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The Definitive Guide To Lead Generation PDF
The Definitive Guide To Lead Generation PDF
5
CHAPTER ONE: WHAT IS LEAD GENERATION AND WHY IS IT IMPORTANT?
WHY IS LEAD GENERATION IMPORTANT?
If you can generate quality leads for sales, you make their job easier—and more of your leads will be
turned into revenue faster.
Just because someone Lead generation can help your sales If you can generate more leads for your
downloaded a whitepaper teams spend more time selling and sales team, not only are you helping
doesn’t mean he or she wants to less time with administrative tasks your company grow, but you are also
talk to a sales rep. You don’t and prospecting, because you are helping marketing’s credibility. You are
want your sales teams wasting giving them warm, well qualified no longer seen as a cost center, but as
time cold calling from a list of leads. In fact, according to a recent a viable part of the revenue team.
unqualified leads. Simply put, benchmark study by Marketo,
cold calling doesn’t work in companies with mature lead
today’s world of information generation practices achieve better
abundance. You want your sales sales productivity and higher
team closing deals and spending revenue growth.
time actively selling, instead of
wasting time calling Mature companies achieve 133%
down a list of cold leads. greater revenue versus their plan
than average companies, and 174%
more than the least mature
companies. Additionally, sales reps
at mature companies spend 73% of
their time selling (rather than on
administrative tasks, training, etc.).
At companies without mature lead
generation strategies, sales reps
spend only 57% of their time selling.
CHAPTER TWO:
HOW HAS LEAD
GENERATION EVOLVED?
CHAPTER TWO: HOW HAS LEAD GENERATION EVOLVED?
TRANSFORMATION OF
LEAD GENERATION
Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social
marketing techniques. In particular, the abundance of information readily available online has led to the rise of the
“self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.
Measurement
3rd party data (Nielsen) Owned, big data
THEN NOW
it is that information consumes.
to speak to uneducated, early-stage 70% Luckily, a solid lead generation strategy will help
buyers who weren’t always qualified. you build trust and capture the interest of your
60% buyers during the self-education process, and
Today, a variety of educational before they’re ready to contact sales.
resources are easily found through 50%
search engines, social media, and In this guide we will cover:
other online channels. Through content 40%
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CHAPTER THREE: DEFINING A LEAD
WHAT IS A LEAD?
Demographics Firmograhics BANT
When profiling your leads, you Firmogaphics, which are used as You can also often determine a
need to look at demographics— criteria by B2B companies, are prospect’s place in the buying
quantifiable identifiers which organizational characteristics which process by analyzing his or her BANT
characterize your lead population. help you find your ideal customer (Budget, Authority, Need, and
Typical demographic attributes for organization, e.g.: Timeline) attributes. BANT is a more
both B2C and B2B can consist of advanced lead qualification practice
• Name of company than demographic and firmographic
the following:
• Company size analysis alone.
• Gender
• Company location • Budget: Can this lead afford your
• Title product or service?
• Revenue
• Company • Authority: Does your lead have
• Number of divisions the authority to purchase your
• Years of experience
product? Is he or she the decision
• Number of products/services sold
• Personal email vs. maker?
corporate email • Geographic markets served
• Need: Your lead has to need your
• Education (B2C) • Industry product or service. Is there a pain
that your product or service can
• Age (B2C) • Products already owned solve?
• Income (B2C) • Time: What is your lead’s
purchasing timeframe? And does
that align with your sales cycle?
CHAPTER THREE: DEFINING A LEAD
WHAT IS A LEAD?
Lead Handoff
Just as sales and marketing must • Sales Qualified Leads (SQLs): Sales Notifications CRM-compatible tools like Marketo’s
agree on the definition of a lead, they These leads are sales-ready, Once a lead hits a certain score Sales Insight offer a tightly integrated
must also agree on lead handoff— which often must be determined threshold in your marketing way to notify sales about lead activity.
when that lead gets sent to sales. through direct contact with sales. automation tool, your lead becomes The Sales Insight dashboard highlights
This ensures a seamless transition Once sales has tested to an MQL and your inside sales lead the best leads and opportunities for
from marketing to sales, and determine the qualifications of an qualification team should be notified sales to focus on, has icons to indicate
immediate follow-up on hot leads. SQL, marketing can use that data to make contact. Because marketing urgency and key activities, and tracks
to improve MQL quality. automation tools sync with many interesting behavior that indicates
Lead Stage Definition customer relationships management hand-raising.
To agree on lead handoff tools (CRMs), this data can be
qualifications, your sales and transferred directly into the lead Also consider using “Act Now” scores,
marketing teams must define record in a CRM. which elevate leads to “Act Now”
together the two main categories of status when they engage in activities
lead stages: Marketing Qualified that indicate buying intent. At Marketo,
Leads (MQLs) and Sales Qualified these include:
Leads (SQLs).
• Filling out a free trial form
• Marketing Qualified Leads
• Filling out a “Contact Us” form
(MQLs): These prospects are
considered viable marketing • Downloading key late-stage
leads, taking implicit scoring content
criteria, explicit scoring criteria,
and (if available) BANT (Budget, • Viewing a weekly live demo
Authority, Need, and Timeline)
• Viewing a “deep dive” demo
into consideration.
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ASK THE EXPERTS: WHAT IS A LEAD?
Q&A WITH TRISH BERTUZZI,
PRESIDENT & CHIEF STRATEGIST, THE BRIDGE GROUP
MKTO: What are your top tips for MKTO: How should sales
sales and marketing alignment? and marketing agree upon
lead definitions?
TB: To truly get serious about sales
and marketing alignment, you have TB: This will never happen, but it is
to measure the leaders of both my dream scenario: first, sales and
teams on the same goal—revenue. marketing executives should get
Not all personnel on the marketing together and create lead definitions.
team need be 100% revenue- Next, they should each grab a list of
focused, but whomever is “large 100 companies and put them
and in charge” should have the through the qualification
same compensation plan as the VP process—I’m not talking about the
of Sales. Live and die by the revenue reps, here, but the execs themselves.
sword, baby! Then, based on the real world output
they have created, they sit back down
On the flip side, sales leaders need to re-examine their lead definitions.
to belly up to the bar. Assume that How awesome would that be?
only 50% of your pipeline (at
maximum) will ever come from
marketing efforts. What’s your
strategy for making up the rest of
that pipeline? Figure it out, get your
reps executing against the strategy,
and stop pointing fingers
at marketing!
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CHAPTER THREE: DEFINING A LEAD
MAPPING LEAD GENERATION
STRATEGIES TO YOUR FUNNEL
The next step is to understand your lead’s buying journey. Revenue funnels may vary between companies, but we’ll use
Marketo’s funnel to show how buyer intent and campaigns can be mapped to different stages.
We break the TOFU stage down into • Target: Once an individual has
three sub-stages: engaged, we use our lead scoring
to find out whether they are a
• Name: This indicates an qualified potential buyer—which
individual whose name has means they fit our demographic
officially entered our database— and behavioral criteria.
but names are just names, not
leads. Names are not yet
engaged with our company—
just because they dropped their
business cards in a fishbowl at
an event doesn’t make them
actual leads.
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CHAPTER THREE: DEFINING A LEAD
MAPPING LEAD GENERATION
STRATEGIES TO YOUR FUNNEL
Middle-of-Funnel (MOFU) Bottom-of-Funnel (BOFU)
This buying phase occurs in the middle Note: the majority of leads are This buying phase occurs at the bottom
of your sales and marketing funnel. A not sales ready. This doesn’t of your funnel, and indicates that your
person arrives here after he or she has mean the SDR’s conversation lead is close to becoming a customer.
displayed buying behavior, engaged was a waste of time—human Your offers for BOFU leads are very
with your content, and is potentially a interaction is an important part of specific to your product or service—think
sales lead. Your offers for MOFU leads developing (or nurturing) datasheets and
are still educational, but they will be the relationship. pricing guides.
more geared towards your product or
• Sales Lead: If leads are qualified
service—in Marketo’s case, buying We break the BOFU stage down into two
buyers, the SDR then passes
guides or ROI calculators. sub-stages:
them to an AE (Account
Executive). That sales rep has • Opportunity: At Marketo, only sales
We break the MOFU stage down
seven days to either turn the sales reps can create opportunities. Leads
into two sub-stages:
lead into an opportunity and have in this stage are sales accepted and
• Lead: This stage is where a target a sales interaction, or to send that are actively being worked by sales. In
actually becomes a lead. At lead back to marketing for fact, opportunities are how both our
Marketo, we score our targets more nurturing. marketing department and SDRs get
using Marketo’s lead scoring paid. We actually maintain an
capabilities. When our scoring opportunity quota to make sure
suggests that it’s time to reach out, enough opportunities are created
we connect with them personally. each period. Note: if people are paid
Once an SDR (Sales Development based on opportunity creation,
Rep) has a conversation with opportunities require a very solid,
them, we convert them into an agreed-upon definition. They can not
official sales lead. And if they are be subjective.
not yet ready to buy, we can
recycle them back to the target • Customer: Lastly, we have the
stage for more nurturing. customer stage! These are closed-
won deals.
PART TWO:
LEAD GENERATION TACTICS
CHAPTER FOUR:
CONTENT MARKETING
CHAPTER FOUR: CONTENT MARKETING
WHY IS CONTENT
MARKETING IMPORTANT?
Content is the foundation of your lead generation efforts. The Content Marketing Institute defines content marketing as
“the marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a
clearly defined and understood target audience—with the objective of driving profitable customer action”.
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CHAPTER FOUR: CONTENT MARKETING
WHY IS CONTENT
MARKETING IMPORTANT?
When used effectively, content
marketing can:
Ask the Experts:
• Shape a brand preference and
influence future purchases What is the biggest mistake marketers
• Generate social media shares and make in their content marketing strategy?
inbound links
• Put customers in the driver’s seat “A lack of formal business “The biggest mistake is to
strategy around content. Right create content that your boss or
• Help fuel search engine
optimization (SEO) efforts now, most marketers are client loves, but your customer
filling content buckets, and doesn’t. If your customer loves
• Increase brand awareness
lack a true business objective (such as your content, that means it’s meeting the
• Generate quality leads for less revenue, cost savings, or customer loyalty)
money (when compared to more
needs of the people you are trying to reach,
behind their content initiatives.
traditional marketing) which your boss or client will love by default.
But the inverse isn’t true. If your boss/client
Secondly: patience. Most brands still call
loves it, but the customer hates it...well, who
content marketing a campaign, which
implies there is a stop date. Content cares? Ask yourself: What would your content
marketing is a marathon, not a sprint. We look like if your customer signed your
need to take a longer-term view of how we paycheck?”
communicate with our customers.” – Ann Handley, Chief Content Officer, Marketing Profs
– Joe Pulizzi, Founder, Content Marketing Institute
CHAPTER FOUR: CONTENT MARKETING
THOUGHT LEADERSHIP VS.
PROMOTIONAL CONTENT
At the outset of your content planning, it’s important to make a distinction between promotional content and thought
leadership. Thought leadership demonstrates a deep understanding of your prospects’ and customers’ pain points, and
guides them toward solutions.
Any vendor can publish feature- At Marketo, we create content that Content Marketing CTAs
focused brochures and other is simply meant to help people That said, even educational content Regardless of what your ask is, your
product-related content. But the become better marketers. We also should have a strong, clear, call-to- CTA must:
trusted vendors—the ones that try to create assets that educate our action (or CTA). What is a CTA? It’s
rise above the noise—are those audience about marketing the part of your marketing message • Stand out
focused on helping their target automation as a platform, and how that should persuade people to act. • Clearly define what you want
audience. Buyers naturally it can help marketers be more Your standard CTA might ask the the lead to do
gravitate toward these vendors. effective at their jobs. Instead of reader to subscribe to your blog,
constantly pushing sales messages download another ebook, or to sign • Create urgency
to our leads, we want to teach up for a demo.
people the benefits of investing in • Be positioned in a prominent area
marketing automation.
KEY BUYER Observe Market Event Occurs Indentify and Explore promising Conduct detailed Finalize Submit final Implement chosen
• Develop a content strategy that ACTIONS Trends involve options evaluation of short contractual and proposal to formal solution
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CHAPTER FOUR: CONTENT MARKETING
THE CONTENT PLANNING PROCESS
To map your own persona buying Buying Phase
journeys, create a spreadsheet with a
Actions & Buyer Doing
separate tab for each buying phase, Questions
Buyer Action
(Y/N)?
