Pubcon Las Vegas 2017 - Better Lead Generation - Anna Case

#pubcon | @AnnaCaseM

Better Lead Gen: Putting the Customer at the Center of Your Strategy

Anna CasePPC Supervisor

90octane



Approach to Audience-Centric Lead Generation

Know Your Audience

Create Value & Great

Experiences

Use Data & Knowledge to Connect

Measure & Evaluate

Performance


KNOW YOUR AUDIENCE


Define Your Marketing Personas

To build personas, interview sales people & real customers, leverage your site analytics & conduct social listening. #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

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


• Awareness – Identified a need for solution• Consideration – Researching solutions• Decision – Narrowed down options for final

selection

CREATE VALUE & GREAT EXPERIENCES


Create Valuable Content

When creating value with #content, think about the customer mindset & what kind of story they need to hear. #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


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

USE DATA & KNOWLEDGE TO CONNECT



With all of the data out there, advertisers can launch intuitive and highly targeted campaigns that reach the right audiences.


• 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


Paid Social Advertising


• 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


Household Income, Age, Gender

Customer Email Lists

Search Similar Audiences

In-Market Audiences for Search

YouTube Retargeting for Search


• 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

MEASURE & EVALUATE PERFORMANCE



How to Track and Achieve Success

Measurement Framework

Lead CalendarReporting Dashboard

Development

Evaluation & Optimization


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 inquires8,000 MQLs

$65 CPL


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


Dashboard Development


• 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


Evaluate & Optimize Performance


Approach to Audience-Centric Lead Generation

Know Your Audience

Create Value & Great

Experiences

Use Data & Knowledge to Connect

Measure & Evaluate

Performance

Thank You

Have [email protected]


Business

Pubcon Las Vegas 2017 - Better Lead Generation - Anna Case