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DEMAND GENERATION FOR
LEAD GENERATION SUCCESS
Presented by Janet Driscoll Miller
President and CEO, Marketing Mojo

@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

›
›

Marketing automation

›
•

Content marketing

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

@marketingmojo | #mojowebinar | marketing-mojo.com
OUR CLIENTS

@marketingmojo | #mojowebinar | marketing-mojo.com
DEMAND GENERATION
VS.
LEAD GENERATION

@marketingmojo | #mojowebinar | marketing-mojo.com
WHAT IS DEMAND GENERATION?
• Build awareness
• Facilitate discovery of brand
• Creating demand for your product

@marketingmojo | #mojowebinar | marketing-mojo.com
WHAT IS LEAD GENERATION?
• Generating conversions
• Developing prospects into leads

@marketingmojo | #mojowebinar | marketing-mojo.com
HOW DO THEY WORK TOGETHER?
• Demand feeds
leads
• Demand
generation
creates
awareness and
some level of
initial trust

Campaigns and Nurturing

Leads

Opportunities

Sales

@marketingmojo | #mojowebinar | marketing-mojo.com
HOW DO THEY WORK TOGETHER?

Demand
Generation
Lead
Generation

Awareness

Consideration
Conversion
Loyalty
Advocacy

@marketingmojo | #mojowebinar | marketing-mojo.com
GENERATING
DEMAND AND LEADS

@marketingmojo | #mojowebinar | marketing-mojo.com
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

@marketingmojo | #mojowebinar | marketing-mojo.com
WHICH TACTICS SHOULD YOU FOCUS ON?
Personal
Networks
15.58%

LinkedIn 2.51%
Other Social
2.01%
Yahoo 5.53%
Bing 2.76%

Where do you typically
start your research
for a future business
purchase?

Google 71.67%
Source: Salesforce.com/Pardot
@marketingmojo | #mojowebinar | marketing-mojo.com
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
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY SEARCH?

Source: RKG
@marketingmojo | #mojowebinar | marketing-mojo.com
LINKEDIN FOR B2B
• Specifically
hone your
audience to the
persona group
most receptive
to your message

@marketingmojo | #mojowebinar | marketing-mojo.com
ROI OF LINKEDIN

%
281
(revenue)

ROI

%
1178
(pipeline)

@marketingmojo | #mojowebinar | marketing-mojo.com
WHAT ROLE DOES CONTENT PLAY?
• Content is the
foundation of
demand
generation
› Every outreach
needs an offer to

No 24%

Do you agree with the
following statement: “I
prefer different
content at each stage
of my research
process.”

compel a prospect

to respond or take
interest

Yes 76%
Source: Salesforce.com/Pardot

@marketingmojo | #mojowebinar | marketing-mojo.com
WHAT TYPE OF CONTENT WORKS BEST
FOR DEMAND GENERATION?
I'd Prefer Over
5 Pages 2%

As Long As It
Takes To Inform
Me 28%
How long do you think
a written piece of
content should be?
(For example:
whitepapers, case
studies, etc., excluding
ebooks)

I'd Prefer
Under 5 Pages
70%

Source: Salesforce.com/Pardot

@marketingmojo | #mojowebinar | marketing-mojo.com
CASE STUDY 1:
VIDEO OFFER VS. WHITEPAPER OFFER
Video Landing Page Test - Conversions

Number of Conversions

Video Conversions

White Paper Conversions

@marketingmojo | #mojowebinar | marketing-mojo.com
CASE STUDY 2:
VIDEO OFFER VS. CASE STUDY OFFER
Video Landing Page Test - Conversions
Number of Conversions

Case Study Conversions

Video Conversions

@marketingmojo | #mojowebinar | marketing-mojo.com
WHAT TYPE OF CONTENT WORKS BEST
FOR DEMAND GENERATION?

Industry-targeted content is
more valuable

Content targeted to
company size is more
valuable

Content targeted to job
function is more valuable

Geographically-targeted
content is preferred

Source: MarketingSherpa

@marketingmojo | #mojowebinar | marketing-mojo.com
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?

