Building a B2B Demand Gen Engine

Building a B2B Demand Gen Engine
Ten Musts for Success & Dashboard Template
Todd Ebert
Chief Marketing Officer

“The measure of marketing success isn’t the input,
whether that’s the quality of a piece of content or a
campaign, but rather the value of the output,
whether that’s revenue, loyalty, or advocacy.
Marketers of the past thought like artists,
managers, and promoters. Today’s marketers
need to push themselves to think more like
innovators and entrepreneurs — creating
enterprise value…”
Source: https://hbr.org/2017/03/what-creativity-in-marketing-looks-like-today

The Purpose of This Deck is to …
1. Provide key insights on how to build a highly effective and predictable
demand gen engine [aka lead-to-revenue / L2R]
2. Provide a template for a monthly demand gen dashboard that measures and
reports the value and ROI of your efforts
There are numerous other key metrics that are essential for marketing to track
but are not represented in this template such as customer experience [NPS,
CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR
share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline
dashboard but rather to provide insights on how marketing is contributing to
sales effectiveness and revenue.

Your Mission is Simple – To Help Sales Grow Revenue
Grow Top
of Funnel
Shorten
Sales Cycle
Retain & Grow
Customers
Prospects notice us
and want to engage
with us
• Engagements
• Web visits & inquiries
Sales people more
easily turn prospects into
customers
• Lead conversion rates
• Sales pipeline velocity
Delighted customers buy
more and become
advocates
• Retention & LTV
• Advocacy

YourGoal=L2REngine
Align sales and marketing to create a consistent, high performance,
continuously optimized, predictable, lead-to-revenue [L2R] engine.
Measure the cost of acquisition in order to focus on reducing it over
time and simultaneously increasing retention and lifetime value.
DISPLAY
EVENTS

The Harsh Reality of B2B Demand Gen
• Marketing’s goal is to generate leads and then help
Sales turn them into customers
• But according to research by Sirius Decisions only 7
in 1,000 marketing inquiries become
customers…that’s less than 1%
• So two things are critical – 1. drive a lot of inquiries to
feed the machine and 2. deliver a great experience at
every single interaction in order to improve your
conversion rates
• Small improvements in everything…campaigns,
landing pages, offers, lead intake, follow-up times,
nurturing, etc. have a huge impact on ROI
Note: see appendix for top barriers to
demand gen success

The 50,000’ Demand Gen Plan
REACH - Be found before, during and after
they need your solution. You must be
present to win … your competitors are!
ENGAGE - Be worth finding. What good is it
to get someone to visit but fail to impress them
with great stuff?
EXCEED - Make them love you. Deliver a
great customer experience that turns them
into advocates.
NURTURE - Be the right one. Give them the
relevant, helpful content they need to make the
decision to choose you.

Marketing Goals By Sales Stage
• Build brand
awareness and
affinity
• Communicate
brand value
• Drive brand
searches and
inbound web
traffic
• Establish
thought
leadership that
leads to trust
• Impress
prospects with
the right
solutions to their
pain points
• Increase web
conversions with
valuable offers
• Increase lead
volume
• Build opt-in and
nurture list
• Educate and
engage prospects
with great content
• Continue to build
thought leadership
and trust
• Build preference
and aid the
decision to buy
• Score leads and
send warm ones
to sales
• Welcome,
onboard & train
new customers
• Drive adoption
and usage
• Create upsell &
cross-sell
opportunities
• Increase
retention rates
• Create loyal
advocates
• Provide info to
help validate and
justify the buying
decision - e.g.
analyst reports,
case studies,
referrals,
testimonials, etc.
• Provide sales
tools to help
accelerate deals
to close
Attract Capture Nurture GrowLand
BRAND DEMAND EXPAND
GREAT CUSTOMER EXPERIENCE
The overarching goal is to capture customers’ attention, interest, desire and conviction.

