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1) So what is pipeline marketing? 2) Marketing is connected to revenue. Now what? Attribution models explained. 3) Driving demand through media: Search engine marketing 4) Driving demand through media: Paid social media 5) Activating content and inbound marketing for compounding growth 6) Best practices for driving conversions with retargeting and nurturing 7) Reporting to get (and keep) the team aligned WELCOME to The Denitive Guide to Pipeline Marketing, brought to you by the company that coined the term. This hands-on guide will walk you through a number of thought- provoking and actionable takeaways high-performing B2B companies have adopted to drive revenue and accelerate growth. Specically, youll learn about the following: Time to end the u. Lets get started! company yet. These types of keywords tend to be more exploration since there isnt a brand mentioned. For example, the keyword “what is marketing automation”. This is a good opportunity to land prospects to your ads, with options to dig deeper into specic areas of your product or download relevant content that oers a solution to their general search. Heres an example of a category ad when searching “marketing automation“ on Google: Content Campaigns These keywords are when people search for specic content (e.g. “ebook” or “guide”) related your industry. Like category ads, this tends to be more exploration and top of the funnel since they are looking for education, not a tool or solution. This is a good opportunity to land prospects directly on a content download page to capture the lead. Heres an example of a category ad when searching “marketing automation guide“ on Google: real business value, which is revenue? If your intention is to grow your business, shouldnt you want to focus on generating customers and revenue, not leads? Pipeline marketing is the evolution of lead generation that focuses on viewing the funnel in its entirety, making decision based on the nal stage revenue. Its about optimizing all aspects of marketing to widen the funnel at every stage and maximize marketings impact to growth. So what is pipeline marketing? Marketers have been doing lead generation (the process of creating new contacts) for decades. Using Google Ngram we can see that its been around for at least 50 years. Thats before the internet. Before content marketing and growth hacking. Before SaaS and AdWords. While the work might have changed, the mindset hasnt. As marketers, our hope is that all leads will turn into customers, but this is not a realistic assumption. Thus, at every stage of the funnel unqualied leads will drop o making each stage smaller than the one before (creating a funnel). The problem with the lead generation mindset is that it focuses too heavily on the top of the funnel, weighing too much towards quantity. Unfortunately generating just leads isnt going to create more customers, but generating more qualied leads will. Making decisions to increase the number of leads you are generating causes misaligned goals with sales and media teams optimizing for cost per lead rather than true business growth which is revenue. Both of these contribute to a less than optimal marketing team. Once you consider this, its not a bit surprising that 99% of leads never convert into customers, according to Forrester. Did you know that only 1% of generated leads actually turn into Pipeline marketing is inclusive of all channels, campaigns, and activities. Pipeline marketing is what youre doing, while content marketing, inbound marketing, lead nurturing, and growth hacking are how you do it. Once a company has fully adopted the pipeline marketing mentality, it opens up new opportunities. As you might have guessed, pipeline marketing can only be accomplished by connecting marketing and sales data. In other words, tying the marketing source of a lead to the amount of revenue you actualize with the close of their deal. Marketers are so focused on leads because they have trouble “seeing” further down the funnel. Strap in. Youll learn about everything from attribution to paid search to retargeting. Thats the #pipelinemarketing mindset. Marketing is connected to revenue. Now what? Attribution models explained. Once marketing is connected to revenue, the next question you need to ask yourself is how to apply it to all the marketing touches so you can understand the return. Its not easy to answer either. Lets back up a bit. What is attribution? Attribution is how you report revenue back to each marketing touchpoint that contributed to a customer i.e.applying revenue credit to calculate ROI. Depending on how you apply this credit greatly aects how to make decisions. There are two types of attribution models: single-touch and multi-touch attribution. According to a recent “Insights Into Action” report by Forrester, 33% of surveyed marketers say leveraging marketing attribution results to take action is a struggle and 40% of corporate marketers say gaining condence from colleagues and executives in marketing attribution results and recommendations is a challenge. Understanding single-touch The easiest way to apply credit is with a single touch model. There are two common single touch models: rst-click and lead- conversion click. The rst (no pun intended!) is “First-click” attribution which is when 100% of the revenue credit is given to the action that drives the rst visit to the website. For example, if an anonymous visitor comes to your website for the rst time from an advertisement on Google then close as a customer for $1,000/month, you would attribute 100% of this revenue to Google. To measure this you need to cookie visitors that do not ll out a form on their rst session. The other common single touch model is the “lead-conversion click” attribution. This is where 100% of the revenue credit is given to the action that drives the visitor to become a lead i.e. give you their contact information by lling out a form. For example, if an anonymous visitor comes to your website multiple times (browsing your site) and on the 5th visit decides to download a piece of your content then eventually converts into a customer, the marketing channel that drove the visit which created the lead would get 100% of the revenue credit for this customer. This is the model most often used by marketing automation systems. Their view of rst-touch is typically when the lead was created, not their actual rst visit your website. Although the single-touch models are the easiest to implement they are actually quite awed. Next we will explain why these models are not ideal for marketers to fully understand which marketing channels are contributing to revenue. Multi-touch attribution models are harder to implement, but they are much better at properly attributing revenue across all your marketing channels to give credit where its due. Problems with single-touch attribution If you just look at rst-touch, you are giving all the revenue credit to top-of-the-funnel marketing touches such as search, social or content, and excluding (and thus undervaluing) bottom-of-the- funnel marketing touches. If you just look at lead-conversion touch, you are giving all the revenue credit to the last marketing touch before the lead was created those at the bottom of the funnel. This, in turn, excludes and undervalues top-of-the-funnel