3 big questions for lead generation - inbox insight
TRANSCRIPT
3 Questions Lead Generation
BIGfor B2B
Who are ?
Global audience of over 2 million senior professionals
Founded in 2010
Online publications and email newsletters
Experts in B2B lead generation
Specialist business communities split by:• Job function• Industry • Company size • Technologies and Trends
BIG Questions for B2B Lead Generation
2. WHAT DO THEY NEED TO KNOW?
3 Audience1. WHO DO YOU TARGET?
Content
Channel3. HOW DO YOU REACH THEM?
1. WHO DO YOU
TARGET?
LEAD GENERATION CRITERIA
Company Contact
+
http://www.sage.co.uk/software-and-services/accounting-and-
finance
1 – 20 employees
5 – 99 employees
50 – 1000 employees
10 – 200 employees
Up to 2000employees
Who are your best customers?
Most profitable
Biggest deals
Customer loyalty
Time-to-close
New market?
Use your CRM & Data to learn…
Who is involved in the decision when buying from you?
Theresa the thrifty budget holder
Eddie the enthusiastic executive
• Finance Director (Decision Maker)• Responsible for justifying purchase to board• Wants to see statistics and proof• Must be need to have not nice to have
• Marketing Executive (Influencer)• Responsible for campaign ROI• Frustrated with the way things are• Wants to make his mark
BEWARE: GOLDILOCKS SYNDROME
2. WHAT DO THEY NEED TO
KNOW?
Neil Patel says:
A Guide to Creating Buyer Personas That Will Improve Your Content Conversion Rates, https://copyhackers.com/2016/04/storyhacking-
cracking-the-code-behind-the-irresistible-selling-power-of-stories/
“It’s easier to create relevant content – and reach your real audience with that content –
when you write it for a single human being.”
Customer Needs
Finish all my work and get home on time
(for once)
Company Needs
Grow customer base for new accounting
software
Ebook:“How ditching spreadsheets can save you hours every
day”
EXAMPLE = You are a Finance SaaS Provider
Showthe Problem
Sellthe Solution
VideoSlideshare
Blog PostsInfographics
Podcasts
Ebooks White Papers
Business Cases
Case StudiesWebinars
Line of business Industry
Manufacturing Retail Legal Hospitality Aerospace
IT
Finance
Marketing
HR
Management
“How to secure your hotel guests’ wifi”
Line of business Industry
Manufacturing Retail Legal Hospitality Aerospace
IT
Finance
Marketing
HR
Management
“IT Managers guide to secure wireless access”
Line of business Industry
Manufacturing Retail Legal Hospitality Aerospace
IT
Finance
Marketing
HR
Management
“How BT Wifi helps retailers turn browsers into buyers”
STANDOUT
And please, don’t be boring. Tell them clearly what’s in it for them.
3. HOW DO YOU REACH THEM?
Inbound Outbound
VS?
INBOUND
JOURNEY
SEO/Social Blog Subscribers
EmailLanding PageQualification
Conversion
£
“We often refer to inbound marketing programs as “air cover” - they run 24/7 and provide a consistent stream of leads…
while the company pursues more targeted, tactical campaigns against specific accounts or market segments.”
Howard Sewell of Spear Marketing says:
According to McKinsey, email marketing is 40 times as effective
at customer acquisition than social media.
B2B buyers engage with 20 pieces of content on average, and
90% comes via their inbox.
https://marketinginsidergroup.com/demand-generation/email-marketing-closes-sales/
[Email] Subscribers are 9x more likely to convert than non Subscribers
http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/why-marketers-should-keep-sending-you-emails
https://marketinginsidergroup.com/content-marketing/160-amazing-marketing-stats-you-need-to-know/
Michael Brenner, Douglas Burdett, Nora Aufreiter, Julien Boudet, and Vivian Weng
OUTBOUND
JOURNEY
PUBLISHERS SEO
Subscribers Social
Data
EventsEmail
QualificationConversion
£
Landing Page
Tips for working with lead gen suppliers
Agree a CPL
£Set Clear
DeadlinesHow many
Leads?
Stay inTouch
Use latest Tech
2. KNOW WHAT THEY NEED
1. KNOW WHO YOU TARGET
3. KNOW HOW TO REACH THEM
Audience
Channel
Content
www.inboxinsight.co.uk@InboxInsight
01962 835 [email protected]
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