Disclaimer
A Great Brand is THE #1 Prerequisite for Demand Gen
The entire lead to revenue engine starts with your prospects being not
only aware of your brand but also having a favorable impression of it.
This is known as the “know-like-trust” cycle and it’s of critical
importance.
Building your demand generation
Program on top of a weak brand ensures
failure, while a strong brand helps you pull
in more prospects, improve conversion
rates, reduce sales cycles and increase
Lifetime customer value.
All that said, and for the sake of brevity,
this deck assumes you already have a
strong brand foundation. For those whose
brands need an update please check out
my ebook on rebranding.

Establishes
Credibility
What A Strong Brand Does For You
Differentiates from
Competition
Creates Emotional
Connection
Conveys Quality
& Value
Motivates
Action
Encourages
Loyalty

Ten “MUSTS” For Demand Gen Success
4 51 6 7 9 10
Build
“Smarketing”
Team
Integrate
Touches
Define
Lead
Flows
Define
SLAs
Create
Content &
Offers
Test &
Optimize
Measure
Performance
2
Define
Targets
3
Enhance
Data
8
Nurture
& Warm

Must #1 - Create One Dedicated “Smarketing” Team*
 One objective
 One set of SLAs
 One set of KPIs
 One feedback loop
 One dashboard
Jointly
accountable &
rewarded
*integrated demand generation team with
members from Sales & Marketing

TechnographicFirmographic
Intent Psychographic
Must #2 – Define Your Target - Companies
• Technologies used
• Systems installed
• Products used
• Services used
• Decision-maker authority
• Decision-maker pain points
• Decision-maker interests
• Decision-maker goals
• Geography
• Revenue size
• Employee size
• Industry verticals
The company that understands it’s buyers best wins!
• Lead score
• Content read
• Budget
• Timeframe

Must #2 – Define Your Target - DMU
CEO
Specialists Specialists
Director Demand Purchasing Director National Accounts
VP Marketing CFO VP Sales
Manager 1 Manager 2
Reps Reps
Manager 1 Manager 2
Most B2B purchases involve more than one buyer so you need to map the entire decision making unit including the
specifier, influencers, approvers and ultimate economic signers. It’s critical to market to everyone with the specific
content each person needs to choose you over the other alternatives.

Must #2 – Define Your Target - Personas
Once you’ve carefully defined the target companies considered “good” leads, you need to carefully
define the personas of the people you’re trying to reach with your “smarketing” activities. This is
essential to creating and sending the right content with the right messages that will catch their eye
and compel them to engage.

Track Behaviors
& Intent Signals
know what they read & add
to lead score
Add DMU
Contacts
build total picture of everyone
in the decision making unit
Add Firmographics
& Technographics
get details on every aspect
of the company and the
systems they use
Clean
Everything
constantly check and
update all records
Must #3 – Build a Badass Database
Those with the most intelligence on their target customers win. You must continuously capture and enhance
the data on your targets in order to market/sell to the right people with the right content at the right time.

0
2 5 8 9
14131110
17 21 22 24
4030 - ?27
91
Company visits
website and
downloads ebook
Customer Sales
Marketing sends
nurture email
with helpful
content piece
Rep listens to
customer’s social
media & engages
on Twitter / LI
Marketing sends
email with unique
market insight and
video commercial
Customer checks
email & triggers
increase in lead
score
Rep calls after
seeing lead score
go up in
CRM
Marketing emails
webinar invite
Co. watches
registers & checks
# pages on
blog/website
Rep calls and
company agrees
to meet
Marketing sends
nurturing email
about product
differentiation
First meeting Marketing sends
nurture email
with case study
and testimonial
in vertical
Company replies
with questions
Second meeting –
Rep uses email
system to send
contract [and track
who reads]
Marketing sends new
content pieces by
email as published
Company calls
Rep with
questions
Company buys
second product
and series
continues
Marketing
Rep emails thank
you and proposal
Must #4 – Integrate Touches to the Customer
90 Rep uses insights
to send upsell
email about need
for another product
Lead Pipeline
Planned & Coordinated Series
of Touches

