Connecting With More Leads via Inbound & Outbound

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Connecting With More Leads via Inbound & Outbound

  1. 1. Presented  by   Sponsored  by   Connec&ng  With  More   Leads  via  Inbound  &   Outbound   #ActOnSW
  2. 2. Welcome  Webinar  A<endees   Type  ques&on  here  
  3. 3. Follow  this  webinar  on  Twi<er   #ActOnSW  
  4. 4. About  Demand  Gen  Report   •  Launched  in  2007  to  track  best   prac:ces  in  lead  genera:on   •  Newsle?er  has  grown  to  more   than  26,000  readers   •  We  also  offer  a  menu  of  research   and  best  prac:ces  reports     •  New  audio/video  podcasts  at   DemandGenReport.com       @DG_Report http://linkd.in/DG_Specialists
  5. 5. Janelle  Johnson   Director,  Demand  Gen   Act-­‐On  SoHware   Panelists   Lee  Odden   CEO   TopRank  Online  Marke&ng   MODERATOR:   Andrew  Gaffney   Editor,  Demand  Gen  Report  
  6. 6. Content Optimization: How To Integrate Search, Social And Inbound To Drive Demand @LeeOdden - CEO, TopRankMarketing.com
  7. 7. @LeeOdden   TopRankBlog.com   About  Lee:     CEO,  Consultant   Speaker,  Blogger   Traveler,  Foodie   @LeeOdden     Content  -­‐  Social  -­‐  SEO  
  8. 8. @LeeOdden   B2B  Marketers   Increase  Content   Marke:ng  Spending   54% Source:  CMI  2012   Content Marketing #1
  9. 9. @LeeOdden   100 BILLIONGoogle  Search  Queries  Per  Month   Source:  Search  Engine  Land   16%Of  daily  queries  on  Google   have  never  been  seen  before     Source:  Google  Internal  Data,  2011   81%Of  B2B  buyers  start  with   search  engines     Source:  DemandGen  Report  May  2012  
  10. 10. @LeeOdden   Source:  Marke:ngProfs   Content  Marke:ng  Ins:tute   87% B2B Marketers Use Social Media Tactics Marketers  have   adopted  inbound     60% HubSpot  2013  State  of  Inbound  Marke:ng  Report  
  11. 11. @LeeOdden   Brand  USP   (Topic  -­‐  Keyword)   Blog   Posts   Industry  Media   Coverage   Press  Releases   Contributed   Ar:cles   Guest  Posts   Topical  Survey   “2013  Topic  XYZ   Survey”   Tips  &   Examples   eBook   Guide  to   B2B  Social   Co-­‐Created   Visual   eBook  with   Conference   Topical   Resource   Lists   Off  Site   Commen:ng   Speaking  at     Conferences   Prospect   Brand   Networking   Social   Networking   Community   SEO   Website   Category   Email   Newsle?ers  
  12. 12. @LeeOdden   Optimized marketing means your brand is the best answer when & where buyers need it.
  13. 13. @LeeOdden   Persona:   “Admin  Jane”   Influences  CEO     Values:   =  Fast   =  Save  $   =  Service   Fast   Save  $   Service   Blog   awareness consideration purchase retention advocacyinterest Facebook   Byline   PPC   Email  Offer   Locator   Tips  Ar:cles   Newsle?er   Blog   Soc  Net   Ads   Press     Blog   Reviews   PPC   Discount   Loyalty   Community   VIP   Referral   Ar:cle   Media   Reviews   Blog   Display   Offers   Network   Thank  You   Referral   Rewards   Content:   =  Topics   =  Keywords   =  Media  &  Channel   Op:mize  Across  the  Lifecycle  
  14. 14. @LeeOdden   Content  Marke:ng  Tac:cs   •  Ar&cle  Marke&ng     •  Advertorial     •  Blogging     •  Case  Studies   •  Crowdsource     •  Curate     •  Digital  Newsle<ers   •  eBooks     •  Email     •  Interac&ve  Games   •  Images  &  Infographics   •  Interac&ve  Tools   •  Microsites   •  Mobile  Applica&ons     •  Mobile  Content     •  News  Release   •  Online  Magazines  &  Apps   •  Podcasts   •  Print  Magazines     •  Print  Newsle<ers     •  Real-­‐World  Events     •  Research  &  Surveys     •  Social  Content     •  Teleclass  &  Telecasts     •  Tradi&onal  Media     •  Videos     •  Virtual  Conferences     •  Webinars     •  Wikis     •  White  Papers    
