The Intersection ofInbound Marketing and B2B Lead Generation   A presentation by:
A few quick facts:             70% of the links search users click on are organic – not paid   1             Keyword rich ...
Utilize a content-focused strategy to:           • Attract the right kind of traffic  Part 1  You need to fill the “top of...
Utilize a content-focused strategy to:         • Convert that traffic to qualified leadsPart 2  Provide the type of conten...
Utilize a content-focused strategy to:           • Turn those leads into customers  Part 3  The true measure of an effecti...
How do you do it?Step 1: Gain understanding of the           current landscape• Traffic sources, visitor-to-lead and lead-...
How do you do it?Step 2: Develop a plan to attract the           right prospects and turn them           into customers• C...
How do you do it?Step 3: Measure everything• Continuously evaluate what is working and what is  not in order to improve th...
Who we are                                      We provide inbound and direct marketing                                   ...
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Inbound Marketing and B2B Lead Gen

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This presentation covers the fundamentals of inbound marketing and why they are critical to a successful B2B lead generation strategy.

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  • These statistics point out 3 fundamental truths of online marketing:People click on organic links far more often than paid onesThe more keyword optimized content you have, the better. And the fastest way to build and maintain that is by bloggingIt doesn’t matter whether you are B2B or B2C, social media matters for organic search. It plays a significant role in how search engines rank your site.
  • In order to make a B2B lead gen site successful, there are a few basic things that need to happen:We need actual prospects, not just visitors, coming to the site – We need to provide the type of content that starts to build a relationship and moves those prospects along the process toward becoming a customerAnd finally we need to make sure those leads become customers – in most cases this is done in concert with sales but we need to make sure we are doing everything we can to deliver sales-ready leads
  • In order to make a B2B lead gen site successful, there are a few basic things that need to happen:We need actual prospects, not just visitors, coming to the site – We need to provide the type of content that starts to build a relationship and moves those prospects along the process toward becoming a customerAnd finally we need to make sure those leads become customers – in most cases this is done in concert with sales but we need to make sure we are doing everything we can to deliver sales-ready leads
  • In order to make a B2B lead gen site successful, there are a few basic things that need to happen:We need actual prospects, not just visitors, coming to the site – We need to provide the type of content that starts to build a relationship and moves those prospects along the process toward becoming a customerAnd finally we need to make sure those leads become customers – in most cases this is done in concert with sales but we need to make sure we are doing everything we can to deliver sales-ready leads
  • What is currently taking place. Where are prospects coming from, what “path” do they typically take when becoming a customer. Where do prospects fall-off?We also need to look at what the competition is doing, how is social media currently being used (if at all) and because content plays a key role in this process, are there people in-house who can produce it or does it need to be outsourced
  • Look at the buyer personas you are targeting, think about the steps they will go through on their way to becoming a customer and create content that will resonate with them at each of those steps. In addition, we will give that content a boost by leveraging the power of email and social networks to promote itWe also need to look at the site as if we were a potential customer and think about the things that might derail us. Is the next step unclear? Is there too much or too little content? Are we using offers and landing pages effectively?And we want to track visitor behavior so that we can take advantage of any opportunities that present themselves. For example, if a prospect visits a certain combination of pages on the site and downloads certain content, we know they are ripe for conversion and will want to initiate contact with them in real-time
  • Inbound Marketing and B2B Lead Gen

    1. 1. The Intersection ofInbound Marketing and B2B Lead Generation A presentation by:
    2. 2. A few quick facts: 70% of the links search users click on are organic – not paid 1 Keyword rich content = better organic search results. Companies that blog have 434% more indexed pages than those who do not. 2 B2B marketers who were asked to complete the sentence, “Social media improves my search results via . . .”, replied with the following : 48% – Driving Inbound Links 45% – Increase Page Rank 40% – Influence Organic SEO 31 MarketingSherpa, Feb 20072 Hubspot, State of Inbound Marketing, 20103 B2B Magazine, July 2010
    3. 3. Utilize a content-focused strategy to: • Attract the right kind of traffic Part 1 You need to fill the “top of the funnel” by attracting people to your website. But it is important that a majority of that traffic be actual prospects who have the possibility of becoming a customer, not just visitors.
    4. 4. Utilize a content-focused strategy to: • Convert that traffic to qualified leadsPart 2 Provide the type of content that starts to build a relationship (blogs, video, whitepapers, etc.) and moves those prospects along the path toward becoming a customer.
    5. 5. Utilize a content-focused strategy to: • Turn those leads into customers Part 3 The true measure of an effective lead gen strategy isn’t how many leads you deliver, it’s how many of those leads become customers.
    6. 6. How do you do it?Step 1: Gain understanding of the current landscape• Traffic sources, visitor-to-lead and lead-to- customer conversion rates• Competitive intelligence• Social media presence• Ability to create content
    7. 7. How do you do it?Step 2: Develop a plan to attract the right prospects and turn them into customers• Create content designed to engage prospects based on the stage of the marketing funnel• Promote (social media, email, etc.)• Reduce “marketing friction” on site that could lead to lower conversion
    8. 8. How do you do it?Step 3: Measure everything• Continuously evaluate what is working and what is not in order to improve the process• If possible, create a closed-loop system to give you a complete picture. Knowing the path your prospects took to become customers is invaluable as you refine the process.
    9. 9. Who we are We provide inbound and direct marketing services to businesses and nonprofit organizations. For over 40 years, we have been helping our clients develop, manage and execute their marketing plans.Visit us online at www.rivkind.com or call us at 781-344-2650 to learn moreabout the services we provide.
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