Questions Buyer Asks
Event #3
Problem #1
Problem #3
Consequences of Problem
Identified
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CHAPTER FOUR: CONTENT MARKETING
VISUAL CONTENT
As content marketing is more widely used, readers are becoming inundated with text. That’s why visual
content is such an important way to engage. At Marketo, we’ve found that good visual design can make
even “copy-pasta” content stand out.
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CHAPTER FOUR: CONTENT MARKETING
VISUAL CONTENT
13,000 339,000
Repurposing Content
to Make it Visual
For a quick win, repurpose content
you already have into something more
visual. For instance, use content from
an ebook to create an infographic or a
EBOOK VIEWS SLIDESHARE VIEWS
slide deck. You might find that the
visual asset is more shareable and
easier to consume.
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CHAPTER FOUR: CONTENT MARKETING
COMPANY BLOG
Your blog is a great resource for generating leads. Just remember that someone reading your blog may not want
to immediately sign up for a demo—they may not even know what your product is—so aim for less ambitious
calls-to-action (CTAs). Ask your readers to subscribe to your blog, or to follow you on social channels.
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CHAPTER FIVE:
WEBSITE AND SEO
CHAPTER FIVE: WEBSITE AND SEO
WEBSITE FORMS
When it comes to converting leads and making lasting impressions, your website is where the magic happens.
information in exchange for Marketo decided to perform an A/B Last Name: * Last Name: * Last Name: *
valuable content). test of short forms vs. long forms. Work Email: * Work Email: * Work Email: *
So how can you optimize your site for with five fields, one with seven, and Job Function: * Choose One Job Function: * Select Company: *
lead generation? Let’s take a look. one with nine. The shortest form # Employees: * Select Job Function: * Select
asked for name, work email, job Industry: * Advertising # Employees: * Select
Industry: Advertising
Marketo’s A/B test on conversion rates for short forms vs. long forms
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CHAPTER FIVE: WEBSITE AND SEO
WEBSITE FORMS
Although you may want a long form to Do Tech Buyers Provide Accurate Information During Registration?
feed your CRM, you’ll be sacrificing
leads in exchange for more data. And, Never Rarely Sometimes Always
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CHAPTER FIVE: WEBSITE AND SEO
WEBSITE FORMS
Filling in the Blanks Extra-Intelligent Forms
Short forms may get you more The majority of Marketo’s content
(and more truthful) responses, but assets are ungated, meaning there
they might not provide the data you is no form fill-out required. On
need to effectively segment leads in occasion, however, we create
your marketing automation tool. A “Premium” content—this is content
potential solution is to use progressive we use to directly gather lead data.
profiling. Progressive profiling—which Typically, this is Middle-of-Funnel
is often supported by your marketing content, like an analyst report,
automation platform—allows you to buyer’s guide, or one of our flagship
collect information and build Definitive Guides. These are always
qualification over time. Each time a marked by a lock icon—
person fills out a form on your site, consistency is key.
the progressive form asks for
more information. That said, we don’t need to put a
form in front of visitors who are
If you don’t have the ability to use already in our database. To avoid
progressive profiling, carefully repeat fill-outs, our intelligent forms
determine what you need on a form, consult the Marketo API,
as opposed to what you want—again, determining whether we already
keep it short and sweet. have contact information for a visitor.
Another solution is to use data If we don’t, they need to fill out a
augmentation services, Marketo’s form before downloading a premium
Real-Time Personalization Platform, asset; if we do have contact
powered by Insightera, which can information, we simply greet them,
help you “clean” and augment your and allow them to download the
data. You may only have five fields on asset with a single click.
your form, but these services can fill in
the blanks.
Marketo’s intelligent forms distinguish known from unknown visitors.
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CHAPTER FIVE: WEBSITE AND SEO
WEBSITE FORMS
Social and Landing Page Forms
Consider adding social sharing
buttons to your web page forms. This
increases the chance that a lead will
engage with your content by sharing
your landing page, and can expose
your content to a wider audience.
Many marketing automation platforms
offer built-in functionality to add social
sharing capabilities to
landing pages.
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CHAPTER FIVE: WEBSITE AND SEO
WEBSITE CALLS-TO-ACTION (CTAS)
The bread and butter of your website lead generation campaign is the call-to-action (CTA).
Your website can be a powerful lead generation tool—get creative, and start converting.
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CHAPTER FIVE: WEBSITE AND SEO
WEBSITE CALLS-TO-ACTION (CTAS)
Contact Us
If a lead wants to contact your If you click on a “Contact Us” button This landing page collects lead
company directly, make it as easy anywhere else on our site, you get sent information, includes a customer
as possible. There is nothing more to a landing page. We actually use quote, and has a few additional CTAs,
frustrating than failing to find a longer forms there, because we want in case the lead is interested in
company’s contact information or these leads to be qualified—meaning watching a pre-recorded demo,
contact form. At Marketo, we they really want to contact us. signing up for a live demo, or visiting
display our phone number in our the resource library.
header, embed a “Contact Sales”
form in our product pages, and
display a “Contact Us” button
(which links to a landing page) on
every page of our site.
There are many theories about We use a chat feature on our product
putting a form in front of content and pricing pages. On both pages the
assets (known as “gating”). You can chat only pops up after a viewer has
gate all of your assets, only gate your spent a certain number of minutes
Middle-of-Funnel or premium assets, on the page.
or you can ask a lead to fill out one
form to access your entire library. The initial chat pop-up asks if the
There is no right or wrong way to do viewer has any questions. Once a
this, but at Marketo, we only gate our visitor clicks on the CTA, indicating
Middle-of-Funnel or premium assets they want to chat, they are brought to
(like third-party research reports, or a lead capture form asking for his or
our Definitive Guides). her first name, last name, and email
address. He or she is then routed to a
representative who can answer
any questions.
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CHAPTER FIVE: WEBSITE AND SEO
WEBSITE CALLS-TO-ACTION (CTAS)
Free Benchmark,
Grader, or Survey
Depending on your product or
service offering, you might consider
offering your website visitors a
value-add in the form of a
benchmark, grader, or survey tool.
For our Definitive Guide to Engaging
Email, we teamed up with SnapApp
to create a widget, which asked our
visitors a series of questions about
email marketing engagement.
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CHAPTER FIVE: WEBSITE AND SEO
WEBSITE CALLS-TO-ACTION (CTAS)
Subscriptions Contest
Another way to generate leads on A contest is another way to generate
your website is to offer a subscription lead information. Host a contest on
to your blog, email program, or your homepage to entice visitors to
resource center. In exchange for a share their information. Everyone loves
lead’s email address, you will send a chance to win something! Contests
your blog digest, newest assets, or can also promote social sharing—just
other valuable offers. make sure you include social sharing
buttons.
We’ve placed a subscription request
form in our resources section, where One note: before running a contest,
it gets prime real estate at the top of consult your attorney to make sure
the page. The form offers free tools it follows legal guidelines.
and best practices for visitors in
exchange for their email addresses.
We also let our visitors know that we
Marketo’s subscription request form
respect their privacy, and make it
clear that if they fill out the form, we
will send them updates.
CHAPTER FIVE: WEBSITE AND SEO
BLOG OPT-INS
Your blog is one of the best places on your website to generate leads. While your blog’s primary purpose is as
a source of thought leadership and expertise for your target audience, your blog can also help you achieve
measurable goals—especially when it comes to lead generation.
You can do this by using blog The Lightbox Sidebar Header or Footer
opt-ins, or subscriptions, as Pop-ups can be irritating, but they An opt-in form in a sidebar can be very If someone wants to sign up for your
conversion points on your can also be very effective—they’re effective. If you “pin it”—anchor the blog, the header is often the first place
website. When your audience certainly worth testing. Lightbox opt-in on users’ screens as they scroll they look. Your footer is also a logical
subscribes to your blog, they can opt-ins can appear after a certain down the page—it’s never out of sight place to put an opt-in form. In fact,
either receive an email digest or amount of time has been spent on the (or out of mind). At Marketo, we use a even if you have an opt-in elsewhere
an RSS feed of posts. In return, page, or you can present one to sidebar opt-in for our blog. on your blog, you might also include
you can add their information to visitors as they navigate your site. On one in your footer.
your lead database. Marketo’s blog, we decided to present
a lightbox opt-in to non-subscribers Within Your Content
once every six months. After that, our If your blog is popular, consider adding
subscriber numbers skyrocketed. your opt-in form at the end of each
blog post or article. If a visitor has
taken the time to read a post, you
already have a certain level of buy-in,
so it’s an appropriate time and place to
ask for more!
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CHAPTER FIVE: WEBSITE AND SEO
WEBSITE USABILITY
It doesn’t matter how many CTAs, amazing content pieces, or contests you run—if a prospect is
confused by your website’s layout, there’s a good chance he or she will “bounce” (leave your website)
instead of converting.
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CHAPTER FIVE: WEBSITE AND SEO
WEBSITE USABILITY
Clear Conversion Paths
To create intuitive conversion paths, On Marketo’s homepage, our main
you need to get into the head of your navigation options are “Products and
target personas. Who are they? What Solutions” (product information and
resonates with them? As they search Marketo offerings), “Customer
for the right information, what paths will Success” (customer testimonials and
Resource Center
they want to take? stories), “Resources” (content assets
and thought leadership), and “About”
Content is a critical part of lead
(all about our business). It’s clear which
generation, so your website should be
option leads to information about our
rich with awesome assets. That said, we
product suite, and which leads to
know that not everyone has a wealth of
downloads of our ebooks.
content resources at their fingertips. Try
to offer a few well-placed pieces that suit
the interests of your prospects.
Highlight the latest/hottest Use attention-grabbing Include your logo Use strong calls-to-action on Organize your
content headlines each product page content logically
Write a great headline
Use eye-catching visuals Tie customer needs to Make contact information Make your content easily
solution benefits Focus on a single clear on the page accessible, with one click
Write catchy copy call-to-action
Make calls-to-action clear List pricing information Include visual thumbnails
Include ways for people and prominent Entice readers to (if applicable) of each asset
to opt-in to content respond to your offer
Use consistent voice Address customer pain points Make sure each page is
Use plenty of bullet points optimized for SEO
Write clear and concise copy
Feature relevant visual(s)
Copy edit for typos and
grammatical mistakes Include a short form to
capture leads
Keep paragraphs short
Display a “Thank You”
Use easy-to-read font page pointing to a
related offer
Make content scannable
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CHAPTER FIVE: WEBSITE AND SEO
SEARCH ENGINE OPTIMIZATION (SEO)
All marketers need a cogent, 1. Be the exception. 2. Better content > more content. 3. Your snippets are as
nimble, long-term strategy for If everyone in your field (or your Don’t be fooled into thinking that important as your rankings.
their marketing as a whole, search results) is earning their you need to produce something Don’t get more obsessed with
and knowing how SEO fits in is rankings, links, and attention every day or every week. moving up the rankings than
the key. Lots of individual one way, try to find a new path. Sometimes, long projects that you are with crafting the best
tactics work temporarily— Imitation is the best way to stay produce immensely valuable, message in the search results.
sometimes for years, even— one step behind. Innovation is hard to imitate materials are much Your titles, meta descriptions,
but the engines continues to the way to leap ahead. more valuable. URLs, publication dates, and
evolve, new results types more all influence how likely you
emerge, and users change are to earn a click. Often,
their behavior. Organizations winning the click-through battle
possessing clear strategy can will earn you higher spots in the
shift their tactical approaches rankings over time.
and continue to reach the
audience they need with the
message that converts best.
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CHAPTER FIVE: WEBSITE AND SEO
AUTHENTIC CONTENT
Google is constantly optimizing to focus on quality content, as is evident in their recent release of Hummingbird.
Named for its precision and speed, Hummingbird represents a big change in Google’s approach to search.
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CHAPTER FIVE: WEBSITE AND SEO
AUTHENTIC CONTENT
Power Content
At Marketo, we create “power
content” to rank highly for certain
terms, with the goal of making our
resource pages a premiere
educational source. Power
content can be lengthy, but it’s Power Copy Checklist
always educational, catering to
customer needs and Google’s According to Nate Dame from SEOperks,
ranking preferences. your power copy should include the
following:
For example, we wanted to rank A definition of your main keyword,
for the phrase “marketing and the reason you’re referring to it
automation”, so we added power
content to our marketing The reason the keyword is important
automation resources page. to your site’s visitors
Notice the “Pull to read more”
Between three and five additional
tab—this allows us to include headings with applicable content
lengthy copy, while keeping our
resources above the fold. Data and statistics (if available)
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CHAPTER FIVE: WEBSITE AND SEO
KEYWORDS
When creating your SEO strategy, first determine your keywords–i.e. what you want to rank highly
for–and then optimize for those terms.
