Category: demandgeneration

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b2bmarketing demandgeneration pipeline

6 Proven Strategies to Boost Your Sales Pipeline Mid-Quarter: An Insider’s Guide

When pipeline creation is trending lower than expected mid-quarter… 🧐

Here are my favorite levers to increase it during the same quarter:

1️⃣ Looking at where the conversion rates are falling off & dig into why. 
It may uncover some process issues that could improve things in-quarter.

2️⃣ Review lead follow-up by the Sales rep / SDR & see if any didn’t get the right follow-up / Sales forgot to respond
(Ideally, this is automated with alerts but most companies don’t have this set up)

3️⃣ Reach out to old leads to see if things have changed on their end & they want to restart the conversation

4️⃣ Double check your audience targeting, ad frequency, CTRs, etc. in paid social
(Ideally always ongoing but most only check this monthly)

5️⃣ Increase impression share on top-performing paid search keywords 
(You spend more but may be able to take money from another area to cover it)

6️⃣ Talk w/ peers to see if it may be b/c of an industry / economic slowdown

What are your favorites for generating more new pipe in the same quarter?

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b2bmarketing demandgeneration facebookads linkedinads

Unlocking Marketing Success: A Comprehensive Guide on Creating Demand & Scaling New Pipeline

New launch: my detailed playbook on “How To Create Demand and Scale Net New Pipeline” (free, no email required)

This 2,500+ word article goes into specific strategies and tactics about:
– Defining your ICP & unique POV
– Details for building advanced audiences
– Ad optimizations, frequency, and metrics
– Example ads
And more!

This is one of the most all-encompassing Marketing pieces I’ve created. And shoutout to Blake Strozyk and Silvio Perez for helping me write it up!

Finding something useful in it? Comment with favorite emoji to let me know 🚵‍♂️
Have a question? Ask away!

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b2bmarketing demandgeneration

Unlocking Success: A Modern Approach to ROI Calculators and Marketing Strategies

Me: “Are you good with ungating the new ROI calculator? I think this will get us the most people to go through the whole process & share the PDF with their colleagues.”

CRO: “Yep.”

Me: “Great, next topic.”

So nice to have Marketing philosophies aligned in a new job rather than need to persuade people of a modern approach to Marketing. Thanks Nick Latz!

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b2bmarketing demandgeneration salesdevelopment

Inbound Lead Qualification: Best Practices, RACI Matrix, SDRs Reporting to Marketing

We recently moved inbound lead qualification from the Sales Development team to the Marketing team to create a more streamlined end-to-end process.

Here’s how we’ll continue to keep a close connection between Sales Development & Marketing.

We created a RACI matrix to define how to collaborate and delineate roles & responsibilities (kudos Lyndsey Lumpkin!).

We wanted to ensure:
– That the Inbound SDR will continue to have a peer group of people in a similar role
– There is a career path for them into Sales (or Marketing)
– They can benefit from the great training from Sales Development on soft skills, sales techniques, product training, etc.

Again, kudos to Lyndsey for creating this and for Caleb Norris and Nick Latz’s input on this and our overall plan.

We can foresee a future in which we route leads directly to AEs, but we’re not there yet.

What would you change or add to this matrix?
Does yours look similar?

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b2bmarketing demandgeneration

Unlock Modern Demand Gen Tactics: A Comprehensive Guide to Top Resources and Podcasts

Want to learn modern Demand Gen tactics? Here are resources to start with:

Article: How to create demand & generate net new pipeline by Blake Strozyk and me

Refine Labs podcasts: Revenue Vitals, Stacking Growth

Bull Media B2B DIY Ads Guide

Demand Gen U podcast by Metadata’s Jason Widup & Mark Huber

Exit Five podcast by Dave Gerhardt

Demand Gen Chat podcast by Chili Piper’s Tara Robertson

Driving Efficient Growth podcast by Blake Strozyk

Demand Slack Community

Exit Five community

Revenue Era Slack Community

What would you add? I’m sure I missed some items

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b2bmarketing demandgeneration linkedinads

Mastering LinkedIn Ads & Examples: Achieving a 6.17% CTR with In-Feed ABM Campaigns

6.17% CTR from these LinkedIn ads 🤯🤯🤯

That’s the power of scroll-stopping ABM ads & focusing on in-feed consumption of our content.


I’ve typically heard & used 0.4% CTR as a benchmark for good engagement on brand awareness reach-focused LI campaigns, & we’re crushing that in this campaign that launched recently (about a week of data).
—
More context on our strategy:

– The goal of these ads is to get our target audience to consume our key messages inside the LinkedIn feed. We don’t expect direct leads to come from these, more about getting the message to them.

– Looking at clicks / click through rate (CTR) can be used as a proxy to see the interest / engagement level of the target audience. So it’s great that ours is so high right now!

– This is one of many tactics we’re using in an ABM campaign, so they’ll be seeing other touchpoints from us as well.

Nice work on these, Lyndsey Lumpkin!

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b2bmarketing demandgeneration marketinganalytics revops

Unlock Your Marketing Analytics: 11 Essential Data Analyses Every Team Should Implement

Below is a list of must-do data analyses for any Marketing team. Consider saving this or sending it to your analytics guru to help you create these.

Analyses:

1. Paid search analysis of keywords that have led to opps and customers (and those that didn’t). This may enable you to free up some of the paid search budget for other uses.

2. Split the funnel analysis: to see all the way from lead to bookings what is driving pipeline and bookings. The rows will be dependent on the main programs / channels that have been in use.

3. Paid social audiences and metrics. List the audiences used in paid social and what is included in them.

4. ABM campaign results from last year (& this year). It helps you understand what was done & the related results.

5. Current pipeline and bookings compared to goal, by product and net new vs expansion

6. Lead, pipeline, and revenue targets and historical results, by product and net new vs expansion

7. Conversion rates from lead to meeting booked to meeting attended to opportunity to closed won by pipeline source, product, and net new/expansion

8. Time it takes to move between each of the above mentioned stages

9. ACV for each product by net new/expansion

10. % of customers that have bought more than one product

11. Pipeline conversion % cohort for each quarter and the amount that close wins in the subsequent quarters broken out by expansion and net new and product

What would you add to the list?