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Hacking Inbound: 25+ Proven B2B Lead Generation Campaigns and Quick Wins
The document outlines strategies for B2B lead generation, emphasizing rapid planning, efficiency in experimentation, and continuous adaptation for success. It provides various campaign ideas and metrics for assessing the ability to execute and impact probability ratings of different marketing strategies. Additionally, it highlights the integration of AI technology in optimizing marketing efforts and enhancing data-driven decision-making.
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Similar to Hacking Inbound: 25+ Proven B2B Lead Generation Campaigns and Quick Wins
Hacking Inbound: 25+ Proven B2B Lead Generation Campaigns and Quick Wins
- 1. Copyright 2017 PR20/20. 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. we have toplan faster, experiment more efficiently and adapt constantly to accelerate success. @PaulRoetzer www.pr2020.com
- 3. Image: Wikimedia an interactiveevent in which stakeholders come together to solve business growth challenges.
- 4. 1SMART Goal 3ideas 30days toactivate 90days to execute the model Copyright 2017 PR 20/20. All Rights Reserved.@PaulRoetzer www.pr2020.com
- 5. goal > audiences> personas > accelerators > milestones > ideas @PaulRoetzer www.pr2020.com
- 6. how it works original researchreport ATE = 4 IPR = 5 The idea @PaulRoetzer www.pr2020.com
- 7. how it works original researchreport 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. how it works original researchreport 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. 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. 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. 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. 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. QUICK WINS &CAMPAIGN IDEAS
- 14. Contact Survey 1Engage alarge 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.
- 16. state of theindustry
- 17. Subscribe Checkbox 2Add itto every form. @PaulRoetzer www.pr2020.com
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- 19. Live Chat 3Engage withvisitors on your website via chat and bots. Only consider options that integrate with your CRM. @PaulRoetzer www.pr2020.com
- 20.
- 21. Paid Traffic 4Activate digitalpaid media to drive traffic. Ensure content/offers are value-based to the audiences and align with buyer-journey stages. @PaulRoetzer www.pr2020.com
- 22.
- 23. media buying withai source: Albert www.pr2020.com
- 24. Conversion Rate Optimization 5Audittop entry points and most popular pages for opportunities to increase conversions. @PaulRoetzer www.pr2020.com
- 25. Comparison Matrix 6Help youraudience 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.
- 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.
- 29.
- 30. FAQ Content 8Discover themost 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
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- 32.
- 33. Technical Content 9Want recognitionas an expert and thought leader in your market? Write and promote research papers. @PaulRoetzer www.pr2020.com
- 35. RFP or BuyingGuide 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
- 36.
- 37. Expert Video Chats/Panels 11Launcha monthly video chat. Have your internal experts lead conversations and Q&A with industry peers on hot topics and issues. @PaulRoetzer www.pr2020.com
- 38.
- 39. Repurpose Content 12Reuse andremix existing content for other formats and channels. ALWAYS BE ACTIVATING! @PaulRoetzer www.pr2020.com
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- 41.
- 42. By-Lined Articles 13Seek guestcolumnist opportunities and interviews with trade publications, blogs and podcasts. @PaulRoetzer www.pr2020.com
- 43.
- 44. Speaking Engagements 14If youhave 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
- 45. Event Activation 15Extend thelife of your tradeshow, event or sponsorship with digital promotion. @PaulRoetzer www.pr2020.com
- 46. events pages +posts @PaulRoetzer www.pr2020.com
- 47. Experimental Market Tests 16Useyour 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
- 48. Lost Opportunity Nurture 17Wasa 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
- 49. Sales Enablement 18Support thesales team with technology that makes their job more efficient and drives conversions. @PaulRoetzer www.pr2020.com
- 50. reverse IP lookup @PaulRoetzerwww.pr2020.com
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- 52.
- 53. Measurement 19Turn data intointelligence, intelligence into action, and action into measurable outcomes. @PaulRoetzer www.pr2020.com
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- 55. We implemented naturallanguage generation (NLG) with Google Analytics reports, cutting analysis and production time by more than 80%. @PaulRoetzer Image: Automated Insights natural language generation
- 56.
- 57. Artificial intelligence is acceleratingus toward a more intelligently automated future . . .
- 58. “The science ofmaking machines smart.” — Demis Hassabis, Co-Founder & CEO of DeepMind (which in turn augments human knowledge and capabilities) Source: Rolling Stone
- 59.
- 60.
- 61. $14.8 M $17.8 M Source: Crunchbase ArtificialIntelligence + 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
- 62. Your life isalready machine-assisted, and your marketing will be too.
- 63. Planning Personalization Promotion Production Performance the 5 Psof ai Image: Franck Calzada/YouTube
- 64. Intelligent SEO 20Discover keywordsand build topic clusters. @PaulRoetzer www.pr2020.com
- 65. source: HubSpot hubspot contentstrategy
- 66. Competitive Intelligence 21Track yourcompetitor’s digital footprint (web, social, campaigns, reviews, digital ads) for opportunities and inspiration. @PaulRoetzer www.pr2020.com
- 67.
- 68. Machine-Written Emails 22Seriously. AIcan now right email subject lines and select data-driven content better than humans. @PaulRoetzer www.pr2020.com
- 69. intelligent email subjectlines source: Phrasee
- 70. source: Automated Insights data+ automated narratives
- 71. Machine-Assisted Editing 23AI candramatically enhance all forms of writing using natural language processing, natural language generation and machine learning. @PaulRoetzer www.pr2020.com
- 72. source: Acrolinx Acrolinx voice, grammar,sentiment, tone and style
- 73. Content Recommendations 24Personalize onsiteand email content recommendations at scale with artificial intelligence. @PaulRoetzer www.pr2020.com
- 74.
- 75. Cross-Channel Optimization 25Optimize contentand ads across channels with little-to-no human interaction. @PaulRoetzer www.pr2020.com
- 76.
- 77. Autonomous A/B Testing 26Testinfinite variations and adapt in real-time, 24/7, to the most optimal creative and conversion paths. @PaulRoetzer www.pr2020.com
- 78. source: Sentient content, offersand web experiences
- 79. Email Send-Time Optimization 27Personalizedemail delivery based on individually optimal send times. @PaulRoetzer www.pr2020.com
- 80.
- 81. AI-Powered Analytics 28New AI-poweredanalytics 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
- 82. monitor activities andoutcomes source: GrowthBot
- 83. source: Google insights fromanalytics “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?”
- 84.