B2B Case Study | Digital Marketing Lead Generation Campaign

Chloë Garrett-DykeApril 2015 @EMP_Brighton

@WestControlSolu

A Case Study How a B2B Company

Doubled Lead Generation Year on Year

@EMP_Brighton @WestControlSolu

Intro

•How do you define a lead?

•Target setting for lead generation

•Audience profiles

•Content creation

•Content distribution

•Generating leads

•Tracking results

@EMP_Brighton @WestControlSolu

About me

•10+ years working in-house in B2B marketing

•3+ years Head of Marketing at West Control Solutions

•Founder of Effective Marketing & PR Ltd

@EMP_Brighton @WestControlSolu

About West Control Solutions

• Industrial manufacturer

•Targeting machine builders (OEMs)

•Global customer base

•Headquartered in Brighton, UK

•£30m turnover

•Part of Danaher ($20B)

@EMP_Brighton @WestControlSolu

The objective

To generate high quality, inbound leads from OEMs

@EMP_Brighton @WestControlSolu

What is a lead?

• Workshop with key stakeholders

• Create the Universal Lead Definition (ULD)

• Document and share the ULD

Known? Prospect Raw Qualified Nurturing Disqualified

Name

Company

Job Title

Email Address Either

Telephone Number

Demonstrated interest

Temperature Control Need Identified

X EitherBudget Identified

@EMP_Brighton @WestControlSolu

What is a lead?

• Workshop with key stakeholders

• Create the Universal Lead Definition (ULD)

• Document and share the ULD

Known? Prospect Raw Qualified Nurturing Disqualified

Name

Company

Job Title

Email Address Either

Telephone Number

Demonstrated interest

Temperature Control Need Identified

X EitherBudget Identified

Tip 1 Create a Universal Lead Definition (ULD) that Marketing & Sales align on

@EMP_Brighton @WestControlSolu

Who owns the lead?

Budget Authority Need Time Owner

L0 Prospect Lead ● ● ● ● Marketing

L1 Raw Lead ● ● ● ● Inside Sales

L2 Qualified Lead ● ● ● ● Sales

L3 Nurturing Lead ● ●● ● ● Marketing

L4 Disqualified Lead ● ●● ● ●● Inside Sales

@EMP_Brighton @WestControlSolu

Who owns the lead?

Budget Authority Need Time Owner

L0 Prospect Lead ● ● ● ● Marketing

L1 Raw Lead ● ● ● ● Inside Sales

L2 Qualified Lead ● ● ● ● Sales

L3 Nurturing Lead ● ●● ● ● Marketing

L4 Disqualified Lead ● ●● ● ●● Inside Sales

Tip 2 Set clear guidelines between sales and marketing on lead ownership

@EMP_Brighton @WestControlSolu

Set targets

Target Revenue (£ Wins)

Average Order Value (£) # of Wins

Opportunity to Win Conversion Rate (%)

# of Opportunities

Raw lead to Opportunity Conversion Rate (%)

# of Raw Leads

@EMP_Brighton @WestControlSolu

Set targets

Target Revenue (£ Wins)

Average Order Value (£) # of Wins

Opportunity to Win Conversion Rate (%)

# of Opportunities

Raw lead to Opportunity Conversion Rate (%)

# of Raw Leads

Tip 3 Calculate targets based on conversion rates and ave.opp. value

@EMP_Brighton @WestControlSolu

Understand & profile the audience

Reliability

Functionality

Aesthetics

Accuracy

Language

Job Function Country

Industry

Ease-of-Use

Technical Expertise

Application

DEMOGRAPHICS

CUSTOMER’S NEEDS

@EMP_Brighton @WestControlSolu

Understand & profile the audience

Reliability

Functionality

Aesthetics

Accuracy

Language

Job Function Country

Industry

Ease-of-Use

Technical Expertise

Application

DEMOGRAPHICS

CUSTOMER’S NEEDS

Tip 4 Use relevant criteria to create personas for each type of target customer

@EMP_Brighton @WestControlSolu

What content do prospects use?

Profile 1US / Purchasing

Profile 2US / Design Engineer

Profile 3US / Process Engineer

Application notes

Brochures

Case studies

Industry commentary

Industry news

Pricing

Technical specifications

Thought leadership

Videos ‘Best practise’

Videos ‘How-to’

Whitepapers

@EMP_Brighton @WestControlSolu

What content do prospects use?

Profile 1US / Purchasing

Profile 2US / Design Engineer

Profile 3US / Process Engineer

Application notes

Brochures

Case studies

Industry commentary

Industry news

Pricing

Technical specifications

Thought leadership

Videos ‘Best practise’

Videos ‘How-to’

Whitepapers

Tip 5 Map out the types of information used by each target persona

@EMP_Brighton @WestControlSolu

Ideas for content topics

Brainstorming•Mix of customer facing staff (sales, technical support, customer service, existing customers)•What are the FAQs•What are customers interested in?•What are the perceived risks or barriers to buying the product?

@EMP_Brighton @WestControlSolu

Ideas for content topics

Brainstorming•Mix of customer facing staff (sales, technical support, customer service, existing customers)•What are the FAQs•What are customers interested in?•What are the perceived risks or barriers to buying the product?

Tip 6 Group content topics into themes to develop the story and increase impact

@EMP_Brighton @WestControlSolu

Content creation – map shortcuts

Brochures

Technical Specifications

Press Releases

Product Presentations

Tip 7 Use and repurpose

existing materials for

quick wins

MARKETING

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Content creation – map shortcuts

Application Stories

Case Studies

SALES

Tip 8 Provide sales managers with a script to request

case studies

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Tip 7 Interview specialists in the business. Write

this up and provide as 1st

draft of content.

Content creation – map shortcuts

Feature Articles

Whitepapers‘How to’ Videos

‘Best Practice’ Videos

Technical

@EMP_Brighton @WestControlSolu

Tip 7 Interview specialists in the business. Write

this up and provide as 1st

draft of content.

Content creation – map shortcuts

Feature Articles

Whitepapers‘How to’ Videos

‘Best Practice’ Videos

Technical

Tip 11 Always distribute content internally first.

@EMP_Brighton @WestControlSolu

Distributing & Repurposing ContentCompany Website Email

Trade Websites

Industry Directories

Twitter

LinkedIn

YouTube

Slideshare

Facebook

Whitepaper

@EMP_Brighton @WestControlSolu

Converting Content Assets to Leads

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Converting Content Assets to Leads

Tip 12 Experiment with subtle changes to increase on-page conversions.

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Tracking Results

•Record all leads in CRM •Set up goals in Google Analytics•Use automated reports and dashboards

@EMP_Brighton @WestControlSolu

Tracking Results

•Record all leads in CRM •Set up goals in Google Analytics•Use automated reports and dashboards•Share results

Tip 13 Use dashboards and automated reporting wherever possible so you know your numbers!

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The Results

Year # of Raw Leads

2012 340

2013 3,175

2014 6,890

@EMP_Brighton @WestControlSolu

Thank you!

@EMP_Brighton @WestControlSolu

www.EffectiveMarketingandPR.com www.West-CS.com