  15. 15. @LeeOdden   BUT…  Are  They  Integrated?   Image  Source:  Shu?erstock  
  16. 16. @LeeOdden   Are  They  Op:mized?   Image  Source:  Shu?erstock  
  17. 17. @LeeOdden   Customer  Goals     +  Business  Value   =  Content  Marke&ng  Strategy Meet  Customer  Needs    =  Achieve  Business            Outcomes   Alignment  =  Powerful   Image  Source:  Shu?erstock  
  18. 18. @LeeOdden   Stalking  Dead  Infographic  Novel   h?p://www.hostway.com/resources/infographics-­‐videos/stalking-­‐dead.html  
  19. 19. @LeeOdden   What’s  Missing?   How  will  it  be  promoted?   Can  you  really  count  on   “Going  Viral”?   Repurpose?  Reimagine?     Crea&ve  Needs  Promo&on:     Publicized  on  blogs  &  media   Op:mized  for  social,  search   “stalking  dead”  “infographic  novel”   Hub  &  Spoke      
  20. 20. @LeeOdden   Great content isn’t really great until it gets found, consumed, & shared.
  21. 21. @LeeOdden   “What’s  a  good   framework  for   content  marke&ng   that’s   op&mized  and     socialized?”  
  22. 22. @LeeOdden   Discover   Consume   Act   Buyer  Informa:on  Preferences   Search  Keywords   Social  Topics   Adver:sing   Publica:ons   Events   Word  of  Mouth     Text,  Images,  Audio,  Video   Mobile,  Tablet,  Computer   Formal,  Funny,  Long,  Short   Social  Share   Engage  (comment)   Subscriber   Register   Inquire   Buy  
  23. 23. @LeeOdden   Op:mized  Content  Crea:ve   A<ract   Engage   Op&mize  360   Convert  
  24. 24. @LeeOdden   Content  Marke:ng  Op:miza:on   Preferences Pain Points Behaviors Search & Social Data Sources Editorial Calendar, Repurpose Social & SEO Networking, PR, Linking Who  are   you  wri:ng   for?   What  do   they  care   about?   What   stories  will   connect   you?   Make  it   easy  to  find   &  share   awareness consideration purchase retention advocacy
  25. 25. @LeeOdden   Content  Plan  &  Keyword  Glossary   Download  Template:  h?p://tprk.us/keyedcal  
  26. 26. @LeeOdden   Master  SEO  Basics   Topical  Focus   Author  Rel   Keywords   Social  Topics   Brand     Customer   Keyword  Glossary   Category   Keywords   Keywords   Keywords   Category   Keywords   Keywords   Keywords   Keywords     Blogs Tech  SEO  Audit   Analy:cs   Monitoring   Conversions  
  27. 27. @LeeOdden   Hub  &  Spoke  Promo:on,  Networking  
  28. 28. @LeeOdden   Engagement:  F100  Technology   SMB  Community   •  Target audience seeks a “safe” environment to be educated on technology topics •  Content Strategy aligns customer tech needs with editorial plan •  Audit 100’s of existing content & media assets for repurposing •  Develop new content, co-create content with partners •  Content attracts & engages – gives more data for future content
  29. 29. @LeeOdden   Content  Types  For  Brand  Storytelling   Brand Stories Repurposed Curated Amplification Social Syndication Advertising SEO Evergreen Co-Created
  30. 30. @LeeOdden   Co-­‐Created  eBook   119,000  Views   Slideshare   Next  Most  Pop:   6,473  Views  
  31. 31. @LeeOdden   Consump:on:  F50  B2B   Re-­‐Purosed  Video  Content     •  Target audience engaged by video web analytics, social shares, competitor analysis •  No new budget to create video •  100’s of offline videos •  Audit offline videos into themes that align with editorial plan •  Apply SEO & Social best practices •  Create channels by segment •  Schedule uploads & shares •  Drives awareness, engagement, education
  32. 32. @LeeOdden   •  Fans   •  Friends   •  Followers   •  Comments   •  Likes   •  Google  Plusses   •  Links   •  SERPs   •  Search  Traffic   KPIs  &  Business  Outcomes   •  Shorter  Sales  Cycles   •  Increased  Order  Quan:ty   •  More  Referrals   •  Lower  Marke:ng  Costs   •  Grow  Revenue   •  Improve  Profits   •  Reten:on   •  Share  of  Voice   •  Improve  Service    
