Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Inbound Marketing and B2B Lead Gen


Published on

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

Published in: Business, News & Politics
  • Be the first to comment

  • Be the first to like this

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 or call us at 781-344-2650 to learn moreabout the services we provide.