revealing the true costs and building blocks of b2b lead generation
DESCRIPTION
Lead generation is complex, and this webinar breaks down its components and their costs. Watch this presentation to learn: How to build an end-to-end lead generation program, from database improvement through campaign execution What personnel, skills, and technology are required to keep the program up and running How much it will all cost you—including an examination of data costs, salary ranges, and the pricing of the top marketing automation platformsTRANSCRIPT
Revealing the True Costs and Building Blocks of BtoB Lead Generation
Technology vendor comparisons, labor research,
and agency & freelance content pricing
Content
Copywriting
Social Integration
Landing page
Design/Brand
Automation Tracking codes
Database
Lead Scoring
Mobile Responsiv
e
How B2B Sales & Marketing USED to work
But that’s not how today’s B2B buyer buys
Building a B2B Lead-gen Engine
Content
People
Tech
Demand Generation DirectorMarketing Program ManagerMarketing Automation ManagerWeb DesignerArt DirectorCopywriterEditorProoferDesignerDirectorVideographerAudio TechnicianVideo EditorSocial Media ManagerDirector of Web ContentContent Strategist
Marketing AutomationMarketing Database
Website AnalyticsVideo Streaming
CRM/SFAWebsiteMobile
White PapersInfographics
VideosArticles
PodcastsWebinars
Landing Pages
B2B Lead-gen Technology
Website
CRM
Marketing Automati
onMarketing Database
Analytics
Marketing Automation Cost
Vendor List Price/Mo # Records $/Record $/Record Annual List PriceEloqua $4,000 <10k $0.4000 $0.4000 $48,000.00
Marketo$1,195 <10k $0.1200 $0.1200 $14,340.00$2,995 <100k $0.0300 $0.0300 $35,940.00
Pardot$2,000 <30k $0.0667 $0.0667 $24,000.00$300/per 30k up to 500k $0.0100 $0.0100 $60,000.00$200/per 30k over 500k $0.0067 $0.0067
Acton
$1,700 <50k $0.0340 $0.0340 $20,400.00$2,200 <100k $0.0220 $0.0220 $26,400.00$3,300 <250k $0.0132 $0.0132 $39,600.00$4,800 <500k $0.0096 $0.0096 $57,600.00$6,500 <1mil $0.0065 $0.0065 $78,000.00
Silverpop $2,500 <100k $0.0250 $0.0250 $30,000.00
Hubspot
$800 <1k $0.8000 $0.8000 $9,600.00$50/per 1k $0.0500 $0.0500$2,400 <10k $0.2400 $0.2400 $28,800.00$10/per 1k $0.0100 $0.0100
Loopfuse$595 <10k $0.0600 $0.0600 $7,140.00$895 <20k $0.0450 $0.0450 $10,740.00$1,495 <40k $0.0375 $0.0375 $17,940.00
Salesfusion$1,800 or $3,000 <30k $0.0600 $0.0600 $21,600.00$100/per 10k $0.0100 $0.0100
Average starting point = $24,783(50,000)*(9.79¢/record) = $58,746
Database Building Cost
Business Model Subscription: Data.com and “Connect”
Subscription & List Purchase
Subscription & List Purchase
Subscription & List Purchase
Pricing • Data.com: $125/mo for 300 records
• “Connect”:$1,500/yr for 3,600 records
• Price/record: $1.50/record
• Subscription: Call for pricing
• $99.95/mo for 200 records
• M\Call for pricing for 200+ records
Call for pricing
Average $/Record $0.42/record; addtl records $0.50 ea.
$1.50 $0.50/record
(50,000 records)*($0.50/record) + 25% attrition/yr = $28,125 year one$3,125 year two
B2B Lead-gen Technology
Website
CRM
Marketing Automatio
n $58,746
Marketing Database
$28,125 $86,871
So, who manages all this?
