Book Excerpt: Maximizing Lead Generation - The Complete Guide for B2B Marketers - Ruth P. Stevens

MAXIMIZING LEAD GENERATION

The Complete Guide for B2B Marketers Ruth P. Stevens

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Maximizing Lead Generation Copyright © 2012 by Pearson Pearson Education, Inc.

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Stevens, Ruth P. (Ruth Palmer) Maximizing lead generation generation : the complete guide for B2B marketers marketers / Ruth P. P. Stevens. p. cm. cm. ISBN-13: 978-0-7897-4114-1 978-0-7897-4114-1 ISBN-10: ISBN-10: 0-7897-4 0-7897-4114114-88 1. Interne Internett marketing marketing.. 2. Industria Industriall marke marketing ting—Data —Data processi processing. ng. 3. Adver Advertis tising ing,, Indus Industria trial—D l—Data ata proce process ssing ing.. 4. Adver Advertis tising ing campaign campaigns—Da s—Data ta process processing. ing. I. Title. Title. HF5415.1265.S745 201 658.8'04—dc23 2011020686 Printed in the United United States States of America

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CONTENTS AT A GLANCE 1

The The Cas Casee for for Lead Lead Gene Genera rati tion on . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2

Campa Campaign ign Plan Plannin ning: g: You Can Can’t Leave Leave It It to Luck Luck . . . . . . . . . . . . . . . . . . .19

3

The Ma Mark rketin etingg Databa Database: se: Not Not Sexy Sexy,, But But Essen Essential tial to Succe Success ss . . . . .33

4

Campa Campaig ign n Deve Develo lopm pmen entt Best Best Prac Practi tice cess

5

Cam Campaig paign n Media edia Sele Select ctio ion n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75

6

Cam Campaign aign Ex Exec ecu utio tion

7

Resp Respon onse se Pla Plann nnin ingg and and Man Manag agem emen entt . . . . . . . . . . . . . . . . . . . . . . . . . . . . .123

8

Lea Lead Qu Qualif lificatio tion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139

9

Lead Nurturing

. . . . . . . . . . . . . . . . . . . . . . . . . . . .59

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 157

10 Metri etrics cs and and Track rackin ingg . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175 11 The FastFast-Ev Evol olvi ving ng Fut Futur uree of Lead Lead Gene Genera rati tion on Index

. . . . . . . . . . . . . . . . . . .191

................................................................

199

TABLE OF CONTENTS About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vii Acknowledgments Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vii We Want to Hear from You You . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . viii

1

The Case Case for for Lead Lead Gener Generati ation on.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Defining Terms: Terms: What a Lead Is and What What It Is Not Not . . . . . . . . . . . . . . . . . . . . . . . . . . 2 How Lead-Generation Campaigns Differ from Other Types of Marketin Marketingg Communicat Communications ions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 The Lead-Generation Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Market Research for Lead Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Organizational Roles and Responsibilities Responsibilities for Lead Generation . . . . . . . . . . . . . . . 12 Case Study in Lead-Generation Lead-Generation Excellence: How Anritsu Reached Key Decision Makers with a Three-Touch Three-Touch Campaign . . . . . . . . . . . . . 13

2

Campai Campaign gn Plann Planning ing:: You You Can’t Can’t Lea Leave ve It to to Luck Luck . . . . . . . . . . . . . . . . . . . . . 19 Who? What? What? When? When? Where? Where? Breaking Breaking Down the Buying Process . . . . . . . . . . . . . 20 May I Have Have This Dance? Dance? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 How Will Will You You Know When You’re ou’re There? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 The Goldilocks Goldilocks School School of Lead Flow Planni Planning ng . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Planning for Your Campaign Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

3

The Mark Marketi eting ng Datab Databas ase: e: Not Not Sexy Sexy, But Esse Essenti ntial al to Succ Success. ess. . . . . . . . . . . 33 Data Sources and Types . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Data Fields You You Need for Lead Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 Data Hygiene Hygiene Best Practices Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Database Database Analysis, Analysis, Segmentatio Segmentation, n, and Modeling Modeling . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54

4

Campai Campaign gn Devel Develop opmen mentt Best Best Practi Practices ces . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 59 Best Practice I: Research and Testing Testing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 Best Practice Practice II: The New Impo Importance rtance of of Content Content Marke Marketing ting . . . . . . . . . . . . . . . . . 66 Best Practice III: Marketing Automation Automation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Case Study: Study: When When the Chips Chips Were Were Down, Down, Marketin Marketingg Got Automa Automated ted . . . . . . . . . 73

Contents

5

V

Campai Campaign gn Media Media Sele Selecti ction. on. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75 B-to-B Lead Generati Generation on Media: Media: The Top Top Five Five . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 Set the Stage for Lead Generation with PR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84 B-to-B Lead Generati Generation on Media: Media: Three to Avoi Avoid d . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86 Using Using Web Web 2.0 for Lead Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88 How to Select the Right Media Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92 Mixing Mixing It Up: Up: Multipl Multiplee Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93

6

Campai Campaign gn Execu Executio tion. n. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101 101 Campaign Campaign Targ Target et Selection: Selection: Finding Finding the Winni Winning ng Combinati Combination on . . . . . . . . . . . . . 102 Seven Steps Steps to Successful Successful Lead-Genera Lead-Generation tion Creati Creative ve . . . . . . . . . . . . . . . . . . . . . . . 106 How to Develop Offers They Can’t Can’t Refuse . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110 Getting the Best Work Work from an Agency Agency or Creative Freelancers . . . . . . . . . . . . . . 118

