8 rzeczy, które warto wziąć pod uwagę projektując process lead MANAGEMENT

we are fluent in explanation
8 rzeczy, które warto wziąć pod uwagę  
projektując process lead generation*
Kuba Lebuda, Clipatize
Marketing na żywo, 14 March 2018.

projektując process lead generation*
nie mówię o ecommerce

Jak najczęściej podchodzą do biznesu firmy B2B?

Jakub Lebuda 
Founder and CEO
Marketing robi to…

Jakub Lebuda 
Founder and CEO
… a sprzedaż robi to…

To sie zmienia. Wąskie targetowanie w digitalu.

Lead
Jakub Lebuda 
Founder and CEO
Prospekt
Lead BANTowy
Opportunity
Deal

Co wziąć pod uwagę projektując  
proces lead management
1. co to jest lead (i pozostała terminologia)

CRM, czyli customer relationship management,

CRM, czyli customer relationship management,
a nie CRG, customer relationship generation.

projektując process lead MANAGEMENT

1. co to jest lead (terminologia)
2. lead generation/management to proces

Marketerzy dostali cel biznesowy

Lead management process.
OfferQualifyPass to sales
Nurture
Score
QualifyGenerate
Lead MQL
SAL SQL
Targeted audience
(selected on the basis
of strategic
assumptions).
Information Qualified Leads - Users that
left the personal/ business data and
have allowed further marketing
communication.
Marketing Qualified Leads - users nurtured
with content raising their awareness and
pushing the solution based on brand
promise and the quality of the products.
Positively evaluated users are
handled to the sales team and
become Sales Accepted Leads.
Users are further processed by the
sales team and converted into Sales
Qualified Leads - users ready to be
provided with the offer.

3. konsensus marketing-sprzedaż (cele, działania, zasoby)

Marketing pokaże sprzedaży, że może:
A. pomóc zbudować proces
B. opracować wartościowe materiały komunikacyjne
C. zarządzać procesem, testować i prezentować
wyniki (insighy dla sprzedaży)

4. gdzie jest Twój lead w lejku i czego oczekuje

4. gdzie jest Twój lead w lejku i czego oczekujeczy na pewno  
chce kupić?

Full funnel perspective.
Awareness
Interest
Consideration
Purchase
Retention /
Repurchase
Advocacy
REALIZES PAIN
SEEKS 
THE RELIEF
INVESTIGATES 
OPTIONS
COMMITS 
TO SOLUTION
VALIDATES 
DECISION
RECOMMENDS 
TO OTHERS
Focus on PROBLEM
Industry focused content
Focus on SOLUTION
Educate and help evaluate
Focus on FIT
Illuminate your product
Focus on VALIDATION
Simple & easy to close
Focus on DELIGHT
Support & educate more
Focus on REWARD
•Pricing
•Benchmarked strengths
•ROI/TCO
•How to buy
•Trends / Market insights
•Benchmarks
•How to
•How other do this
•What is the solution and how it works
•How do I choose vendor
•Case Studies
•Readiness and suitability assessment
•ROI/TCO
•demos/trials/samples
•Training
•Client Service
•Special offers
•Gifts
•Exclusive invitations

5. co się stanie kiedy już lead poprosi o kontakt?

dedykowany do procesu
Account Manager, ustalony
czas reakcji

Jak cel biznesowy implikuje cele komunikacyjne?

Jakie wybieramy taktyki osiągania celu?

Jak mierzymy efektywność  
zaproponowanych taktyk?

Execution process. 37
Define
Objective
Define
Audience
Define
Strategy
Implement
Infrastructure
and Tracking
Produce, Publish & Promote
(generate and nurture lead)
Optimize to Objective
(generate and nurture lead)
TEST, MEASURE, DEVELOP

?
? to be defined
TACTICS: Success metrics - KPIs:
to be defined
?
GOALS:
to be defined to be defined
to be defined to be defined
Cele.
trudno podać
nominalne wartości jeśli
zaczynasz,
ALE ustal co chcesz śledzić,
co pozwoli ci ocenić
skuteczność działań

Audience personas. 39
CIOCEO CMOHead of IT
#1 Role in the decision making process? Decision maker/initiator/enabler…
#2 Needs and ambitions? Cost driven/technology driven…
#3 Position at the sales funnel? Awareness/interest/consideration…
#4 Content needs? Educating/convincing…
#5 Reach channels? Social media/SEO/events/personal…
Within this stage we aim to identify and understand audience personas that are involved
in the decision making process on the client side (decision makers and assisting staff).
With this information we will be able to create personalized content aimed at helping each
persona achieve its business goal and mitigate its daily pains.
Examples of personas:

Content strategy. 40
CEO CIO Head of IT CMO, etc.
Discussing problems
that might be
mitigated with SAP
cloud solutions
1) How to
finance your
dream travel?
2) How to
finance your
bucket list?
3) New home? How to
turn it into your
dream place within
budget
5) I’ve just retired -
how to afford the
life I want?
6) Stay healthy and
safe after your 50s
7) Live the dream…
wisely! 8 tips on how
to afford the life you
want and not go
bankrupt
Communicating SAP
solution benefits
9) I need extra money. What’s best for me - a credit or a loan?
10) What are the best ways to pay abroad?
11) What are the best ways to safely pay online?
12) Credit card vs. debit card: pros and cons
Proving superiority
above competition
17) Are credit cards safe?
18) Short term loans - are they safe?
19) 9 myths about credit cards
REALIZES PAIN
SEEKS 
RELIEF
INVESTIGATES 
OPTIONS
Content developed per audience persona  
& stage of the funnel
Content segmentation grid allows us to reach identified target groups with personalized topics that are
tailored specifically for their interests and needs. This approach aims at facilitating strategic content
production.

Nurturing workflows.
Initiation mail with a
link to the whitepaper
Mail 0
PopUp leaving the
site
Newsletter
subscription on the
article page Wait! Subscribe for the
newsletter - we will show you
how to increase efficiency
and reduce costs by 50%
> Your email………………
Pause (2 weeks)
Mail with a content
proposition (short
description and
redirection to the
landing page)
READ MORE >
Mail 1 Landing Page
PROBLEM AWARENESS SEQUENCE
Mail 2 Landing Page
1
No reaction:
Follow up after a
week
Opens the email
without clicking
through the website
No reaction
2nd follow up
Pause (6 months), then
mail with a checklist
proposition
Mail 3 Webcast
Pause (2 weeks)
- those, who were interested in
an article on problem awareness
are directed instantly to the
brand awareness sequence -
Mail 4 Landing Page
Infographic
on brand  
awareness
BRAND AWARENESS SEQUENCE
Mail 5
Pause (2 weeks)
Landing Page
Case study
2
Mail 6 Webcast
Webinar on brand
awareness
Mail 7 Landing Page
BRAND AWARENESS SEQUENCE
Mail 8 Landing Page
FAQ:  
how to change the
technical solutions
without breaking the
workflow
3
Mail 9 Webcast
Pop Up:
Let us know if the
article was useful  
(1-5 its scale)
Filling the audit/ sales
meeting form
Pause (1 week)
Mail
Mail Mail
Pop Up:
Oceń na ile artykuł
był pomocny (skala
1-5)
Pop Up:
Any questions? Here
is our telephone
number…
Pop Up:
Schedule an audit in
your company
Pop Up with a
question regarding
the infographic
Pop Up:
Rate this article  
(1-5 its scale)
Invitation to the
webinar
Pause(4weeks)
If the user did not open two
straight messages we
would stop messaging for 6
months, then we he/she is
redirected to the next
sequence (brand
awareness)
No reaction:
Follow up after a
week
Opens the email
without clicking
through the website
Pause (2 weeks)
Pause (2 weeks)
Pause (2 weeks)
Pause(4weeks)
Invitation to the
webinar
Webinar on brand
awareness
Infographic
on problem  
awareness
Mail with a content
proposition (short
description and
redirection to the
landing page)
READ MORE >
Checklist/ in-depth
article
on problem  
awareness
Opens the email
without clicking
through the website
Opens the email
without clicking
through the website
Scheduling an audit/
sales meeting
Conversion to Sales
Accepted Lead
Audit/ sales meeting 
proposition
Webinar supporting 
the decision
Invitation to the
webinar
Opens the email
without clicking
through the website
Opens the email
without clicking
through the website
Checklist: 
What you need to do in
order to change
technological solutions
Mail with a content
proposition (short
description and
redirection to the
landing page)
READ MORE >
Mail with a content
proposition (short
description and
redirection to the
landing page)
READ MORE >
Mail with a content
proposition (short
description and
redirection to the
landing page)
READ MORE >
Mail with a content
proposition (short
description and
redirection to the
landing page)
READ MORE >
Schedule a meeting:
Conversion to Sales
Accepted Lead
sales meeting
Conversion to Sales
Accepted Lead
proposition
sales meeting
Conversion to Sales
Accepted Lead
proposition
Pause (2 weeks)
Pause (2 weeks)

a co widzi marketing?
(Account-based marketing?)