Hot Lead
Send Immediately to Rep
Must #5 – Map Lead Flows - Simple
Alert Rep
When Lead
Reaches Min Score
[sales ready]
Send Great
Content
Not Sales
Ready
Add to Nurture
Existing
Lead
Update Record
Add to Nurture
Rep engages, conducts
meetings and recycles
to nurture if not ready.
NEW LEADS
Online Channels
• Search - Paid
• Search - Organic
• Display ads
• Email
• Social posts & ads
• Webinars
• Affiliates
• PR
Offline Channels
• Tele-prospecting
• Radio
• Seminars
• Trade Shows
• Partners
• Sponsorships
• Referrals

Must #5 - Map Lead Flows - Detailed

Must #6 - Define SLAs for Every Step & Action
choose to do business
with the company that
calls them back first
50%
increase in odds of
contacting a lead by
responding within 5
minutes
100X 49%
increase in
conversion rates by
emailing within 20
minutes

Must #6 Continued – Track and Report SLA Status
SALs Contacted w/in SLA % Not Touched in # Days
Avg. Age of Lead Average # Attempts
Note: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.

Must #7 – Give Them The Great Content They Need
Exploring Researching Evaluating Validating Purchasing
• Educational videos
• Infographics - interactive
• Blog posts - industry issues
• Industry news / POV
• Tools/apps - interactive
• Product trials [free]
• Ebooks – provocative
research
• Assessments - interactive
• Industry survey results
• Webinars
• Tips & Tricks articles
• Curated lists
• Industry analyst reports
• Whitepapers - technical
leadership
• Executive briefing papers -
thought leadership
• Solution “tour” on website
• Recorded demo / video
• Best practice guide
• How to videos
• Use case examples
• Customer testimonials
• Expert webinar
• About Us video
• Solution finder tool
• Custom proposal
• Live solution demo via webinar
• Product collateral
• Product “explainer” videos
• Competitive comparisons
• Total cost of ownership
calculator
• ROI case study
• User group insights
• FAQs document
• Industry analyst competitive
comparisons
• Customer referrals
• Customer reviews
• Product manager discussion
• Product roadmap
• Detailed case studies
• Pricing / ROI tool
• Deck & business case for
champion to provide to bosses
• What to expect next document
• Onboarding introductions and
processes
• How to videos [e.g.
understanding your reports]
• Product guides
• Customer webinars
• User groups
• Customer newsletters
• Resource centers
• Blog posts on key issues
• Ebooks – advanced topics
Marketing must capture
attention and make a great first
impression that you are a
market leader & can solve their
problem
Marketing must create wow
moments that get them to think
highly of your brand and take
the next step
Marketing must keep you top-of-
mind & show the value prop that
differentiates you from the other
choices
Marketing must provide
validation that you are best
option and enable the champion
to convince senior decision-
makers [justification]
Marketing must build trust through
great onboarding experience, and
showcase the great value you are
providing

Must #7 Continued – Align Content to JourneyGenerate
Awareness
Capture
Inquiries
Nurture
&Convert
Close,Retain
&Grow

Products
Apps & Utilities
Diagnostic tools, assessments &
calculators that help identify
opportunities & solve problems.
e.g. HubSpot marketing grader
Expertise
Professional consultation
and analysis of a key issue
e.g. free website and SEO
assessment
Content
Educational materials with
unique insights about a relevant
topic / pain point e.g. marketing
dashboard ebook + template
Effort to Acquire
Value
Free trials / ”freemium” products
enable the user to try before they
buy. E.g. 14-day trial of Constant
Contact email marketing software.
Must #7 Continued – Offer Compelling Offers
People are very wary of providing their precious contact info so you have
to make it worth their while. You must give value to get value in return.
See appendix for offer criteria

Companies that excel at
lead nurturing generate
50% more sales ready leads
at 33% lower cost (a)
Nurtured leads produce a
20% increase in sales
opportunities versus non-
nurtured leads (b)
Nurtured leads
make 47% larger
purchases than
non-nurtured leads (c)
Prospects Complete the Majority of Their Buying Journey Online Then Contact a Few
Vendors for Proposals
$
70%
Must #8 - Nurture Since Most are Not Ready to Buy Yet
Sources: a. Forrester, b. Gleanster, c. Annuitas
Great nurture programs provide the right content for each stage of the prospect’s buying
journey. See appendix for examples.

