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 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
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
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
• 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
• 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
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
“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
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
© 2011 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   9
“How can we best address
                                 these challenges in 2012?”

© 2011 Cisco and/or its affiliates. All rights reserved.
  2010                                                     Cisco Confidential   10
• 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
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
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
B2B organizations are
                                    prioritizing lead
                       conversion, but struggling to
                                      gain maturity

© 2011 Cisco and/or its affiliates. All rights reserved.
  2010                                                     Cisco Confidential   14
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
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
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
• 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
Audience Question
                 “Lead nurturing campaigns –
                     how many is too many?”

© 2011 Cisco and/or its affiliates. All rights reserved.
  2010                                                                  Cisco Confidential   19
• 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
• 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
“What trends do I need to
                                                       know for 2012?”

© 2011 Cisco and/or its affiliates. All rights reserved.
  2010                                                             Cisco Confidential   22
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
© 2011 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   24
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
“How can I develop my
                            optimal lead generation mix
                                             for 2012?”

© 2011 Cisco and/or its affiliates. All rights reserved.
  2010                                                     Cisco Confidential   26
                                   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
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
• 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
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
•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
• 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
• 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
• 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
• 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
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
How to conduct your lead
         generation analysis in 4 steps

© 2011 Cisco and/or its affiliates. All rights reserved.
  2010                                                     Cisco Confidential   37
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
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
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
Audience Question
         “Metrics you use to determine
                                 ROI?”

© 2011 Cisco and/or its affiliates. All rights reserved.
  2010                                                                  Cisco Confidential   41
• 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
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
• 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
How to plan your lead generation campaigns for the new year

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How to plan your lead generation campaigns for the new year

  • 1. Accelerate! 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

  1. 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.
  2. B2B respondents from 2011 Social Marketing Benchmark Study
  3. Cost-per-lead analysis alone doesn’t factor in lead qualityOften, a single opportunity could receive mutlpile offers.
  4. Don’t be afraid to make a change!
  5. 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.