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Hacking Inbound: 25+ Proven B2B Lead Generation Campaigns and Quick Wins

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Inspired by the best ideas from dozens of B2B marketing strategy workshops and the actual results from hundreds of inbound marketing campaigns, Paul Roetzer (@PaulRoetzer) will present a wealth of tools and tips designed to make an immediate impact on your business. Head into 2018 planning armed with unique use cases for HubSpot software, artificial intelligence, social selling, interactive tools, data-driven storytelling, public relations and more.

Published in: Marketing
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Hacking Inbound: 25+ Proven B2B Lead Generation Campaigns and Quick Wins

  1. 1. Copyright 2017 PR 20/20. All Rights Reserved. Nov. 16, 2017 25+ Proven B2B Lead Generation Campaigns and Quick Wins Hacking Inbound Paul Roetzer (@PaulRoetzer) Founder & CEO | PR 20/20 Founder | Marketing AI Institute Sandie Young (@SandieMYoung) Marketing Director | PR 20/20 www.pr2020.com #HackingInbound
  2. 2. we have to plan faster, experiment more efficiently and adapt constantly to accelerate success. @PaulRoetzer www.pr2020.com
  3. 3. Image: Wikimedia an interactive event in which stakeholders come together to solve business growth challenges.
  4. 4. 1SMART Goal 3ideas 30days to activate 90days to execute the model Copyright 2017 PR 20/20. All Rights Reserved.@PaulRoetzer www.pr2020.com
  5. 5. goal > audiences > personas > accelerators > milestones > ideas @PaulRoetzer www.pr2020.com
  6. 6. how it works original research report ATE = 4 IPR = 5 The idea @PaulRoetzer www.pr2020.com
  7. 7. how it works original research report ATE = 4 IPR = 5 Ability to Execute (ATE) ATE factors = team, tech, time, budget 1 (poor), 2 (fair), 3 (moderate), 4 (good), 5 (excellent) @PaulRoetzer www.pr2020.com
  8. 8. how it works original research report ATE = 4 IPR = 5 Impact Probability Rating (IPR) IPR factors = market size, demand, platform, performance benchmarks 1 (poor), 2 (fair), 3 (moderate), 4 (good), 5 (excellent) @PaulRoetzer www.pr2020.com
  9. 9. AbilitytoExecute(ATE) Impact Probability Rating (IPR) ATE = 4-5 IPR = 4-5 ATE = 1-3 IPR = 4-5 ATE = 4-5 IPR = 1-3 ATE = 1-3 IPR = 1-3 A B C D the A list ideas 1 5 5
  10. 10. AbilitytoExecute(ATE) Impact Probability Rating (IPR) print ads ATE = 1 IPR = 1 linkedIn ads ATE = 4 IPR = 3 direct mail ATE = 2 IPR = 1 sponsored content ATE = 5 IPR = 3 influencer engagement ATE = 5 IPR = 3 leads social engagement ATE = 5 IPR = 3 guest blogging ATE = 3 IPR = 3 media outreach ATE = 5 IPR = 1 snapchat account ATE = 5 IPR = 2 instagram account ATE = 5 IPR = 2 website optimization ATE = 5 IPR = 4 dormant free trial emails ATE = 5 IPR = 4 podcast ATE = 2 IPR = 1 referral program ATE = 5 IPR = 3 case study gallery ATE = 5 IPR = 3 demo nurturing ATE = 5 IPR = 5 facebook ads ATE = 5 IPR = 4 adroll retargeting ATE = 5 IPR = 4 online contest/ giveaway ATE = 4 IPR = 4 original research report ATE = 5 IPR = 5 vertical market ebook ATE = 5 IPR = 5 1 5 5
  11. 11. online contest/ giveaway ATE = 4 IPR = 4 adroll retargeting ATE = 5 IPR = 4 dormant free trial emails ATE = 5 IPR = 4 website conversion optimization ATE = 5 IPR = 4 demo nurturing emails ATE = 5 IPR = 5 the A list facebook ads ATE = 5 IPR = 4 original research report ATE = 5 IPR = 5 vertical market ebook ATE = 5 IPR = 5 @PaulRoetzer www.pr2020.com
  12. 12. Campaign Concept ATE (1-5) IPR (1-5) O/E/P Details Demo nurturing emails 5 5 Owned Add notes here. Free trial nurturing emails 5 5 Owned Add notes here. Funding announcement PR 5 5 Earned Add notes here. Original research report 4 5 Integrated Add notes here. Speaking tour 1 5 Earned Add notes here. Dormant demo emails 5 4 Owned Add notes here. Dormant free trial emails 5 4 Owned Add notes here. RetargeBng 5 4 Paid Add notes here. VerBcal market ebook 5 4 Integrated Add notes here. Website conversion opBmizaBon 5 4 Owned Add notes here. Online contest/giveaway 4 4 Integrated Add notes here. Free workshop series 3 4 Integrated Add notes here. Influencer webinar series 3 4 Integrated Add notes here. Online assessment tool 2 4 Integrated Add notes here. AdWords 5 3 Paid Add notes here. Case study gallery 5 3 Owned Add notes here. Social engagement 5 3 Earned Add notes here. LinkedIn ads 4 3 Paid Add notes here. Guest blogging 3 3 Earned Add notes here. Sponsored content 3 3 Paid Add notes here. Customer referral program 3 2 Owned Add notes here. Direct mail 2 1 Paid Add notes here. Podcast 2 1 Owned Add notes here. Trade print ads 1 1 Paid Add notes here. idea center sandbox @PaulRoetzer www.pr2020.com
