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YourMarketing inAction
Top Lead Generation Tactics for 2012
How to plan your lead generation campaigns for the New
Year
Jen Doyle, Senior Research Manager, MECLABS
Meghan Lockwood, Research Analyst, MECLABS
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
2. Jen Doyle, Senior Research Manager, MECLABS
Jen.Doyle@MECLABS.com
Meghan Lockwood, Research Analyst, MECLABS
Meghan.Lockwood@MECLABS.com
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
3. MarketingSherpa’s research
cycle provides knowledge for
continuous improvement of
marketing performance
3
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
4. • Which lead generation tactics were rated as the most effective in
2011, and how you can use them to generate qualified leads
• How B2B marketers are allocating their marketing budgets, so attendees
can stay on top of new trends and priorities
• How one company increased pipeline opportunities by 65%, despite a
40% budget cut
• 4 steps you can use to evaluate the performance of 2011 marketing
activities, and make sound decisions for 2012 strategies
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
5. • 1,745 organizations participated
• 157 charts and analytical commentary
• Key marketing insights on:
• Lead generation
• Automation
• Personas
• Propositions
• Content
• Key success stories
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
6. 45%
45% • B2B organizations rated the
44%
pertinence of several
44%
challenges including:
43% 1. Lead quality
Average Indication of Challenges
2. Lead volume
42%
3. Conveying value
41%
4. Competing in multichannel lead
generation
40% 5. Generating PR buzz
39%
39%
38%
• YEAR-OVER-YEAR, average
2009 2010
Year of Response
2011 indications of challenges
Source: ©2011 MarketingSherpa B2B Marketing Benchmark
Survey
continue to grow
Methodology: Fielded June 2011, N=1,745
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
7. “The greatest challenge would be limited resources; my role combines multiple
functions as well as requires applying knowledge from multiple discipline areas.”
“My biggest challenge is generating quality leads. It’s pretty easy turning on a fire
hose of leads for our Sales team, but targeting and generating pre-qualified leads
is a nut we haven't been able to crack.”
“Demonstrating marketing's contribution to
revenue. Attribution is always the toughest
thing to achieve in trying to demonstrate
alignment and attribution to revenue unless it’s
an online portal with a click to purchase funnel
metric in place.”
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
8. Q. Which of the following challenges are most pertinent to your
organization?
a. Generating high-quality leads
b. Generating a high volume of leads
c. Generating perceived value in “cutting edge” product benefits
d. Competing in lead generation across multiple media, from podcasts to paid
search to webinars to print ads
e. Generating public relations “buzz”
f. Marketing to a lengthening sales cycle
g. Marketing to a growing number of people involved in the buying process
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
9. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
10. “How can we best address
these challenges in 2012?”
© 2011 Cisco and/or its affiliates. All rights reserved.
2010 Cisco Confidential 10
11. • Build a foundation with
Capture personas, value
propositions and
content
• Select an optimal mix of
lead generation tactics
for multichannel
engagement and
generation
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
12. Audience Question
“Please address the use of CONTENT –
especially whitepapers and case studies and do
not lump them in with social media.”
© 2011 Cisco and/or its affiliates. All rights reserved.
2010 Cisco Confidential 12
13. Very effective Somewhat effective Not effective
• Website
Website design, management
31% 53% 10%
and optimization optimization, SEO and
Search engine optimization
(SEO)
29% 46% 9% email are critical – these
Email marketing 26% 56% 6% were top three tactics for
Content marketing 23% 48% 10% 2010 and 2011
Trade shows 20% 43% 15%
Virtual events / webinars 19% 29% 13%
• The role of content
Paid search (PPC) 16% 34% 17%
Telemarketing 13% 31% 14%
Public relations 13% 47% 17%
• Must achieve an optimal
Direct mail 6% 34% 21%
mix for YOUR audience
Social media 6% 40% 29%
Print advertising 6% 30% 25%
Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
14. B2B organizations are
prioritizing lead
conversion, but struggling to
gain maturity
© 2011 Cisco and/or its affiliates. All rights reserved.
