Inbound Lead Generation for B2B

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This is a shortened version of the presentation.The advanced tips have been removed.The full presentation is 36 pages long.

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NOTICE

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Average cost of lead$373 Traditional Outbound$143 Inbound Marketing

Cost Per Contact$300-500 offline lead$25-30 online lead

Close Rates40% of offline convert18.5% of online convert

Outbound Vs. Inbound Leads

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57% of B2B buyers go through the buying process before ever engaging a salesperson. (Source: Oracle)

B2B IT decision makers are very active on social media and 73% have engaged with a vendor on social networks.

85% use social for business | 95% use LinkedIn (Source: Forrester)

The B2B Lead

Online conversations with prospects can accelerate deals!

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Generating more leadsImproving lead quality

Increasing awarenessReaching decision makers

Budget contraintsEnabling sales & support

Developing brandCustomer retention & loyalty

Customer relationshipsShowing marketing results

Understanding buyerAllocating budget

Partner productivityCustomer data

0% 10% 20% 30% 40% 50% 60% 70% 80%

Top Challenges

B2B Marketing Challenges

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Tools

SEOPPCAdvertisingSocial MediaEmail MarketingContent MarketingNetworking

Traffic

Big potential, takes timeImmediate, but you have to spendImmediate, but you have to spendTakes time and good contentBest ROI on avg, need a good listTakes time and good content Takes time

- 92% of B2B buyers start search on web…- 37% of buyers posted questions on Social Networking sites looking for suggestion or feedback(Source: Oracle)

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Focus on keywords and content related to:- A user educating/researching a topic/issue/technology- Have content to support it like case studies- Use competitor keywords in a comparison chart so you can use their keywords- Include customer reviews- Track and monitor

Goal:Educate, build trust, build expertise

SEO: Best Practices

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- Target keywords for buyers and users educating themselves- Set up landing pages, track, A/B test FOREVER- The ad should tease, the landing page build trust and expertise, offer content/deal/tips/etc to get contact info- Turn off mobile if your site isn’t mobile friendly- Monitor, review, optimize- Key high quality scores for lower costs- Pause poor performing ads and keyword

Sales needs to provide feedback to marketing on quality of leads and update SalesForce with the information.

PPC: Best Practices

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- Find sites where your audience spends time- Provide content a user would give contact info for (case study, best practice guide, discount, event) - Track it with a short URL- Advertise on professional journals, blogs, organizations, societies, events

Online Advertising: Best Practices

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Social Media

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- Keep Tweets to <100 characters 17% higher engagement rate- Tweets with links have an 86% higher retweet rate- Post during “busy hours” (8 am-6 pm) 30% higher engagement rates- Use #hash tags to start topic groups Tweets with 1-2 hash tags get 2x the engagement >2 hash tags have 17% drop-off in engagement - Respond to people- Post pictures and videos Posts with images have 2x the engagement

Twitter Tips

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- 61% of US marketers use social media to increase lead generation- 67% more leads/month for companies with an active blog- 2x the amount of leads/month for companies that use Twitter

IBM Report a 400% increase in sales in the 1st quarter using social selling!

How Social is B2B

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- Does sales or marketing have a LinkedIn profile networked with possible leads AND is increasing that on a regular basis?- Are the 1st connection leads pulled into SalesForce for the whole sales/marketing team to use?- Add LIONs, Open Networkers, HR/RecruitersThey accept invites the easiest

Social Selling: LinkedIn

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4 Steps to Social Selling Success

Nurture- Comment (or Like) others’ posts or content- Share company content- Share relevant industry content- Always try to get any links pointing back to your company site

Profile Network Prospect Nurture

Social Selling: LinkedIn

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Best Practices:- Paid ads targeted to LinkedIn groups of the target audience- Target job titles- Use a call to action, with a graphic of a persons face, tracking link, and landing page- Ad title and message needs to match your target audience’s issues or education needs- Webinars, case studies, whitepapers, how to guides, top tips are very effective lead generators

Paid Traffic: LinkedIn

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No list, no problem | Pay to playMany quality list service providers:ExperianZoomInfoData.comLeadSpaceDiscover.org

What to look for:1. High quality relevant actionable names2. LeadSpace uses customer profiling and big data to intelligently provide leads

Getting Leads

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- Highest ROI if you have a quality list- You can improve open rates and click throughs- Test for mobile, majority of emails are opened on mobile first- HTML outperforms ‘text only’ by multiples- Most emails are received with images turned off - Use technology solutions to show images when they are turned OFF- Results are increased open rate, increased CTR

Email Marketing

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Fliptop: Social research tool to get contact information. 60% success rate and US$0.10 a match.

Rapportive: Free Gmail add on for Chrome that does a real time lookup for each email address and pulls in data

Xobni: Like Rapportive, but for Outlook and Android as well SocialMention.com: Free Social Media search engine: Search Social, blogs, articles and more

Topsy.com: Free Social Media search engine. Search Twitter & Google+ and gives daily alerts.

Marketing Tools

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Email: george@agencyfour.comhttp://agencyfour.com