Must #8 – Start with Simple Nurture Workflow
You’ve got to give value to get value, so send leads
relevant, educational and helpful content

• PPC keywords/ads
• SEO keywords
• Retargeting ads
• Website
• Lading pages
• Blog/Resource Ctr.
• Social pages
• Mobile optimization
• Reputation SEO
• Reviews
• Live Chat
• Data sourcing
• Data quality
• Data appending
• List compiling
• Lead scoring
• Directed calls/plays
• Call methodology
• Insights tools
• Employee sharing
• Tradeshows
• Seminar series
• Intake coverage
• Intake response time
• Nurture campaigns
• Videos - Testimonials
• Sales response time
• Sales response time
• Reference clients
• Solution presentation
• Presentation tool
• Proposal tool
• Product bundles
• Promotional pricing
• Specific offers
• Videos - product
• Sales comp/spiffs
• Freemium products
• Free apps/utilities
• Email marketing
• Webinars
• Social campaigns
• Display campaigns
• Traditional ads
• Ad creative
• Content types
• A/B Testing
• PR / Media Stories
• QA process/updates
• Sales methodology
• Sales email templates
• Appointment setters
• Lead nurturing
• Live demos
• Demo tool
• Collateral
• Reference clients
• Onboarding
• Nurturing campaigns
• Proactive account
recommendations
• Special promos
• Upsell emails
• Product insights
delivered
AttractConvertClose
Must #9 - Test & Optimize Everything – The Devil is in the Details

Getting Started
Begin with the End in Mind

• Build your “Smarketing” Team. You’ll need an email/marketing automation specialist, content specialist, lead
development rep, sales operations specialist, and data/CRM specialist. Define clear shared objectives.
• Create a culture of teamwork and accountability. Both the heads of sales and marketing must set the tone.
• Budget for marketing programs to reach your targets. The amount obviously depends on who and how many you
need to reach via SEO, PPC, display, retargeting, webinars, events, etc. [see appendix]
• Develop compelling offers [CTAs] as lead magnets. These must meet a high benchmark for being relevant to the
brand, valuable/compelling to the prospect, and super easy to get. [see appendix]
• Optimize your website/landing pages for conversions. It makes no sense to bring lots of interested people there
and not convert them into leads. Use prominent CTAs all over and test key site elements continuously.
• Place tracking codes on everything in order to measure effectiveness of every program, offer and channel. Use
cookies to track the behaviors of each visitor to your site so you can alert sales and the lead score.
• Map lead flow processes and define SLAs. Capture-profile-nurture-score. Spell out the people, process and
technologies required and make sure it all flows through your CRM/Marketing Automation system for maximum speed
and effectiveness.
• Deploy marketing automation SaaS and define lead scoring thresholds.. Make sure it integrates seamlessly with
your CRM since a key value prop is notifications to reps when leads reach minimum scores.
• Develop amazing/unique content. Each piece has to be super relevant, interesting, helpful, educational in order to
build your brand and help the prospect make the decision to choose you. [see slide 20]
• Design your dashboard. Capture all the information you need to determine ROI and make adjustments.
• Hold a stand-up review every morning. Ask two simple questions: is what we’re doing working, and how can we
make it better? Check the analytics on key items and plan daily updates. [see slide 23]
• Prove your value. Put key lead, customer and revenue stats from your dashboard on screens around the office. Send
monthly dashboard updates to all stakeholders and hold deep dive quarterly executive reviews.
12StepPlan

Inbound
Search-Social-Display
Outbound
Emails-Events-Tele-prospecting
Sales Accepted
Lead
Sales Qualified
Lead
Won
New Customer
Renewed
Repeat/Upsell
Suspect / Prospect
Impressions & Website Visits
Suspect/Prospect = person who could possibly buy from us but
we know little about. Some are known to us and many ae
unknown [not in database] but neither are leads.
Inquiry = also known as a “contact” or a ”reveal,” this is a
person who has engaged with us [call, download ebook, register
for webinar, stop by show booth, complete form for demo/offer,
etc.]. These are “raw” and relatively little is know about their
needs or propensity to buy. They Include job seekers,
competitors, consultants, etc.
MQL = Meets min defined criteria to be ready to pass to Sales.
i.e. profile fit for industry, size, need, etc. And/or achieves min
lead score via engagements with content.
SAL = Rep formally accepts the lead and the clock starts ticking
on them following up within the agreed SLA.
SQL = Lead has evolved into pipeline opportunity after rep has
meaningful interaction and determines it meets defined
criteria/score, e.g. right decision-maker with need, budget,
authority, etc. [see appendix for sample scoring]
Won = Opportunity that has signed a contract.
Renewed = Customer that has purchased again and/or bought
additional products.
Marketing Qualified Lead
Note: these definitions are
largely based on the
SiriusDecisions model
Inquiry
Definitions

