This presentation contains two Data Cases: Case 1: How to increase your website traffic using Big data Case 2: How to improve your B2B target selection using Big data

2. Table of Contents
1. Introduction
2. Is data the Holy Grail for Lead generation
3. The B2B buying journey
4. Case I : How data helps you to improve your ‘inbound’ traffic
5. Case II: How data helps you to improve your ‘outbound’ target group
6. The most important lesson

4. OpenCompanies Strategy ©
2013 Willemijn Welten
Colors or numbers?
As soon as we measure something, we seek to improve the
numbers. Which is a worthwhile endeavor, if better numbers
are the point of the exercise.
Organizations that do nothing but measure the numbers
rarely create breakthroughs. Merely better numbers.
Seth Godin

6. First Poll
Do you use data to improve your lead generation?
 Yes
 Sometimes
 No

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17. Poll
How many leads do you generate for S ales per month?
 0 – 50 leads
 50 – 100 leads
 100 – 250 leads
 250+ leads

21. How to create a 360 view about our current and
new buyer persona’s
Priority Initiative
• What business conditions
trigger this buyer’s decision
to look for improvement
Success Factors
• What results and outcomes
expects this buyer
Buyer’s Journey
• What role plays this buyer
in the decision and info on
who else will impact the
decision
• What resources trusts this
buyer to guide the decision
Perceived Barriers
• What attitudes or concerns
prevents this buyer from
investing
Decision Criteria
• What features evaluates
this buyer comparing
alternative approaches

22. Poll
Do you exactly know what keeps your customer awake at night?
 Yes, we know our buyer persona’s extensively
 Yes, to some extend but this can improve
 Nee, we do not ask our customers about their needs in a
structured way

24. Use keyword research tools to create
and validate your keyword list

28. Graag grafiek zo aanpassen dat de stijging van 180 naar 240
duidelijker wordt. Nu lijkt het een kleine stijging. Terwijl het een
grote stijging is. Het is niet noodzakelijk dat de niveau’s exact juist
zijn. Ermoet een duidelijke stijging te zien zijn
Optimise keywords in strcutured process and your ranking will
increase

29. 29Supervisory Board | 10 December 2014 © Graydon | Confidential

34. Poll
Do you know what sectors and segments are the most profitable for
your company?
 Yes, we know exactly what our Top sectors and segments are. We
have a complete view of our customer base
 To some extend but this can improve
 No, we do not have a shared view in the organisation

36. Key takeaways Brightedge /
ClickZ © 2014 Graydon

38. Key takeaways Brightedge /
ClickZ © 2014 Graydon

39. Key takeaways Brightedge /
ClickZ © 2014 Graydon