Full-Funnel B2B Marketing Show podcast

Episode 63: How to double marketing contribution to revenue with Jonathan Bland

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Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel

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/

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