This means that when someone Keyword Research Consider scheduling a keyword Once you determine what keywords
searches for that term, you’ll Try Google Adwords Keyword brain-storming session with your will resonate, check to see which
come up in the first results. Planner to find new search terms. team. You want to have a solid list of websites already rank for that keyword.
Keywords should be chosen Before you implement your new keywords—you could have 10, 50, or Next, look at the ads that your
based on: keywords, research click-through- hundreds of words, depending on competitors are serving up. The more
rate (CTR) estimates in Keyword your business and goals. ads, the higher the value of your
• Relevant business goals keywords—and the harder it will be to
Planner, so that you can determine
• Traffic opportunity conversion success over time. Tools Because your keywords will also be rise above the noise. Search volume
like Google Webmaster can help you used in Pay-Per-Click and other online can tell you how popular your
• Competition measure your results. ad campaigns, think about the keywords are. Make sure people
distinction between early and late actually search for your keywords, but
When researching keywords, stage keywords. You want your offers the higher the keyword search volume,
ask yourself: and copy to resonate with buyers at the more money your keywords will
the right place in their buyer journeys. cost.
• How relevant is this keyword to
my website, my products and
services, and my content?
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CHAPTER FIVE: WEBSITE AND SEO
KEYWORDS
Keyword Document
Once you’ve created a spreadsheet
or document of keywords you want to
rank for, grade their priority and list
their target URL, making it easy for
your whole team to use those
keywords. At Marketo, we use a
keyword document for our blog, so
we know what to link to. Remember,
Google doesn’t like exact-match
keywords, so look for phrases that
relate to your target term. Just make
sure that your keywords are used
naturally—no keyword stuffing!
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CHAPTER FIVE: WEBSITE AND SEO
ON-PAGE SEO
In the past, on-page SEO consisted of meta tags, alt tags, encoding, title tags, canonical URLs, keyword
stuffing, and more. But, as we’ve explained, SEO has changed with Google’s updated algorithms.
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CHAPTER SIX: LANDING PAGES
LANDING PAGES FOR LEAD GENERATION
Be Campaign Specific
Your landing pages should be Next, check out the landing page
specific to your campaign. on the right that this ad links to. The
Although creating a new landing landing page copy (and the offer) is
page for every campaign isn’t consistent with the ad.
easy, it’s a critical part of
conversion and optimization.
Marketo PPC ad
As you write your landing page Scannable Content Keep it short and sweet with a bold
copy, use these four steps as a People simply don’t read full landing headline, one or two short
guide: pages—they scan. Studies have paragraphs of explanatory copy, and
shown that, at most, people read bullet points to show your leads why
1. Set up the problem three pieces of your landing page: they should click through. To engage
leads without overwhelming the
2. Talk about the solution 1. The headline page, consider using interactive Reassure Your Lead
elements such as an audio clip or a
3. Point out the WIIFM 2. Bullet points
(What’s In It For Me) short video. Your leads are risking their privacy (or more)
by filling out your form. Reassure them with
3. Bio (if applicable)
4. Deliver the goods The landing page to the left offers privacy statements, customer testimonials,
(such as an ebook, video, our Definitive Guide to Marketing and guarantees. You want your leads to feel
or webinar registration) Automation. It includes a bold safe giving their information to a reputable
headline, bullet points, a fun video, company—add copy or imagery to
and instructions. There is no reinforce that trust.
superfluous copy—it is simple
and concise.
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CHAPTER SEVEN:
SOCIAL MEDIA
AND LEAD GENERATION
CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION
OPTIMIZING SOCIAL MEDIA
FOR LEAD GENERATION
Using social media to brand your business isn’t groundbreaking anymore. Been there, done that?
But although social is still important for branding and generating buzz, it’s increasingly used for lead generation.
Need proof? A recent Forrester “To what extent do you trust each of the following types of advertising/promotion?”
survey found that only 20% of buyers (4 or 5 on a scale of 1 [do not trust at all] to 5 [trust completely])
believe what a brand says about
itself, because people view any Brand or product recommendations from
brand-to-buyer communication as an friends and family 61% 70%
advertisement. Conversely, 70% of Professionally written online reviews (e.g.,
buyers trust the recommendations of CNET, consumer reports) 33% 55%
their friends and family. Consumer-written online reviews Self-seleced
(e.g., Amazon) 38% 46% digital pull content
When people learn about your brand
Natural search engine results
through social, it gives you the (e.g., Google, Bing) 37% 43%
opportunity to turn those “Likes” into
Information on websites of
leads. By adding elements of social to companies or brands 23% 32%
your campaigns, you empower
Sponsored search engine results
customers, prospects, and fans to (e.g., Google, Bing) 24% 27%
become brand advocates.
Emails from companies
or brands 11% 18%
Leveraging the power of peer-to-peer US
Posts by companies or brands on social
communication delivers no- or low-cost networking sites (e.g., Facebook, Twitter) 10% 15% EU*
brand lift and increased brand
Information on mobile applications
authenticity. Because your audience’s from companies or brands 10% 12% Europeans trust all advertising
peers have nothing to gain by communications less
Ads on websites
recommending a product, peer-to-peer (e.g., banners) 8% 10% than Americans
word of mouth is one of the most credible Digital
Base: 57,499 US online adults (age 18+)
Text messages from push content
forms of “advertising”. 8% 9% *Base: 15,654 EU-7 online adults (age 18+)
companies or brands Source: North American Technographics* Online
Benchmark Survey (Part 1), Q2 2012 (US, Canada)
* Source: European Technographics* Online
A Forrester Research survey on consumer trust in advertisements Benchmark Survey, Q3 2012
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CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION
SOCIAL SHARING
Social sharing amplifies your message and your lead generation efforts, but getting people to share isn’t easy.
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CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION
FACEBOOK
Facebook boasts the largest user base of any social network, so it’s essential that you have a presence there. Formerly
dismissed by marketers as too “personal” for business correspondence, it’s become an increasingly common way to
deliver messaging. With more than 1.1 billion users, and many opportunities for paid advertisements, Facebook is a
critical element of any lead generation campaign.
Contagious Content
So what works on Facebook for lead At Marketo, we are always
“Facebook is great because it allows you to humanize
generation? The key is to strike a experimenting with different types of
balance between offering content ads, new content, and eye catching your brand—companies often forget that people
that is valuable for brand positioning, visuals. We also track our success aren’t ‘all business’ when it comes to social media.
and offering content that is fun and using Marketo and Facebook Insights.
They want to have fun, not engage with robots.”
shareable on social channels. If you We’ve found that to successfully
can show value to your followers, generate leads on Facebook, – Carra Manahan, Marketing Programs Specialist, Marketo
your lead generation efforts can have you need:
a true network effect.
1. Compelling messages
4. A clear CTA
5. Personality!
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CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION
FACEBOOK
Facebook News Feed Promoted Posts
Facebook’s News Feed uses an • Hide Post/Spam: Amplify your lead generation and How do promoted posts work? You
algorithm to determine whether your What types of posts does a user engage your followers (and your can promote a post (including status
posts get displayed on a user’s News usually hide or mark as spam? followers’ networks) by putting paid updates, videos, blog posts, and
Feed, which is critical for lead efforts behind some of your top posts. offers) directly from your News Feed.
• Clicking on Ads: Remember, when using promoted Any post you promote will
generation. So how do you get your
Do users interact with the ad? posts for lead generation purposes, automatically appear higher in the
posts to appear? This algorithm has
gone through numerous iterations, and • Device Considerations: there should always be a strong News Feed, so more people will see it.
(like Google) will continue to change Can multiple devices handle CTA—ask followers to download an
over time, but it always responds to your content? asset, attend a webinar, or learn about You can also determine a specific
content engagement—if users and a new product. You want people to budget for each promoted post. Your
their networks interact with your • Story Bumping: have something to click on. budget will depend on your personal
content, it will show up in the feed. If A post may be older, but is it still business objectives, but Facebook
not, it will be dropped. being interacted with? prices promotions based on your fan
count and budget—they can range
Here are some other factors that the from $10 to $1000.
algorithm considers:
At Marketo, we promote assets and
• Affinity: daily blog posts with strong Facebook
How close is the relationship CTAs, and we’ve seen a big uptick in
between the user and content? visibility since we started doing so.
Recently, we created a Facebook
• Weight:
promoted post for our Definitive Guide
What type of action was taken on
to Engaging Email, which led to 9,923
the content?
clicks; 6,765 actions (“likes” and
• Decay: comments); a 3.976% click-through-
How current is the content? rate; and cost us $0.70 per click.
• Post Types:
What types of posts does a user
typically interact with?
• Education
• Interests
• Connections
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CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION
FACEBOOK
Tracking and Results
Facebook’s Page Insights application
provides fantastic analytics, tracking
a variety of engagement and ad
performance metrics. Leveraging this
data internally can help you begin the
conversation about your program
ROI on social.
• Page “Likes”
• Post reach
• Engagement
• Post clicks
• Post “Likes”
• Comments
• Shares
Promoted accounts can also be A Promoted Account ad from Pulsar, placed among In this “Trends” list, GoPro Camera’s promoted
organic “Who to follow” suggestions hashtag tops the list.
placed in search results when
someone searches for a particular
topic or hashtag.
CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION
TWITTER
Twitter Lead Generation Cards Tracking and Results
Twitter Lead Generation Cards permit Twitter Lead Generation Cards can When people choose to follow you
businesses to collect lead information also sync to your marketing on Twitter, you’ll be notified and can
directly from Twitter. How do these automation tool, but note that Lead review their conversations in
work? When individuals expand your Generation Cards only have a full dedicated streams. This helps you
tweet, they see a form, a description name field—most marketing identify opportunities to engage.
of your compelling offer, and a CTA. automation tools collect names in a Twitter Words of Caution
Twitter handles, names, and email first and last name field. Also, Twitter We’ve seen immediate results from
addresses are already filled in, so all a Lead Generation Cards do not our efforts on Twitter: our average A little self-promotion is good for business,
lead has to do is click the CTA. capture company data. Because of lead-conversion rate from emails and but if your entire tweet history is about you
this, you can’t (yet) push the lead online campaigns is between 2-3%, and your company, you’re doing it wrong.
information to most CRM tools. but some of our Twitter campaigns
have yielded conversion rates as Use the 80/20 rule: 80% of your content
high as 14%. should be helpful or entertaining, 20%
should be promotional
A Twitter Lead
Generation Card
from Marketo 72
CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION
LINKEDIN
LinkedIn goes beyond personal profiles and status updates; it’s a great resource for networking, influencer
relationship building, and lead generation opportunities through paid programs. Because users visit the site for
purely work-related purposes, LinkedIn lends itself to making business connections.
Company Page
Building out your company page is the
first step to optimizing LinkedIn for lead
generation. Your company page tells
users who you are, what you do, and why
they should follow you.
About Us Page
Use the “About Us” page on Google+
to give audiences a quick overview of
your business. From there, you can
link to specific pages and services,
directing potential customers to the
most important pages on your
website. Make sure your copy is SEO
friendly, but—as always—avoid
keyword stuffing.
Jazz up your virtual meetings or panels with fun effects in Google+ Hangouts
CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION
SLIDESHARE
Readers are inundated with text, which means marketing professionals can’t rely solely on whitepapers and blog
posts to reach prospects and customers. It’s now vital to include visual elements in all of your marketing campaigns.
SlideShare is a service that hosts Creative Topics and Visuals Optimizing for SEO
your slide decks and presentations Content marketing through SlideShare Creating slide presentations that rank SlideShare presentations are easily
online, but it’s also much more— can help you establish yourself as an for certain keywords can be much embedded into other sites, which will
it’s an essential part of any expert in your field, using highly easier than ranking a post on your also drive SEO results. Each time
successful content marketing consumable visual elements. When it blog. To give your presentations a someone embeds your presentation,
strategy, and a powerful social comes to lead generation, SlideShare fighting chance in the world of search it serves as an inbound link to
community with a reported 60 can help you attract audiences who engines (as well as in SlideShare’s your content.
million monthly visitors. might ordinarily skim past your own search results) include keyword-
content. Some people might want to rich titles, descriptions, and tags.
read a 10-page ebook, while others Write your titles and descriptions with
want to consume their information SEO in mind.
quickly and visually.
