Demand Generation Playbook 5 Core Plays

Close the loop, and optimize your game plan with 5 core plays

By Marcus R. Tewksbury
Analyst
TheMarketingMojo.com

Close the loop, and optimize your game plan with 5 core plays
3
… quality over quantity with increased collaboration

4
… compounding effect of operational improvements

5
Leverage technology to drive sales and marketing collaboration

… establishing when a lead becomes a prospect 6
9
… scoring the lead

10
… define common measures of success

11
… establish one version of the truth

14
… learn to grow your leads into prospects

15
… growing a lead into a prospect

16
… changing treatment strategies for a social world

17
… communicating the score

19
… who is Marcus Tewksbury?

2
Demand Generation Playbook : : Close the loop, and optimize your game plan with 5 core plays Marcus R. Tewksbury

… quality over quantity with increased collaboration

For a B2B enterprise it can be argued that the single most important capability
that it has is the ability to generate demand for its goods and services.
Historically this process had been typified by unmeasured marketing efforts
lobbing raw leads over the wall to the sales department who in turn had to go
“… there is a direct correlation
out and do most of the work to convert the sale. With the advent and
between lead generation
maturation of lead generation technologies, however, new models for managing
this process have emerged.
capabilities and the growth of an
organization, with a combined
Today there is a much greater emphasis on deploying collaborative models for
sales and marketing. Unlike before, the goal of emerging marketing campaigns
58% of those companies whom
isn’t to just deliver quantities of leads, but rather developed, nurtured, quality
described their lead generation
leads that are closer to the moment of purchase. For resource constrained
organizations this is also critical because it helps focus costly live touches on
as more effective than their
leads who are actively engaged in the sales cycle.
competitors significantly
While tools ushered in this era of increased performance, it really is the
outgrowing the competition … “
processes and people that delivers results. The main thrust of this playbook,
therefore, is to arm you with 5 core demand generation fundamentals that you
Marketing Profs
can modify and absorb into your own game plan.
and the Lenskold Group
Something to keep in mind as you kickoff your efforts is that demand
generation may have been optimized, but it is not a science. No two programs
will every function exactly the same, but rest assured through close attention
and iteration you can drive significant results.

3

… compounding effect of operational improvements

Volume Conversion Rate

10,000
Awareness

4%
400
Nurturing
Achieving 5% gain in
nurturing lead into
25%
100
Qualified

qualified sales
50%
50 prospect…
Proposal

20%
10
Wins

$2.5M Revenue

Volume Conversion Rate

10,000
Awareness

4%
400
Nurturing

… nets a 20% growth in 30%
30%
120
Qualified
top line revenue
50%
60
Proposal

20%
12
Wins

+20%
$3M Revenue

Adapted from Eloqua – Springboard Effect

4

Leverage technology to drive sales and marketing collaboration

1. Introducing the 5 Core Plays
1. Scoring Model – Sales and marketing need to work
Scoring
collaboratively to establish a 100 point lead scoring
Model
model that scores leads based upon their biographic
5. 2. data and lifecycle behavior.
2. Shared Metrics – Sales and marketing need to work
as a team with a shared basis of evaluation that is tied
Seamless Shared
to the most important metric – sold business.
Handoffs Metrics
3. Master Customer Record – A singular vision of a
customer needs to be crafted from all the available
data sets. Its also important to identify when and how
data flows between systems.
4. Nurtured Campaigns – Campaigns need to be updated
4. 3. to focus on bringing new leads into the funnel and then
on nurturing leads until they are ready for sales.
Master
Nurturing 5. Seamless Handoffs – Information captured and
Customer
Campaigns leveraged in campaigns needs to transition smoothly
Record
between points of contacts to ensure continuity of lead
conversation.

5

… establishing when a lead becomes a prospect
The goal of creating a scoring model is to establish an agreed upon framework between sales and marketing as to what constitutes
a sales ready lead, or prospect. From a customer life cycle perspective, another way to define this is when a lead is ready to move
from the education to the evaluation stage. If you have a strong sales organization that has a strong knowledge and understanding
of your customers this should be a fairly straight forward process that can be accomplished in 3 steps:

Step 1
To get started you need to make a critical assessment of your existing client base. How can you describe or summarize
them? What are their measurable characteristics, and why did they choose you? Doing this is primary, because without it you
can’t define what makes a good lead. One best practice to consider is breaking up the assessment into
biographical background and behavioral activities. Are your best clients consolidated in one industry? Does a high
percentage of your closed deals involve the CMO? Have all your clients read a specific eBook before making a purchase? This is
covered in greater detail in the following pages.