7

Resp Respon onse se Pla Plann nnin ing g and and Mana Manage geme ment nt . . . . . . . . . . . . . . . . . . . . . . . . . . . 123 123 Response Management Management Step-by-Step . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124 Six Strategie Strategiess to Capture Capture the Response Data Data You You Need Need . . . . . . . . . . . . . . . . . . . . . 124 The All-Important All-Important Landing Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126 Why Responses Are Are Often Mishandled . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 131 Inquiry Inquiry Fulfillmen Fulfillment: t: The Beginning Beginning of a Beautiful Beautiful Relations Relationship hip . . . . . . . . . . . . . . 132 Six Rules Rules of Fullfillmen Fullfillmentt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 134

8

Lead Lead Qua Quali lifi fica cati tion on . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139 139 Setting Setting Qualificatio Qualification n Criteria: Criteria: Can’t Can’t Beat BANT BANT . . . . . . . . . . . . . . . . . . . . . . . . . . . 140 What to Ask and When to Ask It It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141 Need for for Speed: Moving Moving Qualified Qualified Leads into into the Pipeline Pipeline . . . . . . . . . . . . . . . . . . 142 Lead-Ranking Lead-Ranking Strategie Strategiess . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145 Qualifying Qualifying Leads at a Trade Trade Show Show or Event Event . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150 Marketing Checkup for Telephone-Based Lead Generation and Qualifica Qualification tion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 151 The Whos Whos and Hows Hows of the Handoff Handoff . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153

VI

9

Maximizing Lead Generation

Lead Lead Nurtur Nurturing ing.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 157 A Marketing Function Function with a Big Sales Benefit . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158 The Lead-Nurturi Lead-Nurturing ng Process, Process, Step by by Step . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159 Nurturin Nurturingg Best Practices Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161 Case Study: How How a Comprehe Comprehensiv nsivee Rethinking Rethinking of Lead Generation Generation and Management Strategy Improved Improved Lead-Nurturing Response Rates and Lowered Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167

10

Metric Metricss and Trac Trackin king g . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175 175 Response Response Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176 Cost Per Lead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179 Inquiry-toInquiry-to-Lead Lead Conversio Conversion n Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 181 Lead-to-Sales Conversion Rates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 182 Expense-to-Re Expense-to-Reven venue ue Ratio (E:R) (E:R) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183 Seven Techni Techniques ques for for Tracki Tracking ng Leads to Closure Closure . . . . . . . . . . . . . . . . . . . . . . . . . . 185 When a Lead Doesn Do esn’t ’t Close . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190

11

The Fas Fast-E t-Evol volvin ving g Future Future of of Lead Lead Genera Generatio tion n . . . . . . . . . . . . . . . . . . . . . . 191 191 1. More and Better Marketing Marketing Automation Automation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192 2. Sales and and Marketing Marketing Will Will Finally Get Get on the Same Page Page . . . . . . . . . . . . . . . . . . 192 3. New Data Sources Sources for for Prospecting Prospecting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193 4. Social Media Media Will Will Get Real for Lead Generati Generation on . . . . . . . . . . . . . . . . . . . . . . . . . 193 5. Affinity Affinity Marketin Marketingg Will Will Come to B-to-B B-to-B . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194 6. Face-to-F Face-to-Face ace Events Events Will Will Resume Their Impo Importance rtance . . . . . . . . . . . . . . . . . . . . . 194 7. New Ways Ways to Nurture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195 8. Ever-E Ever-Evolv volving ing Custome Customerr Behavior Behavior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196 9. More More and Better Better Video Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196 10. Mobile Mobile Will Will Happen Happen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 197

Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199

About the Author Ruth P. P. Stevens consults on customer acquisition and retention, and she teaches marketing marketing at Columbia Columbia Business School. She is past chair chair of the DMA Business-t Business-tooBusiness Business Council, and past preside president nt of the Direct Marketing Marketing Club of of New York. Crain’s BtoB magazine named Ruth Ruth one of the 100 Most Most Influential Influential People People in Business Marketing, Marketing, and the Sales Lead Management Management Associatio Association n listed her as one of 20 Women Women to Watch Watch in lead management. management. She is the author of Trade of Trade Show and Event Marketing , and she has been a columnist columnist and feature feature writer for for DMNews, magazines.. Ruth Ruth serves serves as a director director of of Edmund Edmund Optics Optics,, Inc. Inc. DIRECT , and EXPO magazines She has held senior marketing marketing positions positions at Time Warner Warner,, Ziff-Davis, and IBM and holds an MBA from Columbia University University.. Reach her at [email protected].

Acknowledgments My sincere thanks go to the many people and companies who supported this book with with ideas, interviews interviews,, statisti statistics, cs, and general general good will. Among Among the individ individuals uals are Andrew Andrew Drefahl, Drefahl, Ann Fatino Fatino,, Ardath Ardath Albee, Albee, Bernice Bernice Grossman, Grossman, Bill Flatley Flatley,, Bill Hebel, Hebel, Bill Vorias, orias, Bob Bly, Bly, Bob Burk, Burk, Bob Hacker Hacker,, Cesar Correi Correia, a, Cyndi Cyndi Greenglas Greenglass, s, Dave Laverty, Laverty, David Azulay, Azulay, David Gaudreau, Gaudreau, Denise Olivares Olivares,, Gottfried Sehringer, Sehringer, Hugh McFarlane, McFarlane, Jan Wallen, Jim Lenskold, Lenskold, Jim Obermayer, Obermayer, Joe Pulizzi, John Hasbrouck, Hasbrouck, John Price, Price, Karen Breen Breen Vogel, Katherine Katherine VanDiepen, Larry Chase, Laurie Beasley, Beasley, Lee Marc Marc Stein, Leonard Bronfeld, Bronfeld, Linda Tenenbaum, enenbaum, Mark Klein, Marten Ma rten G. van Pelt Pelt,, Ma Mary ry Brandon, Brandon, Michael Michael A. Brown, Brown, Michael Michael Veit, eit, Mike Mike Chaplo Chaplo,, Mike Schultz, Schultz, Pa Paul ul Gillin, Reggie Brady Brady, Richar Richard d N. Tooker ooker, Richard Richard Vancil, ancil, Rob Lail, Robert Robert Lesser Lesser,, Robert Robert Renea Reneau, u, Russell Russell Kern, Kern, Sean Shea, Shea, Sp Spyro yro Kourti Kourtis, s, Stephen Stephen D. Armstro Armstrong, ng, Steven Steven R. Lett, Lett, Susanne Susanne Sicilian Sicilian,, T.J. .J. Gillett, Gillett, Ted Birkhah Birkhahn, n, Tom Judge Judge,, and Valerie Mason Cunningham. Among the companies companies and organizations are the Content Marketing Institute, Institute, The Direct Marketing Marketing Association, Association, GlobalSpec, Marketing Marketing Sherpa, MarketingPro MarketingProfs, fs, the Sales Lead Management Management Association, Association, and the Hacker Group. Group. I also thank thank the Pearson Pearson editorial editorial team, team, Katherine Katherine Bull, Ginny Ginny Munroe, Munroe, and Anne Goebel, for their excellent excellent guidance. guidance. In particular, particular, I want to thank thank Steve Gershik, Gershik, who generously generously read the the book in manuscript form form and provided provided much insight insight and wisdom, wisdom, and Jackie Ball of WriteB2B, riteB2B, who tirelessly helped shape the manuscript and added enormous value to the project. —R. —R. P. S.