• Marketing sourced leads are a top priority since they bring in net new
prospects to the business
• But… marketing influences ALL leads, including those sourced by
Sales, and helps move them down the pipeline
• How? Prospects rely on many sources of information to guide their
decision including: whitepapers, videos, webinars, demos,
testimonials, etc. all of which is housed on the website/blog, shared
on social sites and sent in emails [see appendix for full list of content
by stage]
• Given this fact, you need to measure the impact of marketing
“assists” on existing leads touched at least once by advertising,
content and nurturing programs
– Increase in SQLs
– Improved close rates
– Faster time to close
Which is More Valuable?
Marketing
Sourced
Lead
Marketing
Influenced
Lead See appendix for more
background on influence

Monthly Revenue Target
- repeat “run-rate” base business
- up-sells & cross-sells to base
- channel partner contribution
= Revenue Target for ”Smarketing” Team
x % agreed from Marketing leads (a)
= Marketing Contributed Revenue Target
÷ average deal size
= # Closed Deals from Marketing Leads
÷ average lead to customer rate (b)
= # Marketing Leads Required
Work Backwards to Set Your Targets
a) set by “smarketing” team based on historical trend data plus a stretch
goal associated with spend on marketing programs. b) takes into account
the conversion rates all the way down the funnel

Another Disclaimer
This template covers the majority of what you will want to
review and report on each month, but it will require a good
bit of work complete unless you automate tracking and
reports through your CRM and marketing automation
system. If that is not possible you’ll want to scale back
your efforts and focus on the key elements that enable you
to make decisions on effectiveness and ROI.
On the pages that follow I use sample bar charts and line
charts to depict the information. What is not shown is the
detailed spreadsheet that powers those chars and graphs
[see appendix]. Your best bet is to create direct links that
automatically update the PowerPoint file. If that isn’t
possible then simply cut/paste the graphs each month.

Dashboard Summary
Monthly Executive Summary
• Funnel Results
• SLA Results
• Performance Versus Goal
• Analysis & Action Plan

Success Objectives for Time Period x to x
We will increase brand awareness, engagement, consideration and purchases by marketing to the right prospects
with the right content/offers for each step of their buying journey.
We will measure success against the following KPIs.
• Grow MQLs from # per month to # per month for the 12 months ending on [date]
• x% being in our defined target sweet spot
• x% being accepted by sales as workable leads [SALs]
• Grow the base of opt-ins/nurtured leads from # to # in order to hit lead targets, help accelerate deal closure and
reduce the average time to close below the current # days
• Contribute x$ of total contract value from marketing leads for the 12 months ending on [date]
• the percent of total contract value from marketing sourced leads increasing from x% to x%
• the percent of total contract value from marketing influenced leads increasing from x% to x%
• Reduce the CAC by x% from the current x$ to x$ for the 12 months ending [date]
• Increase average deal size from the current x$ to x$ for the 12 months ending [date]
• Increase renewals from the current x% to x% and upsells from x% to x% for the 12 months ending [date]
Note: it is critical that these goals/metrics are jointly set and measured by Sales & Marketing against set SLAs