2010 Cisco Confidential 14
15. 60%
• The interdependence of lead
Lead generation
48% generation and conversion
Converting 57%
qualified leads into
paying customers 52%
• Marketers prioritize conversion
Branding, reputati
on and awareness
45% over more traditional marketing
38%
objectives like
44% Priority branding, reputation and
Lead nurturing
40%
Challenge
awareness
Lead qualification 36%
and scoring 37%
• Lead conversion is not simply a
Lead hand-off and
management
18%
“sales job”
22%
Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
16. Audience Question
“What tactics do you suggest to not just
generate more leads, but generate quality
leads?”
© 2011 Cisco and/or its affiliates. All rights reserved.
2010 Cisco Confidential 16
17. 35% The average lift organizations with a LEAD NURTURING strategy experienced
Organizations that SCREENED LEADS from Sales experienced the same
77% The average lift for organizations with a LEAD SCORING strategy
163% The average lift for organizations using automation
Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey
Methodology: Fielded June 2011, N=1,745
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
18. • Consistent, relevant
Nurture communications that
build relationships and
engagement to
progress leads through
the funnel
• Provide your audience
with the information
they want / need, when
they want / need it
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
19. Audience Question
“Lead nurturing campaigns –
how many is too many?”
© 2011 Cisco and/or its affiliates. All rights reserved.
2010 Cisco Confidential 19
20. • Enable Sales with the
Convert information they need
on prospects and
opportunities
• Deliver conversion
nurturing materials to
late funnel prospects to
support the sale
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
21. • Consider the entire
funnel for optimal lead
generation
Capture effectiveness
• A
comprehensive, multich
Nurture annel approach works
best
Convert • Partner with Sales
• Continually optimize
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
22. “What trends do I need to
know for 2012?”
© 2011 Cisco and/or its affiliates. All rights reserved.
2010 Cisco Confidential 22
23. Q. Which of the following tactics will you be increasing your marketing
investment in for 2012? Check all that apply.
a. Social media
b. Website upgrades
c. Content
d. Search (SEO / PPC)
e. Landing page optimization
f. Online advertising
g. Email
h. Direct Mail
i. Print advertising
j. Telemarketing
k. Broadcast advertising
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
24. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
25. Budget will decrease Budget will increase • Organizations
Social media -2% 64% increasing
Website upgrades -6% 55% investments in
Content creation -3% 53% social, website and
Search (SEO/PPC) -4% 51% content
Landing page optimization -1% 48%
• Inbound strategies
Online advertising -8% 41%
continue to grow in
Email -5% 39% popularity
Direct mail -26% 14%
Print advertising -30% 12%
Telemarketing -17% 10%
Broadcast advertising -16% 7%
-40% -20% 0% 20% 40% 60% 80%
Source: ©2011 MarketingSherpa Social Marketing Benchmark Survey
Methodology: Fielded Feb ruary 2011, N=3,342
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
26. “How can I develop my
optimal lead generation mix
for 2012?”
© 2011 Cisco and/or its affiliates. All rights reserved.
2010 Cisco Confidential 26
27. Experiment ID: Application Security, Inc.
Location: MarketingSherpa Case Study Library
Test Protocol Number: #CS31636
Research Notes
Background: A B2B database security provider experienced 40% budget
cut and staff reduction, and needed to optimize their marketing activities.
Goal: Evaluate the performance of their marketing activities and decide
which activities were worthwhile given their limited marketing budget.
Approach:
• Monitor, adjust and negotiate spend on various marketing activities
• Determine an optimal CPL – and cut programs that didn’t deliver ROI
• Test and optimize to increase lead volume and opportunities delivered
to Sales.
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
28. 1. Monitor Multiple Metrics
2. Adjust Marketing Plan
3. Negotiate New Contracts
4. Test New Tactics
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
29. • Cost-per-lead
•CPL ranged from $4 - $100
• Reduce overlap and maximize each
channel’s output
•Determine the dollar value of the leads
in each marketing channel
•High cost activities did not always
produce high value conversions
• Optimize analysis
•Revisit these numbers regularly to see
what works, and what needs further
tweaking
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
30. Expand the use of
low-cost, high
value activities
Dial Back on
high-cost, low
value activities
“I don’t think you can base everything on past results. We
spend fair amount of time trying new stuff to see what sticks.”