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CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION
SLIDESHARE
SlideShare Forms
When it comes to lead generation,
forms are where SlideShare really
shines. With SlideShare, you can
embed a lead generation form directly
into your presentation, which pops up
after some or all of your presentation is
complete. Users can enter their
information to download the slides
and learn more about your company.
If you are using a marketing
automation platform, you can sync
your leads directly into your database
and add them to a nurture program.
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ASK THE EXPERTS: SOCIAL MEDIA AND LEAD GEN ROUNDTABLE
WHAT SOCIAL CHANNEL WORKS
BEST FOR LEAD GENERATION?
“Although many think “At Social Media “There are three
that Facebook is a terrific Examiner, we’ve found channels that are great
platform to build a strong that LinkedIn has the for lead generation.
community of fans, it’s highest conversion rate, Facebook’s ad interface
even more powerful when you turn your but Facebook delivers a higher quantity and their targeting capabilities are
raving fans into quality leads that you of leads for us. We have a much larger impressive—you can get very granular
can communicate with and build a fan base on Facebook (192,000+) and ensure you’re reaching the right
relationship with outside of Facebook.” compared to LinkedIn (11,000+), and audience. LinkedIn has generally given
– Amy Porterfield have multiple dedicated staff manning us the best leads, because you can
Social Media Strategist our Facebook account.” target by job titles, companies,
– Michael Stelzner company size, or industry. Lastly, we’ve
CEO and Founder, Social Media Examiner had success with lead generation forms
on SlideShare, where we host all of our
slide decks, from webinar decks to
shortened versions of our ebooks.”
– Carra Manahan
Marketing Program Specialist, Marketo
ASK THE EXPERTS: SOCIAL MEDIA AND LEAD GEN ROUNDTABLE
WHAT IS THE FUTURE OF SOCIAL
FOR LEAD GENERATION?
“Social media platforms “Now that Twitter has “More and more
are becoming more introduced Lead companies are investing
sophisticated in terms of Generation Cards, in their brand’s social
giving marketers which allow advertisers presence, and at the
opportunities to strategically attract to collect leads directly from paid ads, I same time, social platforms are
leads. It’s no longer all about attracting think we will see more of this type of investing in features that help drive lead
fans and followers—the appeal of social lead generation across the various generation. If you’re not using social
media marketing is gravitating more social networks—especially as those media for your lead generation efforts,
toward turning those fans and followers networks become more reliant on you’re missing out on a great
into warm leads. These leads are advertisers who are seeking to opportunity. We’ve seen great ROI from
genuinely interested in hearing from you. generate leads.” adding a social component to almost
– Amy Porterfield – Michael Stelzner everything we do—whether it’s a simple
Social Media Strategist CEO and Founder, Social Media Examiner social share button or a fun contest.”
– Carra Manahan
Marketing Program Specialist, Marketo
ASK THE EXPERTS: SOCIAL MEDIA AND LEAD GEN ROUNDTABLE
WHAT ARE THE KEY SOCIAL
COMPONENTS OF AN EFFECTIVE
LEAD GENERATION STRATEGY?
“You need to know “Generating leads with “At Marketo, we’re aware
where your audience is social comes down to that a social media
spending time and have offering a valuable free manager doesn’t just post
a keen understanding of offer. It’s important to a few tweets or Facebook
their interests, likes, dislikes and overall remember why people are on social statuses every day—they also have a
challenges. If you can create giveaways networks: to connect with people. Thus strategy for reaching lead generation
that they perceive as highly valuable, it’s critical to offer up major value if goals. To have an effective lead
they’ll be more than happy to give you you’re going to interrupt their main generation strategy, you’ll need to make
their names and email addresses in reason for being on the network. Said sure that you have awesome content, the
exchange. That’s how list building on another way, people using social right people, and creativity. Content is
social media sites works best—with an networks have a low tolerance for what fuels social media—without it you
irresistible giveaway, promoted on your overly promotional content.” would have nothing to offer your
social media channels. This not only – Michael Stelzner audience. Dedicated staff ensure that
builds goodwill and establishes your CEO and Founder, Social Media Examiner you’re following a strategy, not just using
authority, it also builds your email list social at random. And creativity is key for
with people that are genuinely breaking through the noise.”
interested in what you are all about.” – Carra Manahan
– Amy Porterfield Marketing Program Specialist, Marketo
Social Media Strategist
ASK THE EXPERTS: SOCIAL MEDIA AND LEAD GEN ROUNDTABLE
WHAT DO YOU SAY TO PEOPLE WHO
THINK SOCIAL MEDIA IS NOT EFFECTIVE
FOR LEAD GENERATION?
“I would say they are “People who think
missing out on a huge social media is not
opportunity, and will effective for lead
struggle to build up their generation need to give
email lists if they don’t begin to it a try! I can’t stress how important it is
experiment with social media to test before drawing conclusions.
opportunities to attract quality leads. You’ll need to try different methods,
I would also say that their competition keeping in mind that not everything you
is very lucky!” do will be a success. Not every post on
– Amy Porterfield every social channel will get a ton of
Social Media Strategist engagement—you need to figure out
“Social networks are the which messaging and content resonates
fastest and lowest cost best with your target audience.”
way to generate leads, – Carra Manahan
Marketing Program Specialist, Marketo
bar none.”
– Michael Stelzner
CEO and Founder, Social Media Examiner
CHAPTER EIGHT:
EMAIL MARKETING
CHAPTER EIGHT: EMAIL MARKETING
MAINTAINING RELATIONSHIPS
WITH EMAIL MARKETING
Email is a cornerstone of many marketing campaigns. Whether you’re hosting an event, sending out a new piece of
content, or promoting a new service offering, email can deliver relationship-building communication at every stage
of the funnel, especially to those leads that you already have in your database.
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CHAPTER EIGHT: EMAIL MARKETING
EMAIL TIMING AND FREQUENCY
Time your emails depending on your audience, based on captured user data and other parameters.
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CHAPTER EIGHT: EMAIL MARKETING
EMAIL SUBJECT LINES
Your subject line, in conjunction with a trusted From address, is what drives opens. Make it clear and concise, and
don’t be afraid to try something creative—you can always A/B test before sending it to your entire list.
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CHAPTER EIGHT: EMAIL MARKETING
EMAIL COPY
An opened email is one thing; a read email is another.
There is truly an art to crafting email copy that will convince someone to click.
Remember, your readers will scan Here are some tips for writing
through hundreds of emails on email copy:
any given day, making quick
decisions about which are worth • Short and sweet: We find it’s
their time. best to say things simply. Try using
short sentences and bullets to
At Marketo, we send thousands of make your emails easy to scan.
emails, and we test every email • Cut out the marketing-speak:
design and copy to ensure that our Marketing jargon can immediately
readers click through. turn off your reader. Make your
copy clear and conversational.
– Katy Pay
Co-Founder, Plan to Engage
CHAPTER EIGHT: EMAIL MARKETING
PAID EMAIL PROGRAMS
Paid email programs extend your reach, attract your target audience, and increase the size of your database. With
paid email, a sponsored email to high-quality targets is sent out on your behalf. Pick a reputable organization with a
high-quality database that is filled with your target audience.
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CHAPTER EIGHT: EMAIL MARKETING
EMAIL MARKETING METRICS
Always measure your email campaigns, whether they are emails to your database or through a paid program,
to drive testing, iteration, and program successes.
What you measure will depend on 5. Clicks/Click Rate/Click-to-Open 6. Unsubscribe Rate: The rate at
your priorities. Here are seven Rate: The rate at which leads click which leads clicked the
on a link, button, or image within “unsubscribe” link in the email and
common email metrics to
your message. The rate is only then successfully opted-out.
consider measuring: calculated once—so if a recipient
clicks numerous times, the click is 7. Marked-as-Spam Rate: The rate at
1. Sent: The number of emails that only recorded once. The “click which recipients reported your email
actually moved through your rate” is the total number of clicks as spam, divided by the number sent Marketo Engagement Score
sending mail server/marketing divided by the total number of or delivered.
automation tool. Marketo counts emails delivered. The “click-to-
“sent” emails as valid contacts who The Marketo Engagement Score is a
open” rate is the total number of
were sent an email. proprietary algorithm that our Data
clicks divided by the total number
of opened emails. Science Team created to determine
2. Delivered: The number of emails exactly how engaging each message is. It
that were sent and not rejected by combines multiple data points such as
the receiving server—note that clicks, opens, conversions, unsubscribes,
“delivered” emails don’t necessarily
and program successes, and then applies
land in the recipient’s inbox.
a statistical algorithm to create a single
3. Bounced: The number of emails measure of engagement.
that were rejected by the
receiving server.
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CHAPTER NINE: PAID PROGRAMS
PAY-PER-CLICK (PPC) SEARCH ADS
With pay-per-click advertisements, your ad is placed as a “sponsored result” on the top of search engine
results, and you pay for each received click. You can tailor your PPC ads to appear when specific search terms
are entered, creating highly targeted ads.
PPC Keywords
The keywords you choose for your
PPC campaigns should be close to
your top SEO keywords, but you’ll
probably have more. Some
companies have hundreds of PPC
keywords, depending on their
business and goals. As with your
SEO keywords, you can use
Google’s Keyword Planner to help
you brainstorm and research
keyword popularity.
PPC ads purchased by SAS, tableau, and Marketo for the search term “how can I track marketing analytics?”
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PAY-PER-CLICK (PPC) SEARCH ADS
PPC Ad Copy
A great PPC ad has good copy and Relevancy and Targeting
an engaging headline, but you only To really resonate with the needs of
have 25 characters for your headline your leads, your copy should directly
and 70 characters for your copy. So address a customer pain point. You
you have to say a lot in a very small want your leads to immediately see
amount of space! value in clicking on your ad.
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CHAPTER NINE: PAID PROGRAMS
PAY-PER-CLICK (PPC) SEARCH ADS
PPC Headlines Marketo runs this PPC ad, targeting
PPC headlines have to pop—and the keyword phrase “lead nurturing”
quickly. Don’t be afraid to use strong (see right):
language to create a sense of urgency.
You also want your headline to convey We assume that a person searching
authority. Your ad will likely be for “lead nurturing” is doing research
competing against other PPC ads, so —they’re probably not ready for an
make yours stand out by reviewing aggressive pitch. As you can see, we
offer them an educational piece of PPC ad from Marketo, targeting the keyword phrase “lead nurturing”
other ads that show up for
your keywords. content (The Definitive Guide to
Lead Nurturing) instead.
Call-to-Action Strategy
PPC ads are a great place to Ad Extensions Here is an example of a Marketo
showcase your content, keeping in You can add additional information PPC ad with extensions—a
mind that people who search for your to your PPC ads with ad Google+ follower number and three
keywords may be unfamiliar with your extensions, including: additional links.
company. This means that it often
doesn’t make sense for your call-to- • Your business location and
action to be a sales pitch. Instead, offer display map
them a piece of content that is • Links to additional pages on your
applicable to their search query. site (aside from your chief CTA)
• Phone number
Marketo PPC ad with additional extensions
• The number of your company’s
Google+ followers
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PAY-PER-CLICK (PPC) SEARCH ADS
Google Quality Score
According to Google, your PPC ad’s • Landing page quality:
Google Quality Score is “an estimate of The relevancy of your landing page
how relevant your ads, keywords, and and how easy it is to view
landing pages are to a person seeing and navigate.
your ad”. If you have a high Quality
• Your keyword/ad relevance:
Score, Google thinks your ad and
How relevant your ad is to
landing page is relevant to searchers—
your keyword.
so you will rank higher for the same bid
amount! • Your keyword/search relevance:
How relevant your keyword is to
Google tabulates Quality Score based what the customer searches for.
on the following criteria:
• Geographic performance:
• Your keyword’s expected How successful you have been in
click-through rate (CTR): the regions you are targeting.
This is calculated based on past
CTRs and how the keyword has • Ad performance on a site:
historically performed in your ad. How your ads are performing on
Google and other partner sites.