Step 2
Once you’ve generated a master list for your behavioral and biographical point, you then want to rank them and begin assigning
relative points. Simplicity is pretty key. You don’t want the scoring system to be overly cumbersome or complicated. Sticking to
a 100 point scale, with a slight weighting toward the biography, say 60/40, is manageable and proven to be effective.
Step 3
Scoring models are never perfect in their first iteration. Establishing an effective model is an iterative process of adjusting the
measures, the point allotments, and the sales ready threshold. At a minimum sales and marketing should be meeting quarterly to
assess the model’s performance.

6

… sample biographical scale
The exact measures and relative point scales chosen need to be highly customized by industry and even company. Other typical
measures include: Sales, SIC Codes, Department, Location, Infrastructure, Industry Benchmarks, and the multitude of permutations that are
specific to a given target market.

Point
Measure Good Match Match Poor Match
Scale
Brand
CMO 20 10 IT Manager 5
Manager
Title 20
VP of Product
20 10
Marketing Manager
Healthcare 15 Services 10 Media 5
Government 15 Financial 10 Legal 5
Industry 15
Education 10 Membership 5
Construction 10
15 10 5
50,000 > 10,001 – 49,9999 5,001 – 10,000
Customer
15 -5
< 5,000
Prospect Pool Really poor
matches can
even go
10 5 5
5,000 > 501 – 4,999 100 – 500 Negative
Size
10
(employees)
-5
< 100

60 The max combination point total for a lead should sum to 60 points

7

… sample behavioral scale
The behavioral measures should be even more customized than the biographical. The objective is to structure a series of lead’s activities in
such a way that it sheds insights as to the stage of their lifecycle. Think of it as trying to read the lead’s digital body language.

Stage Behavior Channel Points

Requested product demonstration CRM 40

Downloaded high value white paper, eBook, etc. Web Site 20
Education
Regular contributions, questions on monitored forum Social 20
.. In addition
Responded to targeted, high value offer Email 15
to negatives,
you should
Registered and attended webinar Web Site 25
also age
scores,
Downloaded high value white paper, eBook, etc. Web Site 15
whereby a
Awareness
recent
Regular engagement with monitored forum Social 10
download is
more
Excessive visits to career page Web Site -20
valuable than
a past one.
High value PPC / Organic search term Search 15

Made frequent visits to site Web Site 10
Discovery
Responded to introductory email Email 5
Low value PPC / Organic search term Search -5

40
While behavioral totals max exceed, the overall score maxes out at 40 pointes

8

… scoring the lead 100
Multiple Models
Until a lead’s score rises above the set
threshold it should remain in the marketing
One critical concept to an effective scoring
lead nurturing program.
scheme is the notion that you can multiple
80 models running simultaneously. This is
Sales and marketing mutually establish the lead
particularly applicable to organizations with
threshold that qualifies a lead a sales ready.
varied products, or whose solution can be
applied differently across industries.
Lead A

CMO 20
60
Downloaded high value whitepaper, etc. 15

Healthcare 15

Regular engagement with monitored
10
forum

40
Responded to introductory email 5
Even across models a lead
needs to be treated as a
65
unique. Doing so will
prevent a lead from being
Lead B
scored by different models
20
Responded to targeted, high value offer 15
and then being added
multiple times as separate
Made frequent visits to site 10
prospects into the sales
IT Manager 5
database.
0
30

9

… define common measures of success
After coming to agreement regarding what constitutes a sales prospect, the marketing and sales teams should agree to a shared set of
performance measurements. With the exception of gross sales, which is central, other measures do not necessarily have to be output based.
For example, benchmarking conversion rates between lifecycle stages and working to improve those, as demonstrated through the
compounding model, can have tremendous downstream lift on revenue.

Attracting leads – are promotional efforts
building enough awareness to feed the funnel?
Benchmark and rate your campaigns?
Benchmarking is a prerequisite for any continuous
improvement program – for either leads or materials.

Nurturing conversion – how effective are
you at converting leads to qualified sales
prospects. Assess tactics and proscribe new
approaches.
Measure the improving quality of your leads

Smooth handoffs – is the conversation as
fluid as it should be? Are salespeople missing
data that is hindering engagement?
Develop BANT (Budget, Authority, Need, Timing) profile
through combined efforts of sales and marketing.