@marketingmojo | #mojowebinar | marketing-mojo.com
HOW DO TACTICS DIFFER?
Tactic

Demand Generation

Lead Generation

Facebook Ads/
LinkedIn Ads

• Targeted on education, • Likely targeted
brand awareness
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

@marketingmojo | #mojowebinar | marketing-mojo.com
HOW DOES CONTENT DIFFER?

Tactic
Content Marketing

Demand Generation

Lead Generation

• Educational pieces,
• Industry-specific
best practices
buyer’s guides
• Industry-specific
• Solution-specific
solutions with thought
pieces
leadership
• Company-specific
• Company-specific
information
information

Source: Marketo

@marketingmojo | #mojowebinar | marketing-mojo.com
HOW CAN DEMAND GENERATION
BE MEASURED?
• Depends on the tactic used in some cases
and the goals of a campaign

Campaign Goal

Tactic

Measurement

Brand awareness

@marketingmojo | #mojowebinar | marketing-mojo.com
HOW CAN DEMAND GENERATION
BE MEASURED?
• Depends on the tactic used in some cases
and the goals of a campaign

Campaign Goal

Site Traffic

Tactic

Measurement

Unique Visitors

@marketingmojo | #mojowebinar | marketing-mojo.com
ATTRIBUTION
• Allows you to see
which tactics
contributed to
conversions
• Attribution
modeling
available in
Google Analytics

@marketingmojo | #mojowebinar | marketing-mojo.com
ATTRIBUTION

@marketingmojo | #mojowebinar | marketing-mojo.com
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

@marketingmojo | #mojowebinar | marketing-mojo.com
PUTTING IT ALL TOGETHER

@marketingmojo | #mojowebinar | marketing-mojo.com
DEMAND GENERATION TO
LEAD GENERATION
Demand Generation Tactics
Lead Generation Tactics
Lead Nurturing/
Lead Nurturing
Sales Qualified Lead

Opportunity
Sale

@marketingmojo | #mojowebinar | marketing-mojo.com
LOOKING FOR HELP?
Contact Marketing Mojo
Sean McCusty
800-939-5938 ext. 116
smccusty@marketing-mojo.com

@marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
JANET DRISCOLL MILLER
President and CEO
Search Mojo
@janetdmiller

+Janet Driscoll Miller

MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo

@marketingmojo | #mojowebinar | marketing-mojo.com

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Demand Generation for Lead Generation Success

