demand generation for lead generation success
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@marketingmojo | #mojowebinar | marketing-mojo.com
Presented by Janet Driscoll Miller
President and CEO, Marketing Mojo
DEMAND GENERATION FOR LEAD GENERATION SUCCESS
@marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTER
JANET DRISCOLL MILLER President and CEO
Marketing Mojo
@janetdmiller +Janet Driscoll Miller
MARKETING MOJO Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo
@marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
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OUR CLIENTS
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DEMAND GENERATION VS.
LEAD GENERATION
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WHAT IS DEMAND GENERATION?
• Build awareness
• Facilitate discovery of brand
• Creating demand for your product
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WHAT IS LEAD GENERATION?
• Generating conversions
• Developing prospects into leads
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HOW DO THEY WORK TOGETHER?
• Demand feeds leads
• Demand generation creates awareness and some level of initial trust
Campaigns and Nurturing
Leads
Opportunities
Sales
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HOW DO THEY WORK TOGETHER?
Awareness
Consideration
Conversion
Loyalty
Advocacy
Demand Generation
Lead Generation
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GENERATING DEMAND AND LEADS
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WHAT ARE THE TACTICS FOR DEMAND GENERATION?
• Often composed of potentially both inbound and outbound marketing efforts
› Inbound
» SEO
» Paid search
» Social media
» Email marketing
› Outbound
» Direct mail
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WHICH TACTICS SHOULD YOU FOCUS ON?
Google 71.67%
Bing 2.76%
Yahoo 5.53%
Other Social 2.01%
LinkedIn 2.51%
Personal Networks
15.58%
Source: Salesforce.com/Pardot
Where do you typically start your research for a future business purchase?
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WHY SEARCH?
• Search (paid or organic) accounts for nearly 80% of how business buyers research products
• Search = Demand Fulfillment
• Associates your brand with a particular product
• Searcher identifies that he/she has a need based on the search performed
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WHY SEARCH?
Source: RKG
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LINKEDIN FOR B2B
• Specifically hone your audience to the persona group most receptive to your message
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ROI OF LINKEDIN
281% 1178% (pipeline) (revenue)
ROI
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WHAT ROLE DOES CONTENT PLAY?
• Content is the foundation of demand generation
› Every outreach
needs an offer to
compel a prospect
to respond or take
interest Yes 76%
No 24%
Source: Salesforce.com/Pardot
Do you agree with the following statement: “I prefer different content at each stage of my research process.”
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WHAT TYPE OF CONTENT WORKS BEST FOR DEMAND GENERATION?
As Long As It Takes To Inform
Me 28%
I'd Prefer Under 5 Pages
70%
I'd Prefer Over 5 Pages 2%
Source: Salesforce.com/Pardot
How long do you think a written piece of content should be? (For example: whitepapers, case studies, etc., excluding ebooks)
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CASE STUDY 1: VIDEO OFFER VS. WHITEPAPER OFFER
Video Conversions
White Paper Conversions
Nu
mb
er
of
Co
nv
ers
ion
s
Video Landing Page Test - Conversions
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CASE STUDY 2: VIDEO OFFER VS. CASE STUDY OFFER
Video Conversions
Case Study Conversions
Nu
mb
er
of
Co
nv
ers
ion
s
Video Landing Page Test - Conversions
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WHAT TYPE OF CONTENT WORKS BEST FOR DEMAND GENERATION?
Source: MarketingSherpa
Industry-targeted content is
more valuable
Content targeted to job
function is more valuable
Content targeted to
company size is more
valuable
Geographically-targeted
content is preferred
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WHAT TYPE OF CONTENT WORKS BEST FOR DEMAND GENERATION?
• Type = Format (i.e., video vs. whitepaper)
1. What format fits the information best?
2. What format fits the channel best?
3. What format best conveys thought leadership?
4. What format best fits your target audience?
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HOW DO TACTICS DIFFER? Tactic Demand Generation Lead Generation
Facebook Ads/ LinkedIn Ads
• Targeted on education, brand awareness
• Likely targeted towards specific offers
• Promoted posts to fans with specific offers
Organic Search • Keywords are likely broader in nature
• Associate brand with certain products/categories
• Optimize thought leadership content
• Keywords likely more specific, long tail
• Optimize purchase decision content
Paid Search • Non-brand ads focus on offering thought leadership content
• Retargeting
• Mix of ads focused on buyer messages
• Retargeting
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HOW DOES CONTENT DIFFER?
Tactic Demand Generation Lead Generation
Content Marketing • Educational pieces, best practices
• Industry-specific solutions with thought leadership
• Company-specific information
• Industry-specific buyer’s guides
• Solution-specific pieces
• Company-specific information
Source: Marketo
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Campaign Goal Tactic Measurement
Brand awareness
HOW CAN DEMAND GENERATION BE MEASURED?
• Depends on the tactic used in some cases and the goals of a campaign
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Campaign Goal Tactic Measurement
Site Traffic Unique Visitors
HOW CAN DEMAND GENERATION BE MEASURED?
• Depends on the tactic used in some cases and the goals of a campaign
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ATTRIBUTION
• Allows you to see which tactics contributed to conversions
• Attribution modeling available in Google Analytics
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ATTRIBUTION
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INCORPORATING MARKETING AUTOMATION
• Allows you to track the “lifecycle” of the lead
• Gives great insight into what demand generation tactics worked best
• Also enhances lead generation and success throughout the funnel via nuturing and scoring abilities
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PUTTING IT ALL TOGETHER
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DEMAND GENERATION TO LEAD GENERATION
Demand Generation Tactics
Lead Generation Tactics
Lead Nurturing/ Lead Nurturing
Sales Qualified Lead
Opportunity
Sale
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LOOKING FOR HELP? Contact Marketing Mojo
Sean McCusty
800-939-5938 ext. 116
smccusty@marketing-mojo.com
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CONTACT
JANET DRISCOLL MILLER President and CEO
Search Mojo
@janetdmiller +Janet Driscoll Miller
MARKETING MOJO Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo
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