Month Highlights
Inbound MQL
Calls-Emails-Forms
Outbound MQL
Engagements with Emails
####
SALs
% In Target Segment
SQLs
##
Won
#
%
%
%
%
####
Reach Through Channels
Impressions [paid + earned + emails]
Website Visits [owned]
LTV $______ CAC $______
Ratio_______
• Total Marketing reach grew X%
• Website visits up X% to #, primary
driver was ________
• # new leads this month, up X%
• Marketing sourced leads brought in #
customers, up X%
• X% of new customers this month
• X% of new revenue this month
• Reduced CAC by X% to $#
######
######
To get a true picture of conversion rates requires a full year view
so that the leads can make it through the sales cycle.
%
Inquiries ######
###
Renewed
#
NurturedLeadsLeadsAddedtoNurture####

SummaryDashboard
See Appendix for
detailed dashboard
examples by channel

Goal Result Status / Trend
Marketing Spend $134,000 $130,000
New Customers 500 481
New Customers Sourced By Marketing 150 [30%] 155 [32%]
New Customers Influenced By Mktg. 200 [40%] 212 [44%]
Avg. Contract Size Per New Customer $32,000 $27,500
Avg. Cost Per New Customer $2,400 $2,250
MQLs 2,000 1,850
Cost Per MQL $200 $250
MQL to Opportunity / MQL to Customer* 25% / 7% 26% / 8%
Website Visitors 35,000 32,000
Opt-in List [new added / % of TAM] 1,000 / 25% 820 / 12%
PerformanceVersusGoal
*Note: See appendix for research on average B2B lead to customer rates. Also be aware that the MQL to Customer rate requires a
full sales cycle to be accurate so you can use a rolling x month average equal to your typical sales cycle.

Monthly SLA Performance
All web leads [form-fills, registrations, chats] will be automatically forwarded to LDRs who will do a light check-in call/email
within 10 minutes to make sure the person got what they were looking for.
All inbound calls will be answered live by LDRs between the hours of 7:30am-6:30pm CST
All inbound, after-hours voicemail and chats will be answered by LDRs within 1 hour the next morning
Event leads will be sent back into marketing from the event champion each afternoon of the show.
Marketing will upload and distribute new event leads and send follow-up email within 24 hours
LDRs will engage leads in the “Immediate Response” queue within 10 minutes of receiving them.
LDRs will engage leads in the “Sales Ready” queue within 1 day of receiving them.
Reps will reach out by phone within 2 hours of receiving a warm/hot lead from an LDR.
Reps will reach out [preferably via call] within 2 days of their lead reaching the score of 50 or higher in Marketo.
Reps will make a minimum of 10 follow-up attempts on each lead before giving up.
Reps will update CRM for every lead they engage [call, email exchange, meeting] within 24 hours.
Sales Managers will review lead activity and lead reports daily and make necessary corrections to rep behavior.

Monthly Analysis & Action Plan [example]
• Conduct agency reviews
and pitch-offs
• Set priorities and budget for
rebuilding sites
• Develop reputation goals for
each brand GM
• Find tech platform to
monitor & get reviews
• Review web analytics traffic
and conversions
• Find agency for digital
marketing – SEO + map
listings + advertising
• Analyze email strategy
NEXT STEPS
• Websites not mobile
which impacts search
ranking
• No one has Google
Analytics logins / data
• No standard review
process w/GMs/DOs
• No technology in place
for managing reviews
and getting new ones
• No training on how best
to reply to negative
reviews
• Ltd manpower/time
BARRIERS
• Web presence issues
o Sites not mobile &
not conversion
optimized
o No SEO or PPC
o Directory listings
not all claimed
o No retargeting or
targeted display
• Store 2 reviews weak &
MS next lowest
• Store 3 down to 3.0 in
Aug
• Store 4 no reviews on
FB
LOWLIGHTS
• Overall web presence is
good with key sites
claimed and updated
with good pics and
content
• Overall online
reputation is very good
with great SERPs and
strong ratings & review
sites
• Social is well done but
content and process
with locations could be
further optimized
HIGHLIGHTS