  • 1. DEMAND GENERATION FOR LEAD GENERATION SUCCESS Presented by Janet Driscoll Miller President and CEO, Marketing Mojo @marketingmojo | #mojowebinar | marketing-mojo.com
  • 2. 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
  • 3. 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 › › Marketing automation › • Content marketing 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 @marketingmojo | #mojowebinar | marketing-mojo.com
  • 4. OUR CLIENTS @marketingmojo | #mojowebinar | marketing-mojo.com
  • 5. DEMAND GENERATION VS. LEAD GENERATION @marketingmojo | #mojowebinar | marketing-mojo.com
  • 6. WHAT IS DEMAND GENERATION? • Build awareness • Facilitate discovery of brand • Creating demand for your product @marketingmojo | #mojowebinar | marketing-mojo.com
  • 7. WHAT IS LEAD GENERATION? • Generating conversions • Developing prospects into leads @marketingmojo | #mojowebinar | marketing-mojo.com
  • 8. HOW DO THEY WORK TOGETHER? • Demand feeds leads • Demand generation creates awareness and some level of initial trust Campaigns and Nurturing Leads Opportunities Sales @marketingmojo | #mojowebinar | marketing-mojo.com
  • 9. HOW DO THEY WORK TOGETHER? Demand Generation Lead Generation Awareness Consideration Conversion Loyalty Advocacy @marketingmojo | #mojowebinar | marketing-mojo.com
  • 10. GENERATING DEMAND AND LEADS @marketingmojo | #mojowebinar | marketing-mojo.com
  • 11. 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 @marketingmojo | #mojowebinar | marketing-mojo.com
  • 12. WHICH TACTICS SHOULD YOU FOCUS ON? Personal Networks 15.58% LinkedIn 2.51% Other Social 2.01% Yahoo 5.53% Bing 2.76% Where do you typically start your research for a future business purchase? Google 71.67% Source: Salesforce.com/Pardot @marketingmojo | #mojowebinar | marketing-mojo.com
  • 13. 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 @marketingmojo | #mojowebinar | marketing-mojo.com
  • 14. WHY SEARCH? Source: RKG @marketingmojo | #mojowebinar | marketing-mojo.com
  • 15. LINKEDIN FOR B2B • Specifically hone your audience to the persona group most receptive to your message @marketingmojo | #mojowebinar | marketing-mojo.com
  • 17. WHAT ROLE DOES CONTENT PLAY? • Content is the foundation of demand generation › Every outreach needs an offer to No 24% Do you agree with the following statement: “I prefer different content at each stage of my research process.” compel a prospect to respond or take interest Yes 76% Source: Salesforce.com/Pardot @marketingmojo | #mojowebinar | marketing-mojo.com
  • 18. WHAT TYPE OF CONTENT WORKS BEST FOR DEMAND GENERATION? I'd Prefer Over 5 Pages 2% As Long As It Takes To Inform Me 28% How long do you think a written piece of content should be? (For example: whitepapers, case studies, etc., excluding ebooks) I'd Prefer Under 5 Pages 70% Source: Salesforce.com/Pardot @marketingmojo | #mojowebinar | marketing-mojo.com
  • 19. CASE STUDY 1: VIDEO OFFER VS. WHITEPAPER OFFER Video Landing Page Test - Conversions Number of Conversions Video Conversions White Paper Conversions @marketingmojo | #mojowebinar | marketing-mojo.com
  • 20. CASE STUDY 2: VIDEO OFFER VS. CASE STUDY OFFER Video Landing Page Test - Conversions Number of Conversions Case Study Conversions Video Conversions @marketingmojo | #mojowebinar | marketing-mojo.com
  • 21. WHAT TYPE OF CONTENT WORKS BEST FOR DEMAND GENERATION? Industry-targeted content is more valuable Content targeted to company size is more valuable Content targeted to job function is more valuable Geographically-targeted content is preferred Source: MarketingSherpa @marketingmojo | #mojowebinar | marketing-mojo.com
  • 22. 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? @marketingmojo | #mojowebinar | marketing-mojo.com
  • 23. HOW DO TACTICS DIFFER? Tactic Demand Generation Lead Generation Facebook Ads/ LinkedIn Ads • Targeted on education, • Likely targeted brand awareness 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 @marketingmojo | #mojowebinar | marketing-mojo.com
  • 24. HOW DOES CONTENT DIFFER? Tactic Content Marketing Demand Generation Lead Generation • Educational pieces, • Industry-specific best practices buyer’s guides • Industry-specific • Solution-specific solutions with thought pieces leadership • Company-specific • Company-specific information information Source: Marketo @marketingmojo | #mojowebinar | marketing-mojo.com
  • 25. HOW CAN DEMAND GENERATION BE MEASURED? • Depends on the tactic used in some cases and the goals of a campaign Campaign Goal Tactic Measurement Brand awareness @marketingmojo | #mojowebinar | marketing-mojo.com
  • 26. HOW CAN DEMAND GENERATION BE MEASURED? • Depends on the tactic used in some cases and the goals of a campaign Campaign Goal Site Traffic Tactic Measurement Unique Visitors @marketingmojo | #mojowebinar | marketing-mojo.com
  • 27. ATTRIBUTION • Allows you to see which tactics contributed to conversions • Attribution modeling available in Google Analytics @marketingmojo | #mojowebinar | marketing-mojo.com
  • 29. 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 @marketingmojo | #mojowebinar | marketing-mojo.com
  • 30. PUTTING IT ALL TOGETHER @marketingmojo | #mojowebinar | marketing-mojo.com
  • 31. DEMAND GENERATION TO LEAD GENERATION Demand Generation Tactics Lead Generation Tactics Lead Nurturing/ Lead Nurturing Sales Qualified Lead Opportunity Sale @marketingmojo | #mojowebinar | marketing-mojo.com
  • 32. LOOKING FOR HELP? Contact Marketing Mojo Sean McCusty 800-939-5938 ext. 116 smccusty@marketing-mojo.com @marketingmojo | #mojowebinar | marketing-mojo.com
  • 33. CONTACT JANET DRISCOLL MILLER President and CEO Search Mojo @janetdmiller +Janet Driscoll Miller MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo @marketingmojo | #mojowebinar | marketing-mojo.com