Demand Generation for Lead Generation Success

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

@marketingmojo | #mojowebinar | marketing-mojo.com

TODAY’S PRESENTER
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
@janetdmiller

+Janet Driscoll Miller

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


ABOUT MARKETING MOJO
•

Originally founded as Search Mojo

•

Demand generation marketing firm founded in 2005
›

Search engine optimization (SEO)

›

Paid media management
»

Pay-per-click advertising management (PPC)

»

Social media advertising

›
›

Marketing automation

›
•

Content marketing

Analytics consulting

Headquartered in Charlottesville, VA
›

Office in Charleston, SC

•

Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs

•

Speakers at SMX Advanced, MarketingProfs, PubCon and more


OUR CLIENTS


DEMAND GENERATION
VS.
LEAD GENERATION


WHAT IS DEMAND GENERATION?
• Build awareness
• Facilitate discovery of brand
• Creating demand for your product


WHAT IS LEAD GENERATION?
• Generating conversions
• Developing prospects into leads


HOW DO THEY WORK TOGETHER?
• Demand feeds
leads
• Demand
generation
creates
awareness and
some level of
initial trust

Campaigns and Nurturing

Leads

Opportunities

Sales


HOW DO THEY WORK TOGETHER?

Demand
Generation
Lead
Generation

Awareness

Consideration
Conversion
Loyalty
Advocacy


GENERATING
DEMAND AND LEADS


WHAT ARE THE TACTICS
FOR DEMAND GENERATION?
• Often composed of potentially both
inbound and outbound marketing efforts
› Inbound
» SEO
» Paid search
» Social media
» Email marketing

› Outbound
» Direct mail


WHICH TACTICS SHOULD YOU FOCUS ON?
Personal
Networks
15.58%

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

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

Google 71.67%
Source: Salesforce.com/Pardot

WHY SEARCH?
• Search (paid or organic) accounts for nearly
80% of how business buyers research
products
• Search = Demand Fulfillment
• Associates your brand with a particular
product
• Searcher identifies that he/she has a need
based on the search performed

WHY SEARCH?

Source: RKG

LINKEDIN FOR B2B
• Specifically
hone your
audience to the
persona group
most receptive
to your message


ROI OF LINKEDIN

%
281
(revenue)

ROI

%
1178
(pipeline)


WHAT ROLE DOES CONTENT PLAY?
• Content is the
foundation of
demand
generation
› Every outreach
needs an offer to

No 24%

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

compel a prospect

to respond or take
interest

Yes 76%


WHAT TYPE OF CONTENT WORKS BEST
I'd Prefer Over
5 Pages 2%

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

I'd Prefer
Under 5 Pages
70%



CASE STUDY 1:
VIDEO OFFER VS. WHITEPAPER OFFER
Video Landing Page Test - Conversions

Number of Conversions

Video Conversions

White Paper Conversions


CASE STUDY 2:
VIDEO OFFER VS. CASE STUDY OFFER
Video Landing Page Test - Conversions
Number of Conversions

Case Study Conversions

Video Conversions



Industry-targeted content is
more valuable

Content targeted to
company size is more
valuable

Content targeted to job
function is more valuable

Geographically-targeted
content is preferred

Source: MarketingSherpa


• Type = Format (i.e., video vs. whitepaper)
1. What format fits the information best?
2. What format fits the channel best?
3. What format best conveys thought leadership?
4. What format best fits your target audience?


HOW DO TACTICS DIFFER?
Tactic

Demand Generation

Lead Generation

Facebook Ads/
LinkedIn Ads

• Targeted on education, • Likely targeted
brand awareness
towards specific offers
• Promoted posts to
fans with specific
offers

Organic Search

• Keywords are likely
broader in nature
• Associate brand with
certain
products/categories
• Optimize thought
leadership content

• Keywords likely more
specific, long tail
• Optimize purchase
decision content

Paid Search

• Non-brand ads focus
on offering thought
leadership content
• Retargeting

• Mix of ads focused on
buyer messages
• Retargeting


HOW DOES CONTENT DIFFER?

Tactic
Content Marketing

Demand Generation

Lead Generation

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

Source: Marketo


HOW CAN DEMAND GENERATION
BE MEASURED?
• Depends on the tactic used in some cases
and the goals of a campaign

Campaign Goal

Tactic

Measurement

Brand awareness


HOW CAN DEMAND GENERATION
BE MEASURED?
• Depends on the tactic used in some cases
and the goals of a campaign

Campaign Goal

Site Traffic

Tactic

Measurement

Unique Visitors


ATTRIBUTION
• Allows you to see
which tactics
contributed to
conversions
• Attribution
modeling
available in
Google Analytics


ATTRIBUTION


INCORPORATING
MARKETING AUTOMATION
• Allows you to track the “lifecycle” of
the lead
• Gives great insight into what demand
generation tactics worked best
• Also enhances lead generation and success
throughout the funnel via nuturing and
scoring abilities


PUTTING IT ALL TOGETHER


DEMAND GENERATION TO
LEAD GENERATION
Demand Generation Tactics
Lead Generation Tactics
Lead Nurturing/
Lead Nurturing
Sales Qualified Lead

Opportunity
Sale


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


CONTACT
JANET DRISCOLL MILLER
President and CEO
Search Mojo
@janetdmiller

+Janet Driscoll Miller

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


Demand Generation for Lead Generation Success

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