4 steps in a customer-centric lead generation strategy

1. #pubcon | @AnnaCaseM
Better Lead Gen: Putting the Customer at the Center of Your Strategy
Anna Case
PPC Supervisor
90octane

2. #pubcon | @AnnaCaseM

3. #pubcon | @AnnaCaseM
Approach to Audience-Centric Lead Generation
Know Your
Audience
Create Value
& Great
Experiences
Use Data &
Knowledge
to Connect
Measure &
Evaluate
Performance

4. #pubcon | @AnnaCaseM

5. KNOW YOUR AUDIENCE
#pubcon | @AnnaCaseM

6. Define Your Marketing Personas
To build personas, interview sales people & real customers, leverage your site
analytics & conduct social listening. #pubcon @AnnaCaseM
#pubcon | @AnnaCaseM
• Build an understanding of audience needs and interests
• Create a better, consistent understanding of targets
• Cater content to your audience and their values
• Improve the quality of leads you see

7. Behavioral Indicators
• Do they go to events or trade shows?
• What sites do they visit?
• What publications do they subscribe to?
• How do they research before a purchase?
• Firmographics – job title, company name,
company size, industry, annual revenue
• Demographics – household income, age, gender,
education level
Firmographics &
Demographics
Position in Buyer’s Journey
#pubcon | @AnnaCaseM
• Awareness – Identified a need for solution
• Consideration – Researching solutions
• Decision – Narrowed down options for final
selection

8. CREATE VALUE & GREAT EXPERIENCES
#pubcon | @AnnaCaseM

9. Create Valuable Content
When creating value with #content, think about the customer mindset
& what kind of story they need to hear. #pubcon @AnnaCaseM
#pubcon | @AnnaCaseM
• Think about the story that your customer needs to hear
• Identify gaps in current content mix
• Segment assets into categories based on your audience
• Determine which assets to utilize, refresh, or retire
• Ensure that content aligns with the program goals

10. #pubcon | @AnnaCaseM
Create Great Experiences
• Pinpoint the channels that best fit the program
• Match content to context
• Determine CTAs, pages, and assets to use for each channel
• Continuously look for opportunities for new offers
Match content to context. What you say in each media channel
should vary while remaining cohesive. #pubcon @AnnaCaseM

11. USE DATA & KNOWLEDGE TO CONNECT
#pubcon | @AnnaCaseM

12. #pubcon | @AnnaCaseM
With all of the data out there, advertisers can launch intuitive
and highly targeted campaigns that reach the right audiences.

13. #pubcon | @AnnaCaseM
• Select publications that have a high index of your target audience
• Use customer-focused ads and content to move your audience
• Don’t get too segmented with demographics and behavioral targeting
Intelligent Paid Media for Lead Generation
Hyper-targeted paid media campaigns can lead to very a high CPA or
CPM and lack the scalability you need. #leadgen #pubcon @AnnaCaseM

14. #pubcon | @AnnaCaseM
Paid Social Advertising

15. #pubcon | @AnnaCaseM
• Know the ins-and-outs of your audience segments
• Use content that starts the conversation with your audience
• Don’t just pitch to your audience
Intelligent Paid Social for Lead Generation
For paid social, use content that moves people to act or continue the
conversation with you. Don’t just pitch to them. #pubcon @AnnaCaseM

16. #pubcon | @AnnaCaseM
Household Income, Age, Gender
Customer Email Lists
Search Similar Audiences
In-Market Audiences for Search
YouTube Retargeting for Search

17. #pubcon | @AnnaCaseM
• Use knowledge of your audience to select campaign targeting
• Offer immediate gratification in your messaging and landing pages
• Optimize to keywords that work and get rid of ones that don’t
Intelligent Paid Search for Lead Generation
We'd love to target job titles, department & industry in @adwords, but
there are other ways to do smart #B2B lead gen. #pubcon @AnnaCaseM

18. MEASURE & EVALUATE PERFORMANCE
#pubcon | @AnnaCaseM

19. #pubcon | @AnnaCaseM
How to Track and Achieve Success
Measurement
Framework
Lead Calendar
Reporting
Dashboard
Development
Evaluation &
Optimization

20. #pubcon | @AnnaCaseM
Measurement Framework
GOALS What are we trying to achieve?
OBJECTIVES What will we do to achieve it?
KPIs How will we measure success?
TARGETS How will we aim for success?
OUTCOMES What actually happened?
INSIGHTS Why did it happen? What does it mean?
RECOMMENDATIONS What should we do now?
BUSINESS GOALS
OBJECTIVES
PRIMARY KPIs
TARGETS
Grow applicant tracking system
customers by 14% YoY in
2018.
Drive leads through the funnel to
become BANT qualified leads.
# of inquires
# of MQLs
Cost Per Lead
20,000 inquires
8,000 MQLs
$65 CPL

21. #pubcon | @AnnaCaseM
Stay on Track: Lead Calendar
• Measure and track pacing of leads delivered
• Base lead goals on reaching sales/revenue goals
• Ensure that lead volume is manageable for sales teams
• Identify opportunities to shift budget
Stay on track with how you are measuring and pacing a #LeadGeneration
program, by creating a lead calendar. #pubcon @AnnaCaseM

22. #pubcon | @AnnaCaseM
Dashboard Development
#pubcon | @AnnaCaseM
• Present performance measured against goals
• Keep dashboards simple and clear
• Use visuals that help to identify comparative trends
• Show the big picture and snapshots of channels
Reporting #dashboards should answer key questions, not
just act as a data dump. #pubcon #dataviz @AnnaCaseM

23. #pubcon | @AnnaCaseM
Evaluate & Optimize Performance

24. #pubcon | @AnnaCaseM
Approach to Audience-Centric Lead Generation
Know Your
Audience
Create Value
& Great
Experiences
Use Data &
Knowledge
to Connect
Measure &
Evaluate
Performance

25. Thank You
Have questions?
annacase@90octane.com
#pubcon | @AnnaCaseM