• Your display URL’s past CTR:
How often your display URL • Targeted devices:
received clicks. How well your ads perform on
mobile and tablet devices.
• Your account history:
Your overall CTR on all ads Your Quality Score affects your ad
and keywords. position, your eligibility for ad
extensions and other formats, and
your actual cost-per-click (CPC). In
other words, a high Quality Score is a
big deal.
CHAPTER NINE: PAID PROGRAMS
PAY-PER-CLICK (PPC) SEARCH ADS
PPC Measurement
With PPC ads, you can quickly • Conversions: A conversion You can combine these
change your copy, CTA, landing refers to the number of times a measurements to come up with
page, or offer. To take advantage of lead takes the action that you other important metrics:
this flexibility, pay close attention to intended—downloading a piece
of content or asking for a demo. • Click-Through Rate (CTR):
how your ads are performing.
You can keep track of Clicks/Impressions. The
conversions either in Google percentage of impressions that
Measure the following metrics for
Analytics or your marketing yield clicks.
your PPC campaigns:
automation solution. • Cost Per Click (CPC): Spend/
• Impressions: An impression
Clicks. This refers to the amount
measures the number of times As an example, Marketo offers of money that you are spending
your ad is displayed when an integration with Google per click, taking your entire
someone types in your AdWords that enables joint campaign spend into account.
search term. customers to view conversion
data from Marketo in AdWords, • Conversion Rate: Conversions/
• Clicks: This is the number of
providing insight into which Clicks. This is probably the most
times a viewer actually clicks
clicks resulted in qualified leads, important of all the paid search
on your ad.
opportunities, and metrics. This is the percentage of
new customers. your clicks that turn into
actual conversions.
• Spend: The amount of money
that you have spent on
your campaign.
ASK THE EXPERTS:
PPC Q&A WITH MIKE NIERENGARTEN, CEO, OBILITY CONSULTANTS
MKTO: What makes PPC effective MKTO: How do you see PPC lead
for lead generation? generation strategies evolving in
the future?
MN: No other channel can provide the
same level of targeting, segmentation, MN: As marketers and consumers get
and performance measurement. PPC more sophisticated, decision-makers
is distinctly measurable, but it’s not are beginning to want higher quality,
limited. In your lead gen efforts, you more compelling content. They’re
can adjust performance on a starting to get creeped out by
microcosm level—tweak a bid by aggressive retargeting and social
geography and hour, test ads and advertising. Marketers need to take a
offers, or target a specific company. step back and better understand the
customer journey at an atomic level. If
MKTO: How do PPC strategies for a prospect has downloaded this piece
B2B differ from those in B2C? of content, watched this demo, and
read this analyst report, what content/
MN: Lead generation PPC requires offer/phone call/direct mail piece is
qualification, nurturing, and most going to close the sale?
importantly education. In B2B, your
PPC strategy is content-based and PPC managers are going to need to
lead quality focused; you need to recognize that simply generating new
incorporate data from both marketing leads is not enough. PPC needs to be
automation and CRM systems. You an effective lead nurturing and sales
also want your PPC strategy to focus enablement program. The future PPC
on campaigns that drive MQLs and strategy includes lead generation and
high pipeline-to-cost ratios—not just lead nurturing. PPC managers really
cheap conversions or need to be able to grasp the full
high impressions. sales funnel.
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CHAPTER NINE: PAID PROGRAMS
CONTENT SYNDICATION
As we’ve covered, prospective buyers start their purchasing journey on many different channels, so it’s important that
you establish a multi-channel presence. One way to deliver high-value content to the right prospects is through content
syndication—promoting your whitepapers, articles, news releases, and more on third-party sites and newsletters for
greater reach and engagement.
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CONTENT SYNDICATION
System Integrations
Use an API to sync your content
syndication program leads with your
marketing automation solution—that
way, you won’t have to wait for an
Excel file from the vendor.
As with any email correspondence, • Be vigilant. Some site owners • Keep prospects fresh. Find out how
feature a very clear CTA and an image mistake permission to republish often the vendor adds fresh
at the top. If your content is synced content as permission to prospects to its database so your
with your marketing automation, you repurpose. Be cautious of who you content isn’t circulating with the same
can quickly send a relevant follow-up. share your content with, and only audience. Occasional breaks from a
work with reputable, established syndicator between contract
companies. Find out which other renewals can help your numbers.
websites your content will be • Use mid-stage content. By using
placed on. mid-stage content in your paid
• Get credit. Confirm that your content syndication programs, you
company is getting credit for its are selecting leads that are further
work. Ensure that your logo will be along in the buying cycle.
kept intact and your company will
be named.
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DIRECT MAIL
You may think direct mail is a thing of the past, but it’s still effective for very targeted communications.
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DIRECT MAIL
Avoid Looking Like Junk Mail
Overloaded text, or verbiage like
“Free______”, “No Gimmick”, and
“Pre-Approved” can send the wrong
message to your audience. Keep an
eye on the design, and make sure
to test.
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CHAPTER NINE: PAID PROGRAMS
EVENTS
Webinars
Called webinars, webcasts, or web Use Your Webinars to Educate Webinar Content Repurposing
conferences, these events can take Many companies fail to produce Once the webinar is over, you can
the form of web-delivered quality webinars that map to early or generate additional leads, engage
presentations, discussions, or mid-stage leads, focusing instead registrants that didn’t attend, and
workshops. Typically lasting 30-60 on webinars that are very product or continue the conversation with
minutes, webinars can be delivered service-centric. It’s important to repurposed webinar content—your
in real-time, or in pre-recorded form. develop educational, thought slide decks and your webinar
leadership webinars that resonate recording. Post your slide decks on
With real-time webinars, you can with Top-of-Funnel (TOFU) leads. SlideShare, post your recording on
allow attendees to participate by Once you draw them in, you can YouTube, and feature both on your
asking questions directly of the take a more promotional approach website. Promote your recording on
presenters. Recorded webinars can in your follow-ups. social channels and send it to all
be hosted with other content on your registrants directly after the event.
website, adding a video element to As an example, we recently hosted
your content mix. Webinars can help a webinar called Graduating From
you generate new leads and nurture Email Marketing to Marketing
known leads. Automation. While marketing
automation is our core competency,
we didn’t mention Marketo-specific
information in the webinar at all.
Instead, we educated our audience
about the benefits of marketing
automation in general. Don’t try to
make the sale before your audience
is ready to buy.
CHAPTER NINE: PAID PROGRAMS
EVENTS
Virtual Events
These events have the look and Your Virtual Booth Booth Content
feel of an offline event, but are You wouldn’t design a tradeshow Most virtual events allow you to include
hosted in a virtual environment, booth that doesn’t suit your company, content in your booth and elsewhere
combining the educational and the same goes for your virtual within the exhibit hall. It may be
elements and ease of a webinar booth—rather than using a default tempting to throw up some product or
with the networking and interactive appearance and setting, adhere to service-specific datasheets, but your
features of a trade show. your own style guide. best bet is to include thought
Participants visit a virtual booth, leadership pieces. As with any lead
where they can collect materials, Many platforms allow you to chat both generation technique, make sure you
meet the staff, ask questions, and privately and publicly with your booth are addressing pain points, but not
even pick up some virtual swag. visitors. Keep your public chat box shoving your sales messaging down
clear of clutter, and use it to moderate your audience members’ throats.
discussions, promote your content Marketo recently hosted a virtual event
and/or session, and welcome visitors. and all of the offered content was
If it’s appropriate to answer a question Top-of-Funnel thought leadership,
privately, simply move the discussion rather than pure promotion.
off your public chat.
The virtual booth at a Marketo virtual event Top-of-Funnel content offerings at a Marketo virtual event
CHAPTER NINE: PAID PROGRAMS
EVENTS
Physical Events
From pre-event promotion, to the Games and Interactive
booth and follow-up, physical Booth Tools
events arguably involve more During a physical event, it’s not
moving pieces than any other type unusual for hundreds, if not
of marketing program. That said, thousands, of people to be packed
trade shows, conferences/summits, into an expo hall. Every vendor is
and roadshows offer you something trying to lure people into their booth,
invaluable—the chance to engage so how do you stand out from the
directly with your prospects and competition? At Dreamforce 2012,
create relationships face-to-face. Marketo attracted crowds with a
meme generator:
Think of a trade show as a museum, Marketo’s meme generator at Dreamforce 2012
and every booth as a different
exhibit. Which exhibit would you
rather check out—the one with a
bland fact plaque and a pre-
recorded explanation of the exhibit,
or the one that lets you play?
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CHAPTER NINE: PAID PROGRAMS
EVENTS
Contests and Sweepstakes Sweepstakes and contests can
Trade shows are a huge investment humanize your brand, but they
for participants and attendees can backfire if you don’t take two
alike—especially supersized aspects seriously: the terms and
conferences like Salesforce’s conditions, and the fulfillment
Dreamforce, Microsoft’s process. Make sure the terms
Convergence, SAP’s Sapphire, CES, comply with legal standards
and SXSW. Why not reward your and are completely
prospects and customers for their transparent, and have a solid
investment? A sweepstakes builds plan for fulfillment in mind.
brand buzz, but it can also build your
database with qualified contact Unique Collateral
information before the show even Many companies are moving
starts. Use a sweepstakes during an away from printed collateral at
event to drive booth traffic. For their booths and sessions, but
instance, for Dreamforce 2013, consider still providing one or two
Marketo ran a sweepstakes to items that attendees can take
win a Smart Car. home. A good rule of thumb is to
provide one asset that explains
We also hold a “Road to Dreamforce” what your company does (in an
contest each year, offering winners a engaging way, of course) and one
Dreamforce Full Conference pass, piece of thought leadership—this
VIP access to exclusive Dreamforce can be a fun, visual ebook or a
Marketo’s Smart Car sweepstakes
parties, and money for airfare, printed infographic. Stay away
lodging, and extras. This contest lets from basic whitepapers—if it isn’t
us know who will be attending the visually appealing, it’s likely to be
event, and also gets us new leads. thrown away.
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CHAPTER NINE: PAID PROGRAMS
EVENT PROMOTION CHECKLIST
Pre-Event Promotion Checklist: Following up after the event is just as critical as your promotion.
A one-third attendance rate is typical, so follow up with attendees
If appropriate, kick off your event with a press release and those who registered but didn’t attend. For the highest
possible click-to-open rates, follow up fast.
Schedule a series of emails (we’ve found the third email
usually drives the most registrations!) Post-Event Promotion Checklist:
Include a calendar invite (ICS file) in the email, so folks
can add the event to their calendars Send a thank you email immediately after the event
Create your confirmation process: Send slides, if applicable, within 45 minutes of the event
Send a confirmation email immediately after registration Send recordings, if applicable, as soon as they’re available—
ideally by the next day
Send a reminder email two days prior to the event
Consider a phone call to those who meet your demographic
Send a final reminder email one hour before the event criteria. Your follow-up call should happen within a few days of
the event’s conclusion
Steadily promote on social channels
Consider a call down with your inside sales reps to get more
registrants, or run an automated campaign with a voicemail
service like Boxpilot
ASK THE EXPERTS:
Q&A WITH PATRICK CAVA, SR. MANAGER OF PRODUCT
AND PARTNER MARKETING, CERTAIN
MKTO: What kinds of events are Additionally, event marketers will MKTO: What do you say to people
most effective for lead generation? leverage technologies that can more who doubt that event marketing is
easily connect the right people, start to effective for lead generation?
PC: This will differ for every company, measure the qualitative value of those
depending on your target audience engagements, and tie those back to PC: In Content Marketing Institute’s
and their stage in the buying cycle. tangible revenue. 2013 study, in-person events were
Roadshows and industry tradeshows rated more effective than any other
are great at providing the initial touch Given the pace of technology content marketing tactic, and
for early stage buyers, especially for innovation, lead generation at events according to a 2013 CMO council
companies that want to build brand 20 years from now will be a much more report, 31% of respondents consider
awareness. For larger organizations seamless experience. Just as Marketo events essential to doing business.
with a broad user base and diverse is able to easily aggregate all the But in that same CMO report, only
product line, user conferences can be “interesting moments” of a customer’s 34% of those respondents actually
great for developing leads at every interactions over various digital applied those metrics to assess ROI.
stage of the buying process. marketing channels, you’ll see an
increase in the ability to passively gain Fortunately, event marketers no longer
MKTO: How will event marketers insight into the behavior and interests need to rely on anecdotal evidence or
generate leads in 2014? What of attendees at in-person events, less meaningful statistics such as
about in 2024? enabling organizers to focus less on number of attendees to measure
simply gathering leads and more on event success.