Revenue – always a core metric

AIDA model from: www.provenmodels.com

10

… establish one version of the truth
If you can not establish a robust, reliable master customer database you will not be able to drive an effective demand generation
program. The master concept is central to have an informed, meaningful engagement with a lead. The old database cliché of
garbage in, garbage out very much applies. Luckily, the field has come a long way in recent years and there are now numerous
tools and methodologies available to assist with data hygiene.

Step 1
Identify systems that contain useful customer data. Provide as much detail as possible regarding the source system – down to the
database level. Identify table and field names, data types, primary keys, and anything else that could prove useful when
developing the extraction script.

Step 2
Layout a high level process flow to illustrate movement of data. Now take the time to describe the timing of the movement.
Can data be moved as a scheduled batch process, queued as part of a pull / push process, or does it need to be real time?

Step 3
Establish a data hygiene strategy. The goal is to minimize duplicates while providing rich lead detail. Make this part of the
regular care and feeding of the database. It is not a one time thing at build.

11

… identify critical sources of data

• Past roles • Organic terms • Address check
• Connections • PPC perf . • Email conf.
• Longevity • Rankings • D&B info
• etc. • etc. • etc.

Search Data Enhancement
Community
This grouping offers a rough sampling of some of the
varied channels through which a lead can communicate
with the organization. Some notable channels such as
mobile, event, mail, etc. were left off due to space
constraints. Make sure to look to them when crafting
your own map.
• Pages visited • Bounce backs
• Downloads • Opens
When going through this process you will want to • Landing pages • Click throughs
develop a similar map where you focus on the channels • etc. • etc.

Website Email
most relevant to your leads. Once you’ve
identified the specific channels,
you should then break the interaction down to capture
relevant pieces of data you can extract.

• Lead scores • Past orders
• Campaign • Contact hist.
• Sales Rep
perf.
• etc. • etc.

Marketing Platform Operational CRM
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… and how that data flows between systems

Inflow

• Past roles • Organic terms • Address check
• Connections • PPC perf . • Email conf.
• Longevity • Rankings • D&B info
• etc. • etc. • etc.

Search Data Enhancement
Community
One of the central concepts to a successful demand
generation program is the effective use of a master
customer record, or MCR. What the MCR offers is a
compendium like view from across all the interaction
channels of all useful customer information. It should
represent the single version of the truth.
• Pages visited • Bounce backs
Arguably the most difficult aspect of establishing an • Downloads • Opens
• Landing pages • Click throughs
MCR is managing the data flows in and out. The main
• etc. • etc.
issue here is making sure records are synched up
Website Email
without duplication. An entire field of study known as Outflow
customer data integration (CDI) has emerged to
address this address. Maintaining uniques is very
important and starts with designating a system of
record that tracks master keys.
Another important issue to the MCR is the timing of Master
data movement. Depending on the needs of campaigns
Customer
and capability of source systems data can be moved on a
Record • Lead scores • Past orders
batch, push/pull, or real time basis.
• Campaign • Contact hist.
• Sales Rep
perf.
The location of the MCR is variable. While
• etc. • etc.
commonly found on the marketing or CRM
Marketing Platform Operational CRM
platforms, it can be located on any internal system

13

… learn to grow your leads into prospects
Running nurturing campaigns is not about generating as many leads as possible. On the contrary, a well run campaign may
produce fewer results, but… they will be of higher quality. That really is the objective – produce quality versus quantity. In a
time of shrinking budgets this is important because it can help eliminate time and money wasted spending sales cycles on poor
leads. Nurturing campaigns present a cost efficient way to developed quality sales leads.

Marketing’s primary responsibility is to help grow a lead through
the stages of their lifecycle. Taking them from awareness, to
Search
interest, to the point of evaluation. This is accomplished by
running nurturing campaigns targeted on lead’s stage and focus.

Events
Roughly 15% of leads are “hot” and
can be fast tracked to the sales
queue

Analyst

From a marketing standpoint, therefore, the
majority of resources should be concentrated on
Media the remaining 60%. Even slight movement to
this needle can translate to significant revenue.

