Are you selling to other companies? Learn about growth hacking strategies and techniques that work well in B2B.

1. B2b Growth hacking
How to build a minimal viable

2. Who are we
JESSIE DEDECKER
SEO
Thought Leadership
Crazy Creative Hacks
VLADIMIR BLAGOJEVIC
Growth Strategy
Landing Pages
Conversion Optimization

3. What we do
ü Belgian Growth Agency for startups and SMEs
ü Focus on B2B (or high ticket B2C)
ü We build complete, A-Z growth engines that generate sales-
ready leads

4. Online increasingly
important Even in b2b
– or big ticket b2c

5. ONLINE
B2B Buyers Start Their Research
84% 70% go back 2-3 times doing research
98% refine their search terms with time
76% prefer different content at each stage of
their research process
89% say that the more the item cost, the
more research they will do

6. Case Results Industry
/CUSTOMERS
Thermo Fisher
Scientific
30%
of
sales-­‐ready
leads
generated
on
the
website
182%
more
traffic
separa7ons
industry
with
customers
in
the
environmental
tes7ng,
food
safety
tes7ng,
pharmaceu7cal
and
biopharmaceu7cal,
biotech,
hospital,
research
and
government
regulatory
agency
labs
Townsend
Security
10x
traffic
|
77%
more
leads
127%
more
qualified
leads
so@ware
and
hardware
appliances
to
secure
datain
highly
regulated
industries
such
as
retail,
healthcare,
and
finance
Distribion 2,000%
li@
in
blog
traffic
40%
Boost
in
Revenue
financial
services,
insurance
and
casino
gaming
ROGETECH 12x
increase
in
leads
15x
increase
in
website
traffic
IT
distribu7on
company
selling
their
products
through
indirect
channels,
which
include
dozens
of
so@ware,
integra7on
and
ISV
partners
Amadeus Rail 1,000
new
contacts
in
3
provider
of
booking
and
transac7on
…and so is theirs:
My niche is different

7. Many (niche) business have
Specific challenges

8. Source: The National Sales Executive Association

9. 3
3% Buying Now
6-7% Open to It
30% think that they
are not interested
30% not thinking
30% not interested

10. Onboarding
freemium
Many things you can do
BUT: each costs, cannot do them all
Landing pages
upselling
Free bribe
Referal programs
subscriptions
ads
Lead gen fees
COPYWRITING gamification
Discount codes
EMAIl
Alerts & notifications Do something special
Staged trafficcommunity service
incentivesViral loops
contests
webinars
marketplaces
affiliates
Social sharing
API integrations

11. SPECIALIZED / COMPLEX
Selling
solutions
Sometimes unknown product categories

12. ACQUISTION: attracting prospects
(SEO,
social
media,
partner
publica7ons..)
CAPTURE: capturing prospects
(free
reports,
e-­‐books,
e-­‐courses…)
NURTURING: “warming up”
(e-­‐mail
content
series,
scoring)
ACTIVATION: lead active
(personal
contact,
mee7ng)
Not selling via web?
Attract
the right prospects - even if they
are not yet ready to buy
Get their permission to market to them
Develop a meaningful and trusting
relationship and stay top of their mind
Know exactly when a prospect is ready for
the next step - based on lead scoring

13. THE RIGHT PROSPECTS
Attract
…even if they are not ready to buy1

14. Product & company
Why only spreading information about your
Searching for Search volume
web conferencing tools 260
tools for online
meetings
0
teleworking 5400
working from home 40500
team collaboration 1300
online collaboration 2400
sales meeting 1000
is not enough

15. Your prospect’s
world
Online demand
(e.g. Google, social
networks..)
Your Expertise
Sweet
Spot

16. Your prospect’s
world
Online demand
(e.g. Google, social
networks..)
Your Expertise
Sweet
Spot
Homework: Find your prospects online
1. identify relevant topics for your prospects
your prospects’ jobs, goals,
Challenges, problems and
frustrations
your solution, product
category, major features,
competitors, End benefits, USPs
2. Perform online research: around the topics above
Research: keywords, facebook audience, trending topics, online groups (LinkedIn, Facebook…) / forums / Q&A
sites, influencers (e.g. power twitter users, bloggers…), blogs and other publications / magazines