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11 The Fast-Evolving Future of Lead Generation In the past ten years, lead generation has changed dramatically,, driven heavily by the availability of the Internet matically and its influence on how business buyers behave. The changes show no sign of slowing down. It seems like every day exciting new developments come along to change and grow our ability to generate high-quality leads. In this chapter, I make some predictions about what’s on the horizon. Here are ten developments that we are likely to see.

192


1. More and Better Marketing Automation The forward-thinking B-to-B marketing consultancy SiriusDecisions estimates that, while only 8–12 percent percent of B-to-B marketing marketing organizations organizations had installed installed a marketing automatio automation n platform as of of 2010, that percentage percentage will rise to 50 percent percent by 2015. 2015. The consultancy also identifies several important developments in marketing automation automation functionality functionality that are likely to come on the scene, making our leadgeneration generation lives easier. easier. These include the following: • Integ Integra ratio tion n with with social social media media moni monito torin ringg tools tools • Support Support for multip multiple le conc concurre urrent nt scoring scoring methods, methods, which which will will allow such sophisticated analysis as measuring a single customer’s interest in multiple products • More More powe powerfu rfull predi predicti ctive ve capab capabili ilitie tiess New ancilla ancillary ry tools will emerge emerge,, too. too. As Jim Jim Obermayer Obermayer,, founder founder of the Sales Sales Lead Management Management Associatio Association, n, points out, out, such tools as Nimble and Shade Tree Tree Technology already facilitate facilitate access access to a variety of of social media and databases, databases, pro viding virtually instant access to information about people and companies within customer relationship management (CRM) applications.

2. Sales and Marketing Will Finally Get on the Same Page Jim Obermayer predicts that marketing automation is destined to merge with sales force force automation automation altogether. altogether. Oracle’ Oracle’s purchase of Market2Lead Market2Lead is an early example example of this expected trend. I fervently fervently hope the trend trend continues, continues, because it would would be one one excellent, excellent, effective way to bridge the chasm in understanding that has historically kept these groups groups apart, taking potshots at at each other across across the divide. With an increasingly Internet-informed prospect base, bas e, it’s more important important than ever to stop the squabbling and team up to develop effective new strategies. Marketing Marketing can step up by getting well informed about the contents contents of the sales plan and bringing bringing the sales team in at every stage of the marketing marketing process to gain its its buy-in and better understand understand its needs and goals. Here are are some other tips for playing well with sales: Ask for their help in defining the criteria for for lead qualification and deliver deliver only leads that that meet those standards. standards. Even if you have have a fantastic closed-loop lead-tracking lead-tracking system, bite your tongue tongue before bragging that your marketing program drove drove the sale. Limit yourself to activity-based activity-based measures, measures, such as cost-per-qualified cost-per-qualified lead, and let sales claim claim the the revenues revenues..

Chapter 11

The Fast-Evolving Future of Lead Generation

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3. New Data Sources for Prospecting It seems like like new sources of prospect information information arrive on a regular basis. Of great value to the lead-generation prospecting effort in recent years have been Internetfueled databases, databases, such as Jigsaw Jigsaw and ZoomInfo. ZoomInfo. So, it’s likely that eager entrepre entrepre-neurs will hit on additional ideas in the future to help us find new prospective buyers more more easily or cheaply—or cheaply—or both. As an example, example, have a look at Cardbrowse Cardbrowserr.com, which shows shows signs of promise promise as a possible new data source. Cardbrowse Cardbrowserr gathers scads of business business cards from exhibitors exhibitors at trade shows in the high-tech world, world, scans and and duplicates duplicates them, and makes makes them available available for download in spreadsheet format. format. Interestin Interesting. g.