PC: In 2014, we’ll see an increasingly deepening those connections through
personalized attendee experience at the quality of content and connections By integrating event management
events, in which the content is curated they’re providing. software with marketing automation
to the needs of each participant and and CRM, you can assess real event
the engagements are targeted to return compared to other digital
achieve their specific goals. marketing programs, and assess
indirect lead generation benefits, such
as an increase in brand awareness or
social sentiment.
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CHAPTER TEN:
TELEPHONE-BASED LEAD GENERATION
CHAPTER TEN: TELEPHONE-BASED LEAD GENERATION
INSIDE SALES TEAMS
Telesales, or inside sales reps, can be a big contributor to successful lead generation.
Your sales team qualifies your leads and adds a personal touch.
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CHAPTER TEN: TELEPHONE-BASED LEAD GENERATION
PAID TELESERVICES
Managing Teleservice Vendors
When outsourcing your outbound Results First Ask for a Dedicated Team Operational Details
calling efforts, you need to closely Make sure you have agreed upon Your teleservices vendor should According to The Direct Marketing
manage the process. A great metrics and a distinct set of provide you with a dedicated team Association, you should agree to the
experience with a teleservice vendor expectations. Are you aiming to who can learn your business over time. following operational details with
can produce stellar results, but if the generate, qualify, or nurture leads with Aim for a team of agents who have a your selected vendor:
relationship is managed poorly, you your vendor? Present your criteria at sales background rather than a
the outset, or your experience might telemarketing background, particularly • What information is to be
might find yourself with poor leads
not meet expectations. if your product or service has more of a provided to leads?
and a lack of ROI.
relationship-based sale. • How will the management of
Train About Company and Industry data and contacts be
Your leads need to believe your And throw out the script! Your vendor processed?
teleservice vendor is part of your should be employing smart sales reps
company, which makes training a who can be agile during a • What are the calling hours
must. Seek out quality teleservices conversation. Another smart move? during which you want your reps
firms, who will have methods of Test the reps yourself. Do a variety of to work?
learning about your value proposition test calls to evaluate their expertise.
• How will you monitor and record
and space, and firms who specialize in
their calls?
your industry. Do you have buyer
personas built out? If so, use them to • Is there a quality control process
give your teleservices firm insight into in place?
your business and buyers.
Once you have these nailed down,
create a Service Level Agreement
with your vendor that outlines all of
these elements.
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CHAPTER ELEVEN:
MIDDLE-OF-FUNNEL LEAD GENERATION
CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LEAD GENERATION
MIDDLE-OF-FUNNEL DEFINED
Once you’ve invested in your lead generation strategy, you want to get the most out of every lead. Many companies
do a great job at generating Top-of-Funnel (TOFU) leads, but most new leads aren’t yet ready to buy. That’s where a
solid Middle-of-Funnel, or MOFU, strategy comes in.
Remember the new buyer, in the Too many marketers think their job is
age of self-education and done once a lead becomes a
information abundance? Like customer, but some of the same
TOFU leads, most MOFU leads techniques described in this section
still aren’t ready to engage with a can also be used for marketing to
sales rep, but they eventually will current customers (known as
be. It’s up to you to build your “customer lifecycle marketing”) with
relationship, becoming a trusted cross-selling and upselling.
source of relevant information.
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LEAD GENERATION
LEAD NURTURING
Lead nurturing is the process of building relationships with qualified prospects regardless of when they buy, with
the goal of earning their business when they are ready. When done well, lead nurturing plays a critical role in your
lasting relationship with both customers and prospects.
1. Be relevant. If you’re not 3. Establish permission and 5. Don’t make conversions your 6. Forget traditional metrics.
being relevant, your leads will expectations upfront. A big part goal. Your goal with nurturing is You can’t measure the
either opt-out, or they’ll of email marketing is to set and to keep in touch and develop a effectiveness of nurturing
emotionally opt out when consistently meet expectations— relationship over time. Keep your based on open and click rates,
they stop paying attention. nurturing is no different. At the nurture emails casual—after all, especially if there isn’t anything
opt-in or soon after, let them know your lead is probably reading it to click. The only real way to
what to expect. on a mobile device, in line measure nurturing is to pull out
2. Don’t be promotional. Early
at Starbucks. a control group who you aren’t
stage buyers don’t want
nurturing, and to measure the
product pitches or sales 4. Optimize for mobile. 48% of
differences between those
offers – they want to be emails are currently opened on
populations over time.
educated or entertained. mobile, and that number is
Promoting yourself in a lead growing. Many (if not the majority)
nurture campaign is like of your emails will be seen on a
going on a date and talking mobile device.
about yourself the whole
time—you won’t get that
second date.
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LEAD NURTURING
Engagement Marketing
and Lead Nurturing
We already know that batch-and- “Most marketers treat lead nurturing as an extended form of
blast email campaigns lead to automated batch-and-blast—heavy on product pitches and
noisy, ineffective, and irrelevant
offers, light on educational content. Without taking the time to
messages that weaken your
chances to connect with potential develop personas, buying cycles, and mapping leads to their
buyers. Engagement marketing, on place in the buying process, marketers will fail at lead nurturing.” The 4 Elements of Effective
the other hand, nurtures leads Engagement Marketing
– Jeff Pedowitz, President and CEO, The Pedowitz Group
through relevant, multi-channel
1. Relevance
conversations at every stage of the
sales funnel. By creating a 2. Two-way communication
conversation with your buyers 3. Multi-channel interactions
throughout the nurture journey 4. Continuous conversation
instead of blasting them with
irrelevant messages, you can
strengthen your relationship with
the buyer over time.
CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LEAD GENERATION
LEAD NURTURING
Basic Lead Nurturing
If you’re new to lead nurturing, setting Stay in Touch Campaigns Accelerator Campaigns “One of the biggest mistakes
up your initial campaigns can be These campaigns are useful for all Accelerator campaigns attempt to
daunting. We often see companies prospects who aren’t ready to engage move prospects through the sales we see marketers make with
bite off more than they can chew with with sales. This type of campaign funnel faster with relevant “nudges”, lead nurturing is overthinking
overly-complex nurture campaigns, sends out relevant content to usually triggered by specific buyer and overdesigning their lead
but we recommend that you start prospects over time, helping to behaviors or sales updates. By
simple. Think big, start small, and educate them and building trust in your observing the type of content a nurture programs at the gate.
move quickly with one of these basic company. By touching prospects prospect requests, visits to your They become intimidated by
lead nurturing techniques. regularly, “stay in touch” campaigns website, and interactions with your the hugeness of the project,
keep your brand top-of-mind, so that brand on social, marketers can adapt
Incoming Lead prospects will contact you when their nurturing approach accordingly. or they put together a
Processing Campaigns they’re ready for the next stage. Use accelerator campaigns for behemoth nurture plan that
Incoming lead processing campaigns prospects displaying strong interest. takes too long to actually get
are a great way to make a positive first A stay in touch campaign may look like
impression, which will improve a lead’s the following: Lead Lifecycle Campaigns started. Instead, start with
perception of you forever. Before you Lead lifecycle campaigns maximize one track for all of your
• Day 1: Introductory email marketing’s investment in lead
introduce yourself, make sure you personas—not seven. If
understand your lead’s personal • Day 10: Email offering new content generation by ensuring leads will never
preferences and stage in the funnel. grow stagnant or lost, even if sales you’re currently doing
related to first download and
subsequent web activity does not engage. As a general lead random acts of marketing,
nurturing rule, leads should never just
even one track will be a
• Day 15: Personal email from “sit” during the buying process. There
sales rep are three important stages of lead huge improvement.”
lifecycle campaigns: lead handoff, lead – Jon Miller,
• Day 30: Email offering best
recycling, and new customers. VP of Marketing and
practices ebook or video
Co-Founder, Marketo
• Day 45: Call from sales rep to
“check in”
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LEAD GENERATION
LEAD NURTURING
Lead Nurturing with Marketo’s
Customer Engagement Engine
Because buyers today are As you begin to think about
multi-channeled in their buying multi-channel lead nurturing and
behavior, you should be multi- engagement marketing, consider the
channeled in your lead nurturing following tips:
efforts. Tools like Marketo’s Customer
Engagement engine help you to • Listen and respond. Observe • Know which content to send • Opt for an easy-to-implement
deliver dialogues that are far more and react to individual behaviors and when. Send content that solution. Don’t rely on IT to get
relevant and engaging than basic in real time. resonates based on a lead’s your program off of the ground—
lead nurturing campaigns. actions, and never send look for a lead nurturing solution
• Communicate both online and duplicate content. that lets you create engagement
offline. Amplify your message programs on your own.
with conversations on social • Build relationships over the
channels and at offline events. entire customer lifecycle. • Simplify your content
Send relevant content to management. Never send the
• Don’t blast your audience. This buyers at every stage of the same content twice, and
becomes particularly important if sales funnel. automatically de-activate content
you are running multiple email when it is outdated.
campaigns. Advanced nurturing • Measure true engagement.
systems like Marketo’s Customer Track customer engagement
Engagement engine prevent you with your entire program, as well
from sending too many emails to as with each component over
one lead. time. Marketo’s Engagement
Score can help you determine
how engaged each lead is with
your content.
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LEAD GENERATION
LEAD NURTURING
Follow the 4-1-1 Rule
At Marketo, we use the 4-1-1 rule: for every four
educational or entertaining messages that we
send, we also send one Middle-of-Funnel offer
(like tips to help you make a business case for
our product) and one later-stage, slightly more
promotional offer (such as a demo). This helps
us balance our messaging and keeps us from
coming on too strong.
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LEAD GENERATION
LEAD SCORING
Lead scoring—a method of ranking leads for their sales-readiness, agreed upon by sales and marketing—is essential to your lead
generation. By scoring leads based on the interest they show in your business, their current place in the buying cycle, and their
demographic fit, you get a better idea of where each lead is in his or her buying cycle.
Lead scoring tells companies Hard ROI of Lead Scoring Lead Fit
whether prospects need to be Determining lead fit, or explicit lead
fast-tracked to sales or lead scoring, is based on observable or
Revenue Growth vs Peers
nurtured further. The best lead directly shared information, often
scoring systems use collected via an online form or
We pass everything to sales
demographics and and let them cherry pick 24% registration process. Demographics
firmographics, as well as and firmographics tell you how well a
behavioral scoring (such as prospect fits your ideal buyer profile. In
clicks, keywords, web visits, We score leads based on fit 24.5% Part Three: Defining a Lead, we
and social interactions). discussed BANT qualification (budget,
Companies who use lead authority, need, and timeline),
scoring see a huge lift in ROI, We score leads based on fit
32% demographics, and firmographics, all
as well as interest
and their sales teams spend of which should be used to score
less time selling. your leads.
From Marketo Benchmark: lead scoring based on fit and interest grows revenue and reduces sales time 128
CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LEAD GENERATION
LEAD SCORING
Lead Interest Lead Recycling
Scoring lead interest, often called Sometimes a lead is not quite ready
implicit lead scoring, is done by Latent Behaviors Active Behaviors to buy, even after being contacted
(Engagement) (Buying Intent)
tracking your prospect’s by sales. If, after contacting a lead,
behaviors (e.g. online body a rep determines that the lead is not
language) to measure his or her • Early stage content +3 • Pricing pages: +10 sales-ready, the lead should be
level of interest in your product or sent back to marketing—we call
solution. For instance, a lead that • Attend webinar: +5 • Watch demos: this “recycling” the lead.
downloads a simple whitepaper • +5 overview
• Visit any webpage / blog: +1
has shown engagement with your When leads get recycled, they are
• +10 detailed
brand, while downloading a • Visit careers pages: -10 either returned to your basic
pricing sheet shows true buyer • Mid-stage content +8 nurturing campaign or, even better,
intent. Implicit lead scoring can • Decay inactivity: -1, -5, -10 added to a specialized nurture
also mean inferring additional • Late-stage content +12 track. These campaigns have been
information about a prospect • Searches for branded optimized according to specific
Behavioral lead scoring based on
based on the quality of the data email and online activity keyword “Marketo” +8 information the rep collected during
you have (like the location of his or the sales interaction—such as the
her IP address). reasons why the prospect didn’t
move forward, or that lead’s
BANT score.