17. Start quickly?
But how – and where– to
contests
marketplaces
affiliates
so much you can do…

18. direct
disclaimer: unsolicited commercial email is not
legal (without opt in)
email Forums / groups

19. direct?
How to approach
ü Completely cold pitching does not
work very well
ü Get intros (turn cold into
lukewarm)
ü Start a conversation (a
conversation can easily turn into
a meeting)
ü Mafia offer

20. The Mafia Offer
An offer of up to
80%Conversion Rate

21. WANT YOUR OWN ?

22. Paid traffic
super-charge your start using
Relevant traffic within hours
Start testing conversions
A/B test different messages
Can be viable traffic source (numbers!)
BUT: Quick Experiments with small budgets!

23. Paid traffic?
What to advertise using
online meeting software
web conferencing tool
Work remotely
direct
?
indirect

24. Other people’s audience
“Borrow”
ü Guest posting on blogs and
online magazines
ü Partnerships / bartering
q Who has your audience?
ü Influencers / people with many
followers
ü Deal sites (e.g. Appsumo…)

25. Guest blogging to get
prospects from uk
Guest “posting” to build
authority

26. Which one?
contests
marketplaces
affiliates

27. CASE STUDY
976SIGNUPS VIA THE LANDING PAGE
IN JUST 3 WEEKS
At the same time we learned a lot:
ü Conversion rate per channel
ü Customer Acquisiotion Cost
ü Opportunities for scaling and
improving
ü Feedback on the product
11 versions of landing pages

28. CAPTURE LEADS
How to
and make them thank you for it2

29. ≠
landing page
information site
A landing page has to…
Grab attention
Arouse interest
Build desire
Address objections
Establish trust
Call to action

30. The Mafia Offer
An offer of up to
80%Conversion Rate
e.g. e-course, E-book, report,
Webinar, case study

31. WARM YOUR PROSPECTS UP
How to do
Until they are ready to buy3

32. Success factors
2 key
of sales
Source: The National Sales Executive Association

33. unfortunately

34. Lead nurturing
of leads lost without lead nurturing
79%
Source: Marketing Sherpa

35. Nurturing sequence:
“sideways” landing page

37. METRIC-DRIVEN
Implement the process of
experimentation4

38. Tiny proof of concept experiment
Start with a
ü Minimal investment
ü Create a single touch point with your prospects
ü Front (prospect-facing) end - of your growth engine
Exit criterion:
right prospects signing up

39. Big impact
Small improvements compound to a
Stage Conversion %
improved
conversion
Capture 15% 17%
Nurturing 55% 60%
Activation 10% 12,0%
Offer 30% 30%
Sales 60% 60%
Total
conversion
0,09% 0,14%
Total
Improvement 62,22%
Acquisition 100% 100%
Acquisition 60% 65%

40. Growth is process, not hacks
ü Install a growth
process
ü Database with growth
ideas
ü Biweekly / monthly
meetings
q Prioritize ideas (impact,
certainty, effort)
q Plan experiments
q Review last iteration’s
experiments (metrics)

41. Leverage your strengths
But you better

42. Offline leads
B2B Tip: get your
into the same
(nurturing) funnel
?

43. Content writers
What if you don’t employ
SEO optimized headline:
3k+ free visitors /month
Sharable Headlines & content
827 social shares
New shares &
Views
Little Extra Effort!
Capture new viewers
More: follow “intersection”
influencers, update profile…
Best part: outsourcable!

44. generate
Sometimes you can
E.g. 500+ “free”
infographics
the content

46. WANT YOUR OWN ?
Call
me
0471
40
15
35
vlad@113labs.com