Full-Funnel B2B Marketing Show Episode 63: How to double marketing contribution to revenue with Jonathan Bland
Sep 17, 2021
58:08
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Join a new Full-Funnel Live Talk where we'll nail down a demand generation campaign that generated 435+ demos, $2.7M+ in new marketing sourced pipeline, and $1M+ inbound revenue in 6 months:
1. In-depth research
Nailed the ICP, how and why they buy, and mapped the topics and questions they're genuinely interested in
2. Aligned marketing on pipeline and revenue,
NOT leads or MQLs
3. Mapped features to outcomes
Updated the copy on the website and ads
4. Narrowed audience targeting
Now, this increased CPA from $270 to $460.
BUT the win rate increased by 25% with the better ICP fit.
5. Doubled down on keywords that generated opportunities
The team didn't optimize the ads on CPA and volume.
Instead, they poured through the CRM to identify keywords that lead to a sales-qualified opportunity and doubled down on those.
6. Ran all ungated content on LinkedIn
With about 1%+ CTR, the number of leads we could directly attribute to LinkedIn ads was low...
BUT after increasing spend, there was an increase in direct, organic, and brand keyword demo requests.
The result after 6 months?
435+ demos, $2.7M+ in marketing sourced pipeline, and $1M+ inbound revenue. % of inbound revenue to total went from 34% to 66%.
This is one of the two case studies I'll be discussing with Jonathan R Bland next Thursday at 4PM CET / 10AM ET.
Join us live to learn:
- The step-by-step process Jonathan and his team used to double marketing-sourced revenue
- What do you do if you're selling high ACV products with long and complex sales cycles
- How to align (and measure) marketing on revenue results?
- How to get the execs on board?
- The minimal viable channel mix to have a successful demand gen program
- An ideal in-house marketing team
RESOURCES
Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-r-bland/
Join a new Full-Funnel Live Talk where we'll nail down a demand generation campaign that generated 435+ demos, $2.7M+ in new marketing sourced pipeline, and $1M+ inbound revenue in 6 months:
1. In-depth research
Nailed the ICP, how and why they buy, and mapped the topics and questions they're genuinely interested in
2. Aligned marketing on pipeline and revenue,
NOT leads or MQLs
3. Mapped features to outcomes
Updated the copy on the website and ads
4. Narrowed audience targeting
Now, this increased CPA from $270 to $460.
BUT the win rate increased by 25% with the better ICP fit.
5. Doubled down on keywords that generated opportunities
The team didn't optimize the ads on CPA and volume.
Instead, they poured through the CRM to identify keywords that lead to a sales-qualified opportunity and doubled down on those.
6. Ran all ungated content on LinkedIn
With about 1%+ CTR, the number of leads we could directly attribute to LinkedIn ads was low...
BUT after increasing spend, there was an increase in direct, organic, and brand keyword demo requests.
The result after 6 months?
435+ demos, $2.7M+ in marketing sourced pipeline, and $1M+ inbound revenue. % of inbound revenue to total went from 34% to 66%.
This is one of the two case studies I'll be discussing with Jonathan R Bland next Thursday at 4PM CET / 10AM ET.
Join us live to learn:
- The step-by-step process Jonathan and his team used to double marketing-sourced revenue
- What do you do if you're selling high ACV products with long and complex sales cycles
- How to align (and measure) marketing on revenue results?
- How to get the execs on board?
- The minimal viable channel mix to have a successful demand gen program
- An ideal in-house marketing team
RESOURCES
Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-r-bland/