Maximizing Lead Generation and Revenue Using Marketing Automation

@marketingmojo | #mojowebinar | marketing-mojo.com
Presented by
Janet Driscoll Miller
President and CEO, Marketing Mojo
Kelly J. Waffle
Vice President, Strategic Solutions Group, MarketBridge
MAXIMIZING LEAD GENERATION
AND REVENUE
USING MARKETING AUTOMATION

TODAY’S PRESENTERS
KELLY J. WAFFLE
Vice President, Strategic Solutions Group
MarketBridge
+KellyWaffle
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
@janetdmiller +Janet Driscoll Miller

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
› Content marketing
› Marketing automation
› 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

ABOUT MARKETBRIDGE
• Managed marketing services firm with 20-year history
working with Fortune 1000 and high-growth clients
• Formula for success:
Digital strategy/programs + data analytics = improved
sales productivity
• Headquartered in Bethesda, MD
› Offices in San Francisco, CA and Sofia, Bulgaria
• Website: www.market-bridge.com
• Blog: http://the-digital-bridge.com

WHY MARKETING
AUTOMATION?

HOW MANY WEBSITES PROCESS LEADS
Salesforce.com
Marketing Mojo Website

WHY IS THIS A PROBLEM?
• Salesforce duplicates lead records
• Not everyone wants immediate contact
› Sales cycle of 90 days (sometimes longer)
• Some people may NEVER be qualified
leads or buyers
› Learners vs. buyers

ADDING MARKETING AUTOMATION
Salesforce.com
Search Mojo Website

CASE STUDY: MARKETING MOJO
Salesforce.com Alone Salesforce.com + Marketo
MQLs to Opportunities

Opportunities Won

Time to Close

HOW DO YOU GET SIMILAR RESULTS?
• Two main steps:
› Input leads into
the funnel more
effectively
› Address how you
move leads
through the
funnel
Campaign
Management
Lead
Management
Pipeline
Management
Handoff
to Sales CRM
Lead Nurturing
Lead Scoring
Segmentation
around
Personas
Qualification
Stages
Marketing Qualified Lead
Loyalty & Retention
Close
Sales Engagement
& Qualification
Sales Qualified Opportunity
Marketing
Automation
Web Landing Pages
Inbound
Marketing
Outbound
Marketing
Tele-prospecting
Follow-up
Lists
Data cleansing, appending,
and augmentation

PUTTING LEADS
INTO THE FUNNEL

STEPS TO EFFECTIVE LEAD GENERATION
WITH MARKETING AUTOMATION
• Understand/Develop Personas
• Optimize Forms
• Target Personas through Demand and Lead
Generation Efforts

UNDERSTANDING PERSONAS
• Know your customers and
target audience.
› Build personas, even basic
ones, from the information in
your customer database
› Understand their
demographics and behaviors
too

OPTIMIZE FORMS
• Reduced 9 form fields to only 3
Landing Page Conversion
Long Checkout 0.26%
Short Checkout 1.04%
Increase 300%
Source: Marketing Experiments

OPTIMIZE FORMS
• Propagating a user’s profile over time
• Marketers prioritize the fields to capture

OPTIMIZE FORMS

OPTIMIZE FORMS
42.3% of
Respondents
Fill Out
Additional
Information

OPTIMIZE FORMS
10%
used
social login

WHY SOCIAL?
• High level of demographic targeting
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level

Google
Retargeting ads
focused on
financial
planning assets
User Responds to Offer
(Fills out form)
User Does Not Respond
to Offer
(Doesn’t fill out form)
User clicks
on social ad
Mark
person as
interested
in financial
planning
Ad targeted towards
people with
interests in financial
planning
Landing page,
focused on
financial planning
white paper
TARGETING PERSONAS

CASE STUDY: SCIENCELOGIC
0 100 200 300 400
2011
2012
Conversions

2011 2012
Cost per Lead

2011 2012
Cost

SEARCHMOJO.COM
281%
1178%
(pipeline)(revenue)
ROI

MOVING LEADS THROUGH
THE FUNNEL

BUILD A FUNNEL—IT’S VITAL
Great lead generation and management require
more than just marketing automation. They
require repeatable processes—which the funnel
pulls together.
Campaign
Management
Lead
Management
Pipeline
Management
Handoff
to Sales CRM
Lead Nurturing
Lead Scoring
Segmentation
around
Personas
Qualification
Stages
Marketing Qualified Lead
Loyalty & Retention
Close
Sales Engagement
& Qualification
Sales Qualified Opportunity
Marketing
Automation
Web Landing Pages
Inbound
Marketing
Outbound
Marketing
Tele-prospecting
Follow-up
Lists
Data cleansing, appending,
and augmentation
“A whopping 68% of
B2B organizations have
not identified their
funnel.”
MarketingSherpa

SPEAK THE SAME LANGUAGE
Marketing talks about:
• “Volume”
• “Activities”
• “Leads”
Sales talks about:
• “Quality”
• “Revenue”
• “Opportunities”
“61% of B2B marketers send all leads directly to Sales;
however, only 27% of those leads will be qualified.”
MarketingSherpa

SCORE LEADS TO TRACK FUNNEL
ADVANCEMENT
Secret: Lead scoring is easy-to-
implement but hard to leverage.
Make sure you are scoring both fit
and behavior.
Still not working? Try using behavior
triggers, not scores.
“79% of marketers
have not
established lead
scoring.”
Marketing Sherpa

NURTURE LEADS TO MAXIMIZE
INVESTMENT
“Companies that
excel at lead
nurturing
generate 50%
more sales ready
leads at 33%
lower cost.”
Forrester
Tip: Before you attack the middle of the
funnel, standardize your data with your
marketing automation platform by role for
better segmentation and more consistent
and effective messaging.
Job Title Role
• Chief Financial
Officer
• Chief
Marketing
Officer
• VP, Sales and
Marketing
• VP, Marketing
• VP,
Administration
• Director of
Marketing
• Economic
Buyer/Decision
Maker

DEFINE FUNNEL STAGES TOGETHER
• What is an “inquiry”? A “prospect”?
A “lead”?
• What is a “Marketing Qualified Lead
(MQL)”?
• What does the handoff between
Marketing and Sales look like?
“Only 25% of
leads are
legitimate and
should advance
to sales.”
Gleanster Research

CONTACT
KELLY J. WAFFLE
Vice President, Strategic Solutions Group
MarketBridge
+KellyWaffle
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
@janetdmiller +Janet Driscoll Miller

LOOKING FOR HELP?
Contact Marketing Mojo
800-939-5938 ext. 101
jmiller@marketing-mojo.com
MARKETING MOJO
Twitter: @MarketingMojo
Facebook:
facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo
Contact MarketBridge
1-888-GO-TO-MKT
kwaffle@market-bridge.com
MARKETBRIDGE
Twitter: @marketbridge
Facebook: facebook.com/MarketBridge
Google+: +MarketBridge

Maximizing Lead Generation and Revenue Using Marketing Automation

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