21% – Fewer Unqualified Clicks 2.Improve Landing Page – CTR to Forms Page Up 54% 3.Improve Forms – Number of Forms Submitted Up 97% METRICS Conversion Up 272% Revenue Up 268% Profit Up 302% Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

SIMPLE, HYPOTHETICAL CONVERSION PATH 100 People Enter Game Site 60 Go to Games Page 40 Go To Star Wars Game 10 Go To Demo Page 6 Complete Purchase of SW Game 4 Exit Site 20 Complete Purchase of SW Game 10 Exit Site 20 Go To PacMan Game 40 Go to Devices Page 30 Go To YBox Device 10 Complete Purchase of YBox 20 Exit Site10 Exit Site Site Metrics Map Conversion Path(s) Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011

45 SUMMARY Lead Generation, Conversion & Management – Complex, Multi-Step Process – Often Governed By Organizational Issues, Not Marketing B2B Buying Process – Lengthy, Group Produce High Quality Sales Leads to Meet Sales Force Requirements Score and Distribute Leads Conversion – Hard to Define, Multi-Step, Iterative Manage the Process Personas, Scenarios, Landing Pages, Conversion Paths Internet Marketing, 3 rd ed. Mary Lou Roberts and Debra Zahay-Blatz Spring 2011