3. konsensus marketing-sprzedaż
5. co się stanie kiedy już lead poprosi o kontakt
6. czy/jak integrujemy narzędzia marketingu i sprzedaży i jak
wykorzystujemy dane o leadach

7. media mix budujemy growth hackingowo

Phase I - Education.
OUTREACH
Facebook, LinkedIn
Ads promoting articles (incl. an
animated video) redirecting traffic
to articles
Homepage + Articles Reads article CTA button
Retargeting (ads)
Leaves website
WIN: retargeting database
Webinar subscription
Lead form

no conversion
Phase II - Demand Generation.
OUTREACH
Facebook, LinkedIn, HBR
Ads promoting webinar (incl. a social
video) redirecting traffic to webinar
page.
Partnership with Harvard Business
Review Poland
Webinar infopage +
form
Signs up on a webinar
Retargeting (ads)
Goes & fills up the to lead form
Email - invite for a
meeting
Email confirmation &
reminder
Participates in the
webinar
WIN: qualified opportunity
WIN: marketing lead

Phase III - Lead collection
OUTREACH
Facebook, GDN
Ads promoting the value proposition (produtct
ads) & ads redirecting to the lead form
Mobile Office Page Lead form
*qualified opportunity
WIN: retargeting base
Retargeting (ads)

7. media mix budujemy growth hackingowo - ustal workflow
8. content to performance B2B - analizuj konsumpcję treści

MOBILE OFFICE WEBINAR ARTICLE SCHEDULE A MEETING

Webinar - results and findings
Average visitReturning participantsUnique visits
Number of
visits
Number of user-
hours
Visualisation of the number of users during the webinar
Time

Microsoft Poland 55
Rozwiązania dla handlu
detalicznego
- cel leadowy
- nieuświadomiona grupa odbiorców
- krótka lista klientów

Microsoft Poland 56
Rozwiązania dla handlu
detalicznego
- cel leadowy
- nieuświadomiona grupa odbiorców
- krótka lista klientów
- niezmapowany ekosystem biznesowy
(zasięg impaktu komunikacji)
Zapytania ofertowe do
partnerów MFT
Ale ilość leadów poniżej
oczekiwań
Bardzo wysoka konsumpcja
treści (av. time on website
+15min, returning visitors)

Fujitsu Poland 57
Visit www.fujitsudlabiznesu.pl
Client Computing Devices dla B2B (+500)
- cel awareness kategorii produktowej
- cel leadowy

Fujitsu Poland 58
Visit www.fujitsudlabiznesu.pl
Client Computing Devices dla B2B (+500)
- cel awareness kategorii produktowej
- cel leadowy
Duże zainteresowanie produktami,  
a nie wyłącznie contentem
Leady marketingowe i
sprzedażowe

Microsoft MEA 59
Ensuring strong leads through
building personal brands
A. Strategic approach and tactical
solutions
B. LI Training
C. Curation of MSFT’s social heros
D. Motivation, triggering project success
and progress tracking (KPIs)

Na co jeszcze zwrócić uwagę projektując działania
lead generation w B2B
1. Strategia full funnel
2.
Iteracyjny proces
3. Różne rodzaje i miejsca dla punktów konwersji
4.
5.
Wartościowy, ekspercki kontent
Narzędzia, policy
6. Tolerancja dla błędów

About Clipatize.
Clipatize is a B2B marketing agency.  
We founded it in Europe back in 2012.  
We are present in the Middle East since early 2015. 
We deliver internationally.
We leverage content-driven communication to achieve our clients’ business
goals. We work for top brands and fast growing tech companies globally. Our
services include development of marketing and sales communication strategies
as well as production and media activities at the stage of campaign execution.
Today, we focus our attention on the delivery of data-driven content strategies
and the deployment of automated campaigns aimed at lead generation and
nurturing.
We work in a permanent team of 15 and an extended employee network  
of another 15 people.
Learn more at www.clipatize.com.
We believe in meaningful communication.
63
Jakub Lebuda 
Founder and CEO

International reach.
Clipatize is an international  
B2B marketing agency:
delivering services to clients in +15
countries
international, multilingual team
business development and client service
hubs in Dubai, UAE and Warsaw, Poland

66
AUTOMATYZACJA.clipatize.com

Chcesz z nami pracowac?
Napisz na jobs@clipatize.com.

Jakub Lebuda, Founder and CEO 69
Jakub has been consulting and managing projects
related to new product development and raising funds
for innovation-driven companies for 8 years (CEO at
www.exeq.eu & Program Manager at WUT start-up
accelerator). Then he moved on to communications
(www.clipatize.com) and currently helps B2B and high-
tech companies to go to market.
His ambition is to help his high-tech and B2B clients go
digital with marketing and sales processes and develop
coherent business strategies around them.
He speaks at conferences or publishes on the subjects
of marketing and business development.

WE ARE FLUENT IN EXPLANATION
Thank you!
www.clipatize.com
http://dubai.clipatize.com/
Kuba Lebuda
jakub@clipatize.com
+48 508 436 148 
+971 568 353 899

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