This document discusses planning B2B lead generation campaigns and leveraging content personalization. It recommends driving campaigns by objectives, focusing on buyers, offering relevant content, identifying program gaps, measuring performance, and leveraging personalization. Personalization involves segmenting prospects based on what they want to know, allowing them to manage email preferences, and streaming emails accordingly. Dynamic web content can also be personalized for prospects.

1. Planning B2B Lead Generation Campaigns &
Leveraging Content Personalization
Scott Armstrong
Co-Founder and Partner
Brainrider

2. Safe Harbor!
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forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any
projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies
or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology
developments and customer contracts or use of our services.!
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3. Planning B2B Lead Generation
Marketing Programs
"
A Better B2B Marketing Clinic!
Scott Armstrong is your presenter today.
He is a partner @Brainrider
where he specializes in better B2B
marketing. !
@Brainrider
Go to Brainrider.com/b2b-cheatsheets

4. Planning Better B2B Marketing!
• Driven by your objectives!
• Buyer-focused!
• Offers more relevant content!
• Identifies programs gaps !
• Focused on performance
measurement & improvement!
• Leveraging personalization!
@Brainrider

5. Planning Driven By Your Objectives!
@Brainrider

6. Prioritizing Measureable Objectives!
@Brainrider

7. Inventory Current Programs By Objective!
PROSPECTS
MQL/SAL
VISITORS
ACTIVE
PROSPECTS
NURTURE
PROSPECTS
QUALIFY
SALES READINESS
ATTRACT & ACQUIRE
PROSPECTS
@Brainrider

8. Identify Gaps By Objective!
PROSPECTS
MQL/SAL
VISITORS
PPC
Limited SEO
E-Blasts to 3rd Party Lists
Contact Us Form
Newsletter
ACTIVE
PROSPECTS
Featured Download
Resource Center
NURTURE
PROSPECTS
QUALIFY
SALES READINESS
ATTRACT & ACQUIRE
PROSPECTS
@Brainrider

9. Marketing Programs Pick List!
NURTURE
PROSPECTS
QUALIFY
SALES READINESS
ATTRACT & ACQUIRE
PROSPECTS
q Inbound
q Blogging
q SEO
q Content syndication
q Resource publishing
q Gated content
q Progressive forms
q Tiered opt-in
q Social
q Social publishing
q Social listening
q Paid
q PPC
q E-Blasts
q Content sponsorship
q Events
q Segmentation
q Nurturing cold prospects
q Monthly newsletter
q Recent visit follow-up
q Nurturing active prospects
q Auto-responders
q Thank-you content
q Other
q Contact us
q Sales Readiness Offers
q Pricing
q Gated free trial
q Video demos
q Quote
q Needs assessment
q Free consultation
q ROI tool
q RFP/RFQ Guide
q Events
q Product webinars

10. Measuring & Reporting Performance!
Start by splitting your performance
measurement and reporting into three
categories!
Business
• Opportuni-es/Revenue
Sourced
by
Marke-ng
• Opportuni-es/Revenue
Touched
by
Marke-ng
Marke-ng
• Qualified
Traffic
• Acquisi-on
• Ac-ve
Prospects
• Sales
qualified
leads
Diagnos-cs
• Program
by
program
metrics
designed
to
iden-fy
the
right
offers,
messages,
content,
and
channels
@Brainrider

11. How To Execute
More Relevant Marketing Campaigns
By Leveraging Personalization!
11!

12. Lead generation is
not about !
you.

13. Your buyer
is in"

14. Buyers need content to make a buying decision.
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
@Brainrider

15. Buyers look for what they want to know"
… not what you want to tell them"
@Brainrider

16. Offer Relevant Subject Matter Expertise At
Each Buyer Decision Stage!
If your
customer
is asking:
What’s my
problem
How do I fix
my problem
Are you
right for me
They
want:
Education
& Thought
Leadership
Solutions
& Product
Suitability
Credentials &
Decision
Support
What to
share
with
them:
• Trends
• Benchmarks
• Analyst
coverage
• 101 Education
• How to guides
• How other
people are
solving this
• What is the solution
& how does it work
• Solution
comparisons
• Pitfall analysis
• Readiness &
suitability
assessments
• How do I choose a
vendor
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• How to buy
• Working with us
@Brainrider – tweet this link: http://brshar.es/1qtUy4u

17. Personalization!

18. Personalization!

19. Personalization = Better Relevance!

20. Start By Segmenting Your Prospects!
Based On What They Want To Know

21. Gather Explicit Segmentation Using Form Fields!

22. Gather Explicit Segmentation Using Form Fields!

23. Gather Implicit Segmentation Using Behavior
Tracking!

24. Help Prospects Manage Their Subscription
Preferences!
Email Preference Center

25. Stream Your Emails Based On Prospect
Preferences!

26. Program Example: Streamed Email Nurturing!
Problem: Time consuming, ineffective lead nurturing. "
• Do a better job uncovering leads in our database.!
• Reach more people, more frequently to improve engagement.!
• Build a more efficient and scalable process.!
Solution: New segments, new newsletters, new
opt-in categories."
• Create content categories aligned with real customer needs and pains, !
• Segment Tracom’s existing database based on needs and pains!
• Implement new communication opt-in preferences.!
• Execute a segmented newsletter program that ensured any targeted prospect received
a maximum of one email per week.!
Results: “we’re engaging with more customers in a meaningful
way, but spending way less time doing it.”"
• Now targeting 25% of their database each month with segmented messaging.!
• Click-through rates have increased to between 10%-20% across all segments.!
• Improved productivity allowing for weekly newsletter deployment using the same
investment in content development and newsletter production.!
• Profile behavior and segment Tracom’s existing database based on needs and pains.! Click to view preference center
and newsletter samples
@Brainrider

27. Advanced Personalization: Dynamic Web Content!
Personalized
For More Information
Offers"
@Brainrider

28. Advanced Personalization: Dynamic Web Content!
@Brainrider

29. Resources For Better B2B Marketing!
Or for more B2B Marketing content, visit:!
Resources: brainrider.info!
Articles: brainrider.com/blog !
@Brainrider!
linkedin.com/company/brainrider!
Scott@Brainrider.com!
!
Go
to
brainrider.com/b2b-­‐cheatsheets
to
download
today’s
presenta>on

30. Questions?

31. Scott Armstrong
Co-Founder and Partner
Brainrider