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

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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, this fast-paced session will deliver a wealth of tools and tips designed to make an immediate impact on your business. Looking beyond the standard inbound marketing playbook, we'll dive into unique uses 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 Quick Wins and Campaign Ideas

  1. 1. #INBOUND17#INBOUND17 H A C K I N G I N B O U N D 25+ Proven B2B Lead Generation Campaigns And Quick Wins Paul Roetzer (@PaulRoetzer) Founder & CEO | PR 20/20 Founder | Marketing AI Institute
  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 marketers, executives and/ or entrepreneurs 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. #INBOUND17 Quick Wins & Campaign Ideas
  14. 14. Contact Survey 1Re-engage a large contact database with a survey (offer an incentive if you need to). Have lead scoring and nurturing in place, as contacts qualify themselves with survey responses. @PaulRoetzer www.pr2020.com
  15. 15. @PaulRoetzer www.pr2020.com
  16. 16. Subscribe Checkbox 2Add it to every form. @PaulRoetzer www.pr2020.com
  17. 17. @PaulRoetzer www.pr2020.com
  18. 18. Live Chat 3Engage with visitors on your website via chat. Consider options that automatically integrate with your martech stack. @PaulRoetzer www.pr2020.com
  19. 19. @PaulRoetzer www.pr2020.com drift
  20. 20. @PaulRoetzer www.pr2020.com hubspot messages
  21. 21. Paid Traffic 4Activate digital paid media to drive traffic. Ensure content/offers are value-based to the audiences, consider stages of the buyer journey, and optimized by channel. @PaulRoetzer www.pr2020.com
  22. 22. retargeting @PaulRoetzer www.pr2020.com
  23. 23. State of the Industry Report 5Use your own product usage and data, or partner with an association or complementary brand to publish the definitive report for your industry. @PaulRoetzer www.pr2020.com
  24. 24. survey + CRM
  25. 25. Conversion Rate Optimization 6Audit top entry points, exit points, engagements and overall web opportunities to better convert onsite traffic. Implement top 3-5 opportunities. @PaulRoetzer www.pr2020.com
  26. 26. Comparison Matrix 7Help 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
  27. 27. @PaulRoetzer www.pr2020.com
  28. 28. ROI Calculator / Interactive Tools 8Help a prospect quantify the value your product may bring, and collect valuable lead qualifying information while you do it. @PaulRoetzer www.pr2020.com
  29. 29. calculator @PaulRoetzer www.pr2020.com
  30. 30. snapapp
  31. 31. FAQ Content 9Review website search, chat and call Q&A — or talk to your sales team — to discover the most asked questions. Then create marketing content around each question and answer. @PaulRoetzer www.pr2020.com
  32. 32. google search @PaulRoetzer www.pr2020.com
  33. 33. book recommendation @PaulRoetzer www.pr2020.com
  34. 34. Technical Guide 10Want credibility in your market? Write the go-to guide. Promote it. Continue to add to it with data, case studies, examples, product updates, etc. @PaulRoetzer www.pr2020.com
  35. 35. RFP or Buying Guide 11Does purchase in your market often require an RFP? Write the Guide to _____ RFP, make sure your company has solid responses, then offer to your target audience as a download. You’ll know they have intent to buy, and you’ll be prepared with a response to that RFP. @PaulRoetzer www.pr2020.com
  36. 36. @PaulRoetzer www.pr2020.com
  37. 37. Expert Video Chats/Panels 12Launch a monthly video chat. Have your internal expert lead conversations and Q&A with industry peers on hot topics and issues. @PaulRoetzer www.pr2020.com
  38. 38. zoom @PaulRoetzer www.pr2020.com
  39. 39. wistia @PaulRoetzer www.pr2020.com
  40. 40. Repurpose Content 13Reuse and remix existing content for other formats and channels. ALWAYS BE ACTIVATING! @PaulRoetzer www.pr2020.com
  41. 41. slideshare @PaulRoetzer www.pr2020.com
  42. 42. linkedin publishing @PaulRoetzer www.pr2020.com
  43. 43. By-Lined Articles 14Seek guest columnist opportunities with trade publications, blogs and magazines. @PaulRoetzer www.pr2020.com
  44. 44. interviews + articles
  45. 45. Speaking Engagements 15If 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
  46. 46. Event Activation 16Extend the life of your tradeshow, event or sponsorship with digital promotion. @PaulRoetzer www.pr2020.com
  47. 47. events pages + posts @PaulRoetzer www.pr2020.com
  48. 48. Proprietary Data Infographic 17Do you have access to usage data from your product, or other intriguing data? Turn it into an infographic. @PaulRoetzer www.pr2020.com
  49. 49. canva @PaulRoetzer www.pr2020.com
  50. 50. Experimental Market Tests 18Use 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
  51. 51. Lost Opportunity Nurture 19Was a lead lost? Not a fit? Chose a competitor? Keep the lead in a low-touch nurture program to stay top-of-mind, should they look for alternate solutions. @PaulRoetzer www.pr2020.com
  52. 52. Sales Enablement 20Support the sales team with technology that makes their job more efficient and drives conversions. @PaulRoetzer www.pr2020.com
  53. 53. reverse IP lookup @PaulRoetzer www.pr2020.com
  54. 54. sales alerts @PaulRoetzer www.pr2020.com
  55. 55. personalized sales hub
  56. 56. book recommendation @PaulRoetzer www.pr2020.com
  57. 57. Measurement 21Turn data into intelligence, intelligence into action, and action into measurable outcomes. @PaulRoetzer www.pr2020.com
  58. 58. data visualization @PaulRoetzer www.pr2020.com
  59. 59. #INBOUND17 Look Beyond
  60. 60. Artificial intelligence is accelerating us toward a more intelligently automated future . . .
  61. 61. launched november 2016
  62. 62. Image: Timothy Neesam Sales & Marketing Artificial Intelligence Companies* 511 companies 259 with funding $2.9B in total funding * Source: Crunchbase
  63. 63. Planning Personalization Promotion Production Performance the 5 Ps of ai Image: Franck Calzada/YouTube
  64. 64. Intelligent SEO 22Discover keywords and build topic clusters. @PaulRoetzer www.pr2020.com
  65. 65. source: HubSpot hubspot content strategy
  66. 66. Competitive Intelligence 23Track your competitors’ digital footprint (web, social, campaigns, reviews, digital ads) for opportunities and inspiration. @PaulRoetzer www.pr2020.com
  67. 67. crayon + pathmatics
  68. 68. Machine-Written Emails 24Seriously. AI can now right email subject lines and select body copy better than humans. @PaulRoetzer www.pr2020.com
  69. 69. phrasee source: Phrasee
  70. 70. kemvi (aka hubspot) source: Phrasee
  71. 71. Machine-Assisted Narratives 25AI can write select content, like email subject lines, but it can dramatically enhance all forms of writing using natural language processing, natural language generation and machine learning. @PaulRoetzer www.pr2020.com
  72. 72. source: Atomic Reach score content based on probability of engagement.
  73. 73. source: Automated Insights write data-driven content.
  74. 74. Email Send-Time Optimization 26Personalized email delivery based on individually optimal send times. @PaulRoetzer www.pr2020.com
  75. 75. @PaulRoetzer Source: Seventh Sense seventh sense
  76. 76. AI-Powered Analytics 27New 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
  77. 77. 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
  78. 78. monitor activities and outcomes source: GrowthBot
  79. 79. source: Google discover 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?”
  80. 80. Paul Roetzer Founder & CEO | PR 20/20 Creator | Marketing AI Institute paul@PR2020.com www.PR2020.com www.MarketingAIinstitute.com

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