Generate more leads and customers with Inbound Marketing


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Automated inbound marketing and compelling content are the key to online lead generation and conversion to customer.

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Generate more leads and customers with Inbound Marketing

  1. 1. 1<br />New Rules Inbound Marketing<br />A new era of informed buyers requires <br />us to market and sell differently.<br />(10 Slide Introduction)<br />
  2. 2. 2<br />Old OutboundMarketing<br /><ul><li>Telemarketing
  3. 3. Trade shows
  4. 4. Conferences
  5. 5. Direct mail/email blasts
  6. 6. Print advertising
  7. 7. Print directories</li></ul>Before, we used outbound marketingandsales push to find & persuadepotential buyers<br />The bigger your marketing budget the more contacts you could feed into and “push” through your funnel.<br />
  8. 8. Things have changed!Now it’s often the buyer who finds the seller.<br />3<br />Buyers use Google, Bing and Social Media<br />to find and research possible vendors.<br />
  9. 9. 4<br />New Inbound Marketing<br /><ul><li>Educational online content
  10. 10. Search Engine Optimization
  11. 11. Pay per Click advertising
  12. 12. Targeted landing pages with lead</li></ul>capture forms<br /><ul><li>Blogging & social media engagement
  13. 13. Online analytics and conversion tools </li></ul>Buyers use the web to find you.But before they’re ready to meet you, they want to be informed.<br />Buyer is in control. <br />They don’t need to meet with sales teams to get informed.<br />Buyer & Sales<br />share control<br />
  14. 14. 5<br />Engaging informed buyers is about “pull”.Helping them discover what they need to know throughouttheir entire buying cycle. It’s not pushing product features. <br />Customer Buying Cycle <br />It’s about building early relationships, trust and top-of-mind.<br />
  15. 15. How well is your website performing?6 key questions that reveal how well you are doing. <br />2<br />3<br />1<br />5<br />4<br />6<br />6<br />Are enough people clicking through to your website? Do they visit the pages you want them to?<br />What do your target customer’s find when they search? Is it you?<br />How many anonymous online visitors do you convert to identified leads? <br />How many registered leads visited your website last month; who were they and what pages did they visit?<br />Where do your visitors come from: organic search, paid search, email, social media, direct? <br /><br />Do marketing & sales have the visibility needed to drive business in an online world?<br />What marketing programs work best at generating leads and nurturing them through your pipeline? What’s the ROI?<br />
  16. 16. 7<br />Is your content doing its job?Today’s informed buyers expect to get what they want online.<br />Creating<br />Buyer Trust<br />Converting Web<br />Visitors to Leads<br />Educating Buyers<br />Nurturing Leads <br />Helping Convert<br />Leads to Buyers<br />Attracting Buyers<br />CONTENT<br />Is King!<br />
  17. 17. The better you understand and fulfill individual buyer content needs at each<br />stage of their buying cycle, the more likely they’ll want to engage with you.<br />8<br />Compelling content drives conversion. It’s what helps you turn anonymous website visitors into leads.And what you use to nurture leads to be sales-ready. <br />
  18. 18. 9<br />Buyers get interested in content that helps them resolve their problems.<br />YourCompany<br />Target Customer<br />Your knowledge<br />and ideas.<br />Engage<br />What different<br />buyer personas<br />want to know. <br />Often this involves 3-10 people. <br />Educate<br />Your<br />product<br />Earn trust<br />
  19. 19. 10<br />3 Key Steps to Success<br />Attractanonymous buyers to you with optimized online content – educational information that buyers look for to solve their problems.<br />Convertanonymous website visitors to leads with compelling content and optimized landing pages. Use marketing automation to nurture leads to be sales ready.<br />analyzeyour online marketing metrics to understand what works and what doesn’t. <br />1<br />2<br />3<br />
  20. 20. 11<br />Create, optimize & promote compelling content.<br />- Blogging<br />- Social Media<br />- Websitepages<br />- SEO<br />- Email Campaigns<br />The rules have changed forselling toinformed buyers in today’s online world.<br />1. Get Found<br />Compelling<br />Content<br />2. Convert<br />3. Analyze<br />Capture and nurture leads to win more customers.<br /><ul><li> Landing Pages
  21. 21. Lead Tracking & Intelligence
  22. 22. Lead Nurturing
  23. 23. Prospect Tracking
  24. 24. CRM Integration</li></ul>Market-oriented analytics <br />for smart decision making.<br />- Understand impact of different<br /> marketing activities on<br /> traffic, leads and sales<br /><ul><li>Competitor comparisons
  25. 25. Blog analytics
  26. 26. Social media reach</li></li></ul><li>Thank you for your interest.Difrent specializes in using Inbound Marketing to helpScandinavian companies generate leads and nurture them to customers. Contact Dante Iacovoni if you are interested in knowing more.<br />12<br />Contact information:<br />Location: Stockholm, Sweden<br />Email:  dante@difrent.seWeb:<br />Tel (mobile): +46 73 88 00 150 <br />Linkedin:<br />