4. Social Media Will Get Real for Lead Generation Social media is tantalizingly attractive for for B-to-B marketers, but hard to pin down for predictable, predictable, ongoing ongoing lead-generation lead-generation campaign campaign work. Today, oday, it acts more like PR—exci PR—exciting, ting, buzz-generating, buzz-generating, great for building awareness, awareness, and even inquiries, inquiries, but hard to count on when you have to meet a quota. My prediction is that someone will eventually—finally—figure out how to convert social media to a reliable reliable lead-generation lead-generation tool. I’m I’m not sure how this will happen, but these these new media channels channels are too big, big, with too much much potential, potential, to fail us. While I am at it, I also predict that new social media channels channels and platforms platforms will continue to emerge to add to the mix. We are so lucky to be alive in these exciting times. Let’s Let’s get some insights from Jan Wallen, Wallen, my colleague who literally litera lly “wrote the book” on LinkedIn, Mastering LinkedIn in 7 Days or Less. Jan has a well-info well-informed rmed opinion opinion about how social media is going to evolve to serve lead-generation purposes: “LinkedIn “LinkedIn is already an important resource for lead qualification. With With social media, and especially with LinkedIn—whic LinkedIn—which h just reached reached 100 million members—we have accurate information at our fingertips. We can now search for people in our target audience and decision-makers with the same criteria that we used to use for mailing lists. “For “For example, example, I recently recently did a search on on LinkedIn LinkedIn for CEOs of of information technology companies in one New York York City zip code. There were more than 3,000 3,000 of them! I can look at their LinkedIn LinkedIn profiles to conconfirm that they are a decision maker maker for my products products and services. I have accurate information information on who is in that position, and I know something

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about them from their LinkedIn profile before we contact them or decide to market to them. This isn’t isn’t the same as qualifying them, but it’ it’s a better starting starting point point than if we have have only a compan companyy name. I can also do a company search on LinkedIn to find out how I am already connected with people within that company company.. Then I can leverage the relationships I already have to get introductions into a company (a new account, account, for example) example) or to the specific decision maker I want to target. “I believe that social media will continue to expand and enhance our generation of quality leads that are more likely to turn into business. business.”” I think Jan is right.

5. Affinity Marketing Will Come to B-to-B The idea of affinity marketing marketing coming to B-to-B comes comes from my colleague colleague Denise Olivares, Olivares, a seasoned financial financial services marketer, marketer, who has seen some some early signs of of business marketers sharing membership and customer lists with carefully selected partners for mutual benefit. For the same reasons that have hampered hampered the development of B-to-B mailing list rental, rental, it’s unlikely that that affinity marketing marketing will ever reach consumer consumer levels. levels. But, when two organizations organizations’’ interests interests align, the resulting resulting alliance can be a promising prospecting prospecting resource. resource. Denise elaborates: elaborates: “I think there may be a resurgence in developing affinity relationships in B-to-B. Membership organizations organizations and businesses with reliable data and current information will make themselves available in ever more affinity relationship relationship marketing marketing efforts. I don’t don’t mean to say there will be widespread widespread selling of of lists, because the market probab probably ly would not not tolerate that. However However,, selectively selectively, organizations organizations will be able to sell lists, or more likely, likely, will be charged by their members in finding meaningful partnerships through which they can bring value to the members.”

6. Face-to-Face Events Will Resume Their Importance Trade shows and proprietary corporate events have taken a beating in recent years, it’s true. But their value value in B-to-B—despite B-to-B—despite threats threats like the rise rise of virtual trade shows and reduced travel budgets—will continue to make them an important and efficient part of the marketing marketing toolkit. I was impressed impressed by a comment made recently by my my colleague Mary Brandon, VP of Market Marketing ing at at SoftServe, SoftServe, Inc., Inc., who said, said,“I “I am findin findingg out more more and and more, more, both

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last year and this, that face-to-face face-to-face events are bringing bringing in the best b est lead-to-sales con version version rates. I have increased my my events budget, and the return on investmen investmentt has been fantastic. fantastic. I have have our sales sales and market teams as as attendees, attendees, speakers, and exhibitors exhibitors at industry industry events, events, CIO round round tables, and one-on-one one-on-one conferen conferences. ces. I have created created a series of half-day workshops workshops held throughout throughout the U.S. U.S. on our company’ company’ss expertise such as cloud computing, computing, mobility, mobility, new software software development development trends, and so on. In my 30-year 30-year career in marketing, marketing, I have discovered discovered that that what works well well for one company company does not work well for all companies. companies. However However,, I have never seen where face-to-face encounters don’t turn out to be a great source for leads.”

7. New Ways to Nurture Is it just pride or wishful thinking to predict that we’re all going to continue to get better at at marketing? It’ It’ss probably probably a bit of of both. But, I am convinced convinced that in in the area of nurturing, nurturing, the field is wide wide open for for innovation innovation and improv improvement. ement. As an examexample, consider consider this point point from my my colleague Stephen Stephen D. D. Armstrong, Armstrong, principal at at The 360 Marketer: “One trend trend I have have seen emerge is the the use of personalized web web portals for drip marketing marketing to prospects over an extended sales cycle. My experience has been with health care information technology, technology, like electronic medical records records and clinical information information systems, which can take 9–18 months months to close for the usual reasons, like complex complex evaluation criteria, criteria, multiple multiple stakeholders stakeholders,, high ticket, etc. These portals become become a way to maintain a conversation and nurture the relationship by selecting content that is relevant to their lead status and particular partic ular issues. With a personalized portal, the seller can track the prospect’s prospect’s engagement engagement via metrics metrics such such as portal access access,, which which documents documents were were viewed viewed,, and folfollow-up contacts. contacts. It also presents presents the vendor in a technology-forward light.” According to Armstrong, here’ here’s how the process works in a shared portal port al environment: “Once contact contact has been established est ablished and there is a sense that there is a mutual mutual interest in continuing continuing a conversation, we would create the portal—with no incremental cost, configured from from a template, and populated with with some initial content— content— and then we invite invite them to go to the portal via an email. The copy in the invitation invitation conveys conveys the benefit benefit of engaging together together within within the portal. portal. This message message is also conveyed in direct conversation conversation with the prospect. Each time new content is added, the prospect receives receives an email alerting alerting them that Company Company XYZ has just just added fresh information information,, which keeps keeps the company company and the the shared portal portal top of mind and prompts return visits.

