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Planning for 2012

How to best utilize top lead gen tactics in the New Year
Todd Lebo, Senior Director of Content, MECLABS Jen Doyle, Senior Research Manager, MECLABS

2011 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

Todd Lebo, Senior Director of Content, MECLABS Todd.Lebo@MECLABS.com

Jen Doyle, Senior Research Manager, MECLABS Jen.Doyle@MECLABS.com

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Cisco Confidential

MarketingSherpas research cycle provides knowledge for continuous improvement of marketing performance

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 Which lead generation tactics were rated as the most effective in 2011,

and how you can use them to generate qualified leads

How B2B marketers are allocating their marketing budgets, so attendees

can stay on top of new trends and priorities

How one company increased pipeline opportunities by 65%, despite a

40% budget cut

4 steps you can use to evaluate the performance of 2011 marketing

activities, and make sound decisions for 2012 strategies

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 1,745 organizations participated 157 charts and analytical commentary Key marketing insights on: Lead generation Automation Personas Propositions Content

Key success stories

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45%

45%

B2B organizations rated the

44% 44% Average Indication of Challenges 43%

pertinence of several challenges including:

1. 2. 3. 4.

42%

41%

40%

Lead quality Lead volume Conveying value Competing in multichannel lead generation 5. Generating PR buzz

39%

39%

38% 2009 2010 Year of Response 2011

YEAR-OVER-YEAR, average
Source: 2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745

indications of challenges continue to grow

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The greatest challenge would be limited resources; my role combines multiple functions as well as requires applying knowledge from multiple discipline areas. My biggest challenge is generating quality leads. Its pretty easy turning on a fire hose of leads for our Sales team, but targeting and generating pre-qualified leads is a nut we haven't been able to crack.
Demonstrating marketing's contribution to revenue. Attribution is always the toughest thing to achieve in trying to demonstrate alignment and attribution to revenue unless its an online portal with a click to purchase funnel metric in place.

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Q. Which of the following challenges are most pertinent to your organization?

a. Generating high-quality leads b. Generating a high volume of leads c. Generating perceived value in cutting edge product benefits d. Competing in lead generation across multiple media, from podcasts to paid search to webinars to print ads e. Generating public relations buzz f. Marketing to a lengthening sales cycle g. Marketing to a growing number of people involved in the buying process

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How can we best address these challenges in 2012?

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Capture

Build a foundation with

personas, value propositions and content

Select an optimal mix of

lead generation tactics for multichannel engagement and generation

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Very effective Website design, management and optimization Search engine optimization (SEO) Email marketing Content marketing Trade shows Virtual events / webinars Paid search (PPC) Telemarketing Public relations Direct mail Social media Print advertising 31% 29% 26% 23% 20% 19% 16% 13% 13% 6% 6% 6% 34% 40% 30%

Somewhat effective 53% 46% 56% 48% 43% 29% 34% 13% 17% 14% 47% 21% 29% 25% 17%

Not effective 10% 9% 6% 10% 15%

Website optimization,

SEO and email are critical these were top three tactics for 2010 and 2011

The role of content

31%

Must achieve an optimal

mix for YOUR audience

Source: 2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745

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B2B organizations are prioritizing lead conversion, but struggling to gain maturity

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Lead generation

60% 48%

The interdependence of lead

generation and conversion

Converting qualified leads into paying customers Branding, reputation and awareness

57% 52%

Marketers prioritize conversion

45% 38%

Lead nurturing

44% 40%

Priority Challenge

over more traditional marketing objectives like branding, reputation and awareness

Lead qualification and scoring

36% 37%

Lead conversion is not simply a

sales job
Lead hand-off and management 18% 22%
Source: 2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745

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35%

The average lift organizations with a LEAD NURTURING strategy experienced Organizations that SCREENED LEADS from Sales experienced the same

77%

The average lift for organizations with a LEAD SCORING strategy

163%
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The average lift for organizations using automation

Source: 2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745
Cisco Confidential 14

Nurture

Consistent, relevant

communications that build relationships and engagement to progress leads through the funnel

Provide your audience

with the information they want / need, when they want / need it

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Convert

Enable Sales with the

information they need on prospects and opportunities

Deliver conversion

nurturing materials to late funnel prospects to support the sale

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 Consider the entire

Capture Nurture Convert

funnel for optimal lead generation effectiveness

A comprehensive,

multichannel approach works best

Partner with Sales

Continually optimize

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What trends do I need to know for 2012?