Analytics
Fractional ‘skills’ to run B2B Lead-gen
The one who “keeps it all on track”
10% 25% 50% 75% 90%
San Jose, CA 60150 71670 86652 104471 123488
Austin, TX 47076 55568 66633 79767 93719
West Mon-roe, LA
38757 46134 55813 67402 79832
$37,500
$87,500
$137,500
$187,500
Compensation Bands
Marketing Program ManagerEXPERIENCE: 5 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company
AVERAGE SALARY: $66,663
The Marketing “techie”
10% 25% 50% 75% 90%
San Jose, CA 59913 72311 86816 102977 119822
Austin, TX 48445 58520 70128 82820 95736
West Mon-roe, LA
40306 50478 62082 74657 87386
$37,500
$87,500
$137,500
$187,500
Compensation Bands
Marketing Automation ManagerEXPERIENCE: 3 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company
AVERAGE SALARY: $70,128
The “web geek/artist”
10% 25% 50% 75% 90%
San Jose, CA 42931 51342 61788 74349 88881
Austin, TX 29838 35566 42549 50738 59882
West Monroe, LA
23258 28104 34057 41143 49247
$37,500
$87,500
$137,500
$187,500
Compensation Bands
Web DesignerEXPERIENCE: 5 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company
AVERAGE SALARY: $42,549
The one who “makes you look good”
10% 25% 50% 75% 90%
San Jose, CA 48390 57685 69065 82651 98391
Austin, TX 36655 43010 50856 60149 70626
West Monroe, LA
28228 33358 39768 47423 56097
$37,500
$87,500
$137,500
$187,500
Compensation Bands
Art DirectorEXPERIENCE: 5 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company
AVERAGE SALARY: $50,856
“The Voice” of your brand - Campaigns
10% 25% 50% 75% 90%
San Jose, CA
41501 50486 60845 73235 88742
Austin, TX
32110 38133 45150 53431 63350
West Monroe, LA
26301 31513 37554 44576 52758
$12,500
$37,500
$62,500
$87,500
Chart Title
Axis Title
CopywriterYEARS OF EXPERIENCE: 5INDUSTRY: Not SpecifiedORGANIZATION TYPE: Private Sector Company
AVERAGE SALARY: $45,150
Fractional Skills to run B2B Lead-gen
Role
Marketing Program Manager
Marketing Automation Manager
Web Designer Art Director Copywriter TOTAL
Salary $66,663 $70,128 $42,549 $50,856 $45,150 $396,321
% FTE Needed 50% 25% 25% 15% 20%
Fractional Cost $33,332 $17,532 $10,637 $7,628 $9,030 $78,159
Fractional Skills to run B2B Lead-gen
So, who manages all this?
But no ONE Person has
ALL these skills
Marketing Program Manager
Marketing Automation Manager
Web Designer Art Director Copywriter TOTAL
$66,663 $70,128 $42,549 $50,856 $45,150 $396,321
50% 25% 25% 15% 20%
$33,332 $17,532 $10,637 $7,628 $9,030 $78,159
Content, Content, and more Content!
Staffing a Content team of FTE’s unrealistic for SMB’s:
$598,487
Long-form written content (i.e. White papers, articles, case studies)
• Freelance & Agency– Pay by the hour ($50-$100/hr)– $3,000 - $5,000 White paper– $500 - $1,000 article
• Analysts reports & whitepapers– Expert 3rd party opinion– $15,000 - $25,000
• CAUTION: SME learning curve & Project management
Content, Content, and more Content!
Infographics• Agency $1,500 (Wide range $500 - $5k)• Freelance $75-$100/hour = $1,000+• Tools for the DYI starting at “free”
– Piktochart – Infogr.am– Infoactive– Easel.ly
• CAUTION: Its about visual interpretation of your message, NOT just graphics
Content, Content, and more Content!
Video content• Fixed-bid from full service production
company ($1,000 - $2,000/min)– Complexity of messaging & planning– Environment (office, studio, outdoor, etc.)– # of cameras/crew– Simple video vs. full motion graphics
• Freelance– Camera, lights, & operator ($1,500+/day)– Director/interviewer ($1,000+/day)– Motion graphics post-prod ($50+/hour)
Content, Content, and more Content!
Social media & blogging content• Full service “Social Media Agency”
$5,000+/mo– Posting– Listening– Commenting– Monitoring
• Freelance $25+/hour– CAUTION: Social media expertise vs. SME
• Fractional FTE – Approx 10% FTE * $45,150 = $4,500/year
Content, Content, and more Content!
Content, Content, and more Content!
Content TypeWhite paper
Article Info-graphicVideo
(Simple)
Video w/ Motion
graphics
Social media posts
TOTAL
# of Artifacts 3 12 3 15 1 52 86
$/Unit $3,500 $1,000 $1,500 $500 $5,000 $100
Fractional Cost $10,500 $12,000 $4,500 $7,500 $5,000 $5,200 $44,700
So, who manages all this?
Cost to Build a B2B Lead-gen Engine
Content$44,700
People$78,159
Tech$86,871
$86,871+ $78,159+ $44,700$209,730
So, who manages all this?
“The owner” of strategy and oversight
10% 25% 50% 75% 90%
San Jose, CA
103492 123734 147020 172547 198746
Austin, TX
82222 100197 120075 141056 161873
West Monroe, LA
68481 87396 108116 129669 150877
$37,500
$87,500
$137,500
$187,500
Compensation Bands
Demand Generation DirectorEXPERIENCE: 10 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company
AVERAGE SALARY: $120,975
Cost to Build a B2B Lead-gen Engine
Content$44,700
People$78,159
Tech$86,871
$86,871+ $78,159+ $44,700
= $209,730+ $120,975
= $330,705Director ofDemand-Generation $120,975
Content
People
Tech
Q&A