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“This technology has the added benefit of promoting promoting collaboration collaboration on lead nurturing between sales and marketing. marketing. Marketing Marketing would create the portals and be responsible for content content population. population. Sales would be members of the portal, too. Either marketing or sales sales could could contin continue ue to drip-market drip-market to the prospects, but typically marketing marketing handles content content and sales addresses questions posted by the customer and evaluates client interest interest via the level of their portal activity. activity.” Sounds like a great system.

8. Ever-Evolving Customer Behavior We’ve all observed that business buyers are just consumers in company clothing. But, the pace of change is acceleratin accelerating. g. Their business-buying business-buying behavior behavior is getting more and more like their consumer behavior. behavior. Jim Obermayer points out that business buyers buyers already expect fast turnaround, turnaround, and they are likely to demand almost instantaneous responses from manufacturers they visit on the Internet. We have to keep up!

9. More and Better Video Video is just now beginning to reach its potential in B-to-B marketing. The trend is definitely definitely upward. upward. Beyond today’s basics, with video testimoni testimonials als and demos, demos, we’ll we’ll see more more application applicationss of video in the marketing marketing toolkit, toolkit, such as as case studies, studies, white papers, papers, advanc advancee presenta presentation tionss of new produc product, t, and more. more. One big big reason? reason? The disappearing boundary boundar y between business buyer and consumer behavior. behavior. Watching videos is firmly entrenched in people’s people’s daily routines. According to a 2010 survey published published by video ad company YuMe, 49 percent of respondents respondents watch watch videos online every day, day, and 48 percent percent expect to watch watch more more online videos in in the future. future. Smart B-to-B marketers marketers will find more and more more ways to take advantage advantage of this trend. Another, Another, even more powerful, powerful, reason? reason? Video Video brings results. results. In widely cited cited statistics statistics from Forrester Forrester Research Research,, video increases increases the chance chance of a front page page Google organic search engine result result by 53 times. Adding Adding video to emails increases click-through click-through rates by by two to three times. With With numbers numbers like those, video is the medium to watch. watch.

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10. Mobile Will Happen Mobile Mobile is already happening. happening. According According to Gartner Gartner,, Inc., a leading information information technology research and advisory company, company, 1.6 billion mobile devices were were sold in 2010. Smartphone Smartphone sales grew 72 percent. percent. An estimated 4.6 4.6 billion mobile phone phone subscriptions are held by 3.4 billion subscribers worldwide. Morgan Stanley analysts predict the Mobile Web will be bigger than desktop Internet use by 2015—with Gartner projecting mobile devices to overtake PCs as the most common web devices by 2013. That puts mobile into the “first “first screen” screen” category—a category—a customer’ customer’ss initial source of Internet Internet information. information. No wonder wonder Forrester Forrester Research Research predicts that that B-to-B mobile mobile marketing marketing spending will quadruple by by 2014, rising from from $26 million million in 2009 to $106 million. It makes sense. sense. Even while they’re they’re on the go, business business professionals professionals need—and need—and increasingly expect—access expect —access to information in real time. Shipping giant FedEx’ FedEx’ss website now includes a category called cal led “Mobile Shipping Solutions,” which touts such business benefits as being be ing able to “track while you travel” and “get rates from the golf course.” The integration integration of mobile technology technology into traditional media offers business business marketers other unique opportunities—fo opportunities—forr instance, the ability to generate generate leads from f rom print advertisements by adding mobile short codes and mobile barcodes. Some industry experts predict that soon businesses will be expected to have a mobile site just as they are expected to have a traditional website today. today. According to the 2010 Pew Pew Internet Internet and American Life Life Project, Project, 29 percent percent of mobile users already download apps that help their “productivity. “productivity.” In short, business marketers can create real value by thinking “upwardly mobile.” With With trends like like these on the horizon, horizon, the future future of lead generation generation is a bright bright one. Now, Now, let’s let’s go get the business.

Index

A Aberdeen Group, 158, 161162, 167

Armstrong, Stephen D., 195 assessing cost per lead by medium, 89 attention-getting words, 108

Accenture, banner ad targeting automated distribution by domain name, 81 lists, 155 accounting systems, internal Azulay, David, 90 data, 37 acknowledgment acknowledgment page, lead nurturing, 161

B

activity-based measurements, measurements, tracking leads, 189

banner ad targeting by domain name, 81

affinity groups, campaign target selection, 102

BANT (Budget, Authority Authority,, Need, Time frame), 140

affinity marketing, future of, 194

behavioral data versus descriptive data, 34

Albee, Albee, Ardath, Ardath, 148-149 allowable cost per lead, calculating, 27-30

benchmarketing benchmarketing leadmanagement processes, 155-156

AMD, marketing automation case study, 73-74

benefits of lead nurturing, 158 campaign productivity, 158

Anritsu, lead generation case study, 13-15

best practices B-to-B (business-tobusiness) marketing, 156 content marketing, 66-68

appended information, external data, 42-43

developing winning content, 68-69 resources, 70 data hygiene, 50 landing pages, 127-128 lead nurturing, 161-162 communications strategies, 162 content development, 163-164 marketing automation systems, 166-167 tracking, 164-165 triggered marketing, 165-166 managing campaign risk, 63, 64-65 marketing automation, 71-72 case studies, 73-74 vendors, 72-73 research and testing, 60 improving lead generation results, 61-63 qualitative and quantitative precampaign research, 60-61