marketing touches that do play a part in the decision making process and should receive credit, such as deeper in the funnel clicks and actions which are essential to pipeline marketing. Notice how its called “lead-conversion click” not “last-click?” Thats because marketing doesnt end at the lead creation. Theres retargeting, lead nurturing, email, and other marketing thats contributing to revenue and should get some of the credit. Getting advanced with multi-touch Rarely (if not never) will an anonymous user come to your website, ll out a form, and close as a customer in one session, unless perhaps you have an extremely short buying cycle or self-service product. This is where the value of multi-touch attribution comes into play. In multi-touch attribution the credit for revenue output is distributed across multiple touchpoints. The simplest multi-touch attribution model is U-Shaped. With U-Shaped, 40% of the revenue credit is applied to both the rst touch and the lead conversion touch with the remaining 20% being applied evenly to all other touches. The biggest benet with U-shaped is its simplicity and that it accounts for the marketing driving visits and leads. However, the drawback is no revenue credit is applied to the marketing thats done to convert a lead to a sales opportunity, such as lead nurturing. Getting more advanced with W-Shaped attribution Arguably the most accurate attribution model for an advanced B2B marketing team is the W-Shaped model. It accounts for all major transitions: the rst visit, when the visitor converted into a lead, and when the lead converted into an opportunity. By attributing 30% of revenue to each of those three major touch transitions, marketers able to accurately make the best decisions. In B2B there are very often multiple stakeholders involved in the decision. For example, the person assigned to research the solutions may be dierent than the decision maker. Its recommended marketers merge contacts into one company record, because there is only one sale. This is called account based marketing. Getting everyone on board for advanced attribution models isnt easy. Start slow and build up over time rather than diving into the deep end with a custom attribution model. Driving demand through media: Search engine marketing Now that you have the right tracking and attribution in place, its time to unleash the hockey stick and grow like mad. One of the most classic digital channels to do this is Google. Bizible studied all the marketing touches for nearly 500,000 leads and found that search engine marketing is an incredibly eective channel for B2B marketers. Essentially, its a treasure chest of revenue. Of all the channels studied, search was the rst marketing touch for the majority of leads. The next highest channel was direct. In fact, social, email, and display combined accounted for just 8% of leads for the average B2B company. But where to start? Its actually fairly simple as there are really only four types of media campaigns you need to be running. Company Campaigns Simply, these are keywords targeted at people who are searching for your company name or the misspelling of your company name. Otherwise known as “brand keywords“ or “brand terms“ these terms are essentially just the name of your company and generally deeper down the funnel keywords since searchers are already familiar with your brand (because they are searching for it). Heres an example of a company ad when searching “marketo“ on Google: Category Campaigns These keywords are when people search for a solution or terms related to your product, but probably dont know about your Compete Campaigns These keywords are when people actively look to compare options and competitors. This category tends to be much deeper in the funnel as they are actively comparing their options. This is a good opportunity to have pre-built pages that only focus on the competitor being compared against and make it easy for prospect to understand key dierences. Heres an example of a category ad when searching “hubspot vs marketo“ on Google: Once you have Google nailed, its time to consider more than just Google. The Bing advertising network has come a long way in 5 years. On its own, Bing contributes 19% share and Yahoo 10% for a total of 29% search market share and its been increasing over time. Marketers using both Google and Bing for paid advertising will reach over 95% of the U.S. search audience. Another reason to consider investing in Bing Ads is the lower cost-per-click compared to AdWords. A report by AdGooroo found that on average, B2B advertisers paid 117% more per click on AdWords than on Bing. By not advertising on Bing, youre missing out on low hanging fruit. Less advertiser competition on Bing means lower bids and therefore cheaper CPCs.Its important to think about mobile, too Recently, eMarketer released a report showing mobile search trac will overtake desktop in 2015. “2015 will see mobile search reach the tipping pointthe stage at which the majority of spend, organic trac and paid clicks comes from smartphones and tablets, surpassing traditional desktop/ laptop search activity,“ according to the report. Additionally, the report showed mobile search ad spending will top a whopping $25 billion by 2018, increasing nearly $17 billion from the 2014. So how can you make a puny screen work for your company? Its really easy, if you know where to focus. Set a mobile bid modier A mobile bid modier is how much more (or less) youre willing to pay for a click when the searcher is using a mobile device rather than a laptop. Theres no set number for this, but to give you one data point, Bizible discounts mobile clicks by 30%. Design mobile landing pages Ease of navigation and user experience should be the guiding wisdom for landing pages. When designing landing pages, but sure to test them for mobile too. Use click-to-call According to Wordstream, 65% of businesses believe phone calls are the source of the highest quality leads. It makes sense, since the person is actively reaching out to sales. Click-to-call buttons make it easy for mobile searchers and visitors to call your number and Google supports them out-of-the-box. Use them. While B2B companies are often inventory constrained with paid search, it can be an eective middle of the funnel channel given searchers are looking for solution and content. Pull out all the stops to make this work for your company; its critical to long term success. Driving demand through media: Paid social media A big driver of growth for most B2B companies practicing pipeline marketing is LinkedIn. Many moons ago LinkedIn was just a marketplace for job seekers and recruiters. Over the years however, they expanded their value proposition and oerings and evolved into a true professional hub. Reaching over 347,000,000 members with signicant professional data collected (such as job title, company, role, etc), LinkedIn is a gold mine for B2B marketers. LinkedIn LinkedIn ads can be eective at driving leads, specically for content downloads, given the granular targeting available. Simply, run targeted ads to your content landing pages. Youll notice the CPCs are signicantly higher (5 - 10X) than many other channels, but track through the funnel and youll likely notice it converts much higher than other s
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