-Thomas Vanhorn, CMO, Application Security
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
31. •Tradeshows produced the highest-cost leads, which also took the
longest to become opportunities…..
•So they participated in smaller, local events to minimize cost
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
32. • Expand the use of informal email updates, email drip nurturing and
thought-leadership oriented events.
• Deploy low-cost, creative campaigns
•“Online film mini-series” boost visibility and customer interaction.
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
33. • Using their CPL
analysis, they
determined optimum
CPL for various
programs
• This allowed them to set
limits and get
guarantees from
vendors for
sponsorships or other
paid media
“They made opportunities available to me that I otherwise wouldn’t have known
about.”
-Thomas Vanhorn, CMO, Application Security
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
34. • For example: The team set CPL limit for a whitepaper hosting deal
that was lower than the vendor’s offer, the vendor responded with
new options to meet their goal.
Estimate
Determine Negotiate
lead
target CPL with vendor
generation
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
35. • Online film series:
•The team created a
six-episode miniseries
and hosted them on a
microsite
• User-generated video contest
•The team ran a contest which asked users to make their own
videos
•Finalists received $500 in prizes
• After their initial analysis, the team reviewed performance on a
weekly and monthly basis
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
36. Adjusting
marketing
Negotiating plan
new
contracts
Testing
12% Increase in lead volume
65% increase in opportunity value
Significant reductions in CPL
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
37. How to conduct your lead
generation analysis in 4 steps
© 2011 Cisco and/or its affiliates. All rights reserved.
2010 Cisco Confidential 37
38. Step #1 – Review closed deals
New leads
• Begin with an analysis of the
deals that have closed
• How did these closed
deals enter the system?
• Record number of deals
won, total revenue, average
deal size, buyer persona
traits etc. for each channel
and specific campaign
Closed deals
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
39. Step #2 – Review New Leads
New leads
• Analyze by lead generation
tactic first
•How many leads?
•How many qualified leads?
•How much did they cost?
• Total lead volume, qualified
lead volume and percentage
of qualified leads per
marketing channel
Closed deals
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
40. Step #3 – Ask Sales
• Check in with Sales to gather feedback
on performance of lead generation
campaigns
Step #4 – Identify Opportunities
• Use this complimentary data to identify
the most effective channels and
campaigns
• Considerations:
•Lead volume
•Qualified lead volume
•Percentage of qualified leads per
channel
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40
41. Audience Question
“Metrics you use to determine
ROI?”
© 2011 Cisco and/or its affiliates. All rights reserved.
2010 Cisco Confidential 41
42. • Total lead volume
• Qualified lead volume
• Percentage of qualified leads
• Closing rate
• Qualified closing rate
• Average deal size
• Time to close
• Total investment
• CPL (cost-per-lead)
• CPA (cost-per-acquisition)
• CLV (customer lifetime value)
• ROI (return on investment)
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
43. Lead Total Qualified % of Closing Average Time to Total Total CPL (Cost- CPA (Cost- ROI
generation lead lead qualified rate deal size close investment Revenue per-lead) per-
campaign volume volume leads acquisition)
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
44. • Capture, nurture and
convert to maximize the
Capture performance of lead
generation activities in
2012
• Conduct a marketing
Nurture performance evaluation
and then adjust
marketing
plans, negotiate new
contracts, and test new
Convert initiatives
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
Editor's Notes While lead generation presents a greater priority, and converting qualified leads presents a greater challenge, response levels are relatively similar for the priority and challenge of both tactics. This demonstrates their interdependence. B2B respondents from 2011 Social Marketing Benchmark Study Cost-per-lead analysis alone doesn’t factor in lead qualityOften, a single opportunity could receive mutlpile offers. Don’t be afraid to make a change! Previously, the team considered any name associated with a particular marketing effort a lead. For example, if they attended a trade show and received a list of 1,000 attendees, they considered all 1,000 of those names viable leads.