200 20 0

Birkhahn, Ted

Birkhahn, Ted, 89 blogs, 88-89 Bly, Bob, 104 Brandon, Mary Mar y, 194-195

business-to-business. B-to-B (business-to-business) marketing See B-to-B mailers, 51

buyers, 22 BRC (business reply card), 13 relationships with sellers, 23-24 break-even campaign response technology buyers, changes rates, establishing, 30-31 in media preferences, 76 broadcast advertising, 87 buying committees, 22 Brown, Michael A., 151 motivating, 22 B-to-B (business-to-business) buying processes, 20-21, 23-24 marketing, 5 affinity marketing, 194 banner ad targeting by C domain name, 81 lead generation, 77 calculating broadcast advertising, 87 allowable allowable cost per lead, direct mail, 77-79 campaign budgets, 27-30 email to cold prospects, break-even campaign 87 response rates, 30-31 outbound telemarketing, campaign volume 77 requirements, 28 print advertising, 86 conversations, lead flow search engine marketing, planning, 25 80-81 cost per lead by medium, trade shows, 82-84 93 websites, 82 lead requirements response rate benchmarks, worksheet, lead flow 79 planning, 25-26 B-to-B segmentation variables, campaign planning, objectives, campaign campaign target t arget selection, 24-25 102-103 campaign productivity, lead budgets, planning campaign budgets, 27 calculating allowable cost per lead, 27-30 establishing break-even campaign response rates, 30-31

nurturing, 158 campaign campaign target selection, 102B-to-B segmentation variables, 102-103 platforms, 103-104

campaigns buying processes, 20-21 business marketing databases, calculating volume data fields, 47-48 requirements, 28 lead-generation campaigns, business reply card (BRC), 20 13-14, 164 planning budgets, 27 business reply envelope (BRE), calculating allowable 136 cost per lead, 27-30 business target universes, 60 establishing break-even campaign response rates, 30-31

business mailers, 80

reaching the customer inside, 104-105 Cardbrowser, 193 case studies Anritsu, 13-15 lead nurturing, 167-171 marketing automation, 73-74 CHAID (Chi-Square Automatic Interaction Detector), 57 channel partner databases, data fields, 49 Chaplo, Mike, 96 classifying data, 34 behavioral versus descriptive, 34 customer versus prospect, 35 internal versus external, 35-46 closed leads, 4 closed loop systems, tracking tracking leads, 184-186 clustering, 57 CMI (ContentMarketingInstitute. com), 70 CMOs (chief marketing officers), challenges for, 1-2 cold inquiries, 74 communications strategies, lead nurturing, 162 Communispace, 92 compiled lists, 39-40 confidence levels, 63 content assets, 8 content development, lead nurturing, 163-164 content marketing, 8, 66-68 developing winning content, 68-69 future of, 70 resources, 70 ContentMarketingInstitute. com (CMI), 70

F l a t l e y, B i l l

contests, social networks, 92 control groups enterprise-wide, 65 tracking leads, 188 conversations, calculating for lead flow planning, 25 conversion, 4 conversion rates, 4 converting, product features into customer benefits, 106 cooperative list development, LinkedIn, 91 copy, attention-getting words, 108 copywriters, copywriters, getting best work from, 118-120 corporate energy executives, 21 cost per lead, 179-181 cost per lead by medium assessing, 89 calculating, 93 creative work, getting best work from freelancers, 118-120 crediting sales, 189 criteria, for segmentation, segmentation, 55-57

D data, classifying, 34 behavioral versus descriptive, 34 customer versus prospect, 35 internal versus external, 35-46 data capture, determining what data elements to capture, 129-130 data discovery, 44 external data, 43-44 data fields, 46-49 data hygiene, 85 best practices, 50 processes, 51-54 standardization, 51-52 training, 52 data match-back, tracking leads, 187 decision-makers, 22 Demandbase, 45 descriptive data versus behavioral data, 34 design tips, lead generation, generation, 109-110 developing winning content, 68-69

CRM (customer relationship management), 5

direct mail, 77-79

Cunningham, Cunningham, Valerie Mason, 185

direct mail metrics, lead generation, 177

customer benefits, converting product features into, 106

direct mail response rate benchmarks for business services, 179

customer data versus prospect data, 35 customer relationship management (CRM), 5 customer service systems, internal data, 37-38 customer winback, 85 customers campaign campaign target t arget selection, 102-105 defined, 3 evolving behavior, 196

direct mail response rate benchmarks for technology and manufacturing, 178 direct-response direct-response marketing, 5 developing offers they can’t refuse, 110-111 display advertising, 178 Drefahl, Andrew, Andrew, 64

201

E Eloqua, 149, 166 email, lead generation, 87 email lists, 42 email metrics, lead generation, generation, 177 email response rate benchmarks for business services, 179 email response rate benchmarks for technology and manufacturing, 179 end-user sampling, sampling, tracking leads, 186-187 enterprise-wide control groups, 65 E:R (expense-to-revenue (expense-to-revenue ratio), 183-184 events, qualifying leads, 150 exclusive offers, tracking leads, 188 expense-to-revenue ration (E:R), 183-184 external data, 38 appended information, 42-43 data discovery, 43-44 email lists, 42 internet-based data sources, 44-45 Demandbase, 45 Jigsaw, 44 LinkedIn, 45 ZoomInfo, 44-45 prospect lists, 38-39 compiled lists, 39-40 response lists, 40-41 prospecting databases, 41-42

F face-to-face events, future of, 194-195

duplicates, duplicates, inquiry fulfillment, Fatino Fatino,, Ann, 73 135 Flatley, Bill, 81

freelancers, lead generators

202 20 2

freelancers, lead generators, 118-120

inquiry generation, generation, lead generation processes, 6-7

fulfillment packages, 136

inquiry handling, handling, 133-134

G gatekeepers, 22 Gillett, J. T., T., 83

inquiry qualification, qualification, lead generation processes, 8-9 inquiry-to-lead conversion conversion rate, 181-182