  13. 13. QUICK WINS & CAMPAIGN IDEAS
  14. 14. Contact Survey 1Engage a large contact database with a survey (offer an incentive if you need to). Have lead scoring and nurturing in place. Turn it into a state of the industry report. @PaulRoetzer www.pr2020.com
  15. 15. @PaulRoetzer www.pr2020.com halo effect reach
  16. 16. state of the industry
  17. 17. Subscribe Checkbox 2Add it to every form. @PaulRoetzer www.pr2020.com
  18. 18. @PaulRoetzer www.pr2020.com
  19. 19. Live Chat 3Engage with visitors on your website via chat and bots. Only consider options that integrate with your CRM. @PaulRoetzer www.pr2020.com
  20. 20. @PaulRoetzer www.pr2020.com drift
  21. 21. Paid Traffic 4Activate digital paid media to drive traffic. Ensure content/offers are value-based to the audiences and align with buyer-journey stages. @PaulRoetzer www.pr2020.com
  22. 22. retargeting @PaulRoetzer www.pr2020.com
  23. 23. media buying with ai source: Albert www.pr2020.com
  24. 24. Conversion Rate Optimization 5Audit top entry points and most popular pages for opportunities to increase conversions. @PaulRoetzer www.pr2020.com
  25. 25. Comparison Matrix 6Help your audience out. If there’s a chance they’re comparing your product against the competition, do their homework for them to build brand love and trust. @PaulRoetzer www.pr2020.com
  26. 26. @PaulRoetzer www.pr2020.com
  27. 27. ROI Calculator / Interactive Tools 7Help a prospect quantify the value your product may bring, and collect valuable lead qualifying information while you do it. @PaulRoetzer www.pr2020.com
  28. 28. calculator @PaulRoetzer www.pr2020.com
  29. 29. snapapp
  30. 30. FAQ Content 8Discover the most frequently asked questions by prospects and customers. Review website search queries, analyze online chat conversations and talk to your sales and customer service teams. Then create multi-media content around each question and answer. @PaulRoetzer www.pr2020.com
  31. 31. google search @PaulRoetzer www.pr2020.com
  32. 32. book recommendation @PaulRoetzer www.pr2020.com
  33. 33. Technical Content 9Want recognition as an expert and thought leader in your market? Write and promote research papers. @PaulRoetzer www.pr2020.com
  34. 34. RFP or Buying Guide 10Does purchase in your market often require an RFP? Write the Guide to _____ RFP, then offer as a download. You’ll know they have intent to buy, and you’ll already have all the right answers. @PaulRoetzer www.pr2020.com
  35. 35. @PaulRoetzer www.pr2020.com
  36. 36. Expert Video Chats/Panels 11Launch a monthly video chat. Have your internal experts lead conversations and Q&A with industry peers on hot topics and issues. @PaulRoetzer www.pr2020.com
  37. 37. zoom @PaulRoetzer www.pr2020.com
  38. 38. Repurpose Content 12Reuse and remix existing content for other formats and channels. ALWAYS BE ACTIVATING! @PaulRoetzer www.pr2020.com
  39. 39. slideshare @PaulRoetzer www.pr2020.com
  40. 40. linkedin publishing @PaulRoetzer www.pr2020.com
  41. 41. By-Lined Articles 13Seek guest columnist opportunities and interviews with trade publications, blogs and podcasts. @PaulRoetzer www.pr2020.com
  42. 42. interviews + articles
  43. 43. Speaking Engagements 14If you have real expertise and a unique point of view (and you’re confident in front of crowds), be intentional about identifying and securing speaking appearances. @PaulRoetzer www.pr2020.com
  44. 44. Event Activation 15Extend the life of your tradeshow, event or sponsorship with digital promotion. @PaulRoetzer www.pr2020.com
  45. 45. events pages + posts @PaulRoetzer www.pr2020.com
  46. 46. Experimental Market Tests 16Use your blog or guest posts within a target market to test the waters. If initial results are promising, move ahead with a full-on lead generation campaign (downloadable content, paid promotion, nurture, etc.). @PaulRoetzer www.pr2020.com