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LEAD GENERATION
LEAD SCORING CHECKLIST
Which attributes or behaviors will you consider as you score your leads?
Check off the boxes you think should be included in your model.
Explicit Scores to Consider:
Individual-specific Individual-specific Relationship scoring rules
demographic scoring rules demographic scoring rules
Title Rankings/stock indexes: Fortune 500/Inc 500, etc. Account type (potential vs. actual)
Role Number of employees Customer Prospect
Purchasing authority Company revenue Partner Investor
Number of direct reports Revenue growth (growing, declining, etc.) Competitor
Level of manager (to whom do they report?) Company financial viability Previous relationship
Years of experience Number of divisions Ex-customer
Specialties Number of products sold (SKUs) Lost opportunity
Type of email used (Gmail, corporate, Yahoo) Location Product(s) purchased
Years at current position City Phone area code Complementary technologies used
Designations/certifications State Headquarters or satellite (CRM, ESP, ERP, CMS, MRM, MA)
Honors and awards received Zip Location of branches Recycled count
Social network participation Country Size of branches Lead source
Social network connections Website traffic Website
Social network influence Website plug-ins Sponsorship
Public recommendations Year founded PPC
Affiliations—groups and associations Organizational structure Content syndication
Career interests (proprietorship, partnership, corporation) Online ad
Personal interests Geographic markets served Budget defined (monthly, quarterly, annually)
Degrees received Partners Timeframe (project completion deadline)
Fiscal year end
Industry
CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LEAD GENERATION
LEAD SCORING CHECKLIST
Behavior-Based Scores to Consider:
Livestreamed events Web pages Community Additional Behaviors
Registered for Viewed landing page Submitted an idea
Viewed Filled out form on landing page Submitted multiple ideas
Commented during Used instant chat functionality Read about best practices
Asked questions during Used “request a call back” functionality Read about ideas
Reviewed follow-up recording Viewed–any Visited knowledge base
Rated event Viewed–product specific Read about product information
Viewed–pricing Asked a question
Surveys Viewed–customers or reviews Asked multiple questions
Visited Viewed–multiple web pages Answered a question
Completed Viewed–multiple web pages in 1 week Answered multiple questions
Viewed results Shared via social sharing Shared a best practice
Participated in multiple surveys Browser used Shared multiple best practices
Program Testing
First, use control groups. Apply the You can test almost anything: It’s also possible to measure
program or treatment that you want combinations of “touches” (actions
to measure to only one subset of • Programs and tactics. Did a taken by your company to engage
your target buyer group, and leave particular webinar have an leads) rather than individual touches.
the rest of the group as-is. All other impact on conversions? This is a great way to test lead
factors being equal, you’ll be able to • Messages. Which message nurturing tracks—it allows you to test
attribute any difference in buyer and/or copy resonated the most and measure the effectiveness of an
behavior to the program. with our target audience? entire lead nurturing track, rather than
the effectiveness of individual emails or
• Contact frequency. How often offers. Should you want to test multiple
should we send an email? campaigns at one time, you can use
multivariate testing methods.
• Spending levels. What
happens if we double investment
in display advertising?
CHAPTER TWELVE: TESTING AND OPTIMIZATION
TESTING TYPES
The two most common types of tests are A/B and multivariate; you can run either (or both) on your lead generation
programs. Services like Visual Website Optimizer (VWO) and Optimizely can help you take your testing to the next level.
But first, you’ll need to know how you want to test.
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CHAPTER TWELVE: TESTING AND OPTIMIZATION
THE 5 STEP TESTING PROCESS
According to Optimizely, a website optimization platform and leader in online testing, these are the five steps
every company should take before launching a test.
Step 1: Define Success Step 2: Identify Bottlenecks Step 3: Construct a Hypothesis Step 4: Prioritize
Determine what you want to achieve Identify what isn’t working. Maybe Determine a possible solution. If no Prioritize your hypotheses based on
through testing. What are your you’re getting a lot of traffic to a key one’s filling out your form, maybe you predicted impact. For instance, you
ultimate success metrics? What will website page, but people aren’t need to shorten the number of fields, might predict that moving your form
you improve through testing and actually converting or downloading move the form to a different part of the will have more impact than shortening
optimization? For lead generation, your gated ebook. Ultimately, it’s the page, or change the download button your form, so test the new form
consider the successes that turn into bottleneck that you will want to test. color. Your first hypothesis might be location first. Depending on your
clicks, conversions, and leads—think that your forms will work better with resources, you can always run
of these as macro-conversions. three fields instead of five. This is only multiple tests.
Next, consider micro-conversions— your starting place—experiment,
smaller steps you want leads to take, continually validating or invalidating
such as clicking a button, watching a your hypotheses to form new ones.
video, or sharing a blog post.
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CHAPTER TWELVE: TESTING AND OPTIMIZATION
THE 5 STEP TESTING PROCESS
Step 5: Test
Time to test! Read on for a series of With approximately 1000 more opens Use a Large Enough Sample Size
best practices for running accurate, and 500 more clicks, the personal The larger the sample size, the
conclusive tests. address was much more successful. stronger your results will be. That being
Our confidence level was 99%, said, you obviously want to use the
Isolate Variables, meaning that our results were 99% winning version as soon as you can. If
Identify Your Control reliable, rather than due to chance. For you start too big, you’ll expose half of a
Your control is the unchanged a test like this, a confidence level above huge group to a less effective email,
version of your email or landing 95% is commonly considered landing page, or website page. The
page—the version you’ve already “statistically significant”. And because best practice is to start out on the
been using. For an A/B test, choose we isolated only one factor, we were smaller side, keeping in mind that you
one variable of the control to isolate able to easily identify the reason for the can always repeat the test if your
and change; for a multivariate test, higher number of clicks. Marketo now company needs extra convincing. Or
isolate multiple variables. uses personal names in our email you can leave the landing page test
sends whenever we can. running a little longer to build the
Marketo recently ran a simple email sample size.
marketing A/B test, in which we
changed a single aspect of our Control:
“From” address. In this test, we used
our usual “From” address (“Marketo From: Marketo Premium Content <ryanh@marketo.com>
Premium Content”) as our control, To: Miles Gotcher
and tried a personal “From” address Cc:
with half of our emails in a Subject: TEST | [New Gartner Report] The 2013 Leaders in CRM Lead Management
particular campaign:
Test:
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CHAPTER TWELVE: TESTING AND OPTIMIZATION
30 THINGS TO A/B TEST FOR
LEAD GENERATION
Content Site Navigation 22. Test different images in social ads.
See which ones get the best
4. Test gated content against non-gated 12. Test the order of your menu items in
results.
content. Find out which gets more your site navigation.
downloads and whether users are 13. Test the display of your navigation Email
willing to fill out forms. bar. Do visitors prefer a horizontal or
Dan Siroker 5. Test how your content is displayed. Do vertical orientation? 23. Test length and copy of your email
users prefer to scroll down the page, or subject lines.
Co-Founder and CEO,
click through to another page to learn 24. Test personalized vs.
Optimizely more?
Forms
un-personalized emails by using
14. Test the length of sign-up forms. the recipient’s name in the subject
Copy 15. Try a special offer, discount, or or email text.
promotion to increase signups. 25. Find the optimal time to reach your
6. Test different headline texts.
Try headlines that are more 16. Try asking for different information in audience by measuring open rates
straightforward, goofy, or creative. your form fields. on different days of the week and
at different times.
Pete Koomen 7. Test paragraphs vs.
bulleted lists. Mobile Site
Co-Founder and President, Personalization
8. Test shorter vs. longer copy on your 17. Try different displays and navigation
Optimizely 26. Test different page designs and
website, emails, and landing pages. options. Blinds, buttons, and blocks
are a good place to start. messaging for new vs.
returning visitors.
Calls-to-Action Visual Media Ads
27. Test auto-filling form fields related
1. Buy now? Purchase? Check out? 9. Test different types of imagery on your 18. Test the headlines on your paid
to a visitor’s site location.
Add to cart? Change your CTA text landing page—people vs. products vs. campaigns to see what gets
on your buttons to see which illustrations are a good place to start. more clicks. 28. Create seasonal or location-based
word or phrase converts the offers and test them on visitors
10. See how stock images stack up 19. Try changing the display URL on
most visitors. living in specific locations.
against images of your employees or your ad.
2. V
ary the location of your CTA customers in action. 20. Try different landing page
button—make some more variations—copy, image, CTA, Pricing and Shipping
11. Test auto-play against click-to-play.
prominent than others. and form. 29. Test a free trial offer vs. a free
3. Test different colors, shapes, demo offer for short-term and
and sizes for CTA buttons on Social long-term conversions.
your website. 21. Change the size and placement of 30. Test annual billing vs. monthly
your social icons to see what billing on your pricing page. Which
compels users to share more often. generates more subscriptions?
CHAPTER THIRTEEN:
METRICS
CHAPTER THIRTEEN: METRICS
METRICS PLANNING
In the age of the self-educated buyer, marketing is in a unique position to reinvent itself as a core part of a company’s
revenue engine. As the function that “owns” the relationship with self-educating prospects, marketing is now
responsible for a much greater portion of the revenue cycle than ever before.
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CHAPTER THIRTEEN: METRICS
METRICS PLANNING
Establish Goals and
ROI Estimates Up Front
When planning any lead generation As part of planning any program, you
campaign or marketing investment, need to answer these three questions:
your first step is to quantify your
expected outcomes. All too often, • What will you measure?
marketers plan programs and commit • When will you measure? Set the Right Goals
their budgets without establishing a
concrete set of expectations about a • How will you measure? It’s important to set goals, but they have
program’s impact. to be the right ones. According to Brian
In almost every case, you will need to Carroll at MECLABS, marketers should
The solution is to form up-front goals, take specific steps to make your ask themselves the following about every
benchmarks, and Key Performance programs measureable. This often goal or KPI they set:
Indicators (KPIs) for each lead includes setting up test and control
generation campaign. Modeling your groups, or varying your spending levels • How does this goal drive revenue
ROI goals will help you to: across markets to measure relative or profit?
impact. You’ll also need to track the
• Identify the key profit drivers that appropriate attributes of your • Does this goal give the executive
most affect the model and marketing programs—target audience, team something they’ve asked for
ultimately your profits message, channel, offer, investment or want?
• Create “what if” scenarios to see level, or other relevant attributes. • How does this goal align my
marketing team with sales?
how changing parameters may
vary the results and
impact profitability
142
CHAPTER THIRTEEN: METRICS
METRICS PLANNING
Investment in Lead Generation
Once you’ve established your goals
and expectations, you need to know
exactly how much you’re spending
on lead generation. 89% of
organizations use spreadsheets to
track spend, but this gives you
limited visibility into how your
investment tracks to your forecast.
You also can’t track spend across
multiple budgets and line items.
144
CHAPTER THIRTEEN: METRICS
FIRST-TOUCH AND
MULTI-TOUCH ATTRIBUTION
Now that you know how much you’re investing, you can accurately track return on your lead generation programs. But
you can’t look at just the first touch or last touch to determine how your overall strategy is working—common wisdom
is that it takes seven touches to convert a cold lead to a sale.
Actual data from Marketo Revenue Cycle Analytics on FT and MT Program Attribution
145
CHAPTER THIRTEEN: METRICS
FIRST-TOUCH AND
MULTI-TOUCH ATTRIBUTION
Pipeline to Investment
(FT) (MT) (MT)
To dial in deeper, track your program
Program Channel Investment Opportunities Opportunities Ratio
channel, investment, FT, and MT
opportunities created from each Website $0 1,247 1,925 N/A
channel. You also want to track your
MT ratio (pipeline divided by Paid Online (PPC+Email) $3,919,554 889 1,093 8.4
investment) so you know what works
Webinar $594,110 228 510 25.8
and what doesn’t. At Marketo, we
characterize ratios higher than 10 as Nurture Email $15,750 19 472 898.3
good programs, programs scoring
Tradeshow $1,276,977 426 353 8.3
above a seven as “fine”, and
programs scoring less than five Nurture Email -CTA $26,665 13 250 280.8
as inadequate.