On average, a full 25% of leads are
garbage and should be routed to an
…
automated maintenance list

14

… growing a lead into a prospect
Once we get into the details of a nurturing, or drip as they are sometime known, campaign its important to keep the goals of the overall
program in mind. The goal is not to just maximize impressions, but rather to extend and deepen the engagement with a lead. As
marketers we can offer value with resources such as webinars, studies, articles, whitepapers, demo’s, blogs, and offers, to name a few and
in so doing hopefully gain valuable insights to the leads needs and purchase intentions.
With that said, you also must keep the lead’s lifecycle stage in mind. While the goals of the overall program are always paramount, distinct
campaigns can branch to the specific needs of the targeted segment. For example, while one campaign may be run to boost awareness for
the email engine amongst product managers, another campaign maybe run to drive webinar registrations of leads near the prospect threshold
for the CMS platform

Campaign: CMS Finish Line
List: CMS Model Scores 50 - 65, National

15

… changing treatment strategies for a social world
The way individuals engage with organizations has been irrevocably changed. Web 2.0 and the social web have not just redefined the
marketing advertising landscape for the B2C world, but for B2B as well. Two new rules to keep in mind is 1.) Set your information free. Do
not lock it away behind registration pages. The lift you will get from wider distribution will greatly offset the loss of minimal value lead
information; and 2.) don’t confuse your treatments with your channels. Invest in generating content relevant to your leads and then use all
available channels to deliver it to them at the right place at the most valuable time.

Channels Content
Each additional reg. question pushes abandonment by 3%
• Mail • Presentations
• Email • Articles
• Conferences • Posts
• Blog • Whitepapers
• Forums • Studies
• Community Sites • eBooks
Vs.
• Search • Newsletters
• Webinar • Search terms
• Website • Offers
• Twitter • Brochures
• Ads • Landing pages
• RSS • Media
•… •…

All of your messages (content + channel) should offer a
call to action. Where a B2C marketer converts to a
sale, a B2B converts to a registration. The most qualified
leads are those whom raise their hand.

16

… communicating the score

Flat, non-dimensional lead scores
Use these questions to gauge the LeadScore: 85 hold limited value for sales. When
right score presentation:
an agent sits down to begin the
• Your company has ten different next engagement they are armed
products in your portfolio with very little insight as to what
• Targets different verticals and makes a lead a good prospect.
business sizes
• Four Different sales groups Breaking out the biographical and
LeadScore: 85
• New Lead enters your system “Joe behavior data gives at least
Hotlead” Biographical: 45 directional guidance. For firms
• Which sales group gets the lead? with singular, or related offerings
Behavioral: 40
• What product is Joe “Hot” for? this level of detail may suffice.
• How does your sales team know
what product to sell Joe”?

ProductA: 80 Running multiple models,
however, is the best option for
ProductA-Bio: 35
varied product offerings and
ProductA-Beh: 45 target audiences.
…

17

… integrating campaign learnings into sales environment
Through
integration, you can
push activities
straight from the
Embed campaign and message campaign into a
sales agent’s queue.
history in the sales environment.
This enables a sales agent to
rapidly scan the prospects
engagement history…

… and also to drill into the details
of the experience. To check, for
example, what a lead viewed
during a recent visit to the website.

18

… who is Marcus Tewksbury?
He is a respected author, speaker, and thought leader on optimizing marketing organizations to most efficiently,
and effectively create value added experiences for high worth customers; a process that he has termed Customer
Relationship Marketing, or CRM(arketing).

This approach to CRM, is not new, but rather a throwback to its roots when it was about strategically structuring
the marketing organization to maximize the likelihood of a positive customer experience and analyzing their life
cycle to determine the lowest friction, and highest return activities as opposed to the call centers and data
aggregation, research efforts it is now commonly associated with.

Largely, the credit for his thoughts and approaches are owed to the numerous clients whose problems Marcus has
helped solve over the years. Some of whom, include: Coach, Baxter Healthcare, JP Morgan, Hot Topic, Hallmark,
Walgreens, Wal-Mart, Tower Records, and KAO Campgrounds.

Tewk’s highly referenced, and often visited blog, serves the dual purpose of providing a comprehensive, unbiased
listing of firms and services relevant to the marketing organization, and also as a forum for interacting with senior
marketers about game changing strategic innovations. You can visit the blog at www.themarketingmojo.com.

Over the years, a number of Marcus’ thought leadership pieces have been cited or presented in mainstream or
industry events and articles, specifically with the likes of DWI Review, NCDM, CRM World, DMA Monthly, and The
Economist. Marcus has also lectured at the Purdue’s Krannert Graduate School of Management, Georgetown’s
McDonough School of Business, and at Loyola University.

With roots in the DC and Boston areas, he currently resides with his wife in Chicago, IL.

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