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Q. Which of the following tactics will you be increasing your marketing investment in for 2012? Check all that apply.
a. Social media b. Website upgrades c. Content d. Search (SEO / PPC) e. Landing page optimization f. Online advertising g. Email h. Direct Mail i. Print advertising j. Telemarketing k. Broadcast advertising
Cisco Confidential 19

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Budget will decrease Social media Website upgrades Content creation Search (SEO/PPC) Landing page optimization Online advertising Email Direct mail Print advertising Telemarketing Broadcast advertising -40% -20% -2% -6% -3% -4% -1% -8% -5% -26% -30% -17% -16% 14% 12% 10% 7% 0% 20%

Budget will increase 64% 55% 53% 51% 48% 41% 39%

Organizations

increasing investments in social, website and content

Inbound strategies

continue to grow in popularity

40%

60%

80%

Source: 2011 MarketingSherpa Social Marketing Benchmark Survey Methodology: Fielded Feb ruary 2011, N=3,342

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How can I develop my optimal lead generation mix for 2012?

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Experiment ID: Application Security, Inc. Location: MarketingSherpa Case Study Library Test Protocol Number: #CS31636

Research Notes: Background: A B2B database security provider received a 40% budget cut and staff reduction, and needed to optimize their marketing activities. Goal: To evaluate the performance of their marketing activities, make cuts where appropriate, and invest in activities that generated revenue. Primary research question: How can you determine which marketing activities are worthwhile of your marketing dollars? Approach: Monitor, adjust and negotiate spend on various marketing activities, continually testing and optimizating to increase lead volume and opportunities delivered to Sales.
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 Measured cost-per-lead

CPL ranged from $4 - $100

Measured the value of opportunities

created by each marketing channel It was common for a single opportunity to receive multiple marketing messages The team took the dollar value of the opportunity and divided it equally among each marketing channel

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Expand the use of low-cost, high value activities Dial Back on highcost, low value activities
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Tradeshows produced the highest-cost leads, which also took the longest to become opportunities..

So they participated in smaller, local events to minimize cost

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 The team expanded the use of informal email updates, email drip

nurturing and thought-leadership oriented events

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 Using their CPL

analysis, they determined optimum CPL for various programs

They used this to set

limits and get guarantees from vendors for sponsorships or other paid media
They made opportunities available to me that I otherwise wouldnt have known about. -Thomas Vanhorn, CMO, Application Security
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 For example: The team set CPL limit for a whitepaper hosting deal

that was lower than the vendors offer, the vendor responded with new options to meet their goal.

Estimate lead generation

Determine target CPL

Negotiate with vendor

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 Online film series

I dont think you can base everything on past results. We spend fair amount of time trying new stuff to see what sticks. -Thomas Vanhorn CMO Application Security

The team created a sixepisode miniseries and hosted them on a microsite

User-generated video contest

The team ran a contest which asked users to make their own videos Finalists received $500 in prizes
After their initial analysis, the

team reviewed performance on a weekly and monthly basis

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Negotiating new contracts

Adjusting marketing plan

Testing

12% Increase in lead volume 65% increase in opportunity value Significant reductions in CPL
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How to conduct your lead generation analysis in 4 steps?

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Step #1 Review closed deals

Begin with an analysis of the

New leads

deals that have closed How did these closed deals enter the system?

Record number of deals

won, total revenue, average deal size, buyer persona traits etc. for each channel and specific campaign

Closed deals
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Step #2 Review New Leads

Analyze by lead generation

New leads

tactic first How many leads? How many qualified leads? How much did they cost?

Total lead volume, qualified

lead volume and percentage of qualified leads per marketing channel

Closed deals
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Step #3 Ask Sales

Check in with Sales to gather feedback

on performance of lead generation campaigns

Step #4 Identify Opportunities

Use this complimentary data to identify

the most effective channels and campaigns

Considerations:

Lead volume Qualified lead volume Percentage of qualified leads per channel
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 Total lead volume Qualified lead volume Percentage of qualified leads Closing rate Qualified closing rate Average deal size Time to close Total investment CPL (cost-per-lead) CPA (cost-per-acquisition) CLV (customer lifetime value) ROI (return on investment)

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Lead Total Qualified % of Closing generation lead lead qualified rate campaign volume volume leads

Average deal size

Time to close

Total investment

Total CPL (CostRevenue per-lead)

CPA (Costperacquisition)

ROI

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 Capture, nurture and

Capture Nurture Convert

convert to maximize the performance of lead generation activities in 2012

Conduct a marketing

performance evaluation and then adjust marketing plans, negotiate new contracts, and test new initiatives

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Upcoming Accelerate! Sessions February 15th - Make Your Marketing Plan a Reality in 2012: Tactical Steps to Increase Online Conversion Full Service Programs in Partner Marketing Central: Lead Nurturing Programs Borderless Networks, Collaboration, UCS Coming Soon! Integrated: Telemarketing w/ Email, Mail & Web Integrated: Telemarketing w/ Email & Web Integrated: Telemarketing w/ Email Stay Connected to Cisco Accelerate! Accelerate! Space

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