Micro-Event $689,858 87 145 6.3
Our pipeline generation data chart Roadshow $470,119 80 119 7.6
shows that on average, 52% of our
programs are above a seven. We can Sales Outbound $0 1058 106 N/A
see that some of our programs aren’t
Blog $0 25 103 N/A
working as well, and we know what
needs to be fixed. We know that Nurture (New) $0 0 72 N/A
webinars perform fantastically, with
an MT ratio of nearly 54. Tradeshows Content Syndication $483,264 57 63 3.9
are a 6.9, sponsored emails a 3.8, Virtual Trade Show $329,825 128 58 5.3
and content syndication is a 9.6.
Marketo pipeline generation report Source: Marketo Revenue Cycle Analytics, June 2013
*Percentage of all programs in channel that achieve MT Ratio > 5
146
ASK THE EXPERTS:
5 LEAD GEN METRICS THAT
MARKETERS SHOULD TRACK
At Marketo, we like to look at these on a 3. Cost per Sales Accepted 5. Multi-Touch ROI (by program):
monthly basis: Opportunity: Cost per MQL can be a Many programs will look great
great early indicator of the health of from a first-touch ROI
1. Number of MQLs your lead generation initiatives, but perspective. You probably want
(marketing qualified leads): sometimes you have to look further to invest more in those over time.
Remember the famous quote in down the funnel. If you have a sales Other programs will look terrible
David Cain
Glengarry Glen Ross? (“These are team and they run lengthy sales from a first-touch perspective, but
VP of Marketing, Marketo
the Glengarry leads! And to you, cycles (anything longer than one don’t be so quick to stop running
they’re GOLD!”) The fact is, week) you’ll find that the Cost per those programs. Some programs
Access to quality metrics is the key to Opportunity is an important metric tend to be extremely influential
marketers must acknowledge that
any marketer’s success. You’re and might not correlate exactly with after a lead has been created. If
not all leads are created equal. It’s
investing a lot of time and money into important to put quality measures in the Cost per MQL trend. Take a longer you take a multi-touch ROI view of
building awareness and demand for place (e.g. a lead score) and only term perspective, examining all spend your programs, you’ll find that
your company’s products or services, count leads that pass a certain and the resulting opportunities over a some of your best performing
so it’s incredibly important to quality threshold as MQLs. By period of time. If this metric is trending programs look like losers from a
understand whether things are eliminating the “bad” leads from your the wrong way, you’ll want to dive first-touch perspective.
performing as expected. Are they calculations, you’ll get a more deeper into your programs.
paying off? Are they trending in the accurate picture, and you’ll gain the
right direction? trust of the sales team that depends 4. First-Touch ROI (by program): As a
on you for a living. lead gen marketer, your job is to
determine what programs to run.
Every marketer will need a different set
2. Cost per MQL: All marketers have MQLs and opportunities are helpful,
of metrics—it all depends on the types
limited resources. If you’re running but at the end of the day, it’s all about
of lead generation programs that make
lead generation, make sure you are the financial ROI of your marketing
sense for your company. But investments. Which programs are
maximizing the results you generate.
regardless of what your primary lead To achieve the greatest results with bringing in quality leads that eventually
gen activities are, there are some the resources you have, you’ll want convert to dollars for your team? How
important high-level metrics that you’ll to minimize the cost per MQL. much revenue resulted from those
probably want to monitor. programs? And how much did you
spend to generate that revenue?
CHAPTER THIRTEEN: METRICS
MARKETING’S CONTRIBUTION
TO REVENUE
To prove marketing’s contribution to revenue, you need to know how much pipeline you are directly creating,
and where leads sit in the revenue cycle at any given time.
150
CHAPTER FOURTEEN:
LEAD GENERATION TECHNOLOGY
CHAPTER FOURTEEN: LEAD GENERATION TECHNOLOGY
CHOOSING YOUR
LEAD GENERATION TECHNOLOGY
The right lead generation technologies will save you money, help you do more with less, measure and optimize
your programs, and ultimately allow you to grow your lead generation programs faster. And that means you can
help your company grow faster, and more efficiently.
153
CHAPTER FOURTEEN: LEAD GENERATION TECHNOLOGY
CHOOSING YOUR
LEAD GENERATION TECHNOLOGY
Website Analytics Event Technologies A/B Testing
Your lead generation programs will Whether you’re hosting physical You need solid metrics to optimize “Marketing is an exciting
drive traffic to your website, which is events or virtual events, a your email sends, landing pages,
why you need a complete picture of sophisticated event solution can URLs, and website for lead place to be right now, but it
how those campaigns are affecting make the big day (or days) go generation, and A/B testing tools can also feel very
website traffic. You also need to smoothly. Event tools can help you can give you that data. A/B testing overwhelming. Marketers feel
track the effects of your website register participants, gather and tools can track engagement, clicks,
optimization tactics. Website organize lead data, send conversion, sign-ups, and more. pressure to be very metrics-
tracking tools allow you to determine notifications to attendees, and Marketers can experiment with the driven, content producing
traffic increases and decreases, follow-up with registrants. They placement, wording, and visual geniuses, social stars, and
conversions, content engagement, can also help you optimize by elements of their materials, finding
call-to-action performance, and collecting attendee feedback, the combinations which yield the spreadsheet wizards. I am pro
more. Popular website tracking tools setting up your next event for even highest ROI. Popular A/B testing any tool that simplifies some of
include Google Analytics, Omniture, more success. For physical solutions include Optimizely and this for marketers.”
and Crazy Egg. events, try Certain or TapCrowd; Visual Website Optimizer (VWO).
for virtual events, ReadyTalk and – Heidi Bullock
GoToWebinar are popular options. Senior Director of Marketing,
Marketo
154
CHAPTER FOURTEEN: LEAD GENERATION TECHNOLOGY
CHOOSING YOUR
LEAD GENERATION TECHNOLOGY
Predictive Analytics SEO Technology
Predictive analytics tools leverage As we’ve discussed, optimizing your
historical data about your prospects website pages for high search
and customers to predict what they’ll engine rankings is an ongoing—and
do next. Based on information in your crucial—task. An SEO tool can help
marketing automation tool and CRM, you decide which terms you want to
combined with data on transactional rank for, analyze your competitors,
behavior and social media optimize your website, and then
engagement, these tools build track and measure the results.
predictive models and assign scores Popular SEO technology providers
to leads in your database. Marketers include MOZ and BrightEdge.
can then use these scores to increase
engagement and decrease churn.
ForeSee and SAS are both popular
predictive analytics providers.
CONCLUSION
LEAD THE WAY!
We know that marketing is a tough job—after all, we’re marketers ourselves. We also know that there’s no perfect, one-
size-fits-all approach to lead generation—just use the channels and tactics that help you reach and engage your target
audience. Keep their challenges, goals, and concerns top of mind; deliver information and content that solves their pain
points; nurture those relationships and engage them over time—you’ll soon be filling your funnel with high-quality leads.
APPENDIX
Blogging Email Marketing Lead Generation Marketing Analytics
Brian Clark Katya Constantine Justine Arthur Mike Damphousse René Power Rohit Bhargava
Copyblogger Digishopgirl Media BT Expedite Green Leads Barret Dixon Bell Influential Marketing Group
@copyblogger @digishopgirl @justineloua @damphoux @renépower @rohitbhargava
www.copyblogger.com www.digishopgirl.com www.btexpedite.com www.green-leads.com www.bdb.co.uk www.rohitbhargava.com
Kim Garst Adam Holden-Bache Tim Barker Ashleigh Davis Richard Robinson David Cain
Boom! Social MassTransmit DataSift Rackspace Google Marketo
@kimgarst @adamholdenbache @timbarker @ashforddavis @robinsonRG @davidcain
kimgarst.com masstransmit.com datasift.com www.rackspace.com www.google.com www.marketo.com
Content Marketing Kath Pay Sam Boush Koen De Witte Adam Sharp Chuck Hemann
Plan to Engage Lead Lizard LeadFabric CleverTouch WCG
Ann Handley @kathpay @samboush @kdewitte27 @ctmadam @chuckhemann
Marketing Profs plantoengage.com www.leadlizard.com www.leadfabric.com www.clever-touch.com www.wcgworld.com
@annhandley
www.marketingprofs.com DJ Waldow Michael Brenner Holly Donahue Eric Wittlake Rajiv Narang
Marketo B2B Marketing Insider The Economist Intelligence Unit Babcock & Jenkins eBay
Doug Kessler @djwaldow @brennermichael @hollygoblighty @wittlake @rajivnarang
Velocity www.marketo.com www.b2bmarketinginsider.com www.eiu.com www.bnj.com www.ebay.com
@dougkessler
www.velocitypartners.co.uk Event Marketing Gerry Brown Andrew Gaffney Stephen Yeo Wes Nichols
Ovum Content4Demand Panasonic System MarketShare
Rebecca Leib Patrick Cava @gerrybrown @agaffney Communications Europe @wesnichols
Altimeter Group Certain ovum.com www.content4demand.com business.panasonic.eu www.marketshare.com
@rebeccaleib @patrick_cava
rebeccalieb.com www.certain.com Heidi Bullock Matt Heinz Jeremiah Owyang
Marketo Heinz Marketing Crowd Companies
Joe Pulizzi Dan King @heidibullock @heinzmarketing @jowyang
Content Marketing Institute ReadyTalk www.marketo.com www.heinzmarketing.com www.web-strategist.com/blog
@joepulizzi @readytalkdan
joepulizzi.com www.readytalk.com Brian Carroll Brent Leary Tom Webster
MECLABS CRM Essentials Edison Research
@brianjcarroll @brentleary @webby2001
b2bleadblog.com www.crm-essentials.com brandsavant.com
157
APPENDIX
Marketing Automation PPC Sales SEO Social Marketing Website Conversion
Jon Miller Pat East Trish Bertuzzi Nate Dame Chris Brogan Tim Ash
Marketo Hanapin Marketing The Bridge Group SEOperks Human Business Works Conversion Conference
@jonmiller @ppchero @bridgegroupinc @seonate @chrisbrogan @tim_ash
www.marketo.com www.hanapinmarketing.com www.bridgegroupinc.com seoperks.com www.humanbusinessworks.com sitetuners.com
Jeff Pedowitz Mike Nierengarten Andrew Hunt Rand Fishkin Carra Manahan Bryan Eisenberg
Pedowitz Group Obility Consulting Inbound Sales Network Moz Marketo Eisenberg Holdings
@jeffpedowitz @nierengarten @inboundsales @randfish @carramanahan @thegrok
www.pedowitzgroup.com www.obilityconsulting.com www.inboundsales.net moz.com www.marketo.com www.bryaneisenberg.com
Dan Siroker
Optimizely
@dsiroker
www.optimizely.com
158
ABOUT THIS GUIDE
#DG2LG
Written By: Designed By: About Marketo:
Dayna Rothman Davis Lee Marketing Software.
Sr. Content Marketing Manager, Marketo Creative Director, Marketo Easy, Powerful, Complete.
@dayroth Marketo (NASDAQ: MKTO) provides Headquartered in San Mateo, CA with
Lynn-Kai Chao the leading cloud-based marketing offices in Europe and Australia, Marketo
software platform for companies of all serves as a strategic marketing partner
Additional Contributors: Graphic Designer, Marketo
sizes to build and sustain engaging to more than 2,700 large enterprises and
Jon Miller
customer relationships. Spanning fast-growing small companies across a
VP of Marketing, Marketo Special Thanks To:
today’s digital, social, mobile and wide variety of industries. For more
@jonmiller Heidi Bullock offline channels, the Marketo® information, visit www.marketo.com.
Sr. Director of Marketing, Marketo solution includes a complete suite of
Maggie Jones applications that help organizations Marketo, the Marketo logo, Marketing
Content Marketing Specialist, Marketo David Cain acquire new customers more Nation and LaunchPoint are trademarks
@maggiejonezzz VP of Marketing, Marketo efficiently, maximize customer loyalty of Marketo, Inc. All other trademarks are
and lifetime value, improve sales the property of their respective owners.
Miles Gotcher effectiveness, and provide analytical
Marketing Programs Coordinator, Marketo insight into marketing’s contribution to
revenue growth. Marketo’s
Carra Manahan applications are known for their
breakthrough ease-of-use, and are
Marketing Programs Specialist, Marketo
complemented by the Marketing
Nation™, a thriving network of more
DJ Waldow
than 190 LaunchPoint™ ecosystem
Digital Marketing Evangelist, Marketo partners and over 40,000 marketers
who share and learn from each other
to grow their collective marketing
expertise. The result for modern
marketers is unprecedented agility
and superior results.
159
info@marketo.com
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