Details on Barriers Constraining Success
• Only 16% of Leads have email address constraining ability to market/nurture them.
• Sales people need to ask for email address.
• Sales people need to enter the email in SFDC instead of hoarding them in their personal Outlook
contacts.
• Current SFDC Implementation Defines a Lead As a Company, Not a Person/People
• Multiple people from same company are treated as duplicate leads and deleted or not entered to SFDC
so we lose ability to reach the entire decision-making unit.
• Our Marketo lead nurture campaigns target individuals not companies so our nurture campaign is
severely hampered.
• Limited Visibility to Marketing Campaign/Activity that Drives Leads
• Currently marketing actions/campaigns are written to a text field called “Lead Source Description”, which
is often overwritten by new actions/campaigns so we cannot gain insight on what is working or not.
• If a new lead comes thru a Marketing activity, the default SFDC functionality of converting a lead to a
contact under an existing account is no longer available. This results in losing tracking on these leads.
• Lead Scoring Methodology Not Implemented Due to Inability to Backfill Headcount
• Without lead scoring in place we cannot provide visibility to reps when a prospect has shown sufficient
interest to warrant a call. Hence potential warm/hot leads are not being followed up on.

Dashboard Details
12 Month View of Current versus Prior Period for
Each Lead Stage

Inbound Marketing Effectiveness
Paid Impressions
(Ad Campaigns Including SEM)
Social Engagements
[Likes, Shares, Comments]
Owned Impressions
(Blog, SEO, Social Media, Review Sites, etc.)
Deeper Insights On:
• Ad campaign
performance [SEM &
Display]
• Top performing ad
creative
• Media coverage by
source
• Top performing media
stories
• Social media
performance by site
• Top performing content
pieces on social
• Etc.
Earned Impressions
(Media / PR)

Inbound Marketing Effectiveness
Unique Website Visitors
Web Visit to MQL Rate
[conversion]
MQLs
Deeper Insights On:
• Web visit by source & referring
site
• Return visits
• Keyword rank by SE
• Bounce rate
• Time on site
• Opt-ins / subscribers
• Landing page effectiveness
• Content effectiveness
• Offer effectiveness
• MQLs by content type [offer,
demo, etc.]
• Inquiry to MQL rate
Raw Contacts
(calls, emails, forms)
See appendix for top
channels for lead gen

Offer & Content Effectiveness
Deeper Insights On
Compare the effectiveness
of all CTAs in terms of total
MQLs and conversion rate
• Contact Us
• Free Trial
• EBook
• Demo
• Analyst report
• White paper
• Webinar
• Cost calculator
• Grader tool
• Newsletter subscriber
• Etc.
Two key metrics:
1. Offer acceptance rate = offer takers / total unique visitors
2. Number of form fills and then number of MQLs for each CTA
See appendix for offer criteria

Outbound Marketing Effectiveness
Database Size
Records w/ Email
Records Enhanced
Records w/ Right Contacts
Deeper Insights On
• Data quality
• when records were last
updated
• how many records have
multiple contacts in the
DMU
• how many records have
enhanced data fields
• Data effectiveness
• which list sources
generate the most leads
& customers

Outbound Marketing Effectiveness
Emails Sent
Deeper Insights On:
• Percent of opt-ins that
become customers
• MQLs by email campaign
• A/B testing of elements
• Effectiveness of list sources
• Etc.
MQLs from Nurturing
Clicks/Engagements [CTR]Opens [also %]
Opt-outs [also %]

Pipeline Building Effectiveness
SALs
Deeper Insights On:
• MQLs and SQLs by source:
• Organic
• Advertising
• Email
• Social
• Webinars
• Shows
• MQLs and SQLs by industry
vertical
• MQLs and SQLs by disposition
code:
• Not contacted
• Not able to contact
• Not a fit [BANT]
• In process
• Moved to SQL
MQL to SAL Rate
SQLs
SAL to SQL Rate

Lead Responsiveness & Velocity
SALs Contacted w/in SLA % Not Touched in # Days
Avg. Age of Lead Average # Attempts
Deeper Insights On:
• Average initial response
time per MQL [SLA]
• Average number of attempts
to reach
• Average age of:
• MQL
• SAL
• SQL
• Call & Meeting metrics
• Mtg. rate
• # calls to get mtg.
• cancellation rate
• # mtgs. to close
• SQLs engaging with nurture
campaignNote: Use two bar chart to compare current vs. prior year month. Orange = current, blue = prior.

