how do i generate more leads using big data
TRANSCRIPT
Table of Contents
1. Introduction
2. Is data the Holy Grail for Lead generation
3. The B2B buying journey
4. Case I : How data helps you to improve your ‘inbound’ traffic
5. Case II: How data helps you to improve your ‘outbound’ target group
6. The most important lesson
OpenCompanies Strategy © 2013 Willemijn Welten
Colors or numbers?
As soon as we measure something, we seek to improve the numbers. Which is a worthwhile endeavor, if better numbers
are the point of the exercise.
Organizations that do nothing but measure the numbers rarely create breakthroughs. Merely better numbers.
Seth Godin
First Poll
Do you use data to improve your lead generation?
Yes
Sometimes
No
© 2014 Graydon Nederland
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© 2014 Graydon Nederland
© 2014 Graydon Nederland
© 2014 Graydon Nederland
© 2014 Graydon Nederland
© 2014 Graydon Nederland
© 2014 Graydon Nederland
© 2014 Graydon Nederland
Poll
How many leads do you generate for S ales per month?
0 – 50 leads
50 – 100 leads
100 – 250 leads
250+ leads
How to create a 360 view about our current and new buyer persona’s
Priority Initiative• What business conditions
trigger this buyer’s decision to look for improvement
Success Factors • What results and outcomes
expects this buyerBuyer’s Journey• What role plays this buyer in
the decision and info on who else will impact the decision
• What resources trusts this buyer to guide the decision
Perceived Barriers• What attitudes or concerns
prevents this buyer from investing
Decision Criteria• What features evaluates
this buyer comparing alternative approaches
Poll
Do you exactly know what keeps your customer awake at night?
Yes, we know our buyer persona’s extensively
Yes, to some extend but this can improve
Nee, we do not ask our customers about their needs in a
structured way
Use keyword research tools to create and validate your keyword list
Graag grafiek zo aanpassen dat de stijging van 180 naar 240 duidelijker wordt. Nu lijkt het een kleine stijging. Terwijl het een grote stijging is. Het is niet noodzakelijk dat de niveau’s exact juist zijn. Ermoet een duidelijke stijging te zien zijn
Optimise keywords in strcutured process and your ranking will increase
29Supervisory Board | 10 December 2014 © Graydon | Confidential
Poll
Do you know what sectors and segments are the most profitable for
your company?
Yes, we know exactly what our Top sectors and segments are. We
have a complete view of our customer base
To some extend but this can improve
No, we do not have a shared view in the organisation
Key takeaways Brightedge / ClickZ © 2014 Graydon
Key takeaways Brightedge / ClickZ © 2014 Graydon
Key takeaways Brightedge / ClickZ © 2014 Graydon