  33. 33. @LeeOdden   Measure  &  Op&mize   Inbound  /  Outbound   Social  Networking   Content  Op&miza&on   Crea&on  &  Cura&on   Content  Plan   Keyword  &  Topic  Research   Audience  &  Personas   Integrated:  Content,  Search,  Social  
  34. 34. @LeeOdden   Thank  You!     @LeeOdden   lee@toprankmarke:ng.com     TopRankMarke&ng.com   TopRankBlog.com   Op:mizeBook.com   Free  Download:   h?p://tprk.us/cmsmarts13    
  35. 35. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Integra&ng  Inbound  &  Outbound  
  36. 36. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Awareness   •  Targeted  Audience:    SMB   B2B  companies   •  Mul:-­‐faceted  ini:a:ve   •  Microsite   •  SEO   •  Blog  Posts   •  Social  Media   •  Press  Rela:ons   •  Physical  Events   •  Outbound  Email   Campaigns   www.act-­‐on.com/drive  
  37. 37. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Conversion   •  Keep  forms  short  and   simple  to  increase   conversion  rates   •  Ask  for  addi&onal  data   points  on  subsequent  visits   •  Create  more  targeted   programs  as  you  collect   more  data  
  38. 38. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Whitepaper   Download   Confirma&on   Email  with  link   to  asset   Recorded   webinar  on   similar  topic   eBook  on   similar  topic   Corresponding   Infographic   Nurturing  
  39. 39. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Example:  Nurture  Campaigns  
  40. 40. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Qualifying  and  managing  lead   hand-­‐off  
  41. 41. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Organiza:ons  where   marke&ng  and  sales  are   aligned  were  38%  be<er  at   winning  customers  than  those   that  were  not.*   *  Marke:ngProfs  research    
  42. 42. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Prospect  Intelligence  &  Insight   Use  every  engagement   opportunity  to  learn   more     Build  a  profile  that   combines  demographic   and  behavior   informa:on     80%  of  the  prospects   deemed  “bad  leads”  by   sales  go  on  to  buy   within  24  months    
  43. 43. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Lead  Scoring   •  Automa:cally  give  points  to  leads  based  on  behaviors   or  profile  a?ributes   •  Allows  marke:ng  &  sales  to  sort  and  priori:ze  leads   •  Marke:ng  nurtures  leads  with  lower  scores     •  Re-­‐establishes  trust  
  44. 44. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Measuring  &  Op&mizing  
  45. 45. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Social  Media  Metrics   •  Men:ons  /  Connec:ons   •  “Likes”  /  Followers   •  Clicks  /  Conversions   KEY:  Followers  are  good  but  conver&ng  them  to  leads,  opportuni&es  and  revenue  is  be<er  
  46. 46. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Program  Benchmarking  Metrics   •  What  channels  are   performing  best?     •  Page  Views   •  Form  comple:on/   abandonment  rates   •  Content/asset   downloads   KEY:  Keep  your  benchmarking  metrics  easy,  understandable,  and  insighkul  
  47. 47. www.act-­‐on.com    |    @ActOnSoftware    |    #ActOnSW   Next  Steps   Need  it  today    Call:  1  (877)  530-­‐1555    Email:  sales@act-­‐on.com   Sign  up  for  a  demo    www.act-­‐on.com    
  48. 48. Q&A    //    Submit  Your  Ques&ons   Type  ques&on  here  
  49. 49. Janelle  Johnson   Director,  Demand  Gen   Act-­‐On  SoHware   Q&A    //    Panelists   Lee  Odden   CEO   TopRank  Online  Marke&ng   MODERATOR:   Andrew  Gaffney   Editor,  Demand  Gen  Report  
  50. 50. Thank  You  For  A<ending  This  Webinar   You can download this presentation at: http://dg-r.co/ioleads

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