  47. 47. Lost Opportunity Nurture 17Was a lead lost? Not a fit? Chose a competitor? Keep the lead in a low-touch nurture program to stay top-of-mind. @PaulRoetzer www.pr2020.com
  48. 48. Sales Enablement 18Support the sales team with technology that makes their job more efficient and drives conversions. @PaulRoetzer www.pr2020.com
  49. 49. reverse IP lookup @PaulRoetzer www.pr2020.com
  50. 50. sales alerts @PaulRoetzer www.pr2020.com
  51. 51. book recommendation @PaulRoetzer www.pr2020.com
  52. 52. Measurement 19Turn data into intelligence, intelligence into action, and action into measurable outcomes. @PaulRoetzer www.pr2020.com
  53. 53. data visualization @PaulRoetzer www.pr2020.com
  54. 54. We implemented natural language generation (NLG) with Google Analytics reports, cutting analysis and production time by more than 80%. @PaulRoetzer Image: Automated Insights natural language generation
  55. 55. LOOK BEYOND
  56. 56. Artificial intelligence is accelerating us toward a more intelligently automated future . . .
  57. 57. “The science of making machines smart.” — Demis Hassabis, Co-Founder & CEO of DeepMind (which in turn augments human knowledge and capabilities) Source: Rolling Stone
  58. 58. Source: John Koetsier natural language processing natural language generation computer vision image recognition
  59. 59. launched november 2016
  60. 60. $14.8 M $17.8 M Source: Crunchbase Artificial Intelligence + Sales/Marketing $55.3 M $43.4 M $10.8 M $7.4 M $11.0 M 32 Spotlights with $586M+ in Funding $16.3 M $60.0 M $174.3 M
  61. 61. Your life is already machine-assisted, and your marketing will be too.
  62. 62. Planning Personalization Promotion Production Performance the 5 Ps of ai Image: Franck Calzada/YouTube
  63. 63. Intelligent SEO 20Discover keywords and build topic clusters. @PaulRoetzer www.pr2020.com
  64. 64. source: HubSpot hubspot content strategy
  65. 65. Competitive Intelligence 21Track your competitor’s digital footprint (web, social, campaigns, reviews, digital ads) for opportunities and inspiration. @PaulRoetzer www.pr2020.com
  66. 66. crayon + pathmatics
  67. 67. Machine-Written Emails 22Seriously. AI can now right email subject lines and select data-driven content better than humans. @PaulRoetzer www.pr2020.com
  68. 68. intelligent email subject lines source: Phrasee
  69. 69. source: Automated Insights data + automated narratives
  70. 70. Machine-Assisted Editing 23AI can dramatically enhance all forms of writing using natural language processing, natural language generation and machine learning. @PaulRoetzer www.pr2020.com
  71. 71. source: Acrolinx Acrolinx voice, grammar, sentiment, tone and style
  72. 72. Content Recommendations 24Personalize onsite and email content recommendations at scale with artificial intelligence. @PaulRoetzer www.pr2020.com
  73. 73. personalized content recommendations source: Skyword
  74. 74. Cross-Channel Optimization 25Optimize content and ads across channels with little-to-no human interaction. @PaulRoetzer www.pr2020.com
  75. 75. cross-channel optimization source: OneSpot
  76. 76. Autonomous A/B Testing 26Test infinite variations and adapt in real-time, 24/7, to the most optimal creative and conversion paths. @PaulRoetzer www.pr2020.com
  77. 77. source: Sentient content, offers and web experiences
  78. 78. Email Send-Time Optimization 27Personalized email delivery based on individually optimal send times. @PaulRoetzer www.pr2020.com
  79. 79. @PaulRoetzer Source: Seventh Sense seventh sense
  80. 80. AI-Powered Analytics 28New AI-powered analytics tools are rolling out (mostly in beta) that will deliver real-time insights into your marketing, and, eventually, prescribe actions to take. @PaulRoetzer www.pr2020.com
  81. 81. monitor activities and outcomes source: GrowthBot
  82. 82. source: Google insights from analytics “What is the trend of session duration in NYC last month?” “Which referral sources bring in the most users?” “What share of my traffic was from mobile yesterday?”
  83. 83. Questions? paul@PR2020.com www.PR2020.com www.MarketingAIinstitute.com

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