Laverty, Dave, 167 lead flow planning, 25 calculating conversations, 25 calculating lead requirements worksheet, 25-26 tips for, 26-27

integrated marketing, multiple lead generation, 1, 3 media, 95 Gillin, Paul, 67 B-to-B (business-to(business-tointernal data, 35 business) marketing, 77 GlobalSpec, 66 accounting systems, 37 broadcast broadcast advertising, 87 Golec, Chris, 45 customer service systems, direct mail, 77-79 Google, 68 37-38 email to cold prospects, inquiry files, 38 guided voice mail support, 85 87 operating and fulfillment outbound telemarketing, systems, 37 77 H sales contact files, 35-36 print advertising, 86 website data, 38 search engine marketing, Hacker Group, 64, 143 80-81 internet-based data sources, hard offers, 111 trade shows, 82-84 44-45 websites, 82 Hasbrouck, John, 96 Demandbase, 45 case studies, Anritsu, 13-15 Jigsaw, 44 headlines direct mail metrics, 177 LinkedIn, 45 creative checklist for, 110 direct-response direct-response marketing, ZoomInfo, 44-45 landing pages, 128 developing offers they Hebel, Bill, 92 can’t refuse, 110-111 J hot leads, 74 email metrics, 177 future of Jigsaw, 44 affinity marketing, I 194 evolving customer K Ideal, 11 behavior, 196 improving lead-generation face-to-face events, keyword bidding, 80 campaign results, 61-63 194-195 King Industries, Industries, qualification influencers, 22 marketing automation, criteria, 141 192 information offers, 115-118 Klein, Mark, 63 mobile technology, 197 inquirers, 2 new data sources for Kourtis, Spyro, 80 inquiries, scoring, 149 prospecting, 193 nurturing, 195-196 inquiry, defined, 3 L sales and marketing, 192 inquiry files, internal data, 38 social media, 193-194 Lail, Rob, 96 inquiry fulfillment, 132 video, 196-197 capturing information landing pages, 126-127 headlines, creative checklist according to source, best practices, 127-128 for, 110 132-133 determining what data market research for, 10-11 inquiry handling, elements to capture, 129offers, matching to 133-134 130 customer’s customer’s buying buy ing lead generation processes, 8 headlines, 128 processes, 114 people involved in, 137 number of, 128 organizational roles and rules of, 134-136 placement counts, 130 responsibilities, 12

metrics

outbound lead generation campaign campaign media types, 97-99 PR, 84-85 processes, 6 inquiry fulfillment, fulfillment, 8 inquiry generation, 6-7 inquiry qualification, 8-9 lead nurturing, 9 lead tracking, 9-10 marketing automation, 71-72 response capture, 8 response planning, 7 referral marketing, 84 steps to success, 106-107 design tips, 109-110 what sells, 107-108 telephone-based, marketing checkup, 151-153 types of offers, 113-114 Web 2.0, 88 blogs, 88-89 micro-blogging, 89 podcasts, 90-91 social networks, 91-92 syndication, 91 video, 89-90 webinars, 90 lead nurturing, 157 acknowledgment acknowledgment page, 161 benefits of, 158 campaign productivity, 158 best practices, 161-162 communications strategies, 162 content development, 163-164 marketing automation systems, 166-167 tracking, 164-165 triggered marketing, 165-166 case studies, 167-171 lead generation processes, 9 leader of, 159 media mix, 160-161 processes, 159-160 reasons companies don’t do it, 159

203

exclusive offers, 188 lead qualification, qualification, 140-141 BANT, 140 product registration, moving qualified leads into 188-189 pipeline, 142-143 warm leads, 74 secrets for success, 145 lead-to-sales conversion rates, trade shows or events, 150 182-183 which leads to qualify, Lett, Stephen R., 65 143-145 LinkedIn, 45, 195 lead requirements worksheet, cooperative list 25-26 development, 91 lead scoring, 146 live Internet chat, 85 based on website behavior, look-alike prospects, 102 148-149 improvement in campaign results, 149

M

lead tracking, lead generation processes, 9-10 lead-distribution lead-distribution decision rules, 155 lead-generation campaign results, improving, 61-63 lead-generation campaigns, 45, 20 lead-ranking lead-ranking strategies, 145 lead scoring, 146 based on website behavior, 148-149 sorting, 146 leads automated distribution lists, 155 benchmarketing benchmarketing leadmanagement processes, 155-156 closed leads, 4 cold inquiries, 74 defined, 4 handing off to sales reps, 153-155 hot leads, 74 that don’t close, 189 tracking, 184 activity-based measurements, 189 closed-loop systems, 184-186 control groups, 188 data match-back, 187 end-user sampling, sampling, 186-187

managing campaign risk, 63-65 market research, lead generation, 10-11 Marketing 2.0, 167-171 marketing automation, 71-72 case studies, 73-74 future of, 192 vendors, 72-73 marketing automation systems, 166-167 marketing checkup, telephonebased lead generation, generation, 151-153 marketing database (MDB), 34 data fields, 46-49 MarketingProfs.com, 70 Marketing Sherpa, 1, 21, 70, 156, 167 McFarlane, Hugh, 181 MDB. marketing database (MDB) See measurement rules, 185 media mix, 93-94 lead nurturing, 160-161 selecting, 92-93 media preferences, preferences, technology buyers, changes in media preferences, 76 metrics, 175-176, 181 cost per lead, 179-181 direct mail, 177

204 20 4

metrics

display advertising, 178 email metrics, 177 expense-to-revenue ration (E:R), 183-184 inquiry-to-lead conversion conversion rate, 181-182 lead-to-sales conversion rates, 182-183 outbound telemarketing, telemarketing, 178 paid search metrics, 177 planning, 185 proxy metrics, 182 response rates, 176-179

organizational roles, for lead generation, 12

promotions, promotions, social so cial networks, 92

outbound lead generation prospect data versus customer campaign campaign media types, 97-99 data, 35 outbound telemarketing, telemarketing, 77, 178

