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

#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

we have to plan faster, experiment more
efﬁciently and adapt constantly to
accelerate success.
@PaulRoetzer www.pr2020.com

Image: Wikimedia
an interactive event in which marketers, executives and/
or entrepreneurs come together to solve
business growth challenges.

1SMART Goal
3ideas
30days to activate
90days to execute
the model
Copyright 2017 PR 20/20. All Rights Reserved.@PaulRoetzer www.pr2020.com

goal > audiences > personas > accelerators > milestones > ideas

how it works
original
research report
ATE = 4
IPR = 5
The idea

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)

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)

AbilitytoExecute(ATE)
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

AbilitytoExecute(ATE)
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

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

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

#INBOUND17
Quick Wins &
Campaign Ideas

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.

Subscribe Checkbox
2Add it to every form.

Live Chat
3Engage with visitors on your website via chat. Consider
options that automatically integrate with your martech
stack.

drift

hubspot messages

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.

retargeting

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.

Conversion Rate Optimization
6Audit top entry points, exit points, engagements and
overall web opportunities to better convert onsite traffic.
Implement top 3-5 opportunities.

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.

ROI Calculator / Interactive Tools
8Help a prospect quantify the value your product may bring,
and collect valuable lead qualifying information while you
do it.

calculator

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.

google search

book recommendation

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.

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.

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.

zoom

wistia

Repurpose Content
13Reuse and remix existing content for other formats and
channels. ALWAYS BE ACTIVATING!

slideshare

linkedin publishing

By-Lined Articles
14Seek guest columnist opportunities with trade
publications, blogs and magazines.

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.

Event Activation
16Extend the life of your tradeshow, event or sponsorship
with digital promotion.

events pages + posts

Proprietary Data Infographic
17Do you have access to usage data from your product, or
other intriguing data? Turn it into an infographic.

canva

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.).

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.

Sales Enablement
20Support the sales team with technology that makes their
job more efficient and drives conversions.

reverse IP lookup

sales alerts

Measurement
21Turn data into intelligence, intelligence into action, and
action into measurable outcomes.

data visualization

Artificial intelligence is
accelerating us toward a more
intelligently automated future . . .

Image: Timothy Neesam
Sales & Marketing Artificial Intelligence Companies*
511 companies
259 with funding
$2.9B in total funding
* Source: Crunchbase

Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Image: Franck Calzada/YouTube

Intelligent SEO
22Discover keywords and build topic clusters.

source: HubSpot
hubspot content strategy

Competitive Intelligence
23Track your competitors’ digital footprint (web, social,
campaigns, reviews, digital ads) for opportunities and
inspiration.

Machine-Written Emails
24Seriously. AI can now right email subject lines and select
body copy better than humans.

kemvi (aka hubspot)
source: Phrasee

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.

source: Atomic Reach
score content based on probability of engagement.

source: Automated Insights
write data-driven content.

Email Send-Time Optimization
26Personalized email delivery based on individually optimal
send times.

@PaulRoetzer Source: Seventh Sense
seventh sense

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.

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

monitor activities and outcomes
source: GrowthBot

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?”

Paul Roetzer
Founder & CEO | PR 20/20
Creator | Marketing AI Institute
paul@PR2020.com
www.PR2020.com
www.MarketingAIinstitute.com

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