Opportunity to Close Effectiveness
New Customer
[new logos]
SQL to Close Rate
Repeat Customer
[renewal / upsell]
Renewal Rate
Avg. Deal Size
[new customer]
Avg. Deal Size
[renewal / upsell]

Customer Acquisition Effectiveness
CAC LTV
This should be run Quarterly or
Rolling 12 Month Avg. Why?
Because due to longer sales cycles it
is hard to associate current month
customer to current month acquisition
cost.
LTV / CAC Ratio % Customers from
Marketing Sources
MQL to Customer Rate

About Me
I believe the difference between winners and losers in today's hyper-
competitive markets is great marketing, and that's something I know a
bit about. I’ve spent twenty-five years with my sleeves rolled up leading
marketing teams that drive growth and increase enterprise value. I'm a
student of both the art and the science of marketing with lots of
experience marrying the two for powerful results
Let’s Connect:
@ToddEbert
www.toddebert.com
https://www.slideshare.net/ToddEbert

What are the Top Barriers to Demand Gen Success?
Source: Holger Schulze, B2B Technology Marketing Community Survey via IDG Enterprise

• Unique, cuts through promotional clutter
• High perceived value
• Relevant to the prospect’s business pain points --
and to your brand
• Desired, compels action
• Attracts the right prospects [quality]
• Appropriate for the stage of buying journey
• Easy to get [simple short form]
• Risk-free / low-risk
What Makes a Good Offer?
Response increases significantly when the offer is…
For example, a contest to win a free iPad is not unique, has low perceived value, is not relevant to their
business and is not desired since they already have one so the response rate is low.

SimpleLeadScoringMethod This is a very simple lead
scoring scale using BANT –
budget, authority, need, timing.
It was developed by an agency
[sorry can’t recall which one]
for reps to evaluate the
attractiveness of the lead they
are engaging with.
There are far more complex
lead and predictive lead
scoring methodologies used in
conjunction with marketing
automation systems based on
engagements with marketing
content.

Needs Vary During Buying Journey Stages

ContentMarketing
Source: Conten
Marketing
Institute 2017

TheB2BBuyingJourney
Exploring
[Interest]
Researching
[Consideration]
Evaluating
[Intent]
Validating
Unaware
[Passive]
Purchasing
The B2B buying journey is highly complex, not linear as depicted in this graphic. But
for the sake of simplicity I am using the funnel to define the typical stages that buyers
go through when trying to solve a business problem.
Has no need or is unaware of business problem. Possibly
unaware of many vendors.
Becomes aware of a business issue or need and starts trying to
learn about potential causes and solutions.
Researches requirements and determines cost estimate. Adds
and subtracts vendors from consideration set.
Negotiates final price, Issues purchase order, and signs contract.
Implements solution, goes through onboarding, and measures results.
Chooses winner and justifies the choice to the decision-making unit. Gets
approval and alerts key stakeholders.
Seeks budget approval. Analyzes and compares vendors then
narrows down to a short list. Solicits proposals/pricing.

You Must Be Present To Win
Buying Journey NowThen
Marketing
Sales
Marketing
Sales
Exploring
[Interest]
Researching
[Consideration]
Evaluating
[Intent]
Validating
Unaware
[Passive]
Purchasing
80% of B2B buyers found their vendor not the other way around. Therefore, great digital marketing [content] is critical to reach,
engage and influence buyers who now complete most of their journey online before making contact. Further, 93% of B2B buying
starts with online search and if you’re not there with great content your competitors are!

The Majority of the Buying Journey is Self Guided
Source: Content Marketing Institute 2017

MarketingInfluencesBuyers
Exploring
[Interest]
Researching
[Consideration]
Evaluating
[Intent]
Validating
Unaware
[Passive]
Purchasing
Prospects see and engage with digital
marketing [content] throughout their entire
buying journey. When done correctly it
accelerates their decision to buy.

Sample Spreadsheet Dashboard By Channel

How Many Leads Convert to Customers?
Source: Holger Schulze, B2B Technology Marketing Community Survey via IDG Enterprise

ChannelEffectivenessforLeads
Source: Insidesales.com

Building a B2B Demand Gen Engine

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