in the trenches - lead generation by example

In the Trenches - Lead Generation by Example

Ryan Johnston Demand Generation Manager

#PardotWebinar

Hello!

About me!•  Ryan Johnston"•  Demand Generation Manager"•  Almost 3 years at Pardot"

•  @ryanejohnston"

#PardotWebinar

Contributing to the Bottom Line

#PardotWebinar

Lead Generation

The Concept!•  Create leads for sales"•  Contribute to the bottom line"Keys to Success!•  Set goals"

•  # of qualified leads, opportunities"

•  Define processes"•  Campaign execution"

•  Build reporting"•  Lead to close"

#PardotWebinar

Prepping for Lead Generation Success

#PardotWebinar

The Modern Marketer

Advent of Technology!•  Increased marketing spend"•  Double edged sword"

•  More accountability"Lead Gen Arsenal!•  Campaign management"

•  Capture"•  Qualify"•  Assign"•  Track"

"

#PardotWebinar

Lead Generation Sources

Organic/Natural!•  If you build it, they will come"Paid Advertising!•  Find them where they are"Third Party!•  Targeting leads in another

database"Internal!•  Targeting your own database""

#PardotWebinar

Content

Importance of content!•  Information exchange"Choosing the right content!•  Create qualifying content"

•  Ex. CMO Toolkit"•  Understand the database"

•  Who are you targeting?"•  Determine influential content"

•  Conversions and Influence"•  Pick the right type"

•  Infographic vs. eBook""

vs

#PardotWebinar

Definitions

Ideal Prospect Profile!•  Meet with sales"•  Historical data"

•  Trends"•  Top indicators!

Marketing Qualified Lead!•  Meet with sales, again"•  Strict definition"

*Always adapt"

#PardotWebinar

Executing the Campaigns

#PardotWebinar

Capturing Lead Info

Forms!•  Content gating"•  Core requirements"•  Important forms"•  Progressive Profiling""Landing Pages!•  Tracking"•  No distractions"•  A/B testing""

#PardotWebinar

Qualifying Leads

Qualifying Leads!•  MQL"•  Automatic qualification"Scoring!•  Interest"•  Assign point values"

•  Pricing page"Grading!•  Prospect fit"•  Grade threshold""

#PardotWebinar

Assignment

Lead Routing!•  Sales-readiness"•  Automatic assignment"Qualified vs Unqualified!•  Lead wasteland"Sales Enablement!•  Campaign reference"•  Follow-up content""

#PardotWebinar

Nurturing

Pre-sales!•  Build prospect profiles"•  Generate interest"•  Encourage action"During the sales cycle!•  Constant touch"•  Provide value"Lead revival!•  About that lead wasteland"

#PardotWebinar

Reporting

Campaign tracking!•  Tactic performance"•  Lead performance"Reports!•  Goals"•  Lifecycle (accountability)"•  Net New vs. Influence"Feedback!•  Keep talking to sales""

#PardotWebinar

Scaling

Leads!•  Quality vs. Quantity"•  Pipeline"Lead Routing!•  Automatic assignment"Campaigns!•  Multiple channels"Definitions!•  Buyer profile"

#PardotWebinar

Questions

#PardotWebinar

Demand Generation Manager Ryan Johnston

@ryanejohnston

Ryan.johnston@salesforce.com

#PardotWebinar