P

prospect lists, 38-39 compiled lists, 39-40 response lists, 40-41 prospecting, new data sources for, 193

paid search metrics, lead generation, 177

prospecting databases, external data, 41-42

pay-per-click (PPC), landing pages, 128

prospects, defined, 3

mishandled response, 131-132

personalization, personalization, inquiry fulfillment, 136

mobile technology, future of, 197

purchase decisions, key players in, 21

placement counts, landing pages, 130

modeling, 57

planning planning metrics, 185

micro-blogging, 89

motivating members of buying plant engineers, purchase committees, 22 decisions, 21 multiple media, 93-94 plant managers, purchase integrated marketing, 95 decisions, 21

N nurturing defined, 4 future of, 195-196

O Obermayer, Jim, 64, 137, 192, 196 objectives, for campaign planning, 24-25 offers exclusive offers, 188 hard offers, 111 information, 115-118 matching to customer’s buying processes, 114 retention offers, 112 soft offers, 111 Olivares, Denise, 194 operating and fulfillment systems, internal data, 37

platforms, campaign target selection, 103-104 players buyers, 22 buying committees, 22 motivating, 22 decision-makers, 22 gatekeepers, 22 influencers, 22 in purchase decisions, 21 specifiers, 22 users, 22 Plexis Healthcare Systems, 83 podcasts, 90-91 Power Test, 64 PR, lead generation, generation, 84-85 print advertising, 86 product features, converting into customer benefits, 106

proxy metrics, 182

Q qualification criteria, 140-141 BANT (Budget, Authority Authority,, Need, Time frame), 140 moving qualified leads into pipeline, 142-143 questions to ask, 141-143 which leads to qualify, 143-145 qualification rates, 4 qualifications, 4-12 qualified leads, 4 qualifying leads, at trade shows or events, 150 qualitative pre-campaign research, 60-61 quantitative pre-campaign research, 60-61 questions to ask, for qualification criteria, 141-143

R

product registration, registration, tracking leads, 188-189

RainToday.com, 70

profiling, 57

referral marketing, lead generation, 84

Rapp Collins, 120

van Pelt, Marten G.

S

referrals, referrals, social networks, 91

205

telemarketing, 77 power of, 85 voice mail marketing, 78-79

relevance rules, inquiry fulfillment, 135

Sao, Sham R., 45

Reneau, Robert, 182

sales, crediting, 189

research best practices, 60 qualitative and quantitative precampaign research, 60-61 Google, 68 sources for, 66-67

sales and marketing, future of, 192

telephone-based telephone-based lead generation, marketing checkup, 151-153

sales contact files, internal data, 35-36

Tenenbaum, Linda, 156

social networks, lead generation, 91-92 soft offers, 111

trade shows lead generation, generation, 82-84 qualifying leads, 150

sorting leads, 146

training, data hygiene, 52

sources, for research, 66-67

triggered marketing, lead nurturing, 165-166

resources, content marketing, 70 response capture, 124-126 lead generation processes, 8 response lists, 40-41 response management, 123-124 inquiry fulfillment, 132 capturing information according to source, 132-133 inquiry handling, 133-134 people involved in, 137 rules of, 134-136 landing pages, 126-127 best practices, 127-128 number of, 128 mishandled response, 131-132 processes, 124 response capture, 124-126 response planning, lead generation processes, 7 response rate benchmarks, B-to-B (business-tobusiness) marketing, 79 response rates, 3, 176-179 responsibilities for lead generation, 12 retention offers, 112 RightNow Technologies, 129 risk, managing, 63-65 Rule of 45, of 45, 157

testing sales reps, handing off leads to, best practices, 60 153-155 improving lead-generation Sanderson, Oak, 73 results, 61-63 scoring Tooker, Richard N., 65 inquiries, 149 Totah, Dennis, D ennis, 44 webinar interactions, 149 tracking search engine marketing lead nurturing, 164-165 (SEM), 80-81, 177 leads, 184 segmentation, 54-55 activity-based criteria for, 55-57 measurements, 189 closed-loop systems, Sehringer, Gottfried, 184 184-186 selecting media mix, 92-93 control groups, 188 sellers, relationships with data match-back, 187 buyers, 23-24 end-user sampling, 186-187 selling processes, 23-24 exclusive offers, 188 Sewell, Howard J., 161 product registration, Shea, Sean, 78 188-189 social media, media, future future of, 193-194 visitors to your site, 83

specifiers, 22 speed, inquiry fulfillment, 134-135

types of offers, lead generation, 113-114

standardization, data hygiene, 51-52

U

Stein, Lee Marc, 65

U.S. Postal Service (USPS), success in lead qualification, 145 Business-to-Business mailers, 52 syndication, 91

T targeting, 54-55 technology buyers, changes in media preferences, 76

users, 22

V Van Diepen, Katherine, 13 van Pelt, Marten G., 81

Va n c i l , R i c h a r d

206 20 6

Vancil, Richard, 184

video future of, 196 lead generation, 89-90

Web 2.0, lead generation, 88 blogs, 88-89 micro-blogging, 89 podcasts, 90-91 social networks, 91-92 syndication, 91 video, 89-90 webinars, 90

viral marketing, lead generation, 84

webinars, 90 scoring interactions, interactions, 149

visitors, tracking visitors to your site, 83

website data, internal data, 38

Veit, Michael, 90 vendors, marketing automation, 72-73

VisitorTrack, 83 Vogel, Karen Breen, 87 voice mail, 96-99 voice mail marketing, 78-79

websites lead generation, generation, B-to-B (business-to-business) marketing, 82 lead scoring, 148-149 tracking visitors, 83

volume requirements, WhichTestWon.com, 70 calculating for campaigns, 28 WIIFM (What’s In It For Vorias, Bill, 63 Me?), 106 VP of manufacturing manufacturing winning content, developing, operations, purchase 68-69 decisions, 21

W Wallen, Jan, 193-194 warm leads, 74

Z ZoomInfo, 44-45

Book Excerpt: Maximizing Lead Generation - The Complete Guide for B